月度归档： 2024 年 4 月

The first public holiday after the Spring Festival, the greatest contribution is to save everyone’s sleep.

A while ago, the geomagnetic storm caused sleep disorders in the office. Some people slept for 10 hours and missed the topic selection meeting. Some people can’t sleep all night, so they wake up their dog at five in the morning and go out for a walk.

In short, no one is in the mood to continue working: spring is not a reading day.

Qingming holiday planning is the only topic that can make people feel shocked.

As in the past, Qingming still has a rest; Experts say that you can spell out eight days off in a flash.

No, the Qingming holiday has just begun, and the first batch of people who have gone green have already sent battle reports.

In spring, every scenic spot is covered with ice.

"Lonely and empty, spring is late, and pear blossoms are everywhere."

Pear blossoms, which opened around Qingming Festival, are the fashion items of online celebrity Bo’s main card photo.

The most famous pear flower viewing place in Beijing is Zhihua Temple in the East Second Ring Road. Every spring, this 600-year-old ancient temple of the Ming Dynasty will usher in the most lively season.

All the photos basically share the same camera position, and the picture frame is flush with the plaque, because once the lens goes down, it will be exposed immediately:

There are more people in the temple than pear blossoms.

You think it’s a piece of snow in Donglan, but it’s actually the time when the flowers bloom.

Bolt, who only opened the door at 9 o’clock and entered the scene at the first time, had the opportunity to take an empty mirror without being disturbed.

Uncle and aunt are holding spears and daggers, and photographers of Hanfu’s younger sister are carrying heavy firepower. In the small Zhihua Temple, there is a confrontation between hot and cold weapons.

Holding the camera head high, it seems that everyone is suffering from cervical spondylosis collectively.

How many people went to Zhihua Temple?

Some people say: 100 thousand.

Others think that this figure is too conservative, and the actual number is even more than a few zeros:

According to the blogger in online celebrity, this is an unpopular ancient temple in Beijing, and the minority has made another film.

The situation at the entrance of Zhihua Temple does not support this statement: people in line can’t wait to queue from Zhihua Temple to Jianguomen.

In addition, many people in the queue have put on masks because of pollen allergy, which inevitably makes people feel a sense of time and space disorder:

The huge flow of people once overwhelmed Zhihua Temple and closed its doors.

It is not just the "small" temples like Zhihua Temple that are troubled by flower-viewing tourists.

Jiming Temple, a thousand-year-old temple in Nanjing, was surrounded almost every day during this time.

Jiming Temple, which is famous for its marriage, is overcrowded on weekdays, and it is even more difficult to move when it comes to cherry blossom season.

The Jiming Temple in Nanjing has been planting cherry blossoms since the 1970s. It is said that it is the same tree species transplanted to China as the cherry blossoms of Wuda University. After decades of breeding, it has long been like a cloud.

At the end of March, there were more pedestrians than flowers on Sakura Avenue.

Makoto Shinkai said that the speed of 5 cm per second originally refers to the moving distance of people in a unit time.

Jiming Temple not only has many tourists, but also many of them come specially: it is a resort for seeking marriage in Nanjing.

Perhaps the number of concurrent wishes at the same time is too high, and the pharmacist Buddha in the temple is overwhelmed. As a result, Jiming Temple has become synonymous with reverse efficacy: it is said that people who come here to make wishes will be in great trouble immediately, which is faster than white and black.

Nothing can stop the tourists in Jiming Temple, whether it is early morning, late night or rain.

Sakura Island in Xuanwu Lake, Sakura Forest in Mochou Lake and Sakura Garden in ming tomb …Wherever there are cherry blossoms, there are full of citizens who are hiking.

This, even the pandas in Hongshan Zoo have discovered.

The collapsed Nanjing citizens suggested on the Internet: Let’s go to Yangzhou/Suzhou …!

Yangzhou citizens replied in horror: Don’t.

Thanks to Li Bai, honorary director of the Cultural Tourism Bureau, there may be more tourists who want to learn from Meng Haoran’s "Fireworks Down in Yangzhou in March" than locals.

This poetic shelf life stays at the moment when it arrives at the gate of Slender West Lake.

Under the impact of huge crowds, the lake surface of Slender West Lake has begun to block ships, and the 24 th Bridge has also become very fat.

Recently, the theory of "20 minutes in the park" has been widely spread in the little red book, saying that as long as you stay in the park for 20 minutes every day, even if you do nothing, you can effectively improve people’s mood.

It’s just that this season’s park is inevitably crowded with people. If it is like this, it will inevitably lead to chest tightness and shortness of breath, which may not have a soothing effect.

Shouting "Life is a wilderness, not a track", the middle class has put on a full set of archaeopteryx and headed for the wild mountains in the suburbs.

Among the wild mountains in Beijing, the most popular is the section from Fenghuangling to Baimajian.

After driving for two hours, you are greeted by the crowded Phoenix Ridge staircase, which stands on the left and right, just like the early subway escalator in Beijing.

Migrant workers went to Chunshan on weekends, only to find that they just changed places to squeeze the subway.

But it doesn’t matter. Spring will educate everyone who goes out for an outing.

Second, cheat, how can I live without you?

It is said that brave people enjoy the world first, but sometimes, the price of courage is to be beaten first.

Yuan Hongdao, a scholar in the Ming Dynasty, said that in the spring of this city, "when the wind is freezing, the sand will fly and the gravel will fly". More than 400 years have passed, and this has not changed.

Half a month ago, my colleague went to Taohuaxi, Shilibao, the place where Beijing net red punched cards, and as a result, he successfully made a guest appearance in the group performance of Dune in the gale of Beijing.

The early spring when the heating is turned off is the coldest season in Beijing.

From Tongzhou to Haidian, every park is full of tourists educated by the cold wind.

The spring breeze in February is like scissors, which means that as long as you dare to go out, you should be prepared to be slapped twice by the wind.

Late spring cold and sandstorm are the protagonists of spring in North China. Even if the doors and windows are closed tightly, if you don’t clean the table for a day, you can turn it into a litter box.

Spring in Beijing is in the nine squares of the circle of friends, with strong sun and gentle water waves. Bloggers in online celebrity don’t seem to share the same season with you.

The flower sea in Juyongguan is a holy place for punching cards in the suburbs of Beijing. The S2 line of "Train to Spring" will stage a bridge crossing the flower sea here every spring.

Search for "Juyongguan Flower Sea" on social media, and you will see countless pink snake eaters.

The impression is always gray Juyongguan, and now I have put on Barbie powder to limit my skin.

God didn’t knock over the palette, Photoshop did.

Filters and Mito Xiu Xiu are necessary means to take qualified scenic photos, but if they are not, they will be enlarged and cut-this is a classic technique of China’s traditional Chinese painting.

Like all things in online celebrity, the establishment of scenic spots in online celebrity is a kind of conspiracy, and everyone knows it before someone bursts the bubble.

Whenever I open the location authority, I will doubt where the "people nearby" live. Although the APP shows a straight line distance of 200 meters, I have never seen the beautiful scenery they have exposed.

If it weren’t for the little red book blogger, I didn’t know there were tulips in Galaxy SOHO at all.

They say that this is the best tulip punching machine in Beijing, and the splendid sea of flowers alone in loneliness is the warmest spring in the East Second Ring Road.

I know the Galaxy SOHO in the distance, but where is this sea of flowers?

I walked around SOHO for three and a half weeks, and finally a little brother of the US Mission told me to look down.

The Milky Way Flower Sea is just a green belt on the road.

Just like the Galaxy SOHO designed by Zaha Hadid, it looks like an alien spaceship in the distance, but when you walk in, you find that the businesses inside are all quick print of pictures and texts, children’s table tennis training and Yang Mingyu braised chicken rice.

If Beijing’s deception is that the old tower enters the city, Shanghai’s deception is full of tension and relaxation.

At this time last year, someone exposed caohejing’s hydrangea, which bloomed brilliantly in the spring. With a full set of picnic equipment, the spring atmosphere is full.

However, all this is due to the telephoto lens and frame cutting, and it is impossible to have a picnic in the shooting place of that picture.

The perspective he shot shows that this is a genuine "photo fraud".

I was deeply hurt to write this article. Now I close my eyes and the following copy appears in my mind:

The spring of xx is already next level；;

Ten thousand times of spring and Jingming;

……

Third, spring is a large-scale creation.

More than a hundred years ago, Lu Xun saw cherry blossoms in Tokyo. In Ueno Park, apart from the cherry blossoms that are crimson and light clouds, another scene is the China students studying under the tree.

"Pretending to be in Japan" is the secret of shooting a sense of relaxation under the cherry tree.

Besides Japan, another place that can stimulate the imagination is Switzerland.

In the spring of one year, our editorial department organized a group building, and we finally chose a scenic spot called "Little Switzerland in the suburbs of Beijing".

The imaginary mountain lake is just a pond; It may be flattering to say that it is a pond. It is simply a pond.

Next to the pool, there is also a swing composed of iron chains and second-hand tires:

Although there was a lot of criticism, everyone later made a beautiful nine-square grid, tacitly understood each other and kept silent about the truth of Little Switzerland.

No one can count how many small Kyoto, small Nara, small Switzerland, small New Zealand and small Iceland there are in China.

No wonder Milan Kundera said that she lives elsewhere.

Wulanchabu, Inner Mongolia, a 3-hour drive from Beijing, is a popular destination for middle-class self-driving in Beijing.

The volcanic geological park here ranks among the most densely populated Mar-shaped craters in the world. A bell-shaped crater composed of falling slag cone and lava flow is as thick as the surface of Mars.

It’s hard to find out which tourists first came up with the idea of taking cos photos of astronauts here, but now it has become the most popular punching project in Wulanchabu.

Screenshot of social platform

If you arrive in Wulanchabu but don’t take a cos photo of the astronaut in the crater, it’s like ordering a Big Mac set meal at McDonald’s without drinking coke.

Lonely astronauts and boundless space constitute a strong tension.

However, there is not much time left for people to sigh, because there are other tourists waiting in line behind.

Loneliness is just an illusion. In fact, there are more astronauts here than NASA.

Every little red book with few people and beautiful scenery has a message below it: delete it quickly, don’t let them see it!

This effort is all in vain.For ordinary people like you and me, the beauty of the minority is just like the way to get rich. From the moment you see it, it has expired.

There is no secret realm in this world, and the little red book has dominated the world. The world is just a huge China.

Anyway,Spring is a national creation.

If you want to shoot spring, you can’t just shoot spring-you have to shoot it. If you don’t believe me, you can pay attention to the flights during the holidays. After taking off, everyone is retouching the map.

In the past, we said, "There are poems and distances in life", and later, "Mom, life is a wilderness", but in fact, it is not the distance that matters.

Everyone says that life is a wilderness, but what they think is:Life is absenteeism.

For example, in our office, there is a lot of space, sufficient heating, fast internet speed, snacks and drinks, but there is no one at the weekend.

Although the wilderness is full of people, although we are inevitably deceived, we sometimes take the initiative to join them.

But after the long winter, we all need some warm and tacky spring.

This article comes from WeChat WeChat official account:Phoenix Weekly (ID: Phoenix Weekly), Author: Wanimal, Editor: Yan Ruyi

research team

Dean/Chief Analyst of Zhou Lijun Easy Car Research Institute

Industry analyst of Gaoying Easy Car Research Institute

Industry analyst of Shibuya Easy Car Research Institute

Single car market: a segmented car market composed of unmarried car buyers.

In recent years, the single car market in China has changed a lot: more and more young people buy cars from the marriage stage after working for a few years to the single stage when they just started working, and this trend is constantly expanding the user scale of the single car market; The internal structure of the single car market is accelerating the middle-aged and highly educated, which is constantly improving the gold content of the single car market …

At present, many car companies have launched personalized brands, and this series of measures will continue to enhance the research value of the single car market, which is more preferred to personalized brands. However, the construction thinking of personalized brands of most car companies is not based on the segmentation of users such as singles, and this situation will continue to strengthen the research urgency of single car market;

The 2024 edition of China Passenger Car Market by Easy Car Research Institute is mainly based on online research, with a total sample size of more than 60,000 in 2023. Taking Easy Car Big Data and offline research data of Easy Car Research Institute as reference, the sample size of offline research in 2023 exceeds 10,000.

In 2023, the terminal sales volume of single car market in China rose to 4.66 million, accumulating the strength to challenge the dominant position of family car market, making it a new force in the global car market.

In recent ten years, the increasingly popular reasons in China, such as late marriage and late childbearing, rising housing prices, expanding college graduates, increasingly serious overtime work, and rising wedding bride price, have greatly expanded the number of single people and indirectly boosted the single car market. In 2014, the sales contribution of the single car market was less than 2 million, and then it continued to grow. In 2017, it exceeded 3 million, and it remained relatively flat for the next three years. In 2021, it suddenly rose to 3.8 million, exceeded 4 million in 2022, and rose to 4.66 million in 2023, an increase of 11.63%, and the market share rose to 21.56%.

Over the past decade or so, because the China auto market was absolutely dominated by the family auto market, the single auto market was "covered up" as a whole and did not fully show its charm and strength. In ten years, China’s single car market is approaching the center of the stage step by step from the marginal car market. In 2023, the scale of 4.66 million vehicles will force Germany to approach Japan, making it a new force in the global car market.

Theoretically, China’s single car market has the strength to cultivate brand names and explosive products. At present, all it needs is a "Prince Charming", which can completely ignite this pile of firewood.

Women are the key force to boost the growth of the single car market.In 2023, it will contribute 42.95% to accelerate the mobility and electrification of the single car market.Set the stage for purchasing millet SU7, etc.

Although the single car market is still dominated by men, women are the main growth drivers. In 2021-2023, the sales contribution increased from 35% to 42.95%, which is closely related to the accelerated influx of single men into the used car market in recent years and the fact that single women still have a soft spot for new cars.

Because the female car scene is more focused on transportation, the feminization of the single car market will promote the transportation of the single car market. From 2021 to 2023, the demand for transportation in the single car market rose sharply from 33.94% to 45.83%, becoming the first demand for car purchase in the single car market;

Because electric vehicles are more suitable for transportation, the mobility of single car market will boost the electrification of single car market. From 2021 to 2023, the proportion of new energy in single car market will greatly increase from 7.01% to 38.45%, among which pure electric products will greatly increase from 5.17% to 27.31%. According to the scale of 4.66 million vehicles in 2023, the single car market contributed 1.79 million vehicles to new energy and 1.27 million vehicles to pure electricity;

In 2023, a large number of electric vehicle brands, such as Krypton, Weilai, Tucki, Zhiji and Aouita, sold only 1.2 million vehicles in China, or even less than 100,000 vehicles, which means that the single car market is of great value to the above brands and Xiaomi SU7, which was officially listed on March 28th, 2024. According to this reasoning, the rapid rise of Tesla in recent years is closely related to the single car market.

Middle-aged and middle-aged promote the high-end and large-scale single car market, and put it into Xiaomi.Personalized carts with more than 200,000 yuan have laid the groundwork.

Although the main body of the single car market is still youth and working class, the proportion of middle-aged and middle-aged people is increasing. From 2021 to 2023, the proportion of middle-aged people in the single car market rose from 25.04% to 26.89%, and the proportion of middle-aged people rose from 28.48% to 31.94%, which is closely related to the fact that high-income industries such as the Internet and finance have completely become the hardest hit areas in recent years.

Because middle-aged and middle-class users are more likely to buy high-end brands and carts, the middle-aged and middle-aged single car market will increase the proportion of single car market to buy high-end brands and medium-sized and above carts. From 2021 to 2023, the proportion of single users buying high-end brands rose from 15.34% to 25.04%, and the proportion of buying medium-sized and above cars rose from 24.06% to 36.63%;

In recent years, a lot of electric vehicle brands, such as Tesla, Weilai, Zhiji, Krypton, Aouita, Fox, Tucki, etc., all focus on medium-sized and above cars, and all choose to cut in from the high-end car market with a price of more than 200,000 yuan. Theoretically, they will all benefit from the single car market, but in fact, only Tesla will benefit. Can Lei Jun, who is full of personal charm, and Xiaomi, who has strong brand appeal, become new beneficiaries?

Higher education and urbanization help the single car market to continuously stimulate personalized consumption, and accumulate strength for the emergence of personalized consumption wave in China car market.

Since 2020, the number of college graduates in China has accounted for more than half of those born in the same age. In addition, most colleges and universities are in big cities and most college students are employed in big cities after graduation, so as to consolidate the high academic qualifications of China’s single car market and the leading position of big cities. From 2021 to 2023, the proportion of single car buyers with college education or above rose from 63.28% to 75.99%, and the proportion of first-line, new-line and second-line cities rose from 66.68% to 72.76%;

Because users who have received higher education and live in big cities are more popular in marrying late and having children late, and prefer personalized products such as sports, fashion and technology, the high education and urbanization of single car market will continuously stimulate the personalized consumption of single car market. In 2023, compared with the broader market, the proportion of single users purchasing personalized products such as streamlined sports, exquisite fashion, small and cute, and off-road toughness is higher;

In 2023, a large number of users of electric vehicle brands, such as Tucki, Weilai, Krypton, Zhiji, Aouita, Tucki, etc., are mainly users with higher education and working in big cities. Theoretically, the above-mentioned car companies in the initial stage should spare no effort to seize the ever-growing personalized wave, but in fact, many car companies have chosen diversified routes like mainstream car companies. Tucki, Weilai, Krypton, etc., not only have personalized P7 and ET5. The same question will also torture Xiaomi car, how to concentrate and follow the trend in the early stage of development. At present, only a few car companies, such as Ideal and Tesla, have well coordinated the short-term and long-term strategic deployment and realized the maximization of benefits.

In 2023, the single penetration rate of Deep Blue Automobile is as high as 43.41%, leading the list of mainstream brands, and small brands and personalized brands will be pushed to the crossroads again.

In 2023, the single penetration rate of dark blue cars with newborn calves was as high as 43.41%, ranking first among mainstream brands. From the dark blue SL03, a medium-sized car listed in July 2022, to the dark blue S7, a medium-sized SUV listed in June 2023, the styling design of sports style and personalized brand tonality are highlighted, which subtly caters to the demand of single people for car purchase. In 2023, the terminal sales of Deep Blue Auto in China quickly exceeded 100,000 vehicles. Although it is far from its sales target of 400,000 vehicles, it is outstanding compared with competing products. The hard-core dark blue G318, which was launched in the second quarter of 2024, will continue the sporty modeling and personalized tonality of the above two products, and I believe it will continue to consolidate the appeal of dark blue cars to singles. The problem of deep blue may appear after the sales volume exceeds 200,000 vehicles, that is, in the next year or two. At that time, Changan executives may re-weigh the positioning of deep blue, focusing on segmentation or layout mainstream. Judging from the past experience, I am not afraid of Chang’ an’s step by step, but I am afraid that Chang’ an will have new ideas;

Compared with deep blue, Nezha’s brand definition and product positioning ideas are more complicated. There are personalized products and mainstream household products, and they look around and wander back and forth between family and singles, mainstream and individuality, leading to increasingly blurred brand tonality and declining sense of existence;

MG’s single penetration rate was 39.23%, ranking second, but MG did not fully benefit from the single opportunity. From 2021 to 2023, MG’s terminal sales in China dropped sharply from 164,100 to 102,800. The reason is that there is a serious dislocation between the young or single users in the eyes of MG and the young or single users in the actual market. From MG 6 to MG 5 with a lower price, MG originally hoped to actively seize the young people in small towns through the sinking of the market. However, in reality, young people in small towns strive to study and work in big cities, rewrite their lives through their own abilities, strive for more wealth, and even become social elites. Naturally, MG 5 has become the new main force of late marriage and late childbirth, and it is obviously difficult to meet their upgrading needs. In 2023, MG actively adjusted, and successively launched MG 7, a high-level sports product, and MG Cyberster, a sports car. In the first quarter of 2024, MG 7 has become the new sales force of MG in China, and MG Cyberster is strongly boosting the brand power of MG. Next, it depends on the strategic determination of MG, how to quickly keep up with the "consumption upgrade" rhythm of China new youth who are mainly single, and how to make MG their first choice brand!

The single penetration rate of Lectra is 38.02%, ranking third. Before 2021, 01, 02, 03, 05, 06, a pile of compact products with personality and sports, laid the foundation for Lexus to compete in the single car market. If Lexus can launch electric vehicles in time, it may lead the new trend of the main body of the single car market infiltrating from men to women. The medium and large SUV 09, which went on the market in 2021, helped the Lexus to be further high-end, but pushed the Lexus from the personalized track to the mainstream track. In 2023, the listing and rapid increase of Linke 08, which takes into account both personality and family, is like establishing a "buffer zone" between 03 and 09 to avoid excessive division of brand tonality. In 2024, if 07, a sports energy-saving car, can be loaded quickly, it will consolidate the sports gene of Lectra. In the future, if hard-core products and sports cars can be strengthened, it is possible to build a new model with the color of Lectra from entry-level sports to high-end sports, and actively cater to the rhythm of continuous upgrading of single users;

Many mainstream high-end brands, such as Porsche, Audi, BMW, Mercedes-Benz and Lexus, rank among the TOP20； in the single car market penetration rate; Tesla, smart, Euler, Baojun, Extreme Krypton, Tucki and many other electric vehicle brands rank among the TOP20；; The three hard-core brands of tanks, Beijing and Land Rover rank among the TOP20；; Honda and Geely, which are mainly young, are also ranked in the TOP20；;

At present, most of the automobile brands with the TOP20 single penetration rate do not have clear top-level strategies and specific strategies to compete for the single automobile market. Even though many brands have specific rejuvenation strategies, their strategic focus is on young people from married families. In 2023, the single car market achieved a sales volume of 4.66 million vehicles. If it continues to improve in the future, theoretically, China single car market is fully capable of cultivating several explosive brands.

In 2023, the single penetration rate of Lectra 03 is as high as 58.78%, leading the mainstream car list, and the era of personalized car explosion is accelerating.

Since its release in 2018, LECK 03 has been persistently focusing on the concept of sports, helping LECK 03 to actively attract young users who are mainly single. In 2023, the penetration rate of single users of Linke 03 was as high as 58.78%, leading the ranking of mainstream models. In 2023, the Lexus 03 achieved a good result of 67,300 vehicles in China, and the price was firm, which was in sharp contrast with the large-scale price reduction promotion of traditional sports competing products such as Civic and Angkor Sela. Due to Geely’s outstanding youthful tonality and emphasis on sports design elements, except for Lingke 03, Binyue, Binrui and Lingke 06 have all advanced to the single penetration rate of TOP20；;

Leading 03, Civic, Mazda 3, Shadow Leopard, Golf, Volkswagen CC and other fuel sports cars rank among the TOP20； in single penetration rate; Model 3, Seals, Tucki P7, BMW i3 and other sports electric vehicles rank among the TOP20；; Entry-level high-end models such as BMW X1, Mercedes-Benz A-Class, Audi Q3 and Audi A3 are also among the TOP20. Fuel sports cars, sports electric vehicles and entry-level high-end models constitute the main body of the single penetration rate TOP20.

Judging from the market share,In 2023, Volkswagen and BYD are the biggest beneficiary brands in the single car market, and Model Y is the biggest beneficiary model.

By brand, in 2023, Volkswagen and BYD were the biggest beneficiaries of the single car market, with their market share of 9.27% and 9.14% respectively. In the single car market of 4.66 million vehicles in 2023, they all got terminal sales of over 400,000 vehicles, and their specific models such as Yuan PLUS, Qin PLUS, Song PLUS, Dolphin, Seagull, LaVida and Sagitar were all ranked.

From 2008 to 2012, the compact car strategy helped Volkswagen to quickly exceed 2 million vehicles in China. However, at present, the strategic planning and product strategy focusing on young family users and focusing on moderation, space and economy led to the compact car quickly becoming a heavy burden for the public, pushing the public to the difficult moment of "defending 2 million vehicles". Because the adjustment of the public in China is seriously out of touch with the new rhythm of young users infiltrating from family to singles, it provides an opportunity for BYD, which is more fashionable and more prominent in personality. In 2023, BYD’s single market share will quickly approach the public, and in 2024, it will be more likely to overtake;

The market share of Honda and Toyota in the single car market is 6.52% and 5.88% respectively, and the terminal sales volume is 290,600 and 262,300 respectively. Geely’s market share is 4.81%, taking 214,600 vehicles from the single car market; High-end brands such as BMW, Mercedes-Benz, Tesla and Audi have benefited a lot;

By vehicle type, in 2023, Model Y was the biggest beneficiary, with a market share of 2.98%. Among the 4.66 million plates in the single car market, it won the terminal sales of 138,800 vehicles, far ahead. The market share of Model 3 is 1.22%, which is also very high, and it has obtained terminal sales of 57,600 vehicles. Tesla’s user structure is highly consistent with the evolution of users in the single car market, which is convenient for benefiting from single opportunities. This discovery is conducive to benchmarking Tesla’s car companies and actively optimizing the benchmarking strategy.

Single users account for the pre-order users of Xiaomi Automobile.37.28%, which is an important force clearer than "rice flour"

According to official sources, orders for Xiaomi SU7 continued to soar, with 10,000 units ordered in 4 minutes, 20,000 units in 7 minutes, 50,000 units in 27 minutes and approaching 90,000 units in 24 hours. Easy Car Research Institute is very curious, who wants to buy Xiaomi car? The survey shows that the proportion of single users is as high as 37.28%, which is much higher than the market level of 21.56%. Although married is the main body, it is significantly lower than the market level;

At present, there are many discussions about who will buy Xiaomi car, and there is a big controversy. Among them, "rice flour" is the core of the controversy. Some people think that "rice flour" is the main force, and some people think that most "rice flour" can’t afford Xiaomi SU7. The single users we surveyed believe that there is some overlap with "rice noodle", but it is not limited to the concept of "rice noodle" and is much clearer than "rice noodle";

If the viewpoint that single users have made significant contributions to Xiaomi Automobile can stand scrutiny in the future, and the booming single automobile market is like the new golden track of China automobile market, Xiaomi Automobile will get a clearer new growth channel than "rice noodles".

The pre-order force of Xiaomi Automobile is located in the "hinterland" of China single car market. After "rice noodles", it is conducive to Xiaomi Automobile to cultivate new growth space.

It is no accident that the proportion of single pre-purchase of Xiaomi SU7 reaches 37.28%. The proportion of women, middle-aged, middle-aged, highly educated and big city pre-purchase users is as high as 40.71%, 55.15%, 74.29%, 92.49% and 71.74% respectively, which is in line with the evolution of feminization, middle-aged, middle-aged, highly educated and big city in China. Among them, many indicators of Xiaomi SU7 are significantly ahead of the single market, similar to Xiaomi SU7 being in the "hinterland" of China single car market. At this time, as long as Lei Jun shakes his arm, it is very likely to "lift the car";

At the press conference, when talking about users of Xiaomi SU7, Lei Jun thought it was an upgraded user of model 3, Audi A4L, mercedes benz c Class and BMW 3 Series. If you ask who are the users of model 3, Audi A4L, mercedes benz c Class and BMW 3 Series, it is not clear how Lei Jun will answer. According to the research of Easy Car Research Institute, the proportion of singles in the above-mentioned models regarded by Lei Jun as competing products is higher than that in the broader market, and they are all in the "hinterland" of the single car market. However, at present, these competing products do not pay attention to the single opportunity. Domestic models are still well-regulated household products, and the extreme lack of personalized products is equivalent to leaving a "seven inches" for Xiaomi Automobile.

Tesla and Porsche, which were strongly "run" by Lei Jun, andSeal, Model 3 and Tucki P7, which have direct competition with SU7, are all in the forefront of single penetration rate.

At the launch conference of Xiaomi SU7 on March 28th, 2024, Tesla and Porsche, which were highlighted by Lei Jun, and the specific model Model 3 attracted many single users. In 2023, the single penetration rates of Tesla and Porsche were 32.04% and 36.22%, respectively, ranking in the forefront of single penetration rates. The single penetration rate of Model 3 was 38.42%, which also ranked in the forefront of single penetration rates of models. In addition, brands such as Krypton and Tucki, which have direct competition with Xiaomi, and BYD Seals, Tucki P7 and BMW i3, which have direct competition with Xiaomi SU7, are also among the top single penetration rates. If Xiaomi can actively attract single users in the future, it will not only help to open up new growth space, but also effectively suppress the core competing products, and vice versa;

In response to the launch of Xiaomi SU7, Tesla CEO Musk sent a "congratulatory message" in advance: the correct way to score any technology is not to compare with competitors (because it is too easy), but to compare with physical limits;

At present, both Xiaomi and Tesla are enterprises that single users in China like. In the future, no matter the configuration of Xiaomi and Tesla, or the physical limit, we need to return to the user’s origin, which is more pleasing to users than anyone else.

In 2025, the domestic Model Q may become the new favorite of Tesla to attract single users, helping Tesla to actively counter Xiaomi cars.

In the field of mobile phones, as of the beginning of 2024, Apple is still the insurmountable peak of Xiaomi. After Xiaomi enters the automotive field, Tesla will become another peak of Xiaomi Automobile. For Xiaomi SU7′ s price of 215,900-299,900 yuan, for example, Tesla has also reduced it by 20,000-30,000 yuan, even from 210,000 yuan, Xiaomi SU7 will be embarrassed in an instant. In theory, Tesla has the ability to reduce prices, and the key depends on whether it is necessary, which mainly depends on the impact of SU7;

In addition to tit-for-tat price reduction promotion, Tesla also has a successor, namely the domestic compact crossover Model Q in 2025. Although the level and shape of Model Q are quite different from that of Xiaomi SU7, the users are likely to be very similar, that is, female-dominated family users and single users who are mainly young people. In 2023, Tesla’s female and single users accounted for a high proportion. I believe that the domestic Model Q in 2025 can effectively cater to the preferences of Tesla users. In the case of user convergence, if the price of Model Q drops to 150,000-200,000 yuan, plus the strong brand power of Tesla and the lack of effective measures of Xiaomi Automobile, a large number of single users are very likely to defect, and Xiaomi Automobile will suddenly suffer heavy losses.

From 2024 to 2030, the single car market is expected to be one of the best in the world, boosting the personalized consumption wave in China car market and becoming a new "Eden" for cultivating brands with high volume and explosive models.

In the past, the serious imbalance of higher and vocational education, the frequent high-intensity work 996, the high housing prices referred to by thousands of people, and the lingering high tuition classes directly or indirectly promoted the phenomenon of singles in China society. In the future, if the above hidden dangers cannot be effectively improved, the phenomenon of singles in China society will only intensify, and the proportion of singles in China automobile market will only rise. From 2024 to 2030, it is conservatively estimated that the market share of China’s single car market is expected to exceed 35%, which is one of the best in the world, boosting the personalized wave of China’s car market and becoming a new "Eden" for cultivating brand names and explosive models;

The "explosive position" of Xiaomi SU7 order is indispensable to single users, and the main force of Xiaomi pre-order is in the "hinterland" of China single society and single automobile market. For example, the second and third follow-up products of Xiaomi Automobile continue to highlight personalized styles such as streamlined sports. Xiaomi Automobile should raise the capture of "single opportunities" to a strategic height so as not to be preempted by competing products such as Tesla. In the next decade or two, the single opportunity in China may not help Xiaomi to become the top five car companies in the world, but it can help Xiaomi to qualify for the knockout of the top five car companies in the world. At present, Xiaomi Automobile’s positioning as a "car driver" is obviously more mainstream, which reflects Xiaomi Automobile’s long-term strategic appeal. In the short term, it is suggested that Xiaomi Automobile should actively highlight the individualized tonality, deeply cut into the strategic weakness of core competing products such as Audi, Mercedes-Benz and BMW, and firmly establish the strategic commanding heights;

In the past three years, BYD, Geely, Great Wall, Chery and many other mainstream car companies have not only released a new round of multi-brand strategy, but also launched many personalized electric vehicles such as Tucki P7, Seal EV, Extreme Krypton 001, Extreme Krypton 007, Tengshi N7, Weilai ET5, Geely E8, Xiaomi SU7 and so on. If the relevant car companies can actively lay out a more personalized single car market, it will theoretically help them optimize a new round of multi-brand strategy and tap the market potential of personalized electric vehicles; Specific new energy and personalized brands such as Deep Blue, Zhiji, Extreme Krypton and Tucki are even more stupid.

Looking around the world, only China has the fertile soil to intensively subdivide users. The annual sales volume of passenger cars in China is as high as 20 million, and the slightly mainstream car market has a scale of one million. As long as car companies don’t be greedy for perfection, don’t eat in a bowl and watch in a pot, serve a part of users in a down-to-earth manner, and do a good job in subdividing the car market, they all have the opportunity to become the mainstream car companies in China and the characteristic car companies in the global car market.

Disclaimer: The market is risky, so you should be careful when choosing! This article is for reference only, not as a basis for trading.

　　"Ideal City" director Liu Jin and actor Sun Li are on the set.

　　Director Liu Jin

　　In this play, there are not only the "Jianghu" crush on "Macey New", but also the tricks of "Old Fox" and "Little Fox", and the confrontation between "Ming Rules" and "Hidden Rules". Director Liu Jin said that it is a bit like the modern version of "White Deer Plain".

　　— — — — — — — — — —

　　"Every cost table is a relationship table."

　　"The cleanliness of the cost table is the cleanliness of the project."

　　"The way of the world, right and wrong, must be contrary to the change? Is the cleanliness of the cost really contrary to the world? "

　　Directed by Liu Jin and starring Sun Li and Mark Chao, the realistic workplace drama "Ideal City" is being broadcast. In this play, there are not only "Jianghu" crush on "Macey New", but also the tricks of "Old Fox" and "Little Fox", and the confrontation between "Ming Rules" and "Hidden Rules".

　　Liu Jin, director of Ideal City, said in an exclusive interview with the reporter of Zhongqing Daily and Zhongqing.com that when he saw this story, he felt a bit like "the modern version of Bailuyuan".

　　In "Ideal City", Yinghai Group is surging. From top to bottom, from the chairman to the newcomers in the workplace, everyone not only sees different scenery, but also draws different conclusions.

　　"At this age, I will have a lot of reflections on life. Many things are not black and white, and many people are not simply good people and bad people. This story satisfies my own desire to express. I made "Ideal City" to wake up more people ‘ The ideal of sleeping ’ 。”

　　Liu Jin said with emotion: "Most people are full of ideals when they are young and inexperienced, but how many people forget their initial heart and lose their ideals when they walk?" How did you lose your ideal? When did you lose it? "

　　If the audience who has seen "The Ideal City" can ask themselves these questions, they will be satisfied and feel that the play has not been filmed in vain.

　　"You and I both become mediocre in giving up." Liu Jin said.

　　Zhongqingbao Zhongqingwang: What are your ideas for shaping this story?

　　Liu Jin: First of all, it is true. At that time, the tone I set for myself was that I must be "highly restored". We can have our aesthetic feeling, but it must be in line with the industry attributes. In the modeling part, I think the role of Su Xiao should be "submerged" in the crowd, not "she is an actress".

　　Secondly, setting scenery. In the play, "Tiancheng Architecture" is an extensive and poorly managed company, so it is very old, showing a sense of obsolescence, with the feeling of the 1990s. It was not a very dynamic company at first, and it didn’t change the weather until Su Xiao came.

　　The whole light of "Tiancheng Building" will be darker, which not only presents an old feeling, but also has a depressing atmosphere, which is also because Su Xiao’s "Tiancheng" is her darkest moment. Because of Xia Ming, Tianke Building is well managed, so its style is more modern and younger, and the whole environment is better than Tiancheng. When I went to the "head office", I added solid wood elements to the scenery to create a feeling of stable atmosphere.

　　Zhongqingbao Zhongqingwang: In The Ideal City, the heroine doesn’t wear makeup, wears a jacket and carries a backpack. Is this also for the sake of realism?

　　Liu Jin: The makeup of the actors in our play is very light, and they basically don’t wear makeup. How many people who really work in the cost industry make up? Run to the construction site every day, without makeup.

　　Nowadays, many people have been completely conquered by "Meitu" and "Beauty", even taking pictures has to be beautified, and they can no longer see their true selves, let alone the real society. I made a special request for "Ideal City", trying to restore the truth, and realism should first be "realistic".

　　After the broadcast of "Ideal City", I saw someone say that the heroine’s clothes are so rustic, which also annoyed me — — As actors, they are all fragile, and girls are all beautiful. The admirable thing about Sun Li, an actress, is that she obeys the feeling of drama. She is a "character walker", and she believes in characters and drama. Sun Li said: "I don’t look good, there is no problem, because I am playing a role, and I am shaping a role." I like her very much and respect her very much.

　　A good actor is called shaping, which is different from an idol. Sun Li is a good actress, a real actress. She is shaping the role, making the audience forget Sun Li and remember Su Xiao in The Ideal City.

　　Zhongqingbao Zhongqingwang: In the past, the audience’s impression of urban workplace dramas was more glamorous and exquisite.

　　Liu Jin: Right. Nowadays, people often say the word "suspension", saying that some film and television dramas are not real life. I think every industry has its own attributes, such as investment banking, which looks glamorous on the surface. But in this society, there are not only these glamorous high-income people, but also ordinary office workers who live and commute to work. We can see that most ordinary people are very simple.

　　Zhongqingbao Zhongqingwang: What kind of experience is it to shoot a workplace drama from a female perspective?

　　Liu Jin: I didn’t consider the female perspective. Now we all talk about social equality, that is, equal rights between men and women, and women can be the chairman of the board of directors in enterprises. At the social level, there is still a misunderstanding about women. For example, in the later plot, Wang Mingyu will say, "Women will whine all day long, endlessly." This is his misunderstanding of women. Nowadays, many men in society have misunderstandings about women.

　　Zhongqingbao Zhongqingwang: The architect plays an "unpopular" role in the film and television drama. How to balance the professional sense and artistic creation of this drama?

　　Liu Jin: The script of "Ideal City" has been done for many years. When I got the script, it was very mature, and it was well controlled professionally. As a modern drama, it should reflect people’s hearts and society; And all the stories of workplace drama should revolve around an industry, which is where you work, so you should be very familiar with this industry. When we were filming, there were always industry consultants in the group. How to make each prop? What are the drawings like? All events have a basis. Knowledgeable people can’t find fault. If you are interested in this industry, you can continue to study it, but we are not responsible for introducing this industry clearly. After all, an industry drama is not a documentary or a science and education film.

　　Zhongqingbao Zhongqingwang: Su Xiao, played by Sun Li, has always been tenacious. Is that attitude of working hard in her workplace what you want to express?

　　Liu Jin: It is very difficult for a person to insist on what he wants, not just to shout a slogan. If you want to stick to it, you really have to be very resilient and work very hard. You will be discovered only if you are excellent. This is also my own life feeling, and I think this is the right path. Su Xiao was beaten down again and again and stood up again and again. There is a scene in which Su Xiao washes the dishes and sees a bug struggling on the edge of the whirlpool. It is particularly tenacious when it is washed down by the water again and again, and always tries hard to escape. Later, Su Xiao fished out the bug and released it. At that moment, Su Xiao’s interaction with bugs represented many people wandering in big cities, and they were all struggling.

　　Zhongqingbao Zhongqingwang: What are the elements and characteristics of workplace drama to make the current audience empathize?

　　Liu Jin: It is very important for the creator to make all the characters interact and empathize with the audience, so that the audience has a sense of substitution. At the same time, the workplace drama should be realistic. In life, everyone can only see themselves and not others. "Ideal City" shows a "God perspective", which allows the audience to "see themselves" and others at the same time.

　　There is a saying called "See heaven and earth, see all beings, and see yourself." I prefer realistic themes, and I also want to express them in this respect. I think TV drama creators, who are engaged in the work that affects the human soul, should seriously sink, establish correct values and strive to create more excellent works that can stand the test of time.

　　Zhongqingbao Zhongqingwang reporter Shen Jiequn Source: China Youth Daily