If a brand wants to gain a firm foothold in the market, it must have a base based on the market, which can be understood as brand value and unique selling points (which can be technical blessings, brand culture, or various additional attributes).
For example, Wuling is cheap, or is it the kind of cheap that subverts the car market. Even though this kind of cheapness is based on the emasculation of many configurations, it really hits the consumption pain points of the potential audience. At least it can pull the B-class car ** below 100,000, not other brands.
Another example is BMW, the soul is the control, whether it is the blue sky and white cloud logo, or the classic elements of the kidney grille or Huo's corners, and the rear drive is blessed by identity, BMW's handling is indeed incomparable, which fascinates potential audiences. Just like Rolls-Royce and Bentley, behind the luxurious and high price is the extremely complex process and time cost and labor cost investment ......
And Xiaomi, as a technology company, is the label and soul of the 3C industryValue for money, This is also the soul support for the implementation of brand development, and now it has stepped into the field of automobiles, but Xiaomi wants to abandon this label, so why not call rice to make cars at the beginning, or Xiaolei cars?
Since the misappropriation of the Xiaomi brand, it means that you want to inherit the halo and cultural value of the Xiaomi brand, you want to graft your feelings, and you also want to bring your own fans in the automotive field
Moreover, Xiaomi's cost performance is not vulgar and malicious competition that breaks the rules of the market, it is not synonymous with cheapness, Xiaomi has been developing for so many years, and the flagship product Xiaomi 14 is priced at several thousand, not losing to Apple and Huawei, and some people still buy it. Xiaomi has gradually injected a new soul into the cost performance in the mobile phone industry - quality-price ratio, and consumers are becoming more and more aware of the quality performance of the Xiaomi brand in the process of accepting the Xiaomi brand. That's why we have such expectations for Xiaomi cars.
To review, Xiaomi's success in the 3C field is not because of how advanced its technology is, how high its level is, and how cutting-edge its design is, but because the biggest premise is that it is cheap enough compared with competing products.
This is also undeniable,Xiaomi's road to success is to start from low-end products,Gradually open up the market,Enhance the brand's popularity and influence,While the potential audience scope continues to expand,Comply with market demand,Launched high-end products,And then meet the needs of more audience groups,Only to achieve the advancement of the brand。
In the automotive field, Xiaomi can replicate its road to success, grasp the soul of cost performance, start from the low-end, and then gradually realize the brand upward.
The reason why the market is not optimistic about Xiaomi SU7 at this stage is not because the appearance of the model product is not enough, or because it exceeds expectations, if it is lower, open the market, so that everyone can accept the brand and product first, and then talk about the follow-up brand upward, which is theoretically feasible.
But obviously, Xiaomi is not satisfied with the road of "rural areas surrounding cities", Xiaomi believes that with the strong influence of the brand and the blessing of a huge fan base, it can be directly popular in the automotive field, obviously it understands the brand value as the soul of the brand.
That's why it's said - "Don't talk about 990,000, impossible, don't talk about 1490,000, Xiaomi Su7 is justifiably expensive".
So what is the so-called justified price of Xiaomi?
5 parts, the motor - Xiaomi on the car mass production is 21,000 rpm, friends have reached the level of 22,000 rpm. The battery is the integration technology of CATL and CTB, and CATL can be the king in the battery field, but it does not mean that this is Xiaomi's achievement. Super large die-casting, the data has reached 9100t clamping force, but unfortunately it is produced by Haitian. Autonomous driving, chip NVIDIA, computing power and ZEEKR 007 are the same, Qualcomm Snapdragon 8295 is also the same thing. The surging OS of the fifth point is on the car, and the ecological closed-loop interconnection of people, vehicles and homes. This is still attractive to consumers, but it is only for rice noodles, and it can only be regarded as icing on the cake for other potential audiences, and there is no special appeal.
Therefore, Xiaomi's so-called expensive place, relying on these five points, in fact, there is no obvious advantage from the root analysis, and it is a bit reluctant to take this opportunity to raise the ** to a higher level. Seeing that the top model may have to step up to 300,000, it is obvious that the so-called design and product power currently shown are not enough to support the price expected by Xiaomi.
Obviously, Xiaomi feels that it has struggled for so many years, and it has an advantage over pure cross-border car brands in the matter of making cars, but it has never wanted to be treated equally in the eyes of consumers, and they all belong to the ranks of those who have no car-making background. And because the soul tag of the Xiaomi brand in the past was cost performance, it also had high expectations on the first car SU7, which formed the current situation.
However, Xiaomi Su7 has not yet been listed, everything is not yet a foregone conclusion, according to the routine of persuading executives in the mobile phone industry overnight, and the current feedback from the market, Xiaomi is likely to adjust the price.
However, Xiaomi must remember that at this stage, there is not much room and time for Xiaomi to try and make mistakes. Even if it has a lot of money, burns money, and has enough room for trial and error and cost, it should be noted that consumers are not waiting in place all the time, and the follow-up strong competitors are not good, Xiaomi wants to create its own era, and it must also seize the opportunity.