Who will be better in the third round of the battle between Huawei and Xiaomi?
Recently, Huawei and Xiaomi have been on the bar again. Unlike in the past, this time the "battle" may spread a little more widely.
First of all, the traditional "tactics", Yu Chengdong satirized Xiaomi's keel hinge technology, "not respecting intellectual property rights enough", Xiaomi refuted Yu Chengdong's remarks, "completely inconsistent with the facts"; and then Xiaomi "saluted" Huawei at the launch of its first model SU7, but Huawei did not respond. It can be seen that the battlefield of these two companies has expanded to the field of smart cars.
What is the difference between Huawei and Xiaomi's "car building"? Who will be better in the competition between these two? Let Kung Fu Auto take you to take a look.
1
It can't be flattened or broken
The two most resilient big and small?
For Huawei, 2023 is definitely a harvest year.
On the one hand, after being targeted and suppressed by the entire Western world for several years, Huawei still came up with its self-developed high-end chips and made a beautiful comeback with the Mate 60;
On the other hand, Huawei's smart car business continues to develop, especially the "three arrows" of the M9, AVATR 12, and Zhijie S7 at the Guangzhou Auto Show, which directly shocked the automotive industry.
As a technology company, Huawei's biggest feature is that it will continue to innovate in the industry, not only to promote the development of the industry, but also to continuously enhance the company's competitiveness.
For Huawei, overcoming technical problems and creating products that no one else has is innovation, and controlling costs and forming a moat by optimizing the supply chain and production process is also innovation. It is precisely with this philosophy that Huawei has accomplished almost all the impossible.
For example, in the smartphone industry, Huawei was the first domestic company to start "making cores", and even if it encountered "sanctions" from the entire Western world, it could not shake its determination to master independent intellectual property rights.
Another example is the intelligent automotive industry, Huawei has long proposed to be Chinese's own Bosch. Even if car companies don't respond much, many of them are wary of Huawei. Huawei will continue to make breakthroughs in the fields of three-electric systems, intelligent cockpits, and intelligent driving until it achieves industry-leading leadership.
Xiaomi is a different style, that is, to strengthen the Xiaomi brand at all costs. As the youngest Fortune 500 company, Xiaomi, which does not seem to have many "moats", has also created many miracles.
Xiaomi is the first mobile phone brand to re-emerge after a decline in sales (Huawei is a special case). For another example, when almost everyone is not optimistic about the high-end strategy, Xiaomi has achieved a counterattack by virtue of Xiaomi, a brand that has been seriously "low-end". The data shows that Xiaomi mobile phones have won nearly 20% of the market share in the price range of 4000-6000 yuan, which was unimaginable before.
One is an "iron-headed baby" who is desperate to do technology research and development, and the other is a national brand that has achieved "vigorous miracles" after several ups and downs, and the resilience of Huawei and Xiaomi is very surprising. They are also entering the automotive field, and their goals are surprisingly consistent, and they will never rest until they make some achievements.
2
The styles are very different, who is making the car?
Recently, Huawei exposed the "Top Ten Black Technologies" of the M9. It can be seen that although Huawei does not make cars, its impact on the entire car-making process is indeed unprecedented.
Let's take a look at the content of the "Top Ten Black Technologies",First of all, the industry's only smart projection headlights,Use a dual-mirror space optical system,Needless to say, only Huawei can do it;Then it is fully equipped with ten screens and HarmonyOS 4Intelligent cockpit,It is also exclusive to Huawei;HUAWEI XHUD Critical head-up display system,Needless to say Huawei exclusive;HUAWEI ADS 2.0High-end intelligent driving assistance,Huawei exclusive。
Super hardcore basalt body, 2000 megapascal hot-stamped steel protection, 9000 tons of integrated die-casting process, this cannot be said to be exclusive to Huawei, but there are really not many in the industry, Huawei is one of them, and then there is the giant whale 800V platform, Tuling intelligent chassis, the new Xiaoyi smart assistant, the fourth-generation extended range platform, and HUAWEI SOUND excellent series audio, which also have strong traces of Huawei.
Huawei has indeed "sold" the brand, cooperating with Celis, JAC, Chery, BAIC, etc., and has also cooperated deeply with Changan in the field of intelligence, but its technical influence is indeed ubiquitous.
On the other hand, Xiaomi, the first model of the electric motor supplier is Suzhou's Inovance United Power, and then the battery suppliers are Fodi and CATL, the intelligent cockpit chip chooses Snapdragon, and the various control parts of the body and chassis are basically from Bosch, Schaeffler, and ZF.
Although Xiaomi claims to have made 5 major black technologies, it is more of a "modification" on the basis of these core components. For example, Xiaomi's 800V silicon carbide high-voltage platform is based on the Kirin battery of the CATL era. Another example is the so-called full-stack self-developed intelligent driving technology, and the core chip is also from NVIDIA.
This is a very typical Xiaomi feature, which is more like a conglomerate of resource integration.
3
Huawei is attacking the city, and Xiaomi is trickling?
The difference in performance between Huawei and Xiaomi was actually expected before they built cars.
It is also a Fortune 500 company, and there is no doubt that they will have their own path dependence. How will these two companies differ in the automotive industry?
In the view of Kung Fu Motors, the meaning of Huawei's existence is to attack the city. The recent Wenjie M9 is an example, which has received 10,000 orders on the day of its launch, with an average store order of about 70 to 80 units, which has skyrocketed the number of Huawei Mall stores by more than 200%.
The same is true for Huawei's cooperation with Chery's Zhijie S7, although Chery is a "veteran" in the automotive industry, it is difficult to break through the ceiling of 200,000 before this, and the first car in cooperation with Huawei exploded.
The core reason for this situation is that Huawei can provide technology that other car companies can't provide. Taking ADS 2.0 as an example, when Huawei began to make a real urban NCA function, there was still a complete gap in the industry. The ideal high-end intelligent driving is directly "given for free", and Xpeng also can't afford to sell it. So much so that Tesla dared to bid for 64,000 yuan for an FSD future, and most people didn't use it until they changed cars.
After the advent of Huawei ADS 2.0, the gameplay has completely changed. You can use it when you buy it, and it can be continuously upgraded in the future, and intelligent driving seems to have become a "rigid need" for high-end models overnight. Sweeping away these "gray areas" in the industry and forcing the whole industry to roll up with itself is the meaning of Huawei's existence.
As for Xiaomi, the meaning of its existence is to provide products with 80% performance at 50% of the price, completely eliminating some "cutting leeks" brands.
According to the latest data, the shipments of Xiaomi air conditioners in the first three quarters of 2023 have exceeded that of the whole of 2022, and refrigerators have also increased by 95%, approaching the traditional giants Gree and Haier in these two major fields. And before that,Xiaomi TV sales have already jumped to the top of the list,Xiaomi washing machine also ranked in the top three。
Are Xiaomi's products necessarily better than Gree? This may not be, but Xiaomi's products are absolutely cost-effective, and they can occasionally give surprises. When a brand can give people such "confidence", it is difficult not to succeed.
4
Kung Fu shooting
Many people expect Xiaomi and Huawei to have a "big war" in the automotive field, and in the eyes of Kung Fu Motors, there is a high probability that these two will not be able to fight.
Huawei is more focused on gnawing on the core technology, and cooperates with different car companies along the way to jointly promote its own Hongmeng Zhixing; Xiaomi will continue to strengthen the Xiaomi brand, which is still the main cost-effective, so no matter how Lei Jun puts smoke bombs, the price of Xiaomi SU7 will definitely be within 200,000, which is the path that Xiaomi will inevitably take.
It will not be Huawei that "defeats" Xiaomi, nor will it be Xiaomi that "defeats" Huawei. It's a good thing for consumers to have two companies fighting each other.
Click on the image to go directly to the featured articles in previous issues
▼
Welcome to click to follow
☟