On February 22, the founder and CEO Ding Lei of Gaoche Automobile appeared at the Shanghai headquarters to respond to the companys operating situation.Ding Lei said: "When the company arrives at this situation, I am indeed speechless, and I am not as good as. Now for 3 months, it will be difficult to (high -co -car). I dont sleep for almost 24 hours."
Ding Lei said: "We will work hard in these three months to save this company. If we cant live, we will also confess." At the same time, Ding Lei also revealed some positive news.The news of the suspension of production and production of high -coexistence has aroused a lot of social concerns, and many resources have "rushed over."At present, many companies have been interested in Gaohe Motors and want to acquire or invest.
In order to further understand the dilemma encountered by High -Heal Motors, the reporter visited the Gaohe Automobile Experience Store located in Futian District, Shenzhen and Nanshan District.The Harong Automobile Experience Store has gone to the building. The High -Hent Auto Experience Store located in Nanshan District, Shenzhen has not received consumers and is in the clearing and closing process.
Some experts told reporters that the high -end positioning of High -Heart Motors product is relatively high, and the price is high, but the brand power has not yet reached "high -end" and the sales have not reached expected, resulting in the companyDifficulty in business.
Many experience stores withdraw the store, there are "welcome New Year" sign in the store
It is understood that highHe Auto is a luxurious intelligent pure electric brand under the Chinese Express, which was officially released on July 31, 2019.On February 18, Gaohe Motor announced that it had been suspended for 6 months, becoming the first new forces of cars that encountered operating problems in the Dragon Year.
On February 22, on the same day of Ding Leis speech, the reporter came to the Gaohe Automobile Experience Store in Huangting Plaza, Futian District, Shenzhen, and found that the store had been empty to the building.Essence
The High -Heal Automobile Experience Store of Huangting Plaza go to the building, and the blessing of "Welcome to the New Year" is hung on the wall.Photography: Sun Yan
For the clerk, this "move" is obviously very sudden.Billboards, but this store failed to flourish in the new year, but closed the door.
According to the surrounding merchants known, the store was suddenly closed the year before, suspected to be in arrears of property fees and rent."Gaohe has never sold the car last month. Here (mall) is an old mall. There are still many people on weekends.>
The reporter came to another high -co -car experience store in Nanshan District, Shenzhen, and found that the experience store was withdrawn from the store and moved away.EssenceHigh -car experience store employees said that the stores are currently not receiving consumers and are in the process of liquidation and shutdown.
"This shop is now withdrawn the store. Now it is said that it is 6 months to stop work. Except for after -sales, it is not allowed in the future. At presentThe operation of operation. "The above employee said.
Earlier High -Heng Motors announced that the suspension of production and suspension of production was 6 months. Some insiders said that employees will pay at the end of February.The minimum wage of the city is issued to the employee.So is the current salary of high -car employees be paid as planned?High -car experience clerk said: "Now it is said to be issued at the end of the month, (the time of issuance of normal salary) is fifteen days after the issue of the issue of wages, and I dont know after two months."
2gl4s6s2 "> up to 800,000 cars, the sales are not satisfactoryWhy does High -Heal car come to todays situation in the eyes of employees?Some high -car employees told reporters: "(Mainly) marketing is not doing well, just like we are telling customers what Gaohe is three years ago, and now we have to explain to customers what Gaohe is, market IPNo come up. "
In 2019, Gaohe Motors can be said to be born with a" golden spoon ", and the founder Ding Lei is the" veteran "in the car circle: once served as SAIC -GMManager and Vice President of SAIC Group; in 2014, Ding Lei, then deputy head of the Pudong New District, was responsible for introducing Tesla to Shanghai Investment Factory; in 2015, Ding Lei and Jia Yueting cooperated with LeTV Motors to serve as the co -founder of LeTV Super Automobile; 2017In the year, Ding Lei left LeTV and founded the Chinese Express, that is, the parent company of High -Heng Automobile.
Since 2020, High -Heart Motors has released a number of products such as Hiphix, Hiphiz, and High Hiphiy, which ranging from 339,000 to 800,000.It was once the focus of the market because of the cool appearance and the price of up to 800,000 yuan.
High -Heal Hiphiz model.Photography: Sun Yan
However, High -Heal Motors is a brand that "attracts attention to not attract wallets", and its sales are not high.In 2021, the cumulative sales volume of High -Heng Automobile in the year was 4237 vehicles, and the sales volume of high -car cars in 2022 was 4,349 vehicles.According to Pacific Motor Data, high -co -car sales in 2023 have a cumulative sales of 4,829 vehicles.
In the context of the annual sales volume of other new vehicles, with the "100,000 vehicles", the sales volume of high -co -cars is indeed not high, and it has shown the trend in place for many years in a row for many years.EssenceSo, is the problem of high -composite cars just inadequate marketing?
Zhan Junhao, the founder of Fujian Huaze Brand Positioning Consultation, said in an interview with a reporter that there are many reasons behind High -Heal Motors when they encounter business problems: "First of all, the market competition in the new energy vehicle field is fierce competitionVarious brands have emerged endlessly and have great competitive pressure. In addition to Weilai, ideal, Xiaopeng, there are also strong opponents such as Huawei, BYD, and Tesla; second, the product positioning of High -Heal Motors is relatively high -end, and the price is priced.It is high, but the brand power has not reached high -end, and the sales volume has not reached expectations, resulting in insufficient profitability of the enterprise; in the end, the factors that affect the impact of the epidemic also exist objectively, and there is a problem with the corporate capital chain. "
Zhan Junhao believes that domestic new energy vehicles sprint high -end markets facing many problems. In addition to some hard conditions, the most difficult is the shaping of high -end brands."How to create high -end brands in consumers minds, rather than the high -end brands that the enterprise themselves think, if consumers cannot perceive the high -end in all directions, they will eventually become the self -behavior of the enterprise." Zhan Junhao said.
New energy vehicles are in vain, and the "knockout" starts
Car companies are not just High -Heart Motors.
At the end of January this year, the information network announcement of the bankruptcy reorganization of enterprises across the country showed that the reorganization process of Weimar Automobile Technology Group Co., Ltd. (hereinafter referred to as "Weima Automobile") has been accepted by the courtEssenceWima Automobile also revealed on the official Weibo that recently negotiated with multiple intentions.
Previously, Weimar Automobile had fallen into a vortex of factory discontinue production, salary reduction layoffs, and arrears of suppliers.On October 9, 2023, the information network of the bankruptcy reorganization of enterprises across the country showed that Weimar Automobile was applied for a pre -reorganization. The applicant was Weimar Automobile himself.
For the news of reorganization, Weimar Automobile issued a letter on Weibo that Wima will not lie down, let alone fall down.Debt issues have obtained investors participation in reconstruction.
In addition to Weimar, there are also auto companies such as self -traveling, Aichi Automobile, Reading Automobile and other car companies have encountered business crisis in recent years.Financial commentator Zhang Xuefeng told reporters that the competition in the new energy vehicle industry has begun, and the situation of the "knockout" has appeared.In the future, with the intensification of market competition and the acceleration of industry integration, more brands may suffer difficulties.
At present, the new energy vehicle market is increasingly competitive and the price warfare is endless.On February 19th, BYD Qin Plus Honor Edition and the destroyer 05 Honor Edition were listed. The configuration of the new car did not decrease. The starting price was 79,800 yuan.Chapter.Subsequently, car companies such as Wuling and Changan quickly followed up. The 150km advanced version of Wuling Starlight, Changan Qiyuan A05, and Changan Qiyuan Q05 all carried out a significant price reduction. In terms of fuel vehicles, the minimum price of the Inton model of Beijing Hyundai was reduced to 75,800 yuan.
And the price war in the automotive industry is not limited to the range below 100,000 yuan. According to statistics, since 2024, Tesla, BYD, Zero Run, Deep Blue, SAIC -GM Wuling, where is it?Multi -brand official officials announced the price reduction.For new energy vehicle companies that have not yet achieved profit, the price war will further eat their profit space and accelerate the advent of the "knockout".
Bai Wenxi, vice chairman of the Chinese Enterprise Capital Alliance, told reporters that with the pressure of price reduction caused by the increase in the market share of the new energy vehicle market and the expansion of mass production scale, the part of the part of the part will not have partial parts of the part of the part.New energy vehicle companies with cost advantages and competitiveness have gradually disappeared.In the future, the new energy vehicle market is like the mobile phone market. Only the possibility of survival of the top five manufacturers will not be ruled out.
However, under the fierce competition, car companies with business problems are also actively rescue themselves.Ding Lei finally asked everyone to leave a photo at the meeting of Ding Lei to convene some employees of the High -Heal vehicle on February 22.
In the photo, Ding Lei and employees shouted: "123, we are strong, we will win" ...
Editor:Ye ShuyuSchool pair: Liao Shengchao
Copyright Statement
SecuritiesAll original contents of each platform, without written authorization, no unit or individual may reprint.Our agency reserves the right to investigate the legal responsibility of related acts.
End "Type =" Normal "@@-& GT;
