AutoBeta(AutoBeta.net)11/25 Report--

In many cases, the car owner group and the brand image are forcibly linked together, and the quality performance and behavior habits of the car owner group are often spread by the majority of netizens, thus affecting the overall image and reputation of the brand. As a new car brand, NIO does not have too many scruples in this respect, and even uses the quotations of car owners as a way of corporate publicity for public display at the auto show, causing collective complaints from netizens.

NIO publicizes the quotation of the owner of the copy:

"I don't know if I don't open it. I can't quit as soon as I open it. I'm used to driving, but I really don't want to touch the fuel car. "

"as the oil car replaced the horse-drawn car in the first place, the tram will replace the fuel car."

"what do you mean by driving a tractor? After you have been driving for a year, any SUV less than 800000 will turn on the tractor in your hand. "

"people are such creatures who complain crazily when they are not in touch, and after getting used to it, well, it smells good."

"once you have driven a new energy car with relatively high performance, such as the Xilai ES8/ES6, you will no longer drive fuel cars whose performance is worse than them at the same price or even within a million, all brands!"

Car owners chatted and boasted that there would not be any big problem, but as a listed company, there is something wrong with public publicity in this way, indirectly indicating their attitude and position, belittling fuel cars and other brand models, so as to elevate themselves. According to the original words of the owner determined by NIO, "any SUV within 800000 is a tractor." Moreover, there is no way to verify whether the so-called car owner quotations really exist.

Some netizens said that they originally liked the Chinese brand NIO, but later felt disgusted with the unparalleled brainwashing marketing and the promotion of stepping on all fuel cars.

Wei from the delivery of electric vehicles since the continuous storm, the voice of public opinion has not stopped, which is not only related to the environment of public opinion, but also closely related to the way of propaganda. Earlier, Li Bin, the founder of NIO, frequently appeared in the headlines of various major media, and various propaganda techniques briefly plunged NIO into a storm of public opinion, which greatly affected his performance, sales, and business promotion. Li Bin was even rated as "the worst person in 2019" by the media. In his recent response, Li Bin said, "less recently, they are mainly busy selling cars." As the storm continues to come, it is also hoped that more electric cars will be sold to turn losses into profits.

Sales are higher, but profitability is difficult. On November 4, sales data released by Lailai showed that 2526 new cars were delivered in October, an increase of 25% month-on-month and 61% year-on-year, of which ES6 accounted for 2220 and ES8 only 306. at the same time, data show that a total of 14867 new cars were delivered from January to October 2019.

According to the financial report of Lulai Automobile, the operating income in the second quarter was 1.508 billion yuan, with a net loss of 3.285 billion yuan belonging to the shareholders of the listed company. Li Bin confirmed that NIO has actually lost about 22 billion yuan so far. In the face of market skepticism under the huge loss, Qin Lihong, co-founder and president of Xilai Automobile, also made a response that "We may not live in sunshine, but we will definitely not die." Xilai's third-quarter results will be announced soon, and whether the performance is improved is crucial to the company's business operation.

In 2019, the internal high-level of NIO has changed frequently. Zhuang Li, vice president of automotive software development, left on June 30th; Zheng Xiancong, co-founder of Lulai, left on August 15th and will continue to serve as Li Bin's personal adviser after retirement; Xie Dongzhong, chief financial officer of CFO, resigned as the company's chief financial officer on October 28th for personal reasons, and NIO hired China International Capital Corporation auto analyst Feng Wei as the new CFO.

After all kinds of news, the stock price of NIO can better reflect the development sentiment of the market. Before November 5, Xilai's share price plummeted, peaking at $1.32 and on the verge of delisting. On November 5, Xilai will reach a strategic partnership with Mobileye, a self-driving technology company owned by Inter, to build L4-level self-driving models based on the second-generation vehicle platform, which will become one of the first brands in the world to achieve L4-level self-driving. Affected by the news, Xilai Motor rose more than 20% in the United States on the same day, and its share price went to $2.34. As of Nov. 22, U. S. stocks closed at $1.94, losing $2 again.

Fuel vehicles, which have been developed for more than a hundred years, have been demoted by electric cars, and they are treated as tractors. Perhaps such publicity only appears on the posters of NIO. At present, it is more important to reduce or eliminate such controversial propaganda, avoid falling into a crisis of public opinion, and focus on sustainable development and profit models.

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