Huawei, found the fulcrum of cars6 hours ago

Introduction

Another important aspect of a focused strategy is curbing desires.

Since about 2016, there have been discussions like this: Yu Chengdong, who is full of big talk and arrogant, and is always criticized, scolded, and poured cold water on by Ren Zhengfei, why can Yu Chengdong 's position in Huawei be so stable? ?

The reasons may be complicated and unknown to outsiders, but judging from the results, whether it is the consumer business or the automotive business that Huawei has focused on in recent years. Yu Chengdong has lived up to the heavy responsibility given by Ren Zhengfei, or Ren Zhengfei has not misjudged the person. It can also be said that Huawei has deep internal strength.

If we want to trace back the time when Huawei entered the automobile industry, it will be exactly 10 years ago this year. In these 10 years, there have been endless controversies about whether Huawei builds cars and whether Huawei does not build cars is more terrible than building cars. Perhaps no one can recall what sensational or iconic events Huawei has accomplished in the automotive industry over the past 10 years.

But the launch of the new M7 in mid-September this year was enough to shock the entire automotive industry. Orders exceeded 20,000 units within two weeks of the launch, and the average daily order exceeded 1,500 units; on October 6, the number of orders exceeded 7,000, setting a new high; 25 days after the launch, the number of orders for Wenjie's new M7 model exceeded 50,000 units.

The "single list" promotion, which is calculated in days, is more direct to people's hearts than the weekly sales lists released by competitors. There are few cars that can explode into such power after a facelift based on the "mediocre" performance of the old model. The popularity of Wenjie's new M7 continues to rise, making it the biggest dark horse this year.

This is the answer given by Yu Chengdong and also the answer given by Huawei. Therefore, some people also commented: After this battle, the entire automobile industry must re-examine Huawei, a super rival. In the past, Huawei was thought to not understand cars, but its strong learning and iteration capabilities, execution ability, and fighting spirit make it certain to become a A super giant in the automobile industry, this opponent will be quite terrifying in the future!

Huawei's pivot

This view once became mainstream within 1-2 days after the National Day holiday, but then more people began to question that the automotive industry focused on delivery volume rather than order volume. After all, when the old model Wenjie M7 was launched in July last year, it also released a beautiful order battle report, but its delivery volume in the past year or so has been unsatisfactory.

In fact, if we compare the results of Wenjie's new M7 horizontally, it may be more convincing. In the past two months, a number of new energy models that were previously priced or priced at more than 300,000 yuan have been facelifted and launched on the market. For example, Lantu's new FREE, Avita 11 Hongmeng Edition, 2024 Xpeng G9, etc., these models, like Wenjie's new M7, have lowered the price to the price range of 250,000-300,000 yuan.

Regardless of any of the above cars, the "official downgrade" effect is significant, and they have gained better market volume and order performance than the old models, but only the new M7 of Wenjie has the best results. Although it is still difficult to judge how the market performance of Wenjie's new M7 will be in the future, the traffic volume of Huawei terminal stores does not lie.

The most important thing is that through the battle with the new M7, Huawei has found its fulcrum in the automotive industry. This requires not only a strong brand halo, but also deep technical support, product characteristics that are in line with the market, and excellent channel operation capabilities, and even the production capacity progress of the factory, the marketing rhythm of market hot spots, etc.

Many people say that the success of Wenjie Xin M7 is the result of the right time, right place and right people, but perhaps only Huawei can have such "luck", and it is impossible for any company to copy it. It can be said that the success of Wenjie's new M7 is due not only to its excellent product advantages, but also to Huawei's hard work and resource advantages.

Now looking back at Huawei's efforts in the automotive field over the past 10 years, we will find that Huawei has made many detours. As we all know, Huawei, which insists on not building cars, has three cooperation models with car companies, namely the parts supply model from shallow to deep, the Huawei Inside model and the smart car selection model.

In terms of parts supply cooperation, Huawei's partners are mainly traditional car companies such as BYD , SAIC Motor, Geely Automobile, and Great Wall Motors. According to public information, Huawei has launched more than 30 smart car parts products, including MDC ( autonomous driving computing platform), lidar , Hongmeng car OS, AR-HUD, all-in-one powertrain and other products.

Huawei's role in the automotive field is obviously not just a supplier. Therefore, Huawei Inside mode and smart car selection mode are important areas of development. Currently, Huawei cooperates with Jihu Automobile and Avita Automobile under Huawei Inside mode. The smart car selection mode includes AI TO cars, and Chery Automobile and Jianghuai Automobile will later cooperate with Huawei to launch new products.

In the above two modes, Huawei has also experienced the operation of casting a wide net. The most obvious example is that Yu Chengdong has repeatedly stood up for Jihu, Avita, and Wenjie, which ultimately led to overlaps or deviations both within Huawei and in delivering to consumers. Everyone is discussing which brand contains Hua. The highest amount.

But for Huawei, "China content" is not a good destination. The "Huahua" dispute means that the brand effect is eroded by multiple brands, resulting in Huawei's brand energy becoming more dispersed. Only if the label "Huawei" is deeply rooted in people's hearts can Huawei gain a foothold in the automotive field and enable Huawei to move faster in the future.

A single-point breakthrough is Huawei's best choice. Therefore, the success of Wenjie's new M7 has truly established Huawei's brand and halo in the automotive industry, and allowed everyone to witness Huawei's energy after focusing on its efforts. This is why every car company is making changes on the product side, but only the industry empowered by Huawei is "far ahead".

Huawei’s ambitions

If you want to count the time when Yu Chengdong said "far ahead" the most, it must be at the press conference of Wenjie's new M7. More than 500 million yuan was invested in the overall upgrade of this car. In addition to being equipped with the Hongmeng cockpit, it is also equipped with Huawei ADS  2.0 high-end intelligent driving system and HUAWEI DATS 2.0 for the first time.

Tan Benhong, Chairman of Avita, has repeatedly emphasized that Avita does its own product definition, demand definition, design and development, etc., and partners must make adjustments based on Avita's needs. Looking at the new M7 product, it seems that Huawei has taken over the leadership of smart cockpit and smart driving, which is equivalent to defining its own products.

At this point, Huawei's ambitions have been fully exposed. In the smart car selection model, when the capabilities of the partners are not enough to leverage the automobile market, they have to do it themselves. Huawei will also return to the familiar era of mobile phones and play the role of parts supplier and intelligent solution provider in the automotive field.

To put it more simply and crudely, Huawei in smart car selection mode is like the combination of "Volkswagen + Bosch" in the new era. For Chinese independent brand car companies, Huawei is a new joint venture. Volkswagen can find joint ventures in China with three companies from the north and the south, including SAIC, FAW, and JAC, and Huawei can do the same.

Wenjie is cooperating with Thalys, Zhijie is about to be launched in cooperation with Chery, and the cooperation with Jianghuai has also been rumored for a long time. It is entirely conjecture that Huawei will cooperate in the form of models based on the three car companies with different styles: Cyrus, Chery and JAC. For example, Wenjie produces SUVs, Zhijie produces sedans, and JAC produces MPVs, fully covering mainstream passenger car categories.

When Huawei cooperates with these car companies, just like Volkswagen and Chinese joint ventures, they face the same interests through different paths. Each company involved can answer with "what can it provide" and "what can it gain." Huawei and Volkswagen can provide technology and standards, which are what the joint venture partners need. What Huawei and Volkswagen can get are the "assets" that the joint venture can use to reduce their own burden on the road of building and selling cars.

Let's take Wenjie as an example. The Wenjie brand is the result of in-depth cooperation between Cyrus and Huawei. From the beginning of its birth, the Wenjie brand was considered by the market to be a highly valuable new car-making model. Wenjie has received exclusive empowerment from Huawei in terms of Hongmeng cockpit, core components, product definition, vehicle tuning, channel sales, and brand marketing.

In particular, Huawei's thousand-store store channel has a strong multiplier effect. Through the joint efforts of its consumer BG and smart car BU, Huawei can effectively improve the quality level and core capabilities of cooperative models while also providing an extensive sales network. This It has a positive role in promoting the sales of automobile companies.

Of course, Huawei's advantages are too obvious now, so it is not satisfied with the smart selection cooperation model with Cyrus. Therefore, it is achieving varying degrees of binding with more car companies such as Chery and Jianghuai, playing multiple roles such as suppliers and dealers, and has successfully established a car manufacturing ecosystem that continues to grow.