Publish a collection of dragon cards to share millions of cash
After entering 2024, the mines in the automotive industry are bursting one after another.
First, Evergrande Automobile announced that Newton Group's 4 billion yuan "life-saving money" would not arrive, and then Liu Yongzhuo, president of Evergrande Automobile, was criminally detained in accordance with the law on suspicion of violating the law and committing crimes.
Then, there is the South China automobile dealer with a history of nearly 30 years - Guangdong Yongao.
was exposed to the news of the closure of many of its 4S stores, and the employees also ran to Nezha next door to jump off the building, and the bank also organized special personnel to go to the Yongao store overnight to tow away the existing cars in the store to reduce losses as much as possible.
Then it came to Gaohe, who recently called itself the next Tesla, and announced a shutdown of production.
Not only can't the car be delivered, but the employees' salaries can't be paid, and they can't even afford to rent the exhibition hall.
As soon as 2024 begins, the automotive industry can feel a chill, the president has been arrested, there are those who have jumped off the building, and there are those who want to run away, and there are those who don't know what the next one will be.
So why is this happening?
In fact, in June last year, Yu Dazui said that by 2030, the number of major players in China's auto market will be less than five.
To put it bluntly, this track is going to become more and more volatile, and this impact is not only affecting car manufacturers, but covering the entire industry.
The sudden outbreak of new energy vehicles in 2020 has made these companies mushroom after a rain, and hundreds of them have bloomed in the domestic market, but no matter how big the "table" is, it cannot accommodate so many players, and it is inevitable that someone will stand on the table to "play cards", and the survival of the fittest is inevitable.
At the beginning of 2023, Tesla launched the first round of ** war, car companies have chosen to "tube", and the mid-year ** war has set off a climax again, what "Shunzi", "three belts and one" are all thrown out, and when the time comes to the end of the year, in order to sprint the annual sales KPI, many car companies have begun to throw "bombs".
After a round, the domestic automobile production and sales are booming, both exceeding 30 million, and the "unaffordable" is automatically out.
**Under the war, the test is actually the control of the industrial chain by car companiesLike BYD, the three core components of the battery, motor, and electronic control are basically made by themselves, and the midstream is separated from the dealer model, choosing the direct sales model, selling its own, and the downstream automotive after-sales service market, and 100% of the acquisition of Yi'an property insurance.
Under the control of the whole industry chain, BYD's gross profit margin of automobiles is as high as 2067%, which is already more than Tesla, far higher than the average of about 10% in China's automotive industry.
From the perspective of market competition, the current situation of new energy vehicles, not only to ensure safety, but also to ensure battery life, but also to have intelligence to improve the driving experience, and then try to press the ** below 200,000, and to obtain obvious advantages over traditional fuel vehicles, it is very difficult, after all, the cost is there.
Even Xiaomi, Lei Jun made it clear that "990,000 yuan, 1490,000 yuan or even 1990,000 yuan is all a joke."
Is Xiaomi not wanting to, of course I want to, but I just can't do it.
The reason why BYD was able to launch 7Qin, who is 980,000 yuan, and not others, is the cost advantage brought by the control of the whole industrial chain.
The first is the joint venture brand, the target is the traditional fuel vehicles, especially the A-class cars below 100,000, originally this part of the market is basically occupied by Sylphy, Lavida, Suteng, Corolla, Civic, etc., BYD launched 7The 980,000 yuan Qin means that the last firewall of the joint venture car has been broken.
The so-called Qin Wang swept Liuhe, sweeping the joint venture car, and the chill of the joint venture car has actually begun from the beginning of 2023, Acura officially withdrew from the Chinese market at the beginning of 2023, Mitsubishi Motors announced its withdrawal from China in October, at the end of 23, Skoda CEO said in public that the new generation of Kodia passenger models will not be listed in China, they do not want to stay in the Chinese market, but they can't roll.
In this case, those 4S stores that rely on joint venture brand cars will naturally not survive.
The second is the new forces that have no control over the industrial chain at all, and from 2023 onwards, these car companies have begun to see the bayonet, and the entire industry has been rolled up.
Judging from the current situation, there are still a lot of new forces that can master the industrial chain, but the problem of mastering it is complete or incomplete, or it can be a little bit like Wei Xiaoli's three core technologies, and you can also engage in some intelligent empowerment by yourself.
Either old players like Chang'an and Wuling, with their original scale advantages and sales channels, can continue to follow, or it is impossible to follow up after BYD announces a price cut.
As for those who have nothing, such as Evergrande Automobile and Gaohe Automobile, they naturally have to face the result of survival of the fittest in the market.
However, the best result is not too much, after all, no matter how low it is, there is a limit, and it will lead to the concentration of resources volume, neglect of research and development, and finally lose the hard-won advantage, you must know that foreign large car companies are still eyeing it, people have dozens of hundreds of years of accumulation, there are enough scale advantages, brand advantages, and even control most of the sales channels in the world, the background is still there, if there are still too many Chinese car brands, they want to use ** Cutting a piece of cake in the automotive field leads to excessive internal friction, and finally foreign capital takes the opportunity to "pick up the corpse" is more than worth the loss.