$XPeng Inc.(XPEV)$
It has two rounds of hits, one round is P7 and the other round is G6. These two are more accurate than the positioning: one is the first compact car of the hard-rigid Model 3, and the other is the first compact SUV of the hard-rigid Model Y. The product characteristics of these two models are also quite hexagonal. At least in any dimension, the part that it can be perceived by the public is stronger than Tesla. It is an all-round household king with 18 folds with thin skin and large filling.
Why is the road to the G9 and even the X9 so difficult? In the final analysis, it is still a problem of the characteristics of the guest group. For Xiaopeng's car friends, spending more than 300,000 yuan on any product of Xiaopeng is very challenge to their own awareness, especially when the degree of dispersion of these products is so high.
If the G6 is listed earlier than the G9, then the positioning of the G9 with five seats will be much more natural. At least the users of the five-seater car have a choice for the upgraded G6. If the X9 is listed when the original price of the G9 is firmly established, then its pressure will be less. There are many, because there is a precedent for 400,000 plates, and your passenger flow into the store is valuable.
Unfortunately, if there are too few things in the world, even if the G9 hits 250,000 now, the delivery of the sports five-seater SUV in China is basically hopeless, and it can only go overseas to fight for more space; the whole product definition of X9 cannot be wrong, but it is very different, and the target group is in the end. The definition of buying a "starship" requires two words, not to mention that Senna and Buick GL8 is also a very aggressive move in the 8th century (not to mention the young man's first MPV, this inexplicable positioning anchor can only be described as strong), when an enterprise can't sell it for 350,000 When it comes to SUVs of outstanding quality, they can't sell niche models of the same quality at the price of 400,000 yuan. Yes, MPV is a niche model in China's civilian market. Considering this matter, it is necessary to eliminate the interference item of Elfa, because the consumption power it represents is not the characteristics of MPV itself, so the real demand disk after eliminating this group of users is actually very small.
Therefore, Xiaopeng is also quite miserable. The finished product is actually very good from the inside, but the market's perception of it can't be improved in the short term. In order to let customers know the recognition of intelligent driving and recognition of chassis quality and three power, first of all, there are enough people who are willing to experience it. This alone is difficult for them to get out of the circle. The publicity of X9 is really attentive and laborious, and the turn-turn posture is really handsome, but are there many customers who care about these?
We have been talking about positioning as a very metaphysical term, but really peeling off the shell to see the core is essentially the people in the goods yard - no matter how good the goods and field are, the disorder of the first element will lead to the serious failure of the latter two elements. This is not only Xiaopeng. Most products in most industries are now facing this dilemma. The group is not anchored, and the marketing is scattered to the divergent end. The "attracting future audience" is very loud, but it can't keep the current sales figures, and the internal consumption is very serious.
I think Xiaopeng must be brewing a product called G7, but in fact it is a product called G9, which is the ideal L6/7, the world's M5/7 or NIO's ES6. At present, P7 and G6 maintain the basic disk of delivery, and G7 and other mainstream models in the future are responsible for breaking through the delivery online, which is a more wise choice for Xiaopeng. As for the X9, maybe it is the G7's DEMO car, but in form, Xiaopeng wants it to eat the potential cake of MPV. Anyway, this car can't sell many units (but I respect it very much, at least it has done a lot of things that the car factory is unwilling to try). By the way, the head design of the electric SUV may have a very radical iteration in the future, and it is also possible that the X9 head is directly to the G7. Ideally, it is even more terrible. Bullets can be put on the SUV. In the future model planning, the wind resistance coefficient and energy consumption level are a must for large and medium-sized cars.
Compared with all the noise now, I am more optimistic about the performance of the G7 in the future. The first is that Xiaopeng's intelligent + control has been fully rendered in the industry for a period of time. In the range of 250,000-300,000, there are quite a lot of cakes on the BBA plate, and the product definition is more tolerant (buy GLC and X3 and Q5, everyone's product needs are actually completely different). If the ideal bites to death to make a family car, the G7 can generously make a medium-sized sporty SUV and fold the armor of smart driving. Anyway, none of the opponents did a good job.
In addition, it is not a good thing for major car companies that are limited to mainland China in the market of more than 400,000. You know, the middle-class pool is getting smaller and smaller, and it is still swimming in it, and what should be consumed is also consumed.
Unless you take the road of questioning. But I have to say that in this world, the world can take this road, and you can't envy it.
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