With less than 4,000 weekly orders, why is the Internet celebrity car Xiaomi SU7 dumb?

Pick up the car

2024-06-06 17:47Published in Henan

After the April auto show, the popularity of the Xiaomi SU7 has dropped significantly.

According to the data of Weibo blogger Sun Shaojun, Xiaomi SU7 in the last week of May The number of lock orders hit a new low, it is expected to be less than 4000 units, the so-called no comparison is no gap, the same electrification brand, Hongmeng Zhixing's single weekly lock order volume is about 19,000 units, the ideal lock order volume is about 9000 units, and the lock order volume of Weilai has also reached about 6500 units.

Compared with these brands, Xiaomi's performance in locking orders is not outstanding.

The reasons for the significant decline in the number of locked orders include but are not limited to the following reasons:

1. Xiaomi only has one car, compared with the multi-model strategy of other brands, in terms of attracting user attention, it cannot take care of more user groups, such as more than 300,000 demand, less than 200,000 demand, and user groups with demand for SUVs.

In addition, because of the product system that has been established, Hongmeng Zhixing covers the 20-500,000 sedan and SUV markets, which can cover more people.

2. Xiaomi is indeed the youngest brand, the first car SU7 has been sold so far, but it is only two months, and it is only two months to really want to stabilize, and it takes time to precipitate word-of-mouth, service, network, after-sales, etc., and the product also needs to strengthen its competitiveness.

For example, Hongmeng Zhixing, the reason why it can obtain a huge incremental space in a short period of time, on the one hand, it does have a product precipitation period of about two years, and it also has a certain amount of delivery and product system, but more importantly, it has irreplaceable Hongmeng cockpit and ADS intelligent driving competitiveness.

According to the data analysis of the passenger association, the proportion of people with a budget of 200,000-300,000 car purchase is not high, only about 10%-15% of the entire passenger car market, and the market it faces is not large, and the pricing space of Xiaomi SU7 is 200,000-300,000, which itself is relatively narrow.

However, it still used the crazy marketing strategy in the early stage to gain the market voice, attracting a part of the user group who are a little tired of traditional luxury brands, of course, the decline in the number of locked orders, another reason is also because of the excessive publicity in the early stage, effectively consuming potential customers in the next few months, resulting in a lack of stamina.

At the same time, in the second-hand car market, Xiaomi SU7 has appeared"Liquidation"The situation has appeared, many second-hand car dealers in second-tier cities hold a large number of second-hand Xiaomi SU7, and the second-hand car is 100km quasi-new second-hand car, and it is also digesting Xiaomi's official lock order amount, Xiaomi released a lot of vehicles to channels and dealers in the early stage, resulting in the delay of APP users who place orders to pick up the car, and the situation of second-hand car dealers picking up the car in seconds will inevitably occur.

Judging from the development speed of the entire electrification market, the current 200,000-300,000 level market segment is not only electrified, but also intelligent, automated, comfortable, and large space.

The market demand is that 100,000-level products need to be electrified, 200,000-level products need to be intelligent, and 300,000-level products need to be automated.

The Xiaomi SU7 is framed with emotional value, good sports performance and excellent design, but it is still missing in the intelligent and automation sector, and the slightly higher price of its 800V version is also an important factor that cannot effectively convert users.

In the second half of this year, traditional companies will continue to reduce product prices to cope with the continuous impact of the electric and intelligent market, which is a huge pressure for new brands, not only the operation of fuel and electrified products, but also a kind of snatching for existing consumer groups.

The problem of high pricing of electric vehicles will become more and more obvious, for example, the 5-meter Honda Accord, the landing price of hybrid models is about 190,000, the same size, but the space is significantly smaller Xiaomi SU7, the landing price is 220,000, and the price gap in the second half of the year will most likely be pulled from 30,000 to 50,000 or even higher.

The price war for traditional models has just begun, which is a lot of pressure for new brands.

In addition, the sales proportion of high-end models of electrified products is very small, for example, the MAX sales proportion of Xiaomi SU7 is not as large as that of Pro, and the sales of Pro are far less than the 215,900 basic version of the model.

From a market point of view, the Internet celebrity attribute of Xiaomi SU7 only exists on the Internet, and it is more of a light death in the matter of letting consumers buy a car with more than 200,000 yuan.

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