From November 10 to November 13, 2023, the 2023 Digital Technology Ecology Conference organized by China Telecom and many well-known enterprises at home and abroad was held in Pazhou, Guangzhou as scheduled.

  Digital Technology Ecology Conference is an important event for China Telecom Group to show the ecological development of digital technology. Over the years, Digital Technology Ecology Conference has not only become an important business card of China Telecom, but also set up a stage for the global intelligent ecological development achievements. The theme of this conference is "Revitalizing Digital Technology and Setting sail", which comprehensively shows the latest achievements of digital intelligence in all walks of life, and the prospect of cooperation between China Telecom and other enterprises to promote digital reality.

  As a long-term strategic partner of China Telecom, Huawei Terminal presented its latest terminal products, new M7 and full-scenario solutions in the exhibition area of this conference, so that the participants can deeply experience all the products of Huawei Terminal.

  In order to fully display its achievements in intelligent ecological development, Huawei terminal has brought three advantages of "no one has me": ultra-high-end terminal products such as HUAWEI Mate60 Pro satellite communication, intelligent driving in the new M7, and extraordinary master HUAWEI Mate60 RS; And the three scenarios of "people are superior to me": sports health, terminal government and enterprise and whole house intelligence.

Satellite call: connecting you with the world time.

  As the annual flagship of the return of Huawei’s king, the Pro version of HUAWEI Mate60 series has added many black technologies, and the experience has been comprehensively improved. Among them, the satellite call function not only brings huge sound volume to the product itself, but also forms the "intergenerational" advantage of leading the industry, which opens the prelude to the great development of terminal satellite communication.

  From Tianshan to Mobei, from virgin forests to snow-capped mountains and glaciers, from remote isolated islands to towering peaks, people can always reach places where signals cannot reach. In order to ensure the connection in these extreme scenarios, Huawei went deep into the "no man’s land" of the communication industry. After three years of long exploration, it formed a full-dimensional innovation matrix from hardware, radio frequency, antenna, software, testing to operation, and established the world’s first mass intelligent terminal satellite communication solution from scratch, which made the two-way Beidou satellite news shine into reality.

  HUAWEI Mate 60 Pro is the world’s first smart phone that supports Tiantong satellite phone and two-way Beidou satellite message. Through the satellite communication baseband and RF chip, it can provide two-way satellite voice call function. It is matched with Tiantong satellite system developed by China, and HUAWEI Mate 60 Pro+ also supports Beidou satellite short messages, which can be used to make and receive satellite calls and send short messages by satellite, which is equivalent to providing dual-satellite communication function. This means that users can keep in touch with the outside world and get search information without ground network signals.

  This remote satellite communication technology will bring real changes to people in emergency relief, scientific research and mountaineering exploration, so that you can be connected with the world at all times. In addition to mobile phones, HUAWEI WATCH Ultimate has also become the world’s first smart watch to support two-way Beidou satellite messages.

 　

Intelligent driving; At present, the first choice of intelligent driving model-the new M7 in the world

  With the continuous expansion of the smart electric vehicle market and the increasing demand of consumers for high-quality car experience, the development of the smart driving industry has attracted more and more attention. In order to let users feel the intelligent performance brought by intelligent driving, Huawei has set up a new M7 test drive exhibition area.

  In September this year, the new AITO M7 model jointly developed by Huawei and Celestial was officially launched. In the past Mid-Autumn National Day holiday, the popularity of the new M7 model continued to rise. The reason why the new M7 in Wenjie can detonate the current medium and large SUV market is also attributed to its super-strong and all-round product strength and super-high intelligent price ratio.

  Wenjie new M7 has outstanding performance in design, internal space, intelligent technology, performance and safety performance, which can meet various needs of users. In terms of appearance, the design is simple and elegant, and the lines are smooth, showing a strong sense of science and technology. The interior space is very spacious, and the seats are arranged in a 2+2+2 "six seats" or 2+3 "big five seats", which can meet the needs of different families.

  In addition, the innovative strength of the new M7 in the world has also brought a strong psychological impact to the experiencer. The far-ahead HarmonyOS cockpit system perfectly integrates our mobile phone and car, and can be continuously upgraded to bring more new functions and experiences; L2-level automatic driver assistance system provides drivers with a safer and more convenient driving experience; Super active and passive safety provides more comprehensive protection for passengers.

 　

Ultra-high-end terminal: smart and distinguished new experience

  As we all know, Huawei’s product system has been very rich, covering a wide range of categories and price ranges, and it is widely welcomed and praised for its super-high performance experience and product performance that directly hits user needs or pain points.

  At this exhibition, Huawei also opened up an ultra-high-end terminal exhibition area separately. The extraordinary masters of HUAWEI Mate 60 RS and HUAWE Watch Ultimate appeared in unison, attracting many media and crowds to watch.

  In this fast-paced modern society, business elites not only pursue Excellence, but also pursue products that can meet their high-quality life needs. The extraordinary master of HUAWEI Mate60 RS and HUAWEI Watch Ultimate Design are perfect partners to create extraordinary life. They can not only satisfy the high-end elite’s pursuit of quality life, but also bring unprecedented distinguished enjoyment and intelligent experience. Whether in business meetings or social occasions, it is the best choice to show your identity and taste.

  From the appearance, the extraordinary master HUAWEI Mate60 RS adopts the legendary star diamond design and applies the concentric design concept to embed the octagonal image module of the star diamond on the back cover, which gives a luxurious and clear visual impression. The nylon and plain leather materials on the ordinary version are replaced by ceramic materials, and two color matching versions are provided: red and black. Ruihong ceramics are precious and rare; Dark ceramic, deep and remote. On the basis of the second generation of Kunlun glass, the extraordinary master HUAWEI Mate 60 RS adopted basalt tempered glass technology to create basalt tempered Kunlun glass, which is super scratch-resistant and super tough.

  Like HUAWEI Mate 60 Pro+, the extraordinary master HUAWEI Mate 60 RS also supports Tiantong satellite calls. In terms of battery life, a 5000mAh battery is built in, which supports 88W wired super fast charging and 50W wireless super fast charging. In other aspects, the highlights such as the super spotlight main camera and the ark engine all highlight the high-end level of the extraordinary master of HUAWEI Mate60 RS.

  With the blessing of technology and demand, the smart watch industry is also moving towards high-end. The extraordinary master of HUAWEI WATCH ULTIMATE DESIGN integrates excellent design and luxurious materials, which not only leads the market once again, but also expands the new development of the smart watch industry.

  As Huawei’s first gold watch, it manually inlaid six sections of 18K gold on the nano-microcrystalline ceramic bezel, forming a gold-inlaid jade bezel. The butterfly clasp pioneered by Huawei is adopted, which fits precisely and can be easily adjusted up to 12 levels without disassembly. It also supports two-way Beidou satellite news, equipped with 100-meter deep diving technology, and supports 100-meter diving and various diving modes.

  Ingenious design technology, intelligent guardian without me, the extraordinary master of HUAWEI ULTIMATE DESIGN pays tribute to the "extraordinary master" of this era with the ultimate pursuit of products.

 　

  In addition to the above three advantages of "no one has me", Huawei has also brought three scenarios of "people have me": including bicycle/treadmill family sports interactive experience scenarios, operator customized health management packages and personal health (micro-physical examination). Sports health solutions and smart wearable products; Solutions such as quantum password customization terminal, occupational health big data management, paperless office, and trusted call focusing on government and enterprise services; And the whole house intelligent solution that focuses on the combination of four family core interactive scenes: family watching, family network, family care and smart security.

  As an important exhibitor of this conference, Huawei Terminal presented its flagship new products, sports health, government-enterprise solutions, smart home and the latest M7 products, which not only provided a great opportunity for consumers to experience many flagship new products at close range, but also once again highlighted Huawei’s advantages and strength in technology and products. It is believed that in the future development of digital technology ecology, Huawei will further exert its strength in the field of scientific and technological innovation, and join hands with relevant ecological partners to the next level.

　

 　

 　

 　

Every reporter Li Xing, Dong Tianyi, every editor Cheng Peng.　　　　

At 7: 00 pm on March 28th (this Thursday), Beijing Yichuang International Convention and Exhibition Center, Rongchang East Street, Yizhuang, Daxing District, Beijing officially launched Xiaomi Automobile, which attracted great attention from the whole network, with a total of 9 colors.Lei Jun also shouted out Yu Chengdong’s famous sentence "Far ahead" at the press conference-saying that Xiaomi’s car life is "far ahead".

"national business daily" Every headline reporter (referred to as every headline reporter or reporter) saw it at the press conference.LI Li Xiang, Xpeng Motors He Xiaopeng, Weilai Automobile Li Bin, Great Wall Motor Wei Jianjun, BAIC Group Zhang Jianyong and many other automobile industry leaders came to join us. siteAbout 1200 people witnessed the official listing of Xiaomi SU7, the first car of Xiaomi.

▲ Li Bin, Chairman of Weilai, He Xiaopeng, CEO of Tucki, Li Xiang, CEO of LI, Wei Jianjun, Chairman of Great Wall Motor, Zhang Jianyong, Chairman of BAIC, and other business leaders at the Xiaomi Auto Conference. Photo source: Photo courtesy of the company.

After all kinds of market quizzes, the price of Xiaomi automobile is yet we called and urged a thousand times before she started toward us! At the press conference, the price was finally officially announced. Lei Jun announced:

Xiaomi SU7 Standard Edition, priced at 215,900 yuan;

Xiaomi SU7 Pro version is priced the same as the new version of Tesla Model 3 Huan, 245,900 yuan;

SU7 Max, 299,900 yuan. The original price was 350,000 yuan, but the automobile market was too big, so the final price was 299,900 yuan.

Xiaomi SU7 has a long battery life, and the standard starting battery life is 700 kilometers under CLTC working conditions. Xiaomi SU7 Max version realizes 2s-class zero acceleration and 800km+ battery life at the same time.

▲ Image source: Live screenshot

Since then, Xiaomi Auto has officially entered the "Red Sea" of China auto market. Known as "Bao Shi Mi" (meaning that it looks like a Porsche), can Xiaomi’s car be as big as Xiaomi’s mobile phone? Can the price announced at present sell well? In the face of BYD, LI, Xpeng Motors and other "celestial groups", how does "Bao Shimi" rank among the first camp?

"Marketing strategy is worth learning from all new and old players"

Before the opening of the conference, Lei Jun recalled himself three years ago. "Building a car by Xiaomi will be my last venture, and I am willing to put my life’s reputation on the line and fight for Xiaomi Automobile." Lei Jun said frankly that this sentence not only brought him courage, but also put great pressure on him. "In the past more than 1,000 days, I have been afraid every day. Today it is finally time to hand in my homework. It is impossible not to be nervous." Lei Jun said.

And this top-down tension reached its peak before the press conference began. The hour hand was set back for 24 hours. On the evening of March 27th, the Beijing Yizhuang Xiaomi Automobile Production Base was still brightly lit at night, and the atmosphere of "preparing for war" was strong.

▲ On the eve of the conference, the office area of Xiaomi Automobile Production Base was brightly lit. Photo source: Dong Tianyi

Every eight hours after the headline reporter stayed here, the security personnel in the Ximen sentry box kept scanning everything outside the door, and any person and car who intended to approach might be "questioned". An olive-green millet SU7 was parked at the door. When the staff in the car saw the reporter take out his mobile phone, they quickly closed the door-24 hours later, the interior details of SU7 could not be decrypted.

"Don’t ask, don’t ask, we can’t say if we ask." On a row of trailers parked at the door, five millet SU7s are ready to go, and three of them are still covered with camouflage clothes. The trailer drivers told reporters that these cars "seem to be pulled for activities", but the specific location "can’t be said".

▲ Press conference site?pictureSource: Every reporter Li Xing photo

In fact, since the official announcement of the listing date of Xiaomi SU7 on March 12, since the evening of March 28, Lei Jun’s personal Weibo activity has increased rapidly, and he has intensively created momentum for the listing of Xiaomi SU7. As of March 27, Lei Jun has released nearly 50 related contents and videos about Xiaomi SU7, factories, manufacturing processes, etc., including the video of "Lei Jun answers questions from netizens" in five episodes, and the mystery of Xiaomi SU7 has also been separated with Lei Jun’s explanation.

▲ Guest at the press conference Source: Live video screenshot

"This is worth learning from all new and old players. That is, a well-planned and rhythmic marketing strategy. Use the appeal of Xiaomi brand and Lei Jun to guide consumers to look down and go down step by step along the purchase funnel. At the same time, the rhythm of marketing is also very strong, which pushes up the attention of the market step by step, never stays cold, keeps freshness and heat, and finally pushes it to the climax of listing. " On March 27th, Mei Songlin, a senior analyst in the automobile industry, said in an interview that the marketing process of Xiaomi Automobile, from technology to production, to products and finally to price, from inside to outside, from connotative technology to denotative products and prices, guides consumers to accept their products and prices more naturally.

"Just like we cook and eat, if we put the dishes on the table directly, it will feel like a common meal. If people who eat pay attention to the careful preparation of dishes, the cooking process and the addition of various seasonings, this meal will be particularly different and cherished. " Mei Songlin told reporters.

For Xiaomi SU7, Lei Jun emphasized that it was Xiaomi’s painstaking efforts more than once. On the eve of the launch of the new car, Lei Jun wrote in the Weibo, "If everyone feels good, please encourage more; If you feel bad, please point out that we will definitely listen carefully and work hard to improve, but please spray lightly. "

The standard version has a comprehensive cruising range of 700 kilometers.

Different versions are equipped with Contemporary Amperex Technology Co., Limited and BYD batteries respectively.

▲ XiaomiSU7Four kinds of hub tire combinations pictureSource: Xiaomi Auto Official Weibo

According to Lei Jun, the standard version of Xiaomi SU7 has a comprehensive battery life of 700 kilometers under CLTC working conditions. With the same 19-inch wheels, the battery life of Xiaomi SU7 standard version directly exceeds the long battery life version of Model 3. Xiaomi SU7 Max has a battery life of 810 kilometers, which is the only pure electric vehicle in China that can achieve 2-second zero-speed acceleration and over 800 kilometers battery life.

At the beginning of research and development, Xiaomi set a goal: to be the fastest production car within 500 thousand yuan, and to have the best driving experience within 500 thousand yuan. "Xiaomi Automobile wants to build’ Dream Car’ comparable to Porsche and Tesla’." Lei Jun stressed.

On March 28th, before Xiaomi SU7 went on the market, the reporter visited a 2S store in Beijing and learned that Xiaomi SU7 will be equipped with Contemporary Amperex Technology Co., Limited’s ternary lithium battery and BYD’s Ferrous lithium phosphate blade battery on different models.

▲ Beijing Daxing Xiaomi 2S Store Image source: Every reporter Li Xing photo

In Lei Jun’s view, intelligence is the soul of a car, and intelligence is Xiaomi’s strength. "Intelligent driving is an emerging track that Xiaomi Automobile focuses on. The company will continue to invest in the direction of self-developed intelligent driving technology in the whole stack, with the goal of entering the first camp in the industry in 2024." Lei Jun said.

At the press conference on the evening of March 28, Lei Jun was rightXiaomi automobileOur goal is to become the top five automobile manufacturers in the world through 15 to 20 years’ efforts.

Is it an explosion when it goes public?

Expert: There is a tough battle to be fought.

After the price is announced, the competitive environment of Xiaomi Automobile is instantly clear, and the challenges it will face are more certain.

On the one hand, it is the space pressure brought by the overall market trend. According to the latest data released by the Association, in February this year, the output, wholesale volume, export volume and retail volume of pure electric vehicles in the domestic new energy vehicle market.compare to the same period of the previous yearBoth showed a double-digit percentage decline. Looking back on the past year, the market share of pure electric vehicles in the domestic new energy vehicle market has dropped from 70.7% (March 2023) to 56.5% (February 2024).

▲ Image source: official website

It is worth noting that the sales volume of the pure electric car market where Xiaomi SU7 is located is the most obvious decline. According to the data of the Federation, in February this year, the sales volume of domestic pure electric cars was about 129,400, down 26.1% year-on-year and 43.3% quarter-on-quarter. Even based on the data of the whole year of 2023, the data of the Association show that the total domestic C-class pure electric car market last year was only about 254,000, and the penetration rate was only 1.2% of the overall market, with a year-on-year growth rate of 15 percentage points lower than the broader market.

On the other hand,Some people think that the overall growth rate of the market slows down and overlaps the narrow subdivision track, or firmly locks the development upper limit of Xiaomi SU7. The car market "Red Sea", which has gathered many powerful players such as Tesla Model 3, BYD Han EV, Kyk 007 and Tucki P7, has a high market concentration, which makes it more difficult for Xiaomi to break through.

According to official data, the direct benchmarking model Tesla Model 3 of Xiaomi SU7 sold about 147,000 vehicles in 2023, which is equivalent to the existing planned production capacity of Xiaomi automobile production base. The monthly sales volume of BYD Han EV is stable at around 10,000 vehicles; The "Geely" Galaxy E8, brand-new Krypton 001 and Krypton 007 cover the price range of 170,000 ~ 330,000 yuan. According to Jason Lin, vice president of Krypton Intelligent Technology, the monthly sales of Krypton 001 and 007 will hit 10,000 vehicles in April this year.?

▲ Lei Jun presented Wei Jianjun (right), Chairman of Great Wall Motor, with a Xiaomi su7 enterprise for the picture.

▲ Wei Jianjun, Chairman of Great Wall Motor, presented Lei Jun with a tank 700Hi4-T.?Photo courtesy of enterprises

More crucially, the above-mentioned models not only have the first-Mover advantage, but also have the scale effect and cost reduction potential. For example, the gross profit margin of Tesla bicycles was the lowest in recent years in the fourth quarter of 2023, but it was still 16.6%; After the baptism of last year’s price war, BYD’s gross profit margin of its automobile business increased, reaching 23.02%, up 2.63 percentage points year-on-year; Although Krypton has not successfully turned losses, its gross profit margin of the whole vehicle has reached 15%. With the continuous increase in the number of models with vast structures, the cost advantage brought by the high universal rate of parts will be further released.

The gross profit level and scale advantage are undoubtedly the decisive ability in the current price war competition. Statistics show that since late February, about 10 car companies have successively lowered the prices of their models. The price adjustment models are mainly pure electric and hybrid models, and the prices are concentrated in the range of 100,000 ~ 200,000 yuan, with the highest drop of nearly 15%, reaching 30,000 yuan.

In this context, many netizens ridiculed that the pressure was given to Xiaomi Automobile. "Recently, many friends have asked, the current industry competition is very fierce. Is Xiaomi Auto confident to open the market? Of course, we have confidence, because we are Xiaomi Automobile and we are fully prepared. " Lei Jun publicly responded that.

According to the goal set by Lei Jun, the sales target of Xiaomi automobile production car in the first year of delivery is 100,000, and it has entered the first camp of the industry; Through 15 to 20 years’ efforts, Xiaomi Automobile will become the top five automobile manufacturers in the world. "I am particularly worried that when it comes to fire, everyone will not buy it. What is even more worrying is that if everyone comes to buy it, it will take a year or two, and it will definitely be miserable. " Earlier, Lei Jun said in an interview with CCTV News.

Not only Lei Jun, but also Xiaomi automobile terminal sales are full of confidence in Xiaomi SU7 sales. A few days ago, when the reporter visited the offline store of Xiaomi Automobile, some sales said that he was not worried about the sales of Xiaomi SU7, but worried that if the pricing of the new car was particularly cost-effective, it would be difficult for the store to undertake. "If this car sells too well, I am afraid that the production capacity will not keep up, which will make consumers wait too long." The above salesperson explained.

However, for Xiaomi SU7, Mei Songlin, a senior analyst in the automotive industry, gave a different answer. "Xiaomi is a user-oriented enterprise, and the success of its products must be based on an accurate and thorough understanding of target users and target markets. But for Xiaomi, the automobile market is a brand-new market. Xiaomi also has a process of trial and error, learning and iteration, which is unlikely to be achieved overnight. " Mei Songlin said.

In fact, Xiaomi has entered the smart phone market since 2010. At present, it is the top three mobile phone companies in the world and the largest consumer-grade AIoT platform in the world. Whether it is OS, AI or robots, it has accumulated very comprehensive technical capabilities. These capabilities will be gradually applied to automobiles, and "smart driving+smart cabin+ecology" will become the technical commanding heights for Xiaomi automobile to participate in the competition.

Mei Songlin also admitted that in addition to the natural advantages of the new Internet forces, Xiaomi is good at both software and hardware, and has a strong ecological advantage. Relying on its growing ecosystem, it is possible to establish a vertically integrated industrial chain similar to BYD. But all success must be based on a thorough and accurate understanding of the target users and target markets.

Professor Ji Xuehong of north china university of technology also said in an interview that the current industry is in the second half of the intelligent development of automobiles. Although Xiaomi Automobile has certain advantages in intelligent hardware, and has formed certain user reputation and brand reputation, it is very difficult for Lei Jun to lead Xiaomi Automobile to break through in the increasingly competitive intelligent electric vehicle market. At least a few years after Xiaomi entered the market, there was a tough battle to fight.

Establish a "1+N" new retail model

Expert: It will reduce the cost input.

Like all car companies, Xiaomi Automobile practiced the strategy of "channel first", and when Xiaomi SU7 appeared at the end of last year, it simultaneously opened the channel layout.

On December 28, 2023, Xiaomi Group officially signed a letter of intent for cooperation with the first batch of 14 sales and service partners in Beijing headquarters, and issued the "Open City Recruitment Plan". The first batch of open cities included 17 cities including Suzhou, Chongqing, Ningbo and Nanjing. The recruitment type is Xiaomi Automobile Sales and Service Integrated Store (2S), and its functions include new car agency sales and authorized after-sales service, but it does not include the functions of vehicle resale and vehicle delivery. "Xiaomi’s automobile sales model fully integrates the experience of Xiaomi Group’s new retail system and creates an industry-leading new retail model for automobiles." Xiaomi Automobile said that Xiaomi Automobile’s sales, delivery and service channels give priority to the head market in the "1+N" mode and are distributed nationwide in batches.

▲ Image source: Xiaomi Auto official Weibo

It is reported that "1" stands for Xiaomi Auto’s self-built and self-operated delivery center, which focuses on delivery and covers the business of "sales and after-sales service". "N" stands for agent sales and user service contact. "The construction of sales stores and the construction of after-sales service network belong to heavy asset investment. Xiaomi Automobile will divest these two parts and put them on the traditional dealer side, which can not only use the advantages of traditional dealer channels to quickly increase sales, but also decompose capital investment and reduce input costs." Yan Jinghui, a member of china automobile dealers association Expert Committee, said in an interview.

According to Zhou Jingxia, assistant president of Shandong Yuantong Automobile Trading Group, this marketing model of Xiaomi Group can give full play to the resource advantages and network layout advantages of traditional dealers. Reducing the 4S mode to 2S mode can loosen the traditional enterprises, reduce the pressure of heavy asset management, mobilize the enthusiasm of enterprises, stimulate the vitality of enterprises and reduce their own operating costs.

Thanks to the first layout of the channel, Xiaomi Automobile can synchronize the first batch of tasting activities when setting the time for listing Xiaomi SU7. On March 25th, 59 stores and 17 limited-time exhibition halls in 29 cities across the country, a total of 76 stores started the static tasting of new cars at the same time, but it was limited to watching the appearance of Xiaomi SU7, and it was forbidden to open doors for internal experience and appreciation.

On March 26th, the reporter visited a 2S shop of Xiaomi Automobile in Beijing and learned that the Xiaomi SU7 exhibition car will be unlocked after 7 pm on March 28th, and the final decision and test drive will be started simultaneously. At that time, Xiaomi SU7 could not accept the user’s intention money.

On the occasion of the official operation of the first batch of stores of Xiaomi Automobile, Lei Jun has begun to openly solicit opinions from netizens for the site selection of the second batch of cities. "We collected everyone’s opinions, sorted out the candidate list (the list of 20 candidate cities), and asked everyone to help us choose 10 cities. We immediately chose the site for construction." On March 22nd, Lei Jun wrote in Weibo that.

From the outside world’s point of view, Xiaomi Automobile quickly laid out its channels throughout the country, which is conducive to expanding the user contact area of its products and preparing for its rapid increase in volume in the later period.

Everbright Securities believes in its research report that although Xiaomi entered the automobile market late, it is still possible to enjoy the advantage of backwardness. In addition, Xiaomi’s brand, user base, offline store channels, ecosystem and sufficient cash flow will all reflect its competitiveness.

He Xiaopeng, chairman and CEO of Xpeng Motors, once said that Lei Jun has a great chance to make good use of Xiaomi’s advantages. "Xiaomi Auto seems to be the last new force to build a car." He Xiaopeng publicly stated at the committee of 100 Forum on Electric Vehicles in China (2024) held on March 16th.

Lei Jun’s "Last Battle"

Three years ago (on the evening of March 30th, 2021), when Lei Jun shouted "Fight for Xiaomi Automobile", he showed his determination in last stand. At that time, Lei Jun said, "This is the last major entrepreneurial project in my life. I am willing to put all my reputation in life and personally lead the team to fight for Xiaomi Automobile!"

▲ On March 27, at the entrance of Xiaomi Automobile Production Base, Xiaomi SU7 was ready to be shipped. Image source: Photo by reporter Dong Tianyi.

Since the official announcement of the listing date of Xiaomi SU7 on March 12, and the evening of March 28, Lei Jun’s personal Weibo activity has increased rapidly, and he has intensively promoted the listing of Xiaomi SU7. As of March 27, Lei Jun has released nearly 50 related contents and videos about Xiaomi SU7, factories, manufacturing processes, etc., and also released a video of "Lei Jun answers questions from netizens" in five episodes.

From the video of "Lei Jun answers questions from netizens", Lei Jun sat in Xiaomi Automobile Factory, and publicly responded to Xiaomi SU7 pricing, vehicle positioning, how to treat Apple’s termination of car-making, the advantages of Xiaomi’s car-making, and the comparison of Xiaomi’s car-making with Tesla and Porsche.

On March 25th, Lei Jun said frankly in his personal Weibo, "In the past three years, I have been trembling every day, experiencing various difficulties and challenges. But there has always been a voice in my heart: forward! "

In fact, many people outside said they did not understand Lei Jun’s announcement that Xiaomi would build a car across the border and make it the last battle of his life. "Extending from smart phones to smart cars is the dream of all mainstream mobile phone manufacturers in China, and Xiaomi is no exception." On March 27th, Mei Songlin, a senior analyst in the automobile industry, said in an exclusive interview with every headline reporter that Xiaomi’s original ecology only lacked cars. Once people, cars and smart products are all available, its ecological advantages and comprehensive competitive advantages in the value chain will be further highlighted. Not only that, Xiaomi’s main competitor Huawei made cars across the border, which also promoted Lei Jun’s determination to lead Xiaomi to make cars to some extent.

Lei Jun had previously admitted in CCTV’s "Genting Dialogue" program that it was a forced decision for Xiaomi to build a car. "If you want to be a great company, you must follow the wind. At that time, the slogan was to develop smart electric vehicles." Lei Jun said that smart electric vehicles have become the integration of the automobile industry and consumer electronics, so it is a forced decision to build a car with Xiaomi. "If you don’t do it, you will fall behind."

After deciding to build a car, Lei Jun has been studying, researching and learning the advanced experience of various car factories, and has personally been to many car factories for investigation and study. It is reported that Xiaomi Automobile Factory set the engineer’s office in the middle of the workshop with reference to Mercedes-Benz Automobile Factory. In this way, the problem can be seen at a glance and the speed of dealing with the problem will be faster.

In November 2021, Xiaomi Automobile officially settled in Beijing Economic and Technological Development Zone, and planned to build a vehicle factory in two phases, with an estimated production capacity of 300,000 vehicles. The first phase covers an area of about 720,000 square meters with an annual production capacity of 150,000 vehicles, which was completed in June 2023. The second phase is scheduled to start in 2024 and be completed in 2025.

It is reported that Xiaomi took out $10 billion at the beginning of the decision to build a car as a cash reserve for building a car in the next decade, of which 10 billion yuan was invested in the first phase. The 2023 financial report released by Xiaomi Group (HK01810, share price of HK$ 14.94, market value of HK$ 372.7 billion) shows that the R&D expenditure of Xiaomi increased from 16 billion yuan in 2022 to 19.1 billion yuan in 2023, a year-on-year increase of 19.2%, mainly due to the increase in R&D expenditure related to smart electric vehicle business and other innovative businesses.

On December 18 last year, Lei Jun revealed that the first car of Xiaomi Automobile invested 3,400 engineers as a whole, and the entire R&D investment has exceeded 10 billion yuan.

Lei Jun said that the average car company has invested 300-400 people in building a car, and the R&D expenditure is 1-2 billion yuan, but Xiaomi is "more than ten times the investment". "There is no shortcut to the century-old track. I knew from the first day when I announced the car. We only have one way, that is, starting from the underlying core technology, investing 10 times, seriously building a good car, and being patient." Lei Jun said.

Planning |He Qiang Cong Gang Fan Wenqing

Reporter |Li Xing Dong Tianyi

Edit |Du Hengfeng, Yiqijiang, Cheng Peng

Vision |Liu qingyan

Typesetting |Yiqijiang

| national business daily ?nbdnews??Original article |

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　　Recently, the General Manager’s Office of the Central Radio and Television General Station officially authorized Yangguang Media Group Co., Ltd. (hereinafter referred to as "Yangguang Media Group") to exclusively operate the broadcast frequency live stream of the General Station in the car networking system. This means that the existing radio frequencies owned, controlled and managed by the main station and the new radio frequencies in the future must be connected to the car-playing service (including live broadcast and delayed listening) through the "cloud listening" car system or through cooperation with Yangguang Media Group.

　　"Cloud Listening" is a new national 5G sound media platform launched by the Central Radio and Television General Station (hereinafter referred to as "the General Station") in March 2020. It is the only audio client under the General Station and bears the important mission of the strategic transformation and integration of the General Station’s broadcasting.

　　"Cloud Listening" began to lay out intelligent networked automobile business from the beginning of its launch, and jointly developed car networking products with mainstream automobile manufacturers and solution providers to meet the different listening needs of users in travel scenarios.

　　"Cloud Listening" leads the industry standard with high-quality content, and promotes the standardization of the mobile audio market. It continues to lay out multi-terminal and full-application scenarios such as mobile phones, cars, tablets and smart wearable devices, and provides users with high-quality sound products and services such as radio stations, audio books and audio programs.

　　This exclusive operation authorization will have a far-reaching impact on the standardized development of the intelligent networked automobile industry. In the future, only through the cooperation of "Yunting" or Yangguang Media Group can the live broadcast stream of the main station broadcast frequency be connected to the car networking system of the car brand and the after-loading car networking system developed by the after-loading product company, which is expected to end the situation that the radio station of the car networking system was used indiscriminately in the past and ensure the car owners to enjoy the rights and interests of safe and standardized content services.

　　In recent years, the main station has continuously increased its efforts in the protection and management of copyright assets, standardized the copyright market and communication order of the Internet audio-visual industry, and made full use of its own content copyright advantages to support the independent platform to become stronger and bigger. As early as 2019, the General Station issued the "Statement of the Central Radio and Television General Station on Strengthening the Protection of Copyright Assets", which clarified the copyright scope of the General Station, and said that it would strengthen the monitoring and maintenance of its copyright assets, take all effective measures according to law, and resolutely crack down on any infringement of the legitimate rights and interests of the copyright assets of the General Station.

　　The person in charge of "Yunting" said that the next step will be to continuously strengthen the platform construction, make full use of, develop and operate the audio content resources of the main station, organically combine copyright protection and operation, extend the audio content value of the main station, and enhance its influence, communication and market value. At the same time, it will give full play to the advantages of the new media platform of the main station with an open and integrated attitude, accelerate the cooperation process with car manufacturers and solution providers, promote the signing cooperation with radio stations all over the country, and provide high-quality broadcast live streaming and audio products and services for car companies and car owners.

　　Recently, the real estate market has received more attention. On the one hand, the growth rate of real estate loans continues to decline, on the other hand, mortgage interest rates in various places have increased to varying degrees. How will the regulatory policy be promoted? Will mortgage interest rates continue to rise? In response to the above hot topics, the reporter interviewed a number of industry experts.

　　Supervision and intensive inspection of real estate financing

　　Since the beginning of this year, under the main tone of the policy of "housing and not speculating", real estate financing has continued to tighten. The report on the implementation of monetary policy in China in the second quarter recently released by the People’s Bank of China shows that by the end of June, the balance of real estate loans of major financial institutions (including foreign capital) in China was 41.9 trillion yuan, up 17.1% year-on-year, and the growth rate was 1.6 percentage points lower than that at the end of March. Among them, the balance of individual housing loans was 28.06 trillion yuan, up 17.2% year-on-year, and the growth rate was 0.3 percentage points lower than that at the end of March.

　　These changes in the field of mortgage are closely related to regulatory policies. In May, the Ministry of Housing and Urban-Rural Development issued an early warning to Foshan, Suzhou, Dalian and Nanning, where the price index of newly-built commercial housing and second-hand housing has increased significantly in the past three months, and some cities with overheated property markets have stepped up regulation. Affected by this, mortgage interest rates in a few popular cities rebounded.

　　According to the latest monitoring data released by Rong 360 Big Data Research Institute, the average interest rate of the first home loan in July was 5.44%, equivalent to 1.11 times the benchmark interest rate, up 2 basis points from the previous month; The average interest rate of second-home loans was 5.76%, up 1 basis point from the previous month. From the data point of view, the national mortgage interest rate level rebounded in the second half of the year.

　　In the second half of the year, the trend of stricter supervision became more obvious. At the end of July, the Political Bureau of the Communist Party of China (CPC) Central Committee held a meeting to plan the economic work in the second half of the year, and made it clear that the house should be used for living, not for speculation, and the long-term management mechanism of real estate should be implemented, and real estate should not be used as a short-term means to stimulate the economy.

　　Subsequently, the regulatory authorities acted intensively, tightening real estate financing from banks, trusts, open market bonds and other aspects. Recently, China Banking and Insurance Regulatory Commission launched a special inspection of bank real estate financing, focusing on the management of real estate development loans and land reserve loans in 32 cities, and severely investigated and dealt with all kinds of illegal acts of diverting funds into the real estate industry.

　　While the financing of real estate enterprises has been significantly tightened, the supervision of personal housing credit business has also been further strengthened. The recent symposium on the adjustment and optimization of credit structure of banking financial institutions held by the central bank proposed to maintain a reasonable and moderate growth of personal housing loans, and it is strictly forbidden to use consumer loans for buying houses illegally. China Banking and Insurance Regulatory Commission began to check the implementation of differentiated credit policies of banks, implemented the minimum down payment ratio and loan restriction policy requirements, performed the assessment and inspection of the authenticity of down payment funds and the solvency of loan applicants, and focused on investigating the misappropriation of personal comprehensive consumer loans, business loans, "down payment loans", credit card overdrafts and other bank credit funds in the real estate sector.

　　Interest rates in many places have risen to varying degrees.

　　It is worth noting that the monitoring data of Rong 360 Big Data Research Institute shows that the trend of mortgage interest rates in first-tier cities and second-tier cities in July is quite different.

　　Among the first-tier cities, the mortgage interest rates in Beijing and Guangzhou were the same as last month, while the average level in Shanghai and Shenzhen declined. Among them, many banks in Shanghai lowered the mortgage interest rate, which led to a decrease of 7 basis points in the first home loan interest rate in Shanghai, second only to Haikou, making it the second largest city in China. In second-tier cities, mortgage interest rates in several popular areas have risen. Among them, Suzhou, Hangzhou, Ningbo, Dalian and Changsha have accelerated the frequency of adjustment, and have recently raised the mortgage interest rate more than once, and some banks have tight quotas and even suspended accepting mortgage business.

　　In this regard, Ceng Gang, deputy director of the National Finance and Development Laboratory, thinks that we should look at it differently. First of all, not all urban mortgage interest rates are rising, which shows that policy regulation is accurate, because normal credit should exist. Secondly, it is not necessary to increase the mortgage interest rate. The key is to block the illegal entry of funds into the real estate sector.

　　"In the environment of tightening policies, commercial banks tend to be cautious about personal housing loan business." Dong Ximiao, deputy dean of Chongyang Financial Research Institute of Renmin University of China, said that after the large-scale credit supply in the first half of the year, the credit line was relatively small in the second half of the year, and an appropriate increase in interest rates would help banks improve their income level. At the same time, in recent years, the leverage ratio of China’s residential sector has risen rapidly, and real estate financial risks are accumulating. Raising the loan interest rate will help commercial banks to better guard against housing loan risks.

　　Dong Ximiao said that in the case that the market liquidity is still reasonable and abundant, although the interest rate of individual housing loans may be further raised, the increase will not be too large. "However, different banks have different positioning for personal housing loan business, and the credit resources invested for this purpose are quite different, so there will be obvious differentiation in the loan interest rate. It is expected that the personal housing loan interest rate of large commercial banks will maintain a moderate upward trend." He said.

　　Implement differentiated housing credit policies

　　"In combination with recent policies, banks will adjust their credit structure in the future to reduce the credit resources occupied by the real estate industry and invest more credit funds in manufacturing, small and medium-sized enterprises and other fields encouraged by the state." Li Wanfu, an analyst at Rong 360 Big Data Research Institute, said.

　　At the same time, industry experts believe that commercial banks should continue to implement differentiated housing credit policies. Dong Ximiao said that we can start from four aspects. First, adjust the total amount of loans and reasonably determine the total amount of personal housing loans of banks; The second is to adjust the loan price and raise or lower the interest rate of individual housing loans; Third, adjust the loan conditions, tighten or relax the loan qualification conditions (including loan qualification and loan term) of the main body of the house purchase; The fourth is to adjust the down payment of loans and control the leverage ratio of buyers.

　　"In the next step, we should comprehensively use the above four means according to the different purchase areas and subjects, combining quantity and price, adjusting the total amount and price, meeting the rigid demand and restraining investment speculation, focusing on the present and guiding expectations, and implementing the differentiated housing credit policy." Dong Ximiao said.

　　Regarding the strict investigation of "down payment loan" by the regulatory authorities, Ceng Gang said: "Down payment is one of the means of bank risk control, because self-owned funds are an important standard to measure repayment ability. If the customer’s down payment is borrowed, then the bank’s risk exposure will be great. "

　　In addition, some experts have warned that paying attention to the entry of credit funds into the property market should not only focus on commercial banks and consumer finance companies. Various Internet lending platforms monitor the flow of funds less, and the proportion of entering the property market may be higher.

　　"We should continue to intensify the clean-up and rectification of various Internet platforms, and strengthen the monitoring of their lending business in terms of lending purposes and capital flow." Dong Ximiao said that monitoring the flow and use of credit funds is a long-standing problem for both financial institutions and Internet platforms. Relevant institutional measures should be revised to incorporate fictitious loan purposes and misappropriation of credit funds into the credit information system, increase the illegal cost of borrowers, and curb the illegal flow of personal credit funds into the property market from the source.

　　(Reporter Qian Wei Intern Zhang Ziyue)

Emotion is a part of the whole attitude, which is in harmony with the introverted feelings and intentions in attitude. It is a complex and stable physiological evaluation and experience of attitude. Emotion includes moral sense and value sense, which are embodied in love, happiness, hatred, disgust and beauty.

Emotion is a feeling for others.

A dependence on the soul.

It is also a law of nature.

But all living creatures have feelings more or less.

Generally speaking, you can’t live without worldly desires. Emotion has always been elusive, and it is really puzzling where love and hate come from and what is the meaning.

I’m afraid I’ll fall into the endless trap of "the meaning of life" if I don’t always struggle, so let’s talk simply and don’t involve ourselves.

Let’s talk about how emotions are generated first. From the biological point of view, it is probably that some chemicals produced in our bodies stimulate the cerebral cortex, so we show corresponding emotions. But why do we say "happy" and "sad", as if we should say "brain opening" and "brain injury"? That’s beside the point. Then, why do we produce these chemicals for certain things is also a big problem. Metaphysics, absolute metaphysics.

But there is a saying that existence is reasonable. In fact, many things are like this. We insist on a reason, but we can’t get a conclusion. Then let him be the reason, and let’s talk about the meaning.

My answer is that emotion is the pillar of our survival. Like a person, hate a person, miss a person, chase a person … or simply, it doesn’t have to be "a person". In a word, many sections of life are born of emotions and finally return to them.

Emotion: the feeling produced by the interaction between life phenomenon and human heart.

The objective aspect of emotion: Life phenomenon contains emotion, which can be felt by human brain.

Subjective aspects of emotion: first, even if they live the same life, beautiful people and ugly people feel different about life; Second, when being stimulated by negative emotions and in a bad mood, the ability to feel emotions drops.

Therefore, emotion is determined jointly by life phenomena and people’s hearts, and cannot be determined by one party alone.

Emotion is a relatively fixed attitude towards reality, which is manifested in various experiences related to people’s personality and moral experience.

We often say the word "feeling", for example, a pair of lovers broke up on the grounds that they had no feelings for each other; Another example is: I am numb, and I have no feeling about life. Feeling is the emotion felt from the phenomenon of life, which is determined by both the phenomenon of life and the human heart.