On December 28, Xiaomi officially unveiled its first mass-produced electric vehicle, the Su7, at a press conference, marking the official entry of the Internet mobile phone manufacturer into the field of smart electric vehicles. However, at the 3-hour press conference, Lei Jun, the founder of Xiaomi, did not mention anything about the su7, which made people full of doubts about its strategy. This also makes traditional car companies full of vigilance about the future competitive situation.
As a new electric vehicle company, Xiaomi Su7 is naturally the most interesting thing. Judging from Xiaomi's consistent product strategy, low prices will be its magic weapon to open the market. In the industry, SU7 is likely to adopt a strategy of high specifications and low standards, which may be between 20-300,000 yuan, attracting consumers with a super quality-price ratio.
If so, the impact of SU7 is undoubtedly the most direct target of domestic mainstream electric vehicle companies, such as Toyota, Honda, Geely, etc. The electric vehicle product lines of these traditional car companies are generally between 300,000 and 400,000, and the quality-price ratio is relatively weak. Once it encounters Xiaomi's low-price raid, its market share will inevitably be impacted.
In the face of Internet companies like Xiaomi, traditional car companies need to respond from many aspects. The first is to improve the quality-price ratio of its own products. It is possible to optimize the configuration, reduce costs, and fight Xiaomi through internal price reductions. The second is to speed up iteration and maintain product advantages with technological innovation. The third is to rely on the sales and service system all over the country to provide a better user experience.
In addition, traditional car companies can also consider integrating with Internet companies. For example, traditional car companies can authorize brands to Xiaomi, etc., for brand sharingOr reach a strategic cooperation with Xiaomi, let Xiaomi be responsible for the software part, and traditional car companies focus on hardware. This allows both sides to play to their strengths and counter the onslaught of new entrants.
Overall, the pricing strategy of Xiaomi Su7 is full of variables, which brings a lot of pressure to traditional car companies. However, with technical accumulation and rich experience, traditional car companies also have the means to deal with it. Let's wait and see who can have the last laugh in this ** battle.