The volume king millet is here.
Before the official release of Xiaomi Su7, Lei Jun first held a technical conference, and the car has not been sold yet, so he first made a technical PPT report for everyone. Generally speaking, the best way to sell a car is to mass-produce a batch and send all the test cars to the store. In this way, as soon as the press conference is over, the intended customers can go directly to the store for a test drive, and after the test drive, they can place an order directly to form a closed loop of production and marketing. Wenjie Auto has always done this, which has the highest conversion efficiency and does not give customers time to hesitate and hesitate.
The current Chinese auto industry is too volatile. If the car is released, but the actual car does not arrive in the store, consumers can't see it, and after a long time, other competing products are released, and consumers are diverted by competitors and snatched away. Once the first wave of publicity is dumb, the second wave wants to pull up sales again, which can be described as difficult and difficult to reach the sky.
Xiaomi SU7 has begun small-scale mass production, but why did Lei Jun have such a technical conference before departure?It's about two words:Pricing.
Xiaomi focuses on cost performance in the field of mobile phones, and the label of cost performance has long been deeply rooted in the hearts of the people. On the ** side, Xiaomi Auto can be said to have had a bumpy road, frequently encountering **business leaks and ** leaks, which has seriously damaged the marketing rhythm of Xiaomi Auto. Before the Xiaomi car was listed, the first end had already labeled the Xiaomi car as "low-end" and "low-price", and the slogan of 90,009 had never stopped, and it was getting more and more intense. The formation of this ** situation is not what Xiaomi wants. Xiaomi held this technology conference and wanted to tell everyone one thing: "90,009 is absolutely impossible, and 140,09 is absolutely impossible, we must respect technology!."”
In the captain's view, Xiaomi is likely to launch two pricing routes, one focusing on extreme cost performance and the other on high-performance routes.
Xiaomi cars have two mainstream configurations, one is the standard version equipped with BYD's lithium iron phosphate battery, and the other is equipped with the high performance of CATL's ternary lithium battery. The biggest advantage of lithium iron phosphate is that it is cheap, and the standard version equipped with BYD batteries will have a more surprising **. But this surprise is not an absolute low price, because the ultimate cost performance is not an absolute low price, but a high configuration and low **. Its benchmark mainstream models should be Tesla Model 3, Zeekr 007, Xpeng P7, NIO ET5, BYD Han and Zhijie S7.
Among them, BYD Han should be more affected. Because Xiaomi SU7 and BYD Han will be equipped with the same blade battery, but the configuration is bound to be much higher than BYD Han. However, in 2024, BYD will launch a facelifted model. At that time, the entire B-segment car market in China will definitely be very volatile.
There is also a very big impact is the Xpeng P7. BYD Han's user base is mainly middle-aged, and Xpeng P7 is a completely younger product. The Xiaomi Mi Su7 has a sleek and aggressive shape, which is very lethal to young people. No matter how netizens criticize Xiaomi SU7 for Baoshi Mi or Paramemi, Zotye Auto has proved that the appearance of the cottage can be successful. And Xiaomi is far superior to Zotye in all aspects such as performance, configuration, and car machine system.
The first change that Xiaomi brought to Chinese cars is:More rolls.
After Xiaomi joins, it will be difficult for the joint venture B-class car to return more than 200,000 **. In the future, about 150,000 yuan will be purchased for the Passat, Accord, Camry and other joint venture B-class cars, which will become the new normal. Xiaomi's high-performance version is expected to cost 5 to 100,000 yuan more than the standard version. The high-performance version is to establish the brand image of Xiaomi's technology to build cars, and it is not completely in pursuit of volume. Behind the Su7, there will also be Su5 and Su3.
According to this plan, SU7 should focus on the ** range of 20 to 300,000, SU5 will focus on the 150,000 ** range, and the future SU3 will be directly rolled to the 100,000 level. This is a completely different product route from Huawei's Wenjie Automobile.
Huawei is playing from low to high, and the M5, M7, and M9 are selling more and more expensive, and the technical content is getting higher and higher. In the future, the Wenjie brand may not make cars below 200,000. These three models are all SUVs, and the sedan series will also be priced against the standard SUV, all of which are more than 200,000, and the Chinese are likely to not be able to buy a cheap car below 200,000.
Xiaomi chooses to play from top to bottom because of its ** chain management advantages. Xiaomi is a master of cost control, and the core of Xiaomi mobile phones can kill all sides is that its ** chain scale advantage is very large. If you want to play the scale advantage of the first chain, you must make affordable cars and get involved in the field of 150,000 and 100,000 family cars. This range also happens to be a market that Huawei does not dominate, but in the hands of joint venture cars, which is a huge opportunity for Xiaomi.
In that year, Great Wall swept the SUV market with a Haval H6, surpassing the joint venture car for the first time and establishing the dominance of domestic SUVs. Next, it depends on whether Xiaomi can beat the joint venture in the field of cars. In the long run, Xiaomi and Huawei will achieve dislocation competition.
The second change that Xiaomi has brought to Chinese cars is:The good days of the joint venture car will be getting harder and harder.
Whether it is a traditional large car manufacturer or a new car-making force, it has not completely pulled down the joint venture car. Volkswagen defeated BYD and regained the first place in China's car sales because its sedan fundamentals are very solid. The market share of the entire joint venture can still occupy half of the Chinese market, and the key lies in the car. Lei Ling, Xuanyi, and Corolla still maintain a strong leading position in the market.
As a member of China's auto industry, Xiaomi's main rival must be joint ventures. Because of the involution of domestic cars, the market capacity is limited, and only by grabbing the share of the joint venture can we fight a bloody way. So far, only Ideal and Aion have achieved profitability, and Leap has achieved breakeven, while others are still losing money. Domestic involution with each other will only cause a collective stampede, one domestic brand rises, and another domestic brand falls. Only by fighting joint ventures can more Chinese auto factories survive.
The third change that Xiaomi has brought to Chinese cars is,Marketing.
You will find that mobile phone factories such as Huawei and Xiaomi have entered the automobile circle, and their marketing momentum and ability to publicize products and technologies are far more than those of traditional car manufacturers. Before the launch of the Xiaomi technology conference, a "tribute gift" was held to fill the atmosphere. Huawei has also almost reshaped the model of the car conference, the traditional car conference is dull and tasteless, and consumers don't look at it at all, and now they are all made high-end, atmospheric, and high-grade. A live broadcast of the press conference can attract tens of millions, or even hundreds of millions of people, and the communication intensity will crush traditional automobile factories.
Technology determines the lower limit of product power, while marketing determines the upper limit of product power. In terms of marketing, Huawei and Xiaomi are all rolled out of the mobile phone market with a sea of corpses and blood, and if traditional car manufacturers can't keep up, they can only suffer dumb losses.
The Great Wall, in particular, has engaged in a lot of hard-core technology, but the marketing has done a mess. The future automotive market is not just a volume of technology, but a comprehensive involution, technology, configuration, cost, marketing, channels and other all-round involution, a link can not keep up, may not be able to keep up step by step.
Xiaomi is the king of the volume king,Lei Jun used this technology conference to raise users' expectations for Xiaomi Su7,But in the end, it is likely to be a relatively kind-hearted **. The core skill of Xiaomi is to create a popular model, and the basic requirement for a popular model is that it cannot be too expensive and has an absolute advantage in front of competing products. Xiaomi's advantage is that Xiaomi has money, and there are more than 100 billion cash lying in the account, and Xiaomi can afford to lose.
As a new force, it is impossible not to lose money.
In the captain's opinion, the best time to buy a new energy vehicle has not yet come. In this era of extreme involution, technology iteration is too fast, and victory always belongs to the waiting party.