Discount of 20,000 In order to grab Xiaomi's unsubscription, the first battle of car building, Xiaomi is not as good as Huawei?
Compared with the delivery on April 3, March 30 and March 31, 2024, these will be the two date numbers that Lei Jun is more impressed by.
Because in the past 2 days, it has really decided whether Xiaomi SU7 is a hit, or it has suffered a refund, and everyone is confused. Listed on Thursday, the first weekend after the listing is the window period for all users to go to the store to verify their conjectures and decide whether to really lock the order through a test drive.
Therefore, 10,000 units in 4 minutes is not terrible, 50,000 units in 27 minutes is not terrible, and 88,898 units in 24 hours are not terrible. Because, two days ago, we learned about the transaction data of the sales consultants in our experience store in Beijing, as well as the revelations of many online channel bloggers, and the news brought by rice noodles, and the data results were the same. That is, the proportion of Dading conversion lock orders is 30%.
Of course, there have been many turmoil in the process. For example, Lei Jun redefined the interpretation of Dading by most car companies in the automotive industry. In the past, the term "Dading" referred to the confirmation of the purchase of a car with a relatively small order. Small order refers to optimistic about a car, pay 500-2000 yuan of intention money, if not satisfied at any time can be refunded, if the purchase of the car is confirmed, then pay more than 5000 yuan to determine the money, and finally there is a maximum of 72 hours of hesitation period, after the hesitation period, complete the lock order and then carry out the vehicle scheduling.
The Dading that Lei Jun and Xiaomi Auto said is that after paying 5,000 yuan of intention money, there is a 7-day hesitation period. However, once the lock operation is carried out, whether it is a mistake or a real confirmation, the deposit of the vehicle cannot be refunded.
As the 2 days of the weekend passed, the good news for Lei Jun is that Xiaomi's lock order conversion rate has jumped from 30% on weekdays all the way up to more than 40%. And with the rise in Xiaomi's sales, including the passenger flow and sales of bright competitors such as Zeekr, Tesla, and Xiaopeng, they began to be affected, so the business war began, and the guide price of ZEEKR 007 was lowered by 20,000 yuan to launch a rear-wheel drive enhanced version with a guide price of 209,900 yuan, and it was equipped with 2 sets worth 20,000 yuan as standard, and there were more AR-HUDs in the configuration, 15.05-inch OLED central control screen, front seat ventilation/massage, etc., which stuck the weakness of Xiaomi SU7. Xpeng G9 has recently dropped up to 20,000 yuan for the whole system, and the optional discount is 8,000 yuan. What is more puzzling to the consumer market is,4month1start,AITOM7Started an official drop of 20,000 yuan,This is not because I feel that XiaomiSU7 is competing for its sales,But we are staring at the tens of thousands of customers who have unsubscribed from XiaomiSU7,I want to expand the discount,Pull in your own sales figures。
The PK between Huawei and Xiaomi, two old rivals, has also moved from the mobile phone circle to the automobile circle, from the previous dark war to the open war.
In the first battle of car building, Xiaomi is more beautiful than Huawei?
Nowadays, in the comment area of the hot news of Xiaomi cars, there must be Huawei elements, the shortcomings of the Xiaomi SU7, and in the hot news comment area of the question world and the intellectual world, it is also full of a high proportion of comments, with a better rhythm of Xiaomi. The various appearances of the mobile phone circle back then have achieved more than 1:1 replication in the automobile circle.
The public opinion war in the comment area is obviously divided into 2 mainstream factions, one is the regular praise stream, which belongs to the most common kind of fake support at a glance in shopping software, and the other is the patriotic stream or intelligent driving stream, which supports Huawei's 5G mobile phone, supports Huawei's R&D capabilities, and supports Huawei's NCA mapless intelligent driving capabilities.
In short, there is less and less effective information available in the comment area, just like the comment section of smartphones and smart tablets for many years. In addition, there is a further reversal of the incident, after Xiaomi entered the automotive field, it showed a more ferocious state than that of Huawei, the intellectual world, Xiaomi SU7 has been on the market for a few days, a large number of live broadcast rooms of competing models of the same price have been captured by Xiaomi, and they have been on the hot search.
Consumer groups with different cognitions form different cognitions in different publicity. In the terminal sales, different fermentation results are also quickly displayed. And fighting back and forth, most brands are under pressure, most brands are robbing sales, and only a few have fought back.
"001 and 007 are not discounted, the price is actually in place, and now the new model after the 007 official drop of 20,000 is the absolute main force. "After the Xiaomi SU7 was launched, ZEEKR was indeed under a lot of pressure. The 2024 ZEEKR 001, which was launched in early March, has a guide price of 26.9-329,000 yuan, and the price of Xiaomi SU7 is only 299,000 yuan for the ME version of Maimang.
ZEEKR 007 was affected a lot in the early stage, but the rear-wheel drive enhanced version of 209,900 yuan on April 1 was brought back to a city. In the Beijing Xihongmen Convergence Supermarket Store,2 days after the new ZEEKR007 went on the market,20 orders have been received in a single store,Some of them are converted from old customers,And some of them are not satisfied after reading the low configuration of XiaomiSU7,Finally, the order was completed in the ZEEKR store diagonally opposite。
The most affected is undoubtedly Tesla. Lei Jun's full-time press conference CUE the Model 3 countless times, and finally the conclusion under various comparisons is that it is 30,000 cheaper than Tesla, with better battery life, higher configuration, better intelligence, etc. Undoubtedly, this translates into sales. Entering April, Model 3 tightened the activity of giving away car paint, which is equivalent to 8,000 yuan more expensive. And because of the launch of the Xiaomi SU7, the sales of the Model 3 have declined by a high percentage.
In terms of individual stores, the current order ratio for the Model Y and Model 3 is around 3:1, and from January to February this year, since the launch of the new version of the Model 3, this ratio has been around 3:2 for a long time. In addition, further referring to Tesla's latest global sales release in early April, sales suffered the first crash in nearly four years, and the stock price ushered in a sharp decline. Typical problems pointed out include the fact that Tesla has taken the initiative to launch a price war, but now it has become afraid of a price war.
So far, the cost and price of the new Model 3 have not been completed, and they are much higher than the performance of the old model at that time. The refreshed version of the Model Y will not be available in the near future.
The preferential range of AITO M7 has been switched from the national gift rights and interests in March to a direct discount of 1-20,000 yuan in April. In the current Hongmeng Zhixing 4S stores across the country, when talking about preferential information, sales consultants will be very resistant. But when it comes to Xiaomi SU7, they always ask what their intentions are for the M7 if they don't consider Xiaomi.
Among the tens of thousands of people who hold coins to buy, attract a group to buy Wenjie M7, which is the core of the preferential policy suddenly given by Huawei.
There is no need to discuss the topic of conformity, the rapid growth of new car terminal sales, from the fuel era to today's new energy, can always cause a snowball effect. That is, the more it is sold, the more popular it is, this is the case with the 2023 Wenjie M7, the Model 3 and Model Y back then, the champion version and glory version of BYD Qin and BYD Song, and the Xiaomi SU7 in front of you is also roughly the same.
Like other consumer markets, cars also emphasize success and defeat, although the Xiaomi SU7 battle reports of several major car sales channel bloggers all unanimously point to the unsubscribe rate of 40%, but under the large base, its first battle has achieved results, it is an indisputable fact that it has surpassed Huawei.
However, there are two sides to the matter, on the one hand, Lei Jun won the first battle and won better results than others, and on the other hand, he failed to complete the universal breakthrough circle particularly well, and the age circle of the purchase user stood at the core of the 25-350,000 yuan young group of rice noodles.
From the perspective of the automotive and consumer industries, Xiaomi is not as good as Huawei?
Then, from the perspective of universality, entering the first battle of fame in the car, Xiaomi and Huawei, in fact, Huawei is relatively better.
On July 4, 2022, the Wenjie M7 with the AITO Wenjie logo was launched, with a price range of 319,800-379,800 yuan, and the promotional highlight caliber was "a luxury car with a comfort level of more than one million yuan", and the follow-up official announcement result was 20,000 orders in 4 hours.
The following month, AITO Wenjie exceeded 10,000 deliveries in a single month for the first time, and two months later, a large number of orders were snatched, and finally forced the 300,000 yuan SUV sales champion Ideal ONE in the segment that year to stop production. Compared with Xiaomi, Huawei's start is more tragic, 2021 4-11 months, Huawei's HI mode in the test water product SF5 (to a certain extent, the predecessor model of the M7) of Cialis has a cumulative sales of only 7000 units, and despite Huawei's empowerment, the car machine is stuck in doubt.
However, up to now, Huawei has successfully completed the expansion of more age groups in the automotive circle. Starting in 2023, among Huawei's several popular automotive products, the crowd portraits are as follows, in order of launch time:
1. Wenjie M7, aged 30-50 years old, 80% male, the region is national, and the proportion of Huawei fans is high;
2. Zhijie S7, aged around 25-40 years old, 70% male, the region involves first- and second-tier cities and many cities in the south, and Huawei's fans are not high;
3. Wenjie M9, aged about 40-55 years old, 90% male, the region is national, and the proportion of Huawei fans is moderate.
Although Zhijie S7 did not become popular due to insufficient production capacity and channel test drives, Wenjie and Zhijie jointly completed the coverage of the main middle- and high-income groups aged 25-55. The main sales areas show the first and second lines, and gradually cover the trend of red all over the country.
The automobile business rose due to the popularity of the mobile phone business, but it did complete a breakthrough in the future. According to public survey data, more than 60% of Huawei's mobile phone customers are male, more than 70% are 25-45 years old, and more than 50% have a monthly income of more than 10,000 yuan.
In short, in addition to winning most of its own basic market in the auto sector, Huawei has also successfully broken the multi-gold group with higher incomes and is older than 50 years old.
Xiaomi has basically kept its basic plate today, and the characteristics of the consumer group in the store are that they are 25-35 years old, have a certain understanding of cars, have a very high proportion of rice noodles, and the proportion of female users is not low. This means that Xiaomi SU7 is relatively good and has won the basic plate in the rice noodle group. However, this also means that the relevant cognition in the field of mobile phones may be transmitted to automobile consumption.
For example, "those who use Xiaomi don't have much money, but those who use Huawei are rich." Judging from the financial report, Xiaomi's global smartphone shipments in 2023 will be 146 million units, and the revenue of the smartphone business will reach 157.5 billion yuan, according to official data, the average mobile phone price in the Chinese market has increased by 19%, a record high, but the average price of its smartphone business is just close to 1100 yuan.
In terms of market stratification, in China's 4,000-6,000 yuan price range, Xiaomi's market share is 16.9%, and in the market above 3,000 yuan, Xiaomi's market share is 20%. Consumers' perception of the brand will indeed change slowly, but under the current situation, Xiaomi's fundamentals in the mobile phone business have not changed significantly. It means that the consumer perception of crossover to automobiles, at least through the SU7 alone, will not change rapidly.
Of course, the mobile phone business all over the world, including Apple, has actually encountered a glass ceiling. wants to find future development space and cognitive changes for the brand, which is naturally the starting point of Lei Jun, and even Li Bin, Li Xiang, He Xiaopeng, Yu Chengdong and other car manufacturers. Regarding Lei Jun, the chance to break the circle is the same as Huawei's, on the second body. After the Xiaomi SU7 was launched, the news of the second model has been gradually released, which will be an SUV, and the power form has not been determined.
According to the recruitment information of Xiaomi Auto starting in 2023 and the current sales trend of the market, it is not difficult to see that it is not very surprising that Lei Jun brings an SUV with plug-in hybrid or range extension technology. AITO Wenjie and Ideal have respectively ranked second and third in the new energy monthly sales list, and BYD, which is mainly plug-in hybrid and supplemented by pure electric vehicles, has sold more than 300,000 units in a single month, and from Geely to Chang'an, and then to Leap and Nezha in the new forces, they have begun to be compatible with or turn to range extension on the technical side, what consumers need, the answer is very clear.
Write at the end:
Naturally, there are opportunities, but the problems in front of Lei Jun also continue to exist. Because in the current market, consumers are very serious, not only the PK of fuel vehicles and new energy, but the battle between fuel, range extension, plug-in hybrid, and pure electric. The specific chain of contempt is that the extended range despises plug-in hybrids, plug-in hybrids despise pure electric, and pure electric despises fuel.
You must know that in the current situation, no car company can do the same model with two different power combinations at the same time. Even Huawei, which is now in the limelight, offers both pure electric and extended range M5, which is tepid, holds a large number of orders to create a new high in sales of Chinese brand luxury cars, and the sales ratio of range extension and pure electric is 9:1.
For the second SUV, Lei Jun will continue to focus on young sportiness, or embrace range extension like Huawei and Ideal, or insist on only pure electric like Weilai or Xiaopeng.
Depending on the choice, the expected outcome is completely different. Therefore, Xiaomi, which has initially gained a firm foothold, is just beginning. The automotive vein is too long, including Huawei, which is in the limelight.