小米YU7加价4万卖爆！雷军造汽车，也搞饥饿营销？

Core Viewpoint - The Xiaomi YU7 has created significant buzz in the automotive market, with high demand leading to a phenomenon of "hunger marketing" and price speculation by resellers, reflecting Xiaomi's marketing strategy and production challenges [1][12][20]. Group 1: Market Demand and Pricing - The YU7 has seen orders being resold at inflated prices, with some resellers charging up to 20,000 yuan for order transfers, indicating a price increase of approximately 10% [3][10]. - Even as the initial excitement wanes, the resale market for YU7 orders remains active, with transfer prices around 5,000 yuan for standard versions [3]. - The second-hand YU7 vehicles, particularly the MAX version, are being sold for over 370,000 yuan, which is significantly higher than the original price of around 330,000 yuan, reflecting a markup of over 40,000 yuan [10]. Group 2: Marketing Strategy - Xiaomi's approach to marketing, particularly the "hunger marketing" strategy, has been a key factor in its success, reminiscent of its tactics in the smartphone sector [12][16]. - The introduction of F-code privileges for select users has further intensified the demand, creating a sense of exclusivity and urgency among consumers [14]. - The combination of competitive pricing and effective marketing has positioned the YU7 as a desirable product, despite the challenges in production capacity [16]. Group 3: Production Capacity Challenges - Xiaomi's production capacity is currently limited, with the Beijing factory designed for an annual output of 150,000 vehicles, which may only meet the demand for the SU7 model [18]. - The YU7 received over 289,000 pre-orders within the first hour of its launch, leading to extended wait times for delivery, which could stretch up to a year [18][20]. - The company faces the dual challenge of increasing production while managing market demand to avoid long-term consumer dissatisfaction with the purchasing process [20].