Source: CBN
Yu Chengdong, managing director of Huawei, CEO of terminal BG, and CEO of smart car solution BU, led a wolf team to drive straight into the automotive field.
"Positioning determines status, vision determines the realm", Huawei adheres to the concept of "pursuing the first", dares to innovate, dare to pursue, dares to invest in technology, and has quickly ranked among the top enterprises in many fields such as smart phones. Today, Yu Chengdong and the team he leads, with strong technical accumulation, rich experience, strong innovation ability and love for cars, hope to make the impossible possible on the intelligent terminal with wheels, and once again create miracles on the intelligent car track.
However, unexpectedly, Huawei has repeatedly stressed that it does not build cars, and even if it is deeply involved in all aspects of the new car AITO, it still reiterates that it does not build cars.
Why don't you build cars?
Not long ago, aito asked the world M5 after the release of heated discussion. Some insiders believe that from a technical point of view, in addition to the shell of the car, the core components are Huawei's, and even in the appearance, Huawei is also involved in the design, which is not essentially different from Huawei's own car.
In the face of doubts from the outside world, Yu Chengdong gave a standard answer: "We don't build cars, we help car companies build good cars." ”
What is the relationship between Huawei and Xiaokang Xilis? Yu Chengdong explained that the vehicle research and development, design and vehicle manufacturing of the AITO M5 is the responsibility of Xiaokang Xilisi, while Huawei has given Xilis great empowerment in product styling, interior and exterior design, and brand marketing. For example, in terms of design, Yu Chengdong and the team are deeply involved in the styling design, materials and other details of this new car, and the goal is to make this car better reflect the ultimate design concept of simplicity, high-end and purity.
Huawei's role is to help and assist. Like smart cockpits, motors, electronic controls, etc., these are Huawei's technologies and components. There are also cooperation with other car manufacturers, but with Xiaokang Xilisi is a very in-depth cooperation, Xiaokang has accumulated a wealth of experience in vehicle research and development and manufacturing in the past ten years, and has the core pure electric drive range extension technology, both sides have cooperation in technology, products and channels.
The automotive industry chain is very long, and there are often tens of thousands of parts for only one vehicle, and the upstream and downstream involve a large range. Huawei has long been laid out in the automotive field, and has done something and done nothing. Huawei's soul figure Ren Zhengfei is far-sighted and sets the tone for Huawei to "not build cars". At present, Huawei carries out various forms of cooperation according to the needs of the main engine factory, in addition to providing incremental parts and solutions for tier1 and Tier2 OEMs, and its main cooperation models are divided into "Huawei HI" and "Huawei Smart Selection" Two: Huawei HI is Huawei's automotive full-stack technology solution, including intelligent cockpit, intelligent driving, intelligent electric, etc., but product definition, technology, part selection, etc. are dominated by the car factory, Huawei does not participate much; Huawei's smart selection mode is Huawei's product definition, Modeling design, marketing, user experience and other aspects of the participation more, with the car companies to work together in-depth cooperation.
No matter which model, Huawei is standing at the high end of the smile curve to empower the main engine factory, thereby enhancing the added value of the product. Because it does not build cars, Huawei can free up more time and energy, accelerate the breakthrough of core technologies and create higher value for more car companies.
Some people liken Huawei to the "Bosch" of the era of smart cars. Whether it is Bosch, the world's largest parts supplier, or Ningde Times, the world's largest power battery supplier known as "Ning Wang", has not chosen to build cars himself, but has become the strongest "assister" of many OEMs. BYD started earlier than the Ningde era in the field of lithium batteries, and created a relatively complete vertical industrial chain from batteries, motors, electronic controls to vehicle manufacturing, etc. The Ningde era, which does not manufacture cars, quickly surpassed BYD in terms of lithium battery installed capacity and market value by cooperating with many car companies. Behind this lies a delicate business relationship, once the car is built, it will involve how to balance the relationship between self-use technology, components and external supply technology and components. Huawei does not personally go down to "build cars", to a certain extent, it is related to this, its lofty position, and it is determined to make one product after another competitive in the future.
Yu Chengdong said: "If Huawei provides both parts and components and builds complete vehicles, other car companies will definitely feel that we are unfair, so we choose not to build cars and achieve a bowl of water." In the past transformation process, terminal BG has accumulated a wealth of modeling design, user experience design, brand, channel, retail, quality control capabilities, together with car companies, to help their products succeed, so that it can also feed our parts and components to sell. Mr. Ren has said that Huawei can't do everything as a company. Since Huawei has the ability, don't waste it, you can assist car companies to build good cars and sell good cars. ”
Deep cooperation creates higher added value
Multinational car giants such as Toyota and Volkswagen take turns to sit on the throne of global automobile sales champions, and Tesla will win the global new energy vehicle sales championship with a delivery volume of 936,000 units in 2021, of which Tesla's Shanghai Gigafactory delivery volume is 484,000 units, accounting for half of its global territory. The global automotive industry is in a once-in-a-century period of change, in the process of accelerating the transformation towards electrification, intelligence and networking, the original pattern will be subverted, as the world's largest car market, China has become the main battlefield for innovation and change of various enterprises.
In the face of a rapidly changing market, the model of cross-border cooperation has gradually become a popular trend, which is conducive to accelerating the speed of research and development, saving costs and reducing risks. In the process of boosting autonomous car companies to achieve curve overtaking, Huawei urgently needs to create a successful sample. Among the many domestic car companies, Huawei prefers Xilis, which does not belong to the first camp of electric vehicles, to test the waters of in-depth cooperation, rather than choose byd BYD and other head electric vehicle companies, which makes the industry somewhat puzzled.
"The dominance of cooperation does not depend on us, but on what form car companies want to cooperate with us." Xiaokang Xilis is willing to cooperate with us, willing to design and develop with us, and also entrust brand marketing, channels and retail to us. We also have good cooperation with other car companies, and when we have common needs, we will also carry out various forms of cooperation. Yu Chengdong replied.
Last year, Chen Hong, chairman of SAIC Motor, threw out the "soul trunk theory", which set off a thousand waves. It can be seen that some mainstream car companies are more inclined to take the "soul" into their own hands. In the process of promoting the "Huawei Smart Selection" in-depth cooperation model, the reason why Huawei selected Xiaokang Xilisi is that on the one hand, Xiaokang Xilis has a high willingness to cooperate, has a very strong combat effectiveness, and has the spirit of working hard and fighting, on the other hand, it is optimistic that the other party and its own advantages complement each other. In the past decade, Xiaokang Xilis has accumulated rich vehicle design and manufacturing capabilities, and the company's Chongqing Liangjiang factory is one of the few intelligent factories in China, in addition, there is also a precipitation in the range extension technology, which coincides with Huawei's current technical route choice for the actual domestic car use scenario.
Huawei has accumulated a wealth of brand operation, industrial design, quality management, user experience design and other capabilities in terminal BG, and cross-border into the new field of automotive, Huawei can empower partners with algorithms, chips, software, and users accumulated in the ICT field for more than 30 years. For example: AR-HUD head-up display technology, Huawei does better than many luxury brands; the back display behind the seat can achieve 50-inch, 70-inch visual effects in a small frame; with the accumulation of optical technology wireless communication technology, Huawei can do lidar; in the automatic driving algorithm, AI chip algorithm and artificial intelligence, perception and other aspects, Huawei has many years of accumulated technology, can be applied to automotive products. Like mobile phone products, automobiles are both technology products and consumer goods, but automobiles are products that are strongly related to personal safety, so Huawei hopes to further improve more consumer design concepts on automotive consumer products under the premise of ensuring basic quality such as product safety and reliability. Although Huawei is positioned to play the role of the assister of the main engine factory, it fully demonstrates its usefulness in the process of empowerment, and urges the car factory to strive for excellence in terms of quality control and do its best to enhance the added value of the new car.
"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, and drive our parts to sell, so as to realize the commercial realization of the car BU parts business." Yu Chengdong said that Huawei wants to make related businesses, product experiences, user experiences, etc. the first in the world in the automotive field, giving users the best experience and the best quality, which is Huawei's business philosophy.
Seize the new opportunity for the development of intelligent vehicles with the N power mode of 4
At present, the rise of the national tide, more and more consumers choose to buy their own brand electric vehicles, especially the post-90s and post-95s who have gradually become the main force of consumption, growing up in the stage of China's economic take-off, witnessing the rapid rise of domestic brands, and becoming more confident in local brands and products. This is another new development opportunity for Huawei, which has brought domestic high-end smartphones to the peak, and will show its skills in the field of intelligent cars and help Xilix climb the new peak of independent intelligent cars.
With strong technical accumulation and a strong R&D, design and experience team, Huawei is assisting xilix in rapid iteration of products, following the launch of xilix SF5, and then quickly launched AITO Q&I M5 in just a few months, completely breaking the speed of product iteration of traditional car companies. According to Yu Chengdong spoilers, Huawei and Xiaokang Xilis will also launch a medium and large SUV together this autumn, in addition, AITO Q&I M5 will also launch a pure electric version, and the products behind will be more competitive than one, whether it is Hongmeng intelligent cockpit, or product interaction, etc., will bring consumers a truly new intelligent experience. "With these three new cars, I hope to sell more than 30,000 units a month, challenge the sales target of 300,000 units this year, and challenge million units with our partners next year." Yu Chengdong talked about future goals.
Not only in the front-end R & D and design and other aspects of the car company's intelligent car product empowerment, in the back-end marketing and other aspects of the same, Huawei has a huge retail channels, of which there are thousands of stores in China, and these stores are in the best position in the mall.
In the past, the location of traditional 4S stores was relatively remote, and the user experience cost was very high. Now, the entire retail format has become a retail network centered on shopping malls and online, which is the trend. If the car companies themselves build a retail system with shopping malls as the core from scratch, the rental costs and labor costs will be very high. With the help of Huawei's existing retail system, this will help the car factory save a lot of costs in laying the retail channel network, and greatly use Huawei's resources and the resources of the car factory to achieve a win-win goal.
In Huawei's retail stores, not only smart wearable devices such as PCs, tablets, watches, and mobile phones are on sale, but also smart cars such as AITO M5 are also coming in, and Huawei is training channel personnel to increase their understanding of automotive products, so as to bring users a better experience. In terms of product competitiveness, Yu Chengdong believes that it is necessary to use the two words of word of mouth to speak, and to speak with consumer satisfaction. The metric he assesses his team is not KPIs, but NPS, the so-called NPS is the user net recommendation score. Getting users to really like and recommend Huawei's products is one of the secrets of Huawei's success. 4 to the N power, N is scaled by years, one user affects four users, four users affect sixteen users, and sixteen users affect sixty-four users in another year. Rapidly rising to the N power of 4, supporting this is NPS, the user net referral value, and the Huawei management team first looks at the NPS value.
"According to the plan, Huawei will first take a thousand stores to sell cars by the end of this year, assuming that each store can sell 30 units per month, so I set a challenge goal to reach 30,000 units per month, 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. Yu Chengdong did not hide his ambitions in the slightest.
With the advent of the era of software-defined cars, car companies and technology giants have cooperated to build a cross-border intelligent car ecosystem and highlight the comprehensive competitiveness of hardcore. Entering the twenty-first century, the most competitive enterprise is an ecological company, Huawei is at the forefront of the times, and its HarmonyOS smart cockpit can achieve linkage with mobile phones and surpass opponents in ecological experience. In terms of ecological development, mobile phones and watches can control the car, and the navigation and video phones on the car can be seamlessly connected with mobile phones and tablets, and the account and experience can be connected. Huawei's Hongmeng is one of its killer skills, and under this ecosystem, all scenarios and all devices work together to create the ultimate user experience. Committed to building a smart world of interconnection of all things, although we do not personally build cars, we continue to expand the circle of friends with an open attitude, and use continuous innovation and professional capabilities to help car companies build good cars and accelerate the empowerment of green smart travel.