Huawei mobile phone advertising language

Since Huawei entered the automotive field, it has always emphasized not to build cars, but only to help car companies build good cars. But now, in the face of the growing new energy vehicle market, Huawei's deep cooperation not only cuts prices to grab the market, but also slogan "Huawei asks the world". Just when Yu Chengdong wanted to harvest the market with Huawei's brand power, Ren Zheng Fei put the brakes on Yu Chengdong.

A few days ago, the founder of Huawei issued the Resolution on Huawei Not Making Cars, emphasizing that "Huawei does not make cars", and the logo of "Huawei" or "Huawei" is not allowed in the publicity and appearance of the whole vehicle. The duration of the document is five years.

At the 2022 annual report conference of Huawei, Xu Zhijun, the rotating chairman of Huawei, responded to the latest resolution that "Huawei will not build cars". Regarding the five-year deadline of "Huawei does not build cars", Xu Zhijun explained that the main reason is that there is usually a deadline for the signing of relevant documents of Huawei. I wrote it three years ago, and now it's five years. He once again made it clear that Huawei is determined not to build cars, but to help car companies build good cars.

Xu Zhijun said, "Some departments, some individuals and partners abused Huawei's brand in publicity, and this matter has been under investigation." "The brand that Huawei has developed for more than 30 years cannot be abused at will." At the same time, the business model and cooperation strategy of eco-cars will not change.

For the replacement of publicity materials, Huawei cars cannot be mentioned.

In the planning of Yu Chengdong, Huawei is the brand of "Huawei Eco-car". Yu Chengdong hopes that Huawei's auto business will be profitable in 2025 by establishing ecological alliances with many auto companies in different price segments.

In order to achieve this goal quickly, on March 8 this year, under the leadership of Yu Chengdong, "AITO asks the world" was officially changed to "Huawei asks the world", which was regarded by the outside world as an important signal for Huawei to strengthen its leading position in automobile business. At present, almost all AITO bodies in Huawei's offline stores are affixed with the logo of "Huawei asks the world", and offline channels also take this as the key propaganda speech, highlighting Huawei's powerful empowerment.

In today's resolution, it is particularly emphasized that "Huawei or Huawei logo is not allowed to appear in the publicity and appearance of the whole vehicle." In this regard, Huawei said that the news was true, and it was decided that Yu Chengdong, CEO of BU, would personally issue it.

Regarding Huawei's brand abuse mentioned in the resolution not to be a car, July 88 conducted a communication survey on several Huawei eco-stores in Beijing. The salesperson said that he had received a notice from the headquarters that the materials involved in Huawei's publicity in the store needed to be replaced, and selling the car would not affect it. At the same time, he also said that Huawei cars should not be mentioned in future sales, and told us to pay attention to this matter. At present, the "Huawei Border" logo is no longer displayed in official website.

After being warned by Huawei's headquarters, Yu Chengdong, CEO of Huawei BG and CEO of BU, a smart car solution, left a message in Huawei's heartfelt community: "Only with in-depth insight and deep understanding can we grasp the right direction for an industry! Make a mark and come back in a few years! " It seems to express the inner unwillingness.

Can't hurt the brand, and can't affect the partners.

"In 2023 and for a long time to come, sustainable survival and development will be the core proposition of Huawei's strategy." Xu Zhijun said.

Therefore, in order to prevent the brand influence established by Huawei over the past 30 years from being abused and ensure that Huawei's brand power is not affected, it is also reasonable for Huawei to ban measures such as "Huawei asks the world" and "Huawei AITO". At the same time, Huawei's financial difficulties may also be one of the reasons why Ren is unwilling to add more cars. The financial report shows that Huawei's revenue in 2022 was 642.3 billion yuan, up only 0.9% year-on-year, and its net profit fell to 35.6 billion yuan, down 68.7% year-on-year.

On the other hand, Huawei's current smart car selection model has also encountered problems. After the sales peak in 2022, the sales growth of brands adopting this model is weak after entering 2023. In the month of 65438+ 10, the international community sales volume was 4475 vehicles, down 55.88% from the previous month. In February, the sales volume of the industry further decreased by 265,438+0.86% to 3,535 vehicles. Judging from the insured amount data, the Shenzhen Stock Exchange sold only 676 vehicles in the fourth week of March, indicating that its market performance in March was not optimistic.

The sudden appearance of "Huawei asks the world" logo is the second way to recover global sales, trying to attract users to place orders by promoting "China content" at the propaganda level. But the sales in March showed that this method may still be useless. In the long run, it will have a negative impact on Huawei's brand power, and it will also affect Huawei's cooperation with other car companies.

At the same time, if Huawei adds more cars, it may make more and more car companies wary of Huawei and choose to flee from Huawei. GAC became another car company that announced its "breakup" with Huawei. On the evening of March 27th, Guangzhou Automobile Group announced that the company's holding subsidiary, Guangzhou Automobile Aian AH8 project, was changed from joint development with Huawei to independent development. This also means that since 202 1 both parties reached a joint car-making agreement, Huawei's role has changed from the Huawei Inside model of deep cooperation to the most basic component supplier model.

Tianjie Group, which has the deepest binding with Huawei, also released another brand of new energy vehicle, Landian, in a low-key manner on March 30th. Insiders of Tianqiu Group said, "Blue Power brand and AITO brand are not directly related, they belong to different subsidiaries." It is understood that the blue power brand is operated by Dongfeng Scenery Sales Co., Ltd. and will build an independent sales channel, while the AITO brand is affiliated to Sailisi Automobile Sales Co., Ltd.

Cyrus's move is also to emphasize that as an automobile manufacturer with a history of nearly 20 years, it also has the ability to independently operate brands and sell cars, and it is not anyone's foundry.

According to industry insiders, Huawei's car construction is redundant for the country, and its competitors are also domestic manufacturers. Most of them are state-owned enterprises. There is no need to spend precious resources on this, which is not good for the country and the people as a whole. It is enough to have independent brand car companies such as BYD and Geely. Huawei hopes to exist as a supplier in more automobile brands and serve a wider range of people. Their goal is the whole automobile market, and they want to be the "Bosch" of China.

It is understood that within Huawei, there has always been disagreement about whether to build a car. Yu Chengdong has always advocated building cars, but few Huawei executives support it. Yu Chengdong also responded to Huawei's withdrawal of its bid at the recent 2023 Electric Vehicle 100 Committee. Yu Chengdong said that Huawei wants to be a component supplier in this field. In the past, our idea was to become a supplier of spare parts and Tier 1 and another supplier in the automotive field similar to Bosch or mainland China. But in today's era, this condition does not seem to hold water.

"New car companies are unlikely to choose Huawei intelligently because they have their own pursuits. They won't choose us because of market value and their own control points. International giants will not choose us because Huawei is sanctioned. So, who will choose us? Traditional car companies. In traditional car companies, if you are afraid of losing your soul, you will not choose us. " Yu Chengdong said helplessly.

Judging from Ren Zaifa's Resolution on Huawei not to be a car, Huawei once again made it clear that it would not be a car and its supplier. Of course, in the future, Yu Chengdong may not be so "big mouth" in automobile BU business, but it will also bring new challenges to the automobile industry in the face of changes in internal strategy and the growing new energy automobile market.

At the same time, Huawei's huge investment and technological leadership in the automotive business cannot be transformed into commercial value in a short time. At present, only a few car companies are willing to cooperate with Huawei, which is far from Huawei's goal of becoming a supplier. People can't help wondering where Huawei is eager to form a closed-loop business.

This article comes from the author Hao, and the copyright belongs to the author. Please contact the author if reproduced in any form. The content only represents the author's point of view and has nothing to do with the car reform.