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jacky_9262

jacky_9262

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IP属地：山东

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4主题

0勋章

09-27

刚订车支持蔚来

乐道L60爆单，对蔚来（09866）意味着什么？

03-28

$小米集团-W(01810)$ 再不跑明天可没机会了

2020-06-10

特斯拉之夜

2020-04-24

$阿里巴巴-SW(09988)$花钱买流量VS裤裆换流量还是裤裆厉害

2020-04-23

$阿里巴巴-SW(09988)$阿里巴巴内部腐败不堪早晚出大事

2020-04-14

$维珍银河(SPCE)$上火箭

2020-03-26

$煜盛文化(01859)$日至今还没解套

2020-03-20

$煜盛文化(01859)$终于快解套了

2020-03-09

$兴业物联(09916)$没中签也是一种幸运

2020-03-07

$Tocagen Inc(TOCA)$睡了一觉变天

去老虎APP查看更多动态

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10:48","market":"us","language":"zh","title":"乐道L60爆单，对蔚来（09866）意味着什么？","url":"https://stock-news.laohu8.com/highlight/detail?id=2470743817","media":"智通财经","summary":"乐道L60爆单登上热搜。对整个蔚来体系又意味着什么？若乐道L60持续爆单，毛利规模上来了，无疑将大幅改善蔚来的盈利能力及现金流。乐道L60上市以来，蔚来港股股票持续大涨，9月涨幅累计近四成，领涨造车新势力。乐道L60的爆单，将驱动蔚来体系整体销量和现金流的大幅改善，但也将面临接下来的诸多挑战，依然任重而道远。","content":"<html><body><p>乐道L60爆单登上热搜。近日，知名汽车博主孙少军爆出<a href=\"https://laohu8.com/S/NIO\">蔚来</a>（09866）旗下的乐道L60在72小时订单接近3万台，店均新增大定达160至180台，今年的产能已全部卖光。李斌证实了该信息，表示后台服务器已经扩容了5倍，L60确实爆单了。</p><p>智通财经APP了解到，9月19日，乐道首车L60正式上市，该款产品于5月发布并接受预定，当时定价是21.99万元起，此次上市标准版售价为20.69万元起，比预售价低了1.3万元，而BaaS车型售价仅为14.99万元，超出市场预期。价格预期差，加上丰富的配置，L60实现大卖。</p><p><img src=\"https://img.zhitongcaijing.com/image/20240927/1727405361873966.png?x-oss-process=image/format,jpg/quality,q_60\" title=\"1727405361873966.png\"/></p><p>随着L60的爆火，短视频平台出现大量关于乐道的吐槽甚至“黑稿”，焦点在于租用电池以及充电问题上。面对糟糕的舆情，李斌自嘲道：“说好的六大派一起围攻毛豆Y，结果乐道被友商捅了五刀”。</p><p>那么，乐道L60卖爆的核心逻辑是什么？对比竞品有哪些优劣之处？对整个<a href=\"https://laohu8.com/S/NIO.SI\">蔚来</a>体系又意味着什么？</p><p>乐道L60爆单的背后逻辑</p><p>任何产品爆卖，核心点在于“目标群体”明确。乐道L60定位是纯电中型SUV，针对的是年轻家庭用户群体，在20-30万元价格带竞争较为激烈，轿车竞品以7系为主，包括小米SU7和小鹏P7以及极越07等，SUV竞品主要为Model Y和小鹏G6，价格带重叠高，但乐道L60尺寸更大，在选配及补能的灵活性上更胜一筹。</p><p>在白热化竞争的新能源汽车市场，高性价比是购车的首选标准，乐道L60凭什么能够让年轻家庭用户掏腰包？</p><p>智通财经APP了解到，乐道L60整车标准续航版售价20.69万元，选配四轮驱动加2万元，若选配长续航85度电池版本，再加2.9万元，选配完高配版本为25.59万元，另外，消费者可选择整车购买和电池租用服务，选电池租用的60度电池减少5.7万元，月租599元，85度电池减少8.6万元，月租899元。</p><p><img src=\"https://img.zhitongcaijing.com/image/20240927/1727405382199390.png?x-oss-process=image/format,jpg/quality,Q_90\" title=\"1727405382199390.png\"/></p><p>对比Model Y来看，Model Y共三款，分别是后驱版本24.99万元、长续航版本（CLTC为688公里）29.09万元以及高性能版本（四驱）35.49万元，价格上Model Y要比乐道L60高出不少。此外，购买Model Y完全自动驾驶功能需要6.4万元，其实也就是国内的城市及高速NOA，而国内品牌基本上都是标配。</p><p>配置上，乐道L60轴距要比Model Y长，内部空间大些，动力系统同等驱动下电池容量更大，<a href=\"https://laohu8.com/S/5RE.SI\">智能</a>座舱上拥有更多的显示屏，后排通风口小屏幕也可满足观影需求，人机交互及系统响应差距不大。</p><p>另外，乐道L60提供前排主副座座椅按摩，这一点很符合家庭舒适性需求。要知道，拥有该功能的车型，价位大部分在30万元以上。</p><p>另外，900V高压平台，可换可充的电池系统、百公里12.1度的低能耗，标配的智能驾驶系统以及小乐AI家庭伙伴等，这都是差异化并胜于Model Y的功能，是乐道L60在配置上的加分项。</p><p>让家庭用户动心的首先是价格厚道，其次才是舒适性配置。相比于Model Y，乐道L60配置参数多出不少功能，在同等功能下配置也高很多，比如900V高压以及主副驾座椅按摩等，从而赢得大量家庭用户的认可。</p><p>车红是非多，爆单后面临诸多挑战</p><p>人红是非多，车红也不例外。L60在同等价位上拥有诸多优势，一上市就遭遇了舆情风暴甚至来自国内友商的“捅刀”。此外，这款爆单车也将面临密集上线、价位下移的新能源产品的激烈竞争，以及BBA重新加入战场、新旧品牌理念在用户心智上的争夺。</p><p>从舆情上看，目前最大的焦点是“换电”。乐道L60换电选配，本来是给用户提供了灵活性补能的选择，却成了小视频“黑”的焦点。</p><p>换电选配考虑到用户的用车周期（一般为8年），并在周期内将减少的价款分摊到每个月中，比如标配车型减少的5.7万元，8年平摊每月就是594元，乐道每月仅赚5元，这样一方面让用户更容易上车，另一方面补能方式也更加多样化。舆情“黑”点主要在于花钱买车壳，月供电池500-1000元不划算等，而忽视了低价上车的因素。这对实际需求用户影响不大，不过会影响舆情，让小白用户真觉得花钱买了个“车壳”。</p><p>实际上，换电是乐道L60在补能上的核心优势之一，因为背靠蔚来，而蔚来拥有全国最庞大的补能系统，包括超过2500个换电站，其中到今年年底乐道可以共用1000多个换电站，也就是三代站和四代站。行业也在加大换电车型的开发，以及加入蔚来的换电联盟阵营中，乐道作为亲儿子自然享有比其他品牌更优先的待遇。</p><p>根据孙少军的爆料，在L60的大定中，购买BaaS车型的高达70%，可见换电模式已被大众普遍接受，并没有“小视频”说的那么不堪。</p><p>新能源汽车行业本来就卷，各大车型发布后，价位一波比一波低，乐道L60将BaaS车型下移至15-20万元的价格带，带动了小鹏G6及Model 的Y降价预期，同时也为新出的SUV车型锚定了定价区间，同等配置的SUV预计将把战场转移至该价格带。乐道L60势必将面临着更剧烈的行业竞争。</p><p>此外，BBA重新加入价格战，也将重塑合资品牌和国产品牌的用户组成。以宝马为例，近期宝马将旗下中型纯电车宝马2024款eDrive 35L直降13万元，降至22.39万元，这一价位无疑将和乐道L60构成直接的竞争。BBA标的价值在部分消费者中根深蒂固，即便在配置上远落后于国内品牌，但只要价格降到心里区间，仍有部分消费者愿意掏钱为车标买单。</p><p>驱动蔚来整体销量和现金流的大幅改善</p><p>分析完乐道L60爆单的逻辑及后续面临的挑战，我们回归资本市场的视角，看看这款车对蔚来体系将带来哪些影响？</p><p>从行业看，新能源汽车行业仍处于高速发展中，今年渗透率已经超过30%，乘用车单月渗透率甚至超过了50%。从小鹏MONA以及蔚来乐道的成功，或让更多的老品牌效仿，打造聚焦更高性价比的新品牌，以争夺更多下沉市场的消费者，放大销量，从而缓解普遍面临的现金流压力。</p><p>针对乐道L60的定价，李斌表示，即使比<a href=\"https://laohu8.com/S/TSLA\">特斯拉</a>Model Y便宜4.3万，仍有毛利可赚。若乐道L60持续爆单，毛利规模上来了，无疑将大幅改善蔚来的盈利能力及现金流。</p><p>乐道L60并没有公布具体订单数据，但从李斌透露的10月5000台、12月10000台及明年3月2万台的产能来算，乐道L60大概率将成为蔚来所有车型中的销量主力。蔚来原有车型交付量连续4个月（2024年5-8月）超2万台，乐道产能爬坡后，若明年达到月销2万台，不考虑新车型的情况下，蔚来月销将接近或突破5万台，从而有望霸榜纯电销冠。</p><p>我们作一个粗略的测算，假若明年乐道L60平均月销2万台，一年就是24万台，平均每辆车取中位数22万元，贡献营收528亿元，按照10%的毛利率将贡献52.8亿元的毛利润。这将大幅减少蔚来的股东亏损，带动公司进入盈利周期，提振投资者持股信心。</p><p>而资本市场也给蔚来投出了信任票。乐道L60上市以来，蔚来港股股票持续大涨，9月涨幅累计近四成，领涨造车新势力。</p><p>总的来说，乐道是蔚来走量的品牌，乐道L60作为首款车型，凭借比特斯拉Model Y更高的性价比，更便捷的补能、更舒适及智能化的配置，成功拿下一部分年轻家庭消费群体，以及BBA潜在换电车需求的消费群体。乐道L60的爆单，将驱动蔚来体系整体销量和现金流的大幅改善，但也将面临接下来的诸多挑战，依然任重而道远。</p></body></html>","source":"stock_zhitongcaijing","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>乐道L60爆单，对蔚来（09866）意味着什么？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ 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}\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n乐道L60爆单，对蔚来（09866）意味着什么？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2024-09-27 10:48 北京时间&nbsp;&nbsp;&nbsp;<a href=http://www.zhitongcaijing.com/content/detail/1187961.html><strong>智通财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>乐道L60爆单登上热搜。近日，知名汽车博主孙少军爆出蔚来（09866）旗下的乐道L60在72小时订单接近3万台，店均新增大定达160至180台，今年的产能已全部卖光。李斌证实了该信息，表示后台服务器已经扩容了5倍，L60确实爆单了。智通财经APP了解到，9月19日，乐道首车L60正式上市，该款产品于5月发布并接受预定，当时定价是21.99万元起，此次上市标准版售价为20.69万元起，比预售价低了...</p>\n\n<a href=\"http://www.zhitongcaijing.com/content/detail/1187961.html\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"EVS.SI":"MSCI China Electric Vehicles and Future Mobility ETF-NikkoAM","BK4532":"文艺复兴科技持仓","BK4555":"新能源车","BK4531":"中概回港概念","BK4585":"ETF&股票定投概念","LU0708995583.HKD":"TEMPLETON CHINA \"A\" (HKD) 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Acc","BK4505":"高瓴资本持仓","BK4581":"高盛持仓","BK4504":"桥水持仓","BK4099":"汽车制造商"},"source_url":"http://www.zhitongcaijing.com/content/detail/1187961.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2470743817","content_text":"乐道L60爆单登上热搜。近日，知名汽车博主孙少军爆出蔚来（09866）旗下的乐道L60在72小时订单接近3万台，店均新增大定达160至180台，今年的产能已全部卖光。李斌证实了该信息，表示后台服务器已经扩容了5倍，L60确实爆单了。智通财经APP了解到，9月19日，乐道首车L60正式上市，该款产品于5月发布并接受预定，当时定价是21.99万元起，此次上市标准版售价为20.69万元起，比预售价低了1.3万元，而BaaS车型售价仅为14.99万元，超出市场预期。价格预期差，加上丰富的配置，L60实现大卖。随着L60的爆火，短视频平台出现大量关于乐道的吐槽甚至“黑稿”，焦点在于租用电池以及充电问题上。面对糟糕的舆情，李斌自嘲道：“说好的六大派一起围攻毛豆Y，结果乐道被友商捅了五刀”。那么，乐道L60卖爆的核心逻辑是什么？对比竞品有哪些优劣之处？对整个蔚来体系又意味着什么？乐道L60爆单的背后逻辑任何产品爆卖，核心点在于“目标群体”明确。乐道L60定位是纯电中型SUV，针对的是年轻家庭用户群体，在20-30万元价格带竞争较为激烈，轿车竞品以7系为主，包括小米SU7和小鹏P7以及极越07等，SUV竞品主要为Model Y和小鹏G6，价格带重叠高，但乐道L60尺寸更大，在选配及补能的灵活性上更胜一筹。在白热化竞争的新能源汽车市场，高性价比是购车的首选标准，乐道L60凭什么能够让年轻家庭用户掏腰包？智通财经APP了解到，乐道L60整车标准续航版售价20.69万元，选配四轮驱动加2万元，若选配长续航85度电池版本，再加2.9万元，选配完高配版本为25.59万元，另外，消费者可选择整车购买和电池租用服务，选电池租用的60度电池减少5.7万元，月租599元，85度电池减少8.6万元，月租899元。对比Model Y来看，Model Y共三款，分别是后驱版本24.99万元、长续航版本（CLTC为688公里）29.09万元以及高性能版本（四驱）35.49万元，价格上Model Y要比乐道L60高出不少。此外，购买Model Y完全自动驾驶功能需要6.4万元，其实也就是国内的城市及高速NOA，而国内品牌基本上都是标配。配置上，乐道L60轴距要比Model Y长，内部空间大些，动力系统同等驱动下电池容量更大，智能座舱上拥有更多的显示屏，后排通风口小屏幕也可满足观影需求，人机交互及系统响应差距不大。另外，乐道L60提供前排主副座座椅按摩，这一点很符合家庭舒适性需求。要知道，拥有该功能的车型，价位大部分在30万元以上。另外，900V高压平台，可换可充的电池系统、百公里12.1度的低能耗，标配的智能驾驶系统以及小乐AI家庭伙伴等，这都是差异化并胜于Model Y的功能，是乐道L60在配置上的加分项。让家庭用户动心的首先是价格厚道，其次才是舒适性配置。相比于Model Y，乐道L60配置参数多出不少功能，在同等功能下配置也高很多，比如900V高压以及主副驾座椅按摩等，从而赢得大量家庭用户的认可。车红是非多，爆单后面临诸多挑战人红是非多，车红也不例外。L60在同等价位上拥有诸多优势，一上市就遭遇了舆情风暴甚至来自国内友商的“捅刀”。此外，这款爆单车也将面临密集上线、价位下移的新能源产品的激烈竞争，以及BBA重新加入战场、新旧品牌理念在用户心智上的争夺。从舆情上看，目前最大的焦点是“换电”。乐道L60换电选配，本来是给用户提供了灵活性补能的选择，却成了小视频“黑”的焦点。换电选配考虑到用户的用车周期（一般为8年），并在周期内将减少的价款分摊到每个月中，比如标配车型减少的5.7万元，8年平摊每月就是594元，乐道每月仅赚5元，这样一方面让用户更容易上车，另一方面补能方式也更加多样化。舆情“黑”点主要在于花钱买车壳，月供电池500-1000元不划算等，而忽视了低价上车的因素。这对实际需求用户影响不大，不过会影响舆情，让小白用户真觉得花钱买了个“车壳”。实际上，换电是乐道L60在补能上的核心优势之一，因为背靠蔚来，而蔚来拥有全国最庞大的补能系统，包括超过2500个换电站，其中到今年年底乐道可以共用1000多个换电站，也就是三代站和四代站。行业也在加大换电车型的开发，以及加入蔚来的换电联盟阵营中，乐道作为亲儿子自然享有比其他品牌更优先的待遇。根据孙少军的爆料，在L60的大定中，购买BaaS车型的高达70%，可见换电模式已被大众普遍接受，并没有“小视频”说的那么不堪。新能源汽车行业本来就卷，各大车型发布后，价位一波比一波低，乐道L60将BaaS车型下移至15-20万元的价格带，带动了小鹏G6及Model 的Y降价预期，同时也为新出的SUV车型锚定了定价区间，同等配置的SUV预计将把战场转移至该价格带。乐道L60势必将面临着更剧烈的行业竞争。此外，BBA重新加入价格战，也将重塑合资品牌和国产品牌的用户组成。以宝马为例，近期宝马将旗下中型纯电车宝马2024款eDrive 35L直降13万元，降至22.39万元，这一价位无疑将和乐道L60构成直接的竞争。BBA标的价值在部分消费者中根深蒂固，即便在配置上远落后于国内品牌，但只要价格降到心里区间，仍有部分消费者愿意掏钱为车标买单。驱动蔚来整体销量和现金流的大幅改善分析完乐道L60爆单的逻辑及后续面临的挑战，我们回归资本市场的视角，看看这款车对蔚来体系将带来哪些影响？从行业看，新能源汽车行业仍处于高速发展中，今年渗透率已经超过30%，乘用车单月渗透率甚至超过了50%。从小鹏MONA以及蔚来乐道的成功，或让更多的老品牌效仿，打造聚焦更高性价比的新品牌，以争夺更多下沉市场的消费者，放大销量，从而缓解普遍面临的现金流压力。针对乐道L60的定价，李斌表示，即使比特斯拉Model Y便宜4.3万，仍有毛利可赚。若乐道L60持续爆单，毛利规模上来了，无疑将大幅改善蔚来的盈利能力及现金流。乐道L60并没有公布具体订单数据，但从李斌透露的10月5000台、12月10000台及明年3月2万台的产能来算，乐道L60大概率将成为蔚来所有车型中的销量主力。蔚来原有车型交付量连续4个月（2024年5-8月）超2万台，乐道产能爬坡后，若明年达到月销2万台，不考虑新车型的情况下，蔚来月销将接近或突破5万台，从而有望霸榜纯电销冠。我们作一个粗略的测算，假若明年乐道L60平均月销2万台，一年就是24万台，平均每辆车取中位数22万元，贡献营收528亿元，按照10%的毛利率将贡献52.8亿元的毛利润。这将大幅减少蔚来的股东亏损，带动公司进入盈利周期，提振投资者持股信心。而资本市场也给蔚来投出了信任票。乐道L60上市以来，蔚来港股股票持续大涨，9月涨幅累计近四成，领涨造车新势力。总的来说，乐道是蔚来走量的品牌，乐道L60作为首款车型，凭借比特斯拉Model Y更高的性价比，更便捷的补能、更舒适及智能化的配置，成功拿下一部分年轻家庭消费群体，以及BBA潜在换电车需求的消费群体。乐道L60的爆单，将驱动蔚来体系整体销量和现金流的大幅改善，但也将面临接下来的诸多挑战，依然任重而道远。","news_type":1},"isVote":1,"tweetType":1,"viewCount":177,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":289132935962848,"gmtCreate":1711612119773,"gmtModify":1711612123476,"author":{"id":"3544744341655696","authorId":"3544744341655696","name":"jacky_9262","avatar":"https://static.tigerbbs.com/8354539a0b9338429645a82a641d1c2f","crmLevel":3,"crmLevelSwitch":1,"followedFlag":false,"idStr":"3544744341655696","authorIdStr":"3544744341655696"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/01810\">$小米集团-W(01810)$&nbsp;</a> 再不跑 明天可没机会了","listText":"<a href=\"https://laohu8.com/S/01810\">$小米集团-W(01810)$&nbsp;</a> 再不跑 明天可没机会了","text":"$小米集团-W(01810)$ 再不跑 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10:48","market":"us","language":"zh","title":"乐道L60爆单，对蔚来（09866）意味着什么？","url":"https://stock-news.laohu8.com/highlight/detail?id=2470743817","media":"智通财经","summary":"乐道L60爆单登上热搜。对整个蔚来体系又意味着什么？若乐道L60持续爆单，毛利规模上来了，无疑将大幅改善蔚来的盈利能力及现金流。乐道L60上市以来，蔚来港股股票持续大涨，9月涨幅累计近四成，领涨造车新势力。乐道L60的爆单，将驱动蔚来体系整体销量和现金流的大幅改善，但也将面临接下来的诸多挑战，依然任重而道远。","content":"<html><body><p>乐道L60爆单登上热搜。近日，知名汽车博主孙少军爆出<a href=\"https://laohu8.com/S/NIO\">蔚来</a>（09866）旗下的乐道L60在72小时订单接近3万台，店均新增大定达160至180台，今年的产能已全部卖光。李斌证实了该信息，表示后台服务器已经扩容了5倍，L60确实爆单了。</p><p>智通财经APP了解到，9月19日，乐道首车L60正式上市，该款产品于5月发布并接受预定，当时定价是21.99万元起，此次上市标准版售价为20.69万元起，比预售价低了1.3万元，而BaaS车型售价仅为14.99万元，超出市场预期。价格预期差，加上丰富的配置，L60实现大卖。</p><p><img src=\"https://img.zhitongcaijing.com/image/20240927/1727405361873966.png?x-oss-process=image/format,jpg/quality,q_60\" title=\"1727405361873966.png\"/></p><p>随着L60的爆火，短视频平台出现大量关于乐道的吐槽甚至“黑稿”，焦点在于租用电池以及充电问题上。面对糟糕的舆情，李斌自嘲道：“说好的六大派一起围攻毛豆Y，结果乐道被友商捅了五刀”。</p><p>那么，乐道L60卖爆的核心逻辑是什么？对比竞品有哪些优劣之处？对整个<a href=\"https://laohu8.com/S/NIO.SI\">蔚来</a>体系又意味着什么？</p><p>乐道L60爆单的背后逻辑</p><p>任何产品爆卖，核心点在于“目标群体”明确。乐道L60定位是纯电中型SUV，针对的是年轻家庭用户群体，在20-30万元价格带竞争较为激烈，轿车竞品以7系为主，包括小米SU7和小鹏P7以及极越07等，SUV竞品主要为Model Y和小鹏G6，价格带重叠高，但乐道L60尺寸更大，在选配及补能的灵活性上更胜一筹。</p><p>在白热化竞争的新能源汽车市场，高性价比是购车的首选标准，乐道L60凭什么能够让年轻家庭用户掏腰包？</p><p>智通财经APP了解到，乐道L60整车标准续航版售价20.69万元，选配四轮驱动加2万元，若选配长续航85度电池版本，再加2.9万元，选配完高配版本为25.59万元，另外，消费者可选择整车购买和电池租用服务，选电池租用的60度电池减少5.7万元，月租599元，85度电池减少8.6万元，月租899元。</p><p><img src=\"https://img.zhitongcaijing.com/image/20240927/1727405382199390.png?x-oss-process=image/format,jpg/quality,Q_90\" title=\"1727405382199390.png\"/></p><p>对比Model Y来看，Model Y共三款，分别是后驱版本24.99万元、长续航版本（CLTC为688公里）29.09万元以及高性能版本（四驱）35.49万元，价格上Model Y要比乐道L60高出不少。此外，购买Model Y完全自动驾驶功能需要6.4万元，其实也就是国内的城市及高速NOA，而国内品牌基本上都是标配。</p><p>配置上，乐道L60轴距要比Model Y长，内部空间大些，动力系统同等驱动下电池容量更大，<a href=\"https://laohu8.com/S/5RE.SI\">智能</a>座舱上拥有更多的显示屏，后排通风口小屏幕也可满足观影需求，人机交互及系统响应差距不大。</p><p>另外，乐道L60提供前排主副座座椅按摩，这一点很符合家庭舒适性需求。要知道，拥有该功能的车型，价位大部分在30万元以上。</p><p>另外，900V高压平台，可换可充的电池系统、百公里12.1度的低能耗，标配的智能驾驶系统以及小乐AI家庭伙伴等，这都是差异化并胜于Model Y的功能，是乐道L60在配置上的加分项。</p><p>让家庭用户动心的首先是价格厚道，其次才是舒适性配置。相比于Model Y，乐道L60配置参数多出不少功能，在同等功能下配置也高很多，比如900V高压以及主副驾座椅按摩等，从而赢得大量家庭用户的认可。</p><p>车红是非多，爆单后面临诸多挑战</p><p>人红是非多，车红也不例外。L60在同等价位上拥有诸多优势，一上市就遭遇了舆情风暴甚至来自国内友商的“捅刀”。此外，这款爆单车也将面临密集上线、价位下移的新能源产品的激烈竞争，以及BBA重新加入战场、新旧品牌理念在用户心智上的争夺。</p><p>从舆情上看，目前最大的焦点是“换电”。乐道L60换电选配，本来是给用户提供了灵活性补能的选择，却成了小视频“黑”的焦点。</p><p>换电选配考虑到用户的用车周期（一般为8年），并在周期内将减少的价款分摊到每个月中，比如标配车型减少的5.7万元，8年平摊每月就是594元，乐道每月仅赚5元，这样一方面让用户更容易上车，另一方面补能方式也更加多样化。舆情“黑”点主要在于花钱买车壳，月供电池500-1000元不划算等，而忽视了低价上车的因素。这对实际需求用户影响不大，不过会影响舆情，让小白用户真觉得花钱买了个“车壳”。</p><p>实际上，换电是乐道L60在补能上的核心优势之一，因为背靠蔚来，而蔚来拥有全国最庞大的补能系统，包括超过2500个换电站，其中到今年年底乐道可以共用1000多个换电站，也就是三代站和四代站。行业也在加大换电车型的开发，以及加入蔚来的换电联盟阵营中，乐道作为亲儿子自然享有比其他品牌更优先的待遇。</p><p>根据孙少军的爆料，在L60的大定中，购买BaaS车型的高达70%，可见换电模式已被大众普遍接受，并没有“小视频”说的那么不堪。</p><p>新能源汽车行业本来就卷，各大车型发布后，价位一波比一波低，乐道L60将BaaS车型下移至15-20万元的价格带，带动了小鹏G6及Model 的Y降价预期，同时也为新出的SUV车型锚定了定价区间，同等配置的SUV预计将把战场转移至该价格带。乐道L60势必将面临着更剧烈的行业竞争。</p><p>此外，BBA重新加入价格战，也将重塑合资品牌和国产品牌的用户组成。以宝马为例，近期宝马将旗下中型纯电车宝马2024款eDrive 35L直降13万元，降至22.39万元，这一价位无疑将和乐道L60构成直接的竞争。BBA标的价值在部分消费者中根深蒂固，即便在配置上远落后于国内品牌，但只要价格降到心里区间，仍有部分消费者愿意掏钱为车标买单。</p><p>驱动蔚来整体销量和现金流的大幅改善</p><p>分析完乐道L60爆单的逻辑及后续面临的挑战，我们回归资本市场的视角，看看这款车对蔚来体系将带来哪些影响？</p><p>从行业看，新能源汽车行业仍处于高速发展中，今年渗透率已经超过30%，乘用车单月渗透率甚至超过了50%。从小鹏MONA以及蔚来乐道的成功，或让更多的老品牌效仿，打造聚焦更高性价比的新品牌，以争夺更多下沉市场的消费者，放大销量，从而缓解普遍面临的现金流压力。</p><p>针对乐道L60的定价，李斌表示，即使比<a href=\"https://laohu8.com/S/TSLA\">特斯拉</a>Model Y便宜4.3万，仍有毛利可赚。若乐道L60持续爆单，毛利规模上来了，无疑将大幅改善蔚来的盈利能力及现金流。</p><p>乐道L60并没有公布具体订单数据，但从李斌透露的10月5000台、12月10000台及明年3月2万台的产能来算，乐道L60大概率将成为蔚来所有车型中的销量主力。蔚来原有车型交付量连续4个月（2024年5-8月）超2万台，乐道产能爬坡后，若明年达到月销2万台，不考虑新车型的情况下，蔚来月销将接近或突破5万台，从而有望霸榜纯电销冠。</p><p>我们作一个粗略的测算，假若明年乐道L60平均月销2万台，一年就是24万台，平均每辆车取中位数22万元，贡献营收528亿元，按照10%的毛利率将贡献52.8亿元的毛利润。这将大幅减少蔚来的股东亏损，带动公司进入盈利周期，提振投资者持股信心。</p><p>而资本市场也给蔚来投出了信任票。乐道L60上市以来，蔚来港股股票持续大涨，9月涨幅累计近四成，领涨造车新势力。</p><p>总的来说，乐道是蔚来走量的品牌，乐道L60作为首款车型，凭借比特斯拉Model Y更高的性价比，更便捷的补能、更舒适及智能化的配置，成功拿下一部分年轻家庭消费群体，以及BBA潜在换电车需求的消费群体。乐道L60的爆单，将驱动蔚来体系整体销量和现金流的大幅改善，但也将面临接下来的诸多挑战，依然任重而道远。</p></body></html>","source":"stock_zhitongcaijing","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>乐道L60爆单，对蔚来（09866）意味着什么？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ 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}\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n乐道L60爆单，对蔚来（09866）意味着什么？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2024-09-27 10:48 北京时间&nbsp;&nbsp;&nbsp;<a href=http://www.zhitongcaijing.com/content/detail/1187961.html><strong>智通财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>乐道L60爆单登上热搜。近日，知名汽车博主孙少军爆出蔚来（09866）旗下的乐道L60在72小时订单接近3万台，店均新增大定达160至180台，今年的产能已全部卖光。李斌证实了该信息，表示后台服务器已经扩容了5倍，L60确实爆单了。智通财经APP了解到，9月19日，乐道首车L60正式上市，该款产品于5月发布并接受预定，当时定价是21.99万元起，此次上市标准版售价为20.69万元起，比预售价低了...</p>\n\n<a href=\"http://www.zhitongcaijing.com/content/detail/1187961.html\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"EVS.SI":"MSCI China Electric Vehicles and Future Mobility ETF-NikkoAM","BK4532":"文艺复兴科技持仓","BK4555":"新能源车","BK4531":"中概回港概念","BK4585":"ETF&股票定投概念","LU0708995583.HKD":"TEMPLETON CHINA \"A\" (HKD) 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Y和小鹏G6，价格带重叠高，但乐道L60尺寸更大，在选配及补能的灵活性上更胜一筹。在白热化竞争的新能源汽车市场，高性价比是购车的首选标准，乐道L60凭什么能够让年轻家庭用户掏腰包？智通财经APP了解到，乐道L60整车标准续航版售价20.69万元，选配四轮驱动加2万元，若选配长续航85度电池版本，再加2.9万元，选配完高配版本为25.59万元，另外，消费者可选择整车购买和电池租用服务，选电池租用的60度电池减少5.7万元，月租599元，85度电池减少8.6万元，月租899元。对比Model Y来看，Model Y共三款，分别是后驱版本24.99万元、长续航版本（CLTC为688公里）29.09万元以及高性能版本（四驱）35.49万元，价格上Model Y要比乐道L60高出不少。此外，购买Model Y完全自动驾驶功能需要6.4万元，其实也就是国内的城市及高速NOA，而国内品牌基本上都是标配。配置上，乐道L60轴距要比Model Y长，内部空间大些，动力系统同等驱动下电池容量更大，智能座舱上拥有更多的显示屏，后排通风口小屏幕也可满足观影需求，人机交互及系统响应差距不大。另外，乐道L60提供前排主副座座椅按摩，这一点很符合家庭舒适性需求。要知道，拥有该功能的车型，价位大部分在30万元以上。另外，900V高压平台，可换可充的电池系统、百公里12.1度的低能耗，标配的智能驾驶系统以及小乐AI家庭伙伴等，这都是差异化并胜于Model Y的功能，是乐道L60在配置上的加分项。让家庭用户动心的首先是价格厚道，其次才是舒适性配置。相比于Model Y，乐道L60配置参数多出不少功能，在同等功能下配置也高很多，比如900V高压以及主副驾座椅按摩等，从而赢得大量家庭用户的认可。车红是非多，爆单后面临诸多挑战人红是非多，车红也不例外。L60在同等价位上拥有诸多优势，一上市就遭遇了舆情风暴甚至来自国内友商的“捅刀”。此外，这款爆单车也将面临密集上线、价位下移的新能源产品的激烈竞争，以及BBA重新加入战场、新旧品牌理念在用户心智上的争夺。从舆情上看，目前最大的焦点是“换电”。乐道L60换电选配，本来是给用户提供了灵活性补能的选择，却成了小视频“黑”的焦点。换电选配考虑到用户的用车周期（一般为8年），并在周期内将减少的价款分摊到每个月中，比如标配车型减少的5.7万元，8年平摊每月就是594元，乐道每月仅赚5元，这样一方面让用户更容易上车，另一方面补能方式也更加多样化。舆情“黑”点主要在于花钱买车壳，月供电池500-1000元不划算等，而忽视了低价上车的因素。这对实际需求用户影响不大，不过会影响舆情，让小白用户真觉得花钱买了个“车壳”。实际上，换电是乐道L60在补能上的核心优势之一，因为背靠蔚来，而蔚来拥有全国最庞大的补能系统，包括超过2500个换电站，其中到今年年底乐道可以共用1000多个换电站，也就是三代站和四代站。行业也在加大换电车型的开发，以及加入蔚来的换电联盟阵营中，乐道作为亲儿子自然享有比其他品牌更优先的待遇。根据孙少军的爆料，在L60的大定中，购买BaaS车型的高达70%，可见换电模式已被大众普遍接受，并没有“小视频”说的那么不堪。新能源汽车行业本来就卷，各大车型发布后，价位一波比一波低，乐道L60将BaaS车型下移至15-20万元的价格带，带动了小鹏G6及Model 的Y降价预期，同时也为新出的SUV车型锚定了定价区间，同等配置的SUV预计将把战场转移至该价格带。乐道L60势必将面临着更剧烈的行业竞争。此外，BBA重新加入价格战，也将重塑合资品牌和国产品牌的用户组成。以宝马为例，近期宝马将旗下中型纯电车宝马2024款eDrive 35L直降13万元，降至22.39万元，这一价位无疑将和乐道L60构成直接的竞争。BBA标的价值在部分消费者中根深蒂固，即便在配置上远落后于国内品牌，但只要价格降到心里区间，仍有部分消费者愿意掏钱为车标买单。驱动蔚来整体销量和现金流的大幅改善分析完乐道L60爆单的逻辑及后续面临的挑战，我们回归资本市场的视角，看看这款车对蔚来体系将带来哪些影响？从行业看，新能源汽车行业仍处于高速发展中，今年渗透率已经超过30%，乘用车单月渗透率甚至超过了50%。从小鹏MONA以及蔚来乐道的成功，或让更多的老品牌效仿，打造聚焦更高性价比的新品牌，以争夺更多下沉市场的消费者，放大销量，从而缓解普遍面临的现金流压力。针对乐道L60的定价，李斌表示，即使比特斯拉Model Y便宜4.3万，仍有毛利可赚。若乐道L60持续爆单，毛利规模上来了，无疑将大幅改善蔚来的盈利能力及现金流。乐道L60并没有公布具体订单数据，但从李斌透露的10月5000台、12月10000台及明年3月2万台的产能来算，乐道L60大概率将成为蔚来所有车型中的销量主力。蔚来原有车型交付量连续4个月（2024年5-8月）超2万台，乐道产能爬坡后，若明年达到月销2万台，不考虑新车型的情况下，蔚来月销将接近或突破5万台，从而有望霸榜纯电销冠。我们作一个粗略的测算，假若明年乐道L60平均月销2万台，一年就是24万台，平均每辆车取中位数22万元，贡献营收528亿元，按照10%的毛利率将贡献52.8亿元的毛利润。这将大幅减少蔚来的股东亏损，带动公司进入盈利周期，提振投资者持股信心。而资本市场也给蔚来投出了信任票。乐道L60上市以来，蔚来港股股票持续大涨，9月涨幅累计近四成，领涨造车新势力。总的来说，乐道是蔚来走量的品牌，乐道L60作为首款车型，凭借比特斯拉Model Y更高的性价比，更便捷的补能、更舒适及智能化的配置，成功拿下一部分年轻家庭消费群体，以及BBA潜在换电车需求的消费群体。乐道L60的爆单，将驱动蔚来体系整体销量和现金流的大幅改善，但也将面临接下来的诸多挑战，依然任重而道远。","news_type":1},"isVote":1,"tweetType":1,"viewCount":177,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":952039994,"gmtCreate":1591801500118,"gmtModify":1704197055117,"author":{"id":"3544744341655696","authorId":"3544744341655696","name":"jacky_9262","avatar":"https://static.tigerbbs.com/8354539a0b9338429645a82a641d1c2f","crmLevel":3,"crmLevelSwitch":1,"followedFlag":false,"idStr":"3544744341655696","authorIdStr":"3544744341655696"},"themes":[],"htmlText":"特斯拉之夜","listText":"特斯拉之夜","text":"特斯拉之夜","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/952039994","isVote":1,"tweetType":1,"viewCount":707,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0}],"lives":[]}