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In response to the rumors that Haier built cars, Haier responded that it was very clear that Haier would not build a complete vehicle and would cut into the auto market from an ecological point of view.

In fact, this is not the first time Haier has built a car.

In August 2022, according to China Business report, "Haier is planning to build a car, enter the whole vehicle field, and launch its own-brand automobile products. As for the specific launch time and whether it can be landed, there is no exact news." In response to the news, people related to Haier Group responded that the reports on the Internet that Haier Group launched its own-brand cars were not true. The person said that at present, relying on its Caos industrial Internet platform, the company is working with relevant automotive companies to build an automotive industrial Internet sub-platform, aimed at enabling the digital transformation of enterprises in the automotive industry chain. At the same time, the company will make use of the technology and scene advantages of smart families to work with automobile companies to establish a new ecology of home-car interconnection and provide consumers with a better life experience.

It is generally believed that the current car manufacturing industry has turned to the Red Sea, and the competition is too fierce. Haier is mainly a platform to make use of the resources of the industrial Internet to engage in ecological chain advantage cooperation and promote some customized services. It is understood that at present, the management has planned three major parts: automobile ecology, personalized customization, and core technology (solution), of which the core technology (solution) includes charging technology, home vehicle interconnection, and intelligent cockpit. A few days ago, Catechi announced that it would focus on developing 300 dealer sales and building 10000 sales contacts in the top 100 cities with new energy vehicle penetration.

Haier Group's favor in the automotive field. As early as 2015, Haier Open platform HOPE signed a contract with Foggia Open Innovation to realize the integration and sharing of full innovation chain resources such as users, demand, creativity, technology resources and so on. At that time, Haier Zhijia official WeChat said in a post, "maybe it is unknown that cars can really be made on Haier HOPE platform in the future."

In 2018, Hercaos Industrial Internet platform and Weihai RV brand Compex established a cooperation platform. Through interactive customization, open research and development, precision marketing, module procurement, intelligent manufacturing, intelligent logistics, intelligent services, intelligent industry full-process empowerment, Compex has become the first mass customization factory model in the national RV industry.

In 2020, Haier Group invested in Shanghai Botai car network as a strategic investor. In addition, Haier Capital has also led investment in Flying magnesium (Automotive Internet Technology Company), Saihe Intelligence (automotive monitoring equipment manufacturer), Tongming Hi-Tech (auto parts manufacturer) and other enterprises.

It can be found that Haier's actions in the past mainly focused on the layout of the automobile industry chain to realize the smart interconnection between cars and homes. In 2021, Haier Group has successively cooperated with SAIC Group and Chery Group, the former paying more attention to the research and development of intelligent cars and driving technology, and the latter focusing on working together to build a new ecology of automobile Internet. For Haier, the significance behind the combination of several times with famous automobile enterprises is to explore a new path for the Caos industrial Internet platform with the help of the automotive industry, so as to create a vertical industrial Internet platform in the automotive field.

In recent years, Haier is not the only home appliance brand that has crossed the border into the automotive field. Gree and Skyworth are the first industry representatives to enter the whole vehicle manufacturing industry.

In 2021, Gree acquired a 30.47% stake in Yinlong New Energy through judicial auction, obtained the qualification of vehicle production, and officially entered automobile manufacturing. At present, the main business of Yinlong New Energy (now renamed "Gree Titanium") is new energy commercial vehicles and is still in production. If Gree wants to develop into new energy passenger vehicles in the future, it also needs to transform the production line, and the supply chain model also needs to be adjusted. It's not easy. In March this year, Dong Mingzhu, chairman of Gree Electric Appliances, made it clear in an interview that Gree would not enter the household car market.

Skyworth is gradually entering the passenger car market from the commercial vehicle field. As early as more than 10 years ago, Huang Hongsheng, the "king of color TV", began to lay out cars and established Kaiwo New Energy Automobile Group by reorganizing Xiamen Jinlong and Nanjing Dongyu, focusing on the development of new energy buses. Since then, Kaiwo New Energy acquired and reorganized Nanjing Jinlong, and gradually transformed from new energy vehicles to new energy passenger cars, realizing the simultaneous development of merchants and passengers, resulting in the birth of Timi Motors, which launched its first model, Timi ET5, the following year, but its sales were very poor. Later, Tianmei changed its name to Skyworth, and with the help of Skyworth's reputation, it launched a positioning medium-sized pure electric SUV Skyworth EV6, with a price of 146800 yuan to 252800 yuan, but sales are still dismal.

In addition, including Midea and Xiaomi Group have also joined the "cross-border car-building army." Under the tide of digitization, it is undoubtedly a brand-new opportunity and challenge for the home appliance industry. It can not only take this opportunity to jointly seek new breakthroughs in the market, but also accelerate the transformation of enterprises to counter the strong competitive market environment in the post-epidemic era. With the cross-border entry of a number of enterprises mainly home appliances into the automotive field, the increasingly hot domestic new energy vehicle market may usher in a new round of industry reshuffle.

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