This week, with an explosive financial report card, the ideal proved what is called "crazy capital".
Specifically, on the basis of selling more than 370,000 new cars, this new force will achieve revenue of 1238 in 2023500 million yuan, to achieve the annual target of 100 billion yuan set by the management at the beginning of last year; Net profit reached 118100 million yuan, the first turnaround since delivery; As of the end of 2023, its cash reserves reached 1,036700 million yuan.
To sum it up, it can be said: "Rich and healthy." ”
It is precisely based on the above background that when most of the competing teammates on the same track still have to smash the pot and sell iron to forcibly continue their lives in order to survive, Ideal has taken the lead in climbing out of the cruel and difficult quagmire. At the first meeting after the release of the financial report, Li Xiang, as the "helmsman" of the company, was once again full of firepower.
By 2030, if Ideal can occupy 35% of the family car market in China with a price of more than 200,000 yuan, the company's annual revenue can reach 1 trillion yuan; If Ideal can also perform well in overseas markets, it can exceed the peak revenue of Apple's iPhone products in the global market. ”
Ideal will not make models below 200,000 yuan, and sales will exceed 70,000 units in June this year. ”
2024 is an ideal year for products, and five new models, including the Ideal L6 extended-range SUV, the Ideal Mega electric MPV, and the Ideal M9, M8, and M7 electric SUVs, will be launched within the year. ”
We plan to accelerate the deployment of supercharging networks in highways and cities across the country, and maintain the established goal of launching a total of 2,000 supercharging stations by the end of the year. ”
There is no doubt that with the success of turning the corner, this new force is becoming more and more ambitious, showing sharper fangs.
In Li Xiang's further prediction: "The new energy vehicle market of more than 200,000 yuan, in the fourth quarter of this year, will show the result that the top three brands will eat up 70% of the market share, not CR5, but the head concentration of CR3, which is more concentrated than fuel vehicles, and smart phones, you can wait and see." ”
Take advantage of the trend and zoom in on the perspective, regardless of who the three brands that can stand out in his mouth are, there is a general trend that is becoming more and more irreversible** China's auto market is ushering in the so-called pattern battle, and the new energy sector is bound to gradually win and take all.
In the next 365 days, we should not only focus on whether the ideal can create new milestones, but also how the group of new forces can stay at the table. In other words, what is the rule of survival that they need to rely on the most?
In my opinion, the answer is actually very simple, it is divided into three parts.
First, sales.
is still the same sentence: "After all, the pursuit of scale effect is the pursuit of automobiles, without enough considerable sales, all imaginary visions are useless empty talk." ”
In 2024, for new forces to build cars, monthly sales of 10,000 units is the "life and death line" that must be preserved by all means, and monthly sales of 20,000 units is the "withering line" that determines whether it can get out of danger. At the same time, it is also required that each company must concentrate its firepower and have one or two real "kingpins".
Combined with the terminal report card in January, everyone should be vigilant about the demand for the pure electric sector, and the plug-in hybrid sector continues to rise. In other words, for brands that are simply betting on the previous technology route, 2024 will be more difficult than imagined.
On the contrary, betting on the two technical routes to sell the car together may be the most reasonable solution at the moment.
Second, grain and grass.
A few years ago, at a forum, as a representative player of burning money to build a car, Li Bin, CEO of Weilai, once said: "The capital threshold that this industry needs to reserve, I said a long time ago that it was 20 billion yuan, and now it may not be possible to do it without 40 billion yuan." ”
What is certain is that this threshold is now being further raised, especially for those new forces that do not yet have the ability to self-hematopoiesis.
After all, brand marketing costs money, product promotion costs money, channel expansion costs money, energy construction costs money, user service costs money, as China's auto market continues to fight the "best war", and others still have to spend money to fight ...... in the end
Therefore, whether there is enough grain and grass will also be the top priority to test each family in 2024. It is by no means alarmist, as long as the capital chain fluctuates or even breaks, it will soon collapse from the building to the collapse.
Gao He, who stands on the edge of the cliff, is also the most typical argument. Trying to review its biggest stubborn disease, the lack of founder Ding Lei's ability to find money, also firmly occupies a seat.
Third, confidence.
On this point, I would like to talk about it from the perspective of potential consumers.
Let's ask, what are the pain points that everyone is most worried about when they buy products made by new forces in 2024? Is there moisture in the comprehensive battery life? What is the safety of the power battery? The workmanship materials are not solid? Or is the intelligent driving experience immature?
Standing at different angles, more or less. But personally, "confidence" is probably the key factor. To put it more bluntly, "I bought your car, whether you will go out of business or not is what I care about the most." ”
Continue to take Gaohe as an example, spending hundreds of thousands of yuan at every turn, I believe that no one wants to see the situation of nowhere to maintain. Now that there are lessons from the past, this also requires all new forces to build cars, and in 2024, they must do everything to provide sufficient proof to end consumers.
Recently, the news of Nezha's postponement of the year-end bonus has been fermenting on social platforms, which is another reverse case of damaging "confidence".
Although its CEO Daniel Zhang responded urgently, "The 2023 employee bonus is related to the performance appraisal, and the annual performance payment coefficient and amount of employees will be paid in March in the final review and confirmation." "But the negative impact of the incident still can't be quickly resolved.
In the statement, Daniel Zhang also specifically mentioned: "Since 2016, Nezha's employees' salaries, bonuses, and social security have not been cashed out one day later, last year was so difficult, and we did not think about salary cuts and layoffs, maybe a small number of employees in the company are not used to living a hard life, it seems that it is necessary to pass the cold to everyone." ”
Word by word, I felt his anger and disappointment. can look behind the advice, and can still feel that Nezha has encountered more difficult trouble. In 2024, how to ensure the abundance of "confidence" of end consumers has become a must-answer question for all new forces to build cars.
In short, in the rules of survival, whether it is sales, grain and grass, or the last item, they are to a large extent interlocking and complementary. This also requires the protagonist of today's article not to have too many shortcomings and flaws as much as possible.
Otherwise, the Chinese auto market will definitely wipe out your chances of staying at the table......