Is the beautiful car making a comeback?

These two days, Beijing and Kangxin can really be on fire.

Everyone hopes to find more information about this company from the Internet, so as to ease the sudden curiosity about it.

Because not long ago, Midea Group issued a suggestive announcement on the acquisition of the controlling stake in Beijing Hekang Xinneng Technology Co., Ltd., saying that the company intends to acquire the controlling stake in Hekang Xinneng by agreement through its subsidiary Guangdong Midea HVAC Equipment Co., Ltd. (hereinafter referred to as "Midea HVAC") at a purchase price of 740 million yuan.

Yes, it is Midea that makes air conditioners, refrigerators and washing machines.

Anyway, in the list of "unfinished" new forces to build cars, I have seen Rangers, Future, Green Chi and Singularity; Dyson, Apple, FF9 1, Evergrande and Yinlong have also appeared in the list of "moths to the fire"; Now let's have another beauty and see how big the splash can be.

Beautiful women have to build cars.

For the above acquisition announcement, netizens automatically stood in line, "Midea is going to enter the new energy automobile industry."

After all, the main business of the company inquired by Hekang Xinneng official website has extended from industrial automation and energy-saving equipment manufacturing to high-end manufacturing of energy-saving equipment, construction and operation of energy-saving and environmental protection projects, and supporting operation of new energy automobile assemblies.

In addition to high-voltage frequency converters, high-end manufacturing of energy-saving equipment, energy-saving and environmental protection projects and operation industries, and Kangxinneng's products have also invested in new energy vehicle assembly and operation industries.

New energy vehicles, these five impressive Chinese characters, have pushed the success of beauty to the hot search of "beauty needs to build a car".

For the acquisition of Midea, the media in the automobile industry summed it up with the word "make a comeback".

Even Midea Group reported in time that "since Hekang Xinneng has always been in the leading position in the industry market in the field of industrial frequency converters, the cooperation with Midea Group can further strengthen the industrial layout in the fields of industrial automation and power electronics software drive, enhance the synergy opportunities in the industrial automation industry chain, expand the ToB business scale of Midea Group, and strengthen the ToC and ToB business and the' two-wheel drive' business model."

Simply put, it is "about building new energy vehicles, the eight characters have not been forgotten."

However, netizens who look at the world with a magnifying glass will obviously not let go of beauty so easily, because beauty still has the second half.

Midea said, "The business layout of Hekang Xinneng in energy conservation, environmental protection, new energy vehicles and other businesses has increased the diversity of Midea Group's business, and also provided an active and effective exploration basis for Midea Group in the expansion of new businesses and new models."

Perhaps it is because of this inadvertently revealed "diversity, new business, new model" that beauty can make a comeback.

History of making cars in home appliance industry

In front of the "car", beauty is not a newcomer. Accurately speaking, many enterprises in the domestic household appliance industry are not newcomers.

During 2003-2006, the domestic household appliance industry ushered in a short car boom, with Midea and Oaks as the protagonists.

I don't know, these two "world-beating" home appliance companies have also competed in the automotive field, although they both lost in the end. However, the "history of blood and tears" of those years "marching" into the car seems to leave more interesting statements for the comeback after today's strength, just like "I stand in front of you, and you see that I am somewhat like before."

Back to the lush years of 2003.

From 2003 to 2005, Oaks acquired 95% of the shares of Shenyang Ma Shuang Light Vehicle Manufacturing Co., Ltd. and obtained the production license of SUV and pickup truck; Subsequently, it invested 8 billion yuan to enter the automobile industry. Perhaps it is "interlaced like a mountain." Oakes, who started his home appliance business, didn't realize that the marketing rules of the home appliance industry basically didn't work in the automobile circle. Frequent mistakes in production and channels caused Oakes to lose 40 million yuan as the end of his car dream.

On the other hand, in 2004, Midea began to enter the automobile circle by successively acquiring Yunnan Bus Factory and Yunnan Aerospace Shenzhou Automobile. Compared with the single acquisition of Oaks, Midea also acquired Hunan Sanxiang Bus Group Co., Ltd. and built new manufacturing bases in Kunming and Changsha. Although BYD finally took over the bus base in Changsha for 60 million yuan.

However, we have to admit that, whether before or now, cross-border "new autobots" like Midea and Oaks have expanded their territory in the form of simple and rude acquisitions. Today, the same is true of a new generation of new forces to build cars.

In addition to Midea and Oaks, there is also the popular cross-border autobot "Iron Lady" Dong Mingzhu, but unfortunately, the status quo of Yinlong New Energy is worrying.

At the beginning of 2020, it was revealed that "Yinlong New Energy Co., Ltd. experienced personnel changes, and six directors withdrew. Dong Mingzhu, the chairman of Zhuhai Gree Electric Co., Ltd., was one of them. In addition, supervisors and the chairman of the board of supervisors withdrew. "

Miss Dong, who chose to take a back seat, may suffer heavy losses this time. After all, the automobile industry has a law of "high-profile early death". I don't know, when Miss Dong spent 500 million yuan, would Gree use marketing as a cushion, but Yinlong New Energy was really forced to go with the flow in the torrent of new energy, just like it didn't look good at first.

From the fact that these home appliance industries have stepped into the automobile circle, we can see some clues that it is never easy to build a car; And how to layout is not simply to buy some factories.

It is not easy to cross the border, and it is done and cherished.

How to be a cross-border person

It seems that the automobile industry has always had some unique charm. Is it the temptation of capital or does every successful entrepreneur have the dream of building a car?

Because of market and profit problems, Dyson's dream of building a car was halved.

Today, with the new forces of making cars everywhere, we not only have more talk about making cars, but also have more time to see some cross-border people's supreme pursuit of "industrial art" of cars.

These new forces, who are willing to try to build cars in the Red Sea, are very much like scholars who try to open the door to China in the new era, and they cheerfully reprimand Fang Qiu.

Because sometimes, change means rebirth.

For this change of home appliance enterprises entering automobiles, industry analysts have come to the conclusion that "the entry of home appliance enterprises into new energy vehicles is related to their current transformation difficulties. Affected by the slowdown in real estate growth, the home appliance industry has been in the downward stage of growth. In order to seek more profit growth points, home appliance enterprises have turned their attention to the field of new energy vehicles. This is not surprising. After all, in recent years, new car companies have gained great momentum. "

"The joining of Internet car companies such as Baidu, Ali, Xiaomi and Huawei has also made the new energy automobile industry more attractive in the capital market. It is also a matter of time before the home appliance industry enters. "

In 20 19, the retail sales of household appliances in the domestic market was 803.2 billion yuan, down 2.2% year-on-year.

The 20 19 annual report of China household appliances industry shows that the market differentiation of new and old household appliances is intensified due to the comprehensive factors such as current epidemic situation and real estate. (Old and new household appliances refer to old household appliances such as televisions and refrigerators, and new household appliances such as dry cleaning machines, drum washing machines and smart household appliances. )

With the improvement of young users' spending power, smart home appliances have become popular. Products with drying function, such as drum washing machines and dryers, have been welcomed by consumers by nearly 50%, but the color TV market has also experienced a double-digit decline. In 20 19, the air-conditioning industry only achieved a growth of 6% year-on-year, which is the depression of the home appliance industry.

There is a bottleneck in the home appliance industry.

Like the increment of new energy vehicles, the consumption of household appliances has entered an upgrading period, and intelligence and high-end have become the mainstream trend of household appliances.

And high-end intelligence is also the interest explosion point pursued by the current new energy industry.

Judging from the long-term development trend, Midea Club is willing to pay 740 million yuan to acquire 23.73% of the voting rights of Kangxinneng, perhaps because of its advantages in high-end manufacturing, energy conservation and environmental protection projects.

For a company keen on the market, they should learn to plan ahead.

In 20 16, at the 2nd Asian Consumer Electronics Show, Midea joined hands with Anjixing to reach out for the automotive intelligent interconnection system, which was regarded as the beginning of beauty after ten years.

But in Li Zhi's view, beauty, which has always been low-key, is more suitable to be the force behind the automobile market, just as Huawei is willing to be a porter in the automobile industry. It is very important to choose your own role orientation. Blind expansion and utilitarianism are not suitable for temporary beauty.

In the past five years, Midea has invested more than 30 billion yuan in R&D and established 20 research centers in 9 countries around the world. The cumulative number of patent applications exceeds 654.38+million, and the authorized maintenance exceeds 50,000.

Intelligent innovation and research and development have become today's beauty weapons. These new lifestyles, which closely follow the current young market, are changes in beauty.

When the fuel vehicles that we are used to are gradually replaced by new energy vehicles, we suddenly remembered a sentence we read in the biography of Tesla, "On the road of starting new energy vehicles in full swing, for Tesla, the problem is not whether it faces the imminent risk of failure, but how dazzling success can be."

There is no doubt that cars are transforming into electrification, and this huge cruise ship will also turn around and follow the footsteps of the times.

For home appliance enterprises, their current problem is not whether they face the risk of failure caused by the upcoming bottleneck in the home appliance industry, but whether they can integrate the power of "knowing the Internet, knowing product manufacturing, and knowing other channels of sales" when the waves are rushing. How dazzling this success should be.

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