It can be said that perhaps the biggest highlight of the past decade is the continuous evolution of smart phones, so it is foreseeable that in the decade that is still going through, the best protagonist selection of "smart electric car" will be the first one. Since 20 14, a group of groups called "new forces" have sprung up in China, whether they are speculative or really want to build a car.
At this moment, the black swan's crossing the border has accelerated the cruel and profound reshuffle between them. Like the mobile phone industry that was in transition, some people continue to move up, some people stagnate, and some people fall into the abyss. The epidemic is like an invisible hand, completely tearing off their "fig leaf" and exposing them to the cruel environment of the downward market. In addition to bringing endless reflection to the whole industry, it also allows us to witness the rise and fall of the new forces that build cars.
In the end, a few people who survived the dark moment became an indispensable part of the transition from "subsidy era" to "product era" in China's new energy market. Just last week, after an exclusive interview with Zhang Yong, CEO of Nezha Automobile, I once again deepened my inherent knowledge. At the same time, we have a more comprehensive understanding of what is the root of this new force and its own "moat". In addition, the existing pain points and shortcomings have also been exposed, and how to solve them has become the best evidence to test Nezha's automobile skills.
Who the hell am I?
If some new forces can stand out, besides the outstanding advantages of the product end compared with competing products of the same level, it is becoming more and more important to get their own voice out of the circle, which is exactly what Nezha automobile, which is slightly low-key at this stage, needs. With the qualification of new energy vehicle production, two self-built factories and about to own three mass production models, it must be admitted that Nezha Automobile is advancing step by step according to the established plan, but how to let the outside world know and clearly understand this process seems that the former is not good at it.
"From the end of 20 18 to this year, Nezha Automobile has changed a lot and made some progress in more than a year. First, the company's strategic positioning has been basically clear, to be the popularization of intelligent pure electric vehicles and the intelligentization of mass products, and to be positioned below 200,000 yuan. We will be based on two platforms, one is the HPC platform for compact cars, which is a brand-new electric vehicle platform with a wheelbase from 2.6 meters to 3. 1 meter. The first car on this platform is called Nezha U, which was only listed in March this year. "
"The second car will be released as a concept car at this year's Beijing Auto Show. It is a B-class pure electric coupe, creating a cross style. There is also a small car platform called HPA platform. The first car on this platform is called Nezha N0 1, which is positioned as A0-class pure electric SUV. At present, the cumulative sales volume exceeds 1 10,000 units, mainly for the third, fourth and fifth tier cities. Another car, Nezha V, will be launched in the fourth quarter of this year, positioning itself as a small pure electric SUV. Our product planning is to replace each model every two years, adopt a few but refined product strategies, do not do too much product development, and strive to make each product into a boutique. "
From Zhang Yong's words, we can clearly feel that there is a clear plan for Nezha's automobile products, but from the sales results obtained in1-August this year, it is not very bright, but it is definitely gratifying. "In terms of marketing, we have more than 200 channel layouts in the third, fourth and fifth tier cities. We have done channel sinking earlier and faster. Among all the new car companies, we are the earliest and the fastest. In addition, in first-and second-tier cities, our direct stores and supermarkets will reach nearly 50 by the end of this year. "
It must be admitted that if it weren't for what Zhang Yong said, the channel layout of Nezha automobile low-line cities has reached such a perfect level, and most people may not understand it like me. However, the sinking of the power channel in the early stage also gave this car company the foundation to survive in this cruel environment. Not long ago, it was even more beneficial for Nezha to restart new energy sources in the countryside.
However, problems have followed. The voice of "only high-end is the best way out for new forces" is endless in the industry. On the surface, brand down and brand up are contradictory things. So with the arrival of Nezha U, how to make more first-and second-tier consumers recognize this model from their hearts and know Nezha brand is an urgent problem at this stage.
"Our sales target in 2020 is about 20,000 units, and the most important task this year is to do a good job in technology and products. Second, upgrade the supply chain system and carry out some intelligent upgrades. Third, improve the organizational structure and talent system. The fourth major task is to raise brand awareness, and there must be some volume in first-and second-tier cities. "
At the same time, he added, "For us, there is no brand upward, product innovation is our direction, and brand upward is a false proposition for us. I think it's more important to build brand awareness. I don't care whether the consumer's impression of Nezha brand sells cheap cars. What I care about is whether he thinks we sell cheap, fun and smart cars. We are positioned in the market below 200,000 yuan, and I don't need to make more than 300,000 cars. I don't touch more than 200,000 cars. "
On the whole, as the helm of Nezha Automobile, Zhang Yong is well aware of the current shortcomings and strategic focus of Nezha Automobile. Because of this, I can take the lead in the fight with many competitors at the terminal, which also explains to some extent "Who am I" as asked in the subtitle of this paragraph.
As for the future, if the new forces are compared to the smart phone industry that most people know better, then Zhang Yong replied: "Compared with Huawei and Apple, I prefer to compare Nezha Auto to Xiaomi or OPPO and VIVO, or in terms of product and channel business model, we are closer to OPPO and VIVO, and the channel is sinking rapidly."
Where should I go?
In recent two months, some new forces have ushered in a highlight moment that they have never experienced before. With LI, Xpeng Motors founder Li Xiang and He Xiaopeng officially ringing the bell in Nasdaq and NYSE respectively, and Weilai, who has already made an IPO, we have successfully owned three new car-making enterprises that have been listed successfully. And their strong performance in the capital market has also led the outside world to predict who will be the fourth.
On July 20th, the reporter learned from the official of Nezha Automobile that it has officially launched the C round of financing and plans to list in science and technology innovation board in 20021year. In this interview, when Zhang Yong was asked about the launch of science and technology innovation board policy support in 2020, why did Nezha choose next year as the node? The former replied: "First, we have to make a round of financing in advance, and financing takes time. Second, after the financing, the company will have to make joint-stock reform, which also takes time. In addition, next year, our preparation time will be more adequate. "
Undeniably, compared with the capital operation ability of the three listed companies, Nezha with state-owned assets background is relatively scarce. Zhang Yong also admitted the shortcomings in this respect. "Frankly speaking, when our company started as a company, we didn't have much experience in capital operation. Our idea is very simple, that is, we should aim at the opportunity of change in the automobile industry, make a future-oriented car, do a good job in the enterprise and products, and didn't focus on capital operation, so we didn't build a VIE structure from the beginning. Second, I think there is little difference between foreign listing and domestic listing, and there may be some differences, but it mainly depends on performance, and the performance is better. The valuation of domestic listing will be high, but if the performance is not good, it will come down sooner or later. In the final analysis, it is still a value investment. "
After listening to some of Zhang Yong's views on the capital market and the choice of listed nodes, the biggest feeling is that Nezha Auto is relatively "pragmatic". Admitting shortcomings and not seeking quick success and instant benefit are precious in this very impetuous age. Fortunately, compared with the losers such as Baiteng and Bojun, who collapsed because of inefficient use of funds and high operating costs, Nezha Automobile has learned to "save" since its establishment and prepared for a hard life.
According to incomplete statistics, Nezha Automobile has completed four rounds of financing up to now, and the disclosed financing amount is * * * nearly10 billion yuan, which is not too much compared with the financing of the top three companies, but in the final landing, the specific performance of the former should not be underestimated.
"The chairman and I are both poor children, and we haven't spent money lavishly. I don't know how to spend money lavishly. In addition, we don't operate at low cost in business operations, but we have high capital utilization efficiency. We are willing to spend money on necessary things, and we have spent hundreds of millions on making intelligent cockpit systems. We should not save money on technical investment in products, but we rarely spend money on places that can be spent or not. "
"For example, in terms of labor costs, we now have only 1600 people in the whole company, half of whom are technical R&D personnel, while quality technology, procurement technology, R&D engineering technology and intelligent technology add up to nearly half, and there are not many sales personnel. Therefore, in terms of human resource costs, we are the least among these enterprises. The second one will be a little lower in terms of our daily operating expenses, including that I usually stay in an economy hotel when I am on a business trip, carrying a bag without a secretary or an assistant, and traveling alone accounts for the vast majority, and I also fly economy class. This is not a problem. So I think our capital funds are used more efficiently. "
Indeed, for the new forces that still can't achieve self-hematopoiesis at this stage, capital is still the "lifeline", so every unnecessary money saved is an added chip for the whole enterprise. Obviously, what Nezha Auto is doing at this moment is to win the future for itself.
In short, if you want to ask what will happen to Nezha Auto next? Right now, in the middle of the coming month, according to Zhang Yong, "We will announce a new charging service. The starting point of all our work is based on users and solving the pain points of users. Now the biggest concern for people not to buy electric cars is not the price, nor the product is not good enough, nor the residual value, but the charging. " After all, the perfection of the electric vehicle energy supplement system can really attract more potential users.
In addition, it has become one of its more important tasks in the short term to continue financing and listing as soon as possible. The real significance of its existence is to lengthen the time axis again and grow side by side with the wave of global electrification transformation.
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.