鸿蒙智行销售话语权“暗战”分流，华为终端与车BU博弈加剧

Core Insights - Huawei's HarmonyOS automotive ecosystem is expanding, with the launch of the new vehicle brand "Xiangjie" and its dedicated sales outlets planned for this fall [1][3] - The internal competition and resource allocation among the various brands under HarmonyOS is becoming a critical challenge for Huawei [1][3][4] Sales Network Changes - The Xiangjie brand has introduced its hexagonal logo, aligning with other brands like Wenjie and Zhijie, and aims to create a unified identity for its models [2] - Currently, Huawei has partnered with five automotive manufacturers to develop five brands, with Xiangjie being the latest, having delivered 4,154 units of the S9 model in June, making it the best-selling electric vehicle over 300,000 yuan [2][4] Sales Strategy and Market Positioning - Xiangjie will have its own dedicated sales network, with plans to establish numerous user centers by the end of the year, covering over 90% of first, second, and third-tier cities [3] - The competition among the five brands under HarmonyOS is seen as a potential dilution of Huawei's sales influence, as each brand seeks to establish its own market presence [3][4] Product Differentiation and Pricing - The pricing strategy for the various brands shows overlap, with Xiangjie S9 priced above 300,000 yuan, while other models like Zhijie S7 and Wenjie start around 250,000 yuan [4] - The expansion of the five brands may lead to resource allocation challenges for Huawei, as the same technology needs to be adapted for different brand positions [4][6] Future Growth and Revenue Goals - Huawei aims to deliver 1 million vehicles this year, representing a 132% increase from last year's delivery of over 430,000 units [6] - The automotive business unit (BU) of Huawei is projected to achieve revenue of 26.353 billion yuan in 2024, marking a 474.4% year-on-year growth, primarily driven by technology licensing and sales sharing [6][7] Strategic Partnerships and Ecosystem Development - Huawei's automotive BU is evolving into a more independent entity, with the establishment of Shenzhen Yingwang Intelligent Technology Co., which aims to create a collaborative platform for multiple stakeholders [7] - The future dynamics between Huawei's terminal business and the newly independent Yingwang will be crucial for the development of the HarmonyOS automotive ecosystem [7]