AutoBeta(AutoBeta.net)06/22 Report--

According to related reports, a Lulai ES8 burns in the parking lot of Hanxi Building Materials Market in Wuhan. This is the third spontaneous combustion accident in NIO so far this year. According to the current notification information, there were no casualties in these accidents. In response to the combustion accident, NIO said that the cause of the fire is not yet clear, but an investigation has been launched and will be announced in time after the cause has been identified.

According to the first quarterly report in 2019, the company achieved a revenue of 1.63 billion yuan, down 52.5% from the previous month, and a net loss of 2.65 billion yuan, an increase of 71.4% over the same period last year. In terms of key operating data, ES8 delivered 3989 vehicles in the first quarter, halving from 7980 in the fourth quarter of 2018, the first quarter since ES8 delivery. NIO expects revenue to reach 1.134 billion yuan to 1.294 billion yuan in the second quarter of 2019, down 20.7% from the previous month to 30.5%. Car deliveries will reach 2800 to 3200 in the second quarter, 19.8 to 29.8 percent less than in the first quarter of 2019.

Zhang Chi, chairman of Beijing Xinding Rongsheng Capital Management Co., Ltd., said that the reason for the recent slump in sales of Lailai cars is that, on the one hand, there are many negative events caused by Wei's combustion, and the probability of spontaneous combustion of the car for three consecutive months is not low. Compared with other car companies, this situation is rare, leading to concerns about the company's products. On the other hand, Tesla launched a domestic Model 3 with a starting price of 328000 yuan, which is even cheaper than that subsidized by ES8, and people are more inclined to buy Tesla. Therefore, this impact on Wei Lai is very great.

In the face of Tesla's impact, investors in the company said that the sharp decline in car sales was inevitable, and the company did not form a good reputation among consumers. on the contrary, it has become the object of continuous negative exposure by the major media because of mileage, spontaneous combustion and other reasons, which has a very negative impact on potential consumers.

At present, NIO is facing the impact of the rapid rise of other new car-building forces, such as the launch of Tesi's domestic Model 3, the entry of traditional automobile giants, and the rapid rise of other new car-building forces, such as Xiaopeng, Weimar, Hezhong, Yundu, Xintai, etc., which makes NIO face severe challenges.

Zhang Chi said that now the positioning of NIO is a little vague, and I don't know how to locate it, so it is in urgent need of adjustment. In Zhang Chi's view, maybe NIO should take a differentiation route. On the one hand, the original models keep the high-end market and continue to compete with enterprises like Tesla. After all, NIO already occupies a position in this field. On the other hand, NIO needs to quickly launch 200000 to 300000 or even hundreds of thousands to 200000 cars to compete in the middle and low end of the market.

June 18, ES6 officially started delivery, the car before the subsidy price of 358000 yuan, and the low-end car price gap. In this regard, Li Bin said that Ulai will not reduce prices in the future, because when considering product pricing, it has taken into account the possibility of long-term market development, including what will happen after the subsidy declines.

Li Bin's statement means that NIO is still adhering to the high-end route, but whether this persistence can guarantee its sales is still a question. at the same time, Tesla's production in China will also impact NIO's sales. In this regard, Xilai Automobile said in an interview with reporters that the market capacity of smart electric vehicles is so large that it is difficult for a brand to occupy all the market share; Tesla will activate the market, and healthy competition can also improve the overall level of the industry.

At present, although the brand of NIO does not have a good reputation in the industry, the sales model and courage of car products are still worthy of recognition, and the response of NIO car in consumers is still good. In the long run, this company is still worthy of attention.

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