This Tuesday, there is no “jump ticket”, ideal to release the list on time.
As expected, the car company, which has just encountered the Waterloo of pure electricity, once again topped the list by virtue of its L series four models in the sale of extended-range SUV.
This is followed by the question line with Huawei’s strong endorsement, and no one can stop its increasingly crazy harvest at the terminal at this stage.
On the contrary, Weilai, who was in the third place, surprised everyone.
Whether it is due to the transformation of Xiaomi order spillover, or the stimulation of the impending retreat of the BaaS New deal, or the latent customer gradually recognized several “moats” of the brand in Li Bin’s words, they all fought a fairly beautiful “turnaround” in the pure electricity sector.
By contrast, the protagonist of today’s article, Xiao Peng, who ranks seventh on the list, has been slow to improve.
This past May, the situation was also quite similar.
When several front-runners, delivery volume has passed the 20, 000 or even 30, 000 vehicles, it is still hovering in the 10, 000-car “passing line”.
From January to May, the cumulative delivery of 41360 vehicles, progress is also very limited.
Although from a rational and objective point of view, we are not willing to judge the development and situation of a brand only by relying on the data of a single dimension, for all the new forces, whether there is enough scale effect at this stage, it will always be an immutable “measure”.
In other words, the sales volume is good or bad, directly proves its own strength and weakness.
So, what happened to Xiaopeng this year? Why not usher in a bigger bloom? Maybe it’s a topic that a lot of people care about.
And in the following space, I would like to talk about some of my thoughts.
After all, “intelligence” is just the icing on the cake.
Not long ago, Xiao Peng released his first-quarter results.
Taking a closer look at this slightly “unexpected” report card, although total revenue showed a month-on-month decline of nearly 50%, it showed a lot of positive signals in some other key dimensions.
For example, the net loss continued to narrow throughout the first quarter.
for example, the investment of the “three fees” was very restrained.
and, for example, there was plenty of “food and fodder” to withstand the cold winter.
The most prominent of all is that gross profit margin has rebounded completely and returned to double digits.
As for the reasons behind it, it is not difficult to understand.
On the one hand, Xiaopeng X9, which has a high average price per bike, occupies a large share.
on the other hand, it is due to strategic cooperation with Volkswagen that it finally begins to be paid.
On the conference call after the release of the financial report, he Xiaopeng continued to set up a lot of Flag in order to show a positive signal to the outside world as much as possible.
Xiaopeng’s strategy will not only focus on sales growth as before, but also pursue high quality, high efficiency and comprehensively enhance the competitiveness of the company in such a market.
Only in this way can we achieve larger scale and profits in long-distance running.
” Starting from the third quarter of this year, we will launch a number of new strong product cycles within three years, which will cover major market segments with a price band of 10-400000 yuan.
” The first Class An electric sedan in the MONA product line will be unveiled in June this year and will be officially launched and delivered on a large scale in the third quarter.
This is a product with the highest appearance, high intelligence and competitive cost in 200000.
” The year after next, Xiaopeng will also launch a number of products on the platform of A-class cars, and put Xiaopeng’s XNGP into this price range, popularizing high-level intelligent assisted driving in this price range with the largest sales volume.
” In the fourth quarter of this year, we will also deliver a brand new B-class pure electric car of Xiaopeng brand.
This new car is based on our latest technology, and we expect it to be a popular model in the B-class pure electricity market in the second half of the year.
” This new B-class model, coupled with the incremental contribution of the MONA model, makes us confident that monthly delivery will increase significantly in the fourth quarter of this year compared with the same period last year.
” Undeniably, only combined with the above paragraphs of he Xiaopeng, the protagonist of today’s article seems to have found the solution of bottoming out.
It is expected to go deeper, but it cannot hide its “stubborn disease”.
First of all, we must admit that through continuous efforts, this year’s Xiaopeng has indeed imprinted the label of “intelligence” on himself more and more deeply.
Throughout the first half, from marketing communication, to the content of activities, and then to the guidance of public opinion, it all revolves around the mind module and smart driving.
But by now, Xiaopeng should gradually understand one thing: with reference to the current environment of China’s car market and the understanding of end-users about electric vehicles, the role of this “long board” is only the icing on the cake, not timely help.
In other words, smart driving, wisdom module stick, can not completely “pocket” consumers.
Moreover, in terms of “intelligence”, Huawei, Lulai and ideals of the same track, including Xiaomi, are investing a lot of manpower, material and financial resources.
Therefore, Xiaopeng is far from being “far ahead”.
When the dimension fell into a fierce battle, the weakness in the planning level of the new power’s car-building products was more exposed.
This year, in addition to the X9, Xiaopeng’s G9, G6 and P7i can only be described by the enemy.
G9, a medium-sized and large SUV, showed a bit of a comeback after being renovated last year, but it turned out to be more like a flash in the pan.
The G6 was supposed to be the “kingpin” on which the new power built cars, but it fell rapidly after the monthly delivery volume exceeded 8,000 vehicles.
As the “veteran” of Model 3, P7i, as a pure electric sedan plate, did not continue its previous glory and lost its hard-won position.
Even for X9, which has received a lot of praise, due to the restriction of pure electric MPV identity, the upper limit is still there inevitably.
As for P5 and G3i, they have gradually withdrawn from the stage.
Anyway, it always feels that for so many years, Xiaopeng has been lack of a unified and resolute “strategic policy” in the promotion and replacement of car models.
Although there are many bright spots in each new car, it has also left a variety of regrets.
Styling design, space trade-off, detail polishing, rhythm grasp ….
And then the excellent “intelligent” long board, if you can not have the appropriate “carrier” support for a long time, the effect will be greatly reduced.
In other words, there is not a balance between an interesting soul and a good-looking skin.
At the same time, it is worth vigilant that the second half of Cheng Xiaopeng’s two trump cards, two A-class and B-class pure electric cars.
As a bystander, do you think they can become what he Xiaopeng called “popular styles” in the already suffocating “Red Sea”?”what are the chances? With reference to the intensity of the current competition, there is really no answer that the expectation is too full.
Anyway, in my eyes, Xiaopeng has a lot of difficulties this year, to a large extent, has a close relationship with the defects of product planning, especially when the competitive products are more conspicuous.
Fortunately, news continues to come that this new force has acquired a designer “Daniel” and has completely reversed its attitude towards the extended-range technology route.
Various signals indicate that in order to sell more cars and to survive, Xiaopeng put down his baggage and fought hard.
I hope we don’t overestimate Wang Fengying.
“now the pure electric car worth 200,000 to 300,000 yuan is almost over.
In contrast, consumers’ perception of the brand has gradually become a decisive factor in whether they are willing to pay the bill or not.
” It is by no means apocryphal.
The point at the beginning of this paragraph comes from a recent analysis of why Model Y is still selling well under heavy siege.
A similar truth can also reflect the protagonist of today’s article.
Throughout the current market segments of several models for sale under Xiaopeng, the homogenization of products is actually very serious.
Almost all the opponents have come up with 18 martial arts in an attempt to grab meat in a jungle full of thorns.
It is precisely based on this background that the image of the brand in the hearts of consumers becomes more and more important.
But in this respect, Xiaopeng has been lacking.
It must be admitted that no matter in a first-or second-tier city or a third-and fourth-tier city, it often does not get much benefit in the face-to-face confrontation with products of the same price, such as Tesla, BYD, including Lailai, Xiaomi, Mian Jie, etc.
Most of the time, if you are not chosen, you lose in the brand itself, especially this year when the volume is doubled.
Recently, it was revealed that Yu Tao, head of OPPO marketing, has joined Xiaopeng as vice president of marketing, responsible for marketing and public relations communication, reporting to President Wang Fengying.
At this point, following Yi Han’s resignation and the job vacancy for nearly 4 months, Xiaopeng finally ushered in a “turnaround”.
However, it seems to be another “cross-border player”, whether it can bring about earth-shaking changes for this new power at the brand level, there are still a lot of unknowns.
By contrast, another piece of news is more noteworthy.
Against the backdrop of lower-than-expected sales in the first quarter, Xiaopeng replaced Wang Tong, the head of sales who had been on the job for only one year, to Gu Yuanqin, vice president of operation and management of the financial platform.
Such frequent deployment of troops has undoubtedly exposed the pressure on its order level, which seems to be on the verge of coming out.
The disadvantages of the price war and the adoption of wholesale sales by dealers are constantly emerging.
The “Jupiter project”, which had been given high hopes before, was greatly reduced in effect.
The latest personnel changes certainly got a “nod” from Wang Fengying.
Last year, this “car circle iron lady” joined Xiaopeng when he was in a quagmire, and indeed uprooted all the festering roots of this new power’s car-building tree with an extremely iron fist, and the recovery of the disease was obvious to all.
As for strength, as he Xiaopeng said, “We have a total of 12 executives in 2022, and now there are two left, including me.
” It is out of absolute trust that the former decided to gradually hand over the business reform tasks such as marketing, supply chain, product planning and sales channels to Wang Fengying.
As everyone knows, since the beginning of this year, the latter “wielding a knife” is still cutting deeper into the car-building of this new power, continuing to dominate a more and more thorough change.
In January this year, for example, Zhang Li, former general manager of Great Wall manufacturing, joined Xiaopeng.
He is not only Wang Fengying’s husband, but also has the experience of producing 1 million cars a year.
For example, Jiang Ziyang, a senior consultant at Reese, who developed a “focus SUV” strategy for the Great Wall, began to be in charge of Xiaopeng’s product planning.
For example, her son-in-law.
It is reported that nowadays, the heads of many departments of Xiaopeng come from the old department and even the family members of Wang Fengying during the Great Wall period.
He Xiaopeng acquiesced in all the above.
Perhaps, from his point of view, the virtuous does not avoid relatives, the company wants a complete makeover, must come to a broken and standing bone curettage.
And Wang Fengying is the candidate he has chosen.
Of course, the huge shock that occurred in Xiaopeng undoubtedly gave the outside world another anchor to observe it.
However, Wang Fengying’s various operations and changes holding high the banner are bound to be linked to the results in the end.
As far as the current report card is concerned, it is not qualified.
The “Rim Iron Lady” did not better prove herself on the new stage.
Homeopathy, the slightly harsh title of the article has become questioned by the outside world, and even equated her with the current situation of car-building by this new power.
It was thought that with Wang Fengying’s great help, Xiaopeng, who saw the dawn of hope, would stage a brilliant Jedi counterattack.
But in the end, it seems to be stuck in a quagmire again.
This year, Xiaopeng seems to be faced with the key point of whether to plant more tough “saplings”.
In fact, the difficulty is more exaggerated than that of last year, and the time has come to test the real control ability of the person at the helm.
In short, in love and reason, or sincerely hope that we do not overestimate Wang Fengying, hope that this new power to build a car is just for the later take-off and squat.
After all, Xiaopeng, who corrects after knowing his mistakes, has survived so many dark moments.
Xiaopeng, who has worked hard by he Xiaopeng, is still worthy of a “final ticket”.
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