Songuo Finance learned that on February 21, the topic of "Xiaomi Automobile" was once again on the hot search. Some bloggers posted that the Xiaomi Su7 car starts at 22The related news of 990,000 yuan has aroused heated discussions among users.
Previously, Lei Jun had publicly stated his position on the positioning of Xiaomi Su7: "Such a car 990,000 is impossible, 1490,000 is impossible, but anyone with this kind of performance and configuration has to be more than 400,000. Lei Jun believes that the overall configuration of Xiaomi Su7 is rich enough, so the cost is very high. This is very different from Xiaomi's consistent cost-effective positioning.
However, Lei Jun once said in an interview that the outside world misunderstands the relationship between cost performance and high-end, in fact, "all high-end have cost performance". This is not a pair of contradictions, the focus is on the use of the best chain and scale advantages, while maintaining the quality of the first hit, to provide a higher quality product under the relatively same **. In the early days of the development of the mobile phone industry, Xiaomi also vigorously promoted the original high-end product specifications to move closer to cost performance through a similar path.
Similar cases focus on industries related to large-scale manufacturing. For example, in the food industry, Three Squirrels clarified the "high-end cost-effective" strategy for the first time in 2022, and after focusing on core categories and promoting key products to achieve high-end cost performance, Three Squirrels' performance forecast shows that its net profit will increase significantly in 2023.
Zhang Liaoyuan, the founder of Three Squirrels and the "Squirrel Daddy", also supported Lei Jun in the circle of friends this morning, and the high-end cost performance is not contradictory. From the existing cases, it can be seen that high-end cost performance can highlight the competitive advantage of brand differentiation and occupy a favorable position from the long-term demand of the market.