比亚迪给小米汽车出了道难题

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问:比亚迪开年降价,谁最受伤?

必然是燃油合资。比亚迪直接点名“电比油低”,北京现代隔空回怼“油‘比’电强”。

火药味十足。

而那些不在比亚迪射程之内的车企,就能优雅地隔岸观火吗?肯定不能。

一只亚马逊河流域的蝴蝶扇动翅膀,会引起美国得克萨斯州的一场飓风。比亚迪开年扔出“王炸”,其实给 2024 年车市定了调:价格战,谁也无法置身事外。

降价的蝴蝶效应由此多了一位“受害者”——小米汽车。

众所周知,小米汽车在定价方面做足了营销。从技术发布会,到官方回答 100 问,再到雷总微博高强度营业,小米官方一直在传递新车“确实有点贵”的信息。

比亚迪给小米汽车出了道难题插图

但是结合客观情况而言,友商竞品夹击,史无前例的降价力度,市场对于小米 SU7 定价的认知呈矛盾状态:一方面是其售价不可能再“交朋友”,另一方面在 20 万以上或者更高价位,其竞争力似乎并不突出。

出来混,早晚是要还的。

在手机圈,小米最引以为傲的是把行业价格给打了下来。现在到了汽车行业,友商有意无意间在对小米汽车的定价发难。

最卷一年,绕不开的价格战

毫不意外,降价的风吹到了 2024。

2023 年 1 月,特斯拉率先打响了价格战,汽车行业几乎全员跟进。比亚迪就是其中的激进者,2023 年 2 月,比亚迪秦推出冠军版,入门价格来到 9.98 万。然后在 2023 年底冲量促销,比亚迪秦再降 1 万,8.98 万起。

降价刺激销售,效果颇为明显。数据显示,2023 年紧凑型轿车销量,比亚迪秦 PLUS DM- i 的成绩仅次于轩逸和朗逸,位列第三。

乘胜追击,2024 年刚开工,比亚迪秦 PLUS 荣耀版、驱逐舰 05 荣耀版车型上市,价格下探 7.98 万元,业界将此举评价为“对燃油合资发起总攻”。

一家车企突袭式降价,最受伤的群体除了老车主,那肯定就是友商。

在比亚迪官宣之后,上汽通用五菱品牌事业部副总经理在微博发文:“一个字,跟。”与之对应,五菱星光 PHEV 150 进阶版价格调整,“荣耀价”9.98 万元,相比此前指导价下调 6000 元。

哪吒、长安启源、吉利、北京现代也都第一时间响应,10 万级 A 级新能源市场瞬间硝烟弥漫。

比亚迪给小米汽车出了道难题插图1

一位汽车销售人员表示:“都知道今年会继续卷,但是没想到开年就 7.98 万这么疯狂,比亚迪一降价其他车企只能被动接招。跟着降了,利润没了但能赚到吆喝,不降只能留着库存。”

降,还是不降?看上去是一道选择题,实际上压根就没得选。

车企对此也已有共识。何小鹏在开工信中表示,今年是中国汽车品牌进入“血海”竞争的第一年,也就是淘汰赛的第一年。吉利汽车集团 CEO 淦家阅也认为,2024 年将卷价格、卷产品、卷服务、卷流量,将是最卷一年。

这就意味着,10 万级 A 级市场只是第一枪,降价潮接下来必定会继续向其他市场区间蔓延。

对于目前尚未定价的小米汽车而言,全行业降价的蝴蝶效应自然影响其最终售价。

有业内人士分析,“小米汽车不停放出消息,但迟迟不公布售价,除了营销因素,也是在试探市场的反馈。因为小米品牌代表高性价比,可是汽车首战要把调性拔高,定价必须谨慎再谨慎。问题是现在行业降价力度空前,价格定高了就是反其道而行,会放大消费者对小米汽车定价的不满情绪。”

举棋不定的小米汽车,非但没有迎来“新手保护期”,反而开局不利。

定价骑虎难下,友商四处狙击

“最卷”一年已成定局,生来高调的小米汽车骑虎难下。而这,或许正是友商期望看到的结果。

雷军已经多次给消费者打预防针,小米 SU7 的定价可能会超出大家的心理预期,简而言之一个字——贵。

接受央视采访时,雷军直言:“网友们喊的 19.9 万元,我觉得是在开玩笑”。回复网友问答时他也再次强调,“不会是 9.9 万、不会是 14.9 万、不会是 19.9 万”。

排除文字游戏的可能性,小米 SU7 至少 20 万起售。

比亚迪给小米汽车出了道难题插图2

然而 20 万也不是上限,所以又有了 36.14 万上险价格曝光等事件。值得注意的是,当 36.14 万的烟雾弹一出,网友的情绪暴露了大众对于小米汽车价值的真实判断。

一边努力抬高身价,一边超出大众预期,小米汽车的定价困扰自然成了友商狙击的目标。

动作最明显的当属与小米汽车有过江湖恩怨的吉利。

12 月 28 日,小米召开汽车技术发布会,吉利选择在前一天截胡发布极氪 007,与小米 SU7 定位同级。小米明里暗里强调新车最终定价会在 20 万元以上,吉利银河 E8 则把官方指导价定在了 17.58 万 -22.88 万,与极氪 007 一起对小米 SU7 形成前后夹击。同时,吉利在 20 万左右区间还埋伏着领克 07,亦被视作直指小米 SU7。

上述汽车销售人员表示,“吉利几款新车各有特色,小米 SU7 在性能参数上领先,但是差距没有拉开太多,反倒是极氪 007、银河 E8 的售价会对小米造成实实在在的压力。比如银河 E8,上个月预售大定、置换补贴等叠加起来实际还能优惠 2 万以上。”

被友商贴着打,小米的被动处境凸显。小米汽车本身品牌积淀不足、稳定性未知的情况下,此时其定价如果高于同级竞品,消费者自然会更加仔细地权衡是否要为信仰充值。

而一旦选择放低身价,此前为抬高预期所做的诸多动作就会成为日后“打脸”的证据。

业内人士认为:“作为小米汽车开山之作,SU7 的任务不只是销量,还要赢得一个开门红,把小米汽车的定位、属性清晰地展现给市场。定价过低,小米品牌前几年打下的高端形象又要动摇,以后如果出 SU5、SU3 车型也很难定价。”

所以, 把定价和预期抬高,是小米汽车的必由之路。 即便 20 万 -30 万已是市场能接受的上限,小米汽车仍要硬生生把调性继续往上拔,雷军甚至喊话小米 SU7 在 50 万元以内没有对手。

营销越猛,反噬越强。骑虎难下之际,2024 开年比亚迪又掀起了一场史无前例的价格战,处在定价困扰中的小米汽车无疑越陷越深。

小米汽车如何收场?

手机市场,小米号称把全行业价格给打了下来。跨界造车,价格为何成了小米汽车的软肋?

归根结底,在最卷的行业,面对一群对价格最敏感的消费者,小米汽车无法做到比别人更强的成本控制。

之前一场投资者沟通会上,王传福用最平淡的语气说出了最狠的话:“10 万以下,乃至 10 万 -20 万的产品价格带,比亚迪拥有定价权。”

此言非虚,有行业观察者表示,比亚迪此轮降价至 7.98 万意味着放弃 A 级市场所有零部件利润,保证整车成本得到控制。而比亚迪也确实有对应的实力,因为其整车除了轮胎和玻璃,绝大多数零部件都是由自己生产。

正所谓“没有卖不出去的车,只有卖不出去的价格”,控制成本、下调售价、抢占市场,过往的价格战已经充分验证了降价对于消费者的刺激作用。

比亚迪给小米汽车出了道难题插图3

根据“车 FANS”市场调研结果,2023 年消费者最关心的购车因素就是价格,占比高达 73%。随着 2024 年最卷价格战打响,消费者对价格愈发敏感,这将进一步倒逼车企降价。

压力再次丢给小米汽车,其成本控制能力几何?

众所周知,汽车工业的成本控制一是与规模挂钩,二是考验对产业链整合能力。小米作为跨界新人,从 2021 年宣布造车算起,满打满算入行不到 3 年时间,能力短板可想而知,这就压缩了小米汽车降价的可操作空间。

不止小米汽车,事实上新势力品牌的定价几乎都受制于供应链。此前新能源市场出现过几轮集体涨价,原因就在于电池供应价格上涨,芯片供应短缺等。

综上,拥有行业定价权的比亚迪打响 2024 年降价第一枪,汗流浃背的不仅仅是 10 万元 A 级市场燃油合资品牌。当降价的蝴蝶效应袭来,在一家更比一家卷的汽车行业,无人能置身事外。

小米汽车,恰恰处在售价难定的尴尬期,遇到开年就扔王炸的降价,引用雷总的经典台词,“这绝对是来捣乱的”。

当然,在科技行业摸爬滚打多年的小米并不是第一次遇到类似的棘手情况。别忘了雷总还有一项经典技能,“连夜说服高管”。

国内目前手机厂商,参与以旧换新的情况

那么国内手机厂商为何热衷于参与以旧换新业务呢?在我们看来,主要有以下几点原因:

第一,降低购机门槛,加速老用户向新机型的过度。目前智能手机渗透率已经接近饱和,中国的新机销售量每年达到 2.5 亿,稳据世界第一,各个品牌要拓展市场占有率,新用户的目标已经着手于国外市场,保持品牌老用户的忠诚度,降低换机更换品牌的概率,也是重要的战略。通过以旧换新的市场手段,帮助老用户在换新机的时候降低门槛,少花钱,可以更好的留住老用户。

第二,促进手机循环利用,为环保做贡献,体现品牌的社会责任。很多时候我们对闲置手机的处理并不关注,在有些情况下,我们会随意扔掉已经坏了无法使用的手机,这对环境的危害很大,一块废旧手机电池的污染强度是普通干电池的 100 倍,可污染 6 万升水。手机厂商和手机回收机构的合作,能够有效降低电子产品带来的环境污染的风险,体现品牌的社会责任,赢得消费者的好感。每年苹果公司都会发布两份报告:《2017 年环境责任报告》、《苹果公司社会责任报告》,体现苹果在环境保护和社会责任方面的贡献。国内手机品牌虽然销量上来了,但是品牌厚度还有很大进步空间。

第三,有助于抢占其他品牌用户。vivo 此次以旧换新的服务,回收的手机范围,不仅仅包括 vivo 品牌的手机,也包括其他品牌的手机,这个对其他品牌的用户转化为 vivo 品牌的用户是非常有利的政策。

根据今日头条出的《今日头条大数据报告解析手机行业上半年》报告指出了各个品牌的用户换机流向如下图:

以旧换新的政策能够促进其他品牌用户向 vivo 转化

目前国内手机回收平台中最大的两家是回收宝和爱回收,都在跑马圈地,在和手机品牌的合作的竞争上非常激烈。从目前厂商合作情况来看,回收宝更得到大品牌的认可。目前中国前四大国产手机品牌中,只有 OPPO 还没有推出以旧换新的服务,相信 OPPO 也正在看其他厂商的反馈,如果取得了较为不错的效果,相信也会跟进。我顺手去 OPPO 的官微下看了下用户评论,也能够看到相关需求:

0

二手手机也一样,很多国家,例如印度、东南亚、非洲都对中国品牌的手机有很大的需求,未来回收企业将想方设法,拓展自己回收手机的销售渠道,提升利润。

国内的回收公司的体量相比于 eRC 等企业还是比较小的,在未来也许和世界各地的手机回收企业有联动、合作,将每一台闲置手机都送到更适合需要他的国家的消费者手中。

比亚迪给小米汽车出了道难题插图4

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.6);–weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);–weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);–weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);–weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);–weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);–weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);–weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);–weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);–weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){–appmsgExtra-BG: #121212}}a{color:#576b95;text-decoration:none;-webkit-tap-highlight-color:#0000;-webkit-user-drag:none}a{color:var(–weui-LINK)}a,button{cursor:pointer}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .rich_media_content img:not(.wx_img_placeholder){filter:brightness(.8)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) :root{–appmsgPageGap: 20px;–appmsgPageBottomGap: 40px}}:root{–articleFontsize: 17px}:root{–sab: env(safe-area-inset-bottom)}:root{–wxBorderAvatarRatio: 3}:root{–discussPageGap: 20px}:root{–immersive-safe-bottom: env(safe-area-inset-bottom)}:root{–appmsgPageGap: 20px;–appmsgPageBottomGap: 40px}*{margin:0;padding:0}.rich_media_content *{max-width:100%!important;box-sizing:border-box!important;-webkit-box-sizing:border-box!important;word-wrap:break-word!important}.rich_media_content p{clear:both;min-height:1em}td p{margin:0;padding:0}

div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}

原文链接:https://new.qq.com/rain/a/20240221A07QHB00

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