以下文章来源于晚点Auto ，作者晚点团队 晚点Auto . 萤火虫总裁金舸说，销量是水到渠成的事情，短期更关注首批车辆的试驾反馈和用户满意度。 文 丨 龚方毅 赵宇 编辑 丨 龚方毅 上海车展开始前夕，蔚来旗下萤火虫品牌正式发布首款新车售价，11.98 万元的起售价较此前预售价 低 20% 左右。发布会次日（4 月 20 日），萤火虫在位于上海中心的蔚来中心举行小范围沟通会，蔚 来董事长李斌和 firefly 萤火虫总裁金舸出席。 沟通会主要聚焦萤火虫，但两位高管还是借这个机会对外释放公司近期更务实的变化，比如李斌说发 布会取消了原来想做的品牌示范站、沟通会选在蔚来中心而不是租酒店会议室等。"咱们现在变得比较 务实，就不搞那些花活了。" 李斌说。 去年蔚来净亏 224 亿元。李斌在今年 3 月的业绩会上还提醒市场，因为乐道还在投入期，今年一季度 现金流将继续承压。为了减轻外界对于第三品牌拖累运营效率的质疑，李斌和金舸介绍了三个品牌在 销售渠道、销售人员、研发方面的资源复用，意在传递轻量化运营、管控成本支出的信号。 围绕萤火虫的问答主要集中在定价选择、品牌定位、市场战略等。 大概受此前乐道军令状的影响，李 斌 ...

Core Viewpoint - The article discusses the launch of NIO's new brand Firefly, emphasizing its pricing strategy, market positioning, and operational efficiency in response to current market conditions [5][9][10]. Pricing Strategy - Firefly's initial pricing was set at 119,800 yuan, approximately 20% lower than the pre-sale price of 148,800 yuan, reflecting adjustments based on market sentiment and competition [5][9]. - The pricing strategy aims to position Firefly as a high-end small car, with a focus on value perception among consumers [9][10]. Market Positioning - Firefly targets the high-end small car segment, competing directly with brands like MINI, and aims to capture a share of the growing market for small electric vehicles in China, projected to reach 2 million units in a few years [7][22]. - The brand's user base is expected to include quality-conscious middle-class consumers and young professionals seeking their first car [22]. Operational Efficiency - NIO's management emphasizes a pragmatic approach, focusing on resource sharing among its three brands (NIO, Firefly, and Lada) to control costs and improve operational efficiency [5][24]. - The company plans to utilize existing NIO charging and battery swap stations for Firefly, rather than building a separate infrastructure, to streamline operations [11][26]. Sales and Market Feedback - Initial market feedback has been positive, with order numbers meeting expectations shortly after the launch [8][10]. - The management has chosen to be cautious about publicly announcing sales targets, focusing instead on customer satisfaction and feedback from test drives [6][18]. Global Expansion Plans - Firefly aims to expand into international markets, particularly Europe, where demand for small cars is significant, with plans to announce specific market entry strategies soon [12][29]. - The brand's global vision includes adapting to regional market preferences while maintaining a competitive edge in product offerings [19][22]. Product Development and Features - Firefly's design incorporates user feedback and aims to balance compact size with spacious interiors, catering to both Chinese and European consumer preferences [19][20]. - The vehicle features advanced safety measures, including high-strength materials and innovative design to enhance passenger safety [21][22]. Future Outlook - The company anticipates that Firefly could contribute approximately 10% to NIO's overall sales in the long term, similar to MINI's contribution to BMW [30][32]. - Management remains committed to maintaining the brand's high-end positioning and quality standards, avoiding a shift towards lower-priced models [17][22].