Xiaomi SU7, no young popularity?
Today's Xiaomi Wuhan headquarters delivery center, there are a lot of Xiaomi SU7, but the vast majority of them are 35+ middle-aged people, and young people are rarely seen. Although there is the impact of working days, the consumer group, which is no different from ordinary car companies, still makes people less excited about the brand image and coverage of Xiaomi Auto.
Xiaomi SU7, it doesn't seem to bring much new to the table.
Odd-even shooting
215,900 up, not "Thor", not "Leizi", still the well-known Lei Jun, after inviting the three heads of "Wei Xiaoli" to attend the official press conference of SU7 to build momentum for the new car, Xiaomi SU7's hole card was still revealed, and the months-long Xiaomi "car mania" finally came to an end.
Although the price of the basic model failed to be cut below 200,000, the price of 215,900 was sandwiched between Model 3 and Zeekrypton 007, which made the reactions of users and manufacturers a little subtle.
In particular, Xiaomi opened the order 27 minutes later,Dading broke through 50,000 units,Although there is a one-week return period,But even if only one in ten people confirm the delivery,XiaomiSU7The shipment broke 5000 units in half an hour,Not to mention the founding version that can't refund the deposit,Xiaomi directly into the account10000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000
In order to perceive consumers' true views on Xiaomi SU7, the odd and even faction rushed to the Xiaomi Automobile Delivery Center (Wuhan Headquarters Park Store) as soon as possible, and the outdoor temperature was 25 degrees Celsius at the Wuhan Xiaomi headquarters, where car owners, customers, sales, anchors, and media people have been entrenched around the two Xiaomi SU7 cars on display.
In addition to the noisy "rice noodles" and "rice black" on the Internet, what kind of attitude do ordinary consumers have towards Xiaomi SU7, we chatted with 20 consumers who have the intention to buy a car on the spot, trying to find some real voices about Xiaomi SU7.
01 Middle-aged talents are the main force to buy Xiaomi cars, and the sales call is long in the late order
The first impression of entering the Xiaomi delivery center is that most of the consumers who come to see the car are between 35-50 years old, which is different from the young office workers everyone imagined in the past.
I don't know if such an intent to buy a car group coincides with Xiaomi's previous portrait of car buyers. At least from our point of view, the purchase intention group of Xiaomi SU7 is not very intersecting with the consumer group of Xiaomi mobile phones and their smart homes. Such an intent to buy a car group may also make it difficult for Xiaomi to make use of some of the previous methodological systems in mobile phone marketing, and to really use the marketing methods of the automotive industry to do things.
Many people who come to see Xiaomi SU7 are new to Xiaomi products. Wu Qing told the odd-even faction that he had not used Xiaomi products too much before, and this time he came to see the car mainly for his son to buy a car.
Han Di, who bought a car for the first time, took a fancy to Xiaomi because of its large brand, and I heard that the price was not expensive. She pulled her husband and consulted with the sales staff in detail. Although she has paid a deposit,But after all, I haven't been able to touch the car,I still hope to understand the situation of MiSU7 more comprehensively and systematically,"The appearance of Xiaomi's first car is indeed much more pleasing to the eye than other cars at the same price,Test drive found that the chassis and handling performance of the car is good,The biggest psychological obstacle to placing an order is actually safety and after-sales guarantee,But the technician said that there is an 8-year after-sales warranty time for three electric vehicles,In fact, it is completely enough for our family to change the next tram."
Of course, indispensable, there are also some rice noodles to support Xiaomi and Lei Jun.
Chen Liang, who dragged his family of four, said that he and Lei Jun are fellow villagers, mainly because his father wants to have "the first new energy vehicle for middle-aged and elderly people".
The reason why he likes Xiaomi SU7 is very simple, there are a lot of Xiaomi's smart furniture at home. He felt that Xiaomi's products were made of solid materials and the quality was reassuring, and his father felt good after experiencing it, so he bought it.
In the face of consumers who continue to consult, the sales staff repeatedly emphasized, "the delivery time of the user who placed an order on the spot has been scheduled to June, and the company's batch of orders has come in, and it is 5-8 cars as soon as it is shot. ”
Many people at the scene expressed that they did not believe in these sales words, and would still rationally consider whether to buy, and would not consider the so-called sooner or later issue of picking up the car.
We entered the Xiaomi SU7 basic version and MAX version of the car experience,We found that the intelligent control system it is equipped with and the mainstream operation interface and interaction mode on the current market maintain a considerable level,The rear row of the car is also reserved for the iPad interface to achieve car control,But Xiaomi PadNavigation can be realized,But iPadThere is no such function at present,And the seat cushion in the rear row is relatively short、The backrest cannot be adjusted,People under 1.8 meters tall are somewhat uncomfortable。
Odd-even shooting
Although offline consumers are still in a tangled and excited mood, there are many "strange" voices on the Internet. On March 29, a large number of posts began to appear on social media about consumers returning orders to Xiaomi SU7, sharing the refund process and operation methods in the rights protection group, and even "scalpers" reselling F code (right of first refusal) on second-hand platforms, and the price has been speculated to 3000-20,000 yuan.
Source: Little Red Book
Xiaomi official had to stand up and explain: the deposit supports no reason to refund within 7 days, and after more than 7 days, the vehicle configuration will be automatically locked, and consumers can also take the initiative to lock the configuration in advance. Once the order is locked, the vehicle will enter the production stage, the configuration can no longer be modified, and the deposit will not be refunded. In addition, the configuration of the original version of the current car has been locked, and consumers will lock the order after paying a deposit of 20,000 yuan.
In order to verify the endless reasons for chargebacks on the Internet, Parity tried the ordering process of the Xiaomi SU7. After choosing the model, color, and accessories, you also need to fill in your identity information, and if you click on the lock configuration after paying the deposit, the system will pop up a confirmation box and tell you that after the lock configuration, the order will enter the production stage and the configuration cannot be changed.
Source: Xiaomi Auto APP
Because the situation of locking the order due to accidental touch is indeed uncommon,Even many people say that they just want to show off when they place an order with a hot head,It turns out that the car is inadvertently locked and enters the delivery link,It shows that most users are not determined to consume,Subjectively, the willingness to buy Xiaomi SU7 is not strong enough。
It can be seen that the order situation of Xiaomi SU7 has exceeded expectations, but it is still necessary to observe the retention rate after 7 days, the subsequent sales and supply situation, and the impact of the price squeeze on the new energy vehicle market.
At present, only half a day on the Internet has exposed a number of SU7 test drive punctures, crash accidents, news, chargebacks and resale public opinion has consumed brand reputation and consumer trust, SU7 itself on safety, production capacity and after-sales problems also need to be improved, there are still many uncertainties in the final direction of Xiaomi cars.
02 Xiaomi SU7, don't take young people to play?
From the experience of the odd-even team today, we can easily find that although this new electric coupe has attracted widespread attention and heated discussions, attracting a large number of potential consumers to stop and watch, the proportion of actual conversion into purchase behavior does not seem to reach the same high popularity.
And this is indeed understandable, after all, vehicles are the largest consumer goods after real estate, and consumers tend to show a more conservative attitude when it comes to making purchase decisions.
Even though Xiaomi is one of the three giants of smartphones in China, consumers still have reservations about its long-term reliability, after-sales service network construction and sustainable innovation capabilities in the field of smart mobility when it has a number of strong and experienced competitors in the same market.
In addition to the reservations about after-sales and future development, after in-depth exchanges with 20 consumers who are interested in buying cars, the odd-even faction found that the biggest problem affecting their car purchase is actually the choice between the three models.
It stands to reason that between different models in the same series, the relevant configuration should be gradually improved for different groups of people, but Xiaomi SU7 consumers have fallen into a "dilemma".
For the standard version of SU7, most of the consumers who came to see the car were not satisfied with the configuration of the 400V electrical architecture + Fodi battery, and said frankly that although Mr. Lei said at the press conference that the configuration was enough for daily use, but in their eyes they would still equate the standard version with the beggar's print.
Odd-even shooting
And for a higher version of the Pro,Although the battery life has been improved to a certain extent,It is also equipped with a high-end intelligent driving version,But the increase in price is also real,Even Xiaomi's official sales staff also told the odd-even faction,ProThe version and the standard version are the same rear drive,Overall, the cost performance is not as good as the entry version,If you want to buyProVersion,It's better to think about buying the Max version。
Such a suggestion is indeed pertinent, and most of the choices of consumers on the scene are also the Max version. As a real electric supercar, it only takes 2.78 seconds to accelerate to zero hundred, 101kWh CATL Kirin battery, 871V silicon carbide high-voltage platform, as well as richer configuration and higher intelligence level, compared with its price of 300,000 yuan, it is undoubtedly the most cost-effective choice.
However, in this way, the most hurt are actually those consumers whose budget is just enough to buy the Pro version, but they are not willing to pay more for the Max version.
And this kind of group of people seems to be the initial target group of Xiaomi's car, that is, those young and middle-aged users who pursue technology and quality, and hope to win it at a cost-effective price, and are not willing to "compromise" the standard version. This also coincides with the fact that the odd-even people who buy cars today are older.
Odd-even shooting
Such a distribution of car buyers can give a good answer to Xiaomi, which has a small production capacity and a strong brand effect. However, as a car manufacturer that wants to become one of the world's top five automakers in 15 to 20 years, the problems exposed by the original SU7 need to be taken seriously.
How should Xiaomi treat the configuration distribution and pricing of various versions in the same car series, no longer let one or even a few configurations simply serve as an anchor in the hearts of consumers, and how to leave real rice noodles to better attract those young and middle-aged users, has become the next question that Xiaomi and Lei Jun want to answer.
03 is written at the end
As Xiaomi's first model on the market, Xiaomi SU7 fully demonstrates the sincerity and determination of Mr. Lei and the Xiaomi Auto team to build high-quality smart electric vehicles in terms of stylish and dynamic exterior design, attractive after-sales guarantee strategy, and various intelligent configurations it carries.
And the large quantity of breaking 10,000 in 4 minutes, 20,000 in 7 minutes, and 50,000 in 27 minutes really proves the market's recognition of Xiaomi SU7.
However, while applauding the success of Xiaomi's debut, we should also see the shortcomings of related capabilities: how to dilute the fixed costs to improve the cost performance of the standard version, how to design the differentiation between different models of the same car series to ensure their own attractiveness, how to attract more core user groups of middle-aged and young age groups, all of which have become key issues that Xiaomi Auto must face and urgently need to optimize.
In general, Xiaomi's "first victory" is a victory on the shoulders of giants, and in the future, it is more necessary to face problems such as cost control and model configuration differentiation.