Text 丨 36 Krypton Li Qin Peng Suping
Edit丨Yang Xuan
“We must be soberly aware that many of our peers performed better than us in the same period. The growth rate of our delivery volume lags behind the overall growth rate of China’s smart electric vehicle market.”
In 2022, the new car industry has gone through a turbulent and difficult year. Li Bin, chairman and CEO of Weilai, also issued a letter with a slightly heavy tone on the first day of the new year. 36 Krypton learned of the contents of this letter.
Li Bin said in the letter, “The impact of the epidemic and emergencies in 2022 still exceeded expectations, disrupting the original rhythm and plan.” In media reports, companies such as Weilai have experienced at least two The second factory shutdown, Li Bin also said at the recent performance meeting that due to various reasons in 2022, there will not be too many days for the factory to produce normally at full capacity. At the same time, due to the shortage of the supply chain, the factory’s production capacity is also hindered.
Even so, Weilai has also achieved good results in the systematic layout, and Li Bin also affirmed this: the annual delivery volume in 2022 will be 122,486 units, a year-on-year increase of 34%; three new models based on NT2, ET7, ES7 and ET5 were delivered; F2 factory was put into production; the construction of NIO House, power station, service center and other infrastructure basically completed the set goals; NIO Berlin was successfully held, and team building in five European countries was progressing smoothly; NT3 R&D was officially launched; innovative business department The work progressed as planned; listings in Hong Kong and Singapore were successfully completed.
But after a brief review and affirmation, Li Bin conveyed a crisis signal to tens of thousands of Weilai employees, “In 2022, we have worked hard and made contributions, but we must be soberly aware that many of our peers performed better than us in the same period.” Even better.”
Li Bin listed eight areas where the team did not do enough, including:
The growth rate of deliveries lags behind the overall growth rate of China’s smart electric vehicle market;
In response to supply fluctuations, many manufacturers responded more quickly and efficiently;
In response to demand fluctuations, the inertia is too strong, and the adjustment is not timely, resulting in unnecessary losses;
The software and hardware quality problems before and after the launch of new cars have affected the product reputation and reputation;
The incidents of test vehicle accidents and data theft revealed that the company’s internal management needs to be strengthened;
A feedback mechanism for user satisfaction has been established, but the closed-loop speed of problem solving is still far from user expectations;
The organization and team have expanded too fast in the past year, and the efficiency of internal communication needs to be improved urgently;
The digital management system cannot well support new business needs and has become a bottleneck for business development.
These issues listed by Li Bin involve all aspects of Weilai’s operation and management.
In the past 2022, the performance of this leading new force in car manufacturing is not satisfactory. Three second-generation platform models devoted to the latest technology have been launched, and 122,486 vehicles were delivered throughout the year, a year-on-year increase of 34%, but the overall sales volume has not exceeded. up to expectations.
Of course, under the limited demand growth, Weilai is not the only one that fails to meet expectations. Judging from the recently released data, ideal cars and Xiaopeng cars, which are on the same channel as Weilai, have not achieved the expected sales. State, repeatedly used price cuts to offset sales.
The challenge continues. Li Bin also warned in an internal letter:
“After the epidemic, it will take a long time for the economy to resume growth and consumers to restore confidence. High-end models will be especially affected, while market competition is becoming more and more fierce, products and technologies are becoming more homogeneous, and differentiated competitive advantages are becoming more and more difficult. It’s getting harder and harder to get.”
Li Bin also made a judgment on the globalized market, “The trend of anti-globalization will not be reversed, and the process of entering the global market must be full of difficulties.”
In addition to seizing the market, Weilai’s internal management problems are also urgent.
Some problems have existed for a long time, such as the recent reported theft of internal data, which to a certain extent exposed that the previous data management was too extensive. A person familiar with the matter told 36 Krypton that the data of Weilai was relatively public before, and for the convenience of use, many internal people had the authority to call it.
Some problems arise as the size of the team grows. Li Bin pointed out in the internal letter that the team will continue to expand in 2022, but there are many cases of unclear responsibilities, inconsistent goals, imperfect processes, and repeated construction, and there is still a lot of room for improvement in efficiency.
According to 36 Krypton, Qin Lihong, the president of Weilai, sends out welcome letters to new employees every week. On average, 200-300 employees are hired every week, and sometimes as many as 400 people. , Weilai is also entering a large number of people. Currently, NIO has more than 30,000 employees.
Li Bin has also sensed the problems exposed during the rapid expansion of the organization, and sent a signal to reduce expenses and streamline the team:
“The work tasks in 2023 will increase a lot, but the company’s resource investment will only increase slightly. We must tap the potential from within, especially for inefficient organizations, inefficient teams, inefficient processes, and inefficient projects. , needs to be comprehensively sorted out and optimized.
Weilai has already determined the direction, Li Bin encouraged the team, as long as they can focus on execution and make their working methods more efficient and agile, they can achieve their goals.
Li Bin said: “Our confidence comes from the judgment of the trend. Smart electric vehicles have become one of the few bright spots in the global economy, and sustainable development is also one of the few consensuses in the world; it comes from the systematic innovation of products, services and communities. It comes from the resolute investment in the core full-stack technology of Guoyuan smart electric vehicles, from the firm layout of infrastructure such as NIO House, NIO Power, and NSC; it also comes from the vision, value-driven organization and excellent team of user companies.”
“The ever-changing market requires us to have agile work awareness, processes and capabilities.” In the internal letter, Li Bin put forward new requirements for the new year to all departments of the company one by one:
The product experience team should have a keener insight into user needs and quickly respond to user feedback in a closed loop;
The R&D team should evaluate and inspect the progress of R&D projects at any time, find problems in time, and correct them;
User development and operation teams must dynamically predict market demand and provide timely and accurate planning and planning basis for the industrialization team;
The supply chain, manufacturing, and logistics teams should respond faster to market fluctuations and ensure supply at the lowest possible cost;
The quality team should speed up the closed-loop quality, reduce quality cost losses, and protect user interests and product reputation;
After-sales and service teams should respond to user needs faster and improve user experience;
The management and support team should provide more convenient support to business colleagues and improve the work efficiency of the business team.
The market competition is unprecedentedly fierce, and 2023 will be a crucial year for new car manufacturers. Whether they can seize this last window will directly determine whether they can enter the next stage of the competition. NIO has also prepared its cards. Li Bin said in the letter that five new NT2 models will be delivered in the first half of the year. The research and development of NT3 will be fully launched this year, and various innovative businesses will usher in key nodes. will be further accelerated.
“Excellent companies can turn difficulties into opportunities and shape their competitive advantages under pressure. The competition for smart electric vehicles has entered the late stage of qualifying, and we need better performance to qualify for the finals.” Li Bin wrote in the letter said in.
Editor in charge: Wei Zirong
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Event Tracking
- 2023-01-05 NIO Li Bin issued a letter to all staff detailing 8 major problems: will optimize inefficient projects and teams
- 2022-12-25 Li Bin talks about Weilai mobile phone: It will not be regarded as the main business, it is much easier than making cars
- 2022-12-25 Weilai Li Bin talks about data leakage again: The case has been reported and the legal process will be carried out to the end
- 2022-11-27 Li Bin: Weilai Mobile has teams in Shanghai and Shenzhen, and the progress is relatively smooth
- 2022-10-12 Weilai CEO Li Bin: Ranked among the top five in the world in 2030, and the profit rate will be faster than Tesla
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