受春节长假、有效销售工作日减少、节前清库存及消费者观望春季车展促销等因素影响，2026年2月国 内汽车终端零售显著承压，多家车企销量环比回落。 据证券日报消息，面对市场压力，车企积极布局新品与补能体系。零跑A10将于3月开启预售，理想全 新L9、极氪旗舰SUV、小米新一代SU7等将陆续上市。理想、蔚来等持续完善充换电网络，缓解用户补 能焦虑，支撑市场消费信心。 【春节叠加新政影响，#多家车企2月销量遇冷#】 据中国基金报消息，3月1日，多家车企公布2月销量数据，整体表现偏弱。比亚迪销量19.02万辆，同比 下降41.09%，为近年来月度销量首次跌破20万辆；上汽销量同比下降8.64%。 头部新势力销量门槛降至2万辆，零跑以2.81万辆重夺新势力销冠，极氪销量2.39万辆，同比增长70%， 新能源与海外出口表现亮眼。 业内表示，2026年春节假期较长、有效产销时间缩短，叠加新能源汽车购置税新政，共同导致车市淡季 销量遇冷。 | 车企 | 2月销量或交付量(辆) | 同比 | 环比 | | --- | --- | --- | --- | | 比亚迪 | 190190 | -41. 09% | -9. 46% | ...

Core Viewpoint - Lei Jun addressed multiple trending topics during a live stream, including the KOL incident and a significant drop in followers, which has sparked discussions on social media [3][4]. Group 1: KOL Incident - The KOL incident was serious not because of criticism towards Xiaomi, but due to derogatory comments made by the KOL about Xiaomi users, which the company cannot tolerate [4]. - Xiaomi's public relations team has faced ongoing negative sentiment for the past eight to nine months, leading to fatigue within the team, and the company has decided to criticize and penalize them for their actions [4]. - Xu Jieyun, head of Xiaomi's public relations, apologized during the live stream, acknowledging mistakes made by the team [4]. Group 2: Marketing and Social Media - Lei Jun expressed discomfort with the term "marketing," stating that he has become wary of it due to past experiences and emphasized the need for accuracy in marketing efforts [5]. - He clarified that the label of "marketing master" was exaggerated and originated from a competitive entertainment program, which was intended as a joke but was misinterpreted by competitors [5]. - Regarding a drop of over 200,000 followers, Lei Jun noted that this represents only 0.6% of his total followers, attributing the decline to a challenging period and a lack of video content [5]. Group 3: New Product Announcement - The new generation SU7 electric sedan is set to launch in April 2026, with a starting pre-sale price of 229,900 yuan [6]. - Lei Jun stated that due to rising overall costs and the addition of several high-end features, it is challenging to maintain the same price while increasing the product's value [6].

Core Viewpoint - Lei Jun, the founder of Xiaomi, reflects on being labeled a "marketing master," which originated from a humorous competition with Liu Qiangdong, highlighting the unintended consequences of such labels over the years [1][3] Group 1: Marketing and Brand Perception - Lei Jun expresses discomfort with the term "marketing," as it undermines the technical efforts and R&D investments made by Xiaomi [3] - The attention from competitors regarding Xiaomi's marketing indicates the company's significant market influence [4] Group 2: New Product Launch - The new generation SU7 has been launched with substantial upgrades, including enhanced safety features and improved battery performance, with the Pro version offering a maximum range of 902 kilometers [6][11] - The price increase for the SU7 is attributed to rising costs and added features, which may challenge consumer expectations of Xiaomi's high cost-performance ratio [4][8] Group 3: Company Response to Challenges - Xiaomi's public relations team has acknowledged past mistakes and is seeking to improve its image after facing negative publicity over the last several months [11] - Lei Jun emphasizes that the success of the SU7, which has delivered 360,000 units in just 1 year and 9 months, is due to product quality and genuine user engagement rather than solely marketing efforts [11]

Group 1 - The core viewpoint of the article revolves around Lei Jun's response to recent controversies, particularly the KOL incident and the loss of followers on social media, emphasizing the importance of public relations and accurate marketing strategies [2][3][4] - Lei Jun stated that the KOL incident was serious not because of criticism towards Xiaomi, but due to the KOL's derogatory remarks about Xiaomi users, which the company cannot tolerate [2] - The public relations team has faced significant challenges over the past eight to nine months due to ongoing negative sentiment, leading to a need for improvement and accountability [2][3] Group 2 - Lei Jun expressed discomfort with the term "marketing," indicating that it has been misused and often associated with negative connotations in the context of Xiaomi [3] - The company experienced a loss of over 200,000 followers, which Lei Jun noted was only 0.6% of the total, attributing it to a difficult period and a lack of video content [3][4] - Regarding the new SU7 model, Lei Jun announced that due to rising costs and significant upgrades, it would not be possible to increase features without raising prices, with a starting price of 229,900 yuan expected for the model set to launch in April 2026 [4]

Core Viewpoint - Xiaomi's CEO Lei Jun emphasized the importance of user feedback in the design of the new SU7 model, particularly regarding the choice of interior colors and styles [1][2]. Group 1: User Research and Design Choices - The company conducted extensive user research indicating a strong preference for a pure black interior among consumers [1][2]. - To enhance the aesthetic appeal of the black seats, the design includes gray stitching to prevent a dull appearance, aiming for a balance of sophistication and modern style [1][2]. - The new SU7 will offer four different interior design options to cater to diverse consumer preferences [1][2].

Core Viewpoint - The new generation SU7 from the company has a price increase of 14,000 yuan compared to the previous generation, with the Max version increasing by 10,000 yuan, attributed to significant upgrades in configuration, rising memory costs, and increases in raw material prices [1] Group 1: Price Increase Reasons - The new generation SU7 features extensive upgrades, including an 800V silicon carbide high-voltage platform and standard laser radar across all models, which adds significant value to the vehicle [1] - Memory prices are rising quarterly, with current trends indicating potential increases of several thousand yuan [1] - There has been a notable increase in the prices of bulk materials, contributing to the overall cost increase [1] Group 2: Market Implications - The company indicates that the new generation SU7 is unlikely to be priced lower than the pre-sale price, emphasizing that in the automotive industry, it is not feasible to increase features without raising prices [1]