Xiaomi's ideal enduring, "Huawei series" is dumb?

Electric

2024-05-09 10:44Posted on the official account of Shanghai Electric Pai

In April, Hongmeng Zhixing delivered 29,600 vehicles, "re-elevating" the monthly sales champion of new power brands.

However, compared with the Wenjie car series that won the championship in the first three months, the championship in April depends on the joint efforts of the entire Huawei team.

Moreover, the ideal and Xiaomi double pinch, can the Huawei system withstand the pressure?

The delivery volume of the Wenjie car series has been surpassed by ideals.

From January to March this year, a total of 85,800 vehicles were delivered.

Among them, Wenjie has won the new force delivery champion for 3 consecutive months.

On the contrary, in the same period, the ideal MEGA had a bad start, and after the adjustment of the configuration sequence of the whole system, as well as the price reduction of 2-30,000 yuan, the ideal market potential energy was inevitably bruised.

In this way, the question world is in the limelight for a while.

But with the arrival of the ideal L6, and after Xiaomi used the sky-high traffic, the momentum of the question world has been suppressed again.

On April 18, Ideal launched the L6, which sells for 249,800 yuan and has the most entry-level pricing, and officially enters the market below 300,000 yuan.

Soon, the ideal launched a second offensive, and the official announced that the price of the whole series would be reduced by 2-30,000 yuan to meet the "meat grinder competition" of the Beijing Auto Show.

After the opening of the auto show, it soon entered the "traffic moment of Lei Jun".

In the sea of people inside and outside, Lei Jun shouted out his ambition -

"Delivered more than 10,000 vehicles in June, and delivered 100,000 vehicles throughout the year, becoming the world's top 5 car companies in 15-20 years."

Just when Lei Jun continued to visit the booths of the big guys, "Yu Chengdong's absence" undoubtedly gave up the traffic stage to Lei Jun and Xiaomi Auto.

In fact, Yu Chengdong went to the Beijing Auto Show, but did not do public activities.

Among them, Yu Chengdong's absence from the first public appearance of the Xiangjie S9 somewhat overshadowed the car's attention.

What's more, the rear-end collision accident of the M7 that occurred at the same time at the auto show became a hot event in the city for a while.

The key point in the accident is not its intelligent driving performance, because the official has stated that the vehicle involved in the accident is the Plus version (non-intelligent driving version).

"The door was not unlocked at the first time after the collision", which is the core point of criticism from the outside world.

The official response said that the accident vehicle was involved in a rear-end collision at a high speed of 115km/h, resulting in the power and signal lines in the front cabin and passenger compartment being cut off instantly.

As a result, the doorknob controller could not receive the pop-up signal, and the rescuers needed to break the window to carry out the rescue.

In addition, passengers were not wearing seat belts, which was another major cause of casualties.

Can this statement calm the doubts of the outside world?

Yu Chengdong did not appear in public, plus the M7 accident in the world, on the contrary, Ideal and Xiaomi were fighting back.

In this back-and-forth confrontation round, the results are reflected in the delivery results in April -

"The Wenjie car lost the championship, and the ideal ended the encounter of being suppressed by the Wenjie in the first 3 months."

Among them, the delivery volume of the M7 in April fell by more than half month-on-month, and the monthly delivery volume returned to more than 10,000 units.

In January, the number exceeded 30,000.

In addition, 4,546 units of the Zhijie S7 were delivered in the same month, which was inferior to the 7,058 units of the Xiaomi SU7.

Relatively well, 13,400 units of the M9 were delivered, with a total of more than 70,000 units.

This product, which Yu Chengdong described as "creating a global high-end car miracle", has established a strength barrier that cannot be ignored in the 500,000-level market.

However, judging from the trend performance, "the question world and even the entire Hongmeng Zhixing have not completely come out of the negative."

During the May Day holiday, Hongmeng Zhixing accumulated a total of more than 11,000 vehicles.

In the same period, Ideal gave 3 times the data of "Huawei series" (ideal data, there is a hesitation period of 7 proposals).

Among them, the ideal L6 achieved a large quantity of more than 10,000 units within one day, and the cumulative mass of more than 41,000 units since its launch.

Previously, Li Xiang predicted, "The ideal L6 will definitely be able to keep the second in the 20-300,000 SUV market."

"The key is whether the L6 can hit the boss position of the Model Y."

This time, Li Xiang's "God Prediction" technique was a bit eyebrow-raising.

In comparison, the newly renovated Wenjie M5 seems to be much inferior.

In the battle report released on May 1, the official only mentioned that "the new Wenjie M5 has been on the market for a total of 4,031 units in 24 hours."

Referring to the large number of the entire "Huawei series" that has just exceeded 10,000 during the May Day period, it is expected that the new Wenjie M5 will still not become the sales leader.

In addition, the second listing of the Zhijie S7, perhaps because the price reduction is not as large as last year's M7, has not yet shown the same explosion as last year's M7.

The delivery volume of 4,546 units is less than the 7,058 units in the first month of Xiaomi SU7's launch.

And Xiaomi SU7, which took the initiative to explain that "a large amount of production capacity has been exhausted in advance this year", does not seem to lose to Zhijie S7 in the next performance.

After a quarter of "far ahead", now "Huawei's collective dumb fire" has to be taken seriously.

Huawei's dumb fire is partly due to Yu Chengdong's "silence".

Huawei's representative who played a leading role during the Beijing Motor Show was the BU, which announced its independence last year.

Jin Yuzhi, CEO of Che BU, released a new brand of intelligent vehicle solutions - Huawei Qiankun.

He mentioned that it is expected that by the end of this year, a total of 500,000 vehicles will be equipped with Qiankun intelligent driving.

Among them, there will be 7 car companies with multiple brands using the Dry Solution:

Dongfeng's VOYAH and Mengshi, Changan's Deep Blue and AVATAR, GAC Trumpchi, BAIC's Jihu and Xiangjie, Cialis Wenjie, Chery Zhijie and JAC Aojie.

At the same time as Che BU exhibited the "family photo", Yu Chengdong participated in the exhibition in a low-key manner and only arranged an exclusive interview, which was quite unusual.

Some voices believe that such a low profile is due to the impact of the M7 accident.

But judging from the personnel adjustments that came out later, this seems to be more of a plan that has been arranged for a long time.

On April 30, Huawei released an internal personnel adjustment document, announcing that Yu Chengdong will step down as CEO of Huawei's Device BG and retain the position of Chairman of the Device BG.

Since 2011, Yu Chengdong has served as the CEO of Huawei's Device BG for nearly 13 years.

Although Yu Chengdong's resignation has set off a lot of associations, his low-key appearance at the auto show also shows that he is not leaving Huawei.

The arrangement of "turning to behind-the-scenes car manufacturing" seems to make more sense.

In fact, there are some clues to be found in Yu Chengdong's work adjustment.

Previously, it has been reported that Huawei has imposed restrictions on him internally - "as long as he is far ahead, he will be fined." ”

Although Yu denied this, at the new Zhijie S7 press conference, he did not mention "far ahead" throughout the whole process.

"Yu Chengdong, who has become low-key", is somewhat unpleasant.

Whether this move has anything to do with personnel adjustments, the answer is self-evident.

The reason why Yu Chengdong wants to turn behind the scenes is inseparable from the increasing sales challenges faced by Huawei.

In April, the ideal delivery volume surpassed the question world, and Xiaomi SU7 showed an overwhelming victory over Zhijie S7 in terms of sales volume and volume.

At the same time, Yu Chengdong's smart car business is also busy expanding staff for BAIC's Xiangjie and JAC's Aojie.

Yu Chengdong's lack of skills is already a major problem.

In addition, referring to the secondary listing of the Zhijie S7, Yin Tongyue's first platform for Zhijie, and the debut of the car BU to all partner car companies.

It seems that it is better to be happy alone than to be happy with everyone, and it seems to be a signal that Huawei's senior management wants to send.

It can be expected that Yu Chengdong, who follows Lei Jun's focus on making cars and putting down some mobile phone business, needs to become more focused.

At the same time, it is speculated that Huawei's new expectation for its work is that not only the one company in the world has done well, but also the partners in the other "circles" will also follow suit.

It is worth mentioning that for the Wenjie alone, Yu Chengdong has previously said that he will achieve annual sales of 1 million vehicles in 2026.

And if he is still responsible for the results of the intellectual world, the enjoyment world, and the proud world, then the sales pressure on his shoulders can be imagined.

Therefore, it is inevitable that some trade-offs will be made.

After the news of the work adjustment came out, there was soon speculation on the Internet that Yu Chengdong may no longer attend the press conference in the future.

Whether there is the effect of Yu Chengdong's press conference can be seen from the Xiangjie S9 that debuted at the auto show.

Such a high-end product that benchmarks Audi A8, Mercedes-Benz S-class, and BMW 7 Series seems to be completely submerged in the super popularity of Lei Jun and Xiaomi.

According to this situation, the "Huami dispute" may be one-sided.

However, given Yu Chengdong's responsibility to be responsible for Hongmeng Zhixing's sales, it is unlikely that he himself will not attend the new car launch at all.

When Yu Chengdong will make another public appearance, I believe it is only a matter of time.

And there are 2 problems that need him to solve urgently-

1. It took only 3 months for the M7 to fall from a height of 30,000 units per month to a little more than 10,000 units, and even if the price was reduced by 20,000 yuan in April, it did not stop the decline.

With such momentum and the negative impact of the rear-end collision, how should the follow-up question M7 break the game?

2、Whether the momentum of Zhijie S7 can be strengthened,This plays a vital role in fighting back Xiaomi SU7。

Secondly, the performance of the Zhijie S7 is also a link that cannot be missed for its crossover SUV version of the Zhijie S9.

As another product aimed at Model Y, just before the launch of the Zhijie S9, NIO Ledao, which focuses on people-friendly positioning, will be the first to attack.

It can be seen that there are many problems in front of Yu Chengdong.

After the problem is solved, I believe that he will soon return to the public eye.

Last year, Huawei's automotive BU business achieved sales revenue of 4.7 billion yuan, a year-on-year increase of 128.1%.

Although this is 704.2 billion yuan of Huawei's total business revenue, the proportion of the automobile sector is still small.

However, based on the fact that Hongmeng Zhixing began to increase its volume this year, and the goal is to reach the sales target of more than one million in 2 years, its expansion speed in the future should not be underestimated.

Moreover, Yu Chengdong previously said that in the first quarter of this year, the smart car business has turned losses into profits.

He expects to be profitable for the first time this year.

In view of this, balancing the relationship between all walks of life and synchronizing the pace of growth between each other has naturally become the focus of Yu Chengdong's work.

Therefore, for Huawei, it can be expected that its follow-up performance - the dumb fire will not last, and the cannon will eventually return.

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