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Image source: Xiaopeng Automobile official website
It's not easy to "balance in aggressive sprints."
Written by / Lai Hyun-chi
Editor/Lee Ha-lin
Just after the New Year, Xiaopeng Motors has been moving continuously.
In addition to entering the power replacement business, used car sales, automatic driving and other trends related to the main business, Xiaopeng is also eyeing the beauty business. First, on February 8, 2022, it registered a related patent to recommend makeup according to the destination, and then its new sales company's business scope includes cosmetics retail.
Xiaopeng Automobile, which has delivered more than 10,000 yuan for 3 consecutive months, seems to have taken a bigger and farther step, but many problems have followed, first of all, the salesman of Xiaopeng Nanjing 4S Store or because he did not understand the promotion policy, Xiaopeng Automobile fell into the "cheating" storm.
Later, Xiaopeng Automobile's 7 4S stores collected 430,000 face information in half a year and were fined 100,000 yuan. Recently, the problem of delayed delivery of Xiaopeng P5 has caused a large number of car owners to be dissatisfied and complain.
On the one hand, there are some "whimsical" new businesses, and on the other hand, the main business problems are frequent. He Xiaopeng, the founder of Xiaopeng Motors, may not be so easy if he wants to "maintain balance in aggressive fast running".
Recommend makeup, sell cosmetics, new energy vehicles love female car owners?
According to the industrial and commercial information disclosed by Aiqicha, on February 8, Guangzhou Xiaopeng Automobile Technology Co., Ltd. applied for a patent for "a method, device, vehicle and storage medium for obtaining makeup information".
According to its summary information, embodiments of the present application disclose a makeup information acquisition method, device, vehicle and storage medium. The method comprises obtaining a navigation destination; obtaining a makeup type matching the navigation destination according to the navigation destination; obtaining the makeup recommendation information corresponding to the makeup type. The present invention by obtaining a navigation destination to recommend a makeup type suitable for the destination environmental conditions, while saving the user's time, so that the user has a suitable makeup type in different destinations.
Image source: Aiqicha
Soon after, Guangzhou Orange Peng Automobile Sales Service Co., Ltd., which is wholly owned by Xiaopeng Automobile Sales Co., Ltd., was established, and its business scope includes not only auto parts retail; new energy vehicle replacement facility sales; second-hand car distribution; new energy vehicle sales, etc., but also cosmetics retail.
This is not the first time that Xiaopeng Motors has made a fuss about the makeup needs of female users. Its latest Xiaopeng P7, it deliberately set up a makeup mirror with a fill light in front of the main driver, and most of the relevant bloggers will point out this point when evaluating and recommending, "exclusive girls' car functions", "travel, eat, shopping can be patched at any time", "there is a soft light makeup mirror no longer need to find light makeup everywhere"...
Therefore, it is not difficult to guess that behind the new actions related to makeup mentioned above, it is Xiaopeng Automobile's eyes that are once again focused on female car owners.
This is not surprising, after all, new energy vehicle brands seem to be trying to please female car owners. From the direct play of "more love of women car brand" Great Wall Euler, to the often mentioned "female ideas", the launch of mirror powder and other color matching Weilai, and even including the main small and cute Wuling Hongguang.
An important reason is that new energy vehicles often become the first choice for female car owners.
According to the 2021 China New Car Purchase Intention Study SM (NVIS) released by consumer insights and market research institute J.D. Power (Jundi), the car purchase preferences of different groups of people are obviously different: the proportion of post-95 women considering buying new energy vehicles is the highest, and men aged 30 to 40 have higher purchase intentions for international brand fuel vehicles.
The lamp data marketing also shows that compared with the owners of fuel vehicles, the proportion of women in new energy vehicle owners will be higher, reaching 26.62%, which is 1.22 times the proportion of women in fuel vehicle owners; at the same time, the 25-34 age group is the main group, accounting for 48.51%, nearly half.
According to Xiaopeng's judgment, female car owners whose spending power is gradually rising are also the main force of beauty consumption.
The market data also confirms this from a certain perspective, and the 2021 Giant Engine Beauty Industry White Paper points out that in 2020, young women spend more than 1,000 yuan on cosmetics per capita, contributing nearly 70% of the market's sales.
"If Xiaopeng wants to develop cosmetics retail and beauty functions at the same time, on the one hand, it may be to increase the user stickiness of female car owners and bring new user increments, on the other hand, it may also be to broaden the business layout, so that users can achieve an effective conversion between the beauty business and the main business." Some industry insiders analyzed.
But this trend has also caused some female users to wonder, "In fact, the use rate of the P7 makeup mirror is really not high, and now if you want to launch a recommended makeup according to the destination, it is really difficult to understand, after all, not all female car owners have to make up, and it is impossible to change a destination to change a makeup, it feels like this function is like a snake to add to the foot." ”
"Radical run": autonomous driving, power swaps, sales of old cars...
If Xiaopeng's beauty-related business is still a bit difficult to understand, its steps to set up a new self-driving company and a sales company can also be regarded as a tight one.
According to Aiqicha, Xiaopeng Automobile first established Shanghai Pengxu Automobile Sales service Co., Ltd. on February 15, which is 100% owned by Xiaopeng Automobile Sales Co., Ltd., and the registered capital of the company is 5 million yuan. The scope of business shows that it includes the sale of new energy vehicle power exchange facilities; the recycling and cascade utilization of waste power batteries of new energy vehicles.
On February 17, Guangzhou Yuepeng Automobile Sales Service Co., Ltd., wholly owned by Xiaopeng Automobile Sales Co., Ltd., was established with the legal representative as Li Chuxu, with a registered capital of 5 million yuan, and its business scope includes the sale of used cars; the sales of distributed AC charging piles; the leasing service of storage equipment; and the sales of automotive decoration supplies.
First look at the power exchange business, according to the previous news of "Electric Zhijia", this is not the first sales company registered by Xiaopeng Automobile that includes the sale of new energy vehicle replacement facilities, since last year, Xiaopeng Automobile has successively registered many companies with power exchange facilities sales business throughout the country, which means that Xiaopeng Automobile has been eligible to launch power exchange technology services for its products and even sell the power exchange facilities required for new energy vehicles to third parties.
However, when some media asked Xiaopeng Automobile for verification on the "power replacement business", the relevant person of Xiaopeng Automobile once said that "it has been doing supercharging station network, at least the current planned model does not mention the information that can be replaced." ”
Looking at automatic driving, as early as before, He Xiaopeng also publicly stated that Xiaopeng Automobile will carry out Robotaxi business in 2022 to accelerate the commercialization of Xiaopeng's intelligent driving technology. Therefore, this move can be regarded as a prelude.
As for the sales of used cars, Zinc Scale found that as early as the end of August 2021, Xiaopeng Motors facilitated the establishment of new companies involving used car business in Meizhou, Taizhou, Guangzhou and Kunming, and at the Guangzhou Auto Show held in November 2021, Xiaopeng Motors also announced the launch of the official used car business at the same time as the unveiling of the new flagship SUV model G9, saying that Xiaopeng Used Car will provide big data pricing on six major platforms; Intelligent vehicle condition detection; Official used car pricing models and other services.
Xiaopeng's ambitions are not small, and the market he is eyeing also has a lot of space.
Since the replacement power station was written into the government work report in 2020, the state has successively introduced policies to promote, giants have increased the number of power exchanges, and the power exchange industry chain has taken off rapidly, becoming a blue ocean where everyone is eager to dig for gold. Among them, there are 30 A-share power exchange concept stocks. In addition, a series of car companies such as the trillion-dollar lithium battery giant Ningde Times, BAIC, and SAIC Motor have continuously entered the game to change electricity.
Image source: Beijing News
According to the Huaxi Securities Research Report, 1,200 substations have been built in the mainland in 2021, and it is expected that the number of new domestic substations will reach more than 9,000 in 2025. In 2021, the value of domestic substation equipment is 1.7 billion yuan, the industry is still in its infancy, and it is expected that in 2025, the demand for new power exchange equipment in China will reach 12 billion yuan. China Electricity Union predicts that the market space of China's power exchange service will reach 120 billion yuan in 2035.
The used car sales market seems to be ushering in new opportunities - the used car industry in 2021 ushered in a surprising growth momentum. As of December 2021, the cumulative transaction volume of used cars nationwide reached 17.5851 million units, an increase of 22.62% year-on-year.
Obviously, in the face of the potential wind outlet set off by various tracks, Xiaopeng seems to want to rub a trip and is busy running in.
The balance between "cheating" and making up for it, being fined for illegally collecting information, and collective complaints
Although Xiaopeng continued to lead the new car-making forces in early 2022 with the result of "single-month sales of 16,000 vehicles and delivery volume exceeding 10,000 for the fourth consecutive month", it should not be ignored that Xiaopeng in the radical run is not smooth sailing, but frequent problems.
The recent storm is that Xiaopeng Automobile was collectively complained by "prospective owners" on Sina's consumer service platform Black Cat Complaint for not delivering the P5 model on the prescribed date. Zinc Scale found in the black cat complaint search that there are currently more than 400 complaints about Xiaopeng Automobile, most of which are due to "late delivery", "non-delivery according to the prescribed date" and "no refund deposit", etc., and the models involved are Xiaopeng Automobile P5 460G.
Some consumers complained in Black Cat, "I booked the p5 460G version of Xiaopeng Automobile on 2021.10.5 and paid a deposit of 5,000 yuan, and then signed a car purchase agreement." When signing the car purchase agreement, the sales staff told the end of November or December to deliver the car, and the car was delayed in December, and repeatedly asked the Customer Service of Xiaopeng Automobile APP and the 400 customer service telephone to reply to the delivery on January 15. As of January 15, 2022, there are still no vehicles and it is obvious that it is impossible to complete the delivery before the deadline. As of Feb. 17, the consumer had still not been able to pick up the car.
According to the screenshot of the dialogue provided by the consumer, the customer service responded, "At this stage, there is a shortage of chips and batteries worldwide, and the delivery cycle of the overall industry is relatively long, please understand that we have worked hard to coordinate resources and there is no additional compensation plan."
The upper is the black cat complaint, the lower is the Xiaopeng customer service
In addition, on platforms such as 12315, Weibo, Car Quality Network and Xiaohongshu, complaints and questions about the postponement of Xiaopeng Automobile's P5 car pick-up have also been increasing. Among them, Xiaohongshu also appeared a lot of content about "Xiaopeng P7 delayed delivery", and some consumers said, "Before they have been actively contacting sales and delivery, they all said that within 8 weeks, now 8 weeks have been notified to February." ”
According to the report of The Emperor of Understanding Cars, Xiaopeng Automobile said: "Due to the impact of the epidemic, the industry is facing an extreme shortage of supply of major components including lithium iron phosphate batteries, which has also brought great uncertainty to the production of Xiaopeng P5 460 models, resulting in 460 model orders can not be delivered in time within the expected delivery cycle of the next time, for which we apologize." ”
This is not the first time that Xiaopeng Motors has been in a "crisis". Previously, Jiangsu TV's "Zero Distance Help" reported a news that Xiaopeng Motors was suspected of "cheating", although Xiaopeng Motors' official later responded that after verification, the store clerk did not clearly understand the relevant promotion policies in November 2021 during the communication process with customers, causing customer misunderstandings, and in the follow-up processing process, it did not solve the problem for customers in time. The relevant personnel did not explain the relevant policies clearly, it is the company's management error, and the follow-up Xiaopeng will fulfill the commitment of the contract, "There is no need to do low prices to obtain state subsidies." "But trust is clearly greatly reduced.
In December 2021, Xiaopeng Motors was once again embroiled in controversy. According to Aiqi Investigation, Xiaopeng Automobile was fined 100,000 yuan for collecting 430,000 consumer face photos without authorization in offline stores, and the penalty was publicly issued on December 14.
According to the information disclosed in the penalty letter, on March 1, 2019, Shanghai Xiaopeng Automobile Sales and Service Co., Ltd. signed the "Framework Contract for the Passenger Flow Monitoring Project of Xiaopeng Automobile Stores" with a company, and Xiaopeng Automobile spent a total of 173,800 yuan to purchase software and hardware related to the service of the customer flow monitoring project in the store. Among them, including 22 camera devices with face recognition functions, these 22 devices were installed in 5 directly operated stores and 2 franchise stores. In the first half of 2021, the seven Xiaopeng 4S stores collected and uploaded a total of 431,600 face photos.
On the one hand is the looking around and the footsteps of galloping, on the other hand is the stumbling "stones" constantly, if the current stumbling blocks, Xiaopeng can still cope, in the long run, these small stones may also make Xiaopeng "in the radical fast run" difficult to maintain balance.
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