In addition to Durex these days, Xiaomi is good at "doing things" marketing.
On the afternoon of June 28th, Xiaomi Mall official Weibo said, "Seriously, there will be new products tomorrow." At the same time, release a poster with the text "Building a car? We are serious! " . But soon Xiaomi Mall deleted this Weibo.
On the Weibo, these official stars post a Weibo, even if one is deleted every second, they will be caught in a huge information flow.
So, at that time, the wind was surging and the undercurrent surged. "Millet going to build a car? ! "
Yes, yes, it is a car, and it is also an "electric car that everyone can afford"-an intelligent remote control car that meets Xiaomi's positioning.
I have to say that choosing this small remote control car made by Suzuki Jimny gives Xiaomi the greatest possibility of "shaking his mind" with silhouette at first. Otherwise, the black silhouette is so orderly. At first glance, I thought it was Xiaomi who secretly landed the car-making project.
It is no wonder that the relevant person in charge of Xiaomi responded: "On the topic of' building a car', there is a clear response: nothing. It is the new media classmate of Xiaomi Mall who is wrong and smart, and has copied the internal process specifications. "
As a matter of fact, we all know that anyone who publishes Weibo's "new media Bian Xiao" has the right to be "vigilant". Such a Fortune 500 company will never have such "non-compliant" operation.
This kind of "public punishment" lost the flavor of "only sealing Hou and not sealing Gong" that Zhu Yuanzhang gave to Liao Yongzhong.
However, the small storm of Xiaomi's "building a car" has also touched many people's heartstrings for some time.
This matter, you see it this way.
Xiaomi and Lei Jun are always obsessed with the automobile industry.
Xiaomi and Lei Jun, for the automobile industry, the most accessible thing at present is the networking between classmates and cars in Xiao Ai.
According to Qixinbao's data, Xiaomi Technology Co., Ltd. applied for registration of the trademark of Xiaomi Chelian in June 2020, and also applied for registration of related graphic trademarks on the same day. Both of them belong to 9 categories of scientific instruments and 42 categories of design and research.
This means that Xiaomi's layout in the car networking part goes further.
Not long ago, Xiaomi had reached a strategic cooperation with BAIC Group, and the two sides jointly built a pure electric small car. Xiaomi mainly provides an in-vehicle system based on MIUI design.
In April this year, the customized version of FAW Pentium T77 rice noodle was launched. This car is a customized model launched after the strategic cooperation between Pentium and Xiaomi. It is based on the ordinary version, and its biggest feature is the integration of Xiaomi's voice assistant, which further upgrades the in-vehicle intelligent interconnection experience.
Even, Xiaomi's highest touch in the car networking part is that it is equipped with a brand-new Wiki voice assistant with Xiao Ai's kernel on the Ideal Smart ONE.
Not surprisingly, with the accumulation of the industry, Xiaomi will eventually introduce Xiao Ai to the market with a certain MIUI car version. Perhaps such an open source system can reverse Zebra's current dominance.
Of course, it's not just the internet of cars. Xiaomi and Lei Jun are definitely making cars in the true sense, and they have also thought about it.
At present, the known facts and rumors are as follows:
① Xiaomi may cooperate with BYD manufacturers to build an A0 intelligent electric vehicle Misra, relying on its own MIUI system.
② In 2065438+04, Lei Jun also paid a special visit to elon musk to learn about Tesla's production.
③ Shunwei Capital controlled by Lei Jun has successively invested in Weilai's A and B rounds of financing. Lei Jun himself also called Weilai platform many times.
(4) The relationship between Lei Jun and He helped the investment and publicity of Xpeng.
55ofo, immediate travel, everyone's car, auto insurance and other fields include Xiaomi and Lei Jun.
Looking at it now, Lei Jun is really smart and understands that "building a car" is a deep pit, not the part that Xiaomi can March into now. Instead of "hard on the top", it is better to simply invest and understand the market first to make quick money.
However, absolutely, the "heart" of the automobile industry has not changed.
The thoughtfulness of Huawei and Apple has a stimulating effect on Xiaomi.
Let Xiaomi miss the car from time to time, in addition to his own heart, there are also stimuli from competitors.
This kind of stimulation comes from Huawei and Apple.
Huawei doesn't make cars.
Ren, the real boss of Huawei, said: "We will never make cars. We are the module of car networking, and we do the electronic part of car computing. We may be the best in the world. But it's not a car. We need to cooperate with the car and use our module to enter autonomous driving. I will never build a car. So we will not cross the border, we have a boundary, and the area centered on the electron flow will be cut off. "
Yes, Huawei doesn't make cars, but Huawei understands that the huge cake in the field of car networking is Huawei's real goal.
According to relevant statistics and forecasts, just the C-V2X field of automobile-related intelligent networking is a trillion-dollar market. Relying on the excellent technology accumulation in 4G and 5G, Huawei laid out a series of in-vehicle chips and in-vehicle network related technologies including "Ba Long 5000" early.
Not long ago, Huawei and 18 car companies officially announced the establishment of a "5G car ecosystem".
Not surprisingly, Huawei's technology stack and investment in automobile-related fields has exceeded10 billion. In this way, when Huawei announced that it would invest 654.38 billion yuan into the mobile phone manufacturing industry in 2003, it was already a small amount compared with Huawei's desire to enter the automobile field now.
This is Huawei's ambition. It wants car chips, car networking and autonomous driving.
Apple is more greedy than Huawei.
From 2020, in June+10, 5438, Apple announced a patent on autonomous driving; In May this year, a patent of Apple on the interactive display screen in the back seat was certified by the US Patent and Trademark Office. It is reported that Apple will spend another $654.38+0.9 billion on automobiles this year, and invest huge sums of money to promote the research and development and application of automobile-related patents.
According to Steve Jobs, Apple's former co-founder and CEO, Apple regards cars as "the ultimate mobile device". At its peak, Apple "dug" relevant technicians and engineers from companies such as Tesla and Ford, and built its own team of more than 1 1,000 people.
"The ending of this game can't be just a more advanced version of CarPlay in cooperation with other car manufacturers." Morgan Stanley analyst Katie Huberty (Katy? Huberty) predicted that "Apple needs to control the top-level design, internal structure, experience and service of the platform." Or "Apple will also be committed to the integration, transformation and upgrading of automotive systems, that is, the technical ideas that have been used from iPhone, ipad to MacBook."
Although in the current public disclosure, Apple is working hard on autonomous driving, but we all know that if Apple releases 1 equivalent information, then at least 5 equivalent information is hidden behind it.
But Apple has obviously given the market enough confidence to suspect that it is "building a car". Although I don't know what kind of form it is, Apple's "real car imaginary map" appears every year, which may be Apple's default propaganda idea.
After all, Apple never said not to build a car.
Don't believe it? Recently, among the 62 patents granted to Apple by the United States Patent and Trademark Office, one is about the ——TITAN project, which is an exclusive project of Apple Automobile, covering a new generation of seat belt systems, including installing airbags on seat belts and roofs.
The design of cockpit and safety system has always been one of the most important links in the automobile industry.
"Xiaomi builds a car" may be a simple public sentiment.
The influence of Xiaomi is that whether it is rice noodles or spectators, or even rice black, it is hoped that Xiaomi will "build a car".
Ku Jin's world is painful.
When Xiaomi 1 1 was born in 2065438, the price of 1999 yuan completely broke the price barrier of the whole mobile phone industry. Since then, the pursuit of "cost performance" has become one of the mainstream choices, and it has also become the threshold that all brands can't bypass when facing consumers.
Thousands of yuan of mobile phones, hardware and 1999 yuan of millet, the people jumped up happily.
So Xiaomi has today's scale, and everyone certainly wants Xiaomi to build a car.
The Premier said that there are still 600 million people in China whose monthly income is below 654.38+10,000 yuan. Data show that even in the past 20 19 years, the disposable income of China people was only 30,000 yuan.
The price of a car is still a huge threshold. Owning a car is still regarded as one of the signs that a family is "rich".
Therefore, when Lei Jun and Dong Mingzhu made up their minds to build a car, they got a lot of applause. From the side, applause is actually the expectation of ordinary people.
Ordinary people expect not only the cost performance of domestic cars, but the cost performance of Xiaomi.
"19999 yuan to make friends, Xiaomi can produce a car that can compete with 654.38+10,000 yuan."
With such a simple and simple mind, ordinary people are sometimes so "skinned".
Of course it's understandable. Otherwise, why did Roewe find Weiya to sell cars, and the half-price cars were sold out in an instant? People still think cars are too expensive.
"Xiaomi, you can make everything cheaper."
Conclusion: Xiaomi will definitely "fight wits and fight bravely" again.
Irresponsibly, I believe Xiaomi will continue to "be smart" on different occasions, and then let new media friends continue to "Sorry, they are already playing."
But to get to the point, since Xiaomi really doesn't have a plan to "build a car", at least as a user of Mi 6, I believe Xiaomi can really work hard on the Internet of Vehicles or the intelligent interconnected system of automobiles. By then, Xiao Ai's classmates will appear in more cars, which is the truest and most beautiful appearance of Xiaomi in the automobile industry that I can see.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.