文｜光子星球

“wozai《dipingxian》lidoubuganzheimekai！”

bzhanshangxiaomiguanfangzhanghaofabudesu7 ultrayuanxingcheniubeisaidaoyijingdaodishipin，duanduanjixiaoshijiuxiyinleshushiwanyonghuweiguan。

10yue29ri，pingjiezongmaligaoda1548psdeshuangv8sjiav6ssandianjixitong（qizhongv8sweixiaomiwanquanziyan），xiaomisu7 ultrayuanxingchezainiubogelinbeihuansaidaoshouxiuzhong，yi6fen46miao874deguanfangrenzhengquansuchengji，chengweiquanqiuzuisusimenche。

saidaochengji，haowuyiwenshiqichegongyehuangguanshangzuicuicandeneikemingzhu，yeshidingjihaochede“bixiuke”。xiaomiqichezheigehouqizhixiu，duanduanjinianzuodaorucichengji，keyishuojilequanzhongguonaizhishijiedeyigeyiwai。

dangwandexiaomi15xiliexinpinfabuhuishang，su7 ultraliangchanbandaitiyiwangdexiaomiqijianshouji，yazhouliangxiang。zuoweiyikuanmingnian3yuecaizhengshifabu，qieyushoujiagaoda81.49wandechexing，su7 ultrayudingkaiqi10fenzhonghou，xiaodingliangjiutupo3680tai。

ciqiangaoshengyuce，xiaomisu7 ultrazai2025nianxiaoliangjiangdadao4000tai。congxiaodingshujulaikan，su7 ultrahuoxuzaizhengshishangshishijiujiangtiqianwanchengzheigemubiao。

zhidezhuyideshi，bushaocheqiyecengdazaoguosaidaochengjichusedechaopao，danzuizhongnengchenggongshixianliangchandequeliaoliaowuji，su7 ultradeluodizhengminglexiaomidejishubingfeikongzhonglouge。

saidaozhiwai，xiaomidechannengpapohezhijiachengjiyezai“jiasu”：leijunzaifabuhuishangbiaoshi，xiaomisu7zai10yueyiwanchengliangwantaidejiaofu，chaoguomodel 3chengweizhongdaxingjiaocheyuexiaoliangdiyiming，yuji11yuetiqianwanchengquannianshiwanliangdejiaofumubiao。er“quanguodounengkai”dechengshilinghangzhijiajiangyu10yue30rijinxingquanliangtuisong，duandaoduandamoxinghevlmshijueyuyandamoxingyejiangzai11yuedidingxiangyaoqingneice。

congzuichudexingjiabi“pingminji”yiluzoudaoxianzai，xiaomizhengzainulibaituodiduanbiaoqian，rujinniubeizhengfuzhedeshenfen，chengweile“weifashaoersheng”dezuihaozhujiao。xiaomiqichebuxiangzaibeitieshangcengjingzhangqisibudiaodediduanbiaoqianle。

“廉价”标签，小米不想再背负

xiaomidegaoduanhualuxian，yijingchengleleizongciqiandeyikuaixinbing，xiantiandejiyinquexianshizudangxiaomi“xiangshangzou”dezuidalanlushi。

chengliyushoujiyemanshengzhangniandaidexiaomi，meijishumeijingyan，qichuzhinengkao“zhijing”qijia。waiguanheshejijibenkaomofang，xitongtaoyonganzhuo，xinpiandenglingbujiankaogongyingshanglaipincou，bishiguoneishoujichangshangdoushizoudetongyitiaolu，xiaomiyebuliwai。

zaineigejingjihaibukuanyudeshidai，iphonehaishijingyingdedaimingci，duiyujuedaduoshurenlaishuo，jiagehepaofencaishixuangoushoujidezuizhongyaokaoliangyinsu。

suirandazhe“fashao”debiaoqian，danxiaomizaoqixunsutuoyingerchudemijuequeshijizhixingjiabi。danchengyexingjiabibaiyexingjiabi，zheirangxiaomizhangqihe“xueshengji”、“diaosiji”biaoqiankunbangguoyujinmi，youqishigengweididuandezipinpaihongmishangshihou，waijieduixiaomilianjiadeyinxiangyufalaogu。

2020nian，xiaomizhengshitachugaoduanhuadeyibu，nandubixiangxiangzhongtishenglexuduo。xiaomi10gaoda4000yuandejiawei，rangshuxilexiaomigaoxingjiabideyonghuyishinanyijieshou，“xiaomipiaole”deyanlunchongchigedashejiaopingtai。

keguanlaishuo，zheikuanshoujidechanpinlimeiyouwenti，wentizaiyuxiaomidepinpaixingxiangbuzuyizhichengzheigejiagedingwei，xuesheng、putongdagongrendengzhulixiaofeiquntiyenanyijieshou。

rutongleijunzaifabuhuishangsuoshuo，xiaomidegaoduanhuazhanlveyijingchixule5nianshijian。zi2020nianhoudiedaidechanpin，yirujiwangdijianchilegaoduanluxian，gezhongpeizhizhijielaman，biruqianggaotongxinpiandeshoufa，zaibiruhelaikashendubangding，qianghuagaoduanyingxiangbiaoqian。

bukefourendeshi，xiaomichuqidegaoduanhuachangshihaibijiaojiandancubao：peizhitishengzhuyaokaoyinruwaibugongyingshanglaishixing“duiliao”，danbuguanshiyingxiaohaishiyonghutiyan、fuwunengli，doumeiyoujishigenshang——huanyanzhi，pinpaigenbushangchanpin。

erzaizheizhihoudexiaomiquanshengtaichanpin，yetongyangshiyikao“juanjiage、juanpeizhi”defangshichuquan，shizhijinri，1000yuanjidexiaomidianshi、xiaomibingxianghaishihenduorendeguyouyinxiang。

congxiaomi11daoxiaomi14，xiaoliangdoumeinengdadaolixiangyuqi，suiranleijunyiluchengzhangweileizong、leishen，danxiaomi，haishineigexiaomi。

congzheijiefabuhuikan，xiangbizaoqidewunaoduiliao，xiaomirujinlizhilebushao，kaishitongguojishu、yonghutiyan、fuwudengduoweidutisheng，dazao“liubianxingzhanshi”。

xiaomi15chulexinpianheyingxiangdinggepeizhiwai，“biguanyinian”dazaodepengpaios 2yeshixianlezhidetisheng，zailiuchangxing、shebeihutongdengfangmiandouyousuojinbu，shixiaremendeaijishugongnengyededaozhiru。peizhi、sheji、xitongbiaoxiandequanmianjiachixia，yejietaiduyousuogaiguan，kaishirenwei4499deqishoujia“bijiaoliangxin”。

xiaomishengtailiandeqitachanpintongyangruci，liru“shuangquxi、shuangxihong”demijiaxiyijixinpin，suiranshoujia4999，danshijishangtongshijichengleshichangshang4000yuan+dexihongyitijihe2000yuan+detongpeineiyixihongyitiji，peiheduoxiangyankebiaozhunheyitihuayunsong、chaizhuangfuwu，rangdazhongxinlihaideyisheng“zhenxiang”。

huoxuzhengshizaishoujidegaoduanhuadaolushangchiletaiduoku，zheiyicileijunbuxiangzaiqichelingyuzhongdaofuzhe。

SU7 Ultra“卡身位”，小米汽车的破局之道

congxiaominianchufabusu7kaishi，guanyudierkuanchedecaiceyizhishiyejieremenhuati。tesilachenggongjingyanzaiqian，jiashangsu7benshenyequeshiduibiaomodel 3，suoyixiaomidierkuanchejianghuishisuvdecaiceyizhishizhuliuguandian。

zheiyeshiweihesu7 ultradechuxianchuhulehenduorenyiliao。yilaichunsaidaochaopaoshigejiqixiaozhongdeshichang，shichangguimozhudingleqiwufachengweizouliangchexing，yebukenengchengdanqixiaoliangheyingshoudezhongdan；lingyifangmianxiaomizuoweizaochexinren，jingyanhejishuchendianjihukeyihulve，zaijinfashouleyikuanchedeqingkuangxiajiukaishi“haogaowuyuan”tiaozhansaidao，buzimaideweimiantaida。

danxianshizaiyicirangsuoyourenyiwai，niubeideyizhanchengming，rangquanshijiedoujianshidaolexiaomidekongbujuexinhezhixingli。huadajiaqianquboyigegaoduanmingshengwukehoufei，xiaomizhisuoyiruci“zheji”diquzuozheijianshi，beihoukongpazhengshixiquleshoujidejiaoxun。

zhengruleijunfanfutijide“bujitouru、bujichengben”yiyang，su7 ultrapeibeigaomalisandianji，quancheduoda24chulingbujiancaiyongquantanxianweicaizhi，zaibiejiazuowei“xuanpei”detantaocizhidongpan、qianliuhousihuosai、akebonozhidongkaqiandengbisaijibielingjian，su7 ultraxuanzelebiaopei。

xiaomisu7haowuyiwenyijingwenzhulexiaoliang“jibenpan”，zaicijichushangruhexiangshangtupo，yinggaishileijunhenzaojiuzaisikaodeshiqing。ersu7 ultradedansheng，zhengshiweilejixiaomisuzaoyigegengjuyoushide“shenwei”。

guoneixinnengyuanshichangzaoyishiyipianhonghai，yaoshixianpinpailihelirundetisheng，gaoduanhuayidingshibijingzhilu。juchenglianhuilingshoushujuxianshi，guonei20wanyuanyishangchengyongchelingshoubiliyou2017niande14.2%，yijingtishengzhi 2023niande30.8%；20wanyishangchengyongchelingshouxiaoliangyou2017niande337wantai，zengjiadao2023niande667 wantai，qichexiaofeishengjiqushixianzhu。

dangaoduanhuazhanlvezejihushisuoyoucheqidangxiadegongtongnanti， guangzixingqiuciqiancengzai《yiwenzhongxiangxifenxileweihebiyadizaigaoduandaolushanglvlvzhejideyuanyin：yidanchushi“shenwei”diduanlianjia，houqikenengxuyaohuafeishubeidejinglicainengniuzhuanyonghurenzhi。

buguanshizhiqiandexiaomisu7，haishirujindesu7 ultra，doujianxingle“kashenwei”dezhanlve：fangqijingjixingshichang，tongguoxianshulijizhidegaoduanbiaoqian，zaigaoduanhualingyu“wandaochaoche”，zaijinyibu“zishangerxia”qujinxingjiangweidaji，pojiegaoduanhuananti。

bijingsaidaochengjibujinjinzhishiyigeshuju，qibeihoushicheqijishuyanfashili、xingnengbiaoxian、chuangxinnengli、diaoxiaoshuipingdequanfangwei“xiujirou”。xiaomixiwangtongguo“kejiekesai”desu7 ultralaigaosusuoyouren，goumaixiaomiqiche，youlizi，gengyoumianzi。

youqishiduiyuzhenggexiaomijituanlaishuo，zhinengdiandongqichexianranshiyewuzengzhanghegaoduanzhuanxingxuqiudezuihaochengjiezhe，ruguozunxunxingjiabizhanlve，henkenengbeituoru“jiagezhan”denitan，yincigongxiangaoduanshichangshizhizaibixingdequshi。

lingyigejiaodu，su7 ultrayetixianchulexiaomibujuquanqiushichangdeyexin。jinnian7yue，leijunzaiouzhoudiaoyanqijianjiubiaoshixiaomiqichedemubiaoshijinruquanqiuqianwu。

yejiushishuo，su7 ultradeshijiaoyikaishikenengjiubujinjinshifangzaiguonei，youleniubeichengjizheikuaixiangdangdangdequanqiuhuaqiaomenzhuan，xiaomicihouzaiquanqiuhuazhilu，wuyihuihaozouhenduo。xiangjiaoxiaomiyongdijiashoujidakaiguowaishichang，kandechulaizaiqichelingyuxiaomiyeyaobingqididuanluxian，yigenggaoduandezitaishixianhaiwaibuju。

zuoweishezudingjianhaohualingyudeyicishishui，su7 ultrakendingbushiweilechongjixiaoliang，zhiyunengweipinpaidailaiduodadetisheng，yebingfeiyichaoyixizhigong。xiaomiyaochedibaituoguoqudepinpaixingxiang，zaixiangdangzhangdeyiduanshijianneidoujiangchuyujinxingshizhuangtai。