标签归档 西安耍耍论坛

Text |Zero state LT Yao Zhang

Editor | Hu Zhanjia

On the evening of July 15th, Xiaokang shares disclosed that 137 million ordinary shares had been issued, and the total amount of funds raised was 7.13 billion yuan. After deducting the issuance expenses, the net amount of funds raised by the company was 7.06 billion yuan. The number of new shares issued this time is equivalent to 1/10 of the original total share capital, and a total of 17 investors were allocated. The most allocated fund is Guangfa Fund, with the allocation amount of 1.47 billion yuan. The last round of fixed increase of Xiaokang shares was in June 2021. At that time, the company raised 2.57 billion yuan, and Guangfa Fund also participated in it, which was also the first issue target.

By cooperating with Huawei to build a car brand, Xiaokang shares are entering the new energy field in a big way. Going back to the middle of June, Xiaokang shares were pushed to the public because the new energy vehicle "Wenjie M5" jointly built with Huawei was suspected of "spontaneous combustion". As soon as the report came out, Xiaokang shares fell for many days.

Backed by the big tree of "Huawei", is Xiaokang shares really cool?

Huawei’s "M5" was caught in a storm of spontaneous combustion, and Xiaokang’s ability to build a car was questioned.

On the evening of June 13th, a Huawei mobile phone franchise store in Inner Mongolia caught fire, and another Huawei mobile phone M5 in the store was burnt down.

There are different opinions about the cause of the fire, and many people attribute it to the concerns of Celestial Automobile, a subsidiary of Xiaokang Co., Ltd., the "foundry" of M5. In response, Cyrus responded that the charging stop time of the vehicle in the store was later than the fire time, and it could be preliminarily judged that the fire source was not from the vehicle itself.

But even so, the trust of the outside world in the foundry has not been "stitched". After all, before Huawei intervened, Xiaokang shares focused on low-end new energy vehicles, and the Sailis brand, which has been polished for several years, has never improved. There has never been such experience in producing and manufacturing cars exceeding 300,000 yuan. Therefore, in the production process, the outside world has been in doubt about whether Xiaokang shares can build the high-end model M5.

Xiaokang Co., Ltd. was originally just a manufacturer of electrical appliances and automobile springs. It got on the express train of Dongfang Group and jointly launched the Oriental Xiaokang. In 2011, the sales volume of Dongfeng Xiaokang mini-car reached 1 million, which became a turning point in its transformation of vehicle manufacturing. Five years later, Xiaokang shares were successfully listed. In 2016, at the time of the new energy vehicles, Xiaokang shares launched the new energy brand Sailis in Silicon Valley, USA.

However, at the beginning of the transformation, Xiaokang invested the money earned in the fuel vehicle market and the capital market into the new energy sector, but Cyrus did not give a corresponding return, and the sales volume was bleak. In 2020, only 732 units were sold.

The first cooperation with Huawei opened the market for Celeste. At the beginning of 2019, Huawei and Xiaokang Co., Ltd. held a comprehensive cooperation signing ceremony. The two sides carried out comprehensive cooperation in the fields of industrial Internet, ICT infrastructure, intelligent new energy vehicles and networking. The share price of Xiaokang shares has also risen. After joining hands for the first time to build the first Celestial SF5 appeared in Huawei’s offline exhibition hall, sales began to pick up.

The M5, which was jointly built for the second time, was put into production and put on the market, and achieved good sales. The data shows that in May 2022, the monthly delivery volume of Huawei’s M5 reached 5,006 vehicles, and the sales volume of the same gear jumped to the top three, with a cumulative delivery of 11,296 vehicles. In the capital market, Xiaokang shares are also riding the east wind of Huawei and soaring. Wind data shows that in the last month (as of June 10th), the share price of Xiaokang shares rose as high as 96.8%, ranking first in the comprehensive passenger car sector.

However, both the market and capital are optimistic about Huawei, the big tree behind Xiaokang shares.

In this fire, the questioning of Xiaokang’s ability to build a car was intuitively reflected in its share price. On June 14th, Xiaokang’s share price fell as high as 5% in intraday trading. At present, the market value of Xiaokang shares has exceeded 100 billion. Inconsistent with the market value of 100 billion, Xiaokang shares are still at a loss. In the first quarter of 2022, the financial report of Xiaokang shares showed that the loss attributable to shareholders of listed companies reached 839 million yuan in the first quarter, compared with 533 million yuan in the same period last year; Operating income reached 5.131 billion yuan, a year-on-year increase of 56.03%.

The year-on-year narrowing of quarterly losses and revenue growth point come from the increase in sales of new energy vehicles in Xiaokang shares. According to public data, the production and sales of new energy vehicles in Xiaokang in the first quarter reached 17,400 and 14,200 respectively, with an increase of 296.87% and 207.43%.

In March this year, the first model of AITO brand jointly built with Huawei started delivery. According to the statistics of the Association, the sales data of the M5 in March was 3,045 vehicles, and it entered the top ten sales of new energy vehicles at the level of 200,000-300,000 yuan. Although the growth has achieved good results, in addition to traditional mini-cars and economy cars, the competitiveness of Xiaokang shares in the middle and high-end fields represented by Seles SF5 is still obviously weak.

With the blessing of Huawei’s sales channels, the annual total sales volume of Celestial SF5 is only over 8,100, which is equivalent to the monthly sales volume of the three new car-making forces "Wei Xiaoli".

Xiaokang’s own hematopoietic capacity is not comparable to that of the first echelon car companies. The loss of Xiaokang shares first appeared in 2020, with a loss of 1.729 billion yuan, down 2690.76% year-on-year; In 2021, the loss of Xiaokang shares reached 1.824 billion yuan, and the loss further expanded. The loss mainly comes from the soaring marketing expenses, research and development costs and team expansion after the transformation of the new energy automobile market. In 2021, Xiaokang’s R&D investment was 1.948 billion yuan, accounting for 11.66% of revenue, which was narrower than that in 2020.

Under the pressure of loss, Xiaokang shares tried to spend a tight life through "blood transfusion". At the beginning of this year, the company announced that the non-public offering of shares would raise no more than 7.13 billion yuan, and the funds raised would be invested in projects such as the development of electric vehicles, the intelligent upgrading of factories and the construction of user centers.

But whether it can turn losses into profits is still uncertain.

It is difficult to pick Huawei’s "OEM" hat.

Backed by Huawei, this big tree is good for enjoying the cool, but it also brings a lot of troubles to Xiaokang shares.

In the past, BMW Brilliance was changed to BMW and Beijing Benz was completely cut off. After many imported models were made in China, they fell into the fate of being cut off. For many car owners, it seems that the shadow of domestic production has been removed, and the car has instantly become taller.

A while ago, Xiaokang shares just experienced a round of public opinion. This time, it’s not for imported cars, but the first model of the high-end brand AITO series jointly developed by Huawei and Sellers-Wenjie M5. Because the popularity of Celeste is far less than that of a big brand like Huawei, some car owners chose to "change the logo" after purchasing Huawei’s M5, and removed the logo of Celeste and replaced it with the logo of Huawei Smart Choice.

Huawei has publicly stated that it will not build a car. This alliance with Selis is just cooperation. However, it is undeniable that the selling point of this car is that it is equipped with Huawei HarmonyOS cockpit, and the core power comes from Huawei Drive ONE pure electric drive range extension platform. Yu Chengdong, CEO of BU, a smart car solution, personally came off the stage to bring goods for the M5. He not only promoted this car on many occasions, but also drove it home and off the track during the New Year, and spoke for it crazily.

Netizens ridiculed that although "Huawei does not build cars, users will build cars for Huawei."

The bidding also reflects the user’s lack of confidence in the Celeste brand. Obviously, the light of Cyrus is covered by Huawei’s strength. Xiaokang shares are very concerned about being passively robbed of the title by Huawei.

Zhang Zhengping, chairman of Xiaokang Co., responded: "Whether the product is good or not, the market has the final say. If the product doesn’t work, no matter whose label is posted, no one will buy it. " In addition, Xiaokang shares are also very concerned about the outside world calling it Huawei’s "foundry". At the investors’ meeting at the beginning of the year, Xiaokang specifically emphasized that it was not a foundry before and now, let alone a foundry, and what Huawei initiated was a deep cross-border cooperation model of joint business.

In fact, this statement only applies to the cooperation of the previous model Celeste SF5. Xiaokang shares are responsible for supply chain links such as R&D, manufacturing and delivery, while Huawei is responsible for brand and channel sales. However, during the development of the M5, Huawei led the R&D and sales, and Cyrus was only responsible for providing relevant data support. According to Huawei Yu Chengdong, "In addition to providing key automotive hardware components, Huawei’s mobile phone industrial design team, software team and user experience team are also involved in the cooperation".

Subject to Huawei’s leadership, Huawei is the main beneficiary of the sales profit sharing of this M5. According to Caijing Weekly, a Cyrus 4S clerk said that after users placed orders in the experience store, although the order processing was the responsibility of their user center, most of the rebates from the manufacturers were sold to the experience store instead of Cyrus manufacturers. For Xiaokang shares, the initial intention of cooperating with Huawei was to improve the brand tonality and remove the label of only making low-end cars, but the result was to make wedding clothes for others.

Although the sales volume of M5 in the current world is very popular, Xiaokang shares can not get much benefit, and excessive dependence on Huawei’s manufacturing team brings great risks. Recently, it is reported in 36Kr that Huawei Smart Car Selection has been widely spread in the industry. Besides Jin Kang New Energy, it has successively finalized smart car selection business cooperation with Chery Automobile, Jianghuai Automobile and Extreme Fox Automobile.

If the cooperation between Huawei and other car companies deepens in the future, the status of Xiaokang shares will be in jeopardy. Perhaps Xiaokang shares can be completely transformed into a vehicle foundry and occupy the market with excellent manufacturing technology.

Webmaster’s House (ChinaZ.com) December 28th news:On the afternoon of December 28th, Xiaomi officially released its electric vehicle model-SU7, which was positioned as a C-class high-performance eco-technology car. This news has aroused widespread concern in the industry.

Xiaomi founder Lei Jun said at the press conference that Xiaomi SU7, as a Xiaomi car, is an important step in the layout of Xiaomi in the automotive field. He emphasized that cars have always played an important role in the automobile industry, and many famous cars in history are cars. Therefore, Xiaomi firmly chose to enter the car market, hoping that SU7 can become a masterpiece of this era.

From a technical point of view, Lei Jun thinks that making a car is more challenging than making an SUV. He said that Xiaomi has chosen the most difficult and far-sighted road in all technical decisions to ensure that SU7 has excellent performance and quality.

When talking about the design concept, Xiaomi emphasized the important position of cars in the automobile industry, and said that the design of SU7 will stand the test of time. Xiaomi hopes that by returning to the essence of design, he will create body lines that conform to intuition and natural beauty and bring visual enjoyment to consumers.

Lei Jun said at the Xiaomi Automobile Technology Conference that the Xiaomi automobile model has been mass-produced on a small scale, but it will be released in "a few months" because it needs to continue various extreme tests.

The body size of SU7 is 4997mm long, 3000mm wheelbase, 1963mm wide and 1440mm high, which is praised as the golden ratio, showing its elegant and dynamic lines. What’s more remarkable is that it has the drag coefficient Cd0.195 of cars all over the world, and this excellent aerodynamic performance ensures the stability and fuel economy of vehicles when driving.

According to Lei Jun, the acceleration time of SU7 from zero to 100 kilometers is amazing, reaching 2.78 seconds, which even exceeds the 2.93 seconds of Porsche Taycan Turbo.

The SU7 not only performs well in acceleration performance, but also reaches a speed of 265km/h, exceeding the 260km/h of Porsche Taycan Turbo and the 250km/h of Tesla Model3. In addition, the SU7 also supports ejection starting, providing a customized driving mode with unlimited degrees of freedom. In terms of braking performance, its braking distance is 33.3 meters at a speed of 100 kilometers per hour, which is better than the Porsche Taycan Turbo’s 34 meters.

Regarding the pricing of SU7, Lei Jun said: "Don’t expect such a low price of 99,000 yuan, which is impossible. Cars with such performance and configuration usually cost more than 400 thousand yuan. Therefore, 149,000 yuan is not a reasonable price, and we should respect the value of technology. "

(reporting)

It is very important to choose products when operating in Xiaohongshu, and we need to adjust dynamically according to the changing market and users. In this article, the author summarizes the relevant methodology of selecting small red books, which may help you better cut into the operation of small red books.

Good choice of goods, no trouble in selling goods!

Seven points depend on the selection, and three points depend on the notes!

Choosing products is a long-term process, not a specific medicine that can be eaten at once!

The average person eats through the selection for 1-2 months, and within 7 days for talented players, even if you are Xiaobai, it doesn’t matter. It’s not out of reach to earn 10w+ a month!

Today, Brother Daren will take you through the following aspects to analyze the picture and text of Little Red Book. If you choose the products with the standard selection methodology, even if you are Xiaobai, you can finish reading it.

According to the data, among the 200 million people living in Xiaohongshu, 72% are post-90 s, and they are concentrated in the first and second lines.

Moreover, according to the user data provided by iResearch, the analysis shows that the main group of Xiaohongshu is women, accounting for more than 80%, which also fully conforms to the community sharing and e-commerce model and the shopping habits and user group characteristics of female users (as follows).

There are several scenarios in the behavior of users of Xiaohongshu: active search, viewing product reviews, understanding trends, seeking inspiration, and actively sharing.

Moreover, 60% of users search in Xiaohongshu at high frequency every day, with an average daily search query volume of nearly 300 million times.

Finding products with good recent data and high sales volume is also the fastest way to produce results.

Whether it’s graphic notes or video notes, first attract users’ attention through the content of the notes, then click on our product link, and finally make a decision to buy and place an order.

Most users rarely look at the content of the product details page and whether there is sales or not, and how the score is. Basically, if you think your notes are well shared, just buy and place an order directly.

The core logic of benchmarking products lies in:

I’ll sell what my peers sell well, and I’ll sell what my peers sell. I’ll sell any product that explodes, and I’ll use any form it uses. If it sends pictures and texts, I’ll send pictures and texts.

Because there is nothing new under the sun, the explosive products will still explode with great probability.

Mistakes in marking and following products:

1. Don’t look for enterprises：For example, if someone is an enterprise store and a flagship store, don’t follow.
2. No sponsorship：There is a sponsored account in the lower right corner of this note. Don’t follow it.
3. Not large.：The fan base of this account is over 10,000, so don’t follow.
4. No real people：Don’t follow the accounts and notes of some real people.

As the name implies, crowd analysis is to find the corresponding products according to the actual crowd attributes.

Although more than 80% of the users of Little Red Books are women, it is not enough for us to understand this, because before girls and girls, their needs were completely different.

For example, girls of every age have different demand for products, and different places, hobbies and needs are also different.

1. 20-year-olds and 30-year-olds have different needs for skin care products.
2. North and south, life requirements and entertainment needs are different.
3. People who like art are different from those who don’t.

People with different identity tags like different things.

Such as:Wear during pregnancy, early education, baby products, baby care, maternity experience, baby fashion, baby care products, baby food and so on.

Moreover, the needs of babies at different ages are different, and the focus of products will change with it, just like focusing on milk powder at the age of 0-1 and early education at the age of 1-3. Of course, you can also classify it in more detail, just one example.

For example, "novice bloggers pay more attention to some basic equipment, such as fill lights, brackets, and learning bloggers’ courses (virtual products), while bloggers with certain experience may have higher requirements for equipment, so our products can choose cameras, micro-orders, radio microphones and so on."

For example, "people in the grass-roots workplace pay more attention to cost-effective skin care products and office supplies, while those in the middle pay more attention to luxury and brand skin care products, while those in the top pay more attention to famous brands."

The same people, different seasons and different months have different needs.

For example, July and August are summer holidays, which is bound to be the peak season for tourism. Products can choose suitcases, storage bags, travel suits and so on.

The following are some recommendations for the products selected in recent months:

If you look at it with the naked eye, you can’t find products with high sales quickly. At this time, we need to use some data analysis tools.

Brother Daren had previously shared an article on the application of small red book tools: girls make small red books to make money! You must know these tools and skills ~

Recommend several mainstream platforms:New red data, thousand melon data, gray dolphin data.

note:You need to open a member!(Generally, newly registered accounts can be experienced for 1-3 days for free.)Of course, you can buy it directly from a treasure, which will be more cost-effective.

Skills of selecting data tools for xiaohongshu;

• Macro analysis:First sort the big categories, then subdivide the small categories, and choose the best price.
• Microscopic analysis:First note analysis, then account analysis, and final income analysis-execution.

The methodology of selecting products for Xiaohongshu is shared here today. What needs to be added is that the market is dynamic and people are dynamic. Don’t change it. We should constantly adapt to market changes and adjust our strategies in time.

Just like the Red Sea is already crowded, then we can try to cut into the blue ocean, with great demand, small competition, small investment and low requirements, which will enable you to get results quickly in Xiaohongshu.

　　The action comedy day trader, a fast shooter, was released nationwide on July 15th, directed by Pan Anzi and starring Kenny Lin, Zhang Jingchu, Tengger singer, Liu Xiaoqing and Vivian Dawson. Good summer movies are released in turn, and day trader, the Fast Shooter, is the most important action comedy blockbuster in this summer. The action scenes are wonderful and exciting, and the process of winning the treasure is full of jokes. The 11th version is released in full format, which will take people on an exciting and unforgettable journey of winning the treasure. On the day of the release, the film exposed the production special and selected five highlights of the film for the audience to see at a glance.

　　Aspect 1: The first western action comedy action scene was once full of addiction.

　　The movie day trader, the Fast Shooter, tells a series of stories about how Kenny Lin, Zhang Jingchu, Tengger singer and Liu Xiaoqing formed an alliance of treasure-snatchers, and fought wits and wits with the big Boss played by Vivian Dawson in order to recapture the national treasure. The film was filmed in Dunhuang, Jiayuguan, Shanghai, Nanjing and other places. It is the first western action comedy blockbuster in China.

　　There are plenty of action scenes in the film, which make the audience dazzled. The sea, land and air are at war at any time, chasing cars and climbing over the walls, and the big Boss takes turns to appear. The wonderful fighting makes the audience’s heart beat faster. Kenny Lin challenges Parkour, Zhang Jingchu has two guns in his hand, Tengger singer picks up a train, and the basement is bloody and big Boss, which stimulates a good-looking addiction.

　　Aspect 2: A strong lineup collides with fireworks and painstakingly builds them.

　　The movie day trader, a fast shooter, brings together powerful star lineups such as Kenny Lin, Zhang Jingchu, Tengger singer, Liu Xiaoqing and Vivian Dawson. Kenny Lin and Zhang Jingchu formed the "dirty and spicy CP" this time. The man was responsible for being funny and cheap, and the woman was responsible for dancing guns and making swords. The two laughed and beat each other all the way, loving each other and killing each other; Tengger singer and Liu Xiaoqing play an old married couple, and Tengger singer turns into a hen-pecked wife, cooking, washing feet, kneeling on the washboard, and serving Liu Xiaoqing well; Vivian Dawson incarnates as a big Boss, showing the dark side of his belly. Several actors collided with each other and staged a ridiculous story together.

　　The production special of this exposure also shows the process of carefully creating the film. Kenny Lin put on makeup for nine hours to vividly show the image of the elderly, and Zhang Jingchu was stabbed with several pieces of glass. The main creator had to deal with the sudden sandstorm and other bad weather when shooting, and several leading actors overcame difficulties and worked together to show the best effect to the audience.

　　Aspect 3: the theme of winning the treasure is fascinating, and the road to hilarity is endless.

　　Day trader, the Quick Gunner, takes the treasure as its main theme. In recent years, adventure movies have been loved by people, and whether it can be made skillfully and brilliantly is also a big challenge for the director. The script of the film has been polished repeatedly, and finally the story of the film is complete, logical and smooth, which makes people laugh to tears.

　　In the film, a big bad guy, a group of bastards and a group of smelly foreigners burst into laughter, and the baggage that they shake out at any time makes people laugh until they cramp. Both the plot setting and the language are full of humor, and the intensive laughter makes the audience laugh enough at once.

　　Aspect 4: Version 11 released the first full-format Chinese film.

　　As the most noteworthy action comedy blockbuster in this summer’s movie, Fast Shooter day trader will be released in full format in 11 versions, namely: 2D Normal Edition, IMAX2D, China Giant Screen 2D, Dolby Atmos, China Multidimensional Sound, ScreenX, 4DX, MX4D, DTS-X, China Giant Screen DTS-X and Dolby Vision. Eleven versions of the film will land in the cinema at the same time, so that day trader, the Fast Gunner, will cover all the 2D versions, becoming the first full-format film in Chinese, setting a precedent in the history of Chinese films.

　　It is worth mentioning that day trader, the Fast Shooter, will be shown in Dolby Cinema, and it is also the first Chinese film made with Dolby Panoramic Sound from Dolby Vision. Dolby Cinema combines Dolby Vision and Dolby Panoramic Sound to bring high-quality cinema viewing experience to movie audiences. So many versions fully show the temperament of the film blockbuster.

　　Aspect 5: Carry out the hilarious laughter to the end. Eggs can laugh.

　　"Fast Shooter day trader" will be hilarious to the end. Not only is the feature film brilliant, but even the eggs have been carefully edited. Eggs can laugh, making people laugh from beginning to end! Don’t blame me for not reminding you. Don’t leave in a hurry after watching the feature film. Eggs are also a big surprise!

　　The film day trader, a Fast Shooter, was carefully created by all the masters, with exciting action scenes and hilarious plot. The release of multiple versions makes people enjoy a visual feast, and it is an action comedy blockbuster that cannot be missed this summer.

　　The film "Fast Shooter day trader" is produced by Wanda Film and Television Media Co., Ltd., Huace Film (Tianjin) Co., Ltd., Beijing Paradise Culture Development Co., Ltd., Beijing yi yang Holdings Co., Ltd., Beijing Lehua Yuanyu Culture Communication Co., Ltd., Hengdian Film and Television Production Co., Ltd., Beijing Gordon World Film and Television Culture Media Co., Ltd. and Film Channel. Shanghai Asia Television Art Center, Yili Dasheng Legend Film Co., Ltd., Shanghai Tongjiang Asset Management Co., Ltd., Beijing Maodahui Cultural Investment Management Center, Lidexing Film and Television Culture Media (Beijing) Co., Ltd., Zhongchuan Film Media (Beijing) Co., Ltd. and Beijing Panorama Unlimited Film and Television Culture Co., Ltd. jointly produced, and released by Wuzhou Film Distribution Co., Ltd. and Wanda Film (Qingdao) Co., Ltd., which was released nationwide on July 15th.