The number of weekly locks is close to 6,000, why is NIO selling better and better: First of all, we have to thank Xiaomi Auto

Electric cars point north

2024-05-25 07:40Published in Shandong

Recently, according to the data of Sun Shaojun, the founder of Che fans, the number of new lock orders of NIO reached 5,800-6,000 units in the third week of May, and 17,000-17,500 new lock orders from 1 to 20 days, if the momentum is maintained, the number of new lock orders of NIO in May will exceed 25,000 units, and the delivery volume is expected to exceed 20,000 units.

After Wei broke through the sales of 20,000 in July 2023, there will be no more "Wei 20,000", and the sales in the first quarter of this year are also very sluggish, with monthly sales hovering around 10,000, and sales will begin to rise to 15,000 in April, and are expected to reach or close to 20,000 in May, and 25,000 in June.

It can be seen that since the second quarter of this year, NIO has been selling better and better with the naked eye, so what is the reason behind it?

The new BaaS policy is starting to take hold

First of all, the most direct factor is, of course, the new BaaS policy released by NIO on March 14, which is simply a comprehensive price reduction!

First of all, the standard battery life has been reduced to 728 yuan per month (the original 980 yuan a month), the long battery life has been reduced to 1128 yuan (the original 1680 yuan), and the battery guarantee fee of 80 yuan per month has also been completely canceled!

In addition, if you buy a car before May 31, you can also enjoy "rent 4 get 1 free", which is converted into a real 20% discount, which is equivalent to the monthly rent to be paid is 582 yuan.

Then from the 2nd year to the 5th year of car purchase, 460 yuan can be deducted for every 1 period of standard battery life, 820 yuan can be deducted for long battery life, and it will not accumulate from the 6th year onwards, that is, the standard battery life will be converted to a buyout, with a cap deduction of 22,080 yuan and a cap of 39,360 yuan for long battery life.

If you buy out the battery in the sixth year, take the standard battery life of 70,000 yuan as an example, and after 5 years, the total cash expenditure of 82,840 yuan will be bought out, and the interest will be overpaid by 12,840 yuan in 5 years, and the annual interest rate is only 3.7%!

At the same time, if you buy a car before May 31 (it is expected that the current policy will be largely continued in June), you will also receive 60 battery replacement coupons (valid for 5 years), and BaaS users will give you a 100 yuan renewal gift voucher for each bill paid, which will be used to buy a new NIO car, which will also be given for 5 years, and old car owners will also be sent, and the price of the new car can be deducted up to 6,000 yuan.

In short, adding up all of the above, it is equivalent to renting batteries with 0 interest, which is much more "conscience" than the original BaaS solution, and it is revealed that more than 80% of new users who buy NIO will choose the BaaS solution.

Xiaomi's traffic and passenger flow were distributed to NIO

On May 23, Lei Jun publicly said that as of April 30, the number of locked orders for Xiaomi SU7 has exceeded 88,000 units, and it should have exceeded 100,000 units today, as of press time, ordering a car on the Xiaomi car app, the Max version of the model needs to wait 33-36 weeks, the standard version and the Pro version need to wait for 29-32 weeks, and the delivery will have to wait until 2025!

Since Lei Jun entered the automotive industry, he has brought a huge amount of traffic, but because of the production capacity of Xiaomi cars (100,000 units are expected this year), this "splashing wealth" Lei Jun and Xiaomi cars can't catch it themselves!

According to Sun Shaojun, the founder of Che fans, revealed during the live broadcast, more than 40% of NIO's passenger flow has mentioned Xiaomi, and Xiaomi's sky-high traffic and passenger flow have largely flowed to NIO.

In fact, it is also understandable that the price of NIO ET5 and Xiaomi SU7 after BaaS is highly overlapping, both are sports pure electric sedans with high appearance and good brand, and they are also very popular with female users, if you like SUVs, you may go to see NIO's ES6/EC6.

A very key point in this is that Xiaomi Auto has broken the circle when it enters the automotive industry, so that many people who usually don't pay much attention to pure electric models begin to pay attention to pure electric smart cars, that is to say, Lei Jun and Xiaomi Auto made some people who were originally ready to buy fuel cars start to pay attention to electric vehicles, and then found that it takes too long to buy Xiaomi cars, and if you can't wait, you can buy Weilai, Ideal, Zeekrypton and Xiaopeng.

Li Bin's live broadcast small videos are frequently out of the circle, and Weilai's reviews have improved

I don't know if you have noticed that the frequency of live broadcasts and small videos by Li Bin, the founder of NIO, is very high recently, and the most recent live broadcast was in Europe from Frankfurt, Germany to Amsterdam, the Netherlands, for more than 10 hours in a row. According to the observation of the electric car Krabs, the live broadcast received 18.82 million likes on Douyin at half past ten on the same day, and the video number was watched by 1.6 million people, which was very good.

At the end of last year, Li Bin and Shen Fei drove the ET7 to test a 150-degree battery pack, and drove for more than 1,000 kilometers for 14 hours in a row, quickly out of the circle. Later, many car companies also began to follow suit, such as Jiyue, but the effect was not so good.

The reason is that first of all, Li Bin himself has a lot of traffic, "Peking University Talent", "Godfather of Travel", "The Most Miserable Person in 2019", Li Bin has already been out of the circle. In addition, everyone found that Li Bin is indeed a very diligent boss, and he is very sincere and close to the people, so it is naturally easy to gain the favor of netizens.

In addition, judging from Li Bin's small videos, Li Bin's network sense is very good, and he often appears with Lei Jun, He Xiaopeng, Wang Chuanfu and other bigwigs, which can be said to "play the traffic clearly".

Previously, Li Bin caused a lot of "trouble" to Weilai because of his "big mouth", especially the sentence "I can't figure out why people still buy oil cars now" caused a very bad impact, although this sentence was an uprising out of context, and the problem was not very big in the context at the time.

In the previous live broadcasts, Li Bin also apologized for this many times, and there were fewer and fewer negative comments about Li Bin and Weilai.

Around June 6th, NIO will announce its first-quarter financial report, which will obviously be very ugly, NIO is still relatively short of money, but as Q2 sales are getting better and better, Q3 Ledao L60 began to be delivered on the market, and NIO is finally about to usher in its own explosive period.

report

View original image 418K

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

•