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PostsMARS Observation | Li Auto is suffering a saturation attack similar to Xiaomi's
Due to the delayed announcement of the large order results, Li Auto's stock price plummeted. Seeing the comments from various influencers, a familiar feeling returned.
Looking back at the content discussing Xiaomi in April this year, a large number of non-followers and non-shareholders flooded the comment section, not to express their own views but to create division and stir up topics.
For a long time after that, I set the comment section to 'only followers can comment.' Even the comment section under Lei Jun's personal Weibo became unbearable, so it was set to 'follow for 180 days to comment.'
I have never quite understood the atmosphere of pulling and stepping in the car industry. If you don't like a car, just don't buy it. Why stir up trouble in the comment section to influence the decisions of users who genuinely want to choose a car?
Before the SU7 launch, Xiaomi Group's stock price was low. XPeng founder He Xiaopeng invested $100 million in support and has reaped significant benefits. MEGA was deliberately smeared in public opinion, and Lei Jun personally livestreamed a visit to a Li Auto store to show support for the L6, which also started low but rose steadily. Despite only 10,000 large orders in 72 hours, annual deliveries have now exceeded 300,000 units.
Six years ago, Xiaomi's independent sub-brand REDMI was officially launched. At the press conference, Lei Jun proposed, 'Smartphone manufacturers should unite and aim higher.' From smartphones to car manufacturing, there is still a distance from this vision.
In reality, whether it's Xiaomi YU7, Li Auto i8, XPeng G9, or Ledao L90, each model has its own strengths. Consumers can choose based on their needs and preferences. The market will make the choice with real money.
Currently, the main force behind negative comments isn't even the owners of the aforementioned four car brands. It's unclear what interests drive them to create such a toxic atmosphere in the car industry.
There are many good car reviewers in the market, such as 'TOTO Wenhan,' who focuses on product design, and 'Jisu Paidang' and 'Dajia Cheyanlun,' which cover car modifications and culture. Based on objective reviews, the i8's product positioning as a 'mobile home' for families with two children is precise, and its functional definition is clear.
As for Li Auto's AI assistant and future autonomous driving experiences, we'll have to wait for real-world market feedback. For now, Li Auto is executing its strategy in an orderly manner after improving its supercharging network. Pure electric vehicles aren't a losing battle for Li Auto but a necessary step in the development of its product matrix.
Perhaps Li Auto and Li Xiang himself have a 'magnet for criticism.' There's nothing wrong with sticking to their product design principles, but in terms of public relations and market communication, Li Auto still has many pitfalls to navigate. I hope Li Auto can strengthen investor relations to avoid unnecessary market panic in the future.
July 30, Mars at Qinghe.
$LI AUTO-W(02015.HK)
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