No.567
Author: Observation Jun
School Draft: Cheng Cheng/EditorP>
The price war in the automotive industry is getting more and more obvious.Recently, Gaohe Motor announced its production suspension, and some employees were dismissed.Founded in 2017, Gaohe Automobile launched 3 cars since its establishment, with a maximum price of 800,000.But it is this high -end luxury new energy brand that it is difficult to succeed overnight after the Spring Festival.After a year of the low -end car brand, after a year of price war, the high -end new energy brands who watched the tiger fought fell to the ground.This also gives a lesson , which has entered the automotive market.
To say that the most unsatisfactory time for this year is the employee of High -Heal Motors.Before the Spring Festival, Gaohe announced publicly at the employee conference that salary was postponed in January, the annual year -end award was canceled, and all employees were reduced.After a Spring Festival, I received a notice after work: stop working and discontinued.Many employees did not even go in after the year.Employees at the Yancheng plant of Gaoche Automobile Jiangsu found that the access card was unavailable and could not enter the factory to work.
On February 18, Gaohe Motor Officer announced that the production was temporarily suspended for 6 months, and the salary was issued before February 18. MarchAfter the 15th, employees staying in Gaohe can only get basic salary.This is equivalent to all layoffs in disguise.
High -coexistence announced the suspension of production and production, not only the employees who panic.The quasi -owners and owners who have paid the deposit also panic.
In the high -co -community APP, the owners who have paid the deposit many years ago were urging delivery.And many high -coexistence owners also scolded directly, "The car you bought hundreds of thousands of buyers has become a out -of -print car, which is really wrong."
In addition to the owner, the high-co-suppliers are also panicked, and they all inquire about when the payment is settled.In many industries, especially the automotive industry, suppliers are the most likely to notice the operating conditions of car companies.As early as January, Gaohe reported many arrears of suppliers.At the beginning of January, Gaohe also specially rumored the rumors of Gaohe stopping production. As a result, it was only one month that rumors came true.
Compared with the production circulation end, the response of the sales terminal seems to be a little dull.Despite the tide of closing shops, many offline stores are still operating normally.The online live broadcast business of High -Heal Motors is still ongoing.
On February 21, Gaoche Motors Zhuhai, Shanghai, Shenzhen and other stores are selling online live sales.On the one hand, it may be that these stores are anxious to clear the inventory, and on the other hand, they do not rule out their hot spots.
Observing Juns live broadcast room in Zhuhai Store for a while, and found that although high -end cars have out -of -print risks, there is no significant price reduction promotional policy in the live broadcast room.Most users who came to the live room were also holding the lively mentality. Only individual users were understanding the performance, price and configuration of automobiles.
Some users start to tease Gahe Motors directly in the live broadcast room, "the factory is almost closed and sells here."The car, shouldnt it be cheaper? "
The comments in the live broadcast room, the duration made the anchor language stuffy.
High -Heal Motors was established in 2017, and it was established late.His founder Ding Lei was born in Shanghai GM and participated in the creation of Shanghai GM and has rich industry experience.
At that time, new energy vehicle companies such as BYD, Wei Xiaoli, Tesla, Nezha, Weima have almost completed the domestic new energy.The high starting point is high, and the high -end luxury pure electric vehicle is directly located. The price of the car is between 600,000 and 800,000.
At that time, the industry was more optimistic about Gaohe, and it also gave the "pure electric ceiling" and "breaking the monopoly of foreign luxury brands".But the high -closure flaws are very obvious.Its battery comes from the Ningde era, the motor comes from Bosch, all of which are suppliers, three power systems, vehicles, chassis, audio, and cockpit.Gaohe is a assembly factory. It is not the exclusive unique survival of BYD, nor brand accumulation like traditional car companies. It is an assembly factory.
At present, there are three models of Gaoche on sale, namely Hiphi X, Hiphi Z and Hiphi Y.A medium and large pure electric car, two pure and medium -sized large SUVs.In 2021, the cumulative sales volume of high -coexistence vehicles was 4,237 units, and the cumulative sales of 4,349 units in 2022.By 2023, there were only 300-500 units per month, and the sales declined seriously.
Of course, the high-coexistence is now just stopping the work and discontinuation.According to the official statement of Gaohe, Gaohe is now a chance to operate at low power, waiting for reorganization.To put it simply, it is to see if there are new funds injection and whether there is any receiver.
The development trajectory of high -coexistence is actually a way to Xiaomi.Without exclusive techniques, blindly stacking configuration, no matter how much the fun of the flowers, the "suture monster" has no way out.In addition, it has once again confirmed that there is no core competitive high price, which will not last long.
