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On April 3, the first batch of deliveries of Xiaomi's first model ushered in nearly a week after its official release. At the delivery site of the assembly workshop of the Xiaomi Automobile Factory in Yizhuang, Beijing, Lei Jun handed over the car to the owner, took a photo with the owner, and then waved each owner away. Some car owners said that "happiness is so dizzy" that "the 100 billion boss gave me the car door" has also become a topic of conversation among netizens.
Some experts commented that such a well-planned delivery ceremony, Lei Jun not only showed respect and gratitude to consumers, but also a strong promotion of the brand image, in addition, through this delivery ceremony, Xiaomi also conveyed confidence in the product, which can increase consumers' confidence in choosing Xiaomi cars.
"Director Lei" opens the door for the owner
"Today is a special day, and I'm sure many years from now, you'll remember it. Xiaomi car officially debuted, China's smart car industry will be rewritten, China will be born like Tesla cattle car factory!"On April 3, the first batch of Xiaomi SU7 delivery ceremony was held in the assembly workshop of Xiaomi Automobile Factory in Yizhuang, Beijing, Xiaomi's founder and chairman Lei Jun's generous speech, which made the car owners present excited, and the applause and cheers were thunderous.
"Should everyone call me Director Lei?" (source: Lei Jun Weibo)
And just before this ceremony, Lei Jun posted on Weibo: "The bold words of three years ago have become a reality today, and I will personally hand over the brand-new Xiaomi SU7 to the first batch of owners." From today, Xiaomi has officially become a car factory. Should you call me Director Lei?"
At the event site, as the Xiaomi SU7 drove out of the factory, "Director Lei" took a group photo with each car owner, opened the door for the car owner and invited them to get into the car, then closed the car door and waved each car owner away. Some car owners bluntly said: "Happiness is so dizzy." Many netizens couldn't sit still when they saw this scene, and joked: "The 100 billion boss gave the car door, and Mr. Lei gave the 'rice noodles' too much." Some netizens said that if Mr. Lei can personally open the door, this car with a price of less than 300,000 yuan is worth buying.
Lei Jun opens the door for the owner (source: Xiaomi Auto WeChat public account)
It is understood that the delivery is the Xiaomi SU7 founding version, since April 3, the first batch of deliveries will be opened simultaneously in 29 city delivery centers across the country. At the press conference on March 28, Lei Jun announced the special launch of 5000 Xiaomi SU7 Founding Edition, in addition to the basic configuration of the standard version and Max version, the founding version also has exclusive car logos, accessories and other rights. Due to the early production, it is not optional, so the relevant models can be delivered first, while the Xiaomi SU7 standard and Max versions will start delivery at the end of April, and the Pro version will start delivery at the end of May.
Car blogger: Mr. Lei is very humble when it comes to building cars
At about 2 p.m. on April 3, Chang Yan, a well-known car blogger, came to the Xiaomi Automobile Factory Store in Yizhuang, Beijing, to pick up the lava orange Xiaomi SU7 founding version of the vehicle he had previously booked online.
"The first thing I felt when I entered the store was that the partitions were very clear, in line with Xiaomi's usual simplicity and technological style. There are three main areas in the whole store, one is the vehicle showroom, the second is the rest area, there is a Starbucks inside, and the third part is the delivery area, and there are multiple light sources on the top of it, which makes the body look more beautiful. Chang Yan introduced,Previously,I have test-driven Xiaomi SU7,This time he accompanied him to pick up the car with his colleagues and father,The overall feedback after everyone driving is still good,Basically, I think it's worth the money。 Chang Yan said that his father is 60 years old this year and has decades of driving experience, and his father also watched the press conference of Xiaomi cars some time ago, and was more impressed by the car's voice control and other intelligent functions. Because my father has some hometown accents, I can understand this car, so my father feels relatively good.
Interviewees and their cars (Photo provided by the interviewee)
As for the move of Lei Jun, the founder of Xiaomi, to personally open the door for the car owner, in Chang Yan's view, this is not a special thing, because at the end of last year, Musk, the founder of Tesla, also opened the door for every user at the delivery ceremony of the Cybertruck.
"Whether Xiaomi is for marketing or serving users this time, from the perspective of consumers, as long as this matter is beneficial to consumers, there is no problem. Chang Yan told the Jimu News reporter that as a media person in the automotive industry, he has recently had offline contact with Lei Jun, "I feel that Mr. Lei is very humble and serious in making cars, and sometimes he will give people a feeling of flattery, which is indeed rare in the current automotive industry." ”
Expert: A powerful promotion of the brand image
On the 4th, Bai Wenxi, vice chairman of the China Enterprise Capital Alliance, said in an interview with Jimu News that at the delivery ceremony of the first batch of Xiaomi SU7 owners, Lei Jun attended and opened the door for the owner, which is not only a kind of respect and gratitude to consumers, but also a powerful promotion of the brand image. This behavior has attracted widespread attention and discussion on social media, effectively enhancing the market awareness and brand influence of Xiaomi Auto.
"The success of this approach is that it's not just a delivery ceremony, it's an emotional resonance and brand loyalty. It conveys Xiaomi's importance to every user, as well as the brand concept of Xiaomi Auto's pursuit of excellence and attention to detail. Bai Wenxi believes that Lei Jun's participation has also increased the trust and reliability of Xiaomi Auto, which is especially important for new car brands entering the market.
In addition, in Bai Wenxi's view, Xiaomi's marketing methods have not only brought success to itself, but also provided valuable experience and inspiration for other car companies and the entire automotive industry. By providing personalized service, shaping brand storytelling, leveraging fan economy, innovating marketing strategies, and making effective use of social media, OEMs can better connect with consumers, enhance brand image and market competitiveness.
Lei Jun took a group photo with the owner (source: Xiaomi Auto WeChat public account)
A scholar engaged in communication psychology research said in an interview with Jimu News that this grand Xiaomi SU7 delivery ceremony can not only enhance the brand image and authority, but also allow car owners to feel their importance and particularity as Xiaomi car users through such a delivery ceremony, thereby increasing their sense of identity and loyalty to the brand. They will also become the communicators of the brand, bringing better word-of-mouth and recommendations to Xiaomi cars. In addition, the grand delivery ceremony is also easy to become a hot topic on the Internet, which has attracted widespread attention and discussion, "so that potential car owners can feel the unique charm and differentiation of Xiaomi cars more deeply, thereby increasing their interest in the brand and desire to buy."
At the same time, the scholar believes that such a grand delivery ceremony can also convey to the outside world the confidence of the Xiaomi car team in the quality of the product, which virtually increases the confidence of consumers in choosing Xiaomi cars. (Jimu News)