Xiaomi Auto의 조사 : Xiaomi Auto의 강점과 약점
SU7 발매 이후 Xiaomi는 4월과 5월에 각각 7,058대와 8,630대를 납차하며, 6월과 7월은 함께 1만 대 초과를 납차했습니다. Xiaomi는 11월에 11만 대의 주문을 채울 것으로 공식으로 전망하고 있으며, 8월-11월의 4개월간 월평균 1만 6,000대의 납차를 달성할 필요가 있습니다.
Xiaomi Auto의 제1호차는 많은 면에서 강점을 발휘하며 성공했으나, 발전에는 복수의 결점도 있습니다.
강점 1 : 윤택한 자금, 10배 초과의 투자로 전략상품을 다듬는다.
지속적으로 자금을 조달해야 하는 다른 신흥 자동차 브랜드에 비해 샤오미 그룹은 상장기업으로 약 1,000억 위안의 현금을 보유하고 있습니다. 전통적인 OEM은 일반적으로 자동차를 개발하기 위해 300-400명의 직원과 10-20억 위안의 연구개발 자금을 투입하는데, 샤오미는 3,400명의 엔지니어와 100억 위안의 연구개발 자금을 투입해 첫 번째 자동차를 개발했으며, 그 중 핵심 기술인 2024년 상반기까지 샤오미자동차는 약 1,200건의 중국 특허를 취득했으며, 그 중 대부분은 자율주행 특허와 차량 설계 특허로, 2024년 상반기까지 약 1,200건의 중국 특허를 취득할 예정입니다.
강점 2 : 높은 브랜드 인지도와 거대한 팬층
샤오미는 커뮤니티 마케팅과 같은 마케팅 수단을 통해 팬층을 구축해 왔으며, 2023년 4분기 현재 전 세계 MIUI의 월간 활성 사용자 수는 6억 4,100만 명에 달하며, 레이쥔 개인의 웨이보 팬 수는 2,400만 명에 달할 전망입니다. 다른 신흥 자동차 브랜드 리더들보다 훨씬 많습니다. 전통적인 OEM의 선두주자들은 인터넷에 대한 영향력이 부족합니다.
Xiaomi Group의 새로운 소매 시스템, 차량 판매 서비스를 가능하게 함. Xiaomi는 온라인과 오프라인을 통합한 새로운 소매 모델을 구축했습니다. 주요 온라인 채널은 Xiaomi Mall, Xiaomi Youpin(E-Commerce 플랫폼), Xiaomi Tmall Flagship Store, Xiaomi JD Flagship Store이며, 오프라인 채널은 주로 도시의 핵심 비즈니스 지구의 2024년 4월 현재, 샤오미 그룹은 샤오미 홈/프랜차이즈/독점점 5,993개 샤오미 홈 직영점 281개 샤오미 홈 직영점 281개 샤오미 홈 직영점 1,595개 샤오미 홈 직영점 281개 샤오미 홈 직영점 281개 샤오미 홈 직영점 281개 샤오미 홈 직영점 281개 샤오미 홈 직영점 1,595개 샤오미 홈 직영점 281개 샤오미 홈 직영점 281개 샤오미 홈 직영점 281개 샤오미 홈 직영점 281개 인증 체험점/특수지역 4,472개, 총 1만 2,060개의 오프라인 매장을 보유하고 있습니다.
2024년 7월 말까지 샤오미자동차는 중국 전역에 30개 물류센터, 102개 판매점, 58개 서비스 매장을 개설할 예정입니다.
강점 3: 정보와 지능형 앱의 통합으로 사람과 자동차 및 홈 생태계가 샤오미 오토 사용자에게 편리함을 가져다줍니다.
2022년, 샤오미는 MIUI, Vela, Mina, IVI OS의 소프트웨어 아키텍처를 포함한 다양한 기기의 OS를 통합하기로 결정했고, 2023년 10월, 샤오미는 HyperOS를 발표했습니다. 안드로이드와 자체 개발한 Vela 시스템의 융합을 기반으로 기본 아키텍처를 다시 작성하여 모든 기기의 동적 실시간 네트워킹을 가능하게 하고 새로운 단말기 상호 연결 경험을 제공합니다.
강점 4 : 우수한 마케팅 및 선행 판매 활동
샤오미는 소셜미디어와 온-오프라인 채널을 활용한 전방위적인 마케팅과 홍보에 능숙합니다. 작년 12월의 샤오미 오토 발표와 올해 3월의 샤오미 SU7 발표는 특히 눈길을 끌었습니다. Zhiwei Data의 통계 보고서에 따르면 12월 출시일에 샤오미 오토는 인터넷 전체에서 35만 건 이상의 게시물과 200개 이상의 핫 검색/해쉬태그를 기록했다고 합니다. 200개 이상의 핫 검색/해시태그를 획득했습니다. 이 출시 이벤트의 영향력 지수는 80.6으로 97%의 이벤트보다 높았고, 98%의 기업 이벤트보다 높았습니다. 트래픽의 왕자이자 웨이보의 왕자인 Li Auto조차도 따라잡을 수 없을 정도였습니다.
Xiaomi Auto에 대해 조사했으며, 전력화, 커넥티비티, 인텔리전스, 셰어링에 관한 Xiaomi Auto의 제품 및 기술을 분석하고 있습니다.
Research on Xiaomi Auto: Xiaomi Auto's strengths and weaknesses
Since the release of SU7, Xiaomi delivered 7,058 units and 8,630 units in April and May, respectively, and more than 10,000 units in both June and July. Xiaomi officially expects to fulfill 110,000 orders in November, which means it needs to achieve the average monthly delivery of 16,000 units in the next four months from August to November.
Xiaomi Auto's first car was a success thanks to its advantages in many aspects, but there are also some shortcomings in its development.
Strength 1: Sufficient funds, ten times more investment to polish hot-selling products
Compared with other emerging auto brands that need to keep raising funds, Xiaomi Group itself is a listed company with about RMB100 billion in cash. Traditional OEMs generally input 300 to 400 people and RMB1-2 billion in R&D funds to develop a vehicle. Xiaomi put 3,400 engineers and a total R&D funds of RMB10 billion to develop its first car, of which the investment in the key technology intelligent driving was as high as RMB4.7 billion, with the dedicated team size exceeding 1,000 people. By H1 2024, Xiaomi Auto has published about 1,200 Chinese patents/patent fillings, most of which are autonomous driving and vehicle design patents.
Strength 2: High brand awareness and a huge fan base
Xiaomi has built a fan base by marketing means such as community marketing. As of Q4 2023, the global monthly active users of MIUI have numbered 641 million. Lei Jun's personal Weibo has 24 million fans, far more than other emerging auto brand leaders. Traditional OEM bosses lack influence on Internet.
Xiaomi Group's new retail system enables vehicle sales services. Xiaomi has created a new online and offline integrated retail model. Major online channels are Xiaomi Mall, Xiaomi Youpin (e-commerce platform), Xiaomi Tmall Flagship Store, Xiaomi JD Flagship Store, and offline channels are mainly Xiaomi Home (including direct-sale and franchised) in the core business districts of cities, authorized experience stores/special areas in suburbs and towns, and service outlets. As of April 2024, Xiaomi Group has boasted a total of 12,060 offline stores, including 5,993 Xiaomi Home stores/franchised stores/exclusive stores + 281 Xiaomi Home direct-sale stores + 1,595 service outlets + 4,472 authorized experience stores/special areas.
By the end of July 2024, Xiaomi Auto has opened across China: 30 delivery centers, 102 sales stores, and 58 service outlets.
Strength 3: The people-car-home ecosystem brings convenience to Xiaomi Auto users through integration of information and intelligent applications
In 2022, Xiaomi decided to unify the OS of various devices, involving the software architecture of MIUI, Vela, Mina, and IVI OS. In October 2023, Xiaomi announced HyperOS, a system which is based on the fusion of Android in deep evolution and the self-developed Vela system, rewrites the underlying architecture, and enables dynamic real-time networking of all devices, bringing a new terminal interconnection experience.
Strength 4: Excellent marketing and pre-sale activities
Xiaomi is good at using social media and online and offline channels for all-round marketing and promotion. The Xiaomi Auto Launch in December last year and the Xiaomi SU7 Launch in March this year were particularly eye-catching. In these two launches, Xiaomi Auto easily dominated the top trending searches on major social media platforms. According to the statistical report of Zhiwei Data, on the Launch day in December, Xiaomi Auto had more than 350,000 posts and more than 200 hot searches/hashtags on the entire Internet. This launch event had an influence index of up to 80.6, higher than 97% of events and higher than 98% of corporate events. It was really the king of traffic, and even the king of Weibo, Li Auto, could not catch up with it.
Through well-planned launch and online live broadcast, it attracted a mass of viewers. Meanwhile, Xiaomi introduced limited-time offers such as generous gifts for first-day car purchase and exclusive rights for limited-time car ordering, which stimulated consumers' enthusiasm for ordering.
Strength 5: Supply chain integration and manufacturing capabilities
Although Xiaomi is a fresh entrant in the automobile manufacturing industry, it has been able to quickly build a high-quality automobile production system relying on its strong supply chain management and resource integration capabilities, ensuring the timely delivery and stable production supply, thus eliminating consumers' concerns about insufficient supply in the early stages of new product launch.
Despite multiple advantages, Xiaomi Auto also has some obvious shortcomings:
Shortcoming 1: Insufficient manufacturing experience
Xiaomi has always adopted an asset-light business model, and often relies on external partners in product manufacturing. Yet the manufacturing process of automobiles is far more complicated than consumer electronics, which is a big challenge to Xiaomi. Since its birth, Xiaomi has entrusted mobile phone production to ODMs. Xiaomi is responsible for design and sales, while ODMs take charge of production.
Among emerging carmakers, Li Auto, Xpeng Motors and NIO all chose the OEM/ODM mode to enter the market at the beginning. Under the premise that mobile phones are all produced by ODMs/OEMs, it is undoubtedly a huge challenge for Xiaomi to directly skip to building its own car factory and manufacturing cars.
Shortcoming 2: The threshold for core automotive technology is high, and Xiaomi's automotive R&D expertise is insufficient.
Although Xiaomi has gathered rich experience in intelligent hardware and electronics, automobile manufacturing is a complex system engineering that requires higher technical thresholds and longer technology accumulation. Xiaomi's technical expertise in battery management, vehicle systems, power batteries, and autonomous driving development is relatively insufficient.
Compared with Huawei, Li Auto, NIO, and Tesla, Xiaomi makes underinvestment in EE architecture, automotive basic software, and charging/swapping facilities. Compared with traditional OEMs such as Geely, BYD, and Changan, Xiaomi has insufficient expertise in batteries, hybrids, chassis, and production & manufacturing.
Shortcoming 3: BEV market growth slows down, and need to start from scratch in extended-range models.
Sales data from 2023 to 2024 show that the BEV market has reached a growth bottleneck, and hybrid electric vehicles (especially the extended-range) grew much faster. Xiaomi plans to launch an extended-range SUV in 2026. It has started R&D of extended-range vehicles. After all, it needs to start from scratch and lags behind Li Auto and Huawei for several years. It is not easy to catch up with the two tough rivals.
Shortcoming 4: There are many faults in new cars. Xiaomi still needs to polish software and manufacturing and improve after-sales services.
According to feedback from some we-media (like Leyuan Wangchuang), Xiaomi Auto mainly has following problems since car release:
1.Battery: Many users said that the cruising mileage of cars is quite different from the officially announced, and even some cars had battery failures, thus failing to start normally.
2.Software failures: Problems such as vehicle system halt, inaccurate navigation system, and slow response of voice control affect user experience.
3.Manufacturing quality: Some car owners reported that there are defects in the vehicle assembly process, such as uneven door gaps, loose interior trims, and abnormal body noise.
4.After-sales services: Faced with frequent quality problems, Xiaomi Auto seems to be overstretched in after-sales services, for example, long time to wait for repair and insufficient supply of accessories.
Xiaomi Auto's long-term goal is to "become one of the top five global automakers with 15-20 years of efforts and create a mobile smart space that looks good and is easy to drive, comfortable and safe." Relying on the strengths of Xiaomi Group, Xiaomi Auto has made an initial success in SU7. However, to achieve its long-term goal, Xiaomi Auto still has many problems to overcome.
Profile
Core Team
First New Car
Sales and Channels
Xiaomi Application Service Capabilities
Xiaomi Software Product: HyperOS
Investment Dynamics
Supply Chain
Comparison between Xiaomi SU7 and Its Competitors
Reasons for the Success of Xiaomi SU7
Xiaomi SU7 E/E Architecture Diagram (1)
Xiaomi SU7 E/E Architecture Diagram (2)
Xiaomi SU7 E/E Architecture Diagram (3)
Xiaomi SU7 E/E Architecture Diagram (4)
Xiaomi SU7 E/E Architecture Diagram (5)
Xiaomi SU7 E/E Architecture Diagram (6)
Xiaomi SU7 E/E Architecture Diagram (7)
Development History of Xiaomi's Operating System
Overview of HyperOS
Xiaomi Hyper OS Architecture Design (1): Overall Architecture
Xiaomi Hyper OS Architecture Design (2): Cross-end Layer
Xiaomi Hyper OS Architecture Design (3): Middleware Layer
Xiaomi Hyper OS Architecture Design (4): Kernel Layer
Xiaomi Hyper OS IVI Features
Xiaomi Hyper OS Access to Foundation Models
Xiaomi Hyper OS Adopts Nuttx kernel
HyperOS Highlight 1
HyperOS Highlight 2
Comparison between HyperOS and HarmonyOS
"Modena" Architecture and Intelligent Driving Technology
"Modena" Architecture and Intelligent Cockpit Technology
Xiaomi SOA Technology (1)
Xiaomi SOA Technology (2)
Xiaomi SOA Technology (3)
Vehicle OS Communication Technology under Xiaomi SOA
Xiaomi Software Product: AI Voice
Xiao'Ai Tongxue Provides Scenario Coverage via Voice Commands
Voice Task Parsing and Execution Flow
Xiao'Ai Tongxue's Accurate Matching via RAG
Xiaomi AI Service Framework Deployment Location in OS
Two Types of Foundation Models as the Core of Xiaomi AI
Xiaomi Auto's Intelligent Cockpit System
Xiaomi Auto's Intelligent Cockpit Domain Control Platform
Xiaomi Infotainment System
Xiaomi Human-car-home Eco-Strategy
Xiaomi Cross-end Connection System
Xiaomi Cross-end Connection System Application
Xiaomi Cross-end Connection System Application in Vehicles
Xiaomi SU7 Peripheral Products
Xiaomi Phone-Car Integration Solution: CarWith
Xiaomi Eco-Domain Extension Hardware
Xiaomi Eco-Domain Partners
CTB Technology
Ten-way Valve Vehicle Thermal Management System
Thermal Management System Patents
Xiaomi HyperEngine
Xiaomi Integrated Die Casting Core Technologies
Xiaomi Integrated Die Casting Technology Solutions and Implementation Cases
Xiaomi Integrated Die Casting Technology Patents
Xiaomi Chassis System
Xiaomi AI Humanoid Robot Layout
Xiaomi AI Humanoid Robot Planning
Xiaomi AI Humanoid Robot Introduction
Xiaomi AI Humanoid Robot Hardware Disassembly
Xiaomi AI Humanoid Robot Software Algorithm