Can the "self-tourists" in Yinan, Li Can have the opportunity to realize the "freedom" of making cars?

There are always industries that are getting old, but the automobile industry is always young, and new stories happen every day.

Like "spiritual opium", the new car-making movement in the past two years has attracted many high-quality middle-aged men who have achieved financial freedom, including Baidu, Xiaomi, 360 weeks, and then Mavericks.

? 1215,2021weilai three days ago, Li Yinan brought a new brand launch without a new car (the prototype was not made public).

On-site, Niu Innovation Energy Technology Co., Ltd. released the youngest new car brand in China, named "NIUTRON" in English, and announced that the first product NV will be listed in the first half of 2022 and accepted for booking, and delivery will begin in September.

In April of 20 15, when this gentleman founded Mavericks electric car, he threatened that Mavericks was his "last venture".

Then, Li Can Yinan, who broke his word this time, led the "self-propelled" to achieve "freedom" in the unfamiliar and highly competitive high-end electric vehicle manufacturing?

It is extremely difficult for a "self-walker" to successfully copy a calf.

In the past five years, the rapidly expanding electric car track has attracted all kinds of capital, and new forces have sprung up, trying to win their own share of the cake from traditional manufacturers and friends with new forces in transition.

In this industry background, it is not surprising that a new power brand suddenly "emerges". Self-help tour has been the first brand of making cars in recent years.

However, the identity of founder Li Yinan still attracts the attention of self-help tourists to a certain extent.

Most people are familiar with this gentleman. /kloc-entered the junior class of Huazhong University of Science and Technology at the age of 0/5, became the vice president of Huawei at the age of 27, returned to Huawei after failing to establish Harbor Network at the age of 30, switched to Baidu and Jinshajiang Venture Capital at the age of 38, founded Mavericks electric vehicle at the age of 45, and was imprisoned for insider trading of A shares in the same year. At the age of 48, he became a partner of Meihua Angel Venture Capital.

In Li Yinan's own words: "My life is like a roller coaster."

Perhaps, in an ordinary consumer industry with a "simple" business model, such as Mavericks electric car, Li Yinan has such a legendary life experience that a group of fans can pay for his inspirational story.

However, "paying for feelings" has an innate ceiling, and the cost paid by consumers to buy feelings is directly proportional to the difficulty of entrepreneurs selling goods.

It happened that Li Yinan entered the high-end electric car track with extremely high entry threshold, the longest and most complicated purchase decision, and the most test of consumers' minds.

At the media communication meeting of self-help tour, Li Yinan also said frankly, "(Mavericks have no experience of self-help tour), these two things are completely different." "The complexity of the automobile industry is not one order of magnitude, nor two orders of magnitude, but three orders of magnitude, so I also want to borrow (the successful experience of Mavericks), but I really can't borrow it." "For ultra-high-value durable consumer goods such as automobiles, the decision-making cycle of any consumer is very long."

In short, the Mavericks electric car with an average unit price of only a few thousand yuan can be "easily" successful, while the high-end electric cars with hundreds of thousands of self-help tours are extremely difficult. The successful experience of the former is hardly helpful to the latter.

Another interesting detail is that some administrative examination and approval procedures, including qualifications, have not even been completed.

Here, it is inevitable that people will be suspected of "rushing into battle before coming to Japan" and "scraping traffic". After all, Changzhou, where the factory is located, is only100km away from Suzhou, where Weilai Day will be held in three days.

Without the brand launch of new cars, the "confidence" of products and technologies is questionable.

Judging from the launch of other high-profile new automobile brands, in addition to bringing the first or even a variety of heavy products, it will also engage in some new technologies that are difficult to mass-produce in the short term.

In addition, from the form of holding, in order to attract users' attention, such conferences are generally big. After all, giving the media a "gimmick" can sometimes get twice the result with half the effort.

For example, when Weilai 2065438+2007 invested 1 100 million yuan to hold the first Weilai Day, in addition to ES8, a number of investment platforms were invited, and the NIO brand became an instant hit.

Even if you keep a low profile, you should hold a press conference for hundreds of people.

However, this self-help tour conference seems to be unique. There is no public release of the prototype, no technical dry goods, and no other heavy information release. It is difficult to find the bright spot in the whole process.

There are even on-site peers teasing, and there are even more on-site staff than on-site media.

Let's briefly review the brand launch conference that even the prototype has not been made public, and sort out some valuable information for everyone.

The first round of self-help tour financing is 500 million US dollars, which will build its own sales channels and start to build a user operation system. The first model NV is positioned in the middle and large high-end SUV and will be delivered in September next year. The new car adopts the urban-off-road integrated design style (according to the on-site friendly media, it looks like a Land Rover model), with two kinds of power: extended range/pure electricity, and does not provide lidar technology.

Seeing this, you may question: "It's been 202 1 year, and you still dare to hold a car launch conference without' products' and' technology', or an electric car brand positioned in the high-end market."

According to normal logic, there are generally three possibilities for this situation. One is that you think your product and technology are "moderate" (Weilai ET5 released in a few days may be amazing), and the other is that it has not yet reached the right release time and there are big moves.

But judging from the communication under the stage, the first possibility seems to be greater. After all, Li Yinan has made it clear that "the first model NV is not equipped with hardware such as laser radar" and "the self-help tour NV cannot meet the needs of consumers with such high-level driving assistance hardware".

Hardware, no comparison, no harm.

Last month, when Great Wall, the leader of its own brand, released the first model of Salon brand-MechanicalDragon, it caused a heated discussion with the first model equipped with four laser radars and the unique retro modern combination style in the industry, and even "Please don't talk under four" became the talk of the industry for a time.

Changan Automobile, another independent leading enterprise with poor marketing, also released a series of hard-core parameters when it released Aouita, such as the first model Aouita 1 1 000, which accelerated in less than 4 seconds and achieved advanced intelligent driving with the top computing power of 700km+400 tops, not to mention the second largest shareholder of Aouita, Contemporary Ampere Technology Co., Ltd., the original shareholder Weilai Automobile and Huawei.

Better than the Great Wall and Changan Automobile, you have to work so hard to get out of the position. Here, it is even more difficult to understand the "confused" behavior of this self-help traveler at this brand launch conference.

The high-end electric rail is overcrowded, and the prospect of self-help tour is hard to say optimistic.

Look back at the high-end electric vehicle market that the self-help tour wants to enter.

Different from Weilai 20 17, when it officially entered the market, the supply of high-quality products was seriously insufficient and the penetration rate of new energy was extremely low. Today's high-end electric car track has long been overcrowded, and the market competition pattern has a solidified trend.

At present, Tesla, Weilai and Ideality almost monopolize the 30W+ high-end electric vehicle market, and their position in the high-end electric vehicle market is equivalent to that of Mercedes-Benz, BMW and Audi in the luxury fuel vehicle market, with a market share of about 70%.

At the same time, Tucki, a new force that began to explore products, BYD's high-end brand with strong system competitiveness, Geely Extreme Krypton, Great Wall Salon and Xiaomi, who are not short of money, as well as the national team's Changan Aoweite, Dongfeng Lan Tu, SAIC Zhiji and GAC Aian high-end series (in preparation) have also sharpened their swords.

Better than Mercedes-Benz, BMW and Audi, the three luxury brands can only watch Tesla, Weilai and Ideality eat the market that should belong to them. Coupled with several other high-end brands hatched by independent leading enterprises, this has almost blocked the path for other newcomers to succeed in the high-end electric vehicle market.

From this point of view, besides the personal aura of founder Li Yinan, it can tell a good story, more important factors (for example, the competition pattern of high-end electric vehicle industry is gradually solidified, the homogenization competition is serious, the technology and products are strong, and enterprises need a lot of funds and reserves, but self-travel has just completed the A round of financing) seem to be occupied.

Of course, perhaps in the future, not only go on road trip, but any other brand that wants to enter the high-end electric vehicle market will almost lose the possibility of successfully replicating "Weilai" and "Ideal" again. After all, the original market soil no longer exists.

For self-help travel, it is possible to be more diligent in strategy and better understand users in tactics.