Mei Ri Jing Ji Xin Wen·2025-08-14 07:01Core Viewpoint - Li Auto has made a significant adjustment to its sales and service system, shifting from a regional "Five Major Regions" structure to a direct management model from headquarters covering 23 districts nationwide [1][2]. Group 1: Sales System Adjustment - The previous sales system had 26 provincial districts with a management structure of "headquarters, provincial districts, cities, store managers," allowing each provincial district to set its own sales targets and strategies [2]. - The "Five Major Regions" model was implemented in March this year, where each region was responsible for its own sales, profits, and NPS (Net Promoter Score), but it faced challenges such as inconsistent management capabilities and inter-region competition for orders [4]. - The recent adjustment back to a centralized management approach reflects the need for more precise operational control and indicates the sales pressures Li Auto is currently facing [4]. Group 2: Sales Performance - In 2023, Li Auto delivered 376,000 new vehicles, a year-on-year increase of 182%, making it the sales champion among new energy vehicle manufacturers [2]. - However, in July 2023, Li Auto's deliveries fell to 30,731 vehicles, a year-on-year decline of 39.7% and a month-on-month decline of 15.3%, marking a significant drop in market position [4]. - From January to July 2023, the cumulative delivery volume was 234,669 vehicles, a year-on-year decrease of 2.21%, indicating a gap from the annual sales target of 640,000 vehicles [4]. Group 3: Product Strategy - On August 5, Li Auto announced a unified configuration adjustment for the Li Auto i8, reducing its price from 349,800 yuan to 339,800 yuan and adding a complimentary platinum sound system valued at 10,000 yuan [5]. - Following the configuration adjustment, there was a noted increase in orders for the Li Auto i8, with the first batch of deliveries set to begin on August 20 [6]. - The company aims to deliver over 8,000 units of the Li Auto i8 by the end of September and is challenging to reach 10,000 units in total deliveries [6].