"Today, we all talked about the price repeatedly. The price is our doorstep. We hope that with such a sincere price, more users can see us."

　　I don't know when. Zhu Jiangming, as the founder, will write an internal letter to all employees on the birthday of Zero Run.

　　Last year, when the company was six years old, he said to everyone in a long way: "We need to see the cold truth under the overall prosperity: the future is infinitely beautiful, but the final seats are limited. Most brands will wither in this beautiful era, do not want to be eliminated, but can only continue to accelerate on the track."

　　The implication is that this new force is still in the process of making cars. If you want to live or even better, you should not take it lightly.

　　Soon, 365 days passed, and at the end of 2022, Zero Run ushered in its seventh birthday again. This time, in his internal letter, Zhu Jiangming more affirmed the achievements you have made in the past year.

　　For example, despite all difficulties, we successfully went to Hong Kong to ring the bell for listing, and launched the B-class pure electric car C01, which further broadened the product matrix. Of course, more important is the improvement of terminal sales.

　　According to the official data released by Zero Run, the total number of new cars delivered in the whole year reached 111168, an increase of more than 154% year on year, creating a new high in brand history.

　　After exceeding the threshold of "100000 vehicles", it means that it has officially crossed the so-called "life and death line" of the industry, especially in the context of the car market environment full of all kinds of force majeure, which is more precious, and also reflects the strong ability of Zero to withstand pressure and resist risks.

　　So far, if we try to make a concrete evaluation of the performance of the new force in 2022, we believe we can give a high score of 85 or even 90.

　　However, for the coming year of 2023, with Tesla suddenly offering the big official demotion of "hurting one thousand enemies and damaging eight hundred self" in China.

　　Even though we are well aware that it will be widely defended by old car owners, that it will reduce brand trust to the freezing point, and that it will lead to more "waiting parties", we still pull Model 3 and Model Y to the lowest price in China in history of 229900 yuan and 259900 yuan, respectively. The determination of our actions is impressive.

　　It is undeniable that what this American auto company took the lead in initiating is a price war without leaving any emotion. Whether it is an independent brand or a joint venture brand, the level of competition that will be faced will be far beyond everyone's imagination.

　　Let's take a slightly emotional analogy: next, we will grab meat in the jungle full of thorns, and Tesla is undoubtedly the beast at the top of the food chain.

　　Based on this background, I can't help asking the protagonist of today's article, "Are you fully prepared for the huge pressure?"

　　Unexpectedly, just last week, Zero-Run gave its affirmative answer, "There is no fear of price war." And what is more exciting is that the new force also tried to target all the fuel cars with a bright bayonet.

　　From this point of view, we should further focus on the press conference named "Select cars to see zero running, and have reference value".

　　In summary, the biggest highlight is that all 2023 models of the whole series are repriced.

　　First of all, the sales price of the T032023 minicar, which is the main force in the sales volume of Zero Run, is between 59900 and 89900 yuan, with a maximum reduction of more than 20000 yuan compared with the previous price of 825-99500 yuan.

　　The price of the C012023 model, which supports the zero-running upward exploration, was 149800 to 228800 yuan, with a decrease of nearly 60000 yuan compared with the original 1938-286800 yuan.

　　The C11 has become the first hybrid model to launch the dual-power strategy of Zero Run. The price of the 2023 C11 pure electric version is 15.58-219.8 million yuan, down from 18.58-23.98 million yuan to 20000 yuan; The price of the extended version is set at 149800 to 185800 yuan, which is 10000 yuan lower than the previous pre-sale price.

　　In response to the above changes, in Zhu Jiangming's words, "redefine the value standard of vehicles at the level of 150000 to 200000 yuan with the previous configuration experience of 300000 to 400000 yuan."

　　As an onlooker, I would like to sigh more, "whether it is T03, C01 or C11, after offering such a price, it will undoubtedly send a firm signal to the whole industry, that is, the title of today's article. The fundamental purpose is to sell and share."

　　After all, only in this way can we be qualified to stay in the track and have the confidence to talk about the future.

　　At the end of the exclusive interview, Zhu Jiangming was still thrown a question of concern to everyone, "How can Zero Run ensure that selling cars is profitable?"

　　In his eyes, "like Zero-run C11 and C01, even if the cost is 100000 yuan, of which 70000 yuan is made by itself. If there is a 10% margin difference in the price of outsourcing, Zero-run will have a competitiveness of 7000 yuan compared with others. It is obvious that the larger the scale, the larger the price difference will be, and more R&D costs will be shared equally."

　　Later, Zhu Jiangming added: "The zero-run battery chassis integrated CTC technology integrates the battery, electric drive, thermal management, suspension and other key components on the chassis, reducing the number of parts and simplifying the assembly process; the self-developed Lingxin 01 chip can provide powerful AI computing power and support access to 12-way cameras to achieve 360 ° panoramic view, automatic parking, ADAS domain control, etc."

　　In other words, this new force is making cars in its own way, making the price of its products highly competitive, and at the same time, the enterprise will not lose too much money.

　　Of course, when asked about the sales target in 2023, although Zhu Jiangming did not give a specific number for various reasons, he still made a commitment, "We sold 8000 vehicles in 2020, 43000 vehicles in 2021 and 110000 vehicles in 2022. I think there will be a relatively large increase this year at least."

　　In contrast, when talking about the business model he followed, he said freely: "I think newcomers must not play cards according to the rules. If they play cards according to the rules, how can they have advantages? They must not play cards according to the rules, otherwise they will not succeed."

　　When it comes to the specific level, Zhu Jiangming said: "Our business model is to break the original business model of" brand+OEM ", which is a new business model of" zero run ". As a OEM factory for users, we are to integrate the two and directly face users, but only make money from the OEM factory."

　　After hearing the above answers, I can't help but sigh that this new force is taking a different road from most brands in the industry, but the horizontal analogy clothing industry is very like "Uniqlo".

　　As for the last question, it is focused on the unsatisfactory delivery of zero runs in the first two months of the new year. Zhu Jiangming's counterattack is quite interesting, and he also reassures everyone that it is just a tactical squat, which will improve greatly in March.

　　At the end of the article, I still want to use a sentence in the interview as the end: "Today we have talked about the price repeatedly, and the price is our doorstep. I hope that with such a very sincere price, more users can see us."

　　There is no doubt that in 2023, the zero run will win.