【观点】对话朱江明：零跑的务实与求变

零跑汽车创始人、董事长、CEO 朱江明，共同追寻朱江明与零跑在过去八年，从历经“至暗时刻”到奔赴全球市场的脚步。

从“以市场换技术”到如今的“加价出口”，中国车企与世界汽车巨头的竞争地位正发生历史性易位。

凭借完整的产业链、快速迭代的数字化技术以及规模优势和丰富的产品矩阵，中国汽车产业国际化已进入加速出海的新征程。强大的产品竞争力让中国品牌开始手握新能源汽车定义权和定价权。

在这样的背景下，成立第八年的零跑汽车也迎来了自己的“高光时刻”。11月20日，随着Stellantis集团85亿港元到账，Stellantis集团与零跑汽车的合作也随之敲定。

在成功带领公司走出早年的遍地荆棘后，零跑汽车创始人、董事长、CEO 朱江明再一次展现了他对零跑的坚持与承诺。

一、跨过“至暗时刻”

“IPO之后，零跑内部进入了很长一段时间的至暗时刻。零跑的所有高管都主动降薪20%，而我自己更是零工资上岗。”

当听到朱江明的这段自述，钛媒体创始人、CEO赵何娟也不禁感叹道“这可是一个大爆料”，而这也是朱江明首次对外谈及零跑的那段“至暗时刻”。 CXO UNION-CXO联盟（cxounion.cn）

其实，作为技术出身的朱江明，不同于很多互联网思维加持下的新势力创始人，其公众形象与健谈和激进并不沾边。从2015年，零跑最初创立的时候，朱江明“低调务实”的风格就深深影响着零跑。

“公众对于零跑的印象，往好了说是低调务实，往差了说就是不会宣传不懂营销。”不搞花哨的品牌营销，专注于实用型研发，省的钱都用来做全域自研，是朱江明为零跑定下的基调。

也正因如此，朱江明在2019年的S01宣发上吃足了苦头，除了产品定位略有偏差之外，缺乏营销和市场认知也让那时候的零跑交足了“学费”。

此去经年，朱江明牢牢守着“技术”二字，把自己的长处、短板和需求，了解、改善和运用到了极致。在那段“至暗时刻”里，零跑毅然改变了单纯的纯电路线，转而押注纯电+增程的双动力战略，这无疑是一场豪赌。

赢了，零跑将成功度过对于造车新势力品牌来说这个“最危险”的时间段；输了，用朱江明自己的话说就是，“如果今年销量数字上不去，那后面也就没有希望了。” CXO UNION-CXO联盟（cxounion.cn）

2023年3月，零跑在销量短暂下跌后选择推出增程+纯电的双动力战略。随后，销量开始稳步回升，5月销量重回万辆以上，之后一路攀升，最新公布的11月交付量已达18508辆，同比增长130%。

而在朱江明为赵何娟介绍零跑汽车展厅时，朱江明也道出了彼时之所孤注一掷押注增程市场的缘由。

在朱江明看来，国人对纯电产品的里程焦虑还没得到彻底解放，而增程的动力特点可以在5-8年内有更好的适应性。

而当赵何娟谈到关于零跑未来技术路线的时候，朱江明也坦陈道：“未来的大趋势肯定还是纯电，随着充电设施的逐步完善，快充等补能技术的进步，五年以后可能更多都是纯电版车型。”

因此，零跑在那个关键时期坚定选择了纯电、增程双线并行，既要现阶段的市场增量，也要为将来持续布局。而事实证明，朱江明的眼光并没有任何偏差。 CXO UNION-CXO联盟（cxounion.cn）

今年，除了在销量端重回头部梯队之外，零跑长期坚持的全域自研也终于收获突破。四叶草中央集成式电子电气架构实现了座舱域、智驾域、动力域、车身域的四域合一。

与此同时，第三季度财报显示，零跑汽车毛利率提前实现转正，在港股上市一年之际，零跑这一“惊喜”表现，证明朱江明领导的这家车企在成本控制和造血能力方面显著提升。

要知道，销量反映的是市场情绪，有了销量作为支撑，技术、利润作为三角另外两极的正循环，才能开启螺旋上升。

高效务实的运营模式和坚持自研的态度，让零跑成为Stellantis集团的首选。

二、奔赴全球市场

2023年注定是中国新能源汽车行业的大考之年。随着国家补贴的逐步撤离、价格竞争的日益激烈以及消费需求的逐渐饱和，这些因素都将给汽车行业和企业带来前所未有的挑战。

“近期，Stellantis集团的85亿港元到账，您是否有松了一口气的感觉？”这是赵何娟与朱江明这次访谈的开场白。

对此，朱江明也深有所感并表示，虽然还无法完全松口气，但确实在资金问题上减轻了不小的压力。同时，朱江明对于这笔融资的去向也是直言不讳，在他看来，85亿港元对外可能是很大一笔钱，但对于很能“烧钱”的造车新势力而言其实不算太多。接下来零跑还是需要艰苦奋斗，提升产品毛利、改善财务情况、减少业绩亏损，投入技术研发、国内网络及全球化市场拓展这样的“刀刃”上。

今年开始，没有“造血能力”的新势力品牌现在连生存本身都成了问题。在这样的大环境下，各大汽车企业都需以销量来证明自身的生存能力和产品的时代价值。而出口数据的“跃迁式”增长，也让厂商更加坚定拓展海外市场的决心，并形成了一股不可忽视的正向驱动力。 CXO UNION-CXO联盟（cxounion.cn）

而对于朱江明和零跑来说，想要拓展全球市场，还需要有一位好的合作伙伴。

站在零跑的角度，Stellantis在全球市场，金融、保险、服务等各种成熟网络的渠道资源，可以帮助零跑快速地抢占市场，让品牌在全球得到发展。而对于Stellantis来说，零跑汽车以技术研发为主商业模式更符合Stellantis集团的发展逻辑。在综合的研发体系支撑下的电动车组合、产品力、性能及成本控制能力等，都将对Stellantis形成有益补充。

此前，Stellantis集团全球首席执行官唐唯实就曾坦言，“Stellantis集团也需要对中国市场有一定的曝光率，而我们在中国市场目前不算太成功。如果我们要赢得中国市场，那么最好先赢下中国一家很好的公司帮助，这是我们的逻辑。”

那么，到底什么才是唐唯实口中“很好的公司”呢？赵何娟对Stellantis集团为何坚定选择投资零跑的原因，也是充满了好奇。

对此，朱江明也诠释了他的看法，他认为两家公司在风格上比较契合，而业务端的高度互补性也为双方合作提供了稳定基础。更为重要的是，零跑一贯高效务实的行事风格也成为打动Stellantis集团的关键因素。从双方官宣合作到完成交割，仅用时25天，赶在大众与小鹏之前完成合作“落地”，成为新势力车企和跨国巨头首个落地的合作项目，这样的执行效率也得到了唐唯实的充分认同。 CXO UNION-CXO联盟（cxounion.cn）

随后，赵何娟就投资人普遍关注的投资比例如何谈定，以及控制权在谁手里的问题，与朱江明进行了一番深入交流。

朱江明回答道：“具体比例是出于各自的诉求来谈定的，从Stellantis的角度来讲，以轻资产模式来做中国市场是他们的诉求；而对于零跑来说，借助合作可以以轻资产出海的模式来做全球市场；双方合作的这种股权比例既不会改变零跑汽车日常的经营决策管理，同时又形成一个海外合作、资源连接的桥梁，从而达成一个非常好的平衡。”

当赵何娟问起，这笔投资对于零跑来说，除了财务价值之外最大的意义是什么？

朱江明充满自信地回应道：“通过轻资产出海、发展全球化的新模式，一方面为中国汽车出海提供了创新性的解决方案，更重要的是可以大大地加速零跑的全球化脚步，这也是此次合作最大的意义。”

在国内新能源车市日趋内卷的态势之下，海外市场已经成为中国新能源汽车品牌的兵家必争之地。在持续推进海外设厂之时，中国车企当下都在加速推进自身的全球化战略，以零跑为代表的新势力车企则开始以轻资产出海的全新模式奔赴海外。长期来看，这也将是中国主流车企发展过程中的大势所趋。

而作为一个创业老兵，当朱江明被问到“零跑是不是你最后一次创业”时，他如是说：“造车是一个长跑的过程，零跑也将是我最后一次创业，我希望尽最大的精力将零跑做到一个全球化的汽车品牌，这是我始终要坚持的目标。”

翻译：

Zhao Hejuan dialogue Zhu Jiangming: zero running pragmatic and change

Zhu Jiangming, founder, chairman and CEO of Zero Run Car, jointly pursued Zhu Jiangming and Zero Run in the past eight years, from the “darkest moment” to the pace of going to the global market.

From “market for technology” to today’s “price increase export”, the competitive position of Chinese auto companies and the world’s auto giants is undergoing a historic shift.

With a complete industrial chain, rapidly iterated digital technology, scale advantages and rich product matrix, the internationalization of China’s automobile industry has entered a new journey of accelerating the sea. Strong product competitiveness makes Chinese brands begin to hold the definition and pricing power of new energy vehicles. CXO UNION-CXO联盟（cxounion.cn）

In this context, the eighth year of the establishment of zero car also ushered in its own “highlight moment”. On November 20, with the arrival of HK $8.5 billion to the account of Stellantis Group, the cooperation between Stellantis Group and Zero cars was also finalized.

After successfully leading the company out of the early thorns, Zhu Jiangming, the founder, chairman and CEO of Zero Run Car, once again demonstrated his persistence and commitment to zero Run.

Beyond the “Darkest Hour”

“After the IPO, Zero Ran entered a dark moment for a long time inside. All the executives at Zero Run took a 20 per cent pay cut, and I worked for zero.”

When hearing Zhu Jiangming’s self-statement, Zhao Hejuan, founder and CEO of titanium media, also couldn’t help but sigh that “this is a big revelation”, and this is the first time Zhu Jiangming talked about the “darkest moment” of zero running. CXO UNION-CXO联盟（cxounion.cn）

In fact, as a technical background, Zhu Jiangming is different from many founders of new forces supported by Internet thinking, and its public image is not close to talkative and radical. Since 2015, when Zero Run was originally founded, Zhu Jiangming’s “low-key and pragmatic” style has deeply influenced Zero Run.

“The public’s impression of Zero Run is at best low-key and pragmatic, and at worst it’s a lack of publicity and marketing.” Do not engage in fancy brand marketing, focus on practical research and development, save money are used to do global self-research, is Zhu Jiangming set the tone for zero run.

Because of this, Zhu Jiangming suffered enough in the S01 promotion in 2019, in addition to the slight deviation in product positioning, the lack of marketing and market cognition also made the zero run pay enough “tuition fees” at that time.

Over the years, Zhu Jiangming firmly adhered to the word “technology”, and understood, improved and applied his strengths, weaknesses and needs to the extreme. In that “darkest moment”, zero run resolutely changed the pure pure electricity route, and turned to bet on the dual power strategy of pure electricity + range extension, which is undoubtedly a big gamble.

Win, zero run will successfully pass the “most dangerous” period for the new power brand of car making; Lost, in Zhu Jiangming’s own words is, “if this year’s sales figures do not go up, then there is no hope.” CXO UNION-CXO联盟（cxounion.cn）

In March 2023, Zero Run chose to launch a dual-power strategy of extended range + pure electricity after a brief decline in sales. Since then, sales have steadily picked up, returning to more than 10,000 units in May and then climbing all the way up to 18,508 units delivered in November, a 130% increase from a year earlier.

When Zhu Jiangming introduced Zhao Hejuan to zero running car exhibition hall, Zhu Jiangming also said the reason for the gamble on the extended range market at that time.

In Zhu Jiangming’s view, people’s anxiety about the range of pure electric products has not been completely liberated, and the dynamic characteristics of the increase range can have better adaptability in 5-8 years.

And when Zhao HeJuan talked about the future technical route of zero running, Zhu Jiangming also frankly said: “The future trend is definitely pure electricity, with the gradual improvement of charging facilities, fast charging and other energy technology progress, five years later may be more pure electric version of the model.” CXO UNION-CXO联盟（cxounion.cn）

Therefore, zero Run firmly chose pure electricity and extended range dual-line parallel at that critical period, which is not only the market increment at this stage, but also the continuous layout for the future. And the facts proved that Zhu Jiangming’s vision did not have any deviation.

This year, in addition to returning to the echelon of sales, the global self-research that Zero Run has long insisted on has finally achieved a breakthrough. The four-leaf clover central integrated electronic and electrical architecture realizes the four-domain integration of cockpit domain, intelligent driving domain, power domain and body domain.

At the same time, the third quarter financial report shows that the gross profit margin of zero run automobile has been positive in advance, and the “surprise” performance of zero run proves that the car company led by Zhu Jiangming has significantly improved its cost control and hematopoietic ability.

You know, sales reflect market sentiment, with sales as support, technology, profits as the triangle of the other two poles of the positive cycle, in order to open the spiral.

The efficient and pragmatic operation model and the attitude of adhering to self-research make Zero Run the first choice of Stellantis Group.

To the global market

2023 is destined to be a big test year for China’s new energy vehicle industry. With the gradual withdrawal of state subsidies, the increasingly fierce price competition and the gradual saturation of consumer demand, these factors will bring unprecedented challenges to the automotive industry and enterprises. CXO UNION-CXO联盟（cxounion.cn）

“Recently, the Stellantis Group’s HK $8.5 billion has arrived, do you feel a sense of relief?” This is Zhao Hejuan and Zhu Jiangming’s opening line of this interview.

In this regard, Zhu Jiangming also felt deeply and said that although it could not be completely relieved, it did reduce no small pressure on the issue of funds. At the same time, Zhu Jiangming is also outspoken about the whereabouts of this financing, in his view, HK $8.5 billion may be a large amount of money, but it is not too much for the new forces of car manufacturing that can “burn money”. Next, zero running still needs to work hard to improve product gross profit, improve the financial situation, reduce performance losses, and invest in technology research and development, domestic network and global market expansion such a “knife edge”.

Since the beginning of this year, new power brands that do not have “hematopoietic ability” are now facing problems in their own survival. In such an environment, major automobile companies need to prove their viability and the value of their products by sales. The “jump” growth of export data also makes manufacturers more determined to expand overseas markets, and has formed a positive driving force that cannot be ignored. CXO UNION-CXO联盟（cxounion.cn）

For Zhu Jiangming and Zero Run, want to expand the global market, but also need to have a good partner.

From the perspective of Zero Run, Stellantis’ mature network channel resources in the global market, such as finance, insurance and service, can help Zero Run quickly seize the market and enable the brand to develop globally. For Stellantis, the business model of zero-run cars based on technology research and development is more in line with the development logic of Stellantis Group. The combination of electric vehicles, product power, performance and cost control capabilities supported by the comprehensive research and development system will be a beneficial supplement to Stellantis.

Previously, Stellantis Group global CEO Tang Weishi said frankly, “Stellantis Group also needs to have a certain exposure to the Chinese market, and we are currently not very successful in the Chinese market.” “If we want to win in China, we’d better win with a good company in China, that’s our logic.”

So what exactly is a “good company” in the words of Donald Trump? Zhao Hejuan is also full of curiosity about why Stellantis Group firmly chooses to invest in zero Run.

In this regard, Zhu Jiangming also explained his views, he believes that the two companies are more compatible in style, and the high degree of complementarity of the business side also provides a stable basis for cooperation between the two sides. More importantly, Zero Run’s consistently efficient and pragmatic style has also become a key factor that impressed the Stellantis Group. From the official cooperation between the two sides to the completion of the delivery, it only took 25 days to complete the “landing” of the cooperation before Volkswagen and Xiaopeng, becoming the first landing of the cooperation project of the new power car companies and multinational giants, and such execution efficiency has also been fully recognized by Tang Weshi.

Subsequently, Zhao Hejuan had an in-depth exchange with Zhu Jiangming on how to talk about the proportion of investment that investors are generally concerned about, and who is in the hands of the control.

Zhu Jiangming replied, “The specific ratio is determined by their respective demands. From Stellantis’ perspective, the asset-light model to do the Chinese market is their demand; For Zero Run, with the help of cooperation, it can do the global market in the mode of light asset; This shareholding ratio of the cooperation between the two parties will not change the daily business decision-making management of zero-run cars, but also form a bridge of overseas cooperation and resource connection, so as to achieve a very good balance.”

When Zhao Hejuan asked, what is the greatest significance of this investment for zero running, in addition to its financial value?

Zhu Jiangming responded confidently: “Through the new model of asset-light going to sea and developing globalization, on the one hand, it provides innovative solutions for Chinese cars going to sea, and more importantly, it can greatly accelerate the pace of globalization of zero running, which is the greatest significance of this cooperation.” CXO UNION-CXO联盟（cxounion.cn）

Under the situation that the domestic new energy vehicle market is becoming increasingly internal, the overseas market has become a battleground for China’s new energy vehicle brands. While continuing to promote the establishment of overseas factories, Chinese car companies are currently accelerating their own globalization strategy, and the new power car companies represented by zero run are beginning to go overseas in a new model of light assets. In the long run, this will also be the general trend in the development process of China’s mainstream car companies.

As an entrepreneurial veteran, when Zhu Jiangming was asked if “zero run is your last business”, he said: “Car building is a long-distance process, zero run will be my last business,

由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于钛媒体；编辑/翻译：CXO UNIONCXO联盟小U。

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