"Controversy" is one of the key words of Internet marketing, and it is also one of the key experiences of hyping heat, as the CEO of Xiaomi Group, the leader of Xiaomi Automobile, Lei Jun successfully brought this experience into the field of car manufacturing, and successfully evolved "car making" into "manic car".
Lei Jun, CEO of Xiaomi Group
Among them, there is not only a controversy over "whether Lei Jun can succeed in building a car", but also a controversy over "Xiaomi SU7 styling and configuration", and a controversy over "Xiaomi SU7 price". Although the Xiaomi SU7 has officially launched, these controversies are still continuing.
I have to say that since Xiaomi announced the construction of a car to the launch of Xiaomi SU7, the network popularity of Lei Jun and his Xiaomi cars has not been low.
So can the realistic Xiaomi car remain so hot on the sales side and become a new pole of new car-making forces?
Judging from the large quantity announced by Xiaomi Auto after the listing, Dading broke 50,000 units in 27 minutes, and nearly 90,000 units in 24 hours after it went on sale, but there is also data on a 40% unsubscription rate, so it is still too early to make a conclusion.
Even so, Lei Jun and his Xiaomi car took the first step to do it right, what is the reason for this phased success?
1. Price marketing
Lei Jun's "marketing" is the best at it, which is a fact recognized in the Internet circle, and even Liu Qiangdong, CEO of JD.com, admitted, "Marketing, none of us can play Lei Jun."
So, for Xiaomi cars and SU7, how does Lei Jun's marketing work?
There is a means of "gradually unleashing the merits". From the time Lei Jun announced the construction of the car, he told everyone "what kind of car I want to build and what advantages I have", such as how much cash reserves Xiaomi has, how much R&D expenses and R&D talents to invest, and so on.
Later, when Xiaomi SU7 made its first public appearance, Lei Jun used a set of relatively professional terms to list the manufacturing capabilities of Xiaomi cars and the unique configurations created by Xiaomi SU7.
Later, when Xiaomi SU7 was launched, Lei Jun not only released the final price of the car, but also used the same means (such as professional speech, close to the tall), and said the new colors and configurations released one by one, constantly deepening the impression of users.
You know,In this series of processes,Lei Jun has used almost all the strong communication resources,Constantly build the tall and tall Xiaomi car and Xiaomi SU7How user-centric,Considering all the travel scenarios of users,Many of the content is actually the default in the car circle,A lot of content is not worth talking about in the eyes of insiders,But let Lei Jun tell the taste,It can be said that the planning of this kind of "grass planting" behavior is really "reasonable、Powerful、Temperate。
Among them, the attention to the price of Xiaomi SU7 should be the most, and it is also the most controversial. From "99,000, make a friend", to 149,900, and then to 199,900, before Xiaomi SU7 was not listed, the Internet was noisy (fried) crazy (but there is no deliberate pursuit of popularity by Xiaomi Automobile, we don't know).
And the Xiaomi SU7 listing pricing has another knowledge, it is first related to the psychology of consumers, because the price is relative, we know that Xiaomi SU7 is definitely cheaper than Porsche, Tesla.
Later, in the positioning of XiaomiSU7,Lei Jun again"The best within 500,000"(It looks much more pragmatic than the ideal and Huawei's set of tens of thousands、Tens of millions)Give users a price anchor;At the time of listing,Lei Jun frequently paid tribute to Porsche、Tesla,And repeatedly compared TeslaModel 3 More than 240,000 configurations,Said that XiaomiSU7Some configurations are better than Tesla,There are also places that are not as good as Tesla,This is not only another price anchor,More people feel that XiaomiSU7More valuable。
So, as soon as the starting price of Xiaomi SU7 finally 215,900 comes out, there are many advanced configurations to give away (refrigerator, luxury audio, leather seats, electric rear wing), which will make everyone feel that this car is too worthwhile, so there are 5000 founder's editions, and it will be too late if you don't make a decision quickly (in fact, this version is indeed in 1 minute, and Dading will be gone).
Of course, whether it is the ordinary version or the founder's version, there is likely to be a suspicion of scalping orders in it, but Lei Jun is successful in terms of Xiaomi SU7 pricing or a series of communication for the car, otherwise there is no need for scalpers to fall.
2. Ecological closed loop
If "Wei Xiaoli" is the representative of the new car-making force 1.0, then Huawei and Xiaomi are the representatives of 2.0, the reason is that Huawei and Xiaomi not only make cars, they both have their own intelligent ecological business, and integrate the intelligent car machine with the ecology to form a unique ecological closed loop.
"Ecology is the core" Lei Jun said at the launch of Xiaomi SU7, "Intelligence is Xiaomi's strength, starting from Xiaomi SU7, users can feel today's intelligent technology." ”
On the Xiaomi SU7, the Xiaomi surging OS is on the car, just like the Wenjie product, realizing the seamless interconnection experience between the mobile phone and the car machine.
At the beginning of the design, the mobile phone and tablet were regarded as part of the cockpit to achieve a multi-terminal integrated native design. The mobile phone is connected to the car machine without feeling, the commonly used App on the mobile phone can be PIN to the car machine with one click, and the tablet on the rear expansion screen can be automatically switched to the native car control desktop, so as to realize real-time synchronization of navigation information, and freely adjust functions such as air conditioning, seat heating, and music in the whole car.
Xiao Ai, an intelligent voice assistant with 117 million monthly active users, also got on the bus, which can realize a number of voice interaction functions that far exceed the industry, such as continuous dialogue, offline dialogue, high-noise wake-up, and one sentence and multiple instructions.
Thanks to Xiaomi's self-developed "MiLM-1.3B" device-side large model and multi-modal fusion of the whole car's perception, the Xiaomi SU7 voice interaction is upgraded in the whole link, which not only covers the functions controlled by hand in the car, but also allows the car to understand the real world like a human.
For example, you can use Ai as a simple guide to using the car and let it teach you how to use the catapult mode. When passing through a tunnel and wanting to know its length, you can get the answer directly from Xiaoai. When you want to know what kind of car is in front of you, Xiaoai can accurately inform you after fusing the information recognized by the on-board camera.
At the same time, it also realizes the Xiaomi application ecology, hardware ecology and Xiaomi CarIoT ecology open to third parties.
Among them, the Xiaomi SU7 can be connected to a variety of CarIoT devices. For example, there are extended physical buttons in the car, and the four sides of the central control screen can also be expanded, which can be connected to the smart dual dial, and the center console can also be expanded to access the smart walkie-talkie set.
These are all part of the display of Xiaomi's smart ecology. In fact, last year, Xiaomi Group announced a comprehensive upgrade of the group's strategy, from "mobile phone ×AIoT" to "people, cars and home ecology". This is a comprehensive connection between people, vehicles, and homes, realizing seamless connection and real-time collaboration of hardware devices, driving industry chain partners, and creating a people-centered and actively serving people-oriented super intelligent ecology.
By the end of 2023, the ecosystem has 641 million global monthly active users of mobile phones, 740 million AIoT platform connected devices, and cash reserves have increased by 30 billion yuan compared with three years ago, reaching 136.3 billion yuan as the foundation, allowing Lei Jun to complete the closed loop of an efficient Xiaomi ecological empire through Xiaomi Auto, a smart terminal.
Moreover, through Xiaomi cars, Lei Jun also included Apple users, that is to say, Xiaomi SU7 also supports access to wireless CarPlay, and the rear bracket is compatible with iPad to control the car, in order to make up for Apple's withdrawal from the research and development of smart cars and the loss of Apple users in the car machine.
This closed loop with the launch of Xiaomi SU7,It is being fully opened,And the car is not a digital product,The problems to be faced by this kind of integrated application will also be more diverse,Some things are not marketing cattle X can be settled,Therefore, the test of Xiaomi cars and Lei Jun has just begun。