Author: Gong Jinhui
As a representative of the new car-making forces living in the spotlight, Xiaopeng Automobile's every move can attract the attention of the outside world and even be magnified. No, recently some netizens uploaded a video, the video content shows that a Xiaopeng offline store opened at the door to ask a group of Taoist priests to do things.
In other words, this is the 21st century, Xiaopeng dealers new store opening even play feudal superstition that set, not to mention That Xiaopeng itself is a high-tech company at the forefront of the times, it is really surprising, very ruined three views, hot eyes. In response, Xiaopeng officially responded that he apologized for the adverse impact of the misconduct of individual stores on the public.
Xiaopeng said that after investigation, on the morning of February 27, the XXX store in Kunming, Yunnan Province, held an activity with feudal superstition without authorization after the new store was relocated. Its behavior runs counter to Xiaopeng's corporate philosophy of "natural intelligence, exploration is not stopped", affecting public order and good customs. At present, Xiaopeng has ordered the store to immediately close for rectification and remove it from the official website.
"In the future, Xiaopeng will further strengthen the supervision and management of dealer behavior, and show the positive and enterprising brand image to the society with practical actions." Xiaopeng stressed. This is good, the Xiaopeng dealer's new store opened less than 1 day on the closure of rectification, shame and loss of hair, but also let the Xiaopeng brand image shame, is really enough!
In fact, this is not the first time that Xiaopeng has caused controversy. Previously, an unavoidable controversy surrounding Xiaopeng was the brand name. The outside world questioned Xiaopeng's name is too earthy to enter the high-end market, in response, Xiaopeng's head He Xiaopeng responded that he began to think about the problem of "Xiaopeng's name is too earthy" from 2020, and after careful consideration, he made a decision, "Change the name, we will not change." ”
He cited Ford, Toyota, Tesla and other car companies named after their surnames as examples, saying that naming brands after them is a manifestation of Xiaopeng brand recognition and responsibility. At the same time, He Xiaopeng also mentioned that Xiaomi and Xiaopeng have "small" names, and the pronunciation of "small" characters is difficult for users in Europe and the United States. However, he believes that with the rise of Chinese brands, users in Europe and the United States will gradually learn the pronunciation of "small" characters.
"You will feel earth when you read the first 100 times, but not the 101st time. In another 10 or 20 years, brands named after China will go global. He Xiaopeng said. Coincidentally, just recently, Xiao Peng was on the spot again. In January this year, Xiaopeng delivered 12,922 new cars in a single month, an increase of 115% year-on-year, leading the new car-making forces.
At the same time that Xiaopeng's sales are rising, a group of users who ordered cars in October 2021 began to complain about their rights because they could not pick up the car for a long time and did not get a sure official answer. Among them, the delivery of the Xiaopeng P5 460 model was delayed, which was complained about by a large number of users. In this regard, Xiaopeng responded that he was deeply sorry and was stepping up communication with suppliers at all levels (including CATL, AVIC Lithium Battery, and EWELL Lithium Energy) to do its best to reduce the waiting time of customers.
Xiaopeng also stressed that according to the latest scheduling plan, customers who are expected to have a risk of overdue have been sorted out. Next, the company will contact the customer one-on-one through the sales staff in batches according to the order sequence to understand the customer's needs and assist the customer in need to complete the reassignment or cancellation procedures. However, Xiaopeng's response did not satisfy all users, and some users were quite critical.
They believe that whether it is waiting for a car, reassignment or withdrawal, it should be something that the company did earlier when it found that it could not schedule production according to the plan, rather than the method given after the consumer had repeatedly negotiated without results, and paid time, energy, money and complaints, hoping to get compensation from Xiaopeng.
In my opinion, from the perspective of the supply chain, Xiaopeng P5 failed to deliver as scheduled, there are indeed certain objective reasons and practical difficulties, but Xiaopeng's way of dealing with the problem is improper and not thorough enough, which will disappoint users, which also exposes Xiaopeng as a new brand, for the lack of mature treatment of supply and demand. How to better handle the relationship with users, there is still a lot of room for improvement.
It is foreseeable that in the future, Xiaopeng will still accompany the controversy forward, hoping that its unnecessary controversy will become less and less, but will continue to bring surprises to the outside world in terms of performance, scientific and technological innovation, and industry responsibility.