AutoBeta(AutoBeta.net)05/21 Report--

The progress of Evergrande car building has always been a concern in the industry, and the news about Hengchi 5 is also constantly being spread.

Yesterday, according to media reports, Evergrande Group held a 'Hengchi 5 owner appreciation' activity in the Evergrande Dijing District in Tianjin. It is understood that recently, many communities under Evergrande have held Hengchi car tasting activities for Evergrande owners. On May 17, some netizens exposed that there was a taste meeting of Hengchi 5 owners in Gaode Land and Autumn Square in the Pearl River New City.

It is worth noting that as early as February this year, it was reported that the Evergrande Group held a "mobilization meeting to comprehensively start Hengchi's key marketing work". According to the pictures exposed, the participants are the top leaders of the regional property management, leading groups and property service centers. In addition, some cities such as Evergrande District, Evergrande Square Commercial Street and so on have put up signs such as "Hengchi sales Center", "Hengchi Exhibition experience Center" and so on.

In addition, a nationwide marketing campaign has been carried out in Hengchi APP. According to the app page, there is a "recommend car purchase to win commission" activity, which says that during the activity, users who intend to buy a car will be submitted to Hengchi, and after the user completes a small order and pays a deposit, he can get a recommendation reward.

It is not difficult to see that this operation is preheating for the pre-sale of Hengchi 5. In addition, Evergrande property owners are also designated as the first core potential users of Hengchi 5. Although it is helping Hengchi 5 to warm up, the pre-sale of Hengchi 5 has not been opened yet. At present, the blind booking information and entrance of Hengchi 5 can not be found from Hengchi's official website, APP, Mini Program, experience center and other official channels. You can only make an appointment to register. According to relevant sources: "at present, the pre-sale window in the system is not yet open, and the pre-sale may be opened at the end of May or early June."

In addition to holding Hengchi 5 owners' tasting activities, comprehensively launching Hengchi key marketing mobilization meeting, establishing Hengchi Guorui New Energy Automobile sales (Beijing) Co., Ltd., and recruiting relevant auto sales consultants, on April 30, Hengchi also released a piece of news about "recruitment of authorized agents", which opened recruitment in 18 cities across the country. At the same time, Hengchi also announced its order-based sales, light asset operation, small and sophisticated exhibition hall, located in the automobile business circle, unifying retail prices and ensuring sales profits. In addition, the requirements for the qualifications of agents are put forward: 1. Agree with the business philosophy and sales model of Hengchi Automobile, and have full confidence in Hengchi Automobile cause and are willing to invest and develop together for a long time. 2. Registered by the national industrial and commercial administration, it has independent legal personality and legal business certificate, and the registered capital is not less than 5 million yuan; 3, it has the venue requirements to meet the operating needs of Hengchi Automobile. 4, to be able to set up a qualified management team for Hengchi; 5, the enterprise is in good condition and has sufficient financial strength; on May 8, the recruitment of the first round of authorized agents of Hengchi Automobile ends.

Although Evergrande has been preparing for the production and sales of Hengchi 5, there are also voices in the market that question the mass production of Hengchi 5. On May 18, there was market news that Evergrande postponed the pre-sale of electric vehicles indefinitely. As soon as the news came out, it immediately triggered a heated discussion on the Internet. Subsequently, in response to this news, Hengchi also issued a "statement" saying that the market news circulating on the Internet about "Evergrande postponing the pre-sale of electric vehicles indefinitely" is seriously false. Affected by the epidemic, the original mass production time of Hengchi 5 was adjusted to September 20, 2022 on June 22, 2022, and the pre-sale work is under normal progress. At present, Hengchi's mass production problem, for the current Evergrande Group, pay more attention than the market, after all, the automobile industry may be the last trump card to save Evergrande. However, the financial problem is still the biggest problem of mass production and sales. According to relevant data, from 2018 to 2020, Evergrande lost 14.04 billion yuan, and by the first half of 2021, Evergrande had a cumulative loss of 18.83 billion yuan.

However, no matter whether the mass production of the Hengchi 5 can be mass produced as scheduled, it can be seen that Evergrande is already building momentum for the mass production and sales of the Hengchi 5. Tap potential users from owners, although this is a quick way for Evergrande to get orders. However, some people in the industry said that it is unreasonable for Hengchi to take Evergrande owners as the first batch of target users. "most of Evergrande's real estate projects are rigid demand housing. If owners want to buy a car, they may give priority to rigid demand models and brands. Hengchi is less likely to be favored by Evergrande owners."

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