The ideal beauty sales are becoming a hot topic in the industry.
Recently, "flight attendant turned to ideal person", "gave up flight attendant to sell car ideally" flight attendant gave up the aerospace dream to go to ideal car (hereinafter referred to as ideal) as sales, and appeared on Weibo and other social platforms hot search, ideal in addition to sales and profitability, successfully attracted another wave of attention.
According to the data of the passenger association, the ideal sales in November reached 3260,000 units, the company has completed its annual sales target and set a sales target of 50,000 units in December. But the staggering sales still failed to boost the stock price, and between November 20 and December, the ideal stock price fell for 8 consecutive years, and as of December 12**, the stock price of the ideal U.S. stock was 34$60, down another 193%，367.Although the market capitalization of $100 million is higher than that of NIO and XPeng combined, it has fallen significantly from its peak.
Under the pressure of next year's sales target of 800,000 vehicles, the ideal in addition to the traditional sales channels, began to increase the beauty element, will it become a sample for the industry to imitate?
According to the "Surging News" on November 22, the sales volume of the ideal 2024 chain enterprises will be 800,000 vehicles. The sales target for the whole year of 2023 is 300,000 units, and the sales target for 2023 has been completed one month ahead of schedule, or the sales target completed ahead of schedule has given the ideal confidence to raise the ** sales volume in 2024 to 800,000 units, which is 2 of this year's annual sales target6 times, which means that the ideal average monthly sales volume is not less than 670,000 units, and this sales volume is currently only achieved by BYD and Tesla in the field of new energy vehicles, and the average sales volume in 2023 is less than 30,000 units, and it wants to achieve 6The monthly sales target of 70,000 units is quite difficult.
Unprecedented sales pressure is in front of the ideal, so there is a hot topic of flight attendants selling ideals. On December 8, the official Baijia account of Ideal responded to "Flight Attendant Career Change Ideal", saying that there was no special statistics, but the proportion of numbers is definitely not high. On the 10th, Ideal posted an article on its official account "Revealing the Secret: Why Are More and More Flight Attendants Coming to Ideal to Sell Cars?".The article gives the most direct reason - higher income.
According to the disclosure of Zhongxin Jingwei on December 9**, the ideal salary of flight attendants to change careers is 8,000 base salary, and the commission for each car sold ranges from 1,000 to 2,000, and some flight attendants say that the salary in hand can reach 20,000 to 30,000, which is much higher than the income in the airline. There are even individual salesmen who say that they have become the sales champion within three months of joining the company, with a monthly income of 100,000 yuan.
The article also pointed out that the image of the flight attendant is good, there is a professional affinity, or the key point of the ideal, the flight attendant in the airline service is generally the elite class, and the ideal main focus of more than 300,000 luxury cars in the range, is also mainly for the elite group, flight attendants are more experienced, in line with the ideal needs.
Through the ideal official Baijia account, it was found that the ideal has been obviously biased towards the promotion of "beauty" recently, and the two recent articles are "Revealing: Why more and more flight attendants are coming to Ideal to sell cars" and "What happened to the post-00s girl who wanted to come to Ideal to learn to repair cars?".》It's hard to imagine that the ideal of sales in the new car-making forces is like this, and the usual focus of publicity is like this, which has aroused widespread attention from the industry and the industry.
Combing through the reports of "Daily Economic News", Zhongxin Jingwei and Shangguan News, it is found that most of the ideal female sales are beautiful women with high appearance, which is also the most important point of the ideal, including many of them changed careers from flight attendants, real estate sales, and Prada and LV's sales changed careers to join the ideal, and even Song Ziwei, the product manager of vivo's sub-brand iQOO, is also under the command of the ideal.
According to the analysis of Lv Chaowei, a practitioner in the new energy vehicle industry, the recruitment of female sales in luxury industries such as Prada and LV in the new energy vehicle industry may be based on their original customer groups and network resources.
Under the influence of ideals, new car-making forces such as Weilai and Zeekr are not far behind, and have joined this sales boom, and the sales of beautiful women such as flight attendants and cabinet sisters have become an eye-catching landscape in the new energy vehicle sales market.
Car sales may need appearance, and the product manager has nothing to do with appearance, but the ideal look also improves the appearance requirements of the product manager.
On December 10th, the ideal intelligent software conference was held, and the keynote speaker Song Ziwei attracted a lot of attention. Song Ziwei used to be the product manager of vivo's iQOO mobile phone. Because of her outstanding appearance and long legs, Song Ziwei has gained a lot of otaku fans in the mobile phone circle, and fans nickname her "Song Thighs" and is known as the first beauty in the digital circle. Song Ziwei also joined the ideal and attracted the attention of the digital circle.
On the same day, the topic of Song Ziwei's ideal car debut quickly aroused heated discussions among netizens in a short period of time, and the number of Weibo readings quickly exceeded 1.03 million.
This is due to Song Ziwei's influence in the digital circle. Song Ziwei graduated from Shanghai University and started working at Huawei, but in 2019 she moved to Vivo to become an iQOO product manager. The debut at vivo was the iQOO neo launch event in July 2019.
With her super high appearance, Song Ziwei quickly became the face of the product manager and attracted countless fans. Since then, almost every new iQOO machine has been introduced by her. At one time, he became the "image ambassador" of vivo's external publicity.
Zhang Zhiyong, a car ** person, said: "It is not ruled out that this is a marketing behavior in the new energy automobile industry, but from a marketing point of view, the 'beauty sales' strategy is very out of the circle, successfully attracting the attention of successful people in the digital circle, aviation circle, luxury industry and even various industries, so that some potential users have a deeper understanding of the brand." ”
On September 14, 2023, the topic Song Ziwei's resignation was on the hot search on Weibo. Based on this calculation, Song Ziwei has been in the ideal for almost 3 months, before that, Song Ziwei has not revealed which car company she wants to go to after leaving vivo, in the Weibo on November 7, Song Ziwei revealed that the next stop is a car company, and hopes that peers and seniors in the automobile circle can give more advice, it can be seen that the confidentiality work is excellent, on December 10, Song Ziwei successfully made her debut in the ideal, so that the ideal earned enough heat.
After Song Ziwei joined, Ideal did not give a specific position, which also made the outside world think that Ideal had the idea of making mobile phones, which was denied by Li Xiang, the founder of Ideal.
From flight attendants to beautiful product managers in the digital circle, the ideal "beauty sales" strategy continues, and in the case of increased sales pressure next year, the ideal may have one more trump card.
The ideal beauty sales are too eye-catching, but they have stolen the limelight of the ideal excellent three-quarter report.
In the three quarterly reports released not long ago, Ideal performed well and delivered a full score that exceeded market expectations. According to the financial report, the revenue in the third quarter was 346800 million yuan, a year-on-year increase of 27121%；Net profit attributable to the parent company 282.3 billion yuan, a year-on-year increase of 27211%。This is the fourth consecutive quarter that Ideal has achieved profitability, becoming the first to make a profit among the new car-making forces.
According to the financial report, NIO's revenue in the same period was 190700 million yuan, an increase of 4664%, with a net loss of 462.9 billion yuan;Xpeng's revenue is 85300 million yuan, an increase of 25%, and a net loss of 388.7 billion yuan. In terms of revenue growth, Ideal far exceeds its main competitors Weilai and Xiaopeng, and in terms of net profit, Weilai and Xiaopeng have losses of more than 3 billion yuan, and Ideal 28The net profit of 2.3 billion yuan is even more valuable.
According to multiple financial reports, since the beginning of 2023, the ideal revenue and net profit have increased by more than 3 digits, which is not one of the many car companies, of which the revenue growth rate is. 31% and 27121%, net profit growth respectively. 51% and 27211%。In the fourth quarter of 2022, the ideal net profit growth reached an astonishing 865575%, and it is in this quarter that the ideal turnaround.
It is worth mentioning that the ideal gross profit margin and net profit margin on sales both hit new highs. Judging from the latest financial report, the ideal sales gross margin in the third quarter reached 2204%, setting a record for its own gross sales margin. Compared to the same period last year 12Gross margin increased by 939 percentage points, compared to 2176% also improved. 22.04% of the sales gross profit margin has not only become a benchmark in many domestic car companies, but even surpassed Tesla, which has always been known for its high gross profit margin, in the third quarter, Tesla's sales gross profit margin fell sharply due to price cuts, and the gross profit margin of sales in the quarter was only 1789%, while Tesla's gross sales margin was as high as 25 in the same period last year09%, a year-on-year increase of 72 percentage points. After the elimination of the other, the ideal sales gross margin has surpassed Tesla.
Judging from the comparison of financial reports in the same period, NIO and Xpeng, both new forces in car manufacturing, have a gross profit margin that is far from ideal in the same period. NIO's gross sales margin was 799%, and Xiaopeng's gross sales margin is -267%, the ideal sales gross profit margin is second only to BYD's 22 in the same period among domestic new energy vehicle companies12%, a difference of 008 percentage points, almost at the same level. But the ideal net profit margin on sales is 811%, higher than BYD's 671%, BYD's net profit is high, because its overall sales are higher than ideal, in terms of bicycle profitability, ideal is already the leading enterprise among domestic car companies. The other two new EV makers, NIO and XPeng, both have negative net profit margins due to continuous losses.
The ideal rising net profit margin shows that the future profit will become the norm, high gross profit margin and net profit margin or into an ideal label, the future in the blessing of many beautiful sales, once the ideal sales can be steadily increased, its high gross profit margin and net profit margin will continue to continue.
Behind the sword-going sales or the intensification of competition in the industry. After the ideal played the sales card of flight attendant beauties, new energy car companies such as Weilai and Zeekr also began to follow up one after another.
In the sales industry, female sales occupy a unique advantage, especially the addition of good-looking flight attendants and luxury cabinet sisters, which has increased the overall appearance of car sales. However, in the reports of Zhongxin Jingwei and other **, it is believed that the traces of hype are too obvious.
However, for the new energy vehicle industry, there must be advantages and disadvantages to the sales of beauties, such as the increase in marketing expenses. Taking the ideal financial report as an example, the ideal marketing expenses in the third quarter of 2022 are 150.7 billion yuan, while the marketing expenses in 2023 will reach 254.4 billion yuan, a year-on-year increase of 69%. Operating expenses also increased to 53.3 billion yuan from 3.7 billion yuan in the same period last year0.5 billion yuan, an increase of 434%。
NIO's sales expenses also grew rapidly, with NIO's marketing expenses of 271.2 billion yuan, and the marketing expenses in 2023 will be 360.9 billion yuan, an increase of 33%, only Xiaopeng, which does not employ a large number of beautiful women for the time being, has the lowest increase in marketing expenses, and the marketing expenses in the third quarter of 2022 will be 162.6 billion yuan, increased to 169.2 billion yuan, an increase of only 4%, among many new energy vehicle companies, the growth rate of marketing expenses is the bottom.
Beijing brand car 4S store sales Xiang Zhen said that car sales are not as easy as imagined, monthly sales of 100,000 yuan is only rare, "car sales work looks simple, but it requires a good grasp of vehicle condition information and a grasp of consumer consumption psychology, the general sales treatment of car brands is low base salary plus high commission, like the new energy vehicle track such a probationary period of nearly 10,000 yuan of basic salary is not much, may further intensify the involution of the automotive industry, and then affect the industry's profits." ”
The sales of ideal beauties have detonated the topic, but it remains to be seen how much conversion the sales volume will be, and the real product power still depends on whether the sales target of 800,000 units can be completed next year. However, this may raise the sales threshold of the automotive industry, and may also increase the operating expenses of car companies, which may have little impact on car companies such as Ideal that have made profits, but it is not a wise choice for car companies such as Weilai, Xiaopeng, and Zeekrypton that are still in a state of loss.
Author |Dream Shaw.
Kunpeng Project