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21st Century Business Herald reporter Ni Yuqing reports from Shenzhen

On the evening of July 15, in the live broadcast of Huawei's full-scenario products, Richard Yu, Huawei's executive director, chairman of the Terminal BG, and chairman of the Intelligent Automotive Solutions BU, had a dialogue with Dong Yuhui, senior partner of Oriental Selection. During the live broadcast, Richard Yu responded to the recent hot topics of Huawei's terminals, including the sale of the Wenjie trademark and mobile phone upgrades.

Talking about the reason for the transfer of trademarks such as "Wenjie", Yu Chengdong said: "The Wenjie brand has now been given to Seres at a very low price. (This is) because national regulations require that the brand owner and the manufacturer must be one, and the brand must be owned by the manufacturer, so we transferred all four "jies" to the car manufacturer."

He also said that Huawei has invested a lot in the industry and this brand is worth tens of billions of yuan. "And even the name AITO has been transferred. It is very difficult to register a four-letter brand starting with AI globally. It is a very good name."

Looking back, on the evening of July 2 this year, SERES announced the acquisition of 919 registered or pending text and graphic trademarks such as "Wenjie" and 44 related design patents held by Huawei, with a total purchase price of 2.5 billion yuan. At that time, Huawei responded to the 21st Century Business Herald reporter that Huawei has always insisted on not making cars, and continues to help car companies make and sell good cars. It is reported that the current cooperation model between Huawei and SERES will not be affected, and the two parties have also signed the "Agreement on Further Deepening Joint Business Cooperation".

However, this is not the first time Huawei has transferred a trademark. Together with the transfer of Xiangjie and Zhijie at the end of May and the beginning of June, Huawei has divested three trademarks related to its vehicle business in the past two months.

At the same time, Yu Chengdong also revealed that the last brand of Hongmeng Zhixing's "Four Realms" is "Zunjie", which is a brand jointly developed by Huawei and JAC. Previously, Yu Chengdong said in an interview that the "Fourth Realm" will compete with ultra-luxury brands such as Maybach and Rolls-Royce, and will be positioned as ultra-high-end and priced at millions of yuan.

So far, the brand names of the four realms of Hongmeng Zhixing are Wenjie, Zhijie, Xiangjie and Zunjie. Next, Huawei will continue to launch more cooperative products, including Xiangjie S9, a cooperation between Huawei and BAIC.

In addition to cars, Huawei's mobile phones are accelerating their comeback this year. In April this year, Huawei officially announced that the Huawei P series was upgraded to Huawei Pura. In the live broadcast, Yu Chengdong said: "Pura is Spanish, which means purity. This year I was in charge of Huawei's terminals, and I always asked us to adhere to the extremely simple and pure design language. The Pura brand slogan is to pursue your heart and forge ahead, which means to be able to keep making progress and overcome difficulties."

However, he also mentioned that the team had gone through the most difficult period in the past five years. "My team couldn't get business started. We once had the world's No. 1 mobile phone market share, but it was knocked down after two quarters. After that, the annual shipment volume was less than the past month, just over 20 million units."

Yu Chengdong also said: "In the past, the worst month was more than 20 million units, and the best month was more than 30 million units. As the global 5G leader, we didn't even have 5G. Our days were very difficult and very low. I always encouraged the team not to be discouraged."

In the past two years, Huawei's mobile phone business has been recovering rapidly. According to Counterpoint data, in the first quarter of this year, Huawei's market share in China grew by 69.7% year-on-year. Ivan Lam, a senior analyst at Counterpoint, told the 21st Century Business Herald reporter: "Huawei chose to upgrade the P series, which is a fine-tuning of Huawei's product line. In the past, many people thought that the Mate series would be higher than the P series, but in fact, as consumers' demand for imaging has increased, the P series has been upgraded to HUAWEI Pura, which means that Huawei wants to use the Pura series and the Mate series as dual flagships."

He also said that the return of the P70 (Pura 70) series will fill the last link in Huawei's product line. In the price segment above US$800, Huawei is one of Apple's main competitors.

In addition, Yu Chengdong also talked about his personality. He said, "(In the past) I was a very silent person. Can you imagine? At the class reunion, I was the most silent person at the table. I returned to the comfortable state of the past. I became the person I was decades ago again."

At the management level, Yu Chengdong talked about methodology and critical spirit. In his opinion, only by standing on the shoulders of giants and predecessors can we achieve better things. If we rely entirely on ourselves, relying on our own imagination and will, we may fall many times.

"Every industry has its own characteristics. So when entering any field, you must master the methods and experiences in that field. Grasping the direction and adjusting priorities may be the difference between failure and success," said Yu Chengdong.

Yu Chengdong also said that managers must have a self-critical spirit. "I am often criticized. It depends on how you look at the matter. There are misunderstandings in some places, but in some places, we have not done enough. Criticism means that we have requirements for you and hope that you can do better. I have always made demands on the team and always need to see our own shortcomings." Yu Chengdong said that young people should not be afraid and should remain optimistic. If difficulties do not defeat us and allow us to survive, it will only make us stronger.