The three brands are very different. If the electric vehicle market matures, the products of the three brands will not become the core competitive relationship. However, when electric vehicles are not mature enough and the products are not rich enough, they will inevitably be compared together. 1. The brand’s vision and mission are different. It should be Aitekang @张防防. The vision mentioned in his answer is different. In fact, the different visions and missions of different companies will have different effects on the shaping of brand image and the creation of product direction. Tesla’s vision: to accelerate the world’s transition to sustainable energy. Tesla’s mission: to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles. Therefore, it can be seen from Tesla’s vision and mission that Tesla’s purpose is not to build a luxury brand, but to drive the transformation of electric vehicles. So if you want to achieve this goal, you must increase sales and lower prices. Weilai’s vision: to create a community that starts with cars, a community that shares joy and grows together. Weilai’s mission: to create a pleasant lifestyle for users. From the vision and mission of Weilai, it can be concluded that Weilai is more people-oriented, focusing on lifestyle, not new energy, and not just automotive products. I remember that for Weilai, many people said that Weilai is China’s Tesla, the Apple in the car, and I think it is the Starbucks in the car. The focus is on creating a pleasant lifestyle, aiming to build a community. Therefore, it can be seen that Weilai operates NIO House in scenic spots, core business districts and other places, releases many NIO’s life products, creates apps with good experience, and establishes a complete service system, etc., all around this. Xiaomi’s vision: Let everyone enjoy the fun of technology and make friends with users, and be the coolest company in users’ hearts. Xiaomi’s mission: always insist on making good products that move people’s hearts and are at reasonable prices. Xiaomi’s vision: to use high-quality smart electric vehicles to allow global users to enjoy ubiquitous smart life. As for whether Xiaomi will stick to this vision and mission, it is still difficult to know. However, under the influence of the Xiaomi Group, and as of the release of the car-making information by Xiaomi, what everyone expects is based on the existing impression that Xiaomi has left, technology and high cost-effectiveness. So based on this, at least from the current performance of Xiaomi, focusing on users as the core, insisting on making cost-effective products, etc., have left a deep imprint on everyone. However, I would like to say one more thing here. For Xiaomi’s high cost performance expectations, I don’t think that products like Hongguang MINI should be made. At least the product direction does not fit Xiaomi’s brand image and positioning. If it is said that Hongguang MINI, everyone only sees the low price, but does not see the high cost performance and technology. Judging from the first mobile phone released by Xiaomi, it is priced at 1499 yuan. Xiaomi Auto is not a cheap car, but a high cost-effective balance between technology and price, and will still retain its technological attributes. 2. The positioning of the brand is different. The description of the brand is not limited to the conventional visibility, premium rate, image and other dimensions that everyone knows. In fact, there are also brand loyalty and brand equity (uniqueness, relevance, popularity). And quality, etc.) and so on. From the description of the brand’s vision and mission above, we can actually see that the three brands have different directions for brand positioning and product positioning. As mentioned at the beginning, if electric vehicles are mature, the three brands Products will not form a direct competitive relationship. However, it is worth emphasizing that Tesla and Xiaomi will overlap in certain directions. After all, one is aimed at accelerating the transformation of the world to sustainable development, and the other is aimed at letting Xiaomi cars go to the streets. Therefore, from the current performance and the prediction of the future, from the high-end level of positioning: Tesla ≥ Weilai> Xiaomi. So in terms of uniqueness, that is also Tesla’s strongest. However, from the perspective of brand equity, I would think that Xiaomi has the most advantage. 3. Different brand advantages The three brands have different visions and missions, and different positioning. Based on the current brand advantages, there are still big differences. For things like building brands and products, long boards are very important. It is vital that users first think of your brand when buying a car, and put it in their own basket when making a car purchase. Tesla’s advantages: data collection and development of autonomous driving; existing product layout; hard-core technology. As for the brand, Musk’s personal charm, etc., it’s not easy to talk about the advantages of NIO: unique user service branding. Product layout, existing users, accumulation of existing technologies, accumulation of existing users’ word of mouth, Li Bin’s personal charm, Xiaomi’s advantages: a complete smart ecology, to achieve a closed loop of smart phone/band-car-home/office; Internet thinking as a physical phone Experience can be copied; existing software + hardware integration capabilities; successful business model; existing sales network can be borrowed; rice noodles! User-centered concept, user-driven Xiaomi’s own media attributes, Lei Jun’s personality charm, Xiaomi’s existing brand assets, Xiaomi Group’s resources, and cash flow. . For today’s car companies, they are facing the contradiction between consumers’ increasing functional demands and cost pressures. They aim to transform bicycle benefits to life cycle benefits through innovative business models and OTA technology, and increase the proportion of software benefits. But in fact, this form currently has a very big impact on the existing financial model and business model, and it is difficult to fully implement it. And Xiaomi, relying on the Internet thinking to make Xiaomi mobile phones, it is through light hardware gross profit margin, pay attention to software benefits and business ecological benefits, to achieve overall benefits. But in fact, for existing auto companies, the current transformation is still very difficult. Finally, I would like to ask, add something and highlight it: Do you want to hire a product manager? The kind of millet noodles. Love smart home and appreciate Xiaomi culture. Have 0 to 1 new brand profile and new product planning experience, 1 to 100 car brand product planning experience, and product marketing experience for brand new models. Beijing registered permanent residence is stable. Is Xiaomi’s HRBP available? Consider it.