Author丨Song Doudou
Editor丨Zhang Mingyan
Source丨Xinhua News Agency
Huawei is accelerating the construction of independent HarmonyOS stores for smart cars.
According to 36Kr reports, it is expected that the number of new Hongmeng Zhixing stores will reach about 800 in 2024 and hit 1,000 in 2025. According to the investment documents of the partners cited in the report, Hongmeng Zhixing has opened franchise user centers to 78 cities across the country to seek partners. The services provided by the HarmonyOS User Center include sales, delivery and after-sales, that is, the integrated user center of sales, delivery and service, and one of the criteria for selecting partners is to give priority to the ability to have experience in the sales and maintenance of luxury brand cars.
In the cooperation investment promotion document, the user center level of Hongmeng Zhixing is divided into four levels: S, A, B, and C, with corresponding requirements, of which the S-level user center is required to be able to accommodate 12 or more exhibition parking spaces and 12 or more delivery parking spaces, and the C-level user center with the lowest positioning also needs to have 6 exhibition parking spaces and delivery parking spaces.
The 21st Century Business Herald reporter learned from Huawei's sales side that Huawei's stores selling cars are being successively converted into Hongmeng Zhixing stores, and the opening of new stores is not ruled out in the future. In addition, the WeChat names of the sales staff of Hongmeng Zhixing stores have been changed from "AITO Wenjie" to "Hongmeng Zhixing", but the AITO Wenjie user center led by Cialis has not changed yet.
The full name of HarmonyOS Intelligent Vehicle Technology Ecological Alliance, formerly known as Huawei's smart car business. Huawei's current layout in the automotive industry can be divided into three models: a parts supply model that provides standardized modules, a solution model that provides full-stack integrated solutions, and a smart car model that is renamed "HarmonyOS Intelligent Mobility".
Among them, the smart car model is the three models, and China is the most deeply bound to car companies, and it is also a model that has been relatively rapid and mature in its automobile business. Under this model, Huawei and car companies jointly develop and design products, the car companies are responsible for production, and Huawei ultimately provides sales channels. Models currently on sale include the M5, M7, S7 and the upcoming M9.
At the beginning of this year, Yu Chengdong, executive director of Huawei, CEO of Device BG, and chairman of Automotive Intelligent Solution BU, said that if these brands of cars start to be sold and use different brands, Huawei's marketing, service, and retail will be very complicated and the input cost will be high, so it hopes to use a common element and a common brand. "Huawei wants to build a smart car ecosystem brand alliance so that Huawei can unify marketing, services, and retail with more smart car partners. ”
Roughly speaking, there are three main channels for Huawei to sell cars, including self-operated flagship stores, smart life halls or authorized experience stores, as well as independent stores that Huawei is accelerating to open, namely the HarmonyOS Zhixing Authorized User Center. The 21st Century Business Herald reporter inquired from the Hongmeng Zhixing APP and found that there are currently 52 Hongmeng Zhixing authorized user centers across the country.
The 21st Century Business Herald reporter previously visited the Huawei authorized experience store in a shopping mall in Guangzhou and found that the Zhijie S7 has not yet arrived at the store, displaying the two exhibition cars of the M5 and the M7 intelligent driving version, but the display space is very limited, and it is difficult to put down the third exhibition car.
With the gradual increase in the number of models sold by Hongmeng Zhixing, it has become inevitable to open independent stores with larger space.
It is understood that the Hongmeng Zhixing store will be responsible for the sales of Cialis Wenjie, Chery Zhijie, as well as the upcoming JAC "a certain world" and BAIC "a certain world" smart car cooperation products, that is, all smart car models will be sold in Hongmeng Zhixing stores, and the user center led by Cialis will not sell brand models other than Wenjie for the time being.
It is reported that some Huawei stores will still keep selling cars, and will match models suitable for sale according to factors such as area and city.
However, the same store sells multi-brand models, which has a great test on the store area, after-sales delivery ability, sales staff's service ability, and management ability. According to the HarmonyOS APP, there are currently two HarmonyOS Authorized User Centers in Guangzhou.
In fact, in the first half of this year, there was news that Huawei's smart car business is building a car sales store that is different from the current mobile phone store, which is specifically used to sell Huawei smart car ecological alliance models. Earlier, in December last year, Huawei began to recruit store construction and channel operation personnel on a large scale, which also means that the current channel layout of HarmonyOS Zhixing began to advance as early as last year.
In addition, it should be noted that the services provided by the HarmonyOS User Center include sales, delivery, and after-sales, that is, the integrated user center of sales, delivery, and service, which is different from the previous cooperation model of Huawei Celis. Previously, both Cialis and Huawei had corresponding teams responsible for the sales of AITO Wenjie models, Huawei was responsible for drainage, sales, orders, etc., and delivery and after-sales service were mainly responsible for Cialis, but problems in delivery and service gradually emerged.
In July this year, Sailis Auto and Huawei jointly established the "AITO Joint Working Group", which will be fully responsible for the end-to-end closed-loop management of marketing, sales, delivery, service, and channels since July 1. Huawei said that the establishment of the working group has nothing to do with the right of both parties, and the move aims to improve the management of sales, channels, and services and improve customer experience.
In addition to Hongmeng Zhixing, Xpeng Motors and others are also accelerating the adjustment of channels to increase sales.
In March this year, the internal organizational structure of Xpeng Motors merged the auto trade team of the direct sales system and the user development center team of the dealer system to implement unified management. At the same time, the original four major districts of Northern, Eastern, Central and Southern Regions were adjusted to 24 more subdivided areas. In September, the number was reduced to 12.
He Xiaopeng, CEO of Xpeng Motors, said in the second-quarter earnings conference: "We will eliminate those stores that perform poorly, whether it is in directly operated stores or our current channels, it will bring greater efficiency and lower marketing costs to our operations." ”
SFC
Editor of this issue: Liu Xueying, Xi, Zhao Fengling
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