XIAOMI(HK:01810) Zhong Guo Jing Ying Bao·2025-07-05 08:43Core Viewpoint - Xiaomi's recent launch of the YU7 electric vehicle has generated significant market interest, with over 200,000 pre-orders within minutes, marking a notable achievement in the Chinese automotive industry [2][10]. Group 1: Sales and Market Response - The YU7 received over 200,000 pre-orders within 3 minutes and surpassed 289,000 in 1 hour, with total orders reaching 240,000 within 18 hours [2]. - The YU7's market performance significantly outpaced that of the SU7, indicating a shift in consumer interest and demand [2][10]. - Xiaomi's strategy of real-time data reporting on pre-order numbers has enhanced market excitement and consumer confidence, creating a positive feedback loop for order growth [10]. Group 2: Leadership and Crisis Management - Lei Jun's return to live streaming to address concerns about the YU7's pre-order data signifies a shift from reactive crisis management to proactive brand value creation [3]. - The company aims to improve its delivery capabilities and transparency regarding technology to rebuild public trust and manage potential crises effectively [3][5]. Group 3: Product Positioning and Pricing Strategy - The YU7 is priced at 253,500 CNY for the standard version, 279,900 CNY for the Pro version, and 329,900 CNY for the Max version, which is approximately 30,000 CNY higher than the SU7, avoiding internal competition [9]. - The pricing strategy is designed to position the YU7 competitively against the Tesla Model Y, offering superior features at a lower price point [9][10]. - The YU7's launch reflects a strategic focus on high configuration at competitive pricing, aiming to reshape consumer value perception in the market [8][9]. Group 4: User Demographics and Market Insights - The average age of YU7 users is 33, with a notable increase in female users to 30%, and a significant portion of users (52.4%) being Apple device owners [10]. - The company recognizes the need to address delivery pressures due to high order volumes, with estimated delivery times ranging from 39 to 61 weeks [5][10]. Group 5: Future Outlook and International Plans - Xiaomi plans to initiate its international expansion in 2027, focusing on addressing domestic production and delivery challenges first [7].