This article is from WeChat official account:Shenzhen Tencent News (ID: qqshenwang), author: Ma Yuanyuan, editor: Kang Xiao, original title: “Huawei car sales survey: small brand Cyrus orders more than Weilai in a single month, next year’s target is 300,000 units丨 “Deep Web”, head picture from: Visual China
Huawei is accelerating its car sales business to make up for the revenue loss caused by the decline in mobile phone sales. “Deep Net” learned from a number of Huawei terminal sales personnel that Huawei is currently transforming its offline high-end experience stores on a large scale, and at the same time, it is paying close attention to training merchants and shop assistants to carry out the car sales business.
According to the exclusive knowledge of “Deep Net”, Huawei plans to sell cars in 200 experience stores by the end of July and expand to more than 1,000 by the end of the year. Yu Chengdong has set a goal of selling 300,000 units within the company next year. Huawei’s first car, Cyrus, Huawei Smart Selection SF5(hereinafter referred to as SF5), the current one-month reservation has exceeded 6,500 units, and the follow-up will be with Huawei Car companies that cooperate in selling cars also include BYD, BAIC, Mercedes-Benz and Changan.
According to the exclusive knowledge of “Deep Net”, in terms of sales share, Huawei’s share with automakers becomes about 10% of sales, and dealers can get 7% to 8%. strong>Take the four-wheel drive SF5 priced at 246,800 as an example, the dealer can get 19,000 yuan for each unit sold.
Huawei announced its plan to sell cars at its flagship store on Nanjing East Road in Shanghai on April 20. Yu Chengdong explained at that time, “After the four rounds of sanctions by the United States, Huawei’s mobile phone business has encountered huge Difficult. Although the sales volume of smart electric vehicles is not as large as that of mobile phones, the unit price is high, which can make up for the lack of sales of mobile phones.”
After that, Huawei began to transform the high-end experience store of Huawei’s dealer system. It has opened offline car viewing in five cities: Shanghai, Beijing, Shenzhen, Hangzhou, and Chengdu.And test drive.
An employee of Huawei’s terminal sales system told “Deep Net” that Huawei’s standard is that the store area can reach 200 square meters before applying for car sales. At present, dozens of stores across the country are undergoing simultaneous transformation, and Huawei is also working hard to train merchants and The clerk, selling the car is transferred from the mobile phone business FM(Field Master Experience Store Consultant), and is responsible for training, communicating the supply of goods and Assist in store operations.
The employee told Deepnet that, taking Chengdu as an example, there are currently five experience stores undergoing renovation. Among them, the Vientiane City Experience Store has begun selling SF5, and has received 50 orders in less than a month. The store sales are at the leading level.
The employee said that the cost of the store renovation itself is not high, but the merchant needs to prepare four cars first, two of which are displayed in the store and two are tested for a total cost of more than 800,000 yuan.
1. SF5’s monthly sales volume surpasses Weilai, and Cyrus relies on Huawei to “counterattack”
SF5 is the first car sold by Huawei. Huawei and Celes collaborated to release the car during the Shanghai Auto Show in mid-April. This is also the first Huawei smart selection model. There are two models of the car, the two-wheel drive version and the four-wheel drive version are priced at 216,800 yuan and 24.68, respectively. Ten thousand yuan.
According to public information, the car is equipped with Huawei DriveONE three-in-one electric drive system, HUAWEI HiCar, and HUAWEI Sound. At the same time, Huawei has also participated in the appearance design and quality control of this car.
“Deep Web” recently visited a number of Huawei experience stores that have already sold SF5. The sales staff of the Chengdu Vientiane City experience store told “Shen.com” that Many people come to the store every day to inquire about the car, there can be dozens of people, and some will place orders on the spot, because there are too many orders and insufficient production. In May Orders for will not get the car until at least mid-June.
According to the car purchase process, consumers can first pay a 1,000 yuan intent deposit on the official website, and then go to an offline store for a test drive; after confirming that they want to buy, the intent gold is converted to a 10,000 yuan deposit. According to sales staff, SF5’s customer base is mostly in their 30s and 40s, with relatively good financial status, and “all support the Huawei brand.”
Except for the HUAWEI Sound in the audio part, the Huawei logo is not exposed on the SF5 body. The operation of the car is currently displayed.The system is still the original factory setting. According to the sales staff, the operating system will be automatically upgraded to HUAWEI HiCar when the user picks up the car. According to “Deep Net”, the operating system of the car will be upgraded to Hongmeng OS in mid-June.
Huawei has repeatedly emphasized its decision not to build a car in the past period of time. According to its current cooperation model with car companies, Huawei provides car companies with software systems such as components and autonomous driving on the one hand, and uses its own channel resources on the other hand. Help car companies sell cars.
In this mode, Cyrus, the “first to eat crab”, tasted the sweetness.
Cyalis is a new energy vehicle brand under Chongqing Xiaokang Co., Ltd. According to public reports, Xiaokang Co., Ltd. established SF Motors in Silicon Valley, USA in 2016. The project subsequently encountered difficulties. Cyrus SF5 was released in December, and in February of that year, it reached a comprehensive cooperation agreement with Huawei. It was not until July 2020 that the Cyrus SF5 began to be delivered, and throughout 2020, the Cyrus SF5 only sold 1,051 units.
But with the help of the cooperation with Huawei, this little-known brand quickly counterattacked. With the addition of Huawei’s brand and sales channels, SF5 has entered Huawei’s offline channels for more than 20 days. The current order book has exceeded 6,500 units, which is six times the sales volume of Cyrus’s independent channels in 2020. If you compare horizontally, the monthly sales volume of SF5 has surpassed Weilai, Ideal and Xiaopeng. Since the end of last year, the share price of Cyrus’ parent company Chongqing Xiaokang shares has also soared.
Huawei’s brand influence speaks for itself. “Deep Net” recently visited a number of Celes’ own sales stores, and these stores all put the promotional materials of the cooperation between Celes and Huawei in a prominent position. A salesperson bluntly said, “The customers who come to the store for consultation may be 99% They are all for the Huawei brand.”
The salesperson also told “Deep Web” that compared to the sales of Cyrus’ own stores, most of SF5’s current orders come from Huawei channels. “Because Huawei has a large user base, there are also many stores,” the salesperson said.
According to data released by Huawei, as of the end of 2020, Huawei’s consumer business has established 12 flagship stores and more than 5,000 experience stores worldwide, with more than 80 million users. The huge offline sales channel is Huawei’s competitive advantage, and it is also a resource that Huawei needs to guarantee in a special period.
Second, mobile phones and tablets are out of stock, ChinaTo start the defense war for offline channels
Due to the supply problem of core components such as chips, Huawei mobile phone distributors are facing the problem of being out of stock. A large mobile phone channel dealer told “Shen Wang” that at present, channel merchants in districts and counties can’t get Huawei phones at all. Top merchants like him can still get a small part of the goods, but most of the stores are already at break-even. The tipping point.
“If the goods remain unavailable, the store will be closed on a large scale in the second half of the year, or converted to another brand store, or transformed into an e-cigarette store, the problem will always be exposed.” The distributor said< /strong>.
On September 15 last year, after the third round of sanctions against Huawei took effect, Huawei’s mobile phone shipments declined rapidly, and Huawei began to shift its business focus to categories other than mobile phones. Among them, Huawei’s consumer business in China will influence channel providers to make five major industry transformations. The five major industries refer to the PC & tablet industry, HD industry, wearable & audio industry, smart selection IOT industry, and mobile phone industry.
Since the mobile phone business has always been the core source of revenue for the consumer business, the sales growth of other categories is not enough to make up for the loss, and the progress of some businesses is not smooth.
The above-mentioned channel provider told “Deep Net” that Huawei’s smart screen sales are very low offline, “many stores can only sell a few units per month”, and the PCs and tablet products that sell well are out of stock, and there is no shortage of audio. Smart choice products such as, desk lamps, etc. are difficult to sell.
Huawei currently mainly promotes two offline car sales and whole-house smart businesses, but because the prospects are still unclear, some channel dealers are indifferent. The above-mentioned channel dealers have calculated an account with “Shenzhen”. The total operating cost of mobile phone stores with more than 200 square meters in the core business districts of first- and second-tier cities is at least 400,000 yuan per month, and each car earns more than RMB 400,000. 19,000, which means that you have to sell at least 20 units a month to break even.
“Selling cars is not selling cabbage. It is not realistic to sell 20 units a month. Early investment is (store renovation and prototype) more than 800,000 In the past few years, we must basically lose money. We don’t want to invest now because we don’t know what the output ratio is. The whole house smart projects can be delayed, because there will beIt’s uncertain how good it is. “Said the above channel business.
Huawei naturally also noticed the reaction of channel vendors. “Deep Net” learned exclusively from a number of Huawei terminal sales system employees that in order to maintain core channel stores, Huawei is cooperating with distributors to transform experience stores with an area of more than 300 square meters into brand new MSC(Multiple Sales Center integrated sales center) shop.
The MSC store is a major reform of Huawei’s offline sales channels. In the new cooperation model, Huawei reverts to store management, and dealers are transformed into the role of pure investors. With resources such as investment and stores, dealers will receive 12% of the store’s total sales, but the car sales will be shared. Count alone.
“It is equivalent to Huawei regaining control, because products such as whole-house intelligence and cars are difficult to make money in the short term, and dealers are not very motivated. Products with +8+N may be marginalized. Huawei can manage it by itself. Refer to where to play. After you take control, you can rely on your own execution to push forward.” said a Huawei terminal sales system employee.
Huawei’s terminal sales system employee told “Deep Net” that Huawei started to promote the MSC store plan in February this year. Soon after the announcement of car sales on April 20, Huawei held a dealer meeting in order to give dealers confidence. , I hope they will not abandon Huawei.
In the past few years, the success of Huawei’s mobile phones has made many distributors very profitable. Regardless of the benefits or the emotional level, many distributors hope that Huawei’s mobile phones can make a comeback. But before that, the most important thing at the moment is to solve the problem of survival.
“We can still break even now, but if the amount of P50 is very small and the car is not up, we will face the problem of not picking up, because the real livelihood is in front of us. We all know that the sun will rise tomorrow , But the most important thing is whether you can survive tonight’s cold night.” The dealer said.
3. Follow-up car companies include BYD and Mercedes-Benz, and plan to sell 300,000 units next year
Huawei’s car sales are due to the mobile phone businessWhen the arbitration is blocked, Huawei is a last resort. On the one hand, Huawei hopes to make up for the loss of profits caused by the decline in mobile phone sales. On the other hand, it hopes to form a linkage between car sales and businesses other than mobile phones, so that a certain amount of profit retention will continue to exist in offline channels. . Therefore, selling cars is particularly important for Huawei at the moment.
Huawei has recently made major personnel adjustments to its car sales business. Wang Yanmin, the former president of Huawei’s global ecological development department, is responsible for the newly established ecological special project optimization group. It is understood that this group is related to the automobile sales business and is mainly aimed at Huawei’s smart selection. The newly added automotive categories will receive more investment from the company in terms of product planning, channel sales and other services. This shows that Huawei attaches great importance to the car sales business.
Huawei will subsequently introduce cooperation with more car companies to sell cars. An employee of Huawei’s terminal sales system told “Deep Net” that Huawei’s subsequent cooperation with car companies has been initially determined to include BYD, BAIC, Mercedes-Benz and Changan, etc., and will cooperate according to specific models, such as BYD Han, BAIC Jihu, and Mercedes-Benz S-Class. Wait.
“BAIC Jihu may be the next Huawei smart selection car, and it is likely to be sold in stores in the second half of the year.” The employee said.
From the current sales data of SF5, Huawei’s car sales business seems to be progressing smoothly, but many unfavorable factors need to be considered. For example, after the freshness, can consumers remain enthusiastic about Huawei’s Smart Selection cars; after more and more stores in a single city begin to sell cars, can single-store sales maintain a breakeven; and whether Huawei can balance Good trust relationship with car companies and so on.
Under the current wave of smart cars, the offline car sales model is undergoing a transformation from 4S stores to direct-sale stores, and more and more car brands are born, which means more and more competition in the short term. pressure. At present, the core shopping malls of major cities in China generally have smart car brand stores such as Tesla, Weilai, Ideal, Xiaopeng, etc., and selling cars seems to be more competitive than selling mobile phones.
At the same time, the trust relationship between Huawei and car companies is also worthy of attention. Car companies have concerns about Huawei’s end-to-end production of cars. A sales representative of a traditional car company once told Deepnet, “No matter how Huawei explains, everyone doesn’t believe that Huawei will stay out of the market.” According to Huawei’s current relationship The cooperation model of auto companies, the technology and sales channels of auto companies are all in the hands of Huawei.
Huawei’s terminal sales system employee told “Deep Net” that Yu Chengdong has set a goal of selling 300,000 units within the company next year. If calculated based on a profit of 10,000 yuan per vehicle, this will bring Huawei 3 billion yuan. Of new profits.
Huawei has not yet finished many specific details of the car sales businessAll finalized. An employee of Huawei’s terminal sales system told “Deep Net” that Huawei has not yet made a complete decision on the car sales business, and the business model has not yet been completely clear.
“For example, will the follow-up channels be fully opened? Will the 4S stores of these car companies be listed on Huawei Smart Selection? How to price if they are sold in 4S stores? After more cooperative models come out, how to decide which store to sell which model Car? These are not very clear.” The employee said.
This article is from WeChat official account:Shenzhen Tencent News (ID: qqshenwang), author: Ma Yuanyuan, editor: Kang Xiao