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At a press conference held in Beijing, Liao Bing, founder of Guangqi NIO, announced the latest CAN AIOS smart car couplet OS, three subscription membership services and vehicle BOM (Boil Of Material, Chinese for bill of materials). Among them, the most concerned is the BOM list, and Liao Bing said at the press conference that "the profit margin of hardware equipment will not exceed 1%. If there is any excess, all the excess will be returned to users."

At the press conference, GAC Wei announced the three major SUV member services (including S member, U member and V member service). Among them, S member includes free warranty, lifetime OTA upgrade, unlimited flow, free home charging pile installation and other services; U member service includes 6 insurances (traffic strength, 1 million triple liability and car damage insurance, etc.) and free maintenance; V member service increases entertainment value-added and travel value-added services on the basis of U members.

Unexpectedly, Guangzhou Auto unexpectedly announced the BOM list of the major parts and assemblies of the whole vehicle, including internal and external decoration, chassis body, three electricity, intelligent network connection, R & D fees, manufacturing fees, etc., covering more than 70 supply names and purchase prices for vehicle manufacturing. According to statistics, the total cost of the HYCAN 007 is 300024 yuan, while the maximum price of the model is 303000 yuan after subsidy.

Regardless of whether the BOM is true or not, GAC Weiwei's announcement of BOM for a single time has aroused heated discussion among netizens. After all, few car companies in the automobile industry will take the initiative to disclose BOM orders, so this behavior has also been praised by netizens, which is called "the most conscientious car company".

After the publication of the BOM order was praised, the authenticity of the BOM single content began to cause controversy among netizens and was accused of marketing. According to netizens, if BOM announces the real cost, it is equivalent to giving the industry a bottom and making it difficult for peers to do it; conversely, if the published BOM list is not true, then it is a bit of an intention to deceive consumers and has no practical value except to highlight its openness and transparency.

In addition, GAC Wei's announcement of the BOM order is also suspected of "learning to walk in Handan".

Letv Jia Yueting had already played with the announcement of BOM single cost in 2015, when Letv was the first mobile phone manufacturer to release BOM orders, which was instantly praised by consumers, but unreasonable licensing and marketing methods were also boycotted by peers.

The way that "the comprehensive profit margin does not exceed X%, and the excess will be returned to users" is also the rest of Xiaomi Lei Jun's game. When launching the new phone in 2018, Xiaomi promised users that the annual comprehensive net profit margin of the overall hardware business, including mobile phones and various eco-chain products, would never exceed 5%, and the excess would be returned to users.

Xiaomi's commitment showed full sincerity, but it was also questioned. Because Xiaomi was not a listed company at that time, the financial data were difficult to be open and transparent, which meant that Xiaomi's actual comprehensive profit margin was generally impossible for users to find. Such a statement is also applicable to the current GAC Lai, even if GAC Wei publishes the data, because it is not a listed company, such data may not be credible.

Data show that GAC Lai was established in April 2018, jointly funded by GAC GROUP, GAC NE, Shanghai Lailai Automobile and Yangtze River Lulai New Energy Industry Development Fund. Among them, GAC GROUP contributed 45 million yuan according to 22.5% share ratio, and GAC NE Automobile Co., Ltd. contributed 45 million yuan according to 22.5% share ratio.

On April 10, 2020, HYCAN 007, the first model of GAC NIO, was officially launched, with a subsidised price of 26.26-303000 yuan. Guang Qi Wei Lai Liao Bing said he hopes to sell 15000 HYCAN 007s in 2020.

According to the Federation of passengers, Guangqi sold only 178 vehicles in July, with a cumulative sales of 302 from January to July. Judging from the market performance of GAC Wei, Liao Bing's "heroic words" may be "hit in the face". Due to the low performance-to-price ratio of products, unclear positioning, low brand recognition and other reasons, it is not easy to rely on GAC and Fulai's fame.

Attached: Guang Qi Wei Lai HYCAN 007 BOM single

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