As a super popular entrepreneur, Lei Jun recently made a series of videos called "Lei Jun Takes You to See the Car Factory".
I have to say that Lei Jun's traffic is really large, with more than 350,000 likes in this series, and nearly 50,000 in the few. No wonder it was said before that Xiaomi Auto does not need to invite a spokesperson, because Lei Jun is the biggest Internet celebrity.
After making the video, Lei Jun was also quite proud, and actually took out the micro-stand-up collar tooling he wore when introducing the factory and sold it.
Lei Jun's statement is that many netizens left messages interested in the overalls he was wearing, and he made a difficult decision after discussing with the team, directly selling 299 yuan on the shelves of Xiaomi Mall, and it was sold out at the first time.
This kind of operation is definitely a precedent in the automotive industry, and Lei Jun has indeed understood the traffic. Of course, his super factory promotional video is also a lot of highlights.
The first to bear the brunt is, of course, the 9,100-ton die-casting island, which has been mentioned many times by Lei Jun. According to Lei Jun's official statement, this island-style die-casting equipment was developed by Xiaomi and used the world's leading assembly line.
Netizens have a lot of complaints about this "self-developed" evaluation, because at present, there are two head die-casting machine manufacturing enterprises in China, one is Haitian, and the other is LK, of which LK is still on the "Great Power Craftsman", and their company has a larger die-casting machine of 16,000 tons.
There are different opinions about how much gold content Xiaomi's self-research has. Some people say that Xiaomi has developed the conveyor belt, otherwise it will not emphasize that there is a world-leading assembly line, some people say that Xiaomi has developed new screws, and some people say that Xiaomi has developed its own painting color.
This is not the first time Xiaomi has done this, and the previous publicity of self-developed ultra-high-speed motors has also been criticized by many people.
Netizens were also inspired by this, bought ASUS motherboards, Kingston's memory modules, Samsung's solid-state drives, Nvidia's graphics cards, and finally DIY a computer. This has been unanimously attacked by Xiaomi fans, saying that if your computer can be sold, you are the new force.
In addition, Lei Jun did not wear labor protection shoes and a hard hat, which also caused dissatisfaction among many "workers", and I have to say that the requirements of netizens are really strict.
The entire Xiaomi factory series, a large part of which is the equipment "show muscles", such as the boxed system from Siemens in Germany, the tightening system from Sweden Atlas, the linear guide rail from Japan THK, the cylinder connected to the air pipe from the German bass, etc., listening to Lei Jun's eloquent talk, it is really quite bluffing.
However, when Kung Fu Automobile consulted engineers in the automotive industry, their answer was that these are the ones used in the industry, not only the ideal equipment is these brands, but also the equipment of Jinbei and Wuling Hongguang.
Then there is the comprehensive automation rate of 91% mentioned by Lei Jun, the die-casting machine is the size of two basketball courts, more than 400 high-precision cameras, etc., which sounds very powerful, but it is actually some industry knowledge. However, Lei Jun mentioned the AMR robot used in the production line, in fact, it is generally called AGV now, I don't know if Lei Jun's information is old-fashioned enough, or Xiaomi has set off a retro style.
Some netizens also expressed dissatisfaction, saying that the car should be compared to performance, not to what equipment is used. It's like taking an exam, you can't say how good you are when you use an imported pen, dozens of erasers, and scratch paper with raw wood pulp. This is purely a bar lift, Lei Jun's video is an introduction to the factory.
There is also the same tightening gun of the F1 Red Bull Racing team mentioned by Lei Jun, which seems to be Atlas's from the video, and it is also a very common brand in the industry. As for the high accuracy and the ability to collect evidence, this is the standard function of tightening the gun, but after Lei Jun said it, it really has a little more sense of science and technology, which is really admirable.
How to say it, Lei Jun's introduction basically shows the current production process of automobiles. Although most of it is common knowledge in the industry, for ordinary users, it can invisibly increase knowledge. This can be regarded as a kind of moisturizing and silent publicity, which invisibly gives people a sense of reassurance.
Of course, there are also some shortcomings, such as the latest issue, Lei Jun repeatedly emphasized that the battery pack must achieve "zero defect" delivery. This is a bit too general, which company would allow battery packs to be delivered "with defects"?
What's more, Xiaomi is doing similar to most OEMs, the battery cells are purchased from CATL or Fodi, and the two of them have also done a good job of the plan with a high probability of being packaged, and Xiaomi is just doing the final packaging. If you take it out and promote it vigorously, it always feels like making a wedding dress for others.
In addition, some people speculate why Xiaomi overalls are sold for 299 yuan, limited to 800 pieces. Maybe it's because 299*800=239200, this is the price of Xiaomi SU7? This price is just a drop lower than Tesla Model 3's 245,900 yuan, considering that Lei Jun has always emphasized that it will be a bit expensive.
Will the Xiaomi SU7 be this price?