Many employees jumped to Xiaomi, and it is difficult to retain talents due to the decline in sales?

Recently, a message that "many employees jumped to Xiaomi" once again brought it back to the public's vision.

In the first half of this year, Qianjie sold a total of 25,761 new cars, an average of 4,200 vehicles per month, which has obviously experienced a significant decline compared with the monthly sales of more than 10,000 in the second half of last year.

If the full-year results are estimated based on half-year sales, the total sales volume of this year may be around 50,000 units. Not only could it not catch up with last year's sales figure of 75,000 units, but it could only achieve 16% of the annual sales target of 300,000 units.

In the face of dazzling data, it is not difficult to understand the reasons why employees have jumped to Xiaomi.

 In fact, the industry has long anticipated this encounter in the questioning industry.

After all, from the beginning of its establishment, Qianjie has been branded with Huawei.

In 2021, Dongfeng Xiaokang, who was eager to transform, met Huawei, who was looking for a partner to work with. The two parties hit it off and launched a new high-end new energy vehicle brand "AITO".

Compared with other car companies, the cooperation model between Cialis (formerly Dongfeng Xiaokang) and Huawei is more in-depth, and it is the "Huawei Smart Car" model with the closest degree of cooperation.

As a result, the models launched by Qianjie have Huawei's deep participation in many links such as product definition, styling design, marketing, user experience, etc., and even the listing of M5 and M7 is also placed at Huawei's press conference, and even the most important car sales channels are also carried out in Huawei's direct stores.

Obviously, in this partnership, Huawei's voice is far greater than that of Cialis.

There are pros and cons to this.

At the beginning of the listing, Qianjie did attract a large wave of customers through Huawei's aura and sales channels, and achieved sales of 75,000 vehicles in just 9 months.

However, the over-reliance on Huawei makes the disadvantages of Qianjie also very obvious, that is, in addition to Huawei's name and Huawei's high-end intelligent driving solution as a selling point, the Qianjie model itself does not have enough bright spots for consumers to pay.

And since the beginning of this year, the magic of Huawei's "golden signboard" has gradually weakened, and the sales of Qianjie have also fallen sharply. At this time, how to save the sales of Qianjie has become a top priority, and everyone seems to put the confidence of turning over against the wind on Huawei.

At the beginning of March, the news that AITO Qianjie will be renamed "HUAWEI Qianjie" leaked, and Huawei's official promotional materials and stores appeared the "HUEWEI Qianjie" logo, which seems to mark Huawei's ambition to build cars. But within a month, the news was personally denied by Huawei Chairman Ren Zhengfei, and a complete ban on the Huawei brand in car design.

Just a day before Huawei denied the trademark name change, Cialis released a new new energy vehicle brand - Blue Electric, and launched the first model of the Blue Electric brand, Blue Electric E5. This move is seen as a signal of Cialis' precautions and independence, and it also makes the question of belonging to the boundary more confusing.

In June, the uproar over the ownership of trademarks finally came to an end. According to the State Intellectual Property Office, on June 6, a total of 21 "Qianjie" trademarks were transferred to Huawei Technologies Co., Ltd.

At the beginning of July, an "internal letter to all partners" issued by AITO Qianjie was leaked in the market. The letter mentioned that Cialis and Huawei jointly decided to establish the "AITO Joint Working Group on Boundary Sales and Services", which will be fully responsible for the end-to-end closed-loop management of marketing, sales, delivery, services, channels and other businesses from July 1.

Industry veterans believe that although the relationship between this working group and the original sales department is not clear, Huawei's voice in AITO brand sales is increasing, and stealth control is also strengthening.

From this point of view, although Huawei previously insisted that it "does not build cars", it still took the Qianjie brand into its own hands.

According to the previously disclosed Huawei Smart Selection model cooperation plan, Huawei's ambitions are far beyond the single brand of Qianjie.

This year and next, Huawei and Chery will cooperate to launch two new models. In addition, the ultra-luxury pure electric MPV cooperated by Huawei and Jiangqi Group will also be launched next year.

If nothing else, the models created by Huawei and the above manufacturers will appear as the Qianjie brand. From this point of view, the ownership of Huawei may be more beneficial than the current model.

But regardless of the future, sales are really sluggish today. Even Huawei should "take into account both inside and outside" and think of "recruitment" for the sales of the world.

(Image from the Internet, infringement deleted)