Core Viewpoint - The automotive industry is undergoing a transformation characterized by electrification, intelligence, and ecological integration, with companies facing strategic choices based on their understanding of the industry's essence [1][6]. Group 1: Conservative Approach - Conservative companies focus on core automotive technologies, aiming for breakthroughs in battery energy density and intelligent driving algorithms, which helps maintain profitability during market fluctuations [2]. - The conservative strategy is driven by a deep understanding of the industry and a rational focus on resources, allowing companies like Great Wall Motors and Leap Motor to establish strong user recognition in specific market segments [1][2]. - The conservative approach may lead to challenges such as price wars due to hardware standardization and global overcapacity pressures, necessitating continuous software innovation [2]. Group 2: Transformative Approach - Transformative companies view the automotive industry as part of a larger interconnected ecosystem, leveraging AI and cross-industry collaborations to create competitive advantages [3][4]. - Companies like Xpeng and Geely are investing in technologies such as intelligent robots and satellite communications to enhance their product offerings and create unique selling points [3][4]. - The transformative strategy is supported by strong capital backing and the ability to repurpose existing technology for new applications, although it carries higher risks due to significant R&D investments and complex management challenges [4][5]. Group 3: Strategic Divergence and Integration - The fundamental difference between conservative and transformative strategies lies in their strategic motivations and technological paths, with conservative firms focusing on survival and stability while transformative firms pursue growth and innovation [5]. - Companies like BYD and Huawei exemplify a blend of both strategies, integrating vertical control and ecosystem collaboration to enhance their core business while exploring new opportunities [5]. - The future of the automotive industry may see a dynamic integration of both strategies, where conservative firms extend their boundaries after achieving technological breakthroughs, and transformative firms reinforce their core strengths through ecosystem development [5][6][7].

Core Viewpoint - The article discusses the decline of the autonomous driving supplier, Haomo Technology, highlighting its operational challenges, loss of key partnerships, and the impact of its reliance on Great Wall Motors [4][22]. Company Overview - Haomo Technology, incubated by Great Wall Motors in 2019, was once a leading player in the autonomous driving sector, primarily supplying technology for Great Wall's various vehicle brands [4][6]. - The company had a peak workforce of around 800 employees, focusing on autonomous driving technology, but has since dwindled to fewer than 300 employees [4][6]. Key Events - In 2023, Haomo faced significant setbacks, including the loss of its exclusive partnership with Great Wall Motors, which shifted to another supplier, Yuanrong Qixing, for its new models [5][10]. - Despite retaining some contracts with Great Wall for lower-tier models, Haomo's overall market position weakened as it became one of several suppliers for other major automakers like Hyundai, Toyota, and BMW [8][10]. Financial and Operational Challenges - Haomo's financial health has deteriorated, with a reported valuation of approximately 900 million yuan in 2024, showing limited growth compared to its previous valuation of 1 billion USD in 2021 [21][22]. - The company has undergone five rounds of financing, raising about 1.5 billion yuan, but has struggled to convert its technology into cash flow due to operational inefficiencies and a lack of market traction [21][22]. Technological Development - Haomo's technology strategy has been criticized for lagging behind competitors, particularly in the transition to more advanced autonomous driving systems that do not rely on high-definition maps [14][17]. - The company initially focused on a "heavy perception, light mapping" approach but failed to adapt quickly to industry shifts towards end-to-end models, which integrate perception, prediction, and planning into a single system [15][17]. Market Position and Future Outlook - The article suggests that Haomo's close ties with Great Wall Motors have limited its ability to establish deeper partnerships with other automakers, hindering its growth potential [22]. - As the industry moves towards more autonomous solutions, Haomo's inability to innovate and adapt may lead to further decline, raising questions about its long-term viability [22].

Core Insights - The core viewpoint of the article emphasizes the increasing importance of AI in brand strategy and its integration into business operations, marking a shift from merely possessing AI to strategically leveraging its value [1][2][8] Group 1: AI's Role in Brand Strategy - AI has become a critical topic for Chinese companies, influencing brand strategy and business operations [1] - Companies are transitioning from a binary approach of "having AI" to a focus on the value AI brings to their brand and operations [1][2] - The Chinese government has initiated policies to promote AI, indicating a new era for businesses to adopt AI strategies [1] Group 2: Challenges in AI Brand Expression - Companies face the challenge of differentiating themselves in a crowded AI landscape, with many brands already identifying unique points of AI brand expression [2] - There is a need for brands to articulate their AI strategies in a way that resonates with consumers, moving beyond conceptual understanding to tangible value [3][4] Group 3: Examples of AI Integration - Tencent exemplifies successful AI integration by creating a digital companion for users, showcasing AI as a new productivity tool [2] - Huawei is transitioning its brand image from a "connector" to a "full-stack enabler" in the AI space, emphasizing its role in driving industry intelligence [2] - JD.com and Alibaba are also making strides in AI, with JD focusing on enterprise applications and Alibaba positioning itself as an AI assistant for consumers [3] Group 4: AI's Impact on Marketing and Content Creation - AI is enhancing content creation capabilities, allowing for more efficient user engagement and interaction [6] - Brands like Kuaishou are leveraging AI tools to empower creators, thus fostering a more interactive brand environment [6] - AI is becoming a quantifiable tool for marketing decisions, enabling brands to better understand consumer needs and streamline product innovation [7] Group 5: Future Directions for AI in Branding - The future of AI in branding involves a comprehensive approach that aligns brand strategy with business strategy while exploring key optimization points [8] - Companies must balance the technical aspects of AI with its humanistic implications, ensuring that AI serves as an empowering tool rather than a mere operational necessity [8]