Why are Xiaomi cars selling so well?

Xiaomi Automobile does not seem to have many marketing tricks, but it sells surprisingly well, which makes its competitors wonder: What is so good about Xiaomi?

As a member who has participated in the Smart Car Selection project, I have also planned many marketing strategies, including small deposits, large deposits, test drive appointments, deposit inflation, automatic coupon replenishment, and so on.

Xiaomi Auto does not seem to have many marketing tricks, but it sells surprisingly well. It took 27 minutes to sell out, and 50,000 orders were received. This is probably unprecedented and will never be surpassed.

Other friendly competitors are probably also trying to figure out what exactly is the charm of Xiaomi?

In order to get users to pay, you need to grasp several points: there must be enough touch points, the purchasing motivation must be strong enough, and the purchasing power must be sufficient.

The above three points are actually the three key points in the BAT model. Let’s analyze them in detail below.

01. There should be enough touch points

Before the Xiaomi car was released, it has become a hot topic among people. How low will the price be and what kind of configuration will it have?

It is precisely because Xiaomi was previously regarded as the king of cost-effectiveness in everyone's mind that everyone has been imagining the price of Xiaomi cars.

The preheating on various social media, including Weibo, Toutiao, Douyin, etc., has pushed the public opinion about Xiaomi Auto to a new height.

After the release of Xiaomi Auto, various new topics emerged, such as whether or not to have a mobile phone holder. Yu Dazui also intervened, pushing the popularity of Xiaomi Auto to a new height.

Some media have done statistics and found that in the month before and after the release of Xiaomi Auto, there were nearly 100 million topics related to Xiaomi Auto. It was hard not to be popular.

In addition, Xiaomi Homes have basically been transformed into test drive locations for Xiaomi cars. With Xiaomi's strong offline distribution capabilities, offline touchpoints are also a very powerful driving force.

02 The motivation to buy must be strong enough

In addition to having touchpoints, we also need to increase users' purchasing motivation.

Many people exclaimed "Wow" after the test drive. It looks very good, with many details taken into consideration for users. It has a sense of ritual and is very fashionable.

Many people followed suit and the data index went up due to the herd effect.

Test drive reviews from various media also provide users with a lot of purchasing references, and negative reviews are far less than positive reviews.

Many people are looking at this with a magnifying glass, but it is not easy to suppress the negative comments so well.

There is also a founding edition car. Porsche's Lei Jun personally participated in the delivery ceremony, which was full of a sense of ceremony. Many people feel that buying a car is worth it just for the opportunity to take a photo with Lei Jun.

03 Sufficient purchasing power

In other words, the loss cost of the purchase should be lower.

Xiaomi Auto provides a 7-day cooling-off period for orders. If there are any problems, you can cancel the order without reason.

At the same time, it also provides a lifetime free battery replacement service. We all know that batteries will decay over time. In a car, the cost of batteries accounts for a high proportion.

This is also a big selling point.

I haven't studied Xiaomi Auto very carefully, and I guess there are more selling points. Readers can continue to add to it.

To sum up, Xiaomi Auto has been successful because it has put a lot of effort into building touchpoints, increasing user purchasing motivation, improving user purchasing power, etc. It is worthy of learning from.