蔚來(09866.HK)李斌:產品競爭力決定銷量上限 相信未來毛利率可維持逾20%
蔚來(09866.HK)(NIO.US)創始人、董事長兼首席執行官李斌接受內媒訪問時表示,汽車行業長遠來看靠的是產品的競爭力,產品競爭力決定銷量的上限,是基礎;同時營銷方面的組織能力、體系能力也要跟得上,這樣才能把每一款產品的潛能都發揮出來。
李斌表示,今年蔚來在營銷的組織變革方面動作非常大,整個營銷體系可謂脫胎換骨,以樂道L60爲例,5月相較4月人員減少40%,但同期銷量卻漲了40%。即使在年初遭到唱衰,L60卻是一款愈賣愈好的車,說明它本身產品的競爭力不錯,隨着公司整個組織能力提升,逐步回到其應有的位置,也就是其產品力所決定的上限。
他直言,大家都非常關注公司今年第四季能不能盈利,其實公司內部也非常清楚,這個挑戰是非常大的。但他強調,在當下這一時間節點,證明蔚來可以盈利,於公司於己都是一件非常重要的事情,這是一個綜合的檢測。
李斌補充,蔚來過去可以做到超過20%的毛利率,相信未來也可以,又直言,公司在發展過程中交了很多學費,蔚來要聽勸、要學習的就是產品定義。
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