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aimakunjing:“laoren”nanrongxinshidai

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爱玛困境:“老人”难融新时代

aimakejiguanliwentiyizhicunzai,yanxiazaiyujuecerenquewei,weiqiyeweilaizengtiangengduobuquedingxing。

文|新熵 思原

编辑丨蕨影

erlundiandongchejizhanzhiji,longtouqiyeaimakejideyizhigonggao,yinqixingyereyi。

10yue10riwanjian,aimakejifabugonggaocheng,gongsijinrishoudaozhangjianjiashudetongzhi,qiyu2024nian10yue9rishoudaoyouchengdeshijianchaweiyuanhuiqianfadezhangjianbeiliuzhi、liandiaochadetongzhishu。buxingzhongwanxingdeshi,muqianzheijianshiqinghaiweishangshejigongsi,gongsiweishoudaoxiangguanjiguandetongzhi,yeweibeiyaoqiuxiezhudiaocha。

cishiyichu,yeneiwaishunjian“zhaguo”,dajiapubiandanyoudeshi,aimakejizuoweiyijiapoweidianxingdejiazuqiye,zhangjiandeturanliuzhiduiyugongsiweilaidefazhanzengtianlezhuduobianshu。

yinweizheizhongjiazuqiyezaijingyingguanlishang,pubianshidalaobanzhijiejuece,zhenggesiluyeshizaitadenaozili,ruguoduanshijianxiaoshibuhuichuxiantaidawenti,danshijianyizhangkenenghuiranggongsicuoguoxuduoshichangjihui。

zhanzaidangxiajiedianguancha,keyifaxianaimakejizaiguanlishangdewentiyizhicunzai,yinweiguanlibudangchanshengdeyixilieliansuofanyingyeshizhongbansuizheqiye。errujinxinguobiaotihuanchaoyiguo,diandongchexingyejinruxiabanchang,aimakejizaihaiweijianlixinquxiandebeijingxia,juecerenzanshibeiliuzhi,gengshiweiqiweilaigaishangyicengyinmai。

管理问题,早已显露

aimakejishiyijiadianxingdejiazuqiye,juaimakejikeji2023niannianbaopilu,dangnianzhangjian、duanhua(zhangjianzhiqi)、zhanggege(zhangjiannver)conggongsihuodedeshuiqianbaochouzongefenbiewei321.37wanyuan、308.23 wanyuan、50.72wanyuan,heji680.32wanyuan。zhengge“zhangjia”chiyouleaimakejijin7chenggufen。

shoulideguquanjiushiqiangshideziben。dangnianzaigongsishoucichongciipoqijian,aimakejibianbeipuchugaocengguanxiehuadexiaoxi,gongsifuzongcaiguxinjianbeikongduizongcaizhangjianqiaozhalesuo,jineda2.35yiyuan。

erguxinjianzeshizhangjianzuiweizhongyaodehezuohuobanhehuobanren,dangnian,wuxiaimakejichengweitianjindeaimakejimakejizigongsihou,cengjingdedaigongqiyelaobanguxinjian,bianweiaimakejikejifuzong,bingchiyoutianjinaimakeji3%degufen。

liangrenfanmuchengchouzhixia,guxinjianbeizhangjiansongrubanfang,aimakejizeyinloushuiwentishoudaolexingzhengchufa,zhuijiaozengzhishui、qiyesuodeshui2000wanyuan,tongshichuyifakuan1000wanyuan。

duiwairendeqiangshibuzhizheiyici。

aimakejizaishangshihourenmingrenyongweigongsidezongjingli,danshimeiyouaimakejidegufen。renyongciqianshimeidejiajujiadianchanpinxiaoshouzongjian,zhongguoshichangyingxiaohexiediaogaojizongjian;huadigongsidechuangxinfuwubuzongjingli,juzhichufangdezongjingli,zheishiyigedianxingdejingyanfengfudewaibuzhiyejingliren,renyongzaiaimakejidenianxindadaole469wan,shizhangjiandesibei,yedaibiaoleaimakejikejiduirenyongdeqiwang。danzairenyongchuren3geyuehou,turanxuanbucizhi,anzhaoaimakejideshuofa,renyongjuyoufengfudeguanlijingyanhedudaodezhanlveshiye,zhiyuweishenmezheiweirencaihuizhudonglizhi,yeyindewaijie“yitouwushui”。

buguoyouyisideshi,aimakejidegaoguancengbuque“chijiaoyisheng”。18suishizhangjiandenverzhanggege,bianjinruaimakejikejirenzhi,xianhoudanrenzongjinglizhuli、dongshizhangmishu、dongshidengzhi。erqixueliweigaozhong,danrengongsidongshiyinjiatingneibuanpaiyouzhangjiantiming。ciwaigongsidongshiduoweizhongzhuanxuelide“laoyibei”,benkejiyishangxuelide“zhiyerenyuan”quzhikeshu。

wulunshiduiwairende“paiji”,haishiduizijirendefuchi,dounengkanchuaimakejizaiguanlishangdewenti。erzheicizhangjianbeiliuzhiyeshigaiwentigengweiqingximingle。

10yue11ri,xinshangxiangaimakejixiangguanrenyuanxunwengaishijianshifouyingxiangzhangjianzhengchanglvzhi,duifangbiaoshiguanzhugongsiduiwaigonggaoxinxi。eryitouzizheshenfenzhidianaimakejikejihou,qigongsigongzuorenyuanbiaoshi:“gangjiedaotongzhi,zhengzaineibugoutong。shangwufaquedingzhangjiannengfouzhengchanglvzhi、jieshouwenjian”。

suiranaimakejiqiangdiao,shangshushixiangbuhuiduigongsizhengchangshengchanjingyingchanshengzhongdayingxiang。danjuecerenzhangjiandezanshiyinmei,xianranzaiyidingchengdushanghuiyingxianggongsiyunxing。

两轮乏力,产销失衡

aimakejiguanlicengdejuece,yeyingxiangzheqichanpin、yejishuipingyijizhanlvefangxiang。

2023nian,aimadiandongchedediandonglianglunchexiaoliangwei1028.96wanliang,zaidiandonglianglunchecunliangboyizhiji,yinianhainengmaiyiqianwanliang,queshifengguangwuxian。

danbunenghushideshi,guoqujinianjian,aimadiandongchetongguodianshimeiti、hulianwangpingtaipinfanjinxingguanggaoxuanchuan,zheiyedaozhibaohanguanggaojiyewuxuanchuanfeizaineidexiaoshoufeiyongliannianpansheng,cong2020niande3.99yiyuanshangzhangzhi2023niande6.41yiyuan。

eryuzhixiangduide,gongsitourudeyanfafeiyongqueyuanbujixiaoshoufeiyong。2023nian,aimadiandongchedeyanfafeiyongsuirancong2020niande2.39yiyuanshengzhiwei5.89yiyuan,danlinianlaidiyuxiaoshoufeiyong,yecengyidubeishichangchengwei“zhongyingxiao、qingyanfa”。

huoshishouciyingxiang,aimadiandongchejinliangnianzaiduodishichangjianguanbumendechouchazhong,lvcibeifaxiancunzaizhiliangwenti。biruyantaishi、wenzhoushi、shenzhenshi、hainandengduogediqudeshichangjianduguanlijuchoujianbuhege,baokuobuhegexiangmuwei“zhengchezhiliang”“duanlubaohu”“chicunxianzhi”deng。

gengweiyanjundeshi,guojiashichangjianguanzongjuguanwangfabude2024nianshangbanniandiandongzixingchechanpinzhiliangguojiajianduzhuanxiangchouchajieguoqingkuangtongbao,qizhongaimadiandongchewucishangbang。

chulechanpinwenti,zaichannengshangaimakejiyeduoshaoyouxietakong。

xinguobiaogongbuhou,yadixunjikuochan,2019~2021nian,channengcong800wantaizengzhi1700wantai,zengfuda125%。zheishiqizaixinguobiaohuanchegaofengdaolaishi,chidaolezuidahongli,yingshouzengsuyuangaoyutongqideaima、xinri。

raneraimakejidefanyinghuozheshuoxingdongyouxiezhihou,2021niancaikaishidaxingshengchanjidi,erxiaodianlvjianshezhouqitongchangwei1-2nian,zheixiekuojiandechanneng,rujincaikaishiluxushifang。shujuxianshi,jiezhi2023niandi,aimakejinianchannengshixian1060wanliang,zaizhongqing、lishui、guigang、lanzhoudengdidexinjidizhengzaijianshezhong,wanquandachanyujinianchannengchaoguo2000wanliang。

erjuairuizixunyujinnian6yuefabude《2024nianzhongguolianglundiandongchexingyeyanjiubaogao》xianshi,2018nianfabude《xinguobiao》zhengcecuishengfeiguobiaochetihuanchao,suizhezhengcedezhubutuixing,yinlaile3-5niandeshichangzengzhang,suizhe《xinguobiao》zhengcehuanmanluomu,guoneilianglundiandongcheshichangxiaoliangjianghuiguidaochangtaitihuan、shaoliangxinzengdezhuangkuang。

gaibaogaozhichu,xinguobiaotihuanchaoyiguo,2023nianguoneizhengtixiaoliangyuezai5500wanliang,yuji2024nianguoneizhengtixiaoliangyuezai5000wanliang。

danbaoshouguji,jinnianxingyeqianliumingwanjiahejichannenghuodajianglashengdaojin7000wantai,erqianliujiachangshangdefene,yuezhanquanxingye70%,zheiyiweizhe,quanxingyechannengkenengbijin1yitai。jibianjiashanghaiwaizuidianfengshide2000wanliang,haishidadachaoguoxingyezongxuqiuliang。

erduiyuaimakejilaishuo,gengjishoudeshi,zheixieduiqidegongchanghechanxian,rangqigudingzichanhezaijiangongchengdafuzengzhang。touchanhou,huichengweiqiyezhangshangdezhejiuhetanxiao,ruguomeiyouzugoudexiaolianglaijinxingtanbo,houguobukanshexiang。

xinguobiaotihuanchaoyiguo,jixuyazhuerlunchexianranshibumingzhidexuanze,yushiaimakejijiangzengzhangdexiwangfentandaolesanlunyijisiluncheshang。

多轮驱动,仍难增长

jinnianyilai,aimakejizaisanlunyijisiluncheshangdeguihuashifenhongda。

4yuedi,aimakejifabugonggao,niyufengxianrenminzhengfuqianshu《touzixieyishu》,touziyue30yiyuanxingjianaimakejijituanfengxianchanyeyuanxiangmu,yongyujinyibukuodagongsidiandongsanlunchechanpinchanneng。yigeyuehou,aimazaifakuochangonggao,niyulanzhouxinquguanliweiyuanhuiqianshu《touzixieyishu》touziyue20yiyuan,xingjianaimalanzhouxinquchanyeyuanxiangmu,yongyujinyibukuodagongsidiandonglianglunche、diandongsanlunchechanpinchanneng。

zongeyue50yiyuandetouziduiyuaimalaishuokeweidashoubi。bijing,zai2021nian6yueshangshishi,aimamujizijinzongejin18.11yiyuan,zhuyaoyongyudiandongzixingchezhengchejianzao、shengchanxiangaizaodengxiangmu。

congshichangguimolaikan,sanlunchechanpinyuerlunchexiangbiqueshilanhai。zhiyanzixunbaogaoxianshi,woguodiandongsanluncheshichangguimocong2017niande257.24yiyuanzengzhangzhi2022nian398.27yiyuan;xuqiuliangzi2020niankaishimingxianhuisheng,2021nian、2022nianfenbiedadao1301.2wanliang、1395wanliang;zhengtidiandongsanluncheshichangjunjiawenbuzengzhang,2022nianda2855yuan/liang。

lingwai,diandongsanluncheshichangjingzhengyexiangduifensan,muqian,quanguogongyoudiandongsanlunchepinpaichangjia500yujia,nianchanliangchaoguoshiwanliangdeyoushushijiaqiye。zheiduitoubuqiyedekuozhangtigongleyidingzhuli。

raner,diandongsanluncheshichangtongyangmianlinzhengceshoujinheanquanyinhuandewenti。beijing、tianjindengdiyijingchutaiguiding,xianzhibufuhebiaozhundedisusan、siluncheshangluxingshi。ciwai,zhongguoxiaofeizhexiehuidepengzhuangceshixianshi,disusan、silunchedeanquanxingcunzaiyanzhongwenti,zengjialexiaofeizhedui“laotoule”dengdiandongsanlunchededanyou。

qishizaiaimakejidezhanlveguihuazhong,silunchecaishizuijuxiangxiangkongjiande。jinnian3yuechu,cengyinjingyingbushanerpochanzhidouqichexuanbuwanchengzhongzu。erjiliqichejituan、aimakejichuangshirenzhangjianjunchuxianzailezibenmingdanzhong。

chulejiyuzijinzhichi,ciqiancailianshedebaodaocheng,zhongzhenghoudezhidouzaiyanfa、gongyinglian、xiaoshouqudaodengyezhenghelejiliheaimadeziyuan。zheiyifangmianyiweizhezhidoukeyiliyongaimajiasutuozhanxiaoshoubuju;lingyifangmianyeweiaimatigonglezengzhang。

buguo,aimadediandongsilunchemuqianzaishichangshangbingweixianqitaidabolan,yeweichengweigongsiyeji、xiaoliangdeyoulizhuli。huoxu,zhangjianruguzhidouqiche,benshenjiushizaiweiaimafazhandiandongsilunche“qujing”,zhishinengfoutupozengzhangpingjing,haiyoudaiguancha。

guoqujinian,yixiandiandongchechangshangpingjiemijidejingxiaoshangwangluohechongzudechanneng,zaixingyehongliqizhuandepenmanboman,dandangxingyejinrucunliangboyishichanghou,pindebianbuzaishiqudaohechanneng,gengchuangxindechanpin、genggaoxiaodeguanlifangshi、gengzhangyuandezhanlvemubiaodoujiangchengweibixiu。

xianran,duiyuaimalaishuo,shishihouyonglaiyichangzishangdaoxiadeguanligemingle。

本文为转载内容,授权事宜请联系原著作权人。

爱玛科技

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爱玛困境:“老人”难融新时代

aimakejiguanliwentiyizhicunzai,yanxiazaiyujuecerenquewei,weiqiyeweilaizengtiangengduobuquedingxing。

文|新熵 思原

编辑丨蕨影

erlundiandongchejizhanzhiji,longtouqiyeaimakejideyizhigonggao,yinqixingyereyi。

10yue10riwanjian,aimakejifabugonggaocheng,gongsijinrishoudaozhangjianjiashudetongzhi,qiyu2024nian10yue9rishoudaoyouchengdeshijianchaweiyuanhuiqianfadezhangjianbeiliuzhi、liandiaochadetongzhishu。buxingzhongwanxingdeshi,muqianzheijianshiqinghaiweishangshejigongsi,gongsiweishoudaoxiangguanjiguandetongzhi,yeweibeiyaoqiuxiezhudiaocha。

cishiyichu,yeneiwaishunjian“zhaguo”,dajiapubiandanyoudeshi,aimakejizuoweiyijiapoweidianxingdejiazuqiye,zhangjiandeturanliuzhiduiyugongsiweilaidefazhanzengtianlezhuduobianshu。

yinweizheizhongjiazuqiyezaijingyingguanlishang,pubianshidalaobanzhijiejuece,zhenggesiluyeshizaitadenaozili,ruguoduanshijianxiaoshibuhuichuxiantaidawenti,danshijianyizhangkenenghuiranggongsicuoguoxuduoshichangjihui。

zhanzaidangxiajiedianguancha,keyifaxianaimakejizaiguanlishangdewentiyizhicunzai,yinweiguanlibudangchanshengdeyixilieliansuofanyingyeshizhongbansuizheqiye。errujinxinguobiaotihuanchaoyiguo,diandongchexingyejinruxiabanchang,aimakejizaihaiweijianlixinquxiandebeijingxia,juecerenzanshibeiliuzhi,gengshiweiqiweilaigaishangyicengyinmai。

管理问题,早已显露

aimakejishiyijiadianxingdejiazuqiye,juaimakejikeji2023niannianbaopilu,dangnianzhangjian、duanhua(zhangjianzhiqi)、zhanggege(zhangjiannver)conggongsihuodedeshuiqianbaochouzongefenbiewei321.37wanyuan、308.23 wanyuan、50.72wanyuan,heji680.32wanyuan。zhengge“zhangjia”chiyouleaimakejijin7chenggufen。

shoulideguquanjiushiqiangshideziben。dangnianzaigongsishoucichongciipoqijian,aimakejibianbeipuchugaocengguanxiehuadexiaoxi,gongsifuzongcaiguxinjianbeikongduizongcaizhangjianqiaozhalesuo,jineda2.35yiyuan。

erguxinjianzeshizhangjianzuiweizhongyaodehezuohuobanhehuobanren,dangnian,wuxiaimakejichengweitianjindeaimakejimakejizigongsihou,cengjingdedaigongqiyelaobanguxinjian,bianweiaimakejikejifuzong,bingchiyoutianjinaimakeji3%degufen。

liangrenfanmuchengchouzhixia,guxinjianbeizhangjiansongrubanfang,aimakejizeyinloushuiwentishoudaolexingzhengchufa,zhuijiaozengzhishui、qiyesuodeshui2000wanyuan,tongshichuyifakuan1000wanyuan。

duiwairendeqiangshibuzhizheiyici。

aimakejizaishangshihourenmingrenyongweigongsidezongjingli,danshimeiyouaimakejidegufen。renyongciqianshimeidejiajujiadianchanpinxiaoshouzongjian,zhongguoshichangyingxiaohexiediaogaojizongjian;huadigongsidechuangxinfuwubuzongjingli,juzhichufangdezongjingli,zheishiyigedianxingdejingyanfengfudewaibuzhiyejingliren,renyongzaiaimakejidenianxindadaole469wan,shizhangjiandesibei,yedaibiaoleaimakejikejiduirenyongdeqiwang。danzairenyongchuren3geyuehou,turanxuanbucizhi,anzhaoaimakejideshuofa,renyongjuyoufengfudeguanlijingyanhedudaodezhanlveshiye,zhiyuweishenmezheiweirencaihuizhudonglizhi,yeyindewaijie“yitouwushui”。

buguoyouyisideshi,aimakejidegaoguancengbuque“chijiaoyisheng”。18suishizhangjiandenverzhanggege,bianjinruaimakejikejirenzhi,xianhoudanrenzongjinglizhuli、dongshizhangmishu、dongshidengzhi。erqixueliweigaozhong,danrengongsidongshiyinjiatingneibuanpaiyouzhangjiantiming。ciwaigongsidongshiduoweizhongzhuanxuelide“laoyibei”,benkejiyishangxuelide“zhiyerenyuan”quzhikeshu。

wulunshiduiwairende“paiji”,haishiduizijirendefuchi,dounengkanchuaimakejizaiguanlishangdewenti。erzheicizhangjianbeiliuzhiyeshigaiwentigengweiqingximingle。

10yue11ri,xinshangxiangaimakejixiangguanrenyuanxunwengaishijianshifouyingxiangzhangjianzhengchanglvzhi,duifangbiaoshiguanzhugongsiduiwaigonggaoxinxi。eryitouzizheshenfenzhidianaimakejikejihou,qigongsigongzuorenyuanbiaoshi:“gangjiedaotongzhi,zhengzaineibugoutong。shangwufaquedingzhangjiannengfouzhengchanglvzhi、jieshouwenjian”。

suiranaimakejiqiangdiao,shangshushixiangbuhuiduigongsizhengchangshengchanjingyingchanshengzhongdayingxiang。danjuecerenzhangjiandezanshiyinmei,xianranzaiyidingchengdushanghuiyingxianggongsiyunxing。

两轮乏力,产销失衡

aimakejiguanlicengdejuece,yeyingxiangzheqichanpin、yejishuipingyijizhanlvefangxiang。

2023nian,aimadiandongchedediandonglianglunchexiaoliangwei1028.96wanliang,zaidiandonglianglunchecunliangboyizhiji,yinianhainengmaiyiqianwanliang,queshifengguangwuxian。

danbunenghushideshi,guoqujinianjian,aimadiandongchetongguodianshimeiti、hulianwangpingtaipinfanjinxingguanggaoxuanchuan,zheiyedaozhibaohanguanggaojiyewuxuanchuanfeizaineidexiaoshoufeiyongliannianpansheng,cong2020niande3.99yiyuanshangzhangzhi2023niande6.41yiyuan。

eryuzhixiangduide,gongsitourudeyanfafeiyongqueyuanbujixiaoshoufeiyong。2023nian,aimadiandongchedeyanfafeiyongsuirancong2020niande2.39yiyuanshengzhiwei5.89yiyuan,danlinianlaidiyuxiaoshoufeiyong,yecengyidubeishichangchengwei“zhongyingxiao、qingyanfa”。

huoshishouciyingxiang,aimadiandongchejinliangnianzaiduodishichangjianguanbumendechouchazhong,lvcibeifaxiancunzaizhiliangwenti。biruyantaishi、wenzhoushi、shenzhenshi、hainandengduogediqudeshichangjianduguanlijuchoujianbuhege,baokuobuhegexiangmuwei“zhengchezhiliang”“duanlubaohu”“chicunxianzhi”deng。

gengweiyanjundeshi,guojiashichangjianguanzongjuguanwangfabude2024nianshangbanniandiandongzixingchechanpinzhiliangguojiajianduzhuanxiangchouchajieguoqingkuangtongbao,qizhongaimadiandongchewucishangbang。

chulechanpinwenti,zaichannengshangaimakejiyeduoshaoyouxietakong。

xinguobiaogongbuhou,yadixunjikuochan,2019~2021nian,channengcong800wantaizengzhi1700wantai,zengfuda125%。zheishiqizaixinguobiaohuanchegaofengdaolaishi,chidaolezuidahongli,yingshouzengsuyuangaoyutongqideaima、xinri。

raneraimakejidefanyinghuozheshuoxingdongyouxiezhihou,2021niancaikaishidaxingshengchanjidi,erxiaodianlvjianshezhouqitongchangwei1-2nian,zheixiekuojiandechanneng,rujincaikaishiluxushifang。shujuxianshi,jiezhi2023niandi,aimakejinianchannengshixian1060wanliang,zaizhongqing、lishui、guigang、lanzhoudengdidexinjidizhengzaijianshezhong,wanquandachanyujinianchannengchaoguo2000wanliang。

erjuairuizixunyujinnian6yuefabude《2024nianzhongguolianglundiandongchexingyeyanjiubaogao》xianshi,2018nianfabude《xinguobiao》zhengcecuishengfeiguobiaochetihuanchao,suizhezhengcedezhubutuixing,yinlaile3-5niandeshichangzengzhang,suizhe《xinguobiao》zhengcehuanmanluomu,guoneilianglundiandongcheshichangxiaoliangjianghuiguidaochangtaitihuan、shaoliangxinzengdezhuangkuang。

gaibaogaozhichu,xinguobiaotihuanchaoyiguo,2023nianguoneizhengtixiaoliangyuezai5500wanliang,yuji2024nianguoneizhengtixiaoliangyuezai5000wanliang。

danbaoshouguji,jinnianxingyeqianliumingwanjiahejichannenghuodajianglashengdaojin7000wantai,erqianliujiachangshangdefene,yuezhanquanxingye70%,zheiyiweizhe,quanxingyechannengkenengbijin1yitai。jibianjiashanghaiwaizuidianfengshide2000wanliang,haishidadachaoguoxingyezongxuqiuliang。

erduiyuaimakejilaishuo,gengjishoudeshi,zheixieduiqidegongchanghechanxian,rangqigudingzichanhezaijiangongchengdafuzengzhang。touchanhou,huichengweiqiyezhangshangdezhejiuhetanxiao,ruguomeiyouzugoudexiaolianglaijinxingtanbo,houguobukanshexiang。

xinguobiaotihuanchaoyiguo,jixuyazhuerlunchexianranshibumingzhidexuanze,yushiaimakejijiangzengzhangdexiwangfentandaolesanlunyijisiluncheshang。

多轮驱动,仍难增长

jinnianyilai,aimakejizaisanlunyijisiluncheshangdeguihuashifenhongda。

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