Jay Chou's endorsement can't move!This joint venture car manufacturer is bankrupt and reorganized with liabilities of 7 billion. Netizens vomit too much fuel: strategic partners of two barrels of oil

Want to recruit car companies for reorganization

According to the "Dongfeng Yulong Automobile Co., Ltd. Investment Promotion" (hereinafter referred to as the "Announcement") obtained by the reporter, Dongfeng Yulong administrators include 7 basic requirements for interested investors.

They have a high sense of social responsibility and a good business reputation, which are not included in the list of dishonesty or high consumption measures by the people's court; The qualification requirements for investment subjects; product design and development capabilities, production capacity, production consistency guarantee capabilities, and after -sales service guarantee capabilities that are compatible with investment projects; have sufficient capital strength for investment to ensure the sustainable development of the project, and the source of funds for the source of funds, and the source of funding sources Law and compliance; investment projects are mainly based on the development, production and sales of new energy vehicles; two or more investors can jointly participate in the investment, but at least one investor needs to meet the above conditions; industrial access and investment intensity , Related matters such as industrial policies are interested in investors to confirm from the local government departments themselves.

"Our main recruitment target is car companies now. Even if investors in other industries are willing to come in, they must pull a car company as the main body. After the car company enters, it can import their own products." reporter.

Photo source: Nazhijie official website

This is also related to the "Regulations for Investment Management Regulations of the National Development and Reform Commission No. 22 of the National Development and Reform Commission in 2018" in the above basic requirements. , Consistency of production consistency guarantee, after -sales service guarantee "," investment projects focus on the development, production and sales of new energy vehicles "and other entries.

It is worth mentioning that the reporter learned that at present, Dongfeng Yulong Assets disposal and the specific procedures and methods recruited by investors have not yet been determined, and the manager will comprehensively determine based on the contact with the intention of investors and the specific situation of the project.

According to the above -mentioned Dongfeng Yulong manager, if the recruitment of investors did not determine the appropriate car company, it did not rule out the possibility of expanding the scope of investment. "Now our recruitment investors' requirements are car companies, but if we cannot recruit car companies, we will not retain the quality of the car company, and then publicly recruit." The above Dongfeng Yulong manager told reporters.

Liabilities 7 billion yuan

The above -mentioned "Announcement" shows that Dongfeng Yulong's main assets include real estate such as land and factory buildings, vehicles, equipment and other real estate, as well as long -term equity investment and foreign receivables.

Among them, real estate includes industrial land such as No. 2688 and 2689, Qiantang New District, Qiantang New District, Qiantang New District, Hangzhou City, and Linjiang Industrial Park, Qiantang New District, Hangzhou City, Zhejiang Province. Meter.

Picture source: "Dongfeng Yulong Automobile Co., Ltd. Investment Announcement"

It is worth noting that Dongfeng Yulong has the traditional fuel and new energy production qualifications of passenger cars, with comprehensive vehicle verification capabilities, built a test car runway, emission performance laboratory, regulatory power laboratory, vehicle VOC test laboratory, vehicle, vehicle, vehicle The preparation room, the new energy laboratory, the new car trial workshop, and the three -coordinate rooms have been built in six major workshops, R & D centers and bonded warehouses, and have 120,000 annual production capacity. However, similar to all companies that are in the situation of bankruptcy, Dongfeng Yulong is facing high debt. The reporter was exclusively informed that as of now, Dongfeng Yulong's debt is about 7 billion yuan, and the valuation of the assets is temporarily uncertain. You know, in 2012, Dongfeng Yulong's sales revenue was 6.485 billion yuan. This means that Dongfeng Yulong's liabilities have been higher than one year's sales revenue.

Not only that, Qixinbao showed that in the six years from 2016 to 2021, Dongfeng Yulong quickly reduced the staff. The number of social security people fell from 1615 in 2016 to 509 in 2019. 34 people.

"The asset evaluation report does not affect our recruitment of investors, because in the end, it depends on the final investment of investors on the basis of asset evaluation." The above -mentioned Dongfeng Yulong manager told reporters.

Once created a "net red car"

Public information shows that Dongfeng Yulong was established in October 2010 with a registered capital of about 3.544 billion yuan. It was established by Dongfeng Automobile and Yulon Automobile with a joint venture of 50:50 shares to produce the Nazhijie brand's models. In 2013, Dongfeng Automobile and Yulong Automobile once again set up Dongfeng Yulong Sales Company with a 50:50 shares. Because of the three key technologies of motor, electrical control, and battery energy storage of electric vehicle production, and through the national "new energy production access review", Dongfeng Yulong has also been selected as "comprehensive piloting of Zhejiang pure electric vehicle industry technology innovation" unit.

In 2011, Dongfeng Yulong's first product Nazhijie 7 SUV was launched. At that time, it coincided with the outbreak period of the domestic SUV market. In addition, the electronic and intelligent level of Nazhijie 7 at that time became a "net red car". In 2012, Nazhijie 7 successfully ranked among the top ten domestic SUV market segments. Dongfeng Yulong's cumulative sales reached about 31,100 units, an increase of 350%year -on -year. Open the situation.

Photo source: Nazhijie official website

In this context, Dongfeng Yulong further expanded the product sequence, launched a variety of models such as MPV and cars, and shouted that "the sales volume reached more than 200,000 in five years, and the sales revenue reached 25 billion yuan." In 2015, Dongfeng Yulong's sales climbed to the peak, reaching about 60,300 units. Nazhijie, who is in full swing, also invited Jay Chou as a brand spokesperson. This is also Jay Chou's first exclusive endorsement car brand. It is rumored that his endorsement fee is 13 million yuan.

However, Jay Chou's "King" effect did not make Nazhijie continue to stand up. Just in 2015, Dongfeng Yulong had suffered losses. Not only that, netizens' vomiting of quality issues such as Nazhijie's products is too high, the water tank damaged during driving, the engine is out, and the shaft breaks.

Although the fuel consumption of the Ministry of Industry and Information Technology of Nazhijie 7 SUV is 8.9L/100km, the owners are generally reflected in the forum that the fuel consumption of the working conditions in the car urban area is as high as 15L ~ 18L/100km. At the same time, Dongfeng Yulong has a large -scale recall record. In 2018, Dongfeng Yulong recalled a total of about 145,400 vehicles in batches, involving Nazhijona 5, You 6 and other models. Ammonium nitrate gas generator. When the airbag is unfolded, the gas generator may be abnormally damaged, causing the fragments to fly out, hurt the personnel in the car, and there are hidden safety hazards.

Since 2016, Dongfeng Yulong's sales have begun to enter the rapid decline channel. From 2016 to 2018, Dongfeng Yulong's sales were 40,500, 18,100 and 9,361, respectively. In 2018, the big 7 SUV, which once "queued to queue to mention the car", announced the suspension of production, and the sales of this car in the first half of the year had returned to zero. By 2019, Dongfeng Yulong's sales were only 1947, which was not as good as the peak of the peak. Four percent; and in 2020, Dongfeng Yulong's annual sales were only 77. In the end, Dongfeng Yulong fell into the place of bankruptcy.

According to Cui Dongshu, the secretary -general of the National Passenger Vehicle Market Information Joint Association, the reason why Dongfeng Yulong moved towards bankruptcy and reorganization is mainly because there is no core technology and lack of quality awareness, so products do not have competitive advantages.

"Nazhijie's products actually belong to the niche brand during the listing and sales. In the early days of listing, they were famous, but they did not continue to increase their efforts to invest in research and development. There is no new introduction to technology. The update is lower. Instead, the configuration is lower. Coupled with over -publicity, unrealistic names, and more quality problems, it is gradually eliminated by the market. "Automotive industry analysts, Jiangxi New Energy Technology Vocational College of New Energy Vehicle Technology Research Institute The dean Zhang Xiang believed in an interview with reporters.

Must grab the "window period"

From the perspective of investment promotion information, new energy vehicles will become the main direction of Dongfeng Yulong in the future, but after introducing investors, it is unknown whether Dongfeng Yulong's products and brands will be retained. In fact, as early as 2019, Dongfeng Yulong proposed to increase the market release of new energy products, but in the end the plan failed to land, and the Nazhijie brand did not launch new energy models.

"Now the value of Dongfeng Yulong is mainly concentrated in production qualifications and factories. If you develop in the future, you must follow the road of new energy. However, for research and development investment, funds are very important. Subsequent development. "Zhang Xiang told reporters.

However, it should be noted that this is not the first time Dongfeng Yulong recruits investors. Previously, Dongfeng Yulong, who was in the pre -renewal stage, found investors twice. But the time span was up to 8 months, and Dongfeng Yulong had not found his own "white knight".

In the above -mentioned "Announcement", Dongfeng Yulong managers believe that location and industrial facilities are more obvious advantages of Dongfeng Yulong. In terms of location, Dongfeng Yulong is located in Qiantang New District, Hangzhou City, Zhejiang Province. It is located at the Geographical Center of the South Far Wing of the Director of the Director of the Director. More than 100 car parts production enterprises such as Ghana, Mainland, Lier, Fordia, Casma, etc., have a total investment of more than 10 billion yuan; a number of parts such as Zhongce Rubber, Magna, Yanfeng and Bio The manufacturing "Future Factory" and Sanhua New Energy and other national industrial design centers have initially formed a car industry chain that integrates car manufacturing, component production, R & D, design, and sales and logistics.

Picture source: "Dongfeng Yulong Automobile Co., Ltd. Investment Announcement"

"It is also uncommon for car companies to acquire production qualifications. For example, ideals, Xiaopeng, and Weima all obtain production qualifications and enter the automotive industry in this way. This model is feasible for Dongfeng Yulong, but the action must be necessary to move. Quickly, the development of domestic new energy vehicles is now in a critical window period, such as the industry is facing factors such as subsidies. In order to obtain subsequent long -term development, Dongfeng Yulong must quickly catch up with this window period. "Zhang Xiang said.

Reporter | Pei Jianru

Edit | Cheng Peng Sun Lei Du Hengfeng

School pair | Lu Xiangyong

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Picture source: Dongfeng Yulong official website

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