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On January 30, Xiaopeng Automobile official announced that Wang Fengying officially joined Xiaopeng Motor as president, effective January 30, 2023. After joining Xiaopeng, Wang Fengying will be fully responsible for Xiaopeng's product planning, product matrix and sales system, and report to he Xiaopeng, chairman of Xiaopeng and CEO.

Wang Fengying was once the No. 2 person of Great Wall Motor. She worked at Great Wall Motor for 30 years, responsible for the front-end strategic planning and last-end marketing of Great Wall, and led the product strategic planning and marketing of Great Wall pick-up trucks and SUV, known as the Iron Lady of the auto circle.

According to the data, Wang Fengying joined Great Wall Motor in 1991, responsible for the company's marketing management, and later served as Vice Chairman and General Manager of Great Wall Motor. With rich marketing experience, Wang Fengying led the Great Wall pickup truck to rank first in the pickup market, and established a focus on SUV strategy to promote Harvard H6 to become the SUV sales champion in a row. In January 2022, Wang Fengying resigned as executive director, vice chairman and member of the Strategy and Sustainable Development Committee of Great Wall Motor Company, and continued to serve as General Manager of Great Wall Automobile. In July 2022, Wang Fengying resigned as General Manager of Great Wall Automobile Company and continued to work in strategic management.

On January 12, it was rumored that Wang Fengying would most likely join Xiaopeng Motor as CEO. At present, the two sides have entered the final stage of discussion, but there are still uncertain factors. In response to the news that Wang Fengying served as CEO of Xiaopeng Automobile, Xiaopeng Automobile responded that the company will continue to develop under the leadership of he Xiaopeng, and he Xiaopeng will still be the top person in charge of the company. Literally, Xiaopeng Motor did not affirm or deny the rumor that Wang Fengying served as CEO, more like an acquiescence.

For Wang Fengying to join Xiaopeng Automobile, the industry is quite shocked. First, Wang Fengying has worked deeply in Great Wall Motor for more than 30 years, and the veteran of the City Great Wall Motor has a far-reaching influence on Great Wall Automobile; second, Great Wall Automobile has a strict competition agreement, and it is really puzzling that Wang Fengying was able to join Xiaopeng Motor so smoothly.

However, it seems reasonable for Wang Fengying to join Xiaopeng Motor as president. As a veteran of Great Wall Automobile, Wang Fengying partnered with Wei Jianjun, who was in charge of technology and supply chain, and Wang Fengying, who was responsible for strategic planning and product marketing. The same is true of Xiaopeng Automobile. He Xiaopeng is better at technological innovation and has no interest in business operation, while Wang Fengying is responsible for product planning, product matrix and sales system after entering Xiaopeng Automobile. This partner structure seems to be very complementary.

So, what can Wang Fengying bring when she joins Xiaopeng Motor? In fact, in Wang Fengying's view, there are many problems with Xiaopeng cars. After leaving Great Wall, Wang Fengying's automobile expert team worked with Reese to consult China and released a 46-page global research report on the trend of new energy vehicle categories. The report's comments on new energy vehicle companies are pungent and bold, pointing to two major hidden dangers to Xiaopeng:

First, the lack of a clear backbone category, unable to answer "who am I?" According to the report, Xiaopeng continues to expand its models and price categories, resulting in blurred cognition of the main categories, making it difficult to establish a sense of category in the minds of consumers; second, Xiaopeng's intelligent characteristics are not focused enough, and the intelligent part does not reflect differentiation. Xiaopeng claims that its greatest competitiveness is intelligent technology, and now new forces and traditional car companies have accelerated their layout. Huawei, Baidu and Xiaomi have also invested heavily in the game, which has gradually become universal, and differentiation has become homogenized. In the fierce competition, Xiaopeng intends to form differentiation through the urban scene NGP, but its core is still dependent on lidar, and there are no barriers and differences.

He Xiaopeng should approve of being a little bigger. In September, 2022, Xiaopeng G9 officially launched, the new car launched a total of 6 models, the price range is 30.99-469900 yuan. However, the launch of the G9 was not smooth, and the adjustment of the SKU was announced only two days after the launch of the new car, because the configuration of different versions of the model was complex and it was difficult to distinguish the relationship between the versions. As a last resort, Xiaopeng announced to adjust the SKU of the G9.

Soon after, he Xiaopeng said in an interview that Xiaopeng will simplify the SKU of a single model, with only one or two SKU for each model. In November 2022, Xiaopeng streamlined the number of P7, P5 and G3 models. In the same month, Xiaopeng made a substantial adjustment to the internal organizational structure, setting up five virtual committees of products, strategy, technology, sales and OTA to open up the communication channels of the company's various business lines so as to improve the efficiency of cooperation.

Wang Fengying joined Xiaopeng Motor, the burden is not light. In 2022, Xiaopeng's delivery target is 250000, while the actual delivery is only 120800, with a target completion rate of less than 50%. As a result, Xiaopeng has lost its annual sales title, and the year-on-year increase in delivery volume and delivery volume is not as good as that of Ullai. It remains to be tested that Wang Fengying can use the experience of the Great Wall to bring new vitality to Xiaopeng and create a new culture.

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