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Fast Technology reported on August 5 that a media person recently released an exclusive interview with Lei Jun, which lasted more than 3 hours and contained a lot of valuable information.Xiaomi SU7When it comes to pricing, Lei Jun saidIt was very stressful.。

Lei Jun said,Traditional car companies’ press conferences are for dealers, but ours is for end consumers.Xiaomi's major products are priced at the last minute based on three factors: cost, competing products, and user expectations. There are generally three options, and the profit and loss of each option are calculated. For Xiaomi, success is more important than profit and loss.

Xiaomi priced its product at RMB 250,000 to 350,000 two years ago, but it is definitely out of the question now.andTeslaOne price might sell for three to five thousand a month.The most expensive configuration in an electric car is its battery life, and the battery cost is more than RMB 10,000 more expensive than that of Tesla.

Domestic car companies are now losing so much that they don’t feel anything. Any price is reasonable. Pricing has nothing to do with cost. It’s just a game of who can replenish their capital the fastest. Why?XiaopengSU7 was priced at 229,000 yuan, Li Xiang priced it at 219,000 yuan, and Li Bin priced it at 209,000 yuan.

I try to aim higher for two reasons:First, the cost is not sustainable. Second, the SU7 is a luxury car worth more than 200,000 yuan. If it is ordered cheaply, it will not feel luxurious.. 209,000 is not as good as 210,000, which is a bit lacking in confidence. In order to maintain the sense of luxury, it must be set at more than 210,000.

At the same time, Lei Jun revealed: Some people inside the company insisted on setting the price at 199,900 yuan, and they were still not satisfied, and they also wanted to give away a Nappa refrigerator and speakers. In fact, it was because of a lack of confidence, or a lack of market confidence.

On the other hand, it was interpreted as Mr. Lei set the price at 216,000 yuan and gave me an optional extra worth 16,000 yuan. It turned out that he still couldn't let go of the 199,900 yuan. However, he gave me the three major items as a gift so that all Xiaomi fans could feel his sincerity. In fact, I was forced to do so. I really didn't want to give them to me.

"What caused the pricing pressure? Or is it our competitors who are setting the pace, saying 17.9, 18.9, so that no matter what price I set, it won't exceed my expectations. A competitor is desperately trying to blackmail us. This is the result of unhealthy competition. If that competitor hadn't been making trouble, we wouldn't be so entangled."

Lei Jun also said: 215,900 yuan does put a lot of pressure on peers, 245,900 yuan would be better. According to Tesla's financial report, it can be calculated that 223,000 yuan is their break-even point. As long as Xiaomi has a higher configuration than him, it will lose money, anyway, it has lost a lot.

"Everyone, please stop talking nonsense, especially colleagues. We all know that some colleagues are playing dumb, which is really annoying, don't you know? It's really annoying."

Lei Jun finally said: Everyone thinks Xiaomi has the magic to make things cheap, which is a high expectation for us, but just making cars is not enough to support such costs.2/3 of the suppliers are the same as BBA, our factory is located inBenzOn the side, the suppliers who can share Mercedes-Benz are all luxury brands.。

Being a national brand will not make it possible to become a global leader in the new generation of technology, because low- and mid-range prices cannot afford the astronomical R&D costs. Xiaomi must make breakthroughs in the high-end, otherwise it will be limited to a very low level.