There was no smoke of gunpowder in this battle, but countless deaths and injuries occurred.

　　One is the "old money" who has been in charge of Mercedes Benz for a century, and the other is the "young blood" who is in charge of the newly wealthy NIO. A photo of Li Bin "secretly meeting" Kang Linsong at his own NIO House makes everyone imaginative

　　Is Li Bin interviewing for a new job? "Bystanders joked in response to Li Bin's self deprecating remark on the eve of the Shanghai Auto Show

　　It was a joke, but it also revealed NIO's helplessness and sadness. Behind the unsatisfactory delivery of data are hysterical price battles, life-threatening product switching, and urgent organizational efficiency adjustments.

　　There is no shortcut to the path of subversion

　　All along, relying on systematic innovation in products, services, and communities, NIO has spared no effort to run on the path of value driven. However, when the pressure of market delivery surged from all directions to Li Bin's heart, the four words "value driven" appeared slightly pale under the frenzy of the real environment.

　　Is there anything more difficult than selling a car now? "Faced with the" impossible triangle "of profit, sales, and brand, Li Bin casually joked and was filled with melancholy.

　　Yes, unconsciously, the new forces that once belonged to "Wei Xiaoli" began to quietly split up in the world. Ideals took the lead, leaving Xiaopeng and Wei Lai far behind. Nezha and Zero Run continued to struggle in the mainstream market, and behind them were Ji Kron and Deep Blue, who were unwilling to fall behind and were intensifying their pursuit

　　Not long ago, Li Xiang, the CEO of Ideal Automobile, said in a somewhat "Versailles" tone, "People are more likely to have problems not with costs but with sales. The nature of the automotive industry requires too much scale." We have no intention of discussing whether Li Xiang has any intention, but the capacity of a large-scale system is indeed a rope full of thorns twisted around everyone's neck, making them breathless.

　　Wei Lai and Li Bin don't have many choices. Scale is two words, one horizontal and one vertical. Those who miss it, those who exit the stage, and those who stand are qualified to speak. So, Li Bin, who spoke of "never lowering prices", also had to bow to reality and choose to push the all-new ES6 to the front of the stage by "increasing allocation and reducing prices" and "delivering upon listing", in an attempt to reignite the "spark" of NIO's large-scale development and lay a market foundation for subsequent brands such as Alps and Firefly.

　　He Xiaopeng cannot avoid the same problem. In his eyes, the next five years are the Spring and Autumn period, and the next five years are the Warring States period; The Spring and Autumn period is a war, and the Warring States period is a struggle for hegemony. To be at the forefront, scale growth is even more important. This actually coincides with Li Bin's viewpoint that "annual sales of 2 million vehicles are the lifeline of car companies".

　　The swaying marketing strategies, lack of organizational efficiency, and insufficient product planning in the past have been infinitely amplified on G9. P5 and G3i are unable to provide P7i with sufficient synergy, making P7i have to fight alone and Xiaopeng in danger.

　　Fortunately, with the addition of the "Iron Lady" Wang Fengying, a fierce reform storm has quickly swept through Xiaopeng's internal and external operations. From organizational structure to marketing strategies, and then to channel systems, Xiaopeng is re integrating its large-scale operational capabilities.

　　From the actual market effect, last month Xiaopeng delivered a response sheet of 7506 vehicles, which was not surprising, but also quietly revived, striving to pave the way for the debut of the G6. Yes, all the reform achievements and technological innovations of Xiaopeng so far will be centrally verified on G6. The G6 must break through the pure electric SUV market of 200000 to 250000 yuan in order to give Xiaopeng the space and time to tell a good intelligent story.

　　In fact, it can be seen that when we discuss the delivery of internal documents, we are essentially discussing the risk resistance ability and systematic work efficiency of the enterprise's survival, which is a necessary ability for the enterprise to overcome the current difficult cycle.

　　Two days ago, the FF 91, which has been "polished" for nearly a decade, announced its price. The price of 2.2 million yuan has led FF's future to an unknown and lost path. However, Jia Yueting was right in saying, "There is no shortcut to subversion.

　　Foreign brands, value collapse

　　In 2023, both the subverters and the subverted are dusty, busy waving goodbye to their former selves while planning strategies to overcome the storms.

　　From Wolfsburg to Seoul, from Detroit to Tokyo, regardless of the market attitude held by traditional giants, whether they embrace change with open arms or continue to pretend to sleep with their heads down, it should be recognized that the new technological system in the Chinese market is carrying an unstoppable wave of electric intelligence, rapidly breaking through old values.

　　When the structural adjustment of the market takes a big step forward, when users become intimidated by brand beliefs, and when there are fundamental changes in the technical system and service standards, foreign brands that once "made money lying down" have lost the comfortable soil on which they originally relied for survival, and have to boldly reshape the price system.

　　From the Buick E5 priced at 208900 to the Eleven Accord PHEV priced at 225800, to the Qijun E-power priced at less than 200000 in the entire series, former industry giants have had to bend down and feel the cruelty of the "new era" up close, rethinking the way to "survive".

　　Looking back on April, BYD Qin suppressed "old aristocrats" such as Lavida and Xuan Yi in the sedan market, while the SUV market has long been a "duo" between BYD Song and Tesla Model Y. In the luxury new energy field, Ideal and NIO are also constantly using sales charts in segmented markets to stage "tricks", and traditional tycoons dare not speak up.

　　Do not believe Wang Chuanfu's statement of "leaving a way for friends and merchants to survive". At this time, it is better to think twice than to stop thinking. A very realistic situation is that at the beginning of the year, the joint venture company may still be struggling internally, whether to ensure operating profits or market sales? Now it seems that foreign brands with the ability to transform should choose to first maintain sales, especially the sales of new energy products.

　　This is an inevitable result of the disruptive invasion and suppression of the traditional fuel system by the new energy value chain. In the end, market infidelity is nothing more than a process of readjusting resource allocation, with the weak retreating and the strong emerging.

　　Nowadays, almost all foreign-funded enterprises with aspirations for the future are comprehensively upgrading their research and development capabilities in China to meet the disruptive consumer demands of the Chinese market at a competitive pace, thereby feeding back the global market and enhancing their core competitiveness in the global market.

　　In this way, the "involution" of the Chinese car market has become a mirror. Previously, it reflected the real growth path of the Chinese car industry, and in the future, it will be a microcosm of the trend of world electrification and intelligence.

　　Dealers, why is it so difficult

　　The rotation of the involute gears will inevitably cause a huge tsunami in various links of the industrial chain. The epidemic has gone, there has been an influx of people, shops are starting to operate, and business is gradually improving. However, making money is becoming increasingly difficult, and shopping malls are like battlefields. When can the current internal competition and vicious competition stop? "Not long ago, Tang Guohua, Chairman of Lantian Group, wrote this sentence earnestly in his friend circle.

　　According to the 2022 National Automobile Dealers Survival Survey Report released by the China Automobile Distribution Association, only 19.4% of dealers achieved their annual sales targets last year, 42.2% of dealers achieved over 80% of their annual task targets, and over 70% of unprofitable dealers.

　　Business pressure has come one after another, and several listed dealer groups, including Zhongsheng, Guanghui, and Yongda, have been hit by a decline in revenue and net profit.

　　From everywhere gold to "hot potato", but in just ten years, the survival status of dealers has been a "two-level reversal". Those dealer groups that spared no effort to expand and invested heavily in the golden age suddenly realized that their biggest enemies were no longer inventory and sales indicators, but fuel vehicle products themselves, and the times changed.

　　There is no additional budget support in the second quarter. I hope everyone can manage their expectations. It is a good choice to either improve quality and continue to follow the manufacturer, or sell the authorization and exit in a timely manner. It is hard to imagine that such helpless words were from the top luxury brands.

　　Compared to wealthy main engine manufacturers, large dealers with heavy assets are clearly more passive in wanting to transform. If car companies are unable to provide timely business subsidies and find it difficult to provide a more competitive new energy product matrix, making it difficult for dealers to offset the increase in distribution costs, then moving towards losses is inevitably a high probability event.

　　At this point, in order to save themselves and quickly clear inventory, some dealers will adopt a strategy of selling at low prices, leading to further chaos in the brand's price system and ongoing price wars.

　　There was no smoke of gunpowder in this battle, but countless deaths and injuries occurred.

　　In the midst of the bleak and fierce competition in 2023, products, technology, and prices have been frantically "internalized". Whether it is decisive "slimming down" or firm transformation, embracing new energy and innovating service models and system standards through channels is the prerequisite and foundation for car companies to turn to the new energy era, and also the necessary path for dealers to move towards the future.

　　It can be seen that from Geely Galaxy to Haval New Energy and then to Chery iCAR, there are all hundreds of large-scale distribution networks. On the one hand, they strive to fully organize and utilize the coverage and service capabilities of existing channels, coordinate the relationship between new and old networks, form complementarity, and continuously increase user contact points, which is the prerequisite for their respective new energy products to reach the market; On the other hand, the reconstruction of the dealer system has also largely restored the confidence and trust of the channel, which is the foundation of their new energy channel service system.

　　If the main tone of the automotive industry in 2022 is "recovery", then entering 2023, although the time has not yet passed, a "roll" word has left a burning imprint on various links of the industry chain.

　　In the surging tide of the times, transformation is not achieved overnight. It can be foreseen that the situation where Li Bin said, 'Is there anything more difficult than selling cars now?' will still exist for a long time, so it is even more necessary for everyone to have a rational view, continuous thinking, and bold attempts. The key to overcoming the storm lies in unwavering innovation, constantly improving and iterating technological achievements, gradually consolidating the value chain system, and responding to changes with constancy.