In a certain sense, it is easy to take out hundreds of thousands of affordable consumers, and there is no great motivation and intention to buyXiaomi
If you are traveling with a family, the first choice is still SUV or MPV, if you just drive it yourself, netizens copycat Porsche is very serious, and you are afraid of passers-by discussing jokes when you drive it.
1003 days after the official announcement of the car, Lei Jun, the founder of Xiaomi, once again announced the mystery of the first masterpiece SU7 of Xiaomi Auto in the form of a grand press conference.
Originally, I talked about the technology conference, but I only talked about the technology and did not talk about the vehicle products, but I don't know whether it was deliberately designed at the beginning, or temporarily changed the meaning, and the result was this one.
Science and technology as the main line.
The press conference added a large section of vehicle product information to it.
From the outside in, the appearance and intelligence, and the acceleration performance and battery life performance are all visually inferior to the accuracy of the release**.
Of course, the most important thing is **, netizens are generally the most concerned and curious, Lei Jun also revealed the following aspects:
9.990,000 can't be 1490,000, this is unrealistic, it will be a bit expensive, but how exactly how expensive it is, whether it is sold for 300,000, 400,000 or soaring to 500,000.
It will only be officially revealed until the 2024 new car is released.
To be honest, as a senior user of Xiaomi mobile phones, computers and home appliances and most of Lei Jun's "fans", the author was an online onlooker at the entire press conference, although it took a lot of time, but there were too many dry goods and information points.
At the end, Lei Jun played a wave of "sensational" tablets as always.
Briefly talk about some of your own thoughts and observations:
First, Xiaomi's car is indeed not a pure capital game, unlike playing tickets, it is even more serious + reliable than Huawei's Yu Chengdong smart car.
The second is the first car of Xiaomi Automobile, the SU7 (Su7). Judging from the information talked about in Lei Jun's ppt and the live broadcast, it can be said to be a good car, with sufficient materials and quite capable of winning battles, but there is a high probability that it will run to three or four hundred thousand or even more expensive (the probability of entry is difficult to be below 25w, even if it is 29w, it may not be able to go down), who will sell it to?
First of all, the first point, I hope to see this conference, especially those friends who have been following Xiaomi and Lei Jun for a long time, should not have too many different opinions.
There are many factors, including the background of the times, the market environment, and the reasons of opportunity and luck, but one of the core factors that cannot be ignored must be people, especially the leaders and the teams they lead.
Why did Xiaomi Auto's press conference first start from the core topic of science and technology, it just let the outside world see that Xiaomi cross-border car-making, no experience in car manufacturing in the past, no roots, no Ping, but Lei Jun has gambled all the fame in the first half of his life, and all the hard work in the second half of his life, Xiaomi's determination to build a car is undoubted.
Xiaomi's strength in terms of capital, talent and other supporting resources should not be underestimated.
In the past, when some new cross-border car-making forces rushed to squeeze into the new energy car-making industry when they broke through the wind, there was indeed no shortage of people who came to fight capital and votes, rather than really building cars in a down-to-earth and solemn manner.
In particular, LeTV, Weimar, Singularity, Skyrim and so on too many new forces have also flourished in the past, and the scenery is infinite, but in the end, they are either dead, or chicken feathers, or quietly out of the game.
Xiaomi is here, since the official announcement in March 2021 that it will enter the car manufacturing industry, in the past nearly three years, Xiaomi cars have "done a lot and talked very little".
is not like the fundamentally unreliable cross-border new forces, after getting on the car, they do not quickly build momentum to play capital to increase the market value, but bury their heads for 1,000 days, and only concentrate on warming up marketing in the recent period of this year.
Today's press conference also talked about Xiaomi's technological innovation and preparation from five dimensions: motor, battery, large-scale die-casting, intelligent driving, and intelligent cockpit. Among these specific fields and points, a considerable part, at least Lei Jun has told and demonstrated for us, is at the forefront of the industry or even far ahead.
Many traditional car people often think that Lei Jun, a cross-border car maker, is a "layman", but they ask themselves:
How many traditional leaders of large factories can be like Lei Jun when they speak on stage, so that they can speak with a nose and an eye for so many fields, dimensional professional terms and technical details, at least so that they can "listen" both online and offline, and how much there is still a lot of income, isn't it just to read a manuscript?
In this regard, Lei Jun is very pragmatic and serious about making cars by himself, at least more serious than 99% of his fellow business bosses.
Of course, the boss of many friends is just a senior worker in the final analysis, and the business and career do not really belong to them, and it is difficult to be so serious in their mentality and posture.
Let's talk about the second point, Xiaomi su7 car is good, but ** is expected to be cheaper with a high probability, the price of three or four hundred thousand or even higher, and the main user group of Xiaomi mobile phones and other products for a long time, it is obviously highly mismatched.
From here, the car is very good, but if the brand power and appeal can't go up, who will it sell to?
You are very like, the Geely Galaxy E8 that will be released some time ago is logically speaking, its product power and positioning have obviously surpassed Tesla Model 3 and BYD Han EV, two competitors in the same level;
But why is the final pricing, even to the pre-sale price, not the final count, so restrained and conservative?(More than 180,000, less than 200,000 on sale).
The reason is very simple: the brand power can't hold up, and the main consumption power and appeal consumption power of potential target users can't catch up.
Even if you go up the ladder at a better value, the value of your car products may reach two or three hundred thousand, but if you set that **, there is a high probability that you will not be able to sell it, and you will not be able to sell it. Thankless, nothing is in vain.
Ask yourself, can the current brand appeal and premium power of Xiaomi cars support the sales of three or four hundred thousand or even more?
I think this question is actually quite difficult.
Most of the people who can afford to buy Xiaomi su7 may not be eye-catching, and others can't go directly to a genuine Porsche, there is no need to spend less money, but it is still only bought in the mouths of Taiwan netizens.
Bao Shi Mi "On the contrary, most of the young consumers who can see the circle of fans can't even afford Nezha GT, how do you ask others to use hundreds of thousands of real gold ** to support you, and use love to generate electricity and realize it?
Some people may refute that the ideal L series of refrigerators, color TVs, and large sofas can be priced at three or four hundred thousand and the sales are super hot, why can't Xiaomi Su7?
As a post-90s second-child dad and a real user of the ideal L7, the author can responsibly tell you that the owners and users who choose and buy the ideal car are the most likely to be like this, mostly family consumers, and many families do not own more than one car.
The popularity of the Ideal L series (including the initial Ideal One) benefits from its precise positioning and a very balanced sense of product value and experience.
Personally, I chose the ideal L7 or after giving birth to a second child, and sincerely added a car, a large space, a refrigerator color TV and a big sofa to the family trip, and the children are as satisfied as their wives, without the passion and pleasure of driving when driving, easy to use and comfortable OK.
Really compare only for their own sake, or from the driver's point of view to drive and choose a vehicle, the chassis is more calm and the heart is worse than the car must be given priority!
Ideally, the main consumer group of the L series is the family consumer.
It's just that if you really only buy more cars for yourself, how many people do you think can afford Xiaomi Su7 consumers (Lei Jun typed and shouted out the new elite of the times in PPT), will you really see it, or are you willing to think of Xiaomi cars at this stage?
Not to mention the rest, the car is within two or three hundred thousand, everyone says that the attributes of mobile tools are okay, in the price range of more than three or four hundred thousand or higher, the social attributes and symbolic meanings and components of the car cannot be ignored.
Otherwise, why are there many people who know better than you that luxury cars like BBA often cost hundreds of thousands or even millions, and the proportion of brand premium (the so-called IQ tax) is also very high, but they still choose to pay happily?
As a family car and a large-space family SUV, the product positioning and long-term accumulated and established customer portrait of the Ideal L series are becoming clearer.
Even many celebrities, and even Wang Sicong, the "son of the former richest man" who is not bad for money, have chosen the ideal L9, and consumers who buy it basically don't have to worry about brand power and other issues.
As for the Xiaomi SU7, it's completely different.
In a certain sense, it is easy to take out hundreds of thousands of affordable consumers, and there is no great motivation and intention to buy
If you are traveling with a family, the first choice is still SUV or MPV, if you just drive yourself, netizens copycat Porsche is very serious, and you are afraid of passers-by discussing jokes when you drive out.
But from the perspective of Xiaomi Auto and Lei Jun, there is no way, the experience and experience of mobile phone entrepreneurship in the past ten years have warned him with bloody lessons that it is not easy to go from high-end to low-end (Tesla is like this), and it is even more difficult to build high-end after starting from low-end.
Besides, China's new energy vehicle market has come to the present, and there is no shortage of a Xiaomi brand that sells close to the people or even cheap, so it was decided that it was difficult to go up - the car is good and the price is "expensive" Su7.
No matter what, Lei Jun and Xiaomi Auto have taken a new big step forward, in public and private, or hope for SU7 to win steadily, and become a hit, not to mention the blockbuster, at least not too miserable!
Lei Jun is a gentleman, and Xiaomi Su7 is also very awesome, but as an old user of Xiaomi mobile phones and a representative of the so-called new elite group of the times, I personally at least after watching this press conference, I really can't find a place to buy and support.
In reality, even if the elite of the times is not cold, Porsche Tesla does not want to be called a "copycat" tribute version by netizens.