AutoBeta(AutoBeta.net)02/06 Report--

It seems confident enough that the situation is in jeopardy, from a series of setbacks and difficulties such as the failure of a number of financing plans, massive layoffs and bottoming out of the company's share price to breaking the $90 billion mark. Recently, in a CCTV media program, Li Bin revealed that NIO will target the BBA market and hopes to achieve one-third of the world.

It is understood that this is a program attended by many "entrepreneurial celebrities", including Li Bin, founder of the automobile industry, and he Xiaopeng, founder of Xiaopeng Automobile. According to the content of the previous first program, it tells how Li Bin and NIO survived the danger of the situation. The second episode will be broadcast on February 6th, tonight.

According to the CCTV forecast, Li Bin will review the performance of NIO in 2020. Li Bin said that its car sales have doubled compared with 2019, but the car supply chain is complex, and it will take some time to expand production capacity. The following year still needs to be "stable."

At the same time, the program also mentioned that in the face of the price reduction of competitive products Tesla, once again explained why NIO did not reduce the price, because that would hurt the feelings of old users.

In the program, Li Bin also specially explained the "Porsche": "it was more than 20 years ago that I visited the Porsche factory. At that time, I thought there was a big gap between us and Europe." Now, made in China has really reached a very high level in many ways. "

It is worth noting that this program also records the communication between Li Bin and Li Ning during the previous activities of NIO DAY, in which it is mentioned that the market that Lai aims at in the future is the market of luxury brands Mercedes-Benz, BMW and Audi, and hopes to achieve one-third of the world in five years.

Although it is said that sales of Xilai increased frequently in 2020, delivering a total of 43728 new cars for the whole year, achieving an annual sales growth of about 112.6% over the same period last year, and becoming the highest-selling car company among new power car companies, there is still a big gap compared with traditional first-tier luxury car companies.

According to the full-year sales of first-tier luxury brand BBA in 2020, all three car companies exceeded 700000 vehicles, and even Audi, with the lowest sales, reached 726300 vehicles, which is 16 times that of NIO. However, if Xilai grows at more than 100 per cent a year, it will reach nearly 700000 of sales within five years, but whether it can maintain a growth rate of more than 100 per cent a year will also be a challenge.

At present, the performance of Wulai sales is only below that of second-tier luxury brands, with the highest sales of Cadillac in 2020 at 230000, and the closest to the Lincoln brand, with annual sales of 61700, ranking fifth among second-tier luxury brands. second only to Lexus, Red Flag and Volvo.

However, with the development of the new energy vehicle market into the fast lane, the demand for new energy vehicles is also rising, and the domestic stock market is also transforming to the high end. As for whether there is any "magic" to turn this group into NIO brands, rather than luxury brands, it also needs to be considered. After all, luxury brands have a certain brand effect in the domestic market.

Although sales are not as good as luxury brands, the market capitalization of NIO has increased. According to relevant statistics, the share price of NIO has risen tenfold in the past year and currently has a market capitalization of US $89.1 billion, ahead of many established car companies such as BMW, Mercedes-Benz and SAIC. Thanks to the financial support of the Anhui municipal government, the financial problem of NIO has been significantly alleviated. After the second half of 2020, under the tuyere of the capital market, the share price of Xilai once soared.

It is undeniable that electrification and intelligence have indeed become the future development direction of the automobile market. With the development of the automobile market, it has become a major trend for electric vehicles to replace fuel vehicles. As a leader in the field of car-building brands and even electric vehicles, the future development of Ullai is indeed full of imagination. However, in the bubble economy, as the tide of capital fades, it will continue to develop in technology, products, and so on, but its overvalued market value may have overdrawn the development performance in the next few years, which will take a long time to fill to prevent the bubble from bursting.

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