Inscription: Guess how long the mentality of watching the excitement will last.
These days, besides Durex, 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 posted a Weibo, even if they deleted it every second, they would be caught in the huge information flow.
So, suddenly, the wind is surging and the undercurrent is surging, "Xiaomi is going to build a car? ！"
Yes, that's right. It's a car, and it's still an "electric car that everyone can afford"-an intelligent remote control car that Xiaomi has positioned.
I have to say that choosing the copyright of Suzuki Jimny to build this small remote-controlled car gives Xiaomi the greatest possibility of "shaking cleverness" with silhouette at first. Otherwise, the black silhouette is so well-organized. At first glance, I thought that Xiaomi secretly landed the car-making project.
It's no wonder that the relevant person in charge of Xiaomi responded: "Regarding the topic of' building a car', the clear response is: nothing. It's Xiaomi Mall's new media classmates who are wrong and clever, and have already copied the internal process specifications. "
In fact, everyone knows, but who publishes Weibo's "New Media Xiaobian" is qualified to be "smart"? Such a fortune 5 enterprise will never have such "non-compliant" operation.
This move of "publicly punishing" has lost the flavor that Zhu Yuanzhang gave Liao Yongzhong "only the marquis and not the public".
However, the small storm of Xiaomi's "building a car" has also stirred many people's heartstrings for a while.
this matter, you see it this way.
Xiaomi and Lei Jun are always thinking about the automobile industry.
Xiaomi and Lei Jun, for the automobile industry, Xiao Ai's classmates and the Internet of Vehicles are the most accessible at present.
According to Qixinbao's data, Xiaomi Technology Co., Ltd. applied for registration of the trademark of Xiaomi Chelian in June 22, 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 research.
this means that Xiaomi's layout in the car networking part has gone further.
Not too far ago, Xiaomi reached a strategic cooperation with BAIC Group, and the two sides jointly built a pure electric small car. Xiaomi mainly provided 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. Based on the ordinary version, the biggest feature is the integration of Xiaomi's voice assistant, which further upgrades the in-vehicle intelligent interconnection experience.
even, what Xiaomi touches most in the car networking part is the brand-new Wiki voice assistant equipped with Xiao Ai's classmate's kernel on Ideal Smart ONE.
Not surprisingly, with the accumulation of the industry, Xiaomi will eventually put Xiao Ai's classmate on 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 Vehicles. Xiaomi and Lei Jun have definitely made cars in the real sense, and they have thought about it.
All the known facts and rumors come down:
① Xiaomi "may" have cooperated with BYD manufacturers to build an A intelligent electric car Misra, relying on its own MIUI system.
② In 214, Lei Jun also paid a special visit to elon musk to learn about Tesla's production.
③ Shunwei Capital controlled by Lei Jun invested in Weilai's A and B rounds of financing. Lei Jun himself has repeatedly CALL Weilai platform.
④ The relationship between Lei Jun and He Xiaopeng has helped Xpeng Motors to invest and publicize.
⑤ofo, immediate travel, everyone's car, car insurance and other fields have Xiaomi and Lei Jun.
Now, Lei Jun is really smart and understands that "building a car" is a deep pit, which is not the part that Xiaomi can March into now. Instead of "hard on the top", it is better to just make investments and understand the market first to make quick money.
but, absolutely, the "heart" of the automobile industry has not changed.
The thoughtfulness of Huawei and Apple has a stimulating effect on Xiaomi.
What makes Xiaomi miss the car from time to time is not only his own heart, but also the stimulation from competitors.
This stimulus comes from Huawei and Apple.
Huawei doesn't make cars.
Ren Zhengfei, the real boss of Huawei, once said, "We will never build a car. We are the module of car networking, and we do the electronic part of the car-edge computing, and we may be the best in the world. But it's not a car. We should cooperate with the car and use our module to enter automatic driving. I will never build a car. Therefore, we will not cross the border, we have boundaries, and the areas centered on electron flow will be cut off. "
yes, Huawei doesn't make cars either, 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 field of C-V2X, an intelligent network connection related to automobiles, is a market with a scale of trillions. 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 5" at an early date.
Not long ago, Huawei, together with 18 car companies, officially announced the establishment of the "5G car ecosystem".
not surprisingly, Huawei's technology stack and investment in automobile-related fields have exceeded 1 billion. In this way, when Huawei announced that it would invest 1 billion yuan to enter the mobile phone manufacturing industry in 23, it was already small money compared with Huawei's desire to enter the automobile field today.
Huawei is so ambitious that it wants in-vehicle chips, car networking and autonomous driving.
And Apple is more greedy than Huawei.
Since 22, in January, Apple announced a patent on autonomous driving; In May, an Apple patent on interactive display in the back seat was certified by the US Patent and Trademark Office. According to some sources, Apple will spend another $19 billion on building cars this year, investing heavily and promoting the research and development and application of automobile-related patents.
According to Steve Jobs, the former co-founder and CEO of Apple, Apple regards the car as the "ultimate mobile device". At its peak, Apple "poached" relevant technicians and engineers from companies such as Tesla and Ford, and built its own team of more than 1, people.
"The end of this game can't just be a more advanced version of CarPlay 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 services of the platform." Or "Apple will also be committed to the integrated transformation and upgrading of the automotive system, that is, the technical ideas that have been used from iPhone, ipad to MacBook."
Although Apple is working hard on autonomous driving in the current public disclosure, we all know that if Apple releases one equivalent of information, there are at least five equivalents of information hidden behind it.
However, 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, Apple's "real car imaginary map" appears every year, which may be Apple's default propaganda idea.
after all, apple didn't say it wouldn't build a car.
don't believe it? Recently, among the 62 patents granted to Apple by the US Patent and Trademark Office, one is about the ——TITAN project, an exclusive project of Apple cars, which covers a new generation of seat belt system, 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.
"millet makes cars" may be a simple public sentiment
Xiaomi's influence lies in that no matter whether it is rice noodles, spectators or even rice black, it wants millet to "make cars".
Ku Jin is suffering all over the world.
when Xiaomi 1 was born in 211, 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 get around when facing consumers.
Mobile phones that cost thousands of dollars are almost the same as Xiaomi that cost 1999 yuan in hardware, and the people are jumping for joy.
So, with the scale of Xiaomi today, we certainly hope Xiaomi will build cars.
The Prime Minister said that there are still 6 million people in China whose monthly income is below that of 1 yuan. Data show that even in the past 219, the disposable income of China people was only 3, yuan.
the price of a car is still a huge threshold. Having a car is still regarded as one of the symbols of a family's "wealth".
So, even after Lei Jun and Dong Mingzhu made up their minds to "build a car", they got a lot of applause. Viewed from the side, behind the applause is actually the expectation of ordinary people.
ordinary people expect not only the price-performance ratio of domestic cars, but the price-performance ratio of Xiaomi.
"If you make a friend in 1999, Xiaomi will produce a car that can compete with 1, yuan".
people are sometimes so "skinned" with such simple and simple thoughts.
of course, it's understandable. Otherwise, why did Roewe find Viya to sell a car, and the half-price car sold out instantly? People still think cars are too expensive.
"Xiaomi, you can make everything cheaper."
epilogue: Xiaomi will definitely continue to "be smart"
said irresponsibly, I believe that Xiaomi will definitely continue to "be smart" on different occasions, and then let the friends of the new media continue to "Sorry, they are already playing".
But to get to the point, since Xiaomi doesn't really 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 interconnection system in vehicles. By then, Xiao Ai's classmates will appear in more cars, that is, I can see the most realistic and beautiful appearance of Xiaomi in the automobile industry.
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.