Although the new energy market is called a megatrend, there are still very few real players who can be called.
In other words, although this is a road with thick snow and long slopes, it is also a qualifier, and those who can stay at the table in the end are already masters, and if the masters can still come up with a good result, they can be called winners.
Sales volume is the basic dimension of table qualification assessment. When The pattern of Weilai, Xiaopeng and Ideal forming the camp of the head of the new car was initially determined, Nezha let people see its explosive power to break this "iron triangle" camp.
Before the spring of 2022 really began, Nezha held a media communication meeting and proved its value and gold content with a string of numbers.
The breakthrough of "breaking bamboo"
What is the Law of Bamboo?
The bamboo took 4 years and only grew 3 cm. From the fifth year onwards, it grows wildly at a rate of 30cm per day. In just six weeks, it grew to 15 meters. In fact, in the previous four years, bamboo has extended its roots into the soil for hundreds of square meters.
When we look at the growth law of Nezha in recent years, we will find that it has completely stepped out of the growth trend of bamboo.
In 2018, Nezha Automobile sold a total of 1206 units; in 2019, Nezha Automobile sold a total of 11,212 units; in 2020, Nezha Automobile sold a total of 15,091 units; in 2021, Nezha sold a total of 69,674 units, an increase of 362% year-on-year. Such a figure means that Nezha's sales in the fourth year are 2.5 times that of the previous three years combined, and the sales volume of one year also accounts for 72% of the total sales of the calendar year.
In other words, for Nezha, from 100,000 to 100,000, it only took 42 months. Although the commercial significance of the "100,000" number is not so clear, it is still an important symbol of the ability of car companies, and some people believe that the first echelon of the new forces composed of "Wei Xiaoli" has become full of suspense because of the existence of Nezha.
Coming to 2022, Nezha is even more overwhelming.
In January, Nezha delivered 11,009 vehicles, an increase of more than 4 times year-on-year; in February, the delivery of new cars reached 7,117 units, an increase of 255% year-on-year, beating Xiaopeng and Weilai, ranking second among the new forces. Some people in the industry believe that Nezha has come to the first echelon of new forces, and the pattern of "Wei Xiaoli" has also been broken by Nezha.
Nowadays, Nezha has stood in the top ten positions of the pure electric passenger car market, and more importantly, in the A0-class car and B-class car market that Nezha has deeply cultivated, Nezha V car series individual users account for 92%, far higher than the industry average.
At this time, the market recognized the status of the first echelon of the new forces of Nezha Automobile-making car - it came to the card table. The story of new energy is the most magnificent and eye-catching narrative of the current manufacturing battlefield, the grandeur lies in the growth potential, and the eye-catching lies in the variables. In this turbulent era of integration, the breakthrough of Nezha Automobile is highly anticipated.
The pragmatism of "building cars for the people"
As early as last year, Daniel Zhang, CEO of Nezha Automobile, said that "Nezha only does the people's cars, not the rich people's toys." In fact, Daniel Zhang has always stuck to what he has said.
From the current main sales model of Nezha, including Nezha V and Nezha V Pro, the total number of deliveries in 2021 reached 49646 units, ranking first in the sales of pure electric SUVs in the new forces; more importantly, in the sales of Nezha V car series, the recommendation rate of old owners reached 91%.
This is inseparable from the product power of Nezha V itself.
Even if the price range is about 70,000 yuan, Nezha V is still equipped with a 13-inch (V Pro is 14.6 inches) large screen, the car system is embedded in navigation, vibrato, Mijia and other rich Categories of Apps, and Nezha V Pro also supports the same level of rare L2 intelligent driving assistance system.
In addition, Nezha U Pro is also quite a highlight, and data is the best way to express it.
Nezha U Pro single-month orders exceeded 5,000 units; in the new force A-class pure electric SUV, Nezha U Pro has been sitting firmly in the top position; the market reputation ranked first, the recommendation rate and provincial coverage rate reached 90.5% and 84% respectively, at the same time, it also obtained the only C-NCAP five-star safety score in the market segment.
In fact, Nezha is not the earliest one in the field of new energy, nor is it the new force that "burns money" the most.
The data shows that to achieve this achievement, Nezha only spent 13 billion yuan, in Li Bin said that the threshold for car manufacturing has been raised to 40 billion at the moment, in He Xiaopeng said that there is no smart car under 150,000, Nezha seems to have walked out of another intriguing road. The reason lies in the accurate judgment of Nezha Automobile on the market, in the accurate delivery of highly cost-effective products, and in the inherent growth force of adhering to the comprehensive self-research of core technologies.
It is understood that the coverage rate of Nezha automobile channels in the target market segment has reached more than 99%; at the same time, Nezha Automobile has come up with a self-developed technology of intelligent force - Shanhai Platform, focusing on the four characteristics of high safety, high scalability, high intelligence and environmental friendliness, which will deeply empower the first product Nezha S.
Judging from the parameters currently released, Nezha S has indeed made great progress over the previous models on sale. Officially disclosed, the new car adopts a chassis with both luxury and sporty sense, accelerates by 3.9 seconds from zero hundred kilometers, and will achieve L4 level automatic driving in specific scenes in the future, and has super power fast charging. And it is worth noting that Nezha S will also launch two power types, extended range and pure electricity, with a comprehensive endurance of more than 1100km in the extended range version and a range of more than 800km in the pure electric version.
It is worth mentioning that with Nezha S as the carrier, Nezha summarizes the future development direction as "one in and one out".
The two directions of "in" and "out"
For Nezha, Nezha S is undoubtedly the new flagship, which means that with the listing of Nezha S, Nezha should fully tap the user needs and development potential of first-tier cities.
From the current point of view, in 2021, Nezha Automobile's user proportion in first-tier, new first-tier and second-tier cities has reached 64%; in 2022, this data will be improved again with the opening of Nezha Automobile's "into the city" strategy.
Data point of view, Nezha in the channel market segment coverage rate has reached more than 99%, as of now, Nezha Automobile has opened more than 80 direct stores in 28 cities, 100% coverage of the country's provinces and first-tier, new first-tier, second-tier cities.
It is expected that by the end of 2022, the channel will expand to 250 cities, and increase the layout speed of first- and second-tier direct-operated stores, the number of direct-operated stores will increase to 122, while continuing to promote the construction of Nezha power-up services, and launching an innovative service DTC model in the future to provide consumers with vehicle-related full-scenario services.
For Nezha, there is a more important task in 2022, that is, "going to sea".
This is an important step in Nezha Automobile's globalization strategy.
It is understood that Nezha Automobile has released a right-hand drive version of Nezha V for overseas markets and officially announced that it has gone to sea. In the international market, Nezha Automobile will take the lead in entering Southeast Asia, and then enter the electric vehicle market in other ASEAN countries with Thailand as the center. It is expected that in the first half of 2022, Nezha will officially expand and layout the Southeast Asian market.
At present, Nezha Automobile's European Business Department has also been established, and preliminary preparations are underway, which will accelerate the process of Nezha Automobile's globalization strategy. The Nezha S model, which represents the future intelligent exploration of Nezha Automobile, will also fully enter the European market after listing in 2022, thereby accelerating the process of Nezha Automobile's globalization strategy; at the same time, in 2022, Nezha Automobile will also launch annual models based on Nezha V and Nezha U.
Whether it is entering the city or going to the sea, whether it is Nezha V or Nezha S, it is the cultural input of China's new forces represented by Nezha, and in a "in" and a "out", Nezha's road to soaring is also opened.
Write at the end:
Daniel Zhang once said, "Before 2025, we must meet the annual sales threshold of 500,000 vehicles." If you can't do it, you may be eliminated. If you do, you'll get tickets to the qualifiers. ”
Today's 2022, standing at the node of moving from the second echelon of new forces to the first echelon, Nezha can be said to have obtained the qualification to play cards in advance, but it is rare for Nezha to desperately market his sales and scientific and technological content.
I think that the reason for this phenomenon is because Nezha sees farther and knows that the flash in front of him is far less important than every step of the future, which is an important symbol of the transformation of a car company from "new force" to "new strength", for Nezha, this is also the beginning of from "dark horse" to "Thousand Mile Horse".
Maxima, has begun to run.