When it comes to the bigwigs in the car circle, almost all we can think of are male images, but there are also many outstanding female representatives, such as Wang Fengying, who is known as the iron lady of the car circle.
In January 2023, Wang Fengying officially joined Xiaopeng Motors and served as the president. However, from the end result, Wang Fengying has brought great changes to Xpeng Motors.
The Iron Lady of the rim.
From the front-line salesman at the grassroots level of Great Wall Motors to the second person of Great Wall after Chairman Wei Jianjun, Wang Fengying's 30 years of work in Great Wall Motors can be called an inspirational history of struggle for small people.
During her tenure at Great Wall Motors, Wang Fengying focused on sales and external business, and was known for building Great Wall Motors' efficient sales system. When Great Wall entered the pickup truck market, Wang Fengying innovatively proposed to change the original consignment system of Great Wall Motors to a distribution system, and the operation of buyout and underwriting greatly increased the enthusiasm of dealers, and also effectively reduced the risk of payment collection for manufacturers, and finally helped Great Wall Pickup to sit on the top spot in the domestic pickup market.
Subsequently, Wang Fengying focused on franchise stores and after-sales service, providing pickup truck users with the same services as sedan products, which also laid a solid foundation for Great Wall's SUV strategy later. After the strategy was confirmed, Wang Fengying promoted the establishment of the Haval brand, when the Haval H6 was listed, Wang Fengying launched a channel rectification called "Decisive Terminal", and its iron fist made many old Great Wall Motors dealers still fresh in their memories, and it is precisely because of this that Haval H6 can become a generation of classics in the national memory. In the history of the development of Great Wall Motors, Wang Fengying has left a strong mark.
The veteran is out of the mountain again.
In July 2022, Wang Fengying left his old club that he had been loyal to for more than 30 years, and half a year later, Wang Fengying joined Xpeng Motors. As a veteran who has been immersed in traditional car brands for many years, Wang Fengying joined a young new car-making brand with an Internet background at the age of retirement, and her courage can be seen.
In the eyes of many people, Xiaopeng Motors can only be regarded as a half-baked player in the automotive industry, which is not to say that Xiaopeng has no technology and no ability, on the contrary, its technical genes are very strong, but the brand's performance in sales and channel construction is very collapsed, in summary, the brand organizational structure is not clear, the division of labor is unclear, and there is a lack of effective coordination between all aspects and departments. Because of this, Xpeng Motors really needs a veteran like Wang Fengying to guide the maze.
Judging from Wang Fengying's previous actions, she mainly did three things after entering Xiaopeng, one was to reform the sales channel, the second was to redefine the product, and the third was to crack down on corruption.
As a sales talent, Wang Fengying will of course take the field he is most familiar with after taking office. Previously, Xiaopeng Motors had the best franchise and only two sales systems, and the two systems belonged to different systems, often fighting separately, and there was continuous internal friction during the period. Wang Fengying then directly merged the two sales departments into one, and reorganized the sales channels, changing Xiaopeng's original four sales regions to 25 war zones, thus realizing the flattening of the sales side.
Secondly, Wang Fengying also solved the problem of confusion in the definition of Xpeng Motors' products. Today, a large part of the reason why Xpeng Motors' flagship product, Xpeng G9, has failed is due to the redundancy and confusion of Xpeng SKUs. After Wang Fengying arrived, he led the launch of the Xpeng P7i and Xpeng G6, of which the former only released two versions of the model, and the SKU was greatly streamlined, avoiding the mistake of the Xpeng G9. Now, these two models have a good market performance after they are launched, and this also proves Wang Fengying's correctness from the side.
In addition, Wang Fengying has also focused on fighting corruption, and on October 9, Xpeng announced that the head of the purchasing department was suspended, and Xpeng's travel budget was also tightened.
Annual KPIs are in vain.
Now it is less than 20 days before the end of 2023, and all car companies have entered the sprint stage at the end of the year, and whether they can complete the annual KPI is in these days. As the so-called few happy and a few worried, some car companies have already reached their goals in advance, some can achieve it with hard work, and some don't even think about it, obviously Xiaopeng Motors belongs to the latter.
Xpeng Motors has set an annual sales target of 200,000 units in 2023, but as of November, its cumulative sales are only 1220,000 units, with a target achievement rate of 61%. To achieve the target, Xpeng Motors needs to sell 780,000 new cars, as a reference ideal, the current monthly performance is only more than 40,000 units, we can be sure that Xpeng Motors will not be able to complete this year's sales target.
Uncle Che concluded. Since the beginning of this year, the brand has maintained positive monthly delivery growth for 10 consecutive months, and the delivery volume in November also exceeded 20,000 units, setting a new high for monthly delivery, which must be attributed to Wang Fengying. It's a pity that Xiaopeng Motors' previous state was too sluggish, the hole was too big, and it was difficult to plug the gap when Da Luo Jinxian came. I hope that under Wang Fengying's iron hand, Xiaopeng Motors can get rid of the crisis of falling behind, and this year's goal will not be completed, let's wait for next year, or don't set the goal so high next year.
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