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Text | Deng Simiao
Source: Smart Car Reference
The product and organizational problems exposed after the release of Xiaopeng’s new car G9 have now ushered in a major adjustment.
It can be called the largest organizational structure and personnel adjustment since the founding of Xiaopeng Motors.
Smart Car Reference has exclusively learned that after He Xiaopeng presided over the company’s management meetings for several consecutive days, major adjustments have been made to the company’s operations, organizational structure and product strategy.
Including the establishment of five virtual committee organizations: strategy, production regulations, technical planning, production and sales balance and OTA committees.
Three new product matrix organizations have also been established: E, F, and H platform product matrix.
From organizational structure to product, it has come to a time when it has to change.
Xiaopeng’s organizational structure has undergone major adjustments
The specific adjustments and changes are as follows:
First of all, Xpeng Motors plans to establish a virtual committee organization to open up the communication channels of the company’s various business lines and improve collaboration efficiency, including five committees:
1. The strategy committee is responsible for formulating the company’s long-term development strategy, and making decisions on the formulation, decomposition, revision, and adjustment of brand strategy, business planning, product planning, and technical planning. He Xiaopeng serves as the director of the committee;
2. The Production Planning Committee is responsible for formulating product strategies and plans according to corporate strategies and customer needs. He Xiaopeng serves as the director of the committee;
3. The technical planning committee is responsible for the formulation of technical strategies and plans according to the corporate strategy, market demand and product strategy. He Xiaopeng serves as the director of the committee, and He Tao serves as the deputy director of the committee;
4. The production and sales balance committee is responsible for formulating supply line strategies, and is responsible for the formulation of relevant plans for production and sales balance (including logistics) according to production capacity and sales. He Tao serves as the director of the committee;
5. The OTA committee is responsible for the formulation of major goals and management decisions of the OTA business. Chen Yonghai serves as the director of the committee, and Jiao Qingchun serves as the deputy director of the committee.
Secondly, in addition to these five committees, Xpeng Motors also plans to establish three virtual product matrix organizations to ensure that customers and market orientation are the main focus, and establish an end-to-end closed-loop full-service product (including service product) business, including:
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E platform product matrix, responsible for the horizontal E model product platform, the person in charge, Liao Qinghong (concurrently), reports to He Xiaopeng;
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F platform product matrix, responsible for the horizontal F model product platform, the person in charge Xia Heng (concurrently), reporting to He Xiaopeng;
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H platform product matrix, responsible for the horizontal H model product platform, responsible person Jiao Qingchun (concurrently), reporting to He Xiaopeng.
Among them, the platform product matrix refers to the coordination of various functions such as marketing, customer service, communication, sales, training, sales management, etc. around a car. For example, the Xiaopeng P7 product matrix is the role of promoting P7 sales.
Third, Xiaopeng Motors will set up five systems of “strategy, R&D, supply and production, marketing services, and functional support” in its daily operations to promote consistent goals and efficient collaboration across business chains, and support the company’s strategy and large product matrix.”
Finally, according to the report of the power plant, this adjustment also involves many specific departments.
For example, in terms of users, Liao Qinghong is responsible for the UDS (User Development and Service Center), especially the sales and service system, which will soon be transformed into BU (Business Unit).
In terms of market public relations, the business department originally responsible for corporate image will be independently upgraded to a first-level department, and will no longer be assigned to Li Pengcheng, the vice president of Xiaopeng Motors Marketing. In fact, this is also related to Xiaopeng’s failure to show its brand upwards.
Xiang Ying, Head of Purchasing and Senior Director of Marketing and Business at Xiaopeng Motors, also made business adjustments.
What is the origin of these people?
Xia Heng was appointed as the product platform manager of the horizontal F model this time.
He is currently the co-founder and president of Xiaopeng. Graduated from Tsinghua University majoring in automotive engineering.
He used to work at GAC Research Institute, responsible for the development of control systems for GAC new energy vehicles and smart vehicles.
In 2014, Xia Heng and He Tao co-founded Xpeng Motors.
In 2019, the Hurun Research Institute released the “2019 Hurun Post-80s Self-Made Rich List”, and Xia Heng ranked 21st with 4.7 billion yuan.
He Tao was appointed as the deputy director of the Technical Planning Committee and the director of the Production and Marketing Balance Committee.
He is currently the co-founder and senior vice president of Xiaopeng Motors, and holds a master’s degree in automotive engineering from Tsinghua University. He and Xia Heng are classmates of Tsinghua University.
He was responsible for the research and development of new energy bus system for Shanghai World Expo; he was the head of the research and development of intelligent electric vehicles of GAC New Energy.
In December last year, he was selected into the 2021 Hurun U40 Young Entrepreneurs List with a fortune of 2.6 billion yuan, ranking 65th.
Chen Yonghai, this time was appointed as the director of the OTA committee.
He joined Xpeng in January this year and is currently the Vice President of Xpeng Motors Internet Business. He is fully responsible for the management of the Internet Center.
Graduated from Beijing Jiaotong University majoring in safety technology and engineering.
From 2010 to 2012, he served as senior product director of UC; in 2014, Chen Yonghai served as vice president of map products at AutoNavi.
Jiao Qingchun was appointed as the deputy director of the OTA committee and the head of the horizontal H model product platform.
According to public information, he once served as the senior director of Xpeng body and interior and exterior decoration, and is currently the vice president of Xpeng Motors technology.
Liao Qinghong, this time was appointed as the person in charge of the horizontal E model product platform.
He is currently the Chief Human Resources Officer and Vice President of Sales and Service of Xpeng Motors.
Liao Qinghong once served as Senior Vice President of Qihoo 360 Group, and served as Director of Huawei Software Digital Business Development Department and President of Huawei Software Human Resources.
Xiaopeng’s moment of forced change
In fact, the performance of Xiaopeng Motors inside and outside has reached the moment when it has to adjust and change.
On the one hand, after the release of Xiaopeng’s highly anticipated flagship model G9, serious product positioning problems broke out.
The adjustment was made just two days after the new car was launched, which reflects the lack of sufficient research on the market in advance and the lack of understanding of its own internal products.
On the other hand, when Xiaopeng was delivering before, it has actually exposed many crises.
The pattern of Wei Xiaoli has already changed, and Xiaopeng has fallen out of the top three from the first place in the new car-making force.
The best seller in September was still the Xpeng P7 released two years ago, with a total of 4,634 units delivered; while the sales figures of the P5 and G3i were not very good.
For the G9, facing the competition between the ideal L8 and L9, it is difficult to say that it will win.
In addition, since the release of Xiaopeng G9, the opening price of Xiaopeng stock was 61.95. Now this number has plummeted to 31.20, and the market value has evaporated by 52.8 billion in one month.
Inside and out, up and down, the problems of Xiaopeng Motors cannot be hidden. Without quick solutions and changes, it’s not about speed, it’s about life and death.
(Disclaimer: This article only represents the author’s point of view and does not represent the position of Sina.com.)
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