I didn't see Nezha in the weekly sales list for a long time, and I thought that the brand was uncared for, until 51 Jun brushed the video of the big guy Daniel Zhang on the variety show, and I remembered that there was a new force called Nezha.
"Nezha is in the sea, move forward bravely!" Daniel Zhang cheered for himself and Nezha before the challenge, and was ready to charge. Even though it was raining, he wasn't afraid. After mastering the essentials of customs clearance and a sense of balance, you can successfully pass the first level. The second level was slightly difficult, but Daniel Zhang walked like a fly and quickly won the second level with his own strength.
But when it came to the third level, the difficulty increased again, and the large disc and the rotation speed made Daniel Zhang's sense of balance gradually lost, and finally regretted falling into the water. However, Daniel Zhang's performance this time was unanimously praised by netizens, and the CEO worked too hard.
These days, it's really hard to bring goods if you don't show your face. It is said that Nezha has also become the chief special partner of the variety show, which is the father of the gold owner.
If the contestant breaks the record in the Weekly Champion Challenge, he will receive a 1,000 yuan dream fund provided by Nezha L; The player who wins the Weekly Championship Challenge enters the Warrior Challenge, and the winner will receive a Nezha L.
At present, it is unknown which version of Nezha L is being sent, but it can be seen from the price range of 129,900-162,900 yuan of the car that the value of the gift is not less than about 130,000. If you win the championship, you can get a Nezha L, can friends consider rushing.
However, Nezha's sponsorship was also invested, and the CEO also gave up his stage to participate in the competition, which seemed to have stirred up small waves in publicity, and almost did not make a big wave, and it was not as fast as the popularity of Renji Fox picking the car logo. Let's talk about the thing that everyone is more concerned about, that is, the Internet celebrity who spread rumors about Nezha apologized some time ago.
At first, it was this user Zhang Moumou who released the video of Nezha Automobile's "factory shutdown" and "can't last until June this year" in March this year, which was forwarded a lot and caused the negative impact of Nezha Automobile. was targeted by Nezha's legal department. Later, Zhang Moumou also deleted the relevant content and handwritten an apology statement.
In fact, the rumors of the shutdown in March were not only said by this user, 36 Krypton had also made relevant reports before, reporting that Nezha Automobile's Nanning factory had been provided for more than half a month, and the park was desolate. However, after the news was issued, Nezha CEO Daniel Zhang said that "the Nanning factory is an export base, and there will be 5-60,000 sets of KD export tasks this year."
In other words, there are still tens of thousands of sets of export tasks this year, and it is impossible to stop work. indirectly refuted the report. Now that the time has come to July, Nezha is still in normal operation, and those who said that they were shut down in March will naturally not be able to escape the sanctions of the Ministry of Justice.
However, the rumors are not groundless, and netizens can tell whether they are true or false.
Nezha's current performance is tepid, and he is almost marginalized among the new forces. According to the data, in 2023, Nezha Automobile will sell 127,496 vehicles, a year-on-year decrease of 16.16%, only half of the annual sales target of 250,000 units;
From January to June this year, Nezha delivered a total of 53,770 new vehicles, only 17.92% of the total target sales. The global sales target for 2024 is 300,000 units, including 200,000 units in Japan and 100,000 units overseas. According to this trend, Nezha's sales this year may not even reach last year's level.
Overseas, from January to June this year, Nezha's overseas sales were 17,687, a year-on-year increase of 154%. There are still considerable challenges in achieving the overseas target of 100,000 units.
For Nezha, Nezha L is a model with high hopes. Nezha L has a total of seven models with extended range and pure electric, and the battery is also equipped with a CATL Shenxing battery, which can be charged for 10 minutes and increase the range by 400 kilometers. It can be said that Nezha L is very civilian in terms of price and practicality, and it is played according to the ideal L6.
Nezha L sold 1,768 units in April, 3,732 units in May, and 5,283 units in June. Such sales are not enough to get a comparison with the ideal L6 with monthly sales of more than 10,000 units, but it still occupies an important proportion in Nezha's entire model. For reference, in June this year, Nezha delivered 10,206 vehicles, and Nezha L accounted for more than 51%.
And look at the sales of other models of Nezha. In June, Nezha X sold 1,542 units, Nezha S sold 584 units, Nezha AYA sold 337 units, and Nezha GT sold 83 units.
There is no doubt that today's Nezha sales have formed a situation of over-reliance on a single model, and under the update and iteration of new energy vehicle products, if the product strength cannot maintain sustainable competitiveness, it will bury hidden dangers for sales. The launch of the new car has a stimulating significance for Nezha's sales, but what about after the heat has passed? Will Nezha L become the same as Nezha S and AYA?
On the other hand, Nezha's funding problem has been highlighted. According to the prospectus, from 2021 to 2023, Nezha's net losses will be 4.840 billion, 6.666 billion, and 6.867 billion yuan respectively, with a cumulative loss of 18.373 billion yuan in three years.
With declining sales and operating losses, today's Nezha is in stark contrast to the annual sales crown of the new car-making forces, which can be said to be bleak.
At present, Nezha has three major factories in Tongxiang, Zhejiang, Yichun, Jiangxi and Nanning, Guangxi, such as Tongxiang General Assembly Plant No. 2, which can achieve a production capacity of more than 200,000 units after it is put into operation. Combined with the current sales volume, the market is already oversupplied for Nezha automobiles, so is it necessary to keep the three factories operating at the same time?
In January, Daniel Zhang said on Weibo that brand marketing is old-fashioned and that he would comprehensively improve marketing communications and user communication. From the perspective of publicity routes, brands and individuals have shifted to a more popular entertainment direction, which may bring an increase in popularity for brands, but it is not yet known how likely it will be converted into sales.
As a new power brand, what Nezha can afford to sell now is only Nezha L, if Nezha L is a little careless, it will be a devastating blow to Nezha. Finally, in the era of accelerated new energy vehicles, how long can Nezha L withstand the market test?
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Legal adviser
Beijing Weiheng (Fuzhou) Law Firm, Lai Chenglong, lawyer