AutoBeta(AutoBeta.net)08/01 Report--

In the context of the epidemic and the continuous decline of the car market, a number of car companies have operational difficulties. Recently, according to media reports, with the exception of middle-level and above leaders, brilliance China employees will have a "long holiday" and the state of "taking turns to work" may continue until the end of the year.

I was surprised by brilliance's move. In fact, there was news as early as July this year. According to an internal notice document, brilliance China began to implement the system of "taking turns to work" since July 1. Employees who rest at home are paid according to the Shenyang minimum wage. This time brilliance China once again expanded the scope of the holiday. You can imagine how critical brilliance China's current situation is, and the most direct impact is brilliance China employees, who have to accept the Shenyang minimum wage of 1810 yuan. It is worth mentioning that 1810 yuan also includes social insurance and house fund, in fact, the salary is only about 1,000 yuan.

Brilliance China has come this far is a pity, but also expected. It is understood that at present, brilliance China 4S store only V3 and V7 models on sale, brilliance China sales of only 3186 vehicles in the first half of this year, combined with an average monthly sales of about 3186 vehicles, brilliance China brand has long been on the verge of delisting.

Brilliance China has been able to support so far, mainly because of the blood transfusion of brilliance BMW. According to brilliance China Financial report, the net profit of brilliance BMW from 2015 to 2019 was 3.82 billion yuan, 3.99 billion yuan, 5.23 billion yuan, 6.24 billion yuan and 7.62 billion yuan respectively. It is precisely because of brilliance BMW this hematopoietic machine that brilliance can be maintained up to now. However, as brilliance's shareholding in brilliance continues to shrink, brilliance's hematopoietic capacity will also be greatly reduced. In fact, there is not much time left for brilliance.

In addition to brilliance Chinese brand in crisis, brilliance other brands are hardly optimistic. Take brilliance Golden Cup as an example, Jinbei Automobile listed to transfer 95% stake in Tieling brilliance pixel products, while transferring 100% stake in Shenyang Jinbei Housing Development Co., Ltd., its real estate development company, to Shenyang Automobile Industry.

At present, brilliance does not seem to have much incentive to continue to develop its own brand. For current consumers, brilliance has only the label "brilliance BMW". Over-reliance on brilliance BMW has led to a lack of motivation for the development of its own brands, which has not only led to the gradual marginalization of brilliance Chinese brands. and let yourself into a state of continuous loss. In the future, brilliance's own brand how to "survive" in the fierce market and how to "survive" in the hearts of consumers is an urgent problem to be solved.

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