3 6 Ke·2024-04-09 05:30Core Viewpoint - The competition between Xiaomi and other automotive brands, particularly in the context of the recent launch of the Xiaomi SU7 and the controversy surrounding the incorrect specifications presented by Zhiji during the launch of the Zhiji L6, highlights the intense marketing dynamics and the challenges traditional automakers face in the evolving electric vehicle market [1][4][9]. Group 1: Market Dynamics - The launch of the new Wanjie M7 and the subsequent popularity of the Wanjie M9 have significantly boosted the brand's visibility, demonstrating the effective marketing strategies employed by smartphone manufacturers entering the automotive sector [1]. - Xiaomi's entry into the automotive market has created a ripple effect, leading traditional automakers to struggle with understanding and adapting to the new marketing landscape dominated by tech companies [1][9]. - The marketing prowess of companies like Xiaomi and Huawei has raised the bar for traditional automakers, who are now facing challenges in generating comparable consumer interest and brand recognition [9]. Group 2: Controversy and Response - Zhiji's recent launch event featured incorrect information regarding the specifications of the Xiaomi SU7 Max, which led to significant backlash and a demand for a formal apology from Xiaomi [4][6]. - Xiaomi's response to the misinformation was swift, emphasizing the accurate specifications of the SU7 Max and calling for Zhiji to publicly clarify their statements [4][6]. - Following the controversy, Zhiji issued a formal apology, acknowledging the error and attempting to mitigate the negative impact on Xiaomi's reputation, although Xiaomi expressed dissatisfaction with the informal nature of the initial apology [8][9]. Group 3: Competitive Landscape - The competitive landscape in the electric vehicle market is increasingly influenced by the marketing strategies of tech companies, which have successfully leveraged their existing brand recognition to gain traction in the automotive sector [9]. - Traditional automakers like Zhiji are struggling to establish a strong brand identity in the electric vehicle space, often resorting to controversial marketing tactics that can backfire [9][11]. - The ongoing rivalry between tech companies and traditional automakers is reshaping the industry, with companies needing to adapt quickly to maintain relevance and consumer interest [9].