Luo Yonghao is eyeing Weilai for battery swapping.
On March 31, Luo Yonghao's live broadcast room of "Make a Friend" changed the style of the past and added a new touch of bright blue. Luo Yonghao and Zhu Xiaomu, dressed in black, stood in front of the huge blue background, setting off the words "NIO Weilai" behind them particularly eye-catching.
In the 18-minute live broadcast introduction, Luo Yonghao's golden sentences came out frequently, and the most popular one was the sentence "I hope that NIO will develop all the way and send the old world oil truck into the garbage heap of history." Luo Yonghao, who has always been amazing, did not disappoint this time, not only arrogantly and ruthlessly fired at the oil truck, but also put the "historical responsibility" of eliminating the oil truck on the shoulders of Weilai.
Can NIO, which has been around for 10 years, be able to take on this heavy responsibility?
As one of the pioneers of science and technology entrepreneurship, Luo Yonghao did not fire on oil vehicles for no reason, but highly recognized the overwhelming advantage of trams over oil vehicles, especially Weilai, which has the advantage of battery swapping.
Luo Yonghao used a series of data to introduce that Weilai has nearly 2400 battery swap stations across the country, and nearly 800 battery swap stations on the highway, and users can swap batteries all the way from Harbin to Sanya, and Weilai battery swap stations are still increasing at a rate of 1000 per year. As Luo Yonghao said, the battery swap station is the gas station for electric vehicles.
As early as Weilai, which was full of tram "gas stations" across the country, it became the most suitable car company in Luo Yonghao's mouth to send oil trucks to the historical garbage heap.
NIO's charging and swapping network layout
Bombarding the oil truck, praising and changing the battery, what is Mr. Luo?
It is not easy to replace the fuel car that has been immersed in the past century, but Luo Yonghao is not a mouthful, the basis of his judgment is that when the battery is as convenient and efficient as refueling, more intelligent and comfortable electric vehicles will definitely replace fuel vehicles, becoming the best choice for people to travel.
The reason why Luo Yonghao can become the head expert in the field of live streaming is not only because of his strong ability to control product selection, but also because he can find out the preferences of consumers and provide them with more suitable choices. In talking about choosing a car, Luo Yonghao's judgment is still accurate.
"A 10-year-old global smart electric vehicle brand can provide users with intelligent products and high-quality service experience for crushing oil trucks, and can also make trams as convenient as refueling oil trucks", Luo Yonghao said with emotion.
It also provides users with a choice of 75/100/150 degree battery packs, so users can choose the corresponding battery pack according to their actual travel needs, and do not need to worry about battery safety and service life. In other words, it's as free and convenient as choosing to add 92/95/98, without worrying about where the oil is coming from.
In addition, NIO has also built battery swap stations based on the density of car buyers and usage scenarios, so that users can experience convenient battery swapping in urban areas and highways, eliminating potential mileage worries. Especially when the battery replacement is as convenient as refueling, the tram no longer has the anxiety of battery life and the hidden worry of second-hand depreciation, but allows the user of the tram to give up the worries of using the tram.
Compared with gas stations that prohibit phone calls, the NIO battery swap station is a small house with intelligent automation, which can be far away in the mountains and forests, near the downtown area, and where users need it, and can realize 24-hour automatic battery swapping.
As Luo Yonghao said in the live broadcast room: "NIO is an electric car without range anxiety. And use the words "more, faster, better, and more economical" to accurately describe the characteristics of battery swapping.
But NIO's "destiny" has survived ridicule and questioning, and has come step by step.
As soon as NIO proposed the battery swap model, doubts struck everywhere, and all parties accused the battery swap station of being too costly and not a good business. But now, more and more people feel the benefits of battery swapping, and there are many people who choose new energy vehicles for battery swapping.
Li Bin, the founder, chairman and CEO of NIO, has also responded to the construction of a battery swap station many times, firmly claiming that the battery swap station is the moat of NIO, and firmly laying the battery swap station in the midst of doubts.
Nowadays, the industry has gone from questioning the battery swap to understanding the battery swap, and even more and more companies have chosen the battery swap mode, Changan Automobile, Geely Automobile, China Southern Power Grid Energy Storage, etc. have become partners of NIO's battery swap model, further expanding NIO's battery swap alliance and verifying the commercial feasibility of NIO's battery swap model. At the same time, NIO has made its own electric vehicle energy replenishment system a moat.
The signing ceremony of the cooperation between Changan Automobile and NIO in the battery swap business
NIO throws the trump card, who is the beneficiary?
On the second day after Luo Yonghao bombarded the oil truck, Weilai immediately threw out a trump card.
On April 1, NIO launched a subsidy of up to 1 billion yuan for the replacement of oil vehicles, that is, from April 1 to April 30, users can buy new NIO 2024 models by replacing old cars, and an additional 10,000 yuan of optional funds will be given in addition to the existing policies. Yiou Automobile learned that oil car users can get up to 15,000 yuan of optional funds, a NIO Phone coupon worth 6,498 yuan, 36 battery swap coupons worth about 3,600 yuan, and a one-year NOP+ right to use 4,560 yuan.
This is not a joke made by NIO on April Fool's Day, but a sincerity dedicated to users, and it is a blockbuster blow to fuel vehicles.
NIO's move is also a positive response to national policies. On March 13, the State Council issued the "Action Plan for Promoting Large-scale Equipment Renewal and Trade-in of Consumer Goods", which clearly mentioned "carrying out car trade-in".
The plan calls for intensifying policy support, unblocking circulation blockages, and promoting the echelon consumption and renewal of automobile consumption; organizing and carrying out nationwide automobile trade-in promotional activities, encouraging automobile manufacturers and sales enterprises to carry out promotional activities, and guiding the industry to compete in an orderly manner; strictly implementing the mandatory scrapping standards for motor vehicles and vehicle safety and environmental protection inspection standards, eliminating old automobiles that meet the mandatory scrapping standards in accordance with laws and regulations; and optimizing automobile purchase restriction measures in accordance with local conditions. Just 11 days before the policy was released, the Shanghai government also introduced a "trade-in" policy for cars.
Under the policy of "exchanging the old for the new", the "oil to electricity" is at the right time.
At this time, NIO contributed money and efforts to add another fire, officially burning to the hinterland of fuel vehicles, further boosting the turbulent trend of oil-to-electricity.
In addition to the support of national strategies and policies, "oil-to-electricity" is also the choice of the market. According to the data, in 2023, the sales of new cars driven by individual trade-in users will reach 7.48 million, accounting for 34.2% of the overall retail scale, with a growth rate of 16.9%, of which new energy vehicles will account for 36.2% of the trade-in market, a year-on-year increase of 49.5%, and the growth rate is much higher than the overall growth rate of the trade-in market.
At the same time, the current development path of electric vehicles is maturing. In terms of the cost of buying and using a car, electric vehicles have a high cost performance of "electricity is lower than oil"; at the level of intelligence, electric vehicles have become a new generation of intelligent mobile terminals, rolling oil trucks as a mechanical means of transportation; in terms of infrastructure, electric vehicles have a perfect energy supplement system, and "refueling is more convenient than refueling" is no longer a slogan.
From any point of view, the tram has the confidence to outperform the petrol car. At present, the price war in the car circle is in full swing, especially in the field of new energy vehicles, and Weilai, which has always actively advocated electric vehicles, deliberately avoided friendly forces, and turned to fire at fuel vehicles, throwing 1 billion yuan to open the way for the tram brothers, which shows both benevolence and righteousness, and sees the pattern.
What is certain is that the conversion of oil to electricity has ushered in a window of opportunity in history, where the old and new kinetic energy is officially converted, oil vehicles have gradually become history, and trams are leading the future.
The industry is changing, and the pattern of the auto market in 2024 will be reshaped
Under the policy of the east wind, the general trend of oil to electricity is inevitable, and China's auto market is bound to be reshaped.
At the beginning of 2024, some new energy vehicle companies shouted the slogans of "electricity is less than oil" and "electricity is lower than oil", throwing out a series of car purchase discounts to consumers, which is better than the price war in 2023, which is simply an upgraded version of the price war in the car rim.
Subsequently, the much-anticipated Xiaomi car finally debuted, giving a hammer blow to the 200,000-level mainstream market, and everyone shouted: The spoiler is coming! The result of breaking 4W in 18 minutes made other friends feel pressure. Under the control of marketing master Lei Jun, Xiaomi Auto is out of the circle. Li Bin, who was present to watch Xiaomi's press conference, also said after the meeting that Xiaomi Auto is welcome to join the pure electric team, and NIO has another friend on the same road. The market share of smart electric vehicles has further increased with the strong entry of Xiaomi.
In addition to Xiaomi's disruption, NIO's late-mover Ledao Automobile will also make its debut this year, which is bound to further intensify the reshuffle of the oil car market and expand the pure electric vehicle market.
This year's rim is destined to be full of involutions and variables.
However, the only thing that is certain is that the hinterland of oil vehicles is being attacked by new energy vehicle companies, and the trend of oil to electricity has been set, and China's auto market is bound to carry out a new round of reshuffle in 2024, reserving an excellent window period for the conversion of new and old kinetic energy.
NIO has also emerged as one of the strongest assists in determining this trend.
The 1 billion yuan fuel vehicle replacement subsidy launched by NIO this time makes NIO's products more cost-effective and competitive, and directly competes for users, market and market share from traditional luxury brands such as BBA (Mercedes-Benz, BMW, and Audi).
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According to NIO data, 48% of NIO's trade-in users come from BBA, and the proportion of some second-generation technology platform model users from BBA is as high as 56%, which has always been the first choice for high-end fuel vehicles, especially BBA users. NIO's subsidy will accelerate the loss and conversion of BBA users.
NIO has come up with 1 billion yuan to target the fuel vehicle market, which is not only to promote the elimination and renewal of old cars, but also to improve the market penetration rate of new energy vehicles. With the assistance of NIO, new energy vehicles will continue to make the cake bigger, seize the fuel vehicle market in a big way, and rewrite the historical pattern of fuel vehicles entrenched in the Chinese market for a long time.
As we all know, NIO has always been a leader in the field of high-end pure electric vehicles with more than 300,000 yuan. From January to February this year, NIO accounted for more than 50% of the market in this range. NIO's launch of a 1 billion fuel vehicle replacement subsidy will make NIO's products impact the mid-range car companies in the mainstream price range, and with the assistance of smart pure electric partners such as Tesla and Xiaomi Auto, smart electric vehicles will usher in a new situation in 2024.
Even if the market reshuffle is good for NIO, NIO has already been fighting hard and waiting for it. The 1 billion subsidy thrown by NIO this time is just a ticket. As early as the product, NIO has offered users a sincerity of "no loss in shares".