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- 甜甜甜91甜甜甜91
  ·2022-05-12
  真是太心寒了，之前那么看好，现在这个样....
  子品牌即将上线，能否搬走蔚来身上的“大山”？
  5月10日，“合肥发布”的一则消息曝光了蔚来全新品牌的动态。如今，子品牌正式迎来“上线时间”。交付量“失速”、疫情期供应链频频中断、创办8年仍未盈利等，无一不是一座座压在蔚来身上的大山。早在2020年财报会议上，李斌就透露过“进入大众市场是蔚来的长期战略”。在建立子品牌之前，蔚来也作出过自己的尝试。在2021年7月，蔚来被曝将推出独立于蔚来的副品牌，类似于奥迪-大众、雷克萨斯-丰田的关系。
  子品牌即将上线，能否搬走蔚来身上的“大山”？
  971 评论
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- 甜甜甜91甜甜甜91
  ·2022-05-09
  😭
  非常抱歉，此主贴已删除
  628 评论
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- 甜甜甜91甜甜甜91
  ·2022-05-09
  这是要血洗么😭
  非常抱歉，此主贴已删除
  897 评论
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- 甜甜甜91甜甜甜91
  ·2021-12-03
  $Grab Holdings(GRAB)$还有机会涨么？太惨了
  3,077 2
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- 甜甜甜91甜甜甜91
  ·2021-12-02
  $Grab Holdings(GRAB)$年都过不好了
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href=https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/jjxw/2022-05-11/doc-imcwiwst6754219.shtml><strong>界面新闻</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>5月10日，“合肥发布”的一则消息曝光了蔚来全新品牌的动态。消息称，合肥市经开区与蔚来就NeoPark新桥智能电动汽车产业园区整车二期和关键核心零部件配套项目签署合作协议。项目占地1860亩，根据协议将导入蔚来集团旗下全新中高端品牌智能电动汽车产品等，计划2024年建成投产。对于新品牌，在2021年蔚来汽车Q2财报电话会上，蔚来创始人、CEO 李斌曾表示过，蔚来进入大众化市场的动作将会提速，定位更...</p>\n\n<a href=\"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/jjxw/2022-05-11/doc-imcwiwst6754219.shtml\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"BK4504":"桥水持仓","BK1119":"汽车制造商","BK4509":"腾讯概念","BK1588":"回港中概股","BK4099":"汽车制造商","BK4532":"文艺复兴科技持仓","BK4548":"巴美列捷福持仓","BK4581":"高盛持仓","09866":"蔚来-SW","BK4555":"新能源车","BK4531":"中概回港概念","BK4526":"热门中概股","NIO":"蔚来","BK4505":"高瓴资本持仓","EVS.SI":"MSCI China Electric Vehicles and Future Mobility ETF-NikkoAM","BK4574":"无人驾驶","BK4534":"瑞士信贷持仓"},"source_url":"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/jjxw/2022-05-11/doc-imcwiwst6754219.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2234753676","content_text":"5月10日，“合肥发布”的一则消息曝光了蔚来全新品牌的动态。消息称，合肥市经开区与蔚来就NeoPark新桥智能电动汽车产业园区整车二期和关键核心零部件配套项目签署合作协议。项目占地1860亩，根据协议将导入蔚来集团旗下全新中高端品牌智能电动汽车产品等，计划2024年建成投产。对于新品牌，在2021年蔚来汽车Q2财报电话会上，蔚来创始人、CEO 李斌曾表示过，蔚来进入大众化市场的动作将会提速，定位更低的全新子品牌即将推出。如今，子品牌正式迎来“上线时间”。据悉，子品牌目前核心团队搭建完成，战略方向和发展计划已经明确，首批产品已经进入关键研发阶段。蔚来内部人士向车市物语进一步透露：“蔚来子品牌的项目代号为ALPS（阿尔卑斯），车型售价在15万元到30万元之间。目前，子品牌研发中心在上海漕河泾，已经有相关人员陆陆续续办公一年。后期，子品牌或在合肥再建立一个研发中心。”在传统车企在加速转型、中腰部造车势力抓紧追赶、互联网科技巨头相继入场的当下，摆在蔚来面前的路并不平坦。交付量“失速”、疫情期供应链频频中断、创办8年仍未盈利等，无一不是一座座压在蔚来身上的大山。作为造车新势力头部玩家，蔚来亟需转型，子品牌能否成为其进入市场争夺份额及利润的关键？01 伏笔已久蔚来的产品路线跟特斯拉有很多相似之处，第一步推出高端跑车Roadster，通过极限的性能与足够的科技水平，树立起品牌高度，第二步推出更便宜、销量中等的Model X/S逐步进入市场，第三步打造更具经济性的畅销车型Model 3/Y。蔚来也是如此，最早期通过电动方程式赛车和超跑EP9，进行核心技术储备并树立品牌形象， 然后逐步往下切入到量产车型。实际上，从去年年底发布的ET5身上，已经能看到蔚来下探市场的用意。作为蔚来有史以来最便宜的入门级新车，ET5补贴前起售价32.8万元，BaaS（电池租用服务）方案补贴前起售价更是下探至25.8万元。这个售价超出了大家的预期，发布后很快引发疯抢。因为订单太多，蔚来App一度被“搞趴下十几分钟”。但蔚来的高端定位并不允许其将价格下探更多。与特斯拉不同的是，李斌认为一个品牌能承载的价格带有限，再往下推出更平价的车型，就需要另起炉灶。早在2020年财报会议上，李斌就透露过“进入大众市场是蔚来的长期战略”。这一步并不让人意外，因为无论汽车行业怎么变，规模化永远是最根本的竞争力。在建立子品牌之前，蔚来也作出过自己的尝试。蔚来在2017年先后与长安、广汽达成合作，也是有意建立新品牌，与蔚来现有的定位错开，覆盖不同的市场区间。但合资项目因为种种原因进展并不顺利，蔚来最终决定“单干”进入大众化市场。在2021年7月，蔚来被曝将推出独立于蔚来的副品牌，类似于奥迪-大众、雷克萨斯-丰田的关系。在人才搭建上，有消息传出前WeWork大中华区总经理艾铁成已经加盟蔚来，出任战略新业务副总裁，直接向蔚来CEO李斌汇报。“艾铁成是蔚来总裁秦力洪好友，在WeWork之前曾担任上海迪士尼度假区市场部副总裁一职，WeWork此前在迪士尼运营，所以艾铁成在用户体验方面颇有心得。”知情人士透露，”艾铁成同时也是蔚来ES8创始版车主。“虽然独立运营，但为了两个品牌协同共进，车市物语获悉，蔚来已于今年3月任命上海公司总经理夏庆华兼任战略新业务的用户运营与服务运营相关工作负责人，向艾铁成汇报。同时，夏庆华也向秦力洪汇报。“子品牌的核心人员，大都来自于通用系，包括研发总监和VP级别。”蔚来内部人士对车市物语透露。至此，子品牌的班子已初步搭建完毕，正按着蔚来的节奏一步步走。“虽然子品牌将会分流一部分人力和资源，但蔚来汽车子品牌是一次必要的冒险。”一位汽车行业分析人士称。02 时也，顺也？一年之前，蔚来在新造车“组队集训”、“淘汰赛”前两个阶段中，有惊无险地走到了行业前三的位置，跟自身的高端化路线紧密相关，恰好踩中了新能源市场“两头大、中间小”的发展势头。但“高低两头吃香”的局面不会一直存在，近期蔚来销量疲惫已证实了这一点。自2021年7月起，蔚来就丢失了新势力交付冠军宝座，到今年开年前4个月，蔚来连续跌出交付榜前三，甚至被哪吒、零跑等二线新势力所超越。近2个月的“失速”很大一部分原因来自供应链短缺。4月9日，李斌表示，受疫情影响，自3月份以来，该公司位于吉林、上海、江苏等多地的供应链合作伙伴陆续停产，由于上述原因，近期不少用户的车辆会推迟交付。但这是整个行业的共性问题，真正造成蔚来增速放缓的原因，来源于较高的单车售价。早前，李斌就谈及“蔚来平均售价为43.37万元人民币，比宝马、奥迪的平均售价都高”。潜台词是，高售价的同时，也将一部分消费者挡在了门外。放眼整体汽车市场，10-20万元的新车消费基本占了近50%的市场，是最大的主力消费区间。而蔚来现在所处的30万-50万元市场，占整体消费结构不到10%。更具价格优势的比亚迪、广汽埃安等逐渐吃下了中间地带消费者对于新能源车的需求，还有大众ID.系列、齐发新车的日系品牌在虎视眈眈。随着新能源市场日渐成熟，车市会进入以核心价值区间为中心的新一轮竞争周期。这意味着市场结构终究会像燃油车那样，从当下的“哑铃型”向“纺锤型”结构转型。10万-20万元区间市场份额会逐渐扩大，最终成为主流市场。另一方面，新能源汽车赛道的下半场是自动驾驶，需要大量的研发投入和数据采集。理想汽车CEO李想有言，“2025年要占据中国新能源车市场的20%份额（约160万辆），从而拿到自动驾驶竞争时代的入场门票，”也透露了对规模化的冲锋。对于蔚来而言，2021年年初已经发布了NAD订阅计划，显然希望未来的营收增长点建立在广泛用户流量的基础之上。无论是基于销量增长还是自动驾驶布局，蔚来都已经到了从高端产品线向覆盖更多市场转移的时刻。值得注意的是，蔚来在2021年财报会上提到，2024年会实现盈亏平衡。这个时间刚好也是子品牌投产的节点。蔚来寄望于在维持毛利水平的基础上，通过不断扩充产品，在量产车型中放大技术优势，从而支撑蔚来的销量提升，进一步摊薄研发成本等投入，从而实现盈亏平衡乃至盈利。03 子品牌能“买服务送车”？在众多的造车新势力中，蔚来的车主忠诚度最高。“海底捞”式的服务是蔚来从创立之初就打下的标签。蔚来用户对参与这家公司业务的热衷度之高，外人难以想象，从设计周边到操办发布会，从产品改进方案到自掏腰包打广告，甚至每天有几千个志愿者自愿去蔚来门店介绍、推荐产品。在同质化严重的新能源车市场，蔚来用出色的服务能力打造出了核心竞争力，以至于蔚来的成交订单一度有近7成是来自老用户的推荐。随着用户群体的不断增加，蔚来用于服务体系的投入也不断加大。这也是蔚来独立一个子品牌的因素。“如果用户基数少，还能承担，如果用户基数大，确实难以持续。”李斌曾在采访中透露。子品牌能否延续蔚来的服务？答案显然是存疑的。“服务缩水”往往与销量规模成正比。为了区分定位，NIO品牌与子品牌的服务水品大概率是会形成一定差异化。事实上，目前NIO品牌已经遇到了用户体验下降的烦恼，蔚来汽车联合创始人、总裁秦力洪坦言，“这是团队接下来几年最大的考验，没有之一。”随着蔚来车主的持续增加，要想保证客户体验不下降，就意味着需要投入更多的资金。而这些问题，可能在ET5上市之后会达到一个新的峰值，到时候就需要蔚来来平衡投入以及服务。对于蔚来的子品牌，官方曾称要打造全新的销售渠道，甚至连APP都要另起炉灶。至于蔚来最引以为傲的换电模式，子品牌车辆也会沿用品牌的换电技术，但将通过另一套独立体系运作。截至2022年5月10日，蔚来已经在全国布局了918座换电站，到2025年在中国将布局超过3000座的换电站，全球的布局会超过4000座。扩充换电站数量，子品牌沿用换电技术，对蔚来来说算是“物尽其用”，但是否与NIO品牌的用户共用，目前还没有明确的信息，这一点也恰恰是老用户在乎的地方，毕竟谁也不希望因为子品牌用户的大量涌入，而降低自己的用车体验。“目前子品牌只是搭建好了团队，进一步的细节还未考虑透彻。”知情人士对车市物语称，“不排除未来通过换电站迭代提高用户体验的可能。”小鹏汽车创始人何小鹏曾说，“2024年是这一轮造车风口的最后窗口期，在这之后竞争会进入白热化。”蔚来将全新中高端品牌智能电动汽车产品落地在2024年，也是达成一种共识。但激烈的厮杀或许更早开启，小米首款产品预计在2024年上半年正式量产；售价仅需十几万元的特斯拉新车型已经在路上。在前后夹击后，蔚来子品牌能够撬开多大的市场？","news_type":1},"isVote":1,"tweetType":1,"viewCount":971,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":612904980,"gmtCreate":1652107316240,"gmtModify":1652107521899,"author":{"id":"3505629055430392","authorId":"3505629055430392","name":"甜甜甜91","avatar":"https://static.tigerbbs.com/b7219f96fb2945a496ec4046f141d40d","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3505629055430392","authorIdStr":"3505629055430392"},"themes":[],"htmlText":"😭","listText":"😭","text":"😭","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/612904980","repostId":"1196129150","repostType":2,"isVote":1,"tweetType":1,"viewCount":628,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":612905781,"gmtCreate":1652107298243,"gmtModify":1652107517498,"author":{"id":"3505629055430392","authorId":"3505629055430392","name":"甜甜甜91","avatar":"https://static.tigerbbs.com/b7219f96fb2945a496ec4046f141d40d","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3505629055430392","authorIdStr":"3505629055430392"},"themes":[],"htmlText":"这是要血洗么😭","listText":"这是要血洗么😭","text":"这是要血洗么😭","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/612905781","repostId":"1196129150","repostType":2,"isVote":1,"tweetType":1,"viewCount":897,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":601050528,"gmtCreate":1638461357387,"gmtModify":1638461357387,"author":{"id":"3505629055430392","authorId":"3505629055430392","name":"甜甜甜91","avatar":"https://static.tigerbbs.com/b7219f96fb2945a496ec4046f141d40d","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3505629055430392","authorIdStr":"3505629055430392"},"themes":[],"htmlText":"<a 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