Chapter 111 Noble Phantasm of Xiaomi (5k)
In the process of technological advancement, its development is unpredictable even by the inventor.
In the beginning, Huang founded NVIDIA simply because he felt that it was the eve of the explosion of personal PCs. Compared with major manufacturers such as Intel, IBM, and Texas Instruments, it was difficult to compete head-on with them in the semiconductor field, so they At the beginning, I just wanted to solve problems that general computers could not solve.
That is, the graphics processor later. No one would have thought that thirty years later, the graphics processor would develop into a powerful tool for entering the AI era. It would be highly linked to geopolitics and be improved by Amerikan. To the point of absolute safety.
When Chen Yuanguang started his business, he chose the aerospace field. It was precisely because he realized that entrepreneurship in this field can best achieve breakthroughs in all aspects. Its breakthroughs are a natural process in the process of systematic engineering advancement.
Lin Jia's answer contains this point.
Lin Qinghua's attitude towards Chen Yuanguang has changed from disapproval at the beginning to being glad that his daughter has found the right person, who is much better than his best arrangement.
There are various problems in second-generation marriages, but starting from scratch with the rich generation can avoid many problems, and the emotional foundation is much stronger.
Of course, he would also be proud that he gave Lin Jia ample freedom. Even if he vaguely knew that she was in a relationship, he never interfered.
After listening, he asked seriously: "Nanny, do you think our group's transformation has started?"
Lin Jia felt confused: "Transformation?
You can't make much money if you want to transform.
Twenty hundred billion in assets, annual profits of only more than one billion, fortunately, it has been since 2018 When it comes to selling the bad land and assets, the debt situation is still okay, otherwise I would not know what to do.
What I want to do is simply start the transformation. I have observed that there has been no change in the past two years. Do many companies engage in cross-border photovoltaic business?
The photovoltaic business relies on the scale effect. After the breakthrough of perovskite cells, the profit margin will also increase, because the downstream will gain, and the downstream will gain. The demand side will increase, and it will be profitable to enter at this time
And according to my information, the national team will enter the field this year and launch the next round of new infrastructure based on the new generation of solar technology.
I think this entry time is very appropriate. "
Lin Jia could tell a lot of questions just by hearing: "Dad, can you stop being so childish.
Is it the plan given by your strategic research department again? The first thing to mention is transformation. Many attempts have been made in recent years to achieve transformation. Which one has achieved good results?
I estimate that the most profitable of the transformation projects in the past few years is the dividends from the IP series "Once Upon a Time in Kuala Lumpur", because other projects have not made any money at all. ”
Although Lin Jia works in Guangjia Technology and Guangjia Aerospace, she also serves as an external director of their real estate company. Usually, some of the group's decisions and internal financial reports will be given to her at the same time.
So Lin Jia knows the specific situation of the group very well. The summary report was written by the strategic research department. If their transformation strategy is effective, he will definitely mention it repeatedly. The results will be until the 2022 summary released in March this year. , the profit source is still around real estate upstream and downstream related businesses.
You can tell at a glance that there has been no success at all in the past few years.
Lin Qinghua was said to be a bit embarrassed, because he proposed the strategic transformation and established the strategic research department by himself, but his daughter said it was worthless.
“You can’t say that. The Strategic Research Department proposed in 2018 that we need to strategically shrink, and they still played a role.
At that time, Ren Zeping, chief economist of Evergrande, was still saying that real estate would usher in a retaliatory rebound. "
Ren Zeping gave a speech at the internal forum of the Wealth Management and Asset Allocation Summit at the end of 2017 and said: "I am worried that housing prices will rise again with retaliation in 2019." "
He said at the annual strategy meeting of Founder Securities at the end of 2018: "Next year's real estate sales will be worse than the market's pessimistic expectations, but next year's real estate investment may exceed expectations. "
Lin Jia smiled disdainfully: "It's okay for you to fool the outside media, but don't use this to fool me.
Strategic contraction is the company's overall decision. The strategic research department is nothing more than a platform for this overall decision-making, and it is not a decision they make and then you implement it.
Just like Ren Zeping you just mentioned. As the chief economist of Evergrande, he receives more than 10 million from Evergrande every year, so he naturally has to support Evergrande. Does he really believe that housing prices will rise in a retaliatory manner? I don't think so.
But he has to let the outside world believe it.
Similarly, does the strategic research department really think that it needs to strategically shrink? Not necessarily, they have to complete the task.
Which of the transformation plans they launched later were successful?
We will not talk about something as remote as replacing the main business. It cannot just become the third profit growth point. ”
Lin Qinghua was helpless: "The main reason is that we are now in confusion. There is no sign of improvement in the real estate market either in the short or long term.
I am not willing to be idle now, so I want to find a way to take the company's assets abroad to realize them. , and then run away to retire, I have thought about it before
Now with the confrontation between Yuan Guang and Amerikan, his role in the country is becoming more and more important. This heart has died, I'm afraid. When I went out, the Americans found out my true identity, and they arrested me and threatened you.
I just stayed in the country. I refused even though they invited me to go skiing in Hokkaido this spring. I would rather go to Changbai Mountain.
Thinking about doing photovoltaics, I also think this industry has a future, and what is required is large-scale production. We have financial and management advantages.
Coupled with having you in Guangjia Aerospace, this is also a very important advantage. "
Lin Jia said: "Some of what you just mentioned is correct. Guangjia Aerospace just held its annual shareholder representative meeting not long ago.
Because the investors of Guangjia Aerospace are basically local state-owned assets and some financial central enterprises, judging from the information they shared, all regions plan to increase investment in photovoltaics.
One is because of the excess profits brought about by the iteration of solar cell technology, the second is because of the rapid penetration of new energy vehicles in the past two years, and the third is because it is difficult for traditional infrastructure to drive GDP growth.
Local state-owned assets such as Hui Province, Shenhai and Pengcheng will invest in the construction of a number of new photovoltaic power stations and roadside new energy charging stations in the name of local platforms.
This is just the Chinese market. Considering the global market, this is indeed a very big cake.
But the problem is that when it comes to cross-border manufacturing, leading manufacturers such as LONGi, Jinko, and JA Solar started building factories last year and will be able to put them into production this year. These manufacturers can take advantage of the first batch of excess profits.
It will take at least two and a half years from start-up to formal production. You will have to pay a higher price at this time to form a team and acquire equipment.
Everyone knows that this is a gold mine, and the people selling shovels next to the gold mine will also raise their prices.
Dad, your cost will naturally be higher than others, and when you enter the market, a large number of players will enter the market at the same time as you. The leaders, such as LONGi, JA Solar, and Jinko, will eat up the excess profits. Manufacturers have begun to cut prices and squeeze your profit margins.
They have been producing for two and a half years, and the cost of fixed assets has long been diluted. How can you fight a price war with them?
At first there was little profit, then there was a loss, and then I couldn’t bear it and sold the business.
What the group needs now is to shrink. If you think photovoltaics have prospects, you can invest in photovoltaic companies instead of ending up yourself. ”
Lin Qinghua has been immersed in shopping malls for many years. It’s not that he doesn’t understand this truth. It’s just that when people are in the game, they will always have desires, and desires will interfere with your judgment.
Don’t Boss Xu know that Heng The hole is huge. Doing so much business is just a game of drumming and passing flowers. Will the bubble burst sooner or later?
He must understand, even if he doesn't understand that the people around him understand, it's just a matter of luck.
Lin Qinghua is the same, riding on the dividends of the development of the times, he has been rising all the way, without experiencing any major failures, and feels that he can do anything.
Coupled with the fact that Chen Yuanguang is his prospective son-in-law, it is not easy to enter the new photovoltaic industry.
Lin Jia then sighed: "Dad, in any highly competitive industry, when outsiders want to cross-border, they will face an exponential increase in difficulty.
Unless Yuan Guang is willing I only license the perovskite technology to you, otherwise you’d better not think about it.”
Lin Qinghua didn't ask if it was possible, because he knew that asking would be in vain, and it would only show his current predicament.
To be precise, this is a dilemma faced by entrepreneurs in all traditional industries. Traditional business is difficult to do, and it is becoming increasingly difficult to do it visible to the naked eye. If you want to develop new business, you don’t know which direction to start.
Lin Qinghua waved his hand: "Okay, I understand, I will think about it carefully."
Lin Jia's cold voice echoed in the room: "Dad, you might as well think about it carefully." Doing investment business?
This time perovskite cells will bring a lot of opportunities to enterprises in the upstream and downstream of photovoltaic, energy storage, electric power and other related industry chains. Is there nothing better than making a good investment? "Lin Qinghua Sighing: "It's not like you don't know the current environment.
The secondary market is not easy to operate. In recent years, every listed company that speculates in stocks has basically made no profit.
You can’t compete with the national team in the primary market.
Last year there was a listed company called Huada Jiutian. Do you know? Makes EDA design software. "
Lin Jia nodded: "I'm a little impressed. ”
Lin Qinghua then analyzed: "They were listed in the middle of last year. As early as 2019, Shen Hai Jianyuan invested 190 million in it and became the largest shareholder of BGI Jiutian.
Jianyuan It is an investment company. The major shareholder behind it is the Shenhai Government, and its largest investor is Bank of Communications Schroeder.
Before BGI went public nine days ago, Bank of Communications Schroeder invested all its capital. BGI Jiutian's share was transferred to STO Metro, which has nothing to do with STO Express.
The major shareholder of STO Metro is also the Shenhai government. < br>
BGI Jiutian went public in the middle of last year. The 190 million investment is now worth 3 to 4 billion. Who do you think lost in this transaction? ”
Lin Jia quickly captured the key point. The shareholders of BoCom Schroder are composed of Bank of Communications and Schroder Investments.
Both Bank of Communications, STO Metro and Shenhai Jianyuan are all state-owned assets.
“Schroeder, it’s the only one with foreign investment.” Lin Jia said lightly.
Lin Qinghua nodded: "Foreign capital has a higher priority than private capital. Now it is difficult to do business in the primary market, let alone us.
There is no opportunity for investment. .
I lack direction now. How about you marry Chen Yuanguang and have a baby soon, and I will take care of the baby for you? "
Seeing that his mother was not around, Lin Jia interrupted directly: "You'd better tell your illegitimate son and let him have offspring as soon as possible. Don't count on me. "
Lin Qinghua smiled bitterly and did not answer.
Lin Jia continued: "If we continue to shrink without direction and improve our financial situation, we should lay off employees and reduce the scale.
Of the current 200 billion in assets, 180 billion are liabilities. There is actually a lot that can be done to lower the debt ratio, improve the debt structure, and reduce capital costs.
You have done these now, and when the time comes, you can hand them over to me, and I will be able to save some worry. "
Lin Qinghua said in surprise: "I always thought you didn't plan to return to the group.
Isn’t working in the Guangjia system much more interesting? "
Lin Jia said: "I didn't care at first, but I still don't care now. If I have several children in the future, I have to make a few more pieces of cake for them to share, right? ”
What Lin Jia actually thinks is that I have to prevent the illegitimate child from getting it. It’s just that I just irritated Lin Qinghua, and she doesn’t want to use this to irritate him again.
When Lin Jia returned, major new energy car companies were meeting to analyze the possible impact of Chen Yuanguang and Lei Jun joining forces to build cars.
“Lei Jun is very good at marketing. He will not miss any marketing opportunity, including this time Guangjia Technology’s investment in Xiaomi Motors, which can be considered Xiaomi’s marketing.
And Chen Yuanguang himself It’s hot. We just listed the major milestones of his companies this year, which we obtained from public channels. Because these milestones are highly related to China’s industrial transformation, they will most likely arouse heated discussions in the public opinion.
According to our urgent consumer survey on Friday, Chinese users have a high degree of recognition for Chen Yuanguang, and with Chen Yuanguang and Lei Jun joining forces, the KOLs of the Mi family have begun to create a concept of collaboration between Jobs and Musk.
They claim that Lei Jun is Rebus, and that Chen Yuanguang’s achievements in scientific research and breakthroughs in the aviation field can be compared with Musk, and that the Chinese Jobs and Chinese Musk teamed up to build cars, which is a benchmark for them. It is very attractive to consumers.
Moreover, in our consumer survey, we found that most consumers agree with the shaping of this concept. They will find it appropriate and further increase their interest in Xiaomi's cars. ”
The conference room at Jikrypton’s headquarters was filled with Jikrypton’s executives. The names of Chen Yuanguang and Lei Jun were on the screen in front of them.
Then there was a timeline under the names. The timeline from 2023 to 2024, there are various events arranged on the timeline:
"Chen Yuanguang-Founder of Guangjia Aerospace and Guangjia Technology-This year's big event-intensive launch of recyclable rockets, China The implementation of the compound eye project, the passing of clinical trials of human hibernation, the large-scale application of perovskite batteries, and other uncertainties.
Lei Jun-Founder of Xiaomi.”
Guan Haitao stood on the stage and talked non-stop. He is Honor's CMO (Chief Marketing Officer). At this time, he has decided to join Jikrypton and become Jikrypton's first CMO.
He has not officially joined the company yet, because he is also considered a senior executive in Honor, and the handover requires a process.
The information about Xiaomi Motors’ first electric car has been initially announced. The first car is a high-end coupe, and its most direct competitor is Jikrypton.
They are taking the same route.
The ideal and questionable world is SUV. Xpeng has SUVs and sedans. NIO has many SUVs, coupes, and hunting models. Only Jikrypton has two main models, which are highly overlapped with Xiaomi.
In terms of price, Ji Krypton expects the two to be highly overlapping.
So Lin Jinwen, the vice president of Jikrypton and Guan Haitao's direct leader in the future, after he got the exact news, he asked the other party to make a detailed plan and talk about how they would deal with it.
Guan Haitao fought closely with Xiaomi when he was the CMO of Honor. His experience in fighting Xiaomi in the public opinion field is definitely one of the best.
I caught the key point as soon as I came on stage:
"Xiaomi Auto will start from now on, and it will be a continuous marketing campaign. If it is just Xiaomi itself, then it will have a marketing rhythm. , there will be a gap period
With Chen Yuanguang's blessing, it's different. His public attention and degree of breaking out of the circle are higher than those of Lei Jun. ”
Before the Xiaomi car launch conference, it has become increasingly difficult for the release of Xiaomi mobile phones to attract the attention of the outside world. Lei Jun, apart from donating to Jiangda to break the circle, lacks the energy to break the circle.
"His frequency will also be higher. The potential energy of the two superimposed on the public opinion field will determine that potential consumers will consider Xiaomi when purchasing electric vehicles with a price of 200,000 to 300,000. in the list.
Even though Xiaomi cars have not yet been launched, we have not even seen the actual car. ”
Guan Haitao continued: “What’s more important is that Lei Jun is very good at positioning. He can accurately find the right positioning for the product. Combined with the overwhelming marketing methods of Mi KOL, he can input this positioning into consumers’ minds.” In cognition.
The more fatal point is that we are not sure whether Chen Yuanguang has any other unannounced technologies that can be used in Xiaomi cars and become their trump card.
Opacity of information can make us very passive.
Of course we are not without advantages. Our advantage is production capacity. We have already mass-produced products. We can seize the market in advance by reducing prices.
Convert Xiaomi’s potential users into our users.
My solution is to take three steps. First, bind Xiaomi Auto to Jikrypton from public opinion, and establish consumers’ awareness that Xiaomi should benchmark against Jikrypton and seize the Jikrypton market.
Then there is price reduction. Consumers with this understanding that cost-effectiveness is very important to them, they value parameters very much. Our store sales emphasize parameters when promoting, and the price of trams with the same parameters is much higher than ours.
The last thing is to wait for Xiaomi's new cars to be launched, and then fix their prices and drive them down again, leaving them with no market. ”
It is not uncommon for mobile phone manufacturer executives to join new energy car companies as CMOs. After all, many new energy car companies are backed by traditional car companies and have never experienced the intensity of the mobile phone circle in terms of marketing.
Twenty years ago, Wang Linhuai, an executive at Apple Greater China, joined Avita as CMO.
For Jikrypton, Guan Haitao is a treasure for Xiaomi. It was an unexpected surprise.
Today’s first chapter, there’s one more chapter to go!
Isn’t the monthly ticket too much?
(End of this chapter)