轮到理想打逆风局了

Core Viewpoint - Li Auto is facing significant challenges in the current market, with declining sales and increased competition impacting its growth strategy [2][5][17]. Financial Performance - In Q2, Li Auto reported revenue of 30.2 billion yuan, a year-on-year decrease of 4.5% [2]. - The company expects to deliver between 90,000 to 95,000 vehicles in Q3, which is lower than the same period last year [2]. - The vehicle gross margin remained high at 19.4% in Q2, with expectations to maintain around 19% in Q3 [2]. Market Competition - Li Auto's sales are under pressure from competitors like AITO and Xiaomi, with the L9 model's sales dropping below 5,000 units and the L6 model declining from nearly 27,000 to around 15,000 units [5][7]. - The market for new energy vehicles in China is becoming increasingly competitive, with a penetration rate hovering around 50%, leading to a fierce battle for market share [7]. Product Strategy - The launch of the Li i8 has not met expectations, with the company attempting to educate consumers on its value proposition, but market feedback indicates that price is currently more critical [8][10]. - Li Auto is considering a significant price reduction for the i6 model, potentially below 230,000 yuan, to enhance competitiveness [14][17]. Organizational Changes - Li Auto is restructuring its sales and service teams to improve efficiency and address internal management issues that have affected sales performance [8][9]. - The company aims to enhance its direct store experience and has made adjustments to its organizational structure to better support sales operations [9][10]. Future Outlook - Li Auto is focusing on its i6 model as a key product to drive sales, while also investing in self-developed chips and expanding into overseas markets [14][17]. - The company has established R&D centers in Germany and the U.S. and is building a sales and service network for international markets [14].