拒绝溢价、死磕15%毛利：零跑的“逆势增长”飞轮

Core Viewpoint - The article highlights the impressive performance of Leap Motor, a new car manufacturer, in the electric vehicle industry, achieving significant sales growth and profitability while maintaining a low-profile strategy and focusing on cost-effective innovation [2][4][5]. Group 1: Sales Performance - From January to November 2025, Leap Motor delivered a total of 536,000 vehicles, ranking fifth among brands, following BYD, Geely Galaxy, Wuling, and Tesla [2]. - Monthly delivery volumes have shown consistent growth, with November 2025 reaching 70,327 units, resulting in a year-to-date increase of 92% [3][4]. - The sales of various models have remained balanced, with most models expected to maintain year-on-year growth in 2025, except for the C01 model [4]. Group 2: Financial Performance - Leap Motor achieved a net profit in the first half of 2025 and continued to report quarterly profits in the third quarter, indicating a strong correlation between increased sales and rising gross and net profits [4]. - The company has maintained a low marketing expenditure compared to competitors, focusing on a "quietly making money" approach [4]. Group 3: Strategic Insights - The founder, Zhu Jiangming, attributes the company's success to two main strategies: a "low-price, high-spec" market competition strategy and technological innovation through comprehensive self-research [4][5]. - Leap Motor's operational certainty stems from strategic choices made a decade ago, allowing the company to create a cost-effective, competitive pricing model that drives high sales volume [5]. Group 4: Innovation and Technology - Leap Motor emphasizes "integrated innovation," focusing on optimizing existing technologies rather than creating entirely new inventions, which allows for cost efficiency [29][30]. - The company has successfully integrated various components, reducing the number of control modules in vehicles, which enhances efficiency and lowers costs [29][30]. Group 5: Market Positioning - Leap Motor aims to target the mass market rather than pursuing a niche, high-end brand strategy, reflecting a shift in consumer preferences towards more affordable options [8][78]. - The founder compares Leap Motor to Uniqlo, emphasizing a focus on quality and affordability while planning to introduce higher-end products without reaching luxury price points [80][82]. Group 6: Future Outlook - Leap Motor is targeting a sales goal of 1 million vehicles by 2026, with plans to launch four new models by mid-2026, contributing to an expected increase of 10% to 20% in sales from existing models [93].