Li Xiang's internal letter to all employees: We focus too much on sales and competition from top to bottom

DoNews reported on March 21 that ifeng.com Technology reported that Li Xiang recently issued an all-staff letter on "how to solve the problems currently facing Li Auto." The letter reviewed Li Auto 3 The essential causes and solutions to the monthly problem mainly include the rhythm problem of the ideal MEGA and the excessive focus on sales.

Li Xiang said that the company focused too much on sales and competition from top to bottom, allowing desire to surpass value, and causing a significant decline in user value and operating efficiency, which we were originally best at. The pursuit of desires makes us become people we hate.

The following is the full text of Li Xiang’s letter to all employees:

Li Xiang’s letter to employees: How to solve the problems currently facing Li Automobile

Let’s review the essential reasons and reasons for our problems in March solution.

First, the rhythm problem of ideal MEGA

The essential reason: We mistakenly regarded the ideal MEGA’s stage from 0 to 1 (commercial verification period) as the stage from 1 to 10 (rapid development) period) to operate. Ideal MEGA and high-voltage pure electric must go through a stage from 0 to 1 similar to that of Ideal ONE and extended-range electric. They cannot have the operating potential from 1 to 10 as soon as the Ideal L series is launched. This is our strategic rhythm for pure electric. misjudgment.

The chaos of Ideal MEGA's rhythm has also caused the sales team to significantly reduce the time and energy in serving L series users. The main model Ideal L8 does not even have a place in the store.

Solution: We will patiently operate Ideal MEGA at a pace from 0 to 1, focusing on core user groups and cities with strong high-end pure electricity consumption capabilities.

Abandon the all-out sales strategy, focus on product experience and test drives in large retail centers in head cities, and accelerate the construction of supercharging stations in these cities. After the stage from 0 to 1 is effectively completed, it will be promoted to more cities and larger user groups.

Second, the problem of excessive focus on sales volume

The essential reason: We focus too much on sales and competition from top to bottom, allowing desire to surpass value, and letting our original best user value and Operating efficiency dropped significantly. The pursuit of desires makes us become people we hate.

Solution: Reduce sales expectations and desires and return to healthy growth. Focus on users rather than competition, focus on value rather than desires. Return to what we are best at, improving user value, and return to what we are best at, improving operating efficiency.

Strictly follow our three major codes of conduct:

Put user value first

Reach consensus through co-creation

Seek truth from facts and understand mistakes Let’s change the

March 2024 question to an enhanced version of our 2022 question. We seek truth from facts and correct mistakes when we know they are wrong. We are confident that through joint efforts, we will focus on user value, focus on operating efficiency, patiently control the pace, and solve problems in a down-to-earth manner to serve our users in a long-term and healthy manner.

李思

March 21, 2024

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