It is no surprise that just after the Spring Festival, the domestic auto market ushered in a new round of price cuts, and many car companies announced that they would lower the ** of their models.
The automobile market is talking about consumption upgrades, but on the other hand, it has reduced prices one by one, and has indeed increased a lot of sales through the method of upgrading configuration and lowering **, which shows that people's love for high-quality and low-cost products has always been consistent.
It is not surprising why everyone has been calling for Xiaomi cars below 200,000, after all, Xiaomi has always been a representative of high quality, high price and high cost performance. When Xiaomi plans to move into the high-end market, it will also separate the Redmi brand to expand the low-end consumer market.
However, from Xiaomi's official and Lei Jun's statements, Xiaomi Su7 will not be 990,000、It won't be 14.90,000, it won't be 1990 thousand, as well as no plans to launch a Redmi car.
Perhaps, consumers who have disappointed their wishes can look forward to Zhimi Auto.
Where does Zhimi come from?
In January this year, there was news that Xiaomi will cooperate with Chery Automobile to create the "Smart Mi Automobile" brand, and the internal promoter is Liu De, Xiaomi's No. 2 person. Zhimi Automobile is promoted as an independent operation project, positioned as a 100,000-level urban off-road vehicle, and the target market is clearly aimed at young people and residents of first-tier cities, and the competition object is Wuling.
At the same time, Zhang Hongyu, general manager of the ICAR brand division, specifically mentioned in a letter to all the soldiers of the icar brand division at the beginning of this year, "Lei Jun and Xiaomi are both role models for our entrepreneurs and start-ups, pressing all the battles for Xiaomi cars, and focusing on a car with 100 times investment in 1003 days." "Chery's senior executives publicly paid tribute to Xiaomi, which seems to further confirm that Chery and Xiaomi really have the possibility of cooperation.
In fact, as early as 2021, Xiaomi ecological chain company Zhimi Technology revealed that it was considering building a car, and its positioning was also low-cost urban off-road. Subsequently, due to qualification and other issues, Zhimi Automobile had difficulty in giving birth, and the founder Su Jun's plan did not land.
In other news, in the first quarter of 2023, Su Jun began to contact several automobile manufacturing companies to seek the possibility of OEM cooperation. After listening to the various cash advance needs and time costs raised by the other party, Su Jun did not reach a cooperation agreement with any car company. According to a source from an automobile manufacturing company, Su Jun once told him that Zhimi Technology has paid 1.5 billion yuan in tuition fees in terms of investment in car manufacturing.
On January 4 this year, Tianyancha APP showed that Beijing Yiyi Yiyi Automobile *** underwent industrial and commercial changes, and the registered capital increased from 1 million yuan to 20.1 billion RMB. A few days earlier, the company's wholly-owned shareholder has been changed from Su Jun, the founder of Zhimi Technology, to Beijing Zhimi Technology
It is understood that Beijing Yier Yier Automobile was established in June 2021, the legal representative is Su Jun, and its business scope includes the sales of automobiles, auto parts, new energy vehicles, lubricating oils, handicrafts, electronic products, etc. The equity panorama penetration chart shows that the company's shareholder, Beijing Zhimi Technology, is held by Liu De, co-founder and senior vice president of Xiaomi, and Su Jun, founder of Zhimi Technology.
On January 6 this year, Liu De, who had not appeared for more than a year, posted on Weibo, and the content was also about cars. It can be seen that the cooperation between Xiaomi and Chery on Smart Mi Automobile does not seem to be groundless, but traceable.
A win-win partnership
If the Zhimi car project is real, there may be another mutually beneficial and win-win cooperation in the automotive circle.
Both Xiaomi and Chery have their own unique advantages and needs. Chery has rich manufacturing experience and first-class chain resources, which can reduce production costs, so as to make Zhimi Automobile more competitive in the world. By cooperating with Xiaomi, we can not only strengthen our own software strength, but also expand the market with the help of Xiaomi's brand effect, and deepen the connection with young consumer groups to a certain extent.
Xiaomi, on the other hand, is an excellent company in the field of smart technology, and hopes to apply its technology to the automotive field to further expand its market share.
At present, Xiaomi has a multi-dimensional advantage. In the field of intelligent driving, Xiaomi has been deployed for a long time, and has full-stack self-developed urban NOA capabilities. In the field of OS, Xiaomi has launched the car-machine version of the surging OS, and on the basis of driver linkage, Xiaomi has a strong LOT product ecology, which can further realize the linkage of the car-hand-home.
In addition, Xiaomi Auto also has obvious advantages in the brand, Xiaomi has a wide audience, and thus obtains high popularity to attract customer flow, increase the number of stores and orders; Xiaomi Home is all over the country, and it is expected to be promoted to the first echelon of new forces after the channel is perfected; Xiaomi has long adhered to cost-effective pricing, lowering the purchase threshold and stimulating demand conversion. Xiaomi's brand advantage will be a catalyst for Xiaomi's car sales.
Zhimi car for the 100,000-level market, if Xiaomi's intelligent technology is applied to the vehicle's driving assistance, intelligent interconnection, human-computer interaction, etc., so that the vehicle has higher intelligence, safety and convenience, and then with the blessing of Xiaomi's cost-effective label, a highly competitive, highly intelligent 100,000 yuan car, it is estimated that there will be no shortage of audiences.
At present, the cooperation between Xiaomi and Chery has not yet been conclusively determined, and consumers can only wait for good news.