雷军亲自下场“清库”：小米汽车首推优惠，是产能过剩还是主动出击？_老虎社区_美港股上老虎

雷军亲自下场“清库”：小米汽车首推优惠，是产能过剩还是主动出击？

智瑾见闻2025-12-11

来源 l九州商业观察作者 l九裘小妹当新能源汽车市场从增量扩张转向存量博弈，曾经凭借爆款车型不愁订单的小米汽车，正以一场罕见的促销行动改写市场认知。12月1日，小米集团创始人雷军通过微博官宣，正式对外开售现车、展车及准新车，以"快速提车+原厂质保+阶梯优惠"的组合权益，打响年末销量冲刺战。这一举措不仅标志着小米汽车首次打破定价坚冰，更折射出其在产能大幅提升后，面对激烈市场竞争的战略调整。作为小米...

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l九裘小妹当新能源汽车市场从增量扩张转向存量博弈，曾经凭借爆款车型不愁订单的小米汽车，正以一场罕见的促销行动改写市场认知。12月1日，小米集团创始人雷军通过微博官宣，正式对外开售现车、展车及准新车，以\"快速提车+原厂质保+阶梯优惠\"的组合权益，打响年末销量冲刺战。这一举措不仅标志着小米汽车首次打破定价坚冰，更折射出其在产能大幅提升后，面对激烈市场竞争的战略调整。作为小米...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251211104923a731099e&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":"LU1868837565.USD","symbol_name":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES \"1\" (USD) ACC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251211104923a731099e&s=b","article_id":"2590756344","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251211104923a731099e&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description 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l九裘小妹当新能源汽车市场从增量扩张转向存量博弈，曾经凭借爆款车型不愁订单的小米汽车，正以一场罕见的促销行动改写市场认知。12月1日，小米集团创始人雷军通过微博官宣，正式对外开售现车、展车及准新车，以\"快速提车+原厂质保+阶梯优惠\"的组合权益，打响年末销量冲刺战。这一举措不仅标志着小米汽车首次打破定价坚冰，更折射出其在产能大幅提升后，面对激烈市场竞争的战略调整。作为小米汽车的核心掌舵人，雷军此次亲自下场带货，与此前\"着急可看其他产品\"的从容态度形成鲜明对比。根据官方披露，此次开售的现车来源包括官方处理的异常订单、用户退订车辆等原厂新车；展车均为静态展示用车，无试驾损耗仅可能存在轻微磨损；准新车则是经运输等环节产生轻微瑕疵、已通过官方修复检验的车辆。尽管未公布统一优惠幅度，但明确表示将根据车型版本、配置及库龄综合定价，为消费者提供差异化让利空间。与促销活动同步落地的，是交付周期的显著缩短。小米汽车官网显示，曾经需要等待近半年的SU7系列，如今最快3-6周即可提车，较峰值等待时间压缩超八成；即便热度持续的YU7系列，交付周期也缩短2-4周，已锁单用户最长可提前7周提车。销售人员同步加大揽客力度，\"当月下单年内提车\"\"购置税补贴最高1.5万元\"等信息密集触达潜在消费者，一改此前\"等订单\"的被动姿态。这场战略转向的背后，是小米汽车产能的跨越式提升。自2024年3月首款车型SU7上市以来，产能爬坡一直是雷军重点推进的核心任务。位于北京亦庄的超级工厂一期项目设计年产能15万辆，通过双班制生产已难以满足市场需求。随着二期项目在2025年中竣工投产，小米汽车整体设计产能跃升至30万辆，若满负荷运转实际产能或将进一步突破。产能释放直接推动销量飙升，10月、11月小米汽车月销连续突破4万辆，前11个月累计销量近36万辆，提前一个月完成全年35万辆目标，同比增幅超50%。产能与销量的双重突破，让小米汽车成为国内最快实现盈利的新势力品牌。集团前三季度财报显示，智能电动汽车及AI创新业务营收达290亿元，同比激增199.2%，净利润更是实现7亿元的季度盈利突破，验证了其商业模式的可行性。但盈利光环下，订单增长与产能释放的供需平衡正在发生变化。分析人士指出，SU7交付周期从半年压缩至3-6周，侧面反映出当前单月产能已超过新增订单量，尽管仍有存量订单支撑，但补充新订单、维持增长势头成为必然选择。更严峻的挑战来自白热化的市场竞争。2025年国内新能源汽车市场新品密集爆发，仅小米YU7所在的中大型SUV赛道，就涌入了吉利银河M9、新款问界M7、理想i8等强劲对手。这些竞品不仅在配置上各有千秋，更以更短的交付周期分流潜在消费者。吉利银河M9以19.38万元起售价将大六座SUV门槛拉至20万以内，预售24小时订单即破4万辆，直接冲击原有市场格局。而SU7作为上市超一年的车型，尚未进行重大改款升级，在特斯拉Model Y、比亚迪海豹DM-i等车型的围追堵截下，市场压力持续增大。在技术路线层面，行业竞争已呈现多元化格局。增程式与插电混动车型凭借长续航优势持续崛起，比亚迪唐L实现180km纯电续航+1200km综合续航，理想L7 CLTC纯电续航突破300km，这些产品特性正对小米当前的纯电为主战略形成冲击。面对市场变化，小米汽车加快新品布局已成必然。按照过往产品节奏，2023年12月、2024年12月分别发布SU7、YU7的小米，有望在2025年末至2026年初推出第三款车型。据悉，这款暂名为\"YU9\"或\"昆仑\"的新车，将定位大型增程SUV，切入当前市场热门赛道，与岚图、智己、问界等品牌直接竞争。此外，改款SU7及YU7 GT车型也有望同步亮相，丰富产品矩阵。对于小米汽车而言，此次促销与新品规划的双重动作，既是应对短期市场竞争的战术调整，也是长期战略布局的重要铺垫。作为成立仅四年多的汽车品牌，小米在两年内推出两款主力车型的速度已属行业前列，但在新品迭代加速的市场环境下，仍需加快节奏。数据显示，2025年大型SUV市场预计新增超15款新品，而市场容量仅35万辆左右，平均优惠幅度已达指导价的18%，部分车型甚至跌破成本线，行业洗牌正在加剧。雷军曾提出\"三年内实现百万辆交付\"的战略目标，要达成这一愿景，小米汽车不仅需要维持现有车型的市场热度，更需通过新品类突破打开增长空间。此次现车促销既是产能消化的现实需要，也是培育用户群体、积累市场口碑的重要举措。随着YU9等新品的推出，小米汽车将形成覆盖轿车、SUV，包含纯电、增程多种技术路线的产品矩阵，更好地应对市场分化需求。不过，新的挑战也随之而来。新品上市将再次考验小米的产能调度能力，如何平衡不同车型的生产配比，避免重蹈初期交付周期过长的覆辙，是其必须解决的课题。同时，在价格战愈演愈烈的市场环境下，如何维持产品利润率，实现规模与盈利的同步增长，将成为小米汽车下一阶段的核心命题。从行业发展来看，小米汽车的战略调整正是当前新能源市场的缩影。随着渗透率突破50%，自主品牌份额提升至61.8%，市场竞争已从单纯的产品比拼转向产能、技术、服务的综合较量。雷军此次亲自带队促销，不仅展现了小米应对市场变化的敏捷性，更传递出其深耕汽车行业的决心。对于消费者而言，现车供应与价格优惠无疑是难得的购车窗口期；对于市场而言，这场由小米掀起的年末冲刺战，或将引发连锁反应，推动行业竞争进入新的深度调整期。产能释放赋予了小米主动出击的底气，而市场竞争则倒逼其加快战略迭代。当现车促销与新品布局形成合力，小米汽车能否在存量市场中持续领跑，完成从\"爆款依赖\"到\"生态驱动\"的转型，不仅关乎其百万辆目标的实现，更将影响中国新能源汽车市场的格局重构。雷军和他的汽车版图，正站在新的十字路口，这场年末冲刺的成效，将为其未来发展奠定关键基调。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}