Source: Brand front page
On April 3, in the assembly workshop of Xiaomi Automobile Factory in Yizhuang, Beijing, the impassioned words of Lei Jun, the founder and chairman of Xiaomi, aroused great enthusiasm among the car owners present, and applause and cheers resounded like thunder throughout the venue.
"Today is a special day, and I'm sure many years from now, you'll remember it. The official debut of Xiaomi Automobile, China's smart car industry will definitely be rewritten, and China will give birth to a car factory as good as Tesla!"
● Source: Lei Jun Weibo
"Should you call me Director Lei?"
When the event site, Xiaomi SU7 drove out of the factory one after another, Lei Jun, who is affectionately known as "Lei Factory Director", took a warm group photo with each car owner.
He personally opened the door for the car owners, invited them to get into the car, and then gently closed the door and waved goodbye to each car owner.
● Source: Internet
Some car owners said excitedly: "Happiness is so dizzy." ”
This scene caused heated discussions on the Internet, and many netizens said: "Seeing the 100 billion-level boss personally opening the door for the car owner, Lei Jun really gave the "rice fans" a great face. ”
Some netizens ridiculed: "I can let Mr. Lei personally open the door for me, this car of less than 300,000 yuan is simply worth the price." ”
100 billion factory director, open the door for you
"The person who will open the door for you is the current deputy to the 14th National People's Congress, vice president of the China Civil Chamber of Commerce, vice chairman of the Beijing Federation of Industry and Commerce, chairman and CEO of Xiaomi Technology Co., Ltd., chairman of Beijing Kingsoft Software Co., Ltd., legal representative, executive director and manager of Xiaomi Intelligent Technology Co., Ltd., and Lei Jun, legal representative, executive director and manager of Xiaomi Automobile Co., Ltd. Some netizens ridiculed this.
You must know that having lunch with Warren Buffett basically requires tens of millions of "entrance fees". Even in 2022, the last "Buffett Lunch" auction was sold for 19 million US dollars, which is equivalent to hundreds of millions of yuan.
● Source: Internet
But here in Mr. Lei, as long as more than 200,000 yuan, you can get the opportunity to shake hands intimately, bow deeply, smile brightly and take a group photo with Mr. Lei, who is worth 100 billion, and feel the value-added experience of the president's VIP sales service, and the emotional value is full.
The most exaggerated thing is that the car is also delivered!
At the end of 2023, Tesla founder Elon Musk also opened the door for every user at the delivery ceremony of the Cybertruck.
● Source: Internet
However, in the field of car manufacturing, Mr. Lei has shown impressive humility and sincerity in every public appearance.
He always handles emotions in a surprising way, which makes the whole atmosphere full of harmony and harmony. This subtle use of emotional value has undoubtedly reached its peak.
Lei Jun personally opened the door for the owner, which not only showed Xiaomi's respect and gratitude to consumers, but also carried out a special promotion for the brand image.
When this warm scene spread quickly on social media, it sparked a wide range of heated discussions, which greatly improved the market awareness and brand influence of Xiaomi Auto.
The success of this move is that it goes beyond a simple delivery ritual to become a way to foster emotional connection and brand loyalty.
It conveys to consumers Xiaomi's cherishing of each user, as well as Xiaomi's brand philosophy of pursuing excellent quality and paying attention to details.
The order is hot, can I get my money back after 10 years?
What's more interesting is that on the first day of April, Lei Jun said on the Internet that Xiaomi will refund the owner of the Xiaomi SU7 founding version of the subscription money if it is among the top five in the world, and ten years later, will the Xiaomi SU7 founding version be returned in full like the first generation of Xiaomi mobile phones?
Lei Jun's answer to him was: Yes! If Xiaomi cars can be among the top five in the world.
Does the user who picks up the Xiaomi SU7 Founding Edition have the opportunity to enjoy free benefits? If this news is true, then this attractive offer provided by Lei Jun is really exciting.
Lei Jun's personal delivery of the vehicle on the spot made many car owners who had already placed orders feel extremely envious.
However, there are also some netizens who are anxious about the long waiting time and are eagerly looking forward to getting their vehicles as soon as possible.
●Source: Weibo
According to the delivery procedure circulating on the Internet, the necessary steps such as payment, purchase of insurance, and installation of temporary license plates will be completed one by one before the official delivery of the vehicle on April 3.
On April 3, the official delivery process will be initiated, and the owner will be able to pick up the car and leave the park.
Some users asked, why is the Xiaomi SU7 Founding Edition a current car, but it cannot be delivered on April 3?
Xiaomi's official response: "The first batch of the founding version has a total of 5,000 units, in order to start delivery to all car owners as soon as possible, the method of early production has been adopted, and very strict standards have been set in all aspects of the whole delivery process such as production, quality inspection, and logistics."
According to the original production plan, Xiaomi Auto planned to achieve a monthly production of more than 3,000 units in March this year, and this figure is expected to gradually increase to 4,000 to 5,000 units in April.
With the advancement of production, it is expected that by the end of this year, the monthly production capacity of Xiaomi Auto will stabilize to the level of 6,000 units.
According to the latest news, Xiaomi Auto has asked suppliers to increase production capacity, aiming to increase monthly production to 10,000 units in the near future, with special emphasis on the increase in production capacity of high-spec models.
It's an emotional value
In the commercial world, in fact, all the games played are "heartbeat".
Liu Qiangdong once sighed: "Don't compare marketing with Lei Jun, we can't compare with him in this piece!"
Lei Jun helped open the door, and the first batch of car owners exclaimed: "The boss of the 100 billion net worth actually opened the door for me personally!" They said that this is undoubtedly the most shining highlight moment in their lives.
● Source: Internet
This news spread rapidly like a virus, causing resonance and concern among countless "rice noodles".
Lei Jun's operation is the detonator of emotional value, detonating the emotional value of thousands of potential customers.
We have to admit that many times people are paying for their emotions.
The human mind is made up of two major systems. One of these systems runs fairly smoothly with little deliberate effort, it is in an unconscious state and is primarily driven by emotions, which is known as fast thinking.
● Source: Internet
The second system is completely different in that it consumes a lot of brain power to perform tasks such as complex calculations and meticulous reasoning, which is called slow thinking.
But when making decisions at critical moments, fast thinking plays a much greater role than slow thinking. Therefore, basically all business operations will revolve around emotional value.
Now these business tycoons, which one is not a master of playing emotions?
They know that in order to sell a product, it is not enough to rely on the functionality of the product, and in order to attract and maintain the interest of consumers, the emotional connection associated with the product must be created.
Nike's founder, Phil Knight, created a brand slogan of "Just Do It" that inspired consumers to take action.
This slogan is not just a simple slogan, but a declaration of attitude to life.
It encourages people to pursue their dreams, defy difficulties, and forge ahead. Through this connection to this sentimental value, Nike has managed to attract a large number of loyal consumers, becoming a globally recognized sports brand.
In other words, if a product wants to be successful in the market, it must not only have hard power, but also soft power, and that soft power is the emotional value that can touch people's hearts.
epilogue
As a successful entrepreneur, Lei Jun not only has excellent leadership skills and innovative thinking, but also has the pursuit of details and respect for people.
"Make friends with users and be the coolest company in the hearts of users" has such a vision, mission and values, and the founder transmits the fire in his heart to the hearts of everyone in the company, and the original intention and intention are passed on to users through products.
Coming to the scene, the president/chairman who is close to the user feels the meticulous implementation, the personal enthusiasm and humility of the emotions warm the user, and the craftsman spirit makes a good job of scientific and technological products, which makes people admire.
Xiaomi's marketing strategy has achieved unprecedented success, not only providing an important reference for other car companies, but also providing reference and inspiration for the entire automotive industry.
Find positioning, close to the ground, touching, so why worry about the corporate culture.