绝杀：蔚来如何挥出“起死回生”的一击

Core Viewpoint - NIO is experiencing a critical phase, with initial struggles in sales and financial performance, but recent product launches, particularly the new ES8, have sparked a turnaround, indicating potential for recovery and growth [4][5][13]. Sales and Financial Performance - In the first half of 2025, NIO's sales growth slowed, with a net loss of 12.03 billion yuan, despite a year-on-year reduction of 15.9% [4][5]. - By October 2025, NIO delivered 40,397 vehicles, with the new ES8 achieving 10,000 deliveries within 41 days of its launch, marking a significant recovery in sales [5][13]. Product Development and Strategy - NIO aims to replicate the turnaround success of Japan Airlines, focusing on improving organizational capabilities and product offerings [9][11]. - The new ES8 was developed with a focus on mainstream dimensions and features, addressing previous shortcomings in product design and market positioning [21][27]. - The project faced challenges in defining the vehicle's size and features, ultimately settling on a length of 5.28 meters to enhance user experience [35][39]. Organizational Changes - NIO has shifted to a more flexible organizational structure, enhancing decision-making efficiency and product development processes [50][51]. - The introduction of a product studio system has improved collaboration among teams, leading to better integration of design and engineering efforts [50][51]. Market Positioning and Pricing - The pricing strategy for the new ES8 was carefully considered, with a starting price of 416,800 yuan, aimed at maximizing market impact while maintaining brand integrity [70][76]. - The competitive landscape remains challenging, with NIO needing to sustain momentum from the new ES8 and L90 models to achieve profitability in the fourth quarter [85][86]. User Engagement and Community Support - NIO has seen a shift in user sentiment, with customers actively supporting the brand through advertising and community engagement, reflecting a stronger connection with the company [79][81]. - The company is focused on leveraging this community support to drive sales and enhance brand loyalty as it navigates its recovery [79][81].