Many people noticed that Li Xiang, CEO of Li Auto, who had been silent for a while, smiled more at the Beijing Auto Show.
On the first day of the media day, the entire auto show was surrounded by Lei Jun's traffic army, and many brands also focused on Lei Jun's visit.
Of course, Lei Jun also went to the ideal booth, and Li Xiang also invited Lei Jun to enter the ideal L6 to experience the car, and introduced the functions and features of the car to Lei Jun.
At the same time, the three founders of Wei Xiaoli, who are almost not in the same frame at the auto show, also have a lot of interactions.
Li Xiang complained to Li Bin that pure electricity was difficult to sell, and Li Bin invited Li Xiang to join the battery swap army; ZEEKR An Conghui took Li Xiang to visit ZEEKR "Baby Bus" MIX; Lei Jun suggested that Wang Chuanfu take the lead in building an ecological alliance, and said that Li Xiang and He Xiaopeng agreed to this proposal.
Source: Internet
However, the Weibo of Li Xiang, the king of Weibo, has not become active because of this, or rather, since the listing of MEGA, the "high-profile Li Xiang" on Weibo has disappeared.
After the Beijing Auto Show, Li Xiang's only "business" on Weibo was to thank Lei Jun for recognizing the ideal L6, but in the eyes of Li Auto insiders, Li Xiang will still continue to keep a low profile.
Source: Screenshot of Li Xiang's Weibo
The king of Weibo will not return in the short term, and Li Xiang, the "craziest person in 2023", is also focusing on internal strategic adjustments.
Recently, the Ideal Internal Matrix organization has been upgraded, with the main changes focused on the CEO's office. According to a report by Late AUTO, after the adjustment, the CEO's office was renamed the "Product and Strategy Group", and the "Product Line" department and the "Quality Operations" department were newly established. The product line mainly focuses on the decision-making and operation of product business success, and the quality operation focuses on the improvement of process quality and execution efficiency.
Immediately afterwards, the ideal first model below 300,000 Li L6 was launched, and this model is likely to shoulder the responsibility of the ideal new explosive model.
On the eve of the auto show, Li Auto also launched its first official drop since its establishment, including the ideal MEGA, which has been on the market for more than a month.
Behind this series of adjustments, the ideal internal operation has also been adjusted to a new unified idea: focusing on the value and creation of users.
During the Beijing Auto Show, Liu Jie, vice president of business of Li Auto, also mentioned when talking about the reasons for the recent matrix organization upgrade of Li Auto, Li Auto was too concerned about competition and desire in the previous stage, and now it has to return to the users themselves.
Source: Li Auto
Regarding the biggest change in this organizational upgrade, Liu Jie said, "There are many times to challenge Li Xiang. ”
After the upgrade of the matrix organization of Li Auto, Liu Jie is responsible for the product line team, which mainly includes the PDT (product development team) and PCT (product business team), which is responsible for the commercial success of the product.
At the same time, Li Xiang's entire energy is also focused on the product, and Li Xiang also pays more attention to internal collisions.
In the past, Li Xiang was known as a "product tyrant" because of his unique judgment of products, and he expanded his range and opened up the family SUV market, which also illustrates this point.
However, with the increase of Li Auto's product matrix, Li Xiang is no longer a "one-word hall" around the full-cycle operation of product development and listing.
Liu Jie said that one of the most important requirements of Li Xiang for the product line team is that the scale of the product line must not be large, because it is small and concentrated, and there will be opportunities to collide and polish each other together.
"For example, when Li wants to compromise, we say no, we must insist on doing this, and when Li wants to do this, we say no, we will have a better plan. In Liu Jie's view, the product line undertakes end-to-end operation and needs to challenge each other to make the product line play a better role.
In the eyes of the outside world, Li Xiang's low-key personality may also have the consideration that he cannot compete with the new king of car manufacturing, Lei Jun, in terms of traffic.
Liu Jie said that there was a time when ideals were indeed being driven by traffic. Now, ideals are creeping out of the pit.
Regarding the first price reduction of Li Auto, Liu Jie also responded that since March this year, Li Auto realized that its previous estimate of the market was too optimistic.
Liu Jie mentioned several changes in the market:
In Li Auto's estimates, for the new energy vehicle market of more than 200,000, the sales volume in November last year will increase significantly compared with the sales volume of a National Day holiday, and it will continue to grow in December. However, since November last year, the actual performance of the market has been as good as expected. Even so, for February after the Spring Festival holiday, the ideal still had expectations, and it was not until March that the previous estimate was too optimistic.
At the same time, Liu Jie also said that in the first quarter of this year, compared with the first quarter of last year, the terminal transaction price of the main models of traditional fuel vehicle luxury brands fell by 10-15 points.
Source: Li Auto
Based on the above two points, Liu Jie said that the ideal decision to be prepared for the challenges of the market this year, and even sacrifice a certain gross profit margin, which has been adhering to the bottom line of 20% gross profit margin for the ideal car, which means that on the road to sprint scale, how to balance the quality of operation and efficiency, but also test the strategic determination of the enterprise.
When many car companies began to learn Lei military traffic to stimulate the brand effect, the ideal began to quietly learn Xiaomi's focus on user value, Liu Jie said, this transformation, it may take a year, and the new challenge of the ideal begins.
The good news is that the sales of the ideal L6 are not bad, with 16 days on the market, the cumulative orders exceeded 30,000 units, and the third 10,000 order took only 4 days.