Pacific Porsche became a new benchmark?"Wei Xiaoli" behind the strong words "Wei Xiaoli" belly to the back of the enemy

After Xiaopeng Automobile released a new model G9 on the evening of the 21st, the comments quickly polarized. However, the sound of opposition is not aimed at the new car itself, but is related to a section of Xiaopeng's founder He Xiaopeng. He said, "If Porsche is the benchmark of the previous era, Xiaopeng G9 will take over to become the benchmark of the new era." He also said, "Xiaopeng G9 is the best SUV within 500,000 yuan."

Talking about the proud words of the past, "returning to China next week" Jia Yueting used the saying of "disruptive cars" when promoting his brand. Now it has become a laughing stock. After him, the car company repeatedly had "golden sentences" when promoting new models. For example, Weilai Li Bin said that he didn't understand why everyone bought fuel cars; Li Xiang said that the ideal L9 was the best home SUV within 5 million ... and even the online special person summarized the golden sentence of the carbags "overtaking".

An agent explained in an interview with the new Yellow River client that behind the marketing considerations of car companies is nothing more than the marketing considerations. He said that in recent years The market and epidemic factors are superimposed. "The competition between car companies has reached the level of heat. There are more preferential policies for car purchase this year than before, but the market is still weak." On September 22, the Hong Kong stock car stocks fell collectively, and Xiaopeng Automobile fell 11%when closing, and a maximum of over 15%.

"Wei Xiaoli" Xiaopeng Mao Mao's profit margin is the lowest

As early as June 29 this year, He Xiaopeng posted that "Xiaopeng G9 control is comparable to Porsche Cayenne and NVH is comparable to GLS Maybach." On the night of September 21, Xiaopeng's conference attracted many visitors, live broadcast for nine hours, and only 15 million people watched on Weibo. It is reported that there are six versions of Xiaopeng's fourth -generation production car G9 new car, and the price range covers 30.999 to 469,900 yuan. The G9 of the mid -large pure electric SUV positioning will be delivered on a large scale at the end of October.

According to the content of the press conference and the interpretation of some automobile evaluation agencies, the highlights of the G9 are mainly concentrated in charging speed, intelligent interaction, auxiliary driving and luxurious interior. Specifically, Xiaopeng G9 is equipped with an 800V high -voltage SIC platform. Under the collaboration of S4 ultra -fast charging piles, the peak charging power can reach about 430kW. The controlled high -fusion hardware architecture will become the first mass -producing car that supports XPILOT4.0 intelligent auxiliary driving system. In addition, better intelligent interaction and seat cockpit experience are one of the selling points of G9.

"We believe that the G9 will exceed the scale of the Audi Q5 next year, reaching 10,000 consecutive monthly sales." At the press conference, the founder He Xiaopeng had high hopes for the new model G9. Data show that the Audi Q5L sold 13,700 units in August, and the entire luxury brand fuel SUV camp was ranked in front of the Mercedes -Benz GLC series. In the eyes of many analysts, it is not easy to achieve this goal. The reporter sorted out and found that the competitors in the same price range of new energy vehicles were not only the ES6/7 of Weilai, but also the ideal L8, Avita 11. The aforementioned car agent also believes that "new energy vehicles and traditional fuel vehicles are counted as two dimensions. Xiaopeng wants to break through from new energy vehicles competition, and then it is not easy to eat the market share of fuel vehicles."

Earlier this month, Xiaopeng Automobile released the news, saying that as of the end of August, it had been delivered over 90,000 units this year, but there was still a gap between the annual goal of "ensuring 250,000 vehicles and impacting 300,000 vehicles" at the beginning of the year. In addition, the performance of the three "Wei Xiaoli" in the second quarter alone, Xiaopeng's performance was not outstanding. The three financial reports stated that the ideal car Q2 delivered 28,000 new cars with revenue of 8.73 billion yuan; Weilai Automobile delivered nearly 25,100 vehicles, and the car business revenue was 9.578 billion. The delivery volume is Xiaopeng, which is obviously excellent, with sales revenue of 6.938 billion yuan, which is lower than Weilai and ideal.

In the long run, Xiaopeng Automobile has been affected by low profits. Public data shows that Xiaopeng Automobile's gross profit margin in the second quarter of this year declined. In the second quarter, the company's gross profit margin was 10.9%, and the same period in 2021 was 11.9%. Therefore, the newly listed G9 was committed to raising the company's gross profit margin. He Xiaopeng also said, "With the launch of the new platform and the new models of the G9 and subsequent models, we will improve the gross profit margin of the model structurally. Our medium and long -term goal is to increase the company's overall gross profit margin to more than 25%." CITIC Securities Securities Securities Yin Xinchi's team released a research report that from a short period of perspective, the listing of Xiaopeng G9 in the third quarter of 2022 will drive Xiaopeng Auto's gross profit margin to improve.

"Wei Xiaoli" internal and external trapped

Last month, after "Wei Xiaoli" released its financial report one after another, the news of "Weilai sold a loss of 100,000" immediately rushed to the hot search. According to the financial report, Weilai Q2 losses was 2557 billion yuan, and the delivery volume was 25,100 units. For each car, it was a loss of 102,000 yuan. According to the financial report, Xiaopeng Automobile's net loss was 2.709 billion yuan, and the ideal car's net loss was 641 million yuan. In this way, the two sold a new car loss of 78,700 and 22,300, respectively. Taken together, the three companies of "Wei Xiaoli" lost nearly 10 billion yuan in half a year. Xu Haidong, deputy chief engineer of the China Automobile Association, said in an interview with China New Finance and Economics, "At present, our new energy (automobile) manufacturing enterprise basically has not yet reached the level of profitability."

Looking back on 2014, it was called "the first year of the commercialization of China New Energy Vehicle", at that time, my country launched 16 new policies to help the promotion of new energy vehicles. Based on this, the domestic new energy vehicle brands exploded, and new forces such as LeTV, Weilai, Xiaopeng, Weima and other new vehicles have sprung up. However, after the emergence of new self -made vehicles, their fighting with traditional car companies has never stopped. According to public reports, at a car forum in 2016, Li Shufu, the founder of Geely Automobile, publicly issued a new force to the new forces of the car. "Some companies do not understand cars and do not have a lot of money. Money. "Hearing this, Li Bin, the founder of Weilai, explained specially after coming to power," It is not a tide to build a car, and technology is not the most important thing in car companies. In the final analysis, the car will return to the user. "It was also related to" Car companies should discuss the discussion of technology first or users. " The reason for this shouting is that the new forces of car building use the same model from traditional car companies from the beginning. In short, the new forces of car manufacturing are making good use of Internet marketing, with users -centered. We will be promoted before receiving reservations and delivery. To this day, traditional car companies have also taken the route of Internet marketing. New energy vehicle companies have continued to increase investment in R & D and continue to strive to push new vehicles on technology. Such a competitive situation may be the best result.

However, it is undeniable that at the same time, the pursuit of traditional car companies and new car construction is not good for the "Wei Xiaoli", which is known as the "new forces of cars", the life is not good. In the past few years, they have accumulated a lot of loyal users through their leading advantages, but they have taken off a lot after actual use. From the perspective of competitors, traditional car companies have been in the new energy track for several years, but when they have returned to God, they are still strong opponents of "Wei Xiaoli". According to data from the Federation of Federation, in 2021, the three "new forces of car manufacturing" all entered the top 10 of the retail sales rankings of new energy manufacturers. From January to August 2022, Weilai, Xiaopeng, ideal The rankings have declined significantly, and the top 10 "new forces of car manufacturing" have only Xiaopeng cars. At the same time, new forces such as Nezha, Zero Run, Xiaomi have also brought a lot of pressure.

The reporter noticed that the three car companies adopted a dual marketing strategy. On the one hand, high -end models are continuously launched to increase profits by using high prices; on the other hand, it has repeatedly introduced preferential car purchase policies for old models. The new energy vehicle market is still booming. In the future, who is not known for deer death, but it can be convinced that the domestic new energy vehicle market still has a lot of room for improvement. In recent years, due to the technical problems such as auxiliary driving functions and new cars, it has caused widespread attention, and it is even more common that consumers are facing problems such as difficulties in charging, high battery life, and high car repair costs. While the car company made a strong words, some consumers seemed to be "not so good" in some consumers. Of course, the progress of the entire new energy vehicle is not only about a certain car company, but also the continuous progress and development of the industry.

New Yellow River Reporter: Zhang Bo

Edit: Xing Zhibin

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