Lei Jun, Yu Chengdong, and Li Bin promoted, the new alliance of cars does not reduce prices, and it is secretly formed?

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2024-06-02 17:30Posted in Beijing Automotive Creators

The laughing stock of the car circle in 2023 will appear 1 month earlier in 2024, but fortunately, everything is no longer happening on the bright side.

July 6 is a day worth remembering, in 2023, after half a year after the wave of automobile price cuts or price wars, the China Automobile Association took the lead, and 16 car companies jointly signed the "Commitment to Maintain Fair Market Order in the Automobile Industry". The list of participants is all giants, including FAW Group, Dongfeng Motor Group, SAIC Group, Changan Automobile, BAIC Group, Guangzhou Automobile Group, China National Heavy Duty Truck, Chery Automobile, JAC, Geely Holding Group, Great Wall Motor, BYD, NIO, Ideal, Xpeng, and Tesla.

After 48 hours, this commitment disappeared, and there were reasons why the signatory car companies took the lead in initiating price cuts, and there were also reasons for violating the monopoly. After that, the price war continued until May, after the 2024 Beijing Auto Show, when it began to be suspended. There are also many reasons, more and more car companies are selling more and more losses, and more and more car companies have no capital to fight. No one knows when the price reduction tide and price war will hit again, and in the most important part of the Shenzhen-Hong Kong-Macao Auto Show on the first day of June - the Future Automobile Pioneer Conference, a new non-price reduction alliance has taken shape.

From Yu Chengdong to Lei Jun to Li Bin, the code word "no price reduction"

Among those conventions that no one can explain clearly, only the first half of the large-scale press conference before the auto show is the most exciting.

"Today's matter is not small, look at the list of press conferences, Yu Chengdong, Lei Jun, and Li Bin are all there." This is a message from media colleagues at the scene before the opening. In this list, there is also the top "cardinal" Zhou Hongyi in this year's Beijing Auto Show, if you can add Li Xiang, or Wei Jianjun, Li Shufu, Wang Chuanfu, Yin Tongyue, this is almost the current Tiantuan-level lineup in the Chinese automobile circle.

As the morning session finally ended at around 12:30, all the people who came to participate in the second Pioneer Conference also had a preliminary understanding of what these guests wanted to say.

In the morning, Li Bin of NIO, Ou Lifu, Vice President of Mercedes-Benz China, Lei Jun of Xiaomi, Momo Zhixing, and Yu Chengdong, a traffic star of Huawei.

To distill the key information, it is basically as follows:

1. Li Bin of Weilai Automobile: With a large amount of self-research in the early stage, we can successively open up various interfaces, make cars better and better, and enterprises can continue to make qualitative changes. The position of Chinese automobiles in the world, from the most important part of the supply chain of production bases, has now become the driving center of R&D, because the environment of intelligence + new energy has been formed, the number of talents, and the market and thinking. OTHER KEY INFORMATION INCLUDES THAT THE SECOND-LARGEST NIOPHONE WILL BE ROLLED OUT AT AN ACCELERATED PACE.

The final end is the most important, the competition of new energy vehicles, about intelligence, but also about the underlying energy supplement, if you want to have dozens of C experience, then welcome to cooperate. In short, Li Bin is showing Weilai's muscles and showing Weilai's attitude of cooperation.

2. Mercedes-Benz China Vice President Ou Lifu: Mercedes-Benz has always been obsessed with innovation, from 140 years to the present, all the results are saying "you can always believe in Mercedes-Benz", believe in Mercedes-Benz, believe in Mercedes-Benz's practices, and the accumulated standards. China's acceleration of Mercedes-Benz's innovation is crucial, bringing the most desirable cars at China's speed.

Mercedes-Benz also revealed that it has in-depth cooperation in China, and hopes to complete more cooperation, in which Mercedes-Benz's standards can bring progress.

3. Xiaomi Lei Jun: It has been 2 months since the launch of the market, and the total delivery has exceeded 15,600 units.

4. The millimeter can be skipped directly, because as of now, although it was established very early, it has hardly made outstanding contributions to the industry and users. Huawei's Yu Chengdong not only talked about Huawei's intelligent capabilities, and believes that intelligent driving can reach the L3 level in Europe, but also about cooperation, Huawei's strength is not only in intelligence, but also in ecology. The companies that have cooperated with Huawei, including Wenjie, Zhijie, and Xiangjie, have all achieved initial success.

"Don't roll the price, roll the value", "competition, but at the same time open, welcome cooperation", the four giants at the same time showed basically the same words and meanings.

However, this is not a particularly new point of view, this statement has been around since 2020, but it has been said more and less realized. In the end, everyone is still because of survival and the competition for sales, and the price war continues.

The last time there was no price reduction lasted 48 hours, what about this time?

There will be a continuous price war because the market has an opportunity, and car companies feel that they have a chance or pressure, so the two hit it off and seek to reshuffle the order.

As the price war continues to this day, the order of monthly sales figures has changed less and less, and a new pattern has been formed. So the good news is that there will be no price war in a short period of time as before, after all, the market pattern has been stabilized, and the bad news is that if there is no new movement and change in the sunrise industry for a long time, it almost means to a certain extent that everyone is holding back the big move, learning the losses they have suffered before, and holding back the next round of big moves.

On the same night, the sales of cars in May were released one after another, except for the Huawei series that suddenly announced the sales jump on the first day of each month, the rest of the sales figures have basically restored the current market situation.

35,020 units, Li Auto has basically re-stabilized its position as the first place in the sales of its new power brand, but it is worth noting that its sales have re-emerged, and the price paid is not only MEGA fading out of the market, but the pure electric vehicle model will be released in the first half of 2025, and it will strategically abandon pure electric in 2024 to keep the basic plate of extended range. What's more, use the ideal L6 with a lower price, but overlapping with the ideal L7 in many places, to make increments.

According to official information, the ideal L6 has exceeded 15,000 units since it was delivered on April 24. In this context, about 30% of sales in May were ideal L6 sales. So, the next topic is that the Ideal L7 needs to be facelifted, avoiding the internal friction with the Ideal L6, and facing the latest facelift of the M7.

20,544 vehicles, NIO has initially completed the recovery, thanks to the previously released 1 billion yuan fuel vehicle replacement subsidy;

In addition, although ZEEKR won 18,616 units and Xiaomi 8,630 units, both of which hit new highs, the overall focus is insufficient. Compared with April, ZEEKR increased by more than 2,000 units, and Xiaomi increased by nearly 2,000 units.

Looking at other car companies, there are 18,650 units of Leap, 14,318 units of Deep Blue, 10,146 units of Xiaopeng, 10,113 units of Nezha, and 4,521 units of Lantu. But in fact, compared with the sales volume in April, Leap increased by more than 3,000 units, Deep Blue increased by more than 1,600 units, Nezha increased by more than 1,000 units, and VOYAH increased by more than 500 units.

In April, due to the interference of the Beijing Auto Show, in fact, there was no particularly large official promotion operation, but sales all increased steadily. In contrast, in March, each company released a lot of price cuts, but it became more and more difficult to sell.

In addition, according to relevant reports from channel media, although Wenjie and Hongmeng Zhixing did not update their sales performance in May for the first time on June 1, they were released on the second day, and the sum of the sales figures of Wenjie + Zhijie was 30,578 vehicles. However, the previous information reaction has been that since the May Day holiday, Wenjie has basically obtained the same volume of order performance in the same period as Ideal and Weilai. So although the sales in May were not as good as those in previous months, the outbreak in June was not a big problem.

The main reason is that the M9 has rapidly increased its production capacity and delivered the orders accumulated in half a year. However, it has no mercy in obtaining new orders.

Then, the price rolls up, but the sales volume changes slightly, and the order of the ranking has not changed substantially. The volume price is useless, so concentrate on starting the volume boss.

In a PPT in his speech, Zhou Hongyi clearly displayed his own statement. In this era, the pain of volume technology is not as good as that of volume products, such as refrigerators and color TV sofas. Volume products and volume marketing are almost the same, but the most important thing has become, volume boss, volume entrepreneur IP.

In fact, just before Zhou Hongyi started speaking, this was already the hottest topic in the industry recently. Yu Chengdong said at the scene that Lei Jun's marketing allowed Xiaomi to save billions of dollars a year, and the effect was better, so he also began to learn.

BYD's executives have all recently joined the hottest short video platform;

Great Wall Motor's executives, all of whom have recently spoken out on social media platforms;

And Huawei, Xiaomi, Geely executives, as early as a few years ago, have established their own basic disks on social platforms. Even, Li Xiang, who was once known as China's Musk, has the right to speak on social platforms.

But the question is, when bosses and executives can't get involved, what can they do?

The answer is actually very unified, with FF's Jia Yueting, with Weimar's Shen Hui, and with Evergrande Automobile's Xu Jiayin. After the executives can't get down, they can change jobs and change careers. And after the bosses can't get down, it's basically difficult to maintain, and there are few major reversals.

In the end, the 2023 No Price Reduction Alliance, after surviving for 48 hours, disappeared in disgrace.

Although the implicit non-price reduction alliance in 2024 can survive for a longer time, it reveals more that whoever masters the superior resources of the industry will be able to better distribute the benefits in the future. As said in the speech, NIO has intelligent energy replenishment, Mercedes-Benz has innovation and high standards, Xiaomi has thinking and technology, and Huawei has ecology.

Write at the end

A simple and crude price war that will not be reborn in a short period of time. Zhou Hongyi said well, roll back and forth, and in the end, he is the boss of the roll.

The boss makes decisions, and this loss is recognized or not, and whether it is accepted or not.

The boss makes decisions, and he is willing to cooperate or not.

In the end, it becomes, who can form new characteristics and contribute to the survival of sales.

Whoever is more popular, who can help sell the car, then the previous words and paranoia can be put down. For example, SAIC has begun to openly recruit Hongmeng development engineers, and when Chen Hong is about to retire, the previous restriction that SAIC will not hand over his soul is also being lifted.

For another example, Daniel Zhang, CEO of Nezha Automobile, was confirmed to be the general manager of the product research and development center in the latest week, and the person in charge of the overall operation of the enterprise became the product manager;

For another example, Leapmotor recently integrated the three major sales departments, reported to COO Xu Jun, and the person in charge of the overall operation of the enterprise became the sales director;

Li Bin often says that he is a programmer and product manager, and Yu Chengdong, Lei Jun, and Li Xiang are the same. In today's days, bosses can then give up the illusion of making money lying down, and instead fall into the front-line work of following more. This has been, irreversible.

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