LI AUTO(US:LI) 首席商业评论·2025-12-07 04:50Core Viewpoint - The article discusses the launch of Li Auto's AI glasses, Livis, amidst the company's financial struggles, highlighting the potential of the product to redefine user interaction and create new value beyond the automotive sector [3][28]. Group 1: Product Overview - Li Auto launched its first wearable device, the Livis AI glasses, priced at 1999 yuan, with a promotional price of 1699 yuan after subsidies [3]. - The Livis glasses weigh only 36 grams and feature ergonomic design for comfort, making them one of the most comfortable options in the market [7]. - The glasses are equipped with custom optical lenses from Zeiss, reducing 99% of reflective light and achieving a light transmittance of 92% [10]. - Key AI functionalities include a 12-megapixel camera, open-ear headphones, and deep integration with Li Auto vehicles, allowing users to control their cars with voice commands [11][14]. Group 2: Financial Performance - In Q3 2025, Li Auto reported a revenue of 27.36 billion yuan, a significant decline of 36.2% year-on-year, with a net loss of 624 million yuan [18][20]. - Vehicle sales revenue dropped to 25.87 billion yuan, down 37.4% year-on-year, and the vehicle gross margin fell to 15.5%, a decrease of over 5 percentage points [19][20]. - The company faced a 39% year-on-year drop in vehicle deliveries, with core models experiencing significant sales pressure [22]. Group 3: Market Challenges - Li Auto's market position is threatened by increasing competition, particularly as rivals quickly adopt similar features and technologies [25]. - The shift in consumer preference towards pure electric vehicles has diminished the advantages of Li Auto's extended-range technology [25]. - The company is navigating a challenging environment with declining sales across its product lines and increased competition from brands like Xiaomi and Aion [25][36]. Group 4: Strategic Direction - Li Auto is investing heavily in R&D, with plans to allocate 111 billion yuan in 2024, focusing significantly on artificial intelligence [30]. - The Livis glasses are positioned as a key component of Li Auto's strategy to expand into the "embodied intelligence" space, aiming to enhance user experience beyond automotive applications [32]. - The company recognizes the need to strengthen its core automotive business while exploring new technological avenues, indicating a dual focus on immediate market challenges and long-term innovation [36][38].