Haier was rumored to enter the bureau to build a car to launch its own brand, official response

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  1. Haier was rumored to enter the bureau to launch its own brand, and the official response
    Haier was rumored to enter the bureau to launch its own brand. Official response, Haier has denied that it will launch its own brand cars. The Kaos Industrial Internet Platform is jointly building an industrial Internet sub -platform in the automotive field with relevant automotive companies. Haier has been rumored to enter the bureau to launch its own brand and official response.
    Hir was rumored to enter the bureau to launch its own brand. Official response 1 As the new energy vehicle market is hot, following the wave of cross -border car manufacturers, the home appliance giant Haier is also exposed to launch its own brand will launch its own brand. car.
    On August 9th, a report on the introduction of its own brand cars in Herr Group, the relevant persons of Haier Group stated to the CSI that the relevant reports were not true. The person said that at present, the company relying on its Kaobos Industrial Internet platform to jointly build an industrial Internet sub -platform in the automotive industry with relevant automotive companies, aiming to empower the digital transformation of the automotive industry chain enterprise. At the same time, the company will use the technical and scene advantages of smart families to jointly establish a new home car interconnection ecosystem with automobile companies to provide consumers with a better life experience.

    On August 8th, there are reports that Haier is planning to build a car, enter the entire vehicle field, and launch its own brand car products. It is now in the planning stage and will adopt a foundry model.
    a few years ago, Haier has begun to enter the automotive field, but it does not make a car directly, but has entered the car ecological chain. As early as 2017, Haier Capital contributed 50 million yuan, led a company called “Emperor Magnesium”, which was carried out around the digitalization and mobile travel services, covering the automotive cloud platform and software services, vehicle intelligent networking terminals, digital operations, and digital operations, and digital operations. Four major sections of mobile travel services.
    In 2021, Haier has signed an agreement with Chery Holdings, SAIC, and Geely. The cooperation content mainly revolves around the Internet of Vehicles. In 2022, Haier was exposed to its “loose locomotive” of Haizhi Zhixing and retro new energy vehicle manufacturers. Reaching an investment intention and getting involved in the field of vehicle manufacturing.
    Here was rumored to enter the bureau to launch its own brand. Official response 2 Recently, it is reported that Haier is planning to build a car.
    In the first financial report, “Haier is planning to build a car, enter the field of vehicle, and launch its own brand of automotive products.” A person familiar with the matter told the First Financial and Economics that it is now in the planning stage and will adopt an agent and will adopt a generation. Model of work. As for the specific launch time and whether it can be implemented, no exact news has been obtained.
    It reported that Haier has denied the launch of its own brand cars, and said that Haier is currently relying on its Kaos Industrial Internet Platform to jointly build an industrial Internet sub -platform with relevant automotive companies, which aims to empower the automotive industry Digital transformation of chain enterprises. At the same time, Haier will use the technical and scenario advantages of smart families to jointly establish a new family and car connectivity ecosystem with automobile companies.

    The reports that Haier is not the first home appliance company to enter the automotive field. Midea, Hisense, Gree, Skyworth, Sony and other home appliance companies all have the layout in the automotive field. From the perspective of the current home appliance companies in the automotive field. There are two main methods. One is to directly build a car to build a car, and the other is to enter the automotive industry chain through investment and other methods to do ecological products related to it.
    Ser was founded in 1984 and is a world -leading beautiful life solution service provider. In the process of continuous entrepreneurial innovation, Haier Group has always adhered to the main line of development of “people’s value first”.
    Hir was rumored to enter the bureau to build a car to launch its own brand. The official response 3 revealed that “Haier is planning to build a car, enter the entire vehicle field, and launch its own brand of automotive products.” It is reported that Haier created The car is planned to adopt the foundry model. As for the launch time and whether it can be landed, there is no exact news.
    The rumors of “car building”, Haier said to the interface news that the news was not true. According to relevant sources, Haier is currently relying on its Casao Industrial Internet Platform to jointly build an industrial Internet sub -platform with relevant automotive companies. At the same time, Haier will jointly establish a new home car interconnection ecosystem with automobile companies.
    Since last year, Haier and many car companies have maintained strategic cooperative relationships. On March 25, 2021, Haier and SAIC signed a strategic cooperation agreement to first cross -border cooperation automotive manufacturers; then “holding hands” Geely, the two parties started in the Internet of Vehicles with smart families, marketing channels, financial and Internet of Things payment and other aspects. Cooperation. Haier also reached a strategic cooperation with Chery to jointly build the automotive industry Internet platform.

    It’s investment in Haier, its layout in the automotive field has been deeply cultivated for a long time. Haier Capital, a subsidiary of Haier, invested in the main business as early as 2017, the drilling magnesium of the main business for the digitalization of automobiles and mobile travel; in 2020, Haier Capital saw the Bolai car network that provided the vehicle information service, and completed the B -round strategic investment Essence In addition, the automotive testing equipment manufacturer Saihe and the automotive parts manufacturer Tongming Hi -Tech have also been favored by Haier Capital.
    can find that Haier’s past moves are mainly concentrated on the layout of the automotive industry chain to realize the intelligent interconnection of the car and home. However, if you want to officially enter the field of vehicle and launch your own brand, Haier also lacks the qualifications of car manufacturing. It is a three -optional model for self -built factories, acquisition of qualified car companies, or finding a factory foundry.
    If Haier intends to enter the entire vehicle field in the future and adopts the foundry model, it is still to be questioned whether SAIC, Geely and Chery and other automakers such as SAIC, Geely and Chery are willing to become foundries.
    Here is not an lonely case of cross -border car building in home appliance companies. The industry representatives that enter the entire vehicle manufacturing first are Gree and Skyworth. In 2019, Gree reached a cooperation with Weimar Automobile to conduct in -depth cooperation in intelligent manufacturing, automobiles’ intelligent interconnection, and vehicle manufacturing related aspects; in 2021, Gree obtained 30.47%of Yinlong New Energy through judicial auctions and obtained the vehicle car. Production qualifications, officially entered automotive manufacturing.
    The main business of Yinlong New Energy (now renamed “Gree Titanium”) is new energy commercial vehicles and is still producing. In the future, Gree wants to develop new energy passenger cars in the future. The supply chain model also needs to be adjusted, and the difficulty is not low. In March of this year, Dong Mingzhu, chairman of Gree Electric, clearly stated that Gree would not enter the home car market.

    The Skyworth is to gradually enter the passenger car market from the commercial vehicle field. In 2011, Huang Hongsheng, the chairman of Skyworth Group, reorganized Xiamen Jinlong and Nanjing Dongyu Automobile Group to establish Kero Motors and put it into the car -making business of new energy passenger cars. It was not until 2017 that Kaivo Automobile obtained passenger car production qualifications and announced in 2019 that the establishment of a new energy vehicle brand Tianmei Automobile, the first model ET5 was launched the following year.
    , the sales of ET5 are very bleak and have now withdrawn from the market. Last year, Tianmei Automobile announced its renamed “Skyworth Automobile”. With the reputation of Skyworth Group, it launched a positioning medium -sized pure electric SUV Skyworth EV6, which sells for 146,800 yuan to 252,800 yuan. Ten thousand.
    This Overnova -Zhilong Strategic Consulting Partner Zhang Yi Excellent Interface News said that the choice of home appliances companies is not necessarily a best choice, and their awareness of the automotive industry still has barriers.
    “In fact, many of the consumer electronics fields are looking for foundries. With the popularization of new energy vehicles, the threshold for car manufacturing has been reduced. In the future, it is very likely that some white card manufacturers focusing on car foundry are born. This is a home appliance company. This is a home appliance company. Cross -border cars are easier to get started. “
    In fact, as early as 20 years ago, the home appliance industry had emerged as a wave of cross -border cars, leaving a painful lesson for many companies. At that time, Midea, Chunlan, Oaks, Boicao, Green Cole and other home appliance companies were in the main business capacity of overcapacity and expanding diversified business needs.

    Mimi has acquired Yunnan Bus Factory, Yunnan Aerospace Shenzhou Automobile and Hunan Sanxiang Bus Group, and established a production base in Kunming and Changsha. However, due to multiple factors such as insufficient control over automobile supply chain and poor sales channels, the two major production bases were completely discontinued in 2008. Oaks has developed into the field of SUV and Pike. In 2004, it announced that it would invest 8 billion yuan to enter the sedan field in five years to achieve 450,000 annual capacity, but the final sales were not good.
    The home appliance companies that have now entered the automotive field have changed their minds and are no longer addicted to independent cars. Instead, they use their own advantages to realize cross -border integration with the automotive industry.
    . For example, Midea currently focuses on component suppliers of automobile companies. Its Weiling Automobile Components focus on driving systems, thermal management systems and auxiliary/autonomous driving systems. Core component manufacturing, including new energy vehicle system power assemblies, new energy vehicle charging piles, etc.
    The challenge pointed out that home appliance companies have their own technical advantages and conform to the development of smart cars. For example, it can also be considered in the direction of automotive smart seats in LCD display. “In the future, the car is the continuation of living space, and it will have a linkage with the home appliances itself, and the car home interconnection will become the key direction of the corporate layout.”

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