Beiqi Group'S Revenue Break 500 Billion: Can The "Big Beijing" Brand Return To The Main Circuit?

In January 6th, Beiqi group announced its 2019 operating performance data. Beiqi group's annual vehicle sales and sales volume reached 2 million 260 thousand yuan, and its annual business income reached 501 billion 230 million yuan, becoming the first state-owned enterprise in Beijing, whose annual revenue exceeded 500 billion yuan.

In 2020, Beiqi group set a sales target of 2 million 260 thousand vehicles, which was unchanged from 2019. However, for the autonomous sector, Beiqi group has set a grand blueprint for ten years. In January 6th, the "big Beijing" brand strategy released by Beiqi group clarified the development roadmap of Beiqi's independent business in the next ten years.

Specifically, the core of the "big Beijing" brand strategy is made up of the "Beijing" brand that builds the off-road vehicle and the "BEIJING" brand of the new energy vehicle, and it has reached 500 thousand vehicles in 2025 and 1 million vehicles in 2030. In 2019, the sales volume of the two brands was about 200 thousand.

In order to make a breakthrough in its own brand, Xu Heyi, chairman of Beiqi group, emphasized that the "big Beijing" brand strategy is the core of the future development of BAIC's own brand. The Beijing group will pool the quality resources of the whole group and continue to push forward the "big Beijing" brand strategy.

However, China's auto market is undergoing drastic changes and adjustments, and competition is intensifying. In the next period of time, the industry will experience a new round of shuffling and elimination, and the survival environment of the independent sector is not optimistic.

Under this premise, Beiqi independently proposed the goal of sales growth by leaps and bounds. What is the bottom line? Although Beiqi's independent ten year development roadmap has a bright future, "big Beijing" is very difficult to help Beiqi autonomously return to the main circuit.

The two core supports millions of goals.

In fact, Beiqi group has always expected its own passenger car business. In 2009, Beiqi group started its layout in two major sectors: autonomous passenger vehicles and new energy vehicles. On the one hand, we bought the Saab technology with a big hand and created Saab, the independent passenger car brand, and began the "two venture". At the same time, we set up the first new energy vehicle company in the country, Beiqi new energy.

Although Saab brand has been accompanied by the rapid growth of China's automobile market, it has achieved a short period of brilliance. In 2016, sales reached the peak of 224 thousand and 500 vehicles. However, in the past two years, sales of Saab dropped sharply, and sales dropped to 105 thousand in 2017. By 2018, SAIC had only 69 thousand sales in the whole year.

But at the same time, Beiqi new energy has seized the new opportunity for the new energy vehicle market, and has been selling for the first time in 6 consecutive years in China's new energy vehicle market. In 2018, the sales volume of new energy in BAIC reached 158 thousand.

In the new energy field seize the opportunity, let Beiqi independent plate taste the sweetness, also saw the hope. In July 2017, Xu Heyi made it clear that Beiqi should take a comprehensive new energy strategy. Beiqi should adhere to the new strategy of two wheel drive of new energy and intelligent network.

In 2019, Beiqi group began to comb its own plate.

According to the latest brand family tree of the autonomous passenger vehicle section of Beiqi group, including the three brands of "Beijing", "BEIJING" and ARCFOX. Among them, ARCFOX is the independent electric vehicle brand of the future, and the new car will be on sale in 2020. "Beijing" and "BEIJING" constitute the two main business lines of Beiqi Autonomous Region -- off-road vehicles and new energy sources.

According to Wang Zhang, general manager of Beijing cross country, Beijing cross-country will become the characteristic growth pole of Beiqi group. The goal of the next ten years is to reach the scale of 300 thousand cars per year. The goal of BEIJING brand is to break through 400 thousand cars by 2025. Among them, pure electric products accounted for more than 70%.

"The most hardcore competitiveness of BEIJING brand is pure electric. BEIJING brand's foothold is pure electric. Leeson, Minister of technology products and quality management of Beiqi group, said. That is to say, Beiqi new energy will be the main breakthrough in the next 5 years.

In the short term, Leeson believes that the growth of BEIJING brand sales will come from the SUV market. He told the twenty-first Century business news reporter that the SUV of its own brand accounted for more than 60% of the brand sales, while Beibei's SUV sales accounted for only 20% of its own brand sales. Therefore, he believes that the independent SUV of BAIC has the potential to grow like other independent brands.

However, it is worth noting that in the background of China's car market downhill, the SUV market has been in decline in the past two years. Moreover, because the joint venture brands such as Volkswagen and TOYOTA have increased the SUV offensive in China, the market environment of China's independent SUV is not optimistic. Many brands that are growing by virtue of SUV dividends have lost their competitiveness due to loss of competitiveness. At the moment, Beiqi wants to rely on SUV to break through, which is very difficult.

Of course, the BEIJING brand includes more than pure electric vehicles. Leeson told the twenty-first Century business reporter, according to the pure electric vehicle "one high one low" consumption trend, BEIJING brand high-end 9 series and low-end products 3 Department, will focus on pure electric vehicles. However, the 5 and 7 departments will create a unified platform to achieve compatibility of oil, electricity and electricity, so as to improve the product matrix.

The development of intelligent network is the most urgent.

At present, pure electric vehicles are the key areas for Beiqi group to break through, and Beiqi new energy is also in front of the market. However, due to the steep decline of subsidized cliffs, the sales volume in 2019 dropped sharply, which made the industry worried about the prospect of Beiqi new energy.

Beiqi new energy went down sharply after the subsidy went back to the ground, so that the outside world began to think whether the new energy vehicle is the real demand of the market at this stage. From policy driven to market driven, has Beiqi new energy formed its own competitiveness?

In the ten years of rapid development of China's new energy vehicle, Beiqi new energy has gained market dividends. But from 2020 onwards, China's new energy vehicle market will face severe structural adjustment.

In particular, Tesla's domestic product will have an impact on local electric vehicles. Of course, this includes Beiqi new energy.

"The day of the birth of Tesla is also a time when new energy subsidies are withdrawn. Tesla is a good benchmark for China's auto manufacturing sector, especially in the new energy sector. We are not afraid of Tesla. We have to learn from benchmarking. We have our own advantages. We need to know how to make our own way and learn from others. In January 6th, Xu Heyi accepted the twenty-first Century economic report reporter's interview.

Xu Heyi believes that Tesla has attracted much attention because it has gone through the highly intelligent networking technology roadmap. This will be the focus of electric vehicle competition in the future.

According to the two wheel drive strategy of the new energy and intelligent network of BAIC group, the highly intelligent networked electric vehicle is regarded as the future of BEIJING brand by Beiqi group.

"In the field of passenger cars, we should regard the development of intelligent networking as the most important and urgent business at present. Beiqi should use the power of the whole group and use intelligent networking to empower the comprehensive new energy strategy. Xu Heyi finally said.