Lei Jun: I am very socially anxious
Author｜Wang Lei
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Editor｜Qin Zhangyong
The number of people online has reached 100% before anyone shows up. 100,000 +millions of people competed for gifts in the live broadcast room.
On April 18, Lei Jun showed the car circle whatThe real “top class”.
At four o'clock this afternoon, Lei Jun's live broadcast room started on time, and the entire live broadcast lasted for two hours.More than 190 million likesand also connected with Wei Jianjun, chairman of Great Wall Motors.
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The scene responded to many topics of concern to netizens. for example:
“No hair dye.”
“I don't allow netizens to send gifts because I'm worried that the picture will be too cluttered.”
“Future model planning is confidential and we will focus on the SU7.”
“There are no plans to produce off-road vehicles for the time being. Great Wall Motors is doing a good job.”
“Don't compare me to Musk, the two of us don’t do exactly the same thing. “
Less than 20 days after the release of Xiaomi SU7, Xiaomi Motors has almost become known to everyone, and everyone is envious of Lei Jun’s traffic. Even Lei Jun lamented: “Within less than 20 days since the release of Xiaomi SU7, there are too many “unexpected things”, and the orders have indeed far exceeded our most optimistic expectations.”
According to statistics from the new list, in the past 30 days, Lei Jun’s personal social account has gained 4.05 million followers on Douyin, Xiaohongshu, and Bilibili, with 4.05 million followers, 200,000 followers, and 260,000 followers on Bilibili. The total number of followers across the entire network has exceeded 4.51 million. It is a phenomenal phenomenon. car.
01.Lei Jun responds to everything
As the live broadcast started, Lei Jun drove Xiaomi SU7 and made his official debut. The live broadcast point was located in Beijing.Xiaomi Car Delivery Center.
The purpose of the live broadcast is very simple, that isWant to chat with netizens.
Therefore, the live broadcast did not start with bringing goods and uploading links. Lei Jun first showed netizens the delivery center of Xiaomi Motors, and during this period he also met car owners who came to see and pick up their cars.
When talking about the production capacity issue, Lei Jun said that many people are urging me to go to the factory to tighten screws, but the modern factory of Xiaomi Automobile Factory mainly produces machines. “It is just adding trouble if I go to tighten screws.”
However, regarding the issue of delivery, Lei Jun also said that he is accelerating the ramp-up of production capacity. The delivery of the founding version of Xiaomi SU7 is nearing completion. Some regions such as Beijing and Shenzhen have started the delivery of non-founding versions in advance, that is, the delivery of the official version.
The reason why the delivery cycle is so long, Lei Jun’s answer is also very Versailles: The core problem is that the current sales volume is higher than expected.3-5 times highera supplier meeting has been held recently to step up production scheduling.
Regarding the popularity of Xiaomi SU7, some netizens asked Lei Jun whether Xiaomi Motors has succeeded in starting a business, and Lei Jun's answer was,It's a bit too early to talk about success nowbecause it is so popular that it makes me scared.
“Public beta test for all, 360 degrees without blind spots, everyone is looking at it with a magnifying glass, very nervous, so we came up with a solution, which is to answer questions from netizens every night.”
In addition, Lei JunDebunking rumors onlineI am not the top scorer in the college entrance examination as rumored on the Internet, nor did I score 700 points. When I was at the bottom of my life, I didn’t have a cold 4 billion in my card, and I am not the first male protagonist of Shuangwen.
Also responding to the issue of imitating Steve Jobs and Musk's clothing, Lei Jun said that it was quite depressing because the blue suits looked very similar to each other. “Actually, the clothes I wore were engineer's clothes, jeans and shirts. If I imitated them, I could imitate them more closely.” , This is an unfair injustice.”
When talking about Musk, Lei Jun said that he visited Tesla in Silicon Valley more than ten years ago and was also one of Tesla's first owners. Tesla is an epoch-making company in the history of the automobile industry, and Musk is also a very great entrepreneur. “I don’t think people should compare me with Musk. We don’t do exactly the same thing, so it’s not particularly easy to compare.”
Talking about the similarities, Lei Jun said, maybe we all helpedPopularization of technologyall promote the progress of this society.
When talking about whether he has other entrepreneurial ideas, Lei Jun said that Xiaomi cars are his last wish in life, and he must do a good job. Of course, he will still devote one-third of his energy to staring at Xiaomi mobile phones.
When Lei Jun answered questions from netizens, he also revealed a lot about Xiaomi Auto’s next plans. For example, it is expected that Carplay function launched in early Maythere will be OTA at that time,V8s super engine will be available at the end of this year.
Lei Jun also reminded everyone to be careful about safety issues when driving. The original plan for the Max version was not to let it run on the track. It was just a civilian car, but it performed very well.If it really wants to go off the track, Xiaomi is currently developing it internally.A complete high-performance track packageis specially used for running on the track.
Regarding the next issue of smart driving in Kaicheng, Lei Jun said that it is expected that end of AprilThe test of urban NOA in ten cities will be launched. At the end of May, NOA in ten cities will be directly opened to users. It is planned to NOA will be launched nationwide in Augustfurther detailed plans will be announced at the Beijing Auto Show.
At present, Xiaomi automobile delivery centers have covered 29 cities across the country, covering major markets for new energy vehicles, and will cover 40 cities by the end of this year.
02,Xiaomi SU7 encounters siege
It has been on the market for nearly a month and has been delivered for two full weeks. The popularity of Xiaomi SU7 has not diminished.
Driven by Mr. Lei's heaven-defying marketing power, the heads of various companies who had always been behind the scenes came to the stage one after another, “showing their faces” for their own products like anchors carrying goods.
Xiaomi Motors, with its weekly delivery growth rate of 119%, has left its big brothers behind.
According to the weekly sales list of domestic new power brands released by Bitauto.com for the new week (April 8-14), Xiaomi SU7 ranked 6th on the list with a total delivery volume of 2,407 units, surpassing Denza and Xiaomi. Peng, Shenlan and other car companies.
Compared with 1,095 units in the first week of April, sales doubled.The month-on-month growth rate exceeded 119%.
With the delivery volume of one model, Xiaomi also successfully surpassed Xpeng, which delivered a total of 1,611 units, and Tengshi, which delivered 2,222 units, and began to approach NIO, which delivered 2,529 units, and Jikrypton, which delivered 2,677 units.
Interestingly, Bitauto.com also released a list of Xiaomi SU7’s major competitors, called “Xiaomi Motors’ Counter-Encirclement and Suppression War,” which also counts the sales of mainstream pure electric cars in the second week of April.
In this list, Xiaomi SU7 not only surpassed the Tesla Model 3, but also surpassed the recently launched popular competing products Jikrypton 001 and Zhijie S7.Successfully reached the top of No.1.
As the main competitor of Xiaomi SU7, the new Ji Krypton 001 boosts product strength by increasing quantity without increasing price. Currently, its large quantity exceeds 40,000 units, and 2,400 units were delivered last week, with a narrow gap of less than 100 units. Followed by.
The third place goes to Tesla Model 3, which delivered 1,600 units in a single week. It has to be said that the current appeal of Tesla has indeed weakened a lot, especially after the launch of the SU7, which fully competes with Model 3, the “big brother” has been affected by The impact is becoming more and more obvious.
Weilai ET5 ranked fourth with a sales score of 0.12 million units, while the Smart World S7 and Avita 12, which have just completed facelifts, delivered 0.09 million units and 0.06 million units respectively, ranking 6th and 7th. .
Even the dark horse Ji Krypton 007 once saw its sales cut in half after the Xiaomi SU7 was officially launched, with weekly sales falling from more than a thousand units to about 300 units.
However, Xiaomi SU7 is currently mainly delivered as the founding version, with a total of 5,000 units. Lei Jun revealed in the live broadcast that the Xiaomi SU7 Founder Edition has been delivered.Starting from April 18, the official version of Xiaomi SU7 will be delivered in Beijing and Shenzhen.
This also means that Xiaomi Auto’s real market performance will not be highlighted until the next one or two months.
According to well-known car blogger Sun Shaojun, as of the 17th, Xiaomi Motors SU7The number of locked orders has exceeded 60,000but Dading’s chargeback rate has also reached Around 55%which means that while sales orders are growing strongly, there are also more unsubscriptions.
However, the reason why most users unsubscribe is that they choose to give up because it takes too long to pick up the car.
As of April 18, the Xiaomi Auto App shows that some orders have been scheduled for about half a year after being locked up. Among them, the standard version is expected to be delivered in 27 to 30 weeks, and the Max version, which takes the longest time, will take 28 to 31 weeks.
Although there is really no shortage of orders for this year's Xiaomi SU7, the test that comes with it is whether the production capacity can keep up.
In terms of production capacity layout, Xiaomi Auto's public information shows that the factory is being constructed in two phases. The first phase that has been completed and put into production has an annual production capacity of 150,000 vehicles. The second phase of the factory is still under construction and is expected to be completed next year. At the same time, Xiaomi's production capacity is also significantly increasing, and some regions have begun delivery of official versions ahead of schedule.
Looking at it this way, compared with the strongest-selling models of domestic new force friend “Wei Xiaoli”, NIO's best-selling model ES6 has an annual sales volume of 5.6W; Xpeng's best-selling model P7 has an annual sales volume of 4.5W.Xiaomi SU7 has exceeded 60,000 orders, basically completing the sales of Weilai and Xiaopeng last year.Single model throughout the yearof transcendence.
Rebus plans to make Xiaomi Motors the fifth largest car in the world in 15 to 20 years. At least according to current trends, the first step has been very successful.