Unexpectedly, Zhou Hongyi suddenly became a good friend of car companies?
BT Finance
·April 24, 2024 10:26
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360 invested in Nezha Motors in 2021, but suffered losses for two consecutive years in 2022 and 2023.
The leader of the Red Clothed Sect may have a "hot search physique". Last April, Zhou Hongyi put himself on the hot search list because of his divorce. In April this year, there were constant hot topics surrounding Zhou Hongyi.
According to statistics from netizens, Zhou Hongyi may be the entrepreneur who has recently received the most reviews from Xiaomi Motors and Lei Jun. On March 30th, Zhou Hongyi commented on Xiaomi's automotive marketing: Xiaomi is a marketing master for domestic car manufacturers; On April 6th, Zhou Hongyi sharply commented on Xiaomi Auto: Many people only envy Lei Jun, but do not know how to market themselves; On April 9th, Zhou Hongyi made a sharp review: Xiaomi told us that doing a good job in marketing when buying a car may be more useful than using car configurations; On April 19th, Zhou Hongyi stated that he is optimistic about Lei Jun's car manufacturing, and that the future reshuffle will not rely on cost-effectiveness but on intelligence; On April 22nd, Zhou Hongyi bluntly stated that employees who purchase Xiaomi cars should be encouraged rather than fired
Zhou Hongyi recently publicly sold his 9-year-old Maybach 600 during a live broadcast, stating that he is preparing to switch to a new energy vehicle and even urging new energy vehicle owners to give him a ride experience.
Perhaps due to concerns about the strength of their own brand, Zhang Yong, CEO of Nezha, did not respond immediately this time. Instead, Li Bin from NIO took the lead and spoke up. Subsequently, multiple brands including Avita, Deep Blue, and Yangwang responded one after another. Dongfeng Mengshi, Xiaopeng, Jike, Ideal, and Xingtu Xingyuan even drove their flagship models to the 360 office building. For a while, Zhou Hongyi became a popular traffic star pursued by many new energy vehicle brands, with unparalleled glory.
Previously, Zhou Hongyi was at the center of multiple public opinion whirlpools, such as the Tencent "3Q" battle and the "appointment" with Lei Jun in Chaoyang Park, which also made San Liu famous.
Looking back to 2010, Tencent and 360 engaged in a "3Q battle" of mutual exclusion of each other's application software. At that time, both sides refused to compromise, and the situation escalated, forcing users to choose between the two. This "3Q war", which lasted for four years, became the "first case of Internet anti unfair competition".
In this war, Zhou Hongyi and 360 were destined to become "winners" long before the war began. Whether they lost or won, the brand power of 360 was greatly enhanced in the end. Previously, Kingsoft Poison King and QQ Computer Manager almost monopolized the antivirus software market, but this battle actually boosted the reputation of Zhou Hongyi and 360.
Zhou Hongyi even fired shots at Lei Jun due to phone issues back then. Zhou Hongyi once sent a battle letter to Lei Jun on Weibo regarding the "appointment" of Chaoyang Park. Although both of them did not attend the appointment in the end, it attracted attention from the whole network. At that time, Zhou Hongyi was preparing to enter the mobile phone business, and the 360 mobile phone had already caught the attention before it was sold.
Who would have thought that to this day, Zhou Hongyi and both of them have turned enemies into friends. On April 20th, Zhou Hongyi posted two consecutive Weibo posts, calling Ma Huateng and Lei Jun old friends and sharing photos of shaking hands with Ma Huateng. This scene took place at the forum on the 30th anniversary of the Chinese Internet jointly organized by the Ministry of Industry and Information Technology and the Internet Association. Not only Ma Huateng, but also Lei Jun attended the meeting. The difference was that the "old rival" at that time had become old friends. However, Lei Jun politely declined Zhou Hongyi's request for a car on site.
At the height of Zhou Hongyi's frenzy, the capital market responded to the stock price of 360. Surprisingly, from April 18th to 22nd, the stock price of 360 plummeted three times, falling 2.26%, 2.68%, and 1.13% respectively.
As of the close on April 22, the stock price of 3600 was 7.89 yuan, a 73% drop from the high point of 29.32 yuan in 2020. Since the divorce of Zhou Hongyi and Hu Huan and their separation of 9 billion yuan, the stock price of 3600 has continued to decline. In February 2024, it briefly dropped to 6.19 yuan, setting a new low since 2013.
Can Zhou Hongyi still turn the tide in the face of the decline of the 30-60 stock price?
01 Car companies queue up to deliver cars to "instructors"
From Zhou Hongyi's interactions with numerous car companies on Weibo, it can be seen that his influence is evident. Those who interact with him include BYD Looking Up U8, Avita, and Jike 009. While other brands are still in the process of arranging, Xiaopeng and Jike have already taken the lead by directly driving Xiaopeng X9 and Jike 009 to the downstairs of 360 headquarters.
Zhou Hongyi, faced with the "star studded moon" of numerous car companies, has a happy worry and claims to have already been picky eyed, even making it "difficult to fall asleep". In fact, carefully referring to the four standards proposed by Zhou Hongyi, the space is large and comfortable enough, and brands such as Xiaomi SU7 have been basically eliminated. This may also be the reason why Lei Jun rejected Zhou Hongyi. Zhou Hongyi, who is worth over ten billion yuan, has high requirements for passive and active safety configurations because he cannot drive himself and also has requirements for rear seat privacy. Coupled with the intelligent cockpit, there are very few domestic brands that can meet these requirements.
Surprisingly, as the major shareholder of Nezha Motors, Zhou Hongyi did not join the car delivery army. After Lei Jun announced Xiaomi's car manufacturing, Zhou Hongyi, an old rival and friend, was unwilling to fall behind. In 2021, he invested 2.9 billion yuan to lead the investment in Nezha Automobile, indirectly holding about 16.59% of Nezha Automobile's equity, becoming the second largest shareholder of Nezha Automobile. Previously, Zhou Hongyi had frequent interactions with Nezha Motors and had sufficient knowledge of Nezha Motors. In 2020, Nezha Motors sold 15100 units, ranking fifth among new car manufacturers.
Compared to the new car making force of Weixiaoli, Nezha Automobile has a relatively low brand influence and market share. Its product line is single, focusing on cost-effectiveness and low-end markets. In addition, Nezha Automobile has been plagued by financial difficulties since its establishment. NIO Chairman Li Bin once high-profile claimed that car manufacturing requires at least 20 billion yuan, while Nezha Automobile's financing amount since its establishment is slightly "meager" compared to new forces such as Wei Xiaoli. According to the latest disclosure by First Financial News, the investors were all local state-owned investors, and the financing amount was only 5 billion yuan. This financing may not be enough for the extremely money burning new energy car manufacturing industry.
After Zhou Hongyi publicly released a video asking for a car, Nezha Motors has not responded or made any gesture of giving it away. On the contrary, Zhou Hongyi repeatedly emphasized on Weibo that he is not lifting a sedan chair for Nezha Motors. This explanation may also make sense, after all, Nezha, who follows a low-end route in Zhou Hongyi's car selection criteria, does not meet the requirements.
It is worth mentioning that last month, Zhou Hongyi visited the official live broadcast room of Zhang Yong, CEO of Nezha Motors, to promote his upcoming new product Nezha L. The entire live broadcast lasted over 3 hours. During the live broadcast, Zhou Hongyi criticized Nezha Automobile for not being able to engage in marketing, and asked Zhang Yong to learn from Xiaomi Automobile's approach of showcasing production bases. Is it just a coincidence that Zhou Hongyi asked for a car afterwards?
02 Zhou Hongyi's "Love and Hate" towards Nezha Motors
As a latecomer in new energy vehicle manufacturing, Nezha Motors was actually once fierce in firepower and once held the top selling position.
But in 2023, Nezha Automobile's annual sales volume was 127496 units, only about half of the annual sales target of 250000 units. Especially in December 2023, the sales volume was 5135 units, a year-on-year decrease of 34.12% and a month on month decrease of 58.93%. Sales have been declining for the fifth consecutive month. The ranking among new forces has dropped from first in 2022 to fifth in 2023, with the top four being Ideal, NIO, Zero Run, and Xiaopeng.
On January 2, 2024, Zhang Yong, CEO of Nezha Automobile, released a public review after experiencing a disappointing year in 2023, attributing the reasons to six aspects: poor connection between new and old products, chaotic pace, and high pricing for new product launches. In fact, before releasing the public online review, Zhang Yong had already studied Xiaopeng Motors. After encountering difficulties, he invited "Iron Lady" Wang Fengying to make personnel adjustments to Nezha Motors. Zhang Yong, who also serves as the CEO of a marketing company, personally stepped down to oversee marketing; Zhou Jiang, Vice President of Nezha Automobile, will also serve as Executive Vice President of the Marketing Company, assisting in the management of the Shanhai Business Unit and responsible for coordinating the marketing work of the Shanhai product line.
After this new round of personnel adjustments, the sales of Nezha Motors have not shown any improvement. In the first quarter of 2024, Nezha Motors sold 25466 units, a year-on-year decrease of 2.71%, ranking tenth among new power brands. The target completion rate of 300000 vehicles for the whole year was only 8.49%, which is the lowest among the top ten targets. In March 2024, Nezha Automobile sold 8317 vehicles, becoming the only two car companies to experience a year-on-year decline along with NIO. Zero Run, which also follows the cost-effectiveness and technological route with Nezha Motors, sold 14567 units in March. In the first quarter of 2024, three car companies, Nezha Motors, NIO, and Aion, saw a year-on-year decline in sales. Aian fell by 7.66%, while NIO fell by 3.18%.
(Image source: Zhongqi Shuyan)
After Zhou Hongyi invested in Nezha Auto, Nezha Auto also experienced a short period of glory. After winning the sales championship in 2022, it began to decline. With the rapid development of competitors, the sales of Nezha Auto declined year on year, which has greatly disappointed Zhou Hongyi. It can be seen from his crazy roast in Zhang Yong's live broadcast room.
In the live broadcast on that day, Zhou Hongyi didn't give Nezha CEO Zhang Yong face at all, calling the car name awkward and marketing self indulgent. Even though such criticism may cause some harm to the brand of Nezha Automobile, upon careful analysis, Zhou Hongyi, as the major shareholder, may criticize Nezha Automobile out of "deep love and hatred".
It should be noted that Zhou Hongyi himself does not have a driver's license, and he has previously been exposed to luxury cars like the Maybach 600. Therefore, whether in terms of driving experience or riding experience, his suggestions may not be accurate and relevant.
03 Nezha dragging down 360?
Zhou Hongyi's helplessness in "hype" may also be related to the poor performance of 360.
According to the financial report, the revenue of 360 million yuan in 2023 was 9.055 billion yuan, a year-on-year decrease of 4.89%; The net profit attributable to the parent company was 492.5 million yuan, a year-on-year increase of 77.65%. This is also the fifth consecutive year of revenue decline and two consecutive years of net loss for 360. In 2022, 360's revenue was 9.521 billion yuan, a year-on-year decrease of 12.54% from 10.89 billion yuan in 2021, and the net profit attributable to the parent company was -2.204 billion yuan, a year-on-year decrease of 344.23%. Record the largest loss since going public at around 360.
From 2018 to 2020, the revenue of 360 was 13.13 billion yuan, 12.84 billion yuan, and 11.61 billion yuan, respectively. The revenue from 2019 to 2021 decreased by 2.19%, 9.55%, and 6.28% year-on-year, respectively. The revenue reached a historic high of 13.13 billion yuan in 2018, and then plummeted to 9.055 billion yuan in 2023.
The turning point from profit to loss for 360 is 2021, which is the time period for 360's investment in Nezha Motors. When 360 suffered a huge loss of 2.204 billion yuan in 2022, it was disclosed in the financial report that 360's net loss on joint ventures and associates reached 946 million yuan, of which the investment loss recognized under the equity method of Hezhong Automobile was 894 million yuan. In the previous years, both joint ventures and joint ventures contributed positive returns to 360%. Since investing in Nezha Motors, San-600 has never made a profit, indicating that since investing in Nezha Motors, Nezha Motors has become a burden for San-600.
In the 2022 financial report, 360 disclosed that Hezhong Automobile had a revenue of 13.329 billion yuan and a net loss of 6.919 billion yuan. But in the 2023 financial report, 360 chose to avoid discussing it. According to Tianyancha data, Hezhong New Energy Vehicle Co., Ltd. (Nezha Automobile) had a revenue of 8.829 billion yuan and a net loss of 4.694 billion yuan in the first three quarters of 2023. The net cash flow generated from operating activities was -4191 million yuan, and the net cash flow generated from investment activities was -1602 million yuan.
It is reasonable for Hezhong Automobile to suffer losses, as all new forces in the automotive industry, except for Ideal, are currently in a state of loss. In 2020, Hezhong Automobile achieved a revenue of 1.297 billion yuan and a net loss of 1.32 billion yuan; In 2021, Hezhong Automobile's revenue was 5.735 billion yuan, a year-on-year increase of 342%; The net loss was 2.908 billion yuan, an increase of 120% year-on-year. In 2022, sales of Hezhong Automobile reached a new high, but its net loss reached 6.919 billion yuan. In the first half of 2023, the net loss of Hezhong Automobile was 2.833 billion yuan. In the third quarter, the net loss was 1.861 billion yuan. From 2020 to the third quarter of 2023, the total net loss of Hezhong Automobile reached 15.841 billion yuan.
During the live broadcast with senior executives of Nezha Motors, Zhou Hongyi's "angry retort" towards Zhang Yong was indiscriminate, or it was a manifestation of Zhou Hongyi's dissatisfaction with Nezha Motors' performance as an investor, and he bluntly stated, "I don't understand anything, can I learn from Lei Jun of Xiaomi?"
Why do car companies queue up to deliver cars?
Whether Zhou Hongyi, who is well versed in marketing, will hype up or not, but those car companies that respond quickly and queue up to deliver cars are not just trying to flatter the instructors, but rather the helplessness in the fiercely competitive market.
Zhou Hongyi posted that products such as Dongfeng Mengshi 917, Xiaopeng X9, Jike 009, Ideal MEGA, Star Journey Era ES, and Star Journey Era ET have already arrived at the headquarters of 360 Group. Since these brands of cars already exist, there may be other car companies following suit in the future, and Zhou Hongyi even joked that he was considering holding a small car exhibition at the company's doorstep.
These car companies are so generous in giving to Zhou Hongyi, and they may want to take advantage of Zhou Hongyi's popularity. Once Zhou Hongyi chooses his own brand, he will earn enough traffic, even if he does not choose it, he will only make a profit without losing. Even Dongfeng Nano, which focuses on promoting small pure electric vehicles, and Ruilan Automobile, which emphasizes cost-effectiveness, have to brush a wave of presence even though they know that their products are unable to meet Zhou Hongyi's car needs.
All of this stems from the intense competition in the new energy vehicle market. As leading companies in the industry, BYD and Tesla both face a harsh competitive environment, during which Tesla continuously lowers prices to cope. At present, there are about 80 new energy vehicle brands in China, with more than ten well-known and competitive ones. BYD is the leader, while other top domestic brands are mostly groups with multiple sub brands, such as Geely, Changan, Chery, GAC, Great Wall, etc. In addition, Hongmeng Zhixing, Weixiaoli, Lingpao, etc., these basically constitute the first tier of new energy vehicles.
According to statistics from BT Finance, only 23 out of these 80 new energy brands in China have monthly sales exceeding 10000 or once exceeded 10000. As mentioned earlier, Dongfeng Nano and Ruilan Automobile were also forced to gain popularity, as their sales in March were only 1955 and 624 respectively. Riding on the popularity of the cult leader can greatly help improve one's own brand.
Among these 23 new energy vehicle companies with sales exceeding 10000 yuan, there are still many that have not yet sent cars to Zhou Hongyi. It is unclear whether they do not want to follow the hype or for other reasons. However, it is another form of "hype" in the minds of consumers to focus on cultivating internal skills and striving to improve product competitiveness? BT Finance will continue to pay attention to the follow-up of Zhou Hongyi's car request incident.
This article is from the WeChat official account "BT Finance" (ID: btcjv1). The author: BT Finance, 36 krypton, is authorized to release.
The viewpoint of this article only represents the author himself, and the 36Kr platform only provides information storage space services.
没想到，周鸿祎突然成了车企们的好朋友？
红衣教主可能具有“热搜体质”，去年4月，周鸿祎就把自己送上热搜，因为离婚。今年4月，围绕周鸿祎更是热点不断。
有网友统计，周鸿祎可能是近期点评小米汽车、雷军最多的企业家。3月30日，周鸿祎评小米汽车营销：小米是国内车厂的营销师傅；4月6日，周鸿祎锐评小米汽车：很多人只知道嫉妒雷军，却不知道营销自己；4月9日，周鸿祎锐评：小米告诉我们，买车做好营销或许比卷配置更有用；4月19日，周鸿祎称看好雷军造车，未来大洗牌不靠性价比而是靠智能性；4月22日，周鸿祎直言：购买小米汽车的员工应该鼓励而不是开除……
周鸿祎近期还在一次直播中公开售卖自己9年的座驾迈巴赫600，表示准备换新能源汽车，更喊话让新能源汽车老板们送他体验用车。
也许是对自家品牌实力的担忧，这一次哪吒CEO张勇并没有第一时间回应，而是让蔚来的李斌捷足先登，率先搭话了。随后，包括阿维塔、深蓝、仰望等多个品牌纷纷响应，东风猛士、小鹏、极氪、理想、星途星纪元更是将自家的旗舰车型，开到了360办公楼下。一时间，周鸿祎成了众多新能源汽车品牌追捧的流量明星，风光无两。
此前周鸿祎更是多场舆论漩涡的中心，比如腾讯“3Q”大战，以及和雷军在朝阳公园“约架”，三六零也因此声名大噪。
时间调回2010年，这一年腾讯与三六零爆发了互相排斥对方应用软件的“3Q大战”，当时双方都不肯让步，战况愈演愈烈，强迫用户“二选一”。这场持续了4年的“3Q大战”，成为“互联网反不正当竞争第一案”。
这场大战中，周鸿祎和三六零早在开战之前就已经注定成为“赢家”，不管是输是赢，最后都是三六零的品牌力大幅提升。金山毒霸和QQ电脑管家此前几乎“垄断”杀毒软件市场，这一战反而让周鸿祎和三六零声名大振。
周鸿祎当年还因为手机问题开炮雷军，周鸿祎一度在微博向雷军发出朝阳公园“约架”的战书，尽管最终两人都未赴约，却引发全网关注，当时周鸿祎准备进军手机业务，三六零手机未开卖就已抓足眼球。
谁曾想到时至今日周鸿祎和他们两位都“化敌为友”，4月20日周鸿祎连续发出两条微博，将马化腾和雷军都称之为老朋友，并晒出与马化腾握手的照片。这一场景发生在由工信部和互联网协会联合举办的中国互联网三十周年座谈会上。不仅马化腾参会，雷军也参会了，不同的是，彼时的“老对手”已经变老朋友，不过，雷军现场婉拒了周鸿祎的要车请求。
就在周鸿祎大热之时，资本市场对三六零作出反应，令人意想不到的是，4月18日至22日，三六零股价三连跌，分别下跌2.26%、2.68%和1.13%。
截至4月22日收盘，三六零股价为7.89元，相比2020年的29.32元的股价高点已经下跌73%，自周鸿祎和胡欢离婚，被分走90亿元后，三六零的股价持续走低，2024年2月一度低至6.19元，创下2013年以来新低。
面对三六零股价的萎靡，周鸿祎还能扭转乾坤吗？
01 车企排队给“教主”送车
从周鸿祎在微博与众多车企的互动中可以看出其影响力，和他互动的有比亚迪仰望U8，有阿维塔，还有极氪009等，当其他品牌还在安排的过程中，小鹏和极氪两家车企早已经先人一步，直接将小鹏X9和极氪009开到360总部的楼下。
周鸿祎面对众多车企的“众星捧月”则有幸福的烦恼，自称已经挑花眼了，甚至还为此“难以入眠”。其实仔细参考周鸿祎所提的四大标准，空间大，够舒服，已经基本将小米SU7等品牌淘汰，这或许也是雷军拒绝周鸿祎的原因。身价过百亿的周鸿祎对被动安全和主动安全配置要求较高，因为周鸿祎自己不会开车，对后座私密性也有要求，加上智能座舱，能符合这些要求的国产品牌凤毛麟角。
令人意外的是，周鸿祎作为哪吒汽车的大股东，但是哪吒汽车没有加入送车大军。自雷军宣布小米造车后，作为老对手也是老朋友的周鸿祎不甘落后，于2021年斥资29亿元领投哪吒汽车，合计间接持有哪吒汽车约16.59%的股权，成为哪吒汽车的第二大股东。此前周鸿祎和哪吒汽车互动频繁，对哪吒汽车也有足够了解，2020年哪吒汽车销量1.51万辆，位列造车新势力第5位。
哪吒汽车相比“蔚小理”造车新势力来说，其品牌影响力以及市场占有率相对偏低，其产品线单一，主打性价比和低端市场，另外让哪吒汽车从成立以来就饱受资金困扰。蔚来董事长李斌曾高调宣称造车起码需要200亿元，而哪吒汽车从成立至今融资金额和蔚小理等新势力相比略显“寒酸”，据《第一财经》披露最近一次投资方均为地方国投，且融资金额也只有50亿元，这点融资对极为烧钱的新能源造车来说可能远远不够。
周鸿祎在公开发布要车视频后，哪吒汽车至今没有做出回应，也没有送车的举动，反倒是周鸿祎在微博上再三强调不是为哪吒汽车抬轿子，这样的解释或也说得通，毕竟周鸿祎在选车的几大标准中，走低端路线的哪吒并不符合。
值得一提的是，上个月周鸿祎莅临哪吒汽车CEO张勇的官方直播间，为其即将上市的新产品哪吒L造势，整个直播时长超过3小时。在直播过程中，周鸿祎痛批哪吒汽车不会搞营销，让张勇学习小米汽车展示生产基地的思路。随后就有周鸿祎要车的事件，只是巧合吗？
02 周鸿祎对哪吒汽车的“爱与恨”
哪吒汽车作为新能源造车的后来者，其实一度火力凶猛，曾占据销冠宝座。
但2023年哪吒汽车全年销量为127496辆，仅仅完成年度销售目标25万辆的一半左右。尤其是2023年12月销量为5135辆，同比下滑34.12%，环比下滑58.93%。已经连续第5个月出现销量下滑。在新势力中的排名从2022年的第一，下滑至2023年的第五，前四名分别是理想、蔚来、零跑、小鹏。
哪吒汽车CEO张勇在经历不如人意的2023年后于2024年1月2日发表公开检讨，将原因归咎为新老产品切换时没有衔接好、节奏乱、新产品上市定价过高等六个方面原因。其实在发布公开线上检讨前，张勇已经学习小鹏汽车，遭遇困境后请来“铁娘子”王凤英对哪吒汽车进行了人事调整。张勇自己兼任营销公司总裁，亲自下场抓营销；哪吒汽车副总裁周江将兼任营销公司常务副总裁，协助管理山海事业部，负责统筹山海产品线营销工作。
在这一轮新的人事调整后，哪吒汽车的销量却并未见起色，2024年第一季度，哪吒汽车销量25466辆，同比下滑2.71%，位居新势力品牌第十位。全年30万辆的目标任务仅完成8.49%，为前十名的目标完成率中最低。2024年3月，哪吒汽车销量8317辆，和蔚来一起成为唯二两家出现同比下滑的车企。同样与哪吒汽车走性价比和技术路线的零跑汽车，在3月份售出了14567辆。在2024年第一季度中，则有哪吒汽车、蔚来、埃安三家车企销量出现同比下滑。埃安下滑7.66%，蔚来下滑了3.18%。
（图片来源：中汽数研）
周鸿祎投资哪吒汽车后，哪吒汽车也经历过短暂的辉煌，2022年拿下销冠之后开始走滑坡路，在竞争对手大踏步发展的情况下，哪吒汽车的销量反而出现同比下滑，这已经让周鸿祎极度失望，从他在张勇直播间的疯狂吐槽可见一斑。
在当日直播中，周鸿祎根本不给哪吒CEO张勇面子，称“车名别扭”和“营销自嗨”。哪怕这样的批评可能对哪吒汽车的品牌带来一定的伤害，但仔细分析，周鸿祎作为大股东，对哪吒汽车批评或是出自“爱之深恨之切”。
需要注意的是，周鸿祎本人没有驾照，他此前接触的都是迈巴赫600这样的豪华车，所以无论他是从驾驭感还是乘坐体验感来说，他提出的建议也未必准确和中肯。
03 哪吒拖累三六零？
周鸿祎的无奈“炒作”，或和三六零不太好看的业绩表现也有关系。
财报显示，2023年三六零营收90.55亿元，同比下滑4.89%；归母净利润-4.925亿元，同比增长77.65%。这也是三六零连续五年营收下滑和连续两年净亏损。2022年，三六零营收95.21亿元，同比2021年的108.9亿元再次下滑12.54%，归母净利润-22.04亿元，同比下滑344.23%。创下三六零上市以来最大亏损。
2018年至2020年，三六零的营收分别为131.3亿元、128.4亿元、116.1亿元，2019年至2021年营收同比分别下滑了2.19%、9.55%和6.28%。营收在2018年创下历史最高的131.3亿元，随后一路下滑至2023年的90.55亿元。
三六零的由盈转亏的节点是2021年，而这一年正是三六零投资哪吒汽车的时间段。三六零2022年巨亏22.04亿元时，在财报中披露，三六零对联营企业和合营企业的净亏损达到9.46亿元，其中对合众汽车权益法下确认的投资亏损便为8.94亿元。而在此前多年，联营企业和合营企业均为三六零贡献正向收益。自投资哪吒汽车后三六零再没盈利过，可见从投资哪吒汽车开始，哪吒汽车就成了三六零的负担。
在2022年财报中，三六零披露合众汽车营收为133.29亿元，净亏损69.19亿元。但在2023年的财报中，三六零则选择避而不谈。据天眼查数据显示，合众新能源汽车股份有限公司（哪吒汽车）在2023年前三季度营收88.29亿元，净亏损46.94亿元。其中经营活动产生的现金流净额为-41.91亿元，投资活动产生的现金流净额为-16.02亿元。
合众汽车的亏损在情理之中，毕竟造车新势力除了理想现在均处于亏损状态。2020年，合众汽车营收12.97亿元，净亏损13.2亿元；2021年，合众汽车营收57.35亿元，同比增长342%；净亏损29.08亿元，同比扩大120%。2022年合众汽车销量创下新高，但净亏损却达69.19亿元。到了2023年上半年，合众汽车净亏损额则为28.33亿元。第三季度则净亏损18.61亿元，自2020年至2023年第三季度，合众汽车合计净亏损高达158.41亿元。
在和哪吒汽车高层的直播过程中，周鸿祎不分场合对张勇的“怒怼”，或是周鸿祎作为投资人对哪吒汽车表现不太满意的一种表现，并直言“什么都不明白，能不能学学小米的雷军。”
04 为什么车企排队去送车？
深谙营销之道的周鸿祎是否进行炒作不做评判，但那些快速响应并排队送车的车企其实并不是只为拍教主的马屁，更多的是市场激烈竞争下的无奈。
周鸿祎发文称360集团总部已经有东风猛士917、小鹏X9、极氪009、理想MEGA、星途星纪元ES、星途星纪元ET等产品到场。既然已经有这些品牌汽车，后续可能还会有其他车企陆续跟进，周鸿祎甚至戏称考虑在公司门口搞个小型车展。
这些车企如此大方送给周鸿祎，更多的或想蹭周鸿祎的热度。一旦周鸿祎选择自家品牌将赚足流量，即使周鸿祎没有选中，也只赚不赔。就连主推小型纯电动车的东风纳米、主打性价比的睿蓝汽车，在明知道旗下产品难以满足周鸿祎用车需求也要刷一波存在感。
这一切源于新能源汽车市场竞争的白热化，比亚迪和特斯拉作为行业的头部企业，都面临恶劣的竞争环境，期间特斯拉不断降价以应对。目前国内有80家左右的新能源汽车品牌，比较知名和有竞争力的约有十余家，比亚迪是领头羊，其他排在前列的国产品牌，基本都是拥有多个子品牌的集团，比如吉利、长安、奇瑞、广汽、长城等，加上鸿蒙智行、蔚小理、零跑等，这些基本构成了新能源汽车的第一梯队。
BT财经统计发现，在国内这80个新能源品牌中，月销量过万或曾经过万的品牌只有23个，而上文中的东风纳米和睿蓝汽车蹭热度也是迫不得已，因为3月这两个品牌的销量分别只有1955辆和624辆。蹭教主的热度，对自身品牌的提升有极大帮助。
这23家销量过万的新能源车企中，目前尚有不少还没有给周鸿祎送车，是不想跟着炒作，还是别的原因，尚不得而知，但是静下心来修炼内功，努力提升产品竞争力何尝不是另一种在消费者心中的“炒作”？周鸿祎要车事件的后续如何，BT财经将持续关注。
本文来自微信公众号“BT财经”（ID:btcjv1），作者：BT财经，36氪经授权发布。
该文观点仅代表作者本人，36氪平台仅提供信息存储空间服务。