When it comes to Xiaomi, many people's first impression is the cost performance. 14.99 million a Xiaomi car, will you pay? Desperate to enter the crowded new energy vehicle track, this is Lei Jun's most dangerous decision. Can Xiaomi Cars become the first cars of a young man?
1. Xiaomi cars from 149,900?
As a millet with a large fan base, since the announcement of the car, as soon as there is a wind and grass, it has aroused great concern. Recently, a group of promotional posters of the 1st generation of Xiaomi cars circulated on the Internet, black and white tones, minimalist style, 2.9S 100 km acceleration, 800km endurance, full-scene intelligent assisted driving, the most critical price is 149,900. Although this is not the official release of Xiaomi Automobile, but the self-made work of a Xiaomi fan, it contains a number of Xiaomi fans, and the beautiful imagination of Xiaomi Car's super cost performance.
2. The road to cost performance does not work?
"To be the best mobile phone in the world, only sell half the price, so that everyone can afford it", Lei Jun's words very clearly illustrate the secret of the success of Xiaomi mobile phones - cost performance. When Xiaomi entered the automotive industry, many fans of Xiaomi laughed at themselves, and even shouted out the slogan of "the first car of young people" to show their respect and expectation for Xiaomi cars. When the car has not yet been built, it already has such a high popularity, which is a good thing for Lei Jun, but can Xiaomi's car-making road really successfully replicate the smart phone cost-effective model?
On the surface, the cost performance seems to be the product power of the user, but its essence is the control of the supply chain. Lei Jun personally ran upstream and downstream to get the supply chain of Xiaomi mobile phones. However, mobile phones only have hundreds of parts, while cars are often tens of thousands of parts, and the difficulty of supply chain is a hundredfold increase. Xiaomi Auto wants to play the original smart phone cost-effective trick again, and Lei Jun will have to face hundreds of times the pressure of suppliers. The current chip crisis has made the global automotive supply chain a great enemy. The supply chain challenge will inevitably be an obstacle that Xiaomi's cost-effective route cannot cross.
3. Lei Jun's most risky decision?
In fact, Xiaomi's car is definitely lei jun's most risky and even dangerous decision in 2021. First of all, the car is very expensive, the investment is large, and the return period is long. When Lei Jun announced the car, he said that he planned to invest 10 billion US dollars in the next 10 years, and the first investment was 10 billion yuan. It looks like a lot, but it's really not enough. In the seven years since its inception, NIO has invested and raised a total of $9.6 billion, and Xiaopeng has reached $7.7 billion, and it is far from profitability. BYD Wang Chuanfu once also advised Lei Jun that it was too difficult to build a car, wasting three years, and perhaps losing 100 billion yuan.
Secondly, Xiaomi entered the automotive industry too late, and Lei Jun is likely to catch a late set. According to the planning of Xiaomi Car, mass production will be achieved in 2024, so according to the timeline of "Wei Xiaoli", Xiaomi Car will not be delivered until 2025. At that time, the sales volume of new energy vehicles is expected to exceed 30%, and the competition is fierce and the fight is cruel, which is already the Red Sea market. Xiaomi wants to get a piece of the cake, and the battle is hard. The new energy vehicle track is very crowded, Tesla, BYD, Wei Xiaoli are in front, and the traditional multinational car companies with great transformation are also eyeing the tiger, and whether Xiaomi cars can survive smoothly is unknown.
Finally, Xiaomi's basic disk - mobile phone business has suffered a major blow, or will affect Lei Jun's "car-making dream". In the mobile phone industry for 11 years, Xiaomi mobile phones have been hit in the head. The data shows that in the third quarter of this year, the glory sales that bottomed out and rebounded surpassed Xiaomi and returned to the third place in the Chinese smartphone market; in the global market, Xiaomi was also pulled from the second place to the third place by Apple, which was hotly sold by the iPhone 13. After a brief period of glory, xiaomi mobile phones were attacked under the pressure of Apple and glory, and the high-end was blocked, and it fell into weakness again. Losing the "blood transfusion" of the mobile phone business, Xiaomi Cars is like a castle in the air.