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月亮湾湾照狮城

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月亮湾湾照狮城

2021-05-29

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Lose money by selling cars, make money by selling software?

月亮湾湾照狮城

2022-10-22

$Microsoft(MSFT)$Bullish

月亮湾湾照狮城

2022-10-07

$Microsoft(MSFT)$Bullish

月亮湾湾照狮城

2022-09-26

$Microsoft(MSFT)$Bullish

月亮湾湾照狮城

2022-09-24

$Microsoft(MSFT)$Bullish

月亮湾湾照狮城

2022-11-22

$Microsoft(MSFT)$ Bullish

月亮湾湾照狮城

2022-10-17

$Microsoft(MSFT)$Bullish

月亮湾湾照狮城

2022-10-06

$Microsoft(MSFT)$Bullish

月亮湾湾照狮城

2022-10-03

$Microsoft(MSFT)$Bullish

月亮湾湾照狮城

2022-11-17

$Microsoft(MSFT)$ Bullish

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Bullish","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9969362893","isVote":1,"tweetType":1,"viewCount":921,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"hots":[{"id":134264986,"gmtCreate":1622243659745,"gmtModify":1704182027171,"author":{"id":"3585015704454479","authorId":"3585015704454479","name":"月亮湾湾照狮城","avatar":"https://static.tigerbbs.com/a65141f7fef1fccd27684150e1416319","crmLevel":2,"crmLevelSwitch":1,"followedFlag":false,"authorIdStr":"3585015704454479","idStr":"3585015704454479"},"themes":[],"htmlText":"Test","listText":"Test","text":"Test","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":3,"commentSize":3,"repostSize":0,"link":"https://ttm.financial/post/134264986","repostId":"1155283133","repostType":4,"repost":{"id":"1155283133","kind":"news","pubTimestamp":1622216617,"share":"https://ttm.financial/m/news/1155283133?lang=en_US&edition=fundamental","pubTime":"2021-05-28 23:43","market":"us","language":"zh","title":"Lose money by selling cars, make money by selling software?","url":"https://stock-news.laohu8.com/highlight/detail?id=1155283133","media":"虎嗅","summary":"最近，特斯拉因为在软件更新时，降低充电速度和电池容量，被挪威法庭判罚有罪，或因此需向车主们支付约9.64万人民币（约1.6万美元）罚款。早在2019年时，特斯拉通过软件升级限制部分车辆的续航里程和充电","content":"<p>Recently, Tesla was found guilty by a Norwegian court for reducing charging speed and battery capacity during software updates, or may have to pay a fine of approximately 96,400 yuan (approximately US $16,000) to car owners.</p><p>As early as 2019, Tesla limited the cruising range and charging speed of some vehicles through software upgrades. After upgrading the software, some car owners found that the cruising range had dropped significantly.</p><p><b>Tesla is a good player when it comes to software.</b>According to Electrek, as of 2019, Tesla's revenue from the sale of fully autonomous driving FSD software packages has exceeded $1 billion. Not only autonomous driving functions, but also acceleration performance and networked services, Tesla has made money from car owners.</p><p><img src=\"https://static.tigerbbs.com/9a2600c039dfabf2eb07c2d957114bdd\" tg-width=\"1000\" tg-height=\"562\" referrerpolicy=\"no-referrer\"></p><p>It may be that great minds think alike. The software payment model is also highly praised by new domestic car-making forces. Especially in terms of automatic assisted driving functions, XPeng Motor's XPILOT and Nio's NIO Pilot both require users to pay tens of thousands of yuan to purchase.</p><p>There is no controversy about the paid option itself, but traditional car companies hardly pre-install hardware if you don't have the option. Including<b>Many smart electric vehicles, including Tesla, will pre-install a large number of hardware, chips, sensors, etc.</b></p><p>The price of these hardware configurations seems to be invisibly included in the car purchase price. For example, the entire Nio ET7 series comes standard with lidar, but the software is most likely to be used at an extra cost-the payment mode seems to be like a \"harvesting mode\" with a very high gross profit margin.</p><p>However, there are also \"aliens\" among the new car-making forces-Li Auto clearly stands on the opposite side of the \"paying party\". Li Xiang, founder of Li Auto, said in an interview recently that autonomous driving is standard and no additional fees are charged to customers. \"We believe that autonomous driving is the lowest operating system for smart electric vehicles.\"</p><p><b>Don't make money by selling hardware, but make money by selling software?</b>The slogan that has been shouted badly in this mobile Internet era is now quietly popular in the automotive circle.</p><p>1. If the sales volume cannot go up, it is all empty talk</p><p>Let's throw an opinion first:<b>At this stage, when the sales volume does not rise, we start to talk about new business models, and there must be suspicion of cutting leeks.</b></p><p>According to the financial report, in the first quarter of 2021, Nio's revenue was 7.982 billion yuan; Li Auto's revenue was 3.575 billion yuan; XPeng vehicle revenue was 2.951 billion yuan. Among them, Nio's car sales were 7.4058 billion yuan, accounting for 92% of total revenue; Li Auto's car sales were 3.46 billion yuan, accounting for 96.7% of total revenue; XPeng Motor's car sales were 2.810 billion yuan, accounting for 95% of total revenue.</p><p><b>This means that 90% of the income still comes from selling cars.</b></p><p><img src=\"https://static.tigerbbs.com/56ff077b80b8bd9f26f8c32ba2bd4ad8\" tg-width=\"848\" tg-height=\"486\" referrerpolicy=\"no-referrer\"></p><p>In terms of sales volume, the \"Three Treasures of Car Manufacturing\" formed a ranking sequence of Nio, XPeng and Ideal in the first quarter. Among them, Nio delivered a total of 20,060 new vehicles, a year-on-year increase of 422.7% and a month-on-month increase of 15.6%. XPeng's vehicle delivery volume reached 13,340 units, a month-on-month increase of nearly 3%, successfully overtaking Li Auto. Li Auto delivered a total of 12,579 Ideal ONE vehicles, a year-on-year increase of 334.4%, but a month-on-month decrease of more than 13%.</p><p>Song Qinghui, a well-known economist, believes that insufficient sales volume is the biggest constraint for the three new car manufacturers to achieve profitability. According to the research report released by Guosen Securities, if Nio, XPeng, and Ideal want to achieve profitability, the sales volume needs to reach 180,000, 60,000, and 120,000 respectively.</p><p>Since delivery, as of April 2021, the cumulative delivery volume of Nio ES8, ES6, and EC6 models is approximately 102,800 vehicles; The cumulative delivery volume of Ideal ONE, which dominates the world with ONE car, is approximately 51,700 units; The cumulative delivery volume of XPeng P7 and G3 models is approximately 58,700 units, neither of which has reached the sales scale in the above research report.</p><p>Therefore, losses are also normal performance. In the first quarter of this year, Li Auto's net loss was 360 million yuan, which fell back to a loss state from the quarterly profit state in the fourth quarter of last year. It can be seen that the investment in marketing and sales channels has increased, but the month-on-month sales have decreased, which directly brings the ideal back below the profit and loss line.</p><p>During the same period, Nio and XPeng are still climbing from a loss situation to a profit line. In the first quarter, Nio's net loss was 451.0 million yuan, a year-on-year decrease of 73.3% and a quarter-on-quarter decrease of 67.5%. The net loss of XPeng Automobile was 786.6 million yuan, which was narrower than the loss in the previous quarter.</p><p><b>Whether you can make money or not, another key data is gross profit margin.</b></p><p>In the first quarter, Li Auto's comprehensive gross profit margin was 17.3%, and its vehicle gross profit margin was 16.9%, down from 17.1% in the fourth quarter of last year. The reason was that the promotional activities launched led to a decline in average bicycle revenue.</p><p><b>The more interesting ones are XPeng and Nio.</b></p><p>In the first quarter, the comprehensive gross profit margin of XPeng Automobile was 11.2%, and the gross profit margin of the whole vehicle was 10.1%. Last year, it was-5.3%, and the last quarter was 6.8%. In addition to the reduction in material costs, XPeng Automobile's self-driving XPILOT software payment business The sales revenue was included, which promoted the growth of gross profit margin.</p><p>Similarly, Nio's comprehensive gross profit margin is 19.5%, and the gross profit margin of the whole vehicle is as high as 21.2%. Nio said that the gross profit growth was mainly due to the increase in the 100-degree battery and NIO Pilot option rate. The gross profit contribution of the 100-degree battery pack is about 5,000 yuan, and that of the NIO Pilot is about 8,000 yuan. Currently, the optional installation rate of 100-degree battery packs in the first quarter is 25%.</p><p>In fact, when the volume is not much different and the hardware procurement cost is not much different, the key factor that determines the gross profit margin of vehicle sales falls on the'value-added 'part of software subscription services. We can see,<b>Nio and XPeng are both trying a new way of \"software payment model\", and the effect is not bad.</b></p><p>2. Hardware makes friends, software cuts leeks</p><p>According to Essence Securities, Tesla's cumulative cash income through the FSD payment model has reached US $1.26 billion. It is estimated that in 2030, subscription service revenue is expected to exceed US $16 billion per year.</p><p>Tesla's \"Boundless Money\" charging items are divided into three categories:<b>Autonomous driving software package</b>、<b>Unlock specific features</b>、<b>Entertainment system</b>。</p><p>1. FSD (Full Self-Driving) fully autonomous driving option package. Advanced automatic driving functions including automatic assisted navigation driving, intelligent summoning, etc. In July last year, its price has risen to US $8,000 (64,000 yuan domestically). Not long ago, Tesla also launched the EAP enhanced assisted driving function package, which is half the price. It contains most of the functions of FSD, but does not include the autonomous driving functions that may be realized in the future. Simply put: FSD = EAP + PPT. 2. OTA paid upgrade. A typical case is the \"Acceleration Boost\" acceleration performance upgrade package. Model 3 owners only need to pay US $3,000 (14,100 yuan domestically) to improve the car's 100-kilometer acceleration performance from 4.6 seconds to 4.1 seconds. There are also upgraded battery life. For example, the early Model S 60 can be upgraded to the same cruising range as the Model S 75 for a fee. But in fact, this is a \"power lock\", and you will remotely unlock the power after paying later. 3. Advanced car networking functions. Since 2019, Tesla has launched the advanced connection service charge for the Internet of Vehicles (US $9.9/month) for the first time. After paying the service fee, car owners can use advanced Internet of Vehicles functions such as real-time road conditions, karaoke, and streaming media. In fact, the commercial potential of Tesla's software business mainly depends on the short term<b>Sales volume</b>、<b>Activation rate</b>、<b>Unit price</b>Three major variables, look at changes in business models in the long run.</p><p>In terms of sales, financial report data shows that Tesla delivered a total of 184,800 new cars in the first quarter of 2021, exceeding the previous consensus forecast of 173,000 on Wall Street, and sales increased by 109% year-on-year. This figure far exceeds Nio's 20,000 units, XPeng's 13,000 units, and the ideal 1.26 units during the same period.</p><p>In terms of activation rate, Deutsche Bank predicted in the report \"Positive takeaways from Tesla investor meetings\" issued in 2020 that the overall activation rate of Tesla FSD is roughly 25%-30%, and it is mainly concentrated in the US market. Although the official activation rate in the Chinese market has not been announced, Li Auto founder Li Xiang commented that \"less than 2% of users choose FSD\".</p><p><img src=\"https://static.tigerbbs.com/d7cd772716431e15350e6221c9297bb6\" tg-width=\"750\" tg-height=\"882\" referrerpolicy=\"no-referrer\"></p><p>In terms of unit price, Tesla's current FSD purchase price is the highest, reaching 64,000 yuan. The optional price of Nio's NIO Pilot full package is 39,000 yuan, and the optional price of XPeng's XPILOT is 20,000 yuan.</p><p>Currently, Elon Musk is actively promoting the transformation of FSD from a one-time pre-installation charging model to a continuous charging model for subscription services. According to foreign media reports, Tesla is expected to launch an FSD subscription service before the end of the year, with a price of about $100 per month.</p><p>Once the business model transition of the software subscription service is completed, each sales vehicle activated with FSD is expected to contribute continuous cash flow to Tesla.</p><p>Coincidentally, in the earnings conference call for the fourth quarter of 2020, Li Bin interpreted the business prospects of Nio's self-driving system service subscription model of monthly opening and monthly payment: \"Simply put, I think AD as a Service (ADaaS) The charging method will be higher than the current Take rate (conversion rate), which makes it possible for a car to earn income throughout its life cycle and is more user-friendly.\"</p><p>Similarly, in this year's first quarter report, XPeng Motors also stated that \"the monetization of XPILOT software will become recurring revenue and a part of vehicle sales revenue.\" According to financial report data, through XPILOT3.5, XPeng Automobile has earned 80 million yuan in revenue.</p><p><b>Changing from one-time payment to subscription is a healthy business model, especially for users.</b></p><p>\"On-demand subscription of autonomous driving services is more suitable. Once autonomous driving becomes popular and becomes standard, other payment models will also be introduced, such as traffic fees, in-car experience fees such as watching movies, advertising fees, etc.\" Mei Songlin, vice president of strategic operations of WM Motor Group, analyzed and said.</p><p>For example, in Nio's battery rental service, users only need to pay a monthly battery rental service fee, and there is no need to buy out expensive battery packs at one time when purchasing a car. Whether you are willing to pay 70,000 yuan to buy out a battery, or rent a battery for 980 yuan a month, everyone must have a steelyard in their hearts.</p><p><img src=\"https://static.tigerbbs.com/22b6d8846185a8931af33ab3c60a66b6\" tg-width=\"1000\" tg-height=\"240\" referrerpolicy=\"no-referrer\"></p><p>Moreover, when you only need to commute in the city, you can choose the cheaper 70kWh battery pack with shorter battery life, and pay only 980 yuan per month. When you need to run long distances, you can pay an additional 880 yuan/month to temporarily upgrade the 100kWh battery pack and replace it when you don't need it. Commonly known as buy-on-demand.</p><p><b>However, compared with a buyout, the subscription system requires users to spend more money.</b></p><p>For example, Nio's battery pack is flexibly upgraded. If you directly choose a 100kWh battery pack, it is 1,480 yuan/month. If it is 70kWh, the short-term flexible upgrade is based on 980 yuan, and an additional 880 yuan is paid for the upgrade, which is equivalent to 1,860 yuan/month. It is actually 380 yuan more expensive per month than directly choosing 100kWh.</p><p>\"If you pay per service and pay per month, it will actually be higher in total than a one-time buyout price,\" XPeng He, founder of XPeng, said in an earnings call. At the same time, he also said that XPeng Motors is considering adding other forms of payment for services.</p><p><b>In essence, in addition to changing payment methods, the most important thing is to solve the pain points of users.</b></p><p>For example, Tesla's acceleration from 100 kilometers to 100 kilometers costs more than 10,000 yuan and can be increased from 4.6 seconds to 4.1 seconds, which is meaningless for most users. However, spending 2,400 yuan to unlock the heating of the rear seats is just needed for car owners in the north. Including Nio and Li Auto, there will be corresponding cases of paying to upgrade vehicle-related hardware. Whether it is provided or not depends entirely on the user.</p><p>Like Nio's battery rental service, it solves the pain points of users. On the one hand, expensive batteries are stripped from the car price to reduce the cost of car purchase. On the other hand, the vehicle will not reduce its value retention rate due to the reduction of battery life.</p><p>But having said that, we can also see that although Tesla is large enough, the activation rate may not be ideal in the face of high unit prices. You have spent 250,000 yuan to buy a domestically produced Tesla, and you have to spend another 64,000 yuan, accounting for 25% of the total car price, to buy a software package. You really need to think twice before you act.</p><p>3. Payment model, cut too early?</p><p><b>The revenue from software payment, at least in the mobile phone industry, is still promising.</b></p><p>Previous data showed that Apple's App Store revenue in 2018 was approximately US $48.5 billion, revenue in 2019 was approximately US $50 billion, and reached US $64 billion in 2020. The App Store business has become an important growth area for Apple. The performance of this division is included in Apple's services division. In fiscal 2020, which ended in September, Apple's services segment had sales of $53.7 billion.</p><p>Xiaomi, who studied under Apple, is also trying more sources of revenue in addition to selling mobile phones. For example, Xiaomi's Internet service business, which focuses on advertising, games, financial technology, and other value-added services, has developed steadily. In the first quarter, it achieved revenue of 6.57 billion yuan, a year-on-year increase of 11.4%, and its gross profit margin even reached 72.4%.</p><p>Xiaomi's logic of making money in the era of mobile Internet is: selling hardware does not make money. After the scale increases, it will make money by relying on Internet business. In essence, Tesla, Nio, and XPeng officially follow this method.<b>However, some car companies will \"over-try\" the Xiaomi model on cars.</b>。</p><p>Not long ago, Ford applied for a technology patent in the United States to force outdoor advertising content to be displayed on the central control screen of the car. This technology uses the camera lens built into the car to monitor the outdoor advertising board, and then displays the advertising content on the car screen through image recognition function. Ford said that the system can even analyze the advertising content and provide information such as URL links or phone numbers.</p><p><img src=\"https://static.tigerbbs.com/52d8f965813c6d002b7af27fdf2635f6\" tg-width=\"905\" tg-height=\"610\" referrerpolicy=\"no-referrer\"></p><p>In China, some netizens also said that after the Haval H6 they purchased is started, advertisements will appear on the central control screen. This seems a bit chilling. Will future cars, like Xiaomi TV and LeTV TV, watch 15 seconds of advertisements first when turned on, and pay 99 per month to buy VIP members before you can skip advertisements?</p><p><img src=\"https://static.tigerbbs.com/500d1df574949f7ca053dfe5f2ae6863\" tg-width=\"1000\" tg-height=\"750\" referrerpolicy=\"no-referrer\"></p><p>Therefore, Li Xiang, an \"anti-payment party\", thinks that it is still too early to talk about software payment: \"Today, there is still no way to directly take a computer or the business model of a mobile phone. At first, everyone thought that the business model of mobile phones was the same as that of computers, but later it was found that it was completely different.\"</p><p>By comparison, it is found that the entry-level products in the previous PC era and mobile Internet era have the following characteristics:</p><p>1. Quantity: a large number of users use the base; 2. Content: a large number of user demand content; 3. Technology: emerging information dissemination technology; 4. Time: a large amount of user usage time; These features are almost perfectly integrated in today's smart electric vehicles. Therefore, decision makers can draw conclusions by slapping their brains:<b>Cars are the traffic entrance of the next era. Let's occupy the pit first.</b></p><p>However, you will find some interesting phenomena, whether it is computer software before or mobile phone software now. From the previous pure tool App, it gradually became a large-scale content platform, and finally became an advertising platform with rich content. Although a large number of software companies have been born in China, when it comes to profit model, they can never escape three words:<b>Sell advertising</b>。</p><p><b>I just ask the big manufacturers to let go of the car, I want to drive well.</b></p>","source":"highlight_huxiu","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Lose money by selling cars, make money by selling software?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nLose money by selling cars, make money by selling software?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">虎嗅</strong><span class=\"h-time small\">2021-05-28 23:43</span>\n</p>\n</h4>\n</header>\n<article>\n<p>Recently, Tesla was found guilty by a Norwegian court for reducing charging speed and battery capacity during software updates, or may have to pay a fine of approximately 96,400 yuan (approximately US $16,000) to car owners.</p><p>As early as 2019, Tesla limited the cruising range and charging speed of some vehicles through software upgrades. After upgrading the software, some car owners found that the cruising range had dropped significantly.</p><p><b>Tesla is a good player when it comes to software.</b>According to Electrek, as of 2019, Tesla's revenue from the sale of fully autonomous driving FSD software packages has exceeded $1 billion. Not only autonomous driving functions, but also acceleration performance and networked services, Tesla has made money from car owners.</p><p><img src=\"https://static.tigerbbs.com/9a2600c039dfabf2eb07c2d957114bdd\" tg-width=\"1000\" tg-height=\"562\" referrerpolicy=\"no-referrer\"></p><p>It may be that great minds think alike. The software payment model is also highly praised by new domestic car-making forces. Especially in terms of automatic assisted driving functions, XPeng Motor's XPILOT and Nio's NIO Pilot both require users to pay tens of thousands of yuan to purchase.</p><p>There is no controversy about the paid option itself, but traditional car companies hardly pre-install hardware if you don't have the option. Including<b>Many smart electric vehicles, including Tesla, will pre-install a large number of hardware, chips, sensors, etc.</b></p><p>The price of these hardware configurations seems to be invisibly included in the car purchase price. For example, the entire Nio ET7 series comes standard with lidar, but the software is most likely to be used at an extra cost-the payment mode seems to be like a \"harvesting mode\" with a very high gross profit margin.</p><p>However, there are also \"aliens\" among the new car-making forces-Li Auto clearly stands on the opposite side of the \"paying party\". Li Xiang, founder of Li Auto, said in an interview recently that autonomous driving is standard and no additional fees are charged to customers. \"We believe that autonomous driving is the lowest operating system for smart electric vehicles.\"</p><p><b>Don't make money by selling hardware, but make money by selling software?</b>The slogan that has been shouted badly in this mobile Internet era is now quietly popular in the automotive circle.</p><p>1. If the sales volume cannot go up, it is all empty talk</p><p>Let's throw an opinion first:<b>At this stage, when the sales volume does not rise, we start to talk about new business models, and there must be suspicion of cutting leeks.</b></p><p>According to the financial report, in the first quarter of 2021, Nio's revenue was 7.982 billion yuan; Li Auto's revenue was 3.575 billion yuan; XPeng vehicle revenue was 2.951 billion yuan. Among them, Nio's car sales were 7.4058 billion yuan, accounting for 92% of total revenue; Li Auto's car sales were 3.46 billion yuan, accounting for 96.7% of total revenue; XPeng Motor's car sales were 2.810 billion yuan, accounting for 95% of total revenue.</p><p><b>This means that 90% of the income still comes from selling cars.</b></p><p><img src=\"https://static.tigerbbs.com/56ff077b80b8bd9f26f8c32ba2bd4ad8\" tg-width=\"848\" tg-height=\"486\" referrerpolicy=\"no-referrer\"></p><p>In terms of sales volume, the \"Three Treasures of Car Manufacturing\" formed a ranking sequence of Nio, XPeng and Ideal in the first quarter. Among them, Nio delivered a total of 20,060 new vehicles, a year-on-year increase of 422.7% and a month-on-month increase of 15.6%. XPeng's vehicle delivery volume reached 13,340 units, a month-on-month increase of nearly 3%, successfully overtaking Li Auto. Li Auto delivered a total of 12,579 Ideal ONE vehicles, a year-on-year increase of 334.4%, but a month-on-month decrease of more than 13%.</p><p>Song Qinghui, a well-known economist, believes that insufficient sales volume is the biggest constraint for the three new car manufacturers to achieve profitability. According to the research report released by Guosen Securities, if Nio, XPeng, and Ideal want to achieve profitability, the sales volume needs to reach 180,000, 60,000, and 120,000 respectively.</p><p>Since delivery, as of April 2021, the cumulative delivery volume of Nio ES8, ES6, and EC6 models is approximately 102,800 vehicles; The cumulative delivery volume of Ideal ONE, which dominates the world with ONE car, is approximately 51,700 units; The cumulative delivery volume of XPeng P7 and G3 models is approximately 58,700 units, neither of which has reached the sales scale in the above research report.</p><p>Therefore, losses are also normal performance. In the first quarter of this year, Li Auto's net loss was 360 million yuan, which fell back to a loss state from the quarterly profit state in the fourth quarter of last year. It can be seen that the investment in marketing and sales channels has increased, but the month-on-month sales have decreased, which directly brings the ideal back below the profit and loss line.</p><p>During the same period, Nio and XPeng are still climbing from a loss situation to a profit line. In the first quarter, Nio's net loss was 451.0 million yuan, a year-on-year decrease of 73.3% and a quarter-on-quarter decrease of 67.5%. The net loss of XPeng Automobile was 786.6 million yuan, which was narrower than the loss in the previous quarter.</p><p><b>Whether you can make money or not, another key data is gross profit margin.</b></p><p>In the first quarter, Li Auto's comprehensive gross profit margin was 17.3%, and its vehicle gross profit margin was 16.9%, down from 17.1% in the fourth quarter of last year. The reason was that the promotional activities launched led to a decline in average bicycle revenue.</p><p><b>The more interesting ones are XPeng and Nio.</b></p><p>In the first quarter, the comprehensive gross profit margin of XPeng Automobile was 11.2%, and the gross profit margin of the whole vehicle was 10.1%. Last year, it was-5.3%, and the last quarter was 6.8%. In addition to the reduction in material costs, XPeng Automobile's self-driving XPILOT software payment business The sales revenue was included, which promoted the growth of gross profit margin.</p><p>Similarly, Nio's comprehensive gross profit margin is 19.5%, and the gross profit margin of the whole vehicle is as high as 21.2%. Nio said that the gross profit growth was mainly due to the increase in the 100-degree battery and NIO Pilot option rate. The gross profit contribution of the 100-degree battery pack is about 5,000 yuan, and that of the NIO Pilot is about 8,000 yuan. Currently, the optional installation rate of 100-degree battery packs in the first quarter is 25%.</p><p>In fact, when the volume is not much different and the hardware procurement cost is not much different, the key factor that determines the gross profit margin of vehicle sales falls on the'value-added 'part of software subscription services. We can see,<b>Nio and XPeng are both trying a new way of \"software payment model\", and the effect is not bad.</b></p><p>2. Hardware makes friends, software cuts leeks</p><p>According to Essence Securities, Tesla's cumulative cash income through the FSD payment model has reached US $1.26 billion. It is estimated that in 2030, subscription service revenue is expected to exceed US $16 billion per year.</p><p>Tesla's \"Boundless Money\" charging items are divided into three categories:<b>Autonomous driving software package</b>、<b>Unlock specific features</b>、<b>Entertainment system</b>。</p><p>1. FSD (Full Self-Driving) fully autonomous driving option package. Advanced automatic driving functions including automatic assisted navigation driving, intelligent summoning, etc. In July last year, its price has risen to US $8,000 (64,000 yuan domestically). Not long ago, Tesla also launched the EAP enhanced assisted driving function package, which is half the price. It contains most of the functions of FSD, but does not include the autonomous driving functions that may be realized in the future. Simply put: FSD = EAP + PPT. 2. OTA paid upgrade. A typical case is the \"Acceleration Boost\" acceleration performance upgrade package. Model 3 owners only need to pay US $3,000 (14,100 yuan domestically) to improve the car's 100-kilometer acceleration performance from 4.6 seconds to 4.1 seconds. There are also upgraded battery life. For example, the early Model S 60 can be upgraded to the same cruising range as the Model S 75 for a fee. But in fact, this is a \"power lock\", and you will remotely unlock the power after paying later. 3. Advanced car networking functions. Since 2019, Tesla has launched the advanced connection service charge for the Internet of Vehicles (US $9.9/month) for the first time. After paying the service fee, car owners can use advanced Internet of Vehicles functions such as real-time road conditions, karaoke, and streaming media. In fact, the commercial potential of Tesla's software business mainly depends on the short term<b>Sales volume</b>、<b>Activation rate</b>、<b>Unit price</b>Three major variables, look at changes in business models in the long run.</p><p>In terms of sales, financial report data shows that Tesla delivered a total of 184,800 new cars in the first quarter of 2021, exceeding the previous consensus forecast of 173,000 on Wall Street, and sales increased by 109% year-on-year. This figure far exceeds Nio's 20,000 units, XPeng's 13,000 units, and the ideal 1.26 units during the same period.</p><p>In terms of activation rate, Deutsche Bank predicted in the report \"Positive takeaways from Tesla investor meetings\" issued in 2020 that the overall activation rate of Tesla FSD is roughly 25%-30%, and it is mainly concentrated in the US market. Although the official activation rate in the Chinese market has not been announced, Li Auto founder Li Xiang commented that \"less than 2% of users choose FSD\".</p><p><img src=\"https://static.tigerbbs.com/d7cd772716431e15350e6221c9297bb6\" tg-width=\"750\" tg-height=\"882\" referrerpolicy=\"no-referrer\"></p><p>In terms of unit price, Tesla's current FSD purchase price is the highest, reaching 64,000 yuan. The optional price of Nio's NIO Pilot full package is 39,000 yuan, and the optional price of XPeng's XPILOT is 20,000 yuan.</p><p>Currently, Elon Musk is actively promoting the transformation of FSD from a one-time pre-installation charging model to a continuous charging model for subscription services. According to foreign media reports, Tesla is expected to launch an FSD subscription service before the end of the year, with a price of about $100 per month.</p><p>Once the business model transition of the software subscription service is completed, each sales vehicle activated with FSD is expected to contribute continuous cash flow to Tesla.</p><p>Coincidentally, in the earnings conference call for the fourth quarter of 2020, Li Bin interpreted the business prospects of Nio's self-driving system service subscription model of monthly opening and monthly payment: \"Simply put, I think AD as a Service (ADaaS) The charging method will be higher than the current Take rate (conversion rate), which makes it possible for a car to earn income throughout its life cycle and is more user-friendly.\"</p><p>Similarly, in this year's first quarter report, XPeng Motors also stated that \"the monetization of XPILOT software will become recurring revenue and a part of vehicle sales revenue.\" According to financial report data, through XPILOT3.5, XPeng Automobile has earned 80 million yuan in revenue.</p><p><b>Changing from one-time payment to subscription is a healthy business model, especially for users.</b></p><p>\"On-demand subscription of autonomous driving services is more suitable. Once autonomous driving becomes popular and becomes standard, other payment models will also be introduced, such as traffic fees, in-car experience fees such as watching movies, advertising fees, etc.\" Mei Songlin, vice president of strategic operations of WM Motor Group, analyzed and said.</p><p>For example, in Nio's battery rental service, users only need to pay a monthly battery rental service fee, and there is no need to buy out expensive battery packs at one time when purchasing a car. Whether you are willing to pay 70,000 yuan to buy out a battery, or rent a battery for 980 yuan a month, everyone must have a steelyard in their hearts.</p><p><img src=\"https://static.tigerbbs.com/22b6d8846185a8931af33ab3c60a66b6\" tg-width=\"1000\" tg-height=\"240\" referrerpolicy=\"no-referrer\"></p><p>Moreover, when you only need to commute in the city, you can choose the cheaper 70kWh battery pack with shorter battery life, and pay only 980 yuan per month. When you need to run long distances, you can pay an additional 880 yuan/month to temporarily upgrade the 100kWh battery pack and replace it when you don't need it. Commonly known as buy-on-demand.</p><p><b>However, compared with a buyout, the subscription system requires users to spend more money.</b></p><p>For example, Nio's battery pack is flexibly upgraded. If you directly choose a 100kWh battery pack, it is 1,480 yuan/month. If it is 70kWh, the short-term flexible upgrade is based on 980 yuan, and an additional 880 yuan is paid for the upgrade, which is equivalent to 1,860 yuan/month. It is actually 380 yuan more expensive per month than directly choosing 100kWh.</p><p>\"If you pay per service and pay per month, it will actually be higher in total than a one-time buyout price,\" XPeng He, founder of XPeng, said in an earnings call. At the same time, he also said that XPeng Motors is considering adding other forms of payment for services.</p><p><b>In essence, in addition to changing payment methods, the most important thing is to solve the pain points of users.</b></p><p>For example, Tesla's acceleration from 100 kilometers to 100 kilometers costs more than 10,000 yuan and can be increased from 4.6 seconds to 4.1 seconds, which is meaningless for most users. However, spending 2,400 yuan to unlock the heating of the rear seats is just needed for car owners in the north. Including Nio and Li Auto, there will be corresponding cases of paying to upgrade vehicle-related hardware. Whether it is provided or not depends entirely on the user.</p><p>Like Nio's battery rental service, it solves the pain points of users. On the one hand, expensive batteries are stripped from the car price to reduce the cost of car purchase. On the other hand, the vehicle will not reduce its value retention rate due to the reduction of battery life.</p><p>But having said that, we can also see that although Tesla is large enough, the activation rate may not be ideal in the face of high unit prices. You have spent 250,000 yuan to buy a domestically produced Tesla, and you have to spend another 64,000 yuan, accounting for 25% of the total car price, to buy a software package. You really need to think twice before you act.</p><p>3. Payment model, cut too early?</p><p><b>The revenue from software payment, at least in the mobile phone industry, is still promising.</b></p><p>Previous data showed that Apple's App Store revenue in 2018 was approximately US $48.5 billion, revenue in 2019 was approximately US $50 billion, and reached US $64 billion in 2020. The App Store business has become an important growth area for Apple. The performance of this division is included in Apple's services division. In fiscal 2020, which ended in September, Apple's services segment had sales of $53.7 billion.</p><p>Xiaomi, who studied under Apple, is also trying more sources of revenue in addition to selling mobile phones. For example, Xiaomi's Internet service business, which focuses on advertising, games, financial technology, and other value-added services, has developed steadily. In the first quarter, it achieved revenue of 6.57 billion yuan, a year-on-year increase of 11.4%, and its gross profit margin even reached 72.4%.</p><p>Xiaomi's logic of making money in the era of mobile Internet is: selling hardware does not make money. After the scale increases, it will make money by relying on Internet business. In essence, Tesla, Nio, and XPeng officially follow this method.<b>However, some car companies will \"over-try\" the Xiaomi model on cars.</b>。</p><p>Not long ago, Ford applied for a technology patent in the United States to force outdoor advertising content to be displayed on the central control screen of the car. This technology uses the camera lens built into the car to monitor the outdoor advertising board, and then displays the advertising content on the car screen through image recognition function. Ford said that the system can even analyze the advertising content and provide information such as URL links or phone numbers.</p><p><img src=\"https://static.tigerbbs.com/52d8f965813c6d002b7af27fdf2635f6\" tg-width=\"905\" tg-height=\"610\" referrerpolicy=\"no-referrer\"></p><p>In China, some netizens also said that after the Haval H6 they purchased is started, advertisements will appear on the central control screen. This seems a bit chilling. Will future cars, like Xiaomi TV and LeTV TV, watch 15 seconds of advertisements first when turned on, and pay 99 per month to buy VIP members before you can skip advertisements?</p><p><img src=\"https://static.tigerbbs.com/500d1df574949f7ca053dfe5f2ae6863\" tg-width=\"1000\" tg-height=\"750\" referrerpolicy=\"no-referrer\"></p><p>Therefore, Li Xiang, an \"anti-payment party\", thinks that it is still too early to talk about software payment: \"Today, there is still no way to directly take a computer or the business model of a mobile phone. At first, everyone thought that the business model of mobile phones was the same as that of computers, but later it was found that it was completely different.\"</p><p>By comparison, it is found that the entry-level products in the previous PC era and mobile Internet era have the following characteristics:</p><p>1. Quantity: a large number of users use the base; 2. Content: a large number of user demand content; 3. Technology: emerging information dissemination technology; 4. Time: a large amount of user usage time; These features are almost perfectly integrated in today's smart electric vehicles. Therefore, decision makers can draw conclusions by slapping their brains:<b>Cars are the traffic entrance of the next era. Let's occupy the pit first.</b></p><p>However, you will find some interesting phenomena, whether it is computer software before or mobile phone software now. From the previous pure tool App, it gradually became a large-scale content platform, and finally became an advertising platform with rich content. Although a large number of software companies have been born in China, when it comes to profit model, they can never escape three words:<b>Sell advertising</b>。</p><p><b>I just ask the big manufacturers to let go of the car, I want to drive well.</b></p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://www.huxiu.com/article/431263.html\">虎嗅</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/9a2600c039dfabf2eb07c2d957114bdd","relate_stocks":{"XPEV":"小鹏汽车","TSLA":"特斯拉"},"source_url":"https://www.huxiu.com/article/431263.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1155283133","content_text":"最近，特斯拉因为在软件更新时，降低充电速度和电池容量，被挪威法庭判罚有罪，或因此需向车主们支付约9.64万人民币（约1.6万美元）罚款。早在2019年时，特斯拉通过软件升级限制部分车辆的续航里程和充电速度。部分车主在进行升级软件之后，发现续航里程出现明显下滑情况。对软件下手，特斯拉是一把好手。据Electrek报道，截至2019年，特斯拉通过出售全自动驾驶FSD软件包获得的收入已经超过了10亿美元。不止是自动驾驶功能，包括加速性能、联网服务，特斯拉都从车主身上赚到了钱。可能是英雄所见略同。软件付费的模式也被国内造车新势力所推崇。尤其是在自动辅助驾驶功能上，小鹏汽车的XPILOT、蔚来的NIO Pilot都需要用户付费数万元进行选购。付费选装本身没有争议，但是，传统车企在你没有选配的情况下几乎不会预装硬件。而包括特斯拉在内的很多智能电动汽车，会先预装大量硬件，芯片、传感器等等。购车价格里，似乎又隐形地包含了这些硬件配置的价格。比如蔚来ET7全系标配激光雷达，但软件大概率是额外付费才能用——付费模式，看来就像是毛利率极高的“收割模式”。然而，造车新势力中也有“异类”——理想汽车就旗帜鲜明的站在了“付费党”的对立面。最近理想汽车创始人李想在采访中就表示，自动驾驶都是标配，不额外向客户收取费用。“我们认为自动驾驶是智能电动车的最底层的操作系统。”卖硬件不赚钱，靠卖软件赚钱？这个移动互联网时代被喊烂的口号，如今悄然在汽车圈流行。一、销量上不去，都是空话先抛出一个观点：现阶段，在销量没有上去的时候，就开始谈新的商业模式，肯定有割韭菜的嫌疑。据财报显示，2021年第一季度，蔚来营收79.82亿元；理想汽车营收35.75亿元；小鹏汽车营收29.51亿元。其中，蔚来的汽车销售额为74.058亿元人民币，占总营收的92%；理想汽车的汽车销售额为34.6亿元，占总营收的96.7%；小鹏汽车的汽车销售额为28.10亿元，占总营收的95%。这意味着，九成的收入依旧来自于卖车。从销量上，“造车三宝”在一季度形成了蔚来、小鹏、理想的排名序列。其中，蔚来共交付20,060辆新车，同比增长422.7%，环比增长15.6%。小鹏汽车交付量达到了13,340辆，环比增长近3%，成功反超理想汽车。而理想汽车共交付了12,579辆理想ONE，虽同比增长334.4%，但环比减少了超13%。著名经济学家宋清辉认为，销量规模不足是三家新势力造车企业实现盈利的最大掣肘。国信证券发布的研报则认为，蔚来、小鹏、理想要想实现盈利，销量规模分别需要达到18万辆、6万辆、12万辆。自交付以来截至2021年4月，蔚来ES8、ES6、EC6三款车型的累计交付量约10.28万辆；一款车打天下的理想ONE累计交付量约为5.17万辆；小鹏P7和G3两款车型的累计交付量约5.87万辆，均未达到上述研报中的销量规模。所以，亏损也属于正常表现。今年一季度，理想汽车净亏损为3.6亿元，从去年四季度的季度盈利状态，跌回了亏损状态。可以看到，营销和销售渠道的投入加大，但环比销量却减少，直接就把理想拉回到盈亏线以下。同期蔚来、小鹏也仍在从亏损境地往盈利线爬。一季度，蔚来的净亏损为4.510亿元，同比下降73.3%，环比下降67.5%。而小鹏汽车的净亏损则为7.866亿元，相比上季度亏损幅度有所收窄。能不能赚钱，还有一个关键数据是毛利率。一季度，理想汽车的综合毛利率为17.3%，整车毛利率为16.9%，相比去年四季度的17.1%有所下降，原因是推出的促销活动导致平均单车收入下降。比较有趣的是小鹏和蔚来。一季度，小鹏汽车的综合毛利率11.2%，整车毛利率为10.1%，去年是-5.3%，上个季度是6.8%，上涨的原因除了材料成本降低，小鹏汽车自动驾驶XPILOT软件付费业务的销售收入计入，推动了毛利率的增长。同样的，蔚来的综合毛利率为19.5%，整车毛利率竟然高达21.2%。蔚来方面表示，毛利增长主要得益于100度电池和NIO Pilot选装率的增加。100度电池包的毛利贡献在5000元左右，NIO Pilot在8000元左右。目前，100度电池包一季度的选装率在25%。实际上，在体量相差不大、硬件采购成本没有太大出入的情况下，决定整车销售毛利率的关键因素就落在了软件订阅服务这一‘增值’部分。我们可以看到，蔚来、小鹏都在尝试“软件付费模式”的新路子，并且效果还不错。二、硬件交朋友，软件割韭菜据安信证券预计，特斯拉通过FSD付费模式，带来的累计现金收入达到12.6亿美元。预计在2030年，订阅服务收入更有望每年逾160亿美元。特斯拉“钱途无量”的收费项目分为三类：自动驾驶软件包、解锁特定功能、娱乐系统。1、FSD(Full Self-Driving)完全自动驾驶选装包。包括自动辅助导航驾驶、智能召唤等在内的高级自动驾驶功能。去年7月，其价格已经上涨至8000美元(国内64000元）。不久前，特斯拉还推出EAP增强辅助驾驶功能包，价格便宜一半。包含了绝大部分FSD的功能，但不含未来可能实现的自动驾驶功能，简单来说就是：FSD=EAP+PPT。2、OTA 付费升级。典型案例就是“Acceleration Boost”加速性能升级包。Model 3 车主只要付费3000美元（国内14100元），即可将汽车的百公里加速性能从4.6s提升到4.1s。还有升级续航，比如早期Model S 60可以付费升级至Model S 75同等的续航里程。但其实这是“锁电”，后期付费再给你远程解锁电量。3、高级车联网功能。特斯拉从2019 年开始，首度开启车联网高级连接服务收费(9.9 美元/月)，车主支付了服务费后即可使用实时路况、卡拉 OK、流媒体等高级车联网功能。实际上，特斯拉软件业务的商业潜力，短期主要看销量、激活率、单价三大变量，长期看商业模式变化。销量方面，财报数据显示，特斯拉2021年第一季度共交付18.48万辆新车，超过此前华尔街普遍预测的17.3万辆，销售同比增长109%。这个数字，远超同期蔚来的2万台、小鹏的1.3万台、理想的1.26台。激活率方面，德意志银行在2020年出具的报告《Positive takeaways from Tesla investor meetings》中预测，特斯拉FSD整体的激活率大致在25%-30%，并且主要集中在美国市场。虽然官方没有公布中国市场的激活率，但理想汽车创始人李想却给出了“不到2%的用户选装FSD”的评论。单价方面，特斯拉目前的FSD选购价格是最高的，达到了6.4万元。蔚来的NIO Pilot全配包选装价为3.9万元，小鹏汽车XPILOT需要2万元选配。目前，埃隆·马斯克正在积极推动FSD从一次性前装收费的模式，转变成订阅服务持续收费的模式。据外媒报道，特斯拉有望在年底前推出FSD订阅服务，价格约为每月100美元。一旦完成软件订阅服务的商业模式转换，每辆激活FSD的销售车辆都有望为特斯拉贡献持续的现金流。无独有偶，在2020年四季度财报电话会上，李斌对蔚来自动驾驶系统按月开通、按月付费的服务订阅模式的商业前景进行了解读：“简单来讲，我认为AD as a Service(ADaaS)方式来收费会比现在的Take rate（转换率）更高，这使得一辆车在全生命周期都有收入的可能，对用户也更友好。”同样的，在今年一季报报中，小鹏汽车方面也表示，“XPILOT软件货币化将成为经常性收入，成为车辆销售收入的一部分”。据财报数据显示，通过XPILOT3.5，小鹏汽车已经获得8000万元的收入。从一次性付费转变到订阅式，才是健康的商业模式，对用户更是如此。“自动驾驶服务按需订阅比较适合，一旦自动驾驶普及、成为标配，也会推出其他的付费模式，比如流量费、车内体验费如看电影、广告费等。”威马汽车集团战略运营副总裁梅松林分析表示。举个例子，蔚来的电池租用服务，用户仅需按月支付电池租用服务费，无需在购车时一次性买断昂贵的电池包。你是愿意付7万买断一块电池，还是每月980租一个电池，想必大家自己心里都有一杆秤。而且，当你只需要在城市通勤时，就可以选择价格更便宜、续航更短的70kWh电池包，每月只要支付980元。当你有需求跑长途时，可额外再付880元/月，临时升级100kWh的电池包，不需要时再换回来。俗称按需购买。但是，相比一次买断，订阅制需要用户花更多的钱。比如像蔚来的电池包灵活升级，直接选择100kWh电池包是1480/月，如果是70kWh，短期灵活升级，是在980元的基础上，额外再付880元升级，相当于1860元/月，竟然比直接选100kWh还要贵上380元每月。小鹏汽车创始人何小鹏在财报电话会中表示：“按服务和按月来付费的话，实际上从总量来看比一次性买断价格会更高。”同时，他还表示，小鹏汽车正在考虑增加按其他形式付费的服务方式。本质上，除了付费方式变换，最重要的还是解决用户痛点。就比如特斯拉的百公里加速，花费1万多，可以从4.6秒提升4.1秒，对于大部分用户来说是毫无意义的。然而，花费2400元解锁后排座椅加热，对于北方的车主来说，这是刚需。包括像蔚来、理想汽车都会有相应的付费升级车辆相关硬件的案例，提供与否完全取决于用户。像蔚来的电池租用服务，就是解决了用户痛点。一方面，将昂贵的电池从车价中剥离，降低购车成本。另一方面，车辆不会因电池寿命减少而降低保值率。但话说回来，我们也可以看到，虽然特斯拉的体量够大，但在高额的单价面前，激活率可能并不理想。你已经花费25万购买一台国产特斯拉，还要再花6万4、占总车价25%的价格去购买一个软件包，确实需要三思而后行。三、付费模式，割得太早？软件付费的收入，至少在手机行业里还是前景可观的。此前有数据显示，苹果App Store 2018年收入约为485亿美元，2019年收入约为500亿美元，而2020年达到了640亿美元。App Store业务已成为苹果的一个重要增长领域。该部门的业绩被计入到苹果的服务部门。在截至9月底的2020财年，苹果服务部门的销售额为537亿美元。师从苹果的小米，除了卖手机以外，也在尝试更多的营收来源。比如小米以广告、游戏、金融科技、其他增值服务为主的互联网服务业务稳步发展，在一季度实现收入65.70亿元，同比增长11.4%，毛利率甚至达到了72.4%。小米在移动互联网时代的赚钱逻辑是：卖硬件不赚钱，规模上来以后，靠互联网业务赚钱。本质上，特斯拉、蔚来、小鹏正式沿用这套方法，但也有车企会将小米模式在汽车上“过度尝试”。不久前，福特在美国申请了一项技术专利，将户外的广告宣传内容强制显示于汽车中控屏幕——这项技术利用内置于汽车的相机镜头，对户外广告板进行监控，再通过图像识别功能将广告内容显示于汽车屏幕上。福特表示系统甚至可以分析广告内容，提供网址链接或电话号码等资料。在国内，也有网友表示，自己购买的哈弗H6，在启动之后，中控屏幕会出现广告。这似乎有点不寒而栗，未来的汽车是否也会像小米电视、乐视电视一样，开机先看15秒的广告，付费99每月购买VIP会员才可以跳过广告？所以“反付费党”李想，则认为现在谈软件付费还为时尚早：“今天还是没有办法直接拿电脑或者是拿手机的商业模式套过来。最开始的时候大家认为手机的商业模式跟电脑是一样的，后来发现完全不同。”对比发现，以前PC时代、移动互联网时代的入口级产品都具有如下特征：1、数量：大量的用户使用基础；2、内容：大量的用户需求内容；3、技术：新兴的信息传播技术；4、时间：大量的用户使用时间；这些特征放在如今的智能电动汽车上，几乎完美融合。所以，决策者拍脑子就能得出结论：汽车，是下一个时代的流量入口，我们先占了坑再说。但是，你会发现一些有趣的现象，无论是以前电脑软件，还是现在是手机软件。从以前纯洁的工具App，逐渐变成大型内容平台，最后再变成内容丰富的广告平台。中国虽然诞生了大批的软件公司，但最后谈到盈利模式的时候，他们嘴里永远逃不开三个字：卖广告。只求求大厂们，放过汽车吧，我想好好开车。","news_type":1,"symbols_score_info":{"TSLA":0.9,"XPEV":0.9}},"isVote":1,"tweetType":1,"viewCount":1017,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9981920763,"gmtCreate":1666388211252,"gmtModify":1676537749334,"author":{"id":"3585015704454479","authorId":"3585015704454479","name":"月亮湾湾照狮城","avatar":"https://static.tigerbbs.com/a65141f7fef1fccd27684150e1416319","crmLevel":2,"crmLevelSwitch":1,"followedFlag":false,"authorIdStr":"3585015704454479","idStr":"3585015704454479"},"themes":[],"htmlText":"<a 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