A few days ago, the 2024 (18th) Beijing International Automobile Exhibition was “busy”.
A reporter from the Associated Press noticed that new energy vehicles have become a standard feature at major exhibition stands.At the exhibition, there were not only 117 world premiere cars (including 30 world premiere cars by multinational companies) and 41 concept cars, but also 278 new energy models were unveiled at the auto show.
Advertisement
The Beijing Auto Show has become a lecture hall where Lei Jun, president of Xiaomi Group, “reports” the launch results of Xiaomi SU7 to the public; Huawei, which has its own traffic, also released its first executive-level luxury flagship sedan, Xiangjie S9, built in cooperation with BAIC.
The day before the auto show started, Huawei Smart Car Solutions BU also released a new smart car solution brand-Huawei Qiankun.
In addition, Lei Jun’s marketing of the Xiaomi car brand also attracted the “big guys” of traditional car companies to follow up.The “top leaders” of various car companies are either doing live broadcasts or making short videos to promote their products.
Advertisement
Xiaomi SU7 has 75,723 units locked in order
The number of locked orders is 75,723 units, and 5,781 units have been delivered. Lei Jun announced the delivery and sales performance of Xiaomi SU7 after its official release.
At the same time, Lei Jun also used the keyword “breaking the circle” to describe the results achieved by Xiaomi Motors in the second round.
Lei Jun said at the opening of the press conference: “Among the locked users, female direct buyers account for 28%. According to preliminary research, taking into account situations such as giving away or buying for family members, it is estimated that female car owners will account for 40%-50%.” .
Later, Lei Jun also revealed the user portrait of Xiaomi SU7,“Xiaomi SU7 has become the first choice for many Apple users to buy cars, with Apple users accounting for as high as 51.9%.According to research, many Apple mobile phone users are also users of Mijia products; BBA users account for 29% of Xiaomi SU7 locked-in users. “
It is reported that Xiaomi SU7 will be fully accelerated in delivery, service and OTA in 2024. The standard and Max versions originally planned to be delivered at the end of April have been moved forward to April 18. The Pro version will be delivered at the end of May. Deliveries are expected to exceed 10,000 units in June. The full-year delivery target of Xiaomi SU7 in 2024 has been increased to 100,000 units.
A reporter from the Associated Press learned that in order to improve delivery speed and quality, Xiaomi Motors is accelerating its store selection and store openings. It is expected that by the end of 2024, Xiaomi Motors sales and service outlets will cover all provincial administrative regions across the country, and it plans to open 219 sales stores in 46 cities. Opened 139 service centers in 82 cities.
At the Xiaomi Automobile press conference, Lei Jun also started on-site recruitment.
It is reported that since Xiaomi announced its car manufacturing, Xiaomi Motors has recruited 6,000 people, including a 3,500-person R&D team. Lei Jun said that Xiaomi Motors’ goal is to become one of the top five car manufacturers in the world through 15-20 years of hard work. In 2024, Xiaomi Motors will We will continue to recruit talents globally on a large scale.
Xiangjie S9 unveiled
At this auto show, Huawei, another brand with its own traffic, cannot be ignored.
In addition to debuting AITO Wenjie M9, new M7, new M5 and other models, Huawei also systematically demonstrated the company's technical advantages in automotive intelligence at this auto show, and unveiled the Xiangjie S9 jointly built with BAIC. This model is positioned as an executive-level luxury flagship sedan.
Yu Chengdong, Managing Director of Huawei, CEO of Consumer BG, and Chairman of Huawei Smart Car Solutions BU, previously revealed,Xiangjie S9 will be launched in July-August this year.
It is reported that one day before the opening of the auto show, Huawei Smart Car Solutions BU also released a new smart car solution brand-Huawei Qiankun.
According to Jin Yuzhi, CEO of Huawei Smart Car Solutions BU, models of Dongfeng's Lantu and Mengshi brands using Qiankun Zhida will be launched within a year.
GAC Trumpchi made it clear at the Beijing Auto Show that the brand will use Huawei's Qiankun smart car solution, which will be equipped with the Qiankun intelligent driving system ADS 3.0 and the new generation Hongmeng cockpit. It will work with Huawei to focus on smart chassis, smart human-computer interaction, etc. Conduct in-depth cooperative research and development in the field.
GAC Trumpchi will also become the first brand to be equipped with next-generation Huawei smart technologies such as Qiankun Zhijia and Hongmeng Cockpit in all fields of cars, SUVs, and MPVs. The first model will be launched and delivered in the first quarter of 2025.
Including Changan's Deep Blue and Avita, GAC Trumpchi, BAIC's Jihu and Xiangjie, Sailis Wenjie, Chery Zhijie, and JAC Aojie,A total of more than 10 strategic cooperation models equipped with Huawei Qiankun ADS will be launched on the market.
Car company boss turns into “big anchor”
In fact, this auto show has also become a large-scale exchange meeting for founders and executives to learn about each other's products.
For example, Lei Jun appeared at the BYD booth and shook hands with BYD Chairman Wang Chuanfu. Lei Jun said that BYD has been a very important partner of Xiaomi mobile phones for more than ten years, and now Xiaomi cars are also. He also praised BYD's Fangbao Automobile: “The name is very domineering when you look at it. It must be a hit!”
In addition, Li Xiang, the founder of Li Auto, visited Jikrypton Automobile’s booth to observe Jikrypton’s latest products. Lei Jun, Xiaopeng Motors He Xiaopeng, 360 Zhou Hongyi, etc. all appeared at the NIO booth.
Previously, Li Bin had publicly stated that the launch of SU7 would put a lot of pressure on NIO's upcoming new brand Letao. At the same time, NIO and Li Bin also realized that the brand needed to increase its visibility. At the end of last year, they began to try to live broadcast a 1,000-kilometer long test. This year, Li Bin He has participated in two live broadcast events and frequently posted short video content on social platforms.
CEOs of traditional car companies who have always been low-key have also been “involved” in high-density new media marketing by Xiaomi Motors and Lei Jun.
Wei Jianjun, chairman of Great Wall Motors, first made a public appearance at the Xiaomi car launch conference to increase exposure, and then launched his first live broadcast 18 days later to promote Great Wall's urban NOA platform. Chery's “Helmsman” Yin Tongyue also appeared in the live broadcast room and test-drove the Star Era ET to demonstrate his intelligent driving capabilities. The actions of Great Wall and Chery in tandem convey the desire of traditional car companies for traffic.
Yin Tongyue, chairman of Chery Holding Group, said frankly in the live broadcast room, “This live broadcast also uses new Internet thinking to learn from Yu Chengdong and Lei Jun, how to explain and introduce (models) in person.”
Industry insiders believe that competition in the automotive industry is extremely fierce, and marketing wars in addition to price wars are in full swing. Xiaomi car broke out of the circle in the first battle, and the conversion rate under the huge traffic,Under the fierce competition, more and more big names in the automotive industry have realized that they must put down their posture and go to the stage to interact with users.