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The Beijing News (Reporter Chen Lin, Wu Tingting, Zhang Lu, Huang Zhecheng) There are many delicious foods in Beijing, but it is not easy to have a delicious breakfast anytime and anywhere. Recently, a "mobile dining car" appeared on the street of Beijing Financial Street, which attracted many people’s attention. From 7: 00 to 9: 30 in the morning, the "mobile dining car" sold traditional breakfasts and packages such as steamed stuffed buns, soybean milk and pancakes to solve the breakfast problems of surrounding white-collar workers and residents. The Beijing News reporter learned that this is the "mobile dining car" pilot of commercial convenience service facilities in Beijing after the "breakfast car" was clearly listed as "not encouraged".

　

The relevant person in charge of the Beijing Municipal Bureau of Commerce said that it is currently working with relevant departments to formulate the "rules of the game" for breakfast car 2.0. According to reports, in addition to the specific requirements for the hardware facilities of the "mobile dining car", the "exit mechanism" was put forward for the first time.

A mobile dining car is being piloted in Financial Street. Photography/Beijing News reporter Ning Wu

　

What is the operating status of the existing breakfast car? What do enterprises think of the new "mobile dining car"? The Beijing News reporter conducted a survey on this.

　

Visit 1

The subway station breakfast car does not "move" and covers an area all day.

　

According to a third-party survey, only about 20% of about 70,000 restaurants with complete licenses in Beijing operate breakfast. The "breakfast problem" has a long history, especially for office workers. After all, everyone needs to eat breakfast, but not everyone has the conditions and time to sit in a restaurant, so the mobile breakfast car is "just needed" for some citizens.

　

However, the reporter recently visited some crowded people in Beijing and found that many breakfast trucks currently in operation have lost the advantage of "mobility" and become occupied operations.

　

Recently, the reporter saw seven or eight customers waiting in line to buy breakfast next to the subway convenience car next to the E exit of Chongwenmen subway station in Dongcheng District. In the car, an egg-beaten hand-held cake was bubbling with oil on the iron plate. After a minute or two, the clerk added a sausage to the hand-held cake and handed it to a customer in a paper bag. Such a hand-grabbed cake with sausage and eggs costs 10 yuan. The convenience car also sells corn and sausage, which are sold in 5 yuan and 4 yuan respectively.

　

In Ciqikou Station, where Metro Line 5 and Line 7 transfer, and dongdan station, where Metro Line 1 and Line 5 transfer, the reporter found similar subway convenience cars. These convenience cars operate from about 6 am to evening, and the food sold in the morning generally includes porridge, soybean milk, eggs, hand-grabbed cakes, pancakes, steamed stuffed buns, corn and so on. A clerk told the reporter that these subway convenience cars are contracted by several companies, and special personnel are regularly sent to distribute ingredients.

　

At the Lishuiqiao Station of Metro Line 5, the reporter saw that there is a subway convenience car at the exit A and exit B of the station. The breakfast varieties sold include pancakes, hand-grabbed cakes, soy milk, sausages, etc., which are also operated all day. Ms. Zhang, who is buying breakfast, told reporters that she works near Ciqikou, and her daily commute time is about 1 hour, so she always solves breakfast before getting on the subway. "It’s quite convenient, but I’m a little tired of eating pancakes and hand-grabbed cakes. I hope I can add more varieties, such as porridge and steamed buns."

　

In the northwest, northeast and southeast corner of Guomao subway station, there is a subway convenience car, which operates from morning till night. Besides selling pancakes, steamed buns and porridge, there are also chewing gum and cigarettes.

Convenient breakfast car in the square at the entrance A of Jiulongshan Station on Metro Line 7 and Line 14. Photography/Beijing News reporter Ning Wu

　

Visit 2

Individual mobile breakfast trucks are worried about health. Merchants "sell one day is one day"

　

At 8 o’clock in the morning of April 28th, the reporter found a merchant who operated the "Golden Sanyuan" breakfast car in front of Wangjing Building. This breakfast truck mainly sells egg cakes and pancakes, as well as porridge, soybean milk, chicken chops, mineral water and drinks. The breakfast car is not big, and there are many packing boxes in it. The narrow space only allows one person to set up business in it. A piece of cake-filling code that has been branded is put aside, and the citizens who come to buy cakes are in an endless stream.

　

This breakfast car is located next to the bus stop in Huajiadi Beili, which is at the peak of work. Many passengers who get on and off the bus come here to buy breakfast. Ms. Guo, a citizen, told the reporter: "I usually don’t have time to make my own breakfast when I go to work. After getting off the bus, I buy a pancake or fill a cake in the breakfast car and make do with it."

　

However, the reporter noticed that the health of this breakfast car is worrying, its appearance has long been mottled, and the window that is tilted up looks dirty and greasy. There are also two foam boxes piled up behind the breakfast car, and the yellow tape wrapped outside is also stained with many stains.

　

"We started selling at 6 o’clock in the morning and closed at 9 o’clock." The merchant told the reporter that this breakfast car belongs to her aunt. "You ask me who will supervise it. I don’t know. I only know that I can’t sell it at 9 o’clock." For the future business, merchants seem to have no confidence. "Selling one day is one day, and it is estimated that they will have to withdraw soon. I think the city has been evacuated a lot, and there seems to be few Wangjing. "

　

There is a "Golden Sanyuan" convenience store at the entrance of Huajiadi Xili Community. Compared with the breakfast truck in front of Wangjing Building, this convenience store has a much larger area, and the food it sells is also egg-filled cakes, pancakes, drinks and porridge. Ms. Wu, a resident, told the reporter that in fact, in the early years, this convenience store did not sell ready-made food such as filling cakes. "Since my family moved to Wangjing in 2006, there has been this convenience store for at least 13 years this year. In the past, only packaged bread and biscuits were sold, but in summer, drinks and popsicles were sold more. It seems that it was only one or two years before I started selling cakes. "

　

Regarding the rent of the breakfast car and who will manage the operation, the young man who is planning a business in the store said: "Our boss is in Hebei, and I don’t know who will manage and how much the rent is. I also want to know where to rent this convenience store. I want to rent one myself."

　

Visit 3

Office workers who can’t afford to eat in the store prefer breakfast carts.

　

During the visit, many citizens told reporters that it was unrealistic to go to the store for breakfast because of the tight time in the morning, and they usually went to the subway station to buy it. Mr. Shao, a resident of Tiantongyuan, said that due to the tight time in the morning, breakfast can only be "eaten when eating" and occasionally go to the convenience car in front of the subway station.

　

The reporter saw at the junction of Xihuashi Street and Guorui North Road in Dongcheng District and at the junction of Xihuashi Street and Beiyangshikou Street that there were at least five breakfast shops on both sides of the street about 200 meters long. However, some citizens said that the subway convenience car is more convenient than the breakfast shop. Mr. Li, a citizen, took his girlfriend to the hospital near Chongwenmen subway station. Their breakfast was two hand-picked cakes bought from a convenience car. Mr. Li said that the breakfast shop is a little far from the subway station. When he is in a hurry to go to work, he usually buys breakfast at the convenience car. "I can buy breakfast on the way to the subway, so why bother to go to the breakfast shop?"

　

According to the investigation of the community business team in Beijing City Quadrant, it is the habit of many office workers to solve the breakfast problem in chain stores or convenience stores such as McDonald’s near the subway station. In the "Back to Heaven" area, a large number of office workers choose to buy breakfast at nearby traffic stations. Relying on traffic stations, it is the demand of many residents to lay out breakfast outlets on a large scale and form a certain aggregation effect.

　

The problem is that breakfast shops in Beijing are not evenly distributed. Zhang Xiyu, the person in charge of community business in Beijing City Quadrant, introduced that in July 2018, the city quadrant found that the breakfast outlets in Beijing were not only less than those in Shanghai, but also distributed in the east and west. Judging from the number of breakfast outlets per square kilometer, there are 24 in Dongcheng District, 19.4 in Xicheng District and 8.1 in Chaoyang District. Among the six districts in the city, the number of Dongcheng District is 6.3 times that of Fengtai District. From the perspective of population distribution density and regional functional planning, there are shortcomings in the layout of breakfast outlets in "Huitian" area, international trade, financial street, Shangdi, Yizhuang and other business districts and science and technology parks.

A mobile dining car is being piloted in Financial Street. Photography/Beijing News reporter Ning Wu

Investigation of CPPCC members

Tourists and unlicensed operators account for more than half of the breakfast market in Beijing.

　

"The breakfast market in Beijing is very large and the social demand is high, but someone needs to do it seriously." Hong Mingji, member of Beijing CPPCC and chief executive officer of Hexing Group Holdings Limited, said. According to his investigation, there are about 40,000 enterprises and individuals engaged in breakfast in the city, of which less than 5,000 are legally licensed and employ more than 20,000 people. Coupled with the early supply of school canteens, government agencies, hotels and business morning tea, the city’s daily breakfast supply is about 2 million people (excluding unlicensed tour operators), with a turnover of millions of yuan.

　

According to Hong BenQ’s survey, at present, the three modes of supply, namely, group stalls (tourists), breakfast shops and breakfast demonstration enterprises, account for the vast majority of the breakfast market in Beijing, with 58%, 18.5% and 14.5% of the service people respectively, and the market share of sales is 56%, 25.5% and 15.5% respectively. In other words, tourists, unlicensed operators and individuals who outsource breakfast account for more than 50% of the breakfast market.

　

Another current situation is that many formal enterprises that run breakfast are not optimistic and have no profit at all. This is because there are not many regular catering enterprises in the city, especially in crowded places, and tourists set up stalls wherever there are many people. Although it is convenient and cheap, the food hygiene problem is worrying.

　

At the "two sessions" in Beijing in 2018, Hong Mingji put forward the proposal of "cooperating with Beijing to ease the convenience of adding convenience parking spots for breakfast". "The government should give priority to the operation of chain catering enterprises that have the ability to distribute goods in a unified way, set up temporary breakfast car sales points in places with large crowds, and operate them at regular intervals, and also emphasize that breakfast cars’ cannot be outsourced or subletted’". Hong Mingji said.

　

Hong Mingji’s proposal has attracted the attention of relevant departments. Recently, Beijing’s newly launched commercial convenience service facility "mobile dining car" project began to be piloted in Beijing Financial Street. The pilot "mobile dining car" is a new energy vehicle, with a cost of nearly 700,000 yuan, solar refrigeration, an interior area of 6 square meters, self-contained water and electricity, sewage and garbage disposal facilities, and can be made on site.

　

The Beijing News reporter saw at the scene that the dining car is open from 7: 00 to 9: 30 in the morning. In addition to traditional breakfasts such as buns, soy milk and pancakes, there are also set meals. A cup of soybean milk, 4 yuan, and a meat steamed stuffed bun, 3 yuan, will be enough to eat around 10 yuan.

respond

Beijing Municipal Bureau of Commerce: Formulating the "Rules of the Game" of Breakfast Car Version 2.0.

　

According to the relevant person in charge of the Beijing Municipal Bureau of Commerce, Beijing is exploring ways to support brands and chain catering enterprises, set up standardized and safe mobile catering sales vehicles in communities and other places where convenient breakfast outlets are not perfect, and sell breakfast uniformly distributed by the central kitchen at a specified time and in a specified area. The person in charge admitted that the breakfast car 1.0 launched earlier in Beijing was indeed a "failure" because there was "no exit mechanism". At present, the breakfast car 2.0 to be promoted should first formulate technical specifications, "first formulate the rules of the game."

　

The above-mentioned person in charge did not disclose more details, but the Beijing News reporter learned from some chain catering enterprises that "new energy vehicles, water supply and drainage, and on-site production" are the basic requirements of the 2.0 version of the breakfast car.

　

Fu Jun, director of public affairs department of Beijing Yoshinoya, said that Yoshinoya has undertaken the operation of some new breakfast cars in Beijing. "The design of the mobile dining car is not limited to selling breakfast, but it can be operated all day," Fu Jun said. According to the idea, the dining car sells breakfast for two hours in crowded places during the morning rush hour, and at noon, it is evacuated to residential office buildings, tourist attractions or crowded places with imperfect supporting facilities to sell packages; At night, you can drive to the neighborhood to sell clean vegetables or simple meals. The service personnel in the car can recruit "4050" personnel nearby to do hourly work to solve the employment problem of some community residents.

　

However, some business leaders said that the cost of a breakfast car is hundreds of thousands of yuan, which is too high. Selling breakfast does not make money.

　

Liu Jingjing, Chairman of Jiahe Yipin, bluntly said that the price of breakfast should not be set too high, otherwise consumers would not accept it, so the profit is very thin, and it is difficult to make a profit by operating breakfast alone. Therefore, the breakfast car does not have to be made on the spot, and it can be delivered by the store. In the East Street Store in Zhanqian, Shunyi District, Jiahe Yipin, the reporter saw the breakfast car designed by the company itself, which will be moved to the subway station several hundred meters away for sale during the breakfast time. This breakfast car is a tricycle with a small counter, which provides packages for 6 yuan, 8 yuan and 10 yuan, and is delivered by the store. However, Liu Jingjing also said that this kind of breakfast car has not been approved by the government, so most of the cars can only be piled up in the warehouse.

Jiahe Yipin Breakfast Car in Shunyi. Photography/Beijing News reporter Ning Wu

　

background

Past lives of Beijing "Breakfast Car"

　

According to media reports, in September 2002, Beijing started the breakfast project, proposing to set up breakfast kiosks and breakfast carts in communities and streets where citizens gather, and designated catering enterprises will distribute breakfast uniformly, thus solving the problems of difficulty and unsanitary breakfast for Beijingers. In the end, five companies, Shougang Catering, Malan Lamian Noodles, Qianxihe Catering, Jackie Chan Huatian and Jin Sanyuan, won the bid and became breakfast distribution units. Beijing has set up more than 800 regular breakfast car (kiosk) outlets throughout the city.

　

A person in charge of a catering enterprise who asked not to be named said that the breakfast car of the winning enterprise was still based on "subcontracting operation", and finally it became a "couple’s shop". After that, the breakfast car continued to explode problems such as encroachment on public space, inadequate management and hidden dangers in food safety.

　

In 2009, Beijing launched a new round of bidding for breakfast demonstration project. In some media reports, the "elimination theory" of breakfast trucks appeared for the first time. Subsequently, the former Beijing Municipal Commission of Commerce came forward to refute the rumor, saying that in the future, it would adopt a variety of breakfast shop business models, and for some areas that did not meet the conditions for building stores and did not meet the urban development plan, it would continue to set up breakfast kiosks and breakfast carts.

　

In July, 2012, with the smooth development of the breakfast demonstration work, problems such as the difficulty in ensuring hygiene once again pushed the breakfast cart to the forefront. Both the common "eggshell" breakfast kiosk next to the subway station and the roadside breakfast cart for processing and making egg cakes were listed as "discouraged" breakfast formats.

　

Various districts have also started to clean up the informal breakfast trucks one after another, and stopped the approval of new roadside breakfast trucks and kiosks. According to media reports, from mid-July, 2015, Dongcheng District tried to remove 14 breakfast car outlets in Qianmen area and replace breakfast cars with surrounding fast food stores. Before the end of June 2016, 93 breakfast trucks in Dongcheng District were withdrawn and breakfast shops were used to provide breakfast for the public. As of August 2016, a total of 263 breakfast trucks have withdrawn from Dongcheng District and Xicheng District. According to media reports, since the second half of that year, the "retreat into the store" of breakfast cars has gradually expanded to the four districts of Chaohai Fengshi, and finally all breakfast cars in the city will be removed.

　

reporters’ notes

Some breakfast trucks in camp have changed hands many times, and the property rights are unknown.

　

The reporter saw the Golden Sanyuan Breakfast Car in Wangjing area, and its affiliated company was one of the five companies that initially won the bid for the Beijing Breakfast Project. It is understood that when Jin Sanyuan was brilliant, there were more than 350 breakfast trucks with a daily turnover of more than 100,000 yuan, but later it fell into a loss and was acquired by a company called Jiamingjia.

　

However, at present, there are still three gold breakfast carts in operation on the streets of Beijing. When asked about property rights, most of the operators are ignorant and have already changed hands. The reporter called the recruitment hotline and supervision telephone number on the "Jin Sanyuan" convenience store and found that both telephones were empty. Searching for "Beijing Jinsanyuan Sunshine Catering Co., Ltd." through Beijing Enterprise Credit Information Network, a total of 10 related information were found, all of which were breakfast kiosks of the company, located in Sanlitun, Nanmofang, Tuanjiehu, Jiuxianqiao, Asian Games Village, Heping Street, Anzhen and other places, of which five "Jinsanyuan" showed that their business licenses were revoked and the other five showed "opening".

　

As for why it was closed, the reporter found Mr. Li, the person in charge of Sanlitun Breakfast Pavilion. He told reporters that at the beginning of last year, he was informed that the breakfast kiosk occupied the road and did not meet the requirements, so he could not do it any more. The person in charge of another "Golden Sanyuan" in Sanlitun and the person in charge of Tuanjiehu Store also said that they closed the store for the same reason.

　

Judging from the operation time of these stores, they basically opened their stores from 2003 to 2004, and the latest one was established in 2010. Mr. Li introduced that at the beginning, he spent 30,000 yuan to "buy out" the breakfast car for business. At the beginning, the food of the breakfast car was uniformly distributed by Jin Sanyuan Sunshine Catering Co., Ltd., and he did not make breakfast himself. "Later, it seemed that Jin Sanyuan was yellow, and the distribution was broken." Mr. Li’s statement was recognized by several other operators.

　

Beijing News reporter Chen Lin Wu Tingting Zhang Lu Huang Zhecheng　

Photography Ning Wu editor ZhangChang Yu Yinproofread Liu Jun.

259,800 yuan, Hongmeng Zhixing’s first coupe SUV was officially listed.

From the press conference, Yu Chengdong always used "far beyond" to show Huawei’s ability to give the Smart R7, it can be seen how much Huawei attaches importance to this car. As a benchmark model, the starting price of the Smart R7 is 10,000 yuan more expensive than the main selling version of the Model Y, but in Yu Chengdong’s mouth, this is the experience of "buying at the price of Model Y".

Whether it is the standard full blood Tuling chassis (continuous variable damping shock absorber + air suspension), the new upgraded silk cloud seat, or the intelligent driving ability of the whole series of 800V and Huawei ADS3.0, Huawei uses such an intuitive stacking material to achieve the "million-level standard", which is not only an attitude given by Huawei in the increasingly crowded smart electric vehicle market, that is, it does not choose to reduce the distribution to participate in the invalid price war, but also a signal conveyed by Hongmeng Zhixing to the outside world, that is, the intelligent brand can no longer lose.

The two launches of the Smart World S7

Zhijie is the second brand to debut under Hongmeng Zhixing, and the cooperation between Huawei and Chery has attracted great attention from the beginning. First, after the great success of the Wenjie brand, the market and users are full of curiosity and expectation for every move of Hongmeng Zhixing. Second, compared with the first partner, Cyrus, Chery has more profound and mature experience in vehicle manufacturing and capabilities, as well as supply chain and channels.

Therefore, the first car S7 of Zhijie received 5,000 large orders on the day it was listed on November 28 last year, and it broke through 20,000 within 3 days. When everything was developing in the direction expected by Huawei, and it was thought that it would continue the brilliant record of Wenjie’s new M7, a series of rights protection incidents such as the owner’s "difficulty in picking up the car" and "eight deadly sins" continuously exposed on social platforms made this high-profile blockbuster model a target of public criticism. Subsequently, it was reported that the daily output of Zhijie S7 was only a few dozen units by Chery, confirming the delivery difficulties caused by the serious shortage of production capacity of Zhijie S7.

This wave of splashing heaven’s wealth did not catch, and it was also destined to be unfavorable for the intelligent brand.

According to third-party statistics, the delivery volume of S7 in December after the listing of 784 vehicles, and 113 vehicles in January 2024, which is too large a gap with the large order volume of the previous 20,000.

Although Yu Chengdong bluntly stated on the delivery difficulties of the Smart S7 at the Electric Vehicle 100 Forum in early 2024 that "the listing was delayed due to factory relocation and chip supply shortage", and Hongmeng Zhixing official also gave a compensation plan, for the Smart S7 users between November 28 and January 15, if the delivery is overdue, the owner will receive compensation of 200 yuan per day, up to 10,000 yuan, but such measures still failed to resolve the complaints and anger of the early users of the smart car.

For new car brands, the release of the hype PPT is just the first step. To compete for true skills, it depends on the delivery ability. To enable users to drive their favorite cars in the shortest possible time, they can form a word-of-mouth effect and promote the rapid development of new brands. If even the car cannot be delivered, what else can be said to become bigger and stronger?

Faced with the unfavorable public opinion that fell sharply from the peak of the listing, after four months to solve the production capacity problem, Huawei and Chery decided to re-list the smart world S7. This very rare practice in the car circle also caused a lot of onlookers. Has the second release of the car changed?

The starting price has not changed, but the price of the medium and high-end models has been reduced by 20,000, and the battery and battery life of the medium and high-end models have been improved. Yin Tongyue, chairperson of Chery, said at the second release that Chery’s current production capacity can guarantee "one car per minute", so that everyone can rest assured of the delivery ability of the Smart S7.

At first, the second listing still had some effect. The order volume in the first two months exceeded 5,000, but after that, it did not increase but decreased, from around 2,000 in June and July to 425 in August. Such results can only be said that the defeat of the Intelligent World S7 has been determined.

When it first went public last year, there was the huge traffic and popularity brought by the strong return of Huawei Mate 60, and the hard-to-copy user favorability and brand effect brought by the big sale of the new M7 to Hongmeng Zhixing. It can be said that "the right time, the right place and the right person" are all there, but it can only be blamed on the intellectual world for not seizing this rare opportunity.

By the first half of this year, the brand’s reputation will be gone, and the blessing of public opinion effect will be gone. Moreover, there is still such a traffic giant in the market, and the smart world S7, which is also positioned for the C-class car, has little market space.

Is Chery responsible?

The unfavorable start of Zhijie S7 did not continue the success of Huawei’s brand to Wenjie, and the appearance of delivery problems caused rumors that "Huawei and Chery" were at odds for a while.

During the period, Han Biwen, who was then the deputy general manager of Chery and the general manager of the manufacturing division, left. A screenshot of a chat circulated on the Internet showed that "Zhijie S7 is all Huawei’s, and no software version was handed over to Chery. Even the leader’s test drive was hand-brushed by Huawei engineers." The slow progress led to a delay in delivery, which led to the resignation of the leader in charge of the project.

Although Chery has refuted rumors that the departure of executives is not the reason for the cooperation project, the fermentation of rumors and the criticism of Huawei’s smart car model by car company executives in public have put Chery and Huawei’s smart project under tremendous pressure.

From a filing document issued by the Wuhu Public Resources Transaction Supervision and Administration Bureau, it can be seen that the construction of Jiangbei Intelligent Networked Automobile and Parts Industrial Park in Wuhu Economic Development Zone was completed on January 31, 2024. This factory is Chery’s Intelligent Networked Super Second Factory, which is used to produce Intelligent S7.

That is to say, before the Super Second Factory was officially put into production, that is, after the first release of the S7, the production of the S7 was placed in the Chery Super One Factory, which was mainly used to produce Chery’s own models, such as the Xingtu brand. One was an independent brand, and the other was a cooperative foundry brand, which could explain why after the first listing, the daily production capacity of the S7 was only more than ten units.

Although Yin Tongyue said at the press conference that "cooperation with Huawei is Chery’s first priority strategy", as an old car company with decades of car manufacturing history and experience, Chery’s cooperation with Huawei on intellectual projects cannot be completely as smooth as Cyrus and Huawei. The smart car model (i.e. Hongmeng Zhixing) requires car companies to hand over their "souls" to make Huawei’s technology more synergistic. This requires car companies to be willing to do "OEM" roles in cooperation projects, thus giving up a lot of car manufacturing and parts has the voice over, which will definitely affect the original good business operation model and interest chain within the car company.

Cyrus was willing to cooperate fully because Huawei’s appearance saved them from bankruptcy, while Chery’s market position and annual sales were beyond Cyrus’s reach, so it was naturally unwilling to cooperate in this relationship.

Therefore, from the intellectual world project, it reflects Chery’s internal two-party game of joining Hongmeng Zhixing, as well as Chery’s hesitation and infirmity in the direction of new energy transformation

Yin Tongyue also said that "if China wants to build a good car, it cannot do without Huawei. If China wants to change from an automobile power to a world power, it needs the blessing and empowerment of Huawei Hongmeng System." After the failure of the S7 in the intellectual world, I believe that Chery has also made a summary internally. The top management has set the tone and needs to convey this central idea step by step, and in the face of existing executives or departments. Collaboration interruptions or other impacts that will inevitably occur between existing channels, supply chains, partners, etc., this needs to be solved by Yin Tongyue.

Chery Left Behind

It is not an exaggeration to say that Zhijie is Chery’s only hope to enter the high-end market in the new energy transition stage.

The Chery Starway Interstellar Era ES, which is on the same platform as the Smart Era S7, was released last year following the Smart Era S7. It has sold a total of 3,666 vehicles in the nine months of its listing. This is obviously a failure for Chery, which hopes to open the entrance to the high-end new energy vehicle market in the Star Era.

When traditional car companies such as Geely and Changan launched their own new energy brands and gradually leveraged the market firmly occupied by fuel vehicles in the past with extremely high product power, Chery still did not have a new energy sequence that could bear the heavy sales responsibility except for Xingtu, Jietu and the fuel vehicles of this brand.

According to the data of the Passenger Association, the sales volume of Geely and Changan new energy models in 2023 was 487,000 and 474,000 respectively, while Chery was 128,000. Reflected in the product, Geely’s polar krypton and Lynk & Co are transforming very fast in pure electricity and hybrid respectively, and already have a large-scale sales system and market share. Even the newly hatched Galaxy brand has grown very fast in a year. On the other hand, Changan’s Avita, Qiyuan and Deep Blue brands are also launching new products in different sub-sectors, and sales are also good.

In contrast to Chery, if you ask what the best-selling model is, the answer will only be the same, Arrizo and the two brothers who left the fuel sequence, Chery is blank in the field of new energy. The main reason is that the transformation speed is slow, the product line is confused, and there are many internal disputes.

Chery only established four future brands in the new energy market at the beginning of last year as Chery, Xingtu, Jietu, and iCAR. This kind of response speed and execution are indeed in line with the fact that it is currently lagging behind in the new energy market. After establishing the four major brands for more than a year, only the Heshanhai car series has considerable sales, but it is only relative to Chery itself.

And the main reason for the good sales of these two brands is the low price. When other car companies add fixed labels to their respective new energy brands to strengthen brand recognition and guide users’ inertial thinking, in order to impact the high-end, Chery still does not seem to realize this importance in the transformation stage, resulting in the current impression of new energy brands to users is still vague.

Therefore, choosing to cooperate with Huawei to launch the Intelligent World brand is a big gamble for Chery and a necessary battle, which can not only help Chery quickly catch up with the rhythm of the new energy transformation stage, but also enable Chery to break through in the high-end market.

Before the launch of Zhijie R7, Yin Tongyue and Yu Chengdong jointly promoted the car booth many times, and it can be seen that both have high hopes for this car, which is not only related to Chery’s new energy transformation results, but also the driving force for Hongmeng Zhixing to continue to move forward. After solving key factors such as factory capacity and collaboration issues, R7 is also a key battle for the Zhijie brand. Whether Huawei’s strongest "stacking material" can work or not remains to be seen.