As the founder of Xiaomi, Lei Jun is known for his excellent marketing skills. Liu Qiangdong once commented that Lei Jun's marketing ability surpasses anyone else, and this time Lei Jun launched the Xiaomi car SU7, he once again showed his marketing talent. One of the most striking and controversial features is undoubtedly the "semi-concealed door handle". Lei Jun said when introducing the semi-hidden doorknob: After the Su7 was leaked on the Internet, the semi-hidden doorknob was highly praised. That's because in the cold winter when you don't know that the frozen door can't be opened, we designed this most intuitive semi-hidden door handle! "Semi-hidden doorknobs" have since become a popular meme on the Internet. On January 27, Lei Jun made his first response, saying that Xiaomi's semi-hidden door handle is different from the previous completely mechanical structure, but adopts a fixed design, which is unlocked electrically by pressing the internal micro switch, and no longer needs to be physically lifted to open the door. The key words mentioned by Lei Jun are fixed design and micro switches, which may be difficult for ordinary people to understand, but he portrays these characteristics in a high-tech way. Lei Jun's marketing skills are truly amazing.
However, it is also controversial to interpret this semi-concealed doorknob as high-tech. Technically, the micro switch is actually just an electric switch added to the door handle, and this function is not very practical in actual use. Because you have to press the door handle first and wait for the electric switch to unlock before you can open the door. Still, Lei Jun's marketing abilities are admirable. Even if it's a screw, he can interpret it as a "Into Science", and the ordinary taillights can also be related to Saturn. Undoubtedly, Lei Jun's car-making concept has a completely different orientation from Musk's. Musk advocates conserving resources while reducing costs, and he guides the R&D team to remove unnecessary parts and functions. Lei Jun, on the other hand, builds a high-tech image by stacking it if it can, but this also increases the cost. Lei Jun has publicly said that the cost of Xiaomi cars alone is as high as hundreds of thousands, so the price of more than 10 or 200,000 yuan is unrealistic for Xiaomi cars. Although it is not yet known whether the Su7 is really a good car, its ** will certainly not be civilian.
Lei Jun gave a detailed introduction to this technology in response to the "semi-hidden doorknob" hot meme. He said that Xiaomi's semi-hidden door handle is different from the traditional mechanical structure, with a fixed design and electric unlocking by pressing the internal micro switch. Unlike traditional door handles, which need to be physically lifted, Xiaomi's design doesn't require such an action to open the door. This fixed design not only increases the fashion sense of the appearance, but also improves the user's convenience. With the internal micro switch, the door unlocking becomes smarter and faster, bringing a more comfortable experience to the passengers in the car. The micro switch emphasized by Lei Jun is a tiny electronic component, whose function is to send a signal when pressing the door handle to trigger the work of the door unlocking circuit, so as to achieve the purpose of electric unlocking. This design not only helps to save space, but also avoids the susceptibility of traditional mechanical switches to environmental influences. Xiaomi's semi-hidden door handles further enhance the vehicle's sense of technology and user experience by introducing micro switch technology.
However, for the average consumer, the fixed design and micro switch may be a little unfamiliar, and some people may not quite understand how to implement it. In fact, a micro switch is just a small switching device, and the corresponding operation can be triggered by a small pressing action. Xiaomi's semi-hidden door handles apply this technology to unlocking the doors, making it more convenient for users to use. Compared to traditional mechanical structures, the fixed design is more simple and stylish in appearance, while also reducing the physical lifting of the door handle. The micro switch realizes the function of electric unlocking, avoiding the problem that traditional mechanical switches are susceptible to environmental influences. This design not only enhances the sense of technology of the vehicle, but also brings a better user experience.
Lei Jun and Musk have different car-making concepts. Musk is committed to popularizing electric vehicles, focusing on practicality and economy, focusing on reducing costs and conserving resources. To achieve this goal, Tesla's R&D team is committed to optimizing the design and technology, removing unnecessary parts and features to maximize the vehicle's performance. However, Lei Jun's Xiaomi car pursues high-tech and brand image, focusing more on stacking functions and displaying a sense of technology. Lei Jun said that the cost of Xiaomi cars' batteries is as high as hundreds of thousands, so it is impossible to sell them at a price of more than 100,000 or 200,000 yuan**. In contrast, Tesla has a greater advantage in battery technology, which can achieve lower cost production and more reasonable sales, so that more people can buy electric vehicles. These two different EV manufacturing concepts represent different market positioning and consumer needs. Musk's approach is more pragmatic, focusing on practicality and economy, while Lei Jun is more focused on brand image and sense of technology. This also reflects the positioning and marketing strategies of different companies.
As Xiaomi's first model to enter the automotive field, Xiaomi Auto SU7 has attracted much attention. However, the performance and market performance of the SU7 have not yet been verified on a large scale. Although Lei Jun fully demonstrated his marketing ability in the promotion process, the real competition depends on product quality and user reputation. For Xiaomi Auto, it is facing a serious challenge. The first is the cost of batteries, the core component of electric vehicles, the battery, is very expensive. This not only increases the cost of production, but also makes it difficult to democratize the final selling price. The second is market competition, the electric vehicle market is fiercely competitive, and there are already strong competitors such as Tesla who have occupied a certain share of the market. Xiaomi, as a new entrant, is facing the test of market recognition. Finally, the brand image, although Lei Jun is good at marketing, Xiaomi Auto, as a new brand, needs time to establish its own brand image and user reputation.
In short, Lei Jun, as a top marketing master, once again showed his talent in promoting Xiaomi cars. He cleverly marketed the features of the semi-hidden door handle into a high-tech product, showing the sense of technology and innovation of Xiaomi cars. However, it is the practicality and market performance of the technology itself that determine the success or failure of the product. Xiaomi Auto faces many challenges, including battery cost issues, market competition, and brand image. Only through high-quality products and good user reputation can we win a place in the automotive market. Lei Jun's marketing ability has undoubtedly laid the foundation for the promotion of Xiaomi cars, but the ultimate success also needs the recognition of the market and the support of users. Whether Xiaomi Auto can become a rookie in the automotive industry in the future can only be told by time and the test of the market.