Sources say Xiaopeng Motor welcomes the channel change: reducing direct stores and expanding the scale of agency dealers.
CTOnews.com Sept. 11 news, Xiaopeng Motor in March this year completed the reform of the marketing system, but did not stop the adjustment of the terminal channel. Xiaopeng recently reduced the number of 24 sales areas identified in March to 12 across the country, and is phasing out inefficient direct stores and expanding the size of dealers, according to Interface News.
According to reports, Xiaopeng held a channel business meeting in early September and announced a channel reform plan called Project Jupiter. The plan, promoted by Wang Fengying, president of Xiaopeng, aims to gradually replace the previous direct operation model with the dealer model, so as to reduce operating costs and increase market coverage.
At the beginning of this year, the proportion of Xiaopeng's direct operation mode was 70%. At the earnings call in the second quarter of this year, he Xiaopeng, chairman of Xiaopeng Automobile, said, "it is necessary to carry out drastic survival of the fittest in the sales network, and introduce excellent dealer partners at a faster speed." accelerate the expansion of market share in second-tier and low-tier cities. "
According to reports, Xiaopeng Motor is carrying out channel optimization, closing some poorly operated direct stores, gradually increasing the proportion of licenses, and introducing more dealers to third-and fourth-tier cities. CTOnews.com learned from the recruitment conditions of authorized dealers announced on Xiaopeng's official website that the registered capital of the authorized operation company is not less than 10 million yuan, and the annual operating income of the automobile business sector needs to be more than 100 million yuan. The investment store should be located in the mainstream automobile business area of the city, the actual use area is not less than 1000 square meters, and the sales exhibition hall area is not less than 300 square meters.
In fact, with the increase in the penetration of new energy vehicles, reducing the number of direct stores and expanding the scale of agency dealers is becoming a new industry trend. In addition to Xiaopeng Motor, Polar Krypton is also making similar channel adjustments. Early new energy vehicles as a new thing, the direct operation model can provide a consistent standard service experience and achieve unified price control. However, with the more fierce market competition environment, the malpractice of asset operation in direct operation mode is becoming more and more prominent. The agency model can reduce the cost of building a store and the burden of operation, and make use of local experience and resources to quickly expand the market.
