Chapter: 6572

Ye Chen didn’t think about it at all, he was just very surprised.

When he came back from the United States last time, Anjia only had plans to build a new energy vehicle brand, but he didn’t expect to take over it directly now?

Thinking of this, he quickly asked: “Second uncle, when you said you took over, did you directly acquire a company?”

“Yes.” An Kaifeng nodded and said: “There is a new energy vehicle company that has a big problem with its capital chain and is looking for financing everywhere. I discussed it with your uncle and the valuation is not high anyway, just a few billion. It was only US dollars, and with the current debt crisis, the founding team shut down their production lines and ran out to find money to save their lives. They happened to meet their CEO in Yanjing, and after a chat, they got all three billion US dollars. ”

Ye Chen nodded. Three billion US dollars was indeed not much. It was like drizzle to him, and it was nothing to An Jia.

At this time, He Yuanjiang on the side couldn’t help but ask: “The new energy vehicle company Mr. An mentioned is Gaoheng, right?”

“Eh?” An Kaifeng asked in surprise: “Does Professor He know about this company?”

He Yuanjiang nodded and said: “I have heard a little bit. I have long heard that they are in a debt crisis, and their sales have not been very good. In addition, the production lines were shut down some time ago, so I have no choice but to sell myself to save my life.”

Ye Chen added at this time: “Uncle He has a very deep research on the domestic new energy market. We had a brief chat last time. I really admire many of his views, especially when he said about overtaking on corners, I was very impressed. , I originally wanted to wait for Uncle He’s wedding before arranging for everyone to meet, but I just can’t wait, so I’ll make arrangements as soon as you come back.”

An Kaifeng said: “Since Professor He knows so much about new energy, I really want to hear Professor He analyze the current new energy situation and give us some advice.”

With that said, An Kaifeng added: “To be honest, the Anjia rarely gets involved in the manufacturing industry, but this time we invested in power batteries, vehicle manufacturing, domestic chip research and development, and commercial aerospace. They are basically manufacturing industries.” , mainly hoping to make some contribution to China’s manufacturing industry within our ability. If we can also incubate good companies and gain economic returns, that would be even better;”

“But to be honest, I’m still confused about how to operate a manufacturing industry that can handle tens of thousands of people, especially vehicle manufacturing. Gaoheng was fully acquired by us, and we’ll wait for them next. After we deal with the debt problem and the equity transfer issue, we will have to invest another amount of money to start production, but I haven’t decided yet whether to keep the original team and continue operating it for a while, or to simply kill them all and replace them with new ones. Yes, I wonder what Professor He has to say?”

He Yuanjiang thought for a while and said: “I personally feel that Gao Heng’s problem still lies in product positioning. The main products rely on constant stacking of materials to increase their value, but the unit price per customer is too high and the sales volume will inevitably not increase, and in Gao Customer In the area of ​​unit price, there is also competition from traditional luxury cars. If the product strength cannot keep up even slightly, it will be difficult to open the market;”

“And to be honest, their product design is not too mature. Once they fall into the circle of niche aesthetics, their living space will inevitably be further compressed.”

“But the Remy you just mentioned is completely different. Their positioning is quite precise and ruthless, and their product design is not to mention. Putting aside the question of whether there is any reference, the appearance of their products does conform to the mainstream aesthetic;”

Having said this, He Yuanjiang paused slightly and then said: “So if you let me make a personal judgment, I would prefer that you divide Gao Heng’s team into two, and the production end will be reserved first to ensure that the production line can run at any time, but On the design side, marketing side, and market side, it is better to replace everything as much as possible, and even the brand must be completely replaced. Although you bought Gaoheng, you can no longer use Gaoheng’s brand, because the news of its bankruptcy was once widespread. , people all know that if this brand fails, the brand value will become negative, it is far better to build a new one.”

An Kaifeng asked again: “Then what do you think, if we re-build a brand, how should the main products be positioned?”

He Yuanjiang said: “It must be to compete with the product with the highest sales volume and highest market share.”

Speaking, He Yuanjiang said: “In order to reduce stress and improve success rate, many people like to start businesses in vertical subdivisions. They feel that the competition in e-commerce platforms is too great, so they might as well set up a small mall or small program, and choose maternal and infant products. , wine, and daily chemicals, but once you do this, you will never be able to become a big platform, and you will even have to survive in other people’s ecosystems for your whole life, and the same is true for cars;”

“Almost every company that decides to build cars feels that new energy vehicles priced at around RMB 200,000 are the most competitive. Outside there is Tesla, the overlord that sells hundreds of thousands of vehicles a year, and inside there are a lot of new domestic forces, so some companies have Let’s focus on the sinking market of RMB 20,000 to RMB 30,000 to RMB 30,000 to RMB 30,000 to RMB 50,000. Some companies are thinking of entering into the mid-to-high-end market of RMB 50,000 to RMB 50,000. However, as long as we maintain this mentality, it is possible to obtain success in the segmented fields. Success, but may never win against a giant like Tesla;”

“Tesla’s market value at its peak exceeded one trillion U.S. dollars. Today, the concept of new energy has cooled down, and its market value is still over 500 billion U.S. dollars. The combined market value of all domestic new forces is still less than it. It’s not that I admire foreigners and think Tesla is so powerful. I just think that although many companies always say that they are better than it at the press conference, they still instinctively avoid its edge. If someone else comes to engage in new energy, I will He might also be advised to do this, but An Jia is different.”

Speaking of this, He Yuanjiang said very seriously: “Anjia’s own capital strength is strong, and the funds of Yechen and Yejia are far beyond those of domestic new energy vehicle companies. Moreover, Yechen has Yisu Shipping in hand, and the number of ro-ro ships It ranks among the top in the world in terms of transportation volume and transportation volume. Now Anjia has deployed power batteries and acquired Gaoheng Automobile. In this case, why not integrate resources and make new energy bigger and stronger in a real sense? ”