In just two months, the Chinese auto market in 2024 has entered a tense moment of fighting bayonets in pairs under the continuous ** war.
As the absolute top BYD, it has never stopped innovating, and the debut of its series of glory models not only shocked the jaws of the joint venture manufacturers, but also made Chinese friends begin to doubt life. The new Zeekr 001, Chery ICAR 03 and other models entered the market at parity, which is responding to this silent struggle with actions, but from it, we feel more and more that the future market development will enter a polarized stage.
With this signal, not to mention, what kind of new plans will the existing car manufacturers make, for the not yet Lei Jun and his Xiaomi, the situation shown by the hand-to-hand combat with bayonets is very dangerous.
Since the debut of Xiaomi's first car, the SU7, I believe that too many people are looking forward to the fact that this brand with a large number of fans can make some achievements in this era of Chinese cars.
But at the same time, when many new products regard low-cost entry into the market as a fundamental means to seize the market, Lei Jun is frequently cued by the outside world, what we should be worried about is, is the belated Xiaomi Su7 still have a chance? Can Lei Jun's last venture be as he wishes, and will Xiaomi's future be truly implemented in the automotive industry?
Fight for Xiaomi cars. "Yes, with Lei Jun's character and experience, this is by no means just talk.
In the process of developing Xiaomi SU7, internally, the main R&D personnel were transferred; Externally, high-intensity excavation of technical talents in the industry, etc., all actions are just to make a splash before the new energy industry gradually closes. Now, Lei Jun, who frequently speaks out on social **, in addition to betting on the future of Xiaomi to stand for the su7 platform, what he can do is to come up with the listing plan that best meets market expectations in March.
In the past few months, people who are accustomed to seeing Chinese car companies pile up new cars and are excited by the strength of Xiaomi SU7 products are no longer so persistent. The smoke of the war is diffused in all corners of the market, and everyone's sensitivity to the war is above all else. As long as Xiaomi fails to achieve it in one step on the **, it seems that it is getting farther and farther away from success.
There is no way back for Xiaomi
Someone asked me if I was under pressure, and what I wanted to answer was that from the moment I decided, I no longer cared about whether there was pressure or not, I only cared about whether Xiaomi had the ability to make a good car for rice noodles that touched people's hearts. ”
With many new car-making forces with speculative colors, Lei Jun's original intention of leading Xiaomi Auto into the game is indeed very touching to the outside world. In this era of industrial turmoil, Lei Jun, who is holding the golden job of mobile phones, is actually determined to settle in China's auto market, and is no longer just thinking about getting a piece of the pie in this field. The emergence of Xiaomi SU7 represents an attitude that highlights Lei Jun's ambition to start a business for the third time.
From mobile phones to the automotive industry, Huawei's strategy of sowing seeds everywhere bore fruit last year. The hot sales of the M7 and M9 of the world, and the listing of the S7 of the Zhijie ......Many signs are trying to show that the head technology companies are crossing the border to build cars, and "success" is just a snap. In addition, more and more automakers are throwing olive branches of cooperation to Huawei, and the times seem to say that the future of new energy vehicles can be grasped by them.
However, looking at the fact that China's auto market is far from reaching the stage of mature development, I have always believed that Huawei is just an exception.
The same technology companies, DJI, and even Sony and Apple have all been affectionate or attentive to the automotive industry, but what is the result? or stop at a shallow level, or always keep a distance from mass production and car manufacturing, no one is a successful person who really bows into the game.
In the mobile phone industry, Xiaomi has a fan viscosity comparable to Huawei; In terms of scale, Xiaomi can also be regarded as a large-scale manufacturing enterprise; For the resources that can be coordinated, Xiaomi is a company that has the ability to subvert our inherent perceptions with just personal connections and support from the local government.
However, when the new forces enter the current stage of car manufacturing, many accidents have long ceased to appear due to the impurity of the previous purpose. **At present, the development model of life and death is really not something that everyone can withstand. Weimar, who has no one to take over, and Gaohe, who is on the verge of collapse, are actually reminding Xiaomi: There is a long way to go, and cherish it.
When deciding to enter the automotive industry, Lei Jun once made a bold statement, "Xiaomi will officially enter the smart electric vehicle market, and it is expected to invest $10 billion in 10 years." ”
Now it seems that if there is no ability to continue hematopoiesis, no matter how much money you prepare, you can only get chicken feathers in the end. Therefore, although Xiaomi Su7 has not yet been officially launched, as long as there are friends who compress the ** of similar products to a very pleasing level, there will definitely be people who sweat for Xiaomi.
Will Lei Jun not know about this? The shouting of Xiaomi all over the network is not betrayal, and it is extremely aggressive. After the new Extreme Krypton 001 was launched, "Xiaomi Su7's periphery is all Geely" looks like a joke, in fact, this is the cruelty of reality.
Regardless of whether the product power of Xiaomi Su7 will be as good as Lei Jun said, the "care" from the opponent will not decrease. In the range of 15 to 350,000,It's just Geely,From bottom to top, it is divided into Galaxy E8、Extreme Krypton 007、Extreme Yue 01、Extreme Krypton 001、Polestar 4Several products with good strength,You say,Xiaomi Su7What kind of state should enter the game?
Some people say that this problem is easy to solve, and it can be listed at a low price. Between market share and profits, Xiaomi should choose to lose money first. If Xiaomi enters the game with the mentality of playing and seeing, this may be a means to solve the game as soon as possible. Just like the calves of the year, as soon as they found that the signs were wrong, they had to stop their losses in time and withdraw from the auto market.
Is that possible? Since the formation of Xiaomi Automobile, Lei Jun's oath, Xiaomi Su7 went to Europe to participate in the exhibition, are telling us: don't think about it, Xiaomi is serious about making cars, and no matter how difficult it is, we must seek opportunities for upward development.
Don't get lost in the battle
If you want to 'harm' a friend, just say to him, 'Brother, go start a business and build a car'. In an interview column, He Xiaopeng, the founder of Xiaopeng Motors, once quipped.
Now, looking at the turbulence of the automobile industry, this sentence is actually very true.
Don't look at it, Li Auto, one of the first batch of new car manufacturers, has achieved full profitability since delivery in 2023. But you must know that there is still a fundamental difference between the ideal of selling new energy vehicles with engines and emerging car companies that only make pure electric vehicles. Limited to the market limitations and regional differences of pure electric vehicles, NIO and Xpeng may be the epitome of the development of this emerging industry.
Does Xiaomi have an absolute advantage over them? What can be seen from Xiaomi Su7 comes from Lei Jun's own understanding of cars and Xiaomi's concept of "people, cars, and home ecology", and there seems to be only Xiaomi's own brand appeal.
After all, in 2024, an era when you can say that the technical highlights such as front and rear dual motors, lidar, air suspension, 8295 chips, and 100-degree large batteries can become standard, there is no value in talking about the product power of the electric vehicle itself.
And just yesterday, a research document on Xiaomi's car factory** circulated on the Internet.
According to the document, the Xiaomi Automobile Factory in the Economic Development Zone is expected to achieve the first car launch in March 2024 and deliver it in April, with an estimated vehicle output of about 2,000 vehicles in the first quarter and an output value of 400 million yuan. If calculated according to the information disclosed in the above documents, if taxes and fees are not considered, the ex-factory price of Xiaomi's first car seems to hover around 200,000 yuan.
If this is true, what does that mean?
Previously, for the price of Xiaomi Su7, Lei Jun once shouted to netizens, "Everyone shouted 9."90,000 yuan, 1490,000 yuan or even 1990,000 yuan is all a joke. At the same time, he also generously admitted, "The pricing of the SU7 will indeed be a bit expensive." ”
Therefore, today, after a short time, regardless of whether the gossip on the Internet is true or not, with a half-believing attitude, I think, Xiaomi Su7 will not give a very low price.
There is no absolute hard power on the product side, and there is no attractiveness in terms of price. Perhaps, this is the core reason why the outside world frequently asks Lei Jun. Is the next market competition expected to return to normal?
From the perspective of achieving sustainable industrial development, I estimate that none of the traditional manufacturers, including the traditional manufacturers, want to die in this endless war. How many times, I have heard a lot of complaints from friends in the main engine factory, complaining about how unhealthy the current market environment is, rolling others to death, exhausting themselves, and in the end it is all in vain.
But don't forget, when BYD doesn't follow the routine, it has played several waves of ** combination punches in just a few weeks, and the ** of the whole series of popular models has been lowered by 20,000, which determines that no one can seek peace of mind this year. BYD is galloping towards the goal of annual sales of 4 million vehicles, which means that more car companies will have to give up the market.
In fact, the outside world is not worried that the number of potential users who appreciate Xiaomi Su7 will deviate too much from what they imagined. Xiaomi's huge fan base is there, as long as the product itself is solid enough, why not take the initiative to pay for it out of pocket. The difficulty is that the immaturity of China's auto market will make consumers gradually ignore all other evaluation criteria in the face of low-priced products.
The 20 350,000 yuan range is filled with too many high-quality and inexpensive pure electric cars. Only in the face of Tesla's insistence on the Model 3, the troubles of Haobo GT, Feifan F7, Lantu Chasing Light and other pioneers that fell when they were listed are still vivid, and the challenges belonging to Xiaomi SU7 will not be reduced.
I hope that the current disputes are only temporary, and Xiaomi Auto can wade through this wave of industry restlessness. Just like Lei Jun has been looking forward to, "Xiaomi has grown from a small 'volume' to a big one, and I believe that it can finally win in the 'extremely competitive' automotive field." ”