The fourth quarter has come, and Xiao Peng's life is not easy.

At 8:00 p.m. Beijing time on September 21, the delayed Xiaopeng P9 finally announced its price. If you are a rational consumer and open the configuration sheet of this new car, you will find that Xiaopeng G9 is a "bucket car" with almost no shortcomings.

However, only from the terminal feedback within one day after listing, it can only be described as "rollover". Then, I can't help asking why this situation is caused?

After reading more netizens' discussions on the sample size, including all kinds of complaints, we found that the most fundamental pain point was still concentrated on the marketing level. With the further focus on the launch of Xiaopeng G9, this new force made two fatal mistakes.

First, there are too many SKUs. It can be expressed in a more understandable way: after the sales price of Xiaopeng G9 is released, both the naming method and the corresponding model version are too complicated.

In particular, after several optional packages are added, the way of arrangement and combination is even more messy. It is difficult for potential consumers to directly and clearly pick out the results they want.

Second, the center of gravity is fuzzy. In fact, as far as I am concerned, I think that the range of 350000-400000 yuan should be the most important position for Xiaopeng G9.

In contrast, Xiao Peng seems to have put too much energy into several four-wheel drive performance models with a price of more than 400000 yuan, but he seems to have lost sight of each other.

"I will promote this internally. What I want to say is that customer-oriented means that when I see so many friends and customers asking this question, they actually pay special attention to it. If we are customer-oriented, we should quickly do some optimization based on the most basic ideas of customers."

Fortunately, it is gratifying that He Xiaopeng found the above serious problems in a small interview the day after listing. At 4pm another day, Xiaopeng's G9 pricing scheme was re launched after re sorting, which made up for the mistakes to some extent.

Little did we know that on the first day of the National Day holiday, with the release of the terminal report card in September, it suddenly found that this new force's car building seemed to usher in a new round of dark time.

As an argument, Xiaopeng only delivered 8468 new cars, which is inferior to Weilai, Ideals, Nezha and Zero Running. Among them, 4634 were delivered by Xiaopeng P7, 2417 by Xiaopeng P5 and 1233 by Xiaopeng G3i.

Fortunately, Xiaopeng delivered 29570 new cars in the third quarter, up 15% year on year. From January to September this year, Xiaopeng has delivered 98553 new cars, up 75% year on year, exceeding the annual delivery in 2021.

However, it is still impossible to cover up its current situation of "being attacked from both sides". First of all, the number of competing models in the same price range of Xiaopeng P7 has increased significantly, and Xiaopeng itself is in an "awkward period" about to be replaced.

Secondly, the trend of Xiaopeng P5 did not break ten thousand monthly sales as predicted by He Xiaopeng at the beginning of the year, but suffered Waterloo. The problem of ambiguous positioning was completely exposed.

Moreover, even in October, the production capacity of Xiaopeng G9 will not be released rapidly, and large-scale delivery may not start until the end of the year.

Just because of this, as the title of this article says, Xiaopeng may continue to experience the "dark moment" in the coming fourth quarter.