When Yu Chengdong and Xiang Xingchu jointly pulled down the curtain in front of Zunjie S800, the whole Shenzhen International Convention and Exhibition Center was boiling as expected.
But I know that someone is watching calmly and critical words are about to flow from the fingertips that touch the screen.
And I want to observe calmly from another dimension, along with these people, to paint a more complete picture.
The estimated price is 10-1.
5 million yuan! Yu Chengdong finally reported the figure he had said for a reason, but the audience who already knew the answer cheered again, pushing the atmosphere to another wonderful part.
This car is awesome! “who will buy this car?” Excitement and disdain have been intertwined with each other.
However, spiral marching has always been a micro feature of the general trend, and I pay more attention to whether it is a spiral rising or a downward macro trend.
It is clear that Chinese independent car brands such as Huawei and BYD Gillichi Great Wall are on the rise.
Here comes the problem: some people are sad, some people are happy, and some people fall, others get up.
When 1.
5 million yuan of respect for the boundary strikes, who feels the tremendous pressure? Put pressure on Huawei, Chen Zhen once said meaningful words in “Jingwu Hero,” one of Jet Li’s most popular action movies: “you can’t practice kung fu, you have to learn to be beaten first.
” If Huawei uses respect to put pressure on the existing million yuan ultra-luxury brands then it should first temper itself with huge pressure.
Creating a boundary-respecting S800 of 10-1.
5 million yuan is an unprecedented challenge for both Huawei and Jianghuai, and the whole system needs to be promoted to an unprecedented level, from products, manufacturing, marketing to sales services.
The long board and pressure of the product force are extremely significant.
Few people would doubt Huawei’s leadership in the field of high-level intelligence, or describe it as “strong enough to fly” in the words of Yu Chengdong in this press conference.
From the L3 intelligent driving architecture design, to the Tulinglong platform with the integration of intelligent driving, intelligent module and intelligent domain control, as well as the “stacking” ability embodied in the M9.
So where is the challenge pressure of product power? The first to bear the brunt is design.
For a long time, the author supports breaking the western monopoly in the field of automobile design, but compared with technology, design is not easy to “overtake around the corner” and takes time to precipitate.
The debut of the Zunjie S800 is well received for its large size and two-color body.
However, audiences have mixed comments on the front face of the “four horizontal and two vertical”.
Not all of them get to what the authorities call “the vertical and horizontal of heaven and earth and the integration of all phenomena.
” Why is design more difficult to convince consumers than technology? Because aesthetic is a subjective matter, like the BMW double kidney air intake grille, there was a flood of bad reviews at the beginning, but now if you give up, fans and passers-by will shake their heads.
“get used to it and be pleasing to the eye” has boundless power.
In addition, there is also a view that if the length of the car is close to 5.
5m, it can be designed with triangular windows, rather than having to learn from BMW’s Hoffmeister corner.
If the design challenge is more explicit then the texture challenge from the nuances is even more elusive.
Compared with established luxury brands and ultra-luxury brands, it is easy for new high-end brands to take the lead in the dimensions of functional richness and coolness, but the fine experience of workmanship and chassis adjustment still needs to be accumulated.
Especially for million-yuan car users, they are used to eating “fine bran” and are naturally particularly particular about details– from the uniformity of the seams to the clarity of the road sense of the softness and hardness of the disc filter, to the full display of the bass by loudspeakers.
Can the honorable S800 completely match Bentley and Rolls-Royce in detail? It has not been evaluated in detail, so it is difficult to draw a conclusion.
I hope so, but it’s not easy.
What is more troublesome for Huawei’s team than the product is probably marketing communication.
Because in the high-end path, it has always been full of public opinion traps.
Another Jianghuai style after Weilai.
” There have been wise comments that opened the prelude to the “leek theory”.
Guan Wei comes to call Jianghuai, the management wants to call Lifan, and the management world calls Dongfeng well-off, which is a kind of “bad and stupid”.
Since when can contract manufacturers replace brands? Ask these “poisonous tongues” who think they are smart, dare they call the iPhone “Foxconn phone”? Of course, from the knowledge of these “poisonous tongues”, they had no idea that the highly respected Adidas and Ralph Lauren could be called “Dongguan Liantai”.
Timberland and even Prada and LVMH could also be called “Dongguan Xingang”.
Oh, some Prada should be called “Yi Jie Xia Dream”.
Wei Xiaoli and Huawei have to face this kind of discourse trap and rise to the challenge.
The million-yuan pricing of Zunjie has raised the marketing difficulty faced by Huawei to a new height.
As far as Yangmou is concerned, the success of the brand depends on the product in the end.
It’s just that before the broad audience finally recognizes the brand, the brothers in the public relations and communication department still have all kinds of battles to overcome.
In addition to products and marketing million-dollar cars need corresponding service levels and sales channels.
With reference to the high-level service system built by Weilai, it is well-known both inside and outside the industry, but it also pays a high cost.
And high-end sales talent is not “unlimited supply”.
If Huawei creates a high-end service system for respect for the world, it will take great pains to think about money, people and territory.
To harden oneself has always been a painful process but the end is brilliant.
Huawei promotes the world and should put pressure on itself first.
Competitors are “friendly” under pressure, society makes too many people used to look around with a game perspective, the first thing that comes to mind when new products come out is that “competitors are under pressure”.
In the venue of the first show of respect for the world, I heard someone next door ask in a low voice: “what kind of cars do you have for 100 to 1.
5 million yuan?” Maybach S480.
“what about the BMW 7-Series? Is it 750,740 or 1.
5 million? ” “what? You say 750 is gone now? ” In the comments section of the social platform and many corners offline, there is no lack of voices comparing Audi A8L Hoshi version, Ulay ET9, Porsche Panamera, Red Flag Guoya, Polar Krypton 001FR and so on.
Will the Zunjie S800 dilute the market share of these 80-1.
5 million yuan models? Might as well from the car body form, power form, product tonality and potential audience portraits to analyze.
Due to the three-compartment configuration of Zunjie S800, the “most competitive relationship” between homopolar krypton 001FR and Xilai ET9 was first dispelled.
Since the Zunjie S800 is an executive car design, offline research users are more male, so co-protection is eliminated.
“most of the competition” of the Porsche Panamera, a “rich woman skimming car”.
As the Zunjie S800 uses a new energy powertrain, then Audi A8L Hoshi version and Red Flag Guoya will not constitute a complete competition.
Even though the body form, power form and administrative tonality are similar, there are differences between Mercedes-Benz EQS and Zunjie S800 at the level of potential customers.
Huawei Hongmeng Zhixing is exploring new consumer groups, a conclusion that can be summed up from the growth curve of popular models in the past.
The first is the M9 which tops the list of 500000 yuan model sales.
“the M9 doesn’t really focus on the BMW X5 dozen.
” after studying the sales curve, the Automobile Commune came to the conclusion that “since its launch in April 2022, only X5/X5L has exceeded 10,000 in January 2023 and January 2024, and its monthly sales are generally between 5, 000 and 8, 000.
” There is a partial overlap between the M9 audience and the X5L, but they are more high-income consumers inclined to the Huawei brand, not completely X5L lurks, who instead pursue “luxury cars with certain maneuverability”.
M9 potential customers pay more attention to the addition of intelligent functions to high-end enjoyment.
The second is the rise of Tesla which does not rely entirely on swallowing BBA market share.
When a reporter from the “Automobile Commune” investigated the terminal store at the Chengdu Auto Show in 2019, he found that many Tesla’s new car owners were actually “programmers” who had better purchasing power and did not pursue the luxury of the interior in the car’s traditional values.
therefore, he can accept the “rough house” design, and at the same time, because of his work habits, he naturally feels affinity for Tesla, who originated in Silicon Valley.
During the interview some new car owners even reported that without Tesla they might not be in a hurry to buy a car.
For a similar reason, in today’s latent passenger analysis, according to the incomplete offline survey of some institutions, nearly 30% of car buyers did not intend to buy BBA models with similar prices, so it is not “Hongmeng Zhixing specializes in robbing BBA cake”.
A similar truth can also be seen in BYD’s look up to the U8 and Land Rover guard sales are on the rise, belonging to the “a small number of potential customers overlap, each open up new customers” path.
Therefore, we can use the term “competitor-friendly pressure” to describe the birth of these new brands and models-rather than bayonets directly grabbing market share.
However, with the withering of the audience of traditional luxury cars, how to develop new cars has become a worrying topic for traditional tycoons such as BBA and even Porsche Bentley Rolls-Royce.
Therefore, although respecting the boundary can be called “friendly”, the times are still “under heavy pressure”.
Put pressure on Western cars as a whole since Mercedes-Benz created the world’s first car 138 years ago the West has dominated the auto industry for more than a century with core power swinging back and forth between Europe and the United States.
“respecting the boundary does not directly rob the BBA cake” is a micro perspective.
“Huawei BYD Geely Great Wall Wei Xiaoli collectively breaks through the high-end monopoly of western cars” is a macro perspective, and the two are not contradictory.
In particular, respect for the boundary to break through the million yuan ceiling is different from the previous local brand million yuan ultra-luxury cars.
Starting from L5, Red Flag has reached a million-yuan price, and now Golden Sunflower has brought millions of yuan super luxury cars such as Guoli and Guoya.
But these models are traditional fuel cars and do not fully coincide with the Zunjie S800 track.
Looking forward to U8 has been firmly in the domestic million yuan ultra-luxury car sales list of the top 10, is the first million yuan local model, but belongs to the hard off-road SUV, there is a blue ocean bonus in the market segment.
Extreme krypton 001FR, look up to U9 and other positioning supercars, more as a role to enhance the height of the brand, rather than volume, and executive cars also have different meaning.
It should be noted that cars are basic passenger cars which are the most test of the design skills of the automobile industry.
On the other hand, the executive car is more traditional, more correct and more difficult to break the advantages of the West than the sedan car.
Therefore, the S800 and Red Flag Golden Sunflower sedans chose one of the most difficult tracks to challenge the dominance of Western cars.
Difficult as it is, it will be done.
” From asking the boundary to respecting the boundary, Huawei has launched a series of bombings, responding to the red flag of FAW, the look up of BYD, the polar krypton of Geely, the star journey of Chery, the Avita of Changan, the tanks of the Great Wall, and the rising tide of Ula and ideal.
Japanese cars began with Lexus 40 years ago and broke the monopoly of luxury cars in the West in the name of the high end of the East, but so far they have not really won.
This round, it should be the Chinese car.
Whether respect for the world will win or not, Huawei will win or not, in the end, China will win.
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