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1. Xiaomi Automobile: A Contest of Strength and Rumors
On January 2, 2024, Xiaomi's official Weibo issued a clarification on an information map about Xiaomi's automotive industry chain, and the content in this map is like half a pot of water - at least 50% is air.
Xiaomi's attitude is clear: they are both puzzled and unacceptable to this kind of "fictional art" full of loopholes.
This battle between Xiaomi and rumors is not an isolated case. And Xiaomi's response strategy is interesting - they seem to have a set of guidelines for dealing with rumors.
The first is speed, which Xiaomi quickly clarified at the beginning of the spread of rumors, avoiding further expansion of misinformation.
And the forwarding of Lei Jun, chairman and CEO of Xiaomi, not only conveys information, but also conveys attitude.
He said: "There are a lot of rumors and black drafts about Xiaomi cars, and we will clarify them in time." This sentence is short and powerful, revealing a domineering spirit of "rumors stop at the wise".
However, the public's interest in Xiaomi cars is not groundless.
Since the stunning debut of Xiaomi's new SU7 on December 28, 2023, interest in this "dream car" that can compete with Porsche and Tesla has been high.
Lei Jun's confident declaration at the launch event made people look forward to the car, but it also sparked widespread speculation about the price.
In the face of rumors and public questions, Xiaomi's approach can be described as both art and science. Not only do they have to control the accuracy of information, but they also have to take the pulse of public sentiment.
So, in this war, is Xiaomi's shield strong enough, and is Lei Jun's sword sharp enough?
As the suspense of the Xiaomi Auto SU7 pricing continues to be revealed, the speculation and excitement of the outside world has reached its peak.
Analyst Ming-Chi Kuo predicted that the price of Xiaomi's first model would be less than 300,000 yuan, and Lei Jun's response to this made waves again: "Is there an opponent within 500,000 yuan?" This provocative statement makes people wonder: Is this self-confidence, or is it part of a market strategy?
In this game of Xiaomi and rumors, each official statement has become a timely rain, officially clarifying the confusion caused by misinformation on social media.
So, in this contest of strength and rumors, how does Xiaomi ensure that their voices are heard, and how do they keep their brand reputation clean?
Second, Lei Jun's bold words: Xiaomi SU7 market shock
On December 28, 2023, SU7 was finally unveiled, and at that moment, not only car enthusiasts, but even those who are not usually interested in cars were attracted by Lei Jun's confidence at this press conference.
Lei Jun's words at the press conference can be said to be extremely confident, and his words are full of extremely high expectations for the performance of Xiaomi SU7, as well as a clear direction to its market positioning.
And the data also gives him enough confidence, SU7 is equipped with the latest electric vehicle technology, and the range and charging speed are among the best in the same class.
The response of the market can be described as hot. On social media, the topic of #Xiaomi SU7# once topped the hot search list.
Competitors will also have to start paying attention to the performance of this newcomer, after all, the performance parameters of the Xiaomi SU7 are on par with some models of Porsche and Tesla on paper, and Lei Jun's pricing strategy makes people feel that the suspense of this game is getting bigger and bigger.
Porsche and Tesla have long occupied a place in the luxury electric vehicle market, and the addition of Xiaomi SU7 is undoubtedly to carve out a new territory in this enclosure market.
Although Xiaomi is a newbie, the strong technological prowess behind it and its huge fan base make this game full of highlights.
However, the market is always fickle. The real test of the Xiaomi SU7 is not the applause and glossy data at the press conference, but its actual performance in the market, as well as real feedback from consumers.
People are starting to wonder if this car can really shake up the market and become a dark horse, or will it end up being trapped in the quagmire of reality?
At this juncture full of expectations and speculation, Lei Jun's rhetoric seems to have pushed the Xiaomi SU7 to a new starting point.
However, we must ask ourselves: can these self-confidence and statements be translated into market recognition and sales success, and can the halo of the Xiaomi SU7 continue to shine, or is it just a momentary meteor?
3. The battle of pricing: the strategy game of Xiaomi SU7
When Xiaomi announced that its flagship electric car SU7 would be priced from 400,000 yuan, the reaction on social media could be described as a "fryer".
Some people exclaimed that this is a sky-high price, and some people joked that this price does not include a top-of-the-line version of Xiaomi mobile phones and all its smart home products?
However, let's not get carried away by the numbers, pricing strategy is a deliberate strategy game, and Lei Jun is clearly a player.
The pricing strategy of the Xiaomi SU7 is a bold rehearsal of the market strategy. The price tag of 400,000 is undoubtedly an adventure for Xiaomi, a brand known for its cost performance.
However, this figure is quite competitive in the electric luxury car market, especially when you compare its performance parameters to those competitors with a multi-million price tag.
Lei Jun's hand not only shows his confidence in the product, but also announces the high-end positioning of Xiaomi cars to the market.
The impact of price on consumer expectations is enormous. The starting price of 400,000 yuan makes people think of not only a number, but also the corresponding quality, service and status symbol.
Some consumers may retreat and think that this is not the Xiaomi they are familiar with, while others may be curious about the price and step into the hall with a "high or low" mentality. This pricing strategy has undoubtedly added a lot of suspense to the market.
But at the same time, Lei Jun is also very clear that price strategy is not a simple numbers game. The price of the Xiaomi SU7 needs to match its technological innovation, user experience, and brand value.
If high-performance hardware is the body of the Xiaomi SU7, then the price strategy is its soul.
The shaping of brand value and the accumulation of consumer trust is a long-term battle, which cannot be won by a temporary low price.
Nowadays, there are various voices in the market, some people believe that the price of the Xiaomi SU7 is a reflection of its quality, and some people question whether this is Xiaomi's marketing strategy is too aggressive.
However, the pre-sale of the Xiaomi SU7 is surprisingly good, which seems to tell us that behind the numbers, consumers' trust and expectations for the Xiaomi brand still exist.
The market performance and sales prospects of the Xiaomi SU7 will be the most direct test of Xiaomi's pricing strategy.
Although it is still impossible to tell what the final result of this car will be, we know that every move Lei Jun made was carefully calculated.
This pricing battle is not only about numbers, but also about a deep understanding of brand power, market positioning and consumer psychology.
The final report card of Xiaomi SU7 has yet to be tested by the market, but a question has surfaced in people's minds: at this price, what kind of winner is Xiaomi playing, or is it a big gamble?
Fourth, cross-border players: Xiaomi's ecological layout and brand power
When Xiaomi announced its crossover entry into the automotive industry, the news caused quite a stir inside and outside the industry.
After all, this is a company that started out selling mobile phones, and now it's trying to build cars that can speed on the highway.
However, it is undeniable that Xiaomi's ecological layout and brand power provide a solid foundation for its deep cultivation in the automotive industry.
Xiaomi's investment in the field of smart hardware has already spread a big net. From mobile phones and smart homes to AIoT (Artificial Intelligence and Internet of Things), Xiaomi has built a huge ecosystem.
According to 2023 data, Xiaomi's IoT platform has more than 300 million connected devices, which is not just a digital game, but physical evidence of a huge user base.
This kind of cross-border is not a blind adventure, but a logical extension of the original ecosystem.
Entering the automotive industry, Xiaomi can seamlessly integrate its own smart ecology into the car's intelligent cockpit, allowing users to integrate their travel experience and home experience.
When it comes to the car's smart cockpit, Xiaomi is clearly not a newbie. With its extensive experience in the field of smartphones, Xiaomi has injected its DNA into the in-car infotainment system.
This human-computer interaction experience is undoubtedly a great weapon for Xiaomi to switch to the automotive industry.
But moving into the automotive sector is not an easy task, and Xiaomi's brand power and huge customer base have become its biggest help. The Xiaomi brand has been deeply rooted in the hearts of the people and is recognized as synonymous with high cost performance.
This brand recognition is crucial for the promotion of new models. Consumers' trust in the Xiaomi brand translates into curiosity and expectation for Xiaomi cars, which is difficult for other new entrants to match.
However, Xiaomi's challenges are no small. The automotive industry is extremely competitive, and unlike smartphones, cars involve higher technical complexity and safety standards.
Xiaomi will not only have to go head-to-head with traditional car giants, but also compete with other new EV forces such as Tesla. This is a contest of strength, technology and brand comprehensive strength.
Against this backdrop, Xiaomi must bring its full strength to its strengths, including in terms of brand building, user experience, and ecosystem.
Time will tell whether Xiaomi's ecological layout in the automotive industry will be able to replicate its glory in the smartphone market.
After all, a company that can make every corner of the home smart, and it doesn't sound like a fantasy to make cars smart.
In this cross-border journey, let's wait and see whether Xiaomi will be able to control the changes in the market.
What do you think about this? Let's discuss it in the comment area