Digital Insight ｜ Xiaomi SUV officially announced, named YU7, is it your dish？

At 20 o’clock on the evening of December 9, 2024, Mi Auto announced through the official Weibo that its first SUV model, YU7, will be officially launched in June and July next year, and at the same time released several official maps showing the detailed design. Based on the data of the whole network from 20: 00 on December 9, 2024 to 14: 00 on December 10, 2024, Futong Digital Smart Automobile conducted a comprehensive analysis and extracted the following main insights.

The official announcement caused the peak of sound volume, and the proportion of golden four hours was significant.

Within four hours after the official announcement, the relevant discussion volume accounted for 68.88% of the whole network, showing a high degree of public opinion concentration. Sina Weibo is the main position of this communication, contributing 49.6% of the total volume, and pushing related topics to the top of the hot search list. This shows that Xiaomi Automobile has high accuracy in the rhythm of information release and social media strategy.

The discussion volume of gold within four hours accounted for as high as 68%, indicating that Xiaomi Automobile seized the high point of public opinion at this stage. In the future, we can strengthen the communication rhythm in similar scenes and formulate efficient communication strategies based on the characteristics of social media, thus further expanding market attention.

Public discussion perspective: there is a significant difference between media and netizens.

Media reports mostly focus on the exterior design, new car naming, body size and expected price of YU7, and the overall tone is mainly positive and neutral. For example,Some media predicted that the price range of YU7 was 300,000 to 400,000 yuan..

The discussion content of netizens is more diversified, mainly focusing on the following aspects:

• Design:Supporters believe that it continues the family design of SU7, but there are also criticisms that the appearance is too similar to Ferrari design.
• Price dispute:Some netizens think that the price of 300,000 to 400,000 yuan predicted by the media is on the high side, and suggest that the price starting from 250,000 yuan is more reasonable.
• Brand reputation:Thanks to the market success of SU7, Xiaomi brand has gained high recognition, and the public is full of expectations for the listing of YU7.
• Configuration design:The design of the concealed door handle is controversial, and some users suggest to restore the semi-concealed scheme of SU7.
• Vehicle naming:For the naming of YU7, netizens have made fancy creations, such as "overdue" and "imperial wife".

The public pays more attention to cost performance, specific configuration and function, while the media emphasizes brand image and design concept. This difference provides a reference direction for Xiaomi YU7′ s communication strategy: on the consumer side, aiming at price disputes and functional preferences, optimize the information disclosure strategy to further narrow users’ psychological expectations.

Tesla Model Y became the main competing product.

In the comparison of competing products, Tesla is mentioned as frequently as 57%, indicating that it is the core benchmarking object in the public mind.

• Competitive advantage of Xiaomi YU7: YU7 is considered to have obvious advantages in appearance design, interior configuration, body size and humanized design.
• Core strength of Model Y: With its market share, global brand influence and intelligent driving technology, Model Y still occupies a prominent position in the public mind.

The release of YU7 laid a solid foundation for the strategic layout of Xiaomi Automobile in SUV market. Its exterior design has both family inheritance and innovative details, and its body size is outstanding in the same level. However, Xiaomi Automobile still needs to face up to the following challenges:

Product optimization:In view of the design disputes such as hidden door handles, the user feedback is fully combined to improve the market acceptance.

Price strategy:Cut into the market with more attractive pricing, so as to effectively deal with the price advantage of competitors.

Communication strategy:Strengthen the insight into the target audience and consolidate the brand image with differentiated advantages.

Fortis Digital Smart Auto has a precise insight into the hot spots and trends of the market through a comprehensive analysis of the public voice after the official announcement of Xiaomi YU7.

Relying on our profound large-scale model scene application ability and flexible data analysis service in the automobile industry, we help our customers to deeply understand market trends and gain insight into consumer psychology, so as to formulate more accurate and effective market strategies.

In the future, we will continue to provide customers with higher quality and higher value solutions based on data-driven innovation and professional ability, jointly promote the digital transformation and innovative development of the automobile industry, and inject new vitality into the future of the industry.

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