Display|New Product Strategy Finance Author|Wu Wenwu
Xiaomi car, which is developing at a high speed, fell into the whirlpool of public opinion for the first time, Xiaomi car has always been in a highlight moment, it is obvious that it is time for Lei Jun to cool down Xiaomi car, and more importantly, in this wave of intelligent driving, it is not only Xiaomi car that needs to think coldly.
01 The Xiaomi car is in a whirlpool
Xiaomi cars, which have been constantly searched, are still on the hot search, but compared with the previous hot searches in the past two days, Xiaomi's hot searches are obviously two days of ice and fire.
On 7 month 0, the most popular search related to Xiaomi cars was "Anhui Xiaomi SU0 high-speed collision and deflagration accident".
According to media reports such as CCTV and Red Star News, on the evening of 7/0, a new energy vehicle in Anhui hit the middle guardrail of the highway and caught fire, and later media reports showed that the accident vehicle was Xiaomi SU0.
As the families of the victims of the car accident broke the news and media reports, it was later confirmed that three young people were killed in the accident, and the scenes of the video and footage reported by the media are regrettable.
1month0At noon, Xiaomi officially issued a statement, announcing the detailed timeline and relevant information of the accident, but did not mention the issues such as "whether the door was locked and could not be opened at the time of the accident" that the outside world is more concerned about.
Embarrassingly, according to Tencent News Deep Web, after the incident, a family member claiming to be the victim of the accident revealed on social platforms, "From the incident to the present, no one from Xiaomi has ever contacted me, nor has I received a condolence call." ”
At present, the traffic accident is being investigated by the relevant departments, and the final results have yet to be officially announced.
This serious traffic accident involves Xiaomi Automobile, for Xiaomi Automobile, this is since it entered its automobile track, compared with previous hot searches, this is the first time that Xiaomi Auto has fallen into a complex whirlpool of public opinion, and various voices have appeared on the Internet.
Many netizens said that they were critical of Xiaomi Auto's handling and attitude after the accident, and some netizens expected Lei Jun to speak out publicly.
The self-media "Three Tables Longmen Array" issued an article urging Lei Jun to speak out as soon as possible, saying that under the magnifying glass of traffic, there is no room for stealth and silence. The comment section of this article staged a collision of opinions, showing a clear sense of tearing.
On the evening of 1month0, Lei Juncai publicly responded that many questions could not be answered at the moment, and promised that Xiaomi would not avoid it no matter what happened.
受此事件影響，4月1日，小米午後持續跳水，截至收盤跌幅為5.49%，報46.50港元，相比於3月31日，市值減少了近700億港元。
On the same day on 7/0, the topic of "0 Xiaomi SU0 deliveries exceeded 0 units" rushed to Baidu's hot search financial list, which shows that Xiaomi Auto still shows a strong market attraction with the popular model of Xiaomi SU0.
Compared with the past, the contrast between Xiaomi's two hot searches is very stark, and Xiaomi cars have also fallen into a huge controversy and public opinion whirlpool for the first time, which will inevitably arouse market attention and heated discussions.
02 Lei Jun is time to give Xiaomi cars to cool down
小米汽車首款車型小米SU7於2024年3月28日正式上市，一炮而紅，現如今銷量持續穩增，常上新能源汽車造車新勢力銷量榜。
Lei Jun and Xiaomi have gone all out to build cars, and have achieved great success in R&D, product strength, model design, as well as market attractiveness, fan influence, brand awareness and other aspects, and have seen more and more Xiaomi cars on the road.
Nowadays, the successful cases of Xiaomi cars are often reported by domestic and foreign media, and many media reports analyze why Xiaomi can build cars in three years and why Apple can't.
The soul and spokesperson of Xiaomi, the technology giant, is Lei Jun, in the era of mobile phones, Lei Jun was commented by netizens as "Rebus", and when Xiaomi made a car, Lei Jun was commented by netizens as "Reske".
Lei Jun pressed all the reputation to build cars, went all out to build cars, and endorsed Xiaomi cars everywhere, Lei Jun is the best spokesperson for Xiaomi cars.
Lei Jun is a big V with tens of millions of fans, a well-known entrepreneur IP, and at the same time, Lei Jun is a serial successful entrepreneur, and it is the image of a grassroots counterattack, unlike many entrepreneurs, Lei Jun's entrepreneurial image is very down-to-earth and very affinity, which makes Lei Jun an entrepreneur super IP, even Huawei's Yu Chengdong is very envious, and it makes Zhou Hongyi, who wants to be an Internet celebrity, even more envious.
Especially since the launch of Xiaomi SU7 last year, the entire automotive industry has set off a wave of "Lei Jun-style marketing trend", and the bosses and professional managers of various car companies have learned from Lei Jun to do marketing, which shows how big the effect of Lei Jun's IP marketing is.
Lei Jun, as the best spokesperson for Xiaomi Auto and the number one marketing figure, has saved a lot of advertising endorsement fees for Xiaomi and Mi Auto, which can achieve a marketing multiplier effect.
However, everything has two sides of AB, and there are also two sides of AB for entrepreneur super IP and enterprise heat marketing, which is a double-edged sword to some extent.
Just as after the high-speed accident of Xiaomi SU7, many netizens are looking forward to and hoping that Lei Jun can speak out, and at this time, before the investigation results of the incident are released, Xiaomi, Xiaomi Auto and Lei Jun are obviously very cautious.
Enterprises need hot marketing, and they also need continuous hot marketing, but continuous hot marketing must also have a degree.
In recent years, a new term has emerged on the Internet called heat rejection. Wang Yanlong, a professor and doctoral supervisor at the School of Literature and Journalism at Sichuan University and director of the Cultural Communication Research Center at Sichuan University, once wrote an article analyzing why contemporary young people reject hot marketing.
Professor Wang Yanlong analyzed that in the Internet scene, phenomena such as "chartered hot searches" and "head-pressed Amway" appear from time to time on major social platforms, creating traffic games, etc., but hot events are always limited, and the attention of netizens is scarce.
For Xiaomi Automobile, which is currently hot, although it is a superstar-level new car-making enterprise, with the blessing of Lei Jun's super entrepreneur IP, it is obviously very popular.
Last month, Xiaomi Group announced a net HK$4 billion allotment at a discount of 0.0%, triggering a one-day plunge in Xiaomi's share price of more than 0%, and its market value fell below 0.0 trillion yuan. Fortune Chinese reported that Lei Jun is suspected of taking the initiative to cool down the stock price of Xiaomi, which continues to have a high fever, and this report has attracted market attention.
Now Xiaomi Auto has encountered another serious traffic accident, although the final accident investigation results have not yet been released, but on the whole, there have been different views and voices on the performance of Xiaomi Auto in this crisis public relations.
Obviously, it has always been a frequent visitor to the hot search, and has been enjoying the Xiaomi car that is accustomed to positive and positive hot searches, it is necessary to do a calm thinking, although many car companies will have traffic accidents, but the follow-up crisis public relations performance of Xiaomi cars will have a great impact on the future.
Perhaps, now it's time for Lei Jun to cool down Xiaomi cars.
03 In the crazy wave of intelligent driving, Xiaomi needs to think coldly
Now, China's new energy vehicles have entered a period of mature development, the industry knockout is accelerating, the strong will only get stronger and stronger, and the weak can only be abandoned by the market.
In the early stage of the development of the industry, many new car-making forces have emerged, including technology, products, financing, and services, and different new car-making companies have played different selling points.
The automotive industry has always been a very homogeneous industry, in the era of fuel vehicles, into the era of new energy vehicles, the same, many car companies are copying homework from each other, such and a certain replacement, subversion of a certain and so on, in essence, the homogenization of the industry has not changed.
After entering 2025 years, especially after entering 0 years, the entire automotive industry, especially the new forces of car manufacturing, have played the smart driving card, and an unprecedented wave of intelligent driving of new energy vehicles has been set off.
今年2月，行業巨頭比亞迪舉行智慧化戰略發佈會，高喊智駕平權，開創全民智駕時代，以往智駕都是車企高配版車型的專屬，當比亞迪打出全民智駕牌的時候，這場智駕競賽越來越激烈。
It was also in 2 months, Tesla's FSD suddenly entered China, which set off a wave of road tests by car bloggers, media, and Tesla users, although Tesla's FSD is now a bit "unsuitable" in the Chinese market, but at least it has stirred up a lot of waves for China's automotive industry and intelligent driving industry.
Of course, the new car-making forces represented by Xpeng Motors are also good in terms of intelligent driving, and they also have a better understanding of China's traffic conditions and the driving habits of Chinese consumers.
In addition, Huawei's intelligent driving system has also achieved good market results, not only Huawei's cooperative models, but also joint ventures and luxury car companies have also equipped Huawei's intelligent driving system to enhance the attractiveness of the model sales market.
The wave of intelligent driving in the automotive industry, especially in the new energy vehicle industry, is accelerating, and intelligent driving and autonomous driving in the future are the general trend of the industry.
In contrast, we should also see the B-side of intelligent driving, or even more aspects, so that we can look at the past, present and future of industry development more objectively.
At present, many new car-making forces are vigorously promoting intelligent driving, saying that they are leading in the industry and how much money they have invested, etc., intelligent driving has become one of the core competitiveness of every car company.
At the same time, when the terminal stores of car companies are selling to users, many car companies also promote intelligent driving, and it is not clear how to close and take over in abnormal and emergency situations, or introduce them. In the past, in traffic accidents, intelligent driving may have become a "scapegoat".
In recent years, many car owners have been circulating on the Internet with their hands off the steering wheel, or even lying in the back seat to sleep, which also reflects a very noteworthy problem from the side, many users are willing to accept intelligent driving, but some users are overly dependent on intelligent driving.
Regulators should require car companies to make strict regulations and guidelines on the marketing and publicity of smart driving, and car companies also need to tell the truth when selling cars, after all, safety is the minimum standard for a car company.
Although the new energy vehicle industry has been developing for many years, intelligent driving has also developed for many years, but it is still in the industry exploration period, technology leadership is only one level, and players from all walks of life are competing to set off a hot wave of intelligent driving.
According to Pacific Technology, the Xiaomi car was in a state of intelligent driving in the traffic accident, and it entered the state of human driving 1 seconds before the collision. In this case, it is difficult for drivers to react, which also leaves the industry with food for thought.
All in all, Xiaomi cars, which are developing at a high speed and in the highlight moment, although they can't avoid many unexpected situations, they also need cold thinking, Lei Jun is time to cool down Xiaomi cars, it's okay.
The Xiaomi car traffic accident, if you look at it in the entire industry, is actually worth thinking about in the whole industry under a collective upsurge.