Core Insights - The company, Xiangjie, has achieved significant milestones in the high-end smart manufacturing sector, with its S9 model delivering 4,154 units in June, ranking first in the 300,000-level new energy sedan category [2] - A new logo was unveiled during the "2025 Xiangjie User Star Night," symbolizing a new phase in the brand's development and reflecting user feedback [2][3] - The brand's positioning has shifted from a focus on executive sedans to catering to family-oriented users, with 60% of S9 owners being young individuals [5][8] Group 1: Brand Development - The new logo design was inspired by celestial themes and incorporates a hexagonal design consistent with the Hongmeng Intelligent family, enhancing brand recognition [5] - The initial positioning of the S9 as a luxury executive sedan has evolved, with a significant portion of its user base now identified as family-oriented [5][8] - The event highlighted the importance of user feedback in shaping the brand's identity and product offerings [3][12] Group 2: Strategic Partnerships - The collaboration between BAIC Group and Huawei has entered a new phase, with Huawei granting greater operational autonomy to BAIC for the Xiangjie brand [9][11] - The sales strategy is shifting from centralized control by Huawei to independent channel development for each brand under the Hongmeng Intelligent umbrella [9][11] - BAIC has initiated a recruitment drive for Xiangjie dealerships, aiming to establish a robust sales network across multiple cities [9][12] Group 3: Future Product Plans - Xiangjie plans to launch its second model, a family-oriented travel vehicle, in the fall, further diversifying its product lineup [8] - The establishment of the Xiangjie Business Unit within BAIC New Energy indicates a prioritization of resources and development for the brand [12] - The commitment to user-centric design and product development is emphasized as a core strategy moving forward [12]

Core Viewpoint - The event "Enjoying Self-creation" 2025 Star Enjoy User Night showcased the launch of a new car logo by Huawei and BAIC Group, emphasizing the brand's commitment to user engagement and high-quality manufacturing [1][9]. Group 1: New Logo and Design - The new logo features a hexagonal design that continues the family lineage of Harmony Intelligent Driving, incorporating a silver ratio and G3 curvature to enhance visual rhythm [3]. - The logo's dual-layer design symbolizes a romantic connection with users, with the upper layer representing star-like radiance and the lower layer showcasing intricate micro-level electroforming craftsmanship [3]. Group 2: Sales Performance - In June, the Enjoy S9 model achieved impressive sales, delivering 4,154 units in a single month, securing the top position in the sales of new energy sedans above 300,000 units [5]. Group 3: Super Factory Experience - The Enjoy Super Factory in Beijing has become a popular destination for users, allowing them to witness the production process firsthand, which enhances trust in the brand [5]. - The factory integrates digital flexible production lines, AI quality inspection, and ADS intelligent driving calibration, showcasing advanced manufacturing capabilities [5]. Group 4: User-Centric Approach - The factory emphasizes transparency in manufacturing processes, fostering a strong connection with users by openly sharing how and for whom the cars are made [7]. - User-selected configurations are quickly translated into precise production instructions, ensuring that each vehicle meets individual preferences [5]. Group 5: Future Product Launch - A new travel vehicle from Enjoy is set to launch in the fall, further expanding the product lineup and demonstrating the brand's dedication to understanding user needs [9]. - The brand's journey towards high-end manufacturing is rooted in deep insights into user demands and a relentless pursuit of product quality [9].