Huawei plans to develop taxis in Shenzhen market based on M5 electric vehicle.

"Automotive Sankei Shimbun" consulted a related person of Huawei Beijing Experience Center on this matter, and the other party responded: "It is possible to use only pure electric vehicles."

Some netizens commented on this picture: "I really want to sell cars all over the world."

Similarly, in June, 5438+ 10, the official announcement of price reduction also reflected the media's eagerness to increase sales. After Tesla's butcher knife fell, Wenjie acted quickly and became the first player in China's electric vehicle industry to participate in the war.

The overall price reduction range is 28,800 ~ 30,000 yuan.

Recently, the automobile production and marketing delegation wandered around the direct store of Huawei Yintai Center. I wanted to pretend to be a potential customer of Aouita 1 1 and observe how Huawei sells Aouita. As a result, we haven't been introduced for a while, and the salesperson pulled us to the M5 car and urged us to consider M5.

Although it is understandable to ask the world to sell products, I feel the urgency of selling cars. In addition, the automobile industry and commerce learned that Huawei also received an official complaint from Oita because of the incident of "grabbing customers in the same store".

Trying to sell cars by all means is actually a feedback to the recent decline of the terminal. ?

Before the official decline, some sources counted the number of brands entering the store in June 5438+February-compared with August ~165438+1October, the number of brands entering the store decreased by 70~75%, and only 5~6 brands entered the store every day on average.

1 and February, the sales volume of the industry dropped sharply:

The sales volume of 5438+ 10 in June was 4,885 vehicles, down 56% from the previous month and down to the level when M5 was first listed in March last year. After the price reduction started, its sales volume in February was 3,505 vehicles, down 55.9% from the previous month. The official decline does not seem to have led to an increase in global sales.

Where is the root of the world? I'm afraid it dates back to last year's hot sale.

No. 1

[? Channel confusion, excessive inventory]

Uncle Ji has been in contact with dealers in the industry for a long time. As for the sales volume of the industry, he analyzed that the plunge is a matter of time.

Because last year, the strength of pressing goods was far ahead, and high shipments piled up inventory.

In the second half of last year, there was a period of "scenery" in the field of inquiry. 65438+ 10 From August to June, Wenjie brand sold more than 10,000 yuan for three consecutive months. The monthly sales of 65438+ 10 June and 120 18 exceeded Weilaihe's ideal, which brought quite a shock to colleagues. But the scenery is a bit short-lived "Asked the wholesale price is confused. In order to withdraw funds for M7, Yu Chengdong made dealers buy goods crazily. What did the channel become in July and August? 288,600 cars, 6.5438+0.5 million orders in the dealer chat group are flying all over the sky. This kind of car source can often be received in mobile phones, 10 sets, 5 sets. Yu Chengdong is destroying its own channels. "Said JiShu. The picture taken by a dealer in Shanghai Auto City (asking friends in the industry) also confirms this person's statement. The dealer recalled that there had been a problem since August. ?

"At that time, the parking lot of the whole automobile city was M5. In Wuyang, the doors of adjacent brands were full."

Last September, the media announced that the total sales volume in August was 10040 vehicles, and the monthly sales volume exceeded 10,000 vehicles for the first time. However, a number of media pointed out that according to the data of "compulsory insurance for new cars", only 6,687 vehicles were insured in August by asking the community M5, and 980 vehicles were insured by asking the community M7, which is far from the monthly sales volume of over 10,000 announced by asking the community. 10 month, the same drama appeared again. Customs announced that its delivery volume reached 12, 0 18 in June, 5438, but there were only 9,005 insured vehicles. As we all know, the insured amount is far greater than the delivered amount, indicating that a large number of new cars are still overstocked at dealers. For the "moisture" of shipments, some netizens joked that Huawei copied the usual method of selling mobile phones:

"Huawei sells mobile phones in this virtue. There are hundreds of millions of units of water between cumulative sales and activation in previous years. The sales volume of the industry exceeds 10,000, and the insured amount is only over 7,000 units. The method of water injection in Yu Chengdong is exactly the same. " According to Ji Shu's analysis, in addition to the previous pressure, the low efficiency of stores is also an important reason for the decline in global sales. According to Yu Chengdong's original expectation, each store can sell 30 new cars a month, and 1000 stores can sell 30,000 cars a month. But the reality is that in 2022, each store will sell about 8 units per month. "Compared with ordinary 4S stores, the monthly sales of Huawei stores stay in single digits, while others are all in three digits, with a huge gap. Even compared with the store efficiency of dozens of new forces every month, the gap is very large. " Ji Shu said. Of course, in the final analysis, the unsatisfactory sales volume may also reflect the real competitiveness of the products.

second

[? Huawei also has unshakable product power.

G9 sales call "Ask the easiest person to deal with in the world"]

In February of this year, we made a survey from the media "car fans" and invited the sales of various brands to talk about their real competitors.

A salesperson in Tucki said this.

"Among the common competing products, asking the world is the best to deal with. Most customers in the shopping world are older. At first, they were more comfortable with the extended journey. After the test drive, they obviously felt that the driving experience and handling of the G9 were much better than that of the M7. "

Judging from his tone, Wenjie M7 is still considered as the opponent of Tucki G9, but it is already the weakest one.

In fact, when the M5 was first released, many users would feel amazing, because it was equipped with a big killer that other "Huawei INSIDE" models did not have-the original "HarmonyOS system cockpit":

When some brand owners just call the voice assistant to adjust the temperature of an air conditioner with Caton's interface, they can send more than a dozen instructions to the voice assistant without rest and get a response, enjoying fluency. According to the feedback from the first-line sales, HarmonyOS system car machine is also one of the three major value points for car owners to order.

Now, as powerful as the "HarmonyOS system cockpit", has it touched the world?

Some experts have analyzed that more and more SUVs of the same level appear, such as Model Y long drive and Ideal L7. All have brands and influence that do not lose Huawei, and all have high configuration.

"Compared with several popular products, the product strength of the world is indeed at a disadvantage. It is the same as Tesla's price reduction logic-product power can't cover that price. When Tesla sold for 300,000 yuan, the gross profit was as high as 35%, and the M5 was exactly the same. " A Obieta salesperson in Beijing said.

Others say that the collision between China Insurance Research Institute and China Insurance Research Institute is the beginning of the brand's decline in international reputation-in the eyes of China consumers, product quality is the bottom line. When the bottom line is broken, China consumers will be shocked, and the products originally guaranteed by Huawei are also embarrassed.

The crash test results of China Insurance Research Institute show that after a 25% offset crash, M7 at the vehicle boundary squeezes the interior space, and the joint between A-pillar and the roof is suspected to be deformed. In addition, in the two items of "passenger compartment upper intrusion" and "vehicle structure", the M7 who asked the question only got a (good), which was lower than the G (excellent) obtained by the ideal L9 and Link 09 who participated in the evaluation together. ?

After the collision between China Insurance Research Institute and China Insurance Research Institute, even the sales of competitive brands describe the world like this:

"Huawei can't save the world's poor foundation. Just like plastic surgery, some stars may look outstanding, but they need a good foundation because there is room for technical optimization. A 65438+100000 car plus a flat panel and a Huawei battery motor for 300000 is a bit excessive. "

third place

[? Write at the end]

How to save the world? Both product strength and channel issues should be paid attention to.

It is understood that Huawei's terminal channels are being adjusted to optimize the stores that sell unprofessional cars, mainly to improve efficiency and to prepare for smarter car selection business in the future.

After Cyrus, JAC and Chery became the next car companies to cooperate with Huawei in the intelligent selection mode, which was almost final. Some insiders of Huawei also confirmed to the automobile industry and commerce that "the third and fourth (intelligent car selection), including the fifth and sixth, are on the road."

Can Huawei, which has tasted the ups and downs on the road to selling cars, set off a sales whirlwind again through "having more children"? We'll keep an eye on it.