虎嗅APP·2025-08-20 13:34Core Viewpoint - The Chinese automotive industry is currently experiencing a "Darwinian" competition, where survival of the fittest is paramount, yet some new entrants have found their evolutionary path to success despite the challenges faced by established players like Mercedes-Benz, which reported a 56% decline in net profit year-on-year [2][5]. Group 1: Performance of New Entrants - The "growth trio" of new energy vehicle companies—Li Auto, Xpeng, and Xiaomi—have emerged as the top performers in terms of sales and growth rates in the first half of the year [5]. - These companies have the highest completion rates for their annual sales targets, indicating strong operational efficiency [5]. Group 2: Healthy Growth Amid Price Wars - The commonality among the "growth trio" is achieving "healthy growth," characterized by simultaneous increases in sales volume and gross margin [7]. - This success can be attributed to two main factors: strong economies of scale and precise market trend understanding [8]. Group 3: Economies of Scale - The automotive industry benefits from economies of scale, which help to dilute costs and enhance profits [10]. - For instance, Li Auto's Q2 sales surged by 53% quarter-on-quarter, reaching 134,000 units, contributing to a stable gross margin of 13.6% [13]. - Xpeng and Xiaomi also benefited from increased sales, with Xpeng's Q2 sales rising by 10% and Xiaomi's SU7 model achieving over 100,000 units in cumulative sales within four months [13]. Group 4: Enhancing Per Vehicle Value - The "growth trio" has improved per-vehicle value through various strategies, driving gross margin growth [14]. - Li Auto focuses on cost control through vertical integration, allowing it to maintain gross margin despite lower average vehicle prices [14]. - Xpeng's gross margin increased to 14.3% due to a shift in product mix towards higher-end models [14]. - Xiaomi's gross margin benefited from the strong sales of its higher-priced SU7 Ultra model [14]. Group 5: Market Precision and Emotional Value - Xiaomi's YU7 model achieved remarkable pre-order success, highlighting the importance of brand power and emotional value in the Chinese automotive market [16][20]. - The user demographic for YU7 shows a preference for aesthetics and brand identity, with a significant portion of buyers being young and affluent [25]. - The "growth trio" recognizes the shift towards emotional value, with each company adapting its strategies to resonate with consumer sentiments [21]. Group 6: Global Expansion Strategies - As domestic competition intensifies, the "growth trio" is looking to global markets for growth opportunities [22]. - Li Auto has established a joint venture with Stellantis, rapidly expanding its overseas presence with over 600 stores, primarily in Europe [26]. - Xpeng is adopting a flexible approach, establishing direct sales in Europe while partnering with local firms in Southeast Asia for assembly [26]. - Xiaomi aims to enter the European market by 2027, indicating its commitment to global expansion [27]. Group 7: Conclusion - The innovative models and strategic foresight demonstrated by the "growth trio" suggest they have the potential to define the future of the automotive industry [29]. - The competitive landscape indicates that traditional players may need to reconsider their strategies as Chinese companies leverage their hard-earned competitive advantages on a global scale [29].