The sales volume has exceeded 10000 in recent months, and the capital situation has improved. Nezha automobile has become a dark horse among the new forces of car making.
Recently, Nezha automobile announced its sales volume in January. According to the data, Nezha sold 11009 new cars in January, an increase of 402% compared with the same period last year. In addition, since November last year, the monthly delivery volume of Nezha automobile has remained above 10000, which also means that Nezha automobile has entered the head field of the new forces of car making.
surround the city from the countryside
In fact, from the performance of Nezha in 2021, it can be seen that Nezha's leap to "dark horse" has long been heralded. In 2021, Nezha's annual cumulative sales reached 69674 vehicles, a year-on-year increase of 362%. Specifically, 49646 Nezha V-series models and 20028 Nezha U-series models will be delivered in 2021.
Since its establishment, cost performance has been the main selling point of Nezha automobile, which has also led to the relative sinking of the market of Nezha automobile. The price range of Nezha N01, the first product of Nezha automobile, is 60000-75000 yuan. Since then, including Nezha V-series and U-series products, the price range is also 60000-150000 yuan. This price range is for some low-level cities and more emerging automobile time-sharing rental platforms.
However, this way of playing through sinking the market as an entry point has also exposed some problems. First of all, this kind of "price for market" sales method will make the product lack of function. The lower price leads to the inability to improve the cost of Nezha car. It has no advantage in intelligence, and even has a slight disadvantage in automatic driving. Secondly, the layout of low tier cities will lead to insufficient brand awareness. Users in low tier cities tend to pursue cost performance, while users in large cities prefer products with personalized appearance and stronger intelligence. Nezha automobile did not have such competitiveness at the beginning. Therefore, it is difficult to compare with the three new forces of car making, and even rivals such as Weima automobile and Zero run automobile. In this regard, Zhou Jiang, vice president of Nezha automobile and President of the trading company, frankly said that because Nezha's first product N01 is more oriented to the low-line market, Nezha first entered the third and fourth tier cities and did not plan ahead for the first and second tier cities.
Therefore, at this stage, Nezha still needs to harvest more users and establish brand influence. Zhang Yong, co-founder and President of Nezha automobile, said that at present, Nezha automobile has only achieved the sales style of laying out the third, fourth and fifth tier cities through lower market prices, and has gained certain advantages in the middle and low-end market. However, compared with the giants who have invested heavily in attacking cities and land, Nezha automobile still has a lot to do. The first is to establish brand influence; The second is to develop and operate the channel well and build the system well; The third is to do a good job in service and user experience while expanding the market on a large scale. In short, we should spend money on the blade, pay more attention and achieve the ultimate. Only by fighting to death and living to death can we have a chance to win.
improve the brand
After making preparations to expand the market, Nezha automobile began to transform into a medium and high-end brand. In October 2021, Internet giant 360 officially announced that it would take a stake in Nezha automobile for 2.9 billion yuan and hold 16.594% equity of Nezha automobile. This means that Nezha will also conduct in-depth cooperation with Nezha in the field of automobile networking. In terms of technology, Nezha automobile and Huawei signed a comprehensive cooperation agreement in August 2021. The two sides will carry out comprehensive cooperation in the fields of intelligent networking, on-board computing, intelligent driving, digital energy and cloud services based on key technologies such as the Internet of things, cloud computing and big data informatization. As the first model of cooperation between the two sides, Nezha s, which will be launched next year, will apply Huawei MDC intelligent driving computing platform and lidar technology, and the price will be less than 200000 yuan.
In terms of battery technology, Nezha also received strategic support from Contemporary Amperex Technology Co.Limited(300750) in November 2021. This means that Nezha automobile can not only solve the problem of battery shortage, but also further reduce the product cost by taking advantage of Contemporary Amperex Technology Co.Limited(300750) in the industrial chain.
From this point of view, Nezha car has obviously entered a red sea. Whether it is 360's shareholding or its cooperation with Huawei and Contemporary Amperex Technology Co.Limited(300750) , it shows Nezha's determination to make progress. Zhang Yong admitted that in terms of intelligent technology, it is indeed a little late compared with other new forces of car making, but it also has the advantage of being late. "Standing on other people's shoulders, you can avoid some detours".
In addition, Nezha also began to increase investment in automatic driving. It is understood that by the end of 2021, Nezha's autopilot and intelligent cockpit team had combined more than 600 people, and it is planned to have more than 1000 people by this year. According to Zhou Jiang, Nezha launched the "plan of thousands of people and tens of billions" in 2021, that is, recruiting 1000 talents in intelligent technology and investing 10 billion yuan in R & D funds, which will probably level the gap this year or next year.
While lowering the gap with medium and high-end brands, Nezha is also preparing its own IPO plan in order to raise more funds for product research and development. According to relevant media reports, Nezha plans to raise US $500 million before listing on the Hong Kong Stock Exchange and is currently cooperating with financing consultants. In this regard, Nezha said: "no news." In November 2021, Nezha automobile was accused of listing on the Hong Kong stock exchange or raising US $1 billion. In October of the same year, Nezha automobile announced that it had completed the D1 round of financing of 4 billion yuan.
Bai Yiyang from the international research department of China Merchants Bank said: "since Weima automobile failed to land on the science and innovation board in 2021, the new forces of car making began to seek other listing ways to open financing channels. Listing in Hong Kong can meet the access conditions of Shanghai Hong Kong stock connect and Shenzhen Hong Kong stock connect, so that A-share investors can use the stocks of Hong Kong stock investment companies to open the channel of Chinese capital docking."
