In the previous article "Xiaomi SU7: Violent Pleasures Will Eventually Lead to Violent Ends," I mentioned that Xiaomi's good show had just begun, and indeed, that has proven true.
On April 3. Xiaomi's first car model officially saw its first deliveries. Lei Jun stated, "The bold words from three years ago have become a reality today. I will personally hand over each brand new Xiaomi SU7 to the first owners."
The delivery ceremony was held at Xiaomi's car factory in Yizhuang, Beijing. Lei Jun personally handed over the cars to the first owners, opened the doors for each owner, and took photos with them. The owners joked on social media: "A 79 yuan eyebrow pencil influencer said I wasn't trying hard enough, but the CEO of a Fortune 500 company is opening my car door." "For other cars, you might not even see the sales manager after spending 200.000 yuan, but buying a Xiaomi SU7 gets you the CEO opening the door for you." It seems Xiaomi Auto and its users have successfully created a strong mutual connection.
According to the data, despite a 40% cancellation rate, over 100.000 people have made significant deposits for the Xiaomi SU7. with over 40.000 orders locked in.
At this point, I have a question: what is the secret to the success of the Xiaomi SU7?
Coincidentally, I saw a female friend on social media who bought a Xiaomi SU7. which surprised me because I knew she already had a Mercedes and she always claimed she didn't like driving. So out of curiosity, I asked her why she bought it.
She replied, "This car has a very thorough sun protection feature on the sunroof, front windshield, and all four windows. It even has a dedicated sunshade. Both the front and rear trunks have storage baskets, and that purple color is really nice. Most importantly, Lei Jun doesn't seem greasy at all, his wife was his first love, so this car should be quite good."
I thought this was her unique perspective, but on other social media platforms, I found similar sentiments:
"Sun protection + purple is a killer combo for me."
"Watching the launch event, the sun protection feature sold me. Nothing more needed to be said."
"Sun protection, with a fridge, who understands? It's really tempting."
I was truly shocked by these comments. However, I must be honest: it seems that the Xiaomi SU7 has done an excellent job with its details. But sun protection is a feature available in most cars around the 200.000 yuan price range, and some even come with panoramic roofs and electric sunshades.
So why are people so enamored with the Xiaomi SU7's sun protection feature? Could it really be that "no one can outdo Lei Jun in marketing"?
