Who is Wang Xing? The boss of Meituan , you must have used its APP. You must have seen their riders running around any street. However, what does Meituan’s boss have to do with the automotive industry? The relationship is not small. Everyone is familiar with Ideal Auto . Wang Xing is almost the largest individual shareholder of Ideal Auto. Meituan itself is also one of the largest institutional shareholders of Ideal Auto. So what has Wang Xing done? It really happened that in January 2020, after Wang Xing officially announced his investment in Ideal Auto, he posted a view on Weibo , roughly meaning that the future new car-making forces will be NIO , Xiaopeng and Ideal. This is the first time someone has proposed the word "wei Xiaoli". In addition, the sphere of influence of independent brands is probably the ones like Geely Chang'an Great Wall.
At that time, the three domestic new forces with the strongest sales were NIO, WM and Xiaopeng. Wang Xing's remarks immediately aroused great dissatisfaction from the chairman of WMMA, who ranked second and planned to compete with NIO for the leader of the new force, and made a "gamble". It probably means that if WMMA does not enter the top three new forces in 2020, WMMA will buy Wang Xing a car. If it enters, Wang Xing will have to personally deliver a courier to Shen Hui.
Of course this is a later story. Everyone has seen the winners and losses of these two companies now. This is not important. What is important is that as the first person to successfully predict the Wei Xiaoli pattern, Wang Xing now has a new "theism". Is his prediction still reliable this time?
Wei Xiaoli exits, Li Weihua takes the stage?
After Ideal L9 announced its sales results, Wang Xing once again shared his views on the future new force landscape on social media. The general meaning is that the new force pattern in the future will no longer be Wei Xiaoli, but Li Weihua-Ideal, Weilai, , Huawei . Therefore, Wang Xing's new statement directly proves that among the three new forces in the future, ideal is the first, NIO fell to second, Xiaopeng disappeared, and Huawei was added. This is very interesting. We might as well analyze the current situation of these companies to see if we can make a judgment. Whether Wang Xing makes sense this time.
First talk about ideals. Although Wang Xing has a direct interest relationship with Ideals, it is inevitable to support Ideals, but from a third-party perspective, Ideals do have a considerable probability of becoming the number one new force. First of all, from the product level, L9, L8, L7 and L6 will be released later, almost share the same appearance, which means that there are a large number of general-purpose parts in their entire car series, which can greatly reduce production costs and ensure that enterprises can achieve positive profits through the product itself as soon as possible. Currently among the new domestic forces, we speculate that ideal may be the fastest way to achieve positive profits (because this is also the fundamental reason why Tesla achieved product profits back then).
From a strategic perspective, after launching ONE, Ideal launched L9, and established a stable market of 500,000 yuan after declaring its brand tone and brand price. Then, through the L9's reputation, we will feed back to other models with lower positioning. This is also Tesla's strategy at the beginning. Tesla first launched the Roadster sports car used to set the brand tone, then launched the Model S of the million-level, then promoted the Model X of the same level, and then promoted the Model3 and Y down.
So whether it is the product itself or the corporate strategy level, ideals are the most stable among the new forces at this stage, and may also be the first new car company to learn the true essence of Tesla. So we don’t think the problem is that the future ideals will reach the top of the new force.
NIO has now entered a period of stable development and has even begun to explore overseas markets. But the problem with NIO is that its product line is too large, and each car lacks sufficient characteristics, which leads to the sales of the entire company being very good-looking, but there are no hot cars, and the sales of each car are very average. Moreover, judging from the current product strength and pricing of the two new cars, ET7 and ET5, NIO is already a little HOLD. So Wang Xing puts NIO second, at least I personally agree with it.
will Xiaopeng really be beaten by Huawei?
But the problem is third place, why isn’t Xiaopeng? If we only look at the current sales data and the car companies' own product line layout, Huawei will never be able to compare with Xiaopeng. Huawei, or in other words, has only two cars at present, and they are both extended-range SUVs. Xiaopeng has already covered a much more complete product line from family cars to sports cars to 300,000-level SUVs. Xiaopeng itself is by no means comparable to the current Huawei (or Cialis) in various core technologies such as autonomous driving.
It seems that Huawei is unlikely to threaten Xiaopeng's third position. But the feedback given by the market seems very strange. To put it bluntly, the M5 is just like that. The M7 has sold more than 10,000 yuan in several months, and its pricing is not low, and its size and configuration has no special advantages. Now, the data that does not infuse water will definitely not be ugly in the future. On the other hand, Xiaopeng seemed to have encountered some indescribable troubles. After the release of G9, the price adjustment of light speed has been made. The new Xiaopeng car, which was recently disguised, has also been confirmed to be a mid-modified version of P7 rather than the legendary one, and is directly against the "P9" of ET7. Even if it is modified in P7, the current news is not much change. The biggest change is the addition of lidar , and that's all. In addition, Xiaopeng's loss situation that was reported some time ago has intensified, and it seems that Xiaopeng is now facing some bottleneck that cannot be overcome for the time being.
More importantly, the brand of Question Industry, you can say that it is essentially Jinkang Sellis. You can say that its technology has no highlights and its product strength has no explosive points. Of course, you can say that its after-sales channel is Jinkang, or even Dongfeng Xiaokang . This is all facts, and it is no problem. But the question is whether its car was released at Huawei's press conference or the highlight. Its sales channel is sold in Huawei flagship stores.
Do you know what this means? Maybe you and I are both car-knowing people, but the main body of the automobile consumer market has always been the "silent majority". For most people, they don’t know, nor do they need to know whether the world is Jinconselis or Dongfeng Xiaokang, nor do they need to know whether its range-extended range system is advanced. They just need to know that this is Huawei’s car, which can meet the needs well, which is enough.
How horrible the brand power of Huawei is (either other words, or horror), everyone is familiar with it. This is probably enough to make Selis, or Huawei Auto (in the eyes of most public) directly kill Xiaopeng and become the third new force. In fact, if Huawei works harder, we even think that it will not be too difficult for Huawei to surpass NIO in the future.
Postscript:
Generally speaking, we tend to think that Wang Xing’s new predictions are not a big problem and should all become facts. Some people may say that new forces are about to change. In fact, the sky is still the same sky, under the sun, nothing new. However, the consumer market faced by the new forces now is completely different from that of Wei Xiaoli during that period. People nowadays are more pragmatic and practical, and their demand for products has also changed from being "play-oriented" at the beginning to being "high-tech practical". This change in demand will inevitably mean that some players have to leave, while some newcomers have to achieve their careers.
