Xiaomi may bring a storm to new energy vehicles, and selling cars at a loss may intensify

Mondo Cars Updated on 2024-01-31

Visual China.

Text |Wang Xinxi.

Recently, Xiaomi car - Xiaomi SU7 is a big celebrity in the new energy vehicle circle, the car has not been released, but there are more and more related news and progress and discussions. The latest news has come out that the Xiaomi car SU7 will support Apple's CarPlay.

One of the highlights of Xiaomi cars is that Xiaomi cars look like Porsche, especially the side and rear slipback design, which has caused a lot of controversy.

All indications show that Xiaomi Auto may bring a catfish effect to the new energy vehicle industry.

In today,The competition among new energy vehicle manufacturers is unprecedentedly fierce, many manufacturers are in a bottleneck period, everyone is fighting a first-class war, and many loss-making new power car companies are under increasing pressure.

Judging from the pricing exposed by Xiaomi Su7, Xiaomi cars may bring a new storm of price reductions.

First of all, Xiaomi understands the Internet, and in the past, Xiaomi's Internet thinking was to make friends with users. At present, the entire new energy industry chain is very mature, and the technology and achievements of the industrial chain can be used, Xiaomi has its own traffic advantages, and brand, technology, Lei Jun's influence, capital, and team advantages, Xiaomi is not lacking.

Now that Xiaomi has entered the automotive industry, the debate in the entire automotive industry may be more intense, and the pressure on the ideal Xiaopeng may increase.

Secondly, judging from the details of Xiaomi Su7, it reflects a certain design foundation, and has a certain understanding of user needs (lower**, higher-end design).

At the design level, everyone's first feeling is that it is quite similar to Porsche's design, and the design sense of appearance is **,This actually hit the consumption psychology of Xiaomi's basic market consumers buying cars.

Therefore, the pricing is very concerned by consumers, there are 150,000 on the Internet, and there are 230,000 top configurations, but there is a high probability that they will take the cost-effective route, with a more competitive **, more high-end design, to hit the consumer's demand for buying a car.

In addition, judging from the details of Xiaomi Su7, it canceled the hidden door handle, which aroused praise from many netizens, it can be seen that Xiaomi understands users and will take the initiative to adjust some outdated functional innovations.

Hidden door handles, in fact, have been encountered by many consumers over the years, the cold winter weather is frozen by ice and snow can not be opened, or because of accidents, there have been a lot of incidents that can not open the door, but which manufacturer is willing to make improvements for this?

The cancellation of hidden door handles can become the highlight of netizens' attention, which is undoubtedly a great sadness for new energy vehicle companies. In this regard, Xiaomi is stronger than many manufacturers. Author**, Xiaomi Auto's cancellation of hidden door handles is likely to trigger the follow-up of some car companies.

Judging from the impact of the current Xiaomi car on the market, some second- and third-tier new energy vehicle companies in the same ** range will suffer a great impact, such as Leap, Extreme Krypton, Xiaopeng, Deep Blue, Nezha, Lantu, Zhiji and other new power brands, in the range of 200,000 300,000, to face the competitive pressure of Xiaomi cars. This stems from three aspects:

The first is Xiaomi's ** chain capability. From the point of view of the integration of a single hardware,Xiaomi mobile phone integrates almost the whole domestic industry chain products,From the perspective of the integrated terminal products,Charging treasure、Sweeping robot、Home appliances、TV, etc.,In many products in the stock market,Xiaomi is doing it with heart,The total sales ranking is basically the top three。

The advantage of the chain lies in the cost control, entering the Xiaomi chain, which is equivalent to having the potential to obtain a large number of orders

Therefore, once Xiaomi Auto starts its brand in the future and sells it, the cost of the first chain may be much lower than that of the current new power brand.

However, the problem is that cars are completely different categories, and Xiaomi is in the automotive fieldThere is uncertainty in the shipment volume of new players, and the bargaining power of the industrial chain is relatively limited, which requires a smooth transition of Xiaomi cars, and go through the cold start period.

The second is Xiaomi's cash flow. As of September 30 this year, Xiaomi's cash reserves on the account reached 127.6 billion yuan, but at present, many new power brands are still losing money.

The second is that the profits of Xiaomi's mobile phone business can feed back the automobile business, while many other new power brands that are losing money rely on external financing, and Xiaomi's positive cash flow advantage is something that many manufacturers do not have.

Third, Xiaomi's store channel capabilities. A few days ago, Jiemian News reported that some Xiaomi Homes in Beijing, Shanghai and other places have begun to confirm the placement of exhibition cars.

Compared with Huawei, Xiaomi stores have a shortcoming, that is, when Xiaomi opened the store, out of cost considerations, it still pursued cost-effectiveness in the choice of location and area, and when Huawei first opened the store, it chose a large number of stores facing the street, and the car can be placed down, the sense of luxury is stronger, and the mobile phone store and the car can be seamlessly connected.

Compared with Huawei, Xiaomi needs to adjust its store strategy, either renovate, or replan the layout and open some new stores.

But in general, Xiaomi has laid more than 2000 Xiaomi homes across the country, there is still room for adjustment, a large number of store channel construction can save a lot of effort, the car is a business that relies heavily on the layout of the experience store, and the store test drive and experience and traffic are directly linked to customer acquisition.

From the perspective of channel stores, compared with Xiaopeng, Weilai or ideal stores, Xiaomi's car stores can also sell mobile phones and AIOT, which is a huge cost advantage and traffic acquisition ability, and can also improve the comprehensive ping efficiency.

Let's look at Xiaomi's shortcomings objectively. In the automotive field, as a newbie,The heaviest cost of new energy vehicles - power battery, Xiaomi has not yet been able to get the technology and production capacity for the time being. Another important part of the cost of smart electric vehicles in the future - car machine and computing power chips, Xiaomi also has no advantage.

In addition, from the perspective of Xiaomi's long-term route of building factories and cars, the huge cost investment in the early stage needs to have sales volume to share the cost investment pressure, therefore, Xiaomi needs to be prepared for losses in the early stage.

In general, Xiaomi has a chance at the moment, but there are still obvious shortcomings, from a technical point of view, the parameters of Xiaomi cars have been **, and its real sales force is 800V+SiC. In order to achieve a WLTC range of 800km, it is necessary to need a cutting-edge power battery with high energy density, and with the body size of Xiaomi Su7, even if there is 800V+SiC to reduce power consumption, the battery cannot be too small.

Therefore, the cost of the long-range version of Xiaomi cars may reach 70,000 or even 80,000 yuan for the power battery alone. From this point of view, if the Xiaomi car is a high-configuration, the pricing and cost are difficult to come down.

But the key is that Xiaomi's current cash flow and the profits of Xiaomi mobile phones can support its ability to sell cars at a loss, and it is very critical to do it in the early stage.

Therefore, from this point, Xiaomi is likely to be ready to sell the car at a loss in the early stage, in this case, it lacks cash flow capacityHow long can the second- and third-tier new forces carry it?

Therefore,The success of Xiaomi Auto still depends on the long-term, the continuous iteration and evolution ability of Xiaomi Auto, the continuous R&D investment status, and the cost control ability and comprehensive product competitiveness driven by the final industrial chain layout

Another item that Xiaomi spells is ecological power,Judging from the configuration of this car,The biggest difference compared with traditional cars may be the ecological aspect,Mijia as a domestic first-line consumer-level IoT platform,Plus Xiaomi surging OS,People, cars and homes are fully ecologically interconnected,This is what many new forces do not have。

On the whole, Xiaomi makes cars, and most of them are not optimistic in the past, but based on the current situation of the car circle, many new forces have not yet established their advantages in terms of brand, or products, channels and **, which actually gives Xiaomi a lot of space and opportunities.

From a consumer perspective,The entry of Xiaomi Auto will act as a catfish that stirs up the competition pattern of the industry, triggering a storm from price reduction to product competition.

Originally, a new round of ** war had started at the end of the yearMore than 16 car companies, including BYD, SAIC Volkswagen, Changan, Leap, Geely, and Xiaopeng, announced price cutsVarious car companies have formed a consensus: in 2024, who can lose more than each car company, Xiaomi enters the market, the first battle may be more intense, and some second- and third-tier new forces will be greatly impacted, and car companies will sell cars at a loss, or it will intensify, a new round of knockout may be coming.

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