As Xiaomi's first car, from the technology conference to the product launch, the Xiaomi SU7 has been popular for half a year and has become a national car.
During the entire publicity period, in addition to Lei Jun's personal marketing, Xiaomi also invested a huge amount of marketing expenses to continuously increase the popularity of this car.
Recently, a third-party report circulated on the Internet, and the related marketing expenses of Xiaomi SU7 were also exposed, let's take a look at it, this report is not produced by Xiaomi, so the authenticity of the data may vary.
First of all, in terms of popularity, we can see that the total number of hot search topics on Weibo has reached 90, and the number is still increasing, and the number of hot search topics on Douyin has also exceeded 10.
From the perspective of traffic, the popularity of Xiaomi SU7 has indeed allowed the automotive industry to see Lei Jun's ability.
In terms of cost and delivery channels, it can be seen that Xiaomi is biased towards online media, of which Weibo and Douyin account for the majority.
Among them, the total amount of Weibo delivery exceeded 60 million, and Douyin was 20 million, accounting for more than 80% of the total.
In terms of automotive media, Xiaomi chose Yiche and Understand Chedi, and the car channels of portals such as Autohome, Pacific and Sohu Phoenix did not appear in the list.
In terms of comprehensive information, Xiaomi has chosen one each of Finance, Portal, and Locality, which are Oriental Fortune, Sina and ZAKER.
Of course, this list is not detailed, maybe Xiaomi has more channels, including the amount is not necessarily accurate, for reference only.
It can be seen that Xiaomi's advertising strategy is still more biased towards the preferences of young people, including Xiaohongshu, Douyin, Weibo, etc.
It is worth mentioning that this list does not count self-media, and the amount of this part will not be very low, especially many digital and car bloggers.
I believe that many people still have an impression of the car model of Xiaomi SU7 in the Spring Festival Gala, according to this report, this is also a resource put by Xiaomi, and it is a packaging resource.
It is reported that this report pointed out that Xiaomi Auto cooperated with CCTV's national brand project throughout the year, with an amount of more than 100 million, including the customized product model of the Spring Festival Gala also belongs to this resource package.
For Lei Jun, Xiaomi car is a new venture of Xiaomi, and it is a crucial product for Xiaomi.
So we can see that Xiaomi has also changed the style of saving money in the past, and Xiaomi SU7 has frequently appeared on the hot search in the past month, whether it is traffic or word of mouth, it has reached a level that Xiaomi has not enjoyed before.
Of course, the money has also been spent, and it is reported that the large number of Xiaomi SU7 has exceeded 100,000 units, and the number of locked orders has also exceeded 30,000 units.
Judging from sales and word of mouth, Xiaomi's first car has been a success, which has laid a good foundation for future models such as Xiaomi SUVs.
However, for Xiaomi and Lei Jun, the product cycle of Xiaomi SU7 has just begun, and subsequent deliveries, production capacity and product quality will determine the upper limit of sales of this car.