直击小米门店狂热营销！多地已现YU7转手订单

Core Viewpoint - The article discusses the aggressive marketing strategy employed by Xiaomi for its new car model, YU7, highlighting both the excitement generated and the potential backlash from consumers due to the "hunger marketing" approach [2][12]. Group 1: Marketing Strategy - Xiaomi's marketing strategy for YU7 includes a "hunger marketing" approach, where sales staff actively encourage consumers to place orders by emphasizing limited availability and urgency [4][7]. - The first wave of marketing was initiated by Xiaomi's chairman, Lei Jun, who highlighted the limited stock of 30,000 vehicles available for immediate purchase, creating a sense of urgency among consumers [4][11]. - Following the price announcement, sales staff engaged in enthusiastic promotions, using phrases like "early orders lead to early production" to stimulate consumer interest [7][12]. Group 2: Consumer Reactions - Some consumers expressed dissatisfaction with the aggressive sales tactics, insisting on test drives before making any purchasing decisions [8][10]. - Concerns were raised regarding the safety of the vehicles, particularly in light of previous incidents involving Xiaomi's other model, SU7 [9][12]. Group 3: Order Dynamics - Despite the reported high number of pre-orders, industry insiders caution that the number of deposits does not equate to actual sales, as consumers can modify their orders within a week [12][14]. - The article notes that there are already instances of YU7 orders being resold on second-hand platforms, raising questions about the actual distribution of the vehicles [11][12]. - Xiaomi has implemented stricter policies regarding order modifications and refunds to avoid past complaints related to deposit refunds, indicating a more cautious approach compared to previous launches [13][14]. Group 4: Market Impact - The entry of technology companies like Xiaomi into the automotive sector has introduced internet-driven marketing strategies, which can enhance consumer awareness but may also disrupt market order and negatively impact the purchasing experience [15].