Author丨Wu Haibo
The starter |Youth Vision, Fanghua Youth
Yesterday afternoon, Rebus released the last press conference of 2023 - the Xiaomi car press conference.
The reason why it is a technology conference is because the physical object of Xiaomi car is still only in the stage of research and development and trial production, and it is ridiculed as a "PPT" car.
But to be honest, as a doer, Lei Jun's style of doing things has always been more realistic, and he can be regarded as a conscientious Chinese entrepreneur.
Mr. Jia rolled LeTV's money abroad, and did not pay back the money owed to the ** businessman, and became a rich man in a high-profile manner, which lasted 9 years to engage in Faraday Future, and finally said that it was mass production in April this year, and finally told everyone that the global mass production was 300 units.
It is worthy of a big flicker, but it is such a big flicker, and it can still be financed one after another, from the big ** flicker to the United States, and there have always been people who pay for it.
And Mr. Xu of Evergrande, let alone building a car now, even the house is thunderous, it is already difficult to sort out his own affairs, the song and dance troupe is quite famous, but the car, I have only seen the renderings on the Internet.
Rebus is different, at the end of the press conference, at least two cars were put on stage, regardless of whether he copied Porsche or borrowed from Tesla, at least it was a bit of a physical thing on the table.
However, with the end of the press conference, various controversies struck, and Rebus did say a lot of his own awesome technology on stage, and even went so far as to violate the advertising law, what "first", "only", and "most" were put on the table.
Some people say that Xiaomi built a car for the first time, and it took less than three years to complete a lot of work for more than 30 years
Indeed, Xiaomi's press conference has a lot of data and statements that use Chinese broad and profound word games, but the automotive industry has more star companies like Xiaomi to join, which must not be a bad thing for consumers and even the entire industry.
The press conference was not exposed from beginning to end**, Lei Jun just told everyone that those who shouted 90,000 can rest, and 140,000 is impossible. But how much does a Xiaomi car really cost?Not announced.
In fact, the whole process is hidden from Xiaomi Auto**, from a deep level, it still exposes Lei Jun's worries, at least for the current environment, it is true.
First of all, Xiaomi's own problems.
As we all know, Lei Jun resigned from Jinshan and began to start his own Xiaomi, taking the route of "rural areas surrounding cities", that is, "low-price strategy". Xiaomi mobile phones have simply beaten down the most expensive mobile phone market, from three or four thousand at every turn, directly reducing the price to a few hundred, and the performance is not bad.
But the hidden dangers are also obvious. It's easy to turn it down, but it's hard to go from low to high. Your brand value, your consumer base is there. So how is the Xiaomi car going to play?
* It's high, and the fans don't pay for it, and they can't afford it. ** If it is low, you will make less money, and you will not be able to withdraw your funds quickly. After all, building a car is not the same as building a mobile phone.
So Rebus is also very entangled, how to play?It might be a good strategy to see how the market reacts first.
Secondly, pressure from peers.
Maybe the original plan was to be announced**, but unfortunately, on the afternoon of the day before the Xiaomi car press conference, ZEEKR also released a new ZEEKR 007, which is comparable in appearance and performance to Xiaomi SU7, but ZEEKR's**entry version**20990,000, even the four-wheel drive entry version is only 22990,000!
This sudden pressure was given to Xiaomi. Rebus has been promoting how good and powerful Xiaomi cars are throughout the whole process, and the configurations are all million-level luxury car configurations, to put it bluntly, it is to build momentum and endorse their own **. But consumers vote with their feet.
Especially for Xiaomi cars that have just entered the game, you have just started to build cars, whether the first batch of consumers have eaten crabs or spiders, no one knows, who wants to be a guinea pig without a little sincerity?
Of course, in addition to ZEEKR, there are many companies such as Tesla and Wei Xiaoli that have made extraordinary monetization in the electric vehicle market.
What does Xiaomi car rely on to win?Could it be a few ppt and a press conference?How many data?It's obviously impossible.
Finally, there is the market situation.
Nowadays, electric vehicles are in a fight, and it has almost become a red ocean. Major manufacturers are rolling, from mileage to batteries, from appearance to accessories, but whenever there is a little difference, we have to say a lot.
It is still very difficult for Xiaomi Auto to break out of this red sea. Even with the popularity of Xiaomi mobile phones and Mijia, Xiaomi has its own traffic, but after all, cars belong to large-scale consumption, and they can't be paid for by feelings alone.
But even in such a volume of the Red Sea, Xiaomi is still determined to enter the game to fight, for what?
To put it bluntly, it is Lei Jun's worries and Xiaomi's bottleneck that has arrived.
The mobile phone market is already the red sea in the red sea, killing the red eye, there is not much room for growth, and with the decline of economic development and the slowdown of population growth, the demand for mobile phones has been greatly reduced, and the growth of Xiaomi mobile phones will inevitably fall.
In addition, the unhappiness and uncertainty in overseas markets have also exacerbated Xiaomi's anxiety. Xiaomi's performance in the Indian market was originally extraordinary, but due to various unwarranted punishments and encirclement in India, Xiaomi's overseas market has become more uncertain.
How to maintain the continuous growth of the enterprise and the continuous rise of the enterprise?
Throughout the major industries, cars are a convenient way to overtake in corners. But will the future of Xiaomi Auto be smooth sailing?
We'll see.
It is also expected that with the entry of Xiaomi, China's electric vehicle market can really trigger a change, and high-quality cars with good quality and low quality can really enter the homes of ordinary people.