After more and more technology companies enter the automobile market, today's automobile circle is also blowing up the fan circle culture, last year was Huawei's "far ahead" like thunder, this year is Xiaomi Auto dominant, the overwhelming traffic and topic degree make the majority of car companies embarrassed by the marketing department, since the traditional car companies can't beat, they choose to join, and it's okay to rub a wave of traffic, but this rubbing heat still has to master the scale, otherwise it is easy to overturn.
A few days ago, at the technical conference of the automobile brand Zhiji L6 of SAIC Group, Liu Tao, co-CEO of Zhiji Automobile, mentioned "Mr. Lei" several times, and compared the Zhiji L6 and Xiaomi SU7 with a number of parameters.
Although it is a common operation to compare with competitors at the press conference, the Zhiji press conference seems to be a "criticism" conference for Xiaomi Auto, and what is even more outrageous is that the key parameters of Zhiji Auto were incorrectly marked when introducing the product power of Xiaomi SU7.
In the middle of the night on April 8, Xiaomi's spokesperson officially released three Weibo posts in a row, demanding an apology from Zhiji and not accepting the personal apology of the CEO of Zhiji. Finally, in the early morning of April 9, Zhiji Auto's official Weibo apologized to Xiaomi Auto.
Is the rollover a "script"?
The reason for the incident is that on April 8th, at the Zhiji L6 pre-sale press conference, Zhiji's official introduction to Xiaomi SU7 product power appeared in the wrong labeling of key parameters, Zhiji's PPT introduced Xiaomi SU7max The front motor is IGBT, the rear motor is SIC, and Zhiji L6 is SIC silicon carbide module before and after.
If it's just targeted at the press conference, Xiaomi actually doesn't care so much, after all, its one-year production capacity has been sold out, and there is no need to worry about these with the "chaser", but Xiaomi is angry that there is a deliberate smear in the wrong parameters of Zhiji.
Therefore, Xiaomi Auto angrily stated that it would not accept an informal apology from a personal understatement, and once again urged Zhiji to immediately make a public clarification and formally apologize to the public who were misled by it. In addition, Xiaomi's official tolerance for Zhiji's recent repeated harassment and smear behavior is limited. If it does not get a formal public apology from Zhiji, Xiaomi officials will take legal weapons to protect their rights and interests (lawyer's letter warning).
After realizing his mistake, Zhiji Auto also showed off the speed of crisis public relations.
At 23:04 on April 8, Liu Tao, CEO of Zhiji, issued a Weibo apology for the incident, at 23:24 on April 8, a spokesperson for Xiaomi released the first Weibo, at 23:38 on April 8, a spokesperson for Xiaomi released a second Weibo, at 00:10 on April 9, a spokesperson for Xiaomi released a third Weibo, and at 00:47 on April 9, a letter of apology was released on Zhiji's official Weibo.
From Xiaomi's first Weibo on this matter was issued at 23:24, to Zhiji's official apology + apology letter was sent at 00:47, the precise time was 1 hour and 23 minutes.
Although on April 9, Zhiji Auto issued another document saying that we had a mislabeling of Xiaomi SU7 parameters during the Zhiji L6 press conference on April 8, and sincerely apologized again. Here, we still want to sincerely explain that Zhiji Automobile subjectively did not have the intention of deliberately smearing in this incident. We would like to emphasize once again that we really have no intention of deliberately smearing subjectively, and we have no intention or ability to challenge the sky-high traffic of Xiaomi cars.
However, in this crisis public relations, Zhiji Automobile achieved a quick solution, and confirmed the apology letter and seal in 1 hour and 23 minutes, and the final apology was not Zhiji and SAIC, but Zhiji Public Relations Department took this responsibility, Zhiji Automobile can be said to have achieved a full body retreat, not only rubbing the popularity of Xiaomi, but also successfully persuading Xiaomi's lawyer's letter to retire, and also let many people know Zhiji L6.
Even in the apology letter, Zhiji did not forget to promote a wave of L6 industry top-notch. "The front and rear motors of the Xiaomi SU7 Max Edition are all SI°C silicon carbide modules, which are the same as the technology used in the Zhiji L6 and are the top technical standards in the industry. "It's hard not to wonder if this farce was planned long ago.
Tomoji has no confidence in L6
From the perspective of product strength, the competitiveness of the new Zhiji L6 product itself is enough to set a benchmark in the same class, and the pre-sale price of 230,000-330,000 yuan is within a reasonable range.
At the same time, the acceleration performance within 2s of zero white, the comprehensive range of more than 1000km under CLTC working conditions, the industry's first quasi-900V super fast charging solid-state battery, powerful NOA assisted driving, rich vehicle-machine interconnection ecology and novel interior and exterior design can make users establish purchase desire. However, there is no shortage of good products in the pure electric car market, what is lacking is traffic, and Zhiji L6 needs a high enough exposure and popularity if it wants to increase the volume.
Industry insiders believe that Xiaomi SU7 has recently exploded, and its starting price of 225,900 yuan has intensified the competition in the pure electric B-class car market, and the 200,000 yuan ~ 300,000 yuan pure electric market has become one of the most competitive market segments in the domestic car market.
The reason why the Zhiji L6 press conference has to be DISS Xiaomi car throughout the whole process, on the one hand, is to let consumers know that the product power of L6 is good enough, on the other hand, it is also to rub the sky-high traffic of Xiaomi cars, after all, the competition in the 20-300,000 yuan pure electric car market is fierce, not only there are winning generals like Tesla Model 3, but also strong players such as Xiaopeng P7, Extreme Krypton 007, Galaxy E8, etc., and the choice to touch porcelain Xiaomi SU7 also wants to earn exposure and pave the way for future sales.
However, Zhiji L6 benchmarked against Xiaomi SU7 Max, although it has gained a lot of attention, but it has also tasted the bitter fruit of traffic backlash, which inevitably outweighs the losses. Under Zhiji's apology Weibo, the comments with the most likes were: "I am your car owner, and my face is gone tonight." "You really staged a perfect demonstration of mistakes for the majority of friends. "Zhiji is Zhiji, Xiaomi is Xiaomi, you are so unconfident?"
A press conference has made Xiaomi Auto a benchmark in the fan industry, and it has also become the "public enemy of the whole people" of major car companies. It's just that the competition of car companies still has to abide by the bottom line, and the hard traffic may also bring backlash, and if the sales of Zhiji L6 in the future are not as expected, then the public relations department of Zhiji will really take the blame.