An umbrella for 169 yuan? Lei Jun is selling merchandise again.

The controversy over Xiaomi's 169-yuan magnetic tissue box has not completely subsided, yet Lei Jun started selling umbrellas on Weibo, and the price was still set at 169 yuan.

Just today, I (Lao Hu) came across a Weibo post just published by Lei Jun, the CEO of Xiaomi. The content is as follows: "It has been raining in many places recently. We've made an umbrella for Xiaomi car owners."

When I first saw the post, I thought Lei Jun was offering a freebie. After all, the words gave an impression of "free giveaway."

However, after checking on the Xiaomi Mall, I learned that this Xiaomi Life umbrella, priced at 169 yuan, can also be exchanged with 1,690 points. Presales have already started, and it will officially go on sale on August 4th at 10:00 on the Xiaomi Car App.

As we all know, an ordinary umbrella usually costs only a few dozen yuan. But with the Xiaomi Car logo on it, its price has skyrocketed several times. Many people may wonder, is it worth selling an "umbrella made for car owners" at 169 yuan? And why is Lei Jun always so enthusiastic about "accessories"?

Today, I (Lao Hu) will talk to you about this 169-yuan Xiaomi umbrella.

The Xiaomi Umbrella: Beauty Is Justice

I wonder how many people are like me. When I saw the 169-yuan price tag of this umbrella, I went back and re-read Lei Jun's Weibo post, fearing that I might have missed some important information.

From the two pictures posted by Lei Jun, the key information about this umbrella is as follows:

First, this is a Xiaomi Life lightning-yellow sunshade and rain umbrella. The umbrella uses the same color-blocking design as the car.

Second, it has a customized black outer umbrella surface and a customized yellow umbrella handle.

Third, this umbrella is very beautiful. The words "Beauty is justice and it has a more Ultra-native feel" on the promotional page say it all.

I checked the detailed product page. In fact, it's just an ordinary sunshade and rain umbrella. It has a sun protection level of UPF50+. The surface of the umbrella handle is silk-screened with the "Ultra" logo. It features a one-button opening and closing design, which allows for one-handed operation to open and close it instantly. Its size is suitable for the umbrella storage slot in the front door panel storage compartment of all Xiaomi car models.

Regarding Lei Jun's marketing of this umbrella, there are different voices on the Internet. Some netizens said, "Come on, Mr. Lei, this is a bit unethical. Do you really need to use such marketing tactics for an umbrella?" Others joked, "Mr. Lei, is this a vehicle-grade umbrella?"

Some netizens directly left messages in the comment section: "Is it free for car owners?" "Can this umbrella be sold at 19.9 yuan just to make friends?"

I (Lao Hu) think there's no need to say more. The attitudes of netizens seem to tell it all.

Is This Umbrella Worth the Price?

Regarding the question of whether this umbrella is worth the price, most people are still skeptical. Objectively speaking, it's hard to say that 169 yuan is not worth it when simply talking about the value of an ordinary sunshade and rain umbrella.

Of course, we also need to consider the compatibility of this umbrella with Xiaomi cars. This umbrella supports one-button opening and closing and one-handed operation. Its size perfectly fits the umbrella storage slot in the front door panel storage compartment of all Xiaomi car models, ensuring seamless storage.

It is also said that this umbrella uses a high-density hydrophobic coating. When raindrops fall on the umbrella surface, the water droplets can quickly slide off when closing the umbrella, so the rain is less likely to get on the car owner.

Although some netizens say that the beauty selling point doesn't quite match the 169-yuan price, to be honest, with the yellow interior, black exterior, yellow umbrella handle, and a small highlighted Ultra logo on the umbrella handle, the overall color scheme is indeed the same as that of Xiaomi cars. Without a doubt, when you hold this umbrella on a rainy day, it goes really well with a Xiaomi car.

Moreover, although the price is 169 yuan, it can also be exchanged with 1,690 points. For car owners with a large number of points, it's not a bad deal.

Speaking of this, some people may think of the umbrellas of Rolls-Royce. It's rumored that their umbrellas can sell for hundreds of thousands of yuan. Why can't Xiaomi sell an umbrella for 169 yuan?

I (Lao Hu) think this is true. Xiaomi cars do have some brand influence and premium ability. Plus, with the Xiaomi brand, the quality should be good. For Xiaomi car owners, spending 169 yuan for peace of mind and convenience is really worth considering.

Why Is Lei Jun So Keen on "Accessories"?

From the 169-yuan "vehicle-grade" tissue box to the current 169-yuan Xiaomi umbrella, Lei Jun has been actively marketing, giving an impression of focusing on selling "accessories."

I (Lao Hu) even feel that Lei Jun promotes Xiaomi car accessories more frequently than the cars themselves. So, why is this the case?

Actually, I've mentioned this question before. To put it simply, the automotive industry is highly competitive, and car companies have to find "growth points" in other aspects.

Do you still remember that Lei Jun said at the Xiaomi SU7 launch event, "We're losing money on every Xiaomi car sold."

We can't say for sure whether it's really a loss, but the prices of new energy vehicles are now very competitive, and the profit margins of all companies are not that high.

In this situation, car companies with sufficient strength can still compete in terms of technology to balance the relationship between "price war" and profitability. However, for a "newcomer" like Xiaomi cars, it's difficult to make a technological leap in a short period. Not wanting to sit idle, they have to put more effort into the surrounding ecosystem.

For example, Xiaomi's car phone holder is sold for 199 yuan, while similar products on the market are priced at around 40 yuan. In addition to these accessories, the optional packages for Xiaomi cars are also not cheap. For instance, the optional package for 20-inch wheels and tires costs as much as 16,000 yuan.

Of course, this approach is not surprising nowadays. It can be said that achieving high premiums through ecosystem binding has now become a standard practice for technology companies entering the automotive industry. If you look at other car companies like NIO's NIO Life, their gross profit margins on accessories are even higher than those of Xiaomi cars.

I (Lao Hu) think that perhaps it's not that Lei Jun is fond of "accessories," but rather that Xiaomi cars have to do so due to the intense competition in the industry. Of course, when the brand influence is limited, high accessory prices may not be a "good deal" for car owners.

Conclusion

If you ask whether a 169-yuan umbrella is worth it, some people may think it's a complete "IQ tax." But others may think that considering its beauty, quality, convenience, and brand influence, it's worth supporting. I (Lao Hu) think that if you don't know which brand to choose, don't know how to judge the quality, and are a fan of good looks, perhaps Xiaomi's accessories are a good choice. What do you think?

This article is from the WeChat official account "Keji Hu" (ID: kejihutv). The author is Lao Hu. It is published by 36Kr with authorization.