[car home Information] Recently, the hot spot of the whole network has undoubtedly focused on the listing and release of Xiaomi SU7. I believe many netizens have also watched the speech of General Lei’s conference, the introduction of the conference in the past three hours and the content reports of all parties, and everyone has a more or less understanding of Xiaomi SU7. No matter whether you have made the order or are hesitating, even if you are just curious about what the real car looks like, you may want to experience Xiaomi SU7 for yourself and see what it looks like. So where should I go to see the car? What is the difference between so many stores? There seems to be a lot of vehicle parts? Can I test drive? Don’t worry, we have conducted on-the-spot investigation for you, summarized and analyzed the characteristics and functional differences of eight Xiaomi automobile stores in Beijing, and made a guide to the whole strategy. I believe it will definitely help you!
Let’s first understand the channel form and layout planning of Xiaomi Automobile, which adopts the "1+N" channel model to give priority to the head market and distribute it nationwide in batches. "1" stands for Xiaomi Auto’s self-built and self-operated delivery center, which not only undertakes the delivery function, but also provides sales and after-sales service, so as to realize one city and one delivery in the planned city.
"Stores as of April 1st"
"N" stands for more agent sales and customer service contacts, including automobile sales and service integrated stores and science and technology ecological integration stores. In the mainstream automobile business circle, Xiaomi cooperates with the top 100 automobile dealer groups or regional strong merchants to build an integrated automobile sales and service store and operate "agent sales+authorized services". In the core business plaza (Mall), Xiaomi took advantage of existing 3C retail channels, introduced car business in Xiaomi House in batches, and built an ecological integration store of Xiaomi technology. This model is similar to Huawei.
At present, Xiaomi Automobile has 8 stores in Beijing, including a city exhibition hall, two experience stores, two sales and service centers, two flagship stores and a Xiaomi super factory store. In terms of location, the distribution of eight stores basically covers the four directions of Beijing, so you can easily choose a store closer to yourself. Functionally, each store is also different, undertaking different businesses such as delivery, after-sales and sales.
At present, the purchase of Xiaomi SU7 is unified through Xiaomi Auto App, so the store is basically based on display, experience and test drive. Relevant car purchase policies, financial concessions and various optional configurations can be viewed on Xiaomi Auto App. In terms of delivery, the original version of Xiaomi SU7 was officially delivered on April 3, and the standard version and Max version of Xiaomi SU7 were delivered at the end of April. Xiaomi SU7 Pro will be delivered at the end of May. According to the sales staff, as of March 31st, Xiaomi SU7 had ordered more than 100,000 units. At present, if you book a car, the delivery cycle is about 4-5 months, so it may not be delivered until August.
● Xiaomi automobile city exhibition hall
Let’s first look at the Huaxi LIVE City Exhibition Hall in Haidian District, Beijing. It is worth noting that this store is a temporary exhibition hall, which is somewhat similar to the familiar pop-up shop, and is located in the southwest of Huaxi LIVE Sinking Plaza. There are no obvious signs in the square, which may be a bit difficult for users who want to see the car. The day we see the car is a working day, and we can enter the store quickly without making an appointment. There are not many users who come to see the car, and there is no serious queue on holidays. The flow of people is for your reference.
The overall area of the city exhibition hall is not large, the fa? ade is made of glass, and the millet SU7 inside is very eye-catching, which has a good effect on the display of vehicles. Looking at the store, it provides two exhibition cars, which are bay blue and elegant gray. The overall internal layout is very compact, with only exhibition cars and several rest chairs. There is no exhibition area for vehicle accessories and peripheral products, which can provide a test drive experience, but it is not supported for delivery and after-sales maintenance. In addition, there are 2-3 salespeople in the store, which is slightly inadequate when the flow of people is relatively large.
● Xiaomi automobile experience shop
The next store is an experience store located in Huiju Mall, Daxing District, Beijing. The store is built on the basis of the retail channel of Xiaomi House, and the car and technology ecological products are integrated in the store. Due to the richness of products in the store and the long-term user base of the store, the passenger flow in the store is more dense than that in the city exhibition hall, and there is a certain degree of queuing at the door.
Specifically, the experience store provides a bay blue color exhibition car and divides it from other product areas. The overall layout of the store is the standard configuration of Xiaomi House, but on the basis of the original store, exhibition cars and advertisements are added. Other eco-tech products in the store are readily available, and the test drive experience service can also be provided, but the products around the vehicle are not displayed. In-store sales will be divided according to 3C product sales and Xiaomi’s car sales, but there are fewer car sales in the store.
In addition, the Xiaomi Automobile Experience Store located in Heshenghui, Chaoyang District, Beijing is similar to the Huiju Mall Store as a whole, which is built on the basis of Xiaomi House. Similarly, a Bay Blue Exhibition Car is displayed in the store. The difference is that Heshenghui Store provides some vehicle optional configurations and charging pile display, and the overall display content is more abundant.
Looking at the three stores of the comprehensive city exhibition hall and the automobile experience store, their overall functions are similar to those of other automobile brands, and the integration form of Xiaomi House can refer to Huawei model. The store basically displays vehicles and a small number of accessories, which can provide a test drive experience. However, it is not enough for delivery, maintenance, after-sales services, and it is very convenient for friends who come to see the car while eating and shopping in the shopping center. If you successfully arouse your desire to buy and want to know more about the configuration, options, surroundings and services of the vehicle, you may need to go to other stores. Let’s continue to look down.
● Xiaomi automobile flagship shop
Next, we will introduce two flagship stores of Xiaomi Automobile. The first one is located in Wangfujing Oriental Plaza, Dongcheng District, which is located on the first floor of the Oriental Plaza Shopping Center and has a high degree of recognition. Compared with the experience store, the flagship store has a larger overall area and more complete facilities. Although it is also located in the business circle, its overall positioning is more independent.
Looking into the store, the overall decoration style of Xiaomi House is still adopted. It can be seen that although the store adopts the form of integration of 3C products and automobiles, the large-area exhibition areas are all automobile products, and the proportion of products is emphasized. There are five exhibition cars with different colors and configurations in the store, so you can experience the configuration of each model and intuitively feel the different body colors.
In addition, the flagship store also provides a wealth of vehicle selection display and all vehicle peripheral products, such as mobile phone holders, mechanical keyboards, baseball caps, water cups and so on. Including the display of home-filled piles is naturally indispensable. In addition, the flagship store also has a technology exhibition area, including the chassis structure and motor of Xiaomi SU7. At the same time, we can also find that there are 2-3 negotiation rooms in the exhibition hall for follow-up users to see the car and communicate.
Another flagship store is located in Xiaomi Science and Technology Park in Haidian District, Beijing, but because it is inside Xiaomi Company Park, it is restricted to Xiaomi employees and is not open to the public. However, through the fence, we can also vaguely see two exhibition cars in the store, which are olive green and bay blue respectively. There is no obvious difference in the overall internal layout, and optional accessories and peripheral products are also provided.
Generally speaking, the flagship store of Xiaomi Automobile is obviously richer in store area, number of cars on display, and display of accessories, and can intuitively feel different vehicle configurations more comprehensively. However, it is also impossible to provide delivery and after-sales service. I wonder if the store functions will be enriched with the improvement of the subsequent store layout.
● Xiaomi automobile sales and service center
Just mentioned that the flagship store of Xiaomi Science and Technology Park in Haidian District, Beijing is not open to the public, which may be unfriendly to consumers who live in the north of the city. But don’t worry, let’s take a look at the sales and service center of Xiaomi Borui Automobile Park, which is not far from Xiaomi Science Park. The store is located in Borui Automobile Park, and it includes a large number of automobile brand 4S stores. From the name, it can be seen that the store integrates sales and after-sales service, which is similar to the traditional 4S store.
Looking at the store, the store is divided into two floors, one is the exhibition hall and negotiation room, and the other is the office area. The overall layout is similar to the interior of the traditional 4S store. Compared with the flagship store, the overall sense of science and technology is lacking, and the decoration is simpler. There are four exhibition cars in the exhibition hall area on the first floor, and the optional configuration and products around the cars are the same as those in the flagship store, which is very rich. In addition, the store also provides rest areas, separate toilets and other supporting facilities.
Another sales and service center store is located in Jingnan Yuntong Automobile Park in Daxing District, Beijing. Most of the 4S stores in the park are luxury brands. The interior of the store is very large, which is the largest in the above stores. The store also has a two-story layout, and the first floor is the product display area, which provides 7 exhibition cars with different colors. This is the only store that displays all 7 body colors except Xiaomi Super Factory Store. At present, there is still a lot of spare space in the store. If Xiaomi SU7 launches 10 color schemes at one time, all of them can be put down in the store. The vehicle selection area and surrounding accessories must also be standard.
In addition, the store also provides a number of negotiation rooms and an oversized rest area. Not only that, we also saw the exclusive new car delivery area in the store, but it has not yet started to be used. There is also an after-sales service center at the back of the store, which can meet the maintenance space of at least 3-4 cars by visual inspection.
● Xiaomi automobile super factory store
The final highlight is coming. Xiaomi Auto Super Factory Store can be said that the ceilings of eight stores in Beijing are located on the first floor of the office building outside Xiaomi Super Factory. There is a large parking lot next to the store. For consumers who drive there, there is no need to worry about parking. Because the store is far away from the factory entrance, users who take a taxi or choose public transportation to go to the store can choose the provided car ferry connection service and take a bus from the factory entrance to the store.
Let’s first look at what’s special about the outside of the super factory store. First, we will provide an exclusive test drive venue similar to the track next to the store, including road conditions such as U-bend and straight road. Compared with public roads, we can experience the dynamic driving of Xiaomi SU7 more safely and fully. In addition, Xiaomi’s exclusive charging station is provided outside the test drive site, and it is expected that the charging speed under the Xiaomi 800V platform architecture can be experienced here in the future.
When you come to the store, you can find that the super factory store integrates all the functions and characteristics of the flagship store and the sales center, and the overall decoration style is consistent with that of the flagship store. The overall store area is also the largest among the eight stores in Beijing. The store is divided into three areas, including the experience center, the technology exhibition hall and the high-end customization area. The Experience Center also provides 7 exhibition cars with different colors. In addition, it also includes several negotiation rooms and several independent rest areas. The advanced customization area provides optional accessories for displaying vehicles.
The science and technology exhibition hall is more like the history museum of Xiaomi Company and Xiaomi Automobile, which shows the development history of Xiaomi Company internally. Internal explanation of Xiaomi Automobile Factory; Core technologies such as vehicle chassis architecture; Parts around the vehicle and other major areas. At present, the science and technology exhibition hall has not been arranged and opened to the public, and it is expected that the subsequent internal exhibitions will be more abundant.
Xiaomi Auto Super Factory Store contains the comprehensive display function of Xiaomi’s flagship store, and can also meet the after-sales maintenance of the sales service center. It is also the only delivery center of Xiaomi Auto in Beijing at present. On April 3rd, the delivery of the first batch of vehicles of Xiaomi US7 inaugural edition was also completed here. Tips: The delivery center will make an appointment for the user to pick up the car before the subsequent car pick-up, and the following materials are required:
Write it at the end
Friends who are interested in Xiaomi SU7, at present, eight stores in Beijing have been introduced for everyone. I hope everyone can find suitable stores according to their own needs. What is the comprehensive understanding of the performance of Xiaomi SU7 and the performance of multi-vehicle cross-evaluation? You can pay attention to car home’s "First Test So Fast So Test" program and the related live broadcast playback. (Text/car home yaoyu)
