10.000 Geräte in 67 Tagen verkauft. Enthüllung von Zunjie: "Wir sind keine gewöhnliche neue Marke."
“Our original expectation was to produce a total of 3,000 units this year, but now we've received instructions to make 3,000 units in just one month,” a supply chain source for the Zunjie S800 told 36Kr.
Zunjie is a new brand resulting from the cooperation between Huawei and Jianghuai. On May 30th this year, Zunjie launched its first model, the S800, with a price range of 708,000 - 1,018,000 yuan. 67 days after the new car was launched, Yu Chengdong announced that the number of firm orders had exceeded 10,000.
Now, the joy of the sales breakthrough has turned into pressure on the supply chain.
The supply chain source told 36Kr that initially, Huawei, Jianghuai, and the suppliers were quite cautious about the sales volume. “Previously, I joked that Zunjie could aim for 10,000 units this year, and the Huawei people said they'd be over the moon if they could reach that number. Now, with over 10,000 orders, everyone from the automaker to the supply chain is elated.”
In the first half of 2025, the Mercedes - Benz S - Class continued to top the list with 5,951 units sold, occupying the top three positions along with the Porsche Panamera and the Maybach S - Class. The NIO ET9 squeezed into the top 6 with 2,136 units sold, becoming a new domestic entrant on the list. However, with a price range of 788,000 - 808,000 yuan, its value in the ultra - high - end market is somewhat diminished.
Jianghuai's current goal for Zunjie is to reach a monthly production capacity of 3,000 units in September and strive for 4,000 units by the end of the year. At this pace, the Zunjie S800 is expected to achieve a delivery volume of over 10,000 units.
At the end of July this year, the Chinese government lowered the threshold for the luxury car consumption tax to 900,000 yuan. Under the new policy, consumers' car - buying costs have increased by over 100,000 yuan.
Before the policy took effect, models such as the Mercedes - Benz S - Class and the BMW 7 Series saw a surge in sales, which can be regarded as an “advance” of the year - end sales.
Under the new luxury car tax policy, consumers will make more cautious car - buying decisions. The Zunjie S800 is also within the scope of the luxury car tax, yet it has received 10,000 orders in just two months against the odds.
Looking at the annual sales in 2025, the Zunjie S800 has the potential to enter the top three in the sales list of Chinese luxury sedans, becoming the first domestic million - yuan - class model to break the dominance of German luxury cars.
From the clues in sales, deliveries, and user profiles, it can be seen that the success of the Zunjie S800 is not just a matter of luck and a miracle.
Behind 10,000 Orders in Two Months: The Halo of Huawei
“We believe that Huawei's influence is the key factor in closing deals. Zunjie is not an ordinary new brand.”
Huang Jie, who was involved in setting up Zunjie stores from scratch, told 36Kr that he and his team reviewed the customer sources of the Zunjie S800 and found that most of the car owners are existing users of the Huawei brand.
He told 36Kr that there is an overlap between the customer groups of Zunjie and Yangwang, but there are also significant differences.
“The general mindset of Yangwang car owners is that domestic brands are rising, and they want to support domestic brands. Beyond national sentiment, the prominent feature of Zunjie car owners is that they have great trust in Huawei and appreciate its business vision and acumen,” Huang Jie said. “Many users even tell us about Huawei's entrepreneurial history.”
A store supervisor in Shenzhen said, “Several Shenzhen stores are among the top in the national store sales list.” Many owners of physical enterprises involved in foreign trade in the Pearl River Delta have a special affection for Huawei and appreciate its corporate style. Zunjie is not the first Huawei product that customers have supported. “They don't buy single - screen phones; at least they buy double - folding ones.”
The latest data shows that the activation volume of Huawei's triple - folding phones has exceeded 480,000 units. This folding - screen phone priced over 20,000 yuan provides a psychological anchor for Zunjie's million - yuan pricing with its “tech luxury” label, weakening users' doubts about the premium of the new brand.
Huawei's technological history, high - end 3C products, and the Zunjie S800 together form a closed - loop of the Huawei lifestyle for high - net - worth users. “They're not just buying a car; it's an extended consumption based on their belief in Huawei's technology,” Huang Jie sighed.
Another common feature of these customers is that they have previously consumed new energy vehicles.
Huang Jie observed that after Huawei announced that the orders exceeded 3,600 units in 7 days, most of the customers attracted to Zunjie had previous experience in consuming new energy vehicles, such as the Tesla Model X and the NIO ES8.
“My team and I reviewed the data and found that the conversion rate of the Zunjie S800 is higher than that of other domestic luxury electric cars,” “Customers have few concerns about new energy vehicles and have a certain understanding of Huawei's advantages,” “There are many customers who place orders first and then come to see the car. After seeing the quality and materials of the real car, the conversion rate of the on - the - fence customers is also very high.”
Specifically regarding the product strength of the Zunjie S800 itself, Huang Jie believes that Huawei's definitions of safety and luxury have impressed consumers.
“To our surprise, many customers over 50 years old are very familiar with Huawei's assisted driving capabilities,” Among the customers he received, there was a 54 - year - old business owner whose main focus after coming to the store was the intelligent driving of the Zunjie S800. “The customer even introduced to me the performance of Huawei's emergency lane - changing and rear - facing active safety capabilities.”
“These 'older' customers feel that as they get older, they can't always concentrate while driving. Huawei's assisted driving and active safety capabilities can help them avoid many accidents,” Huang Jie said. High - net - worth individuals have always had high requirements for safety,，and the Zunjie S800 further expands the boundaries of automotive safety.
Car owners' satisfaction with the Zunjie S800 is also reflected in its 'luxury feel'.
Whether it was the small - scale private preview before the launch or the in - store experience after the launch, Huang Jie said that every time he opened the rear door, he would hear exclamations from customers, “without exception.”
“After opening the door, the rear seats with enough legroom and the appropriate lighting create a strong visual impact. After customers get into the car, the wool carpet, the details of our seats and the center console, and the good sound insulation when closing the door are all impressive. At this time, customers usually give a comment like 'this is better than the Maybach',” Huang Jie described to 36Kr.
“All the models in our showroom are top - of - the - line versions, and the one - key privacy function in the rear seats is a must - show item. When the projection screen comes down, the windows darken, and the audio system starts, customers' willingness to buy reaches its peak.”
He believes that although Zunjie is a new brand, it has a very good grasp of the luxury feel. “The satisfaction level of the second - row seats is very high. You'll feel as if Huawei has specifically designed this car for these customers.”
A person involved in the development of Zunjie products told 36Kr that Zunjie refers to the BMW 7 Series and the Mercedes - Benz S - Class in terms of sales, but has always aimed at Rolls - Royce and Bentley in terms of product refinement. “Mr. Yu always tells us that he spent more than a decade in Europe. There's no luxury item or luxury car that he hasn't seen. To put it more simply, no one understands luxury better than him.”
Huang Jie also agreed with this view. When the aesthetic philosophy of the car - maker is in sync with the values of the users, the product naturally becomes a symbol of resonance within the circle.
The Right to Try New Technology for the Young and a New Social Label
“It's hard to imagine that a car priced over 1 million yuan can attract so many post - 90s car owners,” Liu Lu, who is busy with the delivery of the Zunjie S800, told 36Kr.
She told 36Kr that luxury car brands that attract young people are either performance sports cars like Porsche or new trendy labels like the Land Rover Defender. “Zunjie's design and positioning are closer to Maybach and Rolls - Royce. The customer group of these old - money brands is still middle - aged business owners over 40 - 50 years old. Such cars are not supposed to easily attract young customers.”
But the Zunjie S800 has achieved such “cross - circle” sales.
Liu Lu observed that there are many young people among the car owners who have recently taken delivery. “There was even a car owner who came to pick up his car in a Xiaomi SU7 Ultra. He was a blind - order customer and placed the order without even seeing the car, just hoping to get the car earlier.”
The recognition of the Zunjie S800 by young car owners partly comes from Huawei's accumulation in the field of intelligence.
“Young car owners are quite familiar with Huawei's Hongmeng Smart Mobility product system. They would ask about the differences between Zunjie and Wenjie. Later, when we encounter young customers, we'll focus on introducing that according to regulations, the activation methods of L2+ - level assisted driving and L3 - level intelligent driving need to be different, and the steering wheel of the Zunjie S800 has a dedicated activation button for L3 - level driving.”
Liu Lu said that traditional luxury car sales rarely talk about technology these days. “We still have to talk about the engine as usual, but it's obvious that customers don't really care. Their main concern is getting a lower price.”
When the right to try new technology becomes the core lever to influence young consumers' purchasing decisions, the Zunjie S800 is further promoting the shift of young people's luxury car beliefs.
Liu Lu also mentioned that different from middle - aged business owners, young users have higher requirements for the car - picking - up ceremony. They hope to highlight the differences between the Zunjie S800 and other Hongmeng Smart Mobility models to reflect the value of a million - yuan - class car. She and her team members believe that after the Yangwang U9 and the Xiaomi SU7 Ultra, the Zunjie S800 has become a new social asset for young people.
The Zunjie S800, which has the attribute of social currency, will see its exposure and influence rise more rapidly.
However, post - 90s young people are not the main consumers of million - yuan - class cars. In the young group, the recognition of the Zunjie S800 is not easily converted into orders. And now, if the Zunjie S800 wants to reach a monthly delivery of 3,000 units, once its scarcity is diluted, the social attribute of the Zunjie S800 among young people will also be diluted.
“Social topics are always about the latest car, not a specific model,” Liu Lu told 36Kr. After the delivery volume increases and the backlog of orders is consumed, how to maintain a monthly sales volume of 3,000 units becomes their next goal.
How Can the Zunjie S800 Stay Popular? Resale Value Is the Problem
Whether Huawei's brand equity can be converted into a high resale value will be a key issue for the Zunjie S800 to become a long - lasting luxury car.
Zunjie's approach seems to be to further increase the brand premium. A person close to the R & D of the Zunjie S800 told 36Kr that the Zunjie S800 has planned a high - end customization project, which will offer limited - edition customized versions to some users. 'The positioning of the Zunjie S800 is to move further upmarket'.
Maybach once used a limited - edition strategy to create scarcity, resulting in a resale value of up to 70% after three years. By using limited - edition customized versions to further enhance the social asset value of the Zunjie S800, Zunjie is using a methodology verified by traditional luxury cars.
However, David, a senior marketing professional working for a traditional luxury brand, told 36Kr that the first factor behind a high resale value is product reliability. “When consumers buy a 10 - year - old BMW 740 and find that the core component, the engine, still runs smoothly and the maintenance cost is not very high, that's the premise for them to be willing to buy a used car.”
The core components of the Zunjie S800 are the battery, electric drive, and electronic control systems. The physical properties of these three - electric systems determine that they will degrade over time.
Another core competitiveness of new energy vehicles, intelligence, has its hardware and software updated on an annual basis. The emergence of new technologies will accelerate the depreciation of older models. And intelligence happens to be one of the core competitiveness that Huawei endows the Zunjie S800 with.
The premium logic of traditional brands, which is to “spend ten years perfecting a product,” doesn't work for the Zunjie S800. When the emotional consumption of “supporting domestic products” fades, can the product itself support the real - money transactions in the second - hand market?
“The first Hongmeng - branded model, the Wenjie M5, has developed into its third - generation model in four years,” David said. “There are more than a dozen models under the Hongmeng brand. In the next ten years, there may be 40 - 50 models on the road. Discontinuation doesn't mean stopping maintenance and updates. Huawei needs to make consumers believe that it has both the energy and the strength to improve the resale value.”
After the Zunjie S800, the brand's MPV and SUV models are being developed at an accelerated pace.
“Maybach didn't make SUVs before. It started making SUVs after merging with Mercedes - Benz. A big reason is that Mercedes found that Americans really like to buy luxury SUVs,” David told 36Kr. “Previously, luxury SUVs also sold very well in China. The Maybach GLS, the Porsche Cayenne, and the Bentley Bentayga were all very popular.”
“After the emergence of new energy vehicles, the situation has changed. The core of an SUV is space and off - road capabilities, and it's hard to create a luxurious touch. When you find that the 500,000 - yuan Wenjie M9 is similar to the Cayenne GLS, it's hard to make luxury SUVs stand out,” David said.
In the first half of 2025, only 509,000 MPV models were sold, accounting for 3.76% of the total market sales. Among them, MPV models positioned at the million - yuan level are even rarer.
In the short term, the Zunjie S800 will still be the core pillar of the brand's sales and reputation. Although the achievement of exceeding 10,000 orders in 67 days after the launch verifies market recognition, for long - term survival, Huawei and Jianghuai must face two key issues: resale value and the sales base.