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Haier is also going to enter the automotive field. At present, Haier has set up an automotive technology company in Qingdao, which is named Qingdao Catechi Automotive Technology Development Co., Ltd. According to Tianyan check, Qingdao Catechi Automotive Technology Development Co., Ltd. was established on November 21, with a registered capital of 150 million yuan and the legal representative Ren Xiancun. The scope of business includes emerging energy technology research and development; automobile sales; new energy vehicle sales; auto parts retail; housing rental; conference and exhibition services. The equity penetration chart shows that the company is indirectly wholly owned by Haier Kaos Ecological Technology Co., Ltd.

After the news of the establishment of Haier Automotive Technology Company was announced, the information about Haier's entry into the automobile industry also came again. On August 8 this year, some media reported: "Haier is planning to build a car, enter the whole vehicle field, and launch its own-brand automobile products." It is reported that Haier plans to adopt the contract manufacturing model, as for the launch time and whether it can land, there is no definite news. In response to this news, relevant people of Haier Group responded that the reports on the Internet that Haier Group launched its own-brand cars were not true. Haier currently relies on its Kaos industrial Internet platform and is working with relevant automobile companies to build an industrial Internet sub-platform in the automotive field. At the same time, Haier will work with automobile companies to establish a new ecology of home-vehicle interconnection. However, Haier's foray into the automobile field is also not to build cars directly, but to enter the game with the ecological chain of cars.

Haier, founded in 1984, is the main brand of household appliances in Haier Group. As a brand in the field of home appliances, although Haier previously denied the rumors of "building cars", Haier has been ploughing the automobile field for a long time. As early as 2017, Haier's Haier Capital invested in Flying magnesium, which specializes in car digitization and mobile travel, and then partnered with SAIC, Geely and Chery respectively. In March last year, Haier signed a strategic cooperation agreement with SAIC to cooperate with major automobile manufacturers for the first time, and then in May, Haier cooperated with Geely in the areas of car networking and smart home interconnection, marketing channels, finance and Internet of things payment. Haier also cooperated with Chery to build an Internet platform for the automobile industry.

From the layout of Haier in the automobile field in the past, Haier is more focused on the layout of the automobile industry chain, so as to realize the connection between the car and the home. In fact, the layout of home appliance enterprises to build cars is not a strange thing, including Skyworth, Sony, Midea, Gree and Hisense and other home appliance giants all layout the automobile industry in different forms. Among them, Skyworth, Sony and other companies have launched related vehicles, while Midea's early acquisition of Yunnan bus and other businesses ended up building cars, but ended in failure. After its failure, Midea is more focused on being a parts supplier for automobile companies. In addition, Hisense has cut into the field of new energy vehicles with the core components of car-road coordination and body perception.

"Automotive Industry concern" believes that whether the above-mentioned household appliance brands or other technology manufacturing industries have cut into the automotive field in different forms, on the one hand, because this market is becoming saturated, manufacturers have to seek new areas for transformation; on the other hand, it is based on the current hot new energy vehicle market, which will naturally attract some manufacturers to join the market. However, although the automobile industry is hot, the competition is also very fierce.

Take the home appliance brand Skyworth as an example, Skyworth Group as a leader in the field of home appliances, as early as 2011, Skyworth Group Chairman Huang Hongsheng reorganized Xiamen Jinlong and Nanjing Dongyu Automobile Group to establish Kaiwo Automobile to start the layout of the new energy vehicle market, and obtained the passenger car access qualification approved by the Ministry of Industry and Information Technology in 2017, and finally established Timi Automobile in 2019, and launched its first model, ET5, the following year, but car sales were dismal. On April 27, 2021, Tianmei changed its name to Skyworth Automobile, and then Skyworth ET5 was renamed Skyworth EV6 and officially listed on July 27th. The new car launched a total of four models with a price of 15.28-249800 yuan, but the sales performance of the model was still mediocre after renaming. According to new car traffic insurance data, Skyworth sold only 69 vehicles in October 2022.

Back to the topic of Haier, judging from Haier's previous response, Haier will not build the whole car, this time Haier is involved in the automobile field, or more focused on the layout of the automobile industry chain, including the construction of automotive technology platform and the development of Smart Internet, so as to become a supplier of automobile enterprises, participate in automobile manufacturing, and form a strong and powerful situation.

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