理想汽車(02015.HK)CEO李想:理想MEGA出現節奏問題 過於關注銷量及競爭
理想汽車(02015.HK)CEO李想發布全員內部信表示,從「理想MEGA的節奏問題」和「過分關注銷量的欲望問題」等方向,對理想汽車3月呈現的問題進行覆盤,並提出解決方案。
李想認為,理想MEGA出現節奏問題,錯誤的把理想MEGA的從0到1階段(商業驗證期)當成了從1到10階段(高速發展期)進行經營。另外,理想汽車從上至下過於關注銷量和競爭,讓欲望超越了價值。
李想提出解決方案,指出要降低銷量的預期和欲望,回歸健康的增長;回歸最擅長的用戶價值的提升和最擅長的經營效率的提升。他指出,理想汽車將會耐心地把理想MEGA按照從0到1的節奏去經營,聚焦核心的用戶群體,聚焦高端純電消費能力強的城市。
他又指,公司會放棄全面開花的銷售策略,集中在龍頭城市的大型零售中心進行產品體驗和試駕,並在這些城市加速建設超充站,當有效的完成從0到1的階段後,再向更多的城市和更大的用戶群體進行推廣。(ca/cy)
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