Recently, after the launch of Xiaomi YU7, 200,000 orders in 3 minutes, nearly 290,000 orders in 1 hour, less than 24 hours, 240,000 lock orders, this series of numbers continues to impact the nerves of people inside and outside the circle, and even more sighs that Xiaomi has made history by making cars.
Countless people are lamenting, “a lesson has been taught to the automobile circle”, “the sadness of the whole automobile circle”, “in just a few years, Xiaomi has beaten all the pioneers to find teeth”, “like mobile phones, there are only three or five car companies left, and the pattern will come quickly”……
Judging from the feedback at all levels, for the Xiaomi YU7 car, the positive feedback is significantly greater than the negative one, except for the salted fish scalper transfer order, the longest delivery cycle is more than one year.
Why is Xiaomi able to do this? There are many analysis articles on this, whether it is brand, marketing, or product, they are all right. But the author believes that there are two biggest cores that drive Xiaomi YU7 to achieve such achievements.
One is Lei Jun, the previous research report shows that 95% of people who buy Xiaomi cars said that Lei Jun’s personal charm has a positive promotion factor for purchase, of course, there is also a clever corporate operation concept behind this, including the promotion of refined marketing.
The second is to rely on ChinaNew energyUnder the opportunity of the industrial chain, technology accumulation, and talent cultivation, without the foreshadowing of so many pioneers, there would be no Xiaomi Automobile today, and this is becoming the most direct manifestation of product strength, such as the battery capabilities of the CATL era, a number of excellent R&D and quality teams represented by Hu Zhengnan, the former president of Geely Research Institute, and so on.
In short, judging from the results, Xiaomi’s speed is indeed faster than imagined, and its way of playing and playing in the automotive circle is far beyond the imagination of many people, including the judgment of the final sales performance of Xiaomi cars, to be honest, it has been beyond the cognition of the automotive circle in many cases.
However, what the author still wants to say is that even if Xiaomi explodes again, rationally, the car circle does not need to be pessimistic.
First, it is impossible for Xiaomi to eat China’s 30 million automobile consumer market, even if Xiaomi has many products and model plans in the future, it will eventually walk on the same PK track as the current models, and gradually become a habit inside and outside the circle. Different brands and different car companies can still take their own path and explore a more suitable way of life.
Second, the current order figure is just the beginning, and the follow-up production, delivery, user use and experience, long-term service and quality assurance, and whether a group of users will continue to become users of Xiaomi cars after iterative upgrades, can be said to be a very long process. We have reason to believe that if the early adjustment is too high, the pressure on Xiaomi will be even greater, SU7 has been verified, after all, any bit of public opinion in the top stream is amplified, and the damage to the brand is huge. At present, the feedback from many netizens about the private change of Xiaomi YU7 configuration has triggered a new round of fermentation of public opinion, and the follow-up impact on Xiaomi has to be seen and seen.
The third aspect is that the emergence of Xiaomi is also equivalent to the next catfish after Tesla, which will be a profound stimulus to the entire new energy industry. The most indispensable thing for Chinese enterprises and Chinese automakers is the spirit of pioneering and innovating, and being caught up and surpassed, which has been verified in countless industries. The competition and competition have to continue, and the results don’t stop at the moment.
Therefore, even if Xiaomi YU7 has a great impact on models of the same price and level, it will not be like many “violent theories” believe that “the XXX brand can go bankrupt”, because differences in brand groups, regional differences, consumer cognition and habits will allow every powerful brand and car company to find market opportunities.
For example, just after the Xiaomi YU7 exploded, Tesla, which has always been regarded as a competitor by Xiaomi, seemed to be about to usher in a complete defeat, but Tesla soon made an epic initiative: that is, the new car rolled off the production line, let it drive to the customer’s home, and run automatically throughout the process without supervision. This is almost a subversion of the existing automobile model ecology, and if this capability can be spread in the future, automobiles will no longer need warehousing and logistics, no delivery centers, and even more room for imagination.
Isn’t this kind of innovation and creativity ability, as a different dimension, more worth looking forward to than the basic business transaction of selling new cars?
Of course, you can also give an example, take social media and public opinion to compare a lot of Xiaomi and Geely, before the launch of SU7, there was a saying called “Jun’er, stop, it’s all Geely outside”, and then SU7 ran out, and Geely’s performance of several “532” models was far inferior to SU7. But for Geely, is this a failure? Not.
Although the Galaxy E8 fell short of expectations, more than a year later, the same size electric hybrid model Xingyao 8 became a hit when it was launched. Although ZEEKR 007 did not reach the top of market segment sales after its launch, the follow-up new 007GT suddenly changed its face and sold well. Although the Lynk & Co Z10 has not become the support of Lynk & Co, the upcoming Lynk & Co 10 EM-P will undoubtedly reshape Lynk & Co’s position in medium and large cars and regain its own voice in the field of electric hybrid.
The implication is that competition is always multi-dimensional, and players on the same track cannot determine who will be compared to whom shortly after the starting gun sounds.
Even, in the past year when Geely and Xiaomi have been secretly competing, Geely has successfully stood in the second position in the Chinese market, and its sales market share and voice in the new energy market are still constantly strong. You see, Geely was not frightened, nor was he squeezed, but became more and more courageous, and any small setback could make him stronger.
Including from last year to the present, Geely’s series of actions have been very intensive, transforming, integrating, restructuring, and constantly responding to the changes of the times with new thinking. And in recent days, it is the front that is very heavyHuaweiWang Jun, president of the intelligent car solution BU, became the co-president of Geely’s intelligent driving ecology – Qianli Technology, which will undoubtedly bring revolutionary changes to Geely’s intelligent driving.
Many people may not know who Wang Jun is, but his previous title is very not simple at first glance.
On the one hand, his personal technical ability is mainly focused on the migration and application of communication technology to the automotive field, which is itself the general direction of the development of the automotive industry. Therefore, before that, he participated in the creation of Huawei’s intelligent car solution BU and served as the first president, was the founder of Huawei’s smart car business, established the strategic positioning of “helping car companies build good cars”, and proposed the HI full-stack solution model, leading the development of Huawei’s ADS system, and providing core systems such as intelligent driving and intelligent cockpit to car companies.
on the other hand, his management ability is also critical, leading the team to quickly respond to market demand and promote product implementation. If it was in the HUAWEI Inside model before, because of the collaboration problems between enterprises and the project, the project did not win in the PK with the smart car model, then now it joins Qianli Technology to do intelligent driving for Geely, which can be said to be the best testing ground for inheriting the previous HUAWEI Inside model.
In other words, Wang Jun is a big celebrity in the smart car business, whether it is technology or management, or the project landing on the car, which will bring more possibilities for development and growth on the basis of the existing capabilities of thousands of miles of vast intelligent driving, and even in the future, it will be possible to build a situation where intelligent driving capabilities are divided into three parts with Huawei and Tesla.
This statement is not YY, first look at the talent structure: Yin Qi, who was born in the “Tsinghua Genius Class”, “28-year-old Forbes Young Leader” and “founder of the Four AI Tigers”, is at the helm of the AI algorithm; Chen Qi, the former head of Huawei’s intelligent driving hardware, has become the chief scientist of Geely Group’s intelligent driving, and the vast intelligent driving 2.0 led by him can be said to have entered the first echelon of the industry, and Nvidia’s dual Thor chip is about to land; Wang Jun uses the previous model and experience to integrate Geely’s overall ecological resources and take charge of the technology business sector – building a closed loop of “algorithm + hardware + ecology” to accelerate the implementation of “AI + car”.
Secondly, although the Qianli Haohan intelligent driving system is not very loud in the industry, it has the top computing power in the automotive industry, the first data of Chinese car companies with more than 7.5 million L2-level intelligent driving vehicles, and the 30 in-orbit satellites of Geely’s future travel constellation, and the layout of the low-altitude integrated ecology of heaven and earth, these three advantages will undoubtedly become a strong guarantee for its intelligent driving potential in the future.
The market value of Qianli Technology soared from 16 billion to 40 billion in 2024, an annual increase of 150%, and the capital market voted to confirm the technical potential. On the day of the release of the “Thousand Miles of Vastness” intelligent driving system, Morgan Stanley, a well-known research institution, released a research report overnight, saying that this is the first time that an AI company has opened up the OEM closed loop.
There is also a Qianli Haohan intelligent driving system continues to land and get on the car, the 120,000-150,000 yuan Galaxy Star 8 mass production landed Qianli Haohan H1, and the next 100,000 yuan Galaxy A7 will be mass-produced and landed on Qianli Haohan H3, Lynk & Co 900 has been equipped with the potential of Qianli Haohan H5/H7, and then the 9X that Zeekr will be listed will be mass-produced and landed on Qianli Haohan H9, and more products will be mass-produced in the future, Geely’s intelligent driving will bring more imagination to the industry, consumers and the outside world.
In the automotive circle, there are many cases like Tesla and Geely, and the new technologies and new products of the head giants have been constantly iterating, and competition is what you chase me.
The outside world said that the joint venture was not good, but the CEO of the Volkswagen Group expressed that they were more sober than their opponents with “we have been lying on the credit book for too long”, and new products that are more suitable for the Chinese market will arrive soon. The outside world says that Japanese electrification cannot be done in China, but soon Toyota and Nissan’s new products, whether it is market acceptance, sales, and follow-up planning, almost exceed industry expectations. Each brand has made round after round of breakthroughs in the automotive field and in different dimensions, which is itself a market law.
Including in the mobile phone industry, whether it is Xiaomi, Apple, Huawei, even if many people think that these three companies are divided into three parts, there are OVs in China for many users to choose from, even if they are placed in the global market, Samsung, Transsion, Lenovo, etc., are also using their own way to create more value for users.
Squeeze out some water from public opinion, take the initiative to break the information cocoon brought by the social media algorithm mechanism, explore the most essential logic of the automotive industry, and report more joy and expectations to such a hot automotive industry!
