“Marketing Guru”? Lei Jun just flipped the table - this was not a compliment at all, but a carefully designed "praise".

As soon as he finished speaking, the barrage in the live broadcast room filled the screen. Xiaomi SU7 has just handed over a brilliant result of 70,000 yuan in locked orders. Lei Jun did not open the champagne, but in a rare move, he tore off the label that the outside world had attached to him for many years. He bluntly said that those who keep praising him as a "marketing genius" really want to convey the subtext: Xiaomi only promotes popularity, has no hard-core technology, and has no car-making skills.

"This is to write off our products and quality." When Lei Jun said this, his tone became rare.

One, 70,000 locked orders: an underestimated "trust breakthrough"

Let’s look at the data first: Xiaomi SU7, the number of locked orders exceeded 70,000 units.

Put it on any pure electric car track, this is a depth bomb. You know, the pure electric car market is already a "mountain of corpses and a sea of ​​blood" - Tesla Model 3 stabilizes the coordinate pole, and Jikrypton 007, BYD Seal, Xpeng P7i, and NIO ET5 take turns fighting each other. It's lucky that the new car can survive, and Xiaomi handed over 70,000 "real money votes" as soon as it came out.

This is more than just a set of sales numbers.

In the history of cross-border car manufacturing in consumer electronics, trust is the most expensive ticket. Byton, Singularity, Skyrim... countless cross-border players have fallen at the door of "users don't believe you". Xiaomi SU7’s 70,000-yuan lock-in order proves one thing: users are willing to pay for Xiaomi cars, not because of how cool the press conference is, not because Lei Jun is good at telling stories, but because after in-depth test drives, configuration comparisons, and word-of-mouth fermentation, they have sincerely recognized the value of this car.

In Lei Jun’s words: “This is a vote of confidence cast by hundreds of thousands of families with real money, not just blowing it up.”

2. Secret war upgrade: "Marketing master" is a sugar-coated cannonball

However, the higher the sales volume, the stronger the undercurrent.

Lei Jun rarely unveiled the "gentle knife" in the public opinion field during the live broadcast. He said that many people like to label him as a "marketing master" and "traffic genius". It sounded like a compliment, but he had already seen through it - it was a carefully packaged rhetorical trap.

"If you think about it carefully, why do you have to repeatedly emphasize that I know marketing?" Lei Jun asked, "Because once this hat is slapped, it can be logically said: Xiaomi only knows marketing, has no technology, and no quality. They want to use praise to eliminate the competitiveness of our products invisibly."

This is not persecutory delusion. On social media, a subtle public opinion technique is spreading: first praising Lei Jun, "One person can beat an advertising company", and then changing the topic, "But making cars is not making mobile phones, and just knowing marketing is useless." Over and over again, Xiaomi Motors' hundreds of millions of R&D investment, the manufacturing standards of its self-built factories, and the rigorous testing of the supply chain were all covered up by the phrase "marketing support."

Lei Jun said bluntly: "This is called flattery, and it is more poisonous than direct blackmail."

3. “I didn’t want to face any camera again”

Another high-energy moment in the live broadcast was when Lei Jun took off his guard and talked about his mental state over the past year.

He admitted that last year Xiaomi Motors suffered a sustained, large-scale and organized negative public opinion impact. "At that time, I developed a strong resistance. I really didn't want to broadcast live anymore or participate in any public activities. No matter what you say, people will always misunderstand you."

For an entrepreneur who has been active in public for more than ten years, this state is extremely rare. Lei Jun is not afraid of criticism, but finds that no matter what he says or does, he will be included in a fixed narrative framework: "Lei Jun is performing", "Lei Jun is marketing", "Lei Jun is whitewashing".

What really made him decide to "force himself" were the potential users who were hesitating. "If I don't come out and make it clear, many people's misunderstandings will continue to exist, and they will miss a truly good car that is made with care because they are misled."

So he forced himself to sit back in front of the camera. It's not just to get a shout out, but to use the stupidest method - say it again and again, over and over again - to spread out the manufacturing process, quality control, and safety standards for everyone to see like peeling an onion.

After four or 70,000 orders: the real battlefield is in the factory

The lively press conference and sharp live broadcast counterattack are just the appetizer after all.

70,000 locked-up order is both an honor and a torture for Xiaomi Motors. Because from this moment on, the competitive track has completely shifted from "marketing" to "supply chain and manufacturing."

Lei Jun has repeatedly emphasized a sentence recently: "The only task of the current team is to go all out to promote production capacity ramping."

This is not a scene. There is a cruel rule in the pure electric car market: the delivery period of new cars is a real "ghost gate". Orders are exploding, production capacity cannot keep up, and user reputation plummets; if quality is not strictly controlled, more deliveries will lead to more repairs, and the brand will return to before liberation overnight.

The self-built factory, integrated die-casting, and automated production lines that Xiaomi Motors has invested in this purpose have now come to be truly tested. The promise given by Lei Jun is simple: "Under the premise of ensuring high standards of quality, every SU7 will be delivered to users as quickly as possible."

translated into vernacular is: Don’t rush, but you must live up to it.

Written at the end

Lock-up of 70,000 is the end of a tough battle and the beginning of another tough battle.

Lei Jun said something at the end of the live broadcast that day. It didn't taste like chicken soup, but it was like a new car builder gritting his teeth and saying to himself: "I will not let those voices affect me anymore. I will do one thing - build the car well and deliver the car well. Time will tell everything."

And that "marketing master" that is used repeatedly may one day be truly remembered for what it really is: an entrepreneur over fifty years old, who staked all his reputation for the last time and got stuck on China's most cruel manufacturing track.

This itself does not look like marketing.