It is reported that Xpeng Motors’ marketing system has recently completed changes. In terms of internal organization and management structure, the two channel teams of Auto Trade and UDS completed the merger; In terms of sales system, the sales regions of the two major channels in the country were abolished and adjusted to the community system. As of press time, Xpeng Motors has not responded.
Xpeng Motors adopts a hybrid model of self-built direct operation and authorized dealer franchise on the terminal network. This helped Xpeng Motors quickly expand the number of stores in the early stage and reduce the pressure on store construction costs. As of the third quarter of last year, the number of Xpeng Motors stores has exceeded 400, of which about 70% are directly operated stores and 30% are agents. In comparison, Li Auto has 296 stores and NIO has 387 service outlets. However, the two channels of Xpeng Motors belong to different responsible persons, and there is a problem of internal friction in the system. The direct operation model belongs to the Xpeng Automobile Trading Company entity, and is responsible for co-founder He Tao. Authorized dealers are managed by UDS (User Development Service Center) and are headed by Liao Qinghong, chief talent officer and vice president of sales of Xpeng Motors.
In addition, after Wang Fengying, the new president of Xpeng Motors, was in charge of sales, the original regional system of Xpeng Motors was abolished and re-divided into more than 20 sales communities across the country, and the directly operated stores and authorized dealers in each community were supervised by the person in charge of the community. After the merger, Xpeng Motor’s directly operated stores and authorized dealers avoided direct competition, and changed to competition between various regions, weakening the impact on consumers.
The communication rhythm of Xpeng’s recently launched new car P7i is also led by Wang Fengying. She learned the lessons of Xpeng G9 at the beginning of its launch, greatly reducing the product SKUs of Xpeng P7i to four models, and highlighting intelligent labels. In addition, Xpeng P7i also avoids the problem of too slow pace of delivery of new energy vehicles, and the exhibition car and test drive have arrived at the store, which can be delivered immediately after launch.
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