When 'Rebs' stared at Musk, the car did not have public opinion first

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Xiaomi's Rebs recently wrote a sentence on his personal Weibo, asking netizens "As an IT blogger, can I be a car blogger in my spare time?" In addition to raising this question, Lei Jun also expressed his welcome Netizens made suggestions and comments. So where did Rebs imitate this way of operation? is from Musk. We all know that at the beginning of Xiaomi, Rebs imitated Jobs, but after Jobs left, Rebs couldn’t find an imitation target for a while, and the company’s stock price was also very worrying.

But now Rebs has found the object of learning, which is Musk. For example, in December last year, Musk suddenly stated in his personal Twitter that he was "considering resigning and becoming an Internet celebrity full-time" and asked netizens for advice. Since he did not say what position he was resigning, and he was also the CEO of Tesla, Space X and other companies, after this tweet was sent, netizens began to comment and speculate about it. It can be said that Musk will often use some of his ideas to test the ideas of netizens with the help of Twitter. Looks like we'll have to rename Rebs to Leske in the future.

Obviously, Leske hopes to use Weibo, or the Internet celebrity benefits, to bring goods to his own Xiaomi car that will be launched in the future . And this is called, no car, public opinion first. Then the Xiaomi car is said to be released in 2024, but it is really hard to say whether the Xiaomi car will be able to gain sales after the release, and whether the Mi fans will buy it.

For example, judging from Xiaomi's latest financial report, Xiaomi's performance data in the first quarter of this year shows that Xiaomi's revenue in the first quarter was 73.4 billion yuan, down 4.6% year-on-year. This is also the first time since its listing in 2018. A decline occurs.

In terms of adjusted net profit, Xiaomi recorded 2.9 billion yuan in the first quarter of this year, down 52.9% year-on-year. This revenue only fell by 4.6%, and the net profit was cut in half, which was a major blow to the already decadent stock price of Xiaomi.

For the decline in revenue and net profit, Xiaomi attributed the reason to the impact of the epidemic and chip shortages, resulting in an 11.1% year-on-year decline in Xiaomi's mobile phone business revenue. But no matter how you explain it, Xiaomi, which is constantly crossing borders and whose product line is expanding, still relies on the sales of Xiaomi mobile phones for its core business.

So is it really good to cross into the new energy vehicle field at this time? At least from the current situation of Xiaomi, under the mode of focusing on cost-effectiveness, the product quality of Xiaomi mobile phones has been complained by more and more fans and consumers. Some time ago, the entire screen of the Xiaomi TV appeared to fall off as a whole, which was a major quality accident in the TV field that even Xiaomi customer service could not believe. Obviously, Xiaomi has become more and more difficult on the road of cost-effectiveness, and many consumers who have used it are becoming more and more aware of this cost-effective model of Xiaomi, and more and more verify the old saying that cheap is not good.

So how should Xiaomi cars be positioned? Regarding Xiaomi's model positioning, Lei Jun once revealed that "the first model is either a sedan or an SUV. The price range is between 100,000 and 300,000 yuan, and it is positioned at the mid-to-high end." So will consumers pay for such an idea as Lei Jun? If you enter the mid-to-high-end new energy vehicle market, Tesla, NIO, Ideal, Xiaopeng, Geely, and BYD are standing in front of them. None of these auto companies will be worse than Xiaomi Auto, whether in terms of research and development, product design, or It's quality and value for money . Obviously, it is difficult for Xiaomi to enter the mid-to-high-end market, and there is even competition from Baidu.

Then the low-end market is still left for Xiaomi Auto, but the car is a very special safety product, and no matter how low-end it is, it cannot get rid of the basic cost. If it is like Baidu's Jidu car, in order to save costs, the A and B pillars of the car, the most fundamental and most basic safety pillars, are directly removed, then this car will become a toy car. If the basic safety structures are in place, how can Xiaomi become a competitor of Tesla, Geely, BYD, and other super-manufacturing car companies in terms of pricing?

Xiaomi under the predicament, perhaps the most important thing at present is how to get rid of the current predicament of Xiaomi mobile phones. In the absence of core technology and competitiveness, Xiaomi, which has grown up savagely under the assembly and meager profit model, will eventually be trapped in the predicament of the assembly plant.