BYD has cut prices one after another, and the first car of young people and Xiaomi are drifting apart
No one is forever young, but there are always people who are young.
Sooner or later, young people will have their first car, judging from the current market environment and general trends, the first car of young people is not Xiaomi Automobile, but BYD. Because Xiaomi's 199,000 is impossible, but Qin has fallen below 80,000, and Dolphin has also fallen into the 100,000 area.
Qin PLUS and Destroyer 05 directly hit the lower electricity than oil, and single-handedly challenged the entire field of fuel vehicles. Whoever sees this courage has to say something to admire. And BYD has the confidence to reduce prices, less than 80,000 sales, financial policies, monthly payments are around 1,000 yuan, the down payment threshold is low, may only need the price of a MINI EV, and the monthly burden is also low, may only need the price of two or three meals. It is indeed friendly to young people, and it is not an exaggeration to say that it is the first car of young people.
Who is the most seriously injured in BYD's price reduction at the beginning of the year? Do you think it is the fuel car named by BYD, or is it the opposite price, and the Lavida and Sylphy, which are both popular candidates for the championship? From the current point of view, Xiaomi cars are innocently lying on the gun.
To say that Xiaomi cars are also very aggrieved, they are all new energy, SU7 is not a fuel car, and BYD Qin PLUS and destroyer 05 are not the same level of products, there is no comparison, but it has become the first car company to be shot. It is mainly a Xiaomi car that hides the price and frequently releases the "a little expensive" signal, and BYD's frequent price reduction actions of "not talking about martial arts" have unexpectedly been on the hot search in the coercion of consumer sentiment.
No matter how you say that, you have to pay it back sooner or later. In the mobile phone 3C industry, Xiaomi's feat is to bring the price down. In the automotive industry, Xiaomi will have to pay the price for the actions of "those who bring the price down".
The emotions of netizens are also very understandable, BYD has fallen again and again, you (Xiaomi Auto) claim to be the first car for young people, why can't it be sold too expensive?
And the approach of Xiaomi cars is actually very easy to understand. Think about it first, who is Xiaomi Auto going to be in the automotive field? Huawei. However, unlike the cross-border cooperation between Huawei and car companies, Xiaomi Auto chose to build a car directly. The common denominator is that, like Huawei, they both emphasize the ecological interconnection of people, cars and homes, which also just highlights the advantages of technology companies in making cars, which have obvious advantages and more initiative compared with other new forces, and can also ensure the compatibility and convenience and practicality of technology products and vehicles.
But unfortunately, the new energy era is changing too fast, and the era of barbaric pricing has long passed. Ask the world to rub a side, the overall positioning and price set in the high-end market, and Xiaomi has not been listed until now, losing the absolute power of independent pricing, even if there is really more than 300,000 product strength, but the final pricing is inevitably combined with the current environment for reference.
Under the premise of the general environment, it is unrealistic to want to talk about product power beyond the price. In the market segment of 20-300,000 yuan, the competition of new energy models is obvious to all. In order to attract attention, it is not uncommon to put down the configuration of four or five hundred thousand models, and Xiaomi cars are placed in the price range of 25-300,000, in fact, there is no special advantage at all.
So it can only be lower, but what is more obvious is that Xiaomi is not willing to reproduce the cost-effective route of the 3C industry, it wants to pursue the same latitude as Huawei, or it wants to surging without losing to the height of Hongmeng. This is also the difference with Huawei, no matter how much the price of Huawei's cross-border models is, in fact, there is no impact and damage to Huawei's brand height, and the sharing and loss are borne by the car company. But the Xiaomi car is different, slightly passive and restricted.
Let's look back at Xiaomi cars, Xiaomi SU7As the brand's first model, what is the biggest advantage? Is it performance? Or is it the appearance of Porsche? No, the real core advantage of Xiaomi cars is still in the user group, compared with other new power car manufacturers, Xiaomi cars have their own audience, product power can not help it stand out, there will always be better, newer and stronger products than it, and it can really make it break through, or fans.
But if Xiaomi wants to abandon the cost-effective route, it means that it wants to make a separation from its potential audience, so let's ask, when a brand abandons its own strong competition, then how can it win?
What's more, the general environment is destined, and 2024 will be a year that will be even more volatile than 2023. The price war is no longer enough to describe the car market in 2024, take BYD as an example, as a vane in the field of new energy, it released two signals at the beginning of the year. It will roll up to a new height in terms of product strength and price, in the words of founder Wang Chuanfu, BYD has the pricing power below 100,000 and 10-200,000 in the price range. BYD's intelligent layout of the whole vehicle, as well as the price of Qin PLUS to 79,800, are all testifying to this. BYD, which controls the entire industrial chain, from raw materials to knowledge and then to the depth of the aftermarket, has the support of technology and the initiative of pricing.
And this has far-reaching implications for the entire automotive industry. The price war starts from Qin PLUS, and it will spread to all price ranges, after all, but the price of competing products will be reduced, and if you don't reduce the price, it means passive. And Xiaomi car,Born at the wrong time,Caught up with this key node,If you want to be like a year ago,Blindly raise the price of SU7 for the brand's follow-up product planning,Then there is only a cool song waiting for it。 After all, BYD and Tesla are both fighting a price war, and they are equivalent to Huawei and Apple in the mobile phone industry, but the industry giants are cutting prices, how can Xiaobai, who has no foundation at all, stand alone?
The most important thing is that from countless votes from netizens and overwhelming feedback, it is not difficult to conclude that the upper limit of the price acceptance of Xiaomi cars in the market is 20-250,000, and the starting threshold is up to 200,000 or so.
Therefore, Xiaomi SU7 has not announced the price for a long time, and it is also deeply troubled by pricing. On the one hand, it is a marketing method, and on the other hand, it is really difficult to ride a tiger. If the price is lowered, the follow-up SU3 and SU5 models cannot be carried out, but if the price is set high, there may be no future. Therefore, the continuous release of high price signals is also a test of market feedback. But fortunately, this game is about to come to an end, and Lei Jun has already said that Xiaomi SU7 will come soon. We might as well wait a little longer, in case there is a surprise?
Say a word about Xiaomi cars that want to sell for 300,000 yuan, what you want to sell is not young people, but young rich people.