Haben Sie Lei Juns "Farbenmarketing" verstanden? Das am besten verkaufte Modell von Xiaomi YU7 ist auf keinen Fall das grüne.

The price of the Xiaomi YU7 is about to be announced, but today we're not going to discuss the price. Instead, let's talk about colors. Which color will be the best - selling color for the Xiaomi YU7?

However, before discussing our future "family companion" YU7, we must first review its "elder brother" - the Xiaomi SU7, the "phenomenal" product that was jokingly called the "Mi - Porsche" and stirred up the entire automotive circle. The success of the SU7 is not only a victory in technology and price but also a triumph of precise "color marketing".

The "Lei Jun" Blue: This is not just a color; it's a kind of "social currency". When Mr. Lei Jun himself drove the Gulf Blue SU7 slowly out under the spotlight at the press conference, this color was infused with a soul. It represents the first - release, the center - stage, a sense of technology, and a confidence of "I'm the focus". Driving a Gulf Blue SU7, you're not just driving a car; you're performing a moving piece of performance art. At car enthusiast meet - ups, you'll automatically be classified as part of the "inner circle". Its popularity is an inevitable result of the trinity of "founder's IP + top - tier design + social needs".

The "Understated Flex" Gray: If the Gulf Blue is a "declaration to the world", then the Elegant Gray is a "soliloquy to oneself". The owners who choose the Elegant Gray usually have this thought in mind: "I understand its excellence, but I don't need everyone to understand me." This is a more introverted kind of luxury, a synonym for "high - end". It's like a domineering CEO in a bespoke suit, quiet but full of charisma. In the concrete jungle of the city, the Elegant Gray is the best camouflage color and the one that best integrates with modern architectural aesthetics. It's pleasing to the eye, stain - resistant, and exudes an "elite vibe".

The "Adrenaline" Orange: This is the color of hormones. The people who choose the Lava Orange may have gasoline (or high - voltage current) flowing in their veins instead of blood. It represents passion, sports, and non - compromise. Every owner who chooses the Lava Orange is using the color to tell the world: "Don't mess with me; you can't keep up with my 0 - 100km/h acceleration."

After the review, we reach a core conclusion: Car colors have long gone beyond the category of "looking good"; they are a kind of "persona label".

The target users of the SU7 are "individuals" or "couples" who pursue speed and passion.

The target users of the YU7 are "family units" that carry the hopes and joys of the whole family.

One is for "thrills", and the other is for "family". The fundamental difference in user profiles directly determines a huge shift in their color preferences. A handsome guy driving an SU7 doesn't need to consider whether the dog in the back seat gets carsick; but a dad driving a YU7 must consider the "stability index" of this color in his mother - in - law's eyes.

The main promotional color of the Xiaomi YU7 is "green". But will this definitely be the best - selling color? I don't think so. I'll make a prediction here: Green will be the most eye - catching color, but it probably won't be the one with the highest sales volume.

Let me give you a real - life example. You've just spent half a day washing your bright green car until it looks brand new. Then, your kid comes back from school, and a muddy basketball hits the car door with a "thud". Or, you take your family on a trip to the countryside, and after a dusty journey, the green car body turns into a "camouflage green". At this moment, are you furious?

That's why gray is called the "lazy person's gospel" and the "savior for the messy". A little dust is hardly noticeable, and a small scratch isn't very obvious. For family users who regard the car more as a "tool" than a "toy", easy maintenance is an in - built necessity.

There's also a very practical issue. Although we're deeply in love with our new cars when we buy them, subconsciously, we all think about selling the car a few years later. Black, white, gray, and silver are the "hard currencies" in the used - car market, with the highest resale values. While the individualistic color like green is eye - catching, its market in the used - car market is relatively narrow, and it may face the awkward situation of "good reviews but low sales". For thrifty family users, this is definitely an important consideration.

The SU7 is a coupe, with a low - slung and smooth body. Bright colors can highlight its dynamism. An SUV, on the other hand, is larger and has a more "substantial" feel. If the texture of an overly flashy color isn't well - handled, it can easily look frivolous and fail to match the "stable and reliable" aura of an SUV. High - end gray or silver can best showcase the body's muscular lines and lighting effects, making the YU7 look like a "stable and powerful mobile fortress", which is exactly the "sense of security" that family users need the most.

This is like a war. Green is the "pioneer general" charging at the front, responsible for rallying the troops and capturing the "mental high - ground" of consumers, making everyone know that "the Xiaomi YU7 is here, and it's cool and different!" Its mission is to "attract traffic" and "define the brand image".

Gray, on the other hand, is the "logistics force" and the "heavy infantry". It doesn't show off but steadily occupies the largest market share. The people who choose it may not post pictures of it on social media like crazy, but they'll vote with their money, forming the foundation of sales. It also best fits the user profile of a mid - to large - sized pure - electric SUV.

Mr. Lei Jun himself has publicly expressed his views on the current new - energy vehicle license plates. He thinks that both the "gradual green" license plates for small new - energy vehicles and the "yellow - green dual - tone" license plates for large new - energy vehicles are "a bit ugly", and he even bluntly said that "putting them on any car will significantly reduce the car's appearance".

This "complaint" is crucial! It reveals a hidden "pain point" in Xiaomi's car design: No matter how amazing the car body color is, it must finally face that un - selectable green license plate, which in the designers' eyes, has a "poor appearance".

This elevates the choice of car body color from a simple "aesthetic expression" to a strategic level of "visual self - rescue". The question becomes: Which color can most effectively neutralize the visual impact brought by that green license plate?

So, when someone asks you which color of the YU7 sells the best, you can answer enigmatically:

"It depends on whether you're asking about the'soul' or the 'body'. Green is the soul of the YU7, living in everyone's dreams; while gray is its body, supporting Xiaomi's financial reports and the daily lives of countless families."

This article is from the WeChat official account "Che Yun" (ID: cheyunwang), written by Miao Zheng, and is published by 36Kr with authorization.