One month later, Huawei's Managing Director, CEO of Terminal BG, and CEO of Smart Car Solutions BU, Richard Yu, unveiled the second product of the AITO brand, the Luxury Intelligent Large-sized Electric SUV - Inquirer M7, which arrived late due to the epidemic, at the Shenzhen Bay Sports Center. .
As Yu and a host of industry innovation leaders shared a month ago at the "Full Stack Energy 2022" event held in conjunction with the Guangdong, Hong Kong, and Macao Greater Bay Area Auto Show 2022, the global automotive industry has been undergoing profound and rapid changes without a word for more than half a year. Chip supply outages, supply chain crises, production shutdowns, and sales slumps ......
Underneath all of this is a change in mindset. The shift in consumer preference for automobiles is occurring as we shift from passive recipients to active leaders and even creators.
On the other side of the coin, the only successful auto show in the Guangdong-Hong Kong-Macao Greater Bay Area, with over 40,000 sales, a turnover of more than $10 billion, and a fast-rising penetration of new energy and smart cars, as well as the recent intensive introduction of policies and legal documents in Shenzhen, a "pilot demonstration zone" with independent legislative power, are like windows that point out the direction and possibility of breaking through the many dilemmas of the industry today. The newest addition to the list is the newest addition to the list, which is the newest addition to the list.
You can always count on Shenzhen for forward-looking industrial development. Just as you can always see Huawei at the forefront of technological innovation.
However, with Huawei at the top of the heap, and Mr. Yu at the top of the net, and with all the attention, the majority of the media and practitioners can't see what they are doing in the automotive industry after they have entered the industry. For AITO M7, rather than evaluating it as a new car, it should be analyzed as the result of a systematic project. And this process may be the starting point for Huawei to profoundly change the automotive industry in China and even the world.
Or we can break it down into two propositions:
How can Huawei 'help customers build better cars'?
"Empowerment": what is it?
To answer this question, we can go back a few nodes and examine the "increments" one by one.
Sailis SF5 is the "place where dreams begin", the product definition mainly reflects the will of the "Party A"; Huawei's assistance is reflected in the "Party A" beyond the boundaries of the ability to fill in the blanks, in the cockpit domain of the wisdom of the interconnectivity and the sales channel to give a shot of assistance.
"High-end brand" AITO soon came out of nowhere, the product name called the world of inquiry M5 -
My personal understanding, this is Huawei "to help customers build a good car," the starting point, but also its rolled up their sleeves to zoom beta - or "public beta": validate the "A" will; Huawei's help is reflected in the "A" ability to go beyond the boundaries of the cabin domain of intelligent connectivity and sales channels to help. or 'public beta': validate ideas, find bugs, reshape processes, build systems, run through patterns, and iterate quickly.
On top of optimizing and completing the product, Huawei had the first opportunity to y participate in (and even lead) the redefinition of the product's "user experience". As Mr. Yu emphasized in "Full Stack Energy 2022", Huawei's "not doing anything" focuses on the part of the car itself;
"Doing something" focuses on the electrical, electronic, and intelligent parts. The masterpiece is the HarmonyOS intelligent cockpit, which has the best user reputation in the industry. The HarmonyOS smart cockpit, known as the "Harmony Car", is simple, easy to use, smooth, and a "killer" feature in the industry.
When Huawei talks about "experience", what is it talking about?
And when it comes to Ask M7, as the most intuitive footnote to Huawei's ICT and To C capabilities, the once again evolved HarmonyOS Smart Cockpit, along with its supporting hardware and software configurations, brings examples of Huawei's 'Internet of Everything' capabilities and systems, and 'visualization' applications of the 1+8+N strategy, prior to the official release of Hongmeng 3.0.
The new Super Desktop function allows cell phone applications to go directly to the M7 car, users can operate cell phone applications through the large screen, the software interface is automatically adapted, and the "big black edge" of high-frequency cell phone applications can be solved when they are on the car;
For the car, the Super Desktop, which is mainly based on the car and relies on the Harmony ecosystem, integrates the capabilities of HarmonyOS, so that applications that aren't available on the car will be available if they are available on the phone. With the rich applications of "Parallel Vision", we can amplify the advantages of ecological accumulation.
Mobile phone as a HarmonyOS intelligent cockpit enhancement, UX interaction with the car to maintain consistency, can realize the cell phone application on the car seamlessly switch to the car, the vehicle's use of the scene has also been extended, to achieve the depth of the integration of HarmonyOS, the ecological **** enjoy.
And as the latest advancement of Harmony ecological "seamless on board", chopped the automotive industry's first in-car voice assistant certification A level, with intelligent four-sound area accurate identification, visual can say, end-cloud synergy, support for a sentence more than one command, multi-mode refused to recognize (the owner of the command refuses to recognize the receipt of a passenger command, such as to avoid children trickery), up to 60 seconds of continuous dialogue and other characteristics, listen to understand a variety of Commonly used scenes of voice assistant Xiao Yi, will also be more than 220 million Hongmeng users to bring a better, more "senseless" car experience.
The "killer app" of this feature is to make the hellish challenge of replying to WeChat with voice interaction possible.
What to do with 'excess technology': Make, believe
Huawei's ICT capabilities are actually 'excess' to the existing technology base and user needs of the majority of traditional car makers - you wouldn't even know it if you didn't make an announcement. The first step in the process is to develop the user experience, which is a contemporary metaphysics, where the front-end needs to form a deep insight into the consumer in the long To C operation, and the back-end needs to master the ICT technology and engineering solutions of software and hardware integration.
Relying on Huawei's ICT technology system strength and its ability to reconfigure cell phones, cars, and other interactive terminals, as well as through the incremental parts of the entire vehicle, the underlying electronic and electrical architecture, with the release of HarmonyOS 3.0 and the continuous improvement of the Hongmeng ecosystem, and in the process of further promoting the dashboard to say goodbye to the phone bracket in the history of the process, Apple CarPlay, despite the excellence, still lacks this kind of direct access to the underlying system, the system, and the system.
Apple CarPlay, despite its excellence, still lacks the ability to go straight to the bottom of the system and reshape the user experience from the bottom up (a limitation that will become more and more apparent in the future as we move into autonomous driving).
And this ability, limited by cost and scale, won't disrupt the industry overnight. But the HarmonyOS intelligent cockpit "+1", 19-unit 7.1-channel HUAWEI SOUND "+1", high-definition large-field-of-view AR-HUD "+1"...... according to this "fixed-point" loaded cars continue to progress, "full body" Huawei-style experience is to The future smart cockpit will have a much more The future intelligent cockpit will have more subversive experience enhancement and the infinite possibilities of "Internet of Everything", but these are not CAN-Bus or T-Box can realize.
To C: You know nothing about 'lying flat'
On the M7, there is no other Feature that embodies Huawei's philosophy of product definition and deep consumer insights, like the "industry's first commercially available AITO zero-gravity seat".
No other Feature embodies Huawei's philosophy of product definition and deep consumer insights like the "industry's first commercially available AITO zero-gravity seat" - even if the way it's opened is traditionally considered to be a bit of a novelty.
Let's think back to the history of Huawei's Consumer Business BG (which now has Uncle Sam back in the Terminal BG), also under the leadership of Yu Chengdong, and think about what was the first landmark high-end breakout product in its history that sold well and was well received by the public.
It was the Mate 7, and what was its main core selling point that year, aside from its stellar performance, configuration, stats, and relatively good price/performance ratio?
Screen-to-body ratio. Let's think a little deeper, before Huawei launched this screen-to-body ratio involution battle, screen-to-body ratio this problem, is a universal user pain point? Or is it a "sudden realization" after the user's mind has been "guided" and "inspired"? The first thing you need to do is to get your hands on an iPhone, but why would Huawei be the one to do it?
Beyond technical capabilities, consumer insight is also critical. The barrel effect, from now on into every Internet and technology factory product manager's black dictionary.
Often, the product Feature is not necessarily a real universal user pain point, but at least it should be able to form an "exclusive memory" of the memory point, or even a "terrier" point. The "Sony Method" is really a good idea. How many people can afford/tolerate Sony.
In the case of the M7, you can't fault the basic quality of the car itself:
It can be said that the overall competitiveness of the product is leading in the same price range, and even some of the indicators in the transgressive price range can still touch with one or two grades of higher products. This has laid the foundation for the competitiveness of the M7 without any obvious shortcomings. There's nothing wrong with the "right fit" aspect at all.
"To win with odd" is this "zero gravity seat".
It is equivalent to opening up a brand new battlefield of the user's mind, and with the warmth and meticulousness of an incredibly considerate "experience craftsman", it allows a physically and mentally exhausted "struggling" elite to feel the "honorable experience" of being respected, taken care of, and understood, and opens up the door to the "jazz life" of "lying down" travel.
Rounding up, the equivalent of less than 400,000 cars to give you a value of more than 70,000, by the Museum of Modern Art (MoMA) in New York permanent collection of the Herman Miller Eames Lounge Chair and Ottoman - also give you the popularization of it! :
Considering that the Ask M7 is equipped with high level audio and concert hall level NVH quietness, ENC active noise cancellation, and a rich third-party AV platform, the money for the noise-canceling headphones should also be able to be saved by enrolling your kids in more classes.
How does Huawei 'help customers sell cars'?
Over the years, the experience and methodology accumulated by Huawei Terminal, led by Yu Chengdong, to make Huawei cell phones the second (2019) consumer brand in the world, now also with the extreme pressure of Uncle Sam need to find a new release outlet to create new value. As Yu said at the conference, in addition to the two major To B business segments of parts suppliers and smart car solution providers (HI), Huawei Smart Car will become an important business segment of its direct-to-consumer business.
On the front end of the value chain, utilizing ICT technology capabilities and consumer insights, Huawei will empower the transformation of traditional car makers in core processes such as product definition. In terms of sales channels and user operations, Huawei will also give full play to its online and offline user reach capabilities to help its partners grow grass and bring goods.
AITO will win! Orders broke 50,000 in 48 hours
Huawei said that after setting the record for the fastest sales of a single model of a new brand to break 10,000, Ask M5 has realized the number of large orders in a single month to break 10,000, and has steadily occupied the high-end SUV market.
AITO's service network is also becoming more and more complete, the current charging network supports 300+ cities ****180,000+ public **** charging piles, in addition to 600+ Huawei stores across the country can be product experience and test drive, as well as 122+ AITO user centers covering 109+ cities, to provide users with high-quality service experience.
Starting from July 4, Ask M7 will be displayed in 600+ Huawei stores in 150+ cities nationwide, and the test drive will officially open from July 23 onwards. Consumers can book reservations through Huawei Mall, Huawei Experience Stores, My Huawei APP, as well as AITO's official website, AITO User Center, and AITO APP.
This is for Huawei, on the one hand, the value of the existing channel investment in the depth of excavation and revitalization, on the other hand, but also in the context of the supply of core chips is inhibited, continue to provide users with innovative products means. More than that, it is a major battle to cross the dark moment and replace the track to continue to iterate the core technology and competitiveness of the enterprise.
For customers and partners, Huawei's Smart Car model greatly reduces the investment in self-built quality channels and facilitates the return to, and focus on, the main business of manufacturing and R&D that Huawei specializes in, as well as leveraging Huawei's multi-faceted and comprehensive empowerment to establish a place for the company in the new four-wheeled wave.
Will Huawei personally build a car?
Huawei's core business is communications. As we all know, when Huawei entered into building cell phones more than a decade ago, it was more of a passive response than an active 'diversification'. Otherwise, its leading edge in 3G communications technology, there is a risk of "waiting" for a suitable landing partner before losing (Huawei was not so strong at that time, and ZTE is not so pull). It's better to do it yourself and create a self-defined best carrier for the "soul" of the technology.
The "McMansion" brand of products is typical of its model in this period. Initially, it came out with a cell phone that was more strategically considered to be "loaded with technology".
At this moment in time, it's just like the other moment in time. It's so similar!
For Huawei, one more "car brand" is nothing, and registering a "Huawei Automobile Sales & Service Co. In the same store opened in the top commercial complex in the core city and invested at Apple-level costs and standards, the product categories expanded from cell phones to tablets, from tablets to computers, office equipment, and then to wearable devices and smart homes, which is considered to be a set of product diversification in the technology system. The logic is tight and silky smooth.
But to say "Huawei Automobile Manufacturing Co., Ltd." kind of "car", Huawei "excess" ICT technology is a release to play the space, but supporting the "four major processes", the four major assemblies also self-built? Not that it can not afford to shell out these tens of billions of dollars, but the marginal return on this investment can be too small. This money is burned to invest in advanced chip processes, self-built production lines or EUV lithography is not fragrant?
And if the OEM, then the difference with AITO?
Comprehensive view of all the public information at present, HI mode has been extreme fox and Avita into the game, parts supplier mode has been a number of "fixed point" will be one after another official announcement, intelligent choice of the car mode has AITO to play the version. Various fronts can not be said to roar, at least is also step by step, I personally really do not see the need for any "personally down".
At the launch event Yu Chengdong himself said:
I wish Huawei 'Blessed General', to ask the world M7, to recreate the Mate7 legend.