3 6 Ke·2024-03-28 08:45Core Insights - Lei Jun has faced various challenges and comparisons throughout his career, from leading Kingsoft under Microsoft's shadow to being likened to Elon Musk with the launch of Xiaomi's electric vehicle [1][3][4] - The Xiaomi SU7 is positioned as a luxury electric sedan, targeting a market segment that includes "elite" consumers who appreciate advanced technology and quality [5][6] - The pricing strategy for the Xiaomi SU7 is under scrutiny, with expectations ranging from 22 million to 30 million, but the company has indicated that it cannot offer a price as low as 9.9 million due to production costs [2][4][5] Pricing Strategy - Lei Jun has expressed that the pricing of the Xiaomi SU7 will not be as low as 9.9 million or even 14.9 million, emphasizing that it will be "a bit expensive" [4][5] - The automotive industry is experiencing intense price competition, with competitors like BYD and Geely launching multiple models at competitive prices, which may influence Xiaomi's pricing strategy [4][6] - Xiaomi's management has reportedly adjusted their pricing expectations down by 30,000 to 50,000 [4] Market Positioning - The Xiaomi SU7 is a sedan, which is less common among new Chinese electric vehicle brands that typically launch SUVs, raising questions about its market viability [5][6] - The company aims to enter the top three in the luxury electric sedan market, competing against established models like Tesla's Model 3 and BYD Han EV [5][6] - Xiaomi's production capacity is limited, with a planned annual output of 150,000 vehicles, which may affect its ability to meet market demand [5][6] Marketing Strategy - Xiaomi's marketing approach is distinct, leveraging social media and viral marketing tactics to generate buzz around the SU7, contrasting with traditional automotive marketing strategies [7][8] - The company has engaged in extensive pre-launch marketing, including large-scale advertising and interactive social media campaigns to build anticipation [7][8] - However, there are concerns that the aggressive marketing tactics may lead to negative perceptions of the brand if consumer expectations are not met [7][8] Production and Distribution - The Xiaomi automotive factory has begun producing vehicles, with the first deliveries expected by the end of April [6] - The company is expanding its sales network through a combination of direct stores and partnerships with dealers, although the current number of stores is limited [6] - Xiaomi's long-term goal is to become one of the top five automotive brands globally within 15 to 20 years, indicating a commitment to diversifying its vehicle offerings [6]