Recently, Zhiji Auto sparked controversy by incorrectly labeling the key parameters of the Xiaomi Auto SU7 Max at the press conference. Xiaomi has repeatedly asked Zhiji to apologize publicly, and Zhiji finally issued an apology statement, saying that it was an omission in content moderation. This incident reflects that some enterprises still have some improper practices in market competition, and it is necessary to cause enterprises to reflect.
Zhiji Auto mismarked the parameters of Xiaomi Auto at the press conference, which is hard to blame
According to reports, on April 8, at the L6 press conference of the new car, Zhiji Automobile repeatedly incorrectly marked the motor parameters of Xiaomi SU7 Max as "front IGBT, rear silicon carbide", in fact, the front and rear motors of SU7 Max are silicon carbide.
The mislabeling sparked controversy online. Xiaomi's automotive product manager issued a clarification, saying that the SU7 Max front and rear motors, OBC, and thermal management system compressors all use silicon carbide.
As an automobile manufacturer, Zhiji should have a good understanding of product parameters, and this kind of mistake is unlikely to be negligence. What's more, the press conference speech will be reviewed layer by layer, and the probability of errors is very small.
Zhiji apologized for his poor attitude, and Xiaomi behaved decently
After the news broke, Zhiji CEO Liu Tao first posted a letter of apology on his personal social media, which seemed to be an understatement in his words. This further provoked Xiaomi's dissatisfaction.
A spokesperson for Xiaomi issued a statement accusing Zhiji of misconduct and demanding a public apology. Zhiji issued an apology statement on official channels, but his tone was not sincere enough on the grounds of "negligence in content moderation".
In contrast, Xiaomi's performance appears to be more rational and decent. While defending its own legitimate rights and interests, it also shows a sense of responsibility for the development of the industry.
A spokesperson for Xiaomi said in a statement that it wants to see healthy competition between companies, and these concepts are worth learning from all automotive companies.
It is recommended that Zhiji Auto reflect on and adjust its market competition strategy
This incident highlights the improper means, words and deeds of some enterprises in market competition. As a well-known domestic vehicle company, it is necessary for Zhiji Automobile to deeply reflect on this matter, adjust the market competition strategy and corporate culture, and establish a correct concept of competition.
Automobile companies should pay attention to the R&D and innovation of the product itself. Continuously improve technology and provide better products and services in order to gain recognition in the market, rather than through hype to gain attention.
Enterprises should attach importance to business ethics, adopt fair and equitable competition methods, and should not slander and smear competitors. Enterprises should establish a sense of social responsibility, improve the development level of the entire industry, and establish a competitive order conducive to the healthy and benign development of the industry.
The regulatory authorities should strengthen the supervision of the market behavior of automobile companies
Relevant government regulators also need to strengthen the supervision and management of the market behavior of automobile companies. The first is to strengthen the crackdown on false advertising and stop enterprises from gaining attention through speculation;
the second is to improve the laws and regulations and increase the punishment of violations of laws and regulations; The third is to guide enterprises to establish a correct concept of competition and create a market environment of fair competition.
Healthy market competition can promote the continuous progress of enterprises, improve product quality, and ultimately let consumers get benefits. Therefore, automobile companies should establish a correct concept of competition and win through technological innovation and healthy competition.
Regulators should also perform their duties to maintain the market order of fair competition. Only in this way can the automotive industry achieve long-term development.