Weilai, how many cards can be played?

Text 丨 Intelligence Relators

Author 丨 Chen Xiansen

Li Bin once said: "If you buy a car, you are not just buying a car, but you are buying a ticket to a new lifestyle."

Although this sentence has aroused disputes in the outside world, it may happen to be the future portrait of Weilai to their users. After all, Weilai is always becoming a "user -oriented enterprise", and the most mentioned by the user experience, not simply products.

Soon after Weilai was established in 2015, he also had a user thinking before he went to develop products. Because of the user -centric, when Weilai fell into difficult survival, a large number of users paid for the car, and pulled back the edge of Weilai "Life and Death".

After a long time, Weilai was the first in the new domestic car building forces in sales.

In 2019, the new domestic forces did not achieve their sales targets, but Weilai won 20,565 vehicles throughout the year, which is much better than Weimar, ideal and zero running. Weilai still won 43,728 units, an increase of 112.6%year -on -year, far exceeding the ideal 32624 vehicles.

However, we found that starting from the second half of 2021, the number of users of Weilai car buying slowly slowed down and showed signs of falling behind. On the contrary, this year's ideal, Xiaopeng and the former second echelon scenery, the sales of new energy vehicles in the country are also a hot and hot. Even economists Ren Zeping said: "Now that it is not invested in new energy, it is like not buying a house 20 years ago."

For the current Weilai, if it is really plain, how should I go in the future?

It's not easy for this year

In 2022, why is it a hurdle for Weilai and Li Bin?

It was the first time that the public opinion storm. In June alone, Weilai continued to have two major events: "high -altitude falling accident" and "short -vacating institutions". After that, Weilai was dissatisfied with the inappropriate expression of the accident response to the accident; on the other hand, the stock price fell, and investors were more cautious to consider Weilai's development prospects.

In addition to the affected brand reputation, Weilai, as the "eldest brother" of the new forces, has not been able to win the market for the electric vehicle market is another key to stimulate external concerns.

The time was pulled back to 2021. Weilai delivered roller coaster -like fluctuations in July, and was once overtaken by Xiaopeng, ideal, and Nezha. In September, Weilai's delivery volume broke the 10,000th, but when people thought that Weilai had gone out of the trough, Weilai delivered the volume in October not only to cut off, but also created a new low sales since the year.

In the first half of this year, Weilai sold 50827 units, a year -on -year increase of only 21.1%. Xiaopeng and ideal in "Royal Sanjia" not only exceeded 60,000 vehicles at the same time, but also doubled the growth last year. The second echelon, Nezha and Zero Running Cars, played the "Later Show", completed a surpassing to Weilai, and the sales and year -on -year growth rates were higher than Weilai.

Although the cause of the epidemic can explain Weilai's 2022, other new forces have recovered faster than Weilai, and this explanation is difficult to stand up. From the perspective of the industry, the new forces are pursuing high -speed development and sacrificing profits. For these growth companies, everyone is high enough to grow enough. This is exactly what Weilai is lost at present.

So, is Weilai's financial data decline?

From a more detailed quarter, in the second quarter of last year, the growth and changes in the previous quarter each quarter were not so obvious. By the fourth quarter of 2021 and the first quarter of 2022, it has basically not increased. With the decrease in the growth rate of the revenue ring, the gross profit margin in the first quarter began to decrease. These all released negative information, and Weilai's ability to make money has deteriorated.

Of course, Weilai is going to be more than that, and there are several steps to step by step. It is the gambling agreement signed by Hefei in Hefei a few years ago.

2020 is the first step, Weilai will reach 14.8 billion revenue as required, and listed three new models. In this step, Weilai perfectly handed over 16.2 billion revenue answers, which successfully went up. What is really difficult is that in 2024, Weilai will create 120 billion revenue. Coupled with the previous few years, a total of 420 billion revenue for 2025.

What is this concept of 120 billion?

Weilai announced that the revenue in 2021 was 36.1 billion, and it was a 50%growth rate every year in the future. The Weilai should achieve 54.2 billion, 81.2 billion and 121.8 billion in 2022, 2023, and 2024, which just meets the gambling agreement against the gambling agreement 120 billion. In other words, under the premise of not price reduction in all products, it is necessary to ensure that the sales volume of more than 50%of each year should be regarded as the most smooth line to achieve the goal.

But no matter whether the gambling is successful or not, for Weilai, the gambling agreement itself is also a goal set in advance. Just for development, you can also accelerate towards these goals. However, after the growth of sales is squeezed and the ability to make money is worse, it is difficult to sweat for Weilai. It is easy to talk about every step in Weilai.

How many people buy Weilai?

If all new forces and traditional car companies are placed on a table, everyone has their own cards this year, and each has its own achievements. Whether it is from sales, product power, or market attention.

Weilai moved faster. Compared with other brands, in the second half of the year, Weilai released all the cards in the first half of the year. In June, after the two cars of ET7 and ET5, Weilai released the SUV model ES7. So far, the three new cars based on the second -generation technology platform NT2.0 have been released. At the same time, ES8, ES6, and EC6 will also usher in the 2022 upgrade models. (Picture source: network, invading deletion)

Weilai's models are dense and arranged in high -end markets of more than 300,000. From the perspective of users, they will not know how to choose, but finally hesitate to buy. After all, users will also entangle different brands in the same price, and the configuration of different models under the same brand is even more dazzling.

It is true that the lowest match in the cheapest model, compared with the highest matching of the most expensive models, users perceive obvious, but the configuration of several models with very close prices is really confused. Even if it is sold, there will be no "self -killing" situation, and it is difficult to exist because the internal consumption caused by the price. In this way, the relationship between different models in the product and positioning level is particularly important.

In terms of market dimensions, there are not many new user groups who choose to buy high -end electric vehicles. According to the research report of CITIC Securities, in 2021, among the 300,000 SUV models on the passenger car market in China, domestic sales were 1.635 million units and 460,000 imports. 9.6%of the overall passenger car market.

This means that the sales volume of SUV models with more than 300,000 brands adds less than 10 % of the entire market. Speaking of Weilai alone, even if the total sales of 9,1429 were calculated last year, the proportion of SUV model sales was less than 5%. In the entire market, the proportion was even more insignificant. The small user base determines the upper limit of the market, not to mention that the fuel vehicle is currently the real protagonist in this price range.

The market competition is so fierce, and for users, the choice has naturally become more. The more the number of competition products, the stronger the product power, and Weilai's position will become more and more embarrassing.

On the one hand, Weilai's initial product strategy is to directly compare the BBA and seize the market. Now the latter must go all out to the new energy market, and the two parties naturally are competitors. In contrast, traditional brands such as BBA have a deep market foundation. In addition to new energy, many fuel vehicle users can also produce.

On the other hand, Xiaopeng G9 and Huawei asked the M7, etc., point directly to the price range where Weilai is located. Xiaopeng relied on the P7 to accumulate a good user reputation, and asked the M7 of the world to have a blessing of Hongmeng system, which was fierce. With the questioning of M5, there was a large wave of "tap water" on the Internet.

Needless to say, the ideal that has long been entangled here, there are independent brands such as BYD relying on core technology, supply chain, and manufacturing foundation to firmly grasp the "admission vouchers" of design and production of different configuration models. For example, "BYD Han" sold 25,400 units in June this year. With the new listing, the price exceeded 300,000 ceiling, and it will continue to expand the product influence at a higher price.

This year's new energy high -end market is different from the past, there are many opponents and products, and the price competition will be more intense. There seems to be much to leave Weilai new users.

How to end "water inverse"?

Former chairman of Honeywell, Gao Dewey, said in "Long -termism", "For the future, you can win. For now, you can live. For the current living without considering the future, you may not live well in the future. "Long -termism, in order to invest in future development, Weilai also knows this truth.

So what should be invested in investment, you may wish to go back and think about a question, what is Weilai's most high -quality "asset"?

Although this metaphor is not appropriate, it is obviously a user for Weilai. As mentioned at the beginning, users were the original foundation of Weilai. How to connect them well in the life cycle of the user and operate them well is the core of Weilai's long -term development.

Focusing on user experience and services, energy supply is also a battery and power station, which has become a major key to the future layout of Weilai.

For example, battery, in February this year, Weilai Union Xiaopeng, ideal and other invested battery manufacturers Xingwangda. In March, Weilai was exploded with Wei Lan New Energy to create a 150kWh battery package for ET7. In May, a environmental impact assessment report showed that Weilai intends to spend 218.5 million yuan to build 31 battery research and development laboratories in Anting Town, Shanghai, 1 lithium -ion battery test line, and 1 battery pack Pack line.

Li Bin revealed that Weilai currently has a battery -related team composed of more than 400 people to participate in the research and development of battery materials, battery cells and whole bag design, battery management system, manufacturing process, etc., and comprehensively establish and enhance the ability of battery systemization and industrialization capabilities. I believe that these investment will enhance the long -term competitiveness of the product.

In addition, according to the plan, the specific manufacturing strategy of Weilai is self -made plus and external mining. The next -generation models will be equipped with a 800V high -voltage fast charging battery pack, which is planned to put into production new battery packs in the second half of 2024. The implementation of these products will bring better experiences to users, and it is also very important for increasing profitability.

In addition to the battery, it is the problem that Weilai is urgent for existing customers to obtain better charging, electricity replacement energy, and mature business models, and strictly controlling operating costs.

Some power -changing stations have a poor experience, waiting for too long, and become the point of users who spit out; the charging and discharge all -in -one launching last month was originally for users, but at the beginning of the appearance, because of the policy of rented and not selling at a high price, Strong user feedback. At the same time, the increase in the number of users leads to the increase in service operating costs, which will also lead to a small number of users' doubts about Weilai. Weilai's "user -type enterprise" concept is definitely successful, but some small issues are refracted. Weilai still has to find a better balance between user services and product power.

Weilai is a user, and the development results will also depend on users. Of course, as mentioned before, Weilai not only "accepts" users unilaterally, but also actively serves users to improve experience. As a "elder brother" in the domestic smart electric vehicle, users will always remember this brand no matter what the future direction.

Reference materials:

1. Outside the table, "Why is there no productism in Weilai"

2. Zero -state LT, "Weilai" accident "falls, the public relations" intention "lost"

3. Car headline, "Why does Li Bin be determined to fail to fail?"

4. Red interstellar, "Weilai Li Bin: I am a person with a strong sense of crisis"

5. Power plant, "The second round of the new forces is out of Weilai Automobile without a king"

*The pictures of this article are from the Internet

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