How does Huawei win the war against ideals?
Latest update time：2023-02-25
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Dong Nan
Source |Pinjia
In 2017, China's smartphone shipments experienced a rare decline. Words such as "winter", "knockout" and "shuffle" issued warnings to the mobile phone industry at that time. Yu Chengdong, who led Huawei's consumer business at that time, shouted,
"winter" The only way is to sell more Huawei products.”
This year,
Huawei's annual revenue exceeded 100 billion US dollars for the first time, becoming the third company in the world to achieve this achievement in the electronics industry after Samsung and Apple
.
After that, in less than two years, Huawei surpassed Samsung to become the world’s number one.
Among them,
from Samsung to Huawei, using machine-naval tactics to compete for share has almost become a tried and tested competition model
. Presumably in today's new energy vehicle market, Yu Chengdong, who leads Huawei's automotive BU business, will do the same thing:
"The only way to survive competition is to sell more Huawei cars
.
"
Nowadays, machine-sea tactics have also undergone new evolutions in the automotive industry.
"
We can't defeat others alone. We, as brothers, will fight together
." On February 21, when Yu Chengdong first mentioned the term Huawei Ecological Alliance, he mentioned this "group" approach.
However,
this time Yu Chengdong's strategy is more focused, only focusing on the high-end market with more than 200,000 yuan.
Through Huawei's smart selection model, he will focus on the high-end market by building ecological alliances with more partners. This also confirms the recent rumors that JAC and Huawei are joining forces to build cars. To be precise, JAC is also a member of Huawei's ecological brand.
Invite the brothers and get back the share first
.
It is likely that Huawei’s ecological brand models will be intensively launched in the near future. Who is its opponent?
Can this approach help Huawei achieve its goal of selling 1 million cars?
Huawei Ecological Alliance = fast-paced car-sea tactics?
This is the first time that Yu Chengdong mentioned the concept of "ecological alliance". It is also
the first one in the automotive industry that is dominated by suppliers, with multiple automotive companies entering the industry, and even uniting the strength of the upstream supply chain such as power battery giant CATL. A new car-making model
.
Pinjia has previously reported on the alliance between Huawei and Chery, and also speculated that the cooperation between Huawei and CATL is more like
creating
a combination
of
Microsoft and Intel in the PC era, and Android and Qualcomm in the smartphone era
.
The event announced in December last year already hinted at the importance of the cooperation alliance for Huawei's smart car selection business. Source: Internet
However, judging from the information revealed by Yu Chengdong recently, this is not entirely a copy of the mobile phone and PC industries, because whether Android and Qualcomm, or Microsoft and Intel, they only increase the added value of their products, but do not have the say to define their products.
But Huawei does.
"No one understands our business model."
Yu Chengdong's words are meaningful, but they also imply that Huawei is still exploring this new business model.
According to Yu Chengdong’s idea, Huawei formed an “ecological car” camp by building an ecological alliance.
"A few companies are working with us to jointly build an ecological platform and create an ecological alliance called Wenjie. We will make its experience to the extreme without conflicting products. This will lead to sustained development. In the future, the fierce competition in the market will reshuffle. These are the few companies that have survived.”
In a recent media interview, Yu Chengdong talked about his expectations for the Ecological Alliance.
Regarding how to implement ecological brands, Yu Chengdong also mentioned that this model is led by Huawei. This method can unify solutions, such as battery pack solutions, layout plans, cockpits and even smart driving solutions, reducing the need for repeated customization. The cost and even the electronic architecture are all made by Huawei.
In terms of model development costs, this is actually very close to the model of OEM-led model development, and Huawei has been seeking support for the implementation of this ecological alliance. At the end of last year, Huawei had already brought CATL into the partnership.
JAC and Chery are likely to be members of the ecological alliance.
In fact, taking stock, Chinese car brands with insufficient capacity utilization and eager to develop into the high-end market may become targets of Huawei's "acquisition".
Yu Chengdong also emphasized the difference between the ecological alliance and the foundry model. "The OEM model is where the car factory makes a small profit, and we make a big profit. Now, the car factory makes a big profit, and we make a small profit. This model is different."
As for Huawei's own HI model, there are also differences. The HI model is led by car companies and supported by Huawei. Whether it can sell well depends on the car companies.
Based on various comparisons, whether it is Huawei's car BU's own goal of achieving profitability in 2025 or its judgment that "it will only be profitable if it sells 1 million vehicles", the ecological alliance with the smart selection model as the core is Huawei's entry into smart cars. The key to the success or failure of the automotive industry.
Can Yu Dazui win over Director Li?
Profitability is undoubtedly the mid-term goal of Huawei's car BU, but at the moment, Huawei seems to be trying to unseat its ideals of being the king.
The same range extension, the same mid-to-high-end positioning, and similar marketing strategies. One claims to copy Apple's product strategy, while the other relies on technological innovation to continuously expand its boundaries from the communications industry, smartphones to smart car business. , if Huawei wants to overtake in the automotive business, then there is no doubt that the first thing it needs to aim at is ideals.
Judging from last year’s automobile market, the “best SUV under 1 million” ultimately failed to rival the “best family SUV under 5 million.”
Although wenjie got the ideal marketing routine, we did not expect that wenjie, trapped in the traditional production and manufacturing cycle, still lost a round compared to the ideal of maximizing the pace of car building.
It can even be said that if Wenjie launches a product that fails to ignite the market in a short period of time, it will be very fatal. This will result in Wenjie having no product that can compete with the ideal within a product cycle.
The Ideal L9 was launched in June last year and was delivered in August; the Ideal L8 was launched at the end of September last year and was delivered in November. This rhythm does not seem to be the ultimate.
The Lideal L7 was just launched in February. It entered the store the day after it was launched and announced that it would start delivery in early March
. This also allowed Li Auto to hardly experience the problem of monthly delivery volume decline due to ramping up of production capacity, and quickly set a new high in monthly delivery volume. It even successfully avoided the sharp decline in the new energy vehicle market in January this year.
Ideal L7 store customer flow picture on the second day after launch Source: Li Auto
Ideal has single-handedly broken the one-year new car cycle from launch, launch to delivery. If there is a problem in one of the links of new car launch, order and delivery, it is easy to misfire.
It won’t be an ideal, and it shouldn’t be like the Xpeng G9, which has almost become the benchmark for new cars recently.
Under this situation, Huawei changed its strategy and relied on the "brotherly alliance" to form a group to start the war. After all, in the mobile phone market, Huawei was also very successful in the mobile phone tactics. Moreover, looking at it now, BYD is also a beneficiary of this product strategy, but Huawei is using a brand-new model to focus on building a wave of products for the mid-to-high-end market over a period of time.
The ideal delivery pace is fast, and Huawei is likely to suppress it with the fast pace of new cars. Even if one model does not explode, the next one will follow immediately. During this period, Huawei will continue to accumulate experience and make constant corrections.
In 2020,
Huawei (including Honor) released 34 new phones in a year
, making it the brand that released the most new phones among domestic mobile phone brands this year. This is a stressful move to shift the front to the domestic market under a series of heavy pressures such as US sanctions and chip jams. From then on, Huawei will also become more dependent on the Chinese market.
In essence, the sea-of-machine tactic is not Huawei's main strategy for staying No. 1 in the smartphone market, and it is very easy to copy. What
really allows Huawei to "survive" is the difficult road of independent technological innovation that it has persisted along the way
.
Taking this as a guide, we can also surmise that the intensive launch of new cars will be the first stage of the Huawei Automotive Alliance's inroads into the smart car market. During this period, Huawei will even have to continue trial and error and adjust until it controls the market pace. Take it into your own hands.
And the first to be challenged will be the ideal. At least in 1-2 price range markets, Huawei has products that can shake up the ideal, which can illustrate the combat effectiveness of Huawei Automotive Alliance.
Yu Chengdong also has some potential as a king.
"I work during holidays. People have two days off on weekends, but I don't have a day off. I work until 12 o'clock every night, sometimes until one or two o'clock."
Nowadays, the automotive BU and exploring profit models occupy a lot of Yu Chengdong's time. Although Yu Chengdong did not talk about annual sales expectations this year, achieving profitability is not the long-term goal of Huawei's automotive BU, but the sooner it is achieved, the better.
The Wenjie Auto Group is beginning to take shape
After a year of testing the waters with Thalys.
Yu Chengdong also has some reflections. For example, selling cars cannot rely entirely on existing mobile phone channels and must improve channel capabilities.
Yu Chengdong also responded to various rumors about the breakdown of cooperation between Huawei and Cyrus. Yu Chengdong said that Huawei continues to increase capital and personnel investment in its cooperation with Cyrus.
Zhang Xinghai and Yu Chengdong, Chairman of Xiaokang Group. Source: Internet
Judging from the cooperation between Huawei and Cyrus, who invests more and makes more money has always been a question.
Yu Chengdong also made some responses to this: It is still the investment stage. Cyrus has invested in production capacity. Huawei provides intelligence, algorithms, chips, design, and experience, and helps Cyrus improve quality control, process, design, and core capabilities. .
Huawei saves money on building factories and production, and Cyrus saves the investment of thousands of people in the R&D team.
Judging from the current input-output ratio,
according to Yu Chengdong, Huawei has neither lost money nor earned money. Cyrus has invested more, and it will take some time to turn around losses
.
At the same time, in a media interview, Yu Chengdong mentioned, "We and the car manufacturers have formed an industry-leading ecological brand to stay together and become one of the few car companies that can survive."
Does this mean that all future Huawei ecological alliances will be unified under the brand name "Wenjie"? From now on, will Wenjie become an important symbol of Huawei's ecological cars?
In addition,
what attracts the most attention is that if selling 1 million cars is the standard for achieving profitability, how does Huawei calculate profits behind this? And in each subsequent cooperation, what is the scale of Huawei's investment? Can Huawei be the first to achieve profitability before new cars are built
?
It is reported that the production capacity of both Thalys factories has been fully occupied, and a new factory is now being built. At the same time, the latest news shows that the factory cooperating between Huawei and Jianghuai is about to be built and is expected to be put into production next year.
More Huawei ecological cars may have begun to take shape. The new business model of Huawei Ecological Alliance will gradually reveal its true identity.
-END-
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