On June 26, Beijing time, Lei Jun, who stood in the spotlight of the stage, slammed all the participants in China’s auto market in the most gentle tone, proving what it means to “kill crazy” with real results.
The Xiaomi YU7, which starts at 253,500 yuan, will be ordered 200,000 units in 3 minutes and 289,000 units in 1 hour…… Even considering a certain amount of “moisture”, as a media that has been in the industry for 6 years, I have never seen such explosive numbers.
“There is a sense of powerlessness in the face of three-body water droplets.”
It is by no means fabricated, such a refined feedback really comes from a friend of an OEM around me. It must be admitted that the entry of the Xiaomi YU7 made everyone feel the huge chill that came to their faces.
What’s even more terrifying is that the attack strategy of this mid-size pure electric SUV is completely different from the previous style of Xiaomi SU7. The price difference between the standard version and the Pro version, which undertakes the main sales task, is only more than 20,000 yuan.
In other words, the space left for competing products to intersperse and grab is very limited.
“Xiaomi YU7 is Xiaomi’s first SUV and the first time that Xiaomi has truly entered the main battlefield of the automotive industry. We will face the strongest opponents and the most brutal competition. ”
Shortly after the press conference, Lei Jun was on his personal Weibo and wrote such a paragraph. word by word, on the one hand, I felt his determination and ambition; on the other hand, I can’t help but sweat for brands that have a rivalry with Xiaomi.
In the next space, I want to talk about “Wei Xiaoli”, which most readers are very concerned about. Looking at the Xiaomi YU7 that is screaming and selling out, how should the three of “enemies and friends” deal with it?
01NIO is fighting with its back to the water
“The fourth quarter must be profitable.”
In many previous public occasions, Li Bin, as the helmsman, reiterated the goal of the beginning of this paragraph. Admitted or not, NIO has indeed reached a dangerous precipice at this moment.
In order to achieve profitability, Li Bin gave his solution, “The total monthly sales of the three brands reached more than 50,000 units, the gross profit margin was controlled at 17%-18%, the sales and management expense ratio was maintained at about 10%, and the R&D expense ratio was maintained at 6%-7%.” ”
On the product side, Ledao’s second new car, the L90, will be launched in the third quarter, and Li Bin claims that it will change the pattern of the three-row SUV market and become an important inflection point. In the fourth quarter, the new ES8 born from the NT3 platform will also enter, which Li Bin calls “the return of the king”.
But in my opinion, it has the meaning of fighting with your back against the wall.
First of all, the arrival of Xiaomi YU7 will definitely have a relatively large impact on the 2025 “5566” with overlapping prices; Secondly, although the Ledao L60 has seen the dawn of gradual increase, it is far from reaching the expected height; Furthermore, on the other hand, Firefly came up with the BaaS vehicle-electricity separation policy in advance, which undoubtedly confirms the weakening of the order pool of this boutique pure electric car from the side.
In the fourth quarter, it tried to complete monthly sales of 50,000 units, and the pressure on NIO was clearly there.
It is precisely based on this background that the Ledao L90, which arrived in the third quarter, seems to have a heavier burden on its shoulders. There is no room for negotiation, it must be sold out.
A small static tasting of this product has been conducted not long ago. No blowing or black, in terms of parameter configuration alone, it is definitely second to none in the “big six” market.
What is particularly critical is that thanks to the blessing of the forward pure electric platform and the extremely high degree of electronic and electrical integration, its loading and riding space truly solves the pain points of users.
More specifically, six people and six seats are fully occupied, because of the blessing of a huge front trunk, and the trunk loading capacity in three-row mode is still considerable, which can fully fit everyone’s luggage.
Compared to all the “big six” on the market, it must be thoughtful.
Anyway, on the Ledao L90, you can feel that NIO has given up some of its obsessions, begun to listen to the actual needs of car owners in the true sense, and build cars with the so-called “C-end” thinking.
Of course, entering the “big six” market with many range extension players, the Ledao L90, which can be charged and exchanged for pure electric technology routes, is a clear stream.
Fortunately, NIO’s increasingly mature energy replenishment system has given it the confidence and capital to persuade users. Of course, it also needs the help of a policy similar to “free battery swapping for a limited time”.
And the current Ledao L90 is like: “Everything is ready, only the price is owed.” ”
However, this is also what I am most worried about, for fear that it will not be able to be done in one step. In the communication not long ago, Ledao officials have been emphasizing that the L90 is positioned at the 300,000 level.
However, the author feels that the starting price should be pulled to 279,900 yuan similar to the Xiaomi YU7 Pro version, and after adopting the BaaS vehicle-electric separation solution, it will enter less than 200,000 yuan for dislocation competition.
As for the L80 of the “big five-seater” version that entered the fourth quarter, the price anchor should be the Xiaomi YU7 standard version.
Ideally and objectively speaking, in today’s environment, only by showing sincerity that end consumers cannot refuse can it be possible to fight a bloody way in this jungle of the weak and the strong, and don’t hold it again.
Referring to last year’s SU7, the output is more explosive Xiaomi YU7, hinderedCapacityThe reason for the restriction is that there will definitely be order spillovers.
How to undertake this part of potential customers will be a key test question for NIO.
02Xiaopeng, recognize yourself
“The difficulty of Xiaopeng’s rush has increased by more than an order of magnitude, and it is estimated that we must be prepared for a long-term hand-to-hand combat with Leapmotor in the range of less than 200,000 yuan for a long time.”
Shortly after the launch of Xiaomi YU7, I saw such a view on Weibo. I deeply agree with this.
In fact, since the bottoming out of the MONA M03 and P7+ pure electric cars last year, the problem of how to move up has been haunting Xpeng’s mind.
However, Lei Jun’s heavy punch made the small flame that had just ignited instantly become shaky.
The starting price of Xiaomi YU7 is 253,500 yuan, which is essentially for all mid-level pure electric SUVs, drawing an insurmountable benchmark, and the subtext points out: “Either you and I compete in a different position, or you sell cheaper than me.” ”
This style of play really makes Xiaopeng uncomfortable.
And this week, this new force is about to release another product that takes on the heavy responsibility of volume – G7. As a player on the same platform as the P7+, there are almost no shortcomings in parameter configuration.
The three self-developed Turing chips have a comprehensive computing power of more than 2200TOPS, which can make it a good selling point with intelligence. The second-row seating space and loading capacity are also the strengths of the G7.
As for pricing, referring to the Xpeng G6 and G9, which also ushered in a renewal this year, there is a high probability that it will remain at 200,000 yuan to 240,000 yuan to fill the gap between the two.
But even so, the G7, which is also a medium-sized pure electric SUV, will inevitably be affected by Xiaomi. After all, the latter is too loud.
Xpeng should be secretly glad that the 75-degree battery version of the YU7 has not arrived. Imagine if the starting price of this product is lowered to around 230,000 yuan?
Lei Jun, it can be regarded as letting everyone go for the time being.
Of course, as mentioned at the end of the previous paragraph, the spillover of Xiaomi’s orders will also be an opportunity for Xpeng. With the big devil taking the lead, the “cake” on the corresponding plate is getting bigger.
People eat meat based on their ability, and it is not ashamed to follow behind and drink soup. This also requires the G7 to be attractive enough in the listing policy process.
Combined with the current situation and follow-up planning, I always feel that Xpeng should further recognize itself, meet the expectations of the outside world as much as possible, and do a good job in the so-called “Redmi Automobile” in a down-to-earth manner.
After all, the competition for the new P7 will inevitably be SU7. Xiaomi’s third “big six-seater” extended-range SUV is likely to arrive next year, and it will also be against the family flagship that Xpeng will unveil at the end of this year.
Between the two, it seems to be superficial and harmonious, but the fighting behind the scenes is destined to only increase. As for the brand upward, Xiaopeng can only slowly arch and not rush.
Fortunately, there is Xiaomi’s proofing in front.
03Ideal cannot be lost
About a month ago, it was revealed that Ideal had lowered its annual sales target, from 700,000 units to 640,000 units. Standing at that node, I could already feel the challenges encountered by this new force in car manufacturing.
On the eve of the launch of Xiaomi YU7, Li Xiang, the helmsman of the company, had a wave of friendly interactions with Lei Jun. They took advantage of the momentum to warm up the i8 and i6 that entered the market in the second half of the year.
In my opinion, they are destined to be a battle that cannot be lost in ideals.
Because, looking at the current situation, the range extension sector L series has been besieged and is becoming more and more intense. Especially with the entry of the M8, the ideal pressure is great.
Because of this, it is urgent to develop the pure electric sector. This new force must find a new breakthrough in car manufacturing to relieve its own anxiety.
i8 and i6 are the answers it gives.
Objectively speaking, after the “defeat” of MEGA last year, the current ideal is undoubtedly more fully prepared in the matter of selling trams. Spending huge manpower, material resources and financial resources, more than 2,500 self-built supercharging stations are the best proof.
Although I have not experienced the real car yet, according to my understanding of this new force, the i8 and i6 will definitely vividly interpret what “car and home” is, and the ultimate is close to home users.
But the problem is also prominent: for example, the unconventional SUV shape will once again challenge everyone’s aesthetics, and how many people are willing to pay for it in the end?
For example, from the perspective of model positioning, i8 and i6 will inevitably be with their own L8 and L6, which will produce serious left-right hand mutual learning.
For example, according to the current industry logic, the pricing of pure electric models of the same level will generally be slightly higher than that of extended-range models. So if this is the standard, the i8 and i6 are not destined to sell too cheaply.
Assuming that the main sales versions of the two go to the price range of 350,000 yuan to 400,000 yuan and 250,000 yuan to 300,000 yuan respectively, they will directly fight hand-to-hand with the M8 and Xiaomi YU7, will the final result be more or less auspicious?
Anyway, each suspense is waiting to be answered, and it also tests the ideal systematization ability.
Last week, this new force suddenly lowered its delivery expectations for the second quarter by a large margin, and also made a major adjustment to its organizational structure, giving people a sense of “a big war is coming”.
If I had to describe the ideal situation at the moment in one sentence, it would be: “The extended range plate is facing it.”Huawei, the pure electric sector cannot avoid Xiaomi. ”
Say no pressure, do you believe it?
Writing here, the article is gradually coming to an end, and finally tries to discuss an open topic: “Who is the most panicked in the face of Xiaomi YU7’s big kill?” ”
Regarding the answer, I just want to say: “In addition to Wei Xiaoli mentioned in this article, those traditional car companies that are still slowly transforming may be more uncomfortable.” After all, it was already difficult, and it had to be forced to speed up. This round of shockwaves that made all the Autobots feel terrifying will tear off the fig leaf on many people. ”
At present, looking at Xiaomi, which only officially announced the construction of a car in 2021, it is in the Chinese auto market as if no one is there, and it is inevitable to fall into contemplation. So many so-called industry veterans were stolen by a recruit in the end.
To be honest, it is quite sad, and it also proves that many people are “grass platform teams”.
Over the past weekend, Xiaomi officially released a set of data again, and the number of YU7 lock orders reached 240,000 units in 18 hours. The focus is on the “lock order”. Lei Jun took advantage of the situation to announce that the 24-hour Dading will no longer be announced. At the same time, as of now, the pick-up cycle of the standard version of the Xiaomi YU7 has exceeded the exaggerated 50 weeks.
To sum up, for all OEMs, including “Wei Xiaoli”, danger and opportunity coexist.
So far, everyone can only face the most brutal competition.
