Xiaomi's success on mobile phones is beyond doubt, and the current sales volume is in the world's top three mobile phone manufacturers, such achievements are very eye-catching, but to say that the car, can also replicate the success on the mobile phone, it is necessary to play a big question mark. At present, Xiaomi Automobile has also been approved, and the first factory will be built from 2022, and it is expected to see the finished product in 2024.
To say that the consumer electronics giant into the field of new energy vehicles, there is nothing wrong, after all, the original car company's technology accumulation, in the new energy vehicle outlet, has not had much advantage, and the industry outside the enterprise is also the best time to kill the automotive industry, after all, now the new energy vehicle industry barriers have not yet been established, each of the ideas of the enterprise, can also be advanced to occupy a pit, whether it can succeed where it has been tested by the market. Like Xiaomi, the head of the mobile phone field, sharpening the knife Andho is ready to enter the automotive field, how to look, are a bit unreliable, but it is true, since it is a thing that has been determined, then I will take Xiaomi car as the topic today to discuss whether Xiaomi car can replicate its success in the field of mobile phones.
Let's start by exploring the possibilities for success.
As mentioned earlier, entering the field of new energy vehicles at this time is a very good strategic opportunity, because the industry is in the early stage of development, and there are no mature enterprises to fully occupy the market, which gives other companies that want to enter this market a great opportunity.
First, the timing is fair. Although it is many years later than the ideal and Weilai, but with Xiaomi's Internet genes, the gap is not large, in essence, the current new energy vehicle market is still in the cultivation period, and has not achieved a dominant position in the automobile market, so it gives Xiaomi automobiles a great opportunity.
Second, the positioning of millet genes is suitable for large-scale popularization. The rise of xiaomi mobile phones depends on the popularity of smart phones, and xiaomi mobile phones happen to be the tide in the process of smartphone popularization, which has played a role in fueling the rapid popularization of smart phones and has also achieved great achievements. The new energy vehicle has not yet reached the time of popularization, and xiaomi cars are launched two years later, which may once again set off a wave of new energy vehicle popularization. This may be Lei Jun's wild hope.
Third, the structure and structure of electric vehicles in new energy vehicles are simple, which is suitable for the playing style of Internet companies. Electric vehicles are basically a motor plus four wheels, plus a shell is a car, compared to the construction of fuel vehicles is very simple, but also suitable for emerging companies that do not have much technology accumulation to join in. Xiaomi's entry into this field cannot be said to be without opportunities, and even said that the opportunities are still very large, but it is necessary to fully grasp whether the logical relationship between the market and operation faced by smart phones at that time and the future smart electric vehicles is consistent. If the consistency is high, it is fully possible to grow into a new generation of car companies, and if it is not consistent, it may be necessary to return home.
Let's explore the possibility of failure.
First, the gameplay of the mobile phone market is different from that of the automobile market. This is actually the biggest risk, after all, in the mobile phone market, the frequency of consumers replacing mobile phones is very high, basically two years will be replaced, and even only one year will replace the mobile phone, and in the car market, the replacement frequency of cars is very low, most of them are in about ten years. This has created a lot of uncertainty about the sales of Xiaomi cars, after all, rice noodles cannot be replaced every year like buying a mobile phone. This discounts fan marketing, making it difficult to market like a mobile phone.
Second, the mobile phone business of Internet companies belongs to the asset-light industry, while the automobile belongs to the obvious asset-heavy field. Xiaomi mobile phone from parts to assembly, do not need to have their own factory, buy back parts for the foundry to assemble is the finished mobile phone, do not need much assets at all, all manufacturing areas and after-sales service can be outsourced processing, and the automotive industry, the need for supporting assembly plants for the whole machine assembly, even if all the parts are bought, you also need to establish a factory for assembly testing, as well as maintenance after-sales and other supporting factories and personnel. This will reduce the capital turnover rate of enterprises, and it is difficult to achieve the effect of price reduction and popularization.
Third, the trend of electric vehicles is intelligent driving, or driverless, which requires massive data to be tested and improved, and Xiaomi is not the industry leader in this field. Xiaomi does not have an advantage in artificial intelligence, and it lacks accumulation in the area of intelligent driving, so Xiaomi must find external allies to support, and this alliance is not reliable and will limit its development.
In short, Xiaomi car manufacturing has been put on the agenda, whether it can replicate the success on the mobile phone, need to be considered and studied in detail, but we still hope that Xiaomi company under the leadership of Rebus, more and more prosperous.