"Wei Xiaoli" broke

"Since you have torn your face, you are born to the roll."

Author丨Cui Liwen

Responsible editor丨Cao Jiadong

Editor丨 Jin Penghui

"Who is already at the table today? I don't think there is a single company in China, a Chinese startup, that can already be determined at the next table, not yet. ”

The cruel Chinese car market in 2023 has undoubtedly given all participants a stick. Otherwise, at a forum this week, He Xiaopeng, chairman and CEO of Xpeng Motors, would not have issued a sigh at the beginning of the article.

From the perspective of a bystander, it must be admitted that with the joining of Wang Fengying, the product side with the launch of P7i, including the G6 entering the countdown stage of listing, and various drastic reforms at the enterprise level, it still sees the determination of this new force to climb out of the quagmire as soon as possible.

But if you want to really cure the disease, recover and be discharged from the hospital, it seems to take a long time. Especially in combination with the first quarter financial report released not long ago, it can be said that the "stubborn disease" is still clearly there.

Building a car is far more difficult than expected.

Of course, the beginning of the article spends a lot of space on these things, and it is by no means intended to overly gather fire and denounce Xiaopeng. On the contrary, I would like to warn others on the same track: "He Xiaopeng's words are not alarmist, and no one can be left alone under pressure." ”

Be prepared for the hard times to continue.

As for when will the dawn of hope break through the dark night of chaos? Right now, there is no relatively clear answer. In other words, most of the new forces in China are still in the whirlpool of dark tides.

Following the trend, the line of sight is further focused, and the "Wei Xiaoli", who has attracted much attention from the outside world and occupies the most voice, at this moment, their respective situations can also gradually only be described as "cold winter and midsummer".

Recently, as certain statements have been offered, the relationship between them has become increasingly delicate.

Crazy capital

"I'm already in the ICU, I'm almost hanging."

"We weren't much better, sitting in front of the ICU, ready to wait to get in."

At the end of 2019, in Victoria Harbour, Hong Kong, the above conversation occurred between He Xiaopeng and Li Bin. One day a few months later, He Xiaopeng shared a photo with Li Bin and Li Xiang sitting on a sofa in his personal circle of friends again.

And with the text, "Three bitter pressures, in the memory of bitter thoughts and sweetness." ”

It is undeniable that as an outstanding representative of China's new forces to build cars, they have gone through the darkest moment together, and the relationship between the three founders seems to have a taste of sympathy.

But since this year, "differentiation" has become the main theme that haunts "Wei Xiaoli". On the one hand, the ideal is desperately running and blooming, and on the other hand, NIO and Xiaopeng are struggling and trying to save themselves.

The very different situation of the company also made the relationship between the three founders begin to produce very subtle changes, and even ignite a trace of gunpowder.

For example, on May 24, Beijing time, shortly after the release of the NIO ES6, Li Xiang shouted on Weibo: "The ideal L7 will achieve 20,000 vehicles per month in October this year, and set a small target for the team in advance." Supplier partners, trust us, be sure to keep up with the production capacity! ”

Being at such a delicate juncture, saying such a paragraph can't help but make people think.

Of course, recently, between "Wei Xiaoli", more precisely, between Ideal and NIO and Xiaopeng, there are many similar insinuations. For example, the former mercilessly puts the comparison of the three financial report data directly in the tweets of the public account.

This week, the current one once again set a sales record of 84,000 units, Li Xiangji Weibo once again said in a high profile: "We only use three SUVs, more than the sum of all SUV products of any BBA brand in the Chinese market; With the delivery of the all-electric model and the ideal L6 next year, we are confident that we will achieve total sales exceeding BBA in 2024; Even if you focus on the high-end home user segment, you can make a very large scale. ”

What is even more ruthless is that when asked by netizens, "I think about how to do domestic friends every day, and the yin and yang strange atmosphere does not let people sit down." Li Xiang directly replied, "Many friends have the sales volume of those melons and dates, what can they do?" Our core focus has always been on the BBA plate."

In an instant, the-for-tat emotion was pushed to the top.

After that, Li Xiang continued to output at a high frequency and reviewed how the company got out of the trough, including how Ideal ONE was crippled by M7, including in a media live broadcast, leaving a message in the comment area talking about some views on NIO and Xiaopeng.

There is a feeling that what he does, and the character he tries to create, is more and more like Elon Musk on the other side of the ocean, with the posture of a "straight talker" in the car circle.

However, from the perspective of a bystander, I want to say: "Although Li Xiang's practice is not pleasant, and has even caused many people to dislike and disgust, but crazy capital, sales are getting better and better, is the biggest support behind him, in the wind to work hard for his own company, is exactly what the founder should do." ”

In contrast, NIO and Xiaopeng, who deliver crotch pulling, can only "eat yellow lian dumbly, and they can't say it if they are bitter". Next, for the two, the best way to fight back is still to talk to the terminal transcript. Otherwise, they will have to be forced to "stand up and be beaten".

After all, it is completely predictable that Li Xiang will never let go of every opportunity to "storm friendly businessmen" in order to live better.

Who decides whether to lose or win?

"They've broken."

A few days ago, when chatting with a friend, he talked about the current situation of "Wei Xiaoli", and he directly threw out the concise summary of the opening sentence of this paragraph.

I deeply agree with this.

If many years ago, at the beginning of the establishment of the brand, the three new forces to build cars still need to consider how to gain a foothold in the Chinese car market, how to overcome the fog to survive, so they need to huddle and help each other, then now, due to the sudden change of the survival environment, the terminal competition is becoming more and more fierce, and the expansion of their own base has begun a multi-dimensional confrontation, whether admitted or not, "Wei Xiaoli" has changed from a teammate to an opponent.

It is precisely because of this that "breaking up" is more like a reasonable result, and even a good thing in my heart. To build a car, where there are quiet years, only by "fighting" each other, can we hone the strongest winner.

Of course, as written in the article "There is no more "Wei Xiaoli" in the world": the reason why the ideal successfully breaks through, is sharp enough strategic vision, accurate enough product definition, enough efficient terminal execution, including enough close to the people brand culture, enough wolf company tonality, enough reasonable organizational structure, indeed occupy a large proportion.

And since entering 2023, I have worked hard to promote and adhere to the "extended range" technical route, and the ideal has finally stepped on the wind of "plugging in and mixing" blooming. In other words, with the multi-dimensional blessing of timing, location, people and people, this new force has successfully achieved its current results.

But as He Xiaopeng said at the same forum: "Each leader will lead the way for a year or two." ”

Whether the ideal can always maintain its absolute superiority, whether it will fall from the peak to the bottom again due to some "stubborn diseases", there is obviously still a huge unknown.

In contrast, NIO continued to release the ET5 Travel Edition this week after the new ES6 was delivered without the market before the painful change, and the price of all models on the NT2 platform was reduced by 30,000 yuan.

The starting price of 298,000 yuan makes it consistent with the sedan version, and even dropped to 228,000 yuan after BaaS. And such a pricing is enough to be regarded as NIO's first "backstab" old car owner.

There is no doubt that under the back of the war, this new force built a car and fought. Although a little hindsighted, it is better than living insensitively in a "utopia".

Similarly, on June 9, Beijing time, Xpeng G6 opened pre-sale, and once the price of 225,000 yuan was announced, it quickly triggered heated discussions in the entire industry. The root cause is that the product power is outstanding enough. According to its official announcement, 72 hours after the pre-sale began, Xpeng G6 had more than 25,000 pre-orders.

After further understanding, it was learned that the new car will also be officially launched at the end of this month, and it is expected that there will be a surprise in the final price. Of course, Xiaopeng knows very well that the G6 is a battle that must not be lost.

To sum up, as mentioned in the subtitle of this paragraph, so far the loss and win between "Wei Xiaoli" has not been concluded. Therefore, leaders must not be complacent, and laggards need not be complacent.

Writing here, the article is gradually coming to an end, and finally I want to discuss a question: "Wei Xiaoli" broke up, became-for-tat, and ignited a strong smell of gunpowder between each other, is it a good thing?

In my mind, the answer is yes.

For example, in the past week, Xpeng officially announced that it had overcome many difficulties and successfully landed the city NGP in Beijing; NIO said that the high-speed pilot power exchange will be launched in the third quarter, and the urban NOP+ will be released in the second half of the year; At the Home Technology Day held last night, Ideal announced the 800V high-voltage platform, 5C supercharging technology, the new "ideal classmate", Mind GPT's self-developed cognitive large model, urban NOA and commuter NOA without a map solution, and the naming "MEGA" of the first pure electric flagship MPV...

Obviously, an arms race-like competition is slowly playing out between the three new forces. In addition to gradually igniting the roaring flame of caring about "victory or defeat" in his heart, "Wei Xiaoli" was still shouting mercilessly: "Since you have torn your face, then you will be born to the roll." ”

And we, and even the entire Chinese car market, are fortunate to witness this "big war" that kills red eyes.