经济观察报·2025-09-01 11:24Core Viewpoint - The recent acquisition of Autohome by Haier Group's Katai Chi Holdings marks a significant shift in ownership, raising questions about the future direction and value of the platform, especially given its current performance decline [2][5]. Group 1: Acquisition Details - Haier Group announced the completion of a strategic investment in Autohome, acquiring approximately 43.0% of its shares for about $1.8 billion, thus becoming the controlling shareholder [2]. - Following the acquisition, Ping An Insurance retains a 5.1% stake in Autohome and one board seat, indicating a shift from being the major shareholder [2]. - The acquisition has been under scrutiny, particularly regarding Haier's intentions in the automotive sector, with the company denying plans to manufacture vehicles and instead focusing on automotive aftermarket services [2][3]. Group 2: Business Performance and Challenges - Autohome has experienced a significant decline in revenue and profit, with a reported net income of RMB 1.758 billion in Q2 2025, down 6.14% year-on-year, and a net profit of RMB 415.7 million, down 20.79% [5]. - The traditional media advertising revenue has plummeted by 35.46%, now accounting for only 16.24% of total revenue, due to reduced advertising budgets from automotive brands, particularly in the fuel vehicle segment [5]. - The company is facing challenges in its lead generation services due to the rise of direct sales models in the electric vehicle sector and increased competition within the industry [5]. Group 3: Strategic Direction - The new CEO of Autohome, appointed in February, has indicated a strategic shift towards transforming the company from a vertical media platform to an automotive ecosystem platform, in collaboration with Haier and Ping An [5][6]. - Katai Chi is expected to leverage Autohome's online platform to expand its offline service offerings, while also providing offline experiences for Autohome users [6]. - The future of Autohome's ability to capitalize on its traffic value remains uncertain, especially after multiple ownership changes [6].