Vor der Zeitspanne der "Goldenen September und Silbernen Oktober" besuchte ich die HarmonyOS-Filialen: AITO macht weiterhin hohe Gewinne, während die größten Drucke in diesen "zwei Welten" liegen.
With the approach of the so - called "Golden September and Silver October", Harmony Intelligent Mobility has recently been very active in presenting new vehicles. Apart from the Zenji model, which has remained silent so far, the other "four Zen brands" have planned new activities: The new S7/R7 models of Zhijie and the pure - electric version of the Wenjie M8 have announced their prices. Two new products, the Xiangjie S9T and the Shangjie H5, have opened the reservation period, and the order numbers are quite impressive.
Source: Official website of Harmony Intelligent Mobility
Official data shows that Harmony Intelligent Mobility delivered 47,752 new vehicles in July this year. The cumulative annual sales volume leads the list of new car brands and luxury brands. In June, the average selling price reached 390,000 yuan and remained at the top.
Harmony Intelligent Mobility was founded less than two years ago. If calculated from the Huawei Smart - Car model, it is even less than five years. Nevertheless, it has already achieved comprehensive coverage from sedans, SUVs to station wagons and price ranges from 160,000 yuan to millions. Especially after the launch of the Shangjie H5 with a pre - sale price starting from 169,800 yuan, Harmony Intelligent Mobility is trying to appeal to a wide range of customers.
However, the ambitions of Harmony Intelligent Mobility go even further. According to a report from "36 Kr Auto", Harmony Intelligent Mobility will present a new MPV model next year. The Shangjie brand will also introduce a new sedan model and a new SUV model.
In the future, the brand awareness of traditional luxury car brands built over the years may be more severely affected.
To understand the actual market situation, "Electric Vehicle Report" spent a whole day investigating the market hotspots of the vehicles of the "five Zen brands" and inquiring about the opinions of potential buyers on Harmony Intelligent Mobility.
Source: Photo taken by Electric Vehicle Report
Not only Wenjie: These "Zen brands" are also building their own sales channels
In the framework of the Huawei Smart - Car model, Huawei experience stores are the only sales channel. Since the establishment of Harmony Intelligent Mobility, independent sales outlets have been set up. The goal is to open 1,000 Harmony - Intelligent - Mobility stores this year.
As the best - selling car brand of Harmony Intelligent Mobility, the Wenjie brand was the first to independently build its own sales channel. At first glance, it seems that the Wenjie vehicles have so many buyers that there is enough financial support to build an independent sales system. But is this really the case? Since there is an AITO dealership near the visited Harmony - Intelligent - Mobility store and the Huawei experience store, let's listen to what the salespeople of AITO Wenjie have to say.
Source: Photo taken by Electric Vehicle Report
The AITO store is about the same size as the neighboring Harmony - Intelligent - Mobility store. All models of the brand are presented in detail. There are even more than five exhibition models of the Wenjie M8 alone. This is an experience that one can't have in most Harmony - Intelligent - Mobility stores and Huawei experience stores.
The salespeople of AITO are very familiar with all aspects of the four Wenjie vehicle series. Although this is a basic ability of car salespeople, Electric Vehicle Report previously experienced the pressure situation of salespeople in a Huawei experience store. With the increasing number of brands and models under Harmony Intelligent Mobility and the simultaneous launch of many new vehicles, it may happen that salespeople turn to the headquarters to obtain information.
In Huawei experience stores and Harmony - Intelligent - Mobility stores, one can surely have the most comprehensive product experience. However, the advantage of independent stores is that they can offer consumers a more focused experience. Since the exhibition areas in Huawei experience stores are limited, not many stores can present all brand models in detail. An independent sales network can improve management efficiency.
Source: Photo taken by Electric Vehicle Report
Harmony Intelligent Mobility sells all vehicles in one store. Logically, for profit reasons, salespeople would rather recommend products with higher commissions, while products with lower commissions become the "social game". The commission system of the stores is an internal business secret. The AITO salespeople will of course not disclose any information about it. But he said: "The sales pressure is not as high as in traditional luxury car stores and Harmony - Intelligent - Mobility stores."
Therefore, Electric Vehicle Report concludes: The good market performance of the Wenjie brand with high demand means that the sales pressure is not particularly high. In addition, salespeople in independent AITO stores do not have to suffer from the pressure of multiple brand KPIs like in Harmony - Intelligent - Mobility stores and Huawei experience stores and thus have a higher chance of achieving their goals.
According to an earlier report from "LatePost Auto", both the Zhijie brand, developed in cooperation with Chery, and the Shangjie brand, which collaborates with SAIC, will build independent sales channels.
From the official website, we know that in the Guangzhou region where Electric Vehicle Report is located, there are already two Shangjie experience centers. After an on - site inspection, it was found that these Shangjie experience centers have not opened yet. A visited Shangjie store is almost renovated. As soon as the exhibition models arrive, it is likely to open immediately.
Currently, the Shangjie brand has only one product. Considering the size of this store, there will initially also be exhibition models of other brands. Maybe it will become a special Shangjie experience center later when the Shangjie brand launches more new vehicles.
Source: Photo taken by Electric Vehicle Report
The independent operation mode of the Shangjie brand was expected by Electric Vehicle Report. The pre - sale price of the Shangjie H5 starting from 169,800 yuan will surely appeal to many consumers who are interested in Huawei technology but do not have a particularly high budget. In addition, the Shangjie H5 received more than 50,000 orders within 18 hours after the reservation opening, which gives the brand the courage to operate independently.
However, the pressure for the independent operation mode of the Zhijie brand is quite high. In the first seven months of this year, a total of 49,000 vehicles of the Zhijie brand were sold, which accounts for less than 30% of the total sales volume of Harmony Intelligent Mobility. The Zhijie brand is also highly dependent on a single product, the Zhijie R7. The cumulative sales volume in the first seven months was 46,050 vehicles.
The independent operation mode of the Zhijie brand can improve the experience of salespeople and consumers, but the Zhijie brand has to take customers away from other brands. Especially the Zhijie R7 has a similar pricing and positioning as the Wenjie M series, and both have Huawei technology. This leads to a certain degree of internal competition.
In addition, the operating costs of an independent store will increase if the Zhijie brand has its own sales team. After the high investment in store establishment, the question of whether the expected returns can be achieved is an important issue that the dealer stores must consider.
Different market hotspots of the "Zen brands": The salesperson of Zenji reveals more secrets
In the Huawei experience store in Meilin Tiandi, the exhibition models are placed near the two entrances. Many passing consumers stop and test the vehicles. After a walk - around, Electric Vehicle Report found that there are fingerprints on almost every door handle of the exhibition models. This shows that there are many interested users for each model.
Source: Photo taken by Electric Vehicle Report
The two newly refreshed Zhijie models and the Xiangjie S9 are grouped on the side near the entrance to the shopping center. Within the 20 minutes that Electric Vehicle Report stayed there, actually more consumers tested the new Zhijie R7 than the other two models. The market hotspot is consistent with the actual sales data.
Electric Vehicle Report previously tested the Xiangjie S9T in the store and found that the exhibition model was moved into the hall. Nevertheless, there were not a few consumers who tested this station wagon. On - site, many young users were interested in this 300,000 - yuan station wagon.
Source: Photo taken by Electric Vehicle Report
On the one hand, the space of the Xiangjie S9T impressed him. After being designed as a station wagon, the Xiangjie S9T also has some unique designs and equipment, such as a trunk cover. On the other hand, the station - wagon design of the Xiangjie S9T has a certain aesthetic. In his opinion, it is the most beautiful model in the entire product line of Harmony Intelligent Mobility. After the test, he also made a pre - rental.
In comparison, the market hotspot of Wenjie in the Huawei experience store is even higher.
The space in the entire Huawei experience store is limited. In the already small car exhibition area, five Wenjie vehicles are placed, including even a Wenjie M8 EV and a Wenjie M8 with a range extender.
Source: Photo taken by Electric Vehicle Report
Electric Vehicle Report specially observed that in the almost one hour it was in the store, almost all potential customers who wanted to test cars specially tested the Wenjie M8 EV.
After a conversation, Electric Vehicle Report learned that these gentlemen each want to buy a three - row - seat SUV. Since three - row - seat pure - electric SUVs are currently very popular, they came to test it. If the performance of the drive and chassis systems is good enough and they can ensure that charging is no longer a problem, they will consider this three - row - seat pure - electric SUV.
The high popularity of Wenjie was expected by the salespeople. The salespeople repeatedly emphasized the latest offers of models like Wenjie M8 and Wenjie M9 to Electric Vehicle Report in order to achieve as many sales as possible. When Electric Vehicle Report asked about the situation of the other "Zen brands", the salespeople's attitude was more reserved. Nevertheless, they believe that after the strengthening of Harmony Intelligent Mobility this year, the transactions of all brands will gradually increase, especially for Xiangjie and Zhijie.
Naturally, Electric Vehicle Report also...