The price will be announced soon. What chances does Xiaomi SU7 have at a time when the industry is undergoing a reshuffle and price reduction?

After more than a month of waiting, the launch conference of Xiaomi SU7 is finally here.

Lei Jun said on social media that Xiaomi SU7 is fully prepared for the price war in the new energy vehicle market. He emphasized that the development of Xiaomi Auto is not exactly the same as that of Xiaomi Mobile Phone, and Xiaomi Auto will bring something different, especially in terms of smart technology, to meet consumers' expectations for new energy vehicles.

What is the difference between Xiaomi Auto and Xiaomi Mobile Phone? The most obvious difference is probably their positioning and pricing.

As we all know, when Xiaomi mobile phones first appeared, they took the cost-effective route and attracted a large number of early Mi fans with their low prices. In the following years, they continued to improve their brand image and tone, increase the prices of mobile phones, and thus increase profit margins.

When it comes to Xiaomi's automotive business, Lei Jun took a completely different path. From the very beginning, he had no intention of attracting consumers by low prices. Instead, he directly maxed out the configuration, hoping to attract customers by high-end and intelligent features.

Therefore, Lei Jun repeatedly emphasized that Xiaomi Car and Xiaomi Mobile Phone are completely different. I am afraid he was also hinting that the price of Xiaomi SU7 will not be too low. The crowd shouting "Get on the car for 99,900 yuan" can disperse.

From a product perspective, Xiaomi SU7 is indeed a luxury car, at least on paper. Its design, intelligence and configuration are enough to meet most people's imagination of Xiaomi cars. Unfortunately, SU7 was born at the wrong time. Just when Lei Jun wanted to enter the mid-to-high-end car market, the entire industry suddenly entered a period of reshuffle, and many car companies chose to start a price war at this time.

It can be said that Xiaomi is currently facing a highly competitive and changing market, with many automakers, including BYD and Tesla, two leading companies, competing to lower product prices. This price reduction trend will make consumers more sensitive to prices, thereby increasing expectations and pressure on Xiaomi's auto pricing strategy, which is not good news for Xiaomi, which hopes to take a high-profit route.

Secondly, the price cuts may even affect consumers’ attention to Xiaomi’s technology and innovation. In other words, if the price is not “sincere” enough, then Xiaomi’s technological breakthroughs will become a joke.

In addition, the recent financial crisis of new car manufacturers such as HiPhi Auto may also affect the market's trust in new car players and indirectly affect consumers' acceptance of Xiaomi Motors.

Overall, 91che believes that the current market is full of challenges for Xiaomi Auto, and the company needs to make wise decisions in pricing strategy, technological innovation and market positioning to ensure that its new models stand out in the highly competitive market. How Xiaomi responds to these challenges will be a key factor in its success in the new energy vehicle market.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.