Are rival companies frantically poaching Xiaomi YU7? After visiting several stores, I found a different answer.
Since its official release, the Xiaomi YU7 has been making waves across the internet. The single model achieved in its opening phase what would typically take a brand half a year or even a year to secure in pre - orders, indicating an extremely high level of popularity. During the initial sales period, Dianchetong visited two Xiaomi offline flagship stores. Compared to other automobile dealerships, it was evident that people showed significantly more interest in the YU7 and were particularly concerned about the question of "when they could get the car".
Several days have passed since the YU7's release. Although Lei Jun stated in a live - stream that he would no longer disclose the 24 - hour pre - order figures, Xiaolei speculates that the current pre - order volume may have already exceeded 300,000 units. Xiaolei also checked the latest estimated delivery schedule for the Xiaomi YU7. For the YU7 Max, the earliest delivery after pre - order is expected to be in 39 - 42 weeks, while for the standard version of the YU7, it's 58 - 61 weeks. Taking the standard version of the YU7 as an example, customers who pre - order now will have to wait until at least August 2026 to pick up their cars.
The large number of orders is both a blessing and a curse for Xiaomi Auto. On one hand, the delivery schedule is extremely tight. On the other hand, competitors are bound to seize this opportunity, trying every means to poach customers from Xiaomi and steal orders from those who have an urgent need for a car. According to some media reports, an intense "poaching battle" is currently underway. Dianchetong recently noticed online that showrooms of new - energy brands such as NIO and Avita have displayed relevant promotional materials, offering a subsidy of 5000 yuan (which is exactly the deposit for the Xiaomi YU7), so that customers no longer have to "wait anxiously for the YU7".
(Image from Weibo)
In recent days, Dianchetong revisited the offline showrooms of various new - energy brands to find out if there were any relevant preferential measures and how sales staff were trying to persuade potential Xiaomi YU7 customers who were eager to get a car to change their minds.
Are Competitors Poaching Xiaomi YU7 Customers? The Situation Offline Isn't That Exaggerated
This scenario played out last year when the Xiaomi SU7 was launched.
While Xiaomi was busy fulfilling the huge number of SU7 orders, competitors started to poach its customers. ZEEKR launched a program allowing SU7 pre - order customers to transfer their orders to the ZEEKR 001/007, with additional benefits. IM Motors announced that customers who had pre - ordered the Xiaomi SU7 could enjoy additional subsidies. Avita put out the slogan "Tired of waiting for the SU7? Come to the Avita 12 and drive away a car right now".
HarmonyOS Auto wasn't idle either. If you purchase any Zhijie S7 model and pay the final payment, you can directly deduct the non - refundable 5000 - yuan deposit for the Xiaomi SU7 from the car price. This statement was confirmed by a salesperson at a HarmonyOS Auto showroom.
Brands like NIO and XPENG didn't engage in "blatant poaching", but according to feedback from some customers who visited their showrooms, sales staff were privately and actively contacting potential Xiaomi SU7 customers. All of this can be seen as a sign that "competitors are getting desperate" because Xiaomi Auto's entry into the market has attracted a high level of consumer attention and has also influenced the purchasing decisions of many potential customers of other car manufacturers.
(Image from HarmonyOS Auto)
Seeing the difficulties Xiaomi Auto is facing in delivery, competitors probably adopt the attitude of "I'll take care of your customers" and launch a fierce offensive. That's just how cut - throat business competition works.
It's no surprise that the same scenario is playing out again with the Xiaomi YU7. New - energy vehicle brands such as ZEEKR, NIO, HarmonyOS Auto, XPENG, Li Auto, and Tesla all have product offerings in the 200,000 - 300,000 - yuan price range. The Xiaomi YU7 has not only attracted a large number of people who want to buy or replace a car but has also, to some extent, siphoned off their potential customer base.
During the live - stream on the evening of July 2nd, Lei Jun even recommended competitors' products: If you're in a hurry to get a car, you can consider the XPENG G7, the Li Auto i8, or even the Model Y, as there have been many recent preferential policies. On the evening of July 3rd, just 9 minutes after the XPENG G7 was launched, the number of firm orders exceeded 10,000. It's hard to say how many of these were due to Lei Jun's heartfelt recommendation.
During the same live - stream on the evening of July 2nd, Lei Jun shared his thoughts on the competitive tactics used by competitors, such as "intercepting" customers interested in the Xiaomi YU7.
He said that some competitors had trained their sales staff specifically to intercept customers interested in the Xiaomi YU7, and some of the content they used was inaccurate, even slanderous and distorting. He believes that every product has its own advantages, and such derogatory tactics are completely unnecessary.
It's possible that showrooms in some regions may use more aggressive tactics to compete for customers. Dianchetong's conclusions are based on visits to local showrooms and are somewhat subjective.
As before, on weekdays, most new - energy vehicle showrooms, except for those of Xiaomi and XPENG, were rather quiet. However, there were still a few passers - by who walked in to look at the cars.
(Image taken by Dianchetong)
There were no "poaching" posters or materials in these showrooms as rumored online. In other words, they seemed indifferent to the huge success of the Xiaomi Auto next door.
When the ZEEKR salesperson learned that I was a "Xiaomi YU7 pre - order customer", his speech quickened: "If you've pre - ordered the YU7 but can't wait that long and want to change your mind, our company can reimburse you for the 5000 - yuan pre - order deposit."
After I indicated my interest in the ZEEKR 7X, he began to introduce the advantages of the model, such as standard 20 - inch wheels and Michelin tires, 21 speakers, and a more comfortable cabin configuration, which the low - end version of the Xiaomi YU7 doesn't have.
He also mentioned that with the current promotions, I could buy the high - end four - wheel - drive version of the ZEEKR 7X at the price of the Xiaomi YU7. He said that in terms of cost - effectiveness, the Xiaomi YU7 isn't actually the highest in the industry. If you're not specifically interested in some "special features" of the YU7 and have an urgent need for a car, you should consider their cars more.
As an aside, a friend once told me that he received a call from a ZEEKR salesperson just a few minutes before the Xiaomi YU7 was launched. After a long conversation, he missed the chance to grab a spot for an in - stock car. Now, he has to wait about 40 weeks for delivery. Truly a case of "business warfare".
The NIO salesperson did the same, focusing on the core selling points and benefits of the NIO EC6. These include battery swapping and a 5 - year free battery - swapping service, standard dual - motor four - wheel drive, and a more luxurious cabin compared to the YU7.
After exchanging contact information, the salesperson also sent me a post comparing the NIO EC6 and the Xiaomi YU7. The comparison was fair, without highlighting parameters to claim "we're better". The focus was on not derogating the competition.
(Image from Dianchetong)
Subsequently, Dianchetong also visited showrooms of brands like LeDao, Li Auto, and XPENG and received similar feedback: They were generally cautious when introducing policies for customers transferring their orders from the Xiaomi YU7 and wouldn't bring it up actively. According to them, blatant poaching tactics are not very effective, and there are no official policies of this kind this year.
Each of these SUVs in the same price range has its own unique value. For example, the IM LS6 has rear - wheel steering across all models, the Li Auto L6 is designed for ultimate family use, the ZEEKR 7X is a well - rounded luxury car, and the XPENG G7 is an AI - powered car for the younger generation. Everyone has their own preferences.
Tesla's sales staff said there are no additional targeted subsidies, only a 5 - year interest - free loan option.
If we really look at the 5000 - yuan subsidy for order transfer, its appeal is actually less than that of benefits like freebies or factory subsidies, and it's not a huge expense for car manufacturers. "Poaching" is just a form of business competition, a way for manufacturers to show their stance.
(Image taken by Dianchetong)
As most sales staff have said, these "blatant poaching" tactics are mainly effective for those who urgently need an in - stock car, and they have limited impact on a brand's monthly sales. Sales staff will actively contact potential customers but won't force them to change their minds. Customers who are really interested in Xiaomi won't change their minds just because another brand has an in - stock car. Those who can be swayed may not have been big fans of Xiaomi in the first place.
After looking at the sales side, Dianchetong also interviewed some friends who had placed a deposit for the Xiaomi YU7 and got some different perspectives.
Even die - hard Xiaomi fans won't wait a whole year
"I hesitated for a moment, and by the time I decided to pay the deposit for the YU7 Max, there were no more in - stock cars. Now I have to wait for almost a year."
This friend of mine was extremely interested in the Xiaomi YU7 Max. Although he owns more than one car, his large - displacement fuel - powered sports car is expensive to use for daily commuting and not very comfortable. He said he started waiting for the Xiaomi YU7 about half a year ago. It wasn't that he urgently needed a car or lacked the budget; he just hesitated for a few seconds, and the Xiaomi YU7 Max was suddenly out of reach.
Without placing a firm order or even reaching the 7 - day cooling - off period, he decided to cancel his reservation.
He admitted that he wanted an electric car that was comfortable to drive and cost - effective. The Xiaomi YU7 has an appealing design and is a great conversation starter. The product itself is also good, and he originally wanted to support Lei Jun.
However, faced with a nearly one - year waiting period and the need to pay vehicle purchase tax when making the final payment next year, he doesn't think his "love" for Xiaomi can withstand such a long wait. He's not that crazy about the Xiaomi YU7. Additionally, the current delivery cycle for the Xiaomi SU7 is still around 38 weeks, which is about 10 months. If you're not solely focused on Xiaomi cars, it's hard to say if you'd be willing to wait that long.
(Image taken by Dianchetong)
He didn't tell me what kind of car he was going to look at next. He just let go of his impulse to buy the Xiaomi YU7 and became more rational. He'll figure out the rest later.
There are also some other friends who were interested in the Xiaomi YU7 and had multiple dynamic and static test drives. They thought it was their "dream car". However, given the current delivery situation, they don't want to wait for Xiaomi's production capacity.
After all, as ordinary consumers, they don't have blind brand loyalty and don't view the Xiaomi YU7 as an investment. A car is just a consumer product for them, and there are plenty of other options in the domestic car market.
It can be said that during this wave of panic buying, the thoughts of consumers and car manufacturers are quite complex. Dianchetong has only seen a small part of the picture: sales staff from competing brands who are no longer aggressively poaching customers, and real consumers who aren't willing to wait a year just to be a brand fan.
As sales staff have said, some customers are really into Xiaomi cars, and no amount of subsidies or incentives can easily persuade them to change their orders. Even if a brand manages to convert some of these waiting customers, it may not have a significant impact on its sales. It's better to let things take their course. For consumers, impulse is an important part of the purchasing process, but in the end, they should focus on the product itself and not make irrational decisions.
It's obvious that this wave of "poaching" by car manufacturers will soon pass. "Poaching" is a form of business competition and a process for car manufacturers and consumers to filter each other. As mentioned earlier, customers who can be swayed by competing brands may just be in a hurry to get a car at that time or may not be Xiaomi's target customers.
The question is, how will car manufacturers that realize they can't get orders through "blatant poaching" compete with Xiaomi?
This article is from the WeChat official account Dianchetong. Author: Dianchetong. Republished by 36Kr