On March 31, 2023, Huang Hongsheng, the founder of Skyworth Group and Skyworth Automobile, described Skyworth’s current situation and beliefs in car manufacturing when communicating with Fang Dezhijia.
As the world’s first company to make the ecological transition from home appliances to electric vehicles, how does Skyworth rely on its existing home appliances and new energy industry foundation to impact the new energy vehicle market? How does Huang Hongsheng build a new moat in the automobile industry?
Please read the analysis report of Fang Dezhi Driving.
Grasp the line of survival
During the communication, Huang Hongsheng revealed a very important message to Fang Dezhijia: "Skyworth is currently the closest to profitability besides ideals. New forces. We have always adhered to the logic of manufacturing. With the advantages of new energy and intelligent industries, Skyworth will be one of the two new forces with the least losses in 2022. "
In 2022, New energy vehicles have completely opened an era of spurts in volume. "Global sales of new energy vehicles in 2022 will be 10.65 million units, with a value of about 2 trillion. But by 2030, it is expected to reach 100 million vehicles, with a value of 15 trillion. This is the beginning. "Point." Huang Hongsheng judged this at the China Electric Vehicle Hundreds Forum on April 1.
But entering 2023, the auto market is extremely fierce. Under the smoke of price war, the cruel knockout competition has begun early. Tianji, Hengchi, Weimar, and Ziyoujia successively reported suspension of production and delisting in March.
“The current involution of new forces is very serious, and no company can guarantee its survival.” Huang Hongsheng emphasized. In this context, Skyworth's primary goal is to survive. In the post-meeting interview session of the China Electric Vehicle Hundreds Forum, Huang Hongsheng revealed: "In 2022, Skyworth's sales target is 30,000 vehicles. However, due to insufficient chip supply, we only delivered more than 20,000 vehicles in 2022. In 2023, Our goal is 40,000 vehicles.”
Looking at the sales volume alone, the sales base of more than 20,000 in 2022 is not outstanding among the new forces. But Skyworth is about to reach the threshold of profitability. What did Huang Hongsheng do right?
Building a high wall of differentiated technology
“Many people ask me, why does Skyworth build cars? Is it a wrong strategy for us to go from home appliances to cars? This is very objective. For Skyworth, differentiation is our way of survival,” Huang Hongsheng said.
At the Skyworth Automobile Spring Technology and Ecology Conference in March, Huang Hongsheng made it clear: "Skyworth is 'prepared and has planned for a long time' in building cars."
2022 Skyworth Group's financial report shows that Skyworth has become a "new enterprise" supported by three lines of home appliance business (including multimedia), intelligent system technology business, and photovoltaic new energy business. Intelligent system technology and photovoltaic new energy have become Skyworth's new advantageous growth poles.
Huang Hongsheng pointed out: "As of 2022, our photovoltaic new energy business has reached 200,000 households." In 2022, Skyworth's new energy business turnover will reach 11.934 billion yuan, a year-on-year increase of 191. The comprehensive rollout of photovoltaic new energy business has opened up potential space for Skyworth Automobile's market.
"What Skyworth creates is that users use Skyworth home appliances in the house, and Skyworth cars are also connected through Skyworth home photovoltaics. A new linked Skyworth ecological platform with 'electricity' as the core is formed. This is not It can be solved by spending money. This is Skyworth’s natural advantage.”
On the other hand, Skyworth, which has been polishing intelligent system technology for many years, has also been able to take advantage of its technology after entering the automotive industry.
“Skyworth has already begun to stock up on intelligent systems in the competitive track of the home appliance market. The Cookaa network we invested in and developed ourselves is currently one of the three largest Internet platforms in the field of home appliances.” Huang Hongsheng So emphasized. In 2022, the turnover of Skyworth's intelligent system technology business will be 11.933 billion yuan. While deeply exploring business fields such as digital set-top boxes and broadband network communication intelligent equipment, it has begun to make every effort to cultivate new areas of the digital economy such as virtual reality and automotive display systems.
Huang Hongsheng elaborated: "We cannot say that we are particularly good at (vehicle intelligent systems). But we definitely have the strength and foundation to cope with the test of automobile intelligence."
The third healthy space for 80 million entrepreneurs
While new energy industry resources and intelligent technology reserves are becoming differentiated, Skyworth Auto's user portrait is also becoming increasingly clear. Different from the product brand concepts of existing new energy car companies and new power car companies, Skyworth wants to provide healthy space for 80 million entrepreneurs.
In 2022, more than 70% of Skyworth Auto users will be entrepreneurs. Huang Hongsheng also clearly pointed out: "The demand pain point that Skyworth Automobile solves is the lack of deep sleep among mass entrepreneurs."
This is also the product positioning of Skyworth Automobile. "No matter how iterative the products of Skyworth Automobile are, the space and sleep are constant product functions, and health is the core theme," Huang Hongsheng said after the Skyworth Automobile Spring Technology Ecology Conference. Faced with 80 million entrepreneurs who have been under heavy pressure and anxiety for a long time, how to help them make efficient use of their time in the car and relax their mind and body is a question that Skyworth Automobile has been thinking about. Based on this concept, Skyworth's product polishing and usage scenarios are all centered around health.
In 2023, Skyworth will launch health technology version 3.0, which will upgrade the health detection technology in the existing health technology version 2.0 from quasi-medical grade to medical grade, and connect medical-grade data to Skyworth Big Data. On the health platform, medical solution technology is implemented in the cockpit of Skyworth cars to create a "walking medical car." In terms of hardware configuration, Skyworth cars are equipped with built-in one-button sleep, three-in-one air purification system, VAT somatosensory music seats, etc., providing users with a full range of safe sleep protection.
At the same time, Skyworth will provide entrepreneurs with a third space outside of their homes and offices. In terms of use scenarios, "It is often difficult for entrepreneurs to concentrate on themselves in home and office environments. We hope that they can find their own third space in Skyworth cars to inspire and rejuvenate. Skyworth wants to create a unique , a healthy sleeping space, and a mobile office for entrepreneurs," Huang Hongsheng explained.
Strong overseas
While creating differentiation in technology, products and brands, Skyworth’s market direction is also becoming differentiated.
Huang Hongsheng pointed out: "In 2022, Skyworth's overseas exports will increase by 7.9 times."
Relying on the global characteristics of home appliance business and photovoltaic new energy business, Skyworth's automobile market will also increase It shows the characteristics of global development. At the Skyworth Automobile Spring Technology Ecological Conference, the person in charge of Skyworth Overseas revealed: "This year's overseas exports will exceed 10,000 units."
In 2022, Skyworth Automobile will have sales in Israel, Germany, Turkey, Russia, the United Arab Emirates and other countries. A market breakthrough was achieved. Among them, the sales volume in the single market of Israel alone exceeded 2,000 units, ranking eighth in the Israeli new energy vehicle import market.
The overseas person in charge of Skyworth Auto said: "In 2022, Skyworth Auto has ranked fifth among domestic mainstream new energy vehicle export companies by exporting only one product. While sales volume has increased several times, sales revenue A year-on-year increase of 2.5 times (including some commercial vehicles). ”
The biggest advantage of Skyworth’s cross-border vehicle manufacturing lies in the effective use of original resources and technology layout. If Huang Hongsheng wants to achieve another breakthrough in his second entrepreneurship, he must push differentiated competition to the extreme.
Continue to polish the brand connotation of the third healthy space for entrepreneurs. Among the industrial dividends from new energy, intelligent industries and overseas layout, the direction of Skyworth’s survival path is clear, which means that Skyworth has completed The strength to leap from zero to one. However, the success of industrial transformation must be accompanied by scale upgrading. Can Skyworth achieve scale growth from one to ten in the future? Fang Dezhijia will also continue to pay attention.
This article comes from Fang Dezhijia, the author of Yichehao. The copyright belongs to the author. Please contact the author for any form of reprinting. The content only represents the author's opinion and has nothing to do with Bitauto