投中网·2026-01-12 07:05Core Viewpoint - The article discusses the shift in the sales model of new energy vehicle (NEV) companies from direct sales to a mixed model involving dealerships, driven by high operational costs and market pressures [6][7][9]. Group 1: Operational Costs and Challenges - In first-tier cities, the operational costs for a direct sales showroom can reach up to 5-6 million yuan annually, with total investments for 200 stores potentially exceeding 1 billion yuan [6]. - The direct sales model, initially seen as innovative, is now under pressure, leading many companies to adopt a mixed model of direct sales and dealerships to alleviate costs [7][9]. Group 2: Market Dynamics and Channel Transformation - By Q4 2025, significant changes in sales channels are expected, with companies like Tengshi and Hongmeng Zhixing closing or transferring direct stores to dealerships in key markets [8][16]. - The shift towards a mixed sales model is reshaping the industry landscape, as companies seek to adapt to market competition and cost pressures [9][21]. Group 3: Pricing and Profitability Issues - The average price of NEVs is declining, with projections showing a drop from 184,000 yuan in 2023 to 169,000 yuan in 2025, which is squeezing profit margins [12]. - The sales profit margin for the automotive industry fell to 4.4% in 2025, marking a significant low, making the direct sales model's profit advantages less viable [12]. Group 4: Downstream Market Opportunities - The lower-tier cities are emerging as new growth engines, with sales in five-tier cities increasing by 14.6%, significantly outpacing first-tier cities [19]. - Companies are increasingly focusing on penetrating non-first-tier markets to tap into a vast pool of potential customers, making channel expansion crucial [20][22]. Group 5: Dealer Network and Competitive Landscape - As more companies open up to dealership models, the competition for channel authority is intensifying, with dealers often able to offer lower prices and additional benefits compared to direct sales [23]. - Despite the advantages of dealership models, many dealers face profitability challenges, with only 42.9% reporting profits and 34.4% operating at a loss [24][25]. Group 6: Future Strategies and Industry Trends - The mixed model of "direct sales + dealership" is expected to become mainstream, but companies must also focus on refined operations and quality customer service to remain competitive [26][27].