How about the pre-sale of the first Hongmeng car with wechat scanning QR code < / P > < p > shared with friends and circle of friends < / P > < p > Zhang Xingwang < / P > < p >? Do consumers buy it? On the first day of the new year in 2022, with these questions in mind, a reporter from China Securities Journal and China Securities Taurus visited Huawei's two large stores in Shenzhen. The reporter noted that the AITO M5, as the first smart car equipped with harmonyos smart cockpit, has attracted many consumers to experience < p > Huawei store salesperson revealed that 96 hours after the release of AITO M5 on December 23, 2021, there were more than 6500 units scheduled < p > AITO is a new brand of Xiaokang xilis. Qjie M5 is the first intelligent car of AITO brand and the latest presentation of Huawei's help to auto enterprises to "build and sell good cars". Zhang Xinghai, founder of Xiaokang shares, said in the company's new year's speech in 2022: "at the beginning of 2022, our top priority is to use the strength of the whole Cyrus and the whole group to ensure the high-quality and massive delivery of M5 in the world. This is not only the battle of Cyrus's foothold and honor, but also the battle of transformation and breaking the situation in the development of Xiaokang group!" On the morning of January 1, 2022, the reporter came to the Huawei intelligent life Museum in Futian District, Shenzhen and showed an ice crystal gray world M5 starting at 280000 yuan. The reporter talked with the salesperson as a consumer. Huawei store salesperson said: "the test drive has been started since January 20. Now the order is placed and the car is expected to be picked up in early March." < p > our reporter / photo outside the Huawei intelligent life hall in Shenzhen < / P > < p > the reporter learned from a user who had just placed an order that he was a Huawei user. Since he had bought many Huawei products before, he booked a question M5 this time < p > on December 23, 2021, Yu Chengdong, managing director of Huawei and CEO of intelligent vehicle solution Bu, released the intelligent luxury SUV launched by AITO brand - AITO question M5 at Huawei's new winter product launch < p > this product is jointly built by Thales and Huawei. It is the first intelligent car equipped with a new harmonyos intelligent cockpit, equipped with L2 + automatic assisted driving < p > after the comprehensive subsidy, the pre-sale price of M5 rear drive Standard Version, 4WD performance version and 4WD flagship version of AITO is 250000 yuan, 280000 yuan and 320000 yuan respectively. Since December 23, 2021, real cars have been displayed in 180 Huawei stores in 42 cities < p > at noon on January 1, 2022, a reporter from China Securities Journal and China Securities Taurus came to Huawei's global flagship store in Nanshan District, Shenzhen, and displayed an ice green world M5 at a price of 280000 yuan. Consumers continue to come to the scene to experience. According to the salesperson of Huawei's flagship store, 96 hours after the release of the M5, there have been more than 6500 reservation orders across the country, all of which have paid a deposit of 10000 yuan, and the latest data has not been updated < p > in Huawei's global flagship store in Shenzhen & nbsp; Our reporter / photo < / P > < p > expand the "circle of friends" of automobile business < / P > < p > it is worth noting that in response to the rumor that "Thalis is Huawei's car manufacturing agency", the relevant people of Xiaokang shares responded to the media that Thalis is responsible for R & D, manufacturing, delivery and Huawei is deeply involved in product definition, quality control and channel sales < p > at the press conference, Yu Chengdong once again stressed that Huawei does not build cars. "We only make parts, not cars. We will help car companies build good cars. We should not only build good cars, but also sell good cars." Yu Chengdong said < p > Huatai Securities said that in essence, Huawei has been deeply involved in product design, R & D, supply chain management, channel sales and other important links. Huawei sells relevant automotive products through its own mobile phone channels, which will greatly promote its sales. However, due to the different pricing and product strategies of various brands, how to maintain stable consumer expectations and balanced price strategy has become an important issue in the sales link < p > Guotai Junan believes that from the perspective of the cooperation process between Huawei and Thales, Huawei's participation is increasing. In the future, it may set foot in more auto parts fields through its cooperation with well-off Thales < p > Huawei is expanding its "circle of friends" in the smart car business. On December 21, 2021, Wang Jun, chief operating officer of Huawei's intelligent vehicle solution Bu, introduced: "over the past year, Huawei has developed about 300 partners in the field of intelligent vehicles, which is faster than expected. In the future, we will further increase investment in ecology and promote the sustainable development of the industry." < p > the reporter noted that a total of 57 partners won the award of "excellent partner of Huawei intelligent vehicle solution in 2021". The partners include Ningde times, Guangfeng technology, Fuyao Glass, Desai Xiwei, Zhongke Chuangda and other companies < p > editor: Li Ruoyu, Wang Yin < / P > < p > related reading: < / P > < p > Economic Observer reporter Pu Zhenyu & nbsp; Only Huawei, no brand. This is the impression of the latest new AITO M5 displayed in Huawei experience store on some consumers. "As soon as I came here, the sales told me what Huawei advanced technology was used in this car, how advanced the appearance and interior upholstery were, and how it was consistent with Huawei's consistent style." On December 28, Xie Bolong, a consumer living in Fengtai District, Beijing, came to Huawei's first new concept store in the world, which had just opened, and saw the just released question M5 < p > Xie Bolong was puzzled by the fact that the logo "jinkangxilis" on the rear of M5 was a strange name that the salesperson did not take the initiative to mention. Until he asked, the salesperson told him that the car was a product built by the in-depth cooperation between Huawei and Thales. At the same time, he didn't forget to say "Huawei doesn't make cars, but Huawei helps car companies build good cars" Many Huawei salespeople have said this old sentence casually. Recently, Yu Chengdong, managing director of Huawei, CEO of consumer business and CEO of smart car solutions, mentioned this sentence at the M5 new car launch in Shenzhen < p > however, after the release of M5, this old saying became contradictory - Huawei has actually "built cars", but still regards itself as a supplier. It is recognized that the two roles of making cars and being suppliers have great conflict, because if enterprises play these two roles at the same time, it will be difficult to give consideration to the originality and openness of their own technology < p > in fact, the conflict between the roles of car manufacturing and supplier has begun to appear in Huawei. On December 25, the large-scale delivery night of Huawei hi version originally planned to be held in Shenzhen was not held as scheduled < p > informedThe source told the Economic Observer: "Huawei has put aside the extreme Fox and replaced it with well-off Cyrus. In fact, this is also an important trade-off between Huawei and its partners. Huawei thinks Cyrus is more obedient and it is more difficult for extreme fox to cooperate." < p > although Huawei finally "chose" Thales, Thales did not completely buy it. A person close to Cyrus told the economic observer, "Yu Chengdong left Cyrus very clean, misleading everyone to think that AITO is made by Huawei, but this is not the case" < p > for Huawei's contradictory approach, one explanation in the industry is that "raw rice makes mature rice first", and cars are built first and then logo is added. According to Zhang Kangkang, senior analyst of Qingyan Huake New Energy Research Institute, unlike apple and Xiaomi's strategy of building cars in pursuit of blockbuster, Huawei belongs to working first and iterating quickly - just like the history of counter attack in the field of mobile phones, I believe Huawei will build cars < p > Huawei's monologue < / P > < p > although Huawei has repeatedly stressed "not making cars, focusing on ICT and being an incremental component supplier of smart cars", at its own new winter product launch recently, Huawei came to the stage for the first time behind the scenes in the automotive industry by releasing the first model M5 of AITO brand < p > before that, there was no precedent in the automotive industry for suppliers to release vehicle products instead of brands. From the perspective of trademark ownership, AITO brand undoubtedly belongs to the well-off group behind xilis < p > the activity specification also indicates that Huawei has completely regarded the AITO brand as its "own son". As a new "pressure platform", qjie M5 occupied up to half of the time of the whole press conference, which extended the 90 minute press conference originally planned to more than 150 minutes < p > the M5 release activity, which lasted for more than one hour, became Huawei's one-man show. Not only did there be no Celes related people on the stage, but Yu Chengdong rarely mentioned Celes in his speech, but mainly emphasized the role of Huawei in the process of new car manufacturing. As a contrast, Yu Chengdong made a video speech when Thales released the AITO brand in early December, and the speeches of relevant people of Thales also frequently mentioned Huawei < p > Yu Chengdong's "strong" attitude in this release is interpreted by the outside world as that Huawei is the real leader and helmsman of AITO brand. "This time, we used the industrial design team, software team and user experience team of Huawei's consumer business to build this product together." Yu Chengdong stressed that AITO M5 integrates Huawei's advantages in many aspects < p > in addition to the hardware and software of the vehicle itself, AITO also has a deep Huawei brand in a higher dimension of the brand. Yu Chengdong said, "when designing this car, I asked the team that we should adhere to the brand spirit that Huawei consumer bu (business team) has adhered to for 10 years. We call it 'three modernizations', and the brand spirit of high-end, fashion and youth" < p > by personally releasing the AITO brand M5, Huawei has sent a high-profile signal to the industry that it has substantially built a car, and the saying that "Huawei does not build a car" has become a "cover up" < p > the signal delivered by Yu Chengdong at the press conference was quickly transmitted to the capital market. On the day of the release of AITO M5, the well-off shares of Cyrus's parent company fell by more than 7%, fell by the limit for two consecutive days, and the market value shrank by more than 17 billion yuan in two trading days < p > this has aroused strong dissatisfaction from Thales. A person close to Thales told the Economic Observer: "AITO's vehicle technology and R & D design are made by Thales, and Huawei only brings in new vehicles, including some interior configurations, but these must not call AITO Huawei." < p > Huawei's involvement in AITO brand has deviated from the business scope of general automobile suppliers. In addition to releasing vehicle products on behalf of the brand, Huawei's support for AITO brand at the channel level also exceeds the previous cooperative model Thalis Huawei smart sF5 < p > the salesperson of a Huawei authorized experience store in Beijing introduced to the economic observer that previously, Thales Huawei chose sF5 intelligently. Huawei was only responsible for sales, not after-sales. Huawei took over the sales and after-sales links of M5 in the world, and even the charging pile was marked with Huawei's logo < p > as a "supplier" unwilling to provide only parts, Huawei not only put aside xilis, but also showed signs of "cooling" in its relationship with another car enterprise partner Jihu < p > "Huawei has expressed its dissatisfaction with extreme fox, probably because in terms of cooperation, extreme fox factory adopts Magna's design concept, management mode and workflow. Huawei hopes to replace Magna's thinking with its own thinking, because the two are completely incompatible, and extreme fox is not willing to do so." These people familiar with the matter said < p > during the Guangzhou auto show in November 2021, Jihu revealed that the large-scale delivery and appreciation activity of the new hi version of alpha s will be held in Shenzhen on December 25. For the location of the event, the outside world is not surprised. Shenzhen is the headquarters of extreme fox partner Huawei, and the important selling point of extreme fox alpha Shi version lies in the strong Huawei Technology brand < p > however, on December 23, the Board Secretary of BAIC bluevale, the parent company of Jihu, told the investors that the large-scale delivery and appreciation activity originally scheduled to be held on December 25 had been replaced by the internal delivery activity held in Zhenjiang factory, the Magna intelligent manufacturing base of BAIC bluevale, on December 20 < p > more details show that Jihu and Huawei have "mutual resentment". At the 2021 Guangzhou auto show, Jihu stressed that the car has three "firsts", including "the world's first mass-produced car equipped with Huawei hi full stack intelligent driving solution, the world's first mass-produced car supporting high-level intelligent driving on urban roads, and the world's first pure electric car equipped with Hongmeng OS" < p > however, on December 22, at an official media communication meeting, Jihu only called the car "the world's first high-level intelligent driving mass production vehicle supporting urban roads". From this caliber alone, we can no longer see the relationship between the car and Huawei. The new hi version of alpha s no longer mentions the title of "the world's first pure electric car equipped with Hongmeng OS", while the M5 is called "the first Hongmeng car" by Huawei < p > a person close to Jihu reluctantly told the economic observer, "after all, everyone is grabbing the concept of the first paragraph. AITO is their own brand, so it is certain that Jihu can only make way." < p > between the advance and retreat of Huawei < / P > < p > while shouting the slogan of "no car", Huawei is adding "car building" under the banner of cooperation. Huawei does not know that this move will arouse the concern of its partners, but it insists. Under the seemingly contradictory mentality, Huawei may already have its own plans < p > at the Shanghai auto show in April 2021, Huawei became the "top stream" in the industry in an absolute sense. At that time, Huawei announced high-profile in-depth cooperation with Thales, and vehicle manufacturers such as Jihu, GAC and Chang'an were vigorously rubbing Huawei's traffic. It is a matter of boast for the whole vehicle factory to get involved with the concept of Huawei < p > however, half a year has passed, and the "enabling" effect of Huawei expected by the industry has not appeared. With the in-depth cooperation with Huawei, xilis Huawei smart selected sF5, there was no scene of hot sales. Extreme fox has not gained too much popularity in the market because of Huawei's hi full stack intelligent driving solution < p > it is precisely because of the poor market expectation of Huawei smart sF5 that Huawei and Thales plan to rebuild AITO, a high-end brand. In fact, "starting a new stove" to rebuild a new brand has long been what many independent brands have done in the process of moving towards high-end, especially under the background of the emergence of medium and high-end brands of independent brands < p > it is understood that there has been a long-term dispute within Huawei over whether to build a car or not. In November 2020, Huawei formed two camps for whether to "build cars", among which Yu Chengdong was the leader of the "car building faction". In the face of internal disputes, Ren Zhengfei personally made a decision, high-profile drew the red line that Huawei did not build a car, and mentioned that "who will make suggestions to build a car in the future, interfere with the company, and can be transferred from his post" < p > however, the general view in the industry is that "no car" is only a paper consensus within Huawei, and the private struggle between the two factions is still fierce < p > looking back on Huawei's entry into the automotive industry, it is actually only two years. An important background for Huawei to enter the automobile industry is that its mobile phone business has suffered a setback, and it needs to find a new growth point. Yu Chengdong has repeatedly made relevant statements on making up for the loss of mobile phone business < p > according to the data, Huawei's mobile phone business shrank again in 2021. In the third quarter, Huawei's mobile phone shipments in the global market were 5.8 million, with a market share of only 2%, a month on month decrease of 40.8% and a year-on-year decrease of 84.95%. Affected by the mobile phone business, Huawei's revenue in the first three quarters of 2021 was 451 billion yuan, a decrease of more than 200 billion yuan over the same period last year, a year-on-year decrease of 32.14% < p > < / P > < p > according to Yan Jinghui, an analyst in the automotive industry, the M5 should be a car built by Yu Chengdong under the pressure of the red line of "no car". Huawei may not let go of the principle of "no car building" in the short term, but Yu Chengdong will not give up and continue to substantially promote "car building". "This is exactly what the car makers want to happen." An automotive industry analyst told the economic observer that Huawei's internal car makers hope that the outside world will have expectations of Huawei's overall responsibility, in fact blocking the possibility of Huawei's cooperation with large vehicle manufacturers as Tier1, and finally leaving Huawei only the road of car making to achieve darkness
2023-03-22 10:04:48