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Xpeng Replaces Sales Chief, Wholesale Approach Faces Headwinds, Report Says

Xpeng Replaces Sales Chief, Wholesale Approach Faces Headwinds, Report Says

報告稱,小鵬更換銷售主管,批發方式面臨阻力
CnEVPost ·  05/24 16:25

Amid Xpeng's internal concerns and distributor resistance, its wholesale sales model has only been tested on a small scale so far, according to local media.

據當地媒體報道,在小鵬的內部擔憂和分銷商的抵制下,到目前爲止,其批發銷售模式僅經過了小規模的測試。

(An Xpeng P7i on display at the April 2024 Beijing auto show. Image credit: CnEVPost)
(小鵬P7i將在2024年4月的北京車展上展出。圖片來源:CNEVPost)

Xpeng's (NYSE: XPEV) sales team is seeing new staffing adjustments, and the pivot to a more dealer-dependent model appears to be facing challenges, according to a new report.

一份新的報告顯示,小鵬汽車(紐約證券交易所代碼:XPEV)的銷售團隊正在進行新的人員配置,轉向更加依賴經銷商的模式似乎面臨挑戰。

Former Xpeng vice president of financial platform operations and management Gu Yuanqin has taken on the role as the company's head of sales, taking over the duties of previous head of sales Wang Tong, local media outlet Jiemian said in a report today, citing multiple sources.

當地媒體界面今天在一份報告中援引多個消息來源的話說,小鵬汽車前金融平台運營和管理副總裁顧元勤已出任該公司的銷售主管,接任前銷售主管王通的職務。

Prior to joining Xpeng, Gu, 63, had helped develop Xpeng's lane-level navigation and positioning system at his previous company, the report noted.

報告指出,在加入小鵬之前,現年63歲的顧曾在他的前公司幫助開發小鵬的車道級導航和定位系統。

Wang, who was previously in charge of key account sales operations, became the new head of sales when Xpeng's direct and distribution systems merge in 2023. He has moved to head up the president's office operations, according to Jiemian.

此前負責大客戶銷售業務的王在2023年小鵬汽車的直銷和分銷系統合併後成爲新的銷售主管。據傑米安說,他已調任總統辦公室運營負責人。

Xpeng had also tried to increase sales in the past few months through sales channel adjustments, including requiring dealers to purchase a certain number of vehicles each month, but that strategy is facing challenges, according to Jiemian.

界面說,在過去的幾個月中,小鵬還試圖通過調整銷售渠道來增加銷量,包括要求經銷商每月購買一定數量的汽車,但該戰略正面臨挑戰。

The electric vehicle (EV) maker used a direct sales model at its inception, with its first 20 stores being directly managed.

這家電動汽車(EV)製造商在成立之初就使用了直銷模式,其前20家門店由直接管理。

In April 2019, Xpeng began allowing dealers and service providers to join. After that, its sales system consisted of both direct and dealer stores.

2019年4月,小鵬開始允許經銷商和服務提供商加入。之後,其銷售系統包括直銷店和經銷商門店。

In September 2023, Xpeng launched the Jupiter Project, hoping to attract large group dealers into its sales system.

2023年9月,小鵬啓動了木星項目,希望吸引大型集團經銷商加入其銷售體系。

On March 6, local media outlet LatePost reported that Xpeng began requiring dealers to purchase half of their targeted vehicle sales each month.

3月6日,當地媒體LatePost報道說,小鵬開始要求經銷商每月購買目標汽車銷量的一半。

Amid internal concerns and resistance from dealers, the wholesale model has so far only been tested on a small scale, making it difficult to roll out nationwide, Jiemian said in a report today, citing several independent sources.

傑米安今天在一份報告中援引幾位獨立消息人士的話說,在內部擔憂和經銷商的抵制下,批發模式迄今爲止僅進行了小規模的測試,因此很難在全國範圍內推出。

Inventory of new energy vehicles (NEVs) is more difficult to handle than traditional combustion-engine vehicles, the report said, citing a source close to an investor in the Xpeng dealership.

報告援引一位接近小鵬經銷商投資者的消息人士的話說,新能源汽車(NEV)的庫存比傳統的內燃機汽車更難處理。

At the end of last year, a Shanghai-based dealer purchased more than 400 new cars as inventory to help Xpeng meet its monthly sales target, but the cars have yet to be sold out, the report said.

報告稱,去年年底,一家總部位於上海的經銷商購買了400多輛新車作爲庫存,以幫助小鵬實現其月度銷售目標,但這些汽車尚未售罄。

Unlike the seven-year-long changeover time for fuel vehicles, NEVs' hot selling time lasts only six months, the report noted, adding that the faster pace of carmakers' new model launches has resulted in dealers' inventory of vehicles quickly lagging behind market demand.

報告指出,與燃油車長達七年的更換時間不同,新能源汽車的熱銷時間僅持續六個月,並補充說,汽車製造商新車型發佈的更快步伐導致經銷商的汽車庫存迅速落後於市場需求。

Meanwhile, Xpeng's internal concern is that dealers with inventory will cut prices and promote under volume pressure, thus disrupting the pricing system, according to the report.

同時,報告稱,小鵬的內部擔憂是,有庫存的經銷商將在銷量壓力下降價並進行促銷,從而擾亂定價體系。

In addition, Xpeng's head of marketing position is about to be filled after being vacant for four months.

此外,小鵬的營銷主管職位在空缺四個月後即將填補。

On May 21, Tencent News reported that Yu Tao, head of marketing for smartphone maker Oppo's OnePlus brand, may be joining Xpeng as vice president of marketing in the near future.

5月21日,騰訊新聞報道稱,智能手機制造商Oppo旗下Oppo旗下OnePlus品牌的營銷主管餘濤可能在不久的將來加入小鵬擔任營銷副總裁。

Yu will be responsible for marketing, public relations and communications, reporting to president Wang Fengying, according to Tencent News.

據騰訊新聞報道,餘將負責營銷、公共關係和傳播,向總裁王鳳英彙報。

Xpeng's previous vice president of marketing was Yi Han, who had led marketing for Geely, Volvo, Lynk & Co, Smart and Radar brands. He left Xpeng in January and returned to Smart as CEO of China region.

小鵬汽車的前任營銷副總裁是韓易,他曾領導吉利、沃爾沃、領克、Smart和雷達品牌的營銷。他在一月份離開小鵬汽車,回到Smart擔任中國區首席執行官。

Xpeng's sales expectations for the year are 280,000 units, which means it will need to average more than 30,000 units per month for the rest of the year, Jiemian's report said.

界面報告稱,小鵬汽車今年的銷售預期爲28萬輛,這意味着在今年餘下的時間裏,其平均每月需要超過30,000輛。

That's a challenging target for Xpeng, which has yet to get back above 10,000 units per month during the year, the report noted.

報告指出,對於小鵬來說,這是一個具有挑戰性的目標,小鵬在年內尚未恢復到每月10,000輛以上。

Xpeng aims for L4-like smart driving experience in China by 2025, 1st Mona model to debut in Jun

小鵬的目標是到2025年在中國提供類似L4的智能駕駛體驗,第一款Mona車型將於6月首次亮相

譯文內容由第三人軟體翻譯。


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