This Tuesday, very punctual, ideally released the sales of new powerful brands in the Chinese market from June 17 to June 23, 2024.
In this list, in addition to being able to see it fighting with the fairies in the world, Xiaomi’s weekly sales have quietly climbed to 3300, which is also noteworthy.
According to the current momentum, Lei Jun, the helmsman, said: “the Xiaomi car factory will start double shifts in June, and we will ensure that 10,000 vehicles will be delivered that month.
” At least 100000 vehicles will be delivered throughout the year, while a further 120000 will be delivered.
” The possibility of realization is undoubtedly increasing.
Homeopathy, from the point of view of onlookers, always thinking about a question: “you say, where is the greatest far-reaching impact and reference significance of the arrival of Xiaomi cars on China’s car circle?” Yes, it proves that there is still a lot of potential in the new energy market? Yes, it proves that Tesla is not the only one in the pure electric car market? Or does it prove how vulnerable some so-called joint venture rivals are? I believe that everyone has a different answer.
In my mind, I am more willing to vote: “Lei Jun and Xiaomi have almost used their own efforts to prove to everyone how important high-quality traffic is in this era of increasingly dark tide of smart electric vehicles.
” Of course, there is nothing wrong with learning from Lei Jun and imitating the marketing of Xiaomi car, but we still have to adjust measures to local conditions.
This week, it was revealed that during his visit to the United States, Xiaopeng CEO he Xiaopeng personally experienced Tesla’s latest autopilot system, FSD V12.3.6, and revealed that the software is expected to enter the Chinese market within this year.
Soon, Musk said in a message under the content, “Chinese automakers have shown strong competitiveness on a global scale.
” Soon after the boast mode was launched, Xiao Peng’s official account responded to Musk’s comments, “We wonder if there is a chance to borrow a Tesla with internal test version of FSD V12.4.1 in the near future?” By the way, when you come to China, we will be happy to provide you with the opportunity to test-drive Xiaopeng’s new car and look forward to your arrival.
” At that time, the delicate dialogue had already made people think about it.
Unexpectedly, just a day later, he Xiaopeng suddenly updated Weibo to confirm the authenticity of the above revelations and predicted that a report on his experience Tesla FSD would be released soon.
In the evening of the same day, nearly 35 minutes of video arrived as scheduled.
After watching the whole film, on the one hand, I deeply felt that as Xiaopeng’s “No.
1 position”, he Xiaopeng was full of true feelings and sincerity, and he was not stingy with praise for his competitors.
on the other hand, he was very clever in yelling, standing on the platform and warming up for his own XNGP.
As the atmosphere gradually set off in place, the relevant discussion in the network is becoming more and more hot, Xiaopeng Zhi driving “number one” Li Liyun took advantage of the opportunity to step onto the stage.
I am looking forward to the actual experience of FSD after entering China, and I am also looking forward to letting XNGP and FSD compete on the same stage.
The blockbuster version that Xiaopeng is about to launch is really available all over the country, and it will be fully launched in July.
” At this point, I suddenly found that the whole process, from the starting point to the end, turned out to be a marketing event carefully planned by Xiaopeng, and very smart to find the strongest benchmark in the world, rather than once again confined to domestic benchmarking.
Of course, from the point of view of this new power building cars, “smart driving” has always been the biggest label and long board that it cannot afford to lose.
After a tit-for-tat confrontation with Huawei last year, and other brands investing huge human, material and financial resources in this dimension to catch up, Xiaopeng is undoubtedly in urgent need of another iconic node to regain its name.
Fortunately, fortunately, the result is not too bad.
In order to change the perspective, this paragraph spends a lot of space on such a typical example, and the point of view that I want to express is still focused on: “only with enough high-quality traffic can a car company play a positive blessing role.
” Whether it is the official interaction between Xiaopeng and Musk, or the video of he Xiaopeng, or the more appropriate official announcement of Li Liyun, the control of rhythm, the use of techniques, and the release of information are all worthy of good study by other car companies.
By contrast, throughout the first half of the year, perhaps anxiety in the pursuit of quality traffic quickly spread to every corner of the Chinese car market.
It is no exaggeration to say that we have witnessed too many mainframe factories running blindfolded for it to offer a variety of operations, making consumers feel surprised and conflicted, and even seriously retaliated.
For example, take live streaming as an example.
At first, how many executives of independent and joint venture brands chose to charge, but now almost no one is still serious about it.
For example, enthusiasm seems hot to open a personal Weibo to voice, in the end found that it is only pure formalism, have handed over to the agency to go to the operation and maintenance.
Or, for example, a good new car press conference, crazy competitors who put the cart before the horse, but in the end they don’t even have time to introduce blockbuster products.
The above little things are just a few microcosms of many magical plots, and the headline of today’s article is my advice.
Often, for some car companies, the traffic is earned, but it is not the high-quality traffic that they have been waiting for.
Similar stubborn diseases are troubling many brands, especially those that are completely betting on “electrification”.
Looking behind the high-quality traffic, recently, I heard an interesting point of view: the reason why Xiaomi SU7 won the first battle is that it caught up with a sufficiently appropriate “tuyere”.
The penetration rate of new energy in the whole market has risen sharply, consumers’ acceptance of new brands has gradually increased, the price of raw materials for power batteries has continued to decline, the gap in the experience of smart drivers has not opened, and the pace of transformation of joint venture brands is still pulling the hip.
In any case, luck also accounts for a certain proportion.
In this regard, I fully agree.
However, I would like to add that: “the hot sale of Xiaomi SU7 must also have something to do with its being empowered by high-quality traffic.
” In addition, and most importantly, the product power itself did not make a too fatal mistake.
” From the styling design of appearance and interior, to the dynamic driving texture of the whole vehicle, to the maturity of the three electricity system, and then to the experience of wisdom module and smart driving, including the final listing price, we must admit that the moves of Xiaomi SU7 are basically in the hearts of the target customer base.
As the first assignment handed in by Mengxin, although it is not perfect, it can at least give a “good” evaluation.
It is precisely based on this background that the performance of Xiaomi SU7 once again confirms the immutability of the past.
Survival rules: “No matter what high-quality traffic or out-of-circle marketing, it is only the icing on the cake and the most fundamental and decisive factor in hot money.
It is still hard to forge iron.
“, After all, in the era of smart electric vehicles, the problem of increasing “homogeneity” of products is still prominent, which has led to an extremely low “fault tolerance rate” of OEMs in the process of promoting new products.
In other words, on the basis of building the so-called “bucket cart”, we must continue to find a few “long boards” to have the capital to establish a foothold.
Looking back at the first half of this year, many players who could see the “shortcomings” at a glance, even though they had doubled their efforts in many other dimensions, in the extremely bloody market, after several rounds of training, they still inevitably acted as “cannon fodder” that no one cared about.
The fact is so cruel.
“China’s auto market is really so crowded that everyone is suffocating.
“, It is by no means a myth.
Such a complaint really comes from an employee in the marketing department of a certain main engine factory.
In his daily work, he is not only responsible for writing new car launch plans, but his immediate leaders also require him to participate in so-called “brainstorming meetings” every day, with the purpose of frantically looking for hot events that his brand can ride.
The advice I gave was still the same sentence: “Although the traffic is good, don’t drink too much.
” To build a car, instead of doing a lot of useless work, it is better to listen to user feedback and quickly iterate on your own products.
“, But the irony is that many people understand the truth, but many people can’t change anything.
In today’s Chinese auto market, traffic anxiety has become a disease.
More and more main engine factories are suffering from it.
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