Before you know it, the first month of 2024 has turned the page.
In January every year, after the end of the year, and the Spring Festival is approaching, it is often the off-season for sales.
This year is no exception, a large number of month-on-month declines can be formed, it is called the Alliance of the Frustrated, among them, new car-making forces such as Weilai and Xiaopeng.
As a rising star, Wenjie has become the biggest winner of the new car-making force, successfully surpassing Li Auto, and leading the sales list of new power brands in the Chinese market for the first time.
Li Xiang's worst fears still happened.
As early as a few years ago, Li Xiang knew that there would be a battle with Huawei, and now, a consensus has already been formed within Li Auto - this year is the main battlefield between Li Auto and Huawei.
If it were not for Huawei's real investment, the world would have been cold several times, and Li Xiang highly admired the Huawei model, and the ideal car went up and down, collectively "learning Huawei".
Now, the storm is coming, and the battle between the two will be even more stalemate.
In January 2024, 32,973 new vehicles were delivered, an increase of 34% month-on-month76%, of which the 24-day single-day delivery exceeded 1,000, becoming the monthly sales champion of the new power brand in the Chinese market for the first time.
Obviously, monthly sales of more than 30,000 are not the ceiling of the question.
Under the product system of Wenjie Automobile, the main model is the new M7, with 31,253 new cars delivered in a single month, achieving a monthly delivery of more than 30,000 vehicles for the first time, opening a new chapter in delivery speed.
At present, the total number of new M7 vehicles has exceeded 140,000 units, which means that last month's delivery was nothing more than a backlog of orders, and with the growth of orders and the improvement of delivery efficiency, the delivery volume of Wenjie is expected to hit a record high.
Last year, Yu Chengdong, CEO of Huawei Device BG and Chairman of Chebu Vehicle, said that the production capacity of the new M7 will climb rapidly, and the monthly delivery capacity will exceed 30,000 units starting in 2024. After the sales were released, Yu Chengdong took another Versailles, and (everyone) underestimated the popularity of the smart car. "Yu Dazui" has become "Yu Xiaozui", and the next focus is to work with partners to ensure high-quality delivery and deliver more new cars to consumers.
Some netizens ridiculed, "The big mouth is still too low-key, and this year the small mouth will become the xxxxxl big mouth", "medium mouth, big mouth, super big mouth".
According to the Internet, the small target of this year's question is 600,000 vehicles, which means that more than 50,000 vehicles will be delivered in the next month.
In addition to the main model Wenjie new M7, there are also Wenjie M5 and Wenjie M9 on sale, and the new Wenjie M5 and the new model Wenjie M8 will be launched in the future, which will further enrich the product line of Wenjie.
Both Huawei and Celis said that their joint business goal is to achieve production and sales of 1 million new energy vehicles by 2026.
From the "7 series" (M7, Ideal L7) to the "9 series" (M9, L9), and then to the "8 series" (M8, L8), the hand-to-hand combat between the world and the ideal will be more intense.
Next, turn your attention to the ideal car, in fact, the ideal car originally had the opportunity to keep the status of the first brother of the new car-making force, probably because the small goal was exceeded in 2023, and in the first week of the new year, the ideal car was in a semi-repaired state, which gave the world an opportunity to take advantage of.
With an advantage of 1,600 vehicles, Wenjie successfully surpassed the ideal, making a good start for winning the sales championship of new car-making forces this month.
Soon, Ideal began to react, taking advantage of the price reduction of the whole series, the second week drew with Wenjie, and in the third and fourth weeks, it surpassed Wenjie by a slight margin and won the championship of the weekly ranking of new car-making forces.
As for the price reduction, the ideal sales side said that it was to cope with the competition of BBA, and the real reason for it is probably only known to them.
In January 2024, the battle of the first brother of the new car-making force can be described as ups and downs, and the battle situation has fallen into a stalemate, but in the end, the delivery volume of Li Auto is fixed at 31,165 vehicles, and 1,808 vehicles are lost in the world. Since its delivery, Li Auto has delivered 66 percent of its cumulative total deliveries450,000 units.
In this regard, Li Xiang, chairman and CEO of Li Auto, reiterated that Li Auto will take on the challenge of delivering 800,000 units a year and achieve the goal of ranking first in sales of luxury car brands in the Chinese market.
He said that in 2023, we will win the championship of SUV sales of more than 300,000 yuan and new energy vehicle sales of more than 300,000 yuan in the Chinese market with three SUV models. 2024 will be an unprecedented product year for Li Auto, with 4 extended-range models and 4 pure electric models, and 8 highly competitive product portfolios to meet the needs of family users. In March this year, the home technology flagship MPV Ideal MEGA will be launched and delivered, and the Ideal L7, Ideal L8 and Ideal L9 will also usher in the 2024 model.
Huawei has always dared to invest resources on a large scale to break the situation and turn the minds of consumers around.
In the mobile phone market, Huawei has reused the "saturation investment" of the past carrier business to achieve success. Yu Chengdong, the helmsman of Huawei's mobile phone, is willing to spend more than five times the record amount of money and five times the R&D personnel of his peers for a flagship product.
The same is true in the automotive business, which has been established for four and a half years, with a total investment of tens of billions of yuan and more than 7,000 people, and a team of nearly 5,000 people.
With ready-made offline stores for mobile phones, Huawei also opened nearly 1,000 Wenjie stores in one year, exceeding the sum of the three stores of Weilai, Xpeng, and Li at that time. The two cars were both launched at the finale of Huawei's product launch conference.
In the early years, because the ideal car almost entered the ICU, "lack of resources phobia" has become a nightmare that has plagued Li Xiang for many years, he is famous in the automobile circle, he is famous for "picking children", eager to break a dollar in half and spend, R&D investment can be saved, which also leads to intelligence, not to mention that it is not an order of magnitude with Huawei, that is, even Weilai and Xiaopeng can't compare, marketing expenses are even less pitiful, and even the test drive budget of the store has to be saved.
As early as the beginning of 2021, Wang Huiwen, an ideal investor, reminded Li Xiang that when the inflection point of the electric vehicle market comes, startups will be beaten by competitors if they are not prepared. Over-preparation may result in some waste of resources, but "what is wasted is limited". However, in order to ensure the efficiency of the store, the ideal investment is always cautious.
Since starting to learn from Huawei in an all-round way, Li Auto has changed, from only focusing on efficiency in the past to starting to pay attention to scale, especially after Zou Liangjun, the former CMO of Honor, took up the position of senior vice president of sales and service, and the ideal sales system began to expand greatly.
In Zou Liangjun's view, the ideal investment in stores cannot achieve the sales target at all.
He believes that sales volume is more important than gross margin, and scale is more important than efficiency. In 2023, Li Auto's directly operated sales stores will increase from 288 to 467, and in order to support this year's sales target of 800,000 units, the number of stores will be expanded to 800 by the end of this year, with "an average of one new store opening a day".
800,000 against 600,000, in 2024, the all-out war between Ideal and Huawei has been avoided. Is the infinite mode Huawei superior, or is the ideal of limited warfare a different way?
We'll see.