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Lei Jun's annual speech kicked off on July 19 in Shijingshan, Beijing, with the theme of "courage" and about the context of Xiaomi's car building over the past three years. Compared with the 2023 speech, this year's speech seems to be a special show for Xiaomi, telling about his original intention and experience of building cars in the past.

On January 15, 2021, Xiaomi was sanctioned by the United States. 'had it not been for the huge impact of US sanctions, we would not have rushed into a complex industry like cars, nor would we have today's Xiaomi SU7, 'Mr. Lei said. During the meeting of the board of directors to discuss the response plan, someone asked: "if Xiaomi's mobile phone business can not be done, what will you do with your 30,000 to 40,000 employees?" This became the beginning of Xiaomi's pursuit of diversification.

"if you want to build a car, you must have a long-term plan, and at the same time, you must go to the top five in the world," Lei Jun said. our calculation at the time was to burn at least $10 billion. " Lei Jun also revealed that during the research process before Xiaomi decided to build a car, Xiaomi visited more than 200 people, including Li Bin and he Xiaopeng who urged him to build a car.

According to Lei Jun, at the beginning of the car construction, he was asked why Xiaomi did not take out independent financing and listing independently, because the car building was very popular at that time, and the stock of the new energy automobile company soared, but Lei Jun refused. Lei Jun believes, "because the cycle of building a car is very long, if you take other people's money, it is almost difficult to keep your own ideas consistent for a long time." of course, building a car is very difficult, and I can't do it alone. " Lei Jun said, "this requires everyone in Xiaomi Group to support unreservedly and go all out to build cars together, so we have a chance of winning. So in the end, we decided that Xiaomi would do it all by ourselves, pay all the money and bear all the risks on our own."

On March 30, 2021, Xiaomi officially announced its next car-building and initial investment of 10 billion yuan. Since then, Lei Jun has always chosen to stand in front of the stage to increase the exposure of Xiaomi cars.

On March 28th, Xiaomi SU7 officially went on sale, which was far hotter than expected and became a hit overnight. Of course, before the listing of Xiaomi SU7, there were all kinds of disputes and questions, such as "plagiarizing the appearance, what technology is there", "nothing of my own except Xiaomi", "sales of only a thousand"...

Lei Jun recalled that he was really worried about not only being unable to sell, but also worried about not selling enough. But the bigger problem is pricing. Ultra-low prices are tantamount to drinking poison to quench thirst. In the end, Xiaomi SU7 was still a hit, and Lei Jun adopted a new way of Internet marketing at the press conference to reduce the dimension of the traditional car factory press conference. Since then, Lei Jun opened the live broadcast to explain, test drive and recruit people in person, causing many people in charge of car companies to grab traffic in the next live broadcast.

Data show that Xiaomi SU7 has delivered 30, 000 units from April to June in 2024, of which more than 10000 were delivered in June. Xiaomi SU7 sales are still climbing and are expected to continue to exceed 10000 in July. In his speech, Lei Jun reiterated that Xiaomi SU7's delivery target this year is to guarantee 100000 vehicles, is expected to achieve the target ahead of schedule in November, and strive to deliver 120000 vehicles for the whole year. At present, Xiaomi still has a target space of at least 70, 000 cars, and the average monthly sales in the next six months need to be more than 11700, while if calculated according to 120000, the average monthly sales need to be more than 15000, which is still a lot of pressure on Xiaomi.

It takes three months to deliver 10,000 vehicles a month, with a target of 100000 in the first year of delivery. Xiaomi SU7's listing process is indeed a textbook marketing case, but the Xiaomi car standing in the spotlight is not perfect. As Lei Jun said, "We are still far from success, and our long March has just begun." this is the courage of everyone in Xiaomi, and courage is the greatest hymn of mankind. "

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