The first car for young people, Xiaomi Su7?
Some young people can afford Xiaomi Su7,But the vast majority of young consumers can't afford Xiaomi Su7,This must be an objective fact,Jump out of the information cocoon where you are to look at a set of data,Real life is not as beautiful as the Internet packaging。
In 2022, the median per capita disposable income in the country is 31,370 yuan, which represents the wealth status of most people, and in short, it is not good enough.
This can very revealing why the 100,000-level family car has always been in the state of dominating the list, from the era of fuel vehicles to the current era of electrification, the products with monthly sales of more than 40,000 are basically about 100,000 "entry products".
The 5 cars that pushed BYD to the altar, Dolphin, Seagull, Qin, Song, and Yuan, are priced within 150,000 yuan, which is enough to see that the vast majority of families can only spend a maximum of 150,000 yuan to buy a car.
In fact, I still say too much, the large-selling models are all within 100,000, such as Haval H6, Lavida, Sylphy, because of the rationalization of pricing and people-friendly attributes, it is not difficult to get sales.
So I want to ask, how many young people can spend 200,000 yuan to buy a car?
Another set of data from the Bureau of Statistics is that 80% of families are consuming models within 200,000, note that this set of data is based on the "family" unit, not the young people themselves, young people buy a 200,000 Xiaomi car, first of all, to see if they can pass the family level.
Xiaomi mobile phone can be the first mobile phone for young people, and there will be no objection from any family members, after all, the mobile phone is low, and the frequency of replacement is high, changing the mobile phone will not bring pressure to the family's life, after all, the per capita disposable income is more than 30,000 yuan, and it is no problem to buy a Xiaomi mobile phone for 3000 yuan.
But to buy a Xiaomi car with the thinking of buying a mobile phone, the problem has to rise to the family level.
First of all, there is financial pressure, young people do not have too strong spending power in the first place, a large part of the funds to buy a car ** in the family, car consumption is relatively dependent on the brand, the core reason is that domestic consumers can not define the car as a "fast-moving consumer goods", because the use cycle is generally longer, second only to real estate.
Therefore, the purchase of a car by a family with an ordinary income is still the best performance, brand, quality, service and technology, rather than the PPT selling point of technology companies to build cars.
It's not that PPT selling points are bad, but these points can't fit with the working class. It is basically impossible for Xiaomi cars to be sold to young people, so who is the user group of Xiaomi cars?
The pursuit of technology, trend, fashion users, these user groups are the user portrait of Xiaomi cars, if concrete, then there is a high probability of about 30 years old or a group with good income power, it may be a consumer group of Xiaomi cars.
This is very similar to the user group portrait of the Model 3 back then, one is generally good at income, and the other is good at trying new things.
The reason why some people think that young people will consume cars may be to "try new things", but it is clear that young consumers are really powerless and do not have much income and savings to support.
Therefore, the sales of Xiaomi cars come from **
In another way of thinking, the user group that spent about 200,000 to buy a car in the past may choose Xiaomi cars, this part of the population has slightly stronger spending power, and a large part of the population is willing to try new things.
For example, Accord, Magotan, 3 series, A4L These user groups are likely to be transformed by Xiaomi cars, after all, Xiaomi is taking the technological route, and it is very interesting to put these selling points in the pool of traditional internal combustion engines.
But we still have to go back to the topic at the beginning, young people can't afford to buy Xiaomi cars, but people who buy Xiaomi cars are not particularly old.
So, what is your definition of youth?