This medium-sized "minibus", which emerged in Beijing, can take ten people while Wu Ke can carry bicycles. At that time, it quickly took on the taxi business, which can be said to be the originator of taxis.
In the president's hometown, this model was still moving back and forth in the 1990s. At that time, I followed my parents into a group of strangers, and the choking smell of cigarettes and inferior leather clothes filled my memory.
At that time, the manufacturer of this explosive model was Tianjin Huali Automobile, which was once brilliant with Tianjin industry.
1On September 24th, 984, Tianjin Huali introduced the technology of Japanese Daihatsu Automobile Factory, produced the first mini-car, and started the taxi industry in China.
In that era when resources and technology were very tight, "Huang" could produce and sell more than 300 thousand vehicles in fifteen years, 90% of which were used by taxis!
At the same time, the only one that can compete with "yellow" is Li Xia, which belongs to the production of natural gas.
1986 Although the Li Xia model at the beginning is also from Japan, its petite figure once made it "a little red in the yellow flowers and Bai Yueguang in the hearts of the people".
The price as high as100000 yuan makes the average "ten thousand households" discouraged, and only the real big boss can match it! When waving "taxi", if you can cross the "yellow" of 1 and stop a Li Xia taxi per kilometer 1.6 yuan, that's really heroic.
Then, in 18, Li Xia climbed to the top and won the championship of 18, making Li Xia automobile a classic in China automobile history. Even car owner in Li Xia who have feelings specially drive Li Xia to go on road trip, Tibet, in order to have a perfect farewell when their car mileage is approaching the limit!
But it is such a "national god car", but now it has been sold twice by "1 yuan" and has been bankrupt and reorganized three times. Now, because of being "merged" by China Railway Vu Thang, it is necessary to leave the automobile circle completely and switch to "building railways". Countless people who were enthusiastically sought after at the beginning are less concerned now, and there are fewer media reports.
A generation of gods will quietly pass away.
At the same time, the President also wants to hold the last bouquet of flowers for Li Xia, so that you can comment on its merits and demerits hidden in the history of taxi rise and fall.
0 1.？ Li Xia: Woking golden phoenix.
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Li Xia, which rolled off the production line in September, 1986 can be said to be "rooted in Hong Miao". Even its name was given by Li Ruihuan, the former mayor of Tianjin: "We built our own car, benefiting China and China people. Let's call it Li Xia!" Stand up.
The same "naming rules" are also used in Huali Automobile, the above-mentioned automobile company that produces "yellow" Dafa, which shows Tianjin's ambition to expand its automobile industry.
Li Xia didn't let the people of China down. He seized the market opportunity of household "cars" and took advantage of the excessive emission of "yellow" cars after the reform and opening up to sweep the market with 1990.
I believe that this "little red car" is also everyone's childhood memory, and even many car images in domestic picture books are born out of it.
At that time, Li Xia's main rivals, in addition to the big starter, were the "old three" team composed of the famous Volkswagen Santana, Fukang and Jetta.
However, for Li Xia, who skillfully filled the gap in the domestic mini-car market, its competitiveness was really outrageous. She once crushed the "third child" and occupied the championship throne at 18!
At that time, what Li Xia wanted was word of mouth, technology and technology. It not only occupied 80% of the domestic taxi market in 1996, but also successfully listed in 1999. In June, 2002, we exported China cars for the first time, and exported them to the United States!
However, the world is often "successful and defeated Xiao He in Xiao He". The economic application of low-end car labels not only makes Li Xia earn a lot of money, but also brings incalculable negative effects.
To make this clear, we should actually look at it from two angles.
First of all, it must come from the internal development direction of Li Xia. In 2002, Tianqi merged with FAW and moved 50.98% of Li Xia's equity to FAW. Since then, the general has changed hands.
As a group, FAW Li Xia and FAW Car, which run the same track, inevitably show signs of "killing each other". In order not to compete for the same cake, FAW has a precise positioning of the brand development direction within the group, and Li Xia is naturally the only economical and applicable model.
And Li Xia himself "lived up to expectations". After many years, there is almost no breakthrough in appearance.
The image source sees the watermark.
Technically, it's a long story.
The president specially checked the enterprise survey, and this large enterprise with a valuation of more than 4.9 billion actually has only 5 1 patent information!
Source: Enterprise Inspection
Oh, my God!
Weilai, which has been registered for more than 5 years, owns 999+ intellectual property information, and Tucki owns as many as 1468 patent information. Ideally, I don't need to look it up, but I know that it needs more than 999+.
Aside from the advantage of the new forces in the new energy field occupying the "blank track", it is said that among the "peers" such as BYD, Geely and Chery, only BYD Semiconductor owns 1.400+ pieces of patent information.
Isn't this gap a bit too big?
The second direction is people's attitude.
With the development of national economy, people have more money in their pockets. When they took a taxi, it was not difficult for Li Xia, 1.2 km. Even "Li Xia" has become synonymous with "taxi" in many places.
This brand image gradually solidified Li Xia's image in the stereotype of "cheap, cheap and tacky".
This coincides with Li Xia's brand positioning, and this impression is more and more deeply rooted.
There are even sketches joking that "young people don't work hard and grow up to drive Li Xia" and "eight-handed Li Xia". When Li Xia realized the problem, it was too late.
The media also reported that Wang Zhiping, general manager and party secretary of Tianjin FAW, once said: "Li Xia is a brand worthy of our pride, but the traditional impression of consumers on Li Xia makes it difficult for us to change its brand imprint. We must give Li Xia some time. "
However, with the prosperity of the people, the family car market has skyrocketed, but it has already expressed Li Xia's position of "rejecting the door".
Since its merger with FAW in 2002, Li Xia has slowed down Enron's "climbing" speed. Although Li Xiadi 1 10,000 cars rolled off the assembly line in 2004, there was jubilation, but in fact, a huge blow was coming one after another!
02.？ The Decline of Li Xia: Stumbling for Ten Years
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In fact, many environmental protection policies have been introduced in China long before the rise of 20 15 new energy vehicles. Among them, a policy reform in 2004 sounded the alarm for Li Xia.
The success of the Olympic bid has made Beijing pay more attention to the city image, which in turn has gradually eliminated the old Li Xia models in the taxi industry.
At this time, Li Xia is extremely dependent on the taxi market, because it is difficult to open the battlefield of passenger cars. This is undoubtedly a rainy night, pushing Li Xia to a "dead end".
Some media reported that Li Xia has been selling high-quality assets since then, but the news has no exact source, just speculation.
But the President sincerely believes that Li Xia's road to self-help should start now.
The road of reform that should have been taken as early as when the country set limits was hidden in the splendid fireworks in Li Xia.
In 2005, Li Xia became the first car company in China to sell more than 200,000 cars, which was accompanied by glory. Li Xia, like an old emperor, still maintains his glory on the throne.
Look at Chery QQ, which is popular all over the country with its "young people's first car" and sells millions. BYD, Geely and other "younger brothers" came from behind.
It was not until 20 1 1 that Li Xia released the last spark-the turnover exceeded10 billion, which made her a "national car", but people of insight have seen through it, which is just the last glory before the building collapses.
In the same year, when China joined the WTO, the door of "tariff" was opened, and a large number of joint-venture cars entered the market, which not only played the carnival song of China automobile industry, but also sang an elegy for Li Xia.
20 12, Maye Finance said that the profit of FAW Li Xia had dropped to "negative", and the losses increased in succession in the following two years. Even on 20 14, Cai Dong stopped making the research report of FAW Li Xia!
Like Li Xia, a listed company with 10 digits, no one has made a research report, which is equivalent to announcing an early warning of *ST (delisting risk). ?
Sure enough, at the beginning of 20 15, FAW Li Xia frequently fell into the delisting warning line.
At this time, Li Xia had to "sell" high-quality assets to pay off debts, and sold a number of high-quality assets including FAW R&D Center on 20 15. In 20 16 years, even "FAW Toyota" 15% equity, which accounts for more than half of the group's income, was transferred to pay off debts, barely turning losses into profits and realizing positive profits.
But this way of surviving with a broken arm is undoubtedly to quench thirst by drinking poison.
By 20 17, FAW Li Xia has no "capital" to sell, but the total assets of 4.9 billion yuan enterprises are as high as 481000000 yuan, and the net assets of cross-century old car companies are only 883 12000 yuan!
At this moment, FAW can't protect it, and it will no longer protect it. Instead, it announced that it would sell 24.73% of Li Xia's shares for 6.5 billion yuan.
FAW Li Xia had to go to the "marriage market" and beg for the right person.
03.？ Save yourself three times and marry love rat twice.
Li Xia and Mijia "lovers" waved goodbye to the automobile industry.
However, the "marriage" of 20 17 was not successful, and Li Xia had to sell the remaining 15438+05438+0 again on 20 18+0. At this time, Li Xia is no longer "unprofitable".
Perhaps many people don't know, according to Li Xia's internal staff, Toyota originally wanted to buy Tianqi Li Xia at four times the price, but Li Xia disagreed and set up a joint venture company at a ratio of 50:50.
After joining FAW, Li Xia gave up 20% of the joint venture shares, but Li Xia still owns 30% of the shares of FAW Toyota, and now all of them have been sold, as if announcing the end of everything.
And the next story, I believe that friends who are concerned about the new energy automobile industry can tell a thing or two.
In 20 18, FAW Li Xia announced that it would transfer 0/00% equity of Tianjin FAW Huali Automobile 1 yuan to Nanjing Zhixing. This Nanjing Zhixing is the famous Baiteng car some time ago.
After the equity transfer is completed, Baiteng Automobile will obtain the production qualification of FAW Huali, and its current debt is-960 million yuan.
This move is another chance for Li Xia to survive with his broken arm. Once you succeed, you may not be able to stay for a while.
However, the result is obviously not optimistic. After Baiteng burned 8.4 billion financing, it was difficult to protect itself. Nanjing Zhixing did not fully perform the contract on schedule, and the arrears of 253 million yuan have not yet arrived, and Baiteng himself is also "into thin air".
Li Xia is still looking for new forces after his first marriage with love rat, and Li Xia's own "qualifications, factories, equipment, land and even employees" are also fat sheep in the eyes of the new forces.
This time, the person who helped Li Xia was Boxian Automobile.
In 20 19, FAW Li Xia once again "married in one yuan", joined hands with Nanqi Bojun, and set up Tianqi Joint Venture Company with assets such as equipment and factory buildings and their own debts as capital contributions. Li Xia only wants a pitiful 19.9% stake.
Even when the first money in Bo County didn't arrive on schedule, Li Xia honestly transferred the production qualification to Nanjing as scheduled, just like a silly girl who was infatuated and hated to marry.
In fact, as long as the new car in Bo County comes out as agreed, we can revitalize the two companies!
But where does boss Huang in Bo County have money to give?
Sure enough, in July 2020, Nanjing Bojun refused to perform the contract on the grounds of changing business environment, which not only failed in cooperation, but also dragged down the social security and provident fund of hundreds of employees of the joint venture company!
This time, Li Xia was completely desperate.
The struggle between the new forces is becoming more and more fierce, and no one has the space and spare capacity to "pull it", and the established enterprises can't count on it. What should Li Xia do now?
Many people have imagined this ending.
Withdraw from the market, the liquidation assets will disappear.
However, Li Xia has now made the most unwilling and decisive decision-asset restructuring with China Railway Vu Thang.
Among them, the business is more complicated, and the president explained it very succinctly, that is, FAW Li Xia is going to change careers completely!
Say goodbye to the automobile industry, sell the assets related to vehicle manufacturing and sales, and start the railway material supply business. Although he survived, he was just an out-and-out "empty shell".
Up to now, some car companies have debts of tens of billions, and their bosses are still at large abroad; Some car companies are fragmented and no longer exist; Others, like Li Xia, are "dead in name only."
Such an ending is inevitably embarrassing.
But the president also believes that Li Xia is not the first and will not be the last on this "road to death".
However, as Wang Anshi wrote to express the reform: "Every family, there are always new peaches for old peaches every day", and the road to change blood for car companies will always come one after another.
The real fight is only who can grasp the pulse of the times and users.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.