[Text/Caiquanshe & Dao Ge talks about Che Ma Jianyu] In 2023, the domestic automobile industry will fall into an unprecedented "involution" whirlpool. It has become the norm to flip the table on price. Not long ago, Xingtu told us that in addition to flipping the table, it also I

[Text/Caiquanshe & Dao Ge talks about Che Ma Jianyu] In 2023, the domestic automobile industry will fall into an unprecedented "involution" whirlpool. It has become the norm to flip the table on price. Not long ago, Xingtu told us that in addition to flipping The table can also raise the ceiling in technology and open up new ideas to the industry. Of course, these are not surprising. After all, it is still a volume, but the price of the volume has been changed to the volume technology.

But what if one day, the automobile industry begins to resurrect? Has lifting the coffin board become a trend? Recently, two car brands that have been dormant for a long time have suddenly begun to come to life. One can be called the originator of new energy vehicles - Zhidou, and the other is the originator of independent high-end brands - Qoros...

Interesting Unfortunately, this is not over yet, Southeast Auto, , AIWAYS, etc. have all been resurrected. Is the automobile industry really at the stage of lifting the coffin? What about the promised knockout rounds?

A round of Easter? Who can come back intact?

I still remember that there was an "Easter" in the automobile industry in 2021. It was at that time that Zotye, Lifan, etc. escaped the fate of disappearing and came back to life when the coffin boards were half nailed. But in the final analysis, they were only half nailed to the coffin board at that time. For the brands in this round of resurrection, it may be a bit excessive to say that the coffin board was nailed, but in general it is still more than half nailed.

Let’s first look at Qoros, which once led its independent brothers to soar. Recently, a communication letter regarding cooperating with the restart of the Qoros 7 model has been circulated on the Internet. The letter shows that Baoneng Group will resurrect the Qoros 7 model and plans to launch pure electric models and extended-range electric vehicles, which are expected to be launched in the next 1-2 years. achieve production.

It is understood that Qoros Automobile was owned by Baoneng Group in 2017. Although it enjoyed a brief period of glory in 2018, it suffered losses every year until it disappeared. According to the news last year, Qoros Automobile has been marked as "already." "No property available for execution" label, the real situation is "at the end of the road". Why is there suddenly news of a restart now? Of course, whether we want to restart or not, we still have to wait for official "confirmation".

In contrast, Zhidou Automobile, the originator of new energy vehicles, has returned in a grand way. Founded in 2006, Zhidou Automobile is one of the earliest companies in China to enter the field of new energy vehicles. It was once known as the "micro Electric vehicle sales topped the list, but it eventually went bankrupt and reorganized in 2019.

html On March 7, Zhidou Automobile, which had disappeared, took the initiative to "bubble" on the WeChat public account, announcing that it had achieved strategic capital restructuring in October 2023 and would return to the market with the new car "Zhidou Rainbow" in April. After that, the editor of Zhidou Auto’s public account went online and kept updating intermittently. Recently, Nanjing Zhidou New Energy Vehicle Co., Ltd. has undergone industrial and commercial changes, and its registered capital has increased from 25 million yuan to approximately 36.46 million yuan, an increase of approximately 45.8%. According to reports, the rebirth of Zhidou Automobile is the result of the joint efforts of Geely Automobile Group, Emma Technology founder Zhang Jian and other parties.

In addition to Qoros and Zhidou, some "disappeared" car companies also ushered in Easter tickets. Not long ago, Fuzhou Qingkou Holding Co., Ltd. (hereinafter referred to as Fuzhou Qingkou) experienced a major shareholder change. The original wholly-owned shareholder Fuzhou Zuohai Automobile Co., Ltd. withdrew and Chery Automobile Co., Ltd. was added as a wholly-owned shareholder. Fuzhou Zuohai Automobile Co., Ltd. is a shareholder of Southeast (Fujian) Automobile Industry Co., Ltd.; recently, according to the first electric vehicle network, AIWAYS, which has been idle since last year due to a broken capital chain, received a new round of hundreds of millions of dollars. RMB-scale financing is about to resume work and production. In the future, it will abandon the domestic market and focus on overseas markets.

Next, will there be a situation where the car companies that have announced their withdrawal from the group can no longer hold the coffin board? What about the knockout round that

promised? Is the revival of car companies also part of the industry's involution?

Starting from 2023, China's automobile industry has entered a stage of fierce competition. The most obvious phenomenon is that the terminal price war has lasted for as long as a year. In this context, "knockout" is a word mentioned frequently in the automotive industry. Even in 2024, the "knockout" atmosphere will be more obvious.

Just after the Spring Festival, BYD launched a new round of price war with the Honor Edition model with "lower electricity than fuel". Gaohe Automobile , which was still good last year, announced a suspension of production for 6 months. Car company executives' predictions for 2024 are also full of blood. Xiaopeng Motors CEO He Xiaopeng said, "2024 will be the first year that Chinese car brands enter the 'bloody sea' competition, a fierce competition in the 'fight' 'It's inevitable." Gan Jiayue, CEO of Geely Automobile Group, believes that 2024 will be the "most important" year in terms of prices, products, services, and traffic.

html On March 16, Wang Chuanfu, Chairman of BYD, stated at the Forum of 100 People (2024) that market competition is becoming increasingly fierce and the industry has entered a brutal knockout stage. In his view, on the one hand, China's automobile industry has experienced 70 years of development and has entered into structural adjustments. Looking at the road to global automobile power, increasing industrial concentration is a necessary stage; on the other hand, China's new energy vehicles have experienced 20 years of cultivation. and growth, has also entered a stage of cyclical adjustment, and companies need to form economies of scale and brand advantages as soon as possible.

In short, the "knockout round" is probably inevitable. Of course, the depressing atmosphere of fierce competition in the automobile industry does not affect the rapid growth of China's automobile market. In 2023, my country's automobile production and sales will reach 30.161 million units and 30.094 million units respectively, a year-on-year increase of 11.6% and 12% respectively. Both annual production and sales have exceeded The 30 million vehicle mark reached a record high. Entering 2024, from January to February, automobile production and sales completed 3.919 million units and 4.026 million units respectively, a year-on-year increase of 8.1% and 11.1% respectively.

Is the "booming" Chinese auto market an Easter inducement for car companies?