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].