Looking at Huawei’s three excellent qualities from the three highlights of the new M7.

The new M7 was a hit, and it won an order for 15,000 vehicles within 24 hours after the launch. You know, after many slaps, most car companies will not announce the order results within 24 hours or 72 hours after the press conference. Dare to let go of the fear of being beaten in the face in the future and announce the order results, which reflects the great confidence of the Helix team in this product. However, considering the conversion rate of orders, the order data is actually of little reference significance. What really makes sense is the first weekend after the press conference. A big order refers to an order that actually pays a deposit of more than 10 thousand yuan and can basically be converted into actual delivery. At the new product launch conference in autumn, Yu Chengdong revealed that the new M7 has been on the market for less than two weeks, and it will definitely exceed 20,000 units. The bright figures show that the new M7 will definitely become an explosion.

Address quoted in this article: https://www.eepw.com.cn/article/202310/451532.htm.

Some people think that the rapid explosion of the new model M7 is influenced by the light of Mate60 and Huawei, especially after the breakthrough in the production of 7-nanometer chips and the launch of Mate 60, Huawei’s voice volume is in full swing, and the new model M7 has achieved such good sales. This is only half right. To tell the truth, the new M7 is indeed exposed to the light of Mate 60 to a certain extent. After all, the cars in the world are sold in Huawei’s stores, and the huge number of stores brought by Mate 60 will inevitably increase the exposure of the new M7. But it’s as normal as your brothers and sisters in your work and life. If the hat of the great hero who broke out in the world of inquiry M7 is buckled on Mate 60, it is unfair and objective to the team of inquiry. You should know that mud can’t help the wall. If the new model of inquiry M7 itself doesn’t give strength, Mate 60 will shine again and will not shine on it.

Therefore, we still have to go back to the product itself to find the answer.

In the marketing of the new model M7, Huawei and Sailis team found three highlights to promote: safety, comfort and intelligence.

When I first saw the propaganda copy, the author smiled knowingly. Because, if you still have the impression, the author has analyzed the reasons for the misfire of the old M7. First, the test conducted by China Insurance Research Institute made consumers put a big question mark on the safety of the M7. Second, the wheelbase is too short to arrange three rows of space, and the comfort experience is greatly reduced; Third, despite Huawei’s brand aura, in terms of intelligence, the old M7 only has the icing on the cake of the HarmonyOS cockpit, but there is no high-end intelligent driving that high-end consumers are increasingly concerned about. In other words, the three highlights of the new M7 marketing-safety, comfort and intelligence-all have obvious shortcomings in the old M7 marketing.

Let’s start with safety. At the launch conference of almost every new car of BYD, the golden sentence that Wang Chuanfu, the head of BYD, said at the blade battery launch conference was later widely circulated in the industry-safety is the greatest luxury of new energy vehicles. In the new species of new energy vehicles, safety is mainly reflected in two aspects-body safety and battery safety.

For a rigid object that weighs two or three tons and can move at high speed, safety is a political correctness. From the sales volume of Volvo, safety is not the biggest persuasion factor when people buy cars, but from the peak drop of M7 sales volume of the old model, we can find that safety is definitely one of the biggest persuasion factors when people buy cars. After the resumption of trading, there are many reasons for the sales collapse of the old model M7. For example, the ideal L8 is really more amazing. For example, the test of China Insurance Research Institute directly destroyed the momentum of the M7. Therefore, the M7 500 million rejuvenation has put a lot of energy into the upgrading of body strength.

Image source: Huawei

The strength of the car body is closely related to the proportion of high-strength steel and the price of the car. For example, the high-strength steel of BYD’s Qin Plus DMI, which "subverts fuel, Qin rules the world", accounts for 52%, the high-strength steel of Audi A series accounts for 62%, the high-strength steel of LI accounts for more than 75%, and the high-strength steel and aluminum alloy of the new model M7 account for 80.6%.

As for battery safety, Huawei has taken advantage of its own cloud-side collaborative algorithm. Through the combination of local BMS and cloud BMS, it has prevented unburned, creating a good result of selling hundreds of thousands of cars in the world.

In terms of comfort, the author always thinks that changing three rows into two rows and six seats into five seats is a stroke of genius. It is indeed a little stretched to make three rows with a wheelbase of 2.8 meters, and it will inadvertently make the third row of passengers inferior. Since it can’t be arranged, it is simply changed to two rows, so that each seat can be arranged properly. As for other comfort upgrades, it is somewhat eclipsed in front of the 6-seat flying fairy.

Image source: Huawei

The biggest improvement in intelligence is, of course, the introduction of Huawei ADS2.0, a high-order assisted driving function that can be used on the structured roads of all cities in China at the end of the year.

Image source: Huawei

After a year’s market education and the efforts of major car companies such as Huawei and Tucki, consumers of models with a price range of more than 250,000 have gradually accepted and recognized the value of advanced assisted driving. In the high-speed scene, more and more consumers have liberated their hands and feet through high-speed NOA, and gained a more relaxed and comfortable driving experience. In this year’s market environment, if a mid-to-high-end vehicle does not have the ability or potential to assist driving in urban areas, it is basically difficult to achieve good sales performance. We can accurately capture this from the bleak sales of BYD Tengshi N7. It is also based on this judgment that the new model M7 decisively abandoned the third-party intelligent driving solution of Wen Yuan Zhixing and directly launched the "far ahead" Huawei ADS. It is precisely because at this stage, Huawei (and Tucki) have achieved a real lead in the field of autonomous driving, so this short board that Huawei has filled in on the new M7 has become its biggest highlight.

The first good quality is seeking truth from facts, dare to face problems directly, do not evade, do not evade, and get up from where you fell last year. The three shortcomings that users spit out have become the three highlights of the product.

The second quality is pragmatism, accepting the fact that the post-80s generation has become the mainstream consumer group in the mid-to-high-end automobile market, and carrying out targeted transformation and upgrading to meet the mainstream needs of this group. Compared with the driving experience, the post-80s generation, which has become a nanny or treasure mother, pays more attention to the elderly’s riding experience and children’s entertainment needs. The former needs a large space, which requires a spatial layout, and the third row needs to be changed into two rows. The latter needs color TV or flat panel. MagLink has achieved the front row control and linkage requirements while ensuring the rear row entertainment experience.

Image source: car home

The third excellent quality is flexible and decisive, conforming to the reality of market downturn and industry involution. Based on the current situation that the volume and sales volume of the industry have gradually declined in the past six months, we will decisively reduce the price and increase the distribution, and bring the dead old products back to life with sincere prices. Compared with the old model, the new model is 60,000 yuan cheaper, and 70,000 yuan cheaper than the ideal L7, the main competing model. Even if we have to reduce the suspension of 20,000 yuan on the basis of 70,000 yuan, it is also 50,000 yuan cheaper.

No car company has invested hundreds of millions of dollars and a lot of manpower and material resources to make a car, and does not want to achieve a good sales result. If it doesn’t meet the enterprise’s hope in the terminal market, there must be some problems in some aspects. What should we do to face the problems? What kind of answer should car companies give? At this time, it is a special test whether the car companies can make an effective resumption, accurately judge the problem and give targeted solutions.

After comparing the new and old questionnaire M7, we can realize that Huawei and Mercedes team are practical, pragmatic, flexible and decisive from its three highlights. This car is far ahead of intelligent driving, with a comfortable space of five seats, and the price has hit 250,000. Why not become a super explosion?