The cooperation between Chery and Huawei, so far, has not achieved the expected effect.
In the two giant enterprises, when the news of cooperation was first released, everyone was very looking forward to this group of CP, for no other reason, Huawei's strength in the field of intelligent driving and intelligent cockpit, there is no doubt, the first echelon of the industry, and Chery is an independent first-line car company, and its performance in automobile manufacturing and quality control is far stronger than Dongfeng Xiaokang, and Chery Automobile's shortcomings are in intelligence, and the combination of the two can be said to complement each other, a match made in heaven.
Huawei empowers Dongfeng Xiaokang, can take it soaring, surpassing the ideal car, sitting firmly in the sales champion of the new forces, and the M9 has become the sales champion of more than 500,000 models. However, the expected success did not happen.
After Chery and Huawei cooperated to create the first model, the Zhijie S7, there were many twists and turns.
There were even rumors on the Internet that Chery needed to balance the sales of its sub-brands, resulting in the cooperation with Huawei was not smooth, and then the news was refuted. However, the sales figures of Zhijie S7 are real, from November last year to February this year, the cumulative sales of Zhijie S7 are only 794 units. As a last resort, Zhijie S7 was released for the second time, and the new guide price range was 249,800-349,800 yuan, which was a disguised price reduction of 20,000 yuan, and then, the sales of Zhijie S7 began to climb, and the sales volume of Zhijie S7 in March was 3197 units, which increased to 5012 units in April, and 5021 units were sold in May.
However, we still have to admit that the Zhijie brand is still far from reaching the height of the world, of course, the brand was born earlier, and the world of wisdom has only launched a model after all, and there is still a lot of time to grow, but the underlying logic behind it, we must figure out that it is difficult for the world, and it is even impossible to reach the height of the world.
Some people say that the reason for the success of Wenjie is because Cialis is weak and Huawei is strong, and the dominance is mainly given to Huawei, which is the key to the success of Wenjie, and the twists and turns of the Zhijie brand are because Chery's voice is too big, and there is some truth in such remarks, but it is not necessarily true.
In fact, there are two main obstacles to the success of the intellectual world:
The first is the embarrassment of product positioning,Ideal、Wenjie car has proven,Medium and large SUV+Extended range+Refrigerator color TV sofa,It is a consumer recognition,And the route of high profit for a single car,Huawei's intelligent advantages,It is very compatible with this kind of family SUV,Intelligent driving plus the main comfortable family SUV,Can make the world burst out of the strong product appeal。 But this route is basically monopolized by the car of the world, otherwise it will form a serious internal friction, you see the new cooperation of the wisdom and enjoyment of the world, are all taking the car route, and the car market, has long been a red sea, relatively speaking, the pressure of competition is greater.
Compared with Xiangjie S9, Zhijie S7 is a car that is positioned as a medium and large car, emphasizing control and driving, which is also contrary to intelligent driving, which is a problem that Zhijie Automobile, as a latecomer, has to face.
The second is in terms of brand identity, Wenjie Automobile and Huawei cooperated earlier, and more importantly, Dongfeng Xiaokang's passenger car manufacturing strength is not strong, and Huawei occupies a greater dominance, so in many people's cognition, Wenjie Automobile is Huawei Automobile, and Zhijie Automobile is difficult to obtain such a sense of identity from Huawei fans, because Chery Automobile's strength in passenger car manufacturing is not comparable to Dongfeng Xiaokang, then, Zhijie's models will be more likely to be considered that Chery Automobile manufactures products, and Huawei carries out intelligent transformation. Therefore, for Zhijie, Chery's stronger passenger car manufacturing experience and strength have become an obstacle to the upward trend of Zhijie automobile brand.
So how to break the game? I think,ZhijieS7It's just the first car that the two sides work together,There will definitely be more models coming out in the future,So,In terms of product positioning、Marketing and publicity,Need to think about it,Considering Huawei's intelligent characteristics,And the sedan product itself that emphasizes handling is mutually exclusive,So can Zhijie preemptively occupy the ecological niche of Hongmeng Zhixing's MPV models? Launch the same executive-class sedan as the Xiangjie S9, or products that are more comfortable and intelligent, rather than products that emphasize handling performance. I think that if Chery wants to really hit the high-end with the help of Huawei, Chery has a lot to do in the sub-brand of Zhijie.