Lei Jun played everyone

Author: Zhao Yichuan

来源：商业人物（ID：biz-leaders）

After many rumors have been refuted, just tonight, the price of Xiaomi cars was finally announced.

The minimum is 215,900, the maximum is 299,900, and Lei Jun can make friends with you.

Xiaomi is really still that Xiaomi, a familiar sex price comparison route.

Before the launch conference on March 28, this suspense of Xiaomi cars has whetted the appetite of the outside world. Even after the press conference began, Lei Jun first talked about the color of the car paint, wheel tires, audio, mobile phone holders, and even talked about the anti-slingering design of the car refrigerator, and put the price at the end.

Netizens who watched the live broadcast were stunned and swiped the "hurry up offer" for two hours in a row.

It can be seen that Lei Jun is a little nervous, and when he speaks, he didn't sound a few times, and his eyes glanced at the teleprompter more frequently. Speaking of some embarrassing places, you can also see the three bosses of Wei Xiaoli sitting in the audience, and they smiled meaningfully.

Perhaps in order to set off the final price, Lei Jun lifted Porsche and Tesla out, and compared Xiaomi SU7 and these two directly. He said that it is not possible to talk about the price without looking at the configuration and performance. In other words, since Xiaomi Auto has "the hardware configuration of a million-dollar luxury car", the price is naturally not low.

Today's Xiaomi has the confidence to be high-end. Ten years ago,There was not even a projector at the scene when the Redmi generation was released,There were only a few dozen media present,At that time, Lei Jun was determined to be"The first mobile phone for young people",He did it,799Yuan Redmi 1,000 yuan machine market turned upside down。 Ten years later, the press conference of Xiaomi Auto was high-end and high-grade, not only invited the bosses of several first-line friends to the platform, but also the appearance of foreign celebrities, the video praise of media teachers, and the venue was also expanded a lot, and the audience was full of black pressure.

More importantly, the current Lei Jun is going to be "ordinary people's first Porsche".

In fact, before tonight, Xiaomi Auto has already filled up the high price expectations. Lei Jun has previously said that the procurement cost of Xiaomi cars is relatively high, and there is pressure on pricing. According to the tone of three months ago, the Xiaomi SU7 that he said integrated performance, configuration and technology, the price felt like it was going straight to three and a half million. And for most of the time of this press conference, Lei Jun also said in this tone, it is estimated that the media teachers have prepared the draft of ridiculing him, but they have to make revisions.

may be even more unexpected, after the price was released, Lei Jun didn't seem to be addicted, and he shouted "free delivery!" for some configuration rights and interests, and in a trance, he even had a bit of the flavor of a live broadcast host.

Raising expectations, unexpectedly "low price" - such a marketing effect, Zhou Hongyi, who just angrily criticized the CEO of Nezha Automobile for not understanding marketing, I am afraid that he will have to praise it again.

This time, the pricing of Xiaomi car SU7 is almost compared to the pure electric benchmark Model 3. At present, the price of the Model 3 rear-wheel drive version is 245,900, the long-range four-wheel drive version is 285,900, and the four-wheel drive high-performance version is temporarily discontinued (priced at more than 300,000 yuan), and the three versions of Xiaomi cars are 3-40,000 lower than these versions of the Model 3. Lei Jun not only paid tribute to Tesla in terms of pricing, but also frequently said at the press conference that the other party is strong, especially in terms of power consumption and intelligent driving, Xiaomi cars still have a big gap.

It can be seen that Lei Jun wants to create a mentality, that is, Xiaomi Auto is the "replacement" of Porsche and Tesla. He admits that it can't be compared to Tesla, but Xiaomi cars have "hard work in science and technology", such as power consumption can't do the other party's level, so rely on stacks of batteries to achieve higher battery life. This scene is just like the past Xiaomi mobile phones have always had to benchmark against the IPhone.

Lei Jun still understands the psychology of grasping people, although he built cars relatively late, but compared with the previous friends who claimed to be "China's Tesla", the rank is still a little higher. After the operation of this set of press conferences, I am afraid that not many viewers will not remember the high-definition picture of the parameter comparison between Xiaomi car and Tesla and Porsche - the actual comparison result is not important, put these names together strongly, and win.

However, marketing belongs to marketing, and what Xiaomi Auto is really facing is the market feedback after listing.

At present, the price range of 200,000-300,000 is a market that is rolled to the extreme. In addition to Tesla, Xiaomi's rivals include a number of domestic manufacturers. For example, He Xiaopeng, who sat in the first row tonight, recently reduced the price of many models of Xiaopeng Motors, including the main models at this price. If He Xiaopeng had to come to the platform for Big Brother in terms of face, he would not be so harmonious in the shopping mall.

At least judging from the data released by the official for the first time, Xiaomi SU7 sells well. Xiaomi's official Weibo said that 27 minutes after the press conference, Dading broke 50,000 units. What needs to be calmed down is that it is the routine operation of car companies to release Dading data after the launch of new cars, and how much of it can be converted into real delivery can be seen in the end.

Lei Jun, who brought a little surprise in pricing, don't be compared in the market.

*题图 | Xiaomi SU7 上市发布会视频截图