Core Viewpoint - The article discusses the marketing and sales operations of Li Auto, particularly focusing on the upcoming launch of the Li i8 model and the challenges faced in its marketing strategy [1]. Group 1: Marketing Strategy - The marketing strategy for the Li i8 is perceived as less organized compared to previous launches, which may impact sales positively if improved [1]. - The sales operations are currently divided into five major regions, with inconsistencies in branding and communication across these regions [1]. - The eastern region is noted to have the highest operational efficiency among the five regions [1]. Group 2: Sales Operations - The sales forecast for the Li i8 is estimated to be between 6,000 to 10,000 units, with actual sales potentially falling outside this range [1]. - A new sales operations leader is expected to improve the marketing organization within one to three months after officially taking over [1]. - As of July 18, 2025, the Li i8 will be available for viewing in 96 locations across 56 cities in 25 provinces, including major retail centers [2][3][4][8]. Group 3: Retail Locations - A comprehensive list of retail centers where the Li i8 will be showcased includes major cities such as Beijing, Shanghai, and Guangzhou, among others [2][4][8]. - Specific locations for the i8's launch events and exhibitions are detailed, indicating a strategic approach to maximize visibility and customer engagement [8][10][11].

Group 1 - The core point of the article is the unprecedented success of the Xiaomi YU7, which achieved over 200,000 pre-orders in just 3 minutes and 248,000 in 18 hours, setting a new record in the domestic automotive market [1] - Despite a generally weak demand in the automotive industry, the Xiaomi YU7's strong sales indicate that consumers are not simply being misled or lacking knowledge about cars [1] - The success of the Xiaomi YU7 is attributed to the genuine attitude and quality of the product from Xiaomi and Lei Jun, countering claims from competitors that it is merely strong marketing [3] Group 2 - Influencer Zhang Quandan expressed strong support for the Xiaomi YU7, criticizing competitors and the notion that its success is solely due to marketing [7][12] - Competitors have struggled to provide compelling reasons for customers to choose their vehicles over the Xiaomi YU7, with the only remaining argument being the availability of stock [9] - The overwhelming order volume for the Xiaomi YU7 reflects consumer confidence in the brand, stemming from the positive reputation established by the previous model, the Xiaomi SU7 [13]

Core Insights - Xiaomi is revolutionizing the Chinese automotive industry with impressive pre-order numbers for its new car model YU7, achieving 200,000 pre-orders in just 3 minutes and 289,000 in one hour, surpassing previous records set by its SU7 model [1][7] - The marketing strategy employed by Xiaomi for YU7 resembles that of its early smartphone launches, creating a sense of urgency among consumers due to limited availability and long waiting times for delivery [2][4] - Xiaomi's CEO Lei Jun emphasized the significance of these sales figures, suggesting they represent a milestone for the Chinese automotive industry [1][6] Marketing and Sales Strategy - Xiaomi's marketing efforts for YU7 have been more restrained compared to SU7, focusing on building anticipation through social media and live events, while maintaining a cautious approach to avoid potential backlash [5][6] - The company has implemented measures to prevent scalping, allowing only one pre-order and one locked order per user, and prohibiting changes to buyer information after locking an order [7][8] - The pricing strategy for YU7 positions it competitively against Tesla's Model Y, with an initial price of 253,500 yuan, just 10,000 yuan lower than Model Y's starting price, indicating Xiaomi's shift away from a purely cost-effective branding strategy [8][9] Industry Response - Traditional automotive industry executives have expressed skepticism regarding Xiaomi's pre-order numbers, citing the challenges of scaling production in the automotive sector compared to consumer electronics [2][4] - Despite initial doubts, industry confidence in Xiaomi's automotive capabilities appears to be growing, as evidenced by the significant pre-order figures and positive consumer sentiment towards the YU7 model [8][9] - The success of YU7 is seen as a continuation of the momentum built by the earlier SU7 model, with improved product features and safety measures contributing to consumer trust [7][8]

Core Viewpoint - Xiaomi's second electric vehicle, YU7, was launched on June 26, 2025, and achieved over 200,000 pre-orders within three minutes, indicating strong market interest and demand for the product [1][2]. Group 1: Product Launch and Market Position - YU7 dimensions are 4999mm in length, 1996mm in width, and 1600mm in height, with a wheelbase of 3 meters. The standard version is priced at 253,500 yuan, the PRO version at 279,900 yuan, and the Max version at 329,900 yuan, targeting the mid-to-large SUV market [2]. - The competitive landscape for YU7 includes Tesla's Model Y, XPeng's G9, NIO's ES6, and other range-extended electric vehicles, making the price segment highly competitive [2][3]. - Xiaomi's first vehicle, SU7, has a monthly sales volume of nearly 30,000 units, showcasing a positive market response despite facing challenges related to safety and trust [2][6]. Group 2: Safety and Marketing Challenges - Following a fatal accident involving SU7, Xiaomi faced significant scrutiny and criticism, prompting a reassessment of its marketing strategies and safety standards [3][4]. - CEO Lei Jun acknowledged the need for higher standards and goals for Xiaomi, emphasizing that the company is no longer a newcomer in the industry and must adapt to the competitive environment [3]. Group 3: Financial Performance and Future Outlook - Xiaomi's automotive business is expected to achieve further sales growth, with projections for quarterly profitability in the latter half of 2025. The first quarter of 2025 saw revenue from smart electric vehicles reach 18.6 billion yuan, accounting for 16.71% of total revenue, with a 10.7% quarter-over-quarter increase [6]. - Despite the potential for YU7 to divert some customers from SU7, industry analysts remain optimistic about Xiaomi's overall sales trajectory and profitability prospects [6].

Core Insights - Xiaomi has officially launched the YU7 SUV, positioning it as a luxury high-performance vehicle with a starting price of 253,500 RMB, which is 10,000 RMB cheaper than the Tesla Model Y [2][8][9] - The YU7 is expected to have a strong market reception, with user interest reportedly three times that of the previous model, SU7, during the same period [4][12] - The SUV market is becoming increasingly competitive, with the YU7 set to challenge established players like Tesla, NIO, and XPeng [6][9] Pricing and Market Position - The YU7's pricing strategy involved creating anticipation through public speculation, ultimately revealing a price that is perceived as reasonable compared to competitors [7][8] - The YU7's starting price is positioned favorably against other models, with the SU7 priced at 215,900 RMB and the Tesla Model 3 at 235,500 RMB [8][9] - Market analysts predict that the YU7 could achieve monthly sales exceeding 30,000 units, significantly impacting Tesla's market share in China [9][12] Product Features and Development - The YU7 boasts several advanced features, including a range of 835 kilometers, luxurious design elements, and a focus on driver experience [8][11] - Xiaomi emphasizes that the YU7 is not merely an upgraded version of the SU7, but a distinct model with 90% redesigned components [9][11] - The company plans to invest 200 billion RMB in R&D over the next five years, indicating a commitment to high-end product development [11] Production and Delivery - Xiaomi is preparing for large-scale production of the YU7, with a goal to enhance delivery speed post-launch [11][12] - The company aims to increase its annual delivery target to 350,000 units by 2025, reflecting confidence in production capabilities [12] Market Dynamics and Consumer Behavior - The rental market for the YU7 is already seeing high demand, with rental prices significantly above average, indicating strong consumer interest [13][15] - Speculation and secondary market activities, such as order reselling, are emerging ahead of the YU7's official release [15]

Core Viewpoint - The sale of Xiaomi SU7 Ultra order screenshots on a second-hand trading platform has emerged as a side business, coinciding with the vehicle's ongoing controversy regarding its carbon fiber hood claims, raising questions about the company's marketing strategies and customer trust [3][8][9]. Group 1: Sale of Order Screenshots - Numerous vendors are selling Xiaomi SU7 Ultra order screenshots on a second-hand trading platform, with prices ranging from 2 to 20 yuan [3]. - Buyers only need to provide their name, and vendors can modify order details, completing transactions in as little as 10 minutes [3][7]. - Some vendors explicitly state that the screenshots are for entertainment purposes only and should not be used for illegal activities [7]. Group 2: Customer Sentiment and Controversy - The sale of order screenshots coincides with a backlash against Xiaomi SU7 Ultra due to dissatisfaction with the carbon fiber hood's promotional claims, leading to demands for refunds from customers [8][9]. - Xiaomi's response to the controversy, including a limited-time compensation offer of 20,000 points, has not been well received by many customers, who feel disrespected [9]. - A growing number of customers are joining a group aimed at canceling their orders, indicating a significant decline in trust towards the company [9].

图片来源：视觉中国 小米汽车给出的解决方案是：对于未交付的订单，公司将提供限时改配服务，可以改回铝制前舱盖（碳 纤维双风道前舱盖选装价格为4.2万元）。而已提车和在本次限时改配结束前选配碳纤维双风道前舱盖 的锁单用户，公司将赠送2万积分（价值约2000元）。 这一方案并未成功安抚消费者的不满情绪。数百名小米SU7 Ultra车主发起维权，要求退车。有车主喊 话称"希望雷军能保持真诚"。据《上海证券报》报道，已有要求退车的车主收到官方客服回复，可申请 取消购车流程，但定金无法退回。 这已不是小米第一次调整宣传表述。小米SU7高速爆燃事件后，舆论质疑小米夸大了对智驾功能的宣 传。5月4日，小米对SU7新车定购页面中的措辞做出调整，将"小米智驾Pro"更名为"小米辅助驾驶 Pro"，将"小米智驾Max"更名为"小米端到端辅助驾驶"。 官方层面此前也发布了相关规定。4月16日，工业和信息化部装备工业一司在工信部官网发布公告要 求，车企需充分开展组合驾驶辅助测试验证，明确系统功能边界和安全相应措施，不得进行夸大和虚假 宣传，严格履行告知义务，切实承担生产一致性和质量安全主体责任，提升智能网联汽车产品安全水 平。 自3月 ...

撰 文 / 路 行 设 计 / s h e l l y 极越崩盘之后的一段时间里，夏一平留在公众视野中的最后一个印象，是小红书上的一次偶 遇。 照片里，这位曾经的汽车品牌CEO出现在洗浴中心，不甚清晰的画质中可以看到他的头发花白，桌 上摆着一瓶可乐。偶遇者说，他开的是一辆极越07。 2024年12月11日，极越就地解散的传闻被证实，也正是在那天，夏一平得到了从未企及的流量，尽 管，是以一种不太体面的方式。至今，他的身上仍旧背负着两极分化的评价，支持者肯定他的责任 感，说正是因为他把事情闹大，才让员工的权益得到了保障；质疑的人则说，极越行至穷途，他有 不可推卸的责任。 企查查的公开信息显示，浙江极越汽车科技有限公司目前已变更名称为浙江枫盛汽车科技有限公司 ——2024年10月，其才从"枫盛"更名为"极越"，这家公司具备国家发改委批准审核资质及国家工信 部生产资质。在更名的同时，该公司新增股东台州吉利汽车工业有限公司，持股比例为0.01%，此 次更名背后的意义耐人寻味，同时也让极越汽车再次引发关注。 | 法定代表人 | 浙江极越汽车科技有限公司 | | --- | --- | | 曹振宇 | (2024-10-2 ...

can and 汽 车 营 销 奖 国 t " 음0 E n 5 后 @ 新 2025年1月6日举行，敬请关注 推 ta + 点"实"成金。 以持续推动汽车营销的创新，为行业赋能的金轩研究院在1月6日举办的第十一届金轩盛典上成立。 担任金轩研究院理事长的推动力集团董事长贾晓坤表示，金轩研究院将以金轩奖评委会以及金轩奖 11年来积累的汽车营销案例库为基础，以长期主义和利他主义，开展独立客观的汽车营销研究与观 察，与汽车厂商和产业链生态伙伴深度协同与互动，为汽车行业营销决策和创新提供专家顾问和赋 能支持，共同推动汽车品牌营销创新向前进。 推 撰 文 / 牛跟尚 设 计 / 琚 佳 ▼推荐阅读 从抱团取暖到仰望星空，2025轩辕之学课程全面升级 贾晓坤为金轩奖评审团主席肖明超颁发金轩研究院院长聘书，并为郝雁嵩、沈虹、朱劲松、薛振 添、陶为民等金轩奖评委颁发金轩研究院研究员证书。 金轩奖评审团主席、金轩研究院院长、知名趋势营销专家、知萌咨询机构创始人兼CEO肖明超在致 辞中说，从2014年设立金轩奖，已经开展了十一届的案例评审。"十一届，一共收到1005个案例， 可以构成汽车营销的小模型，未来希望通过金轩研究院挖掘在 ...

米斯兹之子 成就新汽车人 l B 0 ala E L I 规 跨 实 战 জ 野 界 国 / 推 撰 文 / 张霖郁 设 计 / 琚 佳 "昨天我把历届金轩奖申报的案例做了一个回顾，11届共收到1005个案例，可以构成中国汽车营销 的小模型，未来我们也希望通过金轩研究院挖掘这些案例背后的趋势。截至今天，我们将累计颁发 268个奖项，平均大概有27%的案例能够获奖。每一届金轩奖都遵循同样的原则去评审，我想这件 事会带来长期的复利。"金轩奖评审团主席、知萌咨询机构创始人兼CEO肖明超在第十一届金轩奖 颁奖典礼上说。 2024年1月6日，第十一届金轩奖颁奖典礼在北京举行。现场齐聚了中国汽车行业的营销人才，金轩 奖不止是对营销团队以及企业的肯定和嘉奖，更重要的是，构成了一部记录中国汽车营销人创新和 奋进的变迁史。 针对过去10年获得金轩奖的案例，肖明超作为趋势营销专家，总结了它们万变不离其中背后的四个 基本议题。 费者的注意力，背后是注意力所带来的巨大价值；第三是人群端，如何提升用户价值，对细分人群 场景的关注度以及建立自身的用户生态，这正是新势力们的创新而传统车企则不断蜕变学习的关键 点；第四是社会端，这里主要指社 ...