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2021-05-24

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Lei Jun and Yu Chengdong, old rivals fight decisively in the new automobile battlefield

华为“战神”余承东，又换岗位了。5月18日，华为内部发文进行多项人事调整，免去余承东华为云CEO职位，改任智能汽车解决方案BU CEO，原消费者BG CEO职务不变。一纸通告，正式宣布余承东掌管智能汽

Lei Jun and Yu Chengdong, old rivals fight decisively in the new automobile battlefield

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·2021-05-24
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{"i18n":{"language":"en_US"},"data":{"magic":2,"id":131563588,"tweetId":"131563588","gmtCreate":1621867769144,"gmtModify":1704363611347,"author":{"id":3572570936484679,"idStr":"3572570936484679","authorId":3572570936484679,"authorIdStr":"3572570936484679","name":"Chinggggg","avatar":"https://static.tigerbbs.com/316f475903bd4cbea7ab48dd56d9c1c4","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":3,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"extraTitle":"","html":"<html><head></head><body>wah</body></html>","htmlText":"<html><head></head><body>wah</body></html>","text":"wah","highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":1,"repostSize":0,"favoriteSize":0,"link":"https://ttm.financial/post/131563588","repostId":1140971700,"repostType":4,"repost":{"id":"1140971700","kind":"news","pubTimestamp":1621867501,"share":"https://ttm.financial/m/news/1140971700?lang=en_US&edition=fundamental","pubTime":"2021-05-24 22:45","market":"sh","language":"zh","title":"Lei Jun and Yu Chengdong, old rivals fight decisively in the new automobile battlefield","url":"https://stock-news.laohu8.com/highlight/detail?id=1140971700","media":"连线Insight","summary":"华为“战神”余承东，又换岗位了。5月18日，华为内部发文进行多项人事调整，免去余承东华为云CEO职位，改任智能汽车解决方案BU CEO，原消费者BG CEO职务不变。一纸通告，正式宣布余承东掌管智能汽","content":"Huawei's \"God of War\" Yu Chengdong has changed positions again.On May 18, Huawei issued an internal document to make a number of personnel adjustments, removing Yu Chengdong from the position of CEO of Huawei Cloud and changing him to the position of CEO of Smart Car Solutions BU. The original position of CEO of Consumer BG remained unchanged.A notice officially announced that Yu Chengdong was in charge of the smart car business, and this resolution was not surprising to Yu Chengdong.As early as the end of last year, Huawei released the \"Resolution on Smart Car Parts Business Management\" in the Xinsheng community, in which the business jurisdiction of the smart car solution BU was adjusted from the ICT Business Management Committee to the Consumer Business Management Committee, and Wang Tao was appointed as a member of the Consumer Business Management Committee.At the same time, Huawei pointed out that it will reorganize the consumer BG IRB into the smart terminal and smart car parts IRB, adjust the investment decision-making and portfolio management of the smart car parts business from the ICT IRB to the smart terminal and smart car parts IRB, and appoint Yu Chengdong as the smart terminal and smart car parts IRB director.<img src=\"https://static.tigerbbs.com/31c9993ad41c25c81f704a008215246d\" tg-width=\"550\" tg-height=\"642\" referrerpolicy=\"no-referrer\">Huawei EMT Resolution [2020] No. 007, Source Future Automotive DailyToday, Yu Chengdong officially serves as the CEO of Smart Car Solution BU, which is enough to show that Huawei attaches great importance to the smart car business.On the new battlefield of smart cars, Yu Chengdong will also meet his old rival Lei Jun again.Xiaomi, also a mobile phone manufacturer, officially announced its entry into the automotive industry at the spring new product launch conference held in March this year.\"This will be the last important entrepreneurial project in my life. I know what it means to me to make this decision, but I am willing to press all the accumulated record and reputation in my life and fight for Xiaomi Automobile,\" Xiaomi founder Lei Jun said at the press conference.Unlike Huawei, which positions itself as Tier1 (first-tier supplier) to help car companies build good cars, Xiaomi chose to build cars in person, and Lei Jun personally led the team. The initial investment is 10 billion yuan, which is expected to be invested in the next 10 years. 10 billion dollars.For a long time, Huawei has always suppressed Xiaomi in the field of mobile phones. Now that Huawei has been suppressed one after another, Xiaomi has successfully seized part of Huawei's lost market.But in the field of smart cars, since Officer Lei announced his entry into the market to build cars, there has been no sound from Xiaomi cars. On the contrary, Huawei, which does not build cars, not only jointly launched the Huawei HI version of Jihu Alpha S with Jihu Automobile, but also Electric cars were sold in Huawei'S mobile phone experience store.<img src=\"https://static.tigerbbs.com/ea93c539b2589069c0b7bc442e788e43\" tg-width=\"550\" tg-height=\"243\" referrerpolicy=\"no-referrer\">Jihu Alpha S Huawei HI version, picture source Jihu official websiteAs mobile phone manufacturers, Xiaomi and Huawei chose to enter the field of smart cars because they both wanted to connect smart cars and mobile phones, as well as the entire smart ecological chain. However, the two have different genes and are destined to have different styles of play.At present, Huawei is one step ahead and has a hot fight with major car companies, while Xiaomi is one step slower. However, it is undeniable that Xiaomi has the potential to be a late strike. Lei Jun has repeatedly turned the tide and saved Xiaomi mobile phones from the line of life and death.When a narrow road meets, the brave wins. In the future, Lei Jun and Yu Chengdong, as their respective leaders, are bound to compete frequently in the field of smart cars. Can Yu Chengdong reproduce the glory of the mobile phone field and turn the automotive business into Huawei's second largest cash cow? Can Lei Jun make a late strike again and seize a territory in the field of smart cars?1 New automotive battlefield: Huawei is in the limelight, Xiaomi is temporarily silent\"Anyone who suggests building a car and interferes with the company can be transferred from his position and find another position.\" Huawei founder Ren Zhengfei has repeatedly emphasized that Huawei does not build cars.Huawei does not end up building cars, but it has penetrated deep into the automotive industry chain and even sold cars in its own mobile phone stores.According to Tencent Shenzhen Network, the first car sold by Huawei, the Cyrus Huawei Smart Selection SF5, currently has more than 6,500 pre-orders a month.The salesperson of Chengdu Vientiane City Experience Store said that there are many people who come to the store to inquire about cars every day, because there are too many orders and the output is insufficient. The orders in May will not be available until at least mid-June.In Cyrus, Huawei not only realized the idea of \"helping companies build good cars\", but also brought more revenue to itself.<img src=\"https://static.tigerbbs.com/9349fd35496f62baaa3e292811019e93\" tg-width=\"550\" tg-height=\"326\" referrerpolicy=\"no-referrer\">Cyrus SF5, source Huawei official websiteAs Huawei's first in-depth cooperation smart car, Cyrus SF5 is equipped with Huawei's DriveONE three-in-one electric drive system and Huawei's HiCar solution, which integrates Huawei's important technologies in the field of smart cars.Zhang Zhengyuan, deputy general manager of Dongfeng Xiaokang Automobile Co., Ltd. and general manager of the sales company, once said, \"Xiaokang is the car company that currently cooperates with Huawei the fastest and most.\"According to Future Auto Daily, \"The cooperation between Huawei and Xiaokang belongs to each taking what they need, and the cooperation process is relatively strong in China. What Huawei needs is to carry as many of its own products as possible and emphasize the initiative of cooperation.\"After gradually losing its mobile phone position, Huawei does need to quickly create a cooperation benchmark to promote cooperation with more car companies, and directly participating in the sales process also increases Huawei's revenue channels.According to Tencent Shen.com, Yu Chengdong has set a target of selling 300,000 units next year within the company. If calculated according to the profit of 10,000 yuan per vehicle, this will bring Huawei 3 billion yuan in new profits.In addition to in-depth cooperation with Cyrus, Huawei has also signed cooperation agreements with BAIC, Changan and other car companies. Last month, Jihu, a new energy vehicle brand owned by BAIC, officially released the pure electric sedan Alpha S, which is equipped with the basic version of Huawei HI and supports autonomous driving on highways, while the high-end version supports autonomous driving on urban roads.The Alpha S jointly built by Huawei and Jihu focuses on the fact that it is equipped with Huawei'S ADC high-end autonomous driving system. This is the first time that Huawei'S autonomous driving technology has been implemented, and it is also the first time that Huawei has demonstrated its L4 autonomous driving capabilities.<img src=\"https://static.tigerbbs.com/abc95ce0c06ea51ce5fb9a7424cf9d45\" tg-width=\"550\" tg-height=\"567\" referrerpolicy=\"no-referrer\">Jihu Alpha S Huawei HI parameter table, picture source Jihu official websiteFrom Cyrus to Jihu Alpha S, it can be seen that Huawei has a wide layout in the field of smart cars, covering almost all aspects of automotive electronics.Wang Jun, president of Huawei Smart Car Solutions BU, has repeatedly emphasized that \"Huawei's automotive business is not only autonomous driving, but self-research of full-stack technology from hardware design to software development.\"Compared with Huawei's eagerness to make money from the automotive business to make up for the decline in revenue from the mobile phone business, Xiaomi has been a bit slow since it announced its entry into the automotive field, and has not yet disclosed the relevant details of car manufacturing.The latest development is that on May 10, according to Wall Street News, Li Xiaoshuang, the former general manager of Xiaomi's major appliances department, was transferred to be responsible for Xiaomi's automobile business, and several senior executives were transferred to Xiaomi's automobile business line.People familiar with the matter said, \"There are three criteria for transferring to the automotive business line within the group: 1. The original work of the personnel must be biased towards technology and research and development; 2. The business of the original department team is stable; 3. The leaders of the original business department have suitable replacements.\" At the same time, early employees of Xiaomi Group and \"former important core executives who have resigned\" will also join Xiaomi Automobile.However, the news that Li Xiaoshuang was transferred to Xiaomi's car business was quickly replied as \"false news\" by himself, and the former important core executives who had left have not been followed up so far.There are currently only some sporadic news about Xiaomi cars.Previously, Lei Jun specifically talked about the topic of Xiaomi's car manufacturing in a live broadcast. When asked whether Xiaomi will use Xiaomi's existing brand and Logo, or build a new brand, Lei Jun said that when designing the new Logo, the car has not yet been approved, so there are still differences within Xiaomi on whether to use Xiaomi's Logo on the car.Before the live broadcast started, Lei Jun also launched a poll on the Xiaomi car brand on social platforms. A total of 19,000 netizens voted. The results showed that 12,000 people hoped that Xiaomi would continue to use \"Xiaomi\" as a car brand, and 6,897 people hoped to re-establish a brand. Build cars.<img src=\"https://static.tigerbbs.com/cb5f73a6f45267556c0c00c82be556a3\" tg-width=\"550\" tg-height=\"231\" referrerpolicy=\"no-referrer\">Vote initiated by Lei Jun, source Lei Jun WeiboIn addition, in terms of model and price, Lei Jun also gave a voting result, that is, between 100,000 and 300,000, which may be a car or SUV. In an interview with CCTV, Lei Jun also said that the car manufacturing cycle is relatively long, and it will take three years at the earliest.Xiaomi has not made new progress in building cars, also because it has little accumulation in the fields of autonomous driving, automotive intelligence, and Internet of Vehicles. At the same time, its experience in the field of mobile phones cannot be reused in the automotive field.To this end, it is rumored that Xiaomi will cut in by acquiring a car company. The \"scandal\" between Xiaomi and Borgward has also spread before, but it has not finally landed.It can be seen that Huawei led by Yu Chengdong is currently at the forefront of the automotive business, and Xiaomi led by Lei Jun is obviously in a backward state, but this is only a temporary state. In the future, in the new battlefield of smart cars, Yu Chengdong and Lei Jun are bound to \"show their swords\" frequently.2 Old rivals face each other againHuawei and Xiaomi, as the two major consumer electronics giants with mobile phones as their core, both play a pivotal position in the global market, and Lei Jun and Yu Chengdong are their respective key figures.To some extent, if it weren't for Lei Jun and Yu Chengdong, the mobile phone business of Huawei and Xiaomi might not be so dazzling. Now these two key figures have set off the banner of the automotive business again.Xiaomi's auto business is personally led by Lei Jun. He called the auto business the last major entrepreneurial project in his life, which shows its importance. Huawei has recently placed Yu Chengdong at the top of the auto business.In Huawei's organizational structure, the level of BG (business group) will be higher than that of BU (business unit). This time, Yu Chengdong, as the CEO of Huawei Consumer BG, also served as the CEO of Smart Car Solution BU, which shows that Huawei attaches great importance to this business internally.Over the past years, Huawei and Xiaomi have been rivals to each other. After many confrontations in the mobile phone market, both companies have had their darkest moments, while Yu Chengdong and Lei Jun have led Huawei and Xiaomi out of the haze respectively.<img src=\"https://static.tigerbbs.com/91326d2759576faa5323b86bdb71ea3e\" tg-width=\"550\" tg-height=\"366\" referrerpolicy=\"no-referrer\">Previously, in the era of non-smartphones, Huawei was only a low-end OEM mobile phone manufacturer, and its channels were only for operators. In 2009, Ren Zhengfei even considered selling the mobile terminal business as a whole.The emergence of Yu Chengdong has reversed Huawei's mobile phone business, which was originally on the edge. After he took office, he directly cut off Huawei's 30 million low-end mobile phones, which was also the beginning of Huawei's abandonment of operator channels.Although from now on, Yu Chengdong's decision can be described as wise and decisive, Huawei's sudden transformation at that time undoubtedly suffered heavy losses.Due to the decision to cancel OEM customized machines, Huawei directly offended a number of European operator customers, including British Vodafone and France Telecom, and they chose to terminate cooperation. Because of the resistance of operators, Huawei's terminal sales in 2012 also dropped from 150 million units in the previous year to 120 million units.It is worth noting that this year is the arrival of the tide of smartphone replacement, and mobile phone manufacturers such as Xiaomi, OPPO, and vivo are flourishing.According to Li Wanqiang, the former co-founder of Xiaomi, in 2012, the total shipments of Xiaomi mobile phones reached 7.19 million units, and the sales (including tax) reached 12.6 billion yuan, of which Xiaomi mobile phones sold by Xiaomi.com accounted for 70%. This is the record given by a company that has only been established for two years.Yu Chengdong naturally noticed the rise of Xiaomi and considered whether to make a separate brand to compete with Xiaomi. However, Huawei's own mobile phone business transformation failed, and this proposal was directly rejected by Huawei's top management.Fortunately, the turnaround soon appeared. In June, 2013, Huawei released P6, a mobile phone for mid-to high-end people in London, focusing on technological innovation, and its sales volume exceeded 4 million units in one fell swoop. This not only means that Huawei's mobile phones have begun to make money, but also means that Yu Chengdong's reform has achieved results.Since then, Huawei's senior executives have changed their attitude towards the mobile phone business and agreed to separate the original product series Honor into a new brand, and the \"feud\" between Xiaomi and Honor began.<img src=\"https://static.tigerbbs.com/b77a26808b55bcb8f5da311ba843b38b\" tg-width=\"550\" tg-height=\"556\" referrerpolicy=\"no-referrer\">Figure source glory official websiteIn 2014, when the Redmi Note series was born, the slogan was \"Always believe that beautiful things are about to happen\". Two days later, the Honor 3X mobile phone set the slogan as \"something better has happened\", and the two parties can be described as \"touching porcelain\" with each other.Lei Jun may not have expected that although Xiaomi rushed to the top spot in domestic sales through marketing at that time, its careless management of the supply chain became an \"untimely bomb\".In 2016, the \"untimely bomb\" of the supply chain exploded. In that year, the global shipments of Xiaomi smartphones fell by 25% year-on-year, and the shipments in the Chinese market fell by 36% year-on-year. In the global smartphone shipment list released by IDC that year, Xiaomi is directly classified as \"other\".Lei Jun, the \"fire captain\", personally went into battle. In May of that year, he succeeded Zhou Guangping, co-founder of Xiaomi and head of supply chain, directly managed the research and development and supply chain of mobile phone products, and set up special staff planning and coordination departments in the mobile phone department, supply chain and Xiaomi.com sales team, and the collaborative team of 100 people helped him coordinate the joint operations of the entire production, supply and marketing system.In order to make up for the supply chain lesson, Lei Jun also personally visited Samsung headquarters, hoping that the other party would supply screens; In terms of channels, Xiaomi President Lin Bin began to open offline stores on a large scale; Internationally, the Indian market held up half the sky and once became Xiaomi's second largest market after China.Many years later, Lei Jun revealed in CCTV's \"Meet the Big Coffee\" program that during that time, he had lunch every three minutes, went to work at 9: 00 a.m. to 1: 2 a.m. and sat in the conference room, and held 23 meetings a day at most.It was precisely because of Lei Jun's \"model worker\" style that Xiaomi finally survived and regained its lost market share. \"No mobile phone company in the world can successfully reverse the decline in sales, except Xiaomi,\" Lei Jun once said.As a result, Lei Jun also won the titles of \"Fire Captain\" and \"Model Worker\", while Yu Chengdong took on two important businesses called \"Holy Wireless and Holy Terminal\" internally by Huawei.It can be seen that both Lei Jun and Yu Chengdong have fully demonstrated their respective abilities, but is the original style of play still useful in the automotive field?This may be an unknown number, but what is certain is that a new confrontation between the two key figures has already started.3 Can the style of play in the mobile phone circle be used in the automotive industry?Will Xiaomi be the first car for young people?Although Xiaomi hasn't actually built a car, since Xiaomi publicly built a car, there are many young people discussing Xiaomi cars in Lei Jun's Weibo comments about Xiaomi smart cars.During the live broadcast event on April 6, Lei Jun also posted multiple Weibo posts in succession to build momentum for Xiaomi Automobile. But is Xiaomi's previously familiar marketing strategy suitable for the automotive field?<img src=\"https://static.tigerbbs.com/25e80eb91a66659356d23461e1ee4e38\" tg-width=\"550\" tg-height=\"340\" referrerpolicy=\"no-referrer\">Vote initiated by Lei Jun, source Lei Jun WeiboIn 2010, after Lei Jun established Xiaomi, he began to transform the smartphone industry through the Internet model. Unlike other mobile phone manufacturers who sell mobile phones through operator channels and offline channels, Xiaomi directly sells mobile phones on its official website through limited snap-ups.Simply put, Xiaomi has adopted the ultimate cost-effectiveness and hunger marketing method, highlighting that its smartphones are in short supply. On the one hand, the ultimate cost performance has indeed prompted some consumers to snap up Xiaomi mobile phones; on the other hand, the strategy of hunger marketing has also made Xiaomi mobile phones famous and quickly established awareness in consumers' minds.At the same time, consumers' pre-orders also allow Xiaomi to continuously optimize the production end and avoid the dilemma of oversupply to a certain extent.However, cars are not mobile phones. Not only do the prices vary dozens of times, but consumers also have a longer decision-making cycle.The ultimate cost performance may be able to attract a group of consumers, but considering the huge investment in the automobile business, it is difficult for Xiaomi to continue to guarantee the commitment of a comprehensive net profit margin of 5% in the mobile phone field. Significantly reduce consumers' willingness to buy.On the other hand, compared with consumers who want to grab mobile phone products quickly, automobile products have a certain pick-up period. Especially when encountering hot-selling models, the pick-up cycle will be extended.At the beginning of this year, after the price of Tesla Model Y was reduced by up to 165,100 yuan, it attracted a rush to buy. Only 6 days after the official launch, Tesla China's official website showed that the expected delivery date of the Model Y long-range version was changed to the second quarter of 2021. This is equivalent to waiting three months before consumers can get their own cars.<img src=\"https://static.tigerbbs.com/0b1fa0192acf8af10d94366d6ffac9f9\" tg-width=\"550\" tg-height=\"682\" referrerpolicy=\"no-referrer\">Tesla Model Y delivery time, picture source Tesla official websiteFrom the Tesla case, it may be explained that Xiaomi's marketing strategy in the mobile phone business is not applicable to cars, because cars have a long pick-up cycle, and consumers will purchase a certain brand of cars through many considerations. There are few impulsive consumption.However, Xiaomi is not only cost-effective and hunger marketing strategies. The rice noodle culture it has cultivated over the years is also an important factor supporting Xiaomi's standing still.At the beginning of last year, after the release of MIUI 12, due to the excessive number of early adopters participating, the Xiaomi community could not display normally. To a certain extent, these rice noodles have also become an important force in maintaining Xiaomi's sales, which may also become the main consumption power of Xiaomi cars.Unlike Xiaomi, which is still building momentum for Xiaomi cars through marketing, Huawei has begun to \"build cars\" and wants to become the \"Android system\" in the automotive field, intending to copy Google's software and hardware ecosystem in the mobile Internet field.In the field of mobile phones, Huawei currently has both HarmonyOS and Kirin chips. Regardless of other factors, Huawei does have the ability to compete with Google technically.Currently, in the field of smart cars, Huawei also has HiCar, HarmonyOS systems, high-precision maps, and intelligent components such as lidar and millimeter-wave radar, which are enough to provide a complete set of intelligent systems for traditional car companies.However, the automobile industry is much more complicated in breadth and depth than the mobile phone industry, and Huawei is not the only choice for traditional car companies.Wired Travel wrote in \"If you want to make money from car companies, why should Internet giants?\" The article mentioned that during this year's Shanghai Auto Show, not only Huawei, Baidu, Didi, DJI and other technology Internet giants launched smart car solutions, but many traditional car companies are also independently developing intelligent systems.<img src=\"https://static.tigerbbs.com/580e9ea6082f2578da97090ce5588d18\" tg-width=\"550\" tg-height=\"332\" referrerpolicy=\"no-referrer\">In other words, intelligence is the development direction of future automobiles, and traditional car companies will not easily hand over this key field to third-party companies.According to 36 Krypton, former BU employees who participated in the BAIC Jihu project said that during the cooperation between the two parties, Huawei's ecosystem was not well applied. \"Traditional car companies are still wary of Huawei, which leads to Huawei's inability to give full play to many of its advantages.\"Judging from the companies that Huawei has demonstrated the results of cooperation at present, whether it is Xiaokang Co., Ltd. or BAIC, their brands are relatively weak, and cooperation with Huawei belongs to each person's needs.Although Huawei has repeatedly emphasized that it has no competitive relationship with car companies and is a customer, car companies are inevitably unprepared. At the same time, according to a report by Caijing Eleven, according to Huawei employees, Huawei did not build a car immediately, and money was indeed one of the constraints. \"After this period of time, it is hard to say.\"At present, whether it is Xiaomi or Huawei, their commonly used strategies in the mobile phone market may not be applicable in the automotive market. In the future, if the two companies want to gnaw down the automobile business, they will not only compete with Internet companies, but also compete with traditional automobile companies and automobile suppliers.The degree of fighting in this new war may be more tragic than that in the mobile phone field. It is still unknown whether Lei Jun and Yu Chengdong, the two \"newcomers\", can create another brilliant record in the mobile phone industry. But it is foreseeable that they will still try their best to grab the market, and there are bound to be many wonderful stories in this process.","source":"lsy1575625456531","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Lei Jun and Yu Chengdong, old rivals fight decisively in the new automobile battlefield</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nLei Jun and Yu Chengdong, old rivals fight decisively in the new automobile battlefield\n</h2>\n<h4 class=\"meta\">\n\n连线Insight2021-05-24 22:45\n\n</h4>\n</header>\n<article>\nHuawei's \"God of War\" Yu Chengdong has changed positions again.On May 18, Huawei issued an internal document to make a number of personnel adjustments, removing Yu Chengdong from the position of CEO of Huawei Cloud and changing him to the position of CEO of Smart Car Solutions BU. The original position of CEO of Consumer BG remained unchanged.A notice officially announced that Yu Chengdong was in charge of the smart car business, and this resolution was not surprising to Yu Chengdong.As early as the end of last year, Huawei released the \"Resolution on Smart Car Parts Business Management\" in the Xinsheng community, in which the business jurisdiction of the smart car solution BU was adjusted from the ICT Business Management Committee to the Consumer Business Management Committee, and Wang Tao was appointed as a member of the Consumer Business Management Committee.At the same time, Huawei pointed out that it will reorganize the consumer BG IRB into the smart terminal and smart car parts IRB, adjust the investment decision-making and portfolio management of the smart car parts business from the ICT IRB to the smart terminal and smart car parts IRB, and appoint Yu Chengdong as the smart terminal and smart car parts IRB director.<img src=\"https://static.tigerbbs.com/31c9993ad41c25c81f704a008215246d\" tg-width=\"550\" tg-height=\"642\" referrerpolicy=\"no-referrer\">Huawei EMT Resolution [2020] No. 007, Source Future Automotive DailyToday, Yu Chengdong officially serves as the CEO of Smart Car Solution BU, which is enough to show that Huawei attaches great importance to the smart car business.On the new battlefield of smart cars, Yu Chengdong will also meet his old rival Lei Jun again.Xiaomi, also a mobile phone manufacturer, officially announced its entry into the automotive industry at the spring new product launch conference held in March this year.\"This will be the last important entrepreneurial project in my life. I know what it means to me to make this decision, but I am willing to press all the accumulated record and reputation in my life and fight for Xiaomi Automobile,\" Xiaomi founder Lei Jun said at the press conference.Unlike Huawei, which positions itself as Tier1 (first-tier supplier) to help car companies build good cars, Xiaomi chose to build cars in person, and Lei Jun personally led the team. The initial investment is 10 billion yuan, which is expected to be invested in the next 10 years. 10 billion dollars.For a long time, Huawei has always suppressed Xiaomi in the field of mobile phones. Now that Huawei has been suppressed one after another, Xiaomi has successfully seized part of Huawei's lost market.But in the field of smart cars, since Officer Lei announced his entry into the market to build cars, there has been no sound from Xiaomi cars. On the contrary, Huawei, which does not build cars, not only jointly launched the Huawei HI version of Jihu Alpha S with Jihu Automobile, but also Electric cars were sold in Huawei'S mobile phone experience store.<img src=\"https://static.tigerbbs.com/ea93c539b2589069c0b7bc442e788e43\" tg-width=\"550\" tg-height=\"243\" referrerpolicy=\"no-referrer\">Jihu Alpha S Huawei HI version, picture source Jihu official websiteAs mobile phone manufacturers, Xiaomi and Huawei chose to enter the field of smart cars because they both wanted to connect smart cars and mobile phones, as well as the entire smart ecological chain. However, the two have different genes and are destined to have different styles of play.At present, Huawei is one step ahead and has a hot fight with major car companies, while Xiaomi is one step slower. However, it is undeniable that Xiaomi has the potential to be a late strike. Lei Jun has repeatedly turned the tide and saved Xiaomi mobile phones from the line of life and death.When a narrow road meets, the brave wins. In the future, Lei Jun and Yu Chengdong, as their respective leaders, are bound to compete frequently in the field of smart cars. Can Yu Chengdong reproduce the glory of the mobile phone field and turn the automotive business into Huawei's second largest cash cow? Can Lei Jun make a late strike again and seize a territory in the field of smart cars?1 New automotive battlefield: Huawei is in the limelight, Xiaomi is temporarily silent\"Anyone who suggests building a car and interferes with the company can be transferred from his position and find another position.\" Huawei founder Ren Zhengfei has repeatedly emphasized that Huawei does not build cars.Huawei does not end up building cars, but it has penetrated deep into the automotive industry chain and even sold cars in its own mobile phone stores.According to Tencent Shenzhen Network, the first car sold by Huawei, the Cyrus Huawei Smart Selection SF5, currently has more than 6,500 pre-orders a month.The salesperson of Chengdu Vientiane City Experience Store said that there are many people who come to the store to inquire about cars every day, because there are too many orders and the output is insufficient. The orders in May will not be available until at least mid-June.In Cyrus, Huawei not only realized the idea of \"helping companies build good cars\", but also brought more revenue to itself.<img src=\"https://static.tigerbbs.com/9349fd35496f62baaa3e292811019e93\" tg-width=\"550\" tg-height=\"326\" referrerpolicy=\"no-referrer\">Cyrus SF5, source Huawei official websiteAs Huawei's first in-depth cooperation smart car, Cyrus SF5 is equipped with Huawei's DriveONE three-in-one electric drive system and Huawei's HiCar solution, which integrates Huawei's important technologies in the field of smart cars.Zhang Zhengyuan, deputy general manager of Dongfeng Xiaokang Automobile Co., Ltd. and general manager of the sales company, once said, \"Xiaokang is the car company that currently cooperates with Huawei the fastest and most.\"According to Future Auto Daily, \"The cooperation between Huawei and Xiaokang belongs to each taking what they need, and the cooperation process is relatively strong in China. What Huawei needs is to carry as many of its own products as possible and emphasize the initiative of cooperation.\"After gradually losing its mobile phone position, Huawei does need to quickly create a cooperation benchmark to promote cooperation with more car companies, and directly participating in the sales process also increases Huawei's revenue channels.According to Tencent Shen.com, Yu Chengdong has set a target of selling 300,000 units next year within the company. If calculated according to the profit of 10,000 yuan per vehicle, this will bring Huawei 3 billion yuan in new profits.In addition to in-depth cooperation with Cyrus, Huawei has also signed cooperation agreements with BAIC, Changan and other car companies. Last month, Jihu, a new energy vehicle brand owned by BAIC, officially released the pure electric sedan Alpha S, which is equipped with the basic version of Huawei HI and supports autonomous driving on highways, while the high-end version supports autonomous driving on urban roads.The Alpha S jointly built by Huawei and Jihu focuses on the fact that it is equipped with Huawei'S ADC high-end autonomous driving system. This is the first time that Huawei'S autonomous driving technology has been implemented, and it is also the first time that Huawei has demonstrated its L4 autonomous driving capabilities.<img src=\"https://static.tigerbbs.com/abc95ce0c06ea51ce5fb9a7424cf9d45\" tg-width=\"550\" tg-height=\"567\" referrerpolicy=\"no-referrer\">Jihu Alpha S Huawei HI parameter table, picture source Jihu official websiteFrom Cyrus to Jihu Alpha S, it can be seen that Huawei has a wide layout in the field of smart cars, covering almost all aspects of automotive electronics.Wang Jun, president of Huawei Smart Car Solutions BU, has repeatedly emphasized that \"Huawei's automotive business is not only autonomous driving, but self-research of full-stack technology from hardware design to software development.\"Compared with Huawei's eagerness to make money from the automotive business to make up for the decline in revenue from the mobile phone business, Xiaomi has been a bit slow since it announced its entry into the automotive field, and has not yet disclosed the relevant details of car manufacturing.The latest development is that on May 10, according to Wall Street News, Li Xiaoshuang, the former general manager of Xiaomi's major appliances department, was transferred to be responsible for Xiaomi's automobile business, and several senior executives were transferred to Xiaomi's automobile business line.People familiar with the matter said, \"There are three criteria for transferring to the automotive business line within the group: 1. The original work of the personnel must be biased towards technology and research and development; 2. The business of the original department team is stable; 3. The leaders of the original business department have suitable replacements.\" At the same time, early employees of Xiaomi Group and \"former important core executives who have resigned\" will also join Xiaomi Automobile.However, the news that Li Xiaoshuang was transferred to Xiaomi's car business was quickly replied as \"false news\" by himself, and the former important core executives who had left have not been followed up so far.There are currently only some sporadic news about Xiaomi cars.Previously, Lei Jun specifically talked about the topic of Xiaomi's car manufacturing in a live broadcast. When asked whether Xiaomi will use Xiaomi's existing brand and Logo, or build a new brand, Lei Jun said that when designing the new Logo, the car has not yet been approved, so there are still differences within Xiaomi on whether to use Xiaomi's Logo on the car.Before the live broadcast started, Lei Jun also launched a poll on the Xiaomi car brand on social platforms. A total of 19,000 netizens voted. The results showed that 12,000 people hoped that Xiaomi would continue to use \"Xiaomi\" as a car brand, and 6,897 people hoped to re-establish a brand. Build cars.<img src=\"https://static.tigerbbs.com/cb5f73a6f45267556c0c00c82be556a3\" tg-width=\"550\" tg-height=\"231\" referrerpolicy=\"no-referrer\">Vote initiated by Lei Jun, source Lei Jun WeiboIn addition, in terms of model and price, Lei Jun also gave a voting result, that is, between 100,000 and 300,000, which may be a car or SUV. In an interview with CCTV, Lei Jun also said that the car manufacturing cycle is relatively long, and it will take three years at the earliest.Xiaomi has not made new progress in building cars, also because it has little accumulation in the fields of autonomous driving, automotive intelligence, and Internet of Vehicles. At the same time, its experience in the field of mobile phones cannot be reused in the automotive field.To this end, it is rumored that Xiaomi will cut in by acquiring a car company. The \"scandal\" between Xiaomi and Borgward has also spread before, but it has not finally landed.It can be seen that Huawei led by Yu Chengdong is currently at the forefront of the automotive business, and Xiaomi led by Lei Jun is obviously in a backward state, but this is only a temporary state. In the future, in the new battlefield of smart cars, Yu Chengdong and Lei Jun are bound to \"show their swords\" frequently.2 Old rivals face each other againHuawei and Xiaomi, as the two major consumer electronics giants with mobile phones as their core, both play a pivotal position in the global market, and Lei Jun and Yu Chengdong are their respective key figures.To some extent, if it weren't for Lei Jun and Yu Chengdong, the mobile phone business of Huawei and Xiaomi might not be so dazzling. Now these two key figures have set off the banner of the automotive business again.Xiaomi's auto business is personally led by Lei Jun. He called the auto business the last major entrepreneurial project in his life, which shows its importance. Huawei has recently placed Yu Chengdong at the top of the auto business.In Huawei's organizational structure, the level of BG (business group) will be higher than that of BU (business unit). This time, Yu Chengdong, as the CEO of Huawei Consumer BG, also served as the CEO of Smart Car Solution BU, which shows that Huawei attaches great importance to this business internally.Over the past years, Huawei and Xiaomi have been rivals to each other. After many confrontations in the mobile phone market, both companies have had their darkest moments, while Yu Chengdong and Lei Jun have led Huawei and Xiaomi out of the haze respectively.<img src=\"https://static.tigerbbs.com/91326d2759576faa5323b86bdb71ea3e\" tg-width=\"550\" tg-height=\"366\" referrerpolicy=\"no-referrer\">Previously, in the era of non-smartphones, Huawei was only a low-end OEM mobile phone manufacturer, and its channels were only for operators. In 2009, Ren Zhengfei even considered selling the mobile terminal business as a whole.The emergence of Yu Chengdong has reversed Huawei's mobile phone business, which was originally on the edge. After he took office, he directly cut off Huawei's 30 million low-end mobile phones, which was also the beginning of Huawei's abandonment of operator channels.Although from now on, Yu Chengdong's decision can be described as wise and decisive, Huawei's sudden transformation at that time undoubtedly suffered heavy losses.Due to the decision to cancel OEM customized machines, Huawei directly offended a number of European operator customers, including British Vodafone and France Telecom, and they chose to terminate cooperation. Because of the resistance of operators, Huawei's terminal sales in 2012 also dropped from 150 million units in the previous year to 120 million units.It is worth noting that this year is the arrival of the tide of smartphone replacement, and mobile phone manufacturers such as Xiaomi, OPPO, and vivo are flourishing.According to Li Wanqiang, the former co-founder of Xiaomi, in 2012, the total shipments of Xiaomi mobile phones reached 7.19 million units, and the sales (including tax) reached 12.6 billion yuan, of which Xiaomi mobile phones sold by Xiaomi.com accounted for 70%. This is the record given by a company that has only been established for two years.Yu Chengdong naturally noticed the rise of Xiaomi and considered whether to make a separate brand to compete with Xiaomi. However, Huawei's own mobile phone business transformation failed, and this proposal was directly rejected by Huawei's top management.Fortunately, the turnaround soon appeared. In June, 2013, Huawei released P6, a mobile phone for mid-to high-end people in London, focusing on technological innovation, and its sales volume exceeded 4 million units in one fell swoop. This not only means that Huawei's mobile phones have begun to make money, but also means that Yu Chengdong's reform has achieved results.Since then, Huawei's senior executives have changed their attitude towards the mobile phone business and agreed to separate the original product series Honor into a new brand, and the \"feud\" between Xiaomi and Honor began.<img src=\"https://static.tigerbbs.com/b77a26808b55bcb8f5da311ba843b38b\" tg-width=\"550\" tg-height=\"556\" referrerpolicy=\"no-referrer\">Figure source glory official websiteIn 2014, when the Redmi Note series was born, the slogan was \"Always believe that beautiful things are about to happen\". Two days later, the Honor 3X mobile phone set the slogan as \"something better has happened\", and the two parties can be described as \"touching porcelain\" with each other.Lei Jun may not have expected that although Xiaomi rushed to the top spot in domestic sales through marketing at that time, its careless management of the supply chain became an \"untimely bomb\".In 2016, the \"untimely bomb\" of the supply chain exploded. In that year, the global shipments of Xiaomi smartphones fell by 25% year-on-year, and the shipments in the Chinese market fell by 36% year-on-year. In the global smartphone shipment list released by IDC that year, Xiaomi is directly classified as \"other\".Lei Jun, the \"fire captain\", personally went into battle. In May of that year, he succeeded Zhou Guangping, co-founder of Xiaomi and head of supply chain, directly managed the research and development and supply chain of mobile phone products, and set up special staff planning and coordination departments in the mobile phone department, supply chain and Xiaomi.com sales team, and the collaborative team of 100 people helped him coordinate the joint operations of the entire production, supply and marketing system.In order to make up for the supply chain lesson, Lei Jun also personally visited Samsung headquarters, hoping that the other party would supply screens; In terms of channels, Xiaomi President Lin Bin began to open offline stores on a large scale; Internationally, the Indian market held up half the sky and once became Xiaomi's second largest market after China.Many years later, Lei Jun revealed in CCTV's \"Meet the Big Coffee\" program that during that time, he had lunch every three minutes, went to work at 9: 00 a.m. to 1: 2 a.m. and sat in the conference room, and held 23 meetings a day at most.It was precisely because of Lei Jun's \"model worker\" style that Xiaomi finally survived and regained its lost market share. \"No mobile phone company in the world can successfully reverse the decline in sales, except Xiaomi,\" Lei Jun once said.As a result, Lei Jun also won the titles of \"Fire Captain\" and \"Model Worker\", while Yu Chengdong took on two important businesses called \"Holy Wireless and Holy Terminal\" internally by Huawei.It can be seen that both Lei Jun and Yu Chengdong have fully demonstrated their respective abilities, but is the original style of play still useful in the automotive field?This may be an unknown number, but what is certain is that a new confrontation between the two key figures has already started.3 Can the style of play in the mobile phone circle be used in the automotive industry?Will Xiaomi be the first car for young people?Although Xiaomi hasn't actually built a car, since Xiaomi publicly built a car, there are many young people discussing Xiaomi cars in Lei Jun's Weibo comments about Xiaomi smart cars.During the live broadcast event on April 6, Lei Jun also posted multiple Weibo posts in succession to build momentum for Xiaomi Automobile. But is Xiaomi's previously familiar marketing strategy suitable for the automotive field?<img src=\"https://static.tigerbbs.com/25e80eb91a66659356d23461e1ee4e38\" tg-width=\"550\" tg-height=\"340\" referrerpolicy=\"no-referrer\">Vote initiated by Lei Jun, source Lei Jun WeiboIn 2010, after Lei Jun established Xiaomi, he began to transform the smartphone industry through the Internet model. Unlike other mobile phone manufacturers who sell mobile phones through operator channels and offline channels, Xiaomi directly sells mobile phones on its official website through limited snap-ups.Simply put, Xiaomi has adopted the ultimate cost-effectiveness and hunger marketing method, highlighting that its smartphones are in short supply. On the one hand, the ultimate cost performance has indeed prompted some consumers to snap up Xiaomi mobile phones; on the other hand, the strategy of hunger marketing has also made Xiaomi mobile phones famous and quickly established awareness in consumers' minds.At the same time, consumers' pre-orders also allow Xiaomi to continuously optimize the production end and avoid the dilemma of oversupply to a certain extent.However, cars are not mobile phones. Not only do the prices vary dozens of times, but consumers also have a longer decision-making cycle.The ultimate cost performance may be able to attract a group of consumers, but considering the huge investment in the automobile business, it is difficult for Xiaomi to continue to guarantee the commitment of a comprehensive net profit margin of 5% in the mobile phone field. Significantly reduce consumers' willingness to buy.On the other hand, compared with consumers who want to grab mobile phone products quickly, automobile products have a certain pick-up period. Especially when encountering hot-selling models, the pick-up cycle will be extended.At the beginning of this year, after the price of Tesla Model Y was reduced by up to 165,100 yuan, it attracted a rush to buy. Only 6 days after the official launch, Tesla China's official website showed that the expected delivery date of the Model Y long-range version was changed to the second quarter of 2021. This is equivalent to waiting three months before consumers can get their own cars.<img src=\"https://static.tigerbbs.com/0b1fa0192acf8af10d94366d6ffac9f9\" tg-width=\"550\" tg-height=\"682\" referrerpolicy=\"no-referrer\">Tesla Model Y delivery time, picture source Tesla official websiteFrom the Tesla case, it may be explained that Xiaomi's marketing strategy in the mobile phone business is not applicable to cars, because cars have a long pick-up cycle, and consumers will purchase a certain brand of cars through many considerations. There are few impulsive consumption.However, Xiaomi is not only cost-effective and hunger marketing strategies. The rice noodle culture it has cultivated over the years is also an important factor supporting Xiaomi's standing still.At the beginning of last year, after the release of MIUI 12, due to the excessive number of early adopters participating, the Xiaomi community could not display normally. To a certain extent, these rice noodles have also become an important force in maintaining Xiaomi's sales, which may also become the main consumption power of Xiaomi cars.Unlike Xiaomi, which is still building momentum for Xiaomi cars through marketing, Huawei has begun to \"build cars\" and wants to become the \"Android system\" in the automotive field, intending to copy Google's software and hardware ecosystem in the mobile Internet field.In the field of mobile phones, Huawei currently has both HarmonyOS and Kirin chips. Regardless of other factors, Huawei does have the ability to compete with Google technically.Currently, in the field of smart cars, Huawei also has HiCar, HarmonyOS systems, high-precision maps, and intelligent components such as lidar and millimeter-wave radar, which are enough to provide a complete set of intelligent systems for traditional car companies.However, the automobile industry is much more complicated in breadth and depth than the mobile phone industry, and Huawei is not the only choice for traditional car companies.Wired Travel wrote in \"If you want to make money from car companies, why should Internet giants?\" The article mentioned that during this year's Shanghai Auto Show, not only Huawei, Baidu, Didi, DJI and other technology Internet giants launched smart car solutions, but many traditional car companies are also independently developing intelligent systems.<img src=\"https://static.tigerbbs.com/580e9ea6082f2578da97090ce5588d18\" tg-width=\"550\" tg-height=\"332\" referrerpolicy=\"no-referrer\">In other words, intelligence is the development direction of future automobiles, and traditional car companies will not easily hand over this key field to third-party companies.According to 36 Krypton, former BU employees who participated in the BAIC Jihu project said that during the cooperation between the two parties, Huawei's ecosystem was not well applied. \"Traditional car companies are still wary of Huawei, which leads to Huawei's inability to give full play to many of its advantages.\"Judging from the companies that Huawei has demonstrated the results of cooperation at present, whether it is Xiaokang Co., Ltd. or BAIC, their brands are relatively weak, and cooperation with Huawei belongs to each person's needs.Although Huawei has repeatedly emphasized that it has no competitive relationship with car companies and is a customer, car companies are inevitably unprepared. At the same time, according to a report by Caijing Eleven, according to Huawei employees, Huawei did not build a car immediately, and money was indeed one of the constraints. \"After this period of time, it is hard to say.\"At present, whether it is Xiaomi or Huawei, their commonly used strategies in the mobile phone market may not be applicable in the automotive market. In the future, if the two companies want to gnaw down the automobile business, they will not only compete with Internet companies, but also compete with traditional automobile companies and automobile suppliers.The degree of fighting in this new war may be more tragic than that in the mobile phone field. It is still unknown whether Lei Jun and Yu Chengdong, the two \"newcomers\", can create another brilliant record in the mobile phone industry. But it is foreseeable that they will still try their best to grab the market, and there are bound to be many wonderful stories in this process.\n<div class=\"bt-text\">\n\n\n source：<a href=\"http://finance.sina.com.cn/tech/csj/2021-05-21/doc-ikmyaawc6708777.shtml\">连线Insight</a>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/1000e42c9831759074c9b56397167da6","relate_stocks":{"01810":"小米集团-W"},"source_url":"http://finance.sina.com.cn/tech/csj/2021-05-21/doc-ikmyaawc6708777.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1140971700","content_text":"华为“战神”余承东，又换岗位了。5月18日，华为内部发文进行多项人事调整，免去余承东华为云CEO职位，改任智能汽车解决方案BU CEO，原消费者BG CEO职务不变。一纸通告，正式宣布余承东掌管智能汽车业务，而这一决议，对余承东来说，也并不意外。早在去年底，华为在心声社区发布了《关于智能汽车部件业务管理的决议》，其中将智能汽车解决方案BU的业务管辖关系，从ICT业务管理委员会调整到消费者业务管理委员会，并任命汪涛为消费者业务管理委员会成员。同时，华为指出重组消费者BG IRB为智能终端与智能汽车部件IRB，将智能汽车部件业务的投资决策及组合管理由ICT IRB调整到智能终端与智能汽车部件IRB，任命余承东为智能终端与智能汽车部件IRB主任。华为EMT决议【2020】007号，图源未来汽车日报如今，余承东正式兼任智能汽车解决方案BU CEO，足以说明华为对智能汽车业务的重视。在智能汽车这个新战场上，余承东也将再次遇到老对手雷军。同样作为手机厂商的小米，在今年3月举办的春季新品发布会上，正式宣布进军汽车行业。“这将是我人生中最后一次重要的创业项目，我深知做出这个决定对我来说意味着什么，但我愿意压上人生所有积累的战绩和声誉，为小米汽车而战。”小米创始人雷军在发布会上表示。不同于华为将自身定位为Tier1（一级供应商），帮助车企造好车，小米选择亲自下场造车，并由雷军亲自带队，首期投资为100亿元人民币，预计未来10年投资100亿美元。一直以来，在手机领域华为总压着小米一头，如今华为被接连打压之下，小米成功抢下了华为丢失的部分市场。但在智能汽车领域，自雷军官宣入场造车后，小米汽车再无半点声响，反倒是不造车的华为，不仅与极狐汽车共同推出了华为HI版的极狐阿尔法S，还在华为手机体验店内卖起了电动汽车。极狐阿尔法S华为HI版，图源极狐官网作为手机厂商，小米与华为选择切入智能汽车领域，均是想打通智能汽车与手机，以及整个智能生态链条，而两者基因不同，也注定打法迥异。当前来看，华为抢先一步，与各大车企打得火热，小米则慢了一步，但不可否认小米拥有后发制人的潜力，雷军就曾多次力挽狂澜将小米手机从生死线上救回来。狭路相逢勇者胜。今后，雷军与余承东，作为各自的领头者，势必将在智能汽车领域频频交手。余承东能否再现手机领域的辉煌，将汽车业务打造成华为第二大现金牛？雷军又能否再次后发制人，在智能汽车领域抢下一块领地？1 汽车新战场：华为风头正盛、小米暂时沉寂“谁再建言造车，干扰公司，可调离岗位，另外寻找岗位。”华为创始人任正非多次强调华为不造车。华为的确不下场造车，但其已经深入了汽车产业链，甚至在自家手机门店卖起了车。据腾讯深网报道，华为上线销售的第一款汽车赛力斯华为智选SF5，目前一个月预定量已超过6500台。成都万象城体验店销售人员表示，每天到店咨询车的人很多，因为订单实在太多，产量不足，五月份的订单至少需要到六月中旬才能拿到车。在赛力斯身上，华为不仅实现了“帮助企业造好车”的想法，也为自己带来了更多的营收。赛力斯SF5，图源华为官网作为华为首款深度合作的智能汽车，赛力斯SF5搭载了华为DriveONE三合一电驱动系统、华为HiCar解决方案，融合了华为在智能汽车领域的重要技术。东风小康汽车有限公司副总经理、销售公司总经理张正源曾表示，“小康是目前和华为合作得最快、最多的车企。”据未来汽车日报报道，“华为与小康合作属于各取所需，合作过程中华为方面相对强势。华为需要的是尽可能多搭载自家产品，强调合作主动权。”在逐渐失去手机阵地后，华为的确需要快速打造出一个合作标杆，以此促进与更多车企达成合作，而直接参与到销售环节，也为华为增加了营收渠道。据腾讯深网报道，余承东在公司内部定下了明年销售30万台的目标，如果按照每台车1万元的利润核算，这将为华为带来30亿元的新增利润。除了与赛力斯深度合作，华为也与北汽、长安等车企签订了合作协议。上个月，北汽旗下新能源汽车品牌极狐正式发布纯电轿车阿尔法S，其中搭载华为HI基础版车型，支持高速道路自动驾驶，高阶版车型则支持城市道路自动驾驶。华为与极狐合作打造的阿尔法S，重点在其搭载了华为的ADC高阶自动驾驶系统，这是华为自动驾驶技术首次落地，也是华为初次展现L4级的自动驾驶能力。极狐阿尔法S华为HI参数表，图源极狐官网从赛力斯到极狐阿尔法S，可以看到华为在智能汽车领域布局较广，几乎涉猎了汽车电子的各个环节。华为智能汽车解决方案BU总裁王军曾多次强调，“华为的汽车业务不只有自动驾驶，而是从硬件设计到软件开发全栈技术自研。”相较华为急于从汽车业务中赚钱，进而弥补手机业务的营收下滑，小米自从宣布入局汽车领域后，一直显得有些慢悠悠，至今还未公开造车的相关细节。最新动态是，5月10日，据华尔街见闻报道，原小米大家电部总经理李肖爽转岗负责小米汽车业务，同时还有数名高管调岗小米汽车业务线。知情人士表示，“集团内部转岗汽车业务线，有三条标准：1、人员原工作必须偏技术和研发方向；2、原部门团队业务稳定；3、原业务部门领导人有合适的替代人选。”同时，小米集团早期员工和“已离职原重要核心高管”也会加入小米汽车。不过，李肖爽转岗负责小米汽车业务的消息，很快被其本人回复为“不实消息”，而已离职的原重要核心高管，至今也未有下文。有关小米汽车的消息，当前也仅有零星的一些消息。此前，雷军在一场直播中专门聊起了小米造车的话题，在被问到小米汽车是否会用小米现有品牌和Logo，还是新建一个品牌时，雷军表示在设计新Logo时，造车还没有立项，所以是否用小米的Logo在汽车上，小米内部还存在分歧。在这场直播开始前，雷军也在社交平台上发起了有关小米汽车品牌的投票，共有1.9万名网友投票，结果显示1.2万人希望小米继续使用“小米”作为汽车品牌，6897人希望重新成立品牌造车。雷军发起的投票，图源雷军微博除此之外，在车型和价格上，雷军也给出了投票结果，即10-30万之间，可能是轿车或者SUV。在接受央视采访时，雷军也表示造车周期比较长，最快也需要三年时间。小米在造车上迟迟没有新进展，也是因为其在自动驾驶、汽车智能化、车联网领域没有什么积累，同时手机领域的经验也无法复用到汽车领域。为此，外界传言小米将通过收购一家车企来切入，此前小米与宝沃的“绯闻”也流传开来，但当前依旧没有最终落地。可见，当前在汽车业务上，余承东带领的华为走在了前列，雷军带领的小米明显处于落后状态，但这仅是暂时状态，今后在智能汽车新战场上，余承东与雷军势必将频频“亮剑”。2 老对手再交锋华为与小米，作为以手机为核心的两大消费电子巨头，在全球市场都有着举足轻重的地位，而雷军和余承东正是各自的关键人物。某种程度上，如果没有雷军和余承东，华为和小米的手机业务或许不会如此耀眼，如今这两位关键人物又扛起了汽车业务的大旗。小米汽车业务由雷军亲自带队，他将汽车业务称为人生中最后一次重大的创业项目，可见其重视程度，华为近期也将余承东放在汽车业务的一把手位置。在华为的组织架构中，BG（业务群）的层级会高于BU（业务单元）。此次，余承东作为华为消费者BG的CEO，又兼任了智能汽车解决方案BU CEO，可见华为内部对这一业务的重视。过去多年，华为与小米互为对手，在手机市场历经多次交锋，两家均有过至暗时刻，而余承东和雷军则分别带领华为和小米走出阴霾。此前，在非智能机时代，华为只是一家低端贴牌手机厂商，渠道也只面向运营商，在2009年，任正非甚至考虑过将手机终端业务整体出售。余承东的出现，逆转了原先处于边缘的华为手机业务。他上任后，直接砍掉了华为3000万部低端手机，这也是华为放弃运营商渠道的开端。尽管从现在来看，余承东的这一决策可谓英明果断，但当时华为的突然转型，毫无疑问遇到了重创。由于取消贴牌定制机的决策，华为直接得罪了包括英国沃达丰、法国电信等在内的一众欧洲运营商客户，其纷纷选择终止合作，而因为运营商的抵制，2012年华为终端销量也从上一年的1.5亿台，降为1.2亿台。值得注意的是，这一年正是智能手机换机大潮的到来时刻，小米、OPPO、vivo等手机厂商借此蓬勃发展。据小米原联合创始人黎万强证实，2012年小米手机总出货量达719万台，销售额（含税）达126亿元，其中小米网销售的小米手机占比达到70%。这是一家仅成立两年的公司，给出的战绩。余承东自然注意到了小米的崛起，并考虑是否单独做个品牌和小米竞争，但华为自身手机业务转型未见成效，这一提议直接被华为高层否决。好在转机很快出现。2013年6月，华为在伦敦发布的定位中高端人群手机P6，主打技术创新，销量一举超过400万台，这不仅意味着华为手机开始赚钱了，也表示余承东的改革有了成效。自此，华为高层对手机业务转变了态度，也同意将原有产品系列荣耀独立成一个新品牌，小米与荣耀的“恩怨”就此开始。图源荣耀官网2014年，红米Note系列诞生时，slogan为“永远相信美好的事情即将发生”。两天后，荣耀3X手机就将slogan定为“更美好的事情已经发生”，两方可谓互相“碰瓷”。雷军或许没想到，当时小米虽然靠着营销冲上了国内销量第一的宝座，但对供应链的管理不慎成为一个“不定时炸弹”。2016年，供应链这个“不定时炸弹”爆炸了，当年小米智能手机全球出货量同比下滑25%，中国市场出货量同比下跌达36%，在当年IDC发布的全球智能手机出货量榜单中，小米直接被归为“其他”。“救火队长”雷军亲自上阵，当年5月他接替小米联合创始人、供应链负责人周光平，直接管理手机产品研发和供应链，并在手机部、供应链、小米网销售团队分别组建专门的参谋规划协调部门，由这100人的协同团队帮助他协调整个产供销体系联合作战。为了补供应链的课，雷军还亲自到访三星总部，希望对方供应屏幕；在渠道上，小米总裁林斌开始大规模开线下店；国际化上，印度市场则撑起了半边天，一度成为小米除中国外的第二大市场。多年后，雷军在央视《遇见大咖》节目中透露，那段时间，他三分钟吃一顿午饭，从早上九点上班到凌晨一两点还坐在会议室里，最多时一天开了23个会。正是因为雷军的“劳模”风格，小米最终挺了过来，重新拿回了丢失的市场份额。“世界上没有任何一家手机公司在销量下滑后能够成功逆转的，除了小米。”雷军曾如此表示。由此，雷军也获得了“救火队长”与“劳模”的称谓，而余承东则扛起了被华为内部称为“圣无线，神终端”的两大重要业务。可见，不管是雷军还是余承东，各自能力均得到了充分展现，但原先的打法，在汽车领域依然有用吗？这或许是个未知数，但可以肯定的是，两位关键人物的新交锋已然开启。3 手机圈的打法，能用在汽车行业吗？小米汽车，会是年轻人的第一辆车吗？虽然小米还没任何实质造车的影子，但自从小米公开造车后，雷军有关小米智能汽车的微博评论中，不乏有众多年轻人讨论小米汽车。在4月6日的直播活动中，雷军也连发多条微博，为小米汽车造势。但小米此前熟悉的营销策略，适合汽车领域吗？雷军发起的投票，图源雷军微博2010年，雷军成立小米后，开始通过互联网模式改造智能手机行业，不同于其他手机厂商通过运营商渠道和线下渠道售卖手机，小米直接在其官网通过限量抢购的形式售卖手机。简单来说，小米采用了极致性价比与饥饿营销的方式，突出其智能手机供不应求。一方面极致性价比的确促使部分消费者抢购小米手机，另一方面饥饿营销的策略也让小米手机名声大噪，在消费者心中快速建立起认知。与此同时，消费者的预购订单，也让小米不断优化生产端，在一定程度上避免供大于求的窘境。然而，汽车不是手机，不仅价格相差几十倍，消费者的决策周期也更长。极致性价比或许可以吸引一批消费者，但考虑到汽车业务投资巨大，小米难以继续保证在手机领域综合净利率5%的承诺，而一旦小米汽车价格与其他品牌车企相差不大，这或将大幅降低消费者的购买意愿。另一方面，相比消费者更想快速抢到手机产品，汽车产品本就有一定时长的提车期限。特别是遇到销售火爆的车型，更会延长提车周期。今年初，特斯拉Model Y最高降价16.51万元后，一时间引来抢购热潮。在正式开售仅6天后，特斯拉中国官网就显示Model Y长续航版预计交付日期变更为2021年二季度。这相当于要等三个月，消费者才能拿到属于自己的汽车。特斯拉Model Y交付时间，图源特斯拉官网从特斯拉案例或许可以说明，小米在手机业务上的营销策略并不适用汽车，因为汽车本就有较长的提车周期，而且消费者购买某个品牌的汽车也会经过多方考量，很少有冲动型消费。不过，小米也不只有性价比与饥饿营销的策略，这些年其培养的米粉文化，也是支撑小米屹立不倒的重要因素。去年初，MIUI 12发布后，由于参与尝鲜人数过多，直接导致小米社区无法正常显示。在一定程度上，这些米粉也成为了维持小米销量的重要力量，这或许也将成为小米汽车的主要消费力。不同于小米还在通过营销为小米汽车造势，华为已经开始“出车”，并且想要成为汽车领域的“安卓系统”，意图复制谷歌在移动互联网领域的软硬件生态圈。在手机领域，华为目前既有鸿蒙操作系统，也有麒麟芯片。不考虑其他因素，华为在技术上的确具备了与谷歌一拼的能力。当前，在智能汽车领域，华为也有HiCar、鸿蒙OS系统、高精度地图，以及激光雷达、毫米波雷达等智能化部件，足以为传统车企提供整套智能化体系。不过，汽车行业在广度、深度上都比手机行业复杂得多，华为也不是传统车企的唯一选择。连线出行在《想赚车企的钱，互联网巨头凭什么？》一文中提到，今年上海车展期间，不仅有华为、百度、滴滴、大疆等一众科技互联网巨头推出智能汽车解决方案，而且众多传统车企也在自主研发智能化体系。也就是说，智能化作为未来汽车的发展方向，传统车企不会轻易将这一关键领域交给第三方公司。据36氪报道，曾参与北汽极狐项目的前BU员工表示，双方合作期间，华为生态并没有很好的应用。“传统车企对华为还有提防的心态，这导致华为很多优势发挥不出来。”从目前华为已经展示合作成果的企业来看，无论是小康股份还是北汽，其品牌都相对弱势，与华为合作属于各取所需。尽管华为一再强调与车企没有竞争关系，都是客户，但车企难免没有防备心。同时据财经十一人报道，据华为员工表示，华为没有立刻造车，钱确实是制约因素之一，“过了这段时间，那就不好说了。”眼下，无论是小米还是华为，其在手机市场常用的策略，在汽车市场都不一定适用。今后两家要想啃下汽车业务，不仅将与互联网企业争斗，还将与传统车企以及汽车供应商竞争。这场新战争的厮杀程度，或许会比手机领域更为惨烈。雷军、余承东这两位“新人”，能否再创手机行业的辉煌战绩，暂时还不可知。但可以预见，他们依然会使出浑身解数抢市场，而这个过程，也势必将出现很多精彩的故事。","news_type":1,"symbols_score_info":{"01810":0.9}},"isVote":1,"tweetType":1,"viewCount":1676,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":3,"xxTargetLangEnum":"ORIG"},"commentList":[{"id":4434329,"commentId":"4434329","gmtCreate":1621870712136,"gmtModify":1680790703182,"authorId":3572057606547842,"author":{"id":3572057606547842,"idStr":"3572057606547842","authorId":3572057606547842,"name":"Gnehnusee","avatar":"https://static.tigerbbs.com/2d7451bae30652109027611b94e0a24a","vip":1,"crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":131563588,"objectIdStr":"131563588","type":1,"supId":0,"supIdStr":"0","prevId":0,"prevIdStr":"0","content":"w ah","text":"w ah","html":"w ah","likeSize":0,"commentSize":0,"subComments":[],"verified":10,"allocateAmount":0,"commentType":"invalid","coins":0,"score":0,"disclaimerType":0}],"hasMoreComment":true,"orderType":2}