Xiaomi SU7, why is it so popular?

With its unique product positioning, user-friendly and car-home ecological experience and high appearance, Xiaomi Auto SU7 achieved a great success of 88,000 units on the first day of its launch. Its user-friendly thinking and differentiated strategy jointly helped to break through the market and triggered widespread heated discussions.

After three years of market preheating, Xiaomi Auto SU7 was finally launched in a "high-profile" manner amid much anticipation, and achieved impressive results. It is reported that 88,000 units were ordered in just 24 hours after its launch, which shows how popular the product is.

Not only that, Xiaomi Auto has recently been a frequent visitor on the social hot search list, with topics such as #小米SU7跑迪迪#, #小米汽车听遵守遵守遵守交通规定，添加开关#, #小米汽车#, #小米汽车回复车摄。#, #小米汽车色彩#, etc., bringing extremely high discussion to the brand.

At a time when many brands are making cars, why has Xiaomi Auto achieved such outstanding results as soon as it was launched? What is its unique feature?

1. What is the competitiveness of Xiaomi Motors?

The brand has attracted much attention and heated discussion because the product itself is unique and eye-catching. The differentiated products, the human-car-home ecological experience, and the appearance and battery life that consumers care about all highlight the advantages of Xiaomi Auto.

In terms of product positioning , Xiaomi avoided the SUV and sedan tracks that are popular in the current electric vehicle industry, and instead targeted the electric sports car track that other brands do not pay much attention to. The 5-second level kilometer acceleration makes Xiaomi cars unique and distinguishes them from competitors.

In terms of user positioning , the target audience of Xiaomi Auto is exactly the same as that of its mobile phone products, targeting a group of consumers who have dreams and pursue a high-quality life. With a futuristic and technological design and high-value products that meet the aesthetic tastes of contemporary young people, Xiaomi Auto, which is technological and tasteful, has become the focus of public discussion.

In creating product experience , Xiaomi empowers AI big models and adopts an intelligent central control system to bring users a full-vehicle intelligent ecosystem, creating an integrated human-vehicle-home ecological experience and providing users with a more convenient and intelligent life.

In order to highlight the uniqueness of the Xiaomi Qi car experience, the Xiaomi-style copywriting of "The integration of man and car makes my heart beat fast" ignited the enthusiasm of the public, showing the more comfortable and intelligent experience of Xiaomi cars, and full of feelings and passion. In addition, the 9 color combinations make Xiaomi cars very topical.

In addition to differentiated products, user positioning, and smart experience, what else does Xiaomi Auto use to grasp the emotions of users?

2. Xiaomi Motors’ Basic Rules for Controlling Users

After we sorted out the marketing of Xiaomi Auto, we found that participation, user thinking, selling dreams and feelings, and benchmark pricing strategies still formed the basic rules of Xiaomi's marketing.

Sense of participation: Use the method of "listening to advice" to attract users to participate

One of the most popular marketing words in today's era may be "listen to advice". Xiaomi's listening to advice has won applause for the brand.

At the press conference, Lei Jun said that Xiaomi SU7 is a painstaking work. If you think it is good, please give it a thumbs up. If you think it is not good, please tell us directly. I implore you to be lenient if you complain. It makes people feel that Lei Jun's attitude is sincere and he is able to accept different opinions, which doubles their favorability towards him.

Lei Jun's statement at the press conference that "we will definitely listen to opinions and make rapid improvements" is not just marketing rhetoric, but a result of serious thinking, active feedback and improvement. After the SU7 was launched, some users raised the question, "The Pro model can be equipped with an electric rear wing, why can't it be equipped with a physical button?"

In response to 13 questions from netizens, the brand clearly stated that it would make product adjustments and that the first batch of deliveries would be fulfilled.

This amazing operation made #小米汽车听遵守遵守遵守推加开关# quickly top the trending search list. In a short time, it received rave reviews.

Laymen watch the fun, but marketers like to dig deep into the purpose behind brand behavior. First, the brand encourages users to raise opinions. After users really raise their own questions, the brand rationally responds and promises to make corrections after thinking and exploring. This move brings countless surprises to consumers, as if users have participated in the design of Xiaomi cars. Looking back, isn't this the sense of participation that Xiaomi has always advocated?

It took Xiaomi three years to get users involved in the design of the car. Even after the car was launched, the company carefully considered the opinions of users and took action on them. This is one of Xiaomi's user thinking. In the eyes of many brands, user first is marketing language, but it does not represent brand behavior. However, Xiaomi's user thinking brings real peace of mind.

Xiaomi user thinking: want this and more

Xiaomi's user thinking is not only demonstrated in creating a sense of participation, but also in user needs.

From the user's perspective, adults do not make choices, they want it all. In response to the user's consumer psychology of "wanting this and that", Xiaomi Auto has put forward the vision of "the best-looking, best-driving, and most intelligent high-quality car within 500,000 yuan".

It is available in 9 colors, making its appearance attractive to young users. Its 5-second 0-100km/h acceleration satisfies users’ demand for speed. With its appearance, quality and intelligence, it meets users’ needs in multiple dimensions.

Price anchoring, exceeding user expectations

Listening to advice is the most heartwarming behavior of a brand and the marketing code of today's era; knowing the pain points of users and launching products that users expect is the prerequisite for transactions. After warmth and demand, what can drive users to buy is still the price of the product.

The biggest advantage of Xiaomi’s brand gene may be its high cost-performance ratio. Xiaomi Auto continues the brand’s own characteristics and promotes sales by anchoring prices to make the product exceed user expectations in terms of performance, appearance, details and other aspects.

Xiaomi’s car prices are anchored in two ways: first, by relying on the prices of its competitors; second, by benchmarking against users’ psychological price points.

In the face of competing cars priced around RMB 250,000, the SU7 car presents a psychological perception of being "cheaper than (competitors)", making people believe that Xiaomi cars have the ultimate cost-effectiveness. At the same time, it makes users feel that they have gotten a bargain. At the launch of the SU7 car, the details of the product were shown to stimulate users to place orders, and the "loss on every car sold" was proposed, making users believe that buying the Xiaomi SU7 means buying a more affordable, more suitable, and more trustworthy young product.

Products that exceed user expectations are more likely to generate word-of-mouth effects, attracting more people to watch, thereby expanding the brand's influence and popularity, and becoming the favorites of most young people.

Selling feelings and dreams is also an important way for Xiaomi to control users

Knowing and understanding users is Xiaomi's strength, and providing products with higher value for money is another magic weapon for Xiaomi to win people's hearts.

Different marketing methods should be adopted for different consumers. Xiaomi, which is well versed in marketing, is very familiar with the techniques of grasping users.

From the official announcement of car manufacturing to the official launch of the car, the brand proposed "Fighting for Xiaomi Auto". This does not seem like marketing, but more like Xiaomi and a group of like-minded people fighting for the same goal, which is similar to the copywriting of "Xiaomi, born for enthusiasts".

At the same time, it was officially announced at the press conference that the Xiaomi SU7 car will be Lei Jun's last entrepreneurial project in his life, and he is willing to bet his life's honor and achievements to fight for the Xiaomi car. On the one hand, it implies to consumers that this will be the last stop for Lei Jun's conscientious products, and a sense of scarcity surges into their hearts. On the other hand, starting a business with honor and achievements makes it easier for people to believe that the price-performance ratio, performance, intelligence and other multiple functions of the Xiaomi SU7 are not boasting, but real. After all, Xiaomi mobile phones already have a stable user base, and Lei Jun does not need to bet his own honor for the Xiaomi car.

Later, Lei Jun said, "Making cars is hard, but success must be cool." It has the flavor of chicken soup, but it also contains very cool and amazing emotions.

Regarding feelings, entrepreneurship, and dreams, Xiaomi Auto has also launched a set of copywriting to explain them, so that more people will believe that the "Dream Car" will not always be in imagination, and it is really cool for dreams to become reality.

Although there is some controversy over the deposit issue of Xiaomi Auto, it still cannot cover up the popularity of Xiaomi Auto. Popularity means attention, and more likely consumption potential. In the future, whether Xiaomi Auto, which is blessed with feelings and dreams, can live up to expectations, we will wait and see.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"