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These two days looked at a very interesting set of new energy vehicle data.
The first group was the sales of Weilai, Xiaopeng and Ideal, which are known as the "New Energy Royal Three", with sales of 5,074 vehicles, 9,002 vehicles and 4,167 vehicles respectively, which plummeted by 41%-62% compared with March sales.
All three companies are stressing that the reason for the decline in sales is a problem with the supply chain. Ideal Cars, in particular, saw the worst sales of 62 percent, with 80 percent of its supply chain concentrated in the Yangtze River Delta region.
The second set of data comes from BYD. In April, the sales of new energy models exceeded 100,000 units, reaching 106042! From January to April, the company sold 390,000 units! The year-on-year increase was 387%.
This can't help but make people wonder, the same new energy vehicles, flaunted technology, fashion, intelligent "Wei Xiaoli", why can not do "soil and earth" BYD?
Looking at the Data for April, BYD's victory over "Wei Xiaoli" is almost crushing. Some self-media even said that "the only factor that limits BYD's sales now is production capacity."
BYD and "Wei Xiaoli" are not essentially a type of company, the former is to do products, independent research and development, layout of the whole industry chain; the latter imitates Tesla, does assembly factories, and engages in brand marketing.
Take BYD and Nio as an example. BYD has the temperament of a science student, the boss Wang Chuanfu is from a technical background, and he soaked in the production line all day in the early stage of entrepreneurship, thinking about how to improve production capacity and quality.
Wang Chuanfu does not like packaging, and some shareholders proposed to change BYD's name and reshape the brand, but he believes that the product is not good, and the brand is useless no matter how good it is.
Wang Chuanfu also openly admitted in the interview that BYD's name was taken randomly, "At that time, there were many start-up companies in Shenzhen, two words, five words with good meaning of the name were taken, we simply took three words, BYD is weird, no one took, very good." ”
Weilai has the temperament of a literary and artistic youth. Weilai Automobile attaches great importance to marketing, does branding, and highlights its tall brand image to the outside world. This is not unrelated to the owner Li Bin's Internet origin.
The underlying technology of the Internet is the same, the fight is marketing, who occupies the user's mind, who wins the market. Talking to Li Bin about technology is a bit difficult for strong people.
Li Bin used a very clever set of marketing packaging techniques. First of all, he positioned the brand of Weilai as "BBA-level", which is to tell car buyers that "buying Weilai is equivalent to buying BBA", and designing the appearance of the car very beautifully to meet the vanity of middle-class white-collar workers in first- and second-tier cities.
Secondly, in the early stage of entrepreneurship, Weilai spared no expense and invested heavily in services, cultivated a group of loyal core fans, and borrowed their mouths to advertise weilai everywhere.
But this value-added service is unsustainable, and finally it becomes a value-added service that charges tens of thousands of yuan per year, and the wool is out of the sheep.
American investors regard NIO as the "Tesla of China", the stock price has soared for a period of time, coupled with marketing success, NIO sales growth for a period of time is very good.
However, due to the impact of last year's global "lack of core" and this year's epidemic, Weilai's fragile supply chain has reached its limit and fallen into the predicament of not being able to deliver. Neither the conveyor belts of the assembly line can run at full speed.
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Compare the supply chains of BYD and Wei Xiaoli.
BYD has chosen to lay out the entire industrial chain, and has a deep layout in core spare parts such as chips, batteries, electronic controls, and motors.
The battery is a self-developed "blade battery"; the motor is a self-developed permanent magnet synchronous motor; and the electronic control is a self-developed SicMosfet. Especially for the chips involved in electronic control, BYD has built its own semiconductor factory, which includes the materials, single crystals, epitaxy, packaging, and visual measurement of the on-board chips in one fell swoop.
In fact, the technical level required by the car chip is not high, there is no need to blow BYD's chip technology, but this independent spirit is worth thinking about.
In contrast, in addition to the on-board system, the hardware of "Wei Xiaoli" relies heavily on the global supply chain, and all it has is a few assembly lines and a group of software engineers.
Relying on the global supply chain has the advantage of procuring the world's top parts and assembling the best new energy vehicles, and Tesla is taking the same path. Tesla can succeed, Wei Xiaoli follows the cat and draws the tiger, and there is also a chance of success.
But now, the global supply chain has a problem, a chip from dozens of dollars has been speculated to two or three thousand, may not be able to buy, "Wei Xiaoli" has a problem. The cost of building cars has increased sharply, production capacity is tight, the front end does not dare to sell, and the back end cannot be built.
In mid-April, He Xiaopeng and Yu Chengdong said that if they did not open up Shanghai's supply chain, many car companies would be in trouble this year. This is a vivid portrayal of relying on a global supply chain system.
BYD and Wei Xiaoli different models, in the short term, Wei Xiaoli takes advantage, the world buys arbitrarily, and now the tariff on auto parts is low, only 6%, importing the most advanced parts from overseas, you can build the best car.
Save money to build factories to do marketing, advertising, and grabbing customers.
In the long run, BYD takes advantage, and the supply chain is stable and controllable. After the scale effect of the factory rises, the cost of parts will continue to decrease, driving the price of the whole vehicle down and gaining a greater cost advantage.
Take the current situation, people who have the need to change cars want to support Wei Xiaoli, but you don't have a car, how to support fans?
Realistically, BYD's model is highly risky.
In the early stage of BYD's layout of the whole industrial chain, it is necessary to invest a lot of money, and every year after that, in order to expand production capacity, it is necessary to continue to invest money, factory development is originally a process of "continuous improvement of production capacity, continuous addition of capital", it cannot be said that this year's situation is good to invest money, next year's situation is not good, not investing means that production capacity stagnates and loses cost advantages.
If BYD's funds can't stand up at some point, they collapse in an instant.
Many European and American economists oppose the BYD model, rooted in the traditional large-scale industrial model, and the risk is concentrated in one factory, which is not conducive to the improvement of the overall benefits of society.
If BYD's chips, motors, and batteries are distributed to other professional factories, the risks are dispersed, and the specialization and social efficiency will be higher.
This contains a classic question: Where are the boundaries of a company? Interested friends can understand the next, this article does not say more.
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BYD sold 100,000 cars in a single month, Weilai, Ideal, Xiaopeng advertising did a lot of flying, sales calls did not stop, the three combined to sell less than 20,000 vehicles. The "Royal Three Families" are still like this, a large number of new car companies that are not as good as them, and the actual situation will only be worse.
For example, the zero-run car that has been advertised the most fiercely recently. Originally unknown, it could not be ranked on the new energy jianghu, because it was preparing for an IPO, and began to frantically smash soft texts to publicize its own technology and how popular the model was.
In April this year, the delivery volume of zero-run cars was 9,087, surpassing "Wei Xiaoli" and still having a gap of 90,000 vehicles from BYD. But it does not prevent zero running to steal the concept, a soft article titled "New Car-making Forces in April Sales Reshuffle, Zero Run Won the Championship for the First Time, Weilai Ideal Performance Is Bleak", how did zero-run that sold 9087 vehicles win the championship?
Look at who to compare, and Weilai, Ideal, Xiaopeng comparison, zero running in the 4 brands is of course the champion. There are also Wuling, BYD, Tesla, Great Wall, etc. on the whole list, sorry, they are not in the range of zero running sampling, there is no tiger in the mountains, and the monkey is called the king.
At present, traditional fuel vehicle giants have transformed into new energy, whether it is BMW, Audi, Mercedes-Benz, or Changan, Geely, FAW, Dongfeng, SAIC, have launched new energy models.
Before, because oil trucks were their main business, and they were quite profitable, they did not pay too much attention to new energy.
Now it is different, new energy is definitely going to replace the oil car, time sooner or later, the car companies with dozens and hundreds of years of technical accumulation at home and abroad have freed up their hands, turned around and attacked new energy, their strong self-development ability, not "Wei Xiaoli" in the car to build an intelligent system, install a large screen, the shell to make a beautiful point can be compared.
The key is to look at the hardware, without hardware you can't even build a car, it really became a PPT car.
Author: Jiang Zuo You'an