移动澡堂！智己又搞奇葩创新？刘涛的销量目标又要黄了

Core Viewpoint - The introduction of unique features like a heated floor system and a shower in the new LS9 SUV by Zhiji Auto has sparked debate about whether these are genuine consumer needs or merely marketing gimmicks, reflecting the company's anxiety over sales performance [2][4][14]. Sales Performance - Zhiji Auto's cumulative sales from January to October 2023 reached 55,756 units, achieving only 55.8% of its annual sales target [16][18]. - The company has a history of failing to meet its annual sales goals, with 2023's target of 45,000 units resulting in only 38,300 units sold, and a 2024 target of 120,000 to 130,000 units leading to just 65,500 units sold [18][21]. Financial Performance - In the first half of 2023, Zhiji Auto reported a total revenue of 3.556 billion yuan and a net loss of 1.825 billion yuan [20][21]. - The company aims to achieve profitability by the end of December 2023, a challenging goal given its current financial struggles and competitive market conditions [20][21]. Product Features and Market Reception - The LS9 SUV features a heated floor system and a shower, which have been criticized as unnecessary and potentially unsafe due to the compact space and electronic components in vehicles [7][10][22]. - The heated floor system and shower are not standard features and require additional purchases through the Zhiji Auto app, raising questions about their practicality and consumer demand [11][12]. Competitive Landscape - The automotive market is highly competitive, with both traditional fuel vehicle brands and numerous new energy brands vying for market share, making it difficult for Zhiji Auto to stand out [21][22]. - Other new energy vehicle companies have successfully achieved profitability, increasing pressure on Zhiji Auto to improve its operational efficiency and market strategy [20][21].