Author |Chai Xuchen.
Huawei's sponsorship of the Spring Festival Gala made a big show, and model worker Yu Chengdong lost no time in adding a fire, broadcasting the whole process of autonomous driving and working hard to bring goods.
From his hometown in Anhui to Shenzhen, he sat idle for 15 hours", Yu Chengdong, chairman of Huawei Auto BU, who couldn't stay idle during the Spring Festival holiday, drove the M9 Qianli back to Shenzhen in the circle of friends on February 12, and began to roll other car companies again.
Lao Yu set off from Lu'an, Anhui Province at 7 o'clock in the morning, driving M9 intelligent driving all the way, and the whole journey was 1,314 kilometers without takeover. "I didn't make a mistake at the intersection, so it's so easy to drive without being nervous! He named and praised the newly opened figureless intelligent driving function and the R&D personnel.
Yu Chengdong "complained" by the way, due to the requirements of laws and regulations, the hand is not allowed to leave the steering wheel for a long time when the smart driving is opened, during which he shouted "I drove very easily, there is nothing to do at all", and he was "punished" twice by the smart driving system for taking off, and his permission to use the smart driving was suspended, which is "the only unpleasant place".
In Lao Yu's view, Huawei's intelligent driving function has basically reached the L3 level. Last year, he publicly stated many times that Huawei ADS2The 0 system belongs to L2999 level. The worse point is to comply with the publicity requirements under the regulations.
In addition to the M9's intelligent driving function, Yu Chengdong also mentioned the low fuel consumption performance of the car's range extension mode, and the M9's oil and electricity seem to echo the hot problem of "discounting" the tram's battery life during the Spring Festival every year.
Yu Chengdong's heart is open and eager. Previously, Huawei, as one of the sponsors of this year's CCTV Spring Festival Gala, frequently appeared on stage with the M9, the host continued to broadcast orally, and cooperated with Jingdong **10 new M9, making it a big winner of the Spring Festival.
This may be a conspiracy to seek further breakthroughs.
In previous years, Alipay and WeChat Pay, which used the red envelope marketing of the Spring Festival Gala to leverage traffic channels and open up the market situation, are the best examples. In the eyes of industry insiders, the ratings and coverage breadth of the CCTV Spring Festival Gala have considerable advantages, especially for the current car companies eager to expand the increment.
Third- and fourth-tier sinking cities.
Kuyun Digital Entertainment data shows that in 2024, the market share of the Spring Festival Gala of the main station will rank first among all channels in the same period, reaching 902%。Among them, the ratings in North China, Northwest China, and Northeast China ranked among the top three; Shanxi, Gansu, Inner Mongolia and other provinces still stay in front of the TV after midnight.
The effect of the Spring Festival Gala is remarkable, and the search index shows that the search index of M9 has jumped from 1,000 in early February to a peak of nearly 30,000 during the Spring Festival Gala, while the search index of popular new energy vehicle brands such as Tesla, BYD, and Ideal has declined accordingly.
On the other hand, Yu Chengdong drove Wenjie M9 back to his hometown Huoqiu County, Lu'an, Anhui Province, also to strengthen the influence of the sinking market, and netizens in his hometown posted a photo with Yu Chengdong; In addition, through the "live broadcast of Moments" of this return journey, Huawei will strengthen the intelligent label of Huawei in the industry and occupy the minds of users.
Under the two offensives of "inside the circle + outside the circle", Yu Chengdong is eager to open the demand side and start the first battle of this year's "Huawei Automobile Army".
Since its launch in September last year, the new M7 has accumulated more than 140,000 units (as of the end of January), and the flagship M9, which debuted at the end of last year, has also received orders for more than 50,000 units.
In January, the question world was all based on 3The contrarian growth curve of 30,000 units surpassed the ideal of the strong rival and won the title of the new power sales champion, allowing Yu Chengdong and his smart car team to have a good year. But the daunting challenges that lie ahead cannot be relaxed.
In terms of dismantling the sales structure, the M7 in January was a big contributor, contributing 95% of the sales, and the remaining 5% was composed of M5 and a small amount of M9. How long can the army of the Question World and even the entire Hongmeng Zhixing run wild? This is Yu Chengdong's must-answer question.
Because behind Wenjie, the ideal of the SUV and range extension market, which is also deeply involved in the SUV and range extension market, is ready to throw off the flagship MEGA and the facelifted L7 8 9 on March 1, and the entry-level ideal L6 model that benchmarks the M7 and wants to go is also close behind.
According to the 800,000 annual sales KPI set by Chairman Li Xiang this year, in the next 11 months, the ideal average monthly sales will reach a terrifying 70,000 units, which is bound to encroach on the market where Wenjie is located, and Wenjie M7 and M9 may not be able to beat at that time.
Yu Chengdong has also been prepared, and a number of models in the world are already being planned. Recently, Wang Yanmin, president of Huawei's smart car business, revealed that the facelifted M5 will be launched at the Beijing Auto Show in late April. At the same time, a person close to the question industry said that the M7 will also be upgraded and remodeled again in the second quarter; The M8, which is ready to be 350,000 yuan, is also in preparation, and it is hoped that the company will be able to challenge the sales of 600,000 units within the year.
From 100,000 to 600,000 units sold annually, this is a class leap for Wenjie and Huawei's smart cars, and it is also a prerequisite for winning the knockout competition of new energy vehicle companies.
But Yu Chengdong also admitted frankly that the last major players in the domestic market will not exceed 5. On the single-plank bridge leading to the other side, all of them are trying their best to fight in the market, and there are challengers from all directions attacking the longboards and labels such as intelligence, large space, and brand in the world. Yu Chengdong and the Wenjie under his rule, as well as the entire Hongmeng Zhixing Army, cannot leave any obvious shortcomings, otherwise the combat power of the Huawei system will be gradually broken and decomposed.
In 2024, when life and death are decided, the question world is far from gaining a firm foothold, and how Yu Chengdong dexterously controls this big game of chess will still be a huge test.