Xiaomi SU7 Behind the excitement: Someone withdrew after posting the circle of friends, and the withdrawal complaint rushed to the hot search

After 3 months of momentum, on the evening of March 28, Xiaomi SU7 finally revealed the last step of the listing - price.

Founder Lei Jun once again demonstrated his strong marketing ability, whether it was a highly personal 2-hour speech, or the founders of the Great Wall and "Wei Xiaoli" car companies to build momentum, all of which were full of highlights for this press conference.

Because the price is much lower than the previous market circulation, the highest allocation is not more than 300,000 yuan, the cost performance of the mobile phone was copied by Lei Jun to Xiaomi SU7, Lei Jun became the "Thor" of the night, and there were remarks on the Internet that "It's not that Porsche can't afford it, but Xiaomi SU7 is more cost-effective" and other remarks.

The traffic is quickly transmitted to the marketing side.

Shortly after the press conference,

Xiaomi Auto's official Weibo quickly posted a "good news" and announced the number of "big orders": 10,000 units in 4 minutes and 50,000 units in 27 minutes. The online data is even worse, reaching 90,000 units in 81 minutes.

The capital market also reacted very quickly, and as of the close of the U.S. stock market on March 28, Xiaomi Group's ADR rose 12.13%.

In the face of the surging volume of orders, Lei Jun revealed in a group interview after the press conference, "My colleagues told me that 100,000 people added wishlists in the first minute, and I think Xiaomi's sincerity is enough." ”

In fact, the production capacity of Xiaomi's factory this year may not be able to match the current order volume. Previously, it was reported that the Xiaomi automobile plant will be built in two phases, one of which covers an area of about 720,000 square meters, with an annual production capacity of 150,000 vehicles, and will be completed in June 2023, and the second phase is planned to start in 2024 and be completed in 2025, with a total production capacity of 300,000 vehicles. Production is expected to reach about 4,000 units in March, with production ramp-up at the end of April and two-shift production starting in June, with a planned output of about 70,000 units in 2024.

In this way, 70,000 units is the saturated output of Xiaomi cars this year.

It is worth noting that the meaning of "Dading" in Xiaomi cars is different from the traditional Dading in the automotive circle. It is commonly known in the industry that "small order" can be refunded at any time, and "big order" is a non-refundable order, but Xiaomi Auto's "big order" can be returned at any time, and "lock order" is a non-refundable order.

Therefore, on the first day of listing, there was a wave of collective rights protection on the Internet, many consumers said that they heard the Xiaomi press conference that the order could be refunded at any time, and they placed an order, but they had no intention of locking the order, and accidentally slipped to lock the order, resulting in a 5000 yuan deposit that could not be refunded, and this matter once rushed to the hot search.

In this regard, Xiaomi's official response said that the deposit supports no reason to refund within 7 days, and after 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.

Under this wave of heat, it is doubtful how much the order volume announced by Xiaomi can be converted into delivery volume.

The reporter found that many customers in the circle of friends and social groups who paid 5,000 yuan for "Dading" were told when the reporter asked, "I have already withdrawn, just rub the heat" and "I decided first, but I didn't think about buying it, pretend to support it" and other replies.

When asked why "Dading" can be refunded, they told reporters that they originally thought that 5000 yuan was just an intention money, but found that Xiaomi's deposit meaning is different from other car companies, this is a refundable "deposit", "This is more convenient for me" rubbing heat ", I have received many comments, friends think I bought Xiaomi", Hu Ming (pseudonym), who had just completed the refund, said bluntly.

Fang Li (pseudonym), who also completed the refund, told reporters that the refund of Xiaomi cars was "fast". According to its disclosure, the deposit of 5,000 yuan was paid at 11 o'clock on the evening of March 28, and then applied for a refund, which originally took 24 hours to complete the refund, but Fang Li received the news that the deposit was returned to the account 10 minutes later.

Subsequently, there were also bloggers on Weibo who posted that Xiaomi's Dading has a 7-day hesitation period, which can be refunded, and it cannot be fully counted as sales performance, and on the day of listing, Lu Weibing, vice president of Xiaomi Group, even left a message below the Weibo user who asked the question, saying, "Dading can be refunded." ”

In Xiaomi's car purchase agreement, it is clearly stated that no matter what the reason, the refund will be refunded by Xiaomi Auto in accordance with the payment route of the payment.

Someone shouted whether Xiaomi could release the sales of locked orders, but did not get a response from Xiaomi Auto.

It is worth noting that Xiaomi Auto can currently determine that 100% of its sales are 5000 Xiaomi SU7 Genesis Edition, and with the launch of Xiaomi SU7, the Genesis Edition was snatched up. The reporter learned that the deposit of the creation version is 4 times that of ordinary models, as high as 20,000 yuan, and it will be clearly set and locked when buying a car.

Reporter: Wu Di

Editor: Wang Ke

Editor in charge: Bi Dandan