The latest weekly sales list has changed again. Only on February 26, the scale delivery was started, and the sales volume actually exceeded, becoming the sales champion of more than 500,000 levels. Li Xiang’s fantasy of defeating BMW X5 has finally come true, but it is the biggest rival who has done this.
At the same time, the brand-new smart car jointly built by Huawei and BAIC has also been exposed, and everyone’s evaluation is also very consistent. This is another car that is "not for sale" and will stir up the current executive car market with great probability. Since the introduction of the new M7 in the world in the second half of last year, Huawei has basically made an explosion.
From the new M7, to the M9, and then to the S9, Huawei has been spinning in the most difficult high-end market, but it can still win the battle, which makes all car companies envious. How did Huawei do this? Let the Kung Fu car show you around.
(1) extreme stacking, unable to imitate.
As we all know, Li Xiang and Lei Jun, two online celebrity entrepreneurs, have been annoyed recently. Needless to say, Li thought that the sales volume of the new car MEGA was less than expected, and the replacement of the L series was not well recognized. Lei Jun is annoyed that the technical reserves and cost control of traditional car companies have seriously exceeded expectations. It is difficult for Xiaomi to play a cost-effective card, and the old rival Apple has given up building a car, which is equivalent to putting Xiaomi on the fire.
In fact, what bothers these two people most is probably Huawei. It is precisely because of the existence of Huawei that their actions are invisible.
The ideal was originally smooth and smooth, relying on the expansion of large space, it earned a lot of money in the 300,000-400,000 market, and it is vaguely going to grow into a hegemony in the field. However, when the new M7 came out, everyone was surprised to find that what the ideal can do can be done and can be done better. For example, the entrance is equipped with four aviation seats and double air conditioners, and the trunk can be put on a mattress to sleep.
What the world can do, the ideal is powerless. For example, HarmonyOS intelligent cockpit which can realize seamless connection and non-inductive interaction, and ADS 2.0 intelligent driving assistance function which can be opened without drawing. Not to mention, in terms of electricity consumption, chassis texture, vehicle safety, etc., the ideal is also crushed.
More crucially, the new M7 in this field only sells 249,800 units, while the M9 in this field sells 469,800 units, which makes the ideal L series and MEGA very embarrassed. In the past, there was almost no ideal of preferential treatment. Since the end of last year, prices have been reduced all the way. Now, the whole department offers a discount of 40,000+,which has been forced to have no retreat.
Xiaomi does not have much intersection with Huawei, but the existence of Huawei makes Xiaomi look awkward. Many people question Xiaomi, who obviously comes from across the border and is associated with Internet technology companies. Why should he finally choose such a "most difficult road" with Geely and these "bayonet fights"?
The problem is that Huawei can provide intelligent driving and a complete set of scientific and technological solutions. Huawei has its own motor, electronic control, extended range technology and even radar. How much technology reserves does Xiaomi have? If it doesn’t go off to build a car in person, what can it provide to car companies? How much value can it have just by hanging a millet label?
It can be said that the existence of Huawei’s "conspicuous package" really makes opponents have nothing to hide.
(2) The two series go hand in hand to recreate the miracle of mobile phones?
In the mobile phone industry, Huawei has an iconic model, which is Mate 20 series. Starting from this mobile phone, Huawei has realized the transformation from catching up to leading. Although Huawei’s previous sales volume was also good, it never had top products. On the other hand, from this model, Huawei’s brand position is completely on par with Apple and Samsung, and it can really fight at the same price.
Today’s Huawei has also embarked on the same path.
Obviously, the status of the new M7 in the world is actually a bit similar to Mate 20 in the mobile phone industry. Technically, it completely got rid of its competitors. Even though these new forces are holding the latest and most expensive chips in NVIDIA, even Weilai comes standard with four Orin X chips. However, with all the control from chip to control to sensor, Huawei still achieved overtaking in corners.
After all, in the era of intelligent driving, the algorithm is more important than the hardware itself. Huawei, with a technical team of 7,000 people, is obviously not comparable to the weak new forces.
The M9 chose to go a step further, adopting the Turing intelligent chassis with multi-modal fusion sensing system, the XPIXEL intelligent headlights with interactive function, the brand-new Xiaoyi intelligent assistant based on Pangu model, and the excellent series of HUAWEI SOUND audio with 2080W high-power amplifier output. Huawei is really showing off its skills, but it shows off its opponents without temper.
Like Mate series and P series of mobile phones, M series and S series of Huawei cars have gradually taken shape. The former is positioned to focus on practicality and large space, such as M9, while the latter focuses on sports and luxury, such as the budding intellectual world S7 and the enjoyment world S7.
With the pioneering work like the new M7, the recognition of Huawei cars has been quite good. Later, it is constantly iterative and strengthening. Only this time, I am afraid that there is no external means to interfere with Huawei.
(3) exclusive high-end, why?
According to the latest news, at present, there are about 8,000 new orders in the world, and 500,000+M9 orders have accounted for 55% to 60%, while the top order of M9 accounts for about 80%. There is another saying that the order price of M9 is close to 30 billion.
This is a terrible number. A domestic car has sold more than 500,000, and the monthly order has increased by nearly 20,000. And most people choose to buy a top-quality car because they think it is still "cheap".
For domestic car companies, Huawei is undoubtedly the absolute ceiling, but this status can not be achieved overnight. Huawei does have brand appeal, but the premise is still that the product is hard enough.
The M7 was not popular at the beginning, even after it was launched, it was ignored for some time. Later, Huawei redefined the product and specially invested 500 million yuan to upgrade.
An omni-directional anti-collision system was introduced, especially the forward active safety (AEB) function was greatly improved. In terms of body, the proportion of high-strength steel and aluminum alloy has increased to 80.6%, and the proportion of submarine-grade thermoformed steel has increased to 24.4%; Then there is the upgrade of configuration and the drop of price. It can be said that Huawei has achieved the "traditional" means of changing money and the hard-core technology upgrade, which has led to the subsequent sales explosion.
To put it bluntly, first, the product strength of the car is even higher than its price positioning, and then everyone will take a high look. Products are the foundation, and then Huawei’s brand radiation. Of course, the latter is also very important. If you don’t admit it, you can’t do it, but the brand’s radiation power is not obtained out of thin air.
Why can Huawei’s mobile phones sell for more than 10 thousand? Because people who bought Huawei mobile phones at high prices in the early days did "earn". Flagship is the flagship, whether it is industrial design, materials, reaction speed, battery life or signal, it can achieve the first-line level. With the paving of several generations of products, everyone is willing to trust unconditionally. When foreign brands are raging, only Huawei dares to stand up at the risk of being suppressed.
The money that people spend on Huawei makes our industry healthier and our technology develop better to some extent. With such feelings, how can Huawei not be angry? If other companies are envious, they might as well do the same thing.
(4) Kung Fu is angry
They are also enterprises with a very high degree of nationality. Everyone has different feelings for Huawei, BYD and DJI, and for Xiaomi, Lenovo and Ideal. Even if BYD started at a low end, the current glory version of the Dynasty series still focuses on the ultimate cost performance, which does not prevent its series from selling to millions. Because everyone knows clearly which enterprises are doing science and technology seriously and which advantages are doing marketing under the skin of science and technology.
Instead of enviing Huawei’s monopoly on the high-end market, we might as well improve our brand image from now on. Really based on R&D and innovation, based on doing the right thing, and expanding the survival dimension of national industry, this is the real broad road.
