クライミングハイツ: Nioの売上急増と戦略的動きの分析

6月に大幅な値下げを実施した後, Nio’s order volume reached its zenith in July, モルガン・スタンレーの洞察が照らし出すトレンド.

仁尾 (ニューヨーク証券取引所: ニオ) 人民元開始 30,000 ($4,110) 6月中旬に全モデルで値下げ, eliciting curiosity regarding the potential influence on order placements. A recent research memorandum from Morgan Stanley provides valuable perspective.

“Based on our assessments, store footfall remained robust during the initial half of August, effectively extending the positive momentum observed in the aftermath of the ES6/ET5 Touring launches and the subsequent price adjustments in June and July,” conveyed analyst Tim Hsiao’s research team in a communication dispatched to investors on August 23.

Nio implemented the RMB 30,000 price reduction on all new models on June 12, while concurrently transitioning the free battery swap service benefit into a paid alternative.

Following this maneuver, Nio experienced a substantial surge in order placement in July. しかし, as per Hsiao’s team, the velocity of order inflow has moderated during August.

7月現在, Nio achieved its peak order volume, maintaining an average weekly rate surpassing 6,000 単位, as outlined by the research team.

其れでも, this average weekly rate moderated to 4,000-5,000 8月のユニット, coinciding with the discontinuation of the complimentary lifetime battery swap package on August 1, as noted by the team.

“On a positive note, the order momentum exhibited a gradual resurgence starting from mid-August,” the team penned.

While there was a record retail conversion rate of 7 percent in July, these rates dwindled in the first half of August, according to Morgan Stanley.

Despite encouraging foot traffic, conversion rates at select Nio outlets have recently shown a downward trajectory. This could be attributed to more customers adopting a cautious stance amid a newly ignited industry-wide pricing competition.

特に, data previously shared by Li Auto (ナスダック: 李) on Weibo revealed that insurance registrations for Nio vehicles in China stood at 4,300, 3,300, そして 4,100 during the initial three weeks of August.

According to an August 21 report by Caixin, Nio’s F1 plant temporarily halted production for five days between July 29 と8月 2 to facilitate upgrades in the production line.

It’s also pertinent to highlight that Nio is scheduled to unveil its unaudited financial results for the second quarter on Tuesday, 8 月 29, ahead of the US market opening.

Initial figures released indicate that the company accomplished deliveries of 23,520 vehicles during the second quarter, marginally surpassing the lower limit of its projected range of 23,000 宛先 25,000 車.

Anticipating the future, Morgan Stanley envisions Nio guiding third-quarter deliveries in the range of 55,000 宛先 57,000 単位. したがいまして, the average monthly deliveries in August and September could oscillate between 17,000 そして 20,000 単位.

July witnessed a historical milestone for Nio, with vehicle deliveries reaching a record 20,462 単位, marking the first instance since inception when the 20,000-unit threshold was exceeded, as corroborated by the company’s recently divulged data.