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华为汽车业务销售策略转向 鸿蒙智行旗下多品牌拟自建渠道
Cai Jing Wang·2025-07-10 08:11

Core Viewpoint - Huawei is adjusting its automotive business by transitioning the sales of its brands under HarmonyOS Intelligent Driving to a dedicated sales network built by partner car manufacturers, aiming to expand sales channels and meet diverse consumer needs while maintaining overall control of sales, marketing, and service [1][6]. Group 1: Sales Channel Expansion - The adjustment is intended to expand sales channels and cater to market differentiation needs [3]. - The brands under HarmonyOS Intelligent Driving, including Zhijie and Shangjie, will establish independent sales channels similar to the AITO Wenjie user center [3][4]. - The establishment of dedicated sales networks is expected to enhance operational efficiency and brand image by allowing each brand to have its own showroom [6][8]. Group 2: Brand Collaboration and Management - Huawei has shifted from a strong leadership role to granting more autonomy to its partners in managing HarmonyOS Intelligent Driving [6]. - The previous unified sales approach led to challenges such as insufficient display space and uneven resource allocation among brands, prompting the need for independent networks [6][10]. - The new strategy allows brands to set differentiated store standards based on their product attributes and price points, potentially lowering construction costs [6][10]. Group 3: Market Adaptation and Competition - The competitive landscape of the new energy vehicle market necessitates a broad and deep sales channel as a critical factor for success [7]. - The sales network will include experience centers and user centers, with experience centers focusing on sales and product experience, while user centers will cover sales, new car delivery, and after-sales services [8]. - The restructuring aims to better adapt to market demands and address issues of product homogeneity and overlapping price ranges among the brands [8][10].