设计 | 甄 尤 美 撰文 | 吴 静 编辑 | 黄 大 路 回望十余年前，中国汽车市场那段高增长的草莽岁月，总 是会被人怀念。 那是 一个 供需彻底失衡、规则尚显粗放、红利俯拾皆是的年代， " 躺着赚钱 "并不是神话， 对于亲历者而言 ， 那无疑是 一段名副其实的 "黄金 岁月"。 如今，中国汽车行业正在 "上演"相反的剧本：市场从"水大鱼大"的增量蓝海，急转直入"刺刀见红"的存量血海。曾经躺着赚钱的日子一去不返， 在极致内卷下，中国汽车人每天面对的都是关于生死存亡的考题。 过去一年，在行业增收不增利的大背景下，销量目标成功达成的车企屈指可数。 倘若多年后回顾中国汽车市场， 2025 年一定会是一个重要的分水岭。 共探新营销，共创新可能 这一年，中国汽车行业躲不过的关键词之一就是效率。在新能源市场竞争加剧、亏损式增长难以为继的背景下，车企纷纷整合品牌向行业清晰传 递了其从 "拼规模"向"拼效率"的重大转变。更重要的是，未来汽车行业的竞争将更加依赖核心技术、供应链效率与品牌协同，而非盲目扩张。 它标志着中国汽车产业告别野蛮生长的 "上半场"，开启了以体系化能力、全球化视野和可可持续盈利为核心的高质量发展"下半 ...

Group 1 - The core viewpoint of the article highlights that 130 Chinese companies made it to the Fortune Global 500 list, but 68 of them experienced a decline in rankings, particularly in traditional manufacturing, automotive, and energy sectors [1] - Notably, China FAW Group's ranking fell to 164th, dropping 35 places compared to the previous year, and its position among Chinese automakers decreased from 2nd to 4th [1] - The performance data indicates a downward trend, with China FAW's vehicle sales for 2024 projected at 3.2 million units and revenue at 555.01 billion yuan, compared to 3.373 million units and 624.94 billion yuan in 2023, reflecting a decline in both sales and revenue [1] Group 2 - Traditional automakers, particularly those reliant on fuel vehicle operations, are facing significant transformation challenges and market share defense against the rise of new energy vehicle manufacturers [4] - The General Manager of FAW-Volkswagen, Chen Bin, emphasized the need for traditional companies to leverage their existing strengths, including technological capabilities and customer reputation, to pivot effectively towards new market opportunities [4]

Core Viewpoint - The article discusses the challenges faced by the Zhijie brand, a collaboration between Huawei and Chery, highlighting its initial success followed by significant delivery issues and declining sales, leading to dissatisfaction among users and internal competition with other brands [2][3][4][6][11]. Group 1: Brand Performance and Sales - Zhijie launched its first model, the Zhijie S7, in November 2023, which received over 5,000 pre-orders on launch day and more than 20,000 within a month, targeting the young elite market priced between 250,000 to 350,000 yuan [3][4]. - However, the delivery timeline extended from the planned 4-6 weeks to over 12 weeks due to chip shortages and factory relocation, leading to quality control issues and order cancellations [3][4]. - Sales peaked at 7,397 units in October 2024 but dropped significantly to 565 and 491 units in May and June 2025, respectively, with overall sales for June reported at 2,459 units [4][6]. Group 2: Internal Competition and Brand Strategy - Zhijie faces internal competition from other brands under the Huawei and Chery umbrella, such as Wanjie and Xingtu, which complicates its market positioning [6][8]. - The brand's identity is muddled by similarities in appearance, technology, and pricing with other Chery brands, leading to confusion among consumers and sales personnel [7][8]. - Chery's decision to promote its main brand over Zhijie during a live stream event for the Fengyun A9L model has further alienated Zhijie users, who feel neglected [7][8]. Group 3: Strategic Changes and Future Outlook - In early 2025, Zhijie became an independent entity under Chery, allowing for more autonomous financial and marketing decisions, which is seen as a self-rescue attempt [9][10]. - Chery plans to establish a dedicated sales company for Zhijie to enhance its market presence and resolve issues related to being overshadowed by other brands [10]. - The introduction of a new logo and branding strategy aims to differentiate Zhijie from its competitors and improve its market appeal [10].