Recently, the launch of Xiaomi cars has undoubtedly become the focus of the industry. From the preheating stage to the official launch of the car, it has significantly affected the dynamics of the auto market and has aroused widespread discussion. For this new entrant, its first electric model has received a lot of attention from industry veterans, which is a relatively rare phenomenon in the automotive industry.
Xiaomi's official launch event attracted a number of top executives from the automotive industry, who transformed from industry leaders to spectators, reflecting a close eye on the new brand and its products. At the same time, the "Wei Xiaoli" emoji created by netizens also reflects the popularity and widespread attention of this incident on social media, indicating that the waves caused by Xiaomi cars in the market are not only limited to the industry, but have spread to the entire consumer market.
This group photo is extremely valuable in the automotive industry, showing the peaceful and thriving scene of the new energy vehicle industry. However, for automotive companies, it is not their style to simply maintain peace in terms of marketing and promotion.
In today's market, many brands and different industries are taking advantage of the potential impact of Lei Jun and his company Xiaomi's Su7, following a business philosophy of "borrowing money needs to be repaid, and with the help of trends it is not". Given Xiaomi's significant lead in public opinion, and other automakers are taking action to offset this gap, here are some of the novel competitive strategies adopted by these companies.
01/ Cadillac
The price is on par with Xiaomi, and the design borrows from coconut palm coconut water
Cadillac, which has always been known for its steady image, recently released a series of creative posters imitating the style of the "coconut tree" on the social platform Xiaohongshu, with a rather playful title: "I'm sorry, I can't fix it after 120 years of marketing", which is a self-mocking expression.
In the run-up to the launch of a new product in April, the automaker has adopted an unconventional marketing strategy to capture consumer attention. They highlighted some of the features of the Xiaomi car, such as a parasol that can be purchased separately and touchscreen button functions that require an additional fee, and used a slightly sarcastic tone that hinted that the Xiaomi car's exterior design might be similar to that of a Porsche. However, Cadillac made it clear that despite the imitation in the market competition, the brand is committed to maintaining its uniqueness and staying true to its brand philosophy.
On the one hand, brand loyalists are looking forward to the highlights of its latest models, and on the other hand, there is a misconception that non-car brands such as coconut palm coconut water have also joined the ranks of car manufacturing. Cadillac uses the existing Su7 model as a reference standard to highlight the advantages and features of the new product and effectively guide consumer attention. However, this kind of contrasting marketing strategy needs to be used with caution, as the similarity between the appearance of Xiaomi cars and Porsche, for example, if consumers respond positively and are willing to support such designs, it can have a positive impact on the brand image. On the contrary, if it is not handled properly, it may cause dissatisfaction among car owners, which will have a negative impact on the brand. Overall, regardless of the eventual word-of-mouth of the campaign, Cadillac has strategically taken important steps to expand its market to a wider audience.
02 / Geely
The front is stiff and stiff, and it's a head bigger than you
When Xiaomi announced the price of its latest model, the Su7, Geely quickly and clearly indicated its place in this competition through the poster of its new product, although it was not directly involved in the launch. The title of the poster, "As we all know, 8 is bigger than 7", symbolically illustrates the competitive relationship between Geely's products and Xiaomi's products with the size of the numbers, and hints at the advantages of its own products. This professional market strategy reflects the company's confidence in product competitiveness in the fierce market competition, as well as the strategic flexibility to respond quickly to market changes.
Praise yourself with three "big" in a row, and then lock the audience's attention with a greater discount, of course, this price is not because you can't afford Xiaomi, but Geely is more cost-effective!
03/ Huawei
The two top dreams are linked, and the correct way to open the business war
Huawei, both a mobile phone manufacturer and an automotive business, is both a competitor and a partner with Xiaomi. In the preview stage of Huawei's spring new product release, Lei Jun, founder of Xiaomi, quickly forwarded his support, emphasizing that the next ten years will be a period of intelligent development, and calling on China's new energy vehicle industry to make common progress.
Three hours later, Huawei's Hongmeng Zhixing's social account once again reposted Lei Jun's Weibo, with a text congratulating Xiaomi Auto on its successful start and future journey, working together.
There is no tension and-for-tat, but there is a taste of sympathy.
04/Tomoki
"Face-to-face" contrast, black and red are also red
When it comes to the car brand that has really touched Xiaomi's popularity, it is none other than Zhiji, and the press conference almost reproduced the popularity of Xiaomi Su7.
The reason for this is that Zhiji at the recent new product launch conference,And Xiaomi Su7"Face-to-face"Comparison,There is also a data written incorrectly,Xiaomi Auto sent three Weibo condemnations in a row。
Subsequently, some netizens reported that on the reservation invitation page of Zhiji Automobile, the inviter actually wrote Xiaomi Lei Jun.
In addition to the above operations, the promotional poster of Zhiji Auto is suspected to imitate Xiaomi cars at the pixel level. Except for the car itself, the promotional images show that they are almost identical in terms of the models, the way the cars are placed, and the surrounding elements. In the face of netizens' questions, Zhiji responded: It is being verified, and there will be corresponding results.
Xiaomi and Huawei have had an impact on traditional car companies in terms of marketing, with the former enhancing their brand influence through Lei Jun's sincere entrepreneurial story, and the latter using Yu Chengdong's personal voice to increase attention to their products. This strategy of closely linking corporate leadership to products is similar to the development model of early Internet products, which brings competitive pressure to traditional car companies. In the face of dimensionality reduction crackdowns on brands such as Xiaomi, traditional car companies need to find ways to intercept traffic and rebuild their voice among consumers.
Competition in the automotive industry is intensifying, and it remains to be seen whether Xiaomi Auto can become a great brand. Traditional car companies need to step out of their comfort zone and change their marketing strategies, and it is still unknown who will win.