There will be no low price in exchange for sales
Written by Qin Zhangyong and Truman
Li Bin has been standing and talking, answering 140 questions in two hours, who is so humble and down-to-earth?”
We want to be more elegant on the outside, not that we don't suffer. ”
On the eve of NIO DAY 2023, Li Bin and Qin Lihong were publicly interviewed by **, Qin Lihong said that if you want to roll up the income and office area of the startup boss, ".No one is going to roll us over
Until now, they do not have a separate office, the two share a 12-square-meter office, and the standard of business trips is the same as that of front-line employees. Li Bin also quipped,The salary is used to cover the travel
For more than two hours, they also answered a lot of dry goods, such as mobile phones, battery swap stations, the situation of the second and third brands, and the next strategic planning.
This time it can be said that it has replied to many questions from the outside world and conveyed a lot of confidence. Li Bin judged that from 2024 to 2025, the high-end pure electric new energy vehicle market will usher in an inflection point of explosive growth.
This has allowed the capital market to regain confidence in NIO, and as of press time, NIO has soared nearly 7% in Hong Kong stocks to 619 Hong Kong dollars, the market value rose overnightOver 7 billion
The biggest lesson of 2023 is that sales ability lags behind
In this communication meeting, Li Bin said "wrong" many times.
For example, in response to the remarks of "why do people still buy gasoline cars now" two years ago, Li Bin admitted that he said the wrong thing.
It is his words of "anti-oil car", and later about Li Bin's short **, you will always find a comment——Because one does not buy a car
Although there are some misunderstandings, I admit that I am wrong, so many people buy fuel cars for a reason, I said it too early. This sentence must be reviewed, and if you say something at an inopportune time, it may be better in another 10 or 5 years. ”
Talking about the biggest lesson of this year, Li Bin said yesSales competency training is lagging behind
Many intent lists, because the follow-up is not timely enough to lead to churn. "If we increase sales ability training in February this year, we will sell an additional 10,000 vehicles after the release of several new products last month. ”
As for next year's expectations, Li Bin said that the NIO brand will not release new cars next year, and will focus more on selling good cars at the moment. After the season in the first quarter of next year, the NIO brand is currently selling modelsThe sales base is 20,000 units
In order to improve its sales capabilities, NIO has also expanded its recruitment of sales consultants since the beginning of this year. At the recent third-quarter financial report meeting, Li Bin revealed that the current sales consultants of NIO have been reached5700 people, of which 3,000 have been hired in the past two months.
This means that in a short period of time, NIO's sales staff has more than doubled. These newly recruited sales consultants will generally go through a month and a half of training, and after more than 6 months, they will have good sales ability.
After the first quarter of next year, NIO's sales capacity will increase significantly. Li Bin believes that there will be no product switching to disrupt the sales rhythm in 2024, and "on the whole, we think that 2024 will be better for NIO than 2023."
In Li Bin's view, the market competition in the next two years will be very fierce, but despite this, NIO insists on not exchanging price for volume, but by improving the sales service system, improving technology and user experience and other measures to win sales.
In addition, when reviewing the 9-year development of NIO, Li Bin reflected that there is no right within the companyMake sufficient predictions of business risks, including the downturn in the equity investment and financing market in the past two years**.
In the past, we were in a unilateral upward era, we did not experience a complete cycle, we did not see the world, and we regarded those good things as the norm. ”
"All car companies should develop battery swap vehicles".
Recently, NIO has reached battery swap cooperation with Changan Automobile and Geely Automobile, and NIO's battery swap has begun to bloom everywhere. Regarding battery swapping, Li Bin took a long time to explain that battery swapping is not a burden for NIOIt's a moat
Like Amazon Cloud and Alibaba Cloud, battery swapping is NIO's layout in terms of energy cloud, and the logic is basically the same. For example, if you need a scale and a long construction period, you need to use it first. "What we do is more similar to what Tesla did in North America, and if you can't beat it, we join him. ”
With the expansion of the network and as more and more enterprises join, this moat will become deeper and deeper, "from the first day of battery swapping, it was decided to open to the outside world." "NIO's opening of battery swaps is not to reduce costs, but to save long-term income and resources.
Li Bin said that NIO has set up a special team to help partners develop battery-swapped versions of models, and called on all car companies to develop battery-swapped versions.
The cost is calculated to help you figure it out, and the chassis transformation can be cheaper by one or two million yuan. “Sell 1000 more cars and come back
In the future, NIO will continue to build battery swap stations and continue to expand other brands. On the morning of the interview, a battery swap cooperation agreement had just been signed.
Faced with the question that the cost of investing in a battery swap station is too high, Li Bin said that at present, the annual amortization and depreciation expense of a single battery swap station is about 30-400,000 yuan, and a single battery swap station60 orders a dayIt can be profitable, and the average number of single battery swap stations in Shanghai has reached 80, which has achieved profitability. "If 60% of the cars in China are powered by NIO, I can wake up smiling when I sleep at night. ”
"Dabie Mountain" and "Million Flagship".
In addition to NIO, NIO will also plan the construction of two sub-brands, and the two sub-brands will be completely separated from the current NIO brand.
Back in 2021, NIO was planning to launch the first one, internally codenamed"Alps", the pricing range is in200,000-300,000Mass production is expected to begin in 2024.
Now Li Bin has revealed more news about this new brand, first of all, the name of the second brand will not really be called Alps.
According to Li Bin, the name of the project they originally thought of internally was Everest, which means high sales, but Everest is too cold (literally cold