Home appliance industry and set off a wave of car-making: new energy vehicles and car networking


Apr 29,2016



New energy vehicles and car networking, become the new focus of the giants.

Ten years ago, home appliance companies set off a wave of "car" movement, but just three or two years will have ended in failure. Ten years later, home appliance companies are making a comeback. Gree released an announcement earlier this month that it intends to acquire the main new energy vehicles Zhuhai Yinlong, the old enemy of the United States also announced the establishment of the first smart home and car networking application platform, the latest generation of Buick Grand Prix will become the first user. Together with Skyworth's Nanjing Golden Dragon and LeTV's Jia Yueting to build super cars, as well as Chunlan's new energy vehicles, it shows that the automotive industry should be a new trend that home appliance companies generally look forward to. Compared with the "car" movement ten years ago, the new round of "car" wave reflects two obvious features of the times - one is new energy vehicles, the second is the car network.

Path 1: straightforward into new energy vehicles Representative enterprises: Gree, Skyworth, Chunlan

Why are home appliance companies keen on the automotive industry? Industry insiders, in the current market environment, the market space in the field of pure home appliances has become increasingly limited, and home appliance manufacturing industry actually has strong manufacturing strength and R & D level, the home appliance industry's advantageous ability to expand outward will become the future development trend. Previously, Skyworth boss Huang Hongsheng to build the Nanjing Golden Dragon has successfully entered the field of new energy bus manufacturing, Chunlan also entered the field of new energy vehicles, showing that the automotive industry should be the development direction of home appliance companies generally look forward to.

On March 6, GREE released a suspension announcement that it is planning to issue shares to purchase assets, and the subject of the transaction is Yinlong New Energy Co. As Zhuhai Yinlong's business involves new energy vehicles, so the news that Gree is going to enter the automotive field is no less damaging than the previous Dong Mingzhu to make cell phones.

For the acquisition of Zhuhai Yinlong, GREE marketing minister Chen Zili has told the media that GREE is interested in the great prospects of new energy vehicles, and now the country is supportive of the project of new energy vehicles, and has released a number of initiatives to promote the development of this industry in all aspects. At present, China has become the first big market of new energy vehicles, according to the planning target of new energy vehicles, the sales volume of new energy vehicles in China is expected to reach 2 million units by 2020, the development of new energy vehicles is hot.

New energy vehicles lucrative financial subsidies, is also home appliance companies are keen to enter the new energy vehicles another important factor. It is reported, for the bus this special vehicle, sold a new energy vehicle, in addition to national subsidies, but also can enjoy almost 1:1 local subsidies, or even the province, the city further double subsidies. A pure electric bus, subsidies can reach up to millions of yuan. In the case of GREE's acquisition target Zhuhai Yinlong's electric car brand Guangtong automobile, for example, its pure electric vehicle models are all buses, of which 7 models to be declared, has been reported as 4 models, if calculated according to the scale of Yinlong's annual production of 33,000 new energy vehicles, subsidies up to 33 billion yuan.


However, compared to cell phones, the span of Gree from the field of home appliances to the field of new energy vehicles appears to be greater. For GREE to make new energy car plans, home appliance analyst Liang Zhenpeng commented: "air conditioning and cars are completely different concepts, GREE is good at air conditioning technology for doing new energy cars and there is nothing to help, GREE is currently familiar with the product and sales process and the automotive industry is not the same, so it is risky to enter this new field." Cui Dongshu, secretary-general of the National Passenger Vehicle Information Association, also pointed out that the current new energy vehicles are mainly digested in the country, coupled with the investigation of fraudulent subsidies, the recommended directory thinning and other complex factors, the new energy vehicle market is difficult to explode at once.

Path 2: the layout of the car network curve to build a car Representative enterprises: the United States, LeTV

In 2003, the home appliance industry entered into the era of micro-profit, but the automobile industry is booming and can capture high profits. Many home appliance companies, including Midea, AUX, Ningbo Bojangles, etc., have invested the profits earned in home appliance companies into the auto industry. They plan to invest hundreds of millions of yuan or even billions of yuan in the automotive industry at every turn.

But in the end, the collective impulse of the home appliance industry to embrace the automotive industry and did not reap the benefits. The car brand concentration is high, the consumer is mature and rational, the car produced by the home appliance industry is difficult to obtain consumer recognition in a short period of time, and the car companies are relatively home appliance companies are "giants", home appliance companies plan to invest a few hundred million yuan or even billions of yuan of funds for the development of the automotive industry is too little, not to mention with Volkswagen, General Motors and other automotive The competition is too small for the development of the automobile industry. Many home appliance companies eventually came to take advantage of the prosperity, and returned to failure.

Ten years later, the United States again and the car on the sector, but not as much as Gree focus on the car manufacturing industry, the United States focus on the car's intelligent system, which is the same as its previous efforts to promote the home intelligent system. In the AWE2016 held earlier this month, the United States Group announced the first strategic cooperation with SAIC-GM Anjixing to reach the domestic intelligent home and car networking applications, to further achieve the "people - car - life" of intelligent Internet development goals. It is reported that the latest generation of Buick Grand Prix will become the first "users", which is also the first cross-border cooperation application in China.

According to the United States chief architect Li Qiang, including Huawei, Tencent, Xiaomi, TCL, LeTV, Anjixing, KDDI, etc. have completed the open connection with the United States; IBM, Ali cloud, Amazon, several giants have also formed a "brotherhood" with the United States, the future will be achieved in various fields of intelligent cross-border.

The same idea is also LeTV, December 9, 2014, LeTV CEO Jia Yueting issued a microblogging directly announced that the Internet intelligent electric car, LeTV is here. In fact, as early as the summer of 2014, LeTV and BAIC together invested in the United States high-tech pure electric car design company Atieva, the company's first set of research technology. It is understood that Atieva's technical team, mainly from the European and American automotive groups and Silicon Valley technology companies, its engineers include R & D experts from Tesla, General Motors, Mercedes-Benz, Volkswagen and other car companies. The technology team has successfully developed more than 3,000 new energy electric vehicles, including the Tesla Roadster, Chevrolet Volt and Audi R8 pure electric sports car.

In early 2016, LeTV also established an electric vehicle cooperation joint venture with Aston Martin, and also reached a strategic cooperation with Faraday Future, an intelligent electric vehicle startup in Silicon Valley, and released a concept car FFZERO1 at CES 2016. of course, FFZERO1 is still just a concept car, and what seems more reliable now is that LeTV Car Union on March 16 and The three car manufacturers' three models will be equipped with ecolink ecological interconnection system.

"LeTV intelligent hardware behind is a strong system and resources support, through intelligent hardware to achieve car networking, ultimately LeTV hopes to become the world's first enterprise to achieve six screen linkage (i.e. cell phone, Pad, PC, TV, cinema, car screen), these ecological will be reflected in our car networking products behind." He Yi, CEO of LeTV Telematics, has previously said. Obviously, the current view of the car network is the main work of LeTV car.