Li Nan, a former Meizu executive, recently expressed his views on Xiaomi's strategy on Weibo, saying that Xiaomi Auto may have more than one model, which is positioned for different markets, such as "the first Porsche for young people", "the first ideal for young people" and "the first Land Rover for young people". While he believes that this strategy may have a high probability of success commercially, he also said that the brand temperament is "not very premium".
Xiaomi car.
In addition, Xiaomi cars may have more than one car. There should be the first Porsche for young people, the first ideal for young people, and the first Land Rover for young people... Cover your face] [cover your face].Xiaomi's success in the smartphone market is due to its precise market positioning and excellent cost performance. Applying this strategy to the automotive market seems to be a natural one. The automotive market is large and complex, and the needs and budgets of different consumers vary greatly. By launching models with different positioning, Xiaomi can meet the needs of more consumers and expand its market share.I think it's quite low, but I wouldn't say it's plagiarism... Small applause].
It can only be said that this kind of brand temperament is not too advanced... Black line] [black line].
But at the same time, it should also be said that this strategy has a really high commercial winning rate...
However, the issue of brand temperament cannot be ignored. A brand's temperament is shaped by a combination of factors such as its history, design, technology, and market positioning. If Xiaomi Auto is portrayed as a "young man's first Porsche" or "young man's first Land Rover", then its brand temperament may be positioned as young, fashionable and cost-effective, but at the same time, it may also leave the impression that it is not high-end and professional enough.
Whether this brand temperament can meet the needs of consumers is a question worth asking. Some consumers may be attracted by the price-performance ratio and high-tech configuration of Xiaomi cars, but some consumers may have doubts about this brand temperament, believing that it may be lacking in quality, performance and reliability.
Overall, Xiaomi's strategy is commercially challenging. By launching models with different positioning to meet the needs of more consumers, it is undoubtedly possible to increase market share and increase sales. However, how to create a brand image with high quality, high performance and high reliability while meeting market demand is a problem that Xiaomi Auto needs to seriously consider. Only in this way can Xiaomi Auto gain a foothold in the highly competitive car market and gain more recognition and trust from consumers.