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　　[car home New Car Launch] On December 28th, Xiaomi Automobile held a technical conference, and the long-awaited (|) was also unveiled. Xiaomi SU7 is positioned as a pure electric medium-sized and large-sized car, which is equipped with a number of brand-new technology products such as Xiaomi super motor, self-developed CTB battery and autonomous driving technology. In terms of power, the maximum power of Xiaomi SU7 dual-motor version is 673 horsepower, the acceleration time from 0 to 100 km/h is 2.78 seconds, and it is equipped with Contemporary Amperex Technology Co., Limited ternary lithium battery with a capacity of 101kWh, and the CLTC cruising range is 800km. The single-motor version has a maximum power of 299 HP, an acceleration time of 5.28 seconds from 0 to 100 km/h, and a capacity of 73.6kWh. The CLTC cruising range is 668km.

　　The information of this conference is huge. Lei Jun showed the technological breakthroughs made by Xiaomi Automobile in "grinding a sword for a thousand days", and at the end of 2023, it gave the car circle a new shock. Xiaomi released five technologies in this conference, including Xiaomi super motor, Xiaomi self-developed CTB battery technology, super die casting, autonomous driving technology and Modena platform architecture. See below for details. Friends who are not interested in technology can also turn directly to the bottom of the article to see the car.

More exciting videos are all on the car home video platform.

■ Xiaomi Super Motor

　　At the press conference, Xiaomi brought a self-developed super motor with innovations in rotor materials, stators, silicon carbide and other technologies. The motors are divided into three models: HyperEngine V8s, V6 and V6s. The V6 has a maximum power of 299 HP and a peak torque of 400N·m, and adopts a 400V architecture. The maximum power of V6s is 374 HP, and the peak torque is 500N·m, and it adopts 800V architecture. The maximum power of V8s is 578 horsepower, the peak torque is 635N·m, and the highest efficiency is 98.11%. The power density is 10.14kw/kg, and it will get on the train in 2025. In addition, Xiaomi has developed the pre-research technology of super motor rotor, which has achieved the highest speed of 35000rpm in the laboratory.

■ Xiaomi self-developed CTB battery technology

　　Xiaomi SU7 adopts 871V silicon carbide high-voltage platform, and its integration efficiency reaches 77.8%. In the mature system, it can support up to 132kWh capacity and achieve 1000+km CLTC battery life. The upper limit of the platform can support up to 150kWh capacity and 1200+km CLTC battery life. Xiaomi has independently developed CTB(Cell to Body) battery technology. In terms of key technological innovation, it adopts two-in-one floor cover, battery cell inversion, multi-functional elastic interlayer and minimalist wiring harness, which improves the overall integration efficiency by 24.4%.

　　"CTB" is one of the battery integration technologies. At present, there are CTP(Cell to Pack), CTC(Cell to Chassis) and CTB(Cell to Body) in the industry. Among them, CTP was first put forward by Contemporary Amperex Technology Co., Limited, and BYD’s blade battery is one of the best. CTB is simpler and more direct in structure, reducing the space lost due to the connection between the car body and the battery cover, and further improving the space utilization rate. CTC is mounted on models of Tesla, Zero Run and other brands.

　　In terms of battery safety, Xiaomi adopted the industry’s first "battery inversion" technology, with the pressure relief valve facing downwards, and in extreme cases, it quickly released energy downwards to ensure the safety of the passenger compartment to the greatest extent. In terms of physical protection, it adopts 14 layers of protection; And with unique heat dissipation and heat insulation design; At the same time, it is also equipped with a full-stack self-developed battery management system and battery cloud security to ensure battery safety in a multi-pronged manner. Xiaomi battery adopts 17 layers of high-voltage insulation protection, dual large-area active water cooling, 165 pieces of aerogel insulation material on the side of the battery cell, and is equipped with Che Yun collaborative safety early warning, and the battery management software is self-developed.　

　　In addition, Xiaomi also released an efficient dual-mode heat pump. The heat pump has two modes. Direct type: special heat is directly supplied to the passenger cabin to improve heat transfer efficiency. Indirect: one heat is used to connect multiple heat paths to meet the needs of more scenes. At-15 C CLTC, the comfortable temperature of the passenger compartment can be maintained without additional heater. At-20 C, heat can still be extracted from cold air to supplement heat energy for the passenger compartment.

■ Super large die casting technology

　　Xiaomi independently designed the "9100-ton integrated large die-casting equipment cluster system", which is self-developed and self-built from aluminum ingots to finished castings, including 9 processes, 60 equipment and 433 process parameters. Realize the integration of 72 parts of Xiaomi automobile rear floor, reduce 840 solder joints, reduce weight by 17%, and reduce production hours by 45%.

　　This "9100-ton" data is leading in the industry. As a reference and comparison, in 2020, Tesla got a 6000-ton Giga Press die casting machine from Lijin, and Lijin is also providing a 9000-ton Giga Press die casting machine for Tesla. And companies such as Krypton and Gaohe have 7200-ton die casting machines. If you want to know more about integrated die-casting, please click "40% cost reduction". Can integrated die-casting really seal the gods? 》。

　　The integrated die casting process is suitable for high-end and large-volume vehicles, which can reduce part of the cost. Of course, the blowhole problem in die casting and the thermal expansion and cold contraction after heat treatment must also be faced. In this regard, Tesla, Gaohe and other car companies have independently developed aluminum alloy materials, and Xiaomi is no exception. Xiaomi also released the 72-in-1 integrated die-casting floor, which reduced the weight by 17% and reduced the noise in the car by 2 decibels.

　　In addition, Xiaomi also released the self-developed "Titan Alloy", which is a high-strength and high-toughness heat-treatment-free environmental protection die-casting material. Trace elements such as rare earth and zirconium are added to the formula to further enhance the strength of the material.

　　After Tesla started the wave of integrated die casting, its maintenance cost has also attracted the attention of all parties. In this regard, Xiaomi adopts a three-stage maintainable design, which integrates the floor after die casting+collapse zone+anti-collision beam, significantly improving the structural strength, and there is no need to replace large die castings for medium and low speed collisions.

■ Automatic driving

　　Last August, Xiaomi Xiaolu used her own assisted driving ability to realize automatic U-turn, automatic right turn, automatic detour, automatic detour of accident vehicles, automatic detour around the island, zebra crossing to yield to pedestrians, autonomous parking service, automatic detour of 90-degree extremely narrow bend, automatic charging of mechanical arm and so on.

　　Today, Xiaomi’s autopilot assistance has ushered in a breakthrough. Xiaomi autopilot system is equipped with 1 lidar, 11 high-definition cameras, 3 millimeter-wave radars and 12 ultrasonic radars. The chip is equipped with two NVIDIA DRIVE Orin chips with a computing power of up to 508TOPS. Xiaomi SU7 is equipped with full-stack self-developed intelligent driving technology, with advanced technologies such as zoom BEV, large road model and super-resolution network occupation.

　　Xiaomi autopilot system has 27 functions in three categories: high-speed navigation, urban navigation and parking service. Xiaomi will open NOA in 100 cities next year, and announced that Xiaomi smart driving will enter the first camp in the industry in 2024. For reference, the NOA progress of the head player’s city is as follows.

■ Xiaomi Auto Modena Platform Architecture

　　The "Modena" platform architecture of Xiaomi Automobile starts from the underlying technology and adopts forward development, which consists of product attributes, standardization system and underlying technology modules. The platform enables Xiaomi Automobile to achieve 82km/h Elk test results, 51 000 N m/deg torsional stiffness, 77.8% volume efficiency of battery and 99.81% peak efficiency of motor, creating many firsts in the industry.

■ Xiaomi 澎湃 OS

　 　 On the 27th, Xiaomi 澎湃 OS launched a new logo to meet you with a new image. 澎湃 OS is the largest underlying reconstruction in the history of Xiaomi system. This system is not only suitable for mobile phones and smart homes, but has been upgraded to the whole ecology of people, cars and homes. Xiaomi also introduced NPU technology, so that its large model can be arranged in the terminal, rather than in the cloud, and the real large model can be boarded.

■ Xiaomi’s new strategy is "the whole ecology of people and cars"

　　Lei Jun said that with the release of Xiaomi Auto SU7, "the whole ecology of people and cars" finally closed, and ushered in a "leap" moment. That is to say, fully open up the scenes of "people, cars" and "home", realize seamless connection of hardware and equipment, cooperate in real time, drive industrial chain partners, and create a super intelligent ecology with people as the center and active service to people.

　　Xiaomi 澎湃 OS has opened more than 200 categories, including Xiaomi Auto, with Xiaomi HyperConnect cross-end interconnection framework, efficiently connecting more than 600 million devices around the world, covering more than 95% of users’ life scenes, so that intelligence can serve everyone in detail. At the same time, because of the empowerment of AI, people’s operating habits will make "the whole ecology of people, cars and homes" smarter. As an intelligent center, Xiaomi HyperMind can perceive and learn people’s daily habits and provide active intelligent services. In day-to-day use, Xiaomi 澎湃 OS will unconsciously become an intelligent center that knows you better.

■ Xiaomi SU7

　　We have photographed the real car of Xiaomi SU7. Let’s take a look at this new car. According to the official, the headlights of the new car are designed in the shape of meters. Among the squint models, the big eyes of Xiaomi SU7 can be said to be "rare and valuable". Headlights adopt rounded polygon shape, and the interior adopts a light cavity structure similar to a rice shape to enhance recognition. In addition, there is a real air duct under the headlights to help the brake system dissipate heat, and the lower enclosure and the hood highlight the sense of movement, which is quite sporty. In addition, the drag coefficient of the car is only 0.195Cd.

"Three body colors, namely olive green, elegant gray and bay blue"

More exciting videos are all on the car home video platform.

　　From the side, the new car does not use a hidden door handle, and it is equipped with two different petal-shaped wheels and yellow calipers, which looks young and lively. From the rear of the car, the LOGO is consistent with xiaomi’s LOGO, and the pinyin of "Xiaomi" at the tail highlights its identity. The silver decoration around it highlights the sense of strength, and the active tail highlights the sporty atmosphere. In terms of body size, its length/width/height are 4997/1963 /1440mm respectively, and its wheelbase is 3000mm.

　　In terms of power, Xiaomi SU7 dual-motor version has a maximum power of 673 HP, a peak torque of 838N·m, a 0-100km/h acceleration of 2.78 seconds, and a maximum speed of 265 km/h. It also has Boost mode and ejection start mode. The braking system is equipped with Braebo four-piston calipers, and the braking distance is 33.3m at 100-0 km/h. The dual-motor version is equipped with a Contemporary Amperex Technology Co., Limited ternary lithium battery with a capacity of 101kWh, with a CLTC battery life of 800km, and is equipped with an 800V super fast charge, with a battery life of 220km in 5 minutes and 510km in 15 minutes. The single-motor version has a maximum power of 299 HP, an acceleration time of 5.28 seconds from 0 to 100 km/h, and a capacity of 73.6kWh. The CLTC cruising range is 668km.

　　Look at the interior of the new car, which is equipped with three steering wheels and red decoration around the driving mode switch button, highlighting the sense of movement. On the screen side, the new car uses a 7.1-inch flip instrument screen and a 16.1-inch central control screen with a resolution of 3K, and is equipped with a 56-inch HUD with a maximum brightness of 13000nit. In addition, SU7 also retains most of the physical keys, making it easier to operate common functions.

"Xiaomi intelligent fragrance machine"

　　The interior of Xiaomi SU7 will be available in three colors: Galaxy Grey, Obsidian Black and Twilight Red. In addition, it will be equipped with ambient lights, sports style Nappa leather seats, 5.35 square meters glass roof, 15-speaker sound system and so on. The new car has a large-capacity front compartment of 105L L. In addition, the storage space of the center console supports hardware expansion. The picture above shows the Xiaomi intelligent fragrance machine.

　　In terms of car system, Xiaomi 澎湃 OS will be installed in the car system of SU7. Xiaomi SU7 is equipped with Snapdragon 8295 chip, and the Xiaomi tablet can be seamlessly mounted on the car, which is used as the rear expansion screen. Xiaomi SU7 supports five-screen linkage, and its application ecology covers mainstream in-vehicle applications, tablet applications and mobile phone applications, supports CarPlay and airplay, and supports Apple iPad to get on the bus.

　　In addition, Xiaomi CarloT Ecology will be fully open to the three parties, with a unified standardized interface, the richest communication standard protocols and a lightweight transformation plan for existing equipment. In addition, Xiaomi Car Machine innovatively applies streaming upgrade technology, and OTA upgrade speed is faster. The cockpit system is upgraded in 3 minutes and the whole car is upgraded in 30 minutes.

　　In terms of channels, Xiaomi should adopt a model similar to the series of questions, and put the car in Xiaomi House for display and sales. The staff of a Xiaomi Home store in Xujiahui, Shanghai introduced that the exhibition car will arrive at the store in the first quarter of next year. A staff member of a Xiaomi home in Beijing said that many Xiaomi stores in Beijing are small in size and located on the first floor of the shopping mall, which makes it difficult to place the exhibition cars. Therefore, Xiaomi will transform existing large-scale stores and open a new Xiaomi home to sell cars. A staff member of a Xiaomi store in Foshan, Guangdong, said that some leaders have visited the store to inspect the location of the exhibition car, and other stores with exhibition cars will be selected according to the area.

■ History of Xiaomi’s car making

　　Give you a brief timeline:

　　1. On March 30, 2021, Lei Jun, the founder of Xiaomi, said in a public speech that in the next decade, Xiaomi will invest 10 billion US dollars to build cars, and Lei Jun will be personally responsible for the car-making business.

　　2. In September 2021, Xiaomi Automobile Co., Ltd. was incorporated. On November 27th of the same year, the Management Committee of Beijing Economic Development Zone signed a cooperation agreement with Xiaomi, announcing that Xiaomi Automobile had settled in Beijing Economic Development Zone.

　　3. In March 2022, Xiaomi Automobile announced that the first production car will be officially mass-produced in the first half of 2024.

　　4. In August 2022, on the 500th day of Xiaomi’s official announcement to enter the electric vehicle industry, Lei Jun announced the latest progress of Xiaomi Automobile at the autumn new product launch conference-the goal is to enter the first camp of the auto driving industry in 2024.

　　5. In 2023, spy photos, design drawings, pictures drawn by media and individuals of Xiaomi Automobile began to flow out gradually.

　　6. In November 2023, Xiaomi SU7 was declared to the Ministry of Industry and Information Technology.

　　7. At the end of December 2023, Xiaomi announced that it would build a car for 1000 days, and the first press conference was held today.

■ Edit comments

　　After being in the car circle for so long, I once believed that "there is nothing new under the sun", but I have to say that Xiaomi’s press conference was really interesting for a long time. At the end of 2023, when the new forces became old guns, this new catfish made us find the original fun.

　　This is the best time. China new energy automobile enterprises hit the water in the middle, the waves stopped the flying boat, and actively participated in development and change; It is also the worst time. Dozens of car companies are rolled into a pot of porridge, and the number of car companies that disappear is countless. Therefore, I maintain a positive and respectful attitude towards the newcomer Xiaomi. We pay attention to the new forces of building cars. Isn’t it just that we love the strength of "being in the prime of life and scolding Fang Qiu"?

　　Of course, we have to admit that, no matter how good it is, cars are essentially used to drive. We expect the follow-up Xiaomi SU7 to give you more surprises in the real car experience, and please look forward to the follow-up evaluation content of car home. (Text/car home Xing Yueyang)

　　At the 2018 Mobile World Congress (MWC) in Barcelona, Spain, 5G has become one of the hottest keywords. Compared with the concept, framework and possibility of 5G discussed more in the past, a number of important breakthrough China 5G products were unveiled in this year’s conference, and some mature technologies and application scenarios were also displayed in the exhibition, which started the countdown to welcome the arrival of the 5G era.

　　dynamic

　　Huawei released the first 5G commercial chip and terminal.

　　As one of the largest annual exhibitions in the global communication field, there are many voices and highlights from China enterprises at this World Mobile Communications Conference. During the exhibition, Huawei released the first 5G commercial chip and terminal based on 3GPP standard, and ZTE and other companies also demonstrated their respective scientific and technological strength. According to the analysis, these new products mean that China enterprises are taking the lead in the field of 5G.

　　It is reported that Huawei’s 5G chip released this time — — Balong G5 G01 is the first 5G network product supported by the 3GPP standard. At the same time, Huawei also released Huawei 5G CPE, the first 3GPP standard 5G commercial terminal based on this chip. According to reports, the product is divided into two types: low-frequency (sub-6 GHz) CPE and high-frequency (mmWave)CPE. Among them, 5G low-frequency CPE can download an episode of online drama in less than 1 second, which can support various high-definition video and entertainment applications such as VR high-definition online video and VR online games based on 5G networks in the future, and is compatible with 4G and 5G networks. The release of Huawei’s first 3GPP standard 5G commercial chip and terminal is considered by the industry as one of the breakthroughs in 5G products, and it also marks the gradual opening of the 5G era at the industrial level.

　　During this conference, ZTE also highlighted the end-to-end solutions for commercial technologies, networks and industrial applications of 5G, including a new generation of 5G full range of base station products. According to reports, the new generation of 5G high and low frequency AAU released by ZTE supports the new air interface of 3GPP5G NR, supports the mainstream frequency band of 5G in the industry, and adopts a number of key technologies of 5G, which can meet the diverse scenarios and needs of 5G commercial deployment, and has been applied in domestic 5G testing and 5G testing of operators in many countries and regions.

　　"China has become the most dazzling star on the 5G stage" and "the world looks at 5G, and 5G looks at China". Relevant professional analysis points out that China’s communication technology has gone through the following in the 2G era, the participation in the 3G era, and the breakthrough in the 4G era. In the 5G era, China has successfully entered the first echelon.

　　pay close attention

　　5G smartphones will be available in the first half of next year.

　　In the terminal exhibition area of this conference, a conceptual mobile phone with ultra-high speed of 1.2Gbps also attracted a lot of attention. It is understood that this smart phone product, which is praised as "quasi-5G" or "pre-5G" by the industry, takes less than two seconds to download a high-definition movie.

　　It is worth mentioning that during the current Mobile World Congress, China Mobile announced that it would jointly launch the "5G Terminal Pioneer Program" with 20 terminal industry partners around the world. The plan aims to launch the first batch of 5G terminals as soon as possible in the early stage of the industry, promote multi-party cooperation and jointly establish a mature 5G terminal industry ecology.

　　According to reports, the plan has been widely responded and actively supported by the terminal industry, including 6 mainstream chip companies such as Qualcomm, Huawei, MediaTek, Ziguang Zhanrui, Intel and Samsung, and 10 mainstream terminal companies such as Huawei, OPPO, vivo, Xiaomi and Samsung.

　　China Mobile expects that all parties will make concerted efforts to launch the first batch of 5G chips that meet the needs of operators before the end of 2018, and release the first batch of 5G pre-commercial terminals, including data terminals and smart phones, in the first half of 2019. The analysis believes that this also means that many brands of 5G mobile phones are expected to be available in the first half of next year.

　　prospect

　　There are still about two years before the real outbreak of 5 G.

　　According to the plan of the Ministry of Industry and Information Technology, the three major domestic operators are expected to realize the scale commercialization of the fifth generation communication technology in 2020. According to the data, since 2013, China has taken the lead in launching the 5G test and R&D process. At present, China’s 5G commercialization process has been promoted in an orderly manner, and technology research and development testing has officially entered the third stage this year. The 5G field tests of the three major operators have been started one after another, and the pilot construction has been stepped up.

　　At the same time, a number of recent developments that have emerged since the second half of last year show that 5G promotion is accelerating. Industry analysts believe that although there are still about two years before the real outbreak of 5G on the commercial timetable, the wrestling of the 5G industrial chain has been fully rolled out. The analysis also pointed out that with the commercialization process of 5G network, it will drive the development of applications such as car networking, Internet of Things, drones and cloud computing, which means that 5G will not only become a new round of development opportunities for the global communication industry, but also create opportunities for the rise of various emerging information technologies.

　　The 5G economic report released by IHS, a market research organization, predicts that by 2035, 5G will create 12.3 trillion US dollars in global economic output and create 22 million jobs. Among them, China will have 9.5 million jobs, ranking first in the world, far exceeding the United States (3.4 million).

　　The White Paper on the Economic and Social Impact of 5G issued by relevant institutions in China also pointed out that 5G, as a general-purpose technology, will open up a new era of mobile communication development, accelerate the process of economic and social digital transformation, and push the development of China’s digital economy to a new level. The white paper predicts that the direct output and indirect output driven by 5G will reach 6.3 trillion yuan and 10.6 trillion yuan respectively in 2030. In terms of direct output, according to the official commercialization of 5G in 2020, it is estimated that it will drive about 484 billion yuan of direct output in that year, and it will increase to 3.3 trillion yuan and 6.3 trillion yuan in 2025 and 2030 respectively, with a compound annual growth rate of 29% in the past ten years. In terms of indirect output, in 2020, 2025 and 2030, 5G will drive 1.2 trillion yuan, 6.3 trillion yuan and 10.6 trillion yuan respectively, with a compound annual growth rate of 24%.

　　News memory

　　5G can finish a 1080P movie in a few seconds.

　　What is 5G? The relevant technical specifications of the International Telecommunication Union (ITU) have identified eight key capability indicators for 5G. According to reports, the peak rate of 5G in the future can reach 20Gbps. Other capability indicators include user experience data rate of 100Mbps, delay of 1 millisecond, connection density of 1 million devices per square kilometer, and traffic density of 10Mbps per square meter.

　　"Compared with the current mainstream 4G communication, 5G brings the most intuitive benefits to users. In addition to improving the quality of calls, that is the transmission rate." Relevant professionals pointed out that the speed of 5G network can reach the level of Gbps or even tens of Gbps, which means that a movie in 1080P format can be downloaded in a few seconds. In addition, 5G communication also has the characteristics of low power consumption and high access, and has become an important foundation for the development of the Internet of Things.

　　"For enterprises, 5G will create value for many fields, such as automobile transportation, energy/utility monitoring, security, finance, medical health, industry and agriculture, especially for large-scale and key application fields that require low latency. For consumers, the highlights of 5G services will be concentrated in two aspects: ultra-high-definition video applications and AR/VR applications. " According to the relevant report of GSMA, it is estimated that by 2025, 5G networks will be commercialized in 111 countries and regions around the world. After the early deployment, the 5G network will provide enhanced mobile broadband services with high speed, low delay, reliability and security.

　　However, professionals also pointed out that in order to enjoy the convenience brought by 5G communication, consumers also need a terminal that supports it. At present, mobile phones in the hands of ordinary domestic users are not yet supported. "The arrival of the 5G era is bound to set off a new round of replacement boom." The above-mentioned person said.

　　This edition/reporter Ren Xiaoyuan

one

People always try to show what they don’t have.

For example, high end.

People will always avoid their biggest problems.

For example, it is not worth it.

2

In the past two weeks, I didn’t write Hua Xizi, because it was clear.A brand that relies on marketing at birth, a brand whose marketing thinking is dominated by traffic has been completely solidified in its blood. When it comes to public relations, it should be blind and there is no room for operation.

People eat meat every meal, even if I say eat something to clear my stomach, whether I can listen to it is one thing, and whether it works is another. It honked before it was finished. Whose is it?

At that time, the four words in my mind were: this is the end of the story.

Reality tells me that I have never seen the world again. What do you mean "so far"? I didn’t get there until last week. The drama was yesterday!

three

A brand that thought about it for more than 10 days and decided to take the "high-end" route prepared a pile of materials. As soon as the words were finished, the natural flow was sent to the list, and the related word of "explosion" was "crazy". People send the nickname "Huaxi Crazy".

This is a plot in a pure literary satire novel, which can’t be made up by online texts.

Several public relations groups in our family also exploded immediately. Let me analyze.

I am overwhelmed. I won’t. What skill can I have to analyze what strategy this is using?

Later, a classmate helped me out:

Well, I really don’t want to think about who came up with it, how and why. A collection of funny comments and all kinds of rough god judgments have been posted outside.

I said the most direct operation problem.

four

Huaxi Zi’s complete set of materials is a 29-word release with a picture, plus 11 replies for control and evaluation. It’s really a rice circle. You have to call your senior first.

The push time is set at 16:53, which is the wave of migrant workers coming off work at night.

Benefits: There is ample space for operation, people who eat melons have time to see it, and the media has time to follow up.

Disadvantages: There is plenty of time to scold you.

five

Before disassembling the materials, let’s sum up the core.

Many people say that the problem of Hua Xizi is "expensive or not".

Actually, it is not.

We have been in the market economy for so many years, including cosmetics such as eyebrow pencil, which are completely the daily consumer goods with the least strategic significance. "Expensive or not" is completely a matter of automatic market adjustment.

What Hua Xizi can’t explain is: why is it expensive?

That is, is it worth it?

six

Say I don’t know if Hua Xizi is aware of it, but I’m sure I’m not happy after listening to it:Hua Xizi’s brand power is very weak.

The vernacular explanation of brand power is why this thing is willing to let people spend this money.

Luxury goods are expensive, which means "spending a lot of money to buy things that are not worth the money". "Yes" means that the brand itself knows, the buyers know, and the people who don’t buy know.

If everyone clearly knew and accepted that the money spent was mainly spent on packaging design and channel sharing, public opinion would not be like this.

I’ve been saying this for about five years:Live broadcast can’t increase brand power.

Not only Hua Xizi, but also a large number of such brands have a common feature: lack of brand power. We know 79 items, and today we sold 59 items, which is a good deal. However, why 79, why 59 support, no.

seven

To put it another way, marketing words and brand accumulation are completely different.

A lot of good-looking TVC and the SLOGAN of the East can’t protect the brand.

The beauty industry can be seen everywhere. The words used in most marketing scenes can’t stand scrutiny at all, have no hidden logic, are self-contradictory, and can’t form the integration of brand tonality. It is a nice word that users can easily save money after listening.

eight

Personally, I don’t think domestic products must take the path of "cheap big bowl"

In the past few years, the Yan value economy and various "beautiful little wastes" have emerged one after another, and some people will buy them.

In fact, you can go any way.The key is to have a cognitive consensus between the brand and the public.

Huaxizi sells for 79 yuan, but Huaxizi thinks it’s high-end so it’s not expensive. Li Jiaqi knows how the money is divided, so it’s not expensive. When users look at 0.07 grams, it’s definitely expensive.

Everyone is not in the same position and angle, which is the contradiction.

nine

Hua Xizi didn’t want to face the problem directly, and he didn’t want to solve it at all, which led to all the published contents talking to himself.

The behavior shown can’t match what you say.

Let’s start with Lord Weibo.

Lord Weibo’s brand tone is high-end, and every place in the whole operation has nothing to do with "high-end".

No high-end brand will describe itself as high-end by writing the word "high-end". No high-end brands will make official comments.

Lord Weibo’s pictures highlight a "good attitude". The implied position of a good attitude is clear: I am right, I am wronged, and I will not change. This is obviously on the opposite side of the public.

Besides, how can a high-end brand with a good attitude fill up its comments first?

10

In the absence of any keyword guidance, both people in the industry and the public have clearly perceived the brand tonality revealed by this content:Crazy.

It is very unlikely that Hua Xizi will want to reverse the brand tonality later.

"Deciding to spend Xizi’s life" in the picture, a crazy life?

11

In addition to the lottery information, the first article of this Weibo review is about public welfare.

Doing public welfare is a good thing, but it needs others to praise it.

It is worthless for the official CUE to do public welfare by itself.

In the case of being scolded, using public welfare to block the loophole shows that this public welfare has been done with a purpose. Corresponding to "Put All Your Eggs", Eric Wang turns to worship Buddha after killing people.

12

The second is the 20w+ product experience officer.

Hey, what’s the use of emphasizing the process when the output results are not recognized?

With good results, the process of hard work is meaningful, such as Huawei.

Without a good result, the more difficult the process is, it may mean that the worse you are, the less suitable you are.

These words are full of self-emotion and self-emotion.Tell the rice circle, can’t you see how hard my brother works? It’s the same as a dime.

Hold a little, can’t see.

13

The third article still shouts "the mission of each generation has its own generation", trying to cover up its own shortcomings with grand propositions.

The cognition revealed in these words is extremely superficial: who is next to you and who is opposite you is a high-end performance. On the contrary, it has nothing to do with consumers or products. Will this expression resonate and be understood?

A high-end brand, which claims to be aiming to go global, behaves like a red carpet.

14

The fourth question is, does anyone really use gram weight to measure the value of eyebrow pencil?

Oh, my god Communicate with consumers by educating them. N brands have learned a bloody lesson before this mistake.

Hua Xizi has to upgrade to the ironic sentence of "there is really someone", which obviously looks down on people.

This is the one with the highest response. The following netizens are also educating the brand with more than 13,000 responses.

15

Article 5: Continue to feel sorry for your product manager.

After this paragraph is sent, you are still the only one who loves you dearly.

16

Article 6 is amazing. We sold all CCTV and Xinhua News Agency and pulled them out to stop bullets.

There is a message in the reply that "CCTV wants to call the police".

This is a naked sale of the media. People support you, you push them out backhand and put them on the bar.

I am CCTV or Xinhua News Agency, and I must have cursed "mental derangement" in my heart.

This kind of industry taboo and very unkind operation also exists in the circle of friends of management. This is not just a question of whether the brand is high or not, but it is very low-level for people to do so.

Who dares to write to him, who dares to send him something, and who dares to give him awards in the serious media.

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Seventh, it is very, very low-level to pull children out to cushion their backs.

With children’s smiling faces …

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Article 8 interpret the problem as being excluded and competing against me.

It is another problem that many brands can’t persuade.

There is a saying, isn’t improving service and logistics what a brand should do? Take what the brand should do, make an exchange with consumers, and praise you for not being corrupt is a level requirement.

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If you read article 9,You will find that Hua Xizi has pulled out all the "good things" he has done before and walked it again.

Well, what can I say? It’s really not on the table.

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Article 10 mentions the national standard. Doesn’t the standard mean that it must be met?

Finally, I CUE myself to spend Western currency.

This is a malicious stalk that you should completely avoid. Others say you are a little rabbit, you can call me a little rabbit; People call you a traitor, can you call me a traitor?

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Article 11 When it comes to R&D sites and R&D personnel, it is better to say R&D results. What is the high technology of eyebrow pencil?

Playing crazy can’t solve the fundamental problem. Besides, it’s really crazy.

This article comes from WeChat WeChat official account:In public relations (id: justprit), author: Yao Suxin

Author | ｜Eastland

On November 25th, 2023, Changan Automobile (000625.SZ) and Huawei signed the Memorandum of Investment Cooperation. According to the memorandum, Huawei (Party A) and Changan Automobile (Party B) will set up target companies, and the shareholding ratio of Party B shall not exceed 40%.

The business scope of the target company includes smart driving solutions, smart cockpit, smart car digital platform, intelligent cloud car, smart car lights, AR-HUD, etc. Excluding "Three Electricity", this part of the business remains in Huawei Digital Energy.

Huawei splits automobile BU.

Huawei BU was born in 2019. After several years of exploration, the strategy of "platform+ecology" was determined, with the aim of providing digital pedestals and development tools for smart cars.

Since its establishment, the course of BU, a smart car solution (referred to as "Huawei Smart Drive" for short), can be summarized as three "3s": it spent $3 billion, had 300 customers and built three platforms (smart car digital platform, intelligent driving computing platform and HarmonyOS intelligent cockpit platform).

Huawei and Changan Automobile promise to carry out long-term cooperation and strategic coordination with the target company. In principle, part of the business scope and solutions are provided by the target company for vehicle customers.Huawei does not participate in competition..

The target company will gradually open its equity to existing and potential car enterprise partners and become a diversified equity company.

The memorandum has three main points:

First, BU, a smart car solution, was "integrated" into the new company, completely ending Huawei’s internal discussion on building cars.# Sweep the floor #

Second, Huawei will realize the investment income through the target company, stay away from the involution of the automobile industry, and be in a detached position.

Third, the target company is controlled by Changan Automobile and Huawei.

Why did you choose Changan Automobile?

a starved camel is still bigger than a horse—when the mighty fall

In 2016, after the sales volume of Changan Automobile surged to 3.06 million units, it began to decline;

In 2017, it decreased by 6.2% to 2.87 million units;

In 2018, it fell 27.8% to 2.14 million units;

In 2019, it fell to the bottom with a sales volume of 1.76 million units.

The main reason for this round of plunge is the "cliff-like" decline in Changan Ford’s sales:

In 2016, the sales volume reached 940,000 vehicles, accounting for 30.8% of the total sales volume; Less than 180,000 vehicles in 2018. Since then, the joint venture brand has rebounded but failed to regain its former glory. In 2022, it sold 250,000 vehicles, accounting for 10.7% of the total sales.

In 2020, Changan Automobile sales began to slowly pick up; In 2022, the sales volume was 2.35 million vehicles, which was about 77% of the peak in 2016.

In the first three quarters of 2023, Changan Automobile sold 1.87 million vehicles, up 11.2% year-on-year.

In the first three quarters of 2016, Changan Automobile sold 2.2 million vehicles. Sales in the first three quarters of 2023 were equivalent to 85% in the same period of 2016.

In any case, Changan Automobile is also an enterprise with an annual sales volume of more than 3 million vehicles, and few car companies in China have reached this "stage". # See the world #

Independent brand takes the lead

After the decline of joint venture brands, the proportion of independent brands in total sales increased steadily.

In Q3 of 2021, the sales volume of independent brands was 385,000, accounting for 72% of the total sales volume;

In Q3 of 2022, the sales volume of independent brands was 423,000 vehicles, accounting for 76% of the total sales volume.

In Q3 of 2023, the sales volume of independent brands was 529,000, accounting for 81% of the total sales volume.

In 2022, the sales volume of Changan’s own brands reached 1.875 million, up 6.8% year-on-year, and the scale reached a new high. The total sales volume of the joint venture brand is 470,000 vehicles, accounting for 20% of the total sales volume.

In the first three quarters of 2023, the sales volume of independent brands was 1.55 million units, a year-on-year increase of 17.1%.

In the first three quarters of 2016, the sales of two joint venture brands, Ford and Mazda, accounted for 36.2% of the total sales of Changan Automobile.

In the first three quarters of 2023, this ratio was only 11.8%.

From January to September, 2023, the sales volume of two joint venture brands, SAIC Volkswagen and GM, accounted for 46.1%; The sales of Guangqi Honda and Toyota, two joint venture brands, accounted for as much as 62.5%.

Independent brands provoke the girders, and Changan Automobile takes the initiative. In-depth cooperation and resource mobilization with Huawei are less likely to be constrained internally.

New energy vehicle slow half beat

Changan Automobile’s new energy vehicles started slowly. In Q3 of 2021, the sales volume of new energy vehicles with independent brands was 34,000, accounting for 8.9% of the sales volume of independent brands.

It was not until the end of 2022 that Changan Automobile began to exert its strength. The sales volume of Q4 new energy vehicles reached 115,000, a year-on-year increase of 209%.

In the first three quarters of 2023, the total sales volume of new energy vehicles reached 307,000, accounting for 25% of the total sales volume of independent brands.

In 2022, Changan Automobile sold 271,000 independent new energy vehicles. Due to the low base, the year-on-year growth rate reached 155%, and the 2022 Annual Report declared that "the year-on-year growth rate was significantly better than the broader market" (the national new energy vehicle sales increased by more than 90% year-on-year).

In 2022, the penetration rate of new energy vehicles in China market has reached 25.6%. Changan new energy vehicles only account for 11.6% of the total sales, accounting for 14.5% of the sales of independent brands, far behind the market.

In the first three quarters of 2023, the sales volume of Changan’s own brand new energy vehicles was 307,000, up 135% year-on-year, accounting for 19.8% of the sales volume of its own brand, 10 percentage points behind the market (the national penetration rate in the first three quarters was 29.8%).

In Q3 of 2023, this proportion climbed to 24.7%. According to this progress, the proportion of new energy vehicles in Changan can catch up with the market in 2024.

In 2017, Changan Automobile and Weilai reached a strategic cooperation. In 2018, Changan and Weilai formally established a joint venture company. No substantial progress was made in the following years.

In 2021, the joint venture company changed its name to Aouita Science and Technology, introduced Contemporary Amperex Technology Co., Limited, signed a contract with Huawei, and established the "CHN" model (Chang ‘an, Huawei, Ningde). In October 2023, Aouita 11 sold 3,888 vehicles. Aouita 12 has accumulated more than 10,000 vehicles.

"Deep Blue" is another important new energy brand of Changan Automobile. From January to October 2023, the cumulative sales volume was 97,000 vehicles, of which the sales volume in October reached 15,000 vehicles.

In October 2023, the sales volume of new energy vehicles under Changan reached 57,400. In addition to Aouita and Deep Blue, there are also models such as Lumin (Miniature), UNI-V (Compact) and CS75 (Compact SUV).

Generally speaking, Changan’s new energy vehicles have many business ideas, many models, low sales volume, and the penetration rate underperforms the broader market.

If you are poor, you will think about it. Changan Automobile lags behind in the first half, binding Huawei and striving to overtake in the second half. Why not?

"Two hurdles" of the new company

In the past four years, Huawei has made great achievements in the field of smart driving, but there are two insurmountable obstacles.

The first hurdle: R&D, production, sales, profit and cash flow form a closed loop.

In the past ten years, Huawei has invested a total of 977.3 billion in R&D, and invested 161.5 billion in 2022 alone. Since the establishment of BU, a smart car solution, it has invested a total of 3 billion US dollars, of which 70%-80% has been invested in smart driving research and development (Yu Chengdong revealed). Based on 16 billion yuan,Huawei’s R&D investment for three years is only 10% of Huawei’s total R&D investment in 2022!

In 2022, the revenue and expenditure of Huawei’s smart driving business were 2.1 billion and 13.5 billion respectively, which was the only business of Huawei that lost money.

In contrast, Tesla and BYD have invested far more in R&D than Huawei Zhijia, and have established a closed loop of automobile R&D, production and sales:

In the first three quarters of 2023, the R&D investment of Tesla and BYD was 20.6 billion (US$ 2.88 billion) and 24.9 billion respectively, 25% more than that of Huawei’s three-year investment!

In the first three quarters of 2023, Tesla’s net profit was 7.03 billion US dollars, down 20.8% year-on-year; BYD’s net profit was 21.37 billion, a year-on-year increase of 129.5%;

In the first three quarters of 2023, Tesla’s net cash flow from operating activities was 63.7 billion (US$ 8.89 billion); BYD’s net cash flow from operating activities reached 97.86 billion (140.8 billion in 2022).

Huawei’s R&D investment in smart driving is even less than that of Baidu.

According to public information, since Baidu established the Intelligent Driving Group (IDG) and launched Apollo, the annual R&D investment has exceeded 10 billion.

Huawei has always paid attention to cash return, and all its businesses have achieved closed-loop research and development, profit and cash flow. In August 2022, Ren Zhengfei named the car BU-"Smart car solutions cannot spread a complete front, and it is necessary to reduce the research budget and strengthen the business closed loop."

The smart driving business is integrated into the new company, and the primary purpose is to "stop bleeding".

In addition to equity financing and debt financing (Changan Automobile can provide guarantee), the new company’s R&D funds must be earned by itself. You get what you pay for every penny, and you don’t guarantee 20 billion R&D investment every year. Why should you stay at the "poker table"?

The second hurdle: optimizing intelligent driving requires a lot of data.

The path of developing autonomous driving is similar, but it is by no means a simple software development. The key is to use machine learning and deep learning technology to continuously optimize the algorithm and model and improve the performance of the automatic driving system, which requires a lot of data.

It is the same as face recognition. People’s modeling is not so good. Training and perfecting with 200 million pictures is definitely better than training with 2 million pictures.

The most ideal way is to let thousands of vehicles equipped with automatic driving system run on the road, and use the operation of human drivers to "train" the automatic driving system, such as when to slow down, what conditions can be combined and when to brake, so that the system decision-making is closer and closer to human beings.

Baidu’s shortcoming is the lack of brand appeal. It can only buy a car, install it and test it by itself. By 2023, the cumulative mileage of autonomous driving test will be 40 million kilometers.

Huawei, on the other hand, can get the driving data of 1 billion kilometers only from the industry (the cumulative sales volume of M5 has reached 120,000 vehicles, assuming that each vehicle runs 10,000 kilometers every year).

Poor Baidu invested more manpower, material resources and time than Huawei’s intelligent driving BU, but it soon fell behind (at least in the public and investors’ perception).

The lack of data sources to improve artificial intelligence driving is the root cause of Apple’s delay in leaving. Apple is not short of talents and money. What it lacks is a million smart cars on the road.

Huawei’s catch-up goal is obviously not Baidu but Tesla.Tesla has 4 million vehicles in the world, and it is still increasing at the rate of 2 million vehicles per year.

BYD will sell 1 million smart cars in 2024, which is second only to Tesla.

Huawei’s smart driving needs millions of smart driving vehicles on the road to stay at the "card table".

Lack of money and insufficient data, Huawei’s smart driving BU can’t cross these two hurdles.Holding hands with Changan Automobile did not solve the problem, but just passed the problem on to the joint venture company.

Joint venture with Chang ‘an is the winner of Huawei’s "building a car"

The fundamental way to solve the problem is to sell more cars, sell smart cars, withdraw funds and obtain valuable data.

There are three modes of cooperation between Huawei and car companies:

The first mode will not help Huawei collect data;

The second mode (HI mode) is adopted by only one company in Chang ‘an Aouita, which sold 12,000 vehicles in 2022, estimated 30,000 vehicles in 2023 and less than 50,000 vehicles in two years.

There are four partners who adopt the third mode (HarmonyOS Zhixing), such as Cyrus, Jianghuai, Chery and BAIC, and it is not difficult to further "expand".

In 2024, the sales of existing partners will be between 500,000 and 1 million. The growth rate is not fast enough, which may delay the fighters.

There are three advantages to establishing a joint venture with Chang ‘an:

The first is the return on investment. Huawei injects tangible and intangible assets of Zhijia BU into the new company. If the future joint venture company is valued at 100 billion yuan, the value of Huawei’s equity is about 60 billion yuan; If the valuation is 200 billion, Huawei holds 120 billion shares.

The second is to tap the potential of Changan Automobile. "The lean camel is bigger than the horse", after all, it once reached the scale of annual sales of 3 million vehicles, and it is worth looking forward to the future sales of smart driving new energy vehicles exceeding 1 million vehicles. The highest sales volume of Xiaokang (predecessor of Cyrus) and Jianghuai in history add up to less than one-third of that of Chang ‘an. Get a 40% stake and trade. Only in this way will Changan Automobile devote itself to the joint venture company.

The third is to facilitate cooperation with domestic joint venture car companies, and then explore overseas markets.

Existing partners Cyrus, JAC, BAIC and Chery can participate in shares, but it is impossible to be on an equal footing with Changan. One monk carries water to eat, three monks have no water to eat, and the new company has to rely on Changan to carry water.

The equity of the new company is "gradually open", which depends not only on the face of the owner (Huawei) but also on the mood of the shopkeeper (Chang ‘an).Sellers can’t figure it out.

Holding hands with Chang ‘an is the winner of Huawei’s smart driving. The key depends on whether the new energy vehicles of the joint venture company can sell well.

* The above analysis is for reference only and does not constitute any investment advice!