AutoBeta(AutoBeta.net)04/27 Report--

On April 27, according to Sina Technology, Li Hongpeng, who has joined Wanda Automobile for only one year, has left and is now officially joining Gaohe Automobile as chairman of the marketing business. In response to this news, Gaohe Automobile was responsible for telling the media that Li Hongpeng had indeed joined Gaohe Automobile as the chairman of the board in charge of marketing business. When checking Li Hongpeng's personal background, Auto Industry concern found that Baidu Encyclopedia had refreshed its resume, showing that its current chairman of Chinese American Express Gaohe Automobile specializes in marketing.

Li Hongpeng graduated from Beijing Institute of Light Industry in 1991, majoring in mechanical design and manufacturing. after graduation, he worked in the automotive industry. so far, he has 28 years of experience in the automotive industry. Judging from his past experience, Li Hongpeng is a veteran of the automobile industry. He has been engaged in automobile manufacturing, marketing and communication, dealer channel planning and construction, enterprise management and strategic planning. He has served as director and senior executive vice president of Beijing Mercedes-Benz sales and Service Co., Ltd., vice president of sales and marketing in China and president of Changan Ford National sales and Service Organization. In January 2022, Li Hongpeng officially joined Wanda Automobile as president, responsible for the diversified operation of Wanda Automobile.

Wanda Group, as one of the real estate giants, has not been on the auto track for a long time. Wanda Automobile is the business sector of Wanda Group's new investment, positioning the field of automobile consumer services, focusing on the sales and service layout of new energy vehicles. In July 2021, FAW Hongqi, Wanda Group and Taiyue Group, the largest distributor of FAW Hongqi brand, held their first strategic cooperation talks in Beijing, and the three parties reached a preliminary intention of cooperation in automobile sales and services. In October of the same year, Wanda Group reached a strategic cooperation with FAW of China, and the two sides announced that they would empower each other from the three dimensions of service ecology, energy ecology and member ecology, and innovate and jointly build a "red flag user experience ecology". At that time, Wang Jianlin, chairman of Wanda Group, was high-spirited and said bluntly: "I will personally take the lead, and all executives above the vice president of Wanda will transfer to red flag cars." This operation shocked the auto industry for a while.

In November 2021, Wanda Automotive Technology Service Co., Ltd. was officially established, jointly owned by Dalian Wanda Group Co., Ltd. and Taiqing (Beijing) Technology Co., Ltd., with 65% and 35% respectively. The latter belongs to the red flag dealer Taiyue Group, the company is mainly engaged in new car sales, auto parts wholesale, motor vehicle charging sales, etc., and does not involve automobile manufacturing, that is to say, Wanda cars only sell cars, not build cars.

Nearly a month after the establishment of the company, Wang Jianlin poached Li Hongpeng, a senior figure in the automobile industry, to take up the post of president of the company. After Li Hongpeng took office, Wanda Automobile quickly opened the national layout. According to statistics, in less than half a year, Wanda has been laid out in 12 cities, including Beijing, Tianjin, Guangzhou, Nanjing, Taiyuan and Changsha. Among them, the most grand one is in January 2022, the first Wanda Red Flag flagship store (experience Center) officially opened in Beijing Fengke Wanda Square. Wang Jianlin, chairman of Wanda Group, and Chen Xu, general manager of FAW Red Flag Automobile sales Co., Ltd., jointly attended the opening ribbon cutting. The two sides also revealed that 60 Wanda Red Flag experience stores will be opened in cities across the country in 2022.

However, from the current development point of view, Wanda car is no longer popular. In addition to the exodus of senior executives, industrial and commercial changes took place in Wanda Motor on April 25. Tianyan check information shows that the enterprise name of Wanda Automotive Technology Service Co., Ltd. has been changed to Taiqing (Zhuhai) Automotive Technology Service Co., Ltd., at the same time, shareholders and sponsors have changed from Dalian Wanda Group Co., Ltd. and Taiqing (Beijing) Technology Co., Ltd. to Shandong Taiyue Industrial Group Co., Ltd. And Taiqing (Beijing) Technology Co., Ltd.

In response to this change, industry insiders believe that this is a formal change of ownership of Wanda Automobile, and that 65% of Wanda Group's stake will be taken over by Red Flag dealers, or that Wanda Group will no longer be involved in the automobile business. At the same time, four of Wanda's 12 companies have been cancelled, and Li Hongpeng, president of Wanda, has also resigned, which is interpreted by the industry as Wang Jianlin abandoning Wanda and replaced by Taiyue Group, a red flag dealer.

In fact, Wanda Group is not the first real estate enterprise cross-border car racing track, including Baoneng, Evergrande have layout of the automobile industry, but the development is not smooth. In recent days, Evergrande announced that it is expected to resume production in May due to lack of funds, while many of Baoneng's assets are also being disposed of. These assets involve Baoneng real estate entrusted loan claims and Baoneng auto trust loan claims, including a number of collateral and collateral, including Shenzhen Longgang Baoneng Science and Technology Park, involving claims of more than 7.6 billion yuan. At the same time, Baoneng Automobile Group is faced with a number of historical information about the person to be executed.

Compared with Evergrande and Baoneng, Wanda Automobile is more cautious in its investment in the automobile industry. Wanda Automobile does not build cars but only sells cars, and it only distributes new energy vehicles in the way of light asset operation. Wanda Automobile's development is not very smooth, of course, as for how far Wanda Automobile can go in the future, it will take more time to verify.

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