享界破局BBA，豪华车的“SBBA时代”来了吗？

Core Viewpoint - The emergence of the "Xiangjie" brand signifies a shift in the luxury car market, driven by traditional luxury car users switching brands and dealers collectively "voting" for change, marking the beginning of the "SBBA era" [1][2][24] Market Trends - The luxury sedan market above 300,000 yuan is witnessing the rise of the "Xiangjie" brand, which has quickly entered the territory of traditional luxury brands like BBA, with the Xiangjie S9 and S9T models achieving significant sales milestones [2][6][24] - By the second half of 2025, traditional luxury brands are expected to continue losing market share, while the Xiangjie S9T has already ranked among the top four in the mid-to-large luxury sedan market [2][6] Brand Positioning - Traditional luxury brands have maintained their market position through a long-established value system based on brand history, luxury materials, and performance, but are now facing challenges in the transition to electrification and smart technology [3][4] - Xiangjie aims to redefine luxury by focusing on "technology + experience," moving away from traditional luxury paradigms and creating a new standard for luxury vehicles [4][24] Product Differentiation - The Xiangjie S9 and S9T models are designed to cater to different user needs, with the S9 focusing on luxury and business use, while the S9T targets outdoor and self-driving experiences [5][12] - The S9T has achieved over 30,000 pre-orders within 66 days of its launch, surpassing the annual sales of traditional travel cars, indicating a shift in consumer preferences [6][7] Consumer Insights - Over 70% of Xiangjie S9 users are former BBA owners, indicating a significant shift in consumer loyalty towards this new brand [9][10] - The target demographic for the S9T includes successful professionals who value quality of life and seek vehicles that match their outdoor lifestyle [12][14] Dealer Dynamics - More than 100 dealers have applied to join the Xiangjie sales network, with 90% coming from traditional luxury brand dealerships, reflecting a collective industry trend towards Xiangjie [16][18] - The sales performance of Xiangjie models has led to a shift in dealer focus, as traditional luxury brands face challenges such as inventory issues and reduced after-sales service [18][24] Strategic Partnerships - The collaboration between BAIC Group and Huawei has evolved into a comprehensive strategic partnership, enhancing the technological and manufacturing capabilities of the Xiangjie brand [21][24] - This partnership allows for seamless integration of technology and manufacturing processes, contributing to the unique user experience and sustained technological leadership of Xiangjie [21][24] Market Impact - Xiangjie is not merely a new player in the luxury car market but is seen as a "reconstructor" of industry standards, reshaping the competitive landscape and redefining luxury car value [20][24] - The brand's approach to luxury, which emphasizes accessibility and user-centric design, challenges the traditional high pricing strategies of luxury vehicles [22][24]