With the expansion of the user base, companies urgently need to educate their users, otherwise they will eventually be backlashed by user labels $XIAOMI-W(01810.HK)$LEAPMOTOR(09863.HK)
While users choose brands, brands also choose users. From its launch, Xiaomi Auto has positioned itself with the performance/racing track label, naturally attracting many users who enjoy aggressive driving. Additionally, the user profile of Xiaomi smartphone users is already skewed towards younger demographics, which further reinforces the user profile of this car. Another example is Volvo, which positions safety as its core brand value, attracting users who prioritize safety above all else.
In the early days, TSLA was the same. The new energy + FSD label first attracted tech-savvy early adopters with high trust in intelligent features, and there were also some accidents caused by FSD. But later, with the launch of Model 3/Y, TSLA's audience base expanded, becoming the Toyota/Volkswagen of electric vehicles, and the original early-adopter label became less prominent. This is also the inevitable path for new brands to move from niche markets to mass markets.
The issue Xiaomi is facing now may seem like isolated car accidents, but the deeper problem is the core value proposition the brand conveys to users. A core value focused on performance/racing tracks is not enough to support its transition to mass-market appeal.
$XIAOMI-W(01810.HK)
$Tesla(TSLA.US)
The copyright of this article belongs to the original author/organization.
The views expressed herein are solely those of the author and do not reflect the stance of the platform. The content is intended for investment reference purposes only and shall not be considered as investment advice. Please contact us if you have any questions or suggestions regarding the content services provided by the platform.
