Recently, according to the data of Sun Shaojun, the founder of auto fans, in the third week of May, the number of new lock orders of Weilai reached 5800-6000. From January to January, the number of new lock orders reached 17000-17500. If the momentum is maintained, the number of new lock orders of Weilai in May will exceed 25000, and the delivery volume is expected to exceed 20000.
However, since the sales volume of Weiyuan topped 20000 in July 2023, it has never been "Weiyuan 20000" again. In the first quarter of this year, the sales volume was also very low, with monthly sales volume hovering around 10000. By April, the sales volume began to rise to 15000, expected to reach or close to 20000 in May, and expected to reach 25000 in June.
It can be seen that since the second quarter of this year, Weilai has been selling better and better with the naked eye. What's the reason behind that?
New BaaS policy starts to work
First and foremost, of course, the most direct factor is the new BaaS policy released by Weilai on March 14, which is simply Overall price reduction ！
First, the standard endurance is reduced to 728 yuan per month (980 yuan per month), and the long-term endurance is reduced to 1128 yuan (1680 yuan per month). Moreover, the battery guarantee fee of 80 yuan per month is completely canceled!
In addition, if you buy a car before May 31, you can also enjoy the "four rent and one free". If you convert it, you can get a 20% discount, which is equivalent to the monthly rent of 582 yuan.
From the second year to the fifth year of purchase, 460 yuan can be deducted for each payment period of standard endurance, 820 yuan can be deducted for long endurance, which has not accumulated since the sixth year, that is, 22080 yuan can be deducted for standard endurance, and 39360 yuan can be deducted for long endurance.
If you bought the battery in the sixth year, take the 70000 yuan standard battery life as an example. Five years later, the total cash expenditure for buying the battery was 82840 yuan. Five years later, you paid 12840 yuan more interest, and the annual interest rate was only 3.7%!
At the same time, if you buy a car before May 31 (it is expected that the current policy will be generally continued in June), you will also be given 60 electricity exchange tickets (with a five-year validity period), and every time the BaaS user pays a bill, you will be given a 100 yuan renewal coupon for the purchase of a new car from Weilai. It is also a free gift for five years. Old owners will also be given a free gift, with a maximum deductible price of 6000 yuan for new cars.
In a word, when all the above are added up, it means that the battery rental is in use at zero interest, which is too much "conscience" than the original BaaS scheme. It is revealed that more than 80% of new users who buy Weilai will choose the BaaS scheme.
Xiaomi's flow and passenger flow are distributed to Weilai
On May 23, Lei Jun publicly said that as of April 30, the number of locked orders of Xiaomi SU7 had exceeded 88000, and today it should have exceeded 100000. As of the time of writing, ordering cars on the Xiaomi car app required 33-36 weeks for the Max version, 29-32 weeks for the standard version and the Pro version, and the delivery would have to wait until 2025!
Since Lei Jun entered the auto industry, he has brought a huge amount of traffic, but because of the capacity problem of Xiaomi cars (this year, it is estimated that 100000 cars), Lei Jun and Xiaomi cars can't catch up with this "outrageous wealth"!
According to Sun Shaojun, the founder of Chefan, during the live broadcast, more than 40% of Weilai's passenger flow has mentioned Xiaomi, Xiaomi's sky shattering traffic and passenger flow largely flow to Weilai 。
In fact, it can also be understood that the price of Weilai ET5 after BaaS is highly coincident with that of Xiaomi SU7, which is a sports pure electric car with high appearance and good brand, and is also very popular with female users. If you like SUV, you may go to see Weilai ES6/EC6.
One of the key points is that when Xiaomi entered the automobile industry It's broken Many people who don't pay much attention to the pure electric car have begun to pay attention to the pure electric smart car. That is to say, Lei Jun and Xiaomi have made some people who were going to buy fuel cars start to pay attention to the electric car. Then they found that it would take too long to buy Xiaomi cars. If they can't wait, they can buy Weilai, Ideals, Krypton and Xiaopeng.
Li Bin's live broadcast of small videos has become popular, and Wei Laifeng's comments have improved
I don't know if you have noticed that recently, the frequency of live broadcast and small video of Ulai's founder, Li Bin, was very high. The most recent live broadcast was in Europe, from Frankfurt, Germany to Amsterdam, the Netherlands, for more than 10 consecutive hours. According to the observation of the owner of electric vehicle Crab, at 10:30 that day, the live broadcast received 18.82 million praise in the Tiaoyin, and 1.6 million people watched the video number. The effect was very good.
At the end of last year, Li Bin and Shen Fei drove the ET7 to test the 150 degree battery pack, driving for 14 consecutive hours and more than 1000 kilometers, and quickly out of the loop. Many car companies have followed suit, such as Jiyue, but the effect is not so good.
The reason is that first of all, Li Bin has a large flow of traffic. Li Bin has already been out of the circle for "Peking University talent", "travel godfather" and "the worst person in 2019". In addition, we found that Li Bin is indeed a very diligent boss, and he is very sincere and friendly to the people, so it is naturally easy to get the favor of netizens.
In addition, from these small videos of Li Bin, Li Bin has a very good sense of the Internet, and he often appears together with Lei Jun, He Xiaopeng, Wang Chuanfu and other big shots, which can be said to be "playing with traffic".
Previously, Li Bin caused a lot of "trouble" to Wei Lai because of his "big mouth", especially the sentence "I can't figure out why people still buy fuel cars now", which caused a very bad impact. Although this sentence was an out of chapter uprising, it was not a big problem considering the context at that time.
In the previous live broadcasts, Li Bin also apologized for this many times, and there were fewer and fewer negative comments about Li Bin and Weilai.
Before and after June 6, Weilai will publish its first quarter financial report, which will obviously be very ugly. Weilai is still short of money at present. However, with the sales of Q2 getting better and better, and the launch and delivery of Q3 Ledo L60, Weilai will finally usher in its own outbreak period.
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