A communications company founded more than 30 years ago entered the field of "making cars" overnight.
On December 19th, ZTE officially announced that it had successfully acquired Zhuhai Guangtong Bus in July 2016 and entered the field of new energy vehicles. After the acquisition, ZTE’s subsidiary ZTE Intelligent Automobile Co., Ltd. was established.
It is worth noting that in addition to being deeply involved in the research and development, design, manufacturing and other aspects of new energy vehicles, ZTE's global headquarters and R&D production base have also been laid in Zhuhai, with an annual production capacity of 30,000 vehicles.
Compared with Gree, which has been raging in the media recently, ZTE’s entry into the field of building cars can be described as “stable and accurateâ€. In the concept of ZTE's high-level executives, the vast market space in the automotive field can even help ZTE, which has achieved annual revenues of more than 100 billion yuan, to “recreate a ZTEâ€.
However, doubts about the company's intrinsic genes, acquisition quality, core complementary technologies, and talent team building, which are necessary for the car-making industry, are still coming. What role does ZTE play in this round of “building a car†boom that was more than a decade ago?
Former Chairman of ZTE, Hou Weigui
There is a "premeditated"On the surface, it seems that it suddenly entered the automotive field, but in fact, ZTE has already had the idea of ​​making a car.
Public information shows that in order to open up new business growth points, the former chairman of ZTE, Hou Weigui, began thinking about the company's car-making plan a few years ago.
During the many activities during 2015, Hou Weigui revealed that ZTE will enter the field of new energy vehicles and focus on promoting the company's bus wireless charging project. In January 2016, under the promotion of Hou Weigui, ZTE and Shougang Corporation signed a strategic cooperation agreement for new energy vehicles and related industries in Beijing to promote cooperation in charging facilities and car networking. It is worth noting that in the past a long period of time, Hou Weigui led a delegation to inspect the automaker many times. Guangtong Bus is one of them.
In addition to its own development needs, the old rival Huawei has stimulated ZTE's accelerated deployment of the automotive sector. At the end of 2013, Huawei officially announced its entry into the field of car networking and launched the ME909T, a vehicle-mounted module. It also announced that it will invest hundreds of millions of yuan each year in research and development in the field of vehicle networking. In the following three years, Huawei successively reached cooperation with Dongfeng, FAW and Changan. In October this year, foreign media broke the news that Huawei will most likely join hands with Canadian auto parts manufacturers and vehicle manufacturer Magna to get involved in the field of "making cars."
Therefore, the news that ZTE officially acquired Zhuhai Guangtong Bus and formed Zhongxing Intelligent Automobile Co., Ltd. is not so unexpected.
According to Tian Feng, deputy general manager of ZTE New Energy Automobile Co., Ltd., after more than a year of negotiations, ZTE finally successfully acquired Zhuhai Guangtong in July this year and acquired 70% of the shares of Zhuhai Guangtong Bus with several hundred million yuan. , obtained the license to enter the automotive market and related bus manufacturing technology. In October of this year, Guangtong Bus has completed the relevant industrial and commercial changes.
In the future, the newly formed ZTE Intelligent Vehicle Co., Ltd. will build a new industry segment around the research and development, construction and operation of new energy vehicle R&D, design, manufacturing, vehicle networking applications, big data, autopilot, and cloud computing centers.
Three characteristicsIn the view of Che Yun, ZTE’s automotive industry layout has several characteristics:
First, based on commercial vehicles.
Although according to Hou Weigui’s previously disclosed plan, ZTE hopes to intervene in the field of new energy passenger vehicles. However, at present, it is first to avoid the more competitive passenger vehicle field and choose a commercial vehicle field with higher integration with its own business. As a cut-in, it is a wise choice for ZTE.
According to the information released by ZTE, Zhuhai Guangtong has a number of independent research and development models, including luxury buses, double-decker buses, 12-meter coaches and intercity buses, and all-aluminum body buses. The products have been sold to Germany and the Netherlands. Many countries and regions including Australia and Italy.
The latest news shows that on December 7, ZTE's subsidiaries ZTE Intelligent Automobile Co., Ltd. and Zhongxing New Energy Automobile Co., Ltd. jointly won the bid for the Shenzhen Western Bus Project, which will provide 204 8-meter pure electric buses for Shenzhen West Bus Co., Ltd. Intelligent charging infrastructure services.
ZTE hopes that after acquiring Zhuhai Guangtong, it will achieve the top 5 level in the industry within five years. However, in the domestic pure electric bus market, Zhongtong, Yutong, Ankai and Futian have the highest share. Last year, China sold a total of 100,000 new energy buses. Zhongtong and Yutong won about half of the total, and the challenges faced by Guangtong. Not small.
Second, the factory is fast supporting.
Many people have noticed that after the announcement of the acquisition of Zhuhai Guangtong, ZTE also announced plans for related manufacturing facilities.
ZTE has already acquired 1200 mu of land in Zhuhai Jinwan, where Guangtong Bus is located, and plans to establish a smart car manufacturing base. The total investment of the base is 14.6 billion yuan, which will be constructed in two phases. The first phase is planned to start construction in January 2017. Upon completion, it will have an annual production capacity of 10,000 new energy passenger vehicles and 20,000 new energy special vehicles.
In fact, before the official acquisition of Zhuhai Guangtong Bus, in February 2016, ZTE had signed a “Project Cooperation Framework Agreement†with the Zhuhai Municipal Government on new energy vehicles. According to the agreement, ZTE’s new energy vehicle project It will be settled in Jinwan District, and ZTE will also establish a new energy vehicle research and development base and a new energy vehicle advanced technology research institute in Zhuhai, mainly engaged in research and development, design and manufacturing of new energy vehicles.
On August 19, when Hou Weigui visited Zhuhai, Zhenghai, the new mayor of Zhuhai, personally attended the reception. In the planning of ZTE's senior management, the project is expected to reach 100 billion yuan, which can achieve the goal of re-creating a ZTE.
Third, the curve is licensed.
Compared with the current situation in which many non-traditional auto companies are producing licenses for new energy passenger vehicles, ZTE’s license to enter the market in the commercial vehicle sector is relatively easy.
In the history of the automotive industry, there are many examples of curve acquisition licenses, but each has success or failure. Also in 2003, battery king BYD acquired 77% of Xi'an Qinchuan Automobile Co., Ltd. for 269 million yuan. Since then, it has gone further and further on the road of building, and Bird shares has invested more than 100 million to acquire Xinyatu 58%. The equity, but the project did not take long to die. In the end, the car business will become BYD or the waveguide, depending on the next action of ZTE.
Chip in handIn the eyes of ZTE, the company entered the automotive field, in fact, holding a good hand, for example, and the automotive industry can produce close intersection of wireless charging and 5G communication.
Since 2015, ZTE has been deploying automotive wireless charging services. Currently, it has relevant business experiments in Fuyang, Hubei and Yizhuang, Beijing. For example, in the Fuyang, Hubei, ZTE and Dongfeng Motors, China's first bus wireless charging demonstration line, and the wireless charging community bus jointly released with the Yandu Bus have been put into operation. It is worth noting that in the view of ZTE, the Shenzhen West Bus project, which has just won the bid, has also taken a fancy to the wireless charging technology of ZTE.
Hou Weigui once said that the wireless charging market will usher in explosive growth in the future. ZTE has targeted the target market in 220 cities with more than 1 million people in China. Each city has tens of thousands of buses, which are all wireless charging. The layout of the technology provides the conditions.
In January 2016, a large part of the strategic cooperation agreement signed between ZTE and Shougang was also centered on the layout of wireless charging technology. According to the content of the agreement, the two parties will "deeply cooperate in the charging infrastructure, comprehensive three-dimensional garage, etc." with the opportunity of joint research and development 'charging + wind power generation + energy storage + stereo parking + car networking big data'.
However, in the eyes of many people in the industry, whether it is a passenger car or a commercial vehicle, the application of wireless charging is not only a problem of the car itself, but a large project involving the combination of road and automobile. Still not mature. At present, many foreign OEMs, including Volkswagen and Chrysler, are also studying wireless charging technology, but they are all only in the stage of experiment and imagination.
Relative to wireless charging, communication is ZTE's old line, and 5G communication can indeed generate strong chemical reactions with vehicles and roads in the future. According to the current industry's general judgment, 5G is a prerequisite for advanced automatic driving and even driverless driving in the future, because in the process of driverless driving, the data generated by bicycles per hour may be as high as 100 GB, 4G can not meet such a large number of data processing requirements. It can only be met by a high rate of 5G up to 10G peak rate.
However, the 5G problem is the same as the problem of wireless charging. It is too focused on the future. It cannot be combined with the current automotive products. After all, there are still a lot of global automotive products still carrying 3G, and 4G products are few. This is a problem faced by ZTE's needs.
Thinking differenceIn an interview with the media, Tian Feng explained his understanding of the future car, "is a smart phone with four wheels." In the eyes of many people in the automotive industry, it seems that from this sentence, it is possible to read the conflict of thought in different fields in automotive products. This may be the primary problem that ZTE needs to face after entering the automotive industry.
In Xiaobian's view, in the case of ZTE and Zhuhai Guangtong, the problems brought about by the thinking level will be given priority in two aspects:
First, the team's integration. ZTE did not have any accumulation in the automotive industry and products before, and did not understand the core technologies of automobile manufacturing. In this process, trying to embed its own advantages of communication, car networking, wireless charging and other technologies, there is a process of communication with the automotive professional technical team, and people with different technical backgrounds will certainly have differences. This is a test of the wisdom of ZTE's leadership. A typical example is SAIC Ali's cooperation in the field of car networking. In the simple definition of in-vehicle information system, the teams from SAIC and Ali will express their opinions, and the coordination, communication and decision-making efficiency will be directly decided. The efficiency of the company's overall strategic decision determines whether the product can be launched on time and in good quality. Second, the operation of the business. ZTE and Zhuhai Guangtong used to be telecommunications to B companies, but the former auto sector plan must not be limited to the commercial vehicle sector, but the broader new energy passenger vehicle market. In this process, you need to face the problem of business ideas moving from to B to to C. From the perspective of capital, in 2015, ZTE achieved operating income of 100.1 billion yuan and net profit of 3.2 billion yuan. In addition, in 2015, ZTE's R&D investment exceeded RMB 12 billion, and this figure is also very high in the automotive industry. Therefore, after entering the automotive field, ZTE will likely continue its strategy of high R&D investment.
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