From the perspective of the tire industry, some undercurrents can be seen through the tire configuration of Xiaomi SU7.
Author | Rainbow Moon
Picture | Networking
As of April 2, Xiaomi SU7 has locked 40,000 orders, which may have set a record for the largest number and fastest sales of Chinese car companies. There are many reasons why the Xiaomi SU7 became an instant hit, and the tire configuration is one of the highlights.
The Xiaomi SU7 offers four wheels in three sizes (19, 20, 21 inches), and four types of tires have also been specially developed, including 19-inch Michelin low rolling resistance tires, 19-inch Bridgestone comfort tires, 20-inch Michelin PSEV silent tires, and 21-inch Pirelli P ZERO fifth-generation sports tires that are suitable for extreme driving.
Specifically:
19-inch low-drag wheels + Michelin low-rolling resistance tires = Xiaomi SU7 standard version, tailored for consumers who pursue long battery life, the cruising range can soar from 668km to 700km. 19-inch sports wheels + Bridgestone TURANZA 6 tires = Xiaomi SU7 Max version, the cruising range soars directly to 810km, which allows Xiaomi SU7 Max to easily reach a top speed of 265km/h and complete 000 acceleration in 2.78 seconds. 20-inch "plum wheels" + Michelin Pilot Sport EV tires = a comfortable and elegant combination that satisfies consumers who are looking for driving comfort while taking into account sporty performance. 21-inch sports wheels + Pirelli P ZERO fifth-generation tires = sporty, customized for consumers who pursue a racing experience.
In addition to the 19-inch Michelin E-Primacy low rolling resistance tires, the remaining three models (19-inch TURANZA 6 comfort tires, 20-inch Michelin PilotSport EV silent tires and Pirelli P ZERO 5 sports tires) are customized models created by tire brands combined with SU7 sexual energy body, which need to be purchased through official channels. From the perspective of wheels and tires, Xiaomi SU7 can be said to have made great efforts to meet consumer needs such as battery life, sports performance, comfort, and silence, and has become an all-rounder.
From the perspective of the tire industry, some undercurrents can be seen through the tire configuration of Xiaomi SU7.
First, the rise of domestic tires in the high-end market has a long road
Xiaomi SU7 uses all foreign big-name tires, which is normal in the field of new energy vehicles, and it is also a normal phenomenon in the tire industry, what is abnormal is that we have been shouting the rise of domestic production, why has it not risen? Our technical advantages are not strong enough? Technology research and development, production technology, quality control, etc. are not enough to meet the performance needs of new energy vehicles? Brand influence is difficult to compete with foreign brands? Consumers trust foreign brands more? The supply chain is not mature enough? Can not guarantee the supply stability and quality reliability of tire products?
Apparently so. According to F6 automotive technology data, the penetration rate of domestic tires in the replacement market has exceeded 50%, and even reached 70% in some areas, but it is mainly focused on the 14-16 inch low-end market. In the high-end market, the penetration rate of domestic tires is far less than that of foreign brands, and the road to rise is long.
It can be seen that at the seminar on the trend of the new energy tire industry held in Shanghai in mid-March, Shi Yifeng, secretary general of the tire branch of the China Rubber Industry Association, said that the current rapid development of new energy vehicles has given rise to the improvement of the key performance of tires. "Tire companies should accelerate the application of data elements, accelerate the customized production model, and meet the personalized and diversified needs of the new energy replacement market. "In the case of the mainland's new energy vehicles continue to grasp the world's right to speak, tires, as an important part, can also be selected by domestic brands for new energy vehicle manufacturers, and the development of the entire tire industry is really fragrant.
However, although domestic tires are currently being snubbed by new energy vehicle factories, the leading enterprises led by Zhongce, Linglong, Sailun, etc., are also continuing to make efforts in R&D investment, intelligent manufacturing, brand promotion, etc., and strive to shorten the distance with foreign big brands.
2. Respond sensitively to market demand and quickly adjust the product structure
There is no doubt that Xiaomi SU7 has a variety of tires to meet the different needs of users, which reflects Xiaomi's sensitive response to market demand and the speed of adjusting products. The Xiaomi SU7 standard version previously declared a range of 668km at the Ministry of Industry and Information Technology, while the launch was 700km. Lei Jun, the big boss of Xiaomi, said that he saw the voice of consumers and gave up Bridgestone and changed it to Michelin e· Primacy tires for improved range. Xiaomi has noticed that the market has changed, consumers are paying more attention to the exterior design of cars, and large-size tires have better visual effects, and consumers prefer large-size tires at the same price.
Xiaomi SU7 does not have too many breakthroughs in wheels and tires technology, but it has obviously captured the hearts of consumers in terms of market demand, providing a variety of matching options, and achieving marketing success! It can be seen that it responds sensitively to the market, meets the needs of consumers, and quickly adjusts products to have a future! This step must have been learned by major new energy vehicle manufacturers immediately, how to seize consumers, how to do marketing, and the good show is ahead. So, for the tire industry, what should be done?
Third, it is good for the tire modification industry
Xiaomi SU7 can be said to lead the new trend of new energy vehicle tire configuration, which will have a stimulating effect on the market, bring a certain impact on the tire modification market, and stimulate greater market demand and business opportunities. Secondly, the tire technology and innovation for new energy vehicles will also drive the progress and development of the entire tire industry, thereby promoting the continuous innovation and improvement of tire technology.
The market leader of the well-known brand Jinfeng Tire in the domestic modification industry also expressed his views on the tire configuration of Xiaomi SU7, he believes: First of all, Xiaomi chooses to cooperate with international big brand tires on the SU7 model, reflecting the importance of tires in the overall performance of the vehicle, and ensuring the endurance, handling and comfort of the vehicle with the quality of the big brand. In particular, the Michelin large-size silent tires equipped with Xiaomi SU7 are a kind of careful polishing of details and the pursuit of high performance. Secondly, whether it is in the field of modification or traditional tires, large-size silent tires are indeed leading the trend in the luxury car market, and well-known tire companies, including Jinfengchi tires, are providing high-performance tire solutions for luxury models and are increasing innovation.
For traditional tire dealers, the tire configuration of Xiaomi SU7 undoubtedly provides them with some development ideas: they can consider expanding their product line and providing more tire types and specifications for new energy models to meet market demand. Second, we can explore cooperation with tire brands and new energy vehicle manufacturers to improve our competitiveness by cooperating with manufacturers to develop special tires. In addition, in order to meet the demand for new energy vehicle tires, traditional tire dealers should actively promote technological innovation and improve service levels.
As soon as the tire configuration of Xiaomi SU7 was unveiled, from the product to the marketing strategy, it is undoubtedly worthy of the attention and learning of the tire industry, and strive to be in the front, so that the latecomers have no way out.
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