Li Xiangs blindfold dash: winning the speed but losing the direction

category:Internet
 Li Xiangs blindfold dash: winning the speed but losing the direction


Li Xiang hasnt had any interaction on Weibo in seven days.

This seems to be a bit unusual for him, a senior blogger who has been in Weibo for 11 years, with 11229 posts and about 2.8 posts per day. Just a week ago, Li wanted to praise Xiaopeng on his microblog, respond to netizens saying he was afraid of blackness and comment on Teslas price increase. A long time ago, he also participated in the interaction of several hands, commented on Han Hans long-distance running, and exchanged his experience in selecting game machines As the CEO of ideal car, Li wants to say nothing on Weibo almost as much as the CEO of sina Weibo.

Its hard to avoid being confused by his stop watch for such a long time.

The day after Li Xiangs last interaction on Weibo (May 7), ideal one, the first landing product of ideal car, was exposed to fire.

There are various reasons for the electric vehicle fire, not necessarily the product itself. But it is extremely sensitive, especially for new car brands that are still in the market brush face period. Consumers may have doubts about the safety of the product and have a big discount on the brand image. Li Xiang, a micro blogger, has to keep his mouth shut until he has a thorough investigation.

Starting a business before graduating from high school, setting up a bubble net, getting the first pot of gold in life, building a car home and making it the most visited car website in the world -- different from those entrepreneurial stories that people like to talk about, which go along with the wind and water, Li Xiangming has some water reverse in the business of starting a business and building a car. Since the announcement of car building in 2015, over the past five years, Li Xiang has made wrong models, bought earlier qualifications and set a higher price

He trampled through almost all the holes. Moreover, every time Li Xiang seems to have taken the lead in strategy, but after landing, he found that it was contrary to the policy. I thought that after stepping on all the pits, the ideal dawn would shine on Li Xiang, but at last, the desperate ideal one was pushed to the forefront of public opinion due to the fire incident.

On May 15, when a reporter asked ideal automobile about the fire, shareholder changes and the policy, an insider of the company didnt give a clear response. He only told the Economic Observer: its not convenient for us to talk about the policy right now.

Sev

Unlike other people who announced car building with a press conference, Li Xiang formally told Volkswagen that he would start his third business and join the new car building army, starting with a long microblog on November 2, 2015.

Among them, Li Bin, a good friend of Li Xiang, is included. Li Bin is the founder of another auto vertical website, e-Car company. At the end of 2014, Li Bin registered and established Weilai Automobile Co., Ltd. and officially entered the field of vehicle manufacturing. Li Xiang, who just resigned as president of auto house, also took part in the investment. The move has been interpreted as: Li wants to build a car with Li Bin. Later on Weibo, Li wanted to clarify: This is a friends project, and he just participated. The rumor that Li wanted to build a car disappeared.

Soon, on December 4, 2016, Li Xiang revealed on his microblog that the car and the familys first mass-produced vehicle, sev, had officially started on the road. The sev has a endurance of more than 100 kilometers, and supports free power exchange, remote o-ta upgrade, 4G network coverage and other functions.

Industry insiders believe that Li wants to set the first car as an sev with a gambling element. Because the comprehensive endurance mileage of sev project is only 80-100km, from the perspective of Chinas new energy vehicle policies and regulations, it belongs to the category of low-speed electric vehicles, which can neither enjoy the state subsidies for new energy vehicles, nor conflict with laws and regulations.

Before the listing of sev, Li Xiang had expected that the corresponding regulations should be issued as early as 2016, when his sev would also become legal. But the reality is that Li Xiang not only didnt wait for the compliance of low-speed electric vehicles, but also from the perspective of national policy, it has become a trend to encourage advanced pure electric vehicles with longer endurance mileage, higher battery density and lower energy consumption.

In this context, it is very difficult for sev to see the hope of survival. If it continues to waste time, it may miss the final window period of 2020 when the new car building enterprises break through.

In March 2018, chehejia announced that it had won 3 billion yuan of round B financing, and announced to establish a joint venture with didi to carry out in-depth cooperation in sharing travel, large-scale application of automatic driving, etc. For the cooperation with Didi, Li Xiang used the term of strategic transformation. He also announced to the outside world the suspension of the sev project.

Second card

The media once asked Li Xiang: whats the biggest frustration youve ever imagined? Li wanted to answer that the product didnt work out and nobody bought it. Because the car and the family have only one chance to play cards. If they dont succeed, they will never have another chance.

After the first failure, Li Xiang lost his voice for a while. While the activity of microblog decreased, offline activities rarely appeared. At that time, the start-up car companies, Weilai, Xiaopeng and Weima, which were rising in the same period with chehejia, had gradually entered the stage of mass production and delivery.

On April 20, 2018, Weima automobile held a product strategy conference in Beijing and announced the price of its first model, Weima Ex5. As the invited guest, Li Xiang also attended the conference, and he was arranged to sit in the first row under the stage. It is said that on the same day, Weima automobile invited dozens of founders of new forces of car building, but few of them were willing to go there, and Li Xiang was one of the few visitors.

Although he tried to keep a low profile, when the conference ended, he was pulled up for a photo by Lu Bin, co-founder of Weima Automobile Co., Ltd. - Li Xiang was still captured by the keen media. Seeing his media recollection on the spot, he seemed to be a little bit embarrassed and left in a hurry without staying too long.

At that time, some critics thought that Li Xiang was like a student who came to learn the successful experience. I dont know if it was affected by the entrepreneurial enthusiasm of Shen Hui and others. Six months after the Weima event, Li Xiang chose to play a second card. He transformed the Changzhou factory, which was originally used to produce sev, to adapt it to another product planning of the car and home - large and strong medium and large SUV production. This is a smart electric car without mileage anxiety. On October 18, 2018, Li Xiangs second car ideal manufacturing one was officially released in Beijing. Standing on the stage, Li Xiang stressed this point. On the one hand, he tried to get rid of the relationship between ideal manufacturing one and the sev that lost in mileage. On the other hand, he stressed that the automobile is different from the electric vehicle products on the market at present - this is an increased program electric vehicle. The comprehensive endurance of NEDC is more than 700km, and the endurance of urban working condition is more than 1000km.

At that time, some people questioned that if the failure of sev was due to mileage, according to the conventional logic, what Li wanted to do was to build a pure electric vehicle that meets the mileage standard and is larger, rather than add program. In a sense, it is equivalent to electric for the sake of electric power, which is a bit of putting the cart before the horse. But Li wants to think this is a very suitable plan for China.

Did you pay for your qualifications?

With the birth of ideal one, Li Xiang began to look for certificate for its landing in China, that is, to obtain independent qualification for new energy vehicle production.

At that time, there were several main ways to obtain qualification in domestic new car manufacturing enterprises: one was to obtain qualification through the OEM cooperation of traditional car enterprises like Weilai and Xiaopeng. The other is to acquire the qualification through equity acquisition of qualified traditional vehicle enterprises like byton, Weima and Dianke. Of course, there are also those who take the initiative to apply for qualification, but due to the tightening of qualification issuance policy at that time, it is difficult to achieve, and few enterprises are willing to gamble time in exchange.

Li Xiang is obviously not willing to waste time. For the product with some idealization, he cant accept that the product named by his own name bears the label of other brands on the tail label, so he chose to buy the qualification like Weima.

On December 17, 2018, Lifan automobile issued a notice that it plans to transfer 100% of its shares in Chongqing Lifan Automobile Co., Ltd. to Chongqing Xinfan Machinery Equipment Co., Ltd. at a price of RMB 650 million, and the actual controller of the latter is vehicle and home.

This was a price with high cost performance at that time, because Weima spent 1.18 billion yuan to acquire Dalian Yellow Sea, electric coffee spent about 1 billion yuan to acquire Xihu, and baitengjin needed to bear 800 million yuan of debt to acquire FAW Huali.

Shortly after Li Xiang bought Lifans qualification, the Ministry of industry and information technology issued the administrative measures for the access of road motor vehicle manufacturers and products, which explicitly encouraged vehicle manufacturers to carry out OEM production. Some analysts believe that this means that the gold content of the production qualification is greatly reduced, and the car and home that just bought the qualification spent a wrong money.

Li Xiang doesnt think the money was spent wrongly. He believes that, although the value of shell has shrunk, new car manufacturing enterprises that have not yet obtained production qualification after entering the implementation of the new policy need to produce 30000 vehicles on a commission basis before they can apply for qualification and build factories.

In other words, you can skip this step by buying a qualified car and home.

Over pricing and loss of subsidy

At the media communication meeting on April 30 this year, Li Xiang announced the ideal one delivery performance from December 2019 to April 2020: 6500. With this achievement, Li Xiang also proposed that ideal one would no longer adhere to the positioning of the add-on electric vehicle, but formally position as plug-in hybrid. In the next three years, ideal car will no longer launch new cars, and product research and development will focus on the upgrading of ideal one.

In return, Li Xiang stepped into the hole of policy for the third time. Three days after the press conference, on April 23, four ministries and commissions of the Ministry of Finance jointly issued the notice on improving the financial subsidy policy for the promotion and application of new energy vehicles. According to the notice, the selling price of new energy passenger vehicles must be less than 300000 yuan (including 300000 yuan, which is not required for changing tram type). At the same time, the threshold for the first gear of the endurance allowance was raised from 250km to 300km. This makes the industry start to worry about the fate of new energy vehicles that sell for more than 300000 yuan and do not support the power exchange mode.

After the release of the new deal, Li Xiang immediately sent a micro blog to express his dissatisfaction: the threshold of 300000 is estimated to be designed to limit Tesla, but it gives Tesla the reason and necessity to reduce the price. The standard version can bring the price to 300000, and the subsidy is more than 270000. Finally, the subsidy is given to Tesla, and the price drop will hit the domestic cars with a price of 200000-400000. Such a simple variable is easy to calculate.

Back to reality, the car still needs to be sold, and the users mood cannot be affected. After calming down, Li wanted to say that he would bear the reduced part of the subsidy on his own to ensure that the price of the ideal one new car would remain unchanged.

With the great cost of time and money, Li Xiang thought that he could sell cars at ease at last, but because of the fire in the streets of Changsha, he was once again surrounded by public opinion.

On April 8 this year, Han Han posted a micro blog saying that he had just finished running: 5 kilometers, only 18 minutes and 36 seconds. Li Xiang forwarded this micro blog and commented that: almost forgotten, long distance running is your first major.

In fact, Li Xiang used to be the promising long-distance runner. He has a better pace and talent than his rivals, but maybe the smooth wind and smooth water of his previous entrepreneurship made him confident in his strategy, so that he ran in the wrong direction many times on the way of galloping. There are also analysis and joking that Li Xiang is still short of a government public relations person who understands policies.

On May 13, the seventh day after Li Xiangs microblog stopped, his car and home also changed dramatically. Qixinbao information shows that on the same day, Beijing Che Hejia Information Technology Co., Ltd. had a number of industrial and commercial changes on the same day, among which 18 enterprises including Beijing Wangke Technology Co., Ltd., Che Mei (Shanghai) enterprise management consulting partnership (limited partnership), Taiyi investment management partnership (limited partnership) of Ningbo Meishan free trade port dropped out of the shareholder ranks. After the withdrawal of 18 shareholders, there are only 11 shareholders left in BAIC Hejia Information Technology Co., Ltd. and the largest shareholder is Li Xiang, with a shareholding ratio of 61%. The registered capital of chehejia has also been reduced from about 725 million yuan to about 434 million yuan, reducing the registered capital by about 291 million yuan. For Li Xiang, a story of winning the policy speed but losing the policy direction has ended, but a new story of wanting to change the world and being changed by the world has just begun. Source: editor in charge of economic observation network: Ding Guangsheng, NT 1941

On May 13, the seventh day after Li Xiangs microblog stopped, his car and home also changed dramatically. Qixinbao information shows that on the same day, Beijing Che Hejia Information Technology Co., Ltd. had a number of industrial and commercial changes on the same day, among which 18 enterprises including Beijing Wangke Technology Co., Ltd., Che Mei (Shanghai) enterprise management consulting partnership (limited partnership), Taiyi investment management partnership (limited partnership) of Ningbo Meishan free trade port dropped out of the shareholder ranks.

After the withdrawal of 18 shareholders, there are only 11 shareholders left in BAIC Hejia Information Technology Co., Ltd. and the largest shareholder is Li Xiang, with a shareholding ratio of 61%. The registered capital of chehejia has also been reduced from about 725 million yuan to about 434 million yuan, reducing the registered capital by about 291 million yuan.

For Li Xiang, a story of winning the policy speed but losing the policy direction has ended, but a new story of wanting to change the world and being changed by the world has just begun.