这场由传统豪华车用户增换购迁移与经销商集体"投票"共同驱动的变局，让"SBBA时代"成为一个新的格局风向。一个诞生仅一年多的新品牌，究竟是如 何快速切入BBA腹地，并试图改写延续数十年的豪华车市场格局？ 随着30万元以上的豪华轿车市场热销榜单，开始出现一个名为"享界"的中国品牌时，一个豪华车消费新趋势或许正在加速到来。 2025年下半年，传统豪华品牌的市场份额继续减少，"轿旅双子星"享界S9/S9T却接连创下纪录，后者11月跻身中大型车豪华轿车市场前四，仅次于BBA车 型。同时，超百家经销商申请加入享界网络，其中九成来自BBA等传统豪华阵营。 这场由传统豪华车用户增换购迁移与经销商集体"投票"共同驱动的变局，让"SBBA时代"成为一个新的格局风向。一个诞生仅一年多的新品牌，究竟是如 何快速切入BBA腹地，并试图改写延续数十年的豪华车市场格局？ "新豪华"品牌，从功能越级到情绪越级 传统豪华品牌的市场地位之所以稳固，依靠的不是有几台爆款车型，而是由品牌历史、奢华材质和动力性能所定义的、延续了数十年的传统豪华车价值体 系。 但在向电动化与智能化转型的过程中，传统豪华品牌正面临一场深刻的价值拷问。一方面，它们在燃油 ...

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]

中国豪华汽车市场，曾经运行着一条不言自明的"品牌法则"。 那个时代的豪华由品牌定义，消费者愿意为了引擎盖上的一个徽章买单，花费真金白银买下的可能是一张"身份契约"。 然而，当智能化的浪潮以十年走完燃油时代百年的演进速度时，市场打响了豪华车市场新一轮竞争的发令枪。 一边，十万元级入门家用车，已走向辅助驾驶的普及战；另一边，某些百万级别的豪车，其车机系统依然处于非智能时代。 这不再是配置的差距，而是时代逻辑的断层。当汽车的灵魂从"机械性能"转向"智能体验"，传统豪华品牌用精密机械构筑的技术护城河，正在被一颗颗智能 芯片与激光雷达快速"填平"。 旧秩序的裂痕，正是新王者的阶梯。中国汽车工业等待多年的那个问题，答案已浮出水面：在电动化抹平了动力门槛的今天，什么才是定义"新豪华"的终极 筹码？ 今年9月，中国30万以上新能源中大型轿车销量榜中，本土车型享界S9与S9T强势占据榜首及第三位，享界如同一把精准的钥匙，插入了这个时代的锁孔。 它用"上市即上量"的战绩证明了，新时代的豪华车消费者，已不再为历史情怀的"溢价"买单，他们只为极致体验的"价值"投票。 汽车产业早期，消费者曾高度信赖品牌光环，即便对豪华品牌的低配车型也 ...

Core Insights - The core achievement of Seres Group is winning the 2025 Effie Automotive Gold Award, highlighting its leading position in brand marketing and the growth of Chinese automotive brands in the global market [1][2] Group 1: Awards and Recognition - The Effie Awards, established in 1968 and known as the "Oscars of Marketing," focus on effectiveness in marketing practices, with the automotive category emphasizing innovative marketing models [1] - Seres Group's "Wenjie 2025 Spring Festival Marketing Series" has previously won multiple international awards, including the Grand Winner at the NYX Awards and the Platinum Award at the VEGA Digital Marketing Awards [1] Group 2: Marketing Strategy - The "Wenjie 2025 Spring Festival Marketing Series" centers on cross-industry integration, featuring a performance at the 2025 CCTV Spring Festival with 780 Wenjie M9 vehicles, showcasing a blend of technology, art, and sports [2] - This marketing campaign elevated brand storytelling to resonate with national confidence and contemporary spirit, transitioning from product promotion to value resonance [2] Group 3: Brand Positioning - As a proponent of high-end Chinese brands, Seres has redefined the competitive landscape for high-end electric vehicles in China and established a new benchmark for the value of Chinese automotive brands globally [2] - The company aims to continue driving brand elevation through technological innovation, showcasing the strength and value of Chinese manufacturing to the world [2]

Core Insights - The establishment of the new central enterprise, China Changan Automobile Group, is significantly empowering the high-end electric vehicle brand Avita, redefining the narrative of luxury in the Chinese automotive industry [1][2] Group 1: New Central Enterprise Empowerment - The unveiling of the Avita Smart Factory, the world's first fully 5G intelligent AI flexible super factory, with an annual production capacity of 280,000 units, addresses the industry's capacity challenges for high-end electric vehicles [2] - The support from Changan includes financial resources, supply chain, and R&D, enhancing Avita's competitiveness, exemplified by the Avita 06's battery safety tests exceeding national standards by five times [2] - Avita's collaboration with Huawei has evolved from technology integration to deep co-creation, establishing a unique competitive edge in smart driving and battery technology [3] Group 2: Differentiation in Design and Ecosystem - Avita's commitment to original design is evident as both the Avita 11 and 12 won the German Red Dot Design Award in 2024, moving away from Western luxury car design imitations [3] - The partnership with CATL has expanded from battery supply to joint brand development, creating a robust ecosystem that enhances Avita's market position [3] Group 3: Global Expansion Ambitions - Avita's global strategy is reshaping the narrative of Chinese automotive exports, with vehicles sold in 25 countries and plans to expand to 50 by the end of the year, aiming for over 50% of sales from overseas by 2030 [4] - The brand's ability to price competitively against established luxury brands like BMW, Benz, and Audi (BBA) reflects a significant shift in the perception of Chinese brands in the global market [4] - The synergy between Changan's global supply chain and Avita's product capabilities is indicative of a collective breakthrough for the Chinese automotive industry in the high-end segment [4]

Core Insights - Traditional luxury brands like BBA (Benz, BMW, Audi) are facing strong competition from new luxury brands represented by companies like Wenjie and Li Auto in the Chinese market [2][3] - Significant price reductions have been observed for multiple Benz models, with discounts reaching up to 50%, leading to the closure of several dealerships in cities like Tangshan, Dongying, and Luoyang [2] - Mercedes-Benz's net profit after tax dropped by 55.8% year-on-year in the first half of the year, with total sales in China declining by 14% to 293,200 units [2] - Audi and BMW also reported declines in sales, with Audi's sales down 10.2% and BMW's net profit decreasing by over 29% [2] Market Dynamics - The definition of luxury is evolving as the automotive industry accelerates towards electrification and intelligence, with younger consumers prioritizing technology and practicality over brand prestige [2][3] - Mercedes-Benz is adjusting its electrification strategy to allow for a coexistence of fuel and electric vehicles, catering to different market conditions, particularly in China [3][10] - The acceptance of intelligent technology varies globally, with Chinese consumers showing the highest willingness to adopt smart features, while North American and European consumers express concerns about privacy and data security [3][9] Technological Focus - Mercedes-Benz identifies five key future technology anchors: electronic and electrical architecture, powertrains, autonomous driving, smart cockpits, and data security [8][9] - The company emphasizes the importance of self-research in electronic architecture and powertrains to maintain competitive advantage, while opting for collaboration in areas like data security and chip development [10][12] - The strategy includes a focus on user-centered technology that enhances safety, comfort, and convenience, avoiding mere technological accumulation [6][7] Localization and Global Strategy - The unique dynamics of the Chinese market are seen as a testing ground for innovation, with Mercedes-Benz aiming to adapt its product development processes to align with local market demands [13][14] - The company plans to leverage its experiences in China to enhance its global operations, potentially developing next-generation platforms locally [13] - The shift from traditional luxury to new luxury is characterized by a blend of brand heritage with modern consumer needs, with China acting as a catalyst for this transformation [14]

Investment Rating - Investment recommendation: Outperform the market (maintained) [7] Core Viewpoints - The report provides an in-depth analysis of the domestic ultra-luxury automobile market, highlighting the resilience of imported brands and the potential breakthrough of domestic brands. The market share of domestic brands is expected to grow from 0.8% in 2023 to 4.8% in 2024 [4][9][25]. - The ultra-luxury SUV market is highly competitive, with Porsche Cayenne leading, while domestic brand Yangwang U8 is starting to gain recognition. Imported brands dominate the ultra-luxury sedan market, but new high-end models from domestic brands like Yangwang U9 are entering the market [4][10][40]. - The ultra-luxury MPV market is led by Toyota Alphard, with domestic brand Zeekr 009 gradually making inroads [4][10]. Summary by Sections 1. Resilience of Imported Ultra-Luxury Cars and Structural Breakthrough of Domestic Brands - The overall sales of ultra-luxury cars remain resilient, with annual sales maintaining above 200,000 units. In 2024, the expected sales volume is approximately 200,000 units, a decrease of 15.2% year-on-year [9][21]. - Imported brands continue to dominate the market, but domestic brands are gradually increasing their market share, projected to rise from 0.8% in 2023 to 4.8% in 2024 [25][28]. 2. Intense Competition in Various Sub-Markets and Differentiation of Domestic Brands - The ultra-luxury SUV market is stable, with sales expected to reach 112,000 units in 2024, down 13.2% year-on-year. The top five models include Porsche Cayenne, Land Rover Range Rover, and Yangwang U8, with respective sales of 21,000, 19,000, and 7,000 units [30][32]. - The ultra-luxury sedan market is primarily dominated by imported brands, with 2024 sales expected to drop to 66,000 units, a 22.4% decrease year-on-year. However, domestic brands like Yangwang U9 and NIO ET9 are beginning to penetrate this market [40][42]. - The ultra-luxury MPV market is led by Toyota Alphard, with Zeekr 009 starting to gain traction, achieving over 2,000 units in sales in 2024 [51]. 3. Investment Recommendations: Focus on "New Luxury" Domestic Brands with Leading Smart Electric Technology - Domestic brands are expected to leverage advancements in electric and smart technologies to penetrate the ultra-luxury market. In 2024, China's new energy vehicle sales are projected to reach 12.87 million units, a 35.5% increase year-on-year [54][55]. - The report recommends focusing on brands like Yangwang from BYD and the joint venture brand Zunji from Jianghuai Automobile and Huawei, which are positioned to lead the high-end market [54][55].

Core Insights - Changan Automobile has officially become a state-owned enterprise (SOE) following the termination of the restructuring plan with Dongfeng Group, positioning its high-end brand Avita to lead the luxury vehicle segment as a new flagship for the SOE [2][3] - Avita aims to launch a flagship model priced at over 1 million yuan by 2026, with a total of 17 new products planned by 2030, covering various vehicle types including sedans, SUVs, MPVs, and sports cars [2][3] Group 1: Brand Positioning and Strategy - Avita's new slogan emphasizes its role as a "new flagship" and "new luxury" brand under the SOE framework, indicating a commitment to high-end vehicle production [2] - The brand's strategy includes a focus on original design and a "technology alliance" with partners like Huawei and CATL, enhancing its technological capabilities [3] Group 2: Product Development and Sales Goals - Avita has successfully launched four models in three years and aims for a total global sales target of 800,000 units by 2030, with a specific target of 220,000 units by 2025 [3] - As of May, Avita's sales reached 12,767 units, marking three consecutive months of sales exceeding 10,000 units, with a cumulative total of 50,000 units for the year [3] Group 3: Market Expansion and Distribution - Avita plans to expand its distribution network, currently exceeding 700 touchpoints across 212 cities, with an 82% coverage rate in prefecture-level cities and 76% in core business districts [3] - The brand is also targeting international markets, with plans to enter over 50 countries and regions, establishing more than 160 distribution points [3]

Core Viewpoint - The traditional luxury car brands represented by BBA (BMW, Benz, Audi) are facing significant challenges in the Chinese market, with local luxury brands rapidly gaining market share and altering consumer perceptions of luxury vehicles [1][3][20]. Group 1: Market Dynamics - The global sales of BBA brands are declining, with BMW and Benz experiencing the largest drops in China, with sales down 13% and 7% respectively, while Audi's sales fell by approximately 11% [1][3]. - The Chinese luxury car market is evolving, with the segment priced between 200,000 to 300,000 yuan experiencing a 92% growth from 1.982 million units in 2018 to 3.822 million units in 2024 [3][18]. - In 2024, domestic high-end brand passenger car sales are projected to reach 4.738 million units, reflecting a 2.3% year-on-year increase [3][18]. Group 2: Audi's Strategic Shift - Audi is launching a new AUDI brand in China, aiming to attract younger consumers and differentiate itself in the luxury market [2][3]. - The AUDI E5 Sportback, which debuted shortly before the Shanghai Auto Show, represents Audi's commitment to electric and intelligent vehicle technology, with a focus on local partnerships for battery and smart driving solutions [2][4][7]. - Audi's collaboration with local suppliers like CATL for battery systems and Momenta for intelligent driving technology highlights a strategic pivot towards leveraging Chinese innovation [2][9][11]. Group 3: Competitive Landscape - Traditional luxury brands are increasingly adopting Chinese smart automotive solutions, with BBA brands collaborating with local companies to enhance their technological offerings [9][10][21]. - The shift towards smart and electric vehicles is not just limited to BBA; other foreign brands are also forming partnerships with Chinese suppliers to adapt to the rapidly changing market [10][13]. - The competitive landscape is intensifying, with the Chinese market leading in the adoption of new energy vehicles, achieving over 50% penetration, while other regions lag behind [18][20]. Group 4: Future Outlook - The success of BBA brands in China is seen as critical for their global strategy, with significant investments planned for new electric models and local R&D initiatives [17][20]. - The rapid development of smart and electric vehicles in China is expected to influence global automotive trends, with Chinese solutions beginning to penetrate international markets [21].

Core Viewpoint - The company, Seres Group, is rapidly advancing its IPO process in Hong Kong, having submitted its application within a month of announcing its intentions, driven by significant growth in its business and market performance [1][3]. Financial Performance - Seres achieved a record financial year in 2024, turning a profit with a revenue increase of 305% from 2023, reaching 145.1 billion yuan [4][5]. - The company reported a total delivery of 387,100 units for its Wanjie brand in 2024, a year-on-year increase of 268%, with the Wanjie M7 and M9 becoming top-selling models in their respective price segments [3][5]. Market Strategy - The company aims to expand its global presence, with plans to use 20% of the IPO proceeds for marketing, overseas sales, and charging network services [6]. - Seres is focusing on enhancing its product offerings and technological capabilities, with a significant increase in R&D investment, planning to allocate 70% of the IPO proceeds to R&D [7]. Recent Challenges and Opportunities - Despite a 45% decline in total sales in Q1 2025, the company reported a 240% increase in net profit, attributed to product structure optimization and increased sales margins [8]. - The newly launched Wanjie M8 has received strong market interest, with over 60,000 pre-orders within days of its release, indicating potential for recovery in sales [8]. Market Confidence - The company's market capitalization remains above 200 billion yuan, reflecting investor confidence, and it has been included in major A-share indices, further solidifying its market influence [9].