AutoBeta(AutoBeta.net)08/21 Report--

At a press conference held in Beijing, Liao Bing, founder of Guangqi NIO, announced the latest CAN AIOS intelligent car couplet OS, three subscription membership services and vehicle BOM (Boil Of Material, Chinese for bill of materials). GAC Wei came to announce the vehicle BOM list, which aroused heated discussion among netizens. Liao Bing said that "the profit margin of hardware equipment will not exceed 1%. If there is any excess, all the excess will be returned to the user."

At the press conference, what attracted the most attention was that Guangzhou Auto Weiwei 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 after subsidy is 303000 yuan, which means the profit margin is indeed less than 1%.

In the case of not considering the authenticity of the BOM, the announcement of BOM by GAC Weiwei has aroused heated discussion among netizens. After all, few car companies in the automobile industry will take the initiative to publish the BOM list, and netizens affirm this behavior.

After Guang Qi Wei announced the BOM order, 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.

Guang Qi Wei announced the BOM order, coupled with Liao Bing's "profit margin of hardware equipment will not exceed 1%. If there is any excess, all the excess will be returned to users." it seems to be full of sincerity, as if it is telling consumers that GAC Weiwei is not making money at all, and that your users do not lose money at all.

However, as a car company, the automobile product itself is a commodity and will never rely on low profit margins to get consumers. On the one hand, if Guang Qi Wei can meet the needs of users and provide consumers with a good enough experience, then consumers will pay the bill, and consumers actually do not care about how much the car companies spend to build cars. Tesla is a good example. The net interest rate of Tesla Model 3 can reach 30%, but there are many consumers who buy Tesla.

On the other hand, even if Guang Qi Wei's so-called 1% profit margin is true, consumers are not very interested in knowing how much the car company has made, and what consumers want more is to spend the same money to buy an experience that other products do not have. Consumers are more interested in performance-to-price ratio, not comparing car costs with factory costs, making consumers feel that car companies are not making money.

In addition, Guangzhou Auto Wei came to release the BOM list and Liao Bing's sentence can not help but think of the example of a few years ago.

When Letv Jia Yueting announced the single cost of mobile phone BOM in 2015, Letv was the first mobile phone manufacturer to release BOM order, which attracted the attention of consumers, but unreasonable licensing and marketing methods were also boycotted by their peers.

Lei Jun has also played with the phrase "the comprehensive profit margin will not exceed X%, and the excess will be returned to the user." When Xiaomi launched its 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.

Data show that Guangzhou Auto Lai was founded in April 2018, currently has a model on sale, HYCAN 007 on the market in April 2020, the subsidized selling price is 26.26-303000 yuan, comprehensive mileage 643km. The positioning of the HYCAN 007 is lower than that of the Xilai ES6. Apart from the mileage, the supercar experience of the HYCAN 007 is significantly lower than that of the ES6, according to user feedback.

According to the Federation of passengers, Guangqi sold only 178 vehicles in July, with a cumulative sales of 302 from January to July. At present, GAC's sales volume and output are relatively low, and it is also controversial whether there will be room for cost reduction after mass production. Without considering sales volume, it may not be feasible to pursue low profit margins.

Attached: Guang Qi Wei Lai HYCAN 007 BOM single

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