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Share on: 20 Alphabet List • 2024-04-09 19:12:29 Source: Alphabet List E2007G0
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(Image source: Xiaomi Motors)
Author | Zhao Jinjie Source | Alphabet List (ID: wujicaijing)
Lei Jun is feeling Tesla and Porsche crossing the river, and the owner of the Xiaomi SU7 is feeling Lei Jun monetizing.
One week after the official delivery of the Xiaomi SU7 on April 3rd, the first batch of car owners who received the car were eager to start monetizing it, and renting it out has become one of the main ways to monetize it.
"The current market price for Xiaomi SU7 is 2000-3000 yuan per day," Liu Lei, who is engaged in new energy vehicle leasing and second-hand buying and selling in Beijing, told the Alphabet List (ID: wujicaijing).
In contrast, the Porsche Taycan, which Lei Jun uses as a benchmark, currently has a daily rental price between 1500 yuan and 2500 yuan, while the Tesla Model 3 is priced at approximately 300 yuan per day.
The Xiaomi SU7 has become the latest symbol of valuing scarcity. Factors such as low delivery volume and long delivery cycle exacerbate the scarcity of Xiaomi SU7 in a short period of time.
As of April 3rd, the Xiaomi SU7 has surpassed 100000 units and the number of user lock orders has exceeded 40000 units. A week has passed since the first batch of 5000 Xiaomi SU7 founding versions began to be delivered, and all delivery tasks have not been completed yet. Xiaomi responded by saying, "The founding version of the vehicle will soon complete all production and quality inspection processes, and is gradually being shipped to 29 cities and delivered to users."
Non Xiaomi SU7 founding version users will need to pay more patience. According to official disclosure, the Xiaomi SU7 Standard and Max versions will start delivery at the end of April, and the latest Pro version delivery will be by the end of May. However, based on user feedback on the delivery cycle, the latest estimated delivery time for the Xiaomi SU7 Max version has reached 29 to 32 weeks. This means that users may receive the car in December, which is about 7 months later than the official delivery time.
I can't bring up the current car at the moment, and I want to make an appointment for a test drive first to experience it. It's not an easy task at the moment.
Before the Qingming Festival, the estimated number of test drives per Xiaomi dealership is about 90-120 people per day, and the official appointment waiting period is 3-5 days.
Even due to the excessive number of test drives, it was exposed online that the seats of Xiaomi SU7 vehicles were bulging, smeared, and damaged. In response, Xiaomi Motors reported that many stores received nearly 10000 visitors per day. "We cannot confirm whether there were any hard objects scratching or improper handling of the seat leather during such high-intensity and high-frequency test rides, which caused surface damage. On the other hand, the number of passengers and intensity of each test drive vehicle far exceed normal usage scenarios."
According to the test results of the Alphabet List, it is currently unable to receive sales calls for test drives through the official Xiaomi website and Xiaomi App channels. To experience the test drive as soon as possible, users need to personally go to Xiaomi's offline stores and communicate the time with sales in person. If it is fast, it can be arranged on the same day, but if it is slow, it will take a day to wait.
Wang Xingyu, a salesperson at Xiaomi's Wangfujing store, explained to Alphabet that the reason why it is currently not possible to arrange a test drive online is because "there are too many people and there is no time to contact." In the mobile backend system provided by the salesperson, there are nearly 600 appointment test drive leads waiting to be contacted. "It is not possible to balance in store (inquiries from car viewing users) when making a phone call... Daily in store work will continue until 10pm, and it will be inconvenient to call users again at that time."
Over and over again, Wang Xingyu still hasn't had the chance to make a test drive appointment phone call 15 days ago.
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The demand for test drives that exceeds supply has shown many people the possibility of arbitrage from the Xiaomi SU7, and Liu Lei is one of them.
Despite not being able to become one of the 16 delivery car owners who personally opened the car door by Lei Jun, Liu Lei also picked up a Xiaomi SU7 Max inaugural version of Gulf Blue on the first day of delivery on April 3rd. At the first mention of the car, Liu Lei posted a message on his social media: "Welcome media teachers, internet celebrities, and other collaborations."
In the first week of picking up the car before April 9th, Liu Lei priced it at 3000 yuan per day. After April 9th, Liu Lei plans to lower the price to around 2400 yuan. "The rental price is basically the same every week, and the price decreases as the number of people picking up the car increases. For users who are not eager to experience it, Liu Lei will suggest that they try to reschedule as much as possible.".
After confirming his intention to rent a car, Liu Lei will meet with the target user offline, sign a formal car rental contract, collect a deposit, and complete all the daily car rental processes.
After the rental boom, the ultimate fate of this Xiaomi SU7 is to be sold to potential customers by Liu Lei according to the standard of a quasi new car. Buying a new car, earning a wave of rent, completing a second-hand transaction, and then buying a new car is Liu Lei's closed-loop business model.
However, the Xiaomi SU7 is slightly different from other new energy brand cars that Liu Lei bought before. Under the public's attention, the Xiaomi SU7 has greater profit potential: in the increasingly difficult new energy vehicle market to earn price differences, an unused brand new Xiaomi SU7 can be sold for an additional 5000 yuan.
Apart from professionals like Liu Lei, some Xiaomi SU7 owners who originally planned to drive their own cars do not want to miss out on this good opportunity for rental monetization.
Peng Jun, who runs self media, chose to rent his Xiaomi SU7 Founder Standard Edition from Liu Lei after picking up the car on April 6th. Based on a daily rental price of 3000 yuan, Peng Jun's income from renting out a car for one day basically covers the monthly supply.
Taking Xiaomi's current minimum down payment ratio of 15% and the longest loan term of 60 terms as an example, Peng Jun's Xiaomi SU7 Standard Edition only requires a minimum down payment of 32400 yuan, with a monthly payment of less than 3500 yuan.
Self media and internet celebrities who want to quickly catch up with the traffic of Xiaomi SU7 will become the main rental targets for the first batch of Xiaomi SU7 owners. In addition, the limited supply of test drive opportunities in official stores, short test drive times, and limited test drive functions are also the reasons why these groups of people choose to rent a car for an experience.
As of now, the experience time reserved for each test drive user in Xiaomi car stores is only about 15 minutes, and users cannot experience the intelligent driving function during the test drive process. "It will take some time for a truly open experience," said Xiaomi Auto sales.
But some more cautious car owners choose to avoid the test drive experience and only accept the user's test drive needs. "I can't come up with a test drive agreement because I'm afraid it won't be easy to determine responsibility if something happens," said Li Ming, who also runs a car rental business.
Li Ming does not open his car rental business to individuals, and another important consideration is to maximize benefits as much as possible. Unlike Liu Lei's full day rental model, Li Ming charges an hourly fee of 500 yuan per hour. In the past week, Li Ming has been hit by a surge in orders, with an average daily revenue of over 3000 yuan.
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The way to collect the wool from Xiaomi SU7 is not just by renting it out.
Running live broadcasts to earn traffic is also one of them. Maru Maru, the first Tiktok blogger who collected the car, attracted nearly 300000 people to watch in a live broadcast showing Xiaomi cars to passers-by, and more than 100 people gave gifts. She even gave the video an exaggerated title of "The first batch of people who bought Xiaomi SU7 have already paid back!".
Wang Huameng, one of the 16 car owners who opened the car door in person by Lei Jun, a blogger of Tiktok, has gained more than 100000 fans in less than a week thanks to several videos related to Xiaomi SU7. There are many messages in his video comment area, such as "I only paid attention to her when I saw Lei Jun".
In addition to attracting traffic for their own live streaming rooms, the Xiaomi SU7 has also become a tool for attracting individuals and institutional car sales users.
Zhou Yuan, who runs a second-hand car business, posted many similar posts on the second-hand trading platform: first, he introduced the models to be sold, and then added a sentence about Xiaomi SU7, such as "this car performs well in intelligence, and the things that Mr. Lei said about Xiaomi SU7, some of which were equipped with" the reason for selling cars: can you understand the mood of a Rice noodles when you want to buy Xiaomi SU7 ", and then continued to introduce other configurations of the models to be sold.
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The drainage effect is immediate. Zhou Yuan told Alphabet that before adding the Xiaomi SU7 element, it was not easy to exceed 100 views of posts; With the support of Xiaomi SU7 elements, it is common for post views to exceed 500.
Some people have started using memes to attract traffic to their accounts. Enter the keyword "Xiaomi SU7 deposit", and many posts use the pretext of 100% helping to refund the deposit. Clicking on it, the general content is "Although I am not a practicing lawyer, I have made some progress in legal matters. I only need to pay a assistance fee of 6000 yuan, and I will use all means to immediately retrieve your deposit. I will receive a refund within 3 working days."
It should be noted that the deposit for Xiaomi SU7 is only 5000 yuan.
According to the previously announced refund situation by Xiaomi, as of March 29th, Xiaomi's customer service system has received a total of 469 requests for refund and configuration changes.
Some users choose to transfer orders for 4000 or even 2000 yuan, striving to recover as much as possible and reduce losses. But more astute people have already regained some of their profits under the guidance of the "small profits but quick turnover" strategy.
After Xiaomi became a hot topic due to deposit rights protection, whether or not they bought Xiaomi SU7, netizens wanted to join these rights protection activities to satisfy their online gossip. One of the group leaders who saw the demand, Wang Fei, posted on March 29th saying "20 yuan to attract people to join the Xiaomi lock order non refundable group", attracting nearly a hundred people to join the group. "However, not all of them are priced at 20 yuan, most of them are priced at 10 yuan or 5 yuan, and they have accumulated more than 1000 yuan," Wang Fei said.
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Before Xiaomi, Tesla was probably the last new energy vehicle company to trigger nationwide frenzy.
With the continuous increase in raw material prices for electric vehicles, Tesla has made three price adjustments to two domestic models, Model 3 and Mode Y, within a week, entering March 2022, with a price increase of 15000 to 30000 yuan. Among them, the domestic Model Y high-performance version has increased by 30000 yuan.
In addition to price increases, Tesla, whose orders were still in short supply at the time, often had a delivery cycle of over 10 weeks. By combining the two, order buying and selling became a hot business for a while, and one could make a net profit of tens of thousands of yuan by reselling.
Private transactions have become increasingly fierce, and in order to crack down on scalper orders, Tesla issued a "Non resale Commitment Letter" in March of the same year to restrict consumers from reselling vehicles. For consumers who place one or more cumulative orders to purchase multiple Tesla vehicles, Tesla requires them to promise not to transfer or actually transfer any vehicle to any third party within 365 days after picking up the vehicle. If they violate the promise, they must pay a penalty of 20% of the invoiced price of each defaulting vehicle within 7 days. Otherwise, Tesla has the right to restrict the binding account changes and supercharging services of the defaulting vehicle.
The diversified product selection brought about by domestic competition in new energy and the significant reduction in Tesla's delivery cycle (now 2-6 weeks for pick-up) have made the arbitrage space covering Tesla's head increasingly narrow and ultimately become unprofitable.
Xiaomi, also facing a state of supply shortage, faced a more difficult problem than Tesla at the time, which was the production capacity crisis.
According to a report from First Financial News, according to the plan, Xiaomi's automobile factory will be constructed in two phases, with the first phase having an annual production capacity of 150000 units and completed in June 2023; The second phase is planned to start construction in 2024 and be completed in 2025. This also means that Xiaomi's maximum production capacity in 2024 will not exceed 100000 units.
To solve the production capacity crisis, Xiaomi Motors is partnering with the supply chain to expand production. According to the Daily Economic News, a supplier who recently received a request from Xiaomi Motors to increase its spare parts production capacity revealed that "Xiaomi Motors has increased its original target of producing around 7000 units per month to around 12000 units per month."
Musk spent a year and a half to solve the production capacity crisis of Model 3. It is unknown how long it will take for Lei Jun to solve the production capacity crisis of Xiaomi SU7. But what can be certain is that the slower Lei Jun solves, the longer it takes for Liu Lei to arbitrage from it.
Reference materials:
"Exploring Xiaomi Automobile Factory: Currently, the daily production capacity is less than 300 vehicles, and the supplier claims to have received an email requesting an increase in accessory production capacity." Daily Economic News
In Tiktok, the first batch of Xiaomi SU7 owners will soon return to their original edition
"Lei Jun Delivers to the First Batch of Xiaomi SU7 Car Owners, The Ceremony Feels Explosive!" Xiaomi Motors
Congratulations to Lei Jun, "Hell" Comes "Alphabet List
"Bitter scalpers for a long time! Tesla's restriction on car owners to resell new cars has sparked controversy, with MDoel3 orders being sold for 25000 yuan in six months."
Editor's note: This article is reproduced from WeChat official account: Alphabet List (ID: wujicaijing) by Zhao Jinjie