Produced by New Products Slightly Finance.
Written by Wu Wenwu.
It has been 1003 days since Xiaomi officially announced that it would build a car, and on December 28, Lei Jun took Xiaomi cars to a press conference.
A few days ago, the true face of the first model of Xiaomi car leaked on the Internet, and then Xiaomi did not install it, and directly held a technical conference.
and other new car-making forces shouted at the press conference "kill Tesla", "far ahead", "the best within xxx thousand......The day before the press conference, Xiaomi Auto paid tribute to brands such as BYD, Weilai, Xiaopeng, Ideal, Huawei and CATL through the outdoor large screen, which instantly filled the Xiaomi car pattern.
Xiaomi Su7, the first model of Xiaomi Automobile, was unveiled at the press conference, and from the appearance: full of science and technology, full of dynamics.
But Xiaomi Su7 still has a familiar shadow, and was ridiculed by netizens: Baoshi Mi is here!The headline of the article in the "China Entrepreneur" magazine is: Lei Jun built a "Porsche" for young people.
At the press conference, Lei Jun introduced the black technology of Xiaomi SU7 from five aspects: electric drive, battery, large die-casting, intelligent driving and intelligent cockpit. For example, Xiaomi's 9,100-ton super large die-casting technology surpasses Tesla.
Xiaomi Auto integrates BorgWarner, Magna, Brembo, ZF, Bosch and other top auto parts manufacturers in the world, and at a glance you know that the cost of Xiaomi SU7 is not low.
Regarding the specific parameters of Xiaomi Su7, "New Product Strategy Finance" will not be repeated in detail, Xiaomi Auto, as a transfer student of the new energy vehicle track, can it stir up huge waves in the industry, will it be the next industry "catfish"?
01 The "catfish" past of new energy vehicles
An industry will stage different wonderful stories at different stages of development, and in the vigorous Chinese new energy vehicle industry, the story is as lively as eight immortals crossing the sea.
I remember that around 2010, a batch of BYD taxis painted with blue bodies suddenly appeared on the streets of Shenzhen, which was the first new energy vehicle that Shenzhen people saw and came into contact with, and a colleague at that time only said one word: cool.
At that time, BYD was not as beautiful as it is now, BYD, which started by assembling batteries, although it made cars and did not enter the stream, but BYD became a pioneer in the new energy vehicle industry.
In those years, the new energy car manufacturing track was mixed, and there were all players, new energy buses, taxis, and mini cars behind, and the biggest attraction at that time should be the policy subsidy dividend.
In 2014, Tesla, the world's electric vehicle giant, entered the Chinese market, and the first batch of Model S models were delivered to Chinese customers, and among the first customers, Li Xiang, the founder of Li Auto.
In that year and the following year, Weilai, Xiaopeng, Ideal, Weimar, Leap and other brands were established one after another, Weilai took the high-end route, Xiaopeng focused on technology, and the ideal took the daddy route.
Although these brands have been making great strides in the following years, with the first car put into production at Tesla's Shanghai factory in December 2019, China's new energy vehicle track ushered in the first "catfish".
In 2020 alone, Tesla sold more than 140,000 units in the Chinese market, and Tesla's Model 3 became a hit and a street car, and the impact of Tesla's localization did not stop there.
Tesla quickly promoted the localization rate and carried out the integration of the first chain, which had a positive effect on the entire industry, which was just like the impact of Apple's mobile phone entering the Chinese market and the mobile phone market.
Also in 2019, Huawei established the Intelligent Vehicle Solution Business Unit, and Huawei, which has always claimed that it does not make cars, embarked on the mode of cooperation with other car companies.
Although it is said that Huawei does not make cars, the models launched in cooperation with Huawei, these models with Huawei's halo effect on their heads, will show great power in 2023.
In September this year, the new M7 was launched, and it is reported that the cumulative number of orders has exceeded 120,000 units, becoming a dark horse in the new energy vehicle industry in 2023.
Just on December 26, "the best SUV within 10 million is coming", priced at 46The 980,000-on-site Wenjie M9 was listed, and ** reported that the order of the Wenjie M9 exceeded 10,000 units within 2 hours after its launch, shocking the market.
If Tesla's impact on China's new energy vehicle industry is mainly in terms of concept and chain, then Huawei's impact on the industry is at the level of technology and scenario application.
In the view of "New Product Strategy Finance", looking at the current new energy vehicle industry, the traditional big brother BYD is the industry elephant, so Tesla and Huawei are the two "catfish" that have successively affected the industry.
02 Xiaomi Auto, the next industry "catfish"?
Now, Xiaomi Auto has just held the second press conference after the official announcement of the car, if the official announcement of the car three years ago was to blow the horn, then, this conference is the pre-release and oath meeting before the launch of Xiaomi Automobile.
The true face of the first model of Xiaomi car is no longer mysterious, although it has not yet been released ** and officially listed, the market attention and industry voice are very high, but the market is already boldly guessing: Xiaomi car, will it be the next industry "catfish"?
When a company enters an industry, it has a huge impact, like a "catfish" that stirs up the industry environment, and also activates the survival ability and survival ability of small fish.
Lei Jun once said in an interview that after Xiaomi made mobile phones, other domestic mobile phones did not die, but became more powerful.
Catfish" and "catfish" effect have always been the pursuit of Lei Jun and Xiaomi, and Lei Jun has also repeatedly published the "catfish" effect, for example, the millet ** chain, to activate the whole industry like a "catfish", and another example: Xiaomi is to be the "catfish" of China's manufacturing industry.
Judging from Xiaomi's status and influence in the mobile phone industry today, Xiaomi is already a "catfish", or rather, Xiaomi has been a "catfish".
So, will Xiaomi Auto become the next industry "catfish" in China's new energy vehicle track?
Let's look at the background color and confidence of Xiaomi cars first.
The background color of Xiaomi car is that Xiaomi once crawled in the mobile phone industry, and achieved today's industry status and brand influence, at least at the level of brand influence, Xiaomi car has its own background.
The confidence of Xiaomi car lies in one of its strategies, "ten times the investment", Lei Jun said at the press conference, other car companies to make a car, about three or four hundred people, two or three billion yuan, our first car invested 3400 engineers, the entire R & D investment of more than 10 billion yuan, with more than 10 times the investment.
The key behind this is that Xiaomi Auto has a certain financial strength to build a car, and it has to settle down to build a car.
Friends who like to study the Xiaomi model should know that people like Lei Jun and Lei Jun's views, such as the tuyere theory, the Internet seven-character formula, triathlon and other theories.
In fact, in the view of "New Product Strategy", the essence of Xiaomi's model is efficiency, using Internet thinking and logic to improve efficiency, and what is more important behind Xiaomi's optimization of the industrial chain.
Therefore, the boutique strategy, Internet thinking, Internet product strategy, coupled with the extremely efficient ** chain management behind it, is another big confidence of Xiaomi Auto.
Now it seems that Xiaomi Auto has not been like other new car-making forces, rushing ducks to the shelves, overnight, first on the go, at least calm down.
The model of Xiaomi car is to copy and use the successful experience in the mobile phone industry in the past, and then optimize it in combination with the automotive industry, which is obviously different from Huawei's model of pulling friends to build cars, providing technology, and labeling.
The confidence and background of Xiaomi Auto lies in the fact that it is equipped with the Xiaomi ecosystem, continuous high-intensity technology and R&D investment, coupled with Xiaomi's first-chain integration capabilities and cost control capabilities, and then using brand influence and existing market terminal resources to make Xiaomi Auto fight its way out.
However, the automotive industry must not only rely on excellent basic technology, manufacturing technology and other hard power, but now of course also rely on scientific and technological configuration, automatic driving assistance, and visible soft power to support.
For Xiaomi cars to be listed in the future, at the level of Internet technology, in terms of car machine Internet, Xiaomi is still competitive, and the vehicle hardware has also chosen major manufacturers, but for consumers, pricing is the key.
It is still unknown whether Xiaomi's car pricing will make friends with young people or new friends in the future. Lei Jun responded to the audience with a smile at the press conference: "990,000 is absolutely impossible""1490,000 don't need to be talked about."
Now the major new energy vehicle brands are red-eyed in each ** range, set **, and then reduce the price, competitors are like a forest, all of them are strong, which makes Xiaomi very entangled in pricing.
For Lei Jun and Xiaomi Auto, from the release of the car to the release of technology today, the thunder has been very loud, and the key to determining whether Xiaomi Auto can become the industry's "catfish" in the future is: the market performance of the first model Xiaomi Su7.
The new forces that pioneered the car manufacturing are all touching Tesla to cross the river, and now Xiaomi is not touching the problem of crossing the river, but to cross the river by itself, and to win a full house, Lei Jun and Xiaomi Auto still have a lot of homework to do in the future.
It is unknown whether Xiaomi Auto can become the next "catfish" of the industry in the future, but Xiaomi Automobile, the fish in the pond, can still make waves, at least Xiaomi is serious about making cars.