Core Insights - The competition in the ultra-high-end automotive market is intensifying, with domestic brands like Great Wall Motors, BYD, and Chery making significant moves to establish themselves in this segment [2][3][4] - Domestic brands face challenges in brand narrative, service ecosystem, design aesthetics, and consumer perception, which hinder their ability to compete with established international luxury brands [3][4][6] - A shift towards a unique Chinese high-end value system is necessary for domestic brands to differentiate themselves and redefine luxury [6][9] Group 1: Market Developments - Great Wall Motors has initiated a global tender for suppliers with ultra-high-end brand service experience for its BG brand user activity project [2] - BYD's Yangwang U8 has successfully entered the million-yuan high-end car market with innovative technologies like "crab mode" and on-the-spot turning [2] - Chery is rumored to be in talks with Maserati for potential collaboration or acquisition, indicating a competitive push towards ultra-high-end branding among domestic manufacturers [2] Group 2: Challenges Faced - Domestic brands struggle with brand narrative capabilities, lacking the historical depth and emotional value that traditional luxury brands like Mercedes-Benz and BMW possess [3] - There is a significant gap in the service ecosystem, as ultra-high-end consumers expect personalized and comprehensive service experiences that current domestic brands do not adequately provide [3][4] - Design aesthetics are lacking, with many domestic brands failing to create a cohesive and unique design language, leading to a perception of inconsistency [4][7] Group 3: Strategic Responses - Some domestic brands are exploring diverse strategies to enhance their soft power, focusing on cultural value reconstruction and innovative service experiences [6][9] - Collaborations with luxury service providers and cross-industry partnerships are being pursued to elevate brand perception and service offerings [6][7] - A long-term commitment to brand building is essential, with market research indicating that establishing a stable brand recognition in the ultra-high-end market typically requires 5 to 8 years of sustained investment [9] Group 4: Future Outlook - The collective effort of domestic brands to penetrate the high-end market is expected to reshape the value chain structure of the Chinese automotive industry and enhance its global competitive position [10] - The transition from a focus on scale to value leadership in the automotive sector reflects a broader transformation in China's manufacturing image and innovation capabilities [10]