雷军昨晚“开枪”，谁先退场？谁最难受？
Produced by丨Tiger Sniff Automobile Group
Author丨Thoughtful, Xiao Man
Header picture丨Xiaomi SU7 press conference
From $215,900!
After a long two-hour press conference, Lei Jun finally said the starting price of the Xiaomi SU7.
Before the final price of Xiaomi's first product was announced on March 28, Lei Jun had carried out several rounds of foreshadowing, first launching a price vote on social platforms to test the price bottom line, and then Lei Jun himself and executives repeatedly said that it was "a bit expensive" to raise consumer psychological expectations.
On the day of the official release, Xiaomi invited Wei Jianjun, chairman of Great Wall Motors, He Xiaopeng, Li Xiang, Li Bin and others to sit in the town, and directly filled the row.
Now everyone knows,Xiaomi SU7 offers three configurations,Mainly in the intelligent driving ability and battery life to distinguish,The rear-wheel drive long-range intelligent driving version is priced at 215,900 yuan;The rear-wheel drive ultra-long intelligent driving version is priced at 245,900 yuan;The four-wheel drive ultra-long battery life high-configuration intelligent driving version is priced at 299,900 yuan.
Within 27 minutes of the order opening, the SU7 received orders for 50,000 units, which seems to have become an instant hit.
While it's too early to announce the success of this car and the Xiaomi car, Xiaomi has become the most alarming rival for other Chinese car brands after Huawei.
On the surface, it is against Porsche and Tesla, but in fact, it is a group of Chinese opponents who are "killed".
"When we designed the Xiaomi SU7, we did it against Porsche. Lei Jun said at the press conference.
In terms of appearance, the three words "Mische" have basically summed it up, and the similarity between the Xiaomi SU7 and the Porsche Tayan goes without saying. The new car is available in 9 colors, including bay blue, elegant gray, olive green, cambrian gray, lava orange, meteor blue, sunset purple, pearl white, diamond black (the first three colors are standard, the other colors are optional, the optional price is 7000 yuan).
In terms of performance, the Xiaomi Mi SU7 dual-motor version has a maximum power of 673 horsepower and a peak torque of 838 Nm, and a 0-100km/h acceleration time of 2.78 seconds, while the single-motor version has a maximum power of 299 horsepower and a 0-100 km/h acceleration time of 5.28 seconds.
However, as a car company that crosses over from mobile phones, the biggest attraction of Xiaomi Auto is actually the "ecological linkage".
Xiaomi SU7 uses a 30 TOPS version of the Qualcomm 8295 chip, supports five-screen linkage, the central control screen is a 16.1-inch 3K screen, and Xiao Ai's voice assistant is the basic exercise when he gets in the car. With the underlying support of Xiaomi's surging OS, it can realize driver interconnection and car-home interconnection, such as automatic connection between mobile phone and car machine after getting into the car, invoking home cameras in the car, and automatically activating the home mode when entering the community.
It is worth mentioning that the Xiaomi SU7 supports CarPlay and Airplay, and supports Apple iPad in the car. In Lei Jun's words, "This is the pattern of technology manufacturers". Mr. Lei really knows how to package himself, why don't he say that this is actually his coveting Apple users - this is a group of people he didn't get with his mobile phone.
In terms of intelligent driving, Xiaomi Auto has developed two solutions: pure vision solution and lidar, all of which support high-speed NOA, which can be used nationwide, support parking in extremely narrow parking spaces, support valet parking for all systems, and have a maximum cruising speed of 23km/h.
The difference is that the MAX version is equipped with 1 lidar, equipped with 2 NVIDIA DRIVE Orin chips, and has a computing power of 508TOPS, and the city NOA will be opened in 10 cities in May and nationwide in August.
Although verbally shouting about benchmarking Tesla, Lei Jun also admitted that there are still deficiencies in some capabilities, such as intelligent driving computing power. But adhering to the winning method of changing if you can't beat it, Lei Jun said that "although we can't catch up with Tesla, we have a big stack of batteries."
In terms of range, the Xiaomi SU7 is available in two ranged versions, the dual-motor version is equipped with a 101kWh CATL Shenxing battery with a CLTC range of 810km, and the single-motor version uses a 73.6kWh Fodi lithium iron phosphate battery with a CLTC range of 700km.
In terms of charging, the Xiaomi SU7 Max version is equipped with an 871V high-voltage platform that can replenish energy for 510km in 15 minutes, while the standard version uses a 486V high-voltage platform for 350km in 15 minutes.
It should be pointed out that Xiaomi does not currently have a layout of charging piles and charging stations, but according to Lei Jun, Xiaomi cars can be compatible with more than 99% of third-party charging piles. Lei Jun revealed that Xiaomi's planned supercharging station will use a 600-kilowatt liquid-cooled supercharging scheme, and the first batch of planned cities include Beijing, Shanghai, Hangzhou, etc.
At the two-hour press conference, Mr. Lei revealed a sense of belief in the introduction of various configurations of "punching Porsche and kicking Tesla", but in fact, this is the shrewdness of Xiaomi Auto in marketing. It wants to tie its product mind to Porsche, Tesla, the two first-class brands, and then let consumers compare its prices with those two, but in fact, there are more than 30 models on sale in the pure electric medium and large sedan market with the same positioning as Xiaomi SU7, and the price range of popular models is generally in the range of 15-200,000 yuan.
In other words, the Xiaomi SU7 needs to face encirclement and suppression from all sides since the day it was released.
Let's take a look at the competing models, the new Zeekr 001, Zeekr 007, Xpeng P7i, Zhijie S7, Galaxy E8 under the HarmonyOS Alliance, and even AVATR 12 or NIO ET5 are all strong competitors competing with Xiaomi SU7 in the market.
A very subtle detail is that the Xiaomi SU7 is almost fully priced at the price of the ZEEKR 007, and the rear-wheel drive intelligent driving version and four-wheel drive intelligent driving version are 10,000 yuan lower than the ZEEKR 007. In addition, the ZEEKR 007 four-wheel drive performance version accelerates from zero to 100 in 2.84 seconds, and the cockpit also uses the 8295 chip, which can be said to be the most competitive car with the Xiaomi SU7.
Of course, Xiaomi has been "fully prepared" in the face of ZEEKR 007
In terms of intelligent driving ability, if according to the expected planning given by Lei Jun, Xiaomi SU7 will also officially enter the urban assisted driving ring in August this year, competing with Xiaopeng, Zeekr, Weilai, Zhijie, AVATR and other models. Among them, without considering other configurations, taking the Xpeng P7i as the core competitiveness of intelligent driving as an example, the P7i 550 Max version is priced at 239,900 yuan, while the Xiaomi Pro version with urban NOA function starts at 245,900 yuan.
Despite the large number of competitors, the Xiaomi SU7 has finally stepped into the Shura field.
As of press time, Xiaomi SU7 announced that it has exceeded 50,000 units. But it is especially important to make it clear that Xiaomi's "Dading" is different from other car brands, which can be refunded within 7 days. Therefore, how many orders will be able to be retained after the big decision in 7 days, and how much growth potential the sales of the Xiaomi SU7 can be after the traffic and initial heat fade to reflect the true competitiveness of this car.
Why is the Xiaomi car press conference so lengthy and specific?
If there is any similarity between the Xiaomi SU7 on the evening of March 28 and the launch conference on December 28, it is that the granularity is fine enough. In the more than 2-hour press conference, Mr. Lei even told everyone what good things will be on the shelves in the user mall. It's no wonder that during the press conference, a meme was circulating on the Internet. Li Bin in the audience sighed:
"NIO Mall is over!"
In fact, after the ultra-long technical conference on December 28, it is difficult to evaluate whether the amount of information in this SU7 product launch conference is more or less. Whether it is urban pilot assisted driving, or true 800V ultra-fast charging and 0 ~ 100 km/h acceleration in less than 3 seconds, or urban pilot assisted driving that will be launched in August...... This series of information is not new, so that practitioners like the author who frequently participate in the press conferences of car companies can't help but ask:
Is it necessary to extend it to 2 hours?
But from Xiaomi's point of view, this "epic press conference" itself has become a part of the SU7 marketing play, and even the most important part.
First of all, Xiaomi's consistent way of playing in the past is to achieve circle-breaking communication at the level of social software through online press conferences and well-planned marketing materials.
In the past, at various press conferences of Xiaomi and Lei Jun, there will be all kinds of information fermented and disseminated on the way: Lei Jun's golden sentences commenting on friends and businessmen, the description of a certain performance index of the product and the comparison of parameters with other competitors are all the "ammunition" of Xiaomi's marketing team for social media.
In one of Xiaomi's press conferences, the online and offline parts often work together. The rhythm of Lei Jun's speech has also been adjusted again and again in many rehearsals, and these have finally formed a precise communication rhythm like a train timetable.
Take a look, the importance of the Xiaomi SU7 is second only to the relationship between China and the United States
In contrast, automobile companies often only have a few aspects such as model configuration parameters and price for the content dissemination of the press conference.
Secondly, Xiaomi needs to use as fine granularity as possible to explain to a large number of viewers who do not know about cars, what is so good about SU7.
In fact, what many people don't realize is that the audience of Xiaomi's car press conference is not the same as the followers of the vast majority of car companies' press conferences. The biggest difference between the company and new forces such as Wei Xiaoli that completely build cars from 0 to 1, as well as traditional car companies, is that Xiaomi already has a large number of users in China. And these users are also becoming the basic disk of SU7 with Xiaomi's car. But this part of the user, whether it is for cars or smart cars, may lack sufficient awareness.
In 2023, the penetration rate of new energy vehicles has exceeded 35%. And if we put this number in this classic "crossing the chasm" theoretical model, we can find that the whole market has reached the early stage of mass development. However, with the help of its smart hardware + smart home ecological chain, Xiaomi's influence has spread to these 5 groups.
So, while the market is still in the early days of the market, Xiaomi has the ability and opportunity to explain to lagging skeptics what the value of smart electric vehicles is to them. Therefore, Lei Jun must break it up and crumple it for everyone at the press conference to explain clearly where Xiaomi cars are powerful and why they are reliable.
This is not a cross-circle influence for the majority of car brands, and once it is used well, it will produce unexpected effects to the outside world. For example, the previously tepid Wenjie M7 achieved a breakthrough in the spread of the circle with the success of the Huawei Mate 60, and took the opportunity to obtain a large number of orders. This also helped the Wenjie brand to kill Li Auto in one fell swoop, and became the monthly sales champion of new energy SUVs of more than 300,000 yuan.
Finally, Xiaomi also needs to explain to the people of the whole country why the price of its car cannot be pulled below 200,000 yuan.
Although the most expensive product in the mall has come to the level of nearly 50,000 yuan, the Xiaomi brand is still synonymous with "cost performance" in the minds of the vast majority of users, and it is not worth the higher price. If Xiaomi Auto wants to achieve healthy development, it must achieve objective gross profit.
Therefore, in order to avoid users from forming this perception in terms of cars, Lei Jun made it clear before the press conference that the price of Xiaomi cars will not be 99,000 yuan, nor will it be 199,000 yuan.
At the press conference, Lei Jun never even mentioned the word "cost-effective". He also repeatedly said to the audience in the PPT gap a few pages before the price was released, "This configuration is here, and the cost is really low."
Therefore, Xiaomi needs to talk in detail about what functions it has in the field of intelligent driving and intelligent cockpit, and even what functions on the Xiaomi ecological chain can be expanded in the car need to be broken and crumpled and introduced.
And all this is to tell users what are the differences and advantages of the SU7 compared with "the traditional fuel vehicles that you are more familiar with" and the Tesla Model 3 that runs all over the street. In terms of product parameter comparison table, Lei Jun is almost naked in the comparison of each project, indicating that comparing the new generation Model 3 priced at 245,900 yuan, the SU7 with a price of 245,900 yuan and 245,900 yuan is enough to crush the former in terms of product power.
Judging from the current number of large orders, Xiaomi has obviously replicated its successful experience in the field of digital products in the smart automotive industry. But for Lei Jun, the long-distance race of building cars has just begun. The successful delivery of the product is only half of the work, and the long journey composed of matters and businesses such as user service, community operation, energy supply, second-hand car and maintenance, etc., still needs to be led by Lei Jun and the team to go through them one by one.
However, at this time, the pressure may be greater for other types of automotive companies. After all, they also deeply understand that even if it is exactly the same PPT and speech, if this press conference is opened by any car company, there will not be a few users who can insist on watching it for more than 2 hours.
Write at the end:
Having said that, who is the biggest competitor of Xiaomi SU7?
Obviously, for NIO's upcoming second brand, Ledao Automobile, the SU7 with a starting price of 215,900 yuan can be described as a "very uncomfortable" car. And this judgment has been officially certified by Li Bin.
But in fact, judging from the price range of the products of these car company bigwigs present, the most "injured" is the P7i of Xpeng Motors. The dealer quotation of this classic B-class sports intelligent electric sedan on the car emperor has come to the range of 203,900 ~ 289,900 yuan. Although the price of the P7i is slightly lower, Xiaomi's brand public awareness is obviously a step stronger than that of Xpeng.
This may be why, He Xiaopeng, who frequently nodded and smiled at Lei Jun at the beginning of the press conference, disappeared after the price was released.
Even, Li Bin and Li wanted to "squeeze" his position.