At 7: 00 pm on March 28th, the launch of Xiaomi SU7 product officially kicked off, and friends such as Li Bin, He Xiaopeng and Li Xiang came to the launch site. At the end of the conference, Lei Jun announced that the final price of Xiaomi SU7 was 215,900-299,900 yuan, and then Xiaomi Automobile officially announced that it would break through 10,000 in 4 minutes. Lei Jun sent a message "Thank you for your support". The pricing problem of Xiaomi automobile has finally settled, and public opinion has begun to focus on pricing, sales volume and friendly business performance.

Author Miao Jian Research Institute

01

Overview of the popularity of XIAOMI SU7 on the market

Within 24 hours, the heat index easily broke through 90, and Xiaomi SU7 locked the first place in the 2024 new car launch conference in advance. Xiaomi-related topics frequently appear in the hot search lists of major communication platforms, with the cumulative number of hot searches exceeding 120 times. More than 20 live broadcast platforms and 12 e-commerce platforms in the whole network broadcast live simultaneously.

Network-wide live broadcast platform traffic

Weibo Platform-42.57 million views

Tik Tok platform

Video number

02

There are three treasures in the new car market: price, suspense and selling well!

1. The end of the conference is "price"

According to the monitoring data of Miaojian Information, from 19:00 on March 28th, 2024 to 12:00 on March 29th, 2024, the public opinion paid the highest attention to the price-related topics, and the hot search topics were mainly the announcement of automobile pricing and the external evaluation of pricing, such as # Xiaomi SU7 price announcement # # Xiaomi SU7 price was 215,900 yuan, and # # Xiaomi SU7 top version was originally priced at 350,000 yuan.

It took a long time to pave the way before the pricing was announced and was ridiculed.

How to price is the focus of this conference. Two hours after the conference, Lei Jun announced the car pricing "the standard version is priced at 215,900 yuan, the Pro version is priced at 245,900 yuan, and the Max version is priced at 299,900 yuan". Prior to this, Lei Jun systematically introduced the appearance and design details, shared the investment in automobile manufacturing and real vehicle testing, and announced a number of accessories such as smart refrigerators and panoramic sunshade, which caused netizens to be dissatisfied. "Selling the whole vehicle does not make money. Make friends? Selling auto parts to earn money ","I talked a lot about the auto parts of Mijia, and I always felt that I bought the parts to send the car ",and some media said that" as for the price, Lei Jun still sold it as usual "and" Lei Zong may have delayed the media teacher from work ".

2. The press conference is constantly exploding, and the boss of the friend business "inner OS" is crazy.

On the night of the press conference, the reactions of four friends, Ideality, Tucki, Weilai and Great Wall, were madly transmitted from the screenshots of the media. Some people wrote an essay for Li Xiang "Fortunately, Xiaomi is a car", He Xiaopeng wrote an essay "Learn from Big Brother", Li Bin wrote an essay "How can I sell it when I come here", and Wei Jianjun wrote an essay "I am a state-owned enterprise". Under the comments, netizens ridiculed "I am smiling at Ideality" and "Wei Jianjun: I have no feelings.

In addition, after the comparison of the expressions before the price was announced by the media, someone wrote an essay "ET5 is cold" to Li Bin, and He Xiaopeng wrote an essay "Don’t panic, my P7 is already cold". Netizens have interpreted the psychological activities of the four friends through expressions. "After Raytheon announced the price, the camera was given to Li Bin, and I felt mixed feelings." "At the price of 215,900 yuan, I don’t know how many friends are going to lose sleep." "Friends are in different moods." There are even netizens who have a picture of "Thunder always eliminates three electricity."

The viral spread of various P-picture emoticons has added a little interest to Xiaomi’s car pricing discussion. The "out of the circle" of spoof content has contributed to the discussion of Xiaomi Automobile to a certain extent, showing the scene of "breaking the circle" and "participation of the whole people".

3. The market performance is hot, and redefining "Dading" is controversial.

That night, @ Xiaomi Auto posted that "it will break through 10,000 in 4 minutes and 20,000 in 7 minutes". Subsequently, the topic # Xiaomi Auto broke through 50,000 units in 27 minutes # also boarded a hot search on several platforms, and it also caused controversy about "whether it can be retired". In terms of automobile sales, Dading refers to "users who have paid a deposit and have high intentions", while some netizens think that "Dading" is a non-refundable order. For a time, due to the difference between the definition of industry level and the definition of Xiaomi automobile and that of netizens’ understanding, some netizens are skeptical and sarcastic about the market sales of Xiaomi automobile, while some netizens fight back "so sour, it turned out to be a user" and "Is it so difficult to admit that others are excellent?"

Regarding the consumer complaint that "the deposit of 5,000 yuan cannot be refunded", Xiaomi Automobile responded that "there is no reason to refund the deposit within 7 days. After more than 7 days, the vehicle configuration will be automatically locked. Once the order is locked, the vehicle will enter the production stage, and the configuration can no longer be modified. The deposit will not be refunded."

How long can the popularity of SU7 last after listing? According to the usual practice, negative topics about products will appear intensively in the recent period. How will Xiaomi Automobile respond?