Produced by丨Tiger Sniff Automobile Group.
The author is thoughtful.
Header picture丨Visual China.
In the Chinese automobile circle, you can not live, but you can't live without living.
No, just last night, Lei Jun, the founder, chairman and CEO of Xiaomi Group, who has always advocated "doing big things with little money" at the marketing level, gave the author a lesson.
On the evening of December 27, the theme content of "Salute" was @雷军在其官方微博发布了一系列. Its idea is to present the words "Salute to XX" on the landmark buildings in Beijing, Shanghai, Guangzhou, Shenzhen and other cities, which is intended to express his admiration for his predecessors in the industry and warm up for his press conference at two o'clock in the afternoon on the 28th.
Among them, below the tribute of Xiaomi cars, you can enjoy the grand occasion of last night's tribute to Xiaomi cars:
In a series of Weibo, Lei Jun directly @ the "pioneers" including BYD, Weilai, Xpeng, Ideal and Huawei. Subsequently, these families had another wave of ** interaction, a harmonious scene of brothers, friends and brothers.
But in the author's opinion, Lei Jun and Xiaomi Auto's statements are really a bit inexplicable. After all, building a car is not like teaching martial arts, you only need to obtain the qualification of the Ministry of Industry and Information Technology. There is no need to go to every hill to worship the pier like Master Ip Man in the movie when he wants to come to Hong Kong to teach martial arts.
What's more, this tribute to Xiaomi Auto has left behind a company that deserves the most tribute - Porsche.
Those who are paid tribute to and those who are left behind are not happy.
First, let's talk about the so-called "tribute". In fact, the development history of this behavior in the Chinese automobile circle is not long, and it can be traced back to the release of Geely Galaxy in February this year. After the new brand announced the "Looking up to the Galaxy", a series of companies including BYD's Yangwang Automobile, Changan's Deep Blue Automobile, VOYANT, Jihu, Radar Pickup, Dongfeng Mengshi and so on have come to a joint brand.
Frankly speaking, this wave of interaction between car companies has a very obvious effect. From the very beginning of looking up to the galaxy, to later covering the vast majority of Chinese car brands, everyone invariably used the "homophonic stalk" to gain popularity, which can be regarded as a mutual benefit and win-win situation in the literal sense.
But in comparison, this wave of tributes from Xiaomi cars and Lei Jun is inevitably a bit too blunt. On the one hand, the slogans in white on a blue background on high-rise buildings around the country really don't look very advanced.
People with bad eyes like the author even thought that the Xinhua News Agency had sent some terrible news.
On the other hand, not all of the companies that seem to be honored are in a happy state. Just like Mr. Lei's choice of @Huawei terminal as the object of tribute, it is obviously a little strange. Because the name tributes to NIO, Ideal, Xiaopeng, and BYD are all for car brands. Therefore, if you want to pay tribute to Huawei, it should correspond to the brand @aito car under Huawei's leadership, which is known as the question world.
But the problem is that this account has only 22 followers70,000, compared with @huawei terminals with 23.96 million followers. Therefore, Xiaomi and Mr. Lei decisively chose the superior unit of @aito Automobile, hoping to enhance their influence as much as possible on the premise of taking into account the dignity and orderliness of dignity.
But the problem is that this wave of operations is really "flattering to the blind". As of the time of writing, neither @Huawei terminal nor @aito Automobile, or @Yu Chengdong himself, has not given any reply to Xiaomi and Mr. Lei.
Just, I'm quite ignorant.
Not all of the people who were saluted were happy, and in the companies that were not mentioned, there were also people who were in a hurry. Geely Holding Group's senior vice president and spokesperson @杨学良, who is also a big V in the Weibo car circle, made a wave of output on Weibo yesterday. Perhaps in his opinion, Xiaomi's tribute to this wave of Chinese independent brand "first brother" Geely, is really a little unreasonable.
How to say it, although Mr. Yang later hid all his relevant remarks about Xiaomi cars, this happy performance can't help but remind the author of @Naying, who was active on Weibo in the early years.
Get back to business. The fundamental reason why Xiaomi's tribute is a bit strange in all respects is that the company has set up a tribute object for itself, which really can't stand scrutiny.
Perhaps in the narrative logic of Xiaomi Auto and Lei Jun, Wei Xiaoli plus BYD, the sales champion of new energy vehicles, and Huawei, which has technological advantages, are the heroes who promote the development of China's new energy and smart cars, and they are the competitors they "see".
But the problem is that it is not only these five companies that have helped Chinese auto brands get to where they are today. CATL and AVIC Lithium Battery, which make batteries, Momenta and Horizon, which make software and hardware solutions for intelligent driving, SAIC Roewe, which make the first generation of Internet cars, and BAIC New Energy ......, which once became the national electric vehicle sales champion
In summary, it is precisely because of the joint efforts of various enterprises in China's automobile industry chain that China has become the world's largest automobile exporter and the world's largest new energy vehicle consumer market. In other words, "history is made by the people, not the heroes".
Of course, the core driving force of this is that all consumers in China are willing to buy domestic intelligent new energy vehicles.
However, these objects are not on Xiaomi's tribute list. It seems that Xiaomi Auto has not officially entered the game, and it has already engraved the idea of "winning and losing" into its genes.
In the author's opinion, it must be normal for a car company to be wolfish to the sales team and emphasize "you live and die". But if this company even "pays tribute" to its peers, it has to be carefully measured by whether it is "successful", it is a bit boring. Especially for Xiaomi, this is obviously a company that advocates creating "touching products".
What's even more regrettable is that the company that should be paid the most tribute, Xiaomi has been "left behind".
Honor students should have higher requirements for themselves.
Last month, Xiaomi's first car, the SU7, was finally on the MIIT catalog. The ** released at that time sparked a wave of heated discussions in social networks. One of the biggest controversies is why this car is so similar to Porsche's all-electric sports car, the Taycan.
Judging from the ** released so far, Xiaomi Su7 has chosen a sports sedan or even a sports car to position itself as a product. Therefore, in terms of body posture, this car pursues the effect of lying low and close to the ground, and the visual center of gravity is also more backward.
In terms of styling details, Xiaomi Su7 also adopts a design that adds muscle lines to the whole vehicle. For example, in the front part of the vehicle, the position of the two front wheels has a certain protruding shape. In the rear wheels, the wheel arches are also positioned with just the right curve, making the car look like a fierce lion ready to attack from behind.
The problem is that these elements are all too similar to Taycan. Especially in the side of the body, the direction of the window line, the height of the waistline, and even the shape of the door handles, both cars have the same choice.
Around the evaluation of the appearance of this car, there are two voices in the field. Some people think that this car is very similar to a Porsche, very high-end and beautiful. They also point out that Porsche has a lot of experience in the design of sports cars, and it also defines classic elements. In other words, it is normal for Xiaomi cars to choose "take-it-ism".
Others, however, feel that "plagiarism" in design is not to be encouraged, no matter what. In particular, they felt that the SU7 and the Taycan were too similar.
Frankly, there is some truth to the arguments of both groups. At the level of car styling, there are indeed classic design elements, which are often unavoidable by latecomers, especially Chinese car brands. Just like a company building an off-road vehicle, it is definitely not comparable to Mercedes-Benz big G and Land Rover Defender;To build a medium and large SUV, it is definitely inseparable from the Volvo XC-90 and Range Rover.
But the problem is that even if they will refer to the design, all car companies that have a little pursuit will use some elements as much as possible to make their "reference" not so obvious. In contrast, the choice of pixel-level replication of the Porsche Macan, as Zotye did in the past, is ultimately a "crooked way" for a few backward companies.
Zotye SR9
At present, traditional car companies, including Geely, BYD, and SAIC, are making long-term and firm investments in design. Geely and SAIC, in particular, have made "Chinese design" an important selling point.
Not to mention, even a start-up like Wei Xiaoli, even at the beginning of its business, has made an independent styling design for its first model. At the very least, it is to create a distinctive front face for its own model.
Therefore, in the author's opinion, Xiaomi Su7's choice in design is somewhat separated from the company's previous declaration. After all, at the beginning of entering the automobile industry, Lei Jun announced at the press conference that he would "fight for Xiaomi cars" and would invest $10 billion in 10 years.
In other words, Xiaomi clearly has the resources to push forward its original design work and take the exterior design of Chinese car brands to a whole new level.
However, today, 2 years later, Xiaomi has come up with a SU7 that "pays homage to Porsche" Taycan, which is obviously disappointing.
Written at the end: From the author's point of view, this disappointment with Xiaomi cars actually stems from deep expectations.
Because, Xiaomi is not a company that has no pursuit of design.
The author vaguely remembers that Xiaomi took the lead in mass production of the world's first full-screen mobile phone in 2016. At that time, this mobile phone created a completely different design path for Android phones in addition to Apple phones. It is precisely because of its superb industrial design ability that Xiaomi Mi MIX was collected by Design Museums in Finland, France and Munich that year, and won the IDEA Design Gold Award.
Now, however, the Xiaomi Su7 has chosen to pay tribute to the Taycan in terms of design. I have to say that this is obviously not in line with the author's expectations.
Here, I sincerely advise Xiaomi Auto and Mr. Lei: Let's do some innovation, don't think about paying tribute.
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