【e公司观察】小米汽车应从“流量狂欢”模式切换“责任担当”模式

Group 1 - The core achievement of Xiaomi's YU7 is the record-breaking pre-order of over 200,000 units within three minutes, validating its new car launch model [1] - Xiaomi's marketing strategy involves a "three-step jump" approach, which includes pre-heating prices, emphasizing high costs at launch, and then offering a lower price to create excitement [1] - The phenomenon of "scalpers" reselling orders at significant markups has emerged, with some reselling for tens of thousands of yuan, indicating a supply-demand imbalance [1] Group 2 - The existence of negative effects, such as scalpers, increases consumer transaction costs and disrupts market order, which should not be solely borne by the market [2] - Companies are beginning to recognize their responsibilities, as seen with Apple's policy changes and Xiaomi's updates on order delivery timelines, although these measures have had limited impact [2] - To eliminate the "scalper era," a multi-faceted approach is needed, including consumer education, enhanced platform regulation, and optimized brand strategies [2] Group 3 - Xiaomi's marketing approach has faced scrutiny, indicating that the "Xiaomi-style marketing" may backfire due to excessive focus on traffic generation [3] - Companies must balance the benefits of traffic with the responsibility to consumers and the market, transitioning from a "traffic frenzy" to a "responsibility-driven" model [3] - The importance of safety and responsibility is emphasized as being more valuable than mere popularity [3]