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“优等生”蔚来，没有上进心

亿欧汽车2021-11-10

看了蔚来的三季度财报，一位创始版车主表示：蔚来现在最大的问题，是没有了之前的危机感。蔚来汽车联合创始人兼总裁秦力洪对此表示：危机感，永远都有。 2021年11月10日，蔚来发布三季度财报，三季度营收达98.1亿元，同比增长116.6%，现金储备达470亿元。财报的字里行间透露着“有钱”二字。而车主纷纷在财报信息下面留言，呼吁有钱的蔚来加快脚步，增强硬件首发优势，积极开发软件实力，“比起新势力...

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Sam Ang
·2021-11-10
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无酒亦醉
·2021-11-10
19年大家都在说明年倒闭，21年了，大家都在说蔚来没技术
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- 小Q椰子酱:
  一年来OTA了个啥？目测ET7将会难产
  2021-11-10
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郭靖
·2021-11-10
很多人希望蔚来一口吃个胖子，德智体美劳全面占优，期望是好的，但是在座的各位觉得自己能比现在的高管做得更好的，请去蔚来面试。所以理性看待，胖子不是你想吃想吃就能吃滴。
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- 蔚然成荫:
  有缘分的话，我给你讲讲蔚来里面的（一部分）核心骨干。
  2021-11-11
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- cap2018:
  我校招有蔚来的offer，看到这样怎么可能去啊。
  2021-11-11
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玖舞贰栖
·2021-11-10
有钱了就好好造车，别老跟小鹏，理想比。
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Blackforest
·2021-11-10
醒醒吧，还在亏钱呢
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新手_不会炒股
·2021-11-10
$蔚来(NIO)$科技才是王道，还是直接买$英伟达(NVDA)$的产品吧，指望你们升一次级，结果出来个冥想功能和全民K歌。[流泪]
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近在咫尺
·2021-11-10
现在的蔚来不务正业！把主营业务做好了就是给客户最好的体验，别整些没用的服务。
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vanhan
·2021-11-10
有失偏颇。
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hanson312
·2021-11-10
蔚来车主，表示说的很中肯
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ZZZZEEED
·2021-11-10
本篇文章充斥着对蔚来的不理解和极强的个人感情偏见
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- ZZZZEEED:
  是，确实有危机。等待明年二代平台看看吧
  2021-11-10
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- 死线抽象:
  我认为说的非常中肯，如果带了感情色彩就不止这样了。真心希望蔚来变好，但是现在危机四伏
  2021-11-10
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- z070140:
  哈哈哈附议，
  2021-11-10
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Marson
·2021-11-10
连增发都没有达成预计的额度，在这吹什么东西
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- ZZZZEEED:
  吃柠檬
  2021-11-10
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href=https://mp.weixin.qq.com/s/9zicYnkESg3Ia3NcfIwFTg><strong>亿欧汽车</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>看了蔚来的三季度财报，一位创始版车主表示：蔚来现在最大的问题，是没有了之前的危机感。\n蔚来汽车联合创始人兼总裁秦力洪对此表示：危机感，永远都有。\n2021年11月10日，蔚来发布三季度财报，三季度营收达98.1亿元，同比增长116.6%，现金储备达470亿元。\n财报的字里行间透露着“有钱”二字。\n而车主纷纷在财报信息下面留言，呼吁有钱的蔚来加快脚步，增强硬件首发优势，积极开发软件实力，“比起新势力...</p>\n\n<a 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self-motivated","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/9283aec1ad75b328b53797e804494dc3","symbols_score_info":{"NIO":0.9},"content_text":"看了蔚来的三季度财报，一位创始版车主表示：蔚来现在最大的问题，是没有了之前的危机感。\n蔚来汽车联合创始人兼总裁秦力洪对此表示：危机感，永远都有。\n2021年11月10日，蔚来发布三季度财报，三季度营收达98.1亿元，同比增长116.6%，现金储备达470亿元。\n财报的字里行间透露着“有钱”二字。\n而车主纷纷在财报信息下面留言，呼吁有钱的蔚来加快脚步，增强硬件首发优势，积极开发软件实力，“比起新势力，蔚来已经中规中矩了。我希望有钱的蔚来，能带来更多的惊喜。”\n\n01\n跌出第一梯队？\n10月，蔚来首次跌至造车新势力销量榜第五位。\n一个月前，蔚来还是蝉联销冠的优等生，虽然新势力销量波动不罕见，但从蔚来日渐下滑的销量来看，情况堪忧。\n消息发酵后，蔚来火速回应：“与生产线改造有关。”据亿欧汽车了解， 10月，江淮蔚来合肥先进制造基地生产线完成阶段性改造，10月下旬起，合肥先进制造基地已逐步恢复生产。\n秦力洪表示，“10月份的销量其实是非常出色的，可以用创纪录来形容，达到了历史新高。因为工厂在改建升级，仅仅满负荷运转了10天，车造的少，所以交付少了。”\n此外，秦力洪还透露，此次的生产线改造目的之一就是兼容ET7准时上线。\n随着工厂改建升级工作的完成，蔚来首款轿车ET7将在明年一季度投产，而江淮蔚来合肥工厂的总产能也将实现2倍增长，达到30万台。\n言下之意，此次销量情形是蔚来为了主力车型ET7“顺产”及产能优化，并对眼前利益暂时让渡导致。\n蔚来虽然对销量信心十足，但对第四季度的交付量缺少了些许底气。\n在第三季度财报电话会上，蔚来预计第四季度车辆交付量在2.35-2.55万辆之间，同比增幅约35.4%至46.9%，较2021年第三季度减少约3.8%-4.3%。\n但在“缺芯”和产线调整的大背景下，“我们”都一样。\n理想、哪吒、威马10月环比均有所上涨，小鹏虽比上月交付量有所减少，仍能突破一万辆大关。蔚来跌幅最大达到了65.5%。\n02\n蔚来，科技断层？\n蔚来车主当前反映最多的问题之一是：车机开机特别慢。甚至有车主调侃，车机版本越升级越卡，“闻出了苹果的味道。”\n这与软件实力息息相关。\n在《2021中国智能驾驶核心软件产业研究报告》中，亿欧智库预计，汽车软件在整车价值中所占的比例有望在2030年达到65%，成为未来汽车产业中的重要利润点。\n当前，软件定义汽车已成共识，如何在汽车硬件基础上为用户提供更人性化的软件服务，是重中之重，亦是蔚来等智能化车企绕不开的大山之一。\n蔚来似乎在这座大山面前停住了脚步。\n从过去一年的新闻看，蔚来做的事情，只有两件，要么加速换电站建设，要么日常与车主打作一团。\n在产品研发和技术创新上，蔚来的动作似乎并不明显。\n看似以“互联网思维打天下”，技能树点满的蔚来，本质上更像是一家侧重于售后的车企。\n蔚来更多付出的是对消费者的关爱和无微不至的满足，甚至有人戏称其为“海底捞式服务”。\n蔚来向来“宠粉”，用户也一直为其忠实地站队欢呼，“圈地自萌”好不欢乐。\n路人缘良好，也要硬实力跟上。蔚来想给人有温度的造车企业的印象无可厚非，但人家隔壁的特斯拉，市值已经破万亿美金了，蔚来可不能沉浸在车主的”温柔乡“里了。\n在市场和车主的眼中，蔚来作为中国造车新势力第一股，一直被视为新能源浪潮下的领头羊，背负的是中国自主品牌弯道超车的希望。\n可车主“饭圈化”显然不是一个好的信号，靠被发好人卡，蔚来不免失却了科技公司的格调。\n不少蔚来车主也真诚呼吁：“多在产品身上下点功夫吧！”\n03\n周边产品，胜过主营业务？\n打造令人愉悦的生活方式，蔚来底气满满。\n除了一年一度的NIO Day之外，似乎再难给出任何惊喜。难道只顾着生活，却忘了创新？\n除了NIO Power、NIO Service、NIO House、NIO Space这些与用车深度相关的用户服务，NIO Life也成为蔚来用户运营的重要组成之一，共同组成了“NIO宇宙”。\n别人出的周边是机器人，而蔚来出的周边却是时装家居、茶酒美食。\n蔚来，已经在享受生活中愈发得心应手。频频出现在设计师和文青的安利帖中，甚至有人在小红书上发帖：蔚来的周边产品比它的主营业务做得更好。\n你可以永远相信蔚来的审美，但销量不一定。\n不务正业的车企有很多，比如马自达推出过金属蒸蛋器，日产设计过智能家具，福特曾推出狗屋，丰田生产过氢动力游艇，本田还造过飞机。\n友商特斯拉推出了人形机器人Tesla bot，小鹏汽车推出智能机器马，甚至迷上了飞行汽车。\n蔚来若只沉浸在生活的美好中，成为某一群人的狂欢，如何担负得起推动中国智能电动汽车普及全球的历史重任。\n04\n蔚来，离特斯拉还差多少比亚迪\n蔚来的人设，也曾是\"特斯拉中国分拉\"（平替）。\n\n本应更懂中国市场的蔚来，不像特斯拉出身“显贵”，经历了自燃、濒临破产、投资人撤出等事件，一直被霉运笼罩的李斌实属不易，终于走出了中国智能电动汽车的特色道路。\n再看看“任性调价、把用户当韭菜”的特斯拉，市值不仅于近日突破万亿美金，其在销售场景中也是一车难求。\n订单充足产能不足，某种程度上来说羡煞旁人，一时无法望其项背，究其本质恐怕是特斯拉强大的产品力。\n建厂、量产、交付一以贯之，产品性能领先同级且不断通过OTA迭代更新，特斯拉将科技创新的技能值一再拉满。\n蛰伏多年的比亚迪在市值与销量上均得到了市场的正向反馈，被视为中国新能源汽车的头号代表，取代了蔚来曾经中国车企市值第一的位置。\n如今看来，蔚来与特斯拉之间，还差了不止一个比亚迪。\n蔚来要想在接下来的“新能源短道速滑”中追上特斯拉，还应在技术创新与产品力提升上下功夫。\n\n05\n蔚来的危机\n有车主表示，100多位产品经理负责一个日活10万的APP实属浪费，蔚来的服务，也越发没有新鲜感。\n如果蔚来无法再带来更多惊喜，那么车主还会只为其优质的服务买单吗？\n蔚来面临的风险是，一旦现在蔚来的“信徒”失去了备受宠溺的用户服务，失去了引以为傲的价值标签，将会绝情地离去。\n在用户日益严苛的要求下，蔚来的挑战越来越大，如何在更好服务的基础上，给用户更好的产品，是蔚来的当务之急。\n蔚来想影响并促成转化的，仍是“沉默的大多数”。\n这样的困境，会造成蔚来无法做到下沉，难以做到科技普惠，成为一家伟大的科技公司。\n现在的蔚来成不了比亚迪，更成不了特斯拉。与其被动等待靴子落地，不如励精图治，聆听用户和市场的声音，继续成为“最好的中国智能电动车企”。\n造车势力已进入“战国时代”，亿欧汽车认为，车企需一同抵达未来出行蓝海，缔造智能电动汽车的”白银时代“，才能走得更长远。\n正如蔚来车主所说，价格下探的新车型、不断上升的交付量，才是王道。\n正如车主所言：“蔚来可不要掉队咯！”","kind":null,"is_publish_news":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"symbols":[],"gpt_button":1},"commentList":[{"id":847742570,"gmtCreate":1636555989994,"gmtModify":1636556043652,"author":{"id":"4095237511427410","authorId":"4095237511427410","name":"Sam 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