Kostet die Papiertaschentuchdose von Xiaomi 169 Yuan. Ist das teuer?

Xiaomi is in the spotlight again, this time because of a tissue box.

I wonder if you've seen the recent hot searches about Xiaomi cars. The Xiaomi YU7 has been on the market for less than a week, and the topic #Xiaomi YU7 Magnetic Tissue Box Sells for 169 Yuan# has become a trending topic on Weibo.

I have to say that this seems to be even more popular than the recent launches of the Xiaomi YU7 and the XPeng G7. Regarding this tissue box, there's basically one main point of discussion: Is it expensive to sell the Xiaomi tissue box for 169 yuan?

Some "Mi fans" say, "Is this price really high? Compared with the 339 - yuan tissue pack of AITO, it's actually a high - value product, okay?" Some netizens jokingly call it "the most expensive tissue box in history." Just because it's a matching item for the Xiaomi YU7 and sells for 169 yuan, it's too expensive!

Regardless of how "stubborn" netizens are, the words "temporarily out of stock" on the page of the Xiaomi Life in - car magnetic tissue box in the Xiaomi Car App store clearly prove the popularity of this tissue box.

So, is the 169 - yuan Xiaomi tissue box really expensive? Is there any other secret behind the price controversy of this small in - car accessory?

Today, let me have a chat with you about it.

Is the 169 - yuan Xiaomi tissue box expensive?

A pack of tissues costs three to five yuan, while a tissue box costs one or two hundred yuan. From this perspective, the 169 - yuan price of the Xiaomi tissue box is indeed high. However, if this tissue box is used in the "internet - famous car" Xiaomi YU7, I think whether it's expensive or not is another matter.

To determine whether something is worth its price, we first need to see what makes it special. Lei Jun also responded to this tissue box during a live - stream.

According to Lei, the original design intention of this tissue box was to meet the stability requirements in extreme environments. For example, in Turpan, where the in - car temperature can reach 90°C in summer, ordinary glue - type tissue boxes may deform or even melt. However, Xiaomi uses high - temperature - resistant PU leather, 14 special magnets, and a fully hand - wrapped process, enabling it to withstand a temperature difference from - 30°C to 95°C.

Moreover, both the plastic parts and magnets of the tissue box have passed automotive - grade certification, ensuring that the magnetic function remains intact even under high - temperature exposure or extreme cold.

In simple terms, this is a tissue box that can withstand the heat of a "flaming mountain" and the cold of extreme winter. As for why it's more expensive than the tissue boxes we usually see, Lei Jun also explained that it's because it uses automotive - grade materials, which cost much more than ordinary products.

Furthermore, this tissue box can be attached to metal surfaces such as refrigerators and desks, making it suitable for a wide range of scenarios. Looking at the price now, as many netizens said, if it's considered expensive, then the 339 - yuan AITO tissue pack, the 308 - yuan second - row magnetic tissue box of ET9, and the 199 - yuan NIO tissue box are all more expensive than Xiaomi's, aren't they?

Moreover, some luxury brands can sell a "snake - skin bag" for over ten thousand yuan. It's not unreasonable for our domestic brands to offer a 169 - yuan tissue box for a new car.

After hearing this, do you think it might not be a bad idea to spend 169 yuan on this tissue box?

Is "automotive - grade" a "IQ tax"?

It's not that people can't afford a 169 - yuan tissue box. What netizens are more worried about is being taken advantage of. Under the Weibo topic #Xiaomi YU7 Magnetic Tissue Box 169 Yuan#, some netizens directly said, "This is an IQ tax," while some car owners said, "The automotive - grade quality is worth the price."

So, is the so - called "automotive - grade" that Lei Jun mentioned really an IQ tax?

The term "automotive - grade" actually refers to the specification standards that meet the specific requirements of the automotive industry for electronic components. These standards are set by the Automotive Electronics Council (AEC), ensuring that automotive electronic control systems can operate stably and reliably in complex and changeable environments.

That is to say, "automotive - grade" generally refers to electronic components. Strictly speaking, tissue boxes are not within this scope. Of course, this doesn't mean that Lei Jun is just creating a gimmick.

Some media got professional responses when interviewing a teacher from the Industrial Design major at Henan University of Technology. In fact, there are clear enterprise standards for the leather used in vehicle interior parts, which are equivalent to or even higher than general national standards. For example, Mercedes - Benz DBL 5310 - 2011, Volkswagen TL 52064 - 2012, and General Motors GMW 3262 - 2016.

Taking General Motors GMW 3262 - 2016 as an example, it has a standard of passing a 102°C high - temperature test for non - sun - exposed areas. After incorporating some enterprise standards, China's QB/T 2703 "Decorative Leather for Automobiles" also has clear standards, including but not limited to strength, durability, and TVOC (total volatile organic compounds) under high - temperature conditions.

When talking about the pricing of the magnetic tissue box, Lei Jun also said that during the design process, the materials and manufacturing process were quite complex, and it initially failed the automotive - grade tests. Later, they changed the materials and glue, which significantly increased the cost. So, this is a genuine "automotive - grade" magnetic tissue box.

I think from a high - standard perspective, Xiaomi's tissue box can indeed be considered "automotive - grade." For example, automotive - grade products require a defect rate controlled at one part per million (PPM), while non - automotive - grade products (such as consumer - grade) have a relatively higher tolerance for defect rates.

In terms of materials and design, automotive - grade products focus more on safety, while non - automotive - grade products focus more on cost control. From this perspective, Lei Jun's mention of "automotive - grade" actually refers to high standards.

I think if we look beyond the term "automotive - grade" and consider safety, quality, and brand premium, we can't really say that this 169 - yuan tissue box is an "IQ tax."

Ultimately, the current controversy over whether this tissue box is expensive is just a cognitive difference between "practical value" and "brand premium."

The "new idea" behind the tissue box

While netizens are discussing whether the tissue box is expensive, I think we might be able to view the current automotive industry from a different perspective through this tissue box.

If you visit the Xiaomi Mall, you'll find that there are many accessories for Xiaomi cars, and their prices aren't cheap. For example, sunshades, lumbar pillows, floor mats, camping sets, and even direct - drinking cups all have high premiums.

Even so, the 99 - yuan stainless - steel direct - drinking cup was once out of stock, and now the tissue box is also hard to come by. What does this indicate? It shows that people are willing to pay for the "high - premium" accessories of Xiaomi cars, and Xiaomi knows how to appeal to young people's emotions.

After the price of the Xiaomi YU7 was announced, although there were various comments, one thing that most people agreed on was its "high cost - effectiveness."

To put it simply, it offers a lot of features. Whether it's just a combination of features or not, it provides a lot, so the profit per car won't be very high. Coupled with the intense "price war" in the automotive industry, setting a high price for cars will affect competitiveness.

If car manufacturers can't sell hardware at high prices, they have to find new ways. Now, Xiaomi is increasing the gross profit margin of its car accessories, which is obviously a way to generate profit without causing user dissatisfaction. Don't you think this strategy is quite smart in today's highly competitive new - energy vehicle market?

To put it bluntly, car manufacturers are having a tough time these days. New - energy vehicle manufacturers must strive for a "second growth curve." Data shows that the market size of China's in - car display is expected to reach 110 billion yuan in 2025, and the in - car accessory market, as a derivative market, is booming.

This means that if a brand can enhance its charm, sacrificing hardware profit for market share and making up for the profit gap with accessory sales is a great strategy.

Look at other car manufacturers. In the NIO NIO Life Mall, there are products ranging from a 199 - yuan aromatherapy to a 2980 - yuan camping tent. AITO's in - car accessories are integrated with smart home devices, extending the HarmonyOS ecosystem. In fact, they are all looking for profit points beyond the cars themselves.

Conclusion

Whether it's expensive to spend 169 yuan on a tissue box is a "false proposition." If you recognize the brand value of Xiaomi cars and value the safety and material quality of this small accessory, then it's worth it. If you only care about practical value, you can buy a tissue box for ten or twenty yuan, or simply put a pack of tissues in the car without a box. There's no need to buy the 169 - yuan one.

I think for car manufacturers, the idea of using accessories to seize the "second growth curve" is good. However, for consumers, the "core functions" and "added value" sometimes lead to unnecessary costs. If Xiaomi can lower the price of this tissue box, more people might be willing to buy it. Do you have the Xiaomi tissue box?

This article is from the WeChat official account "Tech Fox" (ID: kejihutv), written by an author named Lao Hu, and is published by 36Kr with authorization.