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In view of the hot topic of "marketing expenses of automobile enterprises" discussed on the Internet, some people think: "among the new energy car enterprises, the ideal car is the one that spends the most money on marketing." In this regard, ideal Automobile founder, Chairman and CEO Li wants to post a number of clarifications on his personal social account.

Li Xiang said: "our brand market expense rate is 0.6%, including all the brand's public relations, activities, advertising, auto show, press conference, car owner operation and so on." I have to examine and approve tens of thousands of yuan of fees to avoid spending money indiscriminately. " Li Xiang also said: "the market expense rate of mainstream brands is 2-3%, which is 4-5 times that of ours." The full-caliber sales expense rate including brand + channel is also 1/4 of that of luxury brands. The part that is more than the traditional brand is the R & D expenditure rate, 3 times. " Li wants to emphasize: "listed companies, data such as fake replacement."

Yang Xueliang, senior vice president of Geely, then replied: "the cost of such an expensive car market is only 0.6, so it is worth learning from all brands and convene a meeting of all teams tomorrow."

"Marketing expenses" refers to all the expenses incurred in project sales and promotion, material packaging and all kinds of services, maintenance and promotion related to marketing. in the automobile field, it is not uncommon for automobile brands to improve their voice. Especially for new brands, marketing expenses is not a small expense.

In the "Wei Xiaoli" camp, the ideal automobile marketing cost is relatively low. According to the financial report, the annual ideal automobile revenue in 2022 is 45.29 billion yuan, R & D expenses are 6.78 billion yuan, sales, general and management expenses are 5.67 billion yuan, and marketing and promotion expenses are 1.01 billion yuan, of which sales, general and management expenses account for 12.5% of the total revenue. Marketing and promotion expenses account for 2.23% of the total revenue. For comparison, the R & D investment of Xilai Motor and Xiaopeng Motor in 2022 was 10.84 billion yuan and 5.215 billion yuan respectively, accounting for 22% and 19.4% of the total revenue respectively, and the sales, general and management expenses were 10.537 billion yuan and 6.688 billion yuan respectively, accounting for 21.4% and 24.9% of the total revenue, respectively.

The delivery volume of "Wei Xiaoli" in 2022 was 122000, 120000 and 133000 respectively, all of which exceeded 100000 vehicles, and their revenue all increased. Although the three car companies played differently in the market, and "loss" was what they had in common, the data showed that "Wei Xiaoli" lost a total of 25.5 billion yuan in 2022, of which NIO and Xiaopeng lost a record high. Specifically, Lailai Automobile lost 14.437 billion yuan. Ideal car lost 2.032 billion yuan and Xiaopeng lost 9.14 billion yuan. The industry believes that high R & D expenses and marketing expenses are one of the reasons for the continuous expansion of car companies' losses.

Li Xiang also gave his own point of view on the question of "how to measure the marketing expenses of automobile brands." Li Xiang said: "as a passer-by, how to measure the marketing expenses of a car brand?" "the easiest way is to read the message," he said. In particular, brands that buy a large number of live messages, use a large number of real accounts that have nothing to do with cars, and desperately leave messages praising a product under each content in a certain period of time, including belittling a competitive product, such a brand marketing department has the most money! The message has never been lost, the sales volume has never been... "

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