Where is the way for HUAWEI to "get on the bus" when dismantling the "Huawei asks for boundary" materials?

Since entering the automobile field, HUAWEI has always emphasized not to build cars, but only to help car companies build good cars. However, in the face of the growing new energy automobile market, Huawei's in-depth cooperation has not only cut prices to grab the market, but also played the slogan of "Huawei asks the world". Just when Yu Chengdong wanted to harvest the market with Huawei's brand power, Ren Zhengfei stepped on the brakes for Yu Chengdong.

Recently, Ren Zhengfei, the founder of HUAWEI, issued the Resolution on Huawei Not Making Cars again, emphasizing that "Huawei does not make cars" and the logo "Huawei" or "Huawei" is not allowed to appear in the publicity and appearance of the whole vehicle. The document period is five years.

at the release conference of Huawei's 222 annual report, Xu Zhijun, the rotating chairman of Huawei, responded to the latest resolution that "Huawei will not build cars". Regarding the five-year deadline for "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. It was written three years before, and now it is five years. He once again made it clear that Huawei is determined not to build cars, but to help car companies build good cars.

regarding the renaming of "AITO" to "HUAWEI", Xu Zhijun said that "some departments, some individuals and partners abused Huawei brand in publicity, and this matter has been under investigation", and "Huawei's brand built with more than 3 years' development cannot be abused at will". At the same time, the business model and cooperation strategy of eco-car will not change.

promoting the replacement of materials, we can't mention Huawei Auto

In the planning of Yu Chengdong, Huawei is the brand of "Huawei Eco-Car". By uniting a number of car companies to create eco-alliances belonging to different price segments, Yu Chengdong hopes that Huawei's auto business can achieve profitability in 225.

in order to achieve this goal quickly, on March 8th this year, under the leadership of Yu Chengdong, "AITO Jiejie" was officially changed to "HUAWEI Jiejie", 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 the AITO car bodies in HUAWEI's offline stores are affixed with the logo of "Huawei asks the world", and offline channels also use this as a key propaganda speech to highlight Huawei's strong empowerment.

In today's Resolution, it is particularly emphasized that "Huawei" or "Huawei" logo is not allowed in the publicity and appearance of the whole vehicle. In this regard, Huawei said that the news was true, and the decision was personally issued by Yu Chengdong, CEO of Automotive BU.

regarding the abuse of Huawei brand mentioned in the resolution on Huawei not making cars, Qibaba 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 cars would not affect it. At the same time, he also said that Huawei cars could not be mentioned in future sales, and we were told to pay attention to this matter. At present, the "HUAWEI Boundaries" logo is no longer displayed in official website.

after being warned by Huawei headquarters, Yu Chengdong, CEO of Huawei BG and CEO of BU, a smart car solution, left a message in Huawei Heartfelt Community, saying: "Only by deep insight and deep understanding can we grasp the right direction for an industry! Mark it and come back in a few years! " It seems to express the unwillingness of the heart.

It can't hurt the brand, and it can't affect the partners

"In 223 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 Huawei's brand influence which has been built for more than 3 years from being abused and ensure that Huawei's brand power will not be affected, it is reasonable for Huawei to ban "Huawei asks the world" and "HUAWEI AITO". At the same time, Huawei's financial difficulties may also be one of the reasons why Ren Zhengfei is unwilling to add more cars. The financial report shows that Huawei's revenue in 222 was 642.3 billion yuan, a year-on-year increase of only .9%, and its net profit fell to 35.6 billion yuan, a year-on-year plunge of 68.7%.

On the other hand, Huawei's current smart car selection model has also encountered problems. After the peak of sales in 222, the sales growth of the brand that adopts this model is weak after entering 223. In January, the sales volume of the industry was 4,475 vehicles, a decrease of 55.88% from the previous month. In February, the sales volume of the international community further decreased by 21.86% from the previous month to 3535 vehicles; According to the data of insurance coverage, the sales volume of Shenzhen Stock Exchange in the fourth week of March was only 676 vehicles, which indicates that its market performance in March is not optimistic.

The sudden appearance of the logo "Huawei asks the world" is the second way for the world to save sales, trying to attract users to enter the store to place orders by improving the "Chinese content" at the propaganda level. But the March sales show 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, more and more car companies may be wary of Huawei and choose to flee from Huawei. GAC has become 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 Ai 'an AH8 project was changed from joint development with Huawei to independent development. This also means that since the two sides reached a joint car-building agreement in 221, Huawei's role has changed from the Huawei Inside model of deep cooperation to the most basic component supplier model.

Celestial Group, which has the deepest binding with Huawei, also released another brand of new energy vehicles, Landian, in a low-key manner on March 3th. Insiders of Celestial 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 belongs to Sailisi Automobile Sales Co., Ltd.

Cyrus's move is also to emphasize that as an automobile manufacturer with a history of nearly 2 years, it also has the ability to independently operate brands and sell cars, and it is not anyone's foundry.

According to the insiders, Huawei's car manufacturing is a duplication of construction for the country, and the competition is also from domestic manufacturers. Most of the fallen companies are state-owned enterprises, so it is unnecessary to spend precious resources on them, 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 wants to exist in more automobile brands as a supplier and serve a wider crowd. Their goal is the whole automobile market, and they want to be "Bosch" of China.

It is understood that within Huawei, there has always been disagreement about whether to build a car or not. Yu Chengdong has always advocated building a car, but few Huawei executives support it. At the recently held 223 committee of 1 for Electric Vehicles, Yu Chengdong also responded to Huawei's bid withdrawal. 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 Tier1, and to become another supplier in the automotive field similar to Bosch or China. But in today's era, it seems that this condition is not quite established.

"It is unlikely that the new force car companies will choose Huawei intellectually, because they have their own pursuits. They will not choose us for 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. Among the traditional car companies, if they are afraid of losing their souls, they will not choose us. " Yu Chengdong said helplessly.

According to the Resolution on Huawei's Not Making Cars issued by Ren Zhengfei again, Huawei once again made it clear that it does not make cars and its supplier status. Of course, in the future, Yu Chengdong may not be so "big mouth" in the car BU business, but facing the change of internal strategy and the growing new energy vehicle market, it will also bring new challenges to the car industry.

At the same time, Huawei's huge investment in car business and leading technology can't be converted 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, and people can't help but wonder where Huawei is eager to form a closed-loop business.

this article is from the author of Yiche, and the copyright belongs to the author. Please contact the author if you reprint it in any form. The content only represents the author's point of view and has nothing to do with car change.