一枚“星”标，开启享界冲击高端新阶段

Core Insights - The company, Xiangjie, has achieved significant milestones in the high-end smart manufacturing sector, with its S9 model delivering 4,154 units in June, ranking first in the 300,000-level new energy sedan category [2] - A new logo was unveiled during the "2025 Xiangjie User Star Night," symbolizing a new phase in the brand's development and reflecting user feedback [2][3] - The brand's positioning has shifted from a focus on executive sedans to catering to family-oriented users, with 60% of S9 owners being young individuals [5][8] Group 1: Brand Development - The new logo design was inspired by celestial themes and incorporates a hexagonal design consistent with the Hongmeng Intelligent family, enhancing brand recognition [5] - The initial positioning of the S9 as a luxury executive sedan has evolved, with a significant portion of its user base now identified as family-oriented [5][8] - The event highlighted the importance of user feedback in shaping the brand's identity and product offerings [3][12] Group 2: Strategic Partnerships - The collaboration between BAIC Group and Huawei has entered a new phase, with Huawei granting greater operational autonomy to BAIC for the Xiangjie brand [9][11] - The sales strategy is shifting from centralized control by Huawei to independent channel development for each brand under the Hongmeng Intelligent umbrella [9][11] - BAIC has initiated a recruitment drive for Xiangjie dealerships, aiming to establish a robust sales network across multiple cities [9][12] Group 3: Future Product Plans - Xiangjie plans to launch its second model, a family-oriented travel vehicle, in the fall, further diversifying its product lineup [8] - The establishment of the Xiangjie Business Unit within BAIC New Energy indicates a prioritization of resources and development for the brand [12] - The commitment to user-centric design and product development is emphasized as a core strategy moving forward [12]