The way to make money

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In the 1930s, it was born in the first-level equation racing event representative of the highest level of modern automotive industrial development. In the past 100 years, the car from science fantasy to luxury goods, and then gradually evolved from the daily life tool, along with the development of the automotive industry, with F1, Indian 500, Le Mans 24 hours a racing industry also gradually Fitting and prosperous. Nowadays, the automotive industry has gradually entered the new energy era, which means what is it in the racing industry?

Editor / Yinhao male

01

2020 December 15 On the day, for the world’s automotive industry, it is a day that needs to be remembered – On the day, Tesla has increased nearly 5% in US stocks, and the company’s market value reached US $ 606.5 billion, which means that Tesla’s market value exceeded The sum of the market value of the world’s traditional nine cars manufacturers.

At the same time, in the three major markets of A shares, US stocks and Hong Kong stocks in 2020, the total market value of new energy automobile sectors exceeded 15 trillion yuan. In contrast, the total market value of 157 traditional vehicle enterprises in A-share is about 3 trillion.

Tesla City Value and other car companies Source: The Drive

The sought after capital and the soaring market value, indicating that the new energy vehicle is represented by some extent. Future has come. From rational market logic to analyze new energy automotive industries, there is more favorable factors to evolve this view.

The four factors of political, economic, social and science and technology have determined an external environmental conditions for industrial development.

Unlike traditional gasoline development stages, China’s automotive industry did not catch the bonus of the 20th century global market, but China’s new energy vehicle field, on the one hand, the upper reachen is in the world, on the other hand Its consumer market is also the world’s largest.

In the \”China New Energy Automotive Industry Development Report (2020)\”, China’s new energy vehicle sales reached 120. 60,000, accounting for 53% of the global market share, and its size is 50 consecutive years. first place.

As of December 20020, the new energy vehicle in different countries in different countries

On November 2nd, the General Printing Office of the State Council officially issued \”New Energy Automotive Industry Development\” Planning (2021-2035) \” Industry provides full policy support.

[123From the perspective of technology development, new energy technology will bring X-variables to this industry at any time.

In 1992, Sony developed a lithium-ion battery in its electronic product. In just 29 years, lithium battery technology has been able to use large-scale use in automotive energy links. At the same time, in order to solve the endurance problem and mileage anxiety, the energy density of the lithium battery is increased at a rate of 12% per year, and its manufacturing cost is lowered by nearly 20%. According to the prediction of the new energy car report previously released by Deloitte, China’s new energy vehicle annual sales will reach 15 million units, accounting for 90% of the world.

Deloitte’s predicted chart in China’s new energy vehicle market

The mature racing industry is from the development of gasoline vehicles. Then the new round of revolution set off in the new energy car must be a new business opportunity and market space. For the Chinese market that walks in the forefront, China’s racing industry has also ushered in an excellent opportunity to overtake over the new energy track.

New role in the racing industry, old mission

March 3, 2011, 65 years old – Tod and Spanish politician Agqua (Alejandro Agag) ), Italian politician Antonio Tajani is dinner in a restaurant in Paris. They have unintentionally opened topics about the development of new energy vehicles. In the process of talking, Agah has a hurry to record an electric vehicle event in a piece of paper towel. After 3 years, the International Busula E) was born in gestation.

The paper decided to develop fate of FE, has been displayed by the Parisian restaurant

FE in the 7 years is undoubtedly the benchmark of the global new energy vehicle event and Head IP, when the overall industry is entering into the fast lane, its derivative industry can naturally take advantage of it. Therefore, I read the development of Fe, and I can understand the role played in the new energy vehicle market.

Taking the Fe event as an example, the electric vehicle event is for new energy car companies, it is an excellent platform for research strength and product technology.

In 2016, FE opened the rights of motor research and development to the team in the third season, which means that manufacturers can make a research platform and display window in the venue. Although Fe official is limited to the maximum power and maximum recovery power of the power unit, the output efficiency of the final motor is based on algorithm and technology, which tests the core strength of the manufacturer in the technical field of electric vehicles. Because of this, the competitiveness of different vendors is competitive.

The structural map of the second generation of electric equation

In fact, develop new energy steamThese cars, even if they don’t run a FE team, I originally needed to invest fixed a fixed cost to make a passenger car. Put the research and development work in a new energy team that can participate, why not?

This is easy to understand the account. Previously, the stem was learned in the interview with Mr. Yan Wei, a DS Titani Fleet Manager of Fe, and a FE team’s annual operating costs range from 10 million euros to 30 million euros.

In the 2018 financial report released by Jaguar Land Rover, its parent company invests 40 million euros for the FE Jaguar team in 3 years, including the establishment of this team in 2016. 1.65 million euro input.

The 2021 season Jaguar team’s racing

In contrast, only one F1 racing cost is 12 million US dollars, and a F1 team has a year’s operating costs. 200 million US $ 5.5 billion, is a few more times the FE team. For those traditional car companies that gradually turn the market to new energy vehicles, it is a non-difficult decision to put a limited budget and resource into a higher return.

The embodiment of technology is not only on hardware, but also software. The power management system of each offered a fleet of Fe can also be developed independently, and the power and output power are more reasonably allocated through this system. The research and development results of the power unit and the power management system on the FE car will soon be reflected in the field of passenger cars. Fe officially said that the technical transformation of the traditional internal combustion engine event has a period of 5 years, and in the electric vehicle event, this cycle is shortened for half a year to two years.

The presentation of all kinds of science and technology in Fe racing

Honda car announced that the F1 was quited after the end of the 2021 season, and the future focused on R \u0026 D work in the new energy field. At the same time, the FE family in the last season ushered in Mercedes-Benz and Porsche.

In the consumption market of new energy vehicles, traditional vehicle enterprises and emerging boots are undoubtedly a water fire. But Fe is a platform platform, but it can do \”raindrops\”. Among the current FE participating fleets, there are both BMW, Nissan, Jaguar, and a representative of new energy vehicles like the Jewa.

Not only that, but the FE event is not only a car enterprise, but also the upstream industry chain of new energy vehicles – battery manufacturers.

As the battery supplier of Fe event, the staff of McLaren and Williams, the staff of the two companies, every sub-match, is intended to use the opportunity of the event, expand the possibility to purchase their new energy products. customer of. And this customer base is limited to automakers, but a broader new energy industry. The same truth, China’s new energy network technology company vision group is namedHeavy is also a global business cooperation behind the Fe event.

In the last season, the DS Titanium, the vision Vigora, and the great Chinese color

from this direction, the market value has exceeded 800 billion The RMB battery manufacturing leading Ningde era, can expand its global sales network through entry FE Events, and as a valid scene of brand marketing, product display. For lithium battery manufacturers who are catching up to the Ningde Times, they can also use new energy racing events to enhance their visibility, close to potential customers, and gradually increase the market share.

The fruit of the development of China’s automotive industry has finally waited for the competition with traditional forces to run in the same way, and have the opportunity to lead. For new energy events such as Fe, the enterprise downstream of the industrial chain may become a partner who is willing to give it a silver silver.

\”Non-typical\” sports business passage

The logic of itself, the money-making path of the new energy racing is probably different.

Traditional automobile events are similar to most sports, and its development relies enough to view people and participates in people. Under the catalysis of TV broadcast applications, such events have become a quality content and exposure platform that can touch hundreds of millions of people. Therefore, the sales and sponsorship of the transfer rights is the most relying on the top racing event IP. However, for the new energy racing industry that has just started, the commercialization of the event is not easy. According to the financial data released by FE’s FEO (Formula E Operations Limited), FE’s fifth season revenue reached 115.6 million pounds, an increase of 40% from the previous season. From the perspective of the revenue, Fe is indeed stepped into the right track. But at the same time, its expenditure is as high as 1.25.7 billion pounds, and the single hair loss is 1010,000.

The basic financial data graphic for Fe of Fe is the special business model of FE after the financial data of FE. Forbes in November 2019 showed that FE was sold in the 2018 season, and the transfer of rights to ticket sales and the number of income of each team were 33.97 million, accounting for 29% of total revenue. And the remaining 71%, from brand sponsorship and permission fees for each sub-match. Although FE successfully renewed the title sponsor ABB, its decisive income source is not a sponsorship, but a sub-station license fee.

Because Fe has a label with environmental protection, energy saving, technology innovation, many cities in the world have strong willingness to host hierarchy. Due to its eventIt is positioned as a city street game, and the undertakabate can achieve the purpose of the city scenery, humanities. This is more determined to spend money in the local government.

The first game in Fe History is located in Beijing

to earn \”to g end\” money, for Fe is also a feasible business model, but this means FE After getting the event, it is necessary to be responsible for the specific event operation, and the track transformation work. And each station street recruitment fee is the largest cost spending.

So, this is why FE has been expanding its race scale, and the income is constantly rising, but the cost is also rising. In contrast, the brand sponsorship sells, more is the influence and reputation of the event, which is higher.

Currently, FE is in terms of copyright business, more of the low-cost or even free ways to make more media platforms, more audiences and exposure mean constantly enhance their impact force. According to the previous Forbes report, the number of guests in the 2017-18 season of FE reached 300 million, and each season has a good growth trend.

For capital and investors, the new energy racing business model mentioned above is obviously not attractive enough. At least in China, new energy racing can also be shake a larger market.

Taking FE as an example, 2 years ago, FE Sanya Haitang Bay hierarchy, Sina Weibo has conducted a covered publicity on the event, and the chairman of the game, Cao Guowei, personally brought many stars to help out, no more than enough Copyright and live Sina sports, also because FE did the old line. Sina’s resource is the Fe site, one of which is its exclusive operator in Greater China, which was previously accommodated in Greater China.

In fact, the logic of Sina stocks is not complex. Behind Fe is clean energy, environmentally friendly, low-carbon industrial development trend. Future Sina wants to serve customers in these industries, hold a head Sports event IP is convenient.

2019FE Sanya Haitangwan Station Zhengdai Day

will invest in this abacus, of course, more than Sina. Whether it is Chinese culture into the share, or Yunfeng Fund Holding Inova, it is eye-catching a new energy industry in the future outbreak development.

With this fulcrum in the Fe event, it is possible to be a business in the new energy industrial park. In China, if a project can become a rappie hand in the real estate industry, the space of its development is approaching in unlimited. Why is there a trend of real estate developers cross-border? The car is required, and the factory needs the land, so …

FE equity composition graph Source: sponsors.formulaMoney.com

Relying on a new energy vehicle event to build a cultural industrial park and surrounding ecology, it is also a reasonable and feasible development direction. Fe is set up in Sanya Haitang Bay in Sanya Hai Wan (2020 season, due to epidemic, whether the 2021 season has not yet been determined), and the previous Hainan provision for \”Hainan plans to use new energy in the island 2030 Auto. Before 2030, the Opinions of New Energy Automobiles in Hainan Province were not related.

In the future, new energy racing will be accompanied by the development of the entire new energy automotive industry, constantly transform its function and development path, and find unique way of survival. In addition to FE, new energy events in different regions, different sizes, and different levels will come to life.

04

\”Non-typical\” sports business

The development of the racing industry under the new energy era is not a good. The market is the biggest question of new energy car companies. Why is the match worth $ 1 billion? \”

Indeed, including Fe, World (Electric) Cross-border Tuli Championship (WRX) new energy event is still facing a serious challenge – enhance the wonderful event degree.

First, the new energy racing is far from the performance of the traditional gasoline car, which is the most intuitive embodiment in the game, is the shortage of the speed, the lading is not stimulated. After the conversion of television broadcast, the speed and picture sensation will be further weakened.

From the perspective of environmental protection, the low noise of the electric vehicle is undoubtedly a major advantage. But for the racing competition, there is no sound, and good play is not coming.

The fans pursued, it is the unique odor that the engine is emitted under high speed. It is the unique odor that is removed from the rubber friction. In contrast, the new energy competition is too quiet and peaceful. \”This game looks at the real version of the four-wheel drive.\” Some senior racing fans describe the FE game experience.

The characteristics of the electric racing guide are not just the racing itself, and there is a tract of the track. Because the battery life of the Fe racing needs to be used in the brakes, the slowdown of energy recovery is recycled, which means the multi-line bend, the S-shaped city street race is the best choice. The traditional track, because of the existence of big straightness, high-speed bending, so that the current Fe race is \”not from the heart.\” It lacks the bonus of these classic tracks, the new energy event lacks a look.

In order to solve this problem, the new energy competition party is also looking for innovative means. Join the sound and photoelectric technology to make the event look like a science fiction movie, introduce the VR immersive gaze experience, open ordinaryThe amateur group competition that people can also participate in is a seemingly feasible way.But what roads can go, and who can’t answer this question when they don’t answer the answer.

Objectively rationally looks at the new energy racing industry, we need to understand that this is indeed a broad prospect, imagination, and meets opportunities for global development.However, its high return premise is a lot of investment and long investment recovery.If there is not enough strength and patience, it is afraid that it is difficult to insist on the time point of explosive growth.

Become a pioneer in the new energy racing industry?The difference between the word, the difference between the ancestors.

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