Huawei's Xiaomi new product release triggers a "traffic war"
On April 18, several leading companies in the technology and automotive industries released new products or held live events, triggering a "traffic war" online. Some bloggers launched a poll and asked who is the king of traffic in the "418 Huawei Ideal Xiaomi Traffic War". The results show that Huawei's new product launch conference is far ahead, receiving nearly 75% of the votes, followed by Lei Jun's live chat about Xiaomi SU7, and the ideal new car launch conference has the least attention.
Huawei's dominance in this "traffic war" is mainly due to the strong appeal of its Pura 70 series flagship phones. As Huawei's blockbuster new product in the first half of the year, this mobile phone has whetted the appetite of consumers before its release. In addition to mobile phones, Huawei also launched a number of other new products on the same day, including laptops, headphones, mice, and smart door locks.
In terms of Xiaomi, Lei Jun announced in advance that he would broadcast live on the afternoon of April 18, sharing the "never expected" after the release of Xiaomi SU7. The Xiaomi SU7 is the first model of Xiaomi Auto, which is positioned as a medium and large smart coupe, and has direct competition with the Huawei Zhijie S7.
Li Auto unveiled the all-new SUV model, the Li L6, in the evening of the same day. Although the appearance and configuration information have been roughly leaked, the price of the ideal L6 is still the biggest attraction of the press conference, which is expected to be in the range of 250,000-300,000 yuan.
This "traffic war" reflects that the competition in the new energy vehicle market has become fierce. Both traditional automakers and emerging automakers are fighting for market share through marketing wars. In this context, technology companies such as Huawei and Xiaomi have successfully entered the automotive field with their brand influence and technical strength, bringing new vitality to the entire industry.
The results of the vote are compared with the strengths and weaknesses of both sides
According to the results of the netizen vote, Huawei's new product launch conference received nearly 75% support with an overwhelming advantage, far ahead of Xiaomi and Ideal. This is mainly due to the strong appeal of Huawei's Pura 70 series flagship phones.
As Huawei's blockbuster new product in the first half of the year, the Pura 70 series has whetted consumers' appetite before its release. This mobile phone not only extends Huawei's traditional advantages in the fields of imaging and chips, but also makes bold innovations in design and experience.
For example, the Pura 70 Pro uses a surround curved screen design, with curved surfaces on all sides, and the visual effect is outstanding. At the same time, it is also equipped with a liquid cooling system on the mobile phone for the first time, which effectively solves the problem of heating the mobile phone.
The Pura 70 series is also available in a variety of colorways, including popular colors such as the sought-after "Fairy White". Overall, the phone's innovative design and strength have been widely praised by consumers.
Although the Xiaomi SU7 is positioned as a mid-to-large smart coupe, it did not perform very well at the launch event. On the one hand, Lei Jun's live broadcast sharing lacked fresh highlights and failed to give consumers too many surprises. On the other hand, Xiaomi SU7 has direct competition with Huawei Zhijie S7 in terms of in-vehicle systems and intelligent driving, and it is difficult to win for the time being.
Although the ideal L6 released by Li Auto has a good appearance, due to the fact that more information has been revealed before, coupled with the limited brand awareness of the ideal brand, the attention is not high.
The marketing war is in full swing
In this "traffic war", Huawei and Xiaomi are also "full firepower" in marketing methods. Huawei, Yu Chengdong "connotated" Xiaomi at the press conference, saying that he didn't understand why he wanted to install a mobile phone holder in the car, alluding to Xiaomi's poor on-board system.
Lei Jun successfully led the marketing war to the Internet by initiating a vote. This kind of Internet marketing method has allowed Xiaomi to win a high level of attention.
In addition to the "war of words", the two sides are also "you come and go" in actual marketing actions. Huawei launched an "order grabbing" campaign, while Xiaomi showed a "generous" attitude and seemed unwilling to clash head-on with Huawei.
This marketing war has spread to the entire new energy vehicle market. Tesla, Ideal and other car companies also have to join the "order grabbing" war to avoid losing market share. The marketing war of new energy vehicle companies has entered the white-hot stage of "no lower limit".
Rational marketing returns to the product itself
This marketing war of new energy vehicle companies has evolved into a "war without gunpowder". In order to seize market share, various car companies did not hesitate to use various "killer" marketing methods, and the scene was out of control for a while.
It can be seen from the "war of words" between Huawei and Xiaomi that some car companies have begun to rely excessively on marketing tactics and ignore the fundamentals of product strength. Huawei's Yu Chengdong's "connotation" of Xiaomi's on-board system actually reveals the confidence of Huawei's intelligent on-board system. Xiaomi, on the other hand, is trying to cover up the shortcomings of the product itself through Internet marketing.
This kind of marketing war will undoubtedly intensify the vicious competition in the new energy vehicle market, and ultimately hurt the interests of consumers. In order to "grab orders", some car companies adopt false propaganda and price gouging, which will not only mislead consumers, but also undermine the order of the industry.
New energy vehicle companies should abandon those "indiscriminate" marketing tricks and return to the product itself. High-quality products are the foundation to win the favor of consumers. The reason why some established car companies such as Tesla can firmly occupy a leading position in the market is precisely because of their long-term accumulation of product quality and technical strength.
If emerging car manufacturers only focus on marketing tactics and ignore product development and quality control, it will be difficult for them to gain a foothold in the market. Those that focus on product innovation and improving user experience are more likely to win the trust and support of consumers.
New energy vehicle companies should embark on a rational marketing path. Strive for excellence in product research and development, return to rationality in marketing methods, and speak with high-quality products and services, rather than relying too much on those "false fire" marketing tactics. Only in this way can the new energy vehicle market truly mature and achieve long-term healthy development.