Wonderful introduction: Compared with those who are 'circling money', and ignoring the new car power of the people, the upstream power battery supplier seems to be more reliable before going to the industrial chain. Polyfluoride is not the first one, but it may not be the last one.
On July 11, the China Association of Automobile Manufacturers showed that from January to June this year, China's new energy vehicle sales were 412,000 units, an increase of 111.5% year-on-year.
Among them, pure electric vehicles sold 313,000 units, up 96% year-on-year; plug-in hybrid vehicles (PHEVs) sold 99,000 units, up 181.6% year-on-year. In 2017, China's new energy passenger vehicles totaled 578,000. Vehicle, up 72% year-on-year.
It is not difficult to find that China's new energy vehicle market is still showing rapid growth, coupled with the support policy, the new energy vehicle market can be described as Bright future.
For this reason, companies from all walks of life are eyeing new energy vehicles. New forces, cross-border integration, transformation and restructuring, including many related companies, and news of entering the new energy automobile industry are endless. Among them, polyfluoride Chemical Co., Ltd. (referred to as 'polyfluoropoly') is one of them.
As a traditional chemical industry company, Polyfluoride (SZ: 002407) began to gradually transform a few years ago, involved in the new energy automotive industry, providing power batteries for vehicle manufacturers, and announced the car-making plan in 2013.
Until 2015 Acquisition Red Star Automobile, after obtaining the 'entmission qualification', marked the company's power battery supplier from behind the scenes, went to the stage to participate in vehicle manufacturing.
It is worth mentioning that after the introduction of the Red Star car into the squat, the company also became one of the few companies in China with the same R&D production capacity of the whole vehicle and battery. But obviously, this is for the whole vehicle in the passenger car. Unfamiliar Red Star cars and polyfluoride in manufacturing, sales and management, still need to face major challenges.
Rebirth
Red star car A 58-year-old wagon brand has enjoyed a good reputation. But over the years, this once glorious old brand has gradually faded out of sight and become less known.
In 2013, Red Star Automobile acquired the qualification of new energy vehicle manufacturing, and was acquired by Polyfluoride, and put into production in 2017.
On June 30 this year, Red Star Automobile held a brand strategy and a new car launch conference in Beijing. This is the first time that it has been developed after the acquisition. From this, Red Star will once again enter the public eye.
At the press conference, Red Star Motors exhibited a new passenger car brand'Sparkling ', and released the first smart electric four-wheel drive micro SUV product of the Red Star glitter brand - Sparkling X2. But obviously, Red Star wants to 'sparkle', not only to face the brand new, but also to face the traditional host factory is very powerful Product force oppression.
This time, Sparkling X2 launched a total of four electric models, the official guide price is 119,800 ~ 139,800 yuan, after the subsidy price of 49,800 ~ 63,800 yuan; new car positioning A00 pure electric vehicles, cruising range of 255km and 300km two Kind.
According to the official introduction of Red Star Auto, the Sparkling X2 is equipped with Red Star's proprietary ePower electric four-wheel drive technology. The four-wheel drive dual-motor has a power of 68kw, a torque of 240N·m, and a maximum constant-speed range of 360 kilometers.
In addition to entering the private market through price advantage, Red Star Motors has taken a different approach and will enter into a strategic cooperation with six time-share leasing companies such as Biao Ge, Xiao Ming, and Hummingbird Travel.Star ecology' .
In the future, time-sharing and shared car business will become another strategic support point for Red Star X2 to compensate for the lack of brand power and let people know about Red Star's products.
However, the most eye-catching event at the press conference was the Red Star’sBorderless 'Marketing model. This aspect is to avoid the high cost of traditional 4S stores, on the other hand, it can also face the consumer groups of Red Star cars more directly.
Red Star Auto executives said that the company will invest in the construction of direct experience stores with 'Red star box ' Ways to achieve consumer experience and extended service content.
In terms of channel construction, different from the previous authoritative relationship between the traditional OEM and the dealer, Red Star will adopt the franchise model. The franchisee not only has no business policy constraints, but also can test the water '0 margin, 0 franchise fee, 0 inventory 'Mechanism.
Of course, this novel marketing method can help Red Star to rapidly expand its channel and brand awareness and realize the true meaning of Red Star.Rebirth ', still waiting for time to verify. However, this shows from the side, as a former power battery supplier, Polyfluorocarbon and Red Star car is very pragmatic.
resistance
New things are always questioned, and Red Star is no exception.
Since there is no traditional 4S shop, the follow-up service of the vehicle is quite questioned. In this regard, Chen Shiyi, general manager of Red Star Automobile, told Car K line , 'Red Star has nearly 100 service stations, and will continue to carry out strategic cooperation with chain car service agencies. In the future, our goal is that as long as the user has a car in that place, we will have at least one affiliate service shop for him. Service. '
In the Red Star car product planning, Li Lingyun, chairman of Red Star Motors, said: 'Sparkling X2 is our first car, another two-door two-seat, four-door four-seat model has begun research and development, and it is expected that SOP will be available by the end of 2019. . '
Li Lingyun also revealed that at present, the annual production capacity of Hongxing Automobile Xingtai Plant is 20,000. The new plant is under construction and will be put into operation in the middle of next year. The annual production capacity is 50,000 vehicles.
However, at the same time as the multi-fluorination and large-scale layout of new energy vehicles, the performance of polyfluoride has turned into a turning point, which also laid down its long line. Hidden danger.
On June 12, Polyfluoropoly released the 2018 semi-annual performance forecast amendment announcement. The announcement showed: Due to the decline in fluoride salt price and low-level operation of lithium hexafluorophosphate, the profitability of products decreased and the gross profit margin decreased.
Therefore, the net profit attributable to shareholders of listed companies from January to June 2018 is reduced from 1.357 billion to 18.81 billion yuan, to 1.131 billion to 1.684 billion yuan, compared with 1.508 billion yuan in the same period last year. .
In fact, the performance of polyfluoride has appeared in 2017. Clue Last year, the operating income of polyfluoride was 3.74 billion yuan, a year-on-year increase of 30.76%, but the net profit attributable to shareholders of listed companies was only 257 million yuan, a significant drop of 46.31% year-on-year.
The main reason for the decline in the performance of polyfluorinated operations is the change in the prices of upstream raw materials and the continuous investment in their vehicles.
Obviously, Transformation The process is tough.
However, fortunately, the investment of polyfluoride in new energy vehicles has been First sight In 2017, the revenue of polyfluorene in the field of new energy vehicles reached 208 million yuan, an increase of 3,043.07% compared with 2016. The proportion of new energy vehicles in the whole enterprise is also gradually increasing, and has reached in 2017. 5.58%. In 2016, this figure was only 0.23%.
However, the multi-Fluor multi-step into the new energy vehicle manufacturing time is shorter, smaller, and the market share is low, still in the starting and exploring stage, and there is a gap with new energy vehicle manufacturers such as BYD.
but Car K line It is believed that as the company's investment in the new energy vehicle market continues to increase, its new energy vehicles The whole industry chain The advantage is expected to be gradually released.
However, the competition in the new energy vehicle market is like a big wave, and whether the multi-fluorine and Red Star vehicles can withstand the market test is expected.
