雷军抛出55万辆的小目标，流量反噬让小米认清现实？| DA观

Core Viewpoint - Xiaomi's CEO Lei Jun announced the launch of the new SU7 model expected in April 2026, with a sales target of 550,000 vehicles for the year, which appears conservative compared to previous growth rates [2][3][4]. Sales Targets and Performance - The sales target of 550,000 units for 2026 is only a 34% increase from 410,000 units in 2025, which itself was a significant jump from 135,000 units in 2024 [3][4]. - The internal target may be even lower, around 500,000 units, indicating a cautious approach amidst market uncertainties [4]. - The current main model, YU7, has a monthly sales volume exceeding 30,000 units, suggesting that the target for 2026 may not reflect substantial growth compared to previous years [5]. Market Position and Competition - Xiaomi's sales strategy is being compared to competitors like Leap Motor, which aims for 1 million units in 2026, and Great Wall Motors, targeting 1.8 million units with a 36.4% growth rate [6]. - The company has experienced a significant drop in sales for its Ultra version, which fell from over 3,000 units per month to just 80 units in November 2025 [20]. Marketing and Consumer Sentiment - Xiaomi's marketing strategies have been effective in generating initial interest, with the SU7 achieving 88,898 pre-orders in 24 hours, showcasing the company's ability to leverage its existing consumer base [8][10]. - However, there are signs of consumer backlash, particularly regarding collaborations with KOLs that have not resonated well with Xiaomi's core fanbase, leading to a need for the company to reassess its marketing partnerships [14]. Safety Concerns and Public Perception - The company has faced significant challenges related to safety incidents involving its vehicles, which have raised public concerns about the safety of its products [18][20]. - The negative impact of these incidents has been compounded by a lack of timely responses from the company, leading to increased scrutiny and criticism from consumers [18][22]. Strategic Shifts - Xiaomi may need to adopt a "car sea" strategy, introducing more models to meet sales targets, which contradicts previous statements by Lei Jun about avoiding excessive model proliferation [24].