Wanda doesn't build cars, only sells cars, and established six car companies.

Wanda doesn't build cars, only sells cars, and established six car companies.

Wanda doesn't build cars, only sells cars, and has set up six car companies. It is generally believed in the industry that Wanda does not intend to build a car, but participates in the sales of cars. Relying on resources to build a special car service may be Wanda's next move. Wanda does not build cars but only sells cars, and has established six car companies.

Wanda doesn't make cars, only sells cars. It has set up six car companies, 1. Wanda has set up six car beauty companies with registered capital of 5 million. The legal representative is Zeng Maojun, and all six new companies are wholly owned by Wanda car beauty Co., Ltd.

Tianyancha App shows that from February 22nd to February 25th, Shenyang Wanda car beauty Co., Ltd., Guiyang Wanda car beauty Co., Ltd., Changchun Wanda car beauty Co., Ltd., Yinchuan Wanda Automobile Technology Co., Ltd. and Tianjin Wanda Automobile Technology Co., Ltd. were established one after another with a registered capital of 5 million. The legal representatives are all Zeng Maojun, and the five new companies are wholly owned by Wanda car beauty Co., Ltd.

Wanda car beauty co., ltd was established on 202 1, 1654381October 22nd. The legal representative is Zeng Maojun, with a registered capital of 65,438 billion yuan, and its business scope includes new car sales. Wholesale of auto parts; Motor vehicle charging sales, etc.

The company is 65% owned by Dalian Wanda Group Co., Ltd. and 35% owned by Taiqing (Beijing) Technology Co., Ltd. The company has six foreign-invested enterprises, including Beijing Wanda car beauty Co., Ltd. ..

As early as 202 1, 10, 1 1, Dalian Wanda Group announced the official start of its strategic cooperation with China FAW Group. At the same time, Wang Jianlin announced that he would personally take the lead, and all senior executives above Wanda Vice President switched to Hongqi Automobile.

Previously, on August 20th, 20021,Wang Jianlin visited China FAW and the two sides signed a strategic cooperation agreement.

165438+1October 19, Guangzhou International Auto Show 202 1, Zeng Maojun and the general manager of FAW Hongqi Automobile Sales Co., Ltd. jointly released three new rights and interests of "Red Flag User Experience Ecology":

From the beginning of 2022, the owners of the new Red Flag can enjoy many preferential policies such as free movie viewing, free parking, Wanda Hotel Marriott Platinum Card and so on in various scenes under Wanda Group.

People in the industry generally believe that Wanda does not intend to build a car, but participates in the sales of cars. Wanda has commercial complexes and cultural tourism projects all over the country. Relying on these resources to build a special car service may be Wanda's next move.

From Beijing Wanda car beauty Co., Ltd., we can also see some clues.

On October 8th, 65438/kloc-0, Wang Jianlin took the red flag bus to wanda plaza, Feng Ke, Beijing, as the "platform" of the first Wanda Red Flag Experience Center opened here.

According to media reports, Feng Ke Wanda Hongqi Flagship Store has a business area of over 1 000 square meters, which consists of an aboveground exhibition center and an underground service work area. There are not only best-selling models in the exhibition hall, but also new models that have not yet been listed, as well as the future concept car of Hongqi.

In the underground service work area, in addition to meeting the functions of new car delivery, test drive, beauty film, used car consignment and light maintenance, you can also experience many automobile technologies such as automatic parking, automatic car washing and automatic charging.

It is worth mentioning that Wanda Group also joined Yinlong New Energy Co., Ltd. together with Dong Mingzhu.

Yinlong New Energy is a high-tech enterprise focusing on the new energy industry. Founded in 2009, its business scope includes the production and sales of lithium-ion power batteries and energy storage batteries. Yinlong New Energy was acquired by Gree at a cost of 654.38+08 billion, and was renamed Gree Titanium New Energy Co., Ltd., and Wanda Group was also among the shareholders.

According to the equity penetration chart of Qixinbao, Gree Titanium New Energy Co., Ltd. is mainly held by Zhuhai Yinlong Investment Holding Group Co., Ltd., with Dong Mingzhu holding 17.46%. Dalian Wanda Group Co., Ltd. also appeared in the ranks of shareholders, holding 3.73%.

Some commentators pointed out that Wang Jianlin learned to exercise restraint by selling cars instead of building cars, which is a lesson for Baoneng and Evergrande.

Another phenomenon is that more and more cars are driving into shopping malls.

All parts of the country have moved to wanda plaza to build an automobile service circle, and Shenyang, Guiyang, Changchun, Yinchuan and Tianjin have caught up with the first wave this time.

It can be predicted that there will be more and more exhibition halls for new energy vehicles when shopping in shopping malls and commercial complexes in the future.

After all, the popularity of shopping malls has brought consumers closer.

You can watch it from a distance or play with it.

Wanda doesn't make cars, only sells cars. Six car companies have been set up. Since 2022, developers trapped by liquidity pressure are still busy saving themselves, while Dalian Wanda Group, which successfully realized the transformation of "light assets" in its early years, is constantly improving the "selling cars" industrial chain.

According to the enterprise survey, from February 22nd to 25th, Wanda car beauty Co., Ltd. (hereinafter referred to as "Wanda Auto") invested and set up five new companies, all with a registered capital of 5 million yuan. The legal representative is Zeng Maojun, who is currently the president of Wanda Culture Group and Wanda Film and Television Group.

The five newly established companies are Changchun Wanda car beauty Co., Ltd., Shenyang Wanda car beauty Co., Ltd., Guiyang Wanda car beauty Co., Ltd., Yinchuan Wanda Automobile Technology Co., Ltd. and Tianjin Wanda Automobile Technology Co., Ltd. ..

The business scope covers new car sales, motor vehicle maintenance, car trailer, auxiliary, obstacle clearing service, car wash service, parking lot service, software development, technical service, technology development, technical consultation, used car distribution, etiquette service, battery sales, charging pile sales, mechanical and electrical equipment sales, etc.

In terms of business scope, the above five new companies are quite similar to Wanda Motor, which was just established in June last year. According to the enterprise survey, Wanda Auto's business scope also involves new car sales, auto parts wholesale, motor vehicle charging sales, technical services, technology development, household appliances sales, software development, professional cleaning, cleaning and disinfection services. Moreover, Zeng Maojun is a legal representative.

Standing on the development trend of new energy vehicles, "crossover" is not a strange word for the automobile circle. Previously, Evergrande, Baoneng, Country Garden, Huaxia Happiness and Wantong all laid out the automobile industry. However, the commentary pointed out that unlike Evergrande and Baoneng, Wanda intends to "sell cars" instead of "build cars", and several newly established companies are also further improving the automobile sales industry chain.

The origin of "selling cars"

The rise of Wanda's intention to "sell cars" may be related to the cooperation with FAW Hongqi. On June 5438+ 10 last year, Wanda and FAW Hongqi officially started strategic cooperation. According to the plan, Qianqi will rely on Wanda's commercial plaza and other commercial sectors to build the Hongqi Shangchao Experience Store. In 2022, 60 Wanda Hongqi experience stores will be opened in cities across the country.

In addition, FAW Hongqi will take advantage of Wanda's offline properties and channels to deploy upstream and downstream services such as charging piles and smart parking on the basis of more than 7,000 parking lots and smart parking systems in major cities across the country, with a view to escorting the travel of Hongqi owners.

Subsequently, Wanda Automobile was established, and Li Hongpeng, a former vice president of Hyundai Motor Business and known as an "old hand" in automobile marketing, was hired to take charge of the company's diversification.

In the ownership structure, we can also see Wanda's intention of "selling cars". According to the enterprise survey, Wanda Automobile is owned by Dalian Wanda Group and Taiqing (Beijing) Technology Co., Ltd. (referred to as "Taiqing Technology") by 65% and 35% respectively. Among them, the actual controller of Taiqing Technology is Yue Yuean, chairman of Shandong Taiyue Group.

According to the data, Shandong Taiyue Group behind Yue Yuean has rich experience in the field of automobile sales and operation. In 2004, Taiyue Group established its first 4S store in Dongying, and now it has developed into an automobile dealer group with more than 30 4S stores, serving Beijing Hyundai and FAW Hongqi.

The industry believes that although Wanda's experience in "selling cars" is not rich, Taiyue Group's advantages in the field of automobile sales and operation can help Wanda Automobile enter the field of automobile sales faster and achieve cross-border to some extent.

There are indications that Wanda's "car selling business" is in full swing. On June 8th this year, 65438, the flagship store of Wanda Hongqi Automobile opened in wanda plaza, Feng Ke, which means that the strategic cooperation between FAW Hongqi and Wanda Group was formally implemented. The five new companies have also been interpreted by the outside world as new progress in previous cooperation.

Why not sell cars to build cars?

Since 20021,new energy vehicles have developed rapidly, with continuous growth in production and sales, and the growth trend is good. The direct selling model has also been adopted by more and more new energy automobile enterprises. The offline channels of this model are mainly commercial centers and supermarket storefronts, which is the resource advantage of Wanda Group. In the development of more than 20 years, wanda plaza's rich retail experience is expected to provide a unique channel advantage for Wanda to "sell cars".

According to the data, by the middle of 20021year, Wanda had opened 380 wanda plaza in 204 cities across the country, covering more than 5 billion people every year, and the occupancy rate was as high as 97.7%, ranking high, making it the first choice for people's daily consumption.

At present, the automobile marketing conversion rate of Shang Chao channel is getting higher and higher. According to its own conditions, Wanda Automobile can expand the Shangchao model by means of self-operation, joint venture and leasing space. No matter how Wanda manages this channel, it is expected to form its own characteristics in this channel or enrich the operation mode of automobile circulation.

Moreover, from the perspective of light assets, the profit margin of the new energy vehicle service track is acceptable. Some analysts said that relying on the rich commercial complex and cultural tourism project resources, entering the track is expected to enrich Wanda's existing business sector.

Wanda also had the experience of "building a car", but it was not successful. Dating back to 20 16, Wang Jianlin joined hands with Dong Mingzhu, Liu and others to establish Yinlong New Energy Company. However, the company has not created a certain height in the new energy automobile industry, but is on the verge of bankruptcy because of backward technology and many other reasons. Wang Jianlin's investment was also wasted.

Drawing lessons from the past, Wanda re-entered the automobile circle this time and deliberately chose a more restrained third route, handing over high-input links such as upstream car-making and R&D to FAW Hongqi, and at the same time giving full play to its own advantages, cutting into the automobile industry from a more "light" business in the sales industry chain.

On the whole, in the face of the development of new energy vehicles, Wanda's layout is much more cautious, but whether it can "eat meat" in the end will take time to test. Focus finance will also continue to pay attention.

Wanda doesn't make cars, only sells cars. Six car companies were established in less than ten days, and Wanda opened car companies to six cities.

After Changchun, Shenyang, Guiyang, Yinchuan and Tianjin, the latest company is Taiyuan Wanda Automobile Technology Co., Ltd., which is held by Wanda Automobile Technology Service Co., Ltd. 100%.

Since the announcement of cooperation with China FAW Hongqi in the second half of last year, Wanda's layout in the automotive field has gradually emerged. Wanda car beauty Co., Ltd. established an automobile service company with Hongqi and its partner * * * in June last year.

As early as 20 16, Wang Jianlin, the chairman of Wanda Group, invested 500 million yuan in Zhuhai Yinlong, a company focusing on new energy buses and new energy storage, with a shareholding ratio of 3.73%.

His investment partners include Gree Electric Chairman Dong Mingzhu and Group Chairman Liu. Wang Jianlin interpreted this investment as "trusting Dong Mingzhu and Gree".

Few people regard that investment as the beginning of Wang Jianlin's "car dream". However, when Wang Jianlin, who kept a low profile for many years, took the key of a red flag car from Xu Liuping, chairman of FAW Group, at the signing ceremony of strategic cooperation between Wanda Group and China FAW in June, 20021,the outside world was convinced that Wang Jianlin was serious this time.

On the spot, he announced that "personally taking the lead, Wanda vice president and above executives all changed red-flag cars" and quickly became the title of many media. Some people say that it is one of the top IP in the real estate industry.

It is said that in less than a month, employees of Wanda Group ordered 1 0,000 vehicles.

At the beginning of 2022, the first flagship store of Wanda Hongqi Automobile has been opened in wanda plaza, Feng Ke, Beijing, and Li Hongpeng, a well-known automobile manager with Mercedes-Benz, Ford and Hyundai names on his resume, has also announced his joining.

On the road of cars, people can already hear Wanda's motor sound. Unlike all those who have entered the army of "building cars", Wanda's choice is to "sell cars".

Daobutong

"In the future, you can not only go shopping, watch movies and eat in wanda plaza, but also buy a car to drive home." This is the scene about cars described by Wanda officials.

On June 8, 2022, the flagship store of Wanda Hongqi Automobile, defined as "the first new energy vehicle service ecology", officially opened in wanda plaza, Feng Ke, Beijing.

Wang Jianlin, 67, rushed to the scene. After the ribbon cutting, the scene was covered with golden flowers, and he smiled slightly in the middle.

According to Wanda's official report, this store has a business area of over 1000 square meters, which consists of an above-ground exhibition center and an underground service work area. "In addition to meeting the functions of new car delivery, test drive, beauty film, used car consignment, light maintenance, etc., we can also fully experience many trendy car technologies such as automatic parking, automatic car washing and automatic charging."

Wanda said that the cooperation with FAW in new energy vehicles "will be a useful attempt to integrate the innovative marketing model of new energy vehicles and will bring a revolution in automobile sales and service."

"This is a further embodiment of Wanda's light asset strategy." Song Hongwei, research director of Tongce Research Institute, told Phoenix Weekly Real Estate that unlike many enterprises that invest heavily in manufacturing, Wanda mainly focuses on terminal display and sales, with the goal of serving automobile manufacturers with light assets strategy.

"This also enriches the performance of Wanda's commercial format." He said that under the background of the emergence of automobile exhibition halls in many commercial centers, the new retail model, especially the experiential eco-business model, the changes that operators must make, and the city exhibition hall with separated sales and services in the future will be different from the dealer model of traditional 4S stores.

Wanda's "First Year of Automobile"

Wanda's efforts in the automotive field have entered the public eye since last year.

In July 20021,Wanda Group, FAW Hongqi and Taiyue Group held strategic cooperation talks in Beijing. In August, Wanda Group and China FAW signed a strategic cooperation agreement in Changchun; On June 65438+1October 1 1, the cooperation between the two companies was officially launched.

At first, the outside world was speculating, "What is Wanda going to do?"

At the launching ceremony, the official gave the answer, saying that it would set up an automobile service company with Hongqi and Hongqi's partner * * *, and at the same time, "relying on Wanda Commercial Plaza and cultural tourism projects, it will build a brand-new Hongqi Shangchao Experience Store nationwide and become a carrier for creating the ecological experience of Hongqi users".

165438+1on October 22nd, Wanda car beauty co., ltd was formally established.

According to the enterprise survey, the shareholders of the company are Dalian Wanda Co., Ltd. and Taiqing (Beijing) Technology Co., Ltd., holding 65% and 35% respectively. Taiqing technology belongs to Taiyue Group and Hongqi dealer.

At the same time, Wanda Auto's business scope is mainly new car sales, auto parts wholesale and motor vehicle charging sales. Its recently established subsidiary mainly focuses on these fields.

"As a central enterprise, Hongqi has a good development momentum and high product reliability." Liang Nan, an analyst at Zhuge Housing Search Data Research Center, told Phoenix Weekly that "in addition, the positioning of Hongqi customer group coincides with Wanda passenger flow, which is conducive to sales and the revitalization of Wanda's stock resources."

Soon after, the "leader" of Wanda Motor appeared.

On 2002112, Li Hongpeng, the former chief commercial officer of Hyundai Motor Group (China), announced on his personal social platform that he would join Wanda car beauty Co., Ltd. as the president in12.

According to the data, this well-known automobile manager, who has been in business for nearly 30 years, has worked in well-known automobile enterprises such as Beijing Benz, Ford China, Hyundai China and so on since 199 1 started his business, and has held important sales and management positions with rich sales experience.

It is reported that Li Hongpeng is best at establishing comprehensive sales channels. During his tenure at Beijing Benz, he established a complete sales system, which enabled Mercedes-Benz to achieve an annual sales volume of 600,000 vehicles in a single market for the first time.

Grab the "cake"

"From my experience in sales, especially brand-name and new energy vehicles, it seems that selling in shopping malls can attract consumers more than in 4S stores." A salesperson at the wanda plaza Automobile Exhibition Hall said.

After he came to the mall to sell cars, he could clearly feel that the sales situation was improving: "When passing by the exhibition hall, many people wanted to have a look at the cars. The more people looked, the more people naturally bought them."

In the eyes of many insiders, this represents a trend.

"The sales momentum of new energy vehicles is getting stronger and stronger, which is one of the important reasons for the layout of Wanda Automobile." Liang Nan analyzed.

According to the official data released by Wanda, since its opening on September 7, 20265438, wanda plaza in Longgang, Shenzhen has sold a total of +0 electric vehicles 1037 by February 36, 20438, with an average monthly sales of more than 300 vehicles.

"Even in the peak sales season at the end of the year, the sales volume in our store is basically around 80- 100 units per month." The staff of a new energy vehicle 4S shop in a third-tier city in the north said, "The monthly sales of 300 units in a shopping mall is really a lot for us."

According to the data of China Automobile Association, in 20021year, the sales volume of new energy vehicles in China reached 3.4 million, a year-on-year increase of 1.5 times. This year, the sales volume of new energy vehicles in China will reach 5 million, accounting for 0.20% of the total car sales.

On March 5th, Xiao Yaqing, Minister of the Ministry of Industry and Information Technology, said in an interview with the media at the National People's Congress: "In June, 438+ 10, and February this year, the sales of new energy vehicles in China were very good, both of which more than doubled. It is expected that the expected goal will be achieved this year, which may greatly exceed the expected goal. "

This is a huge cake.

"Wanda's commercial complexes are widely distributed, and increasing automobile sales services does not require too much cost investment, which is conducive to realizing the asset-light strategy and increasing a more stable source of income for itself." Liang Nan said.

By the end of 20021,Wanda had opened 4 18 Wanda Plaza in more than 200 cities across the country, with 5 billion consumers every year.

It is reported that in September 2020, the property sales revenue of Wanda Commercial has dropped to zero, while the management revenue of commercial property leasing has increased to 92.77%. Earlier, Wang Jianlin once said that to achieve the goal of Wanda's rental income of 100 billion yuan, Wanda should "ride the wind and waves and sit firmly in the fishing boat".

Song Hongwei believes that Wanda will focus on selling cars. "This will increase Wanda's commercial profits."

He analyzed: "The combination of the car showroom model and the business circle will not only drain each other, but also have a flow dividend, and can also charge rent to car companies. In addition, with the emergence of customized services, such as setting up charging piles or reserving parking spaces for automobile brands in the exhibition hall, certain benefits will also be obtained from enterprise manufacturers. "

The "mountain" in front of us

However, the track in the field of automobile sales is not as easy to cut into as expected.

Previously, Suning's offline car sales field was a good example.

According to media reports, as early as 2065438+June 2007, Suning's first auto supermarket had settled in Nanjing; In June of the same year +065438+ 10, the official officially announced the establishment of Suning.cn Automobile Company. However, after entering 20 19, there is less and less information about automobile supermarkets, and Suning's efforts in automobile sales have gradually shifted from offline to online.

Many people in the industry have expressed similar views. The main competitor of Wanda's "selling cars" is the traditional 4S shop.

Song Hongwei said: "In terms of quantity, the number of Wanda car showrooms depends on the number of Wanda businesses, which will definitely be much less than the number of 4S stores, with limited coverage and reach; Functionally, the service function of the exhibition hall is very different from that of a 4S shop. Even if the vehicle is ordered from the exhibition hall, the later maintenance and related services will depend on the 4S shop, so it will not completely replace the 4S shop. "

Life in 4S stores is not ideal.

According to the agency report, as of June 65438+February 3 1 in 2020, 3,920 4S stores withdrew or closed down in the whole year. A car salesman said frankly: "In recent years, the field of car sales is really not very good, and it is difficult for the market to have such a hot sales scene again."

The challenge is obvious.

But in addition to Wanda, Wanda also has Wang Jianlin, a "gold medal" figure who once dominated the real estate industry and attracted people's attention. He is over 60 years old, and I'm afraid he will be the biggest "spokesman" of Wanda Department in the future.