100 billion is gone, and Li wants to go crazy
The domestic "crazy roll" of the new energy market is staging a farce.
The launch of the high-end MPV model MEGA Ideal Auto attracted 50% of the industry's popularity in March.
Who would have thought that the release of a new car would bring out of control traffic and an uproar on the Internet, which would make Li Auto plummet from the market value of HK$350 billion during the year, and more than HK$100 billion was wiped out. As of the close of Hong Kong stocks on March 26, Li Xiang, the founder of Li Auto, only gained a slight increase of 2.5% from the "review letter", but more shareholders and netizens obviously did not buy this wave of public relations and public opinion.
Why did the ideal car, which is outstanding among the new car-making forces and reap beautiful financial reports, suddenly get out of control?
One
In the eyes of many people, Li Auto's crisis stems from the new MPV released in March, the MEGA that takes the high-end and high-priced route. is also because of the too "high" price, MEGA was complained about by the Internet as soon as it went on sale, and a P picture show was staged.
There are many versions of the P Picture Show, and the most discussed version is to make MEGA a "hearse". Since then, this version of the P show has been out of control. At the same time, "negative news" about MEGA and Li Auto swept the Internet.
Internet public opinion is very loud, MEGA seems to have a "curse", and the sales performance is getting worse and worse. Referring to a number of media and self-media reports, MEGA only sold more than 3,200 units in the first three days of sales, which was less than expected. In the face of the sales situation, Li Auto did not officially give public data, which reflects that the real sales of MEGA may indeed be a little unsatisfactory.
If the Internet's complaints about MEGA are limited to MEGA, it is nothing, and the embarrassment is embarrassing, implicating the capital market. Since the release of new MPV cars, Hong Kong stocks have formed a "one-sided" situation. After Li Auto hit a market value high of HK$350 billion at the end of February, the company's share price seemed to have fallen into an abyss, with more than HK$100 billion evaporating out of thin air.
The loss of real money and silver wealth once made Li Xiang furious, "to fight back against darkness with light". He said in a weird way in the circle of friends, "We are using legal means to deal with those organized illegal and criminal acts in the incident." ”
However, Li Xiang's operation did not bring "good results", and the passers-by who were not too big to see the excitement were angry, and they joined the army of complaining one after another, from appearance to technology, performance to pricing, there were more and more problems, and there was a lot of scolding. Some netizens even found out Li Xiang's crazy promise on social platforms, "If it is really designed like this bird, I will kill the design team and jump off the building by the way." ”
Following this promise, a large number of netizens sent out torture from the depths of their souls, "Did you jump?"
In recent days, Li Xiang, who seems to realize that his attitude is "arrogant", has made a 360-degree sharp turn and completed a round of public relations and public opinion in the form of an internal letter to "review". In the letter, Li wanted to pull "all the staff". He believes that "nowadays, the company has the problem of the desire of all employees to pay too much attention to sales, especially when the desire exceeds the value, we have significantly reduced the user value and business efficiency that we are best at to varying degrees, and this has made us the person we hate the most." ”
In addition, Li Xiang really answered questions sincerely and solved related questions, but this year's shareholders and netizens are not easy to fool.
Two
Li Xiang probably never dreamed that the day after the internal "review letter" was released, it overturned.
On March 22, Li Auto's Hong Kong stocks fell by more than 10% again, and it is estimated that Li Xiang has the heart to "jump off the building". So. Why did the ideal car, which was sought after by shareholders and netizens at the end of February, take a sharp turn? In the opinion of an industry insider, "domestic new energy vehicles have entered a white-hot stage, and for the new forces with a weak foundation and a background in Internet car manufacturing, Alexander." ”
In other words, if the new car-making forces want to stand out in the new energy industry where "immortals" from all walks of life are rushing to fight fiercely, they will have to pay more effort, and it is not difficult to say that it is not small. It is necessary not only to cope with the increasingly competitive market environment, but also to innovate and meet the needs of customers. As an early player of the new car-making force, Li Auto also has to resist the attack of the "back wave".
Easier said than done. The fall of batches of new car-making forces has verified the logic of waiting for death if you can't get out. In the past few years, Li Auto has been trying to find a way to hold the "range extender" position, and Li Xiang has also made unremitting efforts to achieve this. Li Xiang's efforts are obvious to all, and his 2023 financial report released on February 26 interprets the value of struggle.
According to the data, Li Auto's products will be delivered 376,000 units in 2023, making it the first company to deliver more than 300,000 units annually among the new domestic car-making forces. The other two "Wei Xiaoli" and Xiaopeng Motors, which are often discussed by the outside world, only delivered about 160,000 units and 142,000 vehicles throughout the year.
It is worth mentioning that in addition to leading the new domestic car-making forces in terms of sales, Li Auto has also taken the lead in terms of operation. In 2023, the company will achieve revenue exceeding 100 billion yuan and net profit of 11.81 billion yuan, which is close to the global new energy leaders BYD and Tesla, and is also the third car company in the world with a net profit of more than 10 billion yuan after BYD and Tesla.
At that time, as soon as the financial report came out, Li Xiang and Li Auto exploded, the capital cheered, and the Internet received rave reviews, forming a 360-degree sharp turn with the present. When netizens were looking forward to whether Li Xiang would shoot a "stunning shot" next, he brought a "sad little arrow".
Three
There is an unforgettable classic line in the movie "Farewell My Concubine" starring Leslie Cheung, "If you don't go crazy, you won't survive".
The modern interpretation of this line is, "There is no shortage of crazy people who can achieve great deeds such as art masters and scientific giants throughout the ages, and only such obsessive devotion can eventually achieve great things and complete great deeds, so there are no crazy demons who cannot live." ”
In order to attract traffic, the entrepreneur who was silent in the Autohome era has become a "public knowledge on the Internet" who is sometimes even crazier than Huawei's Yu Chengdong. "If you don't agree with each other, you will be scared, and you want to jump off the building by saying to yourself. ”
There is a view that the sharp decline in the reputation of Li Auto is because Li Xiang "lost his ideals" and "Li Xiang floated". In fact, there is nothing to talk about at all, "lost Li Xiang and floated." "The emergence of MEGA is a key step in the siege of Li Auto. According to information from CINNO Research, a tripartite research agency, the wholesale sales of new energy passenger vehicles in China will be about 8.86 million units in 2023, a year-on-year increase of 36%, of which SUVs are growing rapidly.
Although Li Auto has launched three top-selling durable models, the best way to encounter competitors facing the wind is not to defend but to attack, and find the next depression. MPV is a good direction, at least not targeted by several new energy leaders.
However, in terms of product pricing, Li Xiang is a little anxious, which is a manifestation of his madness. Looking at the online voices, the root causes of complaints or various complaints generated by complaints are basically inseparable from the "high" price. How did Li Xiang's pricing come about? It was nothing more than a benchmark for foreign-funded MPVs, and the strategy of the previous SUV was copied to the MEGA, which eventually led to the failure of the previous marketing strategy.
Although Li wants to save everything, he is used to "explaining when there is a problem", and it is difficult for him to jump out of the "self-closed-loop consciousness".
At present, the fierce competition of domestic new energy is extremely fierce, and "there is no room for error". Seeing peers discovering a new continent, there will be players who will come to occupy the pit immediately, such as Xiaopeng Motors, which quickly launched the X9 with a price of 359,800 yuan.
It is said that when Xpeng Motors launched the X9, Li Bin, the founder of Weilai Motors, showed a happy expression after experiencing the car, and he also pulled He Xiaopeng, the founder of Xiaopeng Motors, to take a group photo with excitement, as if a big opportunity beckoned to the two again.
I don't know what Li Xiang thinks? I hope that after this battle, Li Auto can really figure out where the road is?