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this is a collaboration that far exceeds anyone’s expectations.

as early as a month ago, at the press conference of wei brand blue mountain, great wall chairman wei jianjun said categorically that "great wall motors is number one in smart driving" and even radically asked the team to remove the attributive "echelon".

half a month later, wei jianjun once again stated in an interview with cctv's "china economic gravity field" that the comprehensive level of great wall intelligent driving is the first in the industry.

in the face of wei jianjun's continuous statements, many netizens are obviously not convinced - you know, just from the comprehensive strength of smart driving, whether it is a manufacturer or a consumer, huawei is the number one smart driving in everyone's mind - ask the world the explosion of popularity, and the fact that many domestic and foreign car companies, old and new, such as byd and audi, have chosen to cooperate with huawei smart driving is the best proof.

wei jianjun conducted two live broadcasts about great wall's smart driving in mid-april and the end of june this year, in baoding and chongqing respectively. through these two live broadcasts, we can find that great wall's smart driving performance is indeed good, and it is really trying hard. it is tied with the top level in the industry, but it would be too exaggerated to insist that "great wall motors is number one in smart driving".

but in any case, wei jianjun’s words seemed to be directed at huawei, which has established itself in the automotive industry with smart driving. he said: “those new power models were not established ten years ago. huawei did not do this ten years ago (smart driving). ), he has held back these words for many years, because great wall is relatively low-key, but great wall is always number one. "

originally, netizens were still worried about whether huawei and great wall would be at odds with each other after these sharp remarks. however, at the 2024 huawei full connectivity conference not long ago (september 20, shanghai), great wall automobile and huawei signed a comprehensive cooperation agreement on digital marketing.

this was beyond everyone's expectation. many netizens lamented that huawei and great wall are indeed big-hearted national enterprises, and responded to wang chuanfu's call of "together, we are chinese cars" with practical actions.

great wall huawei joins forces again

under the wave of digitalization and new energy, great wall has deeply realized that the wave of digitalization is sweeping the world, and changes and opportunities coexist in the automotive industry.

at present, the automobile industry has entered the existing market. in response to higher customer demand for products and services, all automobile companies must seek new growth points for customer operations.

with this understanding, great wall chose huawei. but unlike other car companies that choose huawei's smart driving, great wall motors is obviously full of confidence in its smart electric technology and has not chosen to hand over its "soul" to huawei. instead, it wants to rely on huawei's cloud services, ai, intelligent connection and leading technologies in interaction and other aspects, incarry out in-depth cooperation in key areas such as "marketing market insights, public domain advertising, user interaction and communication, after-sales services, car services, and market ecological services".

at the same time, the new "great wall motors app", which integrates great wall motors' five brand models of haval, wei, tank, euler and great wall pickup, has also been officially launched on the hongmeng app market, marking great wall motors as one of the first oems to embrace the hongmeng ecosystem. one.

although the official did not specify the introduction of product technology this time, this cooperation revealed two signals to the outside world:

1. huawei’s hongmeng cockpit and huawei ads high-end smart driving are not the only things that attract car companies. its achievements in big data, ai algorithms and other fields are quite convincing in the industry.

2. huawei has given the hongmeng system the highest strategic priority. in this cooperation, car company apps embracing hongmeng system can benchmark huawei's leading technologies in car company cloud services, ai, intelligent connection and interaction.

in fact, great wall signed the "huawei hicar integrated development cooperation agreement" with huawei as early as june this year, becoming one of the first batch to obtain huawei hicar (people-car-home full-scenario smart interconnection solution) source code, development tools and other in-depth development resources. car company.

great wall is deeply customized based on the huawei hicar source code and integrates software and hardware resources more deeply. for example, the most high-end model of great wall's tank brand, the tank 700 hi-4t, is equipped with a deeply integrated hicar. it not only has a customized ui interface, but also it can directly control the vehicle while retaining the hicar's vehicle connectivity capabilities.

it can be seen that great wall motors and huawei have already had relatively in-depth cooperation experience in the field of smart cockpits. it is precisely because great wall tasted the "sweetness" brought by huawei's technology in the cooperation in june that it further deepened the relationship with huawei. cooperation.

but for now, there is a high probability that great wall will not fully embrace huawei's smart driving solution as netizens expect - wei zhijun claimed twice before that "great wall motors is number one in smart driving." it can be seen that great wall attaches great importance to it. we have invested in intelligence and are full of confidence in it.

what gives wei jianjun courage is naturally great wall's investment in research and development in recent years. in the first half of this year, great wall's r&d investment reached 4.184 billion yuan, a year-on-year increase of 19.24%. in 2022 and 2023, great wall's annual r&d investment will exceed 10 billion, 12 billion yuan and 11 billion yuan respectively. dht hybrid, hi4 hybrid, coffe os 3.0, etc. are the investment feedback, forming great wall's current technology " moat".

the all-new blue mountain, the smart driving version released by great wall last month, is great wall's first car to achieve end-to-end autonomous driving and is equipped with the third-generation coffee pilot ultra smart driving system.

the end-to-end large model it uses is called see. to train it, great wall sampled 200 million kilometers of mileage, generated 2opbs of effective data, and the training data reached 10 million clips.

it is precisely because of the technological accumulation brought about by solid r&d investment, and also because of the huge sunk cost investment, that wei jianjun has absolute confidence in his own vehicle system and does not use huawei's smart driving solution.

in the live broadcast of great wall blue mountain's smart driving in chongqing, its smart driving performance was indeed excellent, without a single takeover. there was a right-angle bend in the tunnel on the way, which made the host of a local radio traffic program sigh.

wei jianjun, working hard to learn marketing

in great wall's current cooperation with huawei, "marketing insights and advertising in public areas" have undoubtedly become the most important content.

in fact, in the current serious involution of the automobile market, in addition to continued access to technology, marketing narrative has increasingly become the focus of automobile companies.

for example, at several relatively out-of-the-circle press conferences this year, what consumers can remember may not be the core parameters of the car, but some golden quotes from the publishers.

for example, yu chengdong said: "wenjie m9 is the best luxury suv within 10 million."

lei jun's words: "there is no opponent within 2 million, but it's within 500,000."

xiaopeng mona m03 said at the press conference: "swim in the sea of ​​blood until the water turns blue."

outside the venue, 360 ceo zhou hongyi directly transformed into an internet celebrity, shooting videos to promote domestically produced cars, and also gained a lot of traffic.

in front of these car companies that understand new forces, traditional car companies have also begun to understand one thing: the ultimate thing in the current car market is not to be forgotten by consumers, and they must maintain traffic on the internet.

so we can see that saic executives directly attacked xiaomi and byd at the chengdu auto show late last month.

in fact, since this year, in order to change the traditional image of great wall motors that it only knows how to build cars but not marketing, wei jianjun, the chairman of great wall motors, has broken his silence and has come to the stage many times. he has frequently appeared on social media to learn how to play with traffic and learn to do things with quality. internet celebrity.

however, these traditional car companies are obviously not as good at marketing as xiaomi, huawei and other new forces. for example, two executives of saic have been criticized by netizens.

similarly, the changes between great wall and wei jianjun also seemed a bit at a loss: in several public opinion battles with byd, great wall was undoubtedly the passive party, and was ridiculed by netizens as a "women's car".

wei jianjun may have been inspired by zhou hongyi - since he doesn't know how to market, he should work side by side with huawei and xiaomi to learn and take advantage of marketing opportunities.

ever since, we have seen the "baoding car god" praise lei jun many times in public: "learn from lei jun's good example."

and remember"lei jun's formula": the soul of the car company + car talker internet celebrity + live broadcast of driving a new car = car company's traffic password, began to appear in front of the camera for live broadcasts, and began to say some controversial "golden words" in interviews.

cooperation with huawei can also achieve marketing effects: many car companies intentionally or unintentionally amplify huawei's role in the promotion of new cars, increase their marketing efforts in this area, and give consumers a hint of "huawei cars" - —after all, consumers recognize huawei’s label.at a time when the technology and prices of car companies are soaring, any marketing that may be out of the circle has become a must-do.

after great wall motors completes the digital transformation of marketing with the help of huawei technology, it may also have related models equipped with hongmeng cockpit and qiankun zhijia.

adhere to long-termism and take the right path

in the final analysis, car companies' enthusiasm for marketing is just a means, and its purpose is very realistic and cruel - to survive.

in the current market environment, the automobile industry will present an unprecedented state of competition in 2024. while the price war continues, the overall profits of the industry continue to be compressed, and some new energy vehicle companies have fallen into a quagmire of losses and have difficulty achieving profitability. amid the fierce price war, profits of many car companies fell in the first half of this year.

it is recognized in the industry that the first year of the explosion of intelligence is 2025 or 2026. it is said that models without intelligent cockpits or high-end intelligent assisted driving will face accelerated elimination.

in the harsh present and even harsher future, all car companies understand that long-termism is a principle that all car companies understand, but not all car companies have the ability to adhere to long-termism. for many car companies today, it is particularly difficult to survive. , not to mention increasing investment in research and development.

at this moment, the only criterion for measuring the future of a car company is whether it can make money.

fortunately, great wall motor's current profitability is extremely terrifying. not long ago, great wall motor released its best half-year performance in the 18 years since its listing.

on august 29, great wall motors released its 2024 semi-annual financial report, which showed that great wall motors' operating income in the first half of the year was 91.43 billion yuan, a year-on-year increase of 30.7%, and it has increased for four consecutive years. net profit was 7.079 billion yuan, a year-on-year increase of 420%. gross profit margin was 20.7%, a year-on-year increase of 3.9 percentage points, the highest since mid-2017.

great wall is undoubtedly the one that makes a fortune in silence among all car companies, which is enough to make all car companies jealous. its net profit of 7.079 billion is only lower than byd's net profit of 13.63 billion - byd's operating income is 301.1 billion. the operating income of great wall is only 91.4 billion.

the 420% surge in net profit shows that great wall motor's profit margin is very scary. a specific data is: great wall bicycle gross profit is 34,200 yuan, a year-on-year increase of 50.37%; bicycle net profit is 12,800 yuan, a year-on-year increase of 10,100 yuan, exceeding during the same period, geely's 11,100 yuan and byd's 8,400 yuan ranked first among the 13 domestic listed car companies.

in the first half of 2024, great wall motors sold a total of 559,700 new cars, a year-on-year increase of 7.79%. among them, 132,400 new energy models were sold, a year-on-year increase of 41.99%; overseas sales were 201,500 units, a year-on-year increase of 62.59%.

compared with new power car companies, great wall motors not only has a stronger financial background, but also maintains considerable profit growth. at this time, wei jianjun naturally has the courage to look down on the world and has the courage and ability to adhere to long-termism.

in august, great wall motor's sales declined significantly (94,500 units sold in august, down 17.21% year-on-year). faced with the sales problem, he did not avoid it, but gave his own attitude:

"even if they fall out of the top ten, they must take the right path, develop healthily, comply with regulations, have a bottom line and long-term thinking. all enterprises should not serve capital, nor should they rely on capital to make money, but should create value for society."

in these remarks, we can feel the firm attitude of great wall motors in adhering to long-termism. as for the question "is great wall motors no. 1 in smart driving?", perhaps at different times, there will be different answers.

*arrangement | reviewed by wu di | wu di