The day before yesterday, Li Xiang published an article "Crossing the Gap" in Weibo, listing the trilogy of attacking fuel vehicles, and predicting that the proportion of new energy passenger vehicles will reach more than 70% in 2025. Li Xiang is called "Director Li".
Li Xiang, I really dare to think. Where did such radical and optimistic remarks and confidence come from? A: The report card was given. The tables have turned, and Li, who was once the least popular among the three "Wei Xiaoli", has become the best-looking brand among the three brands.
Li, is there much potential?
Sales are among the best, with an impact of 300,000 vehicles in 2023.
On February 27th, Li released a financial report. The data showed that both the ideal revenue and sales volume increased significantly in 2022. Even though Li Yi had a period of "green and yellow" because of the suspension of production last year, the ideal report card is still beautiful.
In 2022, Li earned 45.29 billion yuan, a year-on-year increase of 67.7%; About1330,000 vehicles were delivered in the whole year, up by 47.2% year-on-year; In February this year, Li delivered 65,438+07,000 new cars in a single month, up 97.5% year-on-year, and the sales volume was higher than that of new forces such as Weilai, Nezha and so on.
Under the unfavorable factors such as Tesla's announcement of price reduction, Spring Festival and price war. Li Can is regarded as proud and even among the best. No wonder Li threw a bold statement at the financial report meeting, saying that the sales volume in 2023 is expected to be 300,000 vehicles.
On what impulse? Compared with 2022, the number of chips in the ideal hand has indeed increased. At present, the ideal L9 and L8 are ideal main sales models. In February, Ideal officially released L8' s "doll" product L7, which is almost identical in appearance to Ideal L8 and L9, and was ridiculed by netizens for this naming method. At first glance, I thought it was a new product of Apple.
Although the "doll" product makes people feel that the ideal has been established for nearly 8 years, giving people the illusion of "only building a car", we have to say that the ideal "doll" product strategy is successful. Since the implementation of the "Taowa" strategy, Ideal has not only successfully passed the "green and yellow" stage after Li Yi stopped production, but also become one of the best-selling products among the new forces.
Just hitting the target of 300,000 vehicles is still a big challenge. Although the ideal revenue and sales have increased greatly, it is still a loss in terms of profit, and it has not been able to get rid of the curse of "selling because of more". The data shows that in 2022, Li's annual operating loss reached 3.65 billion yuan, an increase of 259.27% over the previous year.
Furthermore, the success of the "doll" model is on the one hand, and the shortcomings are also on the other. Although the appearance of "copy and paste" has accelerated the innovation speed and saved the cost, the disadvantage is that the high-end models have lost their recognition. "Staring at different models of L series for 5 minutes can't tell who is who", which makes consumers "face blind" to cars.
Excellent sales performance can indeed come from trust and confidence, but no matter how good the sales volume is, it can't cover up the inherent defects of the products and the fact that Li is losing money. Turning losses into profits is not only an ideal problem, but also an urgent problem faced by other new car companies. The impact is 300,000 vehicles. We have to work hard and work hard.
Business owners from marketing background have routines.
Li Can completed the challenge of 300,000 vehicles? From the second half of 2022, the ideal products began to gradually appear the trend of "explosion". I have to say that the ideal product really captures the "cool point" of buying a car in consumers' hearts, and the boss from marketing does have a set.
Li does not seek the most advanced technology, but only stability. Look at Wei Xiaoli's three new brands, such as new car-making forces. The technology used is either pure electric or plug-in hybrid, while Li is an extended-range hybrid. If the technology is advanced, the pure electric and plug-in hybrid is higher than the extended-range hybrid, and the mechanical design is more complicated.
However, at this stage, pure electric vehicles still have the problems of difficult charging and endurance anxiety. The design of PHEV models and extended-range hybrid models can be "stable" enough, which not only saves the cost of vehicles, but also does not cause battery life trouble like trams. In addition, Li has no large-scale faults and defects so far, and all aspects are stable enough, giving users confidence and making consumers more bold when choosing their ideals.
Another selling point of the ideal model is its unparalleled cost performance advantage, hard pricing and accurate positioning. From the positioning point of view, the ideal model has more space, higher configuration, more comfort, and better intelligent performance than its flagship SUV. This positioning directly gives the ideal car a high use value, which is undoubtedly a balanced choice for family users who pursue quality.
Positioning is just one of them, and the pricing advantage of the ideal model is even more impressive. For example, before the listing of Li ONE, Highlander and other models were simply benchmarks, but Li ONE gave consumers a comprehensive luxury smart car experience at the same price as Highlander, which directly hit the traditional SUV. With the introduction of L8, L7 and other models, this advantage will become more and more obvious. The goods are right, which is the main reason why the ideal model sells well.
Obviously, Li knows exactly what kind of car consumers want. Such a clear and rational positioning has a lot to do with its marketing boss. Li Xiang, who has worked in the automobile industry for decades, is very familiar with the car demand of China consumers, especially family users.
The so-called "snake seven inches", only the product positioning captures the pain points of users, can increase sales. Ma Donghui, the new president who just took over Li from Shen Yanan not long ago, said that 2023 is a "key year" for Li Xiang 1000 billion yuan. Li challenges 300 thousand, which is full of difficulties, but he can fight.
Dong Qing review
Li's performances in recent years have the characteristics of "latecomers come first". With the further subdivision of China's automobile market and the acceleration of consumption upgrading, these advantageous automobile enterprises represented by Li will naturally be recognized by more consumers.
In the future, the market needs not only quantity, but also quantity and quantity. In short, knowing the brand of consumers can win the future. Looking forward to Li's report card this year.
This article comes from Dong Qing Automobile, the author of Easy Car Number, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.