006: With Huawei and strange strange bedfellows, where will the sad Yu Chengdong go?

Chat, chat, talk about blowing, car blowing, people blowing, shells blowing ~

The most indecent live program in China auto market? No.006

Time: April 6? Location: Chengdu

Moderator: Yundui Automobile Zhang Guohong

Shell Guest: Spicy cars play an important role in Duan Xu? Horse-drawn carriage market Ma Liming?

Yu Chengdong talked about a lot of truth, especially the internal contradiction of Huawei's car making.

This is a sad story, a story of a loyal minister trying to dissuade the truth!

What's wrong with the cooperation model? Is Huawei's car road getting narrower and narrower?

Untie Huawei. Celeste asked where the world would go.

Yu Chengdong is eager to build a car, but Huawei does not have this soil now; It is not Huawei's small pattern, nor is it Teacher Yu's small pattern. Instead, Huawei has now left him a smaller stage.

Yu Chengdong and Huawei have different dreams. Although they slept in the same bed, they did have two dreams!

Theme background

On March 3rd1,Chairman Ren of Huawei issued the internal document "Resolution on Huawei's Not Making Cars", extending the commitment period of not making cars for five years. He particularly emphasized that "Huawei/Huawei" cannot appear in the whole vehicle and appearance publicity, especially "Huawei asks the world" and "Huawei AITO".

On the same day, Xu Zhijun, the rotating chairman of Huawei, strongly criticized "some departments, some individuals and partners abused Huawei brand in propaganda".

On April 1 day, Yu Chengdong said in public that removing "Huawei" would confuse consumers and increase marketing costs, but "company leaders have different opinions". At the same time, Wenjie Store began to dismantle all promotional materials involving Huawei/Huawei.

1 What do you think of the "big mouth" that tells the truth?

Duan Xu: Although Huawei entered the automobile market late, Yu Chengdong's influence in the automobile market is really great, and his words and deeds even affect the nerves of the whole industry. Lao Yu still has goods in his stomach. He would say something we thought was "big talk" whenever he got a chance, but if you think about these "big talk" carefully afterwards, you will find that what he said is still reasonable.

Just like online comments, in fact, only those who have goods dare to "open their mouths", otherwise they just muddle along and say something irrelevant is meaningless.

Yu Chengdong According to Huawei official website

"Yu Dazui" said some truth, said something that others in this industry dare not say, dared to expose lies and touched the essence, which led him to become the focus of the industry. Before, he shouted out how many cars Cyrus would sell in 2025, and the BU business would be profitable in 2025. Although it is still far away, we must first dare to set goals and then work hard, so I appreciate and admire him very much.

Ma Liming: Lao Yu must have something in his stomach. Some things he blew really came true. Today, I found out why there are more than 27,800 related search words called Yu Dazui.

Full ears of wheat always keep their heads down-Yu Chengdong should know this well, because he has changed from a Huawei mobile phone to a Huawei car and Huawei executive.

He has said before that he may sometimes seem immodest, but he is actually asking the team not to retreat in the final battle. Judging from the achievements of making mobile phones, he is really not bragging. It is estimated that after the success on the mobile phone, I want to copy this "big mouth" model to the car, but it is different.

As for his recent public speech, I think from his character and style, he must have told the truth, but it may be because it is so true that people are worried about his future.

According to Cyrus' official website

2. Is Huawei's automobile road getting narrower and narrower?

Zhang Guohong: Mr. Yu mentioned that it is actually very difficult for Huawei to enter the automobile industry as a supplier. In the past, Huawei's integration ability may have been overestimated. First, new forces like Wei Xiaoli will not play with Huawei because they want to build their own intelligent cockpit and drive these things intelligently. Second, traditional big brands won't play with you, so there are only some second-rate brands left to play.

For such a speech, I feel that Yu Chengdong is skeptical about Huawei's internal positioning as a supplier system to empower automobile brands!

At the same time, he pointed out that overseas international brands will not use Huawei because Huawei is still under sanctions. In the past, people may think that Huawei is the benchmark of intelligent driving in China, so will its road to automobiles become narrower and narrower?

Duan Xu: Recently, people have been saying that Yu Chengdong feels like a sad person. I think he is actually a strategist, and he should definitely put forward longer-term ideas and plans. However, today's Huawei mobile phone business is declining at a speed visible to the naked eye. In 2022, the financial report showed that Huawei's net profit fell to more than 30 billion, which was just nine Niu Yi hairs in making cars.

Maybe Huawei doesn't want to build a car, just like Ren wrote that it won't build a car for three years, and now it says it won't build a car for five years; Yu Chengdong also said in the internal forum that we should leave time to test it. Maybe he just thinks that Huawei should stand up and boldly build a car.

In fact, Yu Chengdong is stepping into the car-making business according to his own plan, including cooperating with some brands before, and even pushing Huawei's brand to the world. Up to now, no matter what the article says, the market has already had feedback-whether your name is Huawei or Cyrus, it is actually difficult for users to tell; Regardless of the ownership structure or not, what users see is that Huawei has started to build cars.

On March 8th, Weibo, the official AITO Automobile, released the relevant contents of the car, and the wording was changed from "AITO Automobile" to "Huawei Automobile".

According to the official blog

Now suddenly came to a screeching halt, and it was reported that Huawei had made it clear that it would be fired if it played the devil's advocate again. I feel that Lao Yu has an antagonistic mood towards the whole Huawei.

Lao Yu must really hope that Huawei is good, because he has been in Huawei for 30 years. Standing at the age of 30, he also hopes to create more glory for Huawei at this time. I didn't expect this idea to be gambled because of financial needs and the needs of Huawei as a whole. It is possible to collect now, and Huawei can continue to wait for new opportunities in its current business for several years. However, if more than 30 billion net profit is spent on building cars, it may be wiped out and even accelerate the downward trend.

At this stage, maybe everyone's starting point is no problem, just how to balance it.

For the incumbent and the whole group, we must adopt a one-size-fits-all approach without hesitation. If you don't build a car, you'll never build it. You'll have to remove Huawei brands from all cars soon. But from Lao Yu's point of view, I am 54 years old this year, and I won't have the opportunity to build a car in five years ... so I think this antagonistic mentality between them is understandable, and they all want to do things well.

3. How to treat the openness of internal contradictions?

Zhang Guohong: Yu Chengdong is committed to Huawei, so we can see that he is also implementing the decisions of the board of directors. So what do you think of Xu Zhijun's public criticism and the outflow of so-called internal letters, which lead to the openness of contradictions, Mark?

Ma Liming: As General Manager Duan said just now, Yu Chengdong has really been working hard for the company, but today he has put himself in an awkward position, which is really sad.

China's traditional culture is still relatively introverted, but what makes people admire is that Yu Chengdong's "big mouth" is actually for the sake of the enterprise. As long as there is an opportunity, he will definitely speak for Huawei.

Huawei has come a long way. There should be a wolf culture, and Ren Zheng Fei still feels trustworthy. Lao Yu should also have his own considerations, and now it is time to test Huawei's endurance.

Zhang Guohong: Indeed, in fact, many people are watching Yu Chengdong's jokes this time, and many people are also watching Huawei's jokes.

After listening to what you two just said, I think this is a sad story, a story of a loyal minister trying to dissuade the truth!

Yu Chengdong realized his cognition in various ways, both internally and openly. Lao Yu has worked for so many years and has had a lot of exchanges with brands in the automobile circle. Many of his views are hard to change. He may think that his own is the real insight, so as he said, "mark it" to wait for the test of time.

4. Unbind Huawei. Celes asked the world where to go?

Zhang Guohong: Since the board of directors once again stressed that Huawei does not build cars and clearly pointed out that Huawei brands were abused before, the first action was to remove the word "Huawei" in front of Huawei cars in the exhibition hall and remove all materials.

How will this affect the investigation of the world and the development of Cyrus?

Duan Xu: Regarding the abuse of Huawei brand, I think Ren, including the whole board of Huawei, is right. In the past, Huawei's cooperative cars were everywhere, and offline terminals were all marked with Huawei's logo, but in fact there was no equity relationship at all, just some ecological empowerment.

If it is not cleaned up, Huawei's brand power will definitely be overdrawn in advance!

Because these empowered cooperative brands are difficult to guarantee Huawei's good reputation-you see that the current market feedback is not so good, whether it is Cyrus or other cooperative brands. If the brands and sales of these cars that were previously empowered have been significantly improved, is there no such thing as "cleaning up" now? !

As for Cyrus, I had a bad feeling when I released the brand Blue Power last week-did I ask what happened to the world and why a blue power suddenly appeared? I think in the future, Huawei and the industry will definitely continue to cooperate on the technical level of the underlying car, but at the brand level of the client, it will definitely be recycled.

For Cyrus, the world of exploration itself was not smooth. I think it is planned to achieve 6.5438+0 million vehicles around 2026, and it is expected to sell 300,000 vehicles in 2022, only selling more than 70,000! For this declining brand and Huawei is retreating, Cyrus may be thinking that instead of struggling to support it, it is better to start a new stove and set up a new "blue power" to hedge. Maybe there's still a chance.

Zhang Guohong: Just like Duan's general hunch, the trend of the auto market must not be created out of thin air.

I specifically checked the cooperation modes between Huawei and automobile brands, including HI mode and Smart Choice mode, the latter being the most advanced mode. Oita or HI mode, asking the world is a wise choice mode, pro-son mode. I also think that the launch of "Blue Power" is asking the world to find a way out, and we can't put eggs in the same basket!

Ma Liming: I think Xu Zhijun's harsh criticism as the rotating chairman should also be inspired by a higher level. His words such as "some people" and "abuse" deserve further study.

Duan Xu: "Some people" may refer to cooperative brands outside Yu Chengdong. Maybe Yu Chengdong and Huawei didn't let them use it, but these brands used it themselves.

Ma Liming: It is generally believed that "some people" are definitely not just Yu Chengdong. He can't do it alone.

Let me have a look. From mobile phones to cars, Yu Chengdong always likes to make marks except his big mouth. Including when Huawei's mobile phones surpass Apple and Samsung, they must be marked. Then it is also very interesting for him to "mark out" now-only by having in-depth insight and deep understanding of an industry can we grasp the correct direction.

According to the blue electric car

Yu Chengdong must be the only one who had profound insight and understanding when he was working as a car in Huawei!

As for "abuse", I think this is an internal disagreement. On a higher level, I definitely think it is abuse. The car project is not profitable now, which is the most important thing; From Yu Chengdong's point of view, he just pushed forward step by step according to his own plan, so this is totally two directions and a different understanding.

Personally, I think that with Huawei's blessing, the brand's bargaining power will definitely be stronger.

Duan Xu: This car has been going downhill. 1 month, it sold more than 4,000 cars, down 55% from last month. More than 2,000 vehicles were sold in February, and not much in March. Do you think it has an impact? It's already having an impact!

Zhang Guohong: Just now, through your discussion, I found that Cyrus should be the first person injured after Huawei decided not to build a car. Although he is his own son, he is still in the exhibition hall of Huawei, but he has no last name!

In addition, it should be noted that GAC AEON-AEON suddenly announced that the cooperation with Huawei has changed from the previous joint development to its own independent development, and Huawei has also become a supplier, which is not the same as the whole world.

At the press conference, Feng Xingya, general manager of Guangzhou Automobile Group, said easily that we just want to take development into our own hands, which is the same as what Chen Hong, general manager of SAIC, said at that time-taking the soul into our own hands.

5. What's wrong with the cooperation model?

Zhang Guohong: There are some differences in the deep cooperation between the international community and GAC, and there are also problems with this cooperation model. Has the constant emergence of these contradictions led to the internal division of Huawei?

Speaking of HI mode, this big mouth is very impressive, and one thing that makes the industry, especially the partners, extremely embarrassed is that at the mobilization meeting at the end of 20021,he criticized the partners for no reason-how much is their car? Brand without brand, channel without channel, retail without retail, product experience design can't be done in all aspects, nor can the new forces of building cars.

Duan Xu: So Lao Yu's big mouth did tell the truth-at least at that stage, some products of traditional car companies told the truth.

According to Cyrus' official website

Ma Liming: He was particularly surprised by the quality management system of some traditional automobile brands, saying that according to Huawei's standards, it was in the Stone Age!

He thought it was incredible, but many people thought it was incredible.

Zhang Guohong: Back to the cooperation with GAC, GAC is not as easy to deal with as Cyrus.

Ma Liming: Actually, there were signs in the second half of last year. At that time, some executives of GAC said that their cooperation with Huawei felt that their bargaining power was weak. Huawei's control ability feels awkward without you saying more. If GAC feels very passive, you can imagine what Cyrus has been smashed into!

Duan Xu: I don't think Huawei has done a good job in making cars!

It's too late to enter the business first, not as early as those new forces, and they haven't positioned themselves yet! If you really want to build a car, you still miss some good opportunities. If Huawei had shot at that time, it would have been much stronger than the new forces! No matter from resource integration, brand awareness and other aspects, no one can beat!

I'm a little coy now, I want to go but I'm afraid of failure! Let's just say I'm just helping you build a good car. It doesn't matter to me that you don't sell well.

Zhang Guohong: I think the first issue is strategic strength. The second is that the financial data is not good after Huawei was sanctioned in recent years. Let's look at the new forces that build cars. If they don't lose billions every year, how dare they get on the horse easily?

Duan Xu: This time, it emphasizes once again that we may have invested too much in not making cars. Some people say that Celeste sold about 30,000 cars to Huawei, and so far it has only sold more than 70,000 cars. Even if you give it 65438+ ten thousand, how much can it have?

Ma Liming: I think the data shows that Huawei's automobile business is still in a state of high input and low output. Yu Chenglong himself said that Huawei has invested nearly 654.38 billion RMB in the automobile field every year, and has 7,000 direct employees in R&D.. Huawei's annual report shows that the smart car solution BU achieved revenue of 2,654.38 billion yuan last year, accounting for only 0.3% of Huawei's total revenue.

Zhang Guohong: After reading the report, the boss may say, Yu Chengdong, your "big mouth" is a hard mouth, and it's not hard anywhere else!

On the other hand, Huawei's strategic strength is still vacillating, and serious internal differences have led to such a situation today.

According to Huawei official website

6. How long will Yu Can East stay in Huawei?

Zhang Guohong: These two days, everyone is paying attention to Yu Xiansheng's next step. Xiaomi also came out to deny the rumors of joining. I wonder who else will stand up and continue to deny it. what do you think?

Duan Xu: I think Yu Chengdong probably can't stay any longer. It's not that he wants to stay, but because he has the passion to build a car, but now there is no such soil, investment and platform support. For him, he may face career re-selection, which should be a high probability event.

Recently, there are different opinions about whether he will go to Xiaomi, Weilai, Ideal and so on. In a word, there is a good chance that he will go.

Ma Liming: It suddenly occurred to me that he might think that if this matter came out earlier, maybe Sister Wang Fengying wouldn't have a chance!

Duan Xu: I think it's hard to go to Xiaomi or rice without Huawei.

Ma Liming: Yu Chengdong has a "big mouth" that is capable, straightforward and considerate of the enterprise. It is really rare.

Is he suitable for starting his own business or being a senior professional manager?

If you are a professional worker, you may overtake the founder. He may even overthrow some of the founder's ideas and start over; But if you are the founder, you have to deal with all aspects of things, and your temper is too straight, you will probably be in trouble.

Zhang Guohong: From the perspective of three old people, the probability that this person will stay in Huawei is a little small. It is not Huawei's small pattern, nor is it Mr. Yu's small pattern. Now Huawei has left him a small stage. Because Yu Chengdong is an old man in his fifties, he wants to firmly realize his dream of building a car.

Yu Chengdong and Huawei have different dreams. Although they slept in the same bed, they did have two dreams!

We hope that Mr. Yu Chengdong will have a good chance to make more contributions to the automobile industry whether he stays or not, because he is really a talent. I hope he is getting better and better, and he is determined to do smart driving!

Duan Xu: Finally, I want to talk about an interesting classic quotation from General Manager Yu.

This article comes from Yundui Automobile, the author of Easy Car, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.