I'm not sure what the kit in those pics is, but it ain't a Cherokee (XJ) hidden winch kit. It might be a kit for an old full-size Cherokee. The factory XJ hidden winch kit was by Ramsey and it did NOT include that heavy tray. In fact, none of those brackets are correct for the XJ hidden winch kit. It used the factory tow hook brackets, with the second set of mounting holes used to slide the bumper forward. But it only moved the bumper forward something like 3-1/2", and that tray is a lot deeper than that. The factory XJ kit didn't use a tray -- it mounted the winch to a "picture frame" of 2x2x1/4 angle stock, with the feet pointing back toward the radiator.
I have yet to see one here in the U.S.A., but when I was in Chile over the winter a saw a lot of older Cherokees, and probably 95% of them had the hidden winch. Down there it's a registration scam -- put a winch on an SUV and it gets registered as a "work truck," which costs a lot less than a personal vehicle.