On June 23, Lei Jun announced on his personal social platform that Xiaomi Auto’s second model and first SUV, the YU7, will be officially released in 3 days. At this moment, YU7 is really here, and it has been a year and three months since the official launch of SU7.
Needless to say, from the industry to the public opinion side, from potential customers to existing users, everyone is looking forward to Lei Jun being able to bring a depth charge to the market again.
As usual, Xiaomi’s launch event this time was very long. After Xiaomi routinely brought various consumer electronic devices to the market, the debut of YU7 is still in the finale. But under the step-by-step rhythm, YU7 is full of firepower, and the price range is 25.35~329,900 yuan, which is very similar to the SU7 of that year.
“200,000 orders in 3 minutes; 289,000 orders in 1 hour. ”
When the excellent product quality once again accurately hits the consumption pain points of young users, it directly makes all friends who are willing to participate in the competition sweat; On the other hand, backed by the existing sales trend of SU7, it is almost destined to the future market performance of YU7. Hot sales are certain, and how high it can reach depends on how long the delivery cycle will be.
As early as last month, YU7 entered offline stores after its announcement, about this carMarket AnalysisIt never stopped. Some people say that due to the limitations of the sports SUV market, it is difficult for the YU7 to replicate the success of the SU7, and some people say that in the lack of range extension options, including Wenjie and Ideal, the YU7 will be comprehensively blocked from all dimensions.
At the same time, in view of the volatility of China’s auto market and the uncontrollable public opinion environment, we who are accustomed to frequent black swan events often speculate whether YU7 will be affected by special events in the future? So that it will also be reflected in sales?
But the real store customer flow has always sent such a signal: as long as the young consumer group is still there, the combat effectiveness of YU7 will not be weaker than that of SU7. After a further breakthrough in product strength, it can even be said that if Xiaomi wants to achieve the most basic market expectation of 1+1>2 with the help of YU7, it can be pinched at will.
I still remember that before the launch of Xiaomi SU7, there was widespread speculation in the automotive industry that the monthly sales performance of SU7 would not be too high. The result? “It’s hard to find a car” has become the real state of Xiaomi Auto after entering the game. And today, a year later, seeing that SU7 is still at a high level of sales, I think no matter how exaggerated public opinion is hunting Xiaomi, there is still no reason why YU7 does not become a hit.
YU7 is a hit again, not a victory for marketing
“SU7 has been released for so long, and none of them are opponents of SU7, and none of them can be played.”
To be honest, based on reality, no matter what mentality Xiaomi has to look at the success of SU7, under this slightly proud declaration before, it is the confidence of Xiaomi Auto to debut at its peak. And for this, it is estimated that no one is able to refute it.
Before the release of YU7, Li Bin, Li Xiang and He Xiaopeng successively forwarded Lei Jun’s Weibo and wished YU7 a big sale, which seemed to express the collective recognition of the new forces for the Xiaomi YU7 car.
currentNew energyEveryone sees how much competitive pressure there is in the market. Before and after the release of YU7, Ledao L90, Ideal i6 and Xpeng G7 are all the most combative opponents at this price.
In such a situation, Lei Jun can also show a posture of responding, whether it is a group of new forces for warmth, or a simple blessing that stays on the surface, it seems difficult to question the combat effectiveness of YU7.
At the press conference, as when the SU7 was introduced last year, a large number of revelations about YU7 products made everyone present give surprised expressions.
Under the preaching of building a full ecology of people, cars and homes, Lei Jun has come up with a complete set of plans to deal with new consumption trends. Different from the mobile phone holders, umbrella slots, flashlights and other surface fancy tasks used on the SU7, on the YU7, anyone can see that from the projected HUD to the voice waking up “Xiao Ai classmates” outside the car, from the endurance of up to 835km to the emergence of motion sickness relief mode, Xiaomi Auto is still spending a lot of energy on the details that consumers care about.
Before the YU7 was launched, not only Lei Jun personally, but also a large number of media who had already tested the YU7 said that the potential users of SU7 and YU7 did not overlap. Both are sports-oriented models, but they have their own merits in shaping their own personalities, which means that Xiaomi can replicate the momentum of SU7 hot sales on the track of pure electric SUVs.
In other words, whether you can understand the product differences between YU7 and competing products, YU7 is good enough in terms of how to mobilize the buying sentiment of potential users.
For a long time, the outside world has always discussed, who are Xiaomi cars sold to? How did Lei Jun bring Xiaomi cars to a height that has never been seen in the industry in terms of marketing?
In fact, based on the past year, the performance of SU7 at all levels is very telling.
You can say that Xiaomi’s appearance always has a sense of déjà vu, but I have to admit that Xiaomi has obvious leading positions in the innovation of the whole industry ecology, the leapfrog research and development of vehicle performance, and the construction of the entire Chinese automobile culture. Do you really think that people who buy Xiaomi cars for 300,000 yuan are ghost fire teenagers? Do you only care if it looks like a sports car?
Compared with most Chinese car companies, Xiaomi’s respect for the automotive industry is very concrete. Those who are familiar with the history of automobiles must know how difficult it is to create top-notch performance at affordable prices, whether in Europe or in Japan, which created the spirit of JDM. Once a product that can achieve this level appears, I think it is only natural to be greatly recognized by the market.
Chinese cars have always been talking about overtaking in corners, but the ultimate goal of overtaking in corners is to return to the same track to compete. The automobile industry was born under the Western industrial system, so if Chinese cars want to win respect, they must make history on their turf.
Under this standard, whether it is admitted or not, Xiaomi cars are unique.
Perhaps, in the face of the hot sale of SU7 bicycles to the SU7 Ultra to conquer New North, as long as you look at Xiaomi with prejudices, then everything it does is meaningless. But once the development of the automobile industry is taken as the background, even compared with peers, the kind of opening up a new battlefield by grafting the sports department of foreign brands, or simply handing over the soul to outsiders to package and then sell the car, the emotional value brought by Xiaomi cars to young people is always obvious.
Winning the Model Y is only the first step
In other words, is the success of Xiaomi cars created by the times? Since the launch of the Xiaomi SU7 at the end of March last year, we have asked such questions from time to time.
Although during March ~ April this year, under the fermentation of a number of emergencies, Xiaomi Auto can be said to have encountered the biggest public relations crisis since its establishment. At this moment, after the official launch of the second model YU7, I believe that the outside world can also estimate how much opposition there will be from the outside world.
Previously, we were still thinking that the development time of national electrification is less than 10 years, and the “dead intelligent transformation” is a new trend that has only been shown in the past two years. As a new force among new forces, why did Xiaomi Auto put the whole industry to shame with the SU7 car? And the topic around Lei Jun’s personal topic occupies almost half of the hot searches in the entire automotive circle?
But at present, to be honest, when the orders of Xiaomi YU7 are soaring more and more, the higher the market attention of Xiaomi Auto, for other friends, its existence is a straightforward expression of its inferior skills. In this way, no matter what means are used to suppress Xiaomi cars, it seems that it has become the most suitable existence in the dictionary of these companies.
In other words, even if everyone knows that the product power of Xiaomi YU7 can fully support the potential of “explosive models”, its existence is indeed a naked threat.
Of course, aside from these irrational external variables, for Xiaomi, there is definitely one clear opponent, and that is Tesla. Like Xiaomi, in the early years, Tesla suffered no less public opinion attacks than anyone else, but the final reflection in the sales volume in the market shows that the advantages and disadvantages of comprehensive products are the key to helping companies stand firm in the market after all.
Placed on Xiaomi YU7, as the strongest competitor in the same price range, no matter how many aspects the Tesla Model Y has lost its advantage, Tesla’s American ancestry and Musk’s own charm alone are the challenges that YU7 will face.
At the same time, regardless of whether the capacity of this market segment can release enough space for newcomers, with the ideal i6 and Xpeng G7, the two new cars that are also highly anticipated at the moment, for Xiaomi YU7, the secret war in the public opinion field also needs to be vigilant. If you add itHuaweiI think this situation is not so easy to deal with.
Looking at this year’s auto market, no matter what kind of consumption stimulus policies or public opinion correction measures have been introduced, high-intensity competition is still everywhere. But for Lei Jun and his Xiaomi cars, after experiencing turmoil, the release of YU7 must be doing things with more respect for the industry and users.
At present, when the order for YU7 exceeded expectations, does this prove that Xiaomi cars are getting better? Of course, on the other hand, Xiaomi is truly telling the outside world that Lei Jun is not doing “car manufacturing” as a business, compared with making money from SU7 and YU7, what Lei Jun wants to do is to create history for Chinese cars on the original track, rather than just finding another way to complete the counterattack.
At the end of the press conference, we also heard Lei Jun confide in his heart again.
He said, “The users of Xiaomi cars may be those who have shoulders to resist responsibilities and still have a distance in their hearts, for all those who still have the sea of stars in their hearts in the fireworks of firewood, rice, oil and salt.” At the same time, Xiaomi YU7 is also the most affectionate and hardcore love letter written by Xiaomi engineers to all those who love life. ”
No matter how many people do not agree that there are poetry and distance in this era, and do not agree that Lei Jun’s sensationalism can fit the current situation of China’s auto market, but from the perspective of a bystander, do not slander or underestimate the enemy; The attitude of not being arrogant and not being self-satisfied is exactly the spirit of car building needed in this era.
