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Editor’s note: This article is originally written by Pioneer State, and the authors are Chu Chunxi and Yang Xuanran.

If the entire industry is divided into main vessels, branch vessels and capillaries, then the online and offline business has completed the integration of main vessels and branch vessels in recent years, and the remaining capillaries are the chosen market for community group buying.

And these capillaries will eventually be "figured out, tied up, and turned into branch vessels", that is, operated by more refined supply chains. Once that happens, the market for community group buying will face greater challenges.

"We don’t think this trend will last long," said one investor familiar with new retail.

The short-lived "trend" in his mouth is "community group buying". After sharing bicycles and leaving chicken feathers on unmanned shelves, community group buying seems to have become the last ripple in the consumer industry in 2018.

In the two months from August to October this year, about 2 billion RMB entered the field of community group buying one after another. The industry is moving forward with capital, and it is unclear whether capital has achieved trend or trend has driven capital. For a time, it seems that all eyes in the venture capital circle are glued to "community group buying".

In fact, community group buying is not new. It uses the head of the group as the sales node to provide household consumer goods mainly fresh fruits to the residents of the second-, third- and fourth-tier communities through "online pre-sale + offline self-pickup". It is similar to the previous micro-businesses, and it is also a bit like the fire sales organized by merchants near the community in the past. But no matter what the model is, what we cannot deny is that in the second-, third-, fourth- and fifth-tier cities, a new "melee" is being staged.

01 Dig "Leader" melee

As a key node for obtaining traffic, the head of the team is the core of every community, not only the link of transactions and the guarantee of last-mile delivery, but also the after-sales function. Therefore, the head of the team often becomes the key in this competition.

The old farmer is picking fruit

So, how to maintain the stickiness between the head of the team and the platform, prevent the head of the team from being poached, and even how to prevent the head of the team from running away with traffic, is almost every community group buying company needs to think about the problem. Among them, it involves various issues such as benefit distribution, value output, traffic control and so on. "In the final analysis, excellent head of the team is a scarce resource," said a consumer investor who did not want to give his real name.

In mid-2018, Li Kai registered a WeChat account with a feminine nickname and avatar, and then used this WeChat account to sign up for the recruitment of the head of the competitor. Generally, community group buying companies will build a head group in order to facilitate communication and management. Li Kai signed up as the head of the group, and after success, he was pulled into the group, and hundreds of the heads of the group would become the objects he pried away.

In the early days of wall digging, Li Kai used a stupid method: first find the warehouse of the competing product, and then follow the delivery truck of the warehouse all the way to each community, so that almost the head of the entire line would be locked by Li Kai.

In fact, with the intensification of this competition, in the front-line battlefield of competing for traffic, information is becoming more and more transparent. Core secrets such as "contact information of the head of the team" can be bought from the other party’s employees for only a few tens of thousands of yuan.

Obtaining contact information was often only the first step, and how to find success was the key. In order to convince the other party to successfully surrender, they used all kinds of methods, even went to the head of the group’s house, gave them tasting goods, bought toys for the children, helped with housework, and invited them to dinner… After the other party agreed, they continued: "Sister, please introduce me to a few more heads of the group."

Li Kai’s company had sent 40 boxes of fruit worth more than 100 yuan to try out a group leader in Shanghai. It started with one box a day, then changed to two boxes a day, and then increased to three boxes a day, until the other party said: "Don’t send it, I will do it." Later, the group leader became the number one order in East China.

Of course, in order to prevent their leader from being pried away and traffic loss, group buying companies have also come up with various tricks. Dai Shanhui, founder of Food and Enjoy Club, said that all community group owners of Food and Enjoy Club are regular employees of the company. The ownership of the WeChat group belongs to the company, and the leader can be replaced, but the ownership of the WeChat group remains unchanged. This reduces the loss caused by the personal flow.

For example, the community partners would be graded, and the new community partners would have to enter the boot camp for training. At the same time, different levels of community partners would have different assessment criteria and commission ratios. For the top community partners, the Ten Hui Group would sign an exclusive agreement.

You, me, your chairperson Liu Kai

You, me, and you have established a standardized training system for the head of the team, from how to start a group, to how to increase sales, and even how to become a community KOL, the whole path is a set of ladder growth routes. The head of the team with different abilities can receive different guidance. "Most of the head of the team are mothers, and they are very lonely at home. This job allows her to gain money while also improving her social value and family status." Liu Kai, your chairman, said.

An investor who has invested in two leading group buying companies believes that the most important thing to maintain the head of the group is to establish a reasonable balance of interests. "Why is the head of the group willing to work hard for you? The most important thing is that he can make money." This just fits the operating logic of Community Music. Community Music is an internal incubation project of the comprehensive e-commerce platform "Gejia Network". In an interview with the media, Li Xiao, chairperson of Gejia Network, said that he hopes that the head of Community Music can have more income, and other platforms of Gejia Network can simultaneously empower the head of Community Music to ensure that the small district head has at least two or more income.

02 The pursuit of capital

In early September 2018, Changsha had not yet dissipated the midsummer heat, and the cloudy weather for several days was slightly hot. At this time, the Prosperity Preferred team welcomed Xu Xin, the founder of Today Capital, the "Queen of Venture Capital". The track of "community group buying" has been under Xu Xin’s attention for a long time, and the purpose of this trip is to inspect the community e-commerce project hatched within Furong Prosperity – Prosperity Preferred.

Later, Zhou Yingjie, the co-founder of Xingsheng Preferred, recalled that "everyone talked from 2:00 pm to 4:00 am the next day, and both parties were very interested and did not feel tired." In addition to asking in detail about the company’s startup history, operation status, future plans and so on, Xu Xin also asked many pointed questions.

After 14 hours of detailed discussion, Xu Xin signed the TS on the spot. After half a month, the due diligence team of Today’s Capital conducted a comprehensive investigation of the project. At the end of September, the two parties officially signed an investment and financing agreement. Xingsheng Preferred received tens of millions of dollars in financing led by Today’s Capital, Jinshajiang Venture Capital, and Zhen Fund.

From August to December, community group buying financing projects are endless. In addition to the above-mentioned prosperous selection, the financing amount of you and me, Shihui Group, Food and Enjoy Club, and Squirrel fight is more than 100 million yuan, and Community Music has received the largest financing in the industry of 108 million US dollars.

Community group buying project financing overview

For the community group buying project "Ten Hui Group" incubated internally, Chen Ying, founder and CEO of Good Things, believes that in the Ten Hui Group model, community leaders assume more performance functions, and in the future, this group can assume more functions, such as content, training, product selection, etc., and may derive new models.

A first-line investment institution managing partner said that the community group buying model not only has characteristics in user acquisition and relationship maintenance, but also breaks through the original model in the performance of transaction orders, achieving efficiency and cost optimization.

Zhu Xiaohu, managing director of Jinshajiang Venture Capital, which invested in Xingsheng Preferred together with Today Capital and Zhen Fund, once said, "We looked at all the projects and companies, and the logic is very simple. It is established. The main reason why it was difficult for e-commerce to make money in the past was that it had to be shipped one by one, and the logistics cost was very high. The reason why community group buying can rise is because the business model is very healthy. It saves a lot of costs by pulling together the orders of customers in a community at one time, which is to make a profit. In addition, the platform hardly needs to spend money to acquire customers. It allows the head of the team to acquire customers locally, and then finally distributes it, and allows part of the benefits to the head of the team. This model is (attractive) for customers in second- and third-tier cities

For the project, the entry of capital not only provides them with food and ammunition, but also forms a good endorsement for their promotion, thus further obtaining resources and flows.

With the blessing of capital, in order to compete for territory, "mergers" are staged among these companies from time to time. Among them, the most representative is the Food and Enjoy Association, which has merged more than a dozen companies.

"Mergers can make the scale reach a certain number of levels in a short period of time, and it can" come to the table ". [But] it doesn’t help the business model and value itself much." In an interview with the media, Wang Peng, the founder of the Ten Hui Group, put it bluntly.

Still, in the past few months, the region’s top start-ups have all but been carved up. "Now the top groups have been divided almost by everyone," Mr. Wang said. "There are seven provinces that are doing well: Shandong, Henan, Jiangsu, Zhejiang, Jiangxi, Hunan and Hubei. The top three influential companies in each province are the top three, with a total of more than 20 companies, and the division is almost complete."

Regarding the merger, an investor who invested in two group buying companies held a negative view, "In the merger, there are some projects to VC, and several teams are pieced together. You work in Jinan and I work in Wuhan. On the surface, the team can be gathered quickly, but in the future, the cohesion of this team will have a great risk of collapse."

03 Test of operational capabilities

"The core barrier of community group buying is operation, which is stronger than anyone’s fine operation ability," said Yang Ge, founder of Xinghan Capital. Because in Yang Ge’s view, the reason why community group buying appears is the market demand formed by the middle ground after both online and offline are integrated.

Differentiation Analysis of Project Models

Yang Ge said that the integration of business began offline, driven by real estate and brand chains, which was gradually formed and completed two or three decades ago, while in the past ten years, e-commerce plus group buying, and O2O The way to complete the online integration, then there are some local areas, the mobility of offline goods is slow, the degree of commodity standardization needs to be improved, and the logistics cost of the last mile is high, so the buyer’s price sensitivity and convenience have not been satisfied. Therefore, community group buying has been iterated in this middle ground.

But it is not a mainstream model, and its characteristics make it difficult to standardize and integrate. "The culture, degree of standardization, logistics costs, and user preferences of each region are different, so it is more difficult to integrate, and it is difficult to form a big brand and perfect system."

A managing partner of a first-tier capital believes that the most important thing that community group buying companies should have is supply chain capabilities. "Most companies do not have supply chain capabilities. Once they expand across regions or grow in a single city, the specific performance will be huge losses."

From the current situation, several leading projects are born out of large companies with supply chain resources, such as Ten Huituan was incubated from community e-commerce, and about 50% of the supply chain resources in the early days came from having good things; Community Music was incubated from Gejia Network, founder Ma Xintong said that basically all mainstream cities across the country have the basic supply chain of Gejia Network Group, which is enough to support the current front-end business of Community Music.

Ma Xintong, founder of Community Music

According to media reports, there are more than 13,000 convenience stores in the country, and there are many landing convenience stores and supply chain resources. Also starting in Changsha, Xingsheng Preferred chose community convenience stores as sales nodes.

In addition, what kind of category to enter from is also crucial. Since the digestive capacity of the community is limited, up to 20 products can be launched a day. Too many categories and too frequent sales will greatly reduce the benefits. According to the information obtained from the interview, you, me, Squirrel, Neighborhood One, and Ten Huituan all have about 20 SKUs online every day.

At the same time, fresh fruits, as a high-frequency rigid demand category for household consumption, have become the first choice for drainage of various projects. In different seasons, you and I will choose to launch different popular categories such as Aksu apples and Guangxi sugar oranges for drainage; in the early stage of the ten Hui group, it used popular products provided by good things for hot start; similarly, squirrel neighbors, which mainly focus on fresh fruits, snacks, specialty gifts, etc., account for 60% of fresh food; in addition, in order to enhance the revenue of the head of the group and the platform, Community Music has also introduced products with high unit price of home appliances.

Chen Ying, founder and CEO of Good Things, said that the community group buying model is a selected model. When entering second- and third-tier cities, it is difficult to sell fresh food casually purchased from the local wholesale market and sold in the community. Only fresh food with different tastes can cut the market.

04 is essentially a marketing tool

"A lot of times, user experience is not necessarily cost-effective, it may be service ability, it may be emotional consumption, herd psychology, so there is psychology in it, and it may also be some marketing methods," said one investor.

These comprehensive factors have created some capital’s optimism about community group buying tracks. But Yang Ge believes that although community group buying is a good business during this period, its investment value has yet to be verified by the market. In fact, from 2014 to the present, the trends that have emerged are accompanied by some bubbles, and the life cycle of trends is getting shorter and shorter, from last year’s new retail, unmanned retail, to the Mini Program at the beginning of this year.

For investment institutions, the "kinetic energy" and "energy" of a trend are the key to survival time. For example, the "Mini Program" trend that only lasted for four or five months is the behavior of specific companies using specific technology implementation products, so it is difficult to generate large kinetic energy. The "kinetic energy" of community group buying seems to be weaker, because it is the only small business trend formed within this stage after the flow dividend of the entire Internet wave and the business model dividend of the entire (online) group buying fade. Whether this wave of dividends can be used to extend to the upstream and downstream of the industrial chain for more development is a more important test in the future.

Community group buying seems to be more like a marketing method. For brands, promotion through community group buying enhances the liquidity of inventory; for consumers, their price sensitivity is satisfied.

But after all, it is after the Internet dividend, offline business was hit, counterattacked, and then borrowed the Internet idea in this stage of the short-term product. If the entire industry is divided into main vessels, branch vessels and capillaries, then, in recent years, online and offline business has completed the integration of main vessels and branch vessels, the remaining capillaries, is the community group buying the choice of the market.

And these capillaries will eventually be "cleaned up, tied up, and turned into branch vessels," that is, operated by more refined supply chains. Once that happens, the market for community group buying will face greater challenges. "Although it may be a slow process, the entire stock market will gradually shrink," Yang Ge said.

But perhaps, in the future, community group buying will become a tool like group, live broadcast and other traffic acquisition forms, rather than appearing in the form of independent projects, such as future unmanned retail stores can also carry out community promotions.

"In the future, it is very likely to evolve into LBS (Location Based Service), which is a kind of automated placement based on location, or like sharing, it will eventually find that the cost structure is difficult to maintain, and eventually return to online and offline formats." Yang Ge said.

There are many people who are popular, and this time it seems that it is Brother Xiao Yang’s turn.

Brother Yang once revealed in his appearance that someone was suppressing him, and his own interests were affected.

So ask the boss to let himself go during the appearance. There are different opinions on the object of suppression.

Some people say it’s Joy Media, while others say it’s Xiang Tai.

But who exactly wants to suppress Brother Yang, everyone is still guessing, and the truth is still unknown.

Brother Yang’s popularity was a household name, but it was also closely related to his own efforts.

But many capitalists have long been red-eyed and began to envy Brother Yang, who has hundreds of millions of fans.

There are no shortcuts to success.

Everyone relies on hard work to achieve everything they want, and malicious competition and suppression are never the final path to long-term development.

Never smelled a hit, everything was worth it

Brother Yang’s popularity has never been achieved overnight, and he has also gone through many hardships to achieve the current Brother Yang.

In the early stage of making short videos, Brother Yang registered as Crazy Brother Yang, and the short video content is based on very simple family routines.

But with the release of numerous videos, a funny video has gone viral on the Internet.

This allowed Xiao Yang to find business opportunities.

Therefore, Brother Yang and his twin brother, as well as a family of young and old, started a daily funny atmosphere.

It has also gradually gained a certain fan base.

Later, Brother Yang officially entered the Douyin platform, created short videos, and established his own company.

However, due to its own lack of experience and poor management, the company went bankrupt.

Brother Yang had to start again and re-engage in short video making.

And with the accumulation of experience between the big Yang together with the establishment of Hefei three sheep Network Technology Co., Ltd.

In the process of making short videos, Brother Yang never forgets to convey happiness to everyone.

The two also started a very humorous and funny "reverse delivery" appearance, which was loved by countless fans.

It is precisely because of Brother Yang’s unique way of bringing goods that he has become a dark horse in the camera circle.

Appeared on camera to sell goods, and achieved fruitful results

Afterwards, Brother Yang officially launched the "Local Love, Yan’an Soul" on the Douyin platform.

We are enthusiastic about helping local residents sell their local products.

During the two-hour appearance, the number of viewers exceeded 20 million, and the total sales reached 17 million yuan.

Behind Pei Ran’s achievements is people’s trust in him and the quality of his products.

This appearance not only allowed more people to understand the local customs of Yan’an, but also increased the benefits for the local people.

It has promoted the development of the local economy and provided benefits to countless people.

Brother Yang has also donated money many times to help various charitable activities and demonstrate his responsibility and responsibility.

Do your best to help more people in need.

The massive floods in Henan have left countless people homeless and in extreme shortage of supplies.

Brother Yang worked with the whole family to deliver supplies and did his part to ease the disaster in Henan.

With great ability comes great responsibility.

Brother Yang and his team are silently dedicating their strength to bring warmth to those in need.

Suppressed by the boss, he came out to ask for mercy

Brother Yang mentioned in a photo appearance that a business boss was messing with them and hoped that the business boss could let him go.

It can be seen that this boss is not simple, and his impact on Brother Yang’s company is not small.

In a place where high returns can be obtained, no one is jealous, and countless commercial capital wants to insert it and get a share of the pie.

Brother Yang once expressed his views on the suppression: respect facts and convey happiness.

It can be found that the business boss is suppressing him in the form of "fabricating lies".

It is also possible that during Brother Yang’s appearance, a certain behavior or concept was caught by others.

In response to the suppression, various netizens have also proposed their own guesses.

No matter who wants to suppress Brother Yang’s company, what is the truth of the matter?

We all hope that companies that strive for the well-being of Internet users can operate in accordance with the principle of honesty and trustworthiness.

In the face of competition from peers, companies can only develop better management mechanisms and the ability to respond to crises.

Stick to the original intention and move forward

Brother Yang’s short video appearance has not been smooth sailing.

Midway through the process of company collapse, but this did not become a hurdle for him to give up short videos.

On the contrary, he strives to summarize his own shortcomings in the course of business.

Only then did the current company go further and further, having a profound impact on society.

He and his team adhere to the principle of delivering happiness.

To bring happiness to more people, he also pays attention to the quality of the products, carefully selecting each item for sale.

Three Sheep Company established its own brand.

As soon as "Xiao Yang Zhenxuan" was launched, the number of breakthroughs exceeded 10 million, and the Xiao Yang team will build more of their own brands in the future.

Follow me and bring you more exciting content.

Responsible editor:

　　Welcome to the WeChat subscribed account of "Sina Technology": techsina.　

　　Text | Jia Haonan

　　Source: Smart Car Reference

　　NIO didn’t dare to lose any more.

　　CEO Li Bin only commented in Europe a few days ago that Tesla "will be eliminated soon", but now after the earnings release, he is determined to "learn from Tesla".

　　Previously, it was insisting on high-end benchmarking BBA, but now it is pinning its hopes on affordable mass brands.

　　Instead of "hedging" losses with growth, it now promises "profitability within a year".

　　This change is because NIO suffered the most tragic loss in history in the third quarter. In a word, the summary is that the most sold car loses the most money. Every car sold, you have to lose 130,000 yuan.

　　NIO’s 2022 third-quarter earnings report sent an unprecedented signal.

　　Latest Bin Yan Bin Yu

　　At the analyst meeting after the earnings report, what did Li Bin have to say?

　　First, in response to the recent uproar over Tesla’s price cuts:

Tesla’s price adjustment is nothing new, and demand for NIO products has not fluctuated. Tesla’s Model 3 and Y and NIO products do not belong exactly to the same price range, so its price cut has not had much impact on NIO.

　　Brother Bin doesn’t care, because Model Y and NIO are selling models, not players at the same table.

　　What Brother Bin really cares about is how to explain NIO’s current performance and how to maintain the confidence of the outside world in NIO.

　　Therefore, the words of Bin Yan Bin this time can be roughly divided into two categories: interpretation and Flag establishment.

　　His explanation for the decline in gross margin is:

Gross margins are challenging this year, mainly due to battery prices. Lithium carbonate prices hit new highs,

Every time the unit price of lithium carbonate decreases by 100,000 yuan, our gross profit margin will increase by 2%; if the unit price of lithium carbonate decreases to 400,000 yuan, the gross profit margin can increase by 4 points.

　　The unprecedented loss, Li Bin believes, is due to rising R & D spending.

This is part of the NIO plan. The increase in R & D investment in the third quarter is mainly due to the increase in R & D investment in batteries, chips and other fields. Next, NIO’s R & D investment will basically remain at the level of 3 billion yuan per quarter.

　　And this part of the R & D investment also includes models from NIO’s two mass-priced brands.

　　One covers the 20-300,000 range. The other covers the 200,000 range.

　　How can these two brands drive up gross profit? Li Bin euphemistically expressed the meaning of "learning from Tesla BYD".

For a mass market, it can be very difficult to achieve 20-25% gross profit without vertical integration capabilities.

　　The so-called vertical integration refers to the cost reduction achieved through self-research and investment in key supply chains like Tesla and BYD.

BYD Tesla’s batteries and many components are vertically integrated. NIO has been developing AD (autonomous driving) chips, and the current team size has reached 500 people.

　　NIO recently established NIO Battery Technology (Anhui) Company, whose main business includes battery manufacturing and sales, and the chairperson is Li Bin himself.

Gross margins of 25-30% are not a problem in the long run.

　　The above is the first Flag of Bin Goli. We will insert an eye first and check it next year.

　　In addition, another important commitment is to "achieve break-even of the NIO brand in the fourth quarter of next year".

　　In addition to "vertical integration", the most crucial means is the launch of new models early next year.

　　"A total of 5 models", including the replacement "866" three models ES8, ES6, EC6, and two new brand models.

　　And "in the mass market, I hope that the monthly sales of bicycles can reach 50,000."

　　To summarize, Li Bin will have to hand in these assignments next year:

1) Five new cars, the first half of the deadline.

2) Two new mass-market brands with monthly sales of 50,000.

3) By the end of next year, the NIO brand will break even and start making money.

4) The gross profit margin is above 25%.

　　Well, it turns out that Brother Bin’s performance goal is to replicate it according to Tesla.

　　And among them, he has repeatedly emphasized, and the core of all his speeches lies in one thing: increasing gross margins.

　　And interestingly, this pursuit and emphasis on gross margins has never been seen at a NIO analyst meeting.

　　So what exactly happened to NIO? Is it related to the third quarter results just handed over?

　　What kind of results did you hand over?

　　The reason why Li Bin now makes gross margin improvement his top priority and bluntly learns from Tesla BYD is that NIO has suffered its worst loss-making season in history.

　　In the third quarter, net losses were 4.1108 billion yuan ($577.90 million), up 392.1% from the third quarter of 2021 and 49.1% from the second quarter of 2022.

　　This year’s Q2 financial report, NIO because of "selling a loss 100,000" on the hot search, and Q3 even more.

　　In fact, NIO’s deliveries reached a new high in the third quarter, reaching 31,000 vehicles, an increase of 29.3% from the third quarter of 2021 and 26.1% from the second quarter of 2022.

　　In comparison, Ideal delivered 25,500 vehicles in the third quarter, while Xiaopeng delivered 20,783 vehicles.

　　But even if NIO has such excellent delivery results, it is still unable to smooth out the huge losses, and the average loss is 132,500.

　　Sales volume increases, losses expand, and the intuitive factor is a decline in gross profit margins.

　　In the third quarter of 2022, NIO’s gross margin was 13.3%, compared to 20.3% in the third quarter of 2021 and 13.0% in the second quarter of 2022.

　　Why the gross profit margin has been reduced, Li Bin’s explanation has been given earlier, the increase in research and development expenses, and the increase in raw material costs.

　　Looking at NIO’s third-quarter financial results this year, it actually confirms the view that we have analyzed before that "NIO has entered a new stage".

　　The first stage is to establish brand identity, awareness, and determine the technical route and manufacturing layout. Survival is the top priority.

　　This stage is over.

　　What are the highlights of next year’s NIO?

　　NIO car 2.0, next year is a line of life and death.

　　The first is the capital aspect.

　　NIO currently has more than 50 billion cash on the account, which can be said to be easy to spend in the short term.

　　But in the capital markets, NIO has almost exhausted the means of public financing, and US stocks, Hong Kong stocks, and Singapore have all been listed.

　　Next, NIO must prove its hematopoietic ability to everyone.

　　The NIO brand’s new 577 model, and next year’s new 866, their scale – the gross profit model, it is difficult to achieve profitability breakthroughs in the short term.

　　The reason is simple. The average price of the model is similar to or even higher than that of the old model. It is still competing for brand, quality, and service in the high-end market, directly stealing customers from BBA.

　　Just like the old 866 model, which had dug up the superficial "rich man’s mine", Li Bin took the 577 and the modified 866 model into the depths of the mine and continued to dig. He still undertook the task of breaking through upwards.

　　Shaking BBA’s dominance in the luxury car market is a gradual process, and even if it can break even in the short term, it is difficult to become a cash cow.

　　In this way, if the second stage of NIO survives and lives well, it is actually not on the "NIO" brand at all.

　　Where is it?

　　An affordable brand for the mass consumer market.

　　The brand that covers the 20-300,000 range is called "Alps", and another more cost-effective brand has only one code name, "Firefly Project".

　　So, "Alps" and "Fireflies" are the new stories of NIO.

　　But whether this story holds true or not depends on sales.

　　Since NIO has built a car, is it the car that users buy and pay for?

　　The impression formed in various aspects may not be the car itself, but the service.

　　This kind of service after buying a car, to put it bluntly, is an additional benefit, you can think that 40, 500,000 buy a car, which contains 200,000 services.

　　But here is the question, when 200,000, 300,000-priced models, or even cheaper mass-market models are launched in the future, will users get consistent service? Or will NIO still be able to guarantee "Haidilao-style" service indiscriminately?

　　Li Bin is very modest this time, and wants to learn from Tesla and BYD, but these two car companies have always been companies that sell out their cars, and users and owners have never had illusions about "service" –

　　Originally there is nothing, where to make dust.

　　NIO is different. NIO’s brand, reputation and the "pride" of car owners are somewhat closely related to service.

　　So the challenge of the new model is not sales, but whether the "roots" of NIO are still strong after such sales go up?

　　If you have sales and lose service, you will also lose the entire brand that has been operated at a loss.

　　Wei will not be Wei, and the future will not come. It will only be more difficult than selling a car at a loss, and even a fundamental crisis.

　　Brother Bin, have you thought it through?

　　Will you consider NIO’s cost-effective models?

　

(Disclaimer: This article represents the views of the author only and does not represent the position of Sina.com)