Introduction

Introduction

"If you make a mistake, correct it. The most important thing is to listen to advice."

"Will NIO be fine again?"

Recently, I have been frequently asked this question at the beginning of the article for more than ten times. Honestly, I'm both physically and mentally exhausted from answering it. From my personal perspective, emotionally and rationally, I hope this new force in car manufacturing can stand tall and truly justify itself.

After all, I've been in this industry for six years, accompanying it for six years, and have witnessed various ups and downs firsthand. Regardless, NIO has left a very vivid mark in China's new energy vehicle market.

However, in the eyes of most uninformed onlookers, it has never had much "audience appeal" and has even been forced to endure difficult public opinion vortex for a long time.

"It seems like everything they do is wrong."

And in this article today, I hope to have an impartial chat about the NIO in my heart. Of course, I won't stand on the so-called "high ground" like some netizens to teach Li Bin how to be a CEO.

On the contrary, I simply try to analyze "what's wrong with it" and "what should it do".

First, about the first part.

I believe that in recent times, you have seen many in-depth articles dissecting NIO from various aspects, including the enterprise level, product level, executive level, marketing level, strategic level, and even the environmental level.

Indeed, many of the points made are very earnest.

And what I want to say is, why does the protagonist of today give people a sense of falling behind since entering 2025? The biggest problem lies in the lower-than-expected delivery volumes in January and February, especially in stark contrast to competitors in the same sector who are racing ahead desperately.

As for the underlying reasons, on the one hand, it is indeed affected by NIO's lack of momentum in exploring the high-end pure electric vehicle market, which is still in an "awkward phase" of generational transition for its main products.

On the other hand, the bigger "trigger" is the second brand Lido. L60, a mid-size pure electric SUV with great potential to become a hit, has not shown its due strength.

As an owner who spent real money to buy it, I can responsibly say that its overall experience is absolutely worth it, especially considering the price of only 150,000 yuan after separating the car and battery through BaaS.

However, L60 just didn't move forward according to the set goals.

Every time I think about this, I feel extremely regretful and sorry for the R&D personnel who have worked hard and sweated a lot.

If only the second brand Lido could be a little better, NIO would also face less pressure.

After this battle, I have become convinced of one point, "The protagonist of today is like a chef who only buries his head in making exquisite Western cuisine, emphasizing the elegance of presentation, the freshness of ingredients, the ambiance of dining, and even the prestige of service."

But the current Chinese auto market needs exactly what is abundant, affordable, delicious, and full of the aroma of cooking, and even a "pre-made dish" will be snatched up by someone.

And L60 is a Western cuisine chef who, after learning from his mistakes, made "Yangzhou Fried Rice". Although there are almost no major problems with its color, aroma, and taste, when it is given to the front desk waiter, it turns out that they don't know how to sell it.

Coincidentally, I recently saw another description, "NIO is like a beautiful island, while the land on the other side of the ocean has long been engulfed in gunfire. As the offensive gradually spreads, it, which has not yet mastered the skill of self-sufficiency, can only be forced to join the laws of the dark forest."

In other words, the intensity of competition in China's auto market in 2025 has risen to a suffocating level, and the utopia that this new force in car manufacturing has painstakingly built for many years has been shattered instantly.

Of course, the reason for putting forward the above two metaphors is to prove that due to the sudden change in the overall environment, the skills that NIO possesses and the mainstream demands of the market are gradually becoming "misaligned". In this sad era where only price matters, all the glories it possesses seem to be ineffective.

Overnight, the dream is over.

Up to here is my answer to "what's wrong with it". At this point, let me summarize. The lower-than-expected performance of L60 has exposed the deepest contradictions within the company. Coupled with the increasingly brutal competition in China's auto market, NIO is ultimately caught in another wave of fluctuations due to attacks from both inside and outside.

And as the helmsman, Li Bin undoubtedly recognizes the severity of the situation. So, "what should it do?"

A few days ago, an article titled "NIO Stirs Up a Storm of Change: Every Penny Invested Must Be Heard" went viral. After carefully reading it, I truly felt the quiet transformation of this new force in car manufacturing.

What started being scrupulous about money, what the boss directly manages the supply chain, what re-understanding long-termism, what cutting redundant businesses, what not following the crowd... These were rarely heard from it before.

"Don't bullshit. Values are something to demand of oneself, not to cover up poor management with. Why bring up values when talking about management? What's the point?"

In the article, Li Bin made this impressive statement.

As an onlooker, I can feel his immense pressure from word to word.

After all, NIO is currently at a crucial crossroads. It is about to be decided whether it will continue to race ahead in the right direction or gradually deviate from the main force.

Anyway, I think, "It's better to wake up from a dream than to pretend to be asleep all the time."

I sincerely hope that this time, Li Bin will turn the knife inward, not just a superficial and painless scraping, but a truly soul-deep scraping and detoxifying.

Rationally and objectively speaking, there are too many "parasites" on this new force in car manufacturing that should be eradicated.

In addition, I have long believed in a few concise truths.

"A CEO must learn to be the bad guy."

"When a company grows slowly, the executive team should take 90% of the blame."

"If you make a mistake, correct it. The most important thing is to listen to advice."

"When something fails, someone should take responsibility."

At this moment, I present these completely to Li Bin.

Next, according to NIO's current new product launch plan, the uphill battle will likely continue, and various distractions will still be heard without end. How to firmly believe in and do difficult but correct things will be a major test for it.

When it comes to specific implementation, for the upcoming facelifted "5566" of the NIO brand, please be sure to set the pricing in place at one time.

For L90 under the second brand Lido, please be sure to regain the ground lost by L60.

For L60, please be sure to consider whether to adjust the price.

For the third brand Firefly, please be sure to think clearly about who you want to sell to.

For the NIO Power energy replenishment system, please be sure to continue expanding your leading edge.

For the BaaS car-battery separation solution, please be sure to explore whether there is still room for reduction...

And just as I was writing the conclusion, I happened to coincide with the launch of Xpeng's 2025 G6 and G9. Considering the starting prices of the two SUVs at 176,800 yuan and 248,800 yuan, respectively, competitors are clearly engaging in an all-out "bayonet charge".

It's still the same saying, "In China's auto market, it's either you or me."

But even so, I still believe that NIO will get better. Because the value it contains is far more than what the outside world sees.

Moreover, Li Bin's hands-on approach and sincerity are always worthy of success as a reward.

In addition, the somewhat pathologically competitive market needs the existence of such a clear stream .

Spring is a season of upward growth. Only by planting the deepest roots downward can one have the opportunity to break through the heavy shadows and embrace the sunshine.

If it could survive the darkest moment in 2019, it can also break through the undercurrents in 2025...

Editor-in-charge: Cao Jiadong Editor: He Zengrong