Text/Tao Li
Not long ago, the NIO ES6 was officially launched, and the new car was launched in two configurations, priced at 368,000 yuan and 426,000 yuan respectively. Previously, NIO CEO Li Bin insisted that NIO would not reduce prices, but in fact, the starting price of the new model dropped by 18,000 yuan compared with the old model, and the price of the top configuration dropped by 58,000 yuan.
Let's not talk about the problem of "hitting the face or not", this wave of price cuts has indeed brought a lot of attention to NIO, and both the media and consumers seem to show great interest in this car. And NIO officials also immediately said that the new NIO ES6 intentional gold orders have exceeded 20,000, but it is not uncommon for intentional orders to exceed expectations but actual sales are not high, so NIO is obviously happy too early.
NIO ES6 has a wave of cancellations, and "NIO 10,000" may be downgraded
After the official launch of the new car, many owners chose to unsubscribe, although NIO claims to have 20,000 orders, but the actual conversion rate of intentional orders may be less than half, which is a big blow for NIO.
In the past few years, NIO's sales have been around 10,000 units, so it is nicknamed "NIO 10,000", and ES6, as the mainstay of NIO's product camp, accounts for more than 37% of NIO's total deliveries, which can be said to be the key to NIO breaking the "NIO" phenomenon. NIO also attaches great importance to this product, not only replacing the NT2.0 platform, upgrading the appearance, power, etc., but also opening the test drive on the day of launch, and delivering the vehicle in order order the next day.
In April this year, NIO delivered a total of 6,658 units, down 35.8% month-on-month, while NIO ES6 only delivered 174 units, and the once new force of the head car companies were gradually surpassed by other brands, and NIO at that time had the new ES6 in hand did not seem to be in a hurry, but according to the current market feedback, consumers obviously did not buy it. Under such circumstances, NIO's sales may turn sharply, and even the "NIO 10,000" will not be saved.
The configuration depends on the optional equipment, and it is not comparable to friends
The reason for the consumer cancellation is actually very simple, as a luxury and comfortable high-end model, NIO ES6 has a very obvious shortcomings in comfort configuration, and it seems that the price of NIO ES6 has been reduced, but in fact there is no sincerity, and the vehicle is full of the word "add money".
For example, if you want the official publicity of the queen's co-pilot, you have to add 8500 yuan; If you want leather seats, you have to add 16,000 yuan; If you want front seat massage, ventilation, etc., you have to add 15,000 yuan... Therefore, the price equivalent to more than 300,000 you just bought a version of the model with nothing, a little optional configuration price of more than 400,000 yuan, all selected, you have to get more than 500,000.
On the other hand, the ideal L7, Wei brand blue mountain and other competing products, most of the configuration are standard, on the basis of its own pricing is tens of thousands of yuan higher than Wei brand blue mountain, ideal L7, etc., but also add money to choose, relying on power exchange services alone can compete with friends to grab the market, obviously impossible. It is no wonder that after the launch of NIO ES6, Li Xiang, CEO of Ideal Automobile, immediately said that the sales of Ideal L7 should reach 20,000 units / month, after all, the pressure from friends is too low.
Chengye "luxury", defeat also "luxury"
For the future, the current situation is not optimistic, from the beginning of the birth of the brand, NIO has set itself a high-end brand route, targeting luxury brands such as BBA. Through the efforts of the past few years, NIO has indeed gained a foothold in the market and has the shadow of a luxury brand. But now the market continues to roll in, major car companies crazy to seize the market, whether it is BBA, BYD, Tesla, are using a variety of price reduction discounts to attract consumers.
However, NIO still adheres to the positioning of luxury brands and refuses to reduce prices, which is actually very dangerous in the absence of brand premium support.
Previously, Li Bin said that if NIO's next sales are still about 10,000 vehicles per month, then he will have to consider finding a job. From the perspective of the current market environment, it is difficult for NIO to even maintain monthly sales of 10,000 units, let alone achieve the "three points of the world".
Write at the end;
As the competition in the automobile market enters a white-hot stage, the priority of major car companies is to increase sales as soon as possible and stabilize market share, for NIO, whether to continue to stabilize the "luxury" status, or reduce the figure in exchange for sales, it is time to make a choice.