If the hottest news on February 28 should be Apple's official announcement to abandon the car manufacturing plan. This explosive news not only did not make Apple's stock price **, but ** rose by 083%, with a share price of US$22.8 billion, equivalent to RMB 164.1 billion.
In other words, Apple gave up making cars, which made the capital market optimistic, because the capital market has seen that the future economic growth point is no longer the automobile industry.
According to analysis, Apple's abandonment of car manufacturing is mainly due to: "The car manufacturing business has a large investment, a long cycle, fierce competition, and a low rate of return." At the same time, as a product with a high concentration of a large number of accessories, the failure rate cannot be guaranteed, and supervision will become the main internal friction, which is more than worth the loss for a technology company.
And Xiaomi, which has always regarded Apple as a belief and role model, was also confused when it saw this news. Especially Lei Yin, Apple's abandonment of car building may mean the collapse of Xiaomi's belief in car building. It may have been a mistake for Lei to throw everything into the car ranks.
Of course, Apple's abandonment may be just a distant straw, and the pressure that Xiaomi Auto is experiencing today comes more from the changes in China's automotive environment.
From last year's preheating of Xiaomi cars, to this year's continuous testing of the market** reflects that Xiaomi cars have been very successful at the marketing level, but the product level has been squeezed by a large number of markets.
Especially from the encirclement and suppression of Geely Automobile Group, it is already more difficult for Xiaomi to build a "Xiaomi mobile phone" in the automotive industry.
For now, Geely Galaxy plays the role of "Redmi Car", while Zeekr plays the role of "Xiaomi Car".
If you want to leave the encirclement, you must either be lower than Geely Galaxy and control ** within 100,000, or higher than Jikrypton and control ** above 300,000.
Obviously, the loss of less than 100,000 yuan is serious, and the pure electric vehicle market of more than 300,000 yuan has been confirmed to be shrinking.
There are only three ways to go in front of Rebus, either to give rice noodles a good time, 990,000 will start selling Redmi cars, or choose high and low, and 360,000 will only sell a high-end image, without investing too much production share.
There is another way, which is to stop losses in time, learn from Apple, temporarily put the automotive field on hold, or directly acquire new energy brands that have collapsed this year to reduce R&D and operating costs.
And the most terrible thing is to take the old road of LETV Automobile, which has always wanted to impact the high-end market, the product is unsustainable, the R&D cycle is constantly extended, the cost is rising, and it is impossible to go public on the street, nor can it digest inventory. Such losses can easily hollow out Xiaomi's family foundation.
It is not alarmist to say that Xiaomi is like LETV, after all, both companies are "ecological" companies, and they have made achievements in the field of digital home appliances, and they have rashly entered the automobile circle.
The failure of LeEco Auto stems from the fact that the time to enter the tram market too early cannot support high-end models, and the policy subsidy cannot be reflected in the million-level trams.
The time for Xiaomi to enter is too late, the market has matured, consumers' enthusiasm for electric vehicles has faded, and high-net-worth pure electric vehicles have reached the end of their rope.
At this time, it is necessary to build more than 300,000 pure electric vehicles, which is to burn money without asking for returns.
Someone said, why can you sell for 1.68 million U9, but Xiaomi can't sell for more than 300,000?
Because of the different user groups, looking up to the U9 is a supercar, positioning is a rich man's toy, rich people buy U9 as if buying a figure, will not care about any shortcomings of this car, to fancy its advantages, placed at home as a souvenir.
The 300,000-level user base is the working-class middle class, and their requirements for the car are very demanding, impractical, undurable, and any failure rate is unbearable. Is Xiaomi ready?
In addition, looking up to the U9 has BYD as the endorsement, more than ten years of technical reserves, and is comfortable in the automotive industry chain. And I don't care at all how many units the U9 can sell.
Is it okay for Xiaomi cars, can you not care about the input-output ratio, the less Xiaomi cars are sold, the more cost amortization, the cost can't be suppressed, **can't come down, **can't come down, sales can't come up, there is no money to return to the furnace without sales, and there is no continuous research and development without funds, and it is ultimately a "death".
What, Rebus is ready to learn Jia accounting, is he always ready to run away?