Lei Jun's Douyin broadcast: There are three reasons for the failure of Xiaomi cars
Lei Jun, top stream.
On April 18, 2024, Lei Jun's Douyin will be broadcast. Before the live broadcast started, more than 100,000 netizens logged in to the live broadcast room. Within two hours, Lei Jun's Douyin live broadcast room received 190 million likes, and entries such as "Lei Jun's top stream" quickly rushed to the hot search on Weibo.
In the live broadcast, Lei Jun answered a lot of random questions from netizens, and explained various information about Xiaomi SU7 to users, including factory, design, car machine, three electrics, car paint, painting, production capacity, delivery and a series of content; Lei Jun also revealed the Xiaomi SU7 on the market, after the delivery of the mental process - "worrying"; and further elaborated on the future development plan of Xiaomi Automobile.
Fangde Automobile summarized the report.
First, Xiaomi SU7 resisted
20 days after the launch,XiaomiSU7Under the exposure of the whole network"National test",Lei Jun made it clear:"Under such a high-intensity、Under the miserable national public test,I think XiaomiSU7Resisted。 Xiaomi SU7 is a good car that has been tested by millions of netizens, inspected by millions of netizens, and carefully selected by millions of netizens. ”
After the launch of the market, Xiaomi Auto stores ushered in a huge number of user test drives, and after the start of delivery on April 3, social media began to be filled with a huge number of Xiaomi SU7 teardown and test videos. Up to now, the negative news of Xiaomi Auto includes but is not limited to: no refundable deposit, seat bulge, paint off without delivery, test drive accidents, high premiums, wiring harness copper to aluminum, car manufacturing too fast, automatic parking hit the pillar and a series of accidents.
Lei Jun also posted before: "Everyone is holding a magnifying glass to look at Xiaomi SU7, we are under a lot of pressure. ”
Under this huge pressure, Lei Jun believes that at present, Xiaomi SU7 has resisted, but: "This is only the first stage of success, Xiaomi Auto must seriously grasp the quality of manufacturing, deliver the car well, and serve users well, which is the real success." ”
2. In 15-20 years, it will enter the top five in the world
As for the long-term development goals of Xiaomi Automobile, Lei Jun also has a plan.
In the next decade, Xiaomi Auto aims to become a leader in a new generation of global hardcore technology. Xiaomi has begun to invest in hard-core technology, Lei Jun also bluntly said that everyone will look at Xiaomi cars in three or five years, maybe Xiaomi has taken a big step forward.
In terms of long-term planning, Lei Jun reiterated his previous lofty dream: "The goal of Xiaomi Auto is to be the top five in the world in 15-20 years, I think the cycle of making cars is particularly long, Xiaomi is a long-term spirit of the company, we will continue to do it seriously." ”
3. Xiaomi Auto gives special consideration to female users
Previously, Xiaomi Auto officially released that among the users of Xiaomi SU7, women accounted for 30%. Lei Jun explained that when Xiaomi made its first mobile phone, the target users were science and engineering men, and female users were particularly low, and many female users didn't even know about Xiaomi mobile phones.
Therefore, when Lei Jun made Xiaomi Auto 3 years ago, he asked the team internally: "When making every function, think about female users." ”
In Lei Jun's view, this performance has three characteristics, the first is that good looks are king, and the appearance should meet the aesthetics of female users. The second is,Deliberately designed the C-class car into a B+-class attitude,Let female owners feel that they can be controlled,Xiaomi SU7In the turning radius、Parking、Driving and other driving pain points of female users,A lot of effort has been put into it。 The third is that there are many excellent female designers in Xiaomi's design team.
But Lei Jun didn't expect that after the press conference, the function that most female users care about the most is sunscreen. Lei Jun also made it clear that he felt that this was a misunderstanding, but the sun protection of the Xiaomi SU7 did put a lot of effort into it. In addition, due to the traditional decision-making position of women in the family car buying process, it is easier to buy a car by making female users like it.
Lei Jun thanked the final female users many times, and said that this time he finally persuaded female car owners to meet the needs of female car owners.
Fourth, the sales volume is 3-5 times higher than we expected
Since the start of deliveries of Xiaomi cars, the huge number of orders has instantly set a number of records in China's new energy vehicle market.
Lei Jun said: "The sales volume (of Xiaomi SU7) is 3-5 times higher than we expected. This made the Xiaomi car "very painful". On April 14, some media news released that the large order for Xiaomi SU7 has exceeded 60,000 units.
Since the delivery on April 3, Xiaomi SU7 has delivered nearly 3,500 units as of April 14, and in the latest week (4.8-4.14), Xiaomi SU7 has surpassed ZEEKR 001 and BYD Han, topping the weekly sales of B-class pure electric cars.
This also shows that Xiaomi cars are accelerating production and delivery.
5. The official version of Xiaomi SU7 began to be delivered
On this basis, Lei Jun also announced at the same time that the Xiaomi SU7 standard version will be officially delivered on April 18th, and the original delivery time was scheduled for the end of April, 12 days ahead of schedule.
Recently, an agency conducted a survey on Xiaomi SU7, saying that Xiaomi Group estimates that the minimum annual delivery volume is about 55,000, the maximum delivery volume is about 70,000 units, and the average monthly sales are 5000-6000 units, and the production capacity of Xiaomi cars cannot keep up with demand.
Xiaomi insiders have responded to this, saying that the survey is based on data from April 2.
Lei Jun also responded indirectly to this in the live broadcast, saying: "The speed is faster than imagined...... I'll push them to speed up delivery. "Recently, Xiaomi has urgently convened a supplier conference to comprehensively increase production capacity.
Sixth, there is no cost performance in an industry with huge losses
During the live broadcast, some netizens bluntly said that the medium and low configurations of Xiaomi SU7 are not cost-effective.
Lei Jun is not shy about this, citing Tesla as an example, at present, Tesla is so large, Model 3 is still sold for 223,000 yuan, "At present, I have never heard of any pure electric car making money, basically outrageous, a loss of more than 100,000 yuan...... In an industry with huge losses, don't really talk about cost performance. ”
Previously, Citi had released a research report on Xiaomi Auto, predicting that Xiaomi will lose an average of 6,800 yuan for every SU7 sold in 2024, and the entire car-making business will lose a total of 4.1 billion yuan.
Xiaomi did not respond to this. After the listing press conference on March 28, Lei Jun also made it clear that the price of Xiaomi has actually dropped by 20,000 yuan on the basis of not making money before. This all shows that Xiaomi is definitely losing money at present. However, most of the new forces that have been cultivated for many years are actually losing money.
At the same time, in terms of product positioning, Lei Jun also stated that the positioning of Xiaomi SU7 is high-end.
7. Xiaomi has a self-developed battery pack The battery cells are bought
At present, many parts of Xiaomi SU7 are not self-developed, and some users have also asked when Xiaomi will develop its own battery.
Lei Jun said that Xiaomi actually has its own battery pack, but the battery cells are bought by others. Lei Jun believes that many domestic supply companies are currently doing very successfully.
Previously, some media expressed doubts about Xiaomi's three-year car manufacturing. Lei Jun has publicly replied: "The foundation of China's industrial chain is very good, and it is very perfect to make smart electric vehicles, so if you don't take a detour in three years, you will have a chance to get the first car out." ”
In addition, it also attributed the speed of car manufacturing to the efficiency of the new power system and the professionalism of the technical team.
In August and August, the city NOA was opened nationwide
In addition to the battery, Lei Jun also talked about Xiaomi's intelligent planning.
It is expected that the NOA test in 10 cities will be launched at the end of April, the urban NOA function will be directly opened to users in 10 cities at the end of May, and the urban NOA function will be opened nationwide in August.
9. The sales stores will soon be fully covered
As of March 12, Xiaomi Auto actually has only 59 stores in the country, which is also the reason why it is difficult for users to test drive.
In this regard, Lei Jun said that at present, the construction of stores has been intensively promoted, and the specific sales store construction plan will be announced at the Beijing Auto Show. At present, Xiaomi Group has more than 10,000 stores across the country, which provide the foundation for the sales of Xiaomi cars.
But Lei Jun also bluntly said that it also takes time to find a storefront, decorate, and renovate, and Xiaomi Auto's delivery center plan in 2024 is to cover 40 cities.
10. There are three main reasons for the failure of Xiaomi Auto
In addition to the above answers to users' questions, Lei Jun also spoke frankly to users, expressing that he has always been "scared" for the past 20 days, and now he can finally rest assured for the time being. It even revealed on the spot that the internal unified thought meeting had been held for more than 20 days two years ago to discuss Xiaomi's car, if it fails, there are three main reasons.
These three reasons are: cognitive misalignment, habitual thinking, and idol baggage.
Therefore, Xiaomi must be careful, modest and cautious, and humble when building cars, and do everything seriously.
Based on such a foundation, we can see the efforts of Xiaomi Auto in various processes such as design, R&D, production, delivery, and service. Lei Jun also said frankly: Xiaomi Auto is sure that it will be his last time to start a business, and he must do a good job.
11. Xiaomi Auto is Lei Jun's last venture
This is mainly due to the fact that building a car itself is a thing that requires a lot of concentration.
During the live broadcast, Lei Jun also connected with Wei Jianjun, chairman of Great Wall Motors. Wei Jianjun also posted on Weibo to test Xiaomi SU7, and bluntly said: "Comprehensive and balanced, it is worth studying and learning from the Great Wall." ”
There were also users at the scene who asked if Xiaomi would have other new cars in the future, but Lei Jun did not respond directly (there is, but it is confidential). However, it previously emphasized that it will continue to improve the SU7, make the Xiaomi SU7 better and better, and strive to become the best-selling model in the price range (the goal has been achieved in the latest week......). ”
Focusing on building a good car and focusing on building a good car will become the core proposition of Lei Jun's last venture.
At the scene, Lei Jun also mentioned again that as an investor in Weilai and Xiaopeng, he often criticized and blamed Li Bin and He Xiaopeng. And after building my own car, I understood that it was not easy. It once again paid tribute to the two heads of the new forces and the predecessors of China's new energy vehicle industry.