"Selling Crown" Xiaopeng Automobile is actually not as beautiful as it looks like

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

Among the three new forces of Weilai, ideal, and Xiaopeng Automobile, Xiaopeng Automobile can be said to be the relatively low -key one. Especially in recent times, when competitors have caused a lot of discussions with various black remarks and accident news, Xiaopeng Automobile has "made a big fortune."

On the one hand, the news that Xiaopeng flagship SUV G9 is about to go public has brushed a lot of sense of presence in the new energy vehicle market; on the other hand, Xiaopeng Automobile filed a monthly sales championship of new forces in June.

According to relevant statistical information, Xiaopeng Automobile delivered more than 15,000 cars in June this year, exceeding the ideal car that hopes to win the monthly sales of laurels. More importantly, Xiaopeng Automobile also became the first new energy vehicle brand to achieve a total delivery of more than 200,000 vehicles.

It is said that Xiaopeng Automobile is the best brand in the new forces of cars, but not many people will admit it, but it is undoubtedly saying that it is the best brand that has so far.

However, this kind of achievement in market may have no way to bring more landscape labels to Xiaopeng Automobile. Just like in the mobile phone industry, the shipment of Apple mobile phones is far from the high Android phone, but what about it? This does not hinder Apple as the world's largest technology factory.

Similarly, the high sales performance of Xiaopeng Automobile is actually expected. It is well known that among the three new vehicles, Weilai car owners attack 300,000+luxury car market. The ideal ONE and the newly launched ideal L9 also mainly focuses on the luxury market. The market, its high sales at the cost of low gross profit.

In this context, the more the spells of Xiaopeng Automobile selling and losing more, the more eye -catching: as the one with the most serious losses in the three houses, can it find its own balance of sales and technology, selling points, and profitability. Woolen cloth? If you ca n’t find it, will the high sales turn on your feet?

Xiaopeng Automobile, how long can I still afford

Obviously, Xiaopeng Automobile's preliminary development strategy is to win with quantitatives, and to maximize the market to enhance their future imagination space.

At present, from the month and annual sales of the year since 2021, Xiaopeng Automobile has undoubtedly walked in front of Weilai and the ideal car, which allows it to get sufficient confidence in many new energy car warbies.

However, as we said earlier, the success of Xiaopeng Automobile in sales is costly. Now it depends on whether it can support the day when it has a lower gross profit level and a higher loss. Through its market advantage, you can obtain the profit level you want.

To be simpler, this test is how long it can be afforded by Xiaopeng Motors. Whether it can resist the pressure of huge losses before Liu Danhua Ming.

So why do we say that among the three new forces of car building, Xiaopeng Automobile faces the most losing pressure? Considering that the three new energy vehicle brands have come all the way to losing the quagmire, is it a bit wronged by Xiaopeng Automobile?

You can find the answer from some data.

In the past 2021, Weilai Automobile had lost more than 4. billion, Xiaopeng Automobile lost more than 4.8 billion, and the ideal car lost more than 300 million. From this perspective, Xiaopeng Automobile is indeed the most losing one, but the loss is not far from Weilai Automobile.

But Xiaopeng Automobile's loss growth trend is even more worried. According to relevant financial report data, in the first quarter of this year, Xiaopeng Automobile's loss exceeded 1.7 billion yuan, an increase of more than 116%year -on -year.

In addition, if the loss is divided into the delivery amount, it is simply calculated how much each car sells for each car, and Xiaopeng Automobile is also the highest in the three houses, which means that the more Xiaopeng Automobile sells, the loss of losses, and the loss of their losses. The amount will be larger, and such a business model is obviously more risky.

At the same time, as a new energy vehicle manufacturer with the lowest gross profit margin in the three houses, is it a better choice for the high sales of low gross profit? Why do the other two unwilling to choose this road?

In the final analysis, Xiaopeng Automobile found a dangerous path for himself in the gap between the new energy vehicle, and although this dangerous road can help it stand out, there is no way to help it go further.

Maybe Xiaopeng Automobile himself realized this, so the high -end Xiaopeng Automobile flagship SUV G9 came to the new energy vehicle market in time at this time.

What kind of tasks do Xiaopeng G9 take on? From the perspective of pricing, configuration, and functions, it has no doubt that it comes from the high -end market of Weilai Automobile and the ideal car. Only by digging this market can Xiaopeng Automobile effectively improve his loss.

But the question is that after the civil car market has an advantage, can Xiaopeng gain an advantage in the base camp of competitors? If you can't bring the same performance, don't Xiaopeng Automobile go back to the old way that he sells more than he sells?

High -end cards are not easy to play

It can be seen that the new product of Xiaopeng G9 has a very significant strategic value for Xiaopeng Automobile. It can determine how long the success of Xiaopeng Automobile will have to go under the pressure of losing money.

So, from the perspective of existing information, is it possible for Xiaopeng G9 to become another explosive model of Xiaopeng Automobile, thereby effectively improving the company's profitability?

The possibility is very small.

According to the official selling point, we can find that Xiaopeng G9 compared to the competitors' focus on the "800V high -voltage SIC platform", but this high -end focus on market applications is not very mature. Under the level of technology and cost, although the 800V high -voltage+SIC solution looks very good, it can significantly improve the charging efficiency and charging volume, but its stability and practicality remain to be verified by the market. This also means that Xiaopeng G9 chose a high -risk, high -return road. In the end, it takes time to verify.

In addition, in order to cooperate with the 800V high -voltage SIC platform solution, Xiaopeng Automobile needs to be equipped with 480kW high -voltage super charging piles, but considering that the mainstream charging piles are 60W to 120kW, Tesla is only 300kW, Xiaopeng Automobile Energy It is also a problem to complete a large -scale coverage at the level of charging pile infrastructure.

Considering the pricing and product audience, Xiaopeng G9 seems to be difficult to sell a higher amount like other products, which limits Xiaopeng Automobile's development in high -end automotive interval.

The future burden of Xiaopeng Automobile is still very heavy. In the industry field of new energy vehicles, it has a lot of problems to be resolved.

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