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]