Li Pengcheng, vice president of Xiaopeng Automobile and general manager of brand public relations, can be described as a spring breeze, although the negative news of Xiaopeng Automobile in 2021 is full of negative news, but the achievements of the new forces with annual sales of 100,000 vehicles and the new forces of car building still make the brand and public relations communication leader feel honored, even speaking in public can feel his pride: "In 2021, we are surprised to see smart cars being concerned by volkswagen, and Xiaopeng Motors is the leader of this track. ”
But as public opinion analysis: "2021 is the seventh year of Xiaopeng Automobile, it should be the time of harvest, but it is also the time of crisis, for a long time, Xiaopeng Automobile and its Chinese opponents and comrades-in-arms, looking for their own way out in the problem of burning money, loss and quality, the image of Xiaopeng Automobile is also swinging back and forth in the user's mind." Industry insiders believe that "Xiaopeng Automobile has actually been trying to find some culture and concepts beyond the brand, which first needs a representative label with Xiaopeng characteristics." However, in the past 2021, Xiaopeng Motors still seems to have not been found. ”
Carefully looking back at Xiaopeng Motors, user denunciation, owner rights protection, sales fraud, illegal collection of information, almost accompanied by its growing sales, even after entering 2022, Xiaopeng Motors was disclosed the first price increase news, but also caused many consumers to resent.
However, even so, Li Pengcheng, who is responsible for brand promotion, seems to rarely face these doubts, but the official Xiaopeng Automobile keeps refuting rumors and explaining that what Li Pengcheng has done is to talk with the media about the development of intelligent cars and how Xiaopeng Motors is friends with users.
Looking all the way down, it is difficult to imagine that Li Pengcheng is a high-ranking brand marketing leader.
On January 11, Xiaopeng Motors announced that the price of its models on sale has been raised across the board, ranging from 4,300 yuan to 5,900 yuan. Among them, the price of the Xiaopeng P7 series of models rose by 4300-5900 yuan, and the price of the latest subsidy was 224,200 yuan - 409,900 yuan; the price of the Xiaopeng P5 model increased by 4800-5400 yuan, and the price after the latest subsidy was 162,700 yuan - 229,300 yuan; the price of the Xiaopeng G3i full series of models rose by 4800 yuan - 5400 yuan, and the price after the latest subsidy was 154,600 yuan - 193,200 yuan.
Although the value of nearly 5,000 yuan is smaller than Tesla, the impact on consumers is very large. A netizen posted after Xiaopeng Automobile announced the price increase: "I have not yet ignored the economic situation of 5,000 yuan, and Xiaopeng has not reached the point where I am willing to take 5,000 yuan more." I don't know how many people's views this netizen can represent, but with the general consumer psychology of Chinese consumers, it has always been difficult to accept price increases, and the price reduction is happy, when Xiaopeng Automobile starts 2022 with price increases, it will surely dissuade some potential consumers.
Of course, there are some extreme views that "Xiaopeng Motors harvests the market at a low price, and then maintains the cost with a price increase, but why should I pay for their cost increase?" ”
For these feedback sounds, Li Pengcheng did not respond on behalf of Xiaopeng Automobile. Even the official Xiaopeng Automobile did not give the reason for the price increase, and the information obtained by consumers was only speculation in the industry about the decline in new energy subsidies.
In fact, industry insiders do not think that price increases are the best measure for brands to remain competitive. "The subsidy decline of 30% will have a certain impact on the growth rate of new energy vehicles, and car companies are facing the challenges of the post-subsidy era and will inevitably adjust prices." However, price increases are a short-term phenomenon, and if car companies want to remain competitive, price declines are a long-term trend. ”
In other words, with the gradual increase in the ownership of new energy vehicles, the price of new energy vehicles will gradually decline, and this time Xiaopeng Motors will take the lead in announcing price increases in an unexplained and unprovoked manner, which may cast a shadow on Xiaopeng Motors' 2022.
Li Pengcheng once publicly stated, "User operation is of great value to us, and the user operation of Xiaopeng Automobile does not have any utilitarian ideas, that is, to really be friends with users, and hope that they can be happy in the process of using our products and communicating with us, which is the most important." ”
But for now, when Xiaopeng Automobile unilaterally released the price increase information, Li Pengcheng did not communicate with consumers in real time, at least it does not look like it is as it says, and the so-called making friends with users is just marketing skills.
The reason why Li Pengcheng did not succeed in his position and seek his own government may be related to the way he has long pursued the flaunting system of work.
Turning over Li Pengcheng's resume, he worked for FAW-Volkswagen for 15 years, until 2017, after Xu Liuping became chairman of FAW Group, Li Pengcheng quietly left, as for the reason for leaving, Li Pengcheng never revealed it to the outside world, so that there were rumors that "Li Pengcheng wanted to please the new chairman, and the new leader did not pay attention, but instead told faw-Volkswagen senior management to manage his team, Li Pengcheng felt bored, and had to take the initiative to leave." ”
Of course, such speculation is unbelievable, and the credibility is not very high. However, since Li Pengcheng joined Xiaopeng Automobile, the brand promotion model of Xiaopeng Automobile has undergone a great change.
Before 2019, Xiaopeng Automobile's most promoted is a technology-based enterprise, trying to convey to the outside world that Xiaopeng Automobile is based on technology, and Xiaopeng products are products with high technical content; but after Li Pengcheng took office, Xiaopeng Automobile often opposed foreign brands under the banner of "national brand", the most typical example is the previous He Xiaopeng and Musk scolding war, He Xiaopeng sent a Weibo back: "His own technology makes someone in the west very unhappy"; "Starting next year, In China's autonomous driving, you have to be mentally prepared to be beaten by us."
This is very telling, obviously it is the contradiction between the two companies about the technical dispute, But He Xiaopeng uses words such as "west" and "China" to raise it to the national level, and insists on leaning on the "national brand" in an attempt to tie commercial interests with patriotism.
But the question is, is Xiaopeng worthy of "patriotic feelings"? Is it worthy of a "national brand"? Look at its use of yin and yang contracts to deceive state subsidies, illegal collection of more than 400,000 faces, etc., Hehe, Xiaopeng Automobile's "national enterprise" and "national brand", but privately do dirty things, and even know the law and break the law, this is what the national brand does?
To say that there is no "credit" of Li Pengcheng in this is really unconvincing. "He Xiaopeng is a typical science and engineering man, and he is not good at brand marketing, and these are Li Pengcheng's strengths, and the connection can be imagined." An industry insider said so.
But we can't speculate on our own, after all, it has always been He Xiaopeng who walked in the foreground, not Li Pengcheng, and it was only He Xiaopeng and Xiaopeng Motors who were scolded, not Li Pengcheng himself.
But Li Pengcheng is not only the "military master" behind it, he has also said in public many times, "The important reason for the substantial increase in sales of Xiaopeng Automobile is that young people have a deeper understanding of Chinese brands and stronger confidence, and Xiaopeng Automobile has the confidence to change the pattern of the world's automobiles with the power of Chinese brands." ”
As we all know, the Chinese nation is talking about "virtue to match", Xiaopeng Automobile has praised itself so high, the status and sales volume are sufficient, but in turn to cheat, price increases and other ways to give back to Chinese consumers, then if it causes a crisis in the development of enterprises, is it not also the right thing to do?
After all, no love is unprovoked, and no hate is unprovoked. This is true of Xiaopeng Motors, the same is true of He Xiaopeng, and even more so of Li Pengcheng.
Therefore, in the new energy vehicle, capital-intensive, technology race, fierce competition track, the spiritual level of user loyalty, may be as important as product, technical level of user loyalty, if Li Pengcheng still pursues the brand marketing, once overturned, it is no wonder that others.
Write | Water miao
Edit the | Respect for the distance