Co-chuang, a new energy brand that almost lost its voice in 2024.
In this age of rolling to death, you have to say that Co-Chuang Automobile has now been abandoned by consumers and inundated by the torrent of the times, but it retains its main body under the support of GAC GROUP and Pearl River Investment Management.
and you have to say, in the face of this cannibalistic environment, Co-Chuang is just accumulating strength, waiting for it to rise abruptly, and from the outside world, it seems that this is not the case.
What’s the next way? Can Co-Chuang come up with a reasonable and sustainable plan? Perhaps, the stock behind Dongfang is still willing to save it from the fire and water, but looking at the current situation in the market where there is no room for manoeuvre, impatience and anxiety will not help after all.
Do you choose to stop losses in time because of the rapid changes in the market, or do you choose to continue to do so? In this topic of choosing one of the two, the answer left to Co-Chuang seems very simple.
The truth is that after Enron has avoided several industry reshuffles, no matter how determined co-chuang is, the cruelty of reality is telling onlookers that co-chuang, which has reached the crossroads, is in urgent need of antidote and climb out of the quagmire.
In fact, since the second half of last year, the future development of joint venture has gradually had a lot of variables due to frequent changes at the top.
From technology iteration and product planning to marketing follow-up, channel optimization, and even the judgment of trends, co-innovation is becoming more and more elusive.
Today, apart from the unexpected events in the entire co-creation ecosystem or this or that, there must be something that everyone already knows.
The times not only make you, but also restrict you, “the development of new energy vehicles is the only way for our country to move from a big automobile country to an automobile power.
” Everyone knows that it is precisely with such superior instructions that in recent years the vigorous development of the new energy industry has contributed to China’s automobile moving from the edge of the market to the world stage.
But at the same time, we should also understand that the continuous optimization of the market must be the result of high-intensity competition in the industry.
China’s new energy car market had already eliminated too many speculators, adventurers or self-righteous people before co-venture fell into a survival dilemma.
Among them, Weimar, Skyline, Aichi, Gaohe, these new forces that have successfully waded through two waves of reshuffle, can not escape the concussion of the market in the end.
In terms of reasons, many people will attribute it to the fact that when the consumption trend tends to be single, there are not many new brands in China, and when the criteria for evaluating a car are fully in line with the terminal price, no one needs a product with unclear labels.
The birth of Co-creation has a specific historical background, which always means that every step of Co-creation will be a little immature when opening up its borders and expanding its territory.
In the early stage of industrial development time can give Co-Innovation some room to find some direction in trial and error.
As for this, for Synergy, it may be this loose development model that has failed to touch the industry’s right track and has slowly faded in the era of rapid change.
As we all know the predecessor of Co-Venture is Guangzhou Automobile Weilai which is a joint venture between GAC GROUP and Weilai.
For the rapid development of the new company, GAC also hired Liao Bing, a veteran of the automobile industry and with more than 25 years of experience, to serve as CEO.
But will the recognition of the market really depend on who has a strong foundation or how experienced the leaders are? As an alternative for GAC and Weilai to develop new energy respectively, GAC Weilai quickly came up with new cars available for sale, but due to the lack of obvious technical advantages and brand uniqueness in the overall planning, and the development idea was too traditional.
According to the joint venture data, in 2020, Hechuang 007 sold only 659 vehicles, and by 2021, sales declined further, with a cumulative annual sales of only 306.
In that year, it was said that GAC Weilai was able to complete the capital increase and share expansion and introduce a cross-industry strategic partner, Pearl River Investment Management Group, all because the original shareholders had no energy to separate from their new energy business.
Joint venture had to enter the queue of “real estate enterprises building cars”.
But it is clear that as the new energy market is further stimulated, co-venture is just in a hurry.
Thanks to GAC, under a series of new plans, Hechuang took a 49% stake in GAC MOTOR’s production base in Hangzhou, while using GAC Ean’s resources to produce a small popular style product Z03.
It can be said that from the second half of 2021, learning to adapt to co-innovation finally has some vitality.
To tell you the truth, in the last three years, the inherent pattern of China’s auto market has long been turned upside down by the rapidly expanding new energy industry.
In this process, most newcomers have got good development opportunities.
Taking advantage of the gradual improvement of China’s industrial chain, Hechuang can not achieve a small success without the help of the environment.
For a continuous period of time Hechuang was pleasantly surprised by the monthly sales of more than 3000 vehicles.
The surprise is not only that Z03, which is changed by Ian AION Y, can come to the fore in the market, but also broadens the narrow road of “real estate companies building cars”.
After all, who would have thought that the co-creation, which originally meant “abandoning your son”, could stand up.
It’s just that the good times don’t last long.
Looking back, the diversification of the industry in 2022 seems to be a flash in the pan.
In addition to co-creation a large number of second-and third-tier new forces overestimate the acceptance of new things by Chinese consumers.
Short-term activity is not enough to support the next healthy operation of emerging car companies.
Lack of potential customers, lack of products, lack of channels, and even lack of money, these are not the crux of the problem that can be solved simply by selling a car well.
After hard work, there is an urgent need for a new student, what on earth is wrong with Co-Chuang? Up to now, it seems that the management is unwilling to pay to promote the operation of the brand.
But once we sort out the timeline of the past five years, in fact, too many events have given us hints in advance.
From the beginning to the end, compared with online celebrity car companies such as Wei Xiaoli, Co-chuang is not an independent new power brand.
The technology relies on Guangzhou Automobile, the resources rely on the Pearl River and so on.
A traditional car company, a typical housing enterprise, no matter how many chemical reactions between the two can not be separated from the traditional businessman’s mode of thinking.
With the pursuit of cost minimization, the joint venture technology iteration has always been circling around in GAC’s technical fish pond, unable to make brand characteristics, nor can it make a gap with GAC Ean.
adhering to the real estate thinking, the channel construction and supplementary energy construction of co-creation can not jump out of their own industry circle to a large extent, that is, in most cases, they can only find a way out in the resources held by the Pearl River Investment Management.
Maybe in marketing, after Liao Bing left, Yang, who took on the mission of his predecessor,Ying has the ability to find a very interesting development path for Hechuang, that is, to use the radiation of the e-sports industry in the hands of the employer to complete the base expansion of the brand.
Especially using the well-known EDG e-sports club in the circle as a bargaining chip, it ruthlessly demonstrated the co-creation’s side of pleasing Generation Z.
However, although it has its own research institute, it has been difficult for us to provide products that can carry high EDG traffic for a long time.
The three models of the 007, Z03 and A06 are either too old, or the models cannot get rid of the label of online ride-hailing and do not have sustainable combat effectiveness, or they lack technical labels or user thinking comparable to “Wei Xiaoli”.
When a large number of potential users are taken away by competing products, these objective factors further restrict the development of Hechuang.
To be honest, from the perspective of management, at the beginning of last year, when GAC Group and GAC Aian increased their capital to Hechuang Automobile by 107 million yuan and 493 million yuan respectively at a shareholding ratio of 4.
46% and 20.
54%, and after other shareholders such as Zhuhai Investment Intelligence also increased their capital in proportion to equity, I believe that no one gave help to Hechuang with the mentality of letting it grow savagely.
In the later period, with the “Resident Assistance Plan” as the anchor point, the extraordinary method of “Double Sales of RVs” was launched to solve Hechuang’s survival problems, which also reflected everyone’s determination to bring hope to Hechuang.
, , it is indeed an indisputable fact that Hechuang really wants to change the status quo through its own efforts.
Soon, in order to save herself, Yang Ying gave way to Du Lan, who came over from iFlytek, in order to change her style again.
Hechuang only hopes that she can use the brand’s last pawn-V09 to cut into the pure electric MPV market and “unite” her opponents.
Different from cars and SUVs, does MPV have great market potential? Hechuang, who entered the market with V09, gave an answer that was obviously yes.
However, the changes in China’s automobile market are so unreasonable.
There are only two possible results for betting on market segments.
, relying on its first-mover advantage, it can soar into the sky, just like Great Wall when launching the Tank 300 to revitalize the WEY brand.
the other is like Hechuang, who has set its sights on the pure electric MPV market, trying hard but rarely achieving success.
, On the road to success, it has always been feasible to lay out the market in different ways and bring forth the new with new ideas.
From the day of its establishment, Hechuang certainly has the capital to do everything it wants to do.
Then the reason why we have come to this day is to blame this era for being pushed forward by too many people and failing to leave enough room for trial and error for joint creation.
When GAC Group is trying to pave the way for Ai ‘an today in 2024, I will think that the bad worry we are facing at present is not that the joint venture is not working hard enough, or that the Pearl River Investment Management Group behind it has no intention of developing its future.
Everything is that the market potential has not been tapped as expected, and consumption trends have become consistent due to the constraints of leading companies.
, I don’t know when the convoluted competition in the Chinese auto market will end.
I hope that Hechuang can get back on track as soon as possible.
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