Although it is often emphasized in front of the media and the public that "Huawei does not build cars, but helps enterprises build good cars and sell good cars", when the new car first appeared at the 2021 Huawei Winter New Product Conference, both the new and old players in the industry, or the mass consumers have thrown curious and excited eyes, injecting a stream into the new car market that is not active at the end of the year, and Yu Chengdong's passionate explanation at the press conference, the pride of benchmarking millions of cars, also made AITU ask the M5 circle of countless fans.
Like the previous Huawei platform models, the emergence of the Q&I M5 is still attracting much attention and igniting the enthusiasm of users who hold coins for purchase. Of course, under the high degree of attention, users also have some problems with AITO and Q&I M5, so Huawei, who heard the call, stood up and hoped to talk openly and honestly about the issues that everyone cares about. As a result, Zhichepai walked into Huawei's Beijing office and conducted an exclusive interview with Yu Chengdong, Huawei's managing director, CEO of consumer business, and CEO of Zhi auto solution BU, who had not been interviewed for nearly 2 years through video connection.
Huawei does not build cars, but helps companies build good cars
Will Huawei build a car? The answer is - don't build cars, help companies build good cars! Sell good cars! What is a good car? In Yu Chengdong's eyes, the quality of a good car should be the best, the experience should be the best, and the brand should be the best.
So why can Huawei help car companies build good cars? He shared his ability to help people build good cars. First of all, Huawei has the best user experience team in the world, which can allow cooperative companies to get the best user experience; secondly, Huawei has a team and experience that can build the brand into a well-known brand; and then there is Huawei's channel capability, Huawei has thousands of stores across the country, through these channels can not only sell cars well, but also save high store construction costs for car companies.
Of course, not all cooperative enterprises can be empowered by Huawei's excellent capabilities, and only those companies that are deeply involved in product definition, quality control and channels can get the greatest help. "Cooperate well with us, I am confident to turn him into the most profitable car company in China!" Yu Chengdong knocked the table and said.
In fact, Zhichepai learned that the strategic agreement and joint business cooperation agreement signed by Xiaokang Xilis and Huawei clearly stated that Huawei is its long-term partner and is deeply involved in product definition, quality control and channel sales.
Whether it is SF5 or Q&I M5, Huawei is deeply involved in it, especially Q&D M5, not only the design team, the R&D team, including Yu Chengdong himself. According to himself: "I do consumer and car BU work during the day, and use all the time at night to do design, product definition, and user experience with the smart selection team."
Positioning determines status, and vision determines realm
In fact, there are not a few vehicle companies cooperating with Huawei. In November last year, Changan Automobile's new brand "Avita" fully applied Huawei's HI full-stack solution, and before that, BAIC launched the Polar Fox Alpha S Huawei HI version. HI and Huawei Smart Choice are both helping companies build good cars, but what is the difference?
Yu Chengdong explained: "Huawei HI is Huawei's full-stack technology solution for automobiles, including intelligent cockpit, intelligent driving, intelligent electric, etc., but product definition, technology, and component selection are all dominated by the car factory, and the car factory adapts according to its own choice. In the Huawei smart selection mode, Huawei participates in more in all aspects of product definition, styling design, marketing, user experience, etc., and cooperates with car companies in depth, only in this way can we make the product competitive first, which is the style of the Huawei team to do things - do not do it, do it first! Mr. Yu knocked on the table for the second time.
In this way, the positioning of HI and Huawei Smart Selection is much clearer. HI is the supply chain, and smart selection is deep empowerment. Deeply empowered, Huawei certainly has the confidence to make it the most profitable car company.
In fact, the rumors about Huawei's car manufacturing are triggered by the in-depth cooperation model with Xiaokang Xilis. In the car circle, no supply chain company is doing what Huawei does, does Huawei not know? No way! So why is Huawei doing this? There are two root causes:
One is: traditional car companies, such as BBA at the supply chain level is pulled through, you are difficult to break the circle is difficult to enter, resulting in good things, selling less, or I provide spare parts, but the car sells badly, the sales of parts and components can not go up, which is definitely not in line with commercial logic. Distrust is also a problem, and the phrase "you can't have your body is your own and your soul is someone else's" is naked distrust. What about car building? Huawei has said that it does not build cars, then the remaining road can only be deep participation in cooperation.
The second is that retail stores must survive. "We help car companies build cars, why do we sell cars?" Yu Chengdong said: "After Huawei was sanctioned, the shipment of high-end mobile phones fell sharply because there was no 5G chip. We have retail stores to survive, and it's important to sell cars to help retail stores survive. Second, Huawei has a strong retail system, which is wasteful if it is not used. By selling cars, the retail store is fed, and the retailer is helping the retailer to make money, so that Huawei's flagship store can stand there. Huawei uses a strong retail system to help automakers sell cars and help partners achieve commercial success, which will also drive large-scale sales of OUR CAR BU parts. Therefore, the purpose of our car sales is to help car companies achieve commercial success, and then the sales of our car BU parts are also successful, and at the same time help retailers make money. ”
"Huawei empowers car manufacturers, which is a strong cooperation in the new era, and this way of complementing each other's advantages is a new business model." Through cross-border cooperation, we help car manufacturers build high-end products, create great products, and build great brands. Yu Chengdong then added.
From the perspective of the smart car faction, this is not only a new business model, but also a new normal that breaks the traditional cooperation. With the help of Huawei's advantages, Xiaokang can quickly improve brand awareness and get users to boost sales, so why not value this new model? As for the so-called "soul torso theory", this is the problem of corporate self-confidence. The computer uses the Windows system, and it cannot be said that this product has no soul. Whether there is a soul, or depends on the brand and product strength, not whose things you use.
"Positioning determines status, vision determines realm", Lao Yu said: "If we pursue the level of second-rate, we may not even be able to do the third-rate or fourth-rate." If we pursue first, sooner or later we will become number one, which is my tried-and-true philosophy and the style of our team. In the field of cars, we dare to innovate, dare to pursue, dare to invest in technology. By empowering car manufacturers, we will help car companies build a new model of cooperation, and provide assistance to those car companies that cooperate with us in depth to help them build the most profitable and commercially successful car companies1
The target of 300,000 medium and large SUVs in 2022 will appear
The premise of all-round assistance and empowering car companies to build good cars and sell good cars is that the products should be excellent enough, how do Huawei and Xiaokang do it? The first is to make 1+1 > 2.
The first point of 1+1>2 is reflected in the cooperation of the teams of both sides. Yu Chengdong introduced: "We and Xiaokang Xilis have complementary advantages. In the past ten years, Xiaokang Xilis has accumulated a wealth of vehicle design and manufacturing capabilities, and they have also accumulated a lot of experience in the research and development of pure electric drive range extender technology, and the Liangjiang factory in Chongqing is also one of the few intelligent factories in China. In the past decade, Huawei has accumulated rich capabilities in brand operation, industrial design, quality management, and user experience design in terminal BG. Huawei gives full play to our advantages in vehicle parts, intelligence, software, and hardware, and Xiaokang plays their advantages in traditional body design, vehicle manufacturing, and especially range extenders. “
At present, the vehicle manufacturing of aito M5 is the responsibility of Xiaokang Xilis, but Huawei also empowers them in product styling, interior and exterior design, and brand marketing. For example, in terms of design, I myself and the team have been deeply involved in the details of the new car's styling design, materials, etc., and our goal is to make this car better reflect the ultimate design concept of simplicity, high-end, and purity. “
"So in terms of the new car experience in the future, our requirement is to be the first in the world." We empower car manufacturers to do a good job in their product design, user experience, and product quality control, so that products can sell well, our parts can sell well, and we can realize the commercial realization of the car BU parts business. ”
The second point of 1+1>2 is reflected in products and channels. Yu Chengdong sees this as follows: "Huawei has strong channel retail capabilities. We have thousands of stores in China, and now our stores are in the best locations in the mall. If the car companies themselves build this retail system with shopping malls as the core from scratch, the rental costs and labor costs will be very expensive. With huawei's existing retail channel system, we can help automakers save a lot of costs in laying retail networks, and greatly use our resources and depots' resources to achieve a win-win situation. ”
"We plan to sell cars from 1,000 stores by the end of this year, assuming that each store can sell 30 units per month, so I set a challenge goal that the monthly sales of all models can reach 30,000 units, so that the annual sales of our cooperative car companies will be 100 billion yuan." Our goal is to build our partners who cooperate with us into the most profitable car companies in China. ”
Is this month's sales of 30,000 units just selling M5? Definitely not! For the next product planning, Yu Chengdong made a more comprehensive spoiler: "This autumn, Xiaokang Xilis will also launch a medium and large SUV, and the AITO Q&A M5 will also launch a pure electric version, and the products behind us will be more competitive than one." ”
Questioning only inspires morale
The weak will compromise in the face of doubt, and the strong will only inspire morale in the face of doubt. Yu Chengdong confessed that he himself was such a person.
"When I was doing terminal business, when I first started in this field, China did not have a high-end brand. We want to make high-end products, many people say that this is simply impossible to complete the task, but then after our efforts, we really achieved the world's first. Today, the same is true in the automotive sector. Of course, if we want to achieve the world's first, we must also be the world's first in product experience and user experience. To give users the best experience, the best quality, this is our business philosophy. ”
"In my nearly 30 years at Huawei, I have witnessed the establishment of Huawei's core values, the first is customer-centric, the second is hard work, and the third is the spirit of self-criticism. This has never changed since I left the school in 1993 and stepped into Huawei, and I have always adhered to this spirit. Customers are our food and clothing parents, without customer satisfaction, there is no ji Ren always has everything is our boss, but also our mentor, but also the role of the old father, his spirit of persistence has not changed. ”
"I do things to pursue excellence, not modest to say that the team I lead is the most effective team, no one 1 Lao Yu knocked on the table for the third time. Although we entered the automotive field relatively late, I asked our team to have strong learning ability, to quickly grasp the core, to pursue excellence, to do to the first, this is the real king and combat effectiveness of our team. ”