Recently, Xiaomi cars have exploded a lot of topics in the car circle. Many people have begun to pay attention to Xiaomi cars, and are even looking forward to the official release of Xiaomi cars.
Lei Jun is also constantly promoting Xiaomi cars, some netizens said in Lei Jun's comment area, there is no price, I don't know who is in the same gear?
Originally, this was a very normal question for netizens, but I didn't expect Lei Junfa, who is an entrepreneur model worker and a favorite fan blogger, to reply to him. Lei Jun said, within 500,000, is there an opponent?
Lei Jun's answer is very ingenious, not only framing a price range of the car, but also showing the confidence of Xiaomi Auto, but also playing a stalk.
Because Li Xiang once said that the ideal L9 is the best family SUV within 5 million. Later, Yu Chengdong pointed out that the M9 is the best SUV within 10 million.
The friends of the businessmen became bigger and bigger, and Lei Jun did the opposite, narrowing the scope to less than 500,000. not only shows his low-key, but also loses the topicality of Xiaomi cars, because the vast majority of cars are less than 500,000, which is equivalent to Lei Jun blowing a relatively low-key cow. Although it is low-key, it still has an element of bragging.
Let's not talk about anything else, let's say you have 500,000 cash now and are ready to buy a car, will you really buy a Xiaomi car?
If we ask 100 people and more than 90 people will not buy Xiaomi cars, then this is an untenable question, or a purely topical question. As for whether it has an opponent or not, it doesn't matter at all.
As a marketing master, Lei Jun not only has tens of millions of fans on the whole network, but also basically belongs to the top level in the creation of marketing topics. Especially before the Xiaomi automotive technology conference, they paid tribute to Huawei, Ideal, Weilai, Xiaopeng and other car companies, which is enough for most entrepreneurs to learn a lot Xi of knowledge.
However, Xiaomi Auto has indeed come to the last step, and it is only about to announce the price. What should be seen, people have seen it, and the only thing missing is a sincere price.
Obviously, 500,000 is just a smoke bomb released by Lei Jun, and it is also a number to test the market reaction. There is a temptation in the joke, and this is the most terrifying thing.
What is the lower limit of Xiaomi cars? My guess is that it will be 199,000 yuan. Because when Xiaomi Auto held a technology conference, netizens in the comment area were ridiculing: 90,009, make a friend.
Lei Jun's response was, everyone should stop calling 90,009, it's impossible. Because the battery is particularly expensive, as long as the three elements of 100 kWh, ternary lithium, and CATL are superimposed, the cost of the battery is more than 100,000, and the average price of this kind of car is more than 400,000, so there is no need to say 140,000 9 people.
According to Lei Jun's description, the price of Xiaomi cars must be between 149,000 and 400,000. Since the pile of materials on the Xiaomi car is still quite willing, some people guess that the price of Xiaomi SU7 may be around 300,000 yuan.
Personally, I don't quite agree with this price, the 300,000 yuan Xiaomi SU7 is full of opponents. Some netizens also said, why don't I buy an A6 produced by Audi, a century-old car company, for 300,000?
According to Lei Jun's marketing tonality, the intelligence of Xiaomi SU7 is based on Tesla Model S, but the price is benchmarked against Model 3, so as to highlight the cost performance of Xiaomi cars, otherwise why should users choose Xiaomi cars?
Now the Model 3 starts at 261,000 yuan, so the price of Xiaomi cars is likely to be a little lower than the price of the Model 3, that is, less than 250,000 yuan.
However, even if Xiaomi SU7 sells for 250,000 yuan, it still does not reflect the cost performance, and it may be more cost-effective for 199,000 yuan. This is also the reason why I think Xiaomi SU7 will choose the figure of 199,000 yuan.
Maybe the Xiaomi cars that were just sold at the beginning were at a loss, but the top priority of Xiaomi cars is to speed up mass production and sell out as soon as possible. The importance of selling out is much higher than the importance of making money.
In fact, the most important problem that Xiaomi needs to solve at the moment is not only pricing, but also to figure out what is the user portrait of potential customers?
Maybe many people will come when they open their mouths, of course, it is Xiaomi mobile phone users, Xiaomi already has hundreds of millions of mobile phone users, as long as 1% of them are purchased, you can sell 1 million, is this still a sell-out?
Theoretically, this is indeed the case, and there must be a lot of rich people among the users of Xiaomi mobile phones. But most of them are people who are looking for value for money, and even people who don't have bulging wallets. 200,000 yuan is not a very expensive price for domestic cars, but for most ordinary people, it is still a relatively luxurious price, 100,000 yuan can buy a shelter from the wind and rain, why spend 200,000 yuan?
Some Xiaomi users also said, Mr. Lei, Xiaomi cars must not be sold too expensive, otherwise we mobile phone users with a monthly salary of 3000 will not be able to afford it. Immediately afterwards, some netizens replied: The target user is not you, but the elite of the times.
That's right, Lei Jun believes that the target users of Xiaomi SU7 are the elite of this era. But the problem is that the elites of this era may really buy a Porsche Taycan or a Tesla Model S, so why buy Xiaomi cars? They don't care about cost performance, but more about brand premium.
After thinking about it, the people who end up buying Xiaomi cars are most likely Xiaomi mobile phone users. Because a person who is not even willing to buy a Xiaomi mobile phone is unlikely to buy a Xiaomi car?
But people who have used a lot of Xiaomi mobile phones are a little disappointed. Take our company's editor as an example, he has bought more than 5 Xiaomi mobile phones, but the more he buys, the more problems he finds. He has a Redmi phone with a volume button that suddenly fails, he turns the volume up to the maximum and the phone automatically goes back to silent (there are many Redmi users who have this problem). This is a very small problem for technicians, and it may be solved by changing the cable, but for Xiaomi users, it has a very poor experience. Although the Mi phone and the Mi car are two separate systems, it is difficult for me to convince this veteran Xiaomi user to buy a Mi car.
Therefore, I still want to know, what is the user portrait of Xiaomi's target customers?
This is the best of times, but also the worst of times, with disruptive innovation and new business models integrated, the whole world is your stage!
In the world of new business, there are no eliminated industries, only enterprises that have been subverted, and now all business competition will focus on "subversion and reconstruction".
A company or a boss is doomed to fail early if it lacks the ability to subvert and restructure.
Remember: without innovation, how can there be imagination, without imagination, how can there be competitiveness, if you want to break through, you must subvert the original business model, reconstruct a new business model!