There are too many models, why Xiaopeng G9, which has exquisite swordsmanship, made the capital market smell the taste of risks.

The sincerity of Xiaopeng G9 was blocked by the user's slot.

On the evening of September 21, Xiaopeng G9, a pigeon pigeon, finally unveiled the hidden veil. As the earliest flagship SUV, the earliest appearance of "Wei Xiaoli", G9 officially appeared at the Guangzhou Auto Show last year. However, what is unexpected is that his official press conference is pigeon again, and even later than the flagship SUV of the post -friendly businessmen.

However, with the reputation accumulated in the past, Xiaopeng G9, which has been late, is not bad. The official announcement showed that within 24 hours of the G9, 22819 orders were harvested. It is not difficult to find that the enthusiasm of consumers has not disappeared because of being late. At the same time, as the official continues to explode information about G9, it also attracted a large number of consumers who want to change the car, and they all look forward to the official release of G9.

However, when the G9 was officially released, consumers showed polarization for his wind reviews. Among them, some consumers say that the configuration of G9 is a well -equipped bucket car; some consumers say that G9 has lost themselves. Although He Xiaopeng commented that the G9 was "the smartest, the most luxurious in the smart car, and the fastest charging in the production car", there are still consumers who say they want to withdraw bips in the comment area.

So why is consumer disappointed with Xiaopeng G9? Compared with the flagship SUV of the same peers, what consumers are unbearable by Xiaopeng G9?

As the "Dream Car" in He Xiaopeng's mind, Xiaopeng G9 was hailed as "the benchmark of the times" by him. He even called Xiaopeng G9 the last generation before the smart car moved to driverless cars. Obviously, Xiaopeng also learned the introduction of the product's product. However, after excluding these beautiful words and then look at it, Xiaopeng G9's product performance advantage was crushed by marketing errors.

From the perspective of the model version, Xiaopeng G9 is divided into six models of 570G, 570E, 702E, 650E, 650X and 650X commemorative version. Among them, 570G is an entry paragraph, and the official proposal is that the retail price is 309,900 yuan. However, from the perspective of model configuration, 570E is more like an entry model. Compared with the two models, the former perceives only 8 ultrasonic sensors at the hardware level, while the latter is equipped with hardware such as the millimeter lidar mentioned in the press conference, and high -perception camera.

Taken together, 702E, which sells for 349,900 yuan, is more suitable for consumers to choose from. On the one hand, he has a longer battery life than 570G and 570E. On the other hand, his hardware configuration and software function have been upgraded compared to the first two models. It is worth mentioning that 702E is equipped with dual lidar, which also means that users can fully unlock Xiaopeng's advanced auxiliary driving with his configuration. Therefore, 702E is more like the "era benchmark" seen by consumers at the press conference. However, 702E also has obvious disadvantages. The configuration of its single motor driver makes consumers who want to pursue the experience of accelerating the 3.9 -second experience in 100 kilometers, because only 650 series products are equipped with dual motors, and the configuration is different. The "sword method is exquisite".

It is true that different prices correspond to different properties, but the difference between the difference between Xiaopeng G9 is so large, which has also triggered consumers. Among them, although some consumers have a good performance of G9, Xiaopeng's pricing strategy and product differences cannot persuade them to pay for the product. At the same time, some consumers also said that they did not want to spend more than 300,000 yuan to buy the "era benchmark", and spent 38,000 yuan to unlock XNGP auxiliary driving and 4C ultra -fast battery packs. For them, these additional payments are actually the main reason for their choice of Xiaopeng G9.

For a long time, Xiaopeng Automobile has always been known for its technical strength. He Xiaopeng also said in the CCTV "Dialogue" program that the company's style is close to Tesla, and both companies insist on taking pure electric technology and autonomous driving technology. As Xiaopeng's flagship product, G9 is naturally equipped with the company's latest ultra -fast charge technology and auxiliary driving technology. From the perspective of the product, they are the highlights of Xiaopeng G9.

According to reports, Xiaopeng G9 was equipped with the 800V high -voltage SIC platform of the car end and cooperated with the company's S4 ultra -fast charging pile. It only took 15 minutes to charge the 4C version from 10%to 80%. The official propaganda is described as "charging for 5 minutes, endurance 200km". However, consumers want to unlock the service of "charging for 5 minutes, endurance 200km". In addition to paying an additional 4C ultra -fast battery bag, they also have to wait for the construction of Xiaopeng S4 ultra -fast charging pile.

It is worth noting that Xiaopeng's S4 ultra -fast charging pile did not land in Guangzhou for the first time in August. At present, there are only 7 charging piles in the country, and they are located in large cities such as Beijing, Shanghai, Guangzhou and Shenzhen. According to the charging pile construction plan released by Xiaopeng, there will be 500 S4 ultra -fast charging piles launched in the country next year. For consumers who purchase Xiaopeng G9, although their products have super fast charging technology, they still have to wait for them to enjoy the service.

Faced with the two aspects of Xiaopeng G9 marketing and complementary energy, many consumers holding a conscience product are also tangled. In all fairness, the configuration and performance displayed by the Xiaopeng G9 conference club can be regarded as kind, but the official pull in price cover the advantages of the product itself. At first glance, consumers can choose a model that suits them according to the situation of the wallet. However, the performance discounts caused by different configurations have to allow consumers to rethink whether to buy this product. In addition, although the G9 has super fast charging technology, the car mainly wants to achieve "charging for 5 minutes, 200km battery life", but it still needs to wait long. When some consumers are still tangled, investors in the capital market have made a choice, and Xiaopeng Automobile's stock price has a completely different response before and after the G9 release.

The day before the G9 released, Xiaopeng Automobile's stock price rose 8.85%of the previous haze. However, after the G9 was released, investors chose to vote with their feet. As of the close of September 22, Xiaopeng Automobile's stock price fell more than 11%. Today, after the opening of Hong Kong stocks, Xiaopeng's stock price continued to decline, and the closing of the market fell 2.48%again at noon.

Although the decline in Xiaopeng's stock price has been affected by external market factors, Xiaopeng G9 is undoubtedly its main internal cause. As the first attempt to impact the high -end market, Xiaopeng G9 was highly hoped by the company. Earlier, Xiaopeng Automobile mainly deeply cultivated the mid -range market. Although the company continued to become a sales champion, the overall gross profit margin was lower than the same.

Data show that Xiaopeng Automobile's gross profit margin in the first half of this year was only 11.55%, and the bottom of the ranking of "Wei Xiaoli" was the bottom. After seeing Weilai and their ideals obtained high returns in the high -end market, Xiaopeng G9 naturally became an important exploration of its profitability.

Faced with the wind evaluation differentiation after the release of Xiaopeng G9, investors not only did not see the flash point of the product, but also smelled the risk of the market. Specifically, the risk of Xiaopeng Automobile comes from the sales terminal. On the one hand, Xiaopeng's sales goal this year is to ensure 250,000 units and impact 300,000 units. However, in the face of increasingly fierce market competition, the company's cumulative delivery volume as of August has just exceeded 90,000. Obviously, there is a huge gap between the data from the company's annual goals, which also means that in the next few months, Xiaopeng's sales side will bear huge pressure.

On the other hand, Xiaopeng Automobile said that the sales of G9 will account for 14%of its annual sales and are expected to reach 35,000 units. According to its plan to open the delivery in October, Xiaopeng Automobile will need to sell 11,600 G9 per month by the end of the year. In the face of consumers, how G9 sales have also become a question in the minds of investors. It is worth noting that some car bloggers believe that the monthly sales volume of Xiaopeng G9 is capped at 5,000. If these car bloggers say, the pressure on Xiaopeng market will undoubtedly increase sharply. For investors who are concerned about certainty, the uncertainty of G9 sales has become a risk.

Facing potential market risks, investors are obviously decisive than consumers. After all, consumers can wait for Xiaopeng's S4 -level charging pile, but investors cannot wait for Xiaopeng's potential risks. However, the good news is that there are media reports that Xiaopeng Automobile has heard the consumer market about G9. In an interview with the media, He Xiaopeng said that he would give you a clear explanation in the past few days. For consumers and investors, let the bullets fly for a while.

- END -