考虑到新车实际售价通常比预售价更低，这款新车的起售价甚至有可能杀到30万元区间。 22日早上的媒体沟通会上，蔚来CEO李斌表示，公司2023年推出的第二代ES8犯了一些错误，成本目标设定出现了问题。"全新ES8的定义在立项时的使命 就是修正这样的错误，回到它应该有的位置。" 李斌认为，如果蔚来继续保持高价，难以参与市场竞争。同时，全新ES8的成本比前两代车型低很多，且仍有毛利润。 但全新ES8较低的预售价，有可能"背刺"高价购买上一代车型的老车主。李斌对此表示，一些老车主的反馈是，"蔚来活下去是最主要的"，以前承诺的权 益才能有保障。 蔚来一如既往没有披露全新ES8的订单量。不过，蔚来总裁秦力洪表示，从前一晚发布会结束到第二天上午，同样的时间段，全新ES8的订单量多于上个 月底发售的乐道旗舰车型L90。 作为蔚来SUV序列的旗舰车型，蔚来对于这款新车寄予厚望。大幅降价的全新ES8能否一炮而红，不仅关系着蔚来能否达成今年第四季度盈利的目标，甚 至还会影响这家公司的持久作战能力。 新车还没正式开卖，蔚来与理想两个老对手已经剑拔弩张。 8月21日晚，蔚来在成都举行全新ES8产品技术发布会。这是一款六座大三排纯电SU ...

Group 1: User Demographics - The survey revealed that 83% of the respondents are male, with an average age of 31.5 years, and 69% are aged between 26 to 35 years, indicating a strong influence of the younger generation in the consumer market for Xiaomi YU7 [1][4] - The majority of respondents (66%) are married, with 50.98% of them raising preschool children, highlighting the family-oriented nature of the core user group [1] - The educational background of respondents shows that 58.5% hold a bachelor's degree and 23% have a master's degree, with over 30% working in the IT, communication, electronics, and internet sectors, indicating a high level of education and tech sensitivity among users [4] Group 2: Purchase Behavior - 62% of respondents are first-time car buyers, while 33% of repeat buyers are existing Xiaomi car owners, with 78.8% of them being former Xiaomi SU7 owners [8][14] - The average budget for purchasing a car is 292,300 yuan, with nearly half of the respondents budgeting between 260,000 to 300,000 yuan [18] - 57.5% of respondents compared the Xiaomi YU7 with the Tesla Model Y before making their purchase decision, indicating the competitive landscape [21] Group 3: Purchase Decision Factors - Key reasons for choosing the Xiaomi YU7 include "commuting," "daily leisure," and "weekend travel," aligning with the younger demographic's lifestyle [15] - The main considerations for purchasing the Xiaomi YU7 were "exterior design," "dual zero-gravity seats," and "sky screen," reflecting a consumer preference for experiential features [26][29] - 74.5% of respondents felt that the pricing of the Xiaomi YU7 met their expectations, while 15% expressed concerns about certain features, particularly regarding configuration [34][50] Group 4: Brand Perception - Respondents primarily associate the Xiaomi brand with value for money, technology, and youthfulness, which aligns with their perceptions of the Xiaomi YU7 as well [38][40] - 98.5% of respondents have used Xiaomi products, with a significant portion using smart home appliances and wearable devices, indicating strong brand loyalty and ecosystem integration [45][49] - The Xiaomi YU7's overall satisfaction rate among users is 88%, slightly higher than that of the Xiaomi SU7, which stands at 55% [37]

Core Viewpoint - Xiaomi's first SUV model, YU7, launched at a starting price of 253,500 yuan, has generated significant market interest, with pre-orders exceeding expectations and reaching 240,000 within a day of the launch [2][3]. Group 1: Market Response - The YU7 achieved over 200,000 pre-orders within 3 minutes and 289,000 within 1 hour, setting a new record for pre-sales of new energy vehicles [2]. - Following the launch, Xiaomi's stock price reached a historical high of 61.45 HKD per share, closing at 58.95 HKD, with a total market capitalization of 1.53 trillion HKD [2]. - Related companies in Xiaomi's automotive supply chain saw significant stock price increases, with several stocks hitting the daily limit up [2]. Group 2: Production and Capacity - Xiaomi's current production capacity at its Beijing factory is limited to 30,000 units per month, which poses challenges given the high demand for both SU7 and YU7 models [3]. - To address production bottlenecks, Xiaomi is implementing a "dual-line operation" strategy, with a second factory in Beijing set to begin production as early as July [3]. - Xiaomi's subsidiary, Jingxi Technology, has acquired land for a potential third factory, which could further enhance production capabilities [3]. Group 3: Sales Projections - Analysts predict that the steady monthly sales of YU7 could reach between 30,000 to 40,000 units, with total sales for Xiaomi's automotive division potentially reaching 350,000 to 400,000 units by 2025 [4]. - There is an optimistic outlook for annual sales to challenge 700,000 to 800,000 units next year, with the possibility of reaching 1 million units if production capacity is sufficiently expanded [4]. Group 4: Investor Interest - There has been a surge in inquiries from investors regarding supply relationships with the YU7, indicating strong interest in the vehicle's market performance [4].

Core Insights - Xiaomi Group launched its first SUV, the Xiaomi YU7, which is being touted as a "redefinition of smart electric SUVs" and is seen as a significant competitor to Tesla in the Chinese market [1][2][4] Sales Performance - The Xiaomi YU7 received over 200,000 pre-orders within 3 minutes of its launch, surpassing 289,000 orders in 1 hour, and reaching 240,000 orders within 18 hours [2] - The starting price of the YU7 is 253,500 yuan, which is nearly 4% lower than Tesla's Model Y, positioning it as a direct competitor in the largest automotive market globally [2] Competitive Landscape - Xiaomi's founder, Lei Jun, expressed confidence in challenging Tesla's Model Y, which has been a top seller globally for several years [4] - The YU7 is expected to help Xiaomi's automotive business achieve profitability in the second half of the year, making it one of the fastest brands to reach this milestone in the automotive sector [4][6] Market Impact - The introduction of the YU7 is seen as a significant shift in the Chinese automotive industry, with Xiaomi's vehicles being recognized as strong competitors against established brands like Tesla, Ford, and General Motors [9][10] - Xiaomi's SU7 and YU7 models have already surpassed Tesla's Model 3 and Model Y in sales in China, indicating a growing market presence [6][10] Technological Advancements - The YU7 has set a world record for electric vehicle endurance, driving 3,944 kilometers in 24 hours, surpassing competitors like Mercedes and Porsche [12] - The vehicle's range exceeds that of Tesla's Model Y Long Range version, and it features advanced AI capabilities, such as gesture control for music [14] Future Commitments - Xiaomi plans to invest 200 billion yuan in core technology over the next five years to ensure continued innovation and competitiveness in the automotive sector [17]