2山东潍坊,Accidentally ran out of a car-making unicorn

来源:投资界(ID:pedaily2012) 作者:陈晓

这是一笔“突如其来”Super financing.

本周,雷丁汽车官方宣布,公司完成A轮融资,整体融资规模为32亿元,Led by western weifang WeiCheng investment development group,山东省市国有资本、产业和民营资本跟投.Seemingly strange name,With such huge financing,The first reaction of many investors is surprise.

who is reading?资料显示,This car-making company was born in Weifang City, Shandong Province,Founder guo-xin li starts from two wheels than German electric vehicles,Please Andy Lau endorsement,Once contracted more than half of Shandong“老头乐”生意,Later, recruiting troops and buying horses into new energy vehicles.Reading auto majorA00Level Micro Electric Vehicle Market,旗下起售价3More than 10,000 yuan of Reading mangoes were squeezed into2021年新能源轿车销量榜前15名.

Reading Motors opened a crack in the sinking electric vehicle market.近几年,五菱宏光MINI EV火爆,在“老头乐”Base in shandong province,A lot of old players began to spin the micro electric cars,沿着“农村包围城市”路线,Stirring the sinking of Chinese electric vehicles.这会是一门好生意吗?

从“老头乐”起家,He builds new energy vehicles,售价3万起

Reading founder Li Guoxin is quite secretive,公开的信息并不多.In the few public reports,他曾经在2017year at transaction price3.45亿拍得“China's most expensive landscape painting”,轰动一时.

The story of this Shandong boss starts from21世纪初说起.At that time, some domestic cities successively introduced motorcycles“限制措施”,Electric bikes are on fire.Li Guoxin smells the wind in the industry,Established Bidwin Electric Vehicle Manufacturing Co., Ltd.,Main electric bicycle.

公司成立之初,Have no money to do advertising promotion,The Bidwin team uses the most direct and economical way——地推.Relying on the original way of walking the streets,Bidwin electric car in2006Realized the electric bicycle in Shandong area80%的网络覆盖.

And Bidwin's electric car entered the public's field of vision more because of Andy Lau's endorsement.2006年,Li Guoxin directly invited Andy Lau to the press conference at the Fuhua Hotel in Weifang, Shandong,casual attire,Andy Lau riding an electric bike appeared on CCTV and various David TVs.

After the two-wheeled electric vehicle has stabilized,Li Guoxin2008In 2019, it began to focus on electric vehicles with three wheels,“老头乐”因此诞生,Quickly gaining the favor of elderly consumers.With two businesses operating in e-bikes and senior scooters,Than German implements the most basic capital accumulation.

But Li Guoxin is not satisfied with occupying the non-motorized lane,His goal is wider motor vehicle lanes.一句“Electric vehicles are our future”,2008年,The Reading car brand was born.

2012年,Reading Motors unveils first hatchback low-speed electric car,“不用驾照,还省钱,开100It only costs a few dollars per kilometer”.该车型的推出,Become one of the electric entry-level models to fill the gap in the industry.到了2014年,雷丁D70Become the head model of low-speed electric vehicles in the low-end market.

In the field of low-speed electric vehicles,Reading takes two rounds、三轮、Production and sales of four-wheel low-speed electric vehicles,赚得盆满钵满.公开数据显示,2016年至2018年间,Reading electric vehicle sales, respectively15万、21万和28.7万辆,年销售额突破120亿元,The sales champion of low-speed electric vehicles for three consecutive years.

有趣的是,At that time, Li Guoxin dismissed the army of new energy vehicles,他曾表示“Big players are either cheating the country out of money,either set capital money,And Reading is never short of money.”

但好景不长.2018In a paper specification to reading dropped shrines.At that time, the six ministries and commissions of the country issued《关于加强低速电动车管理的通知》,To rectify low-speed electric car to work,Clearly point out that it is strictly forbidden to increase the production capacity of low-speed electric vehicles,This also became a turning point in the fate of Reading Motors.

“老头乐”生意做不下去了,Reading Auto only transformation.2018年4月,Reading Automobile acquired Shaanxi Qinxing Automobile Co., Ltd.,The new energy commercial vehicle and special vehicle production qualification,Immediately invest heavily200亿元,Established Leiding Qinxing production base in Xianyang;2019年1月,reading car14.5100 million yuan to acquire Chuanqi Yema Automobile,Get new energy vehicles、Conventional Oil Passenger Cars、Production qualification of passenger cars.

至此,Redding car transformed,从“小打小闹”Become a regular army with multiple car production qualifications.Reading Mango、雷丁芒果Pro、雷丁芒果Max三款产品,主攻A00级纯电微型车市场,售价从3万元到5万元.

其中,Reading mango series rolled off the assembly line from the vehicle production base in Weifang, Shandong,2.98万起步价(currently adjusted to3.98万),The highest battery life of the models on sale300公里,At the same time, it is equipped with a large intelligent assisted driving system.动力电池方面,电池组质保八年或12万公里,At the same time, it has the function of fast charging and slow charging.

不难看出,Reading Mango is for Hongguangmini EV而来.从销量上来看,2021Annual Cumulative Sales of Reading Mangoes3万辆左右,闯入了2021年新能源轿车销量榜前15名.

至此,reading from two rounds、三轮、四轮,Up completed the transition to new energy vehicles,可以视为“老头乐”A model of car company transformation.Sort out the back of the company,Only one round of financing has been disclosed so far——Led by western weifang WeiCheng investment development group,山东省市国有资本、产业和民营资本跟投,金额32亿人民币,Apparently the valuation is in the billions.

山东,The hidden electric car king,Dominate the sinking market

via Reading Motors,We recalled a period of car manufacturing in Shandong——There was a saying:“The old people walk to see Shandong,Made in Shandong, look at Germany and Wei.”

The so-called German Wei,Dezhou and Weifang in Shandong Province.很多人可能不知道,In fact, Shandong is also a big province of new energy electric vehicle manufacturing.企查查数据,my country's current existing new energy vehicle-related enterprises45.2万家,Among them, Shandong is5.1万家新能源汽车相关企业排名第一.但是,Shandong's electric vehicle industry has grown from“老头乐”演变而来,A world supported by low-speed electric vehicles.

Statistics from Shandong Automobile Industry Association,Shandong Province only2018Produced every year69.59million low-speed electric vehicles,Almost comparable to the national new energy passenger car sales at that time.Except Reading Motors,Baoya、丽驰、时风、Tang Jun, Ou Ling, etc. are also well-known brands in the circle.不过2018年之后,Low-speed electric vehicle production and sales enterprises began to clean up and rectify,“老头乐”Car companies are turning to the new energy building cars.

like reading cars pass“买到”资质的,Another car companies——Baoya New Energy.2019年12月,The Shanghai United Assets and Equity Exchange announced that,Transfer of FAW Jilin to Shandong Baoya New Energy Automobile Co., Ltd.70.5%equity raising15亿元资金.Baoya New Energy becomes the largest shareholder of FAW Jilin,And therefore the fuel cars and new energy automobile production qualification.

The business scope of Baoya New Energy has also changed.The previous business scope was new energy vehicles、电动汽车、电动自行车、电动三轮车、Low-speed electric vehicles such as four-wheel electric vehicles for the disabled,now changed to car、新能源车、汽车零部件的研发、设计、制造、销售、售后服务等,The transformation intention is obvious.

“If low-speed electric vehicle companies do not want to sit still,can only seek transformation,The acquisition of traditional car companies is an effective way.”Analysts say a car,Low-speed electric vehicles because of their low safety and performance non-compliance, etc.,has been wandering on the fringes of policy,not managed effectively.

Another company in Shandong owns Litz、富路、骐风、Lu sent four group of low-speed electric car brand road,I have also gained a lot of dividends in the explosion of low-speed electric vehicles,但2018Serious decline in performance after the year,Had to choose to cooperate with traditional car companies.后来,富路集团与北汽制造签订了战略合作协议,共同成立北汽制造德州分公司,联合打造新能源汽车.

2019年10月,北汽制造德州分公司投产,产品包括北汽豹200、豹100、大猫等车型,Most of the models are upgrades of the original low-speed electric vehicle prototypes,It's just that BAIC made an improved version,最高时速从50公里升至100公里,You can get a new energy vehicle license.

But not everyone can transform,More of a bleak exit.2021年1月,Geely bought a with new energy and commercial vehicle group formally66In the history of the brand in shandong local companies——唐骏欧铃,And announced that Tang Jun Ou Ling will be2023年12officially stopped the production of traditional fuel vehicles,Comprehensive transformation focused on new energy and clean energy commercial vehicle business,Geely New Energy will build a research and development system、新产品导入、The input of the management system process and other aspects empower Tang Jun Ouling's high-quality transformation and upgrading in an all-round way.

From low-speed electric vehicles to new energy vehicles,并非易事.However, the long-term deep plowing is sinking the market,Low-speed electric car companies also have advantages that others cannot match,That is capillary-like sinking channel laying.Take Reading Motors as an Example,截至2021年年末,The total sales and service outlets of Reading on the Internet3000家左右,Authorized dealers above the county level are approx.600家.And GM Wuling, which competes at the same level,at the online dealership for513家、奇瑞720余家、长安品牌459家.As a traditional car company store“荒漠”的乡镇地区,Low-speed electric car companies have achieved layout.

而五菱宏光MINI EVThe great success on the new energy vehicle track has also inspired low-speed electric vehicle companies.目前而言,Sinking markets such as counties, towns and towns are still mainstream new energy vehicle brands in our eyes——蔚来、理想、小鹏、埃安、Nezha and other hard-to-cover places,The business there is bigger than expected.like the catchphrase from reading“老百姓,open reading”,This sinking market is also very lively.

China's electric vehicle sinking battle begins,VCWill you vote??

曾几何时,New energy vehicles are China'sVC/PEOne of the hottest tracks in the industry,蔚来、理想、Each of Xiaopeng’s family is surrounded by a large number of investment institutions.spread in the circle,A new energy vehicle company,带给AThe return of round investors exceeds a thousand times.但如今,随着赛道拥挤,Still putting in the whole carVC/PEalready rare,People flocked to the car industry chain takes its place.

“Now car manufacturing has become a game of state-owned assets and industrial capital,门槛太高.”一位上海VCfriends so emotional.

正如前几日,Lantu Automobile, a subsidiary of Dongfeng Motor Group, completed the45.5亿元A轮融资,投后估值达到300亿.Investors include ICBC Financial Assets Investment Co., Ltd.、Bank of China Financial Assets Investment Co., Ltd.、Wuhan by the open industrial investment fund business partnership(有限合伙)、Agricultural Bank of China Financial Assets Investment Co., Ltd.、Jiangxi Ganfeng Lithium Industry Co., Ltd., etc.11家公司.

过往VCMost of the attention is focused on high-end new energy vehicle brands in first-tier cities,从今年以来,Especially under the influence of the epidemic situation and raw materials,New energy vehicles encounter bottlenecks in first-tier cities,But in contrast, the new energy vehicle market in the sinking market,still seems promising.

这会是一门好生意吗?近年来,The new energy vehicle market in second-tier cities and below is on the rise,Local governments have introduced various subsidy policies,Even set up a car show for free to promote,So growth more than first-tier cities gradually,Especially the new energy vehicle market in rural areas still has a lot of room.理论上说,The sinking market is a blue ocean.

“Sinking is an interesting topic,We did have the county electric market research.”A car investor friend said frankly,乐观地看,在平均月薪3000-4000in the eyes of small town youth,类似于五菱宏光、Miniature trams like Reading Mango popular.3万元左右的入门价格,200公里的续航,每公里5分钱的使用成本,And the retail network all over most counties in China stimulates the core of the target group“痛点”.

不过,This market is being realized by more and more players.At present, BYD has laid out830个网点,of the total network50%,“蔚小理”The outlets in cities below the third tier have already occupied28%、32%、39%.

更有利的消息是,my country begins to accelerate the construction of charging facilities for new energy vehicles,Cities in the third and fourth tiers and below are formulating local subsidies、Policies such as setting the upper limit of charging service fees promote the increase of charging infrastructure construction outlets.According to the latest data released by the China Charging Alliance,截止到2022年10月,全国充电基础设施累计数量为470.8万台,同比增加109%.

不过,Low-cost new energy vehicles are also facing the same problem.众所周知,With the rising price of upstream lithium raw materials、Increased supply chain costs,Micro electric vehicles with meager profits are gradually overwhelmed.

咨询机构AlixPartners发布的报告显示,截至5月,The average raw material cost of an electric vehicle is8255美元(约合人民币5.86万元).Zeng Qinghong, chairman of GAC Group, even complained publicly“working for a battery factory”,Said battery cost accounted for60%以上.

In order to cope with the price increase pressure of upstream batteries and materials,今年1-2月,新能源“神车们”For a boom.例如,零跑T03涨价9100元,雷丁芒果涨价3000元,五菱Nano涨价3000元.另外,奇瑞小蚂蚁、上汽科莱威、思皓E10X等车型,Although no price increase was announced,但终端经销商层面的优惠基本取消.

The sinking battle has just begun.China's vast sinking market,The order of electric vehicles is undecided,means anything is possible.曾经被VCThe new energy sinking market that we ignore,Will there be more unicorns in the future??我们拭目以待.