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On July 6, according to media reports, Xiaopeng Vice President Jiao Youth resigned at the beginning of this month. It is understood that Jiao Qing was previously the main person in charge of Xiaopeng Automobile H platform. After leaving office, the position was headed by Li Yifan, the former head of E platform, while Chen Yonghai was responsible for the E platform that Li Yifan was responsible for. For the news, Xiaopeng responded: the news is true.

In addition, it is also reported that Xiaopeng officially issued an internal letter thanking Jiao Youth for his great contribution to the company in product technology and team leadership. In addition, it is also pointed out that at present, Xiaopeng Automobile has made preparations in terms of organizational structure, and the related work of Xiaopeng Automobile Technology Center, which is responsible for correcting youth, will be taken over by Yu Peng of the development department. According to officials, Yu Peng, who has rich experience in the industry, joined Xiaopeng in 2015 and was an early employee of Xiaopeng's founding team.

It is worth mentioning that Xiaopeng has undergone many personnel changes since last year. Undoubtedly, the biggest change was in January last year, when Wang Fengying, the former second-in-command of Great Wall Motor, joined Xiaopeng Motor. Subsequently, after Wang Fengying joined Xiaopeng Motor, she also led a number of structural adjustments within the organization, including a number of measures to reduce costs and increase efficiency internally, involving budget reduction and corruption investigation. In January, Xiaopeng was rumored to have launched a new round of organizational restructuring, involving marketing, human resources, smart data, manufacturing and product planning. Zhang Li, former general manager of Great Wall, is in charge of manufacturing to replace Jiang Ping, who has retired, while Jiang Ziyang, a former senior positioning consultant at Reese Strategy, is in charge of product planning. However, there was no official response to the news at that time.

In early March, Xiaopeng founder Xia Heng and he Tao were exposed to quit Xiaopeng's core management team. From Xiaopeng's official website, we can see that Xiaopeng's core management team has changed, and the company's co-founders Xia Heng and he Tao have changed from "core management team" to "lifetime honor". At that time, the official response to this change: co-founders Xia Heng and he Tao will continue to support the development of the company as lifelong honorary advisers to Xiaopeng.

On May 24, another media reported that the vice president of operation and management of Xiaopeng Automobile Financial platform was changed. Gu Yuanqin replaced Wang Tong as head of Xiaopeng automobile sales, and Wang Tong was transferred to the president of management to run the business. In June this year, it was officially announced that Juan Malopez, the world's top designer, officially joined Xiaopeng Automobile as vice president of the styling design center, responsible for the management and design decision-making of the styling design center. In the same month, Yuan Tingting, a former Ali Damo, joined Xiaopeng Automobile as the head of the user experience and Operations Department of the self-driving Center, responsible for the department's business and team management, and reported to Li Liyun.

In fact, Xiaopeng's frequent personnel changes have a lot to do with its poor sales. Relevant data show that Xiaopeng accumulated sales of 141601 vehicles in 2023, an increase of 17.26% over the same period last year. From the perspective of data, after Wang Fengying became president of Xiaopeng Motor, she did effectively lead the cost reduction, efficiency and channel reform of Xiaopeng Motor, and the sales volume also increased, but compared with ideal car and Xilai Automobile, Xiaopeng Motor's performance was not ideal. As a reference, the cumulative sales of ideal cars last year was 376030, an increase of 182.21% over the same period last year, while that of Lulai was 160038, up 30.66% from the same period last year. In 2024, Xiaopeng car sales are still growing slowly. Relevant data show that from January to June, Xiaopeng's sales were 8250, 5253, 9026, 9393, 10146 and 10668 respectively, with a cumulative sales of 52028 vehicles in the first half of this year, an increase of 26% over the same period last year. Although achieved year-on-year growth, but compared with other new car-building forces, sales are still lagging behind.

In order to increase sales, Xiaopeng has also frequently introduced preferential policies for its models this year, such as a cash discount of up to 20,000 yuan for all G6 models and a high discount of 10000 yuan for Xiaopeng G9, but the effect of these price reduction measures is indeed limited. On March 28th, the launch of Xiaomi SU7 was very popular, which virtually dealt a huge blow to the P7 model, which is a direct competitor. According to the latest official first-quarter results, Xiaopeng's operating income in the first quarter was 6.55 billion yuan, an increase of 62.3 percent over the same period last year. Although the revenue increased, the loss also continued. Xiaopeng made a net loss of 1.37 billion yuan in the first quarter. As of March 31, 2024, Xiaopeng Motor cash and cash equivalents, restricted cash, short-term investment and time deposits are RMB 41.4 billion.

To this end, Xiaopeng Motor is also eager to change. On July 4th, the first model of the brand MONA, which is regarded as a volume by Xiaopeng, was unveiled. According to official sources, the new car is positioned as a compact pure electric car, focusing on the 10-150000 yuan market, and will go on sale in August. As Xiaopeng's full range of products, the price of the first MONA model is staggered with the price positioning of Xiaopeng's existing models, which helps Xiaopeng to gain market share in different price areas. However, it should be noted that in the market area of 150000 yuan, the competition is also very fierce. Whether the follow-up Xiaopeng MONA M03 can help Xiaopeng reverse the situation remains to be verified over time.

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