Hard and wide! Hard and wide! A new force that does not build cars according to the rules.
The news that Evergrande built a car should have appeared at the earliest one year ago. At last year's AFC Champions League quarter-finals, the words "Hengchi Automobile" and "Evergrande is going to build a car!" "Oh", in this era, the emergence of new forces to build cars is by no means news. At that time, I'm afraid few people knew the news that Evergrande was going to build a car. A year later, the news that Hengchi Automobile released six cars in one fell swoop shocked the automobile circle. More famously, Hengchi Automobile used almost all the propaganda means to wave the flag and shout for itself.
In addition to Weibo, friends circle and other common information channels, including CCTV, local TV stations and even TVB in Hong Kong, Hengchi automobile advertisements were intensively put in, and six new cars and brands were promoted, and seven advertisements were brainwashed by circulating. This kind of propaganda is really something that many new forces have never tried. It must be said that the practice of intensive bombing by new forces building cars through traditional channels is new. Even the aunts who just want to watch anti-Japanese dramas and health tips on TV every day will be deeply impressed by Hengchi Automobile.
In the traditional way of publicity, Hengchi Automobile has the meaning of platinum in the automobile industry regardless of cost. However, in the new media channel with the most interactive voice of new forces in building cars, Hengchi Automobile has performed unexpectedly. On August 3rd this year, Hengchi Automobile released six new cars, and at the same time, the official Weibo of Hengchi Automobile was born. As of August 28th, Hengchi Automobile official micro * * * released 22 Weibo, except for the first Weibo on the day of the conference, the status of other Weibo was set as "unable to reply to comments". Similarly, the official WeChat account "Hengchi" WeChat has not opened the message function. As one of the most important sources of information at present, the official WeChat account, Hengchi's WeChat, not only failed to warm up the release of new cars, but also failed to keep up with the hot spots released by Hengchi Automobile in time. The first tweet was sent three days after the press conference, and the update speed was considerable. It's almost a month since the press conference, and there are only eight tweets in total.
As for the "atmosphere" background in the launch and advertisement of six new cars of Hengchi Automobile, we can't comment too much. Perhaps I really want to attract more attention with the unique classic painting style among the new forces of building cars. I wonder if Evergrande, which has spent its life and money, really wants to be original and take the cold and fresh route?
Much thunder and little rain. How much do you know about Hengchi?
Except for six new energy vehicles and their respective designs visible to the naked eye, Hengchi's products don't have much substantive information, such as interior, body size parameters, three electric systems, chassis, scientific and technological intelligence level and so on. Everyone is very concerned about this and there is no detailed information. Based on the official and unofficial information during this period, we can know that Evergrande has two production bases in Shanghai and Guangzhou, in which the whole line of equipment has entered the stage of installation and commissioning; In the next 3-5 years, Evergrande will have an annual production capacity of 6.5438+0 million vehicles, aiming to become the strongest king of new energy vehicles in the world; Evergrande Motor has made great efforts to recruit people around the world, acquired Dutch e-Traction and British Protean with world-advanced hub motor technology, cooperated with hofer in Germany and Koenigsegg in Sweden to obtain advanced chassis and power technology, and joined hands with Magna, EDAG, FEV, AVL and other automotive engineering technologies.
In terms of sales channels, Evergrande is rapidly building 36 Hengchi exhibition and experience centers, 1600 Hengchi sales centers and 3,000 maintenance and after-sales service centers. It can be seen that Evergrande is full of confidence in the future prospects of Hengchi Automobile, and such confidence is based on absolute financial strength. The appearance of Hengchi automobile is inseparable from the purchase of Evergrande in buy buy, which is also the reason why Hengchi automobile can launch six new cars in one fell swoop in just one year.
Rich and willful, playing new forces and playing the old bench.
In the publicity mode, Hengchi Automobile has an unusual high-cold brainwashing style, and at the product level, the only thing it can give us now is that all new and old players in the car-making circle are amazed-the brand has released six new cars within one year. The number of planned sales outlets is not only the sum of BBA's three traditional luxury brands, but also more than 16 times of Tesla's sales outlets. If everything goes according to Evergrande's plan, there is no doubt that Hengchi will have a backward position and realize lane-changing overtaking in the automobile industry by throwing money crazily.
But will the truth really be so beautiful? Even if Evergrande is willing to sacrifice all its strength and dare to realize its dream of building an automobile empire through acquisition at any cost, we should know that automobiles are not all stock finance or real estate transactions. With capital and foresight, they can meet the demand. After purchasing many advanced technologies and uniting a large number of world-renowned suppliers, how did Evergrande, which has never had experience in building cars, realize the integration of many technologies and resources? At least so far, we haven't found any clues. Did Hengchi really attract fans? I am afraid that apart from the textbook circle of friends of Evergrande employees and the constant brainwashing advertisements on TV, there are only a handful of real Hengchi car fans, and it seems that Hengchi car with strong financial strength of Evergrande Group has not attracted popularity so far.
Conclusion: Evergrande may not know that it faces not only the new forces sweeping the world, but also the old bench with a hundred years of experience in building cars. Can the car circle really be willful if it is rich? Up to now, we can't find the exact answer, but what is certain is that Evergrande will definitely give us the answer.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.