At present, the new car-making forces listed in Hong Kong are in a period of high-loss expansion, and zero sports cars are also doomed. According to the prospectus, in the third quarter of 2022, the retail business received 4.288 billion yuan, a year-on-year increase of 398.5%. However, the soaring revenue has not brought substantial positive profits, but the losses have intensified. According to the data, its net loss in the same period was 654.38+34 million yuan, nearly double the net loss of 720 million yuan in the same period last year.
Zero-run performance and sales are behind.
For the automobile industry, the gross profit margin of the whole vehicle is a key financial indicator. The market generally recognized and commonly used indicator to measure the profitability of car companies is "gross profit margin of vehicles".
According to the latest financial report data of Zero Run, the gross profit margin of Zero Run Automobile in the third quarter of 20 19-2022 was -95.7%, -50.6%, -44.3% and -8.9% respectively, and it has been in a state of loss. Compared with Tesla's gross profit margin of 28.5% in 2022, it is far from it.
In other words, retail has been selling at a loss.
Subdivided into models, T03 with a price of100000 yuan has always been the main sales force, while high-end models such as C 1 1 and C0 1 are still in a difficult climbing stage.
Citing the sales data in February 2023, the sales of major new energy vehicle companies gradually picked up in the first month after the Spring Festival. Li, the leader, ranked first with the delivery data of 65,438+06,620 vehicles, up 97.5% year-on-year, and Weilai also returned to 10,000 clubs. It is worth noting that Tucki and Zero Run are the only car companies that dropped year-on-year. The latter delivered 365,438+098 vehicles in February, which has fallen behind, but it has slightly improved compared with 65,438+065,438+039 vehicles at the bottom of the new power list in 1 month.
In the face of weak sales in recent months, in order to break this deadlock, Zero Run held a grand new car launch conference in early March, and its models ushered in a comprehensive rejuvenation.
What's the difference between zero running and total rejuvenation?
At this mighty new car conference, Zero Run invited the team of Zhejiang Satellite TV to shoot, and Hua Shao was in charge. The products, technologies and performances of the whole conference are just appetizers, and there is only one focus that Zero Run really wants to convey to the audience-the price reduction of the whole department.
Among them, the 2023 T03, which is the main force of retail sales, has been lowered from the original 825-99500 yuan to 5999-89900 yuan, and the price has been lowered by more than 20,000 yuan.
The price of C0 1, a 2023 model with zero running and high distribution, was lowered from 1938-286800 yuan to 1498-228800 yuan, with a price reduction of about 60,000 yuan.
In 2023, the pure electric version C 1 1 will be reduced from the original18.58-2.398 million yuan to1.98 million yuan; The price of the new zero-run extended-range car dropped to 14.98- 185800 yuan.
The price of new cars has dropped, and the functions of some zero-running models have also increased. Among them, Zero Run C0 1 has added many functions such as function map, camping mode, and open APP ecology to the new model. But at the same time, many models have been castrated. Taking the entry-level model of T03 as an example, we can find that the new car not only castrates the horsepower, but also directly cuts off the cruising range of 10 1 km.
As mentioned above, zero running is still a negative gross profit, and the whole department's price reduction is tantamount to "cutting meat" and not "turning positive". However, for zero running, the overall price reduction is the general trend. At present, the retail sales volume is low, and the industry is in the trend of "price reduction". Without price reduction, the market living space will only be run again. Zhu Zeng, the chairman of Zero Run Automobile, pointed out: "If the monthly sales volume exceeds 10,000, it is equivalent to getting an admission ticket, and the subsequent competition will be even more cruel." It can be seen that for this ticket, Zero Run would rather stick to the principle of "sell one car and lose one" and try to survive.
Is it realistic to "cut meat" for quantity?
As we all know, zero sports cars entered the market under the label of "cost performance" from the beginning. Looking at the whole automobile market, there are actually many companies with similar labels, many of which have gradually become mediocre after experiencing a brief surge in sales. Choosing the strategic route of "price-for-quantity" in retail volume may be able to return to a historical high in a short time, but it is still difficult to hide the double-line decline in gross profit margin and performance, which slightly shows the charm of "swelling the face and filling the fat". It is true that if we can always follow the "cost performance", we may still win a certain volume in the market, but obviously, zero running has run counter to it.
Before the car online review, in the "induce customers to lock orders?" Sales have dropped sharply, what should I do if I run zero? ",reported a case of rights protection in which zero-run induced customers to place lock orders. Without informing the owner in advance that the configuration could not be changed or the order could not be returned, the retail customer service constantly urged the customer to lock the order in order to pick up the car as soon as possible, which eventually led to the owner being unable to cancel the order and being beaten.
On the car complaint network, complaints about zero-run cars are also endless, covering almost all models of zero-run cars, and the reasons for complaints are not the same, from poor service attitude to demanding compensation, to worrying about the quality of the body chassis, which will not be listed one by one due to space constraints.
Under the background of poor reputation of the old models, Zero Run has obviously run counter to its brand label of "high cost performance", and the launch of the 2023 model of Zero Run is naturally a bit different in order to win the market.
Auto Network Comment: Where is Zero Run Road?
The economic pressure brought by the long-term loss of zero run, with the ebb tide of state compensation superimposed on the trend of price reduction in the national automobile market, can only cope with price reduction in order to survive. But in the long run, this is not a long-term solution. As long as the price of battery raw materials does not return to the historical low point and the semiconductor supply chain does not stabilize, it will only aggravate the loss of zero sports cars in the long run.
What Zero Run can do now is to hold the "global self-research" card in hand, which is also the technical point that Zero Run can play a differentiated cognition at present, and one day it can realize technology-driven value enhancement. As for when, it's still unknown. After all, it's been four years since Zero Run, who likes telling stories, published a script about "Smart Beyond Tesla in Three Years" on 20 19.
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.