After Xiaomi released the smart electric car SU7 last Thursday (March 28th), 64-year-old retiree Qing Chang placed an order at the first time and ordered a Pro version of 245,900 yuan (RMB, the same below, S $46,690) for his son who works in Zhuhai, Guangdong.
Xiaomi automobile conference
Qing Yun told Lianhe Zaobao that he has been a Xiaomi mobile phone user for many years, and there are also many Xiaomi household appliances at home. "I went for a test drive two days ago and felt that the appearance was beautiful and the performance was worthy of this price. Although Xiaomi is building a car for the first time, I have confidence in their quality control. "
In the past week, among the more than 100,000 consumers who booked Xiaomi Automobile, there were not only senior "rice noodles" like Qing Chang, but also many people who booked and retired. Xiaomi, who broke into the new energy vehicle market with unprecedented heat, faced doubts and disputes while detonating traffic.
The first question Xiaomi received after its listing was its real sales. According to official data, after the SU7 was opened for booking, the order (the order for paying the deposit) exceeded 10,000 in four minutes, reached 50,000 in 27 minutes, and exceeded 88,898 units in 24 hours, exceeding market expectations.
Xiaomi automobile set 88898 sets for 24 hours.
However, unlike the "big" deposit in general car orders, the 5,000 yuan deposit of Xiaomi Auto can be refunded unconditionally within seven days, and the order will be automatically locked after the deadline, and no refund is supported. In other words, the number of lock orders can better reflect the real sales volume of Xiaomi Automobile.
The special operation of refundable deposit has caused many people to follow suit and place orders, and later they can’t refund the deposit because they mistakenly touched the "lock the order in advance". On the second day after the release of SU7, the topic of "Xiaomi Auto can’t refund the deposit" was posted on Weibo Hot Search, and some users set up rights protection groups for this purpose.
Car blogger Sun Shaojun Tuesday (April 2)
It is estimated that 72 hours after Xiaomi Automobile went on the market, the average store accumulated 1800 to 2000 orders, the lock rate was between 35% and 40%, and the unsubscribe rate was as high as 40%.
Xiaomi official did not confirm the authenticity of the above data. Xiaomi founder Lei Jun disclosed on Wednesday (3rd) on the delivery day of the first batch of SU7 that SU7 had received more than 100,000 orders, and the number of orders locked had exceeded 40,000. The lock rate was in line with the forecast.
Shanghai hardware engineer Gao Weize (26 years old) also placed an order on the day of the release of SU7. However, he later learned that the original version he had booked would be delivered in a week, and he had not obtained the qualification of Shanghai new energy vehicle license required to pick up the car, so he could not keep the order at that time. At this time, if you change to other versions, you have to wait for nearly half a year to pick up the car.
After several trade-offs, Gao Weize cancelled the Xiaomi order and changed to another China electric vehicle brand. When interviewed, he said that the price of krypton is the same as that of SU7, but it can be delivered within two months, just in time for him to apply for a license.
The production capacity of Xiaomi Automobile is another focus of the market. Goldman Sachs, an investment bank, predicted in its research report this week that the average delivery cycle of SU7 has been extended from five to eight weeks to 18 to 21 weeks. According to another data, the delivery cycle of the Max version with the longest waiting time has come to 29 to 32 weeks. In other words, car owners who book the Max version now will not be able to pick up the car until the end of this year.
From Tesla to Huawei, sales of new energy vehicles have declined because the production capacity of new energy vehicles can’t keep up with the growth of orders. Market participants believe that whether Xiaomi can cross the "productivity hell" in the next few months determines how long its hot sales can last.
Tesla automobile
With the addition of Xiaomi, the new energy vehicle market has set off a new round of price war. Huawei, Krypton, Weilai, Tucki and other models with prices ranging from 200,000 yuan to 300,000 yuan have reduced their prices in a week. But this "catfish" that stirs up the market also has to bear the initial losses.
Lei Jun said frankly after last week’s press conference that "every car sold by Xiaomi is a loss". He took Tesla Model 3 as the pricing reference, and set the price of SU7 at 215,900 yuan, which is 30,000 yuan cheaper than Model 3, which means that the pricing of Xiaomi car should not only make consumers feel sincere, but also be able to bear the losses.
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