预售的双刃剑

Core Insights - The pre-sale model is becoming a standard practice in the automotive industry, serving as a crucial strategy for companies to achieve annual sales targets as new car launches surge towards the end of the year [2] - While the pre-sale model offers significant advantages, it also poses risks that can disrupt market order and damage brand reputation, highlighting its "double-edged sword" effect in an increasingly competitive environment [2][6] Group 1: Advantages of Pre-sale Model - The pre-sale model empowers both companies and consumers, acting as a bridge between market demand and production supply, allowing for more precise production planning based on locked-in order data [3] - Marketing strategies such as limited-time discounts and priority delivery during the pre-sale phase can rapidly increase market attention and brand awareness, as demonstrated by NIO's Firefly brand, which saw a 20% price reduction leading to a surge in orders [3][4] - Pre-sale data provides critical insights for product strategy adjustments, enabling companies to optimize pricing and configurations based on market feedback before official delivery [4] Group 2: Risks Associated with Pre-sale Model - The industry has seen issues such as data inflation, where companies misrepresent refundable deposits as actual orders, leading to a significant discrepancy between order totals and actual sales [6] - Delivery delays and discrepancies between advertised and actual vehicle specifications have become major consumer complaints, exacerbated by supply chain issues and production capacity constraints [6][7] - Over-marketing and price wars have intensified irrational competition, with companies focusing on short-term gains rather than product quality, which can harm brand image and long-term sustainability [7] Group 3: Regulatory and Strategic Recommendations - The industry needs to establish a robust regulatory framework to enhance transparency and accountability in pre-sale activities, including penalties for misleading practices [9] - Companies should adopt differentiated pre-sale strategies that emphasize unique features and customer satisfaction rather than solely competing on price, as seen with NIO's focus on safety and personalized services [9] - Improving fulfillment capabilities and service quality is essential for the long-term success of the pre-sale model, requiring companies to assess production and supply chain risks adequately [9][10]