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On April 12, according to China Finance and Economics, the marketing end of Jiyue Automobile is undergoing a major reshuffle, which involves the marketing and sales side.

It is reported that Yang Zhen, head of the user development department of UD- on the marketing side, and several directors have left. At present, the marketing end UD- user development department is personally responsible for by Xia Yiping, CEO of Jiyue Automobile. In terms of the head of the sales-side UO- user operation department, Andy.Gao is responsible for the management.

Public data show that Yang Zhen has rich marketing experience and has worked in this field for nearly 20 years. He has served as Pepsi Marketing Director, Procter & Gamble Brand Manager, Senior Vice President of VMLY&R, Senior Vice President of Youku, Vice President of Alibaba Culture and Entertainment Group, and joined Jidu Automobile in 2022.

As we all know, the predecessor of Jiyue Automobile can be understood as the previous "Jidu Automobile". In March 2021, Baidu partnered with Geely Holdings to establish Jidu Automobile Co., Ltd., with a registered capital of 2 billion yuan. Xia Yiping served as the CEO of the company. Baidu and Geely own 55% and 45% of Jidu Automobile respectively. Later, Baidu chose to take a back seat because of the problem of production qualification. Because Baidu accounts for a higher proportion of collective cars, if you want to dominate the "set" brand, you must have production qualifications, and production qualifications have been reviewed very strictly in recent years.

To this end, the two sides began to carry out a series of industrial and commercial changes in the second half of 2022. On June 28, 2022, Geely Capital withdrew from the list of shareholders of Jidu Automobile Co., Ltd., and the shareholding of Baidu affiliated company Dazi County Bairuixiang Venture Capital Management Co., Ltd. was raised to 100%. In December 2022, the industrial and commercial change occurred again in Jidu Automobile Co., Ltd., and the enterprise name was changed to Shanghai Power Aviation Automobile Co., Ltd.

On August 9 last year, Geely Motor and Baidu announced the establishment of Ji and Yue Automotive Technology Co., Ltd. Zhejiang Geely Industry Investment holding Co., Ltd. and Shanghai Power Aviation Automobile Co., Ltd., owned by Baidu, own 65% and 35% respectively. On October 27th of the same year, the first model of Ji Yue Automobile, Ji Yue 01, was put on the market, and the new car was positioned as a medium-and large-scale SUV with a price of 24.99-339900 yuan.

It is worth mentioning that the sales of new cars after the launch is not outstanding. In order to increase sales, Ji Yue 01 was reduced by 30,000 yuan less than a month after its listing. On November 30 last year, Ji Yue announced a reduction in the price of the first model, Ji Yue 01. After the adjustment, the price of Ji Yue 01 Max dropped from 249900 yuan to 219900 yuan, and the price of Ji Yue 01 Max Performance dropped from 339900 yuan to 309900 yuan.

However, the price cut did not lead to an increase in sales. Statistics show that only 774 vehicles were sold in Ji Yue 01 last year. From January to March this year, sales were 218, 147 and 511 respectively.

From the data, it may be impossible to understand why Jiyue has to carry out a big reshuffle. At the end of last month, at the AI DAY 2024 technical conference in Ji Yue, Xia Yiping particularly reflected on the sales of Ji Yue 01, saying that it was somewhat similar to Li Xiang's reflection on the ideal car, mistakenly thinking that building a car was a process of 1 to 10, but actually found that it was still a process of 0 to 1.

In addition, it is also pointed out that the main problem of Jiyue is that "the early target users are not accurate enough." And said that the Jiyue brand is still in the process of building awareness, should "bring more users to the car", because the product advantage of Jiyue is "scene" and "experience", and can not just sell the configuration. As for the adjustment of personnel, Xia Yiping also revealed that the reform of marketing and sales was actually started in January this year, and the relevant personnel were adjusted.

According to the official plan, the second model, Ji Yue 07, will be launched this year. With the arrival of new models, sales are expected to further increase. However, the current price war is set off, the major car companies have also joined the price war, coupled with the arrival of Xiaomi cars, Jiyue Automobile will also face fierce challenges this year.

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