"Idealism" can't save Huang Hongsheng's Skyworth.

"I heard that there is a kind of bird in this world that has no feet. It can only keep flying and flying. When it is tired of flying, it sleeps in the wind. This bird can only land once in its life, and that is when it dies. "

Where there is a tuyere, there are dreaming pigs. When "barbarians" poured into the car track, diversified development changed from antidote to poison. Taking too big a step is easy to tear, and the boss next door knows it well. For Huang Hongsheng, Skyworth Auto is performing The True Story of Teddy Boy in another way. Whether it is successful or not, there is no turning back.

As we all know, cross-border car-making is not new, even in the home appliance industry. Ask your parents, they can more or less pick out several answers from the names you are familiar with: Midea, Xinfei, Oaks, Haier, Gree, Skyworth ... Twenty years ago, the flame of the fuel car market in China attracted countless moths. Times, destiny, history, heroes, the industry eliminated a group of speculators and retained a few lucky ones. Skyworth belongs to the latter.

Mr. Lu Xun said: "Soldiers who don't want to be generals are not good soldiers. A soldier who always wants to be a general is not necessarily a good soldier. " The century-old automobile revolution drama has reached a critical turning point, and it is not easy for anyone in the story to laugh at the end. On Skyworth's side, Huang Hongsheng also has many thorny problems to solve.

The Crime and Punishment of Skyworth Building Cars

Skyworth's cross-border car-making is both accidental and inevitable: on the one hand, the home appliance industry is meager, and Huang Hongsheng needs to find new development space for the brand. The new energy track is a good choice. A TV only earns a few dollars, and selling trams smells much better. Miss Dong doesn't sell air conditioners and changes to "going to the sea", which is basically the same; On the other hand, Huang Hongsheng founded Kaiwo New Energy Automobile Group on 20 10, and later acquired Mei Tian Automobile. It is natural to give it a try.

Gree and Skyworth have one thing in common-they both started from "buy buy Buy". However, judging from the results, whether it is a mobile phone or a car, the market is generally not interested in "Dongshi Technology". Previously, Skyworth Auto briefly caused controversy in Huang Hongsheng because of its "health stunt", which I will talk about later.

Speaking of it, Mr. Xu's car was also "diversified" at the beginning, but in view of his legendary experience, there may be ideas such as "industry serving the country".

The most essential difference between Evergrande, Skyworth and Gree in building a car is that Boss Xu is really rich. An example that can be proved is that Evergrande's production bases in Shanghai and Guangzhou all use top-class equipment, such as Kuka, Shule, Toure and Fanuc. Wealth is natural, so Mr. Xu's original goal was simple and rude: "In three to five years, Evergrande will be built into the largest and most powerful new energy automobile group in the world."

For some time, it was once thought that it was only a matter of time before Evergrande broke the market myth. Unfortunately, building a car is not a business that can be successful with money. The sudden thunder of Evergrande without warning directly brought Xu's car dream to an abrupt end.

Why do I say Skyworth belongs to the lucky one in the market? Because Huang Hongsheng spent money and time to see the results. However, Skyworth is also unfortunate because it has little effect.

Although Skyworth does have 12 years of experience in building cars, it has not produced any actual efficiency improvement. Even though the government has repeatedly claimed that its core barrier is smart chassis technology, at present Skyworth has no technological achievements, but none. Only the users accumulated by Skyworth cool open system for many years can be put on the table. According to the official statement, "Skyworth is doing secondary development on this basis".

In terms of products, Skyworth EV6 and Skyworth HT-I are currently on sale. Compared with Weimar W6, Zero Run C 1 1 and other competing products, Skyworth EV6 is not satisfactory in terms of product strength and cost performance. Compared with Nezha U, the intelligent configuration of Skyworth EV6 is not enough. Unfortunately, in the safety evaluation of "five-star wholesale department" C-NCAP, Skyworth EV6 only got a "one-star" evaluation and was severely nailed to the historical shame column.

Perhaps I saw the defeat of Skyworth EV6, so Skyworth HT- I chose to release it in September last year. This is a very delicate point in time. In the first two quarters of 2022, China auto market suffered a "black swan", and the market sales volume halved. It didn't start to pick up until the third quarter. In addition to the policy promotion, there is also the "support" accumulated by car companies. Of course, the peak season of golden September and silver 10 has also played a certain role in promoting it.

That is to say, Skyworth HT-i cleverly chose "rubbing heat", which really made Huang Hongsheng taste some sweetness, so that Skyworth HT-i has now achieved the sales overtaking of Skyworth EV6.

The problem is, because Huang Hongsheng stole a handful of chickens, it is generally believed that Skyworth HT-i is essentially a "shell-changing" BYD, and people who are willing to buy Skyworth HT-i may also go for the word "BYD" to a great extent.

Facts have also proved that Huang Hongsheng was tortured by consumers at the beginning of the product landing.

Identity or status is not verified.

"What is the difference between Skyworth HT-i's hybrid system and BYD's?" At the press conference of Skyworth HT-i, the audience raised this question face to face. Skyworth's official answer points to the battery capacity.

Skyworth HT-i's hybrid system comes from Foday Power, and everyone with a discerning eye knows that it is a wholly-owned holding company of BYD. Why Skyworth HT-i is called "BYD" is clear here.

Strictly speaking, the content of "Di" in Skyworth HT-i is not 100%, at least the battery has no blade battery. Some people on the Internet say that Skyworth HT-i is actually a low-end version of Songjia DM-i, which makes sense.

In order to weaken the content of "Di", Skyworth team deliberately shifted its selling point to "super long comprehensive battery life", but now it is 2023, and consumers are not interested in such things as comprehensive battery life. Skyworth is so painstaking, I wonder if it is a reluctant interpretation?

It must be said that Skyworth HT-i is lucky to get out of the tight encirclement with the attitude of "changing BYD", but the money earned by luck can eventually be lost by strength. In the second half of the final in the electrification era, the focus was on intelligent cockpit and assisted driving. To put it bluntly, it is to look at the technical accumulation of car companies. Skyworth is extremely lacking in this respect. Years of experience in starting smart home appliances can't directly feed back the car.

It is worth mentioning Geely, the Great Wall, Chang 'an, Nezha, Tianjie and so on. Both have made achievements in the field of hybrid power, so even if Skyworth is willing to work hard, it may not be able to "catch up". Under siege, Huang Hongsheng was in a dilemma. Listing BYD may not be a good idea, but it is the method with the highest success rate at present.

Unfortunately, this is not a long-term solution after all. Once the "black swan" strikes, Skyworth will easily get stuck. In Catholic teachings, human evils are divided into seven categories: arrogance, jealousy, rage, laziness, greed, gluttony and lust, commonly known as "seven deadly sins". For Huang Hongsheng, "product strategy mistake" is the first crime of Skyworth, and "brand differentiation deviation" is the second crime.

One of the great benefits of the electrification era is that products no longer need to rely on technology accumulation to create differentiation, which gives many opportunities for "latecomers" to overtake in corners. Huang Hongsheng pinned the key to the breakthrough on "health preservation".

"Since the opening of Skyworth, my blood pressure has not been high, and my spirit has improved ..." In public, Huang Hongsheng has used his experience for Skyworth's "Health Technology" platform for many times. In the official slogan, you can even see the words "active health technology, helping centenarians". Looking back, in fact, the stunt of "health technology" has been reflected in the previous ET5 in Mei Tian, and even the models have been vividly crowned with names such as "Smart Health Edition", "Mingxin Health Edition" and "Jingxin Smart Edition".

More or less it tastes like health care products. In essence, this is a nature with young people's punk health preservation, and more stays at the metaphysical level. The false demand of "health preservation" is difficult to form an effective impact on competing products in the market.

Skyworth's sales answer sheet need not be denied, but the game has just begun, and the bullet will have to fly for a while to know who is swimming naked.

If you want to set things right, you must do so.

Making a car is a seemingly simple but profound art. On the surface, what people in into the pit need to complete is integration and assembly, but the supply chain, technology running-in, product positioning and marketing strategy behind it are all indispensable. There are so many new forces, but only one can become Tesla. Whether it is Xinfei and Chunlan in the early years, or Haier, Gree and Skyworth today, there are very few home appliance players who can stand in the C position on the car track. Xiaomi may be a special case, but there is no way to say too much at present. Even if it succeeds, it is only a "survivor bias."

Skyworth has taken a different road from the beginning, but "personality" does not mean that the market will definitely accept it. Building a car is like Schrodinger's cat. No matter how well you think in advance, the blind box will eventually have to be opened to know what is inside. Just because "love rat" Jia Yueting can turn over the salted fish doesn't necessarily mean Faraday is worth buying.

Skyworth's story is also the epitome of many cross-border players. Cross-border automobile manufacturing itself is a high-risk move. Skyworth, Gree and Evergrande have all stepped into an invisible trap. Previous achievements can not determine the brand's subsequent vitality, but can clearly expose the pain point of "interlacing like a mountain". The "rollover" of Skyworth EV6 in C-NCAP is enough to explain many problems. At present, there are many problems before Huang Hongsheng. If you don't take the time to "make up lessons", you will be easily bitten by the market. Finally became abandoned chicken ribs.

The biggest card left in Huang Hongsheng's hand is Skyworth's store resources. Nearly 30,000 stores across the country can effectively solve the problem of Skyworth's marketing channel laying, but this may not be an instant hit. The world of inquiry is an example. Huawei's store resources do not seem to give the inquiry community enough aura. To put it bluntly, with the development of the automobile market in China today, fewer and fewer consumers are willing to be leeks, and the addition of BUFF is always secondary, and the comprehensive quality of products is the main thing.

After that, Huang Hongsheng still needs to face the crazy beating of competing products. At the beginning of the year, after Tesla raised the "price butcher knife", the new energy vehicle market immediately set off a wave of price cuts. Not long ago, the fuel vehicle market also began to follow suit and cut prices. Reminiscent of the upcoming National Sixth B Standard, both fuel and new energy markets will be very lively this year, and "profit" will undoubtedly become the mainstream.

So, is Huang Hongsheng ready to fight?

It says on the back:

"I hope that many years later, when I fly around the world, our dealers will pick me up in Skyworth's car."

This is Huang Hongsheng's expectation for Skyworth. It can be seen that the 60-year-old man still has great dreams. In 20021year, skyworth tried to land on the science and technology innovation board with the goal of "becoming the first new energy vehicle". From the inside out, Huang Hongsheng has been planning for a long time, with a backlog of 12 years' vision, and is in urgent need of a realizable opportunity.

Of course, doing the best, but whether it can be done or not, is not the result that Huang Hongsheng takes for granted. The automobile industry is one of the barriers to Skyworth's diversified development, but it is also the "end point" of countless cross-bank entrepreneurs.

This article comes from the author of Easy Car Number Che Xiaodi Automobile, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.