The market is never divided into before and after, but the winner is the king and the loser is the loser.
Now the car circle has to admit the fact that under the leadership of Lei Jun and Yu Chengdong, the offensive of Xiaomi Auto and Huawei is far more ferocious than imagined.
Looking back, the most popular argument in the market is nothing more than that people who build cross-border cars do not understand the unspoken rules of the automobile market at all, let alone the gold content of the crown jewel of industry.
But the reality shows that whether it is Wei Xiaoli's insistence or the entry of Huawei and Xiaomi, their performance has broken some "taken for granted" arrogance and prejudice.
With the image established in the consumer market over the years, Huawei and Xiaomi Auto have taken the lead in gaining people's trust when consumers are not sure enough about electric cars.
Especially in terms of safety, functionality, and comfort, Xiaomi Auto and Huawei know better how to grasp the "key points". And it is their forte to let people understand, touch, and output what consumers want.
In fact, when Wei Jianjun, Yin Tongyue and other industry "veterans" sink into the live broadcast room, when terms such as intelligent cockpit and intelligent driving become familiar, the marketing logic, pricing logic, car-making logic, and technical logic in the automobile market have changed.
Change makes sense, and at this point, the market will never reject latecomers.
If there is a market that has never been explored, then whoever eats the crab first is the leader of the market.
For many car companies, the early stage of the new energy vehicle market does not mean a "better future", but represents "subsidies" and money. But when the demand continues to be released, the product is far less than expected, and the arrival of innovators becomes a matter of course.
"This is the era of fast fish eating slow fish. ”
BYD Wang Chuanfu said so and did the same.
In fact, many traditional fuel car companies have not figured out why new energy is coming so quickly, but now there is not much time to think about the gains and losses of the past, so they can only catch up desperately.
It is not difficult to see that Huawei, Xiaomi Automobile, these "more" latecomers, in order to further open the gap in the traditional automotive industry, are on the basis of new energy, wantonly carry out an intelligent arms race.
As early as last year, car companies such as Wenjie and Xiaopeng successively announced the push of urban intelligent driving functions, raising the importance of high-end intelligent driving again. Now, Xpeng, Huawei, Yuanrong Qixing, and Momenta are competing on the same stage, and they are competing for high-end urban intelligent driving capabilities at the "pixel level".
In another key area, Huawei, Xiaomi, Meizu, etc., with their own technology accumulation in the mobile phone market, the average level of the intelligent cockpit has been pulled to a new dimension, and the distance between them and traditional car companies has been further widened.
The injection of intelligence brings more functional product power. Those car companies that dare to eat crabs and are willing to spend money to explore are far ahead in this regard. Correspondingly, the needs of consumers have been satisfied, and they are more favored by these products, and word of mouth has been established little by little.
Technology is the means, and meeting the needs of users is the ultimate goal. In short, for every product you produce, you should know who it is made for. And this is precisely the "user-centric" that every car company puts on their lips.
Many people will say that the "refrigerator color TV sofa" is the "three major pieces" of new energy vehicles, and there is no technology at all. As everyone knows, in the "refrigerator color TV sofa", it is precisely hidden that people's most simple needs for a car.
Can't you enjoy the car that you bought for more than 300,000 yuan?
Demand creates the market, and the market creates benefits. If you only care about grabbing profits, turning a deaf ear to people's needs, and only knowing how to build cars behind closed doors, then such car companies will probably not live long.
Obviously, in the era of new energy vehicles, the so-called brand premium has lost its original rationality. As a result, in order to persuade consumers to pay, the premium of intelligent technology began to form a trend. At this point, the most direct manifestation is that hardware stacking becomes a reasonable explanation for the high price of the product.
But then again, no one's money is blown by the wind, and in today's economic environment, no one can pay for a new expensive thing without thinking?
After all, the people who buy luxury cars are a small number, and the passenger cars of 10~200,000 yuan are the big base.
Therefore, it is not difficult to infer that the reason why the price war in the automobile market is prevalent today is actually because people's demand for new energy vehicles has begun to change to high cost performance and even extreme cost performance.
In other words, people's demand for cost-effective new energy vehicle products has always been there. Now it's a concentrated outbreak.
DJI's response was very fast, and it launched a high-end urban intelligent driving of 7,000 yuan, and quickly gained cooperation points. Regardless of its intelligent driving level, at least now there are orders, and Volkswagen and FAW, two powerful car companies, have established cooperative relations with them.
Huawei has further launched its own pure vision solution, removing lidar and traveling lightly to further reduce the cost of intelligence.
Just imagine, when the major models of Hongmeng Zhixing have launched pure visual versions, then the prices of major models can also be pressed down.
Needless to say, the intelligent cockpit can be made with Qualcomm 8155 chips, and it is resolutely not necessary to do it with 8295; it must be done with 8295 chips to see if it can squeeze out some computing power and do more functions, such as "parking".
Obviously, intelligence is a double-edged sword, although sharp, but also the cost of the "big difficulty".
Huawei and Xiaomi Auto have taken advantage of their short-term catch-up, and they must also face many problems in the coming days, such as cost reduction, open source and cost reduction, and price reduction.
Don't be in a hurry to deny it, realism will eventually defeat all the "bells and whistles".
The era of new energy vehicles is always moving forward, and those car companies that do not put consumer needs in mind and are focused on making money will eventually be submerged in the trend of the times.
Just like Huawei and Xiaomi, although they are hot now, if they can't clearly recognize the "vast ocean" of the people, then they will inevitably be defeated by "more" latecomers.