Name: 模仿蘋果 "的小米如何製造出中國最熱門的電動汽車之一？ (How 'Apple Copycat' Xiaomi Made One Of China's Buzziest EVs)
Uploaded: 2025-05-26T03:03:57.000Z
Duration: 13 min 2 s

Just four years after it was founded, China's Xiaomi became the third largest phone maker in the world.

成立僅四年後，中國的小米公司就成為全球第三大手機制造商。

Lei Jun is known as the Steve Jobs of China, and he earned that nickname because in the early days, he would do pretty much everything that Steve Jobs would do, including the way he dresses.

雷軍被稱為中國的史蒂夫-喬布斯（Steve Jobs），他之所以有這個綽號，是因為在早期，他幾乎會做史蒂夫-喬布斯會做的所有事情，包括他的穿著打扮。

He knew, though, that he couldn't match Apple's brands and products at that time.

但他知道，當時自己無法與蘋果公司的品牌和產品相媲美。

But now Xiaomi is making EVs, something Apple abandoned after investing billions.

但現在，小米正在生產電動汽車，這是蘋果在投資數十億美元后放棄的。

Meanwhile, Xiaomi did the same thing a couple of years ago, and they're thriving.

與此同時，小米幾年前也做了同樣的事情，而且他們正在蓬勃發展。

And Xiaomi is using the same playbook in cars that helped it succeed in phones, take cues from the leading brands.

小米在汽車領域的成功經驗與它在手機領域的成功經驗如出一轍，那就是向領先品牌學習。

What's beating brands, brands that have been around for 10 years, that have multiple products?

有什麼品牌能夠擊敗那些已經存在了 10 年、擁有多種產品的品牌？

Fallout from a tragic crash, a subsequent government crackdown on self-driving technology, and China's brutally competitive EV market.

一場悲慘車禍的餘波、政府隨後對自動駕駛技術的打壓，以及中國競爭殘酷的電動汽車市場。

中國有很多電動汽車初創企業。

Most of them are not anywhere close to being profitable.

它們中的大多數離盈利還差得遠。

CNBC looks at how a mid-tier phone company showed up late to China's EV race and quickly became one of its buzziest brands.

CNBC 報道了一家在中國電動車競爭中姍姍來遲的中級手機公司是如何迅速成為最熱門的品牌之一的。

A few quick stats show just how fast Xiaomi has elbowed its way into China's crowded EV landscape.

幾個簡單的數據就能說明，小米在中國擁擠的電動車市場上是多麼迅速地佔據了一席之地。

The Su-7 was released on March 28th, 2024.

By December, it was outselling the rival Tesla Model 3 in China.

到 12 月，它在中國的銷量已經超過了競爭對手特斯拉 Model 3。

Within a year of its release, the car had already sold 200,000 units.

在發佈一年內，該車已售出 20 萬輛。

The Su-7 also sold more quickly over time.

隨著時間的推移，蘇-7 的銷售速度也更快。

It took 229 days to deliver the first 100,000 units and just 119 for the second.

首批 10 萬輛的交付用了 229 天，第二批僅用了 119 天。

This is despite the fact that the product is a four-door sedan.

So sedans aren't even that popular in China.

所以，轎車在中國並不那麼受歡迎。

In May 2025, Xiaomi launched the much-anticipated U7 crossover.

2025 年 5 月，小米推出了備受矚目的 U7 跨界手機。

But with just those two products, the company plans to more than double sales in 2025 over the prior year.

但僅憑這兩款產品，公司就計劃在 2025 年將銷售額提高一倍以上。

Xiaomi only sells domestically, but its reputation is spreading far outside China.

小米只在國內銷售，但其聲譽卻遠播海外。

Though Chinese automakers, with a few notable exceptions like Polestar and Volvo, can't sell vehicles in the U.S., at least a couple American automakers acquired Su-7s, something they sometimes do to investigate competitors' cars.

雖然中國汽車製造商（除了 Polestar 和沃爾沃等少數幾個明顯的例外）不能在美國銷售汽車，但至少有幾家美國汽車製造商購買了蘇-7 戰鬥機，他們有時會這樣做來調查競爭對手的汽車。

Rivian's using it to benchmark its own products.

Rivian 正在用它為自己的產品設定基準。

And Ford, we flew one from Shanghai to Chicago and I've been driving it for six months now and I don't want to give it up.

還有福特，我們從上海空運了一輛到芝加哥，我已經開了六個月了，我不想放棄它。

I think that Jim was being the only way he can be very honest, brutally honest.

我認為，吉姆是在用他唯一能做到的方式，非常誠實，非常殘酷地誠實。

I also think that was a motivating tool to his his folks in Dearborn and his small team in in Southern California that there are significant challenges that Ford needs to overcome in order to build great products like the Su-7.

我還認為，這對他在迪爾伯恩的員工和他在南加州的小團隊來說是一個激勵工具，讓他們認識到福特需要克服重大挑戰，才能製造出像蘇-7 這樣的偉大產品。

At the very least, the smart EV business hasn't sent investors scattering.

至少，智能電動車業務還沒有讓投資者一鬨而散。

Xiaomi shares hit an all-time high in March 2025.

2025 年 3 月，小米股價創下歷史新高。

That same month, the company raised another $5.5 billion in a stock sale to grow the EV business.

同月，該公司又通過出售股票籌集了 55 億美元，用於發展電動汽車業務。

There are, after all, more than 140 Chinese EV brands to choose from.

畢竟，有 140 多箇中國電動車品牌可供選擇。

One trait is high performance at a low price.

其中一個特點就是高性能、低價格。

The base model and longer range pro come with about 300 horsepower.

基本型和更長續航里程的 Pro 型配備了約 300 匹馬力。

The mid-tier all-wheel drive max has nearly 700.

中級全輪驅動車型的最大功率接近 700 馬力。

And then there's the ultra, a roughly 1,500 horsepower prototype of that top trim version, outperformed cars from Porsche,

此外，"超跑"（ultra）是一款最大馬力約為 1,500 匹的原型車，其性能超過了保時捷、

That's on the Nürburgring, a famous German racetrack.

這是在德國著名的紐博格林賽道上。

Prices range from $30,000 to the ultra's starting $73,000.

價格從 3 萬美元到起價 7.3 萬美元不等。

The base can charge to about 215 miles of range in 15 minutes, and it goes up from there.

該底座可在 15 分鐘內充電至約 215 英里的續航里程，之後還會繼續增加。

The driving dynamics, the response on acceleration is out of this world.

駕駛動力、加速響應都超乎尋常。

作為第一次嘗試，它給我留下了深刻的印象。

One of the cars the Su-7 beat on the Nürburgring was the Porsche Taycan, to which many have compared the Su-7, sometimes in ways that doesn't flatter Xiaomi.

蘇-7 在紐博格林賽道上擊敗的賽車之一是保時捷 Taycan，許多人將蘇-7 與之相提並論，有時這並不是小米的風格。

In the early days when he launched his phones, he benchmarked against the Apple iPhone.

在他推出手機的初期，他以蘋果 iPhone 為基準。

And so we're seeing the same marketing pattern.

是以，我們看到了同樣的營銷模式。

He benchmarked against the Porsche, right?

He's saying that our performance is as good as a Porsche, but, you know, this is a car that you can actually afford.

他說，我們的性能不亞於保時捷，但你知道，這是一輛你真正買得起的車。

That Xiaomi is a tech company provides multiple advantages.

小米是一家科技公司，這為其提供了多重優勢。

Traditional car companies, very product focused, right?

傳統汽車公司，非常注重產品，對嗎？

This is how many miles per gallon it gets.

這就是它每加侖能跑多少英里。

Technology companies are laser focused on the customer.

On the first day the Su-7 was available, Xiaomi had a catalog of accessories customers could buy.

在 Su-7 上市的第一天，小米就為客戶提供了一個可以購買的配件目錄。

One of the most impressive things that I saw from Xiaomi outside of driving the vehicle was that, you know what, we're wondering, we're anticipating that some customers might want this or might want that.

在駕駛汽車之外，小米給我留下的最深刻印象之一就是："你知道嗎，我們在想，我們預計有些客戶可能想要這個或那個。

Xiaomi is one of the few Chinese companies in the EV space that has another way to make money so that they could continue to pursue their EV and not necessarily rely only on the EV as their sole product.

小米是中國電動車領域為數不多的擁有另一種盈利方式的公司之一，這樣他們就可以繼續追求電動車，而不一定只依賴電動車作為其唯一的產品。

The Su-7's biggest selling point might be Xiaomi itself and the strategy of its CEO, Lei Jun.

Su-7 最大的賣點可能是小米公司本身及其首席執行官雷軍的戰略。

Its human times car times home strategy seeks to connect users to devices wherever they are, phones, appliances and now cars.

該公司的 "人-車-家 "戰略旨在將用戶與任何地方的設備連接起來，包括手機、電器和汽車。

The idea behind Xiaomi is to have a connected lifestyle.

小米的理念是打造互聯生活方式。

So in that way, you see Xiaomi's name on rice cookers, on power strips, on your cell phone, on a whole bunch of other stuff.

這樣一來，你就能在電鍋、電源插座、手機等一大堆東西上看到小米的名字。

And it's actually a quite a different strategy from a lot of other tech companies.

這實際上是一種與許多其他科技公司截然不同的戰略。

The pioneering Apple ecosystem is famous, but Apple is much pickier about what categories it goes into.

開創性的蘋果生態系統聞名遐邇，但蘋果對自己的產品類別卻更為挑剔。

The tech giant abandoned Titan, its $10 billion effort to build an autonomous EV.

這家科技巨頭放棄了耗資 100 億美元打造的自動駕駛電動汽車 Titan。

The move surprised to Lei, who used to work for them.

此舉讓曾為他們工作的 Lei 感到驚訝。

I've never seen Apple flail like that on a decision.

我從未見過蘋果公司在做決定時如此手忙腳亂。

But I also know that they are control freaks, that they want to control every aspect of design, engineering and manufacturing.

但我也知道，他們是控制狂，他們想控制設計、工程和製造的方方面面。

Auto industry net margins are generally in the mid single to low double digits range.

汽車行業的淨利潤率一般在個位數中位數到兩位數低位數之間。

At the end of the day, Xiaomi succeeded where Apple has not yet.

說到底，小米成功了，而蘋果尚未成功。

Do I think Apple is still eyeing the transportation market?

我是否認為蘋果公司仍在對運輸市場虎視眈眈？

But now Apple can look at Xiaomi as a success story and learn from them, which is kind of ironic.

但現在，蘋果可以把小米作為一個成功案例來學習，這有點諷刺。

Xiaomi is a Chinese company and China is the biggest market in the world that has its benefits.

小米是一家中國公司，而中國是世界上最大的市場，這有它的好處。

They've got a full supply chain that does everything from processing raw materials to producing batteries and motors and electronics and everything else.

他們有一條完整的供應鏈，從原材料加工到電池、電機、電子產品等的生產，無所不包。

And Xiaomi has been able to leverage that supply chain that has grown up over the last 15 years for electrified vehicles and put it to good use.

而小米已經能夠利用過去 15 年中在電動汽車領域發展起來的供應鏈，並將其發揮到極致。

Some say the fact that a sedan has been able to perform this well in a crossover market means the U7 could be a runaway success.

有人說，一款轎車能在跨界車市場上有如此出色的表現，意味著 U7 可能會大獲全勝。

These Chinese TV brands and the so-called Tesla killers have all kind of lost individual battles with the Model Y.

這些中國電視品牌和所謂的特斯拉殺手們在與 Model Y 的單挑中都有點敗下陣來。

Model Y has been one of the best selling vehicles in China in 2025, though Tesla has been fighting hard to maintain its share in the country.

2025 年，Model Y 一直是中國最暢銷的汽車之一，儘管特斯拉一直在努力維持其在中國的份額。

It started a price war a few years ago, and this year it's offering aggressive financing on the Model Y.

幾年前，它就開始了價格戰，今年它又為 Model Y 提供了積極的融資。

總體而言，特斯拉在中國的銷量有所下降。

I say all this to lead up to the U7, which ultimately could be that one Tesla killer.

我說這些是為了引出 U7，它最終可能成為特斯拉的殺手鐗。

That said, Xiaomi sales did fall in April 2025 from a record set the month before.

儘管如此，小米 2025 年 4 月的銷售額確實比前一個月創下的紀錄有所下降。

That follows a crash that left three dead in China.

在此之前，中國發生了一起造成三人死亡的墜機事件。

The incident revealed the perils of imitating American tech companies.

這一事件揭示了模仿美國科技公司的危害。

The things that Tesla has done a lot that others, particularly in China, have copied is doing public beta testing of software, particularly for automated driving systems.

特斯拉做了很多其他公司，尤其是中國公司效仿的事情，那就是對軟件，尤其是自動駕駛系統進行公開測試。

Good for safety, but with these new regulations, it's going to put a damper on the ability of companies like Xiaomi to really appear to be out there on the leading edge of deploying new technologies in their vehicles.

這對安全是件好事，但隨著這些新法規的出臺，小米等公司在汽車上部署新技術的能力將大打折扣。

It's going to slow down some of that pace of updates, at least from a software perspective.

至少從軟件角度看，更新速度會有所放緩。

Xiaomi has also made some moves since then that have left many questioning the company's prospects for success.

此後，小米的一些舉動也讓許多人質疑該公司的成功前景。

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模仿蘋果 "的小米如何製造出中國最熱門的電動汽車之一？ (How 'Apple Copycat' Xiaomi Made One Of China's Buzziest EVs)

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