In the description of People, Eason Chan’s "lone brave" has reached the point of being everywhere, everywhere, and singing without children, whether boys or girls, south or north, big cities or small counties.
In my eyes, after a press conference, the M7 in the car industry is more like a well-known lone ranger. On the one hand, before the press conference of the car industry, two online car drivers listened to Huawei, and "Yu Dazui" and "Wen Jie" became the switches that could suddenly open the drivers’ boxes, which really shocked me. On the other hand, in the middle of the listing conference, Yu Dazui mentioned many words such as "best", "top class", "beyond" and "none", and his image has already popped up on the screen.
As a matter of fact, the biggest controversy on the Internet is the statement that "the M7 can surpass a million-class luxury car". Although everyone knows that Yu Dazui boasted too much, he still chose to cross the Guangdong-Hong Kong green code, 24-hour nucleic acid negative, travel card, epidemic prevention and health commitment letter and other multiple inspections, and couldn’t wait to go to Shenzhen Bay Sports Center to see the true face of the M7.
As always, after two and a half hours’ release of new mobile phone products, introduction of smart home and sports health products, mobile travel came on stage with a grand finale and overwhelming applause. Presumably, many people, like me, want to find out these questions, "What is the upgrade of M7 compared with M5?" "Where is the M7 luxury car?" "What is its greatest advantage over competing products?"
As early as the end of last month, I took the first question and the second question to participate in the static tasting of the world M7. It is not difficult to find that obvious family characteristics can be found in the world M7. For example, the middle net in front and the diversion ports on both sides have exactly the same shape, and at the same time, AITO’s highly recognizable eagle-wing taillights have also been passed down.
However, when it comes to minor upgrades, the interior decoration is the most obvious, that is, the crystal gear handle with more texture is replaced. Secondly, the opening mode of the cover plate of the water cup holder with the most spit on the M5 is more reasonable, and the number of wireless charging plates has also changed from one to two. Finally, a hollowed-out design was made at the bottom of the center console, which is convenient for ladies to put handbags and media people to put shooting equipment without occupying seat space.
Although these humanized improvements make Huawei look like a "willing son to teach", Huawei’s idea is to focus on the 0-gravity seat on the right rear side of the second row and the upgrade of the HarmonyOS car system when it comes to real upgrade and luxury.
First of all, the zero gravity seat was developed by Huawei engineers. Through a series of experiments, it was found that when the human body is at an angle of 113, the body will be in the most comfortable "zero gravity" state, which can evenly distribute the weight of the human body to the legs, hips and waist. At the press conference, Yu Chengdong also said that after leveling, the zero gravity seat of M7 can make the highest point of the passenger’s heart and legs on the same level, thus minimizing the pressure of blood supply to the heart and making people really "lie flat".
At the scene, Yu Dazui even moved out of his own Maibakh for comparison. To be fair, when I personally experience the zero gravity seat, two scenes emerge in my mind, namely, lying under extreme fatigue and lying under extreme leisure. The former middle-aged men will have a sense of picture, and their habit of staying in the car for a while when they get home from work is commonplace. However, lying on the zero gravity seat, emptying the mind that is racing against time with one key will surely yield a sense of contentment of "being in the cage for a long time and getting back to nature" The latter is suitable for some minimalist campers, who advocate direct and in-depth interaction between man and nature during the day, and just lie flat on a zero-gravity chair at night and enjoy the leisure at this moment quietly.
All in all, the zero gravity seat can be regarded as a bright spot of the product, but to say that the real upgrade of the M7 in the world is obviously a smart cockpit.
Everyone who has experienced M5 knows how slippery the HarmonyOS intelligent cockpit is. In Yu Chengdong’s mouth, M7 has been directly upgraded to "the best intelligent cockpit in the world, without one". For example, with its new super desktop function, the mobile phone can reach the car directly, which means that the car owner can use the big screen of the car to operate the mobile phone application. Before getting on the bus, the car owner can synchronize the address shared by WeChat to the car, edit the WeChat document and call the car camera to shoot the mobile phone Vlog.
Moreover, the A7 released by AITO today is equipped with the car map service Petal Maps. Compared with other navigation services on the market, its product logic is more meticulous. Petal Maps is based on ergonomics and has a series of humanized safety designs such as dark mode, air conditioning linkage, multi-screen interaction, intelligent voice interaction and intelligent split screen.
To prove its strength, Yu Chengdong described it as "no one can do it". Moreover, in order to further show the smoothness of the car, the M7 also brought Tesla Model Y for comparison, and gave data such as map control increased by 242%, voice interaction increased by 104%, vehicle operation increased by 87%, and application startup increased by 45%.
Although at the press conference that day, BBA and Tesla were always the friends in PPT who compared with M7, the media still tacitly compared them with Li ONE, which returned to the last question-"What is its greatest advantage in comparing competing products?"
I briefly reviewed the press conference of Li ONE in May last year. Compared with Yu Chengdong, Li Xiang liked to use the word "first". At that time, he was still a little shy, and the frequency of using the word "most" was not so high. Li Xiang, who claimed to be a perverted product manager, knew how to successfully make a group of straight men reach an intracranial climax around family needs. To sum up, Li ONE after the change was more durable, waist-protected and motivated. Later, he also went to Versailles Road in Weibo, "… Judging from the current monthly sales of over 10,000 yuan, it is not an exaggeration to label the explosion.
Compared with Li ONE’s outspoken targeting at daddy, the positioning of M7 in the world has a hint of IKEA’s suitability for business. For example, the zero-gravity chair mentioned earlier was specially named with a new word-"new commercialism" at the press conference, which is what I am particularly puzzled about.
From the pricing point of view, the price of the M7 is 319,800-379,800 yuan, which has a little price advantage compared with the ideal unified retail price of 349,800 yuan, but the difference of more than 300,000 pieces is not the most important point for families to buy cars. From the rigid requirements of families for space, the M7 has a wheelbase of 2820mm and a length, width and height of 5020/1945/1775 mm. The obvious limitation is the cramped passenger space and trunk space in the third row. From my own experience, the third rule out the small details such as adjustable angle and cup holder, and the feeling of sitting on it is still like a small bench, which is quite different from the experience of the third row in Li ONE.
In addition, even though the staff of Huawei said that the L2-level assisted driving function was enough, in the final analysis, compared with the most advanced urban navigation assisted driving function implemented on the version of Beiqi Polar Fox α S HI, the "Chinese content" of the world M7 was a little regrettable.
However, in fact, some of the problems discussed above have happened to M5, but when we finally opened its sales list, we all had to admit or underestimate the advantages of Huawei’s terminal sales channels. The sales volume of more than 7,000 units in June is not enough to support its ambition. Sources estimate that the sales volume in July is likely to exceed 10,000.
Admittedly, this is still a long way from Yu Chengdong’s initial "wild talk" of selling 300,000 vehicles a year, but it is quite different from the panic about cash flow at the beginning of the year because the terminal business was cut by half year-on-year. Now, if Huawei can subvert the reform of domestic automobile channels through this brand-new car sales model, it is believed that it will attract many manufacturers to reconsider their cooperation with Huawei.
By the way, many people know that there are more than 600 experience centers (which will be expanded to more than 1000 by the end of the year) and 122 user centers in the country, covering the first, second and third tier cities, but this is only the A side of Huawei’s wide channels. As everyone knows, the B side of Huawei’s entire sales and circulation model has been ignored. Before selling cars, Huawei adopted a sell-through sales circulation management model for each dealership. The process of this model is manufacturer-general generation-generation-terminal retailer. It is worth mentioning that Huawei will distribute goods and goods according to the sales environment and user groups of the store. Under the organizational structure of local branches, the implementation efficiency is very high and the profits of channel providers are also considerable.
Yu Chengdong once unabashedly claimed that the team he took was the most combative team, and none of them, mainly relying on Huawei’s strong execution and high efficiency in selling mobile phones. Moreover, since the mobile phone business began to decline sharply, Huawei terminals began to expand various smart terminal products in the whole ecological chain to attract customers.
Therefore, technology empowerment and powerful channels are Huawei’s strong chips and advantages in the automotive field, especially the advantages of terminal sales channels, which will become Huawei’s most proud assets in the future.
summarize
All along, I have recognized a point that Huawei will definitely participate in the whole vehicle manufacturing process as the main force of the national team in the future, and its ambition is not just to be Bosch of China.
But at the same time, I have to admit that there are differences in this view within Huawei, so the smartest thing to do at this stage is to blur its position in the automobile industry. On the one hand, it is a supplier, on the other hand, it is involved in vehicle manufacturing.
In 2019, Ren Zhengfei declared that the newly established "Car BU" had no profit pressure within six years. Many people mistakenly believe that until 2025, Huawei’s smart car business can be trial and error, which means that Huawei can constantly adjust its relationship with the OEM.
Indeed, according to Huawei’s previous ability summarized as "1+5+N" on the vehicle ICT, the current cooperation with Polar Fox is based on the "1" architecture scheme, but the monthly sales volume of Polar Fox is hovering in three digits this year, which is a bit far from the target of 12,000 vehicles in the whole year. After that, there is Aouita. At present, the sales prospect is unknown, but for Huawei, the sales volume in Aouita represents the success or failure of its first stage as an intelligent full-stack supplier without making cars.
It’s only the cooperation from Polar Fox to Chang ‘an that Huawei has developed a new way to appear on the "CHN" platform with a role between technical cooperation and suppliers. After that, perhaps Huawei will have new attempts and new role changes, but the problem is that under the premise of huge deficit in Huawei’s mobile phone core business, this technology that spends a lot of manpower and material resources will not form a scale. Will the boss of that year seriously fulfill the agreement made three years ago? On the contrary, the "Huawei Smart Choice" mode of cooperation with Celeste will continue to deepen. At the same time, Huawei can control the whole process of automobile R&D, production, sales and service step by step, and next year is the key node for Huawei not to build a car for three years. It is self-evident which branch road Huawei will eventually take.
In the eyes of many people, Yu Dazui is a proper car-making faction within Huawei. Two days after M7 went public, he attacked the fuel car without any cover: he suggested that pure fuel cars should be eliminated as soon as possible. Although this kind of Li Bin-style nonsense speech is quite criticized, it also shows the urgency of completing the energy conversion as soon as possible. This transformation needs to be carried out step by step, and it needs to be fueled.
Let me also make a bold guess-Huawei will definitely launch its own brand in the next three years. At that time, the opponent of its first car will not only be BBA, but a new car-making force led by Tesla and Apple. At that time, you can see that China will be the main driver, and it will be a pure electric vehicle equipped with self-developed auxiliary driving function and HarmonyOS cockpit …
As for the M7, it’s okay to stand alone beside the Chrysanthemum brand pure tram!
Wen Meng jun Tao
The picture comes from the network.