里斯咨询中国区副总裁罗贤亮：以“品类创新”赋能AI科技企业破局

Core Insights - The current AI investment boom masks a critical fact: technology alone cannot build sustainable business barriers [1] - The emergence of AI super technologies has fundamentally disrupted traditional brand-building methods, shifting the focus to defining new categories and creating super tech brands [3] Industry Overview - The global AI application market is projected to exceed $500 billion by 2025, with China's AI application market experiencing explosive growth, particularly in mobile user adoption, which has surged by 101% [4] - As of April 2025, the number of AI-related companies in China has surpassed 4,500, indicating intense competition and emerging risks of technology homogenization [4] - IDC forecasts that global IT spending growth will decline from 10% to 5% by 2025 due to factors like tariff policies, highlighting the increasing competition in financing, technology, and product development [4] Company Strategy - In 2024, the company assisted XPeng in a strategic pivot, redefining it as a "global AI smart driving technology company" rather than a traditional car manufacturer [4] - The concept of the "world's first AI car" was defined, exemplified by the new P7+ model, which features "end-to-end AI smart driving" as a standard offering without additional costs [5] - Recent product launches include the second-generation VLA, XPeng Robotaxi, a new generation of Iron humanoid robots, and two flying car systems, reinforcing XPeng's position as a "super AI tech brand" [5][6] Brand Positioning - The branding strategy emphasizes differentiation, moving beyond mere product specifications to anchor on the core label of "AI technology," thus avoiding the pitfalls of direct competition with peers like NIO and Li Auto [8] - The success of Tesla illustrates the importance of brand narrative that transcends product identity, linking technological aspirations and founder innovation to create a robust brand ecosystem [7][8] - XPeng's strong technical foundation, rooted in the founder's engineering background, provides a competitive edge in research and development, supporting its innovative positioning in the market [8]