白给一亿！亿元红包补贴经销商，雷军的长期主义藏不住了

卓乎12-22 18:06

纯白给，小米这波跨年大红包给人砸懵了。近日，小米汽车向全国经销商发超1亿元无捆绑现金补贴。此次红包发放针对新建门店设定不同标准：2024年内建成开业的门店，每家可获得10万元补贴；在2025年12月15日前完成建设并投入运营的门店，则每家补贴提升至50万元。此次资金补贴主要面向车融合门店，即能够同时销售汽车、手机、家电的综合性门店，形成“人车家全生态”的线下承接载体。据相关知情人士表明，有部分...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251222190459a6c12f37&s=b><strong>卓乎</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>纯白给，小米这波跨年大红包给人砸懵了。近日，小米汽车向全国经销商发超1亿元无捆绑现金补贴。此次红包发放针对新建门店设定不同标准：2024年内建成开业的门店，每家可获得10万元补贴；在2025年12月15日前完成建设并投入运营的门店，则每家补贴提升至50万元。此次资金补贴主要面向车融合门店，即能够同时销售汽车、手机、家电的综合性门店，形成“人车家全生态”的线下承接载体。据相关知情人士表明，有部分...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251222190459a6c12f37&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0164880469.USD","symbol_name":"HSBC GIF HONG KONG EQUITY \"AC\" 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hidden","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"HXXD.SI":0.6,"MIUmain":0.6,"01810":1.96,"XIACY":1.96},"content_text":"纯白给，小米这波跨年大红包给人砸懵了。近日，小米汽车向全国经销商发超1亿元无捆绑现金补贴。此次红包发放针对新建门店设定不同标准：2024年内建成开业的门店，每家可获得10万元补贴；在2025年12月15日前完成建设并投入运营的门店，则每家补贴提升至50万元。此次资金补贴主要面向车融合门店，即能够同时销售汽车、手机、家电的综合性门店，形成“人车家全生态”的线下承接载体。据相关知情人士表明，有部分经销商收到的金额超400万元。这个补助政策没有任何捆绑条件，经销商们能自由支配，可以用来门店日常运营、人员培训等等。网友热议的背后，雷军：伟大是熬出来的此消息一出，网友评论瞬间炸了锅。有人精准点题：“小米重视渠道伙伴，坚持长期主义，与渠道伙伴共同成长”；也有网友调侃“这是三十六计里的哪一记呢？”；还有人戳中行业痛点：“门店交不起房租了，公司帮门店交房租，免得大批量门店倒闭关门”。但不管是调侃还是解读，这波操作的核心，都藏着雷军一直挂在嘴边的经营理念。雷军常常对身边的人说，伟大是熬出来的，想要做了不起的事，你得是长期主义者。一位消息人士曾透露：“雷总在内部会议上说了，小米刚进入汽车行业，渠道伙伴是最重要的战友。我们要的不是简单的买卖关系，而是命运共同体。”此次补贴将传统的厂商“博弈”关系，转变为扶持伙伴共同成长的“共赢”关系。而小米对”长期主义’的投入，在其从手机时代的生态布局，到跨界造车的百亿研发，再到如今给经销商发亿元红包，本质上也都是“与伙伴共生”的逻辑。小米发红包的底气来源：技术突破+盈利稳固而在造车的策略上，雷军坚持智能电动汽车最后的技术高点就是自动驾驶。100%自研，造车十倍投入，一定要比同行投的更多，这样才能确保把这个东西做出来且做好。“你不做第一，那我们还做车干嘛呢”也体现了其对抢占技术制高点的决心。值得一提的是，就在渠道补贴消息发出的前一天，小米刚官宣拿到了北京的L3级自动驾驶道路测试牌照，已经启动常态化测试了。不是随便造辆车就能拿到测试牌照的，得先过封闭场地测试、网络安全评估、数据合规审查等一系列“关卡”，由北京经信、交管、交通等多部门联合核发。而且这次测试的路段不简单，是亦庄、顺义等区域的高速和城市快速路，设计时速≥60km/h，货车多、匝道复杂，特别考验车辆的感知和控制能力。小米能拿到牌照并开展常态化测试，则意味着车辆是像日常运营一样排班跑里程，说明测试车队、后台监控、数据回灌体系已跑通。目前小米汽车在全国已有249家服务网点，覆盖144座城市，后续计划新增36家门店。2025年第三季度，汽车业务营收283亿元，单季净利润7亿元，首次实现季度盈利，成为新势力中盈利最快的品牌。12月2日，小米汽车官方宣布，截至今日，自2024年4月3日以来，小米汽车累计交付已超过50万台。同时，小米汽车更是提到，2025年交付量已超过了年初设定全年目标：35万台。战略动机：需要稳定的渠道支撑长期发展可能有人会问，小米为啥偏偏选在这个时候给经销商发红包？既是有了盈利底气的从容，也是精准踩中了行业节点的布局。相关知情人士还表示，小米内部正筹备新一轮政策调整，计划增加激励，缓解线下渠道面临的短期压力。这些红包不仅能有效缓解经销商的运营压力，50万元补贴大约可覆盖新店两个多月的房租、人员工资等成本，还能吸引更多优质经销商加入，助力小米汽车抢占三四线城市等新兴市场的核心商圈。此外，在当前激烈的市场竞争下，这种无条件的现金补助，无疑能直接缓解合作伙伴的现金流压力，稳固销售网络的基本盘，防止渠道体系出现动摇。随着L3测试的推进，后续新品和新功能落地均需要渠道全力配合，此时用真金白银建立信任，也正是雷军长期主义的具体体现。毕竟汽车行业的竞争不是“一锤子买卖”，稳定的渠道才能支撑长期的发展。“真诚”是长期主义的主动出击可以说，小米这波“发红包的操作”也牵动了整个行业的神经。小米的无捆绑补贴，重新定义了车企与经销商的关系——不是“上下级”，而是“战友”。其实回头看，不管是亿元红包，还是L3测试突破，都离不开雷军反复强调的“长期主义”。至于最后一个问题，”这是三十六计里的哪一记”，或许答案很简单——就是“真诚计”。对小米来说，这波“真诚牌”不仅稳住了渠道，更强化了品牌口碑。有经销商就坦言，“别的品牌是让我们帮他们卖车，小米感觉是我们一起卖车”，这种心态的转变，最终也将落到服务体验上。小米汽车发放亿元红包，是一次基于长期战略的主动出击。它并非简单的利润分享，而是在公司业务健康运转时，用“合作共赢”的方式，将资金投入渠道和生态建设，以构筑更深的护城河。参考资料：[1]亿元 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