In 2021, Weilai was frequently exposed a lot of negative news, resulting in a sharp decline in sales, to know that Weilai just listed on the "high-end" positioning, in the new car-making forces have been "big brother" identity, now combined with Weilai's sales, Weilai seems to have gradually fallen from the "big brother" sales position to the second echelon of new car-making forces, how did Weilai fall to this position today?
Nio will deliver 91,429 vehicles in 2021, Ideal Auto will deliver 90,491 new cars in 2021, and Xiaopeng Automobile will deliver 98,155 vehicles in 2021. Xiaopeng Automobile is the 2021 overall sales champion of the three new car-making brands, followed by Weilai in second place and ideal third.
From the perspective of sales trend, from July 2021, Weilai's sales showed a rollercoaster float, especially in August, which fell to 4365 vehicles at one point, and the situation improved slightly in September, and there was another cliff-like decline in October this year. Starting in 2022, NIO's sales fell directly from 10,700 units in January to 6,131 units.
In the face of this rollercoaster sales, Weilai officials have given various explanations. Sales fell in August last year, and Weilai's official explanation was that the A/B pillar interior panels were JIT parts, and the inventory was very limited, which affected sales in August. In the face of the sales volume that was not very good in October, the explanation given by Weilai is that due to the epidemic factors abroad, it has a great impact on Weilai's production, and this factor will continue for a period of time. Until February this year, the future sales volume once again made people "eye-catching", this time Weilai still gave a grand reason, explaining that Weilai's sales were mainly due to the "Spring Festival holiday factory shutdown".
All kinds of explanations pale under Xiaopeng and ideal sales data. In the same environment, the sales of Ideal and Xiaopeng in February still reached 8414 vehicles and 6225 vehicles, both surpassing Weilai.
It is understood that at the 2022 WEILAI sales target meeting, Weilai co-founder Qin Lihong said that the supply of spare parts will still be the ceiling of Weilai Automobile's delivery. This year's delivery target I said not to count, the supply chain to decide, how much to pay. From Qin Lihong's speech, we can see that there is a great crisis in Weilai's supply chain, and supply chain problems have become the biggest constraint on Weilai's delivery
Secondly, Weilai's positioning of its own is mainly "high-end", so the pricing is much higher than that of ideal and Xiaopeng. For example, with a budget of 150,000-300,000, we can't buy a Weilai, but ideal and Xiaopeng can. Such a price point has dispelled the desire of many consumers to buy, so they have to turn their attention to the ideal and Xiaopeng, which also has strength. Weilai CEO Li Bin defines Weilai as a "car company in the era of mobile Internet", and the concept conveyed to users is that buying Weilai is not just buying a car, but buying a ticket to a new way of life. But the reality is that users need ideals and more real offers.
Finally, WEILAI sells not only vehicles but also "services". The definition of "high-end" weilai is not only reflected in the price but also hidden in the service. NIO House almost completely broke the routine of 4S stores. Nio's 4S store is more than just a 4S store. In nio NIO House, almost every day from Monday to Friday there is a "new play method", there are large-scale parent-child activities, floral activities, fitness activities, in short, only you can't think of it, there is no Weilai can't do it, as long as you buy Weilai, you can become a VIP user here. NIO House's various welfare systems are thrown out of the Audi Mercedes-Benz BMW several streets away. But with the increasing number of users, how long can this "high-end" service Weilai last? Weilai, which talks about feelings and feelings, cannot be exchanged for sales after all.
Write at the end:
It is worth mentioning that Weilai did not only lose in total sales. You know, There are five models on sale in Weilai, namely ET5, ET7, EC6, ES6, and ES8. The ideal has only one ideal ONE, and Xiaopeng has only three models on sale, namely P7, P5 and G3. The sales of the five models on sale are all less than those of the other two major car companies, which is really worth pondering. Will WEILAI completely fall behind from the "new force troika"? We don't know. However, if Weilai can put down its body and set sales targets to cater to the low-end market, it may still be able to regain the status of "new power big brother".