豪华车「四分天下」格局初显，中国品牌凭何跻身核心阵营？

Core Insights - The luxury car market in China is undergoing a transformation where traditional brand prestige is being replaced by a focus on technology and user experience [1][6][23] - The emergence of domestic brands like Xiangjie is reshaping the definition of luxury, emphasizing value derived from advanced technology and user-centric features rather than historical brand loyalty [4][23] Industry Trends - The shift from mechanical performance to intelligent experience is evident, with entry-level cars already featuring advanced driver assistance systems, while some high-end luxury cars lag behind in technology [3][6] - The competition in the luxury electric vehicle market is intensifying, as consumers who previously owned luxury fuel vehicles are now more discerning and expect superior technology and experience [6][19] Company Performance - Xiangjie has achieved significant market success, with its S9 and S9T models topping the sales charts for mid-to-large electric vehicles priced above 300,000 yuan, indicating a shift in consumer preferences towards new luxury values [4][9] - The S9T model received over 30,000 orders within 66 days of its launch, demonstrating strong market acceptance and a departure from traditional luxury brand dominance [9][23] Technological Advancements - Xiangjie vehicles are equipped with Huawei's advanced driving assistance systems, showcasing a commitment to integrating cutting-edge technology into their offerings [13][20] - The collaboration between Xiangjie and Huawei aims to enhance the brand's technological capabilities, with plans to invest 20 billion yuan over three years to develop a comprehensive ecosystem [20][22] Consumer Insights - The new luxury consumer is less willing to pay a premium for brand heritage and more focused on authentic experiences and advanced features [4][15] - Research indicates that over 70% of Xiangjie S9 buyers are transitioning from traditional luxury brands, highlighting a significant shift in consumer behavior and expectations [15][23] Market Strategy - Xiangjie is establishing a dedicated sales and service network, with nearly 300 user centers and 600 authorized experience stores, to enhance customer engagement and service consistency [19][22] - The brand's strategy includes a focus on creating a lifestyle brand that resonates with luxury consumers, moving beyond just manufacturing vehicles to addressing broader lifestyle needs [15][23]