Tin Mei Motor "Headwind" Entry: Home Appliance Giant Huang Hongsheng Cross Boundary Car Making

Despite the fact that countless forerunners are "breaking the drain", they are still unable to stop the desire of the latecomers.

Recently, a Chinese brand named "Tian Mei" and the English name "Skywell" suddenly entered the public view. The first car is a pure electric SUV with a mileage of 500km. It plans to go public in 2021.

In addition, Jiangsu Tian Mei Automobile Co., Ltd. plans to achieve 300 thousand production and sales by 2025, with a total sales volume of nearly 50 billion yuan, and has become the leading brand of domestic new energy passenger cars.

In China's overall automotive market and the new energy vehicle market both decline, the new force to accelerate the reshuffle of the car, the car and the planning and goal of the day is very radical.

The reporter found that the main body of Tian Mei car was Jiangsu Tian Mei Motor Co., Ltd., founded in November 1, 2019 with a registered capital of 200 million yuan. The business scope includes R & D, manufacture, sale, after sale service, R & D, manufacture and sale of auto parts, technology development and technology transfer of new energy vehicles.

It is worth noting that Jiangsu Tian Mei Motor Co., Ltd. is 100% owned by Kai Wo new energy automobile group Co. Ltd., and behind them is Nanjing Jinlong, a commercial vehicle manufacturer. Its well-known line business is to produce new energy buses and new energy logistics vehicles.

More importantly, Huang Hongsheng, the actual controller of Kai Wo motor, is the founder of SKYWORTH group, the home appliance giant.

As Tian Mei motor surfaced, Huang Hongsheng's crossover road with "legendary" life experiences is gradually clear.

Home appliances giant Road

From 2009 to 2019, Huang Hongsheng was "dormant" for ten years after completing the industry from home appliance industry to bus industry to Tian Mei.

Public information shows that Huang Hong, 63, who founded SKYWORTH group in 1989 and went public in 2000, was sentenced to 6 years' imprisonment for conspiracy to steal and conspiracy to defraud listed companies.

Huang Hongsheng, who was released on bail early in 2009, opened the second venture in his life. In April 2010, Huang Hongsheng and his wife Lin Weiping sold the 100 million shares of SKYWORTH to cash 900 million Hong Kong dollars and established Chuang yuan Tiandi investment company. In 2011, Chuang yuan Tianzi Nanjing Chuang yuan Tiandi New Energy Technology Co., Ltd. (the largest shareholder of CWW) and Xiamen Jinlong and Nanjing Dongyu Automobile Group signed the agreement on the reorganization of Nanjing Jinlong three party, which jointly contributed to the reorganization of Nanjing Jinlong, with a registered capital of 500 million yuan, and Huang Hongsheng became chairman of Nanjing Jinlong.

As a result, Nanjing Jinlong, Shenzhen Kai Wo, Wuhan Kai Wo, Guangzhou Chuang yuan power and the Central Research Institute belong to Kai Wo motor. Apart from holding Nanjing Jinlong 85%, several other subsidiaries are controlled by Kai wo 100%.

Up to now, the development of Kai wo has begun to take shape. It has not only the vehicle manufacturing company of Nanjing Jinlong, but also independently developed the core component of new energy vehicles, Chuang yuan battery. The vehicle product matrix has covered large bus series, light bus series, special purpose vehicle series, and innovative driverless minibus.

Market performance is also commendable. In 2018, Nanjing Jinlong new energy bus sales ranked third after 9 thousand and 400 vehicles ranked Yutong and BYD.

And Huang Hongsheng's goal for Kai Wo Group is to break through 120 billion in 2025. The annual sales volume of buses, light buses and passenger cars are 30 thousand, 70 thousand and 500 thousand respectively.

Nanjing Jinlong is just the first step of Huang Hongsheng's transition to the automotive industry. While developing new energy buses and commercial vehicles, Huang Hongsheng's new energy passenger car business is also gradually advancing.

As early as May 2017, Kai Wo motor had obtained the qualification of passenger car approval approved by the Ministry of industry and commerce, and received the approval of new energy access qualification in December of the same year.

At the same time, the first strategic vehicle was unveiled. From its appearance, the car is a new SUV energy vehicle with a 500km mileage and is scheduled for sale in 2021. The vehicle adopts a headlamp, and the honeycomb middle net is more closed, which is in line with the trend of pure electric vehicle design. On the side, slide back design is adopted, the lines are smoother, and hidden door knobs optimize wind resistance. But for other vehicle performance parameters, the company did not introduce.

In addition, at the beginning of this year, Kai Wo motor has made preparations for the development of BE platform, CE platform and AE platform in the field of passenger cars, including the upcoming SUV using BE platform.

"It is important to note that the production qualification of new energy passenger cars produced by Kai Wo car is only 6 prefix, which does not contain 7 word" car birth certificate ", so it can not produce cars at present. In December 16th, an industry insider close to Wo Wo told the business reporter in twenty-first Century that "the new car and small family car can not be done. The layout of Tian Mei Auto Products is actually flawed."

Similarly, for the development prospects of Tian Mei motor, the industry is not optimistic. From the new energy commercial vehicle to the passenger car, the advantage of Tian Mei automobile will not be very obvious.

But facing the tight development of new energy bus and logistics vehicle market, the transformation of new energy passenger cars is Huang Hongsheng's frustration.

Data show that in 1-10 months of this year, more than 5 meters of bus sales totaled 125299 vehicles, down 8.4% from the same period last year. In September and October, the average decline was more than 30%.

At the same time, due to the steep decline of subsidy policy in 2019, the profit level of new energy bus enterprises has shrunk dramatically, accounts receivable has remained high, and the pressure of the whole industry is enormous.

"At present, the difficulties faced by Huang Hongsheng are also great. The manufacturing process of passenger cars is the bottom end of the four complex processes of passenger cars. It is still unknown whether the transformation from passenger cars to passenger cars will succeed." The person familiar with the matter said.

Cross boundary car winning geometry?

As a matter of fact, Huang Hongsheng is not the first person to eat crab.

As early as more than 20 years ago, Chunlan Group, one of the most popular air conditioning giants, acquired Dongfeng Nanjing automobile to produce medium and heavy trucks after cross boundary motorcycle production. In 2004, Chunlan Group was dragged down by the increasingly poor household appliance industry, and could not give Chunlan truck financial support for R & D. In July 2008, Chunlan truck with heavy losses was purchased by Xugong Group of Jiangsu.

In 2003, in the spring tide of private enterprises marching into the auto industry, AUX group was also unwilling to lag behind. In February 2004, it announced that it had officially entered the automotive industry, and the two vehicles of the motivity and Rui road were also listed at the same time. But the model is too conventional, the price has no advantage, and has not been recognized by the market after listing. Shortly after, AUX withdrew from the car market and ended in failure.

Dong Mingzhu, who invested 3 billion of the car, was officially listed on the first model of the new energy in May this year.

"In fact, Huang Hongsheng crossed the line very early and was different from Dong Mingzhu. Six or seven years ago, when China's automobile industry developed rapidly, it had already completed the cross boundary from the field of household appliances to the bus industry. In the country's new high energy subsidies, Huang Hongsheng's Nanjing Jinlong new energy bus has already received high subsidies, so Huang Hongsheng has completed the first step in the automotive industry. Dong Mingzhu is now on the way before Huang Hongsheng. " The insider pointed out that in the field of household appliances, Huang Hongsheng was the most successful transformation.

"Although Huang Hongsheng invited people who have experience in traditional car manufacturing, But it's too early to tell Huang Hongsheng to build a car. In the eyes of those who know, whether the success of the car will face multiple challenges.

First of all, from the bus to the passenger car, the manufacturing level and technology of the two are completely different.

Secondly, the format of sales is different. Buses do not need to take their own money to turn around, and the investment of passenger cars is huge. Unlike traditional bus orders, the passenger cars can not get orders in advance. Before the car goes public, they have to buy parts and spend a lot of money to establish sales channels. Passenger cars test car companies' cash flow more.

"The most critical moment is this time," Huang Hongsheng entered the era of passenger cars not entered the bus age ten years ago. When Huang Hongsheng decided to enter the field of passenger cars three years ago, he did not expect a sudden drop in subsidies. The above said, "if it is done, it will be successful. If it is not done well, it will be a drag on the bus business in Waterloo."

"The market pressure of Tian Mei motor at this time is enormous. Not only new energy passenger cars are not subsidized, but subsidies for new energy buses will also decline. How can Huang Hongsheng cash flow to repair passenger cars? So I pinched my sweat for him. The people familiar with the matter further complemented that after Nanjing's high subsidies subsidised, the capital of Jinlong would also be in trouble.

"The state calls for the development of new energy sources from the real estate sector to the home appliance industry. But if there is no fear of building cars, the future development will be very difficult. These people finally said, "from Chunlan air conditioning to Dong Mingzhu car building, there will be few successes in the future."