最“没有理想”的理想汽车，成了大哥

锂猫实验室2023-03-04

2020 年初时，美团王兴曾经预测，他认为三年内“蔚小理”会成为造车新势力前三。当时这被认为是无稽之谈，但后来一段时间内，“蔚小理”的表现确实如他所说。但或许王兴只看到了当时被称作“造车四小龙”之一的威马的颓势，却无法预测后来“蔚小理”的被超越。随着传统车企中的“新势力”广汽埃安与“新势力”中的传统派哪咤汽车的翻身崛起，曾经被认为是“新势力”代表的“蔚小理”的名号逐步变成了“造车三傻”。而如今，...

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年初时，美团王兴曾经预测，他认为三年内“蔚小理”会成为造车新势力前三。当时这被认为是无稽之谈，但后来一段时间内，“蔚小理”的表现确实如他所说。但或许王兴只看到了当时被称作“造车四小龙”之一的威马的颓势，却无法预测后来“蔚小理”的被超越。随着传统车企中的“新势力”广汽埃安与“新势力”中的传统派哪咤汽车的翻身崛起，曾经被认为是“新势力”代表的“蔚小理”的名号逐步变成了“造车三傻”。而如今，不仅“蔚小理”整体在新势力中的地位发生了变化，他们内部的变化也令人猝不及防。在最新的年报中，理想实现了年度盈利，也实现了首次单季度盈利（2.7亿元），在港股的市值也第一次超过蔚来与小鹏之和，全方位来到了“三傻”之首。截止2月27日收盘，理想汽车港股市值达到1977.22亿港元，蔚来汽车与小鹏汽车的港股市值分别为1264.99亿和705.8亿港元。虽然“蔚小理”如今已经不再保有前一轮征战时的行业地位，但三家之间的争斗与座次变化仍然牵动着消费者和投资者的心。在三家公司之间，所存在的是一个不断变化着的三角关系。第一阶段是2018年-2021年Q3，蔚来占据着绝对的优势地位——这个阶段大部分时候是“蔚理小”；从2021年Q4开始，理想和小鹏实现了对老大哥的反超——这个阶段大部分时候是“小理蔚”；而到了2022年Q2，蔚来率先实现反弹，Q4理想实现反弹，小鹏的销量却因为G9的发布从Q4开始出现了大幅下滑——目前的座次关系是“理蔚小”。锂猫实验室制图这个关系变化值得揣摩，事实上进入2020年之后的三家公司从未再遵循过“蔚小理”的座次顺序，其中地位最不稳定的是小鹏——时而倒数第一，时而正数第一，时而又倒数第一；地位最稳定的就是理想——他强任他强，理想永远做第二，直到这个Q4。这种座次变化，与产品的交付周期以及对于供应链的管理能力息息相关。2021年Q4的拐点到来时由于蔚来率先进入产品迭代周期， 出现了从NT1.0 平台的 866（ES8、ES6、EC6），切换到 NT2.0 平台的 775（ET7、ES7、ET5）的转变，与原先做suv的平台不兼容，据《棱镜》报道，ES8和ET7只有20%零部件可以通用。同时由于对于供应链的把控出现问题，2021年到2022上半年蔚来都没有实现对供应链更强的控制力，导致交付始终不如预期。在2022年四季度，三家都陆续完成换代，理想实现“触底反弹”，小鹏却在 G9 新车发布 48 小时后更改 SKU 和定价后，销量开始下滑。而座次变化的剧烈程度则与每家公司的产品定位与老板性格呈现强烈的正相关。蔚来拼了命的走高端路线，一开始蔚来的单车平均售价在40万元以上，更是将重点在于“服务”；小鹏则给自己贴上了智能化的标签，“未来出行的探索者”；理想的定位明显更实用主义，几乎不理会外界对于电动车的追求变幻，专注于家庭需求，也更注重产品力本身。蔚来的高端、小鹏的理想主义与理想的实用主义，就这样为它们的座次变化带来区隔。高端和理想主义都可能遭遇现实的痛击，一个扎根现实的品牌却不太可能会做得特别差。三个品牌对于2022年度销量目标的设定，也符合各自的品牌调性——一个特别保守，一个特别激进，而理想则相对中庸。不过并不令人意外的是，即便是销量最高的理想，也没有在这个年度超过更新的“新势力”哪咤(15.2万辆），三家更没有任何一家完成了年度销量目标。对于低于平均增速的销量增长，李想在接受采访时曾经表示，“三家的第二代产品——蔚来的ET5、小鹏的G9，还有理想的L8都在下半年发布，第四季度交付，导致我们错过了前三季度的市场。”李想还没有忘记曾经最亲的两个兄弟。“蔚小理”当初几乎同时开启创业，那时三家创始人李斌、何小鹏和李想看起来似乎是最团结的时候。2019年，三家共同遭遇着融资困境，也是三位创始人关系最紧密的时刻。那一年产生了很多段子，而年末一篇《蔚来李斌，2019最惨的人》一文在社交网络被刷爆，何小鹏马上公开发表言论挺兄弟：“作为朋友和同行者，挺李斌兄弟！我们都会在全球竞争中更强大。”2020年，活下来的李斌、李想、何小鹏在社交平台发了一张至今都能称作经典的三人合照，其中何小鹏的配文为，“三个苦逼，在忆苦思变。”但接下来，面对比他们更新的“新势力”和传统车企也共同加入的越来越激烈的竞争局面，产品细分开始左右着市场与销量时，三人间的火药味也变得越来越浓。高潮在去年6月，理想L9正式上市的时候。小鹏汽车创始人何小鹏在微博上发了一条微博，而随后李想以一颗红心回应，何小鹏再次转发，来往之间，暗战意味浓烈。事实上，在“蔚小理”三家中，始终存在着一种或明或暗的争斗与竞争。李斌则比较低调，其在核心用户群里发了一段火药味不低的话：“每款车都有自己的边界，蔚来在产品理念上有自己的原则，希望自己的产品是经得起推敲和时间检验的，是引领趋势而不是人云亦云的，是认真思考而不是简单迎合的。”在回应之间，三位创始人的性格特质与带领公司走向的方向也展现得淋漓尽致：何小鹏尖锐、李斌低调而固执，看起来越来越像主角的李想反倒似乎没有什么理想，只想把车卖出去，选择的技术路线也是最为讨巧的。直到2022年7月余承东出来为增程式站台，李想在这个新能源世界中是孤独的。和当时不服气站出来的长城汽车魏牌CEO李瑞峰一样，看着“没有理想”的技术，却获得了大卖，相比之下，蔚来基于2.0平台的新车却反响平平，两位曾经亲密的兄弟“破防”也是可以理解的。但市场不看情怀，用户不看技术，唯一可以拿出来打的就是销量与财报，理想赢了。2023年2月27日，是“蔚小理”另一个历史性的时刻，在港股，理想的市值首次超过蔚来与小鹏之和，达到1977.22亿港元。对于这个估值，有读者评价：“理想是优秀的，这个估值完全合理。理想的营销是吝啬的，试驾就在马路边，连一瓶水都不给。理想的公司文化是非常简单的，公司挣钱，大家分钱，公司赔钱，大家白干。”理想“抠门”的诟病由来已久。年初，一位自称理想汽车内部员工在社交平台上吐槽理想汽车年终奖减半引发热议。据其他媒体报道，2022年理想汽车的员工或多或少都打了折扣。往年理想汽车全年会维持14-16薪的薪资架构，但在2022年，全年总包薪酬变成了12.5-13薪。这一点在费用率上体现得淋漓尽致。2022年想汽车的总费用为37亿，同比增长57.1%。其中，研发费用20.7 亿，销售和管理费用为16.3亿。从绝对数值上来看，这几项费用都创历史新高。但从费用率来看，理想汽车有所降低，2022Q4，理想汽车的费用率为27.49%，其他公司40%左右的费用率相比明显更低。这为理想在非美国会计准则下获得盈利立下了汗马功劳。不可否认，在“蔚小理”三家中，理想的毛利率一直是最高的，且位于新势力的第一梯队，此前一直在毛利率上，一直是理想>蔚来>小鹏。以2022年已公布的数据来看，理想汽车毛利率为20.2%，高出蔚来近10个百分点。来源：各公司官网从单季度盈利来看，2022Q4的理想汽车，实现了单季度毛利率20.4%的成绩。但纵向对比来看，理想今年的表现并不比2021年更好，全年毛利率比2021年低了2个百分点。毛利率的下滑，主要来自于第三季度业绩的拖累，第三季度理想ONE降价停产，导致消费者端反应激烈，为理想带来存货减值、合同损失等共计8亿的损失，因此2022Q3理想的毛利率仅为12%。ONE与L9的交接中出现的情况，使得理想曾经设置的毛利率目标看起来并不近——理想CFO李铁此前曾经表示，L系列平台所有的产品设定的整体毛利率是35%。在成本控制上能力更强的特斯拉，近3年汽车销售部门的毛利率最高也只有29.3%，这整是特斯拉敢于降价的关键底气。数据显示，理想在2022年净亏损为20.3亿元，但在非美国通用会计准则下实现净利润2080万元。此前锂猫实验室在《“新势力”的钱还能烧多久》一文中，曾经以2021年的年度数据测算过，理想的现金流也相当稳健，并不存在失血风险。不过，造血能力对于新势力来说，是活下去的底线，成长性才是竞争的标杆。过去的几年里，理想活下来，并取得三人局的胜利，靠的是增程式这个少有人走的技术路线+“套娃式”的产品体系+极致抠门的经营作风。但正如此前锂猫实验室曾经在《“增程式”电车，还能活多久》提及的那样，理想现在的技术路线是早晚会被市场淘汰的，在电动化竞争已经进入尾声之时，纯电与智能化是一个不可逃避的必选项。对此，理想的回应是，首款纯电车型即将在今年推出，而智能化的目标，则出现在李想2023年的内部信中：“2030年成为全球领先的人工智能企业”。对于电动化，理想汽车的中期目标是在2025年实现年销160万辆，并计划分为三步走：第一步，借助L系列，拿到30-50万SUV的市占率第一，占到15%-20%份额；第二步，是借助增程SUV和纯电的车型，做到30-50万整个乘用车市场的第一；第三步，理想将主力进攻20-30万的市场。但这家稳健得近乎没有“理想”的“新势力”，即将进入更多竞争对手参与的“淘汰赛”，而那正是一片正在血战的红海。正如李想自己所说的那样：“智能电动车是一个高速发展、高度竞争、快速变化的行业，但行业本身又是典型的长周期特质。说一个比喻，这是一场马拉松比赛，但是每4公里的节点就淘汰一轮。”它的挑战，还在后头。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":9940282358,"gmtCreate":1677967590275,"gmtModify":1677967595318,"author":{"id":"4095548256553960","authorId":"4095548256553960","name":"xiaochoochoo","avatar":"https://static.tigerbbs.com/daa4c71aeb75832cfccf0bf892d1f6ec","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"4095548256553960","authorIdStr":"4095548256553960"},"htmlText":"👍","listText":"👍","text":"👍","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9940282358","repostId":2316133358,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"EN"},{"id":9940214961,"gmtCreate":1677945142254,"gmtModify":1677945145645,"author":{"id":"4093128510785090","authorId":"4093128510785090","name":"钱包君你要振作起来","avatar":"https://community-static.tradeup.com/news/4ee508af567e6639a2df65c59c89c7d2","vip":1,"hat":"https://static.tigerbbs.com/b0a2963eb37c60c5d6d4a8dbcd266952","crmLevel":2,"crmLevelSwitch":0,"idStr":"4093128510785090","authorIdStr":"4093128510785090"},"htmlText":"👌","listText":"👌","text":"👌","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9940214961","repostId":2316133358,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"EN"},{"id":9940210119,"gmtCreate":1677938251031,"gmtModify":1677938255092,"author":{"id":"3582685386479633","authorId":"3582685386479633","name":"Mingzu","avatar":"https://static.tigerbbs.com/c629c36c53878360c505d837193f9e79","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3582685386479633","authorIdStr":"3582685386479633"},"htmlText":"[微笑]&nbsp;","listText":"[微笑]&nbsp;","text":"[微笑]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":1,"repostSize":0,"link":"https://ttm.financial/post/9940210119","repostId":2316133358,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":105947851,"gmtCreate":1677938258975,"gmtModify":1677938262221,"authorId":3582685386479633,"author":{"id":3582685386479633,"idStr":"3582685386479633","authorId":3582685386479633,"name":"Mingzu","avatar":"https://static.tigerbbs.com/c629c36c53878360c505d837193f9e79","vip":1,"crmLevel":1,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":9940210119,"type":1,"supId":0,"prevId":0,"content":"<span 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