从全年销量看腾势：一个跑通的高端品牌样本

Core Viewpoint - Tengshi's performance in 2025 reflects a stable growth trajectory in the high-end electric vehicle market, distinguishing itself from competitors who rely on aggressive pricing strategies and promotions [2][6][20]. Sales Performance - In December 2025, Tengshi achieved a monthly sales volume of 18,139 units, representing a month-on-month increase of 36.8% and a year-on-year increase of 20.5%. The total annual sales reached 157,134 units, marking a year-on-year growth of 24.7% [2]. - The average transaction price for the brand remained high at 361,000 yuan, indicating a strong position in the high-end market segment [2][23]. Market Dynamics - The Chinese electric vehicle market is experiencing a clear segmentation: the low-end market is declining post-subsidy, the mid-range market is engaged in price wars, and the high-end market is showing significant differentiation [6][20]. - Tengshi's strategy diverges from the prevalent market trend by focusing on stable growth without resorting to frequent model updates or short-term incentives [7][8]. Brand Positioning - Tengshi has transitioned from being a new brand in the growth phase to a more mature brand with predictable growth capabilities in the high-end price range [8][20]. - The brand's ability to maintain a stable average transaction price without relying on price reductions signifies a robust underlying technology and market validation [8][24]. Product Strategy - The D9 model serves as a pivotal point in Tengshi's high-end strategy, successfully redefining the MPV market and establishing a new commercial logic [9][12]. - The introduction of the N8L model indicates Tengshi's capability to replicate its success in the competitive family SUV market, which is characterized by a multitude of choices and cautious consumer decision-making [13][16]. Business Model Evolution - Tengshi is moving towards a dual-core strategy with both D9 and N8L models, enhancing its resilience against market fluctuations [18]. - The brand's diversified product line improves its risk structure and supports long-term performance through stable channel confidence and inventory strategies [18][26]. User Engagement - Tengshi's user base is shifting from price sensitivity to a focus on suitability, indicating a maturation in consumer decision-making processes [25]. - The brand's channels are evolving into long-term partners rather than mere sales conduits, reflecting confidence in product stability and pricing [26]. Technological Foundation - Tengshi has developed a comprehensive technological brand matrix, emphasizing sustainable and verifiable user experiences, which is crucial for long-term brand trust [27]. - The ongoing investment in technology and product development is establishing a solid foundation for Tengshi's high-end positioning [27][29]. Global Expansion - With a firm foothold in the high-end market, Tengshi is now poised to explore international opportunities, challenging the notion that high-end status can be achieved through rapid scaling or subsidies [28][29]. - The brand's stable growth model may serve as a benchmark for other Chinese brands aiming to establish themselves in the high-end market without relying on low pricing strategies [29].