承认变慢、回归爆品，理想的自救时刻丨一分钟财报

Core Viewpoint - Li Auto is facing significant challenges in maintaining its competitive edge, acknowledging that its pace of innovation has slowed compared to competitors, prompting a need for strategic adjustments in product and marketing approaches [3][12]. Financial Performance - In Q2, Li Auto delivered 111,000 vehicles, a year-on-year increase of 2.3%, with automotive sales revenue of 28.89 billion yuan, down 4.7% year-on-year [5]. - For Q3, the company expects to deliver between 90,000 to 95,000 vehicles, which is a reduction of over 25% compared to the previous quarter's guidance [4][5]. - The gross margin for vehicles remains healthy at 19.4%, with an expected maintenance around 19% for Q3, indicating strong cost control capabilities [5]. Strategic Adjustments - Li Auto plans to return to a "single product blockbuster" strategy by significantly reducing the number of SKUs and focusing on refining top configurations to enhance product quality and cost-effectiveness [12]. - The company aims to accelerate product and technology iteration speeds to regain its competitive edge, with a goal to surpass the capabilities achieved at the launch of the L9 by 2026 [12][13]. - Marketing strategies will shift from a passive approach to a more active digital operation, optimizing customer targeting and lead conversion [13]. Sales and Distribution Strategy - Li Auto has restructured its sales system to enhance efficiency and streamline operations, focusing on direct sales and improving frontline service capabilities [13][14]. - The company is expanding its sales network into lower-tier cities using a lightweight "Star Store" model to tap into new market potential [13][14]. Future Product Focus - The upcoming launch of the pure electric SUV, Li Auto i6, is critical for the company's future, with ambitious sales targets set for this model [15]. - The company is committed to building a strong market reputation for the i6, emphasizing effective communication and frontline team training [15].