Tomoki Xiaomi, Aisen Taikyu?

Between Xiaomi and the car-making forces, the harmonious atmosphere of mutual respect has been broken.

The reason for the incident is that Zhiji mistakenly marked the parameters of the Xiaomi SU7 when the new car L6 was released.

Even though Zhiji apologized one after another, Xiaomi still showed unusual anger.

On the one hand, through Xiaomi's angry performance, we can see how much Xiaomi attaches importance to its first new car and how much it cherishes its feathers;

On the other hand, through the reaction of Zhiji, we can see how fierce the current competition on the car-making track is, how short-handed, and how involuted.

Whether Xiaomi's reaction is too strong, or Zhiji's reaction is too understated, through Xiaomi Zhiji, we can feel very intuitively that the current car-making track is not like Lei Jun's impassioned introduction of Xiaomi SU7 at the press conference, and the new car-making forces in the audience listened to the harmonious scene with relish.

The so-called car-making rivers and lakes are not only sophisticated, but also full of fighting.

In the future, we may also see the continuous emergence of Xiaomi's self-like polemic scenes.

At one time, many people thought that the pattern of the car building track was already determined.

In addition to the players represented by Evergrande and Gaohe who were eliminated, among the remaining players, there may only be a refined operation left to continuously preserve their established sphere of influence.

However, Xiaomi's strong entry seems to have added a catfish to a pool of stagnant car-making market.

Such a catfish will not only stir up the already silent car-making market, but will even break the established car-making market pattern again.

On the surface, Xiaomi is a bit reluctant to give up on the Zhiji side for the incident of mislabeling its own car parameters.

If we have an in-depth understanding of the special significance of Xiaomi SU7 to Xiaomi's car-making, if we have a clear understanding of the current car-making market, we will find that Xiaomi's performance is not "why is it too anxious to fry each other from the same root", but more of a true reproduction of Lei Jun's "gambling on all his reputation" and starting a business again.

One

When it comes to such a polemic between Xiaomi and Zhiji, we have to associate it with Jia Yueting, who was far away on the other side of the ocean a few days ago, with Lei Jun's "pointing" or "shouting".

According to Jia Yueting, Lei Jun and the Xiaomi under his leadership did bring the Xiaomi SU7 to the people at an eye-catching speed.

However, behind the high efficiency of Xiaomi SU7, it is more necessary to pay attention to the spirit of originality and global vision.

In the final analysis, Jabbs still praises and criticizes Rebus, and wants to promote and suppress first.

If we link Jia Yueting's ridicule of Xiaomi's car-making with people's previous doubts about the appearance of Xiaomi's SU7 and Porsche's, Xiaomi's original spirit of making cars is more or less questionable.

Perhaps, it is precisely because of this that Xiaomi will always pay special attention to the doubts and slanders about Xiaomi SU7.

As a result, when Zhiji incorrectly marked the parameters of Xiaomi SU7 at the press conference, Xiaomi launched a seemingly aggressive public opinion offensive.

Even Zhiji is saying that they have no intention of challenging Xiaomi's sky-high traffic.

If Zhiji only sees Xiaomi's reaction as a traffic coercion, it is inevitably underestimating the importance that Xiaomi attaches to such a thing.

What is certain is that the reason why Xiaomi has such a reaction is more to prove to the outside world that Xiaomi makes a car, and it is not as simple assembly as the outside world says, but there are many original elements.

If you just regard Xiaomi's car building as a simple assembly, without its own innovation, then this is more or less unequal to Lei Jun's statement of "gambling on all honors".

In addition, Zhiji also has a lot of imitations of Xiaomi cars in many aspects such as vehicle design and marketing.

Xiaomi's wave of offensive against Zhiji this time is more like calculating a general account.

Therefore, recognizing the logic behind Xiaomi's offensive against Zhiji, and really linking it with the special significance of Xiaomi SU7 to Xiaomi, we may know that Xiaomi's reaction is not a trivial matter, but an emphasis on a new track such as building a car, and a reaction to competitors.

Two

Similarly, when Xiaomi starts a verbal criticism of Zhiji, it will also make us link to Xiaomi's earlier wave of "tribute" to the new forces of car manufacturing.

According to Xiaomi, it wants to promote the development of China's new energy car market through such a "tribute".

However, Xiaomi's reaction today seems to be very different from the past, and even a little contradictory.

If we have a clear and comprehensive understanding of the current car-making market, we will find that the two completely different reactions of Xiaomi are not contradictions, but in the same vein.

When the competition on the car-making track has increasingly entered the white-hot stage, it seems that it can no longer win the favor of the market by relying only on concepts and PPT.

It is in such a situation that players who want to gain a foothold in the market must call for the spirit of originality, and they must call for the spirit of innovation.

Although Zhiji is just an inconspicuous mislabel, what it reveals more behind it is the slander and questioning of the Xiaomi car itself.

If Xiaomi resigns itself to such an approach, then, in the future, there may be more similar scenarios.

When such a phenomenon is rampant, how can we talk about promoting the development of China's new energy car manufacturing industry?

Through this, what we need to see is that Xiaomi's reaction today is not contradictory to the earlier reaction, but in the same vein.

For Xiaomi, what it needs is an atmosphere of healthy competition, rather than a vicious environment that denigrates each other and exposes each other's shortcomings.

Only in such an atmosphere of benign competition can Xiaomi Auto work with other car-making players to promote the development of the new energy car-making industry, rather than bringing the car-making industry into a stage full of vicious competition.

Three

In fact, the current car-making industry is undergoing an unprecedented reshuffle.

In such a process, we will not only see the challenge of the new forces represented by Xiaomi Auto to the traditional car-making forces, but also see the car-making track itself begin to evolve from barbaric growth to intensive cultivation.

It can be said that for every car-making player, such a new crossroads is actually full of new opportunities and challenges.

Earlier, we have seen the outside world's doubts about Wei Xiaoli, we have seen the blockbuster news that Apple has launched a car-making sequence, and we have seen the news that Tesla has begun to raise prices against the trend.

On the surface, the car-making track has begun to enter a period of stability, but in essence, the car-making track is entering a new reshuffle period.

At this moment, the real competition may not be the sooner or later of entering the game, but more of the comprehensive capabilities such as product power, service power, and marketing power.

For Xiaomi, choosing to enter the car-making track at such a stage is also full of huge opportunities.

It can be said that if Xiaomi can grasp such a new opportunity, the imagination space it brings is no larger than the imagination space brought by Xiaomi's dedication to the mobile phone track.

However, such a new opportunity, is built on the basis of Xiaomi cars do not make mistakes, if Xiaomi makes such and such mistakes like those new forces that have a certain foundation for car manufacturing, then, it will not only lose the new opportunities derived from the current market, and even bring its own development into a dead end.

For Xiaomi, such a seemingly inadvertent mislabeling of Zhiji is actually more like a touchstone, which tests Xiaomi's tolerance for mistakes.

If Xiaomi has zero tolerance for such a mistake and can continue to defend its rights, then it will fight the first battle and gain a firm foothold on the car manufacturing track;

If Xiaomi can't deal with such a mistake perfectly, then it will not only cast a shadow on Xiaomi's first battle to build a car, but will even bring more uncertainty to the future development.

From such a point of view, Xiaomi is not too anxious about Zhiji, but more reflects its great importance to the new dividends of the car-making market, as well as its determination to grasp the new reshuffle period of the car-making track.

Recognizing this, we can really understand why Xiaomi attaches so much importance and attention to such an event.

epilogue

When the debate between Xiaomi and its own began to escalate, we seemed to smell a smell of "why is it too anxious to be born from the same root".

In fact, if we associate it with Xiaomi's car-making and the current car-making track, we will find that Xiaomi's reaction is not a big fuss, but a manifestation of the extraordinary importance of car-making.

Because, for Xiaomi and Lei Jun, Xiaomi's car building is really a battle that cannot be lost.

It's not just about Lei Jun's "all the reputations", it's also about Xiaomi's future.

-ENDS-

Author: Meng Yonghui, senior writer, columnist, industry research expert, well-known KOL, digital economist.