“Crying for poverty” of new car manufacturing enterprises

1. Evergrande is still a debris flow in new car manufacturing enterprises when almost all new car manufacturing enterprises are tightening their belts. A few days ago, its publicity posters, videos and global recruitment revelations are “direct and crude”, with an annual salary of one million, revealing the “domineering” of money. < / P > < p > 2, “flaunting the rich” and “crying for poverty” actually correspond to the attitude of enterprises to spend money. In recent years, most of the new car manufacturing enterprises have passed on the transformation from flaunting wealth to crying for poverty to the outside world. Behind this is the change of capital situation and capital market. < / P > < p > two years ago, a large number of Internet, real estate and other enterprises entered the automobile industry, making cars has become a fashionable and advanced thing. Under the banner of “subverting” the automobile industry, they are coming to disrupt the original ecology of the automobile industry. In 2016, LETV despised the simple ideas of automobile enterprises, subverted cognition with the “ecological” mode, and spent thousands of dollars to create the ultimate service. Then, in 2017, Baoneng opened the door of the automobile industry, and Evergrande entered the market with great efforts. The automobile industry has become lively. < / P > < p > car making seems to be popular. Many new car manufacturing enterprises show “we are different” in various new ways, which are different from “traditional” car companies. Of course, the difference in style must cost money. The 50% pay rise is just the beginning. The enviable office atmosphere and incentive methods are comparable to those of large foreign Internet companies. They say it is an “innovative atmosphere”. However, after a short time, the tall office environment was gone, the five-star hotel business trip was cancelled, and the new car manufacturing enterprises began to cry for poverty. Even when he was forced to lay off workers and his share price fell to $1 / share, Li Bin could still respond with a smile to the ridicule of “the worst person in 2019”. Again poor and tired, broken teeth, Weilai or “bright” spent 2019. Until the last day of 2019, Zhu Jiang, former vice president of user development of Weilai automobile, wrote a long article “thank you for hardship in 2019”, which can be called the most emotional “crying for poverty” in the history of new car manufacturing enterprises. In the article, Zhu Jiang wrote about his experience of participating in the company’s cost control – “no money, where have you stayed in the Express Hotel before? 400 standard rooms? Find a clean and comfortable small house to live in Twice it’s peace of mind. In economy class, you don’t have any pain in your butt and waist. ” < p > < p > WEI Lai, who used to be called “high, rich and handsome” in everyone’s mind, freely announced his embarrassing situation to the public and put aside the public opinion pressure of “no money” that might be brought about by it. Xiaopeng, who is known as “not poor in money”, is no longer a “boring and boring” life for rich people. On June 6 this year, he Xiaopeng, chairman of Xiaopeng automobile, posted a group photo with Li Bin, CEO of Weilai automobile and Li Xiang, CEO of ideal automobile, on his micro blog at 10:00 p.m., and attached the article “three hard forces, in memory of hard thinking and change…” As three self-made entrepreneurs, they do have a lot of money, but because of the car building, they have become “poor”. According to the New Fortune 500 list in 2020, Li Bin and he Xiaopeng fell out of the list, compared with 389 and 452 respectively last year. However, this is just a small episode. Beiteng Motor Co., Ltd. has encountered operational difficulties this year. Foreign media reported that the company’s offices in North America consume tens of millions of yuan of snacks a year. The news ignited Li Xiang, the founder of the ideal car, to cry for poverty. The ideal “poor” cried out a new height. In April last year, Li Xiang said frankly that “I’m so poor that I have to hold a (ideal one) conference in my own home”. On July 5, this year, Li Xiang forwarded an article entitled “how to burn down 8.4 billion yuan of financing for byton automobile”, and commented that “the team of more than 3200 people of ideal car has only two VPS, and there are few senior directors Not much. Administrative requirements business trip economy class must buy the lowest discount, economy hotel to two same sex live together Crying for poverty is like a group of babies together. Once someone takes the lead in crying, the whole room will be full of noise. It seems that they have become a little poorer these years, but this is not the reason why they cry for poverty. At the Chengdu auto show at the end of July this year, Fu Qiang, co-founder and President of Aichi automobile, began to launch the “soul torture” of life-threatening three companies – “how long can Aichi live? What are you doing now? What will happen in the future? ” In only four or five years, the new car manufacturers have entered the era of “crying for poverty” from the era of “flaunting wealth”. It is a direct reason for the new car manufacturers to “collectively cry”. It was built four or five years ago. From 2015 to 2018, new car manufacturing enterprises are in the expansion moment of recruiting and forming teams. At this stage, they need to attract talents through “flaunting wealth”. One of the most direct performances is to provide salaries far higher than the average level of the industry, and to tap talents from traditional automobile enterprises and Internet technology enterprises. The salary increases by up to three times, or even 30% at least. The other performance is the investment in qualification acquisition, self built factories and R & D system. In addition, some enterprises that set the tone for luxury brands are also very ambitious in order to create brands, such as Byron and Weilai. Dai Lei, CEO and co-founder of byton, once tweeted on September 21, 2018 that “every little thing in the process of car building and the efforts of each colleague are the key to success or failure. Just like the characters in the code, it determines the operation of the whole program.” However, the improper handling of details does lead to its failure to return. According to media disclosure, byton attaches great importance to every detail of building its brand image. For example, employees’ business cards are made of imported environmental protection materials, which costs thousands of yuan per box. In 2018, the North American office with only 300 people spent more than 7 million US dollars on snacks, which means that the average daily consumption of snacks is 380 yuan. Another enterprise labeled as “burning money” is Weilai. During the first nioday brand launch in 2017, weilaibao high-speed rail invited more than 9600 people to gather in Beijing Wukesong stadium, and invited Menglong band to perform for the audience. A press conference cost more than 80 million yuan. In terms of user experience, Weilai has also invested a lot of money to build niohouse, niopower and other service systems. The early welfare of employees in Weilai is also very good. Some middle-level employees who left from Weilai said that they would pay 250 yuan a day for a five-star hotel on business trip, as well as transportation subsidies. However, with the capital entering the cold winter and its own financial situation under pressure, Weilai’s awareness of cost control has been strengthened rapidly. In March 2019, Li Bin issued an internal open letter, saying that the three top priority objectives in the next three years are user satisfaction, improving operational efficiency and the development of the second-generation platform. He also said that the total number of employees in the company should be controlled within 9500 in the first half of the year. In August, less than half a year later, Weilai proposed to reduce 1200 jobs in one month The scale of personnel is controlled at about 7500. At the same time, Weilai also adopted a more cost-effective niospace store and spun off the Fe fleet. Qin Lihong, the founding partner of Weilai automobile, also told a story. At the beginning of the founding of Weilai, Li Bin only had an annual salary of 1 yuan. Later, Qin Lihong felt that this was not possible. He violated the labor law and decided to set Li Bin’s monthly salary at about 2500 yuan according to Shanghai’s minimum wage standard. A few years later, it was the age for children to go to school. Li Bin found that his salary could not provide proof of income at all. Weilai’s board of directors also specially gave Li Bin a “raise in salary”, at least to ensure that his income was enough to support his children to enter a middle-class primary school in Shanghai. Weilai’s crying for poverty is more narrative and attractive than ideal. Compared with Li Bin, Li Xiang and he Xiaopeng, Shen Hui, the founder, chairman and CEO of Weima automobile, never cries for poverty. His micro blog is more inspirational articles in chicken soup style. For Tesla’s entry, it does not show the same anxiety as ideal, but says “welcome to the market and cultivate China’s intelligent electric vehicle market”. However, Weima automobile is also saving money secretly. In the first half of this year, it stopped the experience stores in the core business districts of first tier cities, but transformed into experience stores with lower cost in sub core business areas. What’s more, Weima has set up a global R & D center in Chengdu, saying it’s to save costs and attract R & D personnel from Chengdu to their hometown. On July 9, this year, Weima was not immune from the common custom. When many new car manufacturing enterprises were crying for poverty, Weima talked about its own practice. On the same day, Shen Hui accepted a small-scale media interview through video connection. In this process, Weima public relations personnel actively mentioned Weima’s cost control consciousness: the company has only 3000 people, which is the most streamlined personnel in the new force of head car building. The company’s standards for travel and accommodation are unified: first-line yuan and second-line yuan. “Shen always pays his own money every time he goes to Beijing.”. “Cost killer” Shen Hui, of course, is also a good hand. < p > < p > interestingly, Evergrande is still a debris flow among new car manufacturing enterprises at a time when almost all new car manufacturers are tightening their belts. A few days ago, its publicity posters, videos and global recruitment revelations are “direct and crude”, with an annual salary of one million, revealing the “domineering” of money. On August 3, Evergrande released six new models in one breath, from A-level to D-class, from SUV to MPV and then to sedan. The six models launched by Evergrande at one go have already exploded the network. Crying for poverty and flaunting wealth are the needs of different stages, which is a technical activity and the external expression of enterprise management philosophy. For example, on the evening of July 5, Li wanted to forward Byron’s article, while on July 11, Li wanted to submit a prospectus, and on July 30, ideal was officially listed on NASDAQ. “I believe that the real outstanding entrepreneurs in our bones and everyone who has faith in things will be firm and long-term optimists.” On February 19 this year, he Xiaopeng said. During the epidemic, he Xiaopeng and Li Xiang also put forward their own thinking on the office system, which can save some money. On February 13, he Xiaopeng said that when he returned to work in recent days, he found that mixed office was also very good. Some positions allowed some proportion of students to work in different places at home, which could increase employment and reduce enterprise costs. At the same time, it was also a work mode that many people liked. < / P > < p > in fact, “flaunting the rich” and “crying for poverty” actually correspond to the attitude of enterprises to spend money. In recent years, most of the new car manufacturing enterprises have transferred the transformation from flaunting their wealth to crying for poverty to the outside world. Behind this is the change of capital situation and capital market. Some enterprises keep a low profile from the beginning to the end, and even show the side of spending money in the later stage, which is mainly due to the differences in brand positioning and marketing rhythm. There are also some enterprises did not cry poor opportunity, quietly out of the game. While the industry is crying for poverty, there are still many enterprises such as Evergrande who show off their wealth, and there is still capital coming in one after another. “In the past, it was one person who cheated financing, but now it is three people who cheat financing together.” Some netizens commented on the group photo of the three. In 2019, he even cut off the film on the mobile camera used to visit the factory to save money. < p > < p > from the present point of view, some poor enterprises represented by Weilai