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At the just-concluded Xiaomi technology conference, Lei Jun changed his usual casual attire and stood on the stage in a suit and leather shoes, presenting a wonderful speech for everyone.
At the same time, Lei Jun said that the target users of our Xiaomi car are elites who like advanced technology, have taste and love life.
Obviously, the significance of Xiaomi cars is to help Xiaomi better impact the mid-to-high-end consumer market.
However, even after listening to Rebus's speech, Mian Guanjun felt that there were still two major shortcomings in Xiaomi cars, which would greatly reduce the enthusiasm of the elites of the times for Xiaomi cars.
First of all, there is the issue of Xiaomi's brand positioning.
Most of the elites in consumption first pursue taste, style, and can highlight their own first-class brands.
However, judging from the network hotspots of Xiaomi cars, the people who pay attention to Xiaomi cars are more concentrated in the first ** whether it is cost-effective.
It can't be said that people are poor when they use Xiaomi, but there is still a bit of a discrepancy between the elite group that attaches importance to cost performance and Lei Jun's description.
In addition, Mianguanjun thinks that the name of Xiaomi car is mediocre, which is a big failure.
There were many speculations about the new car brand netizens before, Remy, named after Lei Jun's personal IP, the surging car matching the software system, etc., which one is not better than now.
Even if traditional car companies launch new energy vehicles, they will have a more technological and recognizable brand.
Compared with Geely Krypton, GAC Aion, and Changan Deep Blue, is Xiaomi, a zero-based cross-border millet, overestimating its brand power.
Secondly, leading and innovation is another focus of the elite, and it is difficult to attract the elite of the times without truly innovating leading technology. After the press conference, Xiaomi's self-developed technology caused a lot of controversy in the online community.
Some netizens said that Xiaomi cars are not significantly different from domestic competitors in terms of technology.
It is more about optimizing the first chain, selecting the best suppliers, and assembling parts to stitch out a car, rather than a breakthrough in the core technology, and prides itself on being a technological leader to cause discomfort.
In addition, Mianguanjun also wanted to talk about Lei Jun's personal influence.
As a leader of new industry entrepreneurs, Lei Jun, who came from a technical background, shows a low-key, pragmatic and hard-working image.
Although the Xiaomi he founded is not yet great, it did take the lead in opening the route of optimizing the ** chain and providing consumers with cost-effective products.
Therefore, Lei Jun has also been recognized and appreciated by many elites of the times, but according to my observation, Lei Jun fans around him like to like, but the first choice in consumption is often more inclined to Apple and Tesla.
To sum up, if Xiaomi Auto wants to make a breakthrough in the mid-to-high-end market, it must face up to and solve these two major problems.
Brand influence and innovative technology are the key factors that determine its market position.
If it cannot be widely recognized in either aspect, even if there are more far ahead, the goal of breaking through the high-end market will be out of reach.