Another Jia Yueting? Gree before, beauty after, home appliance giant's dream of building a car.

The world situation has gone out of our generation, and entering the "car" era is a reminder.

Looking back, this poem in Tsui Hark's classic film "the legendary swordsman" is just like the best footnote of the ups and downs of home appliance enterprises in the automotive field for 30 years.

Now well-known home appliance giants, such as Midea, Gree, Oaks, etc., are trying to build cars, but most of the cross-border people left in just three or two years and entered the historical paper pile.

At the end of last year, Huang Hongsheng, the founder of Skyworth Group, a black electricity giant, suddenly broke into the cross-border car-making camp in his "Mei Tian Auto".

A few days ago, Midea Group spared no expense to acquire Hekang Xinneng for 740 million yuan. After nearly 20 years, it once again played a cross-border car.

Coincidentally, just yesterday, the the State Council executive meeting decided to extend the purchase subsidy and purchase tax exemption policy for new energy vehicles for two years. Under the policy, new energy vehicles may also pick up.

Today, when the global automobile industry is almost stagnant, it is still dangerous to "spend money" to build a car. Are they "inaction" or have other abacus? ?

The once "dream of building a car" in the home appliance industry

Some people have broken their dreams, while others are struggling.

The first contact between home appliance enterprises and automobiles can be traced back to the 1990s.

From 65438 to 0996, Anhui Yangzi Group entered the automobile field, mainly pickup trucks and buses, which were relatively weak in China. Later, the subsidiary was reorganized and successfully entered the automobile industry from the home appliance industry. Become the first enterprise in the domestic household appliance industry to eat "crabs".

Chunlan Truck (Source: official website)

It seems that influenced by the success of Yangzi Group's cross-border car building, Chunlan, one of the top seven air conditioners in the following year, bought Dongfeng Nanjing Automobile for 720 million yuan to produce medium and heavy trucks.

However, at that time, home appliance enterprises were in the golden rising period, and there was no trend of collective transformation. It has been seven years since the wave of cross-border car-making reappeared.

In 2003, the performance of domestic household appliances market fell short of expectations. Many enterprises remembered the "testing water" of peers such as Chunlan before, and became interested in the increasingly prosperous automobile market at that time. At that time, most enterprises were mainly pickup trucks and commercial vehicles.

As we all know, in 2003, Midea Group announced its entry into the commercial vehicle field represented by passenger cars. In the next three years, it spent billions of dollars to acquire three enterprises and established and operated two brand-new bases in Kunming and Changsha. Even put down the rhetoric, to be among the top three in the domestic bus industry within 3-5 years.

However, five years later, Midea's car-making project was exposed and stopped production, and the Changsha base was also acquired by the local government. Midea explained to the outside world that "the car is just an attempt by Midea, and the investment scale is very small. Now it is actively controlling risks and actively stopping production. "

Its competitor Oaks also failed to escape the "curse".

From 2003 to 2005, Oaks briefly set foot in the automobile field. In order to solve the problem of automobile production qualification, Oaks acquired 95% shares of Shenyang Ma Shuang Light Automobile Manufacturing Co., Ltd. and obtained the production license of SUV and pickup truck. Later, it announced that it would invest 8 billion yuan in the automobile industry.

However, due to poor production and marketing, frequent quality problems and other reasons, the automobile industry completely withdrew in 2005. At that time, there was even a joke that the wheel fell off.

Since then, Henan Xinfei, Shandong Xiaoya, Yangzhou Greencool and other enterprises that are not satisfied with home appliance manufacturing have rushed into the blue ocean of the automobile industry, and the final outcome is as expected, and the smashed stones have not been stirred up.

The aforementioned Chunlan, after struggling for 1 1 year, also ended its struggle in the automobile field in 2008.

Home appliance companies build cars across borders, but collectively "roll over". This kind of blow is not small. In the following years, home appliance companies collectively became speechless about building cars.

It was not until 20 1 1 that Huang Hongsheng, the founder of Skyworth Group, turned his attention to the field of new energy commercial vehicles. Nanjing Jinlong Bus has become the first case in which a home appliance enterprise successfully transplanted the automobile industry.

Huang Hongsheng (Source: official website)

The home appliance crossover car actually succeeded!

According to the entrepreneurial status, in 20 14 years, Nanjing Jinlong produced 1890 pure electric buses; In 20 15, the sales volume showed explosive growth, with a total of 8796 vehicles sold, ranking second among commercial electric vehicles.

But Huang Hongsheng is not satisfied with this, but continues to March into passenger cars.

Jiangsu Mei Tian Automobile Co., Ltd. was established on 20 1 9165438+10, with a registered capital of 200 million yuan, which is held by Kaiwo New Energy Automobile Group Co., Ltd.100%-the actual controller of Kaiwo Automobile is Huang Hongsheng.

At the beginning of this year, Kaiwo Automobile made preparations for the development of BE platform, CE platform and AE platform in the passenger car field, including the upcoming SUV with BE platform. Judging from the official pictures, the shape has certain independent innovation, and the cruising range of 500km is acceptable.

Huang Hongsheng Mei Tian automobile company

At present, under the national policy of vigorously promoting energy conservation, emission reduction and the use of new energy, groups of Internet users have started the road of building cars, and they have a collective name-the new force of building cars.

In the home appliance industry, Dong Mingzhu of Gree took the lead in blowing the horn of entering new energy vehicles.

In 20 16, Dong Mingzhu joined hands with Wang Jianlin and other well-known entrepreneurs to invest 3 billion yuan in Yinlong New Energy, and started a long road to build a car.

"I hope everyone will sit in the car made by Gree, use Gree's mobile phone to control the air conditioning temperature at home and enjoy the food brought by Gree." ? Dong Mingzhu once described such a scene.

Effie, the first model of Yinlong New Energy, has been criticized by public opinion for "shoddy" since it was listed in May last year.

Building a car is not just about getting on the road.

Taking money and land is "business"

Combing the enterprises and individuals who have done cross-border cars in recent years, the industry spans real estate, home appliances, the Internet and even the food industry. The similarity is not only that the concept of "new energy" has entered the market for a few years, but also a common problem: it has spent a lot of money and hundreds of billions, but few enterprises have really achieved mass production, and the new force of making cars has become the most reliable.

Then, when the automobile industry is depressed, home appliance enterprises are still rushing headlong into it. What are they up to?

"At the commercial level, the economic accounts of new energy automobile companies are not enough. The supporting system of battery and charging is invested heavily, and no enterprise can support it independently. However, because of the banner of energy conservation and environmental protection, subsidies from national policies can be used. " ? Liao Zijun, founding partner and chairman of Sheng Jun Investment Management Co., Ltd., said in an interview with the media.

20 16 72 new energy fraudulent enterprises.

According to the report of Entrepreneurship, in 20 16, four ministries and commissions of the state investigated and dealt with 93 enterprises in the whole industry for fraudulent compensation. Of the 93 enterprises, 72 have cheated subsidies, accounting for nearly 80%. A total of 76,374 vehicles were defrauded, involving more than 9.2 billion yuan, with an average of 6.5438+0.2 million yuan per vehicle.

After receiving the subsidy, some new energy automobile enterprises in Shenzhen even removed all the parts of the whole vehicle and installed them directly on another vehicle, resulting in an increase in sales of more than 100%.

Enterprises with "poor money" cheat money, and enterprises with "not bad money" can get land at low prices through new energy sources.

In the view of Song Qinghui, a famous economist, "On the one hand, enterprises can acquire land for cross-border layout by building cars, on the other hand, it also solves the problems of difficulty in acquiring land and high price. If real estate developers collectively enter the car, their real purpose is probably to use the car to circle money. "

The automobile industry has a large volume and a long industrial chain. For local governments, it can also stimulate local economy and employment, which is a "win-win" choice.

Take Baoneng as an example. After entering Qoros Automobile in 20 17, Baoneng successively signed a cooperation framework agreement with Fuyang District Government of Hangzhou, covering an area of about 3,000 mu.

Baoneng Guizhou New Energy Production Base covers an area of 2,277 mu (Source: official website).

Subsequently, Baoneng pressed the "acceleration button" for land acquisition, covering Yunnan, Guangdong, Shaanxi, Jiangsu and Guizhou provinces. According to public data, Baoneng has planned a cumulative automobile production capacity of 3.2 million vehicles, with an investment of over 200 billion yuan and land acquisition of14,253 mu. Compared with the annual sales volume of 63,200 vehicles, Baoneng has almost rebuilt 50 vehicles.

Compared with real estate developers who have nothing to do with cars, such as Baoneng and Evergrande, home appliance enterprises have another layer of consideration in building cars across borders, or they can enter the automobile supply chain system and expand their scale.

For example, Midea and SAIC-GM-OnStar reached the first strategic cooperation in smart home and car networking applications in China, and extended their reach to the car Internet; Gree's shareholding in Yinlong New Energy is not only because of its technical potential in lithium titanate batteries, but also because it wants to formally enter the field of automobile air conditioning manufacturing.

But even entering the automobile supply chain is not easy. Liang, a home appliance analyst, once commented on Gree's car-making, saying that air-conditioning and cars are completely different concepts, and Gree's air-conditioning technology is of little help in manufacturing new energy vehicles.

In addition, Gree's familiar products and sales processes are not the same as those of the automobile industry, and the risk of entering this new field is still great.

Car-making is a traditional industry famous for its technology, talents and scale effect, and capital is just one of them. Compared with the big-name car companies that have accumulated for decades or even hundreds of years, the experience gap is too big. This is also the reason why cross-border vehicles are rarely successful.

Jia Yueting may be a precedent.

Write it at the end

Whether out of interest or want to share a share in the automobile supply chain system, the "amateurs" who build cars have entered this market with high profile.

But remember, if you want to build a car, the first premise must be to respect the objective law of building a car. "Although capital predators have abundant funds, they often form a situation in which no one has money. After all, organizational integration still needs experts to deal with it. " Zhong Shi, an auto analyst, said.

Of course, there are still dreams. What if it comes true?

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.