On June 26, Xiaomi YU7 was officially launched, with an official guide price of 253,500 yuan to 329,900 yuan. At 10 o’clock on the night of the listing, the deposit was accepted, and 3 minutes later, the 200,000-unit Dading directly created the history of the world’s automobiles.New energy vehiclesIt not only shortens the new car research and development cycle, but also shortens the cycle of receiving orders.
Sales enjoy a “windfall”
According to statistics, Xiaomi YU7 has been on the market for 72 hours, and the average store lock order is 800-900 units, and the lock rate is between 75%-80%. These two sets of data can illustrate two results.
First, the sales of Xiaomi cars can lie flat again, it is understood that salespeople can get a commission of 800 yuan for every Xiaomi SU7 sold, I believe that the commission of YU7 is not bad, if calculated in this way, a store is 800-900 units, the commission can get at least 640,000 yuan, if a store is equipped with 5 salespeople, plus the basic salary, the annual salary of each person is still considerable.
The most important thing is that in 72 hours, the year’s performance was exceeded, and the salespeople of Xiaomi Auto really experienced what it means to “fly a windfall”.
Second, the previously mentioned “200,000 units in 3 minutes”, everyone thinks that it is “refundable”, there is no gold content, now add 75%-80% of the lock rate calculation, the number of locked orders will also reach more than 100,000 units, not to mention that it has been on the market for more than 72 hours, and the number of locked orders is already amazing.
According to the latest news, the number of locked orders for Xiaomi YU7 has exceeded 280,000 units.
Users initiated an “unsubscription turmoil”
Consumption has always had a psychology – herd mentality.
When Lei Jun announced “200,000 units in 3 minutes”, it seemed to be a simple number, but it was actually a marketing technique that made other consumers who had not yet placed orders have a herd mentality, and then followed the order without hesitation. Moreover, another reason for people not to hesitate is that Xiaomi Auto’s Dading can be refunded within 7 days.
However, perhaps because the sales were too hot, the app once malfunctioned. On the car quality network,Car complaintsOn the car complaint platform of the network, there have been a large number of complaints about unsubscription appeals in the past few days.
Some users complained: “Xiaomi Auto app, promotional orders can be unsubscribed within 7 days, after the car paid the deposit that night, check the lock order rules and did not click ‘open the quality to start the Xiaomi car journey’ but showed that the order was locked, and there was no reply to the 400 ditch Netcom.” ”
There are also user complaints: “The delivery time of the vehicle displayed by the Xiaomi APP that night is one to five weeks, and today when the APP is opened, the delivery time has been changed to 22 to 25 weeks without authorization, which is a serious breach of contract, we can’t wait so long, and we strongly request a refund of the deposit.” ”
Another user complained: “The order is locked due to a bug in the app. The normal process is to pop up the lock configuration and then pop up the lock order after WeChat Pay, but after I place an order on WeChat Pay, the lock configuration and lock order are not displayed, and the WeChat payment is always displayed, resulting in locking the order not my own will. Xiaomi customer service does not refund the deposit, only replies that the deposit of 5,000 yuan cannot be refunded after locking the order according to their company’s regulations. ”
From these complaints we can find out several things. One is that Xiaomi’s “refundable within 7 days” will indeed cause a high increase in order volume in the short term; One is that due to the swarm of orders, there are bugs in the system, and some lock orders may not be voluntary by users.
In any case, including the order volume and the company’s market value, Xiaomi is rising, and Lei Jun can be said to have made a profit. However, Lei Jun’s sentence “Xiaomi does not rely on marketing” is really a bit of a break.
