This should be the fastest price reduction in the history of a new car after its launch.

G9——$XPENG-W (09868.HK)$One of its most important flagship models officially went on sale on the evening of September 21. At the press conference, Chairman he Xiaopeng was confident that the G9 was "the best SUV under 500000" and would take over Porsche as a benchmark, surpassing Audi Q5 in sales next year.

But that's not the point.The focus is on configuration and price.

After the price configuration was announced, the conference almost turned over-all the highlights advertised at the meeting turned into optional clothes, the desired configuration could not be chosen, and there were too many configurations to judge.

So much so that everyone is spreading a "maze chart": please follow the process to "break through the four hurdles" before placing an order, the first step is to select performance, the second step is to choose battery life, and the third step is to choose intelligence. If you find that you can't choose in the third step, please go back to the first step and re-select.

Intentionally slammed the mobile phone at the car owner: "XPeng Inc. is setting a question for everyone!" "

According to past experience, the launch of a new car cannot satisfy everyone, but collective complaints are rare because the price configuration is too complex. Some car owners who have made blind bookings before choose to cancel their bookings.

More surprisingly, the day after XPeng Inc. 's press conference, Li Auto Inc. suddenly announced that the ideal L8, which was originally planned to be released in November, would be released a week later, announcing the price and opening the decision on the same day. The price of L8 is less than 400000 and has a high coincidence with G9.

XPeng Inc. was still in the midst of falling down as soon as he released the G9. He picked it up easily and gave XPeng Inc. a shoulder-to-shoulder fall. The soldier is not a bloody blade, it's crazy to kill crazy. "there are user comments.

XPeng Inc. urgently adjusted the marketing strategy, and then announced the new plan on the third day after the press conference, changing the configuration, changing the price, choosing the matching package, and even the naming logic of the car. Compared with the original plan, the new scheme has not only changed the model configuration, but also reduced the price by 20,000 in disguise.

Overturn the pricing of all products in less than 48 hours on the market. What's wrong with XPeng Inc.?

Ridiculously complex SKU designDissuade the intended car owner

This time XPeng Inc. G9 is the most complained that there are too many SKU and the price configuration is too complex. The match was as fierce as a tiger, and it turned out to be a paper tiger, extremely impractical. The G9 has a total of six models on the market. The six cars are divided into three series according to the letters "G", "E" and "X", with a range of 570 km, 650 km and 702 km. Together is: 570G, 570E, 702e, 650E performance version, 650X performance version, 650X commemorative version, the price from low to high, from 309900 yuan to 469900 yuan, 20 to 50, 000 yuan a gradient.

A lot of people are already a little confused as soon as they get here. What "G" ah "E" ah, neither according to the range, nor according to the two-wheel drive four-wheel drive to divide, it is not very clear.

What is even more confusing is the configuration. Of these six cars, in addition to the 650X commemorative version is fully equipped, the other five models have to be matched, this choice comes to the problem.

The cheapest is the 570G, also known as the "classic version", which costs 309900 yuan. This car is the most problematic and can not be equipped with optional equipment. The 5D music cockpit comparable to Maybach GLS, dual-chamber air suspension similar to Porsche Cayenne, lidar, and XNGP full-scene driving assistance were highlighted at the press conference.

Moreover, the 570G version only has CCS constant speed cruise, not even the basic ACC adaptive cruise function, which is now standard for many new cars. Not to mention the high-speed NGP, this is XPeng Inc. 's biggest selling point, but also lost.

In addition, the 570G version uses a 78-degree battery pack, the same price XPeng Inc. P7, the battery pack capacity is larger than this. If the price of the G9 exceeds 300000 yuan, it still can't get a state subsidy.

Many people do not understand, what is the meaning of such a car? He Xiaopeng said that he Xiaopeng had considered the standard XNGP internally, but had done research and found that many people just needed a basic version, so they made a "balance."

From the market feedback, this "balanced" product does not have any competitiveness.

Add 20,000 yuan to the 570G version, and that's 570E. Both versions have a range of 570km, but the difference is that the 570E version has standard driving aids such as ACC and high-speed NGP, and can add 22000 yuan to the optional 5D music cockpit. However, XPeng Inc. 's most bright spot, XNGP-assisted driving, is still impossible to choose.

Some people say, this version I just want XNGP, not 5D music cockpit, is that okay?

Sorry, I can't. Moreover, if you do not choose to install a 5D music cockpit, there are many comfort configurations, such as front seat massage, leg support, waist support, fragrance system, steering wheel heating and so on. Because they are bundled.

If you have to have XNGP, you can add another 20, 000 yuan and upgrade to the 702e version. This is the most intended version after the launch, with a range of 702km, standard with basic driving assistance, 21-inch wheels, and the right to choose a 5D music cockpit and XNGP.

However, if you match all these functions, the price will reach 400000 yuan. The 4C ultra-fast charging battery package with "charging for 5 minutes and a range of 200 kilometers", as well as double-chamber air suspension and electric suction door, are also not available. And the car is a two-wheel drive.

If you want four-wheel drive, you can buy it for 400000 yuan, and the price of 650E performance version is 399900 yuan. However, the 5D music cockpit and the XNGP are not standard, and it will cost another 50, 000 yuan to match them. The price of the car is 450000 yuan, which is close to NIO Inc. ES7.

On the whole, some of the functions that should have been standard were made optional by the XPeng Inc. G9, and if you want to do so, you have to pay more. However, due to the confusion of price configuration, some low-end versions can not be equipped with options, which has almost become a decoration.

"this price and configuration make me think that XPeng Inc. is insincere this time. "the owner of XPeng Inc. said to Shentu.

At the same time, because the version is too complex, it greatly increases the user's understanding threshold and increases the selection cost. "I just want to buy a pure electric SUV. What are you doing with this SKU? I was confused about the choice, and after choosing the version, I was told that I could not choose the desired configuration. "one user said.

Someone said that the sales specially sent him an additional guided interface on the night of the release. "it should also be known internally that it is difficult to choose, but XPeng Inc. may simply consider doing more work in user education." "

"the new forces are all doing subtraction to simplify the configuration choices as much as possible. How can XPeng Inc. learn from fuel cars? A XPeng Inc. car owner said to Shentu.

Push it down quickly and start all over again, and the effect remains to be tested.

At the end of the listing conference, he Xiaopeng admitted that everyone may be wrestling with the issue of matching. In the face of a flood of complaints, he said he would promote improvements internally. "A more concise SKU will be launched again in these two days." On the afternoon of September 23rd, XPeng Inc. announced a comprehensive adjustment to the version, configuration and price of the G9 model, and announced a new sales policy.

Compared with the old version, the biggest change in the new policy is the addition and reduction of prices. The entry version adds high-speed NGP, medium and high standard with 5D music cockpit and optional XNGP. At the same time, the price of XNGP was reduced by 8000 yuan.

Specifically, the first is to take the mileage as the vehicle classification standard. Provide 570 km, 702 km, 650 km three endurance versions, each range of models to distinguish between high and low.

The second is to abandon the original "G, E, X" model naming rules and change to Plus, Pro, Max, learning from Apple Inc. The advantage of this change is that the difference between high and low versions is very intuitive, Plus → Pro → Max, the configuration is getting higher and higher.

Under this framework, the entry model 570G, which was the most complained about, was cancelled directly, and the original 570E was changed to 570Plus, reducing the price by 20, 000. This is equivalent to, now 309900 yuan of the "short version" also has a high-speed NGP.

The original price of 22000 yuan of the 5D music cockpit is basically made standard, with the exception of the cheapest 570Plus, all other versions are standard, which is equivalent to a price reduction of 22000 yuan. This will not only dispel doubts about bundling, but also make some comfort configurations standard.

The original price of 28000 yuan of XNGP, now all MAX models are standard. In this way, all versions with different mileage can have XNGP models, instead of wanting to buy a 570km car like before, but not XNGP.

Taken together, from the price point of view, most versions of the model is equivalent to a disguised price reduction of 20,000 to 30,000 yuan.

From the configuration point of view, XPeng Inc. intelligent label has been highlighted. The minimum G9 also has high-speed NGP capability; the version with double orin chips, dual lidar and full-scene driving assistance can be bought as long as 344900 yuan; and the 5D music cockpit vigorously promoted by XPeng Inc. has become a more obvious highlight after it has become standard.

After the new sales policy came out, the market feedback was positive as a whole.

"to be brief and to the point, to reduce the user's choice cost is to reduce the transaction cost, it is cost-effective! "there are user reviews.

A XPeng Inc. P7 owner who was planning to change cars changed his attitude 180 degrees after the new policy came out. At first, he thought that the price of the G9 was on the high side, so he planned to give up XPeng Inc. and ask about the M5. "after the adjustment, he was attracted to the 349900-yuan pro, which is cost-effective. "he said to Shen Tu. He has made an appointment with the store to test-drive the G9.

However, it has also been suggested that the G9 wave uses the naming methods of Plus, Pro and Max, and is blatantly copying Apple Inc.

In addition, it is unknown how much effect the policy adjustment will have on the conversion of orders, and whether those disappointed potential customers can return. Car fans statistics show that before the listing of the XPeng Inc. G9, a large number of stores hinted to customers that the starting price of the G9 may be around 280000 yuan, virtually attracting a large number of customers to place orders, and these customers chose to return the order after the press conference. Now, even if the price configuration is changed, the price of the lowest G9 model is still higher than 300000 yuan.

"the option package for low-cost models has become standard, and it remains to be seen whether it can cause a sensation like the polar krypton 8155 this time. "there are user reviews.

Is it all the fault of the engineer's mind?

As a product that has been unveiled since November last year, the XPeng Inc. G9 came a little late. During this period, NIO Inc. ES7 and ideal L9, which belong to competitive products, were listed preemptively, and XPeng Inc. lost his first-mover advantage. He Xiaopeng said that the G9 is his dream car, and the reason for being late is to polish the car a little better.

This makes the G9 bear extremely high expectations, but also bear a lot of pressure. It is estimated that he Xiaopeng will have a problem with the price allocation policy in the end.

"the product positioning of the G9 is very vague, and the highlights of the publicity have not been reflected. A XPeng Inc. car owner said to Shentu. 5D music cockpit, XNGP-assisted driving function and 800V super fast charging ability are the three bright spots repeatedly emphasized by he Xiaopeng at the press conference, so that the G9 represents XPeng Inc. 's most advanced technical strength. In addition, dual-cavity air suspension is also a big selling point, after all, in independent brands, few models can have this configuration before.

To impress consumers, these selling points need to be strengthened and highlighted, or at least give people the opportunity to experience and choose. But XPeng Inc. 's approach is to make them all into optional packages. There is no problem with matching, as long as the price is reasonable. However, on the G9, different versions of models have also made a distinction in hardware, resulting in some versions that can not be added even if they want to be optional. When you add everything you want, the price is already very expensive.

The price range of the G9 is 309900 yuan to 469900 yuan, which sounds like a start of 309900 yuan, but this initial model is like a "shell" with no bright spots and no choice. If you add more money, it's not worth it. This is the most common way to play oil trucks in the past, and it is not clever at all.

With such a price configuration, it is not clear where the G9 is located. On the face of it, the G9 covers all the price range from 300000 yuan to 470000 yuan at once, and the target customer range is wider, helping XPeng Inc. to complete the task of brand upward and expanding the price range. In fact, it is only a few versions of these models that are really competitive, with firepower scattered.

Indeed, XPeng Inc. 's technology is good, intelligent ability in the head, but there is no accurate positioning, no matter how good technology is difficult to turn into an order. The essential difference lies in whether XPeng Inc. takes himself as the center or really stands from the user's perspective when formulating the marketing strategy. "before the configuration, the feeling is to go towards XPeng Inc. 's own goal, to make money, and to change the user's perspective after adjustment. "the owner of XPeng Inc. said to Shentu.

An old car owner of XPeng Inc. said that he hated that iron could not be made of steel: "look at the ideal understanding and positioning of the product and the transmission of the message that consumers care about." Then look at XPeng Inc. 's extreme technical control and the ridiculously complex SKU design. It is obvious that the product is not poor, but it is grasped by excessive technical control. "A number of XPeng Inc. car owners have mentioned several key words on the deep road: technical control, science and technology man.

He Xiaopeng is a typical man of science and technology. He graduated from South China University of Technology and majored in computer science. He Xiaopeng has always been engaged in technology. He Xiaopeng once founded UC browser because of his outstanding technical ability. After joining XPeng Inc., he took intelligence as one of his core competencies, and also developed intelligent cars and intelligent robot horses.

A XPeng Inc. car owner analyzed the deep path, and the flow chart produced by Zhang Xiaopeng to guide the purchase is a very typical logical thinking map. "this diagram is actually very engineer thinking, and programmers like this kind of mind map best, not from the user's point of view." but a lot of people don't understand. "

G9 is undoubtedly a masterpiece of XPeng Inc. 's technology, but excessive attention to technology and neglect of strategy may lead to imbalance.

'There is no doubt that XPeng Inc. attaches great importance to technology, but it is only his duty, 'said a former employee of XPeng Inc.. "relying on technology alone, no matter how efficient it is, if it changes so quickly, it will not be possible to upgrade its dimensions. If the new power wants to really stand out, it must rely on differentiation (accurate positioning) and marketing, and do a good job at the same time. Now XPeng Inc. should consider the promotion of marketing, not technology. "

Many people compare the ideal with XPeng Inc. and think that the ideal wins in positioning and marketing. He Xiaopeng has some ideas about this. On June 21, the ideal L9 went public, and the next day he Xiaopeng threw a question on the social platform: in the highly competitive, global market, non-fast-selling industry, 2c unprotected areas, which good products rely on accurate positioning? can gain advantages or barriers in the medium or long term? Li Xiang commented on a love under this Weibo Corp post.
In retrospect, this passage at that time has a different meaning.

Back to the G9, the importance of this car to XPeng Inc. is self-evident. Prior to this, XPeng Inc. 's products focused on the low-and middle-end market of 15-300000 yuan. It was a heavy task for this car to hit the high end, to make money, and to hit the international market. After the new sales policy came out, many people agreed that XPeng Inc. was able to admit his mistakes and iterate quickly, and it took XPeng Inc. only two days to bring down the previous price configuration and quickly come up with a new solution. "if you make a mistake, admit it and change it at once. I admire the courage. "someone said.

Nowadays, in the increasingly competitive smart car field, it is more and more difficult to keep ahead. The biggest inspiration for XPeng Inc. from this rapid price reduction incident is how to find a balance between technology and the market, and whether XPeng Inc. 's thinking and team are ready in a market with a higher level of 30-500000 yuan.