Since the start of the Xiaomi automotive technology conference, the discussion about Xiaomi Su7 has never stopped, but the author vaguely feels that the topic of discussion is wrong.
Let's start by asking these three questions:
When you go to a restaurant to eat, you discuss the taste of the dish or the origin of the dish.
When you go to a bubble tea shop to order a drink, are you interested in ** or the ingredient list?
When you go to a clothing store to buy clothes, you pay attention to the design and workmanship of the clothes or the manufacturer.
The answer should be uncontroversial.
As a eater, of course, the taste is concerned, and in the face of **quite high milk tea, I obviously pay more attention to **, and when I buy clothes, I don't look at the design to see if it is produced?That's not what you really care about as a consumer. But when it comes to Xiaomi su7, it becomes very unreasonable, the focus is not mainly on the price of the vehicle, but whether the motor is self-developed and self-produced, which power battery is the best manufacturer, which technology is independently developed by Xiaomi, and so on;Would the average car user be interested in these?Probably not.
So there are some things that are not simple, until a colleague sent this **.
I believe that when you see this, you can understand why the focus of Xiaomi Su7 has deviated,Obviously, this is some ** institutions or competitors are secretly guiding,And they are making small moves;And in some comments, it can be clearly seen that the comments wrapped in feelings are still the habitual operation of "left hand hat and right hand stick", which is ruthless when friends who are also independent enterprises "go down".
This phenomenon may not end in 2023, but I am afraid that I will backfire on myself sooner or later if I have been engaged in such brand marketing, and the marketing method that is too extreme will inevitably affect its brand image;Let's take a look at Lei Jun's dynamics in the past two days, all of which are displays of vehicles or certain technologies, and there is no mention of the technologies or other related content used by friends or competitors.
They are: want to buy.
Didn't want to buy it. As a car enthusiast, you should know how many car brands and production cars there are now, there are more than 100 brands of production cars, and there are thousands of production cars!Is it necessary to keep an eye on a new brand that doesn't even have a production car, and the brand's first production car?This car's **reasonable can be chosen,**unreasonable do not choose,Think **unreasonable and comment is no problem;But after thinking that it is unreasonable, holding this car for its "technical analysis", and then saying some things that are not, this is really not something that consumers will do.
It is not difficult to interpret the ** and Lei Jun's latest** briefing information about Xiaomi Su7, and its description at the technology conference is all "tentative", the reason why it did not dare to announce it prematurely** is obviously that its team did not determine the pricing strategy. The author believes that Xiaomi Su7 will not have a high price, although Lei Jun said that the average price of vehicles using CATL Kirin batteries and capacities of 101kWh is higher than 400,000 yuan;Because such a description is also a kind of temptation, the result of the temptation is that potential users of Xiaomi Su7 generally do not buy it.
Therefore, the pricing strategy of Xiaomi SU7 will obviously be adjusted, especially after the launch of a car like Zeekr 007, which uses a Kirin battery and a 100kWh battery pack, while the high-performance flagship four-wheel drive version is priced at less than 300,000 yuan;And the lithium iron phosphate battery used in the car also has 800V charging technology, which is higher than that of the Xiaomi SU7 ferroelectric series.
Xiaomi is not stupid, and as a rookie in the car circle, it will not price vehicles indiscriminately.
And Lei Jun's description also leaves room for it, which only talks about "99&14.9w: "It's impossible, but it doesn't say that about 200,000 is impossible."
Therefore, the starting price of this car is likely to be about 200,000 yuan, and the overall positioning should overlap Zeekr 007, Xiaopeng P7i, Haobo GT and other carsStudents with this budget can wait, otherwise don't wait, if you set a higher ** when you go on the market, you can complain a few more words, just take a look at other brands of cars of the same level.
Product pricing is the right of the enterprise, and it is the right of prospective users to buy or not to buy;Enterprises will not attack users because they do not buy, and users have no reason to abuse car companies because of their pricing, otherwise it will be too undesirable.
Editor: Tianhe auto-auto science island, welcome to retweet the comments.
List of high-quality authors