Visual China.
Text |Geek Park.On February 18, the first day of the Year of the Dragon, He Xiaopeng, CEO of Xpeng Motors, wrote an internal letter to all employees, like a general cheering up the soldiers, and his words were full of the smell of battle.
At the beginning of the letter, He Xiaopeng first reviewed the next 2023 and called it a year of pain and happiness. In terms of organization, planning, business, operation, and efficiency, we have made many adjustments, and have experienced pain but also achieved great gains. He mentioned three major management orientations: customer orientation, business thinking, and overall collaboration, which allowed Xiaopeng to embark on a completely different path from other companies and began to bottom out.
Xpeng's existing production models |Xpeng.
The data shows thatIn 2023, Xpeng's annual sales will reach 140,000 units, a year-on-year increase of 17%.。Although this figure is slightly inferior to NIO's 160,000 units and the ideal 3760,000 units, but employee morale and organizational construction have been significantly improved. Since its deliveries began in December 2018, Xpeng has delivered more than 400,000 vehicles.
Next, He Xiaopeng set a flag:for 2024The performance should be more than doubledThe organization should make up for all the shortcomings, and the operation should be the first step towards high quality.
To achieve this,Xpeng plans to launch 30 new or facelifted models within 3 years。This year, Xpeng will release a new car on the 300,000+ level and 150,000 level platforms, filling the key gap in Xpeng's layout in the 100,000-400,000 level.
At the same time,Xpeng will hire about 4,000 people in 2024, and its R&D budget will increase by more than 40% year-on-year
In addition, Xpeng Motors will also carry out strategic upgrades in product development system, intelligent driving, marketing strategy, design field, internationalization, cadre training, and enterprise processes. It is understoodXpeng Motors invests 3.5 billion yuan in R&D every year in AI technology with intelligent driving as the core
Finally, He Xiaopeng said that 2024 is the first year for Chinese auto brands to enter the sea of blood competition, that is, the first year of the knockout round. Xpeng Motors has invested in fierce competition early and accumulated considerable experience, and he firmly believes that if he persists, he will win.
Xpeng X9 side |Xpeng.
Happy New Year, dear students! Today is the first day of the Chinese New Year, I wish every student the spirit of Dragon and Horse, and enjoy the dragon and dragon dragon! I wish the business team a smooth start to the Year of the Dragon!
In order to better respond to customer needs, we have just spent a Spring Festival that does not close, and the global teams in the United States and Europe are operating normally, while in China, there are a large number of front-line students in the product, R&D, production, stores, service centers, 400 and other teams, and the middle and back office students of operation guarantee are sticking to their posts during the Spring Festival holiday, and everyone has worked hard!
Pain and happiness, dare to think and dare to do is the true portrayal of Xiaopeng people in 2023. Last year, there were a lot of adjustments in organization, planning, business, operation, and efficiency, and we experienced a lot of pain, but also made great gains。Customer-oriented, business thinking, global collaborationThe three management orientations, effectively implemented in the actual business, insisting on using the right methods, and doing the difficult but right things, allowed us to walk out of a completely different path from other companies in 2023 and start to bottom out. How can we seize the new opportunities of the Year of the Dragon and make greater progress in the new year? I would like to share with you my ten thoughts.
Step by step to win
This year is the tenth year of Xiaopeng, the performance will more than double, the organization must supplement all the shortcomings, and the operation must begin to move towards high quality.
This year is the first year of accumulation and explosion of Xpeng's product and technology platforms. About 30 new products or facelifts are planned within 3 years; In 2024, we will invest more people (about 4,000 people hired) and more than 40% of our R&D budget year-on-year to strive for tomorrow. Starting from this month, we will be based on the new Xpeng Product Development System (XPD), which is the product development management system for the whole life cycle of models with Xpeng characteristics V10, with a more advanced and efficient whole-process system to help the company achieve greater success.
This year is the first year for Xpeng to take the lead in high-end intelligent driving and bring high-end intelligent driving from China to the world, with a total of 3.5 billion yuan invested in R&D in AI technology with intelligent driving as the core.
This year is the first year of strategic upgrading of Xpeng's marketing strategy, and the first year of integrating the development of marketing strategies for automobiles, Internet and mobile phones.
This year is the first year for Xpeng to do strategic upgrades in the field of design, and the three modeling centers are parallel, and the modeling should be the same as AI, marketing, and management.
This year, Xpeng will release the first car of the platform on the 300,000+ level and 150,000 level platforms, complementing the two important cornerstones of Xpeng's layout in the 100,000-400,000 level.
This year is Xpeng Internationalization v2In the first year of 0, we will lay out core markets in Europe, ASEAN, the Middle East, Latin America, Oceania and other regions, deepen the intelligent advantages of products, strengthen the localization and adaptation of products (including left-hand and right-hand drives), and comprehensively create a new path of globalization from products, intelligent driving and brands.
This year is the first year for Chinese car brands to enter the sea of blood competition, that is, the first year of the knockout round. Xpeng Motors has been fighting in the fierce competition in the sea of blood from the beginning, and has accumulated considerable experience, and I believe that perseverance will definitely win.
This year is the second year of Xiaopeng's second venture from 1 to 2, and it is also the second year of organizational adjustment.
This year, the improvement of the whole process of customer experience, the implementation of more breadth and depth of operation (saving money that should not be spent, spending more valuable money on people, R&D and strategy, and better business profits), from strategic planning to the overall coordination of OKRs, PDCA action to promote the implementation, and training and coaching for cadres will continue to be deepened.
Let the cadres who dare to fight and can fight lead the troops to the field
Cadres are the first person responsible for the efficiency and effectiveness of their organization. The key to winning every positional battle is in the cadres, as the commander on the battlefield, whether they dare to fight a tough battle, whether they take the lead, determines whether the team can move forward bravely and win against the trend. To meet the challenges of the new year, the combat effectiveness of the contingent of cadres must be raised to a higher level.
Seek truth from facts:Cadres must not only listen to reports, but must penetrate multiple layers to understand the facts, must go deep into the front line to listen to the fire, and promote the implementation of the company's strategic strategies at the grassroots level to ensure that the effect and efficiency can defeat the opponent. We can't cover up the problem, report the good news or not the bad news, we must do what we say, and the mission will be achieved.
Global Synergy:Cadres should be guided by internal and external customer experience, take the lead in breaking down departmental walls and knocking down high chimneys, not sacrificing upstream and downstream for single-point interests, nor pursuing a superficial group of harmony, and taking the initiative to take one more step for the overall interests in cooperation in order to maximize the value output of the enterprise.
Grow as an operator :With a simple and efficient style, with the courage to take responsibility, with business thinking to promote business growth; Lead by example everywhere, take the lead in self-reflection, self-discipline, and self-activation, not only strong professional ability, but also continuous improvement of management ability, in order to activate the team and make extraordinary results in ordinary positions.
In the face of the macroeconomic optimism, many friends are shrinking and dare not invest, but I think this is our development opportunity. In 2024, we will buck the market and enter a high-speed positive cycle in the fourth quarter or earlier.
In the new year, the dragon is back on the scene, and the gears of the times are turning. During the Spring Festival, the intelligent driving mileage of Xpeng car owners increased by more than 2 percent year-on-year71 times, from the usability of xpilot to the ease and love of xngp, people's driving methods are really changing. I believe that with the improvement of our capabilities in the field of smart cars, all of you will join me in witnessing the leap and leap of Xpeng Motors this year.
Once again, I wish you a prosperous and prosperous new year!
He Xiaopeng. February 18, 2024 The ninth day of the Lunar New Year of the Jiachen Dragon.