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Lei Jun, CEO of Xiaomi Group, who is known for his "down-to-earth" Chinese Internet, is unable to suppress his joy in the face of the hot sales of Xiaomi SU7, so he held a live broadcast on April 18, in addition to giving rice fans friends SU7 car model, small gifts such as mugs of the same color, and more importantly, talk about Xiaomi SU7 delivered so far, his psychological feelings.
There is no doubt that the results of Xiaomi's first model are far beyond most people's expectations, and even Lei Jun himself said that the results of Xiaomi SU7 are 3-5 times that he expected.
In this live broadcast, Lei Jun's purpose is to discuss with netizens some questions about himself, Xiaomi SU7, and the industry in combination with the excellent results achieved by Xiaomi cars in the past 20 days.
Lei Jun: I'm not the male protagonist of the online article
According to the data exposed by Sun Shaojun on April 14, Xiaomi SU7 has locked more than 60,000 orders, from the perspective of ordinary netizens, compared with other new forces in car manufacturing, especially Apple, which has given up making cars, Xiaomi SU7 has achieved great success. However, Lei Jun himself said that Xiaomi's goal is to grow into the world's top five car companies in 15-20 years, and it is too early to talk about success.
As for the delivery of Xiaomi SU7, netizens ridiculed Lei Jun for why he didn't go to the factory to make screws, and Lei Jun said that it was not that he didn't want to go, but that the factory now has a high degree of automation in producing cars, and he doesn't need to make screws. Xiaomi Auto is considering opening its production center to Chinese people in the future, so that domestic consumers can have an in-depth understanding of the degree of automation in domestic factories.
At the same time, Lei Jun also said that the production capacity of Xiaomi cars is ramping up quickly. Now car companies are JIT production mode, and they will purchase parts and produce after receiving car orders, but the order volume of Xiaomi cars is 3-5 times higher than he expected, which caused him to be particularly anxious for a while, but fortunately, the supplier is strong, and now the delivery of the genesis version is basically completed, and the official version is also delivered in advance.
In the past, in the field of mobile phones, Lei Jun was ridiculed for imitating Jobs from dress, and got the nickname "Rebus", and after entering the automotive industry, he was often compared with Musk by netizens. For this reason, Lei Jun said that he did not imitate Jobs, and used to wear jeans and T-shirts because this kind of outfit is more like an engineer, and wearing a suit is more like a salesman or selling insurance.
Ten years ago, he went to Silicon Valley to visit Musk, and Lei Jun and Musk are not exactly the same direction of entrepreneurship, so they cannot be generalized. Lei Jun believes that what he and Musk have in common is that they are both promoting scientific and technological progress and social development through their own efforts.
Although Lei Jun himself believes that it is impossible to evaluate the success of Xiaomi's car business for the time being, netizens have long regarded Lei Jun as the next Musk, and the Douyin platform even regarded Lei Jun as the "first male protagonist of Shuangwen", and made up the joke of "looking at Carry's cold 4 billion during the trough of life". In this regard, Lei Jun also personally refuted the rumors, he is not the top student in the college entrance examination, there is no 4 billion in the trough period, he is from a rural area, and he relies on hard work and diligence, as well as the opportunities of the times.
Lei Jun even said that in order to build a good car, he and fifty or sixty executives of Xiaomi Auto have obtained a track certificate and tested Xiaomi SU7 on the track many times. The previously promised live track drag racing, because it was too busy during this time to be on the line, and strive to complete the task in May and June.
There are also many netizens who ask "Will Xiaomi enter the XX industry", which shows that everyone hopes to see more entrepreneurs like Lei Jun. Lei Jun said that it is too difficult to build a car, and he hopes that the entrepreneurs in the live broadcast room can see the voices of netizens and bring better products to the people.
In addition, in this live broadcast, Lei Jun also invited Wei Jianjun, chairman of Great Wall Motors, to connect the live broadcast, and under the strong recommendation of netizens in the live broadcast room, Lei Jun said that he would consider pulling He Xiaopeng and Li Bin to broadcast live together next time.
It can be said that this press conference, whether it was talking to consumers who went to the delivery center to pick up the car at the beginning, or answering questions from netizens in the follow-up, Lei Jun showed a consistent down-to-earth style, which is in line with the corporate philosophy of "making friends with users and communicating with users" put forward when making mobile phones.
Of course, Lei Jun also released some fierce information during the live broadcast, including the research and development process of Xiaomi SU7 and information on future models.
Future models are kept secret, but plans have been revealed
Xiaomi Auto built a car in three years, but Apple tossed for ten years but finally gave up, which was the reason why many netizens ridiculed Apple. However, Lei Jun said that Xiaomi's car manufacturing is not as simple as everyone thinks, in fact, it is a combination of Xiaomi's technology accumulation in the past ten years, as well as huge investment, in order to achieve a car in three years, and the R&D investment of Xiaomi cars in 2024 alone will be as high as 24 billion yuan.
Lei Jun also complained that before building a car, he had invested in two car companies, Weilai and Xiaopeng, and often questioned why the progress of these two car companies was so slow, and it was not until he built the car himself that he understood how difficult it was to build a car.
In addition, the most unexpected thing about Xiaomi SU7 is that the number of female users has reached 30%, and it may reach 50% in the future. Lei Jun claimed that this was a lesson learned from Xiaomi mobile phones, when he first built the mobile phone, his idea was "I need these configurations and functions", and the result was a Xiaomi mobile phone suitable for the majority of male users, but there have been few female users.
Therefore, after Xiaomi entered the automotive industry, it made great efforts to study the needs of female consumers, and designed the appearance, color matching, and optimized cornering, automatic parking, and sun protection functions. Lei Jun also said that generally speaking, men are more aware of cars, but buying a car also requires a wife's decision, so it is a form of "husband chooses a car, wife decides", Xiaomi SU7 does both men and women like it, shortening the car selection process.
The success of the first car has undoubtedly made netizens look forward to other models of Xiaomi in the future, and netizens have also continued to ask questions, among which Lei Jun answered SUVs and off-road vehicles.
When faced with whether he would make an SUV, Lei Jun's answer was "content confidential", and when netizens mentioned off-road vehicles, Lei Jun said that the off-road vehicles of the Great Wall are already very good, and there is no need for Xiaomi to make off-road vehicles. It is not difficult to analyze from Lei Jun's words that Xiaomi Auto will most likely launch SUV models, and it will be the end of this year soon, and next year if it is slow, which will not make consumers wait for a long time. As for off-road vehicles, Xiaomi certainly has no relevant plans in recent years.
In fact, Xiaomi's choice is not difficult to understand, after all, the domestic sales of SUVs can be equal to those of sedans, which are suitable for the majority of family users, and off-road vehicles are niche needs. Earlier, it was reported that Xiaomi will release its first SUV at the end of this year, which looks similar to the Porsche Macan, and released renderings.
Xiaomi's main focus is still on continuing to build the Xiaomi SU7, striving to achieve at least one OTA upgrade per month, solving various problems raised by users, and cultivating the company's car culture, and joining hands with friends to expand the market.
Strictly speaking, this live broadcast did not clearly reveal too much valuable information, Lei Jun was more like chatting with friends, but it was this easy-going attitude that shaped the image of Lei Jun and Xiaomi Group as close to the people and down-to-earth. From a marketing point of view, the live broadcast was undoubtedly extremely successful. As Wei Jianjun said, Great Wall Motors should not only learn from Xiaomi's car-making ideas, but also learn from Xiaomi's marketing capabilities.
Born to market the Holy Communion Lei Jun, can friends learn it?
During the live broadcast of the two contacts, Lei Jun asked Wei Jianjun about the executives' entry into Weibo, Douyin and other platforms, as well as the feelings of the live broadcast. Wei Jianjun said that he would feel a little nervous during the live broadcast, and the entry of car companies into platforms such as Weibo is a manifestation of self-confidence, the inclusiveness of the platform is better than imagined, and the content is more realistic and more real, which is in line with the corporate philosophy of Great Wall Motors.
In fact, in the live broadcast, Xiaotong found that Wei Jianjun seemed a little cramped, his wording was not smooth enough, and he was not very suitable for the live broadcast. In the field of automobiles, Wei Jianjun is Lei Jun's predecessor, after experiencing the tank 700 that Wei Jianjun gave him, Lei Jun is full of praise for the Great Wall off-road vehicle, but in the field of Internet marketing, Lei Jun is qualified to be the teacher of all domestic car company executives.
In June last year, a number of senior executives of the Great Wall collectively entered Weibo, with the purpose of learning from Xiaomi, allowing executives to communicate closely with netizens and consumers, quickly understand the needs of netizens, and give feedback to the questions raised by consumers. However, after so many years, there are many car company executives stationed on Weibo, but there is still no second person who can really sway freely like Lei Jun.
Xiaotong believes that there are probably two main reasons, the first is that the vast majority of car company executives can't put it down, and the second is that the speech is targeted. In fact, it is normal to step on friends and businessmen, but some car companies' remarks are a bit excessive and are easy to be attacked by netizens, and some car companies directly attack consumers and belittle people who buy fuel vehicles, which is easy to give netizens a feeling of educating people.
The down-to-earth corporate culture of Xiaomi Group has been established as early as its establishment, and more than ten years have passed, and this kind of thinking has been deeply rooted in the hearts of every Xiaomi Group employee. Other car companies can learn, but it will take some time for executives to get used to face-to-face communication with netizens.
Finally, in response to the situation that he rarely appeared at the mobile phone conference after leading the team to build a car, Lei Jun also made a statement, Xiaomi is a technology company, and hopes to lead the development of catering to science and technology in the future, and is also committed to cultivating more talents, in principle, he will not appear at the Xiaomi mobile phone conference again, but the mobile phone business is still the absolute core of Xiaomi Group, if the company needs, he will also participate in the Xiaomi mobile phone conference.
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