Li Bin's 202 1 NIO DAY: System, NBA, Sailing and a Pre-advertised Overtaking.

A few days before the start of 20021nio day, Weilai has started to warm up ET5 on social media in an orderly way.

Obviously, ET5' s goal is to seize the market from Tesla Model 3/Y and luxury medium-sized cars represented by BMW 3 Series.

From the outside, this is obviously a "pre-advertised" overtaking.

In this way, it is not an accident.

"ET5 is definitely the car with the largest order volume among the new cars released by NIO Day in the past five years." Li Bin, founder, chairman and CEO of Weilai Automobile, cut to the chase at the Weilai Automobile Communication Meeting on February 9, 65438.

To some extent, the least important thing on 202 1 NIO day is ET5, because its success is easy to predict. Apart from the least important ET5,2021NIO Day, there are several things worthy of attention, namely, the system construction with NIO Power as the core, "NBA" and the strategy of going to sea.

For the media's persistent sub-brands, the direct answer is "During Wei's coming to Japan, he only talked about NIO brand, not sub-brands".

1. Pay attention to female users. The ET5 with "5 greater than 3" has become the vehicle with the most orders in the history of Weilai.

Some ET7 book owners turned to ET5, Krypton/Tucki and other competitive brands, and the owners turned to ET5. ...

Not surprisingly, the —ET5, the cheapest model of Weilai, easily became the model with the largest order volume in the history of the brand.

How to describe the popularity of orders?

In the words of Qin, co-founder and president of Weilai, "ET5 is still very popular on the first day booking list after its release. So yesterday, Weilai APP was down for more than ten minutes, and the instantaneous concurrency was still relatively large, which exceeded our expectations and was still very exciting. "

"It's like having two children at home, whoever has ambition will do." In addition, regarding the change of ET7 to ET5, Li Bin said, "This is very good, but there is no other change anyway. From the user's point of view, as long as it is the most beneficial choice for us, it is nothing for us. "

As the fifth model of Weilai and the most entry-level model, ET5 still maintains a high level of configuration, with dual-motor intelligent four-wheel drive, a new generation of automatic driving system NAD, AQUILA extrasensory system and ADAM future supercomputing platform as standard. In addition, the new car is also equipped with a panoramic digital cockpit panoramic cinema with AR/VR technology.

In terms of pricing, the purchase price of ET5 vehicle dropped to 328,000 yuan, and the price of BaaS (rental battery) scheme was as low as 258,000 yuan. Whether this price is reasonable or not, consumers have already voted with banknotes.

The two prices are also very subtle. 258,000 yuan is equivalent to the entry-level version of Model 3 single motor, and 328,000 yuan is basically close to the terminal price of Tesla Model 3 Performance high-performance all-wheel drive version and the best-selling luxury medium-sized car BMW 3 Series main model Obsolete Night Edition.

This is also the origin of Weilai ET5 "5 is greater than 3" copy.

Of course, Tesla Model Y, Audi A4L, mercedes benz c and other models with similar price range and brand tonality are also the core competing products of ET5, and Weilai also pays more attention to users who have transformed from the fuel vehicle market.

In addition, it is worth noting that in order to further expand the brand audience and attract more young female users, Weilai even spent some time on the color matching of ET5.

Qin said: "We think that among the nine colors of ET5, at least mirror empty and cloud yellow are the colors that female users prefer. These colors will strongly arouse people's memories of some fashionable products and make a mechanical attribute more fashionable. This is our effort. "

Whether we can expand the circle and let more female users join Weilai Club as Weilai wishes is still unknown.

However, many netizens have begun to discuss several new color schemes added by ET5 this time. Someone joked on social media: "The ET5 knife is precisely cut on the aorta of the hostess of Weilai's old car owner's house, which is simply a new generation of female harvester."

From the point of view of God, the success of ET5 is not only due to the competitiveness of NIO brand and products themselves, but also due to the lack of more high-quality supply at the supply end of 300,000-class high-end medium-sized electric vehicles, which led to the suppression of market demand in the early stage.

2. Accelerate the construction of basic heavy assets such as NIO power. The goal is to make power supply more convenient than refueling.

After ET5, let's take a look at other important events on 202 1 NIO day.

Looking back at the NIO DAY conference, we can find that the first thing mentioned in Li Bin's opening speech is the construction of NIO House and NIO Power (rechargeable, replaceable and upgradeable) systems.

In fact, since 20021,Weilai has been increasing infrastructure construction, including power exchange station, service center and NIO House. Especially in the cooperation with China Petrochemical Company, China Petroleum Company and Shell Petroleum Company, Weilai has laid a lot of charging/replacing electricity in China.

At present, Weilai's five vertical, three horizontal and four metropolitan power exchange networks will be completed soon, covering almost all major economic regions in China, such as the Yangtze River Delta, Beijing-Tianjin-Hebei, Pearl River Delta, the middle and lower reaches of the Yangtze River, the middle and lower reaches of the Yellow River and Chengdu-Chongqing area.

According to the plan, in 2022, Weilai also plans to build as many as 1.300 power stations, 6,000 super charging piles and 1.000 destination charging piles in China. In this regard, Li Bin said: "It is our long-term goal to make electricity more convenient than refueling."

Of course, this heavy asset investment has also affected the gross profit margin level of Weilai Automobile to a certain extent, which is directly reflected in the financial report performance.

However, in Wei Lai's view, this strategic loss is worthwhile. After all, the infrastructure will largely determine the ceiling of Weilai's subsequent market volume. In addition, in the eyes of investors, what is more important is Weilai's profitability tomorrow, not how much more you can earn today.

Here, Li Bin gave an example. "The good express service in JD.COM is largely related to its relatively solid infrastructure."

"With today's user scale, we don't have to invest in the construction of charging and replacing network and service center so early, but we think it can lay a good foundation for user service. The other is to establish a good mechanism, which can form a fast iterative closed loop of product quality, user experience, service experience and product experience. Let the whole company truly standardize from a process. "

From this perspective, it is undoubtedly a short-sighted behavior for retail investors to pay too much attention to Weilai's short-term profit and ignore Weilai's long-term system capacity building.

3. From "one third of the world" to "NBA", Li Bin thinks that Weilai has the opportunity to gain 20% market share in the mainstream high-end market.

In terms of medium and long-term market share, Weilai continues to maintain positive and steady expectations.

However, for the future high-end car market pattern, Weilai no longer mentioned the "one third of the world" at the beginning of the year, but changed the "NBA" pattern with more public opinion market and easier understanding, namely Weilai+Mercedes-Benz/BMW+Audi.

At present, the average monthly sales volume of Weilai is about 654.38+0 million, which is only about one-eighth of that of BMW, Mercedes-Benz and Audi. Even if the sales of ET7 and ET5 increase next year, the monthly sales will be only 20,000 vehicles at most, and the gap is still obvious.

But from another angle, BBA's best-selling pure electric BMW IX3202/KLOC-0 only sells 20,000 vehicles a year, while Mercedes-Benz EQC and Audi e-tron together sell less than 1 10,000 vehicles, and the three vehicles together are not as good as ES6.

In other words, BBA, which is dominant in the fuel vehicle market, currently only has the ability to fight back in the field of electric vehicles. In addition, judging from the trend of luxury car market since the second half of this year, BBA has entered a state of low single digit or even negative growth in individual months, while Weilai continues to maintain multiple growth.

From this point of view, the game between high-end electric vehicles represented by Weilai and high-end luxury fuel vehicles represented by BBA will be more intense next year.

In Li Bin's view: "The mainstream high-end cars in China are a market segment of about 4 million vehicles, and Mercedes-Benz, BMW and Audi have all achieved more than 20%. As the penetration rate of new energy in the high-end electric vehicle market continues to increase, there is still a great opportunity for Weilai to account for 20%. "

"From the market point of view, a word often used inside Weilai is called' NBA'." Speaking of which, Qin went on to say. "As we enter the mainstream high-end market, the substitution effect on mainstream luxury fuel vehicles will accelerate in the future. I value our traditional mainstream fuel luxury cars, such as the contrast between Weilai and BBA. I also hope that Weilai will become one of those ranks and turn the BBA pattern into an' NBA' pattern. "

4, "strategic compass" escort, Weilai accelerated the sea.

After understanding the domestic market, we might as well turn our attention to the international market.

The logic of entering overseas markets is very simple. A car company that is partial to safety will never grow into a large global brand. In Li Bin's words, from the mainstream high-end market, China is the largest, and Europe and America account for almost 90% of the global market. Weilai wants to develop further and must enter the markets of these overseas developed countries.

From the time line, the announcement of the launch of the Norwegian strategy on May 6 this year is a landmark event of Weilai's globalization strategy, and ES8 was also listed and delivered on September 30.

Norway, a small Nordic country located in Scandinavia and ranking fourth in the world in per capita GDP, is regarded as the development vane of the global electric vehicle market, ranking first in the world with 90% electric vehicle penetration rate.

Of course, in such a market with such a high penetration rate, the competitive pressure is naturally not small, and it can also test the system competitiveness of Weilai Automobile.

According to the data of eu-evs sales inquiry website, in the case that Weilai only sold one ES8 model in June+February, 5438 (as of June1June, 2009), it ranked 20th in Norway's pure electric brand sales list with 53 vehicles, while Audi, BMW and Mercedes-Benz, which sold more in the same period, all sold 680 vehicles (e-tron? 176 vehicles), 537 vehicles (iX3? 95 vehicles), 404 vehicles (EQC? 177 vehicle).

However, considering that Weilai has only been testing the European market for three months, the promotion of brand awareness is a long process, and such a gap is still within the controllable range.

Li Bin also affirmed Weilai's current progress in the Norwegian market. He thinks this matter must be pushed forward cautiously. What kind of product is more suitable for local users needs to be carefully selected to avoid getting a lot of points instead of extra points.

At the same time, Li Bin shared a set of key data: in Norway, every four test drive users will have a final car reservation on average, and the test drive conversion rate is significantly higher than that in China.

As for the follow-up, Li Bin has announced in Weilai that it will enter the markets of Germany, Netherlands, Sweden and Denmark in 2022, among which entering Germany, a high-end automobile manufacturing country, is a milestone. By 2025, there will be more than 25 regions and countries in the world.