Liu Qiangdong won a big order for Xiaomi cars

It seems that the relationship between Liu Qiangdong and Lei Jun is not ordinary.

Produced by | E-commerce Pie Pro Author | Li Xiang

Xiaomi Auto officially entered JD.com

Liu Qiangdong and Lei Jun, the two bigwigs, have a deeper and deeper friendship in the business field.

On February 27, Xiaomi SU7 Ultra was officially launched, and the price of 529,900 yuan shocked the car rim.

Lei Jun once said that the Xiaomi SU7 Ultra production car is the most high-end and strongest performance model in the Xiaomi SU7 series. At the same time, Lei Jun also set a goal of selling more than 10,000 units for this car throughout the year.

In the early morning of February 28, Lei Jun excitedly said on Weibo, "Within 2 hours of going on sale, Dading exceeded 10,000 units and achieved a key goal, thank you!" Good night! ”

According to this data, Xiaomi reached its full-year target in just 2 hours.

How is this done? In addition to Xiaomi Auto's own strength, coupled with Lei Jun's strong marketing and other internal factors, it also benefited from the help of partners.

It is understood that on the day of the launch of Xiaomi SU7 Ultra, the official flagship store of Xiaomi Auto Jingdong was officially opened, covering many fields such as vehicle appointment test drive, car supplies sales, and car maintenance services.

Source: Jingdong APP

At present, two new products have been launched on the store page, providing appointment test drive and professional consulting services. Users can make an appointment to test drive the Xiaomi SU7, Xiaomi SU7 Ultra and other models at the official flagship store of Xiaomi Auto JD.com, and have a chance to win the same model of the Xiaomi SU7 Ultra.

According to the official disclosure, the follow-up Xiaomi car ecological products such as Xiaomi charging piles, Mijia car portable charging and discharging guns, trunk storage boxes, front windshield parasols and comfortable headrests, etc., will also be successively put on the shelves of flagship stores, fully covering multiple scenarios such as charging, storage, and travel, to meet the all-round needs of users from car purchase to car use.

In addition, on the last day of February, Jingdong also cooperated with Xiaomi to hold a live broadcast event of "Exploring the Xiaomi Mobile Internet Industrial Park" to show the "black technology" on Xiaomi SU7 Ultra, and launched a lottery and factory visit quota to attract users' attention.

For the entry of Xiaomi cars, Jingdong can be said to be quite concerned.

It is worth mentioning that this time Xiaomi cars have been stationed in Jingdong for a long time.

In March 2024, in March 2024, Xiaomi Auto held an exclusive event at JD.com's Beijing headquarters, and Lei Jun shared the news of "Xiaomi SU7 entering JD.com" in the circle of friends.

Then, in April 2024, Xiaomi also joined forces with JD.com to create the first JD Rice Noodles Festival, and Xiaomi SU7 and a variety of automotive supplies were unveiled at the JD Auto Internet celebrity test drive center.

Source: Xiaomi

Now, Xiaomi Auto has officially entered JD.com, but it is a matter of course.

It is worth noting that at the same time as Xiaomi Auto entered JD.com, its official flagship store on Tmall was also officially launched, and Xiaomi SU7 Ultra also opened a pre-sale test drive activity at the same time.

Li Xiang learned that this entry into Tmall is Xiaomi's second full-ecological and omni-channel strategic cooperation with Tmall after the successful entry of Xiaomi's home enjoyment and mobile phone business sectors. Next, the two parties will jointly promote the implementation of the "people, vehicles and home full ecology" smart scene on Tmall, and create a one-stop and all-round smart life experience for consumers.

So far, Xiaomi Auto has successfully entered the two mainstream e-commerce platforms of JD.com and Tmall, which is expected to push the online car booking business to a new climax.

Xiaomi and JD.com are playing a big game of chess

For a long time, the cooperation between Xiaomi and JD.com has been very frequent.

In May 2015, Xiaomi and JD Mall jointly announced that Xiaomi's JD self-operated flagship store was officially launched; In 2018, the two sides upgraded their partnership again and jointly launched the "Jingmi Plan"; In April 2024, JD.com's instant retail platform, JD Hourda, and Xiaomi announced the deepening of their strategic cooperation......

In May last year, Jingdong directly won Xiaomi's 200 billion big order.

In the agreement signed by the two parties at that time, JD.com and Xiaomi clarified the cooperation goal: in the next three years (2024-2027), Xiaomi's omni-channel sales target in JD.com is 200 billion yuan, covering different categories such as 3C digital, home appliances, and automobiles.

JD.com and Xiaomi strategic signing ceremony Source: JD.com

On the one hand, Jingdong will cooperate with Xiaomi in 3C digital, home appliances, automobiles and other categories, and bring all categories of Xiaomi products to consumers through accurate matching of "people, goods, and fields"; On the other hand, JD.com provides Xiaomi with international logistics support, and improves logistics efficiency and reduces costs through digital intelligence technology.

In addition, JD.com and Xiaomi will also carry out all-round and in-depth industrial integration and coordinated development in diversified fields such as technology, finance, industry, production and development, health, and insurance.

In this way, the official entry of Xiaomi Auto into JD.com is only a small step in the extensive cooperation between the two sides.

However, as far as the underlying logic is concerned, this time Xiaomi Auto settled in Jingdong, in fact, it is of special significance.

As we all know, the majority of JD.com's consumer groups are men, and the post-85s and post-90s are the main forces, and this is highly overlapping with the smart hardware consumer groups covered by Xiaomi's "mobile phone ×AIoT" strategy.

At the same time, JD.com, as a gathering place for high-net-worth users in the e-commerce platform, also has a platform characteristics that can attract car consumers, providing a broad display and sales stage for Xiaomi Auto.

Before Xiaomi Auto, we can also see Volvo, Xingtu, Geely, Leap, Chery, Lynk & Co, FAW Besturn, Lexus, Tesla, AVATR and many other car brands have opened their own flagship stores on JD.com to provide consumers with test drive services.

Source: Jingdong APP

For JD.com, the entry of automobile brands shows JD.com's strong agglomeration effect on big-name products. By attracting leading brands in the automotive industry, JD.com will not only be able to enhance its market competitiveness, but also bring consumers more diversified and higher-quality choices, further consolidating its leading position in the e-commerce field.

For Xiaomi, the entry of Xiaomi cars into Jingdong to open a store is also a key step to accelerate the implementation of its "people, cars and home ecology" strategy, which is of great significance.

Previously, Lu Weibing, partner and president of Xiaomi, also said that the cooperation with JD is an important step for Xiaomi to realize the strategy of "people, cars and homes", and Xiaomi will use JD's strong e-commerce platform and logistics capabilities to promote the sales growth and popularization of Xiaomi smart hardware products.

In addition, Xiaomi, as a company with Internet genes, mainly relies on e-commerce channels for sales in the field of consumer electronics.

According to the latest official data released by Xiaomi, as of 23:59:59 on November 11, the cumulative payment amount of all channels has exceeded 31.9 billion, directly refreshing the historical record.

The omni-channel here covers Mi Mall, Mi Home, Mi Youpin, as well as major authorized e-commerce companies and retailers. Especially in terms of e-commerce platform channels, Xiaomi's various products, especially the core business of Xiaomi mobile phones, have particularly eye-catching sales performance.

It is worth mentioning that on the Jingdong platform, the number of fans of Xiaomi's Jingdong self-operated flagship store has exceeded 100 million, and in last year's Double 11 shopping festival, the Xiaomi brand won the first place in sales.

In addition to the advantages of online, JD offline can also use JD Mall, JD Electric City Flagship Store and JD Home Store to provide a full range of display and sales support for Xiaomi Auto, adding highlights to its offline market.

It can be seen that Xiaomi Auto's choice of JD.com as an important online sales channel is a choice made after fully considering the market situation, platform advantages and the characteristics of its own products.

In Li Xiang's view, the entry of Xiaomi cars into Jingdong is not so much a business cooperation between each as it is a two-way rush between Xiaomi and Jingdong to achieve the common goal of bringing consumers a more convenient, intelligent and efficient shopping experience.

E-commerce platforms are inseparable from brands

In recent years, there has been a clear downward trend in the consumer market. This has led to the emergence of a large number of white-label products, and the power of brands in e-commerce platforms has quietly weakened.

But even so, the brand still represents quality, credibility and reputation, and is an important magic weapon for e-commerce platforms to attract users, improve user stickiness, and enhance the competitiveness of the platform.

In the minds of the vast majority of consumers, the brand is still synonymous with quality, trustworthy and selective.

Therefore, if e-commerce platforms can attract more brands to settle in, they can provide consumers with more high-quality and reliable product choices, thereby improving user satisfaction and loyalty on the platform.

At the same time, the brand also has a strong brand influence and market appeal. Their addition can bring more traffic and attention to the e-commerce platform, and enhance the popularity and reputation of the platform.

In the fierce market competition, brand effect is still a valuable resource for the survival and development of e-commerce platforms.

This is also one of the important reasons why JD.com and Tmall have chosen to cooperate with Xiaomi.

In other words, the development of e-commerce platforms is inseparable from the support of brands, and brands also need the resources of e-commerce platforms to help, and win-win cooperation between the two sides is king.

Even with the rise of white-label products, the partnership between e-commerce platforms and brands is being reshaped, and platforms should also pay attention to cooperation with brands to create a more high-quality and reliable consumption environment and bring consumers a better consumption experience.

Source: E-commerce pie pro