Behind the double shrinkage of products and services, NIO is full of ambitions to become an energy company

On February 22, NIO announced that it will sell eight of its models

Make a facelift and upgrade, and the battle is like a rainbow.

Standing

NIO's official perspective

This is a collective charge of the product matrix of "increasing volume without increasing price".

But

, for the content of the specific facelift, the new 2024 model year of NIO

But it attracted "no pain, no itch", "changed."

a lonely "a wave of disappointed comments.

At the same time, a considerable number of users have begun to pay attention to older (2023) models that are more cost-effective after price reductions, such as the NIO 5/6 series has a decrease of 27,000 yuan, and the 7/8 series has a decrease of 36,000 yuan. As a result, a wave of small market traffic has also been set off.

In fact, last year, NIO had already predicted that there would be no new models in 2024, only facelifts, and expected management was carried out in advance. Therefore, the launch of NIO's 2024 new car has almost become the only attraction of the NIO brand on the product side this year.

The direction of public opinion caught NIO off guard, which was obviously a good thing but turned into a bad thing, and a bright spot turned into a stain. Not only NIO, but even me, I don't know whether this is right or wrong, happy or sad?

Double shrinkage

Of course, all complaints arise in contrast.

Let's take a look at what NIO has changed?

In fact, there are two most important points.

The first is what NIO calls the "Central Computing Platform ADAM", which is a set of cockpit and driver convergence solutions.

From the perspective of the hardware layer, this solution integrates 1 Qualcomm Snapdragon 8295 cockpit chip and 4 NVIDIA Orin X intelligent driving chips. Compared with the previous generation model, the cockpit chip has been upgraded from 8155 to 8295.

The second is NOMI GPT, which is the large model on the car.

Different from other brands of on-board models, NOMI GPT adopts an end-to-device deployment scheme, which generally means that there is no need to connect to the Internet, and all commands are executed locally, so that data privacy can be achieved without leaving the car.   

In addition, as the prospective users say, "Is the addition of 4 headrests also called a facelift?"

Therefore, in this era of "8295 in the city", NIO's so-called "increase in volume without price increase" facelift is basically recognized as a weak perception, for example, the expected 800V voltage platform has not appeared.

As a comparison, let's take a look at how big the facelift of ZEEKR 001 is?

The 2024 ZEEKR 001 intelligent cockpit will be equipped with an 8295 chip, and the main screen will be upgraded to a 2.5k screen, and the overall style of the interior will be borrowed from the "performance beast" 001FR, and it will be upgraded to an 800V architecture with a 310kW silicon carbide motor.

The dual Orin X intelligent driving chips after the replacement have a computing power of up to 508TOPS, which means that ZEEKR 001 will be equipped with a more high-end intelligent driving system, and the intelligent driving performance of new cars in the future is worth looking forward to.

More importantly, it is basically confirmed that the price of the new model has dropped by more than 10,000 yuan compared with the old model.

In comparison, the NOMI GPT on-board model is the most effective product highlight of NIO's 2024 model.

However, NIO has put the perceptible upgrades on the software capabilities that have not yet been realized, and to a certain extent, the new features have become "futures". However, ZEEKR 001 is a hardware upgrade that is now speculated and sold.   

However, that's not all that NIO's 2024 model has attracted criticism.

In the comment area of the NIO app, many old users asked whether the first-generation model/current second-generation model could be upgraded to 8295, whether the old ES7 could be upgraded to a new seat or HUD, etc., and the answer was "no".

The meaning of the so-called "can't" means that it is impossible to pay for it, and it is even more impossible to be free.

Coincidentally, at the end of January this year, NIO's 2024 version of the service-free product was released, which also attracted complaints.

Many users believe that the 2024 version of the worry-free service product has decreased compared with 2023 in terms of enhanced maintenance, scooter points, and community rights and interests reward points.

In this regard, Li Bin explained that from the perspective of sustainable operation of worry-free services and user needs, the company has made reasonable and necessary adjustments to service items on the premise of ensuring service fairness and reasonable rights and interests.

Obviously, the phrase "sustainable management" says it all, and the adjustment of the new version of the service content must be tilted to the benefit of enterprises to a certain extent.

Judging from the products and services of the 2024 model released by NIO, NIO is becoming "picky and searching". It seems that NIO, which holds users in their mouths and is afraid of falling in their hands, will make a 180-degree turn at the beginning of 2024.   

Reminiscent of the first internal letter of 2024 released by Li Bin at the beginning of this year, he emphasized the company's goal of reducing costs.

Other displays:

In the past few years, NIO's business boundaries have expanded rapidly, and the system capabilities have not been perfected, resulting in a waste of resources due to "in-depth business understanding" and "poor management".

It seems that the delay in the arrival of earnings has indeed deeply stimulated NIO's executives. In balancing the interests of the company and the interests of users, NIO has made a different choice from the past.

However, we know that the 2023 rims are enough to roll. At present, it seems that BYD and Tesla have fired the first shot of the price war in 2024, and this year will only be more volatile.

What is the intention of NIO's changes?

Energy dreams

The east corner of NIO is to build cars, and the mulberry is energy. NIO is becoming more and more like PetroChina and Sinopec in the new energy era, and what is worse than two barrels of oil is that NIO not only controls electricity like two barrels of oil, but also defines the battery swap station like the invention of the fuel dispenser.

NIO's car, NIO's electricity, NIO's battery swap station, NIO's charging pile, this is a closed loop of electric energy use, and what firmly binds them together is

NIO's service system.

Before NIO's reputation was almost perfect, it was also the first time that NIO's battery swap policy was adjusted, which made users have a trace of dislike for NIO's service for the first time.

In August 2021, NIO adjusted the unlimited number of free battery swaps to 6 for the first time. Since then, the free battery swap rights have been reduced year by year. On the eve of the Spring Festival this year, NIO has announced that the battery replacement service will no longer be free during the Spring Festival, and car owners need to pay electricity bills, but they can be exempted from service fees.   

Yes, the point we want to express is that core services such as NIO's battery swap must be regressed, so the product facelift is just "increasing the volume without increasing the price", and the worry-free service product is also a shrinkage that lowers the threshold, so what can not be done?

However, we also know that NIO in 2024 must fight.

Last year, NIO's focus should have been fine-tuned, from products and services to the broadening of the battery swap moat. After all, in a unit of time, a new force like NIO can only do one thing well.

In 2023, NIO has successfully completed the "Thousand Stations Plan", and in 2024, the "Thousand Stations Plan" will continue, and will continue to deploy 1,000 new battery swap stations and 20,000 charging piles, and by the end of 2024, a total of 3,310+ battery swap stations and 41,000+ charging piles will be built.

A few days ago, NIO officially released the 2024 Spring Festival travel report, which shows that NIO has set a new high in the number of battery swaps and the peak of single-day battery swaps during the Spring Festival holiday, and more users have changed batteries all the way, with a round-trip mileage of more than 5,000 kilometers.   

Such figures show that NIO's solid energy replenishment network construction has indeed brought convenience and a sense of security to car owners, especially for pure electric vehicle users, energy replenishment is almost the biggest pain point that plagues them.

And NIO basically solves this pain point. On a global scale, are only NIO pure electric vehicle users in the Chinese market have such a sense of security?

If before 2023, NIO's battery swap was still a small blessing given by NIO to users, then with the arrival of 2024, NIO battery swap has fully fulfilled its promise and evolved into a huge and solid energy replenishment system, and because traditional masters such as Changan and Geely have joined NIO's battery swap system, they have deeper background resources.

NIO's energy replenishment system has become a scarce resource in the current new energy vehicle market. Those who have scarce resources in their hands have the right to choose.

Therefore, when considering NIO's product remodeling, including service adjustments, we must combine NIO's increasingly complete energy replenishment system, which together constitute the entire NIO brand, and even the latter is more important.   

Let's talk about the summary

In 2024 and even in the next three years, the building of sub-brands may become the top priority of NIO.

Li Bin also specifically pointed out that the ET5 will be the cheapest NIO brand car, and it will also be in the 300,000 yuan level.

Li Bin's words must be the truth, if the Weilai brand is less than 300,000 yuan, the sub-brand of Weilai will have no room to survive. What's more, the sub-brands will also be fully integrated into NIO's existing energy replenishment system.

With a successful energy replenishment system as the core, NIO uses sub-brands to seek quantity, uses the NIO brand to seek quality, and pursues the maximization of profits from now on, which is the beginning of NIO's turnaround and relying on the market rather than the capital market.

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(min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme: dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),,body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .. 15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;-- weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);-weui-tag-background-red: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, ..) 1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .. 1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .) 6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){-appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 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rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .. 9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: 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rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6); --weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .) 6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme: 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div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}