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On August 17, Lei Jun, Chairman of Xiaomi Group, started a live broadcast at the Xiaomi Summer Testing Base in Turpan, and together with Lu Weibing, President of Xiaomi Group, and Wang Xiaoyan, Vice President, unveiled the Summer Testing Base and accepted the results of this year's summer testing. However, during the live broadcast, there were occasional audio and video asynchronization and microphone crashes, and "Lei Jun's live broadcast suddenly exploded microphone" also topped the Weibo hot search list.

Live broadcast blast executive apologizes

This live broadcast disclosed many of the latest data about Xiaomi Motors, such as the current test mileage of Xiaomi Motors has exceeded 7 million kilometers, spanning a temperature difference of more than 100 degrees. However, during the live broadcast, some technical failures occurred from time to time, including mute sound for several minutes and electric current sound for more than 20 minutes. The "Everyone Says" multiplier of "Mr. Lei, the microphone exploded" instantly exceeded 1,000.

Due to many factors, the number of online viewers dropped from more than 100,000 to 50,000. This is a relatively low level in all of Lei Jun's live broadcasts, and this kind of failure also occurred for the first time in Lei Jun's live broadcast.

In response, Xiaomi Auto Vice President Li Xiaoshuang apologized and said that the situations that occurred during the live broadcast would be systematically summarized and reviewed later, and he hoped to be more fully prepared for subsequent work. He apologized for the bad experience he had brought to everyone.

Xiaomi's car test mileage has reached 7 million kilometers and it intends to enter the European market

In this Turpan live broadcast, some of the latest data related to Xiaomi Motors were also disclosed, such as the current test mileage of Xiaomi Motors has exceeded 7 million kilometers; only two people in the entire Xiaomi executive team do not have racing licenses, etc. Some new strategic plans were also officially announced to the market, for example, Xiaomi Motors is studying to enter the European market.

Lei Jun revealed in the live broadcast that before the official launch, Xiaomi SU7 had been tested on 70,000 charging piles. The current test mileage has reached more than 7 million kilometers, spanning a temperature difference of more than 100 degrees. As for why he chose to do summer testing in Turpan, Lei Jun responded that the surface temperature in Turpan was 70 degrees Celsius at 6 pm, and the car would also have accidents under extreme high temperature conditions, so extreme testing must be done. In summer testing in high temperature, high humidity, and high altitude places, Lei Jun revealed in the live broadcast, "In addition to testing sun protection in Turpan, Xiaomi cars will also be tested in Hainan for wet heat. Winter testing will be conducted in Heihe, and winter testing in Russia is not ruled out in the future."

Public information shows that Lei Jun and Lu Weibing started this live broadcast after returning from a business trip in Europe. While in Europe, Lei Jun, Lu Weibing and others visited companies such as BMW, Ferrari, Lamborghini, and Leica to explore the possibility of further cooperation.

Lu Weibing said in the live broadcast that Europe is much slower than China in the process of new energy transformation. Xiaomi should have awe for the automobile market. Now Xiaomi mobile phones are well-known and well-reputed in Europe, and they are studying when Xiaomi cars will enter Europe. Lu Weibing revealed, "I am considering whether to bring Xiaomi cars to Europe so that everyone can experience them. At present, European users are very impressed by the appearance and performance of Xiaomi cars. In the future, we will make Xiaomi cars smart so that Europe can experience them better."

Self-contained traffic may be used to bring goods in the future

Lei Jun, who has over 28.88 million followers on Douyin, has conducted many live broadcasts this year. On April 18, Lei Jun launched a live broadcast of "not bringing goods, just chatting" to introduce Xiaomi cars and their delivery status. Lei Jun also appeared in the live broadcast in person driving the new Xiaomi SU7. The number of viewers soared to 100,000 in just one minute, and the number of likes exceeded 44 million in just 20 minutes.

It is worth mentioning that in that live broadcast, due to the mention of Vancl in response to netizens' questions, the traffic of Vancl's multiple live broadcast rooms quickly soared by 3 to 5 times. After Lei Jun's live broadcast ended, more than 180,000 people flocked to Vancl's live broadcast room, and many products in the live broadcast room were also marked as "Lei Jun's same style". The next day, the anchor of Vancl's live broadcast room said that the shoes and some clothing of the same style as Lei Jun were out of stock.

On August 7 this year, Lei Jun launched the showcase function, which was seen by the industry as a sign of starting live streaming sales. Nandu reporters sent an interview letter to Xiaomi Group on this matter, but no response was received as of press time.

Written by: Zhao Yuan, trainee reporter of Nandu Wancaishe