撰写Unexpectedly, after the listing of Enjoy World S9, the share price of Beiqi Blue Valley fell for four consecutive days, and closed at 7.46 yuan/share on August 16th, and kept dropping in the low level in the past month. Obviously, the actual performance of this car deviates from the market expectation.
On August 6th, Enjoy World S9 was officially listed, and the starting price was 399,800 yuan, which was about 50,000 yuan lower than the pre-sale price. Some insiders pointed out that,The price gap of 50 thousand yuan may be because the pre-sale order of the car did not meet expectations. On the one hand, the relationship between supply and demand determines the price, on the other hand, capital will not leave money without making money.
The order volume after listing seems to confirm this point.
It is reported that in the 72 hours after the announcement of the selling price, Enjoy World S9 will definitely exceed 4,800 units. Although this data can’t be found from the official platform at present, according to the spread of M9, if the number of S9 orders is sufficient, the official will not treat it coldly.
According to the Environmental Impact Report of the Pure Electric Passenger Car Project of Beijing New Energy Automobile Co., Ltd., BAIC has predicted the sales volume of Enjoy S9, and the total output will reach 480,000 vehicles within the life cycle (5 years). It is estimated that 60,000 vehicles, 120,000 vehicles, 120,000 vehicles, 96,000 vehicles and 84,000 vehicles will be sold in 2024-2028, respectively. At present, BAIC Blue Valley official website has failed to search for this announcement.
If the production and sales are carried out according to this plan, the monthly sales volume of Enjoy World S9 will reach more than 12,000 vehicles in the next few months of this year.
In front of stock prices and orders, the third "boundary" of Huawei HarmonyOS Zhixing-Enjoy the world, whether it can reach expectations, or whether it can lay the same popularity and market share as the world, all need to be questioned.
First, BAIC is not Celestial.
"Enjoy the world S9 and ask the world M9 to form a double 9 flagship. Double 9 flagship, meet at the peak! "
Obviously, Yu Chengdong, managing director of Huawei, chairman of BG, and chairman of BU, a smart car solution, has great expectations for this product.
After all, as one of the "Double 9 Flagships", M9 has set a good example.The car went on the market at the end of December last year. From the delivery on February 26th this year to July 19th, its total number has exceeded 110,000. On July 29th, the delivery of the 70,000 car was started, which constantly refreshed the sales record of luxury brand models in China market.
Looking at the whole brand, AITO has not let Huawei down. On July 29th, AITO asked the world to achieve the speed of 400,000 new cars off the assembly line in 28 months, becoming the fastest brand of China new energy brand to achieve this achievement. From 0 to 100,000 vehicles, it took AITO 15 months to consult the industry, while from 100,000 to 400,000 vehicles, it took only 13 months.
From little-known to world-famous, AITO asked the world to come today without Huawei, and even less without the courage of Cyrus, who dared to be the first to eat crabs and embraced Huawei’s wisdom without reservation.Car selectionBusiness.
But in fact, Cyrus was not the first to cooperate with Huawei, but even if the starting point was different, it was difficult for other independent car companies to make the same choice as Cyrus at that time.
Before enjoying the world, BAIC had cooperated with Huawei on the Extreme Fox Alpha S HI version, which was Huawei’s first in-depth cooperation model. After listing, it failed to be widely spread in Huawei’s flagship store, and the sales volume finally failed to run out of expectations.
In this regard, Yu Chengdong once said in public that there were problems in the product definition and competitiveness of BAIC (Extreme Fox), but later changed his mind and said that this statement was inaccurate, and announced that the cooperation with BAIC was upgraded to intelligent car selection business.
On the other hand, Sailis fully cooperated with Huawei, and after SF5, it quickly launched AITO with Huawei. At the same time,Celeste gives Huawei more voice, from design to research and development to sales, and Celeste is more responsible for manufacturing and after-sales.
Thanks to Huawei’s empowerment, the brand awareness and market sales of AITO Wenjie have been soaring from M5 to M9. Although in the early days, the problem of responsibility attribution affected consumers’ experience because sales could not be closed, after a long period of running-in, the cooperation between the two sides became more and more tacit.
With the lessons of the Extreme Fox Alpha S HI Edition and the success of AITO, BAIC chose to let go of its hands and feet and give more resources to the enjoyment world.
At the press conference of the S9 listing, Zhang Jianyong, Party Secretary and Chairman of BAIC Group, said: "This time, together with Huawei, we are even moreCore strategy, first priority strategyThe height of Beiqi has gathered all the superior resources of the whole industrial chain, such as R&D and production of Beiqi vehicles, parts and service trade.ALL IN enjoy the world S9. "
No matter from the identity of Zhang Jianyong or the weight of this speech, it is not difficult to see BAIC’s determination to cooperate with Huawei this time, its emphasis on smart car selection business and its high hopes for enjoying S9.
However, it is worth noting that before the announcement of ALL in’s enjoyment, BAIC was still emphasizing the investment of the extremely fox brand.
At the delivery ceremony of the first batch of users of Extreme Fox Alpha S5, Zhang Jianyong said: "BAIC will continue to invest over 100 billion yuan.Focusing on long-term, we will promote the comprehensive improvement of science and technology, products and services in a down-to-earth manner, and make polar fox a choice beyond value. "He also stressed that,Beiqi Polar Fox is the "No.1 Project" for BAIC to develop its own business. Polar Fox is not onlyBaw new energyThe polar fox is the polar fox of the whole BAIC Group.
Enjoy the world and the fox, one is a high-end brand that has just landed, and the other is the "eldest son" of BAIC. The palms of the hands are all meat. Undeniably, balancing the resources of Enjoyment and Extremely Fox has become a difficult problem for BAIC, and it is also the key to whether the two brands can go to Rome.
A similar problem happened to Chery. On the one hand, it had to take care of the intellectual world, and on the other hand, it could not leave the Star Age behind. Although both BAIC and Chery mentioned "the core strategy and the first priority strategy", it was "easier said than done" after all.
Taking Zhijie as an example, the first model, Zhijie S7, went on the market for the first time, with a monthly delivery of only 1,000 vehicles. Later, it was reported that the delay in delivery of Zhijie S7 was due to the cooperation of collaborative R&D mechanism between Chery and Huawei.
In the cooperation between the two sides, the degree of tacit cooperation is particularly important. Obviously, in front of the results, Cyrus has more say.
When the intellectual world S7 was first released, like the current enjoyment world S9, everyone’s voice was also very high, but the subsequent high opening and low walking was undoubtedly a "lesson from the past" for the enjoyment world.
Second, pure electricity is difficult to increase the range.
In addition to the tacit understanding of the partners, the product positioning, brand building and channel laying are also worthy of attention.
First, product positioning.Zhijie S7 is the first pure electric car of HarmonyOS Zhixing. The superposition of "pure electricity" and "car" seems to be an unbreakable bondage of HarmonyOS Zhixing. On the other hand, AITO’s brand is not only SUV models, but also the sales pillar is extended range power.
After the second listing, the delivery volume of Zhijie S7 rushed to 4,546 vehicles in the first month, but then fell for three consecutive months, falling to more than 2,000 vehicles, which was not as good as that of Xiaomi SU7 of the same level. Recently, it was reported on the Internet that Zhijie S7 suspended the receipt of scheduled car orders from August 10th, and the store no longer supported the placing of scheduled car orders, which was later denied by customer service.
What is the difference between extended range and pure electricity?Take the hot-selling M9 as an example. In its accumulated insurance coverage, the pure electric version accounts for less than 20%. Take the ideal as an example. At the beginning of its establishment, it chose the extended-range route. Not only did the brand sales continue to rise, but the monthly sales of bicycles exceeded 20,000. However, the ideal to enter the high-end pure electricity market has also hit a wall, and the ideal MEGA.
According to the data of China Automobile Association, from January to July this year, the cumulative sales of pure trams increased by 10.1% year-on-year, and the cumulative sales of plug-in hybrid vehicles increased by 84.5% year-on-year. The trend of hybrid vehicles is much higher than that of pure electric vehicles.
As the second pure electric car of HarmonyOS Zhixing, the Enjoy World S9 still failed to bring an extended range version.Although Yu Chengdong said that Enjoying S9 will launch an extended-range version later, it also means losing the first-Mover advantage.
What’s more, BAIC is somewhat partial, good at pure electricity, and the extended range technology is a weakness. It is also unknown when the extended version of Enjoy S9 will be launched.
Secondly, brand building.AITO community has been accumulated for three years, and users have deeply bound AITO community with Huawei. The lower-than-expected performance of the intellectual S7 has much to do with consumers’ lack of awareness of the brand, and the enjoyment S9 is also facing this problem.
Auto blogger @ Sun Shaojun 09 broke the news in Weibo.When offline customers make a choice between M9 and S9, the store will actively recommend buying M9, because the explanation cost is low, the model has greater influence and it is easier to make a deal.
Cars are commodities. For most ordinary consumers, when making car purchase decisions, they are easily influenced by the anchor sinking effect, and think that the credibility of the brand is higher.Intellectual world and enjoyment world are more the identity of a new brand. Consumers need to learn again and accumulate time to accept new brands.
Compared with the intellectual world, the enjoyment world needs to lay a good brand awareness. After all, the enjoyment world S9 wants to play 78S, or grab the market of 56E. In the luxury administrative market, popularity is particularly important for users.
Finally, the laying of channels.The location of Huawei Mall is abundant, but the location of Huawei flagship store is relatively limited.
With the growth of HarmonyOS Zhixing and the increasing number of models, Huawei’s flagship store can’t accommodate all models after all. After all, the space in Shangchao is limited. According to relevant media reports, Huawei is building an independent HarmonyOS Zhixing store for Smart Car Selection.
For the smart car, everyone wants to win the booth of Huawei’s flagship store, but "porridge is less and more monks", which car is in the store? Is the weight sales or high-end? How to grab a favorable position is particularly important.
In addition, at the beginning of the establishment of AITO, Huawei had too much energy on it. Zhang Jianyong also understood very well. He joked: "Mr. Yu has a lot of friends."
Write it at the end
Although BAIC shouted "ALL IN", it was not Cyrus after all. Enjoy the world S9 is indeed a good product, and the price has made concessions, but pure electricity is not an extended range after all. What’s more, after enjoying the world, there is also the realm of honour …
Today, Huawei’s automobile business is no longer just a single component supplier and HI model, but also HarmonyOS Zhixing and Gankun, and will set up new companies with Changan and others in the future.Huawei’s energy has been greatly dispersed..
With the experience of our predecessors, we may take fewer detours, but times have changed and the soil is different. It is difficult for us to enjoy the success of the world.