A report the other day. "NIO Inc.Li Bin: the coolest person in the first half of 2020 "put NIO Inc. on the cusp again! Shakespeare has a famous saying: for many things in the world, the pursuit of interest is far stronger than enjoyment. Just as the current pioneering new force in car building represents NIO Inc. 's market performance, in the eyes of consumers, the unconventional high-tech configuration of ES6 and ES8, customizable car purchase experience, cool central control, and exaggerated interiors can no longer be the reasons to move them, but behind the exaggerated design sense, consumers are not surprised, causing short-term visual fatigue. In fact, NIO Inc. is not as perfect as everyone thought. From the expected maximum range of 500km to less than 400km under comprehensive operating conditions, and then to about 300km in actual use, ES8's endurance capacity continues to bring "surprises" to consumers; in addition, the angle of the third row of seats can not be adjusted, glass water injection entrance design outside the car and other bizarre designs are embarrassing. Although NIO Inc. 's financial results for the second quarter of 2020 have not yet been announced, NIO Inc. has delivered only a total of 10331 cars this year. Since the start of delivery in June 2018, NIO Inc. has cumulatively delivered less than 50, 000 units, and the overall delivery quantity is not optimistic.Always losing the sequelae of choosing the high-end route.As we all know, NIO Inc. Motor, which adheres to the high-end route, has been regarded as China's less than six years old.Tesla. Nevertheless, NIO Inc. 's gross profit margin for cars in 2018-2019 was only-4.4 per cent. Relatively speaking, it took Tesla, Inc. 16 years to lose nearly $2 billion, but Tesla, Inc. made a surprising sales profit margin of 23%. Therefore, although Tesla, Inc. is also losing money, he is making money quietly. In the view of Li Bin, founder, chairman and CEO of NIO Inc. Automobile, NIO Inc. 's loss is due to the overall poor market environment. In order to deal with the overall weak macro-economy and automobile market, NIO Inc. is doing his best to make use of resources and has implemented comprehensive efficiency optimization and cost control measures based on the entire organizational structure. In fact, NIO Inc. Automobile has been in a state of huge losses and has the potential to expand. If you lose one at a time, you will lose even more if you don't sell it. This is synonymous with NIO Inc. at present. In the view of Yibang Power, NIO Inc. hopes to break through consumer psychological defenses one by one through serial effects: first, to attract potential users through meticulous operational services such as NIO Inc. Center; second, to enhance user stickiness with products with gradually reduced prices and additional services such as power exchange; and finally, to rely on the spontaneous spread of previously accumulated user groups to form a "ripple effect" to achieve the goal of breaking down one by one. But NIO Inc. 's wishful thinking was not right. According to the financial results in the first quarter of this year, NIO Inc. 's operating cost was 1.539 billion yuan, and the expenses for marketing, sales, management, and research and development were 1.37 billion yuan. The two added up to nearly 3 billion yuan in operating investment, and NIO Inc. was simply unable to cut off his own services. therefore, we have to consider that the investment in automobile services accounts for the cost of the whole sales link.The spontaneous combustion incident pushed NIO Inc. to the throne of "recalling the king"Safety has always been the pinnacle of the pursuit of new car-building powers. even so, NIO Inc. ES8 still had a spontaneous combustion incident. Subsequently, NIO Inc. launched a large-scale recall, which is also the first recall of new car-building forces in China. We have to admit that NIO Inc. car positioning in the high-end market has been successful to a certain extent, but it still has no small defects in terms of quality. According to incomplete statistics, since April 2019, there have been three consecutive incidents of spontaneous combustion of NIO Inc. ES8 models: in April, outside Hengxin Audi 4S store on the East third Ring Road in Xi'an, a NIO Inc. ES8 parked next to a charging pile self-ignited; in May, a NIO Inc. ES8 near Anli Road, Jiading District, Shanghai, smoked; in mid-June, a NIO Inc. ES8 in the parking lot of Hanxi Building Materials Market in Wuhan occurred spontaneous combustion. A series of spontaneous combustion incidents have aroused strong concern in the industry, and launched an on-the-spot investigation. Affected by the results of the investigation, NIO Inc. Motor decided on June 27 to recall 4803 ES8 and replace their battery packs free of charge to eliminate safety risks. In fact, NIO Inc., produced in 2018, had the biggest problem, accounting for 42% of the total sales in 2018, and NIO Inc. lost another 3.285 billion yuan in that year. In an interview with Yibang Power, Li Bin said frankly that NIO Inc. did encounter some challenges in sales, but he always believed that it was due to the decline of subsidies and lower prices in the entire mid-and high-end market, without mentioning the impact of the recall. The recall, charging problems, software upgrades and so on all make NIO Inc. 's halo gone. In addition, the large-scale recall of problematic vehicles not only caused a huge waste of costs, but also caused a big blow to NIO Inc. 's reputation, which deterred many consumers.Why did NIO Inc. shine back after the brain drain?According to the financial report, NIO Inc. made a loss of 11.296 billion yuan in 2019, and the continued negative gross profit margin of NIO Inc. 's automobile business, which accounts for 94% of total revenue, is the main reason why NIO Inc. is "selling more and more at a loss." Based on NIO Inc. 's sales of 20565 vehicles in 2019, it is equivalent to a loss of 540000 yuan per car sold. NIO Inc. 's brain drain has also attracted the attention of the industry. On June 1st this year, Zhu Jiang, the "veteran" of NIO Inc. Automobile, left and joined.Ford MotorAs the project leader of Pure Electric Mach-E. It is said that Zhu Jiang left his job because of a large degree of differences with the company. During his three years of service with NIO Inc., he was mainly responsible for NIO Inc. 's user development and brand marketing. In addition, another senior figure, Huang Chendong, also announced his resignation in March this year. His departure also had a great impact on NIO Inc. 's business, such as vehicle development, autonomous intelligent driving technology research and development, and three electric power engineering. Earlier, Zheng Xiancong, co-founder of NIO Inc. Automobile, Zhuang Li, Vice President of Software Development (China), and CFO Xie Dongzhong have also left their jobs one after another. In addition to internal executives, Hillhouse Capital, an important investor before NIO Inc. 's listing, also left at the end of 2019. In 2020, the global economy was affected by the epidemic, but NIO Inc. 's share price continued to climb, rising nearly 90%. Not only that, NIO Inc. raised a total of US $435 million in February and March, and in the agreement signed with Hefei in April this year, strategic investors will invest 7 billion yuan in NIO Inc. China (strategic investors will inject 4.8 billion yuan. NIO Inc. injected 2.556 billion yuan, a total of 7.356 billion yuan), and issued an additional $500 million in June. Such a huge amount of financing seems to be a flashback in Yibang Power. Li Bin, standing at the forefront of the wind and waves, has to say that he is carrying a knife to lick the blood. And NIO Inc. 's situation is also as Li Bin said in an interview with Yibang Power earlier, NIO Inc. is only "transferred from the intensive care unit to the general ward." I would like to ask, how can NIO Inc., who has not yet been "discharged" from the hospital, be so relieved?