Xiaomi car mass production at the door: obtained production qualification, record domain name; Mass production in 2024 will meet the knockout competition
In Lei Jun's annual speech event, which lasted three hours, Lei Jun did not mention the automotive business.
But outside of the speech, there was more and more news about Xiaomi's car manufacturing progress: the National Development and Reform Commission approved Xiaomi's production of electric vehicles, registered domain name xiaomiev.com, and suspected of opening road tests in Xinjiang.
According to Xiaomi Auto's planning, Xiaomi Auto will be officially mass-produced in the first half of next year.
Xiaomi is now facing an increasingly competitive new energy vehicle market, and the automotive industry has entered the knockout stage.
Chen Jia, an independent international strategy researcher, believes that "although the opportunity for Xiaomi to enter the market in 24 years as planned exists objectively, whether it can seize it is another matter." At present, the technological progress of the global new energy vehicle industry is advancing rapidly, and the market pattern is changing rapidly, which puts forward extremely high requirements for new players who intend to enter the game. ”
Xiaomi cars are getting closer and closer to mass production
According to foreign media reports, Xiaomi has received approval from China's national planning department to produce electric vehicles (EVs), marking an important step towards the smartphone maker's goal of "producing cars early next year."
The National Development and Reform Commission, which oversees new investment and capacity in China's auto industry, earlier this month approved the production of electric vehicles by Beijing-based Xiaomi, the fourth company to receive NDRC approval since late 2017.
It is understood that domestic new energy vehicle manufacturers need to obtain "dual qualifications".
The first is the license qualification of the National Development and Reform Commission, after obtaining this qualification, the enterprise needs to build a factory within 2 years and sell vehicles within 3 years; Second, the licensing qualification of the Ministry of Industry and Information Technology, car companies need to meet the "New Energy Vehicle Manufacturers and Product Access Management Regulations".
There are many new energy vehicle companies trapped by car manufacturing qualifications. For example, the foundry Dacheng Auto chosen by Ziyujia will continue to report news such as "insolvency" and "shutdown and production stoppage" in 2020. The exit of the self-traveler is also considered to be related to the qualification of car building.
Since "dual qualifications" are difficult to obtain, new automakers have usually obtained automakers through acquisitions and OEMs. However, under the current OEM model, both the entrusting party and the entrusted party need to have production qualifications to produce OEM.
Previously, it was widely believed that Xiaomi would undertake Borgward's car manufacturing qualifications.
However, in June this year, Beijing Borgward Automobile Co., Ltd. applied for cancellation of the car production qualification on its own, which also means that Xiaomi Auto cannot obtain the car manufacturing qualification through Borgward.
The approval of Xiaomi Automobile by the National Development and Reform Commission has also given the market a reassurance. After obtaining approval from the NDRC, Xiaomi Auto also needs to obtain permission from the Ministry of Industry and Information Technology.
In addition, there has been more and more news about the progress of Xiaomi's car manufacturing in recent days.
Tianyan inspection shows that recently, Xiaomi Automotive Technology Co., Ltd. registered the domain name xiaomiev.com. Founded in November 2021, the company's business scope includes new energy vehicle manufacturing, technology research and development of automotive vehicles and parts, research and development of motors and their control systems, and manufacturing of auto parts and accessories.
On August 8, Xiaomi CEO Lei Jun posted 19 photos on social platforms "Test #Xiaomi mixfold6# Leica optics, four cameras and five focal lengths". The banner in the photo reads "Fight for Xiaomi cars".
At that time, Lei Jun's positioning was displayed in Xinjiang. At the same time, some netizens said that they encountered four Xiaomi test cars on the highway in Xinjiang. Therefore, many people speculate that Lei Jun may participate in the test of Xiaomi models in Xinjiang.
On the same day, Hu Zhengnan, investment partner of Shunwei Capital, released information on social platforms to expose the energy consumption performance of Xiaomi Automobile.
Hu Zhengnan said, "Today I was pranked by the engineers, and at 152 o'clock in the evening, I threw a tram showing the remaining 85 kilometers of range, and asked me to take three strong men back to my destination 37 kilometers away, and the ambient temperature was 90 degrees... Just underestimate my golden right foot, directly step on a straight line to you, after arriving at the destination, the remaining mileage shows that there are still 8 kilometers, drying out 8.<> kWh of electricity energy consumption. ”
Xiaomi faces a knockout when it enters the market
Lu Weibing, partner and president of Xiaomi Group, revealed in May that Xiaomi's car manufacturing is progressing smoothly and has entered the stage of accelerated research and development, and summer and winter tests will be carried out in summer and winter this year.
According to Xiaomi Auto's planning, Xiaomi Auto will be officially mass-produced in the first half of next year.
Lei Jun once responded at the Xiaomi Investor Day, "The new forces of car manufacturing are 6-7 years ahead of Xiaomi, and Xiaomi did a lot of interviews two years ago, believing that cars are a century-old track, as long as they are optimistic about the auto industry, it is never too late." ”
At the same time, Lei Jun said, "Our capabilities are in electronics, user experience operation and maintenance, and now electric vehicles are at these points of ours, so I think we are just right to go out in 2024." ”
Lei Jun also put forward a goal for Xiaomi Auto: to strive to enter the world's top five within 15-20 years.
Shortly after Xiaomi announced its car manufacturing in 2021, Guojin Securities released a research report analysis that Xiaomi's advantages in car manufacturing lie in its mature operation of the Internet model and strong supply chain management capabilities.
The above research report pointed out that the lack or deficiency lies in the lack of vehicle platform design and manufacturing capabilities, and the lack of autonomous driving-related automotive technology accumulation. It believes that Xiaomi will make up for its shortcomings and establish a new long board through investment, mergers and acquisitions, and endogenous incubation.
As Xiaomi cars are about to be mass-produced, the new energy automobile industry is facing increasingly fierce competition.
BYD Chairman Wang Chuanfu once judged that the automotive industry has entered the knockout stage and will undergo major changes in the next 3 to 5 years, and for enterprises, core technology, good strategic direction, and rapid decision-making mechanism are the keys to victory.
Gan Jiayue, CEO of Geely Automobile Group, also mentioned the "knockout round" at the recent results conference. He pointed out, "Whether it is a price war, an involution or a knockout round, it is the theme of the first half of the year. Market discount rate, the market added a discount rate of up to 11.5%, which was previously rare, and the industry entered a new industry knockout round. ”
Xiaomi cars, which will be mass-produced in 2024, still have a chance in this knockout competition?
Chen Jia, an independent international strategy researcher, believes that whether it is Xiaomi or Huawei, the necessary growth space for entering the field of new energy vehicles at home and abroad in the future is infinitely broad, and there is no need to be afraid because of the current domestic market terminal price war.
Chen Jia said that including the new domestic car-making forces and Internet brands, its managers have recently raised the issue of optimizing the concentration of the domestic market, believing that if they cannot do the top five in China in the future, the survival space will be very small. For all new players entering the field of new energy vehicles, there is Tesla BYD first, Wei Xiaoli, and then a number of own brands and joint venture brands, what do you need to rely on to enter the top five? This is the first issue that must be clearly clarified in corporate strategy.
