Ren Zeping was very direct: "Lei Jun sold 90,000 cars with goods in a live broadcast, which is equivalent to 20 billion GMV." Xiaomi Auto's new media marketing style is worth paying attention to, which is difficult to achieve by traditional marketing methods, and it is a dimensionality reduction blow to traditional marketing."
In comparison, Hu Xijin is more level. He said: "Lao Hu has a feeling and judgment that another spring in the private economy is coming." "A striking example of this is the successful launch of the Xiaomi SU7".
But here are four questions for Lei Jun:
Where is spring?
In the first quarter of this year, China ranked first in the world in car sales. From January to March, BYD sold 626,300 units, Chery sold 530,000 units, and Geely sold 470,000 units......
In the first quarter, Great Wall exported 93,000 units, up 78% year-over-year, and Geely exported 87,000 units, up 66% year-over-year. BYD exported 100,000 units, up 50%, while Chery exported 253,400 units, up 40.9%....
The rise of China's automobiles is first and foremost new energy, and BYD sells and exports almost all electric vehicles. The safety of intelligent driving Huawei is the world's leader, with 60,000 M7 and M9 units running 3,600 kilometers of data, which are fully automatic driving, not semi-automatic. There is only Huawei in the fully automatic world. At present, the monthly output of Huawei's M7 and M6 has reached 30,000 units. Huawei's intelligent driving crushes the world. Intelligence makes the car a mobile computer, and intelligent driving makes the car a robot.
New energy and intelligent driving have made China's automobiles far ahead in the world. Who is China's No. 1 auto export, No. 1 new energy vehicle, and No. 2? No. Who is the first and second Huawei in the world?
After looking at these data, everyone asked where is Xiaomi, which ordered 120,000 units, refunded 40%, locked 40,000 units, and may produce 120,000 units in the whole year?
There are more than 10% of China's exports in January and February this year, and Shenzhen's exports increased by 53%, this data has been released for more than a month, Hu Xijin only sees spring now, and does not see fruitful, but sees the millet of small buds, what is Hu Xijin's vision?
Whose Spring?
Xiaomi cars were released, and some people disassembled Xiaomi cars, very angry, because they were full of American chips.
Compare Huawei and Xiaomi suppliers:
List of suppliers of Xiaomi SU7
| category | vendor |
| dynamical system | |
| Cells | CATL/Xiangyang Fodi |
| PACK | CATL/Xiaomi Technology |
| Motor | United Electronics/Inovance United Power |
| Gearbox | Zhixin Technology |
| OBC+DC-DC | Fute Technology |
| Low-voltage start-stop battery | Guanyu Power |
| High voltage connectors | Kunshan Huguang |
| Booster assembly | Wuhan Jiachen |
| Thermal management | |
| compressor | HASCO Sanden |
| Coolant Bottle | Mika |
| Intelligent networking | |
| IMU | Xinna Sensing |
| Car camera | O-film intelligent car connection |
| MAGIC | Zejing Electronics |
| In-vehicle system | millet |
| Cockpit chips | Qualcomm |
| Intelligent driving chips | Nvidia |
| Lidar | MU Technology |
| ZCU | Jingwei Hengrun |
| Interior and exterior | |
| Switches, seats, center console, interior and exterior tailgates | Biqin Ilight |
| Seat covers | Lear Motors |
| Reading lights, trunk lights, light strips | Fulda |
| Front trunk lock | Magna |
| loudspeaker | AAC precision manufacturing |
| Lights | Marelli |
| safety belt | ZF |
| BAC | Yanfeng |
| Door guards | Xinquan Automobile |
| Electric rear wing, electric tailgate lock | Enjing Motors |
| Front and rear bumpers | BAIC Molding |
| tyre | Bridgestone |
| Pedal rubber | Bogo rubber-metal |
| Chassis bodywork | |
| EPS system | Nexteer |
| Front and rear gas springs | Top |
| Front caliper, EPB | continent |
| shock absorber | Saxophone |
| Chassis subframe and connecting rods | Benteler |
| Wheel bearings | Schaeffler |
| Turn the inward, external tie rod assembly | Great Wall Seiko |
| Front subframe | Gesstop |
| ABS | Bosch |
| Threshold beam, rear longitudinal beam | Yousheng Aluminum |
| Low-voltage wiring harnesses | LEONI Harness |
After comparison, you will find that Huawei is nationally produced. And Xiaomi is not in the United States, and the batteries and other countries are domestically produced, and the most core and important parts and systems such as chips and bodies are Americanized and foreigned.
Hu Xijin mentions Lenovo and Farmer in the same article. Lenovo also has a new move, cooperating with Nvidia in the United States to develop artificial intelligence with Nvidia chips.
Everyone wonders whether Hu Xijin's spring is the spring of Chinese companies or the spring of American companies.
How far can a copycat car go?
At the Xiaomi press conference, Lei Jun went to the sky and became China's Jobs and Musk. Hu Xijin and Ren Zeping both carried sedan chairs.
But the press conference ended,The first day of delivery,Xiaomi stores were immediately deserted,Compared with the crowds of the first two days,Everyone knows that the crowds of the first two days are marketed by Xiaomi,It is the traffic that is bought with money。
All sorts of negative news followed. On the day of the press conference, the deposit was fermented on the Internet if the unsubscription could not be refunded, and the final news was that the number of unsubscriptions exceeded 40%, which made people feel incredible. The video of Xiaomi's car drifting went viral on the Internet, and what was questioned was whether there was intelligent driving. Lei Jun's car dropped screws, aluminum wires were replaced with copper wires, circuit boards were too thin, small stones invaded brake discs, and videos of various collisions with punctured tires and broken shafts were all circulated on the Internet. The sales demonstrated to the customer that the anti-pinch function of the car pinched the customer's hand. Lei Jun may have to be busy responding to these questions.
Dig up Geely's R&D team, steal Geely's electric car frame, copy the appearance of Porsche, and then let BAIC make it. This is the Xiaomi car. What technology and innovation does Xiaomi have?
The most snarky comment was Jia Yueting, who said: "Xiaomi's execution and marketing ability to build cars are admittedly worthy of praise. However, the copycat culture, the shortcut model and the follower mentality are regarded by many as the norm, which is worrying. Values determine the ceiling, and benchmarking, plagiarism and shallow innovation cannot bring about fundamental technological change and basic technological transcendence. Only the culture of change has become the mainstream, not the copycat culture is still prevalent, and only the spirit of originality is engraved into the bones of entrepreneurs, rather than the follower thinking as the "bible" of entrepreneurship; Only when great entrepreneurs emerge one after another, instead of just cultivating batches of successful businessmen, only the leading enterprises in the science and technology industry become pioneers, not followers who take shortcuts, and only by establishing global values to conquer the global market, rather than just focusing on local market interests, can we truly promote China's scientific and technological progress and lead the global industrial transformation."
Some people say that Jia Yueting is a loser and is not qualified to evaluate Lei Jun. But Musk is a success, the world's top achiever, and he said the same thing: "The score of technology should be a comparison with physical limits, not a direct competition between products".
Liu Tao, CEO of Zhiji Automobile, raised the most direct question: "From the development of the native platform, 2-3 years, the complex vehicle and parts test and verification plan, no matter how it is optimized, it is not enough to row, who knows how to do it so efficiently and at high speed?"
It is very dangerous to test the safety of consumers' lives.
Will the 99,000 Wuling Porsche overwhelm Xiaomi?
Lei Junsheng is in marketing.
Some have criticized Xiaomi's winning over technology in car marketing, which is a step backwards for China's auto industry.
In fact, Lei Jun's marketing is very simple, taking a Porsche shell of 1.5 million yuan and selling it for 210,000 yuan, making rice fans scream.
However, the shell is too easy to make. No, Wuling immediately launched a starry electric sedan, with a shell that looks like Xiaomi and Porsche. The price is only 99,000 yuan!
Wuling has an old car manufacturing qualification, from a van manufacturer to a car company with SUVs, sedans, electric vehicles, vans, small trucks and other models, and has its own leapfrog factory, for the rice noodles who are obsessed with Porsche's fashion shell, attracted by the explosion of 99,000 yuan, may really return Xiaomi for Wuling. After all, the price is more than half lower.
This year, Wuling ranks fourth among domestic cars, with sales of 1.4 million units in 2023, and Wuling's safety and stability have been tested by time and the market.
So does Lei Jun want to hit the price of Xiaomi SU7 to 88,000 yuan?
