The mystery of Xiaomi SU7 pricing: the reasonable pricing **.
Introduction. At the technical conference of Xiaomi Automobile, Lei Jun revealed the purchase cost of the power battery of Xiaomi Su7, which caused widespread speculation. However, the statements at different points in time are inconsistent, and consumers are caught in the mystery of **. This article will delve into the pricing issue of the Xiaomi Su7, and try to provide a reasonable reference for the final selling price of the Xiaomi Mi Su7 through a comparison of competing products and suggestions on reasonable pricing paths.
Competitor** Comparison: A prerequisite for prudent pricing.
As the first model of Xiaomi Auto, the Xiaomi Su7 has attracted much attention for its design and pricing. Before pricing, it is necessary to make a comparison of the competition to clarify the relative position of the Xiaomi Su7 in the market. Medium and large sedans such as Zhijie S7, Geely Galaxy E8, and Zeekrypton 007 have become the objects of comparison. While the Xiaomi Mi Su7 performs well at the hardware level, it doesn't have a clear advantage over its competitors. Therefore, it is important to be careful with pricing.
Zhijie S7, injected by Huawei, priced at 2498-34.980,000 yuan, sales are not ideal. In comparison, whether Xiaomi Su7 dares to price more than Zhijie S7, especially considering that Xiaomi Su7 is Xiaomi's first attempt to build a car by itself, and its investment is huge, this question needs to be answered urgently. The Geely Galaxy E8 is priced at 1758-22.880,000 yuan, while the price of ZEEKR 007 is 2099-29.990,000 yuan. Although these two cars are slightly inferior to the Xiaomi SU7 in terms of intelligence, they have certain advantages in terms of intelligence. For Xiaomi Su7, in order to surpass these two competitors, there must be more obvious highlights in performance and configuration.
Suggested Path to Reasonable Pricing: Three Possible Approaches.
In order to solve the pricing problem of Xiaomi SU7, this article proposes three reasonable pricing paths, in order to develop a more reasonable price range for Xiaomi cars.
Way 1: Learn from the pricing of competing products, and the main sales price should be between 20-250,000 yuan.
By borrowing from the pricing of competing products, you can better understand the best range of the market. The ** of models such as Zhijie S7, Geely Galaxy E8 and Zeekrypton 007 have given a clear reference. Considering that Xiaomi SU7 does not have obvious advantages in terms of hardware level, it is more reliable to set the main sales price between 20-250,000 yuan.
Method 2: Start pre-sale and flexibly adjust the official price according to the order volume.
Car sales are different from mobile phones, and there is also a pre-sale link for cars. Xiaomi SU7 can be considered to open pre-sale in the near future, with a pre-sale price of 22-350,000 yuan, and promises to return more when it is officially listed, and less does not need to be supplemented. Based on the number of pre-orders, the selling price can be flexibly adjusted when it is officially launched. If the number of orders is much lower than expected, the official listing can be set to less than 200,000 yuan, otherwise you can adjust the ** as appropriate.
Method 3: Listen to the user's voice through the questionnaire and publish the detailed configuration table.
Consumer opinions and needs are one of the key factors in setting prices. The Xiaomi Su7 can publish a detailed configuration table in the near future and let users price it through a questionnaire. Considering that Xiaomi is good at listening to the voice of users, for example, Xiaomi Su7 has changed the tail label to listen to the voice of consumers, which is more in line with Xiaomi's brand image.
Xiaomi SU7 core information: the hardware level is mainstream, and the intelligence is first-class.
Before we dive into the pricing issue, it is necessary to understand the core information of the Xiaomi SU7. Xiaomi Su7 is equipped with Xiaomi surging OS car machine system, supports five-screen linkage, and the application ecology covers mainstream car, tablet and mobile phone applications, while supporting CarPlay and AirPlay, and even supports Apple iPad on the car. The body size is 49971963
With a wheelbase of 1440mm and a wheelbase of 3000mm, it has the spirit of a medium-sized and large-sized sedan. In terms of power, the dual-motor version has a maximum power of 673 horsepower and a 0-100km h acceleration time of 278 seconds, equipped with a 101kWh battery, the range can reach 800km. The single-motor version has a maximum power of 299 hp and a 0-100 km h acceleration time of 528 seconds, equipped with 73The 6kWh battery has a range of 668km. This series of hardware parameters shows that Xiaomi Su7 has maintained the mainstream level in terms of car machine system, size and power, and the intelligence level has reached the first-class.
Sales strategy suggestions: maintain a cost-effective brand image.
Xiaomi, as a cost-effective brand, is not suitable for selling luxury goods for the time being. Judging from the originality of the design of the Xiaomi Su7, this car has not positioned itself as a luxury product (the kingpin is more than 300,000 yuan). Although there is an endless stream of information about the Xiaomi Su7** on the market, Lei Jun's statement does not support overpricing it. Therefore, the main sales price is recommended to be below 300,000 yuan to maintain Xiaomi's cost-effective brand image.
Sales strategy suggestions: maintain a cost-effective brand image.
Xiaomi, as a cost-effective brand, is not suitable for selling luxury goods for the time being. Judging from the originality of the design of the Xiaomi Su7, this car has not positioned itself as a luxury product (the kingpin is more than 300,000 yuan). Although there is an endless stream of information about the Xiaomi Su7** on the market, Lei Jun's statement does not support overpricing it. Therefore, the main sales price is recommended to be below 300,000 yuan to maintain Xiaomi's cost-effective brand image.
Conclusion: Xiaomi Su7 pricing is cautious.
The pricing issue of the Xiaomi Su7 is undoubtedly the focus of much attention. Through the comparison of competitors** and the suggestion of a reasonable pricing approach, we can see that the Xiaomi Su7 needs to be cautious and should not over-test consumer expectations so as not to hurt the brand image. On the basis of the popularity of the brand and the mainstream hardware level of the model, the Xiaomi Su7 is expected to achieve good sales performance in the market through a reasonable pricing strategy. In the end, the determination of the selling price needs to be decided based on market feedback and consumer demand to achieve the best balance between market demand and brand image.
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