In 2019, Li Bin shouted the phrase "the worst person" and pushed himself to the forefront.
It is understandable that China's electrification penetration rate was less than 5% in 2019, and there is huge pressure on people to buy an electric car, not to mention increasing the end-user market, and Li Bin has a lot to do if he wants to convert users into his own car owners from high-end brands such as BBA.
It can be said that Li Bin is a player who has made efforts in the process of China's electrification transformation, especially in the field of high-end, and has imperceptibly influenced many people, whether it is service, battery replacement label, high-end, and performance orientation.
NIO ES8, which was born in 2018, has been 6 years since today, and Li Bin's product line has also been enriched to 7 units, from SUVs and sedans to station wagons and coupes.
But unfortunately, the rich product line did not help Li Bin to open up a larger market, and the low sales volume has become a burden on the development of the enterprise.
In November, NIO completed 1590,000 new car sales, a year-on-year increase of 126%, but down 07%, with a cumulative sales volume of 14 this year20,000 units, compared to the data of 2019, the performance in 2023 is indeed better.
However, this is based on the introduction of a large number of new vehicles, and the general environmental penetration rate is expected to reach 40% by December this year.
If compared with the ideal player at the same price, Weilai's performance is not outstanding, and the sales volume is not outstanding, which makes it a little shy in operation, the data shows that Weilai's revenue in the third quarter was 19 billion, although there was a year-on-year and month-on-month increase, but the gross profit margin was only 11%, which is difficult to call excellent for a new power enterprise that first entered the car.
However, Weilai has its own bottom line and pace, adheres to the high-end, battery swap, and service routes, and still gets back the recognition of many high-end user groups, and more car owners have a higher evaluation of Weilai.
Li Bin has put forward several concepts: do not reduce service standards, do not reduce product value, and adhere to the battery replacement route.
These three concepts mean that Li Bin's positioning for NIO is still a high-end route, and he said that he will not produce single-motor models, because single-motor products will reduce the performance, safety and handling pleasure of the products, and dual-motor models are the standard configuration of his products.
In addition, not long ago, we signed a strategic agreement with Geely, which is to gain continuous impetus in the field of battery swapping, in this era of 800V everywhere, battery swapping seems to have fallen behind, but the battery swap route that Weilai adheres to is indeed very useful to users, 5 minutes to replace a battery with 80% power, faster than refueling, at least let users reduce charging pressure.
Although it is not possible to achieve full network coverage at present, the long-term burning of money has also paid off to a certain extent.
In other words, Li Bin has his own development direction, and it is not difficult for a company like NIO to exchange sales back.
On the one hand, its EV technology is already very solid, and it is not difficult to produce REEV products on this basis, and the expansion of the powertrain can be exchanged for a larger market, after all, the market share of EVs and PHEV REEVs is comparable, and NIO currently only has EVs, which means that more possibilities are lost.
On the other hand, the price reduction can be exchanged for sales, Li Bin can not do the price reduction, not only to take into account the rights and interests of the old car owners, but also to take into account the cost problem, the price reduction problem is a double-edged sword, one is indeed continue to squeeze profits, but it can also be exchanged for sales, reduce production and sales costs.
In other words, the way for NIO to go ashore is very simple, but Li Bin did not choose these plans, but firmly established his high-end, service, battery swap, and performance routes.
It also shows that Li Bin, who knows everything about Weilai, still has full confidence and future moves, as he said, everything is for living, and Weimar and Skyrim, which were priced lower than Weilai, have also disappeared, but Weilai's seemingly complained about a series of operating methods have allowed Li Bin to develop steadily.
It is advisable to take a long-term view, which may be Li Bin's long-term strategy.