Chapter 156 Founder’s Edition signed by Chen Yuanguang (5K)
Originally, everyone’s expectations for Xiaomi Motors were all focused on price. The most concerning thing was whether Xiaomi Motors could continue to hold high the banner of cost-effectiveness and bring everyone An unexpected surprise.
Just like back then, smartphones often cost 4,000 to 5,000 yuan, but Xiaomi raised its price to 1,999.
Nowadays, new energy vehicles basically start at 200,000 yuan, and most of them are in the price range of 200,000 to 400,000 yuan.
As for new energy vehicles priced below 200,000 yuan, BYD has a firm grip on them. A large number of upstream and downstream supply chains are self-produced and sold. Batteries do not need to be exploited by CATL. No manufacturer wants to go for 200,000 yuan. The following price points compete with BYD.
Even if Xiaopeng and Weilai claim to make cars under RMB 200,000, it is difficult to compete with BYD. BYD can lower the price infinitely. Even if they lose money on the car itself, they still make money from the perspective of the supply chain, let alone different manufacturers. Different levels of control over the supply chain determine their different costs.
For the same parts, BYD paid 10 million, and Weilai also paid 10 million, but for the same goods value of 10 million, the former paid with a one-year commercial note with a coupon interest of 3 points, while Weilai paid for it with a one-year commercial note with a coupon interest of 3 points. If you want to use commercial bills, then their coupon interest must be at least 6 points.
This means that even if you can get parts with the same price as BYD, your cost will still be higher than BYD.
Therefore, no one can beat BYD in terms of cost performance. The only one that is considered possible is Xiaomi. Xiaomi is also likely to achieve the same level of control as BYD.
In the field of smartphones, they have shown similar strength.
That's why netizens shout out prices like 99,000, hoping that Mr. Lei will lose money and make a profit.
After the press conference, no matter how optimistic netizens are, they will not think that Ultra can reach the price of 99,000. Everyone hopes that Porsche can reach this price.
"Guangshen, if the price of Xiaomi is raised to 99,000, I will give you all the year-end bonus, and I will order one for my wife and me."
"Guangshen, can you You can’t persuade executives, Xiaomi Ultra is RMB 199,000, make friends.”
Not only are there a lot of voices calling for low prices on Lei Jun’s Weibo, there are also a lot of voices calling for low prices on Chen Yuanguang’s Weibo.
Because Xiaomi cars are so popular, Chen Yuanguang became curious after seeing them.
He did not ask Lei Jun, but asked Lin Jia when he was on the phone at night: "I think netizens are very curious about the price. How does Xiaomi Motors plan to price it?"
Lin Jia He smiled bitterly on the other end of the phone: "Don't ask me, I don't know either.
The executives' meetings are the same every day, and no one has figured out what price to set.
In short, the regular version The range is 200,000 to 250,000, the Pro version is 250,000 to 350,000, and the Ultra is about 500,000.
Fluctuating in between, they want to set high prices and establish a high-end brand image, but they are also afraid that the first shot will not be successful and consumers will not buy it.
In short, everyone is very confused and has never made a decision.
The reason for holding two press conferences is also to test the tone. ”
Chen Yuanguang understood this mentality very well after hearing this. He often bought Xiaomi products when he was in college. Lei Jun was also born in Jiang University and donated a lot to Jiang University, which made them very happy. I have a good impression. Secondly, Xiaomi does have good value for money.
But whether Mi fans will still buy it when Xiaomi does not take the cost-effective route is really a bit of a blind box.
"Is it too high to set Ultra at 500,000?" Chen Yuanguang asked.
Lin Jia explained: “That’s not true, because Ultra’s target users are not rice fans, two-seat sports cars. The audience in this segment is very limited. They want to grab Porsche, BMW, and Mercedes-Benz.
Compared with the market share of these high-end brands' cars, the price of 500,000 yuan is not high.
And even if this product is priced at 300,000 yuan, it is still worth it. Value for money, if you don’t buy it, you still won’t buy it.
To be honest, Ultra is indeed a good car. The materials you gave Xiaomi are used in sports cars to form a very strange chemical reaction.
< br>
It is a very special sports car, because the sound control is so good that all noise disappears, and its control is very sensitive. The half-width steering wheel, completely quiet environment, HUD display, all combined, will give the driver a very special feeling. Enjoyable driving experience.
It is no different from driving a racing game, especially if you experience it on the track on a rainy night, it will be even better.
After the official launch, Lei Jun told me that he would send you an Ultra to Mianyang, and you will know when you drive it.
I am quite confident in Ultra because it can give consumers an experience that other cars cannot. For the regular version and pro version, it depends on the pricing.
It hasn’t been decided yet. ”
After Chen Yuanguang and Lin Jia finished the phone call, he replied on his Weibo to a netizen who asked about the price: "Don't ask me, I want to know the answer too."
Netizens saw that even Chen Yuanguang didn't know the answer. I regained my mental balance instantly.
The next day, with the large-scale offline distribution of the new generation of Xiaomi speakers, all Xiaomi stores were simultaneously playing the song "Ferry".
A new hot spot is coming.
All the headphone fans who have experienced it online are ecstatic, they found that the vocal effect is also great.
Of course, the price is also very beautiful. The original price of the Xiaomi speaker, which was around 200, soared to 1,999. However, all consumers who have experienced it in offline stores said that it is worth the money.
“I am very happy to bring you the unboxing review of the new generation of Xiaomi Unbounded Speakers. After the Xiaomi car launch conference yesterday, Xiaomi cars were not put on the shelves. Xiaomi’s new generation speakers were put on the shelves first.
Due to the limited production, the number of Xiaomi speakers distributed in each offline store is limited, so I only bought two when I went to the offline store to buy them. They support networking and multiple channels can be formed.
>
From the perspective of evaluation, I think two are enough. If the effect is good, I can wait until the production capacity ramps up before repurchasing.
I used to go to Xiaomi offline stores. Listening to them at the intersection and listening to offline stores is very noisy and there are various sounds that interfere with your judgment, but you can still hear the difference at once
The sound effect is so good that I can hardly imagine that this is a speaker made by Xiaomi. Xiaomi has always been synonymous with cost-effectiveness, so I have never had high expectations for audio and video equipment made by Xiaomi.
I did a review in November last year. At that time, I bought all the Xiaomi speakers on the market for review, including the first and second generations of Xiaomi speakers, AI, Sound, etc. These were my last The summary is that just listen to it.
But this time it’s different. This time, the price of Xiaomi Unbounded is as high as 1,999 yuan. This is the same price as Harman Kardon’s glass speaker. Considering that it is mono, so if you want to set up network, then its price is even more expensive than the entry-level model of Harman Kardon.
This is by no means a cost-effective route, so this makes me have higher requirements for it.
Woundless gave me a very shocking feeling when I listened to it in offline stores. It has the realism of a monitor speaker. Monitor speakers are common equipment in recording studios. This is too exaggerated. The sound effect of the speaker in 1999 Even better than monitor speakers costing 20,000 to 30,000 yuan.
At that time, I even wondered if the world was too crazy. Now let’s play “The Crossing” and listen to it. "
After the song Ferry ended, the UP host's face was full of shock in the video: "Yes, the vocal effect is better than the monitor speakers.
According to Xiaomi, they have specially recorded a batch of records using the new materials in Unbounded Speakers. Let’s listen to the effects of these records.
It’s really expensive. You need to spend 10 yuan to buy a corresponding True·Unbounded record in the Xiaomi Music app. "
After listening to it, the up owner was a little speechless: "The sound effect is so shocking, it feels like a singer is singing in my room.
Can everyone feel it?
This thing only costs 1,999 yuan. I feel like Dynaudio will go bankrupt and BYD will cry to death.
Their Look Up series uses Dynaudio monitor-grade speakers. Xiaomi has come up with car speakers that are ten times better than Dynaudio, and I heard correctly at the press conference yesterday that there were twelve.
I am sure that the sound effect of using Dynaudio's Yangwang will not be better than that of Xiaomi Ultra.
I would like to ask now whether this speaker can be used on the regular version and the Pro version as an option. Why does a two-seater coupe need such good sound effects? Obviously the four-seater regular and Pro versions, which are suitable for more people to travel, need more audio and video effects.
In short, this time Unbounded is really awesome. In addition, its noise reduction effect has not been taken into account, because it is a single speaker that cannot experience its noise reduction effect. It is said that it combines sound and noise reduction effects. All in one, really curious.
Because last year Wenjie M9 demonstrated its own privacy sound shield, which showed us the noise reduction effect brought by black technology. The sound of voices in the front and rear rows can be almost completely blocked, so I am looking forward to the Xiaomi car. How does it perform without making any noise?
This video has over 10,000 likes, so as a headphone area up owner, if the sound system of Xiaomi Ultra is really as good as they advertise, I will grit my teeth and buy one. I will give it to you when the time comes. Please bring your first-hand review.
In addition, I would like to ask Mr. Lei when he will use this new material to make headphones. This will throw the current Xiaomi headphones out of the water.
If I use it as a headset, even if I am an Apple fan, my Airpods Pro should be eliminated. ”
In addition to the price, the first thing to go out of the circle is Xiaomi Unbounded Speaker, because so many people can afford it at this price.
In addition, not everyone has a car. With the qualifications for a test drive, almost every blogger can afford Xiaomi’s 1999 Unbounded Speaker, and up-and-comers in the digital area can also come here to share in the popularity.
The unanimous conclusion from everyone’s evaluation is that this thing is great. It turns out that those speaker brands that focus on high fidelity are going bankrupt.
Speakers that focus on high fidelity often cost 20,000 to 30,000 yuan. For example, BYD’s high-end Zangwang series cooperates with Dynaudio, and Dynaudio focuses on high fidelity. monitor grade speakers
After being compared by bloggers, Wujie was thrown out of the street.
What is also unexpectedly hit are the bloggers on Station B who specialize in luxury speakers to play pop songs. Their moat lies in the luxury recording studio built with one or two million. As a result, other up bloggers spend four to For a thousand yuan, if you set up a two-channel sound, the recorded effect will be almost the same.
This is an unforeseen disaster. Why did you replace the speakers when you launched your new car?
“Thank you Xiaomi for discounting the price of monitor-grade speakers from 20,000 yuan. Fortunately, I didn’t buy Dynaudio. I had been hesitant to buy it before.”
“ You still have to master the core technology. I don’t think this 1999 Xiaomi speaker is expensive. If anyone told me before replacing it that it would cost 1999, I would definitely think there is something wrong with them.”
"Looking at the car owner crying to death in the toilet, is it too late to exchange Dynamic for Xiaomi?"
"Can you take this material to Sony for tuning? I want to buy speakers tuned by Sony using the same material. I I always feel that Xiaomi has not reached its full potential.”
“Friends, please hurry up and catch up.”
The second most popular product on the market, Xiaomi Unbounded Speaker, is the real thing. After everyone experienced it, no one questioned the audio and video effects of Xiaomi Ultra.
The two-channel sound system is so awesome. If you set up a network with 12 speakers, it would be amazing.
Everyone is now looking forward to the test drive and price.
Another thing that has been criticized is why such a good audio and video system is not decentralized. Is it necessary to cut leeks?
After the incident took place, Lei Jun posted on Weibo, not only asking about the price, but also whether he could choose an unbounded audio-visual system, even if it cost NT$20,000.
In response to the intensive questions from netizens, Lei Jun made a video to reply:
"First of all, the prices that my rice fans guessed, 99,000 and 199,000 are really impossible. We use the best materials, and its price must be relatively expensive, but even if it is relatively expensive, we will definitely make our Mi Fan friends who buy the car feel it is worth their money.
Because Ultra is equipped with some of our unique black technologies, its price must be the most expensive. We hope to price it at around 500,000 yuan to bring you a better product than a $1 or 2 million Porsche. experience. ”
“In addition, it is difficult to decentralize the unbounded audio and video that everyone has been clamoring for, because when we got the new materials used by unbounded, the Xiaomi regular version and the Pro version had already been finalized. We couldn't immediately apply new materials to already finalized cars.
This is definitely not what netizens think. We deliberately reduced the allocation to force everyone to buy the higher-end Ultra. "
"As for when the concept version will be available, we estimate it will be in 2025. It actually depends on the progress of the joint research and development between us, CATL and Guangjia Technology.
I will definitely tell my rice fan friends as soon as there is any progress. ”
"Netizens are very concerned about when the headphones will be released, because it will take time to reduce the scale of this type of material. Our production line is still under construction. You can wait for our good news."
" Thank you for listening to my introduction for so long. I believe you have a clearer idea of our Xiaomi cars.
Next, please allow me to report to you the issue that everyone is most concerned about, that is the price. < br>
Xiaomi regular version, 219,099.
Pro version, 249,099.
Max version, 299,099.
The last one is the Ultra that everyone is most looking forward to, 499,099.
Because whether it is the regular version, pro version or Max version, perovskite The battery needs to be selected by everyone. If you order it today, you only need to spend 10,000 yuan to choose it. If you choose the perovskite battery later, the original price will be restored to 20,000 yuan.
Ultra does not require any options and comes with its own perovskite battery. ”
There was a burst of cheers in the background when the price was announced. It was neither too high nor too low, it was in line with expectations.
After the press conference, Ultra orders exceeded 10,000 units in one hour, and the number of orders in the last 24 hours was fixed at 17,369 units.
This shocked the entire automobile industry, subverting everyone's understanding of when this thing could be so easy to sell.
“It’s a bit too incredible. Everyone should know that a two-seater coupe is on a track as narrow as an MPV, and the price of 500,000 yuan is not cheap.
The ideal MEGA price is 5 150,000, their maximum number is only about 4,000 units, while Xiaomi's is four times as large as theirs. There is not much difference in price between the two, but at least the MPV can be used for family travel. If you buy Ultra, you are buying a big toy. It actually sells more than 10,000 units.
I don’t know whether it’s because there are too many wealthy people in China or because Xiaomi has too much appeal.
In short, this is the first time I know that there is such a big market for two-door coupes. "
"To describe it in two words, it is invincible. Don't tell me that this is a retreat that can be withdrawn. You can withdraw within the next seven days.
Even so, breaking 10,000 per hour is still an incredible figure. Even if the final chargeback rate is 50%, Ultra's single-day sales have already exceeded 8,000. You must know that last year, the sales volume exceeded 8,000. Only 9,000 units of the Porsche 718 and 911 were sold in 2018.
On the domestic two-door coupe track last year, the best-selling cars were Nezha and Nezha GT, because their prices were low enough, around 200,000 yuan.
Nezha only sold 9,000 vehicles last year.
Xiaomi’s daily order count is the sum of the top three coupes. Yes, the top three coupes last year were Nezha GT, Porsche 911 and Porsche 718.
This is really invincible. This will make Domestic new energy manufacturers have realized that no matter which segment they are in, they can enter the market. If your products are powerful enough, consumers will pay for them.
Even traditional car brands will have to cut prices in the future. Porsche can no longer sit on the throne and watch these little guys fight, because domestic new energy sources have set their sights on its market.
The most direct impact of Xiaomi Ultra is Porsche, followed by BYD. Consumers who look up to U8 will definitely hesitate. ”
“I am waiting for the test drive now. I have already ordered Xiaomi Ultra and will go to an offline store for a test drive this Saturday. I grabbed the founding edition of Xiaomi Ultra, and it was the one signed by Chen Yuanguang. ”
In order to reflect scarcity, Xiaomi Ultra also has a founding edition, but the quantity is one-tenth that of the Max, which means that there are only 500 founding editions signed by the founder.
Of these 500 units, 125 units are signed by Chen Yuanguang, and the other 375 units are signed by Lei Jun. According to Lei Jun at the press conference, because Guangjia Technology holds 25% of the shares, Xiaomi Automobile holds 25% of the shares. The shares are 75%, so they signed in a ratio of 1:3.
All users who grab the 500 founding editions will have to pay a price increase. Those signed by Lei Jun will have to pay an additional 20,000 yuan, and those signed by Chen Yuanguang will have to pay a price increase of 50,000 to 100,000 yuan. Moreover, there is no market price.
“Is there a founding version of Xiaomi Ultra signed by Chen Yuanguang? The price is 100,000 yuan.”
Have you ever seen this kind of operation among the big guys in the car circle? The founder’s signature can also be used as a gimmick. Come for hype.
For three consecutive days, you can see news about Xiaomi cars on all social media.
There will be more at night! There must be something today
(End of this chapter)