The G9 listing and the stock price plummeted, Xiaopeng Automobile "fly"?

On Wednesday, Xiaopeng G9, the first flagship SUV of Xiaopeng Automobile, was officially launched.

As a model that has been preheated for half a year, the attention of Xiaopeng G9 has also gradually cooled from the beginning of the public, and it has gradually cooled to a bland level. For a company, this is not a mature product listing marketing. Rhythm, so on the same day, Xiaopeng G9's attention was also unexpected.

However, maybe Xiaopeng did not expect that because of the many SKU configurations, Xiaopeng was unexpectedly dragged into the center of public opinion storm, attracting a taunt in the car circle and digital circle, and many media were also at the communication meeting meeting. In front of He Xiaopeng's face -to -face evaluation, Xiaopeng G9 SKU has a lot of questions.

Not only this, the day after the press conference, Xiaopeng Automobile's stock price also opened a "fall and fall" model, and it fell 12%within a day. For Xiaopeng Automobile, which has just been released, this seems to be a better news that is overwhelming about Xiaopeng G9 over the media.

But anyway, the current Xiaopeng Automobile is indeed a very difficult situation, so today we will talk about why Xiaopeng G9 is not favored by the market?

SKU is more and miscellaneous.

For a long time, traditional car companies have been criticized because of too many models and SKUs. The ultra -long price range and functional configuration of the deduction search all allows consumers to shout a headache when buying a car. It is often encountered that even if the mobile phone wireless charging is the basic function, it is necessary to choose the top match to get it. For consumers who do not need to choose the top match, the car experience is a great discount.

Therefore, Tesla, ideal, and Weilai, known as the new forces of car manufacturing, strive to achieve innovation in the model version, greatly reduce the number of SKUs of the model version, and adopt a one -price sales model, which not only can significantly improve consumers The time cost of reducing car purchase satisfaction can also effectively improve the inventory turnover efficiency and improve the brand's control of the product's second -hand price.

In contrast, Xiaopeng, who is also a new forces, is more like a traditional car company.

First of all, in addition to the common self -operated sales channels of new forces, they also added the dealer model of traditional car companies. Although it can significantly reduce the brand's expansion costs, it has also brought many problems, such as third -party dealers' opening of the opening of the industry. Ask the "mage practice" such as the publicity of feudal superstitions, or the inconsistent issues such as consumer rights and interests, so that consumers who buy cars through dealers' channels have a headache, like a car buying a traditional car company.

Secondly, Xiaopeng, as a young car company, is very fascinated by the multi -SKU strategy of traditional car companies. For example, their flagship sedan Xiaopeng P7, after the user spit out too much SKU, has been adjusted several times to now there are 8 different smart configurations and different battery versions. What is even more confusing is that some battery life uses the CLTC standard, and some The NEDC standard is adopted. If it is a CLTC standard model, it may occur. Although the estimated mileage number is longer than the NEDC standard, the actual driving mileage is shorter than the latter.

Such a complicated and lengthy SKU number also made a small -bocus store employee confessed to me, in fact, they can not figure out what kind of gap between each version of Xiaopeng P7, even them, even them, they are all of them, and even them are all them. I was fainted.

Obviously, when there are more SKUs of a car, even when the sales are unclear, it is even more unclear as a consumer, and it is not so willing and so much. The SKU configuration of the car is different, so most consumers are "dismissed" by Xiaopeng.

However, Xiaopeng G9, which was just released, repeated the same mistakes again, and launched a total of 8 configurations and battery life. Driving performance 650E performance version, four -wheel drive performance 650X performance version and four -wheel drive performance 650X listing commemorative version, also three optional packages -5D music cockpit, XNGP auxiliary driving, and 4C ultra -fast battery pack.

It is no exaggeration to say that Xiaopeng G9's configuration SKU is completely completely different from traditional car companies, for fear that consumers can choose a model that suits them simple and easily, but use a series of methods and routines. Let users be confused as much as possible.

Therefore, the second day after the conference, there were feedback from the front -line Xiaopeng sales staff: there are too many SKUs of Xiaopeng G9, and the configuration is too complicated, resulting in many consumers to cancel the booking order. G9's many SKUs were fainted.

What is even more incredible is that Xiaopeng, who has always been the main autonomous driving function, has a price of up to 300,000 yuan low -end version of 570G, which is not even equipped with millimeter wave radar and high -end cameras. Even traditional cars are traditional cars. The 150,000 SUV of the enterprise is not the case.

Without the 570G version of the millimeter wave radar and the surrounding camera, it can only achieve the basic lane maintenance function. Even the low -end cars that are used by buying Bosch's L2 autonomous driving packages are not as good as. This makes people understand Xiaopeng's brain circuit: Now that they are all 300,000, Xiaopeng G9 570G does not even have autonomous driving, so Xiaopeng thinks its brand power is enough to support such a high low smart SUV? It is a bit "so ordinary but so confident". Of course, this does not mean that Xiaopeng only intends to cut the leeks of low -equipped users. Even the E -version of the leek, Xiaopeng does not want to let it go. At the press conference, Xiaopeng announced the so -called world -leading XNGP's second -generation smart driving function. It also requires that the E -version users can buy up to 28,000 yuan for optional packages before they can be used, otherwise they will not be equipped with laser radar.

On the other hand, the ideal car, which was ridiculed by the group some time ago because of a broken axis, Li Xiang publicly confirmed that all models of the ideal model will be equipped with auxiliary driving and autonomous driving functions, and will not charge users. All kinds of negative news broke out, but its frank and intentional control of the number of SKUs still allows quite a lot of consumers to rest assured to place an order.

Fortunately, after a group of media criticism, Xiaopeng founder He Xiaopeng also promised the media that he would significantly adjust the number of SKUs and options of Xiaopeng G9 between delivery. Follow -up plan.

At the time of life and death, why did Xiaopeng faint?

Although the domestic new energy vehicle market is booming, the lively scene is destined to be just a few people's carnival. For Xiaopeng, the situation is very passive today, and it is not even exaggerated to call it "life and death". Since July this year, the news about Xiaopeng Automobile secretly cuts prices has spread throughout the streets and alleys. Xiaopeng P7 P7, Xiaopeng P7 Even the highest can be reduced by 20,000, and some of the rights and interests that have been removed have been secretly added.

Obviously, this shows that there is not much order in Xiaopeng's hands. For a new forces of a car, it is not important how much money can be made at this stage. After all, as long as the new energy vehicle is on the air, relying on the blood transfusion of capital, the new forces car companies do not need to consider profitability.

Therefore, what Xiaopeng has to do at present, it should be that everyone sees the market at all. Even if you use some money to sell cars, you must buy as much car as possible instead of launching a pseudo -intelligent car without intelligent driving.

So why is Xiaopeng, one of the three giants of the domestic car building forces, why, at a time of life and death, frequently use a variety of faint tricks and gradually leave the line from "Wei Xiaoli"? I think there are two main reasons for this.

First, Xiaopeng lacks the advantages that can be directly felt by consumers as Weilai and ideals.

Although Weilai is always ironic because of the poor level of chassis tuning and high prices, it is "IQ Tax", but from the monthly sales data, it can be seen that Weilai has stabilized the heel in the high -end automotive market and has become Wei Wei and has become Weiwei. One of the high -end domestic car brands, even Volkswagen has listed it as a potential competitor.

The reason why Weilai can come to this day is more about its meticulous service of consumers. With the intimate service cases that break the circle again and again, Weilai has successfully established a "high -quality service" brand image in the mass consumer market. , Allowing each owner who bought Weilai Automobile to experience a high level of service level.

And those who can afford Weilai must also be high net worth users. These consumers who have a higher right to speak on the Internet and life are naturally more credible than the sales staff. It is a more credible Weilai Automobile Promotion Circle to jointly build a more credible Weilai car promotion circle, so Weilai can successfully establish its own brand in the automotive market of foreign brands.

Furthermore is an ideal car. Although their loyal extended technology is just a transition technology, they have also successfully created a unique brand image for themselves through the vertical segment of the "Daddy Car".

Although the product power of the ideal ONE is not necessarily better than asking the M5 and Lantu Free, the ideal L9 does not have any leading technical advantages in the industry, but through the concept of deep cultivation of the family SUV, let each of the ideal car be mentioned by people. It will be mentioned that it is very suitable for people with families. This is what the entire automotive market has never done.

At the same time, as mentioned above, the ideal considering cost of consumer consumers in the family, all the safety configurations and comfortable configurations are standardized, and the SKU is streamlined. And sell your mouth to make the car purchase experience.

On the other hand, Xiaopeng Automobile lacks such a core brand image. Only those who pay attention to the automotive industry can know that Xiaopeng's advantage is to get autonomous driving, not just "Chebitesla, ideals and Weilai."

However, a bleak fact is that Xiaopeng and the founder seem to have lost confidence in selling cars on high -end autonomous driving functions, and this is exactly the piles of SKUs, even for Xiaopeng, or even Dare not to equip Xiaopeng G9 low -end version with the main reason for the faint tactics of millimeter wave radar and high -end camera.

According to information on front -line sales feedback, 80%of the customer groups who purchase Xiaopeng G9 are between 35 and 40 years old. Consumers of this part of age generally have home, or have just had children, so this has to need consumers to face a problem -when the car is full of your family, do you dare to use it and now? What is the autonomous driving function called auxiliary driving? Obviously, most people's answers will be negative. During the Spring Festival of 2022, Xiaopeng's autonomous driving function was only 8.09%. It also confirmed the previous problem again. Consumers' acceptance of autonomous driving functions is far from that Xiaopeng imagined. When people drive themselves, they will open their own autonomous driving functions and experience. After all, no one wants to be the protagonist of the social news the next day.

The family has been in the field of Xiaopeng, who has intended to become the first in the industry in the field of autonomous driving. It has always been ALL IN autonomous driving, but the curve overtaking is not destined to pay the price. repair.

In the face of consumers' low acceptance of autonomous driving, Xiaopeng waved his knife from the palace, and the functions of Xiaopeng Automobile's differentiation were stacked on the top models, so that most consumers missed it, and there was no autonomous driving driving without autonomous driving. What else is left with Xiaopeng blessing?

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