【商業智慧】理想汽車上周銷量再創新高，全因以敵為師的智慧 Li Auto Sets New Sales Record Thanks to Learning from Competitors
理想汽車行政總裁兼創辦人李想近日在網上分享了一段企業轉型的心路歷程，他說，理想汽車的變革啟示來自於華為。當時2022年三季度，華為「問界M7」的問世，令理想汽車的「理想ONE」銷售縮水，甚至提前停產。然而，理想汽車並未因此而怨天尤人，李想反而以此為契機，向華為全面學習，升級為矩陣型組織，抱團取暖，告別游擊戰的模式。
「全面學習華為，成為最先進的企業」，理想汽車研讀華為的公開書籍，全面學習華為，旨在學習最先進的企業。「我們在產品研發、銷售服務、供應製造、組織財經等方面遇到到的痛不欲生的問題人家十幾廠年前就解決了，甚至二十年前就解決了。學！學！學！」
這以敵為師的智慧，透過觀察並學習競爭對手的優勢，我們可以有效地提升自身的競爭力。理想汽車也在堅持中見到了進步，繼續保持在中國市場豪華品牌銷量的前五位。此外，理想汽車的三款SUV產品的銷量已超過了BBA（平治、寶馬、奧迪）在中國市場的所有SUV產品的銷量總和。
理想汽車對未來充滿信心，他們有信心在2024年實現總銷量超過BBA。這一路走來，他們從競爭中學習，從困境中成長，把挑戰變成機會，才是勝利的關鍵。
Li Xiang, the CEO and founder of Li Auto, recently shared his journey of corporate transformation online. He said that the inspiration for Li Auto's transformation came from Huawei. In the third quarter of 2022, the release of Huawei's AITO M7 had a significant impact on Li Auto's sales of the Li ONE, leading to a decline and even premature discontinuation of production. However, Li Auto did not complain or blame others for this. Instead, Li Xiang took it as an opportunity to learn from Huawei comprehensively. They upgraded to a matrix organisational structure, sought strength in unity, and bid farewell to the guerrilla warfare model.
"We will learn from Huawei comprehensively and become the most advanced enterprise," said Li Xiang. Li Auto studied Huawei's publicly available books and learned from the most advanced enterprise. "The excruciating problems we encounter in product research and development, sales services, supply manufacturing, organisational finance, etc., have been solved by others more than ten years ago, even twenty years ago. Learn! Learn! Learn!"
By treating the competition as teachers and observing and learning from the strengths of competitors, we can effectively enhance our own competitiveness. Li Auto has also seen progress while adhering to this principle, consistently maintaining a position among the top five luxury brands in the Chinese market. Furthermore, the sales of Li Auto's three SUV models have exceeded the combined sales of all SUV products by BBA (Mercedes-Benz, BMW, Audi) in the Chinese market.
Li Auto is confident about the future. They believe they will achieve total sales exceeding BBA in 2024. Along this journey, they have learned from competition, grown from adversity, and turned challenges into opportunities, which is the key to victory.