两个月内 连续两次品牌专场发布会， 背后是鸿蒙智行体系下 "罕见"的重视程度，享界品牌 在市场中的热度亦随之走高。 享界 S9T 的成功曾引发业界一片关注。这是因为享界 S9T 在很好诠释了，在华为旗舰科 技"满血搭载"的基础上，全场景用车需求的满足，全方位的情绪价值的拉满，让其成为了一款 超乎传统认知的新科技豪华旅行车。 现如今，高净值用户对价格的敏感度远不如科技力量、智能体验的影响，鸿蒙智行将华为 ICT 领域 30 年技术积累转化为在"汽车局"中的压倒性优势后，享界品牌通过一次又一次的突破， 给予了这部分消费群体超预期的获得感。 在业界看来，新款享界 S9 的上市 不应被简单看作是一次 新 品 发布 ， 其对于豪华车细分市 场格局、享界品牌塑造的意义更为深远。 再度火爆持续突破后的必然结果 "作为鸿蒙智行最美轿车，享界 S9 获 2024 中国设计智造大奖、 2024 GOOD DESIGN 设 计大奖，并获得中汽中心测评权威认证的安全、智能、健康五星大满贯 ...... " 2025 广州车展 前夕，华为常务董事、产品投资委员会主任、终端 BG 董事长余承东在享界 S9 新品发布会开 场白中，列举了享 ...

最近留意到一个小趋势：猎装正在回归。 从北京国贸到上海静安寺， Barbour夹克的出镜率明显上升。小红书上，有人称出门散步就看到不下十件Barbour，有人觉得Barbour穿上就像劳保服，但 也有人分享自己的"巴恩风"穿搭思路，称其是最好的入秋搭子。 有意思的是，作为猎装，Barbour过去是乡村绅士的专属，如今穿着场景则转移到了城市，成了都市新中产表达生活品味的新方式。 这其实也是户外趋势被忽视的一个侧面：并非所有户外消费都发生在户外，很多时候，人们需要的，或许只是"户外感"或"户外精神"。 01、Barbour：从功能装备到"新中产"符号 Barbour的故事可以追溯到1894年，当时John Barbour创立了以自己姓氏命名的品牌Barbour，为水手和渔民提供油布雨衣，以抵御英国的恶劣天气。通过一 代代继承者们的努力，Barbour先后推出了摩托车服、潜水服、马术服装。经典的油蜡棉布面料能够适应不同环境条件，防水、耐磨的功能特性，使其迅 速在各种户外场景中流行开来。 自1970年代起，Barbour相继获得英国皇室三张委任状，这也将品牌与英国乡村贵族生活方式联系起来。而当伊丽莎白二世、戴安娜王妃 ...

品牌大使杨幂、沈腾的加盟，使享界成功打破传统豪华品牌刻板印象，实现从科技圈到大众消费圈的跨圈层传播。车展期间，双展台策略与线上线下合力传 播形成"视觉+流量"双高峰，超百家门店申请加入享界专属销售网络，90%以上来自传统豪华品牌升级。 30万元以上豪华车市场月销量长期超5万台，此前多由BBA等传统品牌主导。享界S9T面市后即获"2025中国十佳底盘"等奖项，并入围多项年度车评选。此 次双车首秀不仅体现消费者对国产高端新能源车的信任增强，更标志着中国品牌在豪华车领域的技术硬实力与品牌势能已具备全球竞争力。 双车搭载的12项核心配置中，6项为鸿蒙智行"9系旗舰"专属技术，6项与百万级尊界S800同款。华为途灵平台与乾崑智驾的深度融合，解决了传统豪华车在 智能化、安全性、舒适性方面的痛点。北汽集团20余年豪华制造经验与全球标杆工艺确保车辆品控，华为前沿科技则重构了出行智慧边界。 北汽集团与华为的战略合作，使享界成为首个集"新智能、新美学、新场景、新体验"于一体的中国高端汽车品牌。通过双车差异化定位，享界已形成"旗舰 轿车+最美旅行车"的完整产品矩阵，未来将依托华为乾崑智驾与鸿蒙座舱的持续进化，不断突破豪华出行的技术 ...

享界S9所在的30万元以上的豪华车市场中，在自主品牌冲击下，部分传统豪华车产品销量下降。中国 汽车流通协会专家李颜伟披露的数据显示，今年1月~9月，30万元以上市场以及豪华车市场销量同比下 降约12%，主要受经济大环境影响，这一市场的整体规模在萎缩。 此次推出的新享界S9，涵盖增程、纯电共4个版本车型，售价区间为30.98万～36.98万元。享界S9于 2024年8月上市，以起售价39.98万元切入行政轿车赛道，对标奔驰E级、宝马5系等传统豪华车型。但受 限于新品牌认知度尚未充分建立、价格高于同级竞品，叠加智能辅助驾驶功能在商务场景中未达到有效 卖点等因素，享界S9上市后销量未达预期。 2025年4月，享界S9推出增程版车型将起售价拉低至30.98万元，同步完成车身加宽与智能辅助驾驶软硬 件升级，此后享界S9的销量小幅上涨。直到鸿蒙智行在今年9月份推出首款旅行车享界S9T后，享界销 量迎来转折点。余承东称，享界S9T上市66天大定破3万辆。 此次新款享界S9在配置上全面升级，搭载全新华为途灵平台、乾昆智驾ADS 4系统，起售价与S9T保持 一致，两者组成"旗舰9系双子星"。 11月20日，鸿蒙智行旗下享界新S ...

Core Insights - The launch of the new model, Xiangjie S9, on November 20 marks a significant addition to the Xiangjie brand, which already includes the S9T travel car, establishing a "dual flagship" strategy for the brand [2][3] - The Xiangjie S9T has achieved over 30,000 pre-orders within 66 days of its launch, indicating its potential to become a "phenomenal product" in the travel car market [2] - The pricing strategy for the new Xiangjie S9 has been adjusted to start at 309,800 yuan, making it more accessible compared to its predecessor, which was priced above 450,000 yuan [2][3] Product Features and Upgrades - The Xiangjie S9 features significant upgrades, including the new Huawei Tuling platform, advanced driving assistance systems, and luxury enhancements such as zero-gravity rear seats and high-definition projection headlights [3] - The new model aims to redefine luxury in the automotive sector, focusing on six major upgrades across luxury, intelligence, driving control, and safety [3] Market Positioning and Future Plans - The Xiangjie brand, a collaboration between Huawei and BAIC Group, targets the luxury car market priced above 300,000 yuan, appealing to young, discerning consumers [3] - BAIC Group plans to invest 20 billion yuan to fully develop the Xiangjie brand and expand its product lineup [3] - The cumulative delivery of the five brands under Hongmeng Zhixing has surpassed 1 million units in 43 months, with the Wanjie M9 being a standout model [3]

11月20日，新款享界S9上市，推出涵盖两种动力形式的4款车型，售价区间为30.98万~36.98万元，与老 款车型（30.98万~44.98万元）相比，起售价未变化，但顶配车型售价下调了8万元。据悉，这车是鸿蒙 智行今年上市的最后一款新车。 另据华为常务董事、产品投资委员会主任、终端BG董事长余承东透露，鸿蒙智行首款"9系"旗舰MPV即 将亮相，新车将延续鸿蒙智行在高端产品上的积累，融合华为最新技术。"这款新车将超越市面上所有 旗舰MPV。"余承东宣称。 针对新款享界S9，余承东宣布，"如果用户在2025年12月31日24:00前完成大定锁单，因非用户原因致车 辆未及时到店交付，致使开票和车辆交付时间实际发生在2026年，用户可享受跨年购置税补贴方案，最 高1.5万元"。 公开资料显示，享界S9于2024年8月上市，定位行政旗舰轿车，主要竞品为奔驰E级、宝马5系和奥迪 A6。然而，受多重因素影响，其市场表现未及预期。一方面，享界S9彼时的定价为39.98万~44.98万 元，零售端起售价高于上述三款竞品，在价格层面缺乏竞争力；另一方面，作为全新品牌，享界在行政 车市场所需的"身份认同"上存在短板，难以满足目 ...

Core Insights - The new model, Xiangjie S9, was launched on November 20, featuring four variants with a price range of 309,800 to 369,800 yuan, maintaining the starting price of the previous model but reducing the top variant's price by 80,000 yuan [1] - Huawei's Executive Director Yu Chengdong announced the upcoming flagship MPV of the Hongmeng Zhixing brand, claiming it will surpass all existing flagship MPVs in the market [1] - A tax subsidy of up to 15,000 yuan is offered to users who complete a pre-order by December 31, 2025, if delivery is delayed due to reasons not attributable to the user [1] Market Performance - The Xiangjie S9, launched in August 2024, faced challenges in market performance, with initial pricing higher than competitors like the Mercedes E-Class and BMW 5 Series, leading to a monthly sales average of less than 1,000 units [2] - Following a significant price reduction of nearly 100,000 yuan for the extended-range version in April 2025, sales saw an increase, but they declined again in the latter half of the year, with sales dropping to 618 units in October 2025 [2] Strategic Developments - The second model, Xiangjie S9T, launched in September 2025, achieved over 30,000 pre-orders within 66 days, indicating a shift in focus towards the Xiangjie brand by BAIC New Energy [3] - A strategic partnership between Huawei and BAIC was established, with a planned investment of 20 billion yuan over three years to enhance design, intelligent driving, and safety features [3] Product Features - The Xiangjie S9 incorporates design and configuration elements from the S9T, including a new tail light design and upgraded interior screens, while also featuring advanced sensor technology for improved driving capabilities [4] - The vehicle utilizes Huawei's new Tuling platform, integrating various vehicle systems for enhanced performance and data exchange [4] Competitive Landscape - The market for vehicles priced between 300,000 and 400,000 yuan saw a decline of 3.9% in sales from January to October, with SUVs performing better than sedans [5] - There are concerns about potential internal competition between the Xiangjie S9 and S9T, which may confuse consumers and dilute brand performance if not managed effectively [5]

Core Insights - The collaboration between BAIC Group and Huawei has resulted in the launch of the premium electric vehicle brand, Xiangjie, with its flagship model, Xiangjie S9T, participating in the 2025 China Digital Automotive Competition, showcasing the strength of Chinese high-end manufacturing [1][2] Group 1: Product and Technology - Xiangjie S9T combines BAIC's decades of experience in automotive manufacturing with Huawei's advanced technology in smart connectivity and autonomous driving, creating a dual empowerment of "manufacturing hard power + technology soft power" [1] - The vehicle is designed to withstand extreme road conditions, demonstrating confidence in the co-created technology through real-world testing rather than just theoretical specifications [2] Group 2: Market Reception and Performance - Early user feedback highlights the vehicle's robust build quality and effective smart driving assistance, indicating strong market demand and consumer expectations [4] - The ongoing competition serves as a public validation of the collaborative model between BAIC and Huawei, emphasizing the capabilities of Chinese high-end electric vehicles [4] Group 3: Event Details - The 2025 China Digital Automotive Competition commenced on November 17 in Wuqing District, Tianjin, with the route covering diverse and challenging terrains, reflecting various user scenarios [2][4] - The event is co-hosted by several organizations, including the China Economic Information Agency and the China Automotive Engineering Society, aiming to establish more scientific and credible evaluation standards for the industry [2]

Core Viewpoint - The "2025 China Digital Automotive Competition: Digital Driving China Competition" has commenced in Wuqing District, Tianjin, aiming to evaluate the performance of new energy vehicles under various real-world conditions through real-time data collection [1][4][17] Group 1: Event Overview - The event is co-hosted by the China Economic Information Agency, China Society of Automotive Engineers, Beijing Institute of Technology, and Beijing Yiwei New Energy Vehicle Big Data Application Technology Research Center [1] - The competition will last approximately 40 days, covering diverse environments including cold northern regions, humid southern areas, high-altitude zones, mountainous roads, and urban congestion [6] - Over 20 data collection nodes will be set up to monitor more than 120 key indicators in real-time, ensuring the evaluation is understandable and trustworthy for the public [6] Group 2: Objectives and Innovations - The competition aims to provide a rigorous assessment of new energy vehicles' performance in long-distance travel and extreme conditions, supporting the green and intelligent evolution of these vehicles [4][17] - It focuses on data mining, virtual validation, and intelligent algorithms, encouraging students to apply digital methods to solve real engineering problems, thus bridging the gap between academia and industry [4][6] - The event integrates innovative elements from the China Digital Automotive Competition's innovation and entrepreneurship tracks, fostering a collaborative ecosystem for industry-academia-research applications [17] Group 3: Participation and Support - Guangzhou Automobile Group has organized a joint team featuring five new energy vehicle models, aiming to showcase their high technology and quality to users nationwide [9] - Beijing New Energy Automobile Co., Ltd. is participating with its flagship model, the Xiangjie S9T, emphasizing safety, advanced technology, and user trust [10] - An expert team will provide professional data interpretation throughout the event, enhancing the credibility of the assessments [13]

Core Viewpoint - Beiqi Blue Valley has received approval from the Shanghai Stock Exchange for a new round of non-public stock issuance, aiming to raise up to 6 billion yuan for projects related to new energy vehicle development and AI intelligent platform development. However, the company continues to face deep losses despite revenue growth and stable gross margins, raising questions about its ability to reverse its performance through additional fundraising [1][10]. Financial Performance - In the first three quarters of this year, Beiqi Blue Valley sold 111,500 units, a year-on-year increase of 64.34%. Revenue reached 15.384 billion yuan, up 56.69%, but the net profit attributable to shareholders was -3.426 billion yuan, indicating a narrowing loss yet still deep in the red [3]. - The company's gross margin was -2.70%, an improvement from -6.68% in the same period last year [3]. Stock Issuance and Financing - Since its backdoor listing in 2018, Beiqi Blue Valley has raised a total of 41 billion yuan through multiple rounds of financing, which is close to its current total market value of 44 billion yuan. However, the company's debt ratio has risen to 84%, up approximately 22 percentage points from 62% at the end of its listing year [5][6]. - The 60 billion yuan fundraising planned for 2023 has seen multiple project changes and delays, with a significant portion of the raised funds still unutilized [8][9]. Product Performance and Market Position - The launch of the high-end brand "Xiangjie" in collaboration with Huawei has not met expectations, with the first model, S9, experiencing poor sales. The introduction of a range-extended version in April did not significantly improve sales figures [2][3]. - The average selling price of vehicles has decreased, with a projected drop of 18% to approximately 127,400 yuan in 2024, following a 5% decline to 138,000 yuan in the first three quarters of this year [4].