回扣吃到50%！李想撕下汽车营销界的“底裤”

蓝腾财经2023-05-04

如房地产圈一样，汽车圈产业链也很长，不仅创造了大量税收，也养活了太多人。人多的地方，自然就有江湖，更有扯不清的利益纠葛。昨天下午，理想汽车老板李想在微博上突然曝“黑料”，看起来“意有所指”，迅疾就秒删了，意味深长。“很多品牌花好几倍的钱搞营销都没有什么效果，你以为他们自己不知道为什么？连我都知道哪些品牌以及具体那几个人拿了多少回扣，少的10%，多的可以到50%。”理想汽车作为造车新势力的一名...

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精彩评论

Xianzi09
2023-05-04
Xianzi09
我感觉骂理想的都是真实受害者。
- Xianzi09:
  那我给您点个赞。
- 理想中的生活:
  张嘴就来？你拥有过任何型号的理想牌汽车？没有就把嘴闭上！！
  2020.4提车的7万公里理想one车主现身说法告诉你:骂这车的大都是黑子或竞品抹黑，我知道的车友大群有个别车主骂，几乎没有因为产品质量问题发声的，都是因为去年理想one的停产。

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Li wants to tear off the \"underpants\" in the automobile marketing 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-2.61, -1.02%)、广汽埃安、上汽智己、长安深蓝等传统车商转过来的，势头迅猛。再看蔚来，4月单月交付新车6，658台，同比增长31.2%，而小鹏汽车4月交付7079辆，却同比下降21.36%。上个月，蓝腾财经在成都太古里的理想汽车展厅，曾专门试乘了“L7、L8、L9”三款SUV车型，轮毂看起来都超大，除了L7是5座外，L8和L9都是六座布局，其中L9尺寸最大，跟理想ONE一样，车头方正，外观整体威猛，符合国人的审美。内饰上，蓝腾财经坐在米白色纳帕真皮座椅上，那叫一个舒服，比合资豪华品牌都更舍得用料那是真的，第二排上方还有一个大屏幕，可以点播影视娱乐信息等。车体减震上还都标配了空气悬架。目前，理想汽车用的都是“增程式”驱动模式，在4月中旬举办的上海车展上，理想汽车正式启动“纯电”赛道，这也是被上海等重点城市针对增程式不再给上绿牌等一种补充，按此势头发展，势必会在销量上有所反映。回到营销及销售上，去年理想汽车取得营收452.9亿元，同比增幅67.7%，毛利87.9亿元，同比增幅52.6%，经营亏损36.5亿元，同比扩大259.3%，净亏损同比缩减至20.3亿元，归母亏损缩减至6.84亿元。去年，理想汽车研发费67.8亿元，同比翻倍，占总收入比重15.5%；销售、一般及管理费合计56.7亿元，同比增幅62.2%。去年，小鹏汽车营收268.6亿元，同比增幅28%；毛利30.9亿元；净亏损及归母亏损均为91.4亿元且同比几乎翻倍；研发支出52.15亿元，同比增幅26.8%；销售、一般及行政开支66.9亿元，同比增长26.1%。去年，蔚来汽车取得总营收492.7亿元，同比增幅36.3%；毛利51.4亿元，同比减少24.6%；经营亏损156.4亿元，同比扩大247.9%；净亏损144.4亿元，同比扩大259.4%；归母净亏损145.6亿元，同比扩大37.7%。去年，蔚来研发支出约108.4亿元，同比增幅136%；销售、一般及行政费用总支出约105.4亿元，同比增幅53.2%。从以上看，蔚来营收跟理想可谓“旗鼓相当”，研发支出和销售等支出却远超理想，亏损额更是格外惊人；再看小鹏跟理想，营收已不在一个量级，但研发和销售等一般开支却“旗鼓相当”，可看出理想在成本控制上相对较好。从当前销量格局看，已从“蔚小理”变成了“理小蔚”，蔚来吃亏就在盲目对标BBA的C级车，售价偏高，必然影响走量，若不降低门槛，市场份额别说会被理想和小鹏蚕食，也会被特斯拉、比亚迪等抢走。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":658772225,"gmtCreate":1683175396768,"gmtModify":1683177876623,"author":{"id":"3500242243479291","authorId":"3500242243479291","name":"Xianzi09","avatar":"https://static.tigerbbs.com/4931d7ed2ec2091d0c534297874b32bb","vip":1,"crmLevel":3,"crmLevelSwitch":0,"idStr":"3500242243479291","authorIdStr":"3500242243479291"},"htmlText":"我感觉骂理想的都是真实受害者。","listText":"我感觉骂理想的都是真实受害者。","text":"我感觉骂理想的都是真实受害者。","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":2,"repostSize":0,"link":"https://laohu8.com/post/658772225","repostId":1189840730,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":7972331,"gmtCreate":1683254672671,"gmtModify":1683254676332,"authorId":3500242243479291,"author":{"id":3500242243479291,"idStr":"3500242243479291","authorId":3500242243479291,"name":"Xianzi09","avatar":"https://static.tigerbbs.com/4931d7ed2ec2091d0c534297874b32bb","vip":1,"crmLevel":3,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":658772225,"type":1,"supId":0,"prevId":0,"content":"那我给您点个赞。","text":"那我给您点个赞。","html":"那我给您点个赞。"},{"id":7971458,"gmtCreate":1683179908038,"gmtModify":1683179911651,"authorId":3570785536335171,"author":{"id":3570785536335171,"idStr":"3570785536335171","authorId":3570785536335171,"name":"理想中的生活","avatar":"https://static.tigerbbs.com/65c479a9ad67b62f5e90c49862edbb4c","vip":2,"currentWearingBadge":{"badgeId":"5697d37f217342faaa027fdb5a6e7c12-5","templateUuid":"5697d37f217342faaa027fdb5a6e7c12","name":"单笔平均盈利排行","description":"Top 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class=\"s1\">张嘴就来？你拥有过任何型号的理想牌汽车？没有就把嘴闭上！！</span>\n<br><span class=\"s1\">2020.4提车的7万公里理想one车主现身说法告诉你:骂这车的大都是黑子或竞品抹黑，我知道的车友大群有个别车主骂，几乎没有因为产品质量问题发声的，都是因为去年理想one的停产。</span>","text":"<span class=\"s1\">张嘴就来？你拥有过任何型号的理想牌汽车？没有就把嘴闭上！！</span>\n<br><span class=\"s1\">2020.4提车的7万公里理想one车主现身说法告诉你:骂这车的大都是黑子或竞品抹黑，我知道的车友大群有个别车主骂，几乎没有因为产品质量问题发声的，都是因为去年理想one的停产。</span>","html":"<span class=\"s1\">张嘴就来？你拥有过任何型号的理想牌汽车？没有就把嘴闭上！！</span>\n<br><span class=\"s1\">2020.4提车的7万公里理想one车主现身说法告诉你:骂这车的大都是黑子或竞品抹黑，我知道的车友大群有个别车主骂，几乎没有因为产品质量问题发声的，都是因为去年理想one的停产。</span>"}],"langContent":"CN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":0,"commentSize":1,"repostSize":1,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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