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- Source/007 of the brand world
- Author/007 of the brand world
Introduction: "Don't build a car" Huawei finally won the "Qianjie" trademark in full!
●Source: Weibo netizens
This sounds a bit CPU-burning, after all, the "car manufacturing ban" issued by Ren Zhengfei at the end of March this year is still vividly remembered, and it is the 10th time Huawei has said that it "does not build cars".
At that time, the move of Qianjie to openly turn the familiar "AITO Qianjie" into "HUAWEI Qianjie" caused Ren Zhengfei to be dissatisfied, and as a result, a ban fell with a knife in his hand, and Yu Chengdong's face crackled.
Everyone also believes that the "red man" Yu Dazui has lost momentum, and rumors of jumping to Xiaomi are everywhere.
As a result, Huawei turned around and won the Wenjie trademark.
Interestingly, the trademark electronic publication system shows that the receipt of the trademark transfer application of "Qianjie" is March 7 and 8 this year, and the time when Ren Zhengfei signed Huawei's car manufacturing ban is March 31.
So what the hell is this about?
In this regard, Huawei has moved out the classic rhetoric: "Huawei does not build cars alone, but builds good cars with car companies" has not changed.
Huawei does not build cars and has the latest Chinese interpretation: "Huawei does not build cars, which means that Huawei does not build cars alone, but builds cars together with car companies." ”
But how should consumers understand what kind of car they are buying?
Why is Huawei so entangled in the positioning of its car-making identity?
My previous understanding was that Huawei's so-called "not building cars" is not to directly target C-end consumers as a vehicle brand, but to become the largest technology supplier for B-end car companies like "Bosch" in the era of smart electric vehicles.
This can explain that since it has elevated itself to the "upstream" of automobile brands, Huawei must uphold an open attitude and create a more objective and "harmless" image.
After all, the concerns of other car companies are very clear: will you Huawei get stuck in my neck.
The reason why Ren Zhengfei reacted so much to the name "HUAWEI Qianjie" was probably that Zhou Yu hit the yellow cover and deliberately showed it to Cao Cao.
●Source: Sina Technology Weibo
The purpose is to tell all other car companies that have not yet cooperated with Huawei:
Even if Thalys is the first car company to cooperate with Huawei, it does not have the privilege of Huawei's "own son".
Now that Qianjie has become Huawei's new energy vehicle "trademark", this is even more proof - the cooperation between Cialis and Huawei has gradually faded exclusivity.
But judging from the current results, except for a few car companies that have no choice in the field of new energy, other brands do not believe.
●Source: Ask the boundary
With the Wenjie trademark being won, Yu Chengdong also won a temporary victory in Huawei's internal car manufacturing route dispute.
Huawei has three modes: component mode, HI mode, and smart selection mode.
The first is simply the traditional automotive supplier model.
The second is a bit more complicated, which is to apply Huawei's full-stack intelligent car solution to products, such as the Alpha S Huawei HI version.
The third is the most complex, that is, Huawei will be deeply involved in the process of product definition, normal design, channel sales, and brand operation, and the current AITO brand has adopted this model.
The biggest difference between the latter two is that the smart selection model is dominated by Huawei, while the HI model is dominated by car manufacturers.
Previously, Huawei's internal focus was mainly on the game between HI mode and smart selection mode.
As early as May 2019, Huawei officially established the Intelligent Vehicle Solution BU Department, which belongs to the ICT business, and the top person in charge of this business is Xu Zhijun.
In order to accelerate business development, Xu Zhijun directly appointed Wang Jun, who was then in the business department of Huawei Japan's operations, and appointed him as the president of Huawei Car BU.
Among them, Wang Jun led the HI model created by him, and Yu Chengdong supported the smart selection model.
●Source: Weibo netizens
Under the HI model, Huawei has reached cooperation with three traditional automakers, including BAIC Extreme Fox, Changan Avita, and GAC AION.
But the end result is that cars launched under Huawei's HI cooperation model are either delayed in delivery or sold dismally.
In comparison, Huawei's smart selection mode has made a fantastic start:
Under Yu Chengdong's "big mouth mode", the first model M5 sold more than 3,000 units in the first month after delivery, and its sales exceeded 10,000 in July 2022, making it the fastest new energy brand with monthly sales exceeding 10,000 at that time.
In the end, Wang Jun was suspended in February this year, Huawei won the Wenjie trademark in March, and Yu Chengdong's smart selection model was successful.
Today, in addition to Cialis, Huawei has also established a smart car cooperation model with Chery and Jianghuai.
In addition, the cooperation model between BAIC and Huawei has also changed from HI mode to smart car mode. As a result, Huawei's smart car business will have four vehicle enterprise partners.
However, with the deepening of cooperation, Huawei found that this kind of intelligent incremental things are difficult to sell on a large scale like the standardized components made by Bosch, and it needs to be deeply involved with car manufacturers.
When intelligence gradually becomes an important element for major automotive brands to win the future, Huawei begins to fall into a dilemma:
Progress will cause vigilance among car companies, and it will be difficult to give full play to the advantages of enterprises if they retreat.
Therefore, Huawei has to do more than Bosch.
As a result, winning the Qianjie trademark has become Huawei's first step to sit on the "talker" of major cooperative car companies.
In Yu Chengdong's plan, Qianjie will become a unified naming method for models of car companies that cooperate with Huawei.
●Source: Weibo netizens
In other words, the independent brand of Thalys will become Huawei's new energy vehicle brand, and will be applied to the name of Chery, JAC and BAIC cooperative models.
In the future, everyone will no longer buy Thalys, JAC or Chery, but Qianjie.
The benefits behind it are self-evident.
At the macro-strategic level:
Xu Zhijun, Huawei's rotating chairman, once bluntly said: The brand that Huawei has built with more than 30 years of development cannot be abused at will.
Now it has won the "Qianjie" trademark specifically for new energy vehicles, effectively distinguishing the relationship between car manufacturing and Huawei brands.
This also shows that since then, Huawei's car pots have been "asking the boundary".
On the one hand, with the expansion of Huawei's smart car model "Circle of Friends", if they all use different brands for marketing, service and retail, it will be complicated and the investment cost is high.
Unification under the "Qianjie" brand can not only reduce costs, but also give full play to the advantages of different car companies in various models under Huawei's unified resource allocation, which is obviously much more competitive than a single car company to build different models.
On the other hand, in the matter of losing the "soul", powerful head brands will definitely not be willing to become pawns in such a strong Huawei automotive ecosystem.
In this way, the cooperation with Huawei is basically only the second- and third-tier car companies with little strength.
Looking around, Huawei's car manufacturing group is crowded with frustrated people who build new energy vehicles. They do not have the ability to go to the battlefield alone, and can only attach themselves to Huawei's "shoulders".
If each model is put into the market with the original brand, it will not only be difficult to form a strong competition with new forces such as Wei Xiaoli, but may not even have the qualifications to fight at the same table with Tesla and BYD.
Therefore, Huawei must take over this task.
With the empowerment of Huawei technology, and then using a unified brand to distinguish the influence of the original brand, gathering a unified brand potential will have the confidence to fight a war.
At the micro-reality level:
The sales volume is too anxious.
From January to May, sales of 4,475 units, 3,505 units, 3,679 units, 4,585 units, and 5,629 units, respectively, with a cumulative sales volume of 21,000 units.
Although there are signs of rebound, it is far from the peak of more than 12,000 units in October last year.
●Source: Weibo
Compared with peers, the New Energy Great Wall, which ranked tenth in sales from January to April this year, had 43,000 vehicles, and BYD, which ranked first, reached 762,000 units.
The lack of sales is naturally due to the intensification of external competition, but the more important reason is that Huawei "excessively" isolates the distance between itself and the brand, which largely affects consumers' purchase decisions.
Now that the world is completely in Huawei's arms, whether the world can be brought back to life may only time give the answer.
On May 27, AITO's 100,000th vehicle rolled off the production line. It took 15 months to become the fastest new energy vehicle brand to reach this milestone.
In this regard, Yu Chengdong said: "In the future, if mainstream car companies want to survive, the production capacity of tens of millions of units is necessary, and if they do not have it, they will not survive." "In the future, we will achieve monthly sales of 100,000 vehicles."
You see, Qianjie has not yet got rid of the quagmire, and Yu Dazui has begun to be shocked again!
But to build a car, isn't it bigger and rounder than anyone's pie.
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