Xiaomi SU7 leads the new trend of new energy vehicles
1. The secret weapon behind the amazing sales
Since the Xiaomi SU7 went on sale on March 28, it has been selling well with its cost-effective and intelligent configuration, exceeding 100,000 locked orders in just 43 days. Behind this amazing sales is Xiaomi's careful layout in product positioning, technological innovation and marketing strategies.
Xiaomi SU7's cost-effective product positioning hits the pain points of young consumer groups. As a medium and large pure electric sedan, the SU7 is outstanding in size and body design, but the price is relatively affordable, and the standard version is only 215,900 yuan. This makes the SU7 stand out from the same class of models and attracts many young people who pursue cost-effectiveness.
Xiaomi has made extensive use of self-developed cutting-edge technology on the SU7 to improve the intelligence and automation level of the product. For example, it is equipped with Xiaomi's self-developed surging OS system, which realizes the seamless interconnection of car machines, mobile phones and home devices; Using the self-developed CTB integrated battery technology, the battery integration efficiency is as high as 77.8%; There are also automated production technologies such as 9,100 tons of super large die-casting clusters to ensure high-quality manufacturing. These innovative technologies make the SU7 a strong comprehensive strength in its class.
Xiaomi's ingenuity in marketing strategy has successfully attracted the attention of a large number of young people. Through a series of innovative marketing activities, such as allowing users to upgrade a number of advanced configurations for free, SU7 has been on the hot search list on Weibo for many days, which has aroused widespread social attention and discussion. Xiaomi also relied on its own strong base of rice noodles to exert its brand influence and further enhance the popularity of SU7.
With these secret weapons, Xiaomi SU7 has successfully fought its way out of the fierce new energy vehicle market and led a new consumer trend.
Second, subvert the traditional service concept
In addition to the product itself, Xiaomi Auto has also subverted the tradition in terms of service concept, providing users with a new experience.
Xiaomi Auto has taken a proactive and transparent approach to problem solving. There is a car owner's new car just 39 kilometers after the car broke down, Xiaomi customer service offered to return or replace the car, and promised to compensate for the loss, and finally the owner chose to change the car. This practice of attaching great importance to service quality and taking the initiative to solve problems for users has set a new benchmark in the industry.
Xiaomi Auto has launched a thoughtful after-sales service commitment. Including 2 times a year free basic maintenance, free painting coupons, free door-to-door tire repair, etc., aiming to provide users with a worry-free experience. Xiaomi has also established a 7x24-hour service hotline and an APP-only service group to ensure that user needs can be responded to and resolved in real time.
Through these innovative service concepts, Xiaomi Auto is building a "certificate of trust" that is a model in the industry. Users no longer need to worry about cumbersome after-sales processes and poor service quality, they only need to easily trust Xiaomi, and they can get intimate and thoughtful service guarantee throughout the process.
This user-centric service concept will further enhance the influence of the Xiaomi brand in the automotive field and win more loyal car owners for Xiaomi.
3. Determination to break through the bottleneck of production capacity
In the face of the hot sales of SU7, how to deliver efficiently has become the top priority of Xiaomi Auto. To this end, Xiaomi Auto is taking a multi-pronged approach to break through the bottleneck of production capacity.
Increased production capacity at the Beijing plant. Xiaomi Auto's Beijing plant plans to start a double-shift mode in June, increasing the daily production time from 8 hours to 16 hours. Based on the rate of producing 40 SU7s per hour, the monthly production capacity of the SU7 is expected to increase to nearly 20,000 units after the start of double-shift production.
The construction of the second phase of Xiaomi's car plant has been put on the agenda. The second phase of the plant, located in Fangxindian Village, has a planned annual production capacity of up to 150,000 vehicles, and once put into production, it will make the delivery of Xiaomi cars a two-way situation. At present, the area has entered the demolition stage, clearing the way for the construction of the factory.
The market also expects that Xiaomi Auto will not rule out the possibility of borrowing production capacity. Through cooperation with other car companies, it may be possible to further alleviate the pressure on the production capacity of Xiaomi Auto.
It can be seen that in order to ensure the efficient delivery of the SU7, Xiaomi Auto is going all out. This firm determination and action will surely help Xiaomi Auto successfully break through the bottleneck of production capacity and achieve sustainable development.
Fourth, the blessing of Lei Jun's personal influence
Behind the impressive achievements of Xiaomi SU7, there is also the huge influence of Lei Jun, the founder of Xiaomi Group.
Lei Jun's unwavering determination and leadership of Xiaomi Auto is an indispensable driving force. He once said that Xiaomi decided to invest tenfold, starting from the underlying core technology, seriously building a good car, and through 15 to 20 years of hard work, it will become one of the top five car companies in the world and strive for the comprehensive rise of China's automobile industry. This kind of lofty ambition and persistent pursuit has undoubtedly injected strong impetus into Xiaomi cars.
Lei Jun himself and the strong appeal of the Xiaomi brand among young people have also contributed an important force to the hot sales of SU7. Xiaomi's "rice flour" foundation accumulated over the years in the field of mobile phones and other technology products has won SU7 a large number of potential customers. Lei Jun's personal image affinity is very high, and his support and promotion of SU7 has undoubtedly enhanced the image of this car in the minds of young people.
Lei Jun's personal influence has added a unique aura to the Xiaomi SU7, which has become an important help for this car to stand out from its competitors in the same class. With the development and growth of Xiaomi Automobile, Lei Jun's influence will also be further amplified, winning a larger market share for Xiaomi in the automotive field.