NPS成为理想的“支点”

Core Insights - The penetration rate of new energy vehicles (NEVs) in China has increased from 6% in 2020 to over 50% by 2025, with a projected 70% global market share in 2024, indicating rapid growth that exceeds market expectations [1] - Industry experts are advocating a shift from a "price war" to a "value war," emphasizing the importance of Net Promoter Score (NPS) as a measure of user satisfaction and loyalty rather than just sales volume [1][2] Company Performance - Li Auto has regained the top position in NPS among new energy vehicle brands, highlighting a new operational logic focused on user value rather than sales figures [2] - The launch of the Li Auto MEGA, a high-pressure pure electric vehicle, initially faced challenges with public perception, leading to a temporary decline in sales [2][3] - Following a thorough internal review, Li Auto's leadership recognized the need to prioritize user value and NPS, leading to strategic adjustments in product development and sales strategies [2] User Experience and Feedback - The NPS for the first batch of Li Auto MEGA owners showed a significant increase over time, reaching a peak of 85.8 after one year of ownership, reflecting the company's commitment to enhancing user experience [3] - Continuous feedback from users has driven improvements in the MEGA model, including software upgrades and physical enhancements to meet customer needs [3][5] Product Innovation - The introduction of innovative features, such as a rotating zero-gravity seat in the MEGA Home model, demonstrates Li Auto's responsiveness to user feedback and its commitment to enhancing user experience [5] - The MEGA Home model has exceeded sales expectations, becoming the best-selling MPV in its segment, showcasing the effectiveness of prioritizing user value [5] Strategic Focus - For Li Auto, NPS is seen as the foundation of its business strategy, with user value being a critical lever for driving sales and brand reputation [6] - The company aims to leverage its focus on user value to support the upcoming launches of new pure electric SUV models, reinforcing the importance of customer satisfaction in achieving sales growth [6]