Text/Paula
On March 30, 2021, Lei Jun published an article titled "The Last Entrepreneurship, Fighting for Xiaomi Cars" on the public account, and at this point, the doubts about whether Xiaomi built cars were solved.
On this day last year, Xiaomi applied for the registration of the "Xiaomi Car" trademark, and in the following year, Xiaomi began to recruit, build factories, and settle in Beijing. In the previous Xiaomi press conference, the official said that the R & D team of Xiaomi car manufacturing has exceeded 1,000 people, engineering vehicles will be unveiled in the third quarter of this year, and the first car will be mass-produced in the first half of 2024.
Xiaomi's car-making progress is slow, and it is still hovering on paper
As of today, a year has passed since Xiaomi officially announced the construction of the car, and Xiaomi's progress has not been as hot as when it was officially announced.
Although the press conference is full of confidence, but the reality is very bone, Xiaomi is methodically carrying out car-making business, but the process has not been carried out as originally planned, and there has been a delay, according to industry insiders, the highlights of Xiaomi's new car have not yet been finalized. Compared with Jidu cars of the same age, Xiaomi is still in the "PPT car" stage, and Jidu Automobile has completed the integration of high-speed and urban dual-domain intelligent driving, and plans to mass-produce the first model in 2023.
The times create opportunities, and the advantages of the ecological chain are highlighted
The heat of the new energy market has brought unlimited vitality to Xiaomi's car-making, China's new energy vehicle sales have created new highs for several consecutive years, and in the good environment of China's new energy vehicles, Xiaomi and other new car-making forces have the possibility of creating miracles.
Xiaomi has money! Many people compare Lei Jun's mobile phone with car, but the current millet is no longer the previous millet, ranking among the world's top 500, and the financial strength should not be underestimated. According to Lei Jun said at the press conference, Xiaomi currently has a steady growth of the world's third mobile phone business, has the best intelligent ecology, and 108 billion yuan of cash reserves.
Xiaomi's fan base is obvious to all, because Xiaomi mobile phones and smart home appliances have accumulated a large number of user groups and fan bases. As soon as the article "The Last Entrepreneurship, Fighting for Xiaomi Cars" was released, in less than a day, the number of forwards exceeded 100,000, from which it can be seen that the purchase willingness of rice noodles is strong, and a large number of users and fans have a great probability of being converted into millet car owners in the future.
In terms of sales, the popular online sales of xiaomi by the new forces have become familiar with the road, and the online sales of cars and offline transaction models will also make millet's sales costs lower. When it comes to sales, it is inevitable to mention the marketing of Xiaomi, Lei Jun, who has 20 million fans, is undoubtedly Xiaomi's biggest IP, I believe that many people see Lei Jun for the first time is "are you ok?" This famous scene, after the Xiaomi car was created, the spread and marketing value of Lei Jun is Xiaomi's secret weapon. Xiaomi experience store will also become a show of millet cars in the future, and at present, millet experience stores can be seen everywhere, and various large, medium, and small cities have layouts, which is an advantage that other new car-making forces cannot be compared.
Can Xiaomi be the first car for young people?
Although xiaomi cars have many advantages in car manufacturing, the possibility of millet becoming a popular car buyer for young people hangs in the air.
I am also a young man, I have also had the idea of buying a car before, in reality most of them are ordinary people, we buy a car first to see the price, if the price is too high, I will definitely not consider it.
The main cost-effective millet has formed a stereotype of good quality and low price in our minds, so in the expectations of many people, xiaomi cars should be affordable. However, according to relevant news, Xiaomi car to do the opposite, positioning will be a high-end car brand, the mid-end is expected to be priced at 150,000-200,000 yuan level A+ class car, if this is the case, then it is bound to live up to the expectations of the public, it is difficult to attract young people with limited consumption power, although it was mentioned before that many rice noodles are looking forward to millet cars, but how long can the realistic pressure make Xiaomi's emotional card play?
Another big factor in the "suspension" is undoubtedly the late set. At present, the new energy market has formed a situation in which BYD and Tesla compete for hegemony, and the new forces of "Wei Xiaoli" are catching up, and the preconceived rules of the game also apply to the new energy vehicle market, and the millet car that has caught up with the late set can only be mass-produced in 2024, and the situation at that time can only be more intense than now, and the probability of millet standing out will be reduced.
Write at the end:
Regardless of how the public views Xiaomi's car, Xiaomi has embraced the road of cars. The process of xiaomi car manufacturing is slow, and it is still on paper. Xiaomi still has an advantage in entering the game now, but the heart of young people who want to successfully harvest a large number of young people seems to be hanging at present. Regardless of the success of Xiaomi's car manufacturing, the future is bound to cause a greater fight between car companies, stimulate a new wave of inner volume in the new energy market, and finally achieve a better future for mainland smart cars and new energy vehicles together with various domestic forces.