AutoBeta(AutoBeta.net)05/26 Report--

On May 24, according to several media reports, there was a personnel change in the vice president of operation and management of Xiaopeng Automobile Financial platform. Wang Tong, who originally held the post, was replaced by Gu Yuanqin, and Wang Tong was transferred to the president of management to do business. At the same time, Gu Yuanqin also serves as the head of Xiaopeng automobile sales.

The data show that Gu Yuanqin has rich work experience and previously served as executive chairman of Guangdong Hagrid Yichuang Technology Co., Ltd., and a director of Guangzhou Hagrid Communications Group Co., Ltd. It is worth mentioning that Guangzhou Hagrid Communications Co., Ltd. has cooperated with Xiaopeng Automobile and helped Xiaopeng Automobile develop a high-precision lane-level navigation and positioning system for Beidou.

Wang Tong joined Xiaopeng Motor in 2019. Before joining Xiaopeng Motor, he served as Deputy General Manager of the Public Relations Department of Lenovo Holdings, Vice President of Alibaba Culture and Entertainment Group, and Senior Vice President of UC YouTV Technology. From his work experience, Wang Tong has rich practical experience in corporate public affairs and organizational culture construction. When Xiaopeng carried out a big internal integration last year, Wang Tong became the new head of sales after merging the two major teams of direct marketing and dealers.

It is worth mentioning that recently, personnel changes have occurred not only in the operation and management of Xiaopeng Automobile Financial platform, but also in the position of Xiaopeng Vice President of Automobile Marketing. On May 22nd, the media reported that Xiaopeng Automobile Marketing Vice President will be held by Yu Tao, head of OPPO Marketing, and will be mainly responsible for Xiaopeng Automobile Marketing and Public Relations Communication work, reporting to Wang Fengying, President of Xiaopeng Automobile. It is understood that the position has been vacant for a long time, previously held by Yi Han, who left in January.

Of course, Xiaopeng's recent frequent personnel changes may have something to do with the lack of improvement in Xiaopeng's sales this year. According to Xiaopeng's first-quarter results, Xiaopeng's revenue in the first quarter of this year was 6.55 billion yuan, an increase of 62.3 percent compared with the same period last year. In terms of sales, Xiaopeng accumulated sales of 21821 vehicles in the first quarter, an increase of 19.7% over the same period last year. Although Xiaopeng's revenue and sales increased compared with the same period last year, the loss continued, with a net loss of 1.37 billion yuan in the first quarter. At the same time, Xiaopeng's monthly sales have not exceeded 10,000 since 2024. From January to April, Xiaopeng's monthly sales were 8250, 4545, 9026 and 9393 respectively.

In order to boost sales, last year, Xiaopeng was rumored to ask dealers to store inventory, which is required to purchase half of the vehicles sold each month. At that time, Xiaopeng responded that letting dealers keep inventory for half a month is to deliver faster, improve efficiency, and let dealers have cars to sell. Domestic dealers generally use two months of inventory, half a month inventory is not a pressure on the warehouse, but our "direct marketing + distribution" mixed innovation model. Recent reports also mentioned that the batch sale model is only used for grayscale testing in a small range, and it is difficult to promote it across the country. It is not difficult to see that the road of dealer inventory is not completely open, and it is a bit difficult for Xiaopeng to increase sales quickly in this way.

Although Xiaopeng Motor has also made a series of urgent adjustments recently, on the whole, Xiaopeng's sales performance so far is still a big gap with other new head car-building forces. According to the official sales target, it will exceed 280000 vehicles. Xiaopeng sold 31214 vehicles from January to April, only 15.6% of the annual target of 280000. It is still a big challenge to achieve the annual target.

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