Xiaomi Lei Jun draws cakes to satisfy his hunger? Haoyan wants to enter the top five in the world, with annual car sales exceeding 10 million units

Riding on the explosion of the new energy vehicle industry, there are more and more cross-border vehicle manufacturing. There are many bigwigs in the real estate, Internet, technology and other industries, and many bigwigs follow suit. However, most of the cross-border car manufacturing ended in failure.

Since last year, Xu Jiayin, who has been on the cusp of the storm, is still in high spirits in 2019. At that time, Mr. Xu brought together 206 leading companies in the global automotive field, and more than 1,100 CEOs and executives were the platform of Evergrande. Xu Jiayin announced that it will invest 45 billion yuan to build cars in the next three years, and draw a big pie – it will take 3 to 5 years to become the world’s largest and most powerful new energy vehicle group.

Now that Evergrande has a huge debt of 2 trillion yuan, the mass production and delivery of Evergrande Motors has been delayed again and again, and looking back at Xu Jiayin’s cake, it has become a joke.

Coincidentally, Xiaomi Lei Jun, who is also a cross-border car maker, also began to follow Xu Jiayin to paint cakes. On the social platform, Lei Jun has set a big flag – Xiaomi’s annual sales reached 10 million units, becoming the world’s top five electric vehicle brands. To know that the current global annual sales of more than 10 million car companies, that is, Volkswagen and Toyota.

It can be seen that although it has been less than two years since he entered the car-making industry, “Rebs” has a great plan. Xu Jiayin, who painted cakes, has long become a joke in people’s mouths. Is Lei Jun also painting cakes to satisfy his hunger?

Of course, Lei Jun said such words in context. In Lei Jun’s view, the threshold for electric vehicles to be built is significantly lower than that of fuel vehicles. More than 30,000 auto parts are highly modular, and the cost of batteries has dropped again and again. And cars will develop from high-priced mechanical supplies to popular consumer electronics in the future.

Based on this, Lei Jun judged that when the electric vehicle industry matures in the future, 80% of the market share will be occupied by the top five global brands. So, for Xiaomi to be invincible, “the only way is to be one of the top 5 and ship more than 10 million cars a year”.

Xiaomi Auto has many advantages, such as excellent industrial chain integration capabilities, abundant car-making funds, and super Internet marketing. First of all, Xiaomi has zero experience in the automotive field and zero core technology.

In this regard, Xiaomi walks on two legs. On the one hand, it conducts independent research and development for technical reserves, and on the other hand, it attempts to break through the barriers of technological connection through investment and mergers and acquisitions of other companies. However, the automotive industry is, after all, an industry dominated by core technologies. Today’s successful Tesla and BYD have both cultivated core technologies for about 20 years.

Secondly, Xiaomi faces the problem of product positioning. Since the manufacture of mobile phones, Xiaomi has been closely related to “cost performance”, which is the most important reason for Xiaomi’s great success. Lei Jun once conducted a survey on Weibo. Among the nearly 17,000 people who voted, more than 11,000 people hoped that the price of Xiaomi cars would be less than 150,000 yuan, a ratio of nearly 70%.

There are only more than 1,200 people who support the price of Xiaomi cars exceeding 200,000 yuan, and the proportion is less than 10%. According to reports, the price of Xiaomi’s first car may exceed 300,000 yuan based on the brand’s upward and other reasons. At that time, how many consumers will pay for “feelings”?

Finally, traditional large multinational car companies, such as Volkswagen, Toyota, Honda, etc. have stepped up electrification efforts. Domestic Geely, Great Wall, Changan, and GAC are accelerating the transformation of new energy; Tesla, BYD, Weilai, Ideal, Xiaopeng, etc. New energy car companies shine brightly, as well as new players such as Apple and Huawei.

Xiaomi is long overdue, and it will take at least two years for mass production, which is really too late. The new energy vehicle track is already very crowded, and even Lei Jun has to admit that “the competition will be cruel”. Xiaomi, which entered the game too late, is really under great pressure.