A real estate line

The mass production and market sale of Hengchi 5 are related to the prospect of China Evergrande New Energy Vehicle.

　　离With less than one and a half months to go before the scheduled first car production, China Evergrande New Energy Vehicle is working hard to promote marketing work.

Recently, it has been reported that Evergrande's first pure electric SUV Hengchi 5 has started pre-sale during May Day, and Hengchi 5 orders reached 50, 000 units within 10 hours of blind booking. The so-called blind booking refers to a brand of motor vehicles have not been formally produced, there is no relevant price and vehicle configuration, consumers will pay a deposit.

For opening blind booking$China Evergrande New Energy Vehicle (00708.HK) $The relevant staff denied it, telling a gentleman: "the pre-sale of Hengchi 5 has not yet begun."

A senior marketing person in the automobile industry also told a gentleman that some car companies will start "blind bookings" in order to create momentum for a new car. Usually, the deposit fee is very small, ranging from about 100 yuan to several hundred yuan, but few real consumers will place an order. Basically, employees are "backing the bottom".

Xu Jiayin, chairman of Evergrande Group, made it clear at the mobilization meeting of "working hard for three months to achieve Hengchi 5 mass production" held on March 22: "Hengchi 5 mass production must be realized on June 22."

On May 11, a gentleman learned from the staff of Guangzhou Hengchi Exhibition and experience Center that Hengchi 5 is expected to be open for pre-sale by the end of May, and the price has not yet been determined. It will probably be between 150000 and 200000, with a deposit of 1000 yuan, and some rights and interests can be locked in advance. This deposit can be refunded, called "small fixed", and a "big fixed" can be carried out by the end of June, and about 4000 yuan can be replenished on the basis of "small fixed". Vehicles will probably be available for delivery from September.

"this year, only five Hengchi mass-produced cars are sold, with an output of about 10,000 units." The staff member said that when the automobile production bases in Shanghai and Guangzhou are put into production next year, the output will reach 300000 units.

In order to become "the largest and most powerful new energy automobile group in the world", Evergrande planned to have ten major automobile production bases, each with a planned production capacity of 500000 vehicles, with a first phase of 100000 vehicles. But at present, the only production line that can be put into production is the Tianjin plant, which was purchased from Guoneng.

Hengchi 5 officially went offline from the Tianjin factory at the beginning of this year. By March 8, the latest batch of "recommended models for the Promotion and Application of New Energy vehicles" released by the Ministry of Industry and Information Technology, in which Hengchi ranks five, means that it is officially qualified for sales.

In the second China Evergrande Group creditor conference call held on the evening of March 22, China Evergrande Group Executive Director and CEO Shawn revealed that China Evergrande New Energy Vehicle is promoting mass production and marketing preparations for Hengchi 5 as planned.

In order to welcome the launch of the first car, China Evergrande New Energy Vehicle is actively preparing the sales team and sales network.

Since the beginning of this year, China Evergrande New Energy Vehicle has issued a number of recruitment posters and hired auto sales consultants with a high salary. Work locations include 15 cities in Beijing, Shanghai, Guangzhou, Tianjin, Shenzhen, Zhengzhou, Hangzhou, Chengdu, Chongqing, Wuhan, Nanjing, Changsha, Xi'an, Hefei and Haikou.

According to people in the automobile industry, China Evergrande New Energy Vehicle recruited sales consultants to give a basic salary of more than twice that of the industry.

According to Tianyan check information, on March 2 this year, China Evergrande New Energy Vehicle also established Hengchi New Energy vehicle sales Co., Ltd., the scope of business includes new car sales, auto parts wholesale, new energy vehicle sales, online taxi booking services, etc., the legal representative is Tang Lin, with a registered capital of 100 million yuan, which is 100% controlled by Evergrande New Energy Automobile Investment holding Group Co., Ltd.

After the establishment of Hengchi New Energy vehicle sales Co., Ltd., Hengchi Guorui New Energy Automobile sales (Shanghai) Co., Ltd., Hengchi (Guangzhou) Automobile sales and Service Co., Ltd., Hengchi (Tianjin) Automobile sales and Service Co., Ltd., Hengchi Guorui New Energy Automobile sales (Beijing) Co., Ltd., with registered capital of 100 million yuan.

According to the plan, China Evergrande New Energy Vehicle plans to open the first batch of exhibition experience centers and sales centers in 15 key cities, including Tianjin, Shanghai and Guangzhou.

Guangzhou Hengchi Exhibition and experience Center is located in the core of Guangzhou Pearl River New City. it officially opened in March. It is China Evergrande New Energy Vehicle's direct store, divided into upper and lower floors, with vehicle display area, customer rest area, etc., which is currently in normal business, but customers can not test drive yet.

The relevant staff told a gentleman, the current test drive has not yet arrived at the store, it is estimated that about a week after the pre-sale, Tianjin production base will have test driving delivered one after another.

According to Evergrande's current financial situation, it is obviously difficult to build a national sales network on its own, so in addition to its own stores, China Evergrande New Energy Vehicle announced on April 30th that he would recruit authorized agents in 18 cities, including Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hangzhou and Chongqing.

Hengchi said that Hengchi and some new power brands adopt the light asset management strategy of "order sales" in order to reduce the operational financial pressure of agents. At the same time, in order to avoid frequent fund disputes at the channel end in the past, Hengchi introduced an independent account of the government supervision third-party notary office.

Hengchi has put forward the corresponding requirements for the storefront construction standards of authorized agents and the qualifications of agents. For example, the store is located in the main automobile business area, the exhibition hall area is 200-300 square meters, of which the exhibition area is more than 150 square meters, and the exhibition hall width is more than 12 meters.

China Evergrande New Energy Vehicle related personnel said to a gentleman, Hengchi car the first round of authorized agent recruitment began on April 30, May 8, the current agent application data is still in statistics, the next batch of recruitment time is still uncertain.

The mass production and market sale of Hengchi 5 are related to the prospect of China Evergrande New Energy Vehicle. However, car sales has never been an one-shot sale, and it takes an after-sales service center to build a perfect sales and service network, but China Evergrande New Energy Vehicle has no relevant layout for the time being, and there is a high probability that he will adopt the mode of cooperation with traditional dealers in the early stage. warranty maintenance will be carried out by the relevant dealer agent.

Responsible Editor: Wang Xiang