■ China Economic Times reporter Lu Hongxing

On March 28, Xiaomi Group held a conference on the launch of Xiaomi Cars with the theme of "Forward" in Beijing, officially releasing Xiaomi SU7, unveiling the mysterious price veil. This means that Xiaomi Automobile entered the storm eye of China's new energy vehicle market competition.

-01-Will bring positive guidance to the new energy vehicle industry

Lin Cheng, chief scientist of the National Engineering Research Center for Electric Vehicles at Beijing Institute of Technology, said in an interview with a reporter from the China Economic Times that Xiaomi's strong entry into the market will greatly improve the level and technical level of China's new energy vehicles, especially in the field of intelligent driving. Xiaomi has a deep network and intelligent foundation, and the joining of such a technologically innovative enterprise will bring positive guidance to the new energy vehicle industry.

A reporter from the China Economic Times learned that Xiaomi has always been a leading brand in the field of smartphones and smart homes, and has rich experience in the use of cutting-edge technologies such as artificial intelligence, big data and the Internet of Things.

"For Xiaomi itself, it has a very positive impact. Xiaomi has its own ecology, and Xiaomi will apply various scenario technologies on its mobile phone to its own car. For the entire industry, it is a reshuffle. Different from other new car-building forces, Xiaomi has abundant funds and much less operating pressure. This is the reason why "there is no need to panic if you have food in your bowl." From the perspective of future development, Xiaomi should gradually become a mainstream new energy vehicle company." Lin Cheng further stated.

Cui Dongshu, secretary-general of the National Passenger Car Market Information Association, said in an interview with a reporter from the China Economic Times that Xiaomi's strong participation in the new energy vehicle market is, on the one hand, a positive driving force for the entire new force car-making industry; on the other hand, It promotes the comprehensive exploration of the new energy vehicle market and helps meet consumers 'needs for intelligence and interconnection.

Yan Jinghui, an expert from the China Automobile Dealers Association, told the China Economic Times reporter that Xiaomi Automobile is born with the genes of technological innovation and intelligent networking. For young people, bringing their own traffic will help guide and promote consumption.

Zhang Guanghou, deputy director of the Technology Center of the Comprehensive Transportation Research Institute of the National Development and Reform Commission, said in an interview with a reporter from the China Economic Times that although Xiaomi Automobile is a "recruit" in the automobile market, judging from the market performance of mobile phones, home appliances and other markets, Xiaomi has advantages in supply chain integration, technology innovation and product design. The addition of Xiaomi can enrich the spectrum of new energy vehicle products. While further accelerating the upstream and downstream integration of the new energy industry and accelerating the iteration of technological updates such as smart driving, it will create more new energy that meet consumer needs and are more internationally competitive. Vehicle products.

It should be noted that the addition of Xiaomi Automobile is also good for the entire automobile industry chain, which will further improve and enrich the layout of the industrial chain and provide more growth points and development opportunities. At the same time, the spillover effect of Xiaomi's entry cannot be underestimated. Xiaomi Automobile has driven many companies such as Guanghong Technology, Shangluo Electronics, Demax, and Lens Technology to participate in the Xiaomi automobile industry chain.

Since the concept of "new quality productivity" was proposed last year, the central government has elaborated and deployed it many times. New productivity not only includes technological innovation, but also covers changes in many aspects such as production methods, organization methods and marketing. Under the guidance of this strategy, the intelligent networked new energy vehicle industry has become an important development direction in the future.

In Cui Dongshu's view, as many technology companies cross borders to build cars, the new energy automobile industry will have the advantages of innovation and integrated development in developing new quality productivity. This is not only an interpretation of new quality productivity, but also an important step in economic transformation and upgrading.

"Scientific and technological innovation is the core element in developing new productive forces. More technology companies can build cars across borders. On the one hand, they can accelerate the application of scientific and technological innovation results to specific industries and industrial chains; on the other hand, they can enable technology companies to face market demand and application practices, and accelerate the iteration of key technologies by enriching scenario applications. Upgrade, open up the chain from technological innovation and industrial innovation to the development of new productive forces." Zhang Guanghou said.

-02-Intention in the new energy vehicle market intensifies

"It's really not 99,000, 149,000, or 199,000." At the Xiaomi Automobile launch conference held on the evening of March 28, Lei Jun, chairman of Xiaomi Group, shouted the final selling price of Xiaomi SU7, of which the standard version sold for 215,900 yuan, the Pro version sold for 245,900 yuan, and the MAX version sold for 299,900 yuan. Data shows that the SU7 exceeded 50000 units in just 27 minutes after it was launched.

On March 31, Lei Jun posted on Weibo saying,"During the ordering process of the founding version, we identified and intercepted some abnormal orders and scalper orders. Therefore, the second round of additional sales will be launched."

In Yan Jinghui's view, the price of Xiaomi SU7 should be relatively people-friendly, and it still has a certain market impact on new forces such as "Wei Xiaoli". However, Xiaomi has just entered the market, and the market impact needs further feedback. In the future, with the continuous launch of Xiaomi products, prices may rise or fall, but it remains to be seen whether a price war will arise in the short term.

In Zhang Guanghou's view, at present, competition in China's new energy vehicle market is relatively full, and different companies, brands, and models focus on relative market segments, which has formed a certain degree of user stickiness. Xiaomi Automobile was introduced for the first time, but its market share is still blank. Its products have yet to be tested by the market and consumers. It will not trigger a new round of price wars in the short term.

"Xiaomi Automobile has officially joined the new energy vehicle market, and the price is relatively people-friendly, so it will basically not cause a price war." Cui Dongshu said.

But in Lin Cheng's view, the price war of new energy vehicles has been going on since 2023. At present, it is an indisputable fact that the new energy vehicle industry is very popular. Objectively speaking, the price of the Xiaomi SU7 is lower than expected. Its configuration, mileage, and performance have exceeded expectations, bringing great pressure to other car companies. After Xiaomi launches such a model, it will become a trend for other car companies to follow suit in price cuts.

"Xiaomi's strong entry into the market has made the market competition in the new energy vehicle industry more intense, and a number of companies may be eliminated in the next few years. When there is little or no profit, capital will withdraw, and parts and components companies will do what they can. In the long run, prices will gradually return to rationality." Lin Cheng further stated.

Time will tell what the outcome of this change in the new energy vehicle market caused by the entry of Xiaomi SU7 will be.