The net loss is 5 1 100 million yuan, which is very shocking throughout the new energy automobile industry. If it is a big loss-making company like Weilai and Tucki, it is normal, but as a new force, the zero-run loss is so huge. In addition, in terms of gross profit margin, the gross profit margin of zero-running cars in 2022 was-15.4%, and the gross profit margin in 20021year was -44.3%, which was higher than that in 2002. However, compared with Weilai, Tucki and Ideality, "Wei Xiaoli" has achieved a positive gross profit margin in 2022, but no sports car.
tremendous pressure
In 2022, the zero sports car squeezed into the top three positions of the new power sales list for many months. In 2022, the annual sales volume of zero-run cars exceeded 1 10000, which was similar to that of Wei Xiaoli.
Since the establishment of Zero One Car, it is also experiencing the problem of other car companies-loss. From 20 19 to 202 1, the loss of zero-running cars was 900 million,1/kloc-0 million and 2.85 billion respectively. Assuming that the total loss of zero sports cars has been close to tens of billions since 20 15, it can be said that the pressure is huge.
However, there are good and bad. In September 2022, the zero-run car successfully landed in the A-share market. Even if the stock price falls after listing, it will absorb a lot of funds, and there will be no shortage of cash flow.
Cheng also defeated T03.
At present, the problem faced by zero sports cars is that they rely too much on T03 models. At the same time, the price of T03 model is very low. For a zero-run car, there is basically no profit, and it may even lead to operating losses, which is a very unfavorable situation for a car company.
20 15, the zero-run car was formally established. The first model released after its establishment is the two-door electric sports car S0 1. However, the zero run S0 1 started badly and the first stop was frustrated. Subsequently, the zero-run car summed up the experience and launched the zero-run T03.
Once T03 was released, it "exploded as soon as it went on the market". It quickly occupied half of the sales of zero-run cars and boosted the rise of zero-run cars. Today, the zero-run T03 is still the main model, occupying the first place in sales for a long time.
It can also be seen from the price of T03 that in the initial stage of zero sports cars, their positioning is very clear. First, we must seize the low-end market and gain a firm foothold before releasing high-end models. Retail T03 is the king of cost performance for consumers with insufficient funds, because of its close price, long battery life and sufficient intelligent technology configuration. It is precisely because of this special position that the zero-run T03 has a place in the highly competitive new energy vehicle market. At the same time, lead the zero sports car to gain a foothold in the position of the second echelon.
However, the zero sports car is too persistent in T03' s success, which also leads to the problem: "Success is T03, failure is T03". Assuming there are no other products to replace, T03 sales problems, then the zero sports car will also be in trouble. Unfortunately, the current zero sports car is facing this problem. The high sales volume of T03 has become the dependence of zero sports car, and it is also the key to the loss of zero sports car.
How to do a zero run? To stay ahead?
At present, how to speed up the sales transformation of mid-to high-end models is an important task for zero-running cars.
At the beginning of March, 2023, C 1 1 extended range version C1/pure electric version, 2023 C0 1, new T03 and many other models were launched at one go. At the same time, in order to cope with the large-scale price reduction in the market, zero-running cars also began to cut prices in March 1, with the highest drop of nearly 60,000 yuan. This will also lead to further compression of gross profit margin.
In addition, according to Zhu, the chairman and founder of Zero Run Automobile, Zero Run should "price by cost, not by brand, get rid of the inflated brand premium and bring the most sincere products to users", thus "being the user's foundry".
Zhu believes that the strength of Zero Run to seize the market at cost and cost performance comes from "global self-research": "Like Zero Run C 1 1, C0 1, even if the cost is 65,438+10,000, the parts of 70,000 yuan are self-made. If the appearance has a gross profit margin of 10%, then the zero run is 7,000 yuan more competitive than others. "
At the earnings conference call, Zhu said that at present, orders for C 1 1 and C0 1 extended versions have exceeded T03, and C series products account for 80%.
In addition, the first model of the new B platform will also be unveiled at the Munich Motor Show in September. At the same time, starting from the B series, all products of the C and B product lines will simultaneously release the extended range version and the pure electric version, so as to realize simultaneous release and delivery.
At present, in addition to the existing C0 1 and C1,the next B series models will become or further become the main force of the zero-run brand, with dual product line layout and C series volume to ensure market share; The B series goes up to reverse the brand image, which can be said to complement each other. However, the current mainstream price war in the market will come to an end in March, and I believe the price war will come to an end, followed by the Shanghai Auto Show. It is difficult for us to predict whether the price will continue to spiral up or return to the cooling-off period.
Auto Network Comments: At present, the market competition is becoming more and more fierce, and it is more and more difficult to expand the scale by exchanging price for quantity. In addition, the premise of reducing costs through self-built industrial chain and technological innovation is also linked to scale effect. Assuming that the strategy of "pricing by cost" is not recognized, it will fall into the quagmire of losses and get deeper and deeper.
As Li Xiang, CEO of Li, said before, "20 points is the lowest gross profit margin that an enterprise can develop healthily for a long time. Tesla has lost money for more than ten years, but since Model S, X and even Roadster, the gross profit margin has stabilized at more than 20%. " Assuming that measured by this standard, there is still a long way to go for the healthy development of zero-run cars.
This article comes from the author's car online review, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.