The former sentence "far ahead" can be said to have made Huawei's Yu Chengdong gain a lot of attention and traffic, but it is precisely this sentence "far ahead" that made Yu Chengdong the target of the marketing circle, and he was "banned" because of suspected violations of the advertising law.
Although Mr. Yu has publicly stated many times that he has been banned from mentioning the rumors that he is "far ahead" once, and said that because "those four words" were shouted by everyone, Mr. Yu was reluctant to say it, and he did not say a fine. Regarding the online rumor, Ren Zhengfei, the founder of Huawei, strictly forbade Yu Chengdong to use "far ahead", and every time he mentioned "far ahead", he was fined 10,000 yuan. In this regard, Yu Chengdong once responded to the outside world that it was "a rumor".
Yu Chengdong's new term "generational leading"
On September 10 this year, at Huawei's autumn new product launch conference, Yu Chengdong, chairman of Huawei BG terminal, once again made a bold statement: "It is not modest to say that Huawei's ADS3.0 intelligent driving system is the world's strongest and safest intelligent driving system after comprehensive evaluation in all aspects.
According to professional legal practitioners, the mainland advertising law aims to curb excessive publicity by enterprises, explicitly prohibiting the use of extreme words such as "most" in advertisements, as well as the practice of highlighting their own products by belittling competitors. This regulation imposes strict requirements on the authenticity, legality and integrity of advertising content, and ensures that advertisements do not mislead consumers, which is its core principle. However, Yu Chengdong's previous use of expressions such as "far ahead" has been controversial because it touches the boundaries of the limit vocabulary of advertising law. For this reason, he once chose to use "far beyond" as an alternative, in order to be more in line with regulatory requirements.
However, in the recent introduction of the Zhijie R7 model, Yu Chengdong once again adopted new extreme expressions, such as "generational leading" and "the best in the world". These terms can easily be seen as exaggerated and contrary to the basic principles of advertising law. As a leading global company, Huawei's brand image and reputation are undoubtedly crucial. Therefore, when promoting its products, Huawei should pay more attention to the authenticity and integrity of its advertisements, and avoid using false or misleading advertising terms that may mislead consumers.
At the same time, Huawei also needs to further strengthen its internal audit and management mechanisms to ensure the compliance and integrity of advertising content to safeguard its brand image and consumer rights. Although expressions such as "far ahead" and "leading and the best in the world" do attract a lot of attention and achieve the purpose of winning traffic, there are still flaws in terms of compliance. In summary, although Yu Chengdong's marketing strategy has achieved remarkable results in attracting attention, Huawei still needs to balance the relationship between marketing effectiveness and advertising compliance, and ensure the authenticity and integrity of advertising content to maintain its long-term brand image and consumer trust.
The technological innovation behind the "generational leadership".
Since Yu Chengdong brought the word "far ahead" to the fire, in fact, many business owners are following suit, for example, Lei Jun also borrowed "far ahead" at the Xiaomi SU7 press conference to ridicule. Objectively speaking, whether it is "far ahead" or "generational leading" can indeed not be used casually, if there is no matching technical strength, it is an exaggerated fraud.
Although Yu Chengdong was nicknamed "Yu Dazui" because he often made exaggerated remarks, judging from the actual results of the follow-up, most of the "big words" he said were transformed into reality. This style of doing things has led many users to believe that his statements are not pure bragging, but are based on objective facts, and although there is no lack of exaggeration, on the whole there is not much difference from the facts.
In the field of intelligent driving, the advent of Huawei's ADS2.0 indicates that Huawei has become a leader in this field in China, and this position has been widely recognized by the industry. So far, no car company executive has dared to claim to surpass Huawei in intelligent driving, at most only claiming that he is also in the first echelon.
From the perspective of actual combat performance, Huawei's intelligent driving presence on the network far exceeds that of other brands, which can be seen from the intelligent driving experience videos and risk avoidance videos spontaneously shared by car owners. Huawei's ADS2.0 is indeed in a leading position in China, and the launch of ADS3.0 has significantly improved the processing capacity of complex scenarios, making the driving experience smoother, which is a significant improvement compared with ADS2.0.
While other car companies are still trying to catch up with ADS2.0, Yu Chengdong claimed that ADS3.0 has achieved a "generational lead", although it is suspected of boasting, but this claim is not entirely unfounded. For competitors, if they take Yu Chengdong's remarks lightly, it may be a moment of crisis for them. Huawei is known for its R&D strength, and once it has established a leading position, it will continue to increase investment and expand its advantages, which is what makes Huawei a "long-distance runner". Therefore, although Yu Chengdong's remarks are exaggerated, Huawei's strength in the field of intelligent driving reflected behind it should not be underestimated.