reporter ｜Yang Song
edited ｜Jiang Yuyan
The first new car launch conference was not the founder of "star" Li Yinan .
On the evening of October 8, Mars Stone Technology held a press conference for its first new car, Youjia NV. It was not until 15 minutes into the opening that founder Li Yinan appeared in the live broadcast, explaining the car's intelligent cabin function.
Although he is low-key, the outside world has great expectations for Li Yinan, who is known as the "young genius", to enter the car manufacturing industry.
He has served as executives of Huawei , Baidu , China Mobile, Jinshajiang Venture Capital and other companies. In the field of travel, he participated in the establishment of listed companies Niu Electric .
Li Yinan admitted that building a car was his last business. At present, the penetration rate of new energy vehicles exceeds 20%. The market performance of the first car will largely determine how far Li Yinan can go in the car manufacturing path.
Return to the ideal path
From Youjia NV positioning medium and large 5-seater SUV, with two versions: extended-range and pure electric.
all series comes with smart electric four-wheel drive, among which the pure electric standard battery life version and long battery life version are priced at 278,800 yuan and 318,800 yuan respectively, and the extended range version is 288,800 yuan.
focuses on high-profit SUVs, which is the road that ideal car takes off.
For a long time, Ideal One model has easily exceeded 10,000 yuan in monthly sales, and the gross profit margin of the product even exceeds 20%.
In the past two years, Huawei and Cialis jointly launched AITO Question Industry has also learned from the "ideal model" and focused on extended-range SUVs, and also achieved monthly sales of over 10,000.
senior analyst Mei Songlin said that judging from the product information released, Ziyoujia NV is mainly catering to the current market demand, such as launching pure electric and extended-range versions at the same time, creating medium and large urban SUVs, etc., and paying full attention to products and software and hardware technologies.
In his opinion, the press conference did not involve two fundamental issues: brand positioning, for whom to build a car; how the product meets the needs of the target user group and solves the unmet pain points of current users.
self-built user community. A reporter from "21CBR" found that the soul character Li Yinan did not appear in the community and interacted with users. In the promotional video of
, the keyword "exploration". "It is very important that we do not deliberately define the (target) population." Li Yinan emphasized that the company is now "0" and there is no boundary.
wants to reach the larger consumer group as much as possible, but under the current competitive landscape, it is difficult for the precise customer group to be reached in the current competitive landscape layout of the Youjia family.
The crowded SUV track is fiercely competitive. Since the beginning of this year, NIO ES7, Ideal L8, Ideal L7, , Xiaopeng G9, etc. are all SUV models.
Interestingly, on the day of the press conference, Lixiang Auto founder Li Xiang commented on a Weibo that compared Ziyoujia NV with Lixiang L7, saying bluntly, "This is far inferior to L6, why compare it with L7."
Ideal L6 has not been released yet, and it is reported that it will be in the same price range as Ziyoujia NV.
Mahayana dependence
Unlike other new car-making forces, Ziyoujia NV was jointly launched by Mahayana Auto and Mars Stone Technology. At the rear of the car, the words "Mahayana Car" are pasted. At the
press conference, the screen of the production factory of Macheng Auto located in Changzhou was specially released. The external publicity poster also mentioned that the two brands "NIUTRON" and "Ziyoujia" are both registered by Jiangxi Dacheng Automobile.
There are people close to Youjia Automobile who said that due to changes in the automobile industry policy, Marstone Technology has actively adjusted its strategic direction and reached in-depth cooperation with Macheng Automobile, which has an intelligent factory covering an area of 770,000 square meters in Jintan District, Changzhou, with an annual production capacity of 180,000 vehicles.
This Jiangsu car company is not a perfect partner.
"21CBR" reporter found that the sales of Mahayana cars are worrying. The data from the China Passenger Car Association only counted that it was only January this year, and its monthly sales were only 100 vehicles.
According to Qichacha , the actual controller of Macheng Automobile Wu Xiao was restricted from high consumption, with as many as 304 debt and debt information, and the information involved in the case was hundreds of millions of yuan.
partners are constantly in dispute, and subsequent debt troubles may affect the normal production of Ziyoujia NV.
and Mahayana, Li Yinan really had no choice but to do it.
The other party has production qualifications and factories, which not only saves investment costs, but also shortens the production cycle, and launches mass-produced models as soon as possible.
Mars Stone Technology is working hard to keep a distance from Mahayana cars.
4 days before the press conference, Niu Innovation Energy said that in order to avoid users from confusing the relationship between "NIUTRON", "Ziyoujia" and Niu Innovation Energy, the company officially changed its name to "Mars Stone Technology Co., Ltd.".
According to the query of "21CBR", the main body of the WeChat official account of the Youjia also changed from "Jiangsu Niu Innovation Energy Technology Co., Ltd." to the Youjia sales company.
The above actions prove Niu Innovation Energy's determination to cut between his home.
In other words, even if the sales performance of the Mahayana Automobile is not good, Li Yinan's Mars Stone can start a new life.
For the outside world, Mars Stone Technology promotes it to empower Mahjong cars in the fields of forward-looking technologies such as software, intelligence, and three-electric, and jointly improve the level of complete vehicles and intelligent software.
In other words, Mars Stone Technology is similar to Mahayana cars to some extent, and Huawei is to Cialis.
and Mahayana boarded a ship, and Li Yinan could not fully control the brand trend of Yujia NV. As for the level of tacit understanding between the two parties, it is hard to say.
Financing Limited
Li Yinan doesn’t have many cards in his hand.
Li Bin said that it would take 20 billion yuan to build a car. In the early days, Li Yinan thought that his financing ability was far from enough. The reason why he ended in 2018 was that he could basically approach this number.
The fact is that Li Yinan has received very little financing in the field of car manufacturing with a total investment of 10 billion yuan. The company completed a US$500 million in Series A in December 2021 alone.
4 years have passed, and the domestic new energy vehicle industry has been running wildly, and its sales penetration rate has reached nearly 30% in September this year. Investors have become more cautious about latecomers.
Take the recently listed Leapmotor as an example. The stock price plummeted and the market value was halved on the day of listing.
Facing the argument that "there are only 5 new cars left", Li Yinan showed his edge, "I don't want to say it, I don't care."
stepped on the shoulders of Mahayana Automobile. Mars Stone Technology has made a big profit with a small profit, with a R&D team of more than 1,000 people, mainly focusing on the three-electric system, software development, and smart cockpit sectors. In the field of money-burning autonomous driving technology, we will cooperate with Horizon. In terms of sales channels, the franchise chain brand franchise model has been adopted. The first batch of 44 retail centers in 23 cities in the country have opened in October. Starting from the third quarter of 2022, Ziyoujia Automobile will successively establish 100 service outlets across the country.
" Before the answer is revealed, any judgment in the middle is too early."Now, the answer has been revealed. Since Youjia NV debuted, the first batch will be delivered in December.
The final chapter of entrepreneurship has been opened. It is undeniable that the window period for the market left Li Yinan has become shorter.
