New car manufacturers are either dead or injured, but Li is facing a "bull market"?

When you open Li's official Weibo, you can find that Li interacts with users almost every day.

Compared with Weilai's brand image construction, it is more inclined to promote the intelligent use of P7, and Li seems to be more like Li Xiang's own personality. Pragmatic Li, constantly talking about products and chewing products repeatedly, has become a compulsory course for Li every day.

However, if you are not the owner of Li's car, you will not be interested in this official blog full of owner stories, because the content is similar and it is easy to get bored.

However, in this official Weibo, which seems to have become a user community of Li, several messages on its homepage cannot be ignored.

1:On May 27th, the10000th Li ONE rolled off the assembly line from Changzhou manufacturing base in Li.

2. Since the formal delivery of 19 in February, it took only six and a half months for Li to complete the delivery of the first batch of 10000 vehicles.

3. From June to May, 2020, Li ONE became the absolute leader of China new energy medium and large SUV market (including hybrid, plug-in hybrid, pure electric and extended-range electric), with sales exceeding the sum of the second to eighth places.

4. In the car satisfaction survey of delivered users, more than 98% of users expressed satisfaction with the use of vehicles and were willing to recommend friends around them to buy Li ONE.

These data seem to prove that Li, who is not keen on marketing, is quietly supporting another new force besides Weilai Automobile.

Many friends who know Li will say, "I didn't expect Li to sell so well." What an accident. "

Perhaps, compared with high-profile and publicity, Li Xiang prefers to get rich in silence.

Does sales decide everything?

I heard that after the release of Li's sales data in April earlier (the sales volume reached 2,600 vehicles in April), Li Xiang set a sales target for the whole year with joy. "Li said that the company plans to occupy 20% of the domestic new energy market by 2025."

This 20% is not groundless. According to the prediction of domestic automobile analysis institutions, the domestic new energy vehicle market will reach 5-6 million vehicles in 2025.

This is undoubtedly good news for new car manufacturers. The scale of 5-6 million vehicles gives these new head strength more confidence, and 20% Li means that by 2025, its target sales will probably reach 6,543,800+0,000 vehicles.

However, this statement was immediately refuted by netizens. "Maybe Lee forgot the existence of Tesla!"

Nowadays, in the China market, Tesla's singing all the way not only puts pressure on traditional new energy automobile brands, but also makes it difficult for the younger generation who are still in the "growth period".

Although new car companies don't have much comment on Tesla, whoever can be nervous can be immune.

Tesla is like a whip, chasing domestic car brands in a race. Even if the ideal plug-in hybrid vehicle and Tesla's pure electric vehicle do not belong to the same category.

But does Li think it may be easy?

There is only one market. For users in China, Tesla is a "fruit" in pursuit of desire. Compared with Tesla's sales of more than 10,000, Li Yue's sales of more than 2,000 vehicles are dwarfed.

Li Xiang, who doesn't like self-marketing, seems to be Li Xiang's daily life, how to stabilize his territory in a limited market.

In May, the sales volume in Li was 2,000 148 vehicles. As of press time, the sales list in June has not yet been released, but judging from Li's relatively stable sales data, the sales volume in June can also be maintained at around 2,000 vehicles.

According to the data of China Automobile, in June 2020, among the TOP 10 sales of new energy medium and large SUVs, Li ranked first with 7775 vehicles. Lexus ranks second (sales volume is 26 19 vehicles); Tesla model? X ranked third with sales of 1 and 45 1 vehicle.

This seems to be a good start. For a new army building cars, Li's first level is safe.

But it is difficult to build a car, and it is difficult to go to the sky. Besides ideal goals, ideals need more.

Money is everything.

Now, I ask the new car manufacturer, "What is the most important thing to make a car?" Presumably, they will never say "poetry and distance" again.

Money, everything starts with money.

A new round of qualifying competition for new power car enterprises has begun. In addition to sales volume, the amount of financing is also one of the criteria for new power car companies to continue their game.

In the crowded list of the past, things have already changed. Weilai, Tucki, Weimar, Ideal, United and Zero Run are a few car companies that are still insisting.

But no one can predict who will have the last laugh in this new car-making game.

Even Li Xiang, who has a lot of successful entrepreneurial experience in the past, seems to have only nine Niu Yi hairs when facing the more difficult road of building a car.

For Li Lai now, he can no longer "make mistakes", and no amount of successful experience in the gambling market is worth a mistake.

The end of SEV, the first mass production model forced to abort due to policy reasons, must have dealt a great blow to Li Xiang.

A lot of cost and energy in building a car in the early stage were wasted. To catch up with the progress and seize the time has become one of the most important things in the early stage of Lee ONE model.

Of course, before starting the next project, Li wants to need more funds.

Fortunately, behind Li, there are always a group of investors who are like brothers.

Therefore, when Li wants to put forward the "extreme" route of "Li will only launch a product from Li ONE in the next three years", everyone will only take it as "an entrepreneur's confidence in Li at present and a warning that he doesn't want to repeat the same mistakes".

In Li's investment list, there are many Internet giants, such as Meituan.com, ByteDance, and Source Capital. These post-80s investors, who are similar to Li Xiang's age, have similar empathy for Li Xiang's entrepreneurship.

So it is not so much that they are willing to bet on the market and Li's future; But they are willing to pay for Li Xiang's insistence.

On June 24th, Li got the latest round of financing. The US$ 550 million financing led by Meituan, after which Li was valued at US$ 4.05 billion.

It is reported that Li is preparing to go to the US IPO, with well-known brokers such as Morgan and UBS as the lead underwriters.

Wang Xing is really Li Xiang's good brother. Up to now, Meituanling's investment has exceeded 800 million US dollars, and its shareholding ratio has exceeded 20%. Although the US Mission does not build cars, Wang Xing, a bystander, knows better than anyone else.

Wang Xing is optimistic about Li. But for the netizens who are watching the excitement, the world has long lost the sincerity of "friends are in trouble, I will come to both sides to save". More is the interest and temptation of capital. While these bosses are willing to pay for Li Xiang, they must also consider their own interests and goals.

According to Wang Xing's understanding: "New energy vehicles have three hurdles, and the first hurdle has accumulated more than 10,000 vehicles. At present, 5 companies have reached it; The second hurdle has exceeded 10,000 in a single season, and Weilai hopes to reach it in the second quarter; The third level sent more than 10,000 yuan a month to see if anyone can do it next year. "

In the new force of eliminating automobile enterprises, Wei Lai, Tucki and their ideal advantages have gradually emerged, but the following problems have followed. The state encourages the development of new energy pure electric vehicles. How long is the best time for this plug-in hybrid car based on the central area? This is a gamble with the market. Does Li think it will fail?

Li Xiang's ideal system?

Actually, I think it's a little scary At present, only Li is a plug-in hybrid car, and there is no product choice in the next three years, which makes Li give up too many possibilities to create other advantages.

Li Xiang, who left car home, should be an old-timer who knows China people's car habits best. In the traditional concept, China automobile market, which is constantly updated and new products are constantly emerging, is what Chinese people like. But Li found another way. But this so-called persistence, can Li Can really support the next three years?

But some people say that this is another ambition of Li Xiang, and it is a way for him to make his products extremely beautiful. This decision is almost considered to be a little unfavorable to the development of Li brand, but it is as ambitious as Li Xiang and the centenarian businessman behind him, but it is not abrupt.

Today, Li has a team of more than 3,200 people, only two VPs, and few senior directors. Each of them lives at work every day. In Li Xiang's original words, it is "in such a difficult industry, we should cultivate a startup to climb up from 18 hell, and only by climbing out of the ground can we be more competitive." Don't say that outsiders don't understand, even most colleagues need five years to understand this. Choose to be friends with time. "

Those who are not among them can never understand the feeling of "pain and happiness" of the new force of car-making enterprises.

In the face of rumors that Li is preparing to go to the US IPO, Li wants to respond, "It is meaningless to answer yes orno.. Li does not need large-scale external blood transfusion to maintain his business; We are very economical ourselves, and start-ups must look like start-ups. "

Although Li Xiang's words seem to be a lot of high-definition, it is undeniable that for the new car-making forces, financing listing has become the ultimate goal of their dreams. Whether it is Weilai before or Tucki and Ideal now, the clear timetable of this IPO has also been put on the agenda.

If Li's IPO in the United States goes smoothly, it will become the second China electric vehicle start-up listed in the United States after Weilai.

Li's road will be more and more clearly visible.

In Li's plan, in the third quarter of 2020, the number of cities covered by retail centers will increase to more than 30; The after-sales service network will also cover all provinces except Hong Kong, Macao and Taiwan in the third quarter and expand to 100 cities before the end of the year.

Products and users are still the core embodiment of Li. As the founder, Li Xiang is still low-key and pragmatic. People who know him must know that the ideal kingdom that Li Xiang wants is not just a simple increase in sales.

Ada/Wen

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.