Our reporter Lu Hongxing
On March 28th, Xiaomi Group held the launch conference of Xiaomi Automobile with the theme of "Forward" in Beijing, officially released Xiaomi SU7, and unveiled the mysterious price veil. This means that Xiaomi Automobile has entered the eye of the storm in China’s new energy automobile market.
Will bring positive guidance to the new energy automobile industry.
Lin Cheng, chief scientist of the National Engineering Research Center for Electric Vehicles of Beijing Institute of Technology, said in an interview with China Economic Times that the strong entry of Xiaomi will greatly improve the level and technical level of new energy vehicles in China, especially in the field of intelligent driving. Xiaomi has a deep network and intelligent foundation, and the participation of such a technologically innovative enterprise will bring positive guidance to the new energy vehicle industry.
China Economic Times reporter learned that Xiaomi has always been a leading brand in the field of smart phones and smart homes, and it has rich experience in the application of cutting-edge technologies such as artificial intelligence, big data and Internet of Things.
"For Xiaomi itself, it has a very positive impact. Xiaomi has its own ecology. Xiaomi will apply various scene technologies on his mobile phone to his car. For the whole industry, it is a reshuffle. Different from other new forces making cars, Xiaomi has abundant funds and much less operating pressure, so-called ‘ Don’t panic when there is food in the bowl ’ That’s the truth. From the perspective of future development, Xiaomi should gradually become a mainstream new energy automobile enterprise. " Lin Cheng further stated.
Cui Dongshu, secretary-general of the National Passenger Car Market Information Association, said in an interview with the China Economic Times reporter that Xiaomi’s strong participation in the new energy vehicle market, on the one hand, is a positive driving force for the entire new force car industry; On the other hand, it will promote the comprehensive exploration of the new energy vehicle market and help meet consumers’ demand for intelligence and interconnection.
Yan Jinghui, an expert from china automobile dealers association, told the China Economic Times reporter that Xiaomi Auto was born with the gene of scientific and technological innovation and intelligent networking. For young people, its own traffic is conducive to guiding and promoting consumption.
Zhang Guanghou, deputy director of the Technology Center of the Comprehensive Transportation Research Institute of the National Development and Reform Commission, said in an interview with the China Economic Times reporter that Xiaomi Automobile is a "new recruit" in the automobile market, but from the market performance of mobile phones and household appliances, Xiaomi has unique features in supply chain integration, technological innovation and product design. The addition of Xiaomi can enrich the pedigree of new energy vehicle products, further accelerate the upstream and downstream integration of the new energy industry and accelerate the iteration of technological updates such as intelligent driving, and at the same time create more new energy vehicle products that meet the needs of consumers and are more internationally competitive.
It should be noted that the addition of Xiaomi Automobile is also beneficial to the whole automobile industry chain, which will further improve and enrich the layout of the industry chain and provide more growth points and development opportunities. At the same time, the spillover effect of Xiaomi’s entry should not be underestimated. Xiaomi Automobile has driven many enterprises such as Guanghong Technology, Shangluo Electronics, Demais and Lansi Technology to participate in the Xiaomi automobile industry chain.
Since the concept of "new quality productivity" was put forward last year, the central government has expounded and deployed it many times. New quality productivity includes not only technological innovation, but also changes in production mode, organization mode and marketing. Under the guidance of this strategy, the intelligent networked new energy automobile industry has become an important development direction in the future.
In Cui Dongshu’s view, as many technology companies build cars across borders, the new energy automobile industry will have the advantages of innovation and integrated development in developing new quality productivity, which is not only an interpretation of new quality productivity, but also an important step in economic transformation and upgrading.
"Scientific and technological innovation is the core element of developing new quality productivity. More technology companies build cars across borders, on the one hand, it can accelerate the application of scientific and technological innovations to specific industries and industrial chains; On the other hand, it can enable technology enterprises to face the market demand and application practice, accelerate the iterative upgrading of key technologies by enriching the application of scenarios, and open up the chain from technological innovation and industrial innovation to the development of new quality productivity. " Zhang Guanghou said.
The market involution of new energy vehicles has intensified.
"It’s really not 99,000, 149,000, or 199,000." At the launch conference of Xiaomi Automobile held on the evening of March 28th, Lei Jun, the chairman of Xiaomi Group, shouted out the final selling price of Xiaomi SU7, of which the standard version sold for 215,900 yuan, the Pro version sold for 245,900 yuan and the MAX version sold for 299,900 yuan. The data shows that the SU7 has only been on the market for 27 minutes, that is, it has exceeded 50,000 units.
On March 31st, Lei Jun released Weibo, saying, "During the initial edition ordering process, we identified and intercepted some abnormal orders and scalper orders. Therefore, the second round of additional sales will be opened. "
In Yan Jinghui’s view, the price of Xiaomi SU7 should be relatively close to the people, and it still has a certain market impact on new forces such as Wei Xiaoli. However, Xiaomi has just entered the market, and the market impact needs further feedback. In the future, with the continuous introduction of Xiaomi products, the price may rise or fall, but it remains to be seen whether it will cause a price war in the short term.
In Zhang Guanghou’s view, at present, the competition in China’s new energy vehicle market is relatively full, and different enterprises, brands and models focus on relatively segmented markets, which has formed a certain user stickiness. Xiaomi automobile first came out, but its market share is still blank, and its products have yet to be tested by the market and consumers, which will not trigger a new round of price war in the short term.
"Xiaomi Auto officially joined the new energy vehicle market, and the price is relatively close to the people, which will basically not cause price wars." Cui Dongshu said.
However, in Lin Cheng’s view, since 2023, the price war of new energy vehicles has been going on. At present, it is an indisputable fact that the new energy automobile industry is "rolled up". Objectively speaking, the price of Xiaomi SU7 is lower than expected, and its configuration, mileage and performance all exceed expectations, which brings great pressure to other automobile enterprises. After Xiaomi launches such a model, it will become a trend for other car companies to cut prices.
"The strong entry of Xiaomi has made the market competition in the new energy automobile industry more intense, and a number of enterprises may be eliminated in the next few years. When there is little or no profit, capital will withdraw, and parts companies will do what they can. In the long run, prices will gradually return to rationality. " Lin Cheng further stated.
What is the result of this change in the new energy vehicle market caused by the entry of Xiaomi SU7? Time will give the answer.
On the hot search together with the photos of Xiaomi car, it is the topic that "Xiaomi car will lose 3 million fines if the media leaks". 
Therefore, some netizens ridiculed, and a supplier was fined 1 million yuan for leaking Xiaomi’s design draft at the beginning of this year. At present, Xiaomi Automobile has earned 4 million yuan. 
In addition to the photos of Xiaomi Automobile, Lei Jun, the founder, chairman and CEO of Xiaomi Group, also talked about Xiaomi Automobile in the CCTV face-to-face column yesterday. Lei Jun said that he built the car with the assurance that he was determined to win. There are two principles for Xiaomi to build a car. The first one is "keeping the integrity surprisingly". Keeping the integrity is to fully respect the laws of the automobile industry and use the mature technology of the automobile industry to ensure that the first car can be built well; The second is "ten times the investment". Generally, a car company invests about 300 to 400 people in building a car, and about 1 billion or 2 billion R&D funds, while Xiaomi invested 3,400 engineers in the first car, and the entire R&D investment exceeded 10 billion.
More and more details show that "the first car for young people" is about to be pushed into the spotlight and be judged by the market.Xiaomi car "hit the face"?On November 15th, the first model of Xiaomi Automobile appeared in the 377th batch of Announcement of Road Motor Vehicle Manufacturers and Products issued by the Ministry of Industry and Information Technology. The declaration map shows that the first model of Xiaomi Automobile is a pure electric car, and there are two models, namely SU7 and SU7 Max.
As soon as the picture came out, many fans thought that Xiaomi’s car hit Porsche. The media electric gorilla made a series of pictures, comparing the front face, taillights and waistline of Xiaomi car and Porsche TayCan. "It’s not that Porsche can’t afford it, but that Xiaomi is more cost-effective." Some car fans even ridiculed Xiaomi’s car "Bao Shi Mi".
In terms of specific parameters, the length, width and height of Xiaomi SU7 are 4997mm/1963mm/1455mm, the wheelbase is 3000mm, and the height of Xiaomi SU7 Max is 1440mm, and the other parameters are the same. Xiaomi SU7 will have two battery capacity versions, the battery pack capacity is 101kWh and 73.6kWh respectively, of which the battery life of 101kWh is 800km and 750km； respectively; The battery life of 73.6kWh battery pack is 668km and 628km respectively. Xiaomi Automobile adopts ternary lithium-ion battery made in Contemporary Amperex Technology Co., Limited, and its driving motor has a peak power of 220kW/275kW. It is also equipped with an automobile event data recording system (EDR). In addition, when the spy photos of Xiaomi’s car frame were exposed, some fans thought that the handle area of Xiaomi’s car interior door panel was similar to Tesla Model 3.
At present, there are various spy photos, "ID photos" and unpainted driving photos of Xiaomi Automobile on the Internet, and most rice noodles are satisfied with the appearance of Xiaomi Automobile exposed at present.
Does Xiaomi Automobile insist on cost performance?At present, the news on the market is that Xiaomi car is divided into standard version, Pro version, Max version, and track version that will not be mass-produced, and the price is concentrated at 190,000-300,000 yuan. Guo Ming, an analyst at Tianfeng International Securities, said that the key selling points of Xiaomi Automobile are autonomous driving, software ecology and 800V fast charging and power configuration, and the estimated price is less than 300,000 yuan. Han Lu, a senior car blogger, previously broke the news that Xiaomi Automobile is positioned as a C-class luxury car with a minimum price of around 300,000 and a high allocation of around 500,000. At present, this Weibo has been deleted. 
Earlier, the article said that Xiaomi Automobile was priced at 260,000 yuan and divided into two versions. The price of low-profile models ranges from 260,000 to 300,000 yuan, and the price of high-profile models exceeds 350,000 yuan. However, the price of Xiaomi car will be as low as 200,000, or 200,000-300,000, or more than 300,000. The price of the three stages directly determines whether Xiaomi car still focuses on the familiar "cost-effective" formula. After the announcement of building a car, Lei Jun initiated a vote on the pricing of Xiaomi car, with nearly 20,000 people participating, with the largest number of netizens choosing less than 100,000 yuan, followed by 100,000-150,000 yuan. However, from the current exposure of Xiaomi car configuration, the pricing below 150,000 is indeed somewhat difficult. Xiaomi automobile, which has not yet been released, has already faced an increasingly new energy market. This year, new energy vehicles started a price war. Near the end of the year, in order to rush sales, the promotion methods of car companies are becoming more and more crazy. According to a document issued by Cui Dongshu, the current secretary-general of the National Passenger Car Market Information Association, the promotion of new energy vehicles increased especially in November this year, and it has reached the historical high promotion level since last November.
According to the data of Easy Car, in the last month of 2023, Jiyue, BYD, Tucki, Zhiji, etc. adjusted the prices of various series of vehicles one after another, and other new energy vehicles also introduced various preferential policies to buy before the end of the year. Can the fans be satisfied with the final pricing of Xiaomi Automobile at the moment of rushing sales volume and volume price at the end of the year? Is Xiaomi Auto released this year?Yesterday was also Lei Jun’s 54th birthday. Last night, Lei Jun sent a message thanking his friends for their birthday wishes, with a picture that "everything will work out in the end". 
Because of this point in time and the word "car", netizens, while wishing Lei Jun a happy birthday, also wondered whether the Xiaomi auto conference was coming. The blogger "Game Technology" of Xiaohongshu previously published a document saying that Xiaomi has "finalized" the launch conference of Xiaomi Automobile in Beijing on the 28th. The internal staff of Xiaomi Automobile denied that "the time has not been fixed yet, and we are really considering this time point". There have been more and more official actions of Xiaomi Automobile, such as Xiaomi Automobile Weibo, which has just been opened and the speed of light is off the assembly line, Xiaomi Automobile official website, which has only a few photos, and some Xiaomi Houses in Beijing and Shanghai, which have started to confirm the display of automobiles. 
According to national business daily, the four major manufacturing workshops (stamping, welding, painting and assembly) in the first-phase factory of Xiaomi Automobile have been built, and small-batch trial production has started, and all the produced cars are parked in the assembly workshop. At the Xiaomi 14 conference, Lei Jun said when answering questions from netizens that Xiaomi Automobile is progressing very smoothly and will be officially listed in the first half of next year. When the time is right, report to everyone. Will this "appropriate time" be the end of this year? In the "Face-to-Face" column, Lei Jun said that he was a little anxious: "I am particularly worried that everyone will not buy it if it doesn’t catch fire; I am even more worried that everyone will buy it. If you wait for 1-2 years, you will definitely be scolded. Can the upcoming Xiaomi car satisfy the majority of rice noodles? And what changes will Xiaomi cars and rice noodles bring to the automobile industry? We will wait and see.
