The new Xiaomi car has not yet been released, but the appearance of the car has already been leaked. Although it is a leak, many car critics have posted it at the same time in the recent period, and I suspect that someone is organizing this "leak".
This ** leak incident has given Xiaomi cars a high degree of attention before the release, and it can be regarded as a warm-up for Xiaomi cars.
Earlier, some industry insiders have pointed out that Xiaomi Auto may release a new car in February this year. This also means that the Xiaomi car has indeed been built, but now it lacks a good time to meet with you.
Just after this incident, I speculated that the Xiaomi car might be released earlier, as it was a good warm-up event. If you wait until February to release it, the popularity of Xiaomi cars will go down, not to mention that February is during the Spring Festival this year, everyone is celebrating the Spring Festival, and there is no time to come to your press conference.
According to the information already available on the Internet, it can be seen that Xiaomi cars are equipped with surging cockpits, with a length of nearly 5 meters and a width of more than 19 meters, with LiDAR, 800V fast charging, and a battery of more than 100kWh. It can be seen from this that Lei Jun has moved the logic of making smart machines to new energy vehicles. Regardless of how the vehicle feels driving, first get the configuration data out, and then give a more attractive price, it may become a hit.
Judging from the ** of Xiaomi Auto today, its configuration is far less topical than its appearance, because the side of the Xiaomi car looks very much like a Porsche Taycan.
From a marketing point of view, this practice is the most effective. Not to mention Xiaomi, a brand that already has traffic, the little-known Zotye also relied on its appearance like Porsche, or directly copied the shape of Porsche, so that Zotye has the title of "Porsche".
However, this practice also has a negative effect, that is, because it is too similar to have a trademark dispute, and it will also make consumers assume that you are imitating Porsche. His target audience is people who like Porsche, but can't afford it. Other people's evaluation of these car owners is: I love to install without money.
Xiaomi's approach is between direct copying and complete creation, this car has the shadow of Porsche, but it cannot be said to be a complete copy of Porsche. This is a clever approach because it avoids trademark disputes while having a topical approach.
I have to say that Lei Jun is worthy of being a marketing veteran, and he has taken a lot of detours in the design of products. In terms of cost performance, basically there is no loss. He can always use the current strong data and superimpose the lower ** to win the hearts of young people.
Why did Xiaomi choose a Porsche-like look over other brands?
Clause. First, Porsche's brand tonality is high enough. When it comes to Porsche, the first thing that comes to people's minds may be the word "expensive", because Porsche dealers in China are completely arrogant, not only to choose the car, but also to wait a long time to pick up the car. Even so, there are still many people who want to buy a Porsche, because Porsche gives people a very strong feeling.
With the rise of domestic new energy vehicles, Porsche's sales have also declined, and Porsche's brand tonality may decline in the future, and there will even be a sharp price reduction and fire sale. But for now, Porsche's pressing is enough.
Clause. Second, Porsche's appearance is highly recognizable enough. Why did people think that the Xiaomi car ** was very similar to the Porsche Taycan when it was first released? It's not that people compare Xiaomi cars with other cars one by one, but you can see it at a glance, because the shape of the Porsche Taycan is too recognizable. Although many people can't afford it, they still know this car.
If you want to rub the topic, and you end up rubbing a model with an average appearance, then I'm sorry, many people can't see it at all, then you lose the topicality you deserve.
Why do those imitators imitate those more well-known stars? Because these people are highly recognizable, as long as you have three points of similarity, you will be recognized. But if you imitate an 18-tier star that most people haven't heard of, even if you are 90% similar to him, it won't work.
Clause. Third, focus on the young market. After looking at the above two conditions, many people will ask: "Why doesn't Xiaomi car go to Rolls-Royce?" "It's also very tonal, and its appearance is also very recognizable, right? It's just that the appearance of the Rolls-Royce is relatively decent, giving people a very stable, even dull feeling. But the Porsche Taycan has a very stylish feel to it, which is perfect for young people. The users of Xiaomi mobile phones are relatively young people, and the first customers of Xiaomi Auto are more likely to be senior mobile phone users who highly recognize Xiaomi.
Combining the above three factors, it is easy to understand that Xiaomi chose to rub the Porsche Taycan. Next, the most popular thing about Xiaomi cars is its **.
Some netizens said that just for the appearance of this car, it will definitely sell out within 300,000. Some netizens suggested that the price should be 1990,000 yuan.
Of course, there are also many netizens who ridiculed: The first coupe for young people will be sold for 19,999 yuan. Some netizens ridiculed: I'm still waiting for Redmi cars!
Personally, I think this car is going to sell out, 1990,000 is probably an ideal price point. If it is sold for 300,000 yuan, then consumers may choose brands such as ideal and BYD, and the appearance of these brands is not low.
If it really sells 1990,000 yuan, will you consider it?
This is the best of times, but also the worst of times, with disruptive innovation and new business models integrated, the whole world is your stage!
In the world of new business, there are no eliminated industries, only enterprises that have been subverted, and now all business competition will focus on "subversion and reconstruction".
A company or a boss is doomed to fail early if it lacks the ability to subvert and restructure.
Remember: without innovation, there can be no imagination; Without imagination, how can we be competitive; If you want to break through, you must subvert the original business model and reconstruct a new business model!