AutoBeta(AutoBeta.net)08/23 Report--

On Aug. 23, Xia Yiping, CEO of Ji Yue, released an internal email criticizing Xu Jiye, head of public relations in Ji Yue. Xu Jiye, the company's head of public relations, made a comment about his competitors on his Wechat moments, which was adversely affected by many media screenshots and wide spread, the notice said. This statement does not represent the views of the company, let alone our values. We instruct the relevant departments of the company to severely criticize it, and further require you to strictly observe the communication discipline of the company. Do not talk about competitors, do not spread statements that are contrary to the values of the company. "

The thing is, on August 21st, Xiaomi Group released its second-quarter results. According to the financial report, the total revenue of Xiaomi Group in the second quarter was 88.9 billion yuan, up 32% from the same period last year, higher than the analyst estimate of 85.8 billion yuan, and the net profit was 6.18 billion yuan, higher than the expected 4.8 billion yuan. Among them, the revenue of smart electric vehicles was 6.4 billion yuan, accounting for about 6.97% of the total revenue; Xiaomi delivered 27307 new millet SU7 cars. In terms of gross profit margin, Xiaomi Group's gross profit margin in the second quarter was 20.7%, slightly lower than the 1.6% in the first quarter, while the gross profit margin of the electric vehicle business was lower than that of the group as a whole, at 15.4%.

After the release of Xiaomi Group's financial results, attention has been paid to the net loss of 1.8 billion yuan in innovative businesses such as intelligent electric vehicles, and hot topics such as # Xiaomi lost more than 60, 000 yuan on the Internet. In this regard, that night, Lei Jun retweeted a related blog post and said: "it is hard to build a car, but success must be cool!" Xiaomi car is still in the launch period, I hope you will understand. "

On August 22, Xu Jiye, head of Jiyue Automobile Public Relations, talked about Xiaomi and Lei Jun selling cars at a loss in his personal circle of friends. "is it good for an entrepreneur like Lei Jun to have a sense of public morality and shame? why do you still sell so much at a loss of $60,000 per car? some enterprises lose money because they can't be sold without a discount. What are Xiaomi and Lei Jun called? in the past, it was called dumping, and this was the worst nature of businessmen." This remark was spread by many media screenshots, causing a heated discussion.

Although Xu Jiye expressed his personal views only in the circle of friends, as the head of Jiyue automobile public relations, the remarks quickly attracted everyone's attention. To some extent, the person in charge of public relations plays an important role in shaping and maintaining the image of the enterprise. in the outside world, the words and behavior of the person in charge of public relations and even the image of clothing often represent the brand image and reputation of the enterprise. therefore, as the person in charge of corporate public relations, we really need to be cautious.

In response to Xu Jiye's remarks, Xia Yiping, CEO of Ji Yue, has stated that this statement does not represent the views of the company, let alone the values of the company. Xia Yiping also stressed that every entrepreneur who goes to build a car and every enterprise that strives for the rise of China's new energy vehicles is not easy and worthy of respect. In addition, Xu Jiye also wrote again: "do not distinguish between right and wrong, in order to deal with the secular." I didn't listen to what Zhuangzi said. I really should be criticized and self-examined, and post a critical email to keep a picture of myself as a warning.

Reviewing the car-building process of Xiaomi car, it only took about three years for Xiaomi car to achieve mass production and launch of its first model, which is quite successful for Xiaomi, who was born as a technology company. Lei Jun officially entered the electric vehicle industry at Xiaomi's press conference in March 2021, with plans to invest 10 billion US dollars to build electric vehicles within 10 years; in December 2023, Xiaomi's first production model, the Mi SU7, was officially unveiled; in March 2024, Xiaomi SU7 was officially launched, when the new car launched a total of three models, priced at 215900 yuan, 245900 yuan and 299900 yuan respectively.

Retail data show that since the launch of Xiaomi SU7, Xiaomi SU7 has sold 43120 vehicles by the end of July, of which 14300 and 13100 vehicles were sold from June to July, respectively, selling more than 10,000 vehicles for two consecutive months. Whether in terms of the speed of building the car or the performance of the new car on the market, Xiaomi's performance is undoubtedly successful. Of course, like most new car-building forces, Xiaomi is currently in a state of loss, but this is also normal. after all, the automobile manufacturing industry belongs to heavy industry, and the production process of a car involves many links. including design, research and development, parts production, final assembly, testing and so on, these processes need to invest a lot of money and technology, so the early large-scale investment is an indispensable link in the automobile industry. Against this backdrop, it is normal for start-ups, including Xiaomi and other start-ups, to make initial losses.

At present, Xiaomi is increasing production capacity to speed up the delivery of new cars. Xiaomi is scheduled to deliver at least 100000 Xiaomi SU7 this year and sprint 120000, while the longer-term goal is to become one of the top five automakers in the world in 15-20 years, when Xiaomi may be able to deliver brighter transcripts.

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