The target groups and marketing concepts of both parties are close, which has the possibility of cooperation.
Editor’s note: This article is from “Future Car Daily” (WeChat public ID: auto-time), author: Pan Lei.
Author | Pan Lei
Edit | Liang Chen
New car starts and cross-border cooperation with Internet mobile phones.
September 24, at the Xiaomi 5G new product launch conference, Xiaomi not only released a 5G concept mobile phone Mix Alpha with a price of up to 19999 yuan, shocking the mobile phone industry, Xiaomi Group Chairman and CEO Lei Jun also It is announced that Xiaomi will cooperate with Xiaopeng Automobile. Lei Jun said that the Xiaomi 9Pro 5G can act as a “car key” through the NFC function, and the mobile phone can be opened close to the body. This feature will be the first to be carried on the P6, the first coupe model of Xiaopeng.
This is a cross-border cooperation between Internet company Xiaomi and Xiaopeng Automobile, a car manufacturer with strong Internet genes, which may indicate some changes in the product and marketing fields of new cars.
From the perspective of products, this is a manifestation of Dapeng’s efforts to achieve differentiation in the context of the increasingly homogenized products of new cars. Although using a mobile phone as a car key can’t be a disruptive innovation or experience, at least some of the illusions that users have always wanted to integrate their mobile phones and cars.
Compared with the improvement of product strength in this cooperation, marketing is also a win-win abacus for both parties. Xiaomi has opened up the fan marketing era in China’s mobile phone industry, creating a myriad of “seconds” myths with “fever”. From Xiaomi 1 to the current Xiaomi 9Pro, Xiaomi has made the best in the fan economy.
Similarly, the concept of Xiaopeng Automobile’s “first smart electric car for young people” is also in line with the positioning of Xiaomi in the mobile phone industry. The target groups and marketing concepts of both parties are close, which has the possibility of cooperation.
Of course, for a car, its low-frequency and large-value consumption attributes are not the same as those of mobile phones, but Xiaopeng still has room to learn from Xiaomi. Moreover, the cooperation between the two parties can produce some topic effects, which is the marketing model that Xiaomi is good at.
For the Xiaopeng P7, which appeared at the Xiaomi conference and has appeared at the Shanghai Auto Show and Chengdu Auto Show, Xiaopeng Auto insider told the Future Auto Daily (ID: auto-time), P7 will be in November. The Guangzhou Auto Show reappeared and announced more information, and will also start pre-sales. Officials said that the P7 will be officially launched in the second quarter of next year and will be delivered simultaneously.
[I am Pan Lei, the author of the Future Auto Daily, focusing on the automotive industry and autonomous driving, AI and other forward-looking technologies.Welcome to exchange and provide news clues. WeChat A10010A123, please add a note name, company, position. 】
