At the China Internet 30th Anniversary Development Symposium a few days ago, when meeting Lei Jun, who had a “Military 3 War” with him due to mobile phone problems, Zhou Hongyi stepped forward to congratulate “Xiaomi SU7 for its great sales” and proposed to let Lei Jun Give yourself a SU7 to experience it.
However, this request was rejected by Lei Jun with high emotional intelligence, saying, “I found that you can't drive, you can only ride in a car. Xiaomi is designed for people who drive, and it is fun to drive.” Lei Jun said that when Xiaomi launches an SUV, he will Give Zhou Hongyi one as a gift.
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Zhou Hongyi, who was rejected, seems to be competing with Lei Jun at the Beijing Auto Show on April 25.
On the one hand, Xiaomi Motors became the most popular booth at this year's auto show. Lei Jun also visited and communicated at the booths of many car companies, and the place where he appeared was surrounded by crowds; on the other hand, Zhou Hongyi has been criticized for saying that he wants to Selling the Maybach in exchange for a domestically produced new energy vehicle has become popular, and top executives from many car companies are lining up to deliver the cars. Zhou Hongyi even taught the top leaders of seven car companies how to build and sell cars at the auto show, making him the godfather of the car industry.
Between the two big guys, who is the real top guy in the car industry?
“Production Capacity Master” Lei Jun: In addition to being a wise man, he is also a “friend”. Since this year, Xiaomi SU7 has undoubtedly become the top player in the automotive industry. Every move made by Lei Jun and Xiaomi Motors has attracted the attention of the outside world.
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At the Beijing Auto Show on April 25, the Xiaomi Automobile booth was located in Hall W2. Interestingly, Zhiji Automobile, which had started a war of words with Xiaomi Motors some time ago, also set up an exhibition at this venue. The two booths were diagonally opposite each other, so it can be said that they are on opposite sides of the road.
Xiaomi's car launch conference started at 9:20 that day, but early in the morning, a large number of people went to the Xiaomi car booth to wait, hoping to catch a glimpse of Lei Jun, who is top-notch in the car industry.
While Lei Jun was talking eloquently at the Xiaomi press conference, a photo of Liu Tao, co-CEO of Zhiji Auto, was also circulated and ridiculed by netizens.
However, although he became a rival with Lei Jun, Liu Tao climbed up to Zhou Hongyi, the new top player in the racing circle. He said on Weibo, “I am very happy to see the most popular uncle in red @Zhou Hongyi at the Zhiji booth today. I sincerely thank Mr. Zhou for his recognition and encouragement. I have made an appointment and sent Zhiji LS7 for a test ride to experience the “super” zero gravity The seat is very suitable for Mr. Zhou” and posted a photo of the two.
Liu Tao was posting a group photo, while Lei Jun posted his orders at the press conference.
Lei Jun said at the press conference that just 28 days have passed since the Xiaomi car launch conference. As of last Saturday, more than 70,000 units have been locked up. He also admitted that a lot of things have happened in recent days. Tesla has cut prices across the board by RMB 14,000, and a friend has introduced a policy to cut orders for Xiaomi SU7. However, he revealed that as of April 24, the number of locked orders for Xiaomi SU7 exceeded 75,723 units, and 5,781 units had been delivered 28 days after its release.
According to previous media reports, in order to “cut off” orders from Xiaomi, Zhijie provided a cash subsidy of 5,000 yuan to car owners who placed orders for Xiaomi SU7; Weilai gave a 5,000 yuan subsidy to consumers who had placed orders for Xiaomi SU7; Li Auto store staff It also said that consumers who have made a purchase on Xiaomi SU7 will be given a 5,000 yuan subsidy when they purchase the newly launched Ideal L6.
Regarding this matter, Lei Jun also responded generously on Weibo: “The production capacity and delivery speed of Xiaomi SU7 are currently increasing rapidly. If you are really anxious to buy a car, domestic new energy vehicles are good, such as Zhijie S7, NIO ET5, You can also consider buying the Xpeng P7 series! ”
Although Lei Jun said so, Xiaomi has not stopped at all and is working hard to increase production capacity.
Lei Jun said that Xiaomi SU7 is fully expanding its production capacity. The standard and Max versions will be delivered on April 18, and the Pro version will be delivered at the end of May. Monthly deliveries in June will exceed 10,000 units. He also revealed that Xiaomi SU7 has a delivery target of 100,000 units this year, with sales stores covering 219 in 46 cities and service centers covering 143 in 86 cities this year.
However, it is not just rivals competing for orders from Xiaomi, Xiaomi Auto is also competing for other users.
According to data released by Lei Jun, female buyers of Xiaomi SU7 account for 28%, and female users are expected to account for 40~50%; BBA car owners account for 29%, Lei Jun said that BBA car owners are welcome to experience the latest technology of Xiaomi SU7; Apple users account for 51.9% %, Lei Jun said that he would treat Apple users just like Xiaomi users, so that Apple users can also experience the entire ecology of people, cars, and homes.
And the big guys in the car industry are also in love with each other.
After the Xiaomi Automobile press conference, Lei Jun also visited and exchanged views at the booths of Xiaopeng Motors, BYD (211.690, 2.75, 1.32%), NIO, and BAIC Group. Interestingly, at the Xpeng Motors press conference, the chairman of Xpeng Motors talked about the new brand MONA and said that in the second half of this year, MONA will have better sales than Mr. Lei’s Xiaomi SU7. Regarding the attention attracted by the release of Xiaomi SU7, He Xiaopeng also said in the interview that he had a lot of exchanges with Lei Jun. “Mr. Lei's marketing ability is stronger than mine, but my technical ability must be stronger than him.”
“Internet celebrity” Zhou Hongyi: Teach you how to build a car
At the 2024 Beijing Auto Show, Zhou Hongyi, who emphasized that he “can’t drive and doesn’t understand cars,” also pointed out and criticized a group of car industry tycoons and put forward a series of opinions.
In an exchange with Li Xiang, the founder, chairman and CEO of Li Auto, Zhou Hongyi mentioned that Xiaomi SU7 has an umbrella storage slot specially designed for umbrella storage, and suggested that Li Xiang “install a baseball bat mounting slot” for Li Auto. The reason is this “It's more effective when you're in danger.”
When visiting the “Great Wall Cannon” owned by Great Wall Motors, Zhou Hongyi joked to the reception staff of Great Wall Motors, “Your car has overshadowed many people in the Internet circle recently, but you must not be a taxi, otherwise you will not be able to use it in the future.” People call taking a taxi to have sex.”
When communicating with Yin Tongyue, Party Secretary and Chairman of Chery Automobile Co., Ltd., Zhou Hongyi suggested that Yin Tongyue lower his body and “come to the stage to communicate with the public.” In his view, “Entrepreneurs should speak more for their business. Nowadays, everyone likes to watch short videos. When business leaders come to the stage to communicate with everyone, the effect is better than traditional marketing that only sends a few articles.”
When communicating with CATL founder and chairman Zeng Yuqun, when Zeng Yuqun compared the company's method of selling batteries and “battery + chassis” to selling “prepared dishes”, Zhou Hongyi suggested again,“Your concept is great. Don't use a vulgar name like pre-prepared food to describe yourself. This is much more upscale than pre-prepared food.”
According to Sina Technology statistics, during the nearly 5 hours when Zhou Hongyi visited the 2024 Beijing Auto Show in depth and broadcast live simultaneously, Zhou Hongyi made suggestions to 7 car companies, including suggesting that Nezha Automobile, which 360 Group had previously invested, suggested that Nezha Automobile co-found Chairman and CEO Zhang Yong “must have a benchmark when building a car.” The newly launched Nezha L model is actually benchmarked against the Ideal L6 and “should be called Xiao XX.”
When visiting the booth of Dongfeng Motor (7.250, -0.12, -1.63%), Zhou Hongyi even climbed directly onto the top of a Dongfeng bulletproof car in front of all the onlookers, playing the role of a “male car model in red”, for This model attracts attention.
Regarding the act of climbing on the roof of the car in person, many netizens joked that “Zhou Hongyi is the oldest car model in the history of the Beijing Auto Show.”
According to 360 Group, in the nearly five hours during which Zhou Hongyi visited the 2024 Beijing Auto Show in depth and simultaneously broadcast live, the number of online viewers exceeded 5 million. Some netizens said that Zhou Hongyi was the top figure at the Beijing Auto Show. Zhou Hongyi explained that he was a “red figure” dressed in red.Visiting the exhibition for evaluation is to “power up” domestic new energy vehicles. It is believed that domestic new energy vehicles and intelligent connected vehicles will replace foreign brands and become the top choice in the market and the first choice of consumers.
At Zhou Hongyi's evaluation site, because everyone was watching the live broadcast, the official live broadcast operation was “stuttered” because it could not get the signal. The company staff once begged for mercy online and said “next time the live broadcast truck will come.”
Conclusion:
Zhou Hongyi and Lei Jun have known each other for nearly 30 years. They were once close friends, but they also turned against each other several times due to business competition, and even made public offline appointments.
The two men's grievances spanned many fields such as the Internet and mobile phones. It seemed that they met and laughed away their grievances in the era of new energy vehicles.
After deciding to transform into a new era Internet celebrity, Zhou Hongyi is focusing his attention on the automobile industry; and after the release of Xiaomi Motors, it is also changing the communication ecology of the automobile industry.
Zhou Hongyi has also praised Xiaomi Motors and Lei Jun's marketing on many public occasions, and even called on Nezha Motors, which he invested in, to learn from Xiaomi Motors.
Regardless of whether they are sincere or not, the marketing methods of the automobile industry have undoubtedly undergone tremendous changes because of Lei Jun and Zhou Hongyi.