2023 is a year worth "commemorating" for the domestic auto market, especially the new energy vehicle market, according to statistics, the sales of independent brands in the first half of 2023 will reach 59860,000 units, a year-on-year increase of 224%, and the core is that for the first time, the share of self-owned brand vehicles in the market exceeded half, reaching 50%.
There is only one main reason for the rapid growth of the self-owned brand automobile market - the burst of the new energy market.
Despite the huge growth of new energy of independent brands, in fact, in the industry, there are also some more "dangerous" hidden dangers, and there are many brands that are crazy about "burning money", so that they seem to be glamorous on the surface, but in fact, there are still many "holes" to fill behind.
The NIO brand, as the brand with the largest battery swap station system in China, is an auto brand that has been hotly commented by netizens before.
When the NIO brand initially laid out the battery swap station, many netizens and consumers scoffed, after all, such a "money-burning" and time-consuming thing really could not be quickly recognized by consumers at that time when the new energy industry was just startingBut when the time comes to 2023, NIO promises to build 3,000 battery swap stations this year, so that at present, the coverage of battery swap stations in many major routes and cities in China is getting denser and denser, which will make more consumers recognize the convenience of NIO.
But in the context of such "burning money", how can we ensure the self-development of the NIO brand?
2023 is the year of the biggest changes in the NIO auto market, according to the third quarter financial report data of NIO, NIO's revenue and delivery in the third quarter hit a record high, especially the revenue reached 190700 million yuan, an increase of 117 percent month-on-month4%, a year-on-year increase of 466%, especially in the third quarter, the number of deliveries reached 55432 units, an increase of 135 month-on-month7%, a year-on-year increase of 466%, which shows that NIO's data and development in the third quarter also set a historical record for the brand.
Whether it is revenue or brand delivery, it has set a new record in the history of the brand, and the core of it shows the performance of the NIO brand for the recovery of cash flow, especially the entry of more "volume" models in 2023, which is definitely the best performance for the current situation of the NIO brand.
In particular, Mr. Li Bin, founder of NIO, said: "We have recently completed a comprehensive plan for the company's two-year operation plan, and clarified the strategy of internal cost reduction and efficiency improvement, and will continue to promote technology, products, sales and service in the future, especially full of confidence in NIO's long-term competitiveness in the smart electric vehicle market."
Judging from Mr. Li Bin's self-confidence, the "funding" problem that NIO reported a few months ago seems to have been completely solved.
NIO currently has 8 second-generation technology platform models, covering 300,000-600,000 full-category luxury electric vehicle market, especially under the backdrop of the two energy replenishment systems of battery swap station and charging station, NIO has always had the most "unique" identity and presence in the luxury electric vehicle market.
It is precisely because of the two-pronged approach of cost reduction and efficiency increase mentioned above that in the crazy automobile market in the third quarter, NIO's gross profit margin still returned to double digits, and the gross profit level is also the highest among domestic pure electric brands.
The combination of the increase in NIO's gross profit and market delivery data is the main reason for the record high financial report in the third quarter.
In addition to NIO's own delivery and financial report data, there is another data that is worth digging intoIn the new energy market in 2023, the delivery data of the plug-in hybrid market will increase by more than 80% year-on-year compared with 2022, which means that even if the new energy market is still making great strides this year, the main "hero" is the plug-in hybrid model, and NIO focuses on the pure electric route, which actually does not occupy the advantage of market attention.
In addition, the pure electric new cars coming back to 2023, among the B-class market, the Guangzhou Auto Show and the recently released models, such as Zeekrypton 007, Galaxy E8, Zhijie S7 and other models, all present the most direct "threat" to the Weilai volume model ET5, especially in the first quarter of 2024, it is very likely that they will jointly encircle and suppress Weilai ET5, etc., even if Weilai has a battery swap station as an endorsement, but it can't stand the absolute advantage of E8 and Zeekrypton 007.
Therefore, if you look at the data of the third quarter of NIO, it is a good trend, but considering the "fluctuations" in the fourth quarter, the road ahead is still very "difficult" for the NIO brand, so how should NIO stabilize its foothold?
The matter is dissected from two aspects. First of all, in terms of brand revenue, first of all, NIO has signed a cooperation with Changan and Geely, and will synchronously integrate power battery specifications in the future, and some pure electric vehicles of Changan and Geely will enjoy NIO's battery swap policy, which can effectively increase NIO's revenue after more battery swap services are involvedSecondly, it will jointly develop in-depth cooperation models with Changan and Geely, and after binding the two domestic giant brands, the penetration rate of products will also increase in the market, and the product layout and penetration will increase, which can effectively drive the market trend and obtain better market results and revenue.
Secondly, NIO will also launch the Alps brand in the future, as a sub-brand of NIO, it also enjoys the NIO battery swap policy, and as a more entry-level brand, the impact on the market will be greater than that of the NIO brand, and it will cover more market segments.
Therefore, the follow-up development of Weilai still depends on the strategic direction and layout of the brand, of course, the author hopes that Weilai can drive the entire industry to unify the specifications of pure electric vehicle power batteries, after all, if the battery swap station can benefit the entire pure electric vehicle industry in the future, it is indeed more convenient and efficient for the travel of electric vehicle owners, which is worth looking forward to.