春节假期，车企们也没忘了营销。 车东西2月25日消息，在已经过去的2026丙午马年春节假期中，千家万户沉浸在团圆年味中时，中国汽车市场的营销"大戏"也同时开场。 在今年春节假期，车企营销全面开战，春晚刷屏、电影植入、热点玩梗等流派各显神通，几乎所有主流品牌都没停下宣传的脚步。 据车东西不完全统计，至少有11大玩家20个品牌参与了马年春节假期的春晚、春节档电影和自制短片的营销大战。 从鸿蒙智行的广告连续多年登上春晚，到汽车相关题材的电影引来车企扎堆植入，再到宝马借品牌名称融合马年拍摄的短片，车企们用差异化 营销打法抢占用户心智，也为车圈接下来更加激烈的竞争拉开了序幕。 鸿蒙智行的广告登上春晚 01.鸿蒙智行集体亮相，领克、启源出现在分会场 作为国民级的节目，在春晚投放可以在大众心中提升品牌知名度，而《2026中央广播电视总台春节联欢晚会》上自然也出现了众多车企的身 影。 鸿蒙智行旗下尊界品牌的尊界S800车型成为春晚"智慧出行时代旗舰合作伙伴"，连续两年与春晚合作。 尊界S800成为春晚"智慧出行时代旗舰合作伙伴" 鸿蒙智行旗下的另一个品牌问界则延续了三年春晚合作的热度，在创意节目《手到福来》中深度植入，问界M ...

史上最长春节假期结束。正月初七起，各家科技公司陆续复工，不少大厂的AI部门则开始放假。 借由巨头平台间掀起规模空前的AI战争、和在马年春晚等顶流舞台上演的科技大秀，史上最长春节假期，也演变为了前所未有的科技企业春节营销大战。 春节大战，全员在岗。假期结束，开始休假。 今年春节的这场营销大战，科技企业最新战报已经出炉。 大力出奇迹，阿里系以「字节之法」战字节 AI巨头平台在今年的春节营销大战，以阿里系（阿里、蚂蚁等）和字节间的较量最为激烈。 2月6日（腊月十九）起，阿里和蚂蚁祭出高达数十亿元的营销经费，强推千问和阿福App。 千问App，所有新老用户均可领取一张价值25元的免单卡，在让AI进行奶茶餐饮/零食百货下单、观影和出行/酒店/景点订票等消费时，均可直接抵扣，有效 期可到2月28日。 值得一提的是，在30亿活动经费消耗完毕后，千问又进行了3天的「超级免单卡」返场活动（有效期可到4月30日），配合继续开展的「每日首单必减」活 动，阿里今年这一波春节营销，对用户来说可谓诚意满满，而且获得众多网友赞誉。 QuestMobile数据显示，在上线30亿免单活动的第二天（2月7日），千问DAU（日活跃用户数）就暴涨至 ...

Core Viewpoint - The 2026 Spring Festival Gala showcased a significant presence of technology and innovation, particularly in robotics and AI, marking a shift in China's industrial landscape towards hard technology innovation [4][22]. Group 1: Robotics and AI - The gala featured over 20 partners, with a notable focus on robotics, including companies like Yushutech, Magic Atom, and Galaxy General, highlighting the evolution of embodied intelligence in China [3][4]. - Yushutech's performance demonstrated advanced capabilities, contributing to its valuation exceeding 10 billion RMB and accelerating its IPO process [10]. - Galaxy General, a newly established company, achieved a valuation of 3 billion USD after raising 300 million USD, showcasing the rapid growth in the robotics sector [10]. - The event served as a platform for these companies to compete not just in performance but also in intelligence and practical applications, indicating a maturation of the robotics industry in China [11]. Group 2: New Media and Consumer Engagement - The integration of platforms like Bilibili, Xiaohongshu, and Douyin into the gala reflects a shift in how younger audiences engage with traditional media, emphasizing real-time interaction and content creation [16]. - Douyin's role as the exclusive partner for "Vertical Screen Viewing" and Bilibili's position as the exclusive bullet screen video platform illustrate the diversification of media consumption among younger generations [16]. - The rise of emotional consumption brands like Miniso and KAYOU at the gala indicates a cultural shift towards valuing emotional and cultural connections over traditional material consumption [17][18]. Group 3: Industry Transformation - The gala serves as a microcosm of China's industrial transformation, moving from traditional consumer goods to advanced technology and cultural products, reflecting changing consumer preferences [20][22]. - The reduction in alcohol brand presence at the gala signifies a broader trend away from traditional industries towards tech-driven sectors, highlighting the evolving landscape of consumer engagement [20]. - The emphasis on technology and innovation at the gala marks a pivotal moment in China's industrial evolution, suggesting a future focused on hard tech and sustainable growth [22][23].

Core Viewpoint - The article highlights the innovative presentation of the Lynk & Co 900 during the Spring Festival Gala, showcasing it as a symbol of modern Chinese culture and technology, emphasizing its role in family reunions and celebrations [1] Group 1: Product Features - The Lynk & Co 900 features a length of 5.2 meters, providing ample space for comfort and utility, suitable for family gatherings [1] - It is equipped with EM-P intelligent electric hybrid technology, ensuring a powerful performance without range anxiety [1] - The vehicle includes rotating seats and versatile space configurations, allowing every seat to be a prime position, enhancing the overall experience [1] Group 2: Cultural Significance - The presentation of the Lynk & Co 900 at the gala represents a blend of technology and traditional Chinese values, embodying the essence of reunion and celebration [1] - It serves as a "Chinese manufacturing" showcase, reflecting the advancements in domestic technology and its global expression [1] - The vehicle is positioned as a "hardcore guardian" of new productive forces, symbolizing the evolution of Chinese automotive technology [1]

Group 1 - The program list for the 2026 Spring Festival Gala has been officially released by the Central Radio and Television Station [1] - The gala will feature performances from various artists across multiple locations, including Harbin, Yiwu, Hefei, and Yibin [4][5][6][7][8][9][10] - Over 20 partners have been announced for the gala, covering various sectors such as smart mobility, artificial intelligence, and consumer goods [10] Group 2 - Eight of the announced partners are publicly listed companies, including Wuliangye (000858), Yanghe (002304), and Great Wall Motors (601633) [10] - The gala has strategic partnerships with companies in smart technology, consumer electronics, and AI, such as Huawei and Magic Atom [11][12] - The event will also feature exclusive collaborations with new media platforms like Bilibili and Douyin [12]

Group 1 - The 2026 Spring Festival Gala has announced over 20 partners across various sectors, including smart mobility, artificial intelligence, and liquor [1] - Key partners in the smart ecosystem include companies like ZhiMi Group, MOVA, and Huawei's Mate 80 series, which is designated as the live broadcast phone partner [2] - In the smart mobility sector, partners include Lynk & Co 900 and JAC Motors, which collaborates with Huawei on the flagship vehicle [2] Group 2 - The artificial intelligence and robotics sector features partners such as Volcano Engine, Yushu Technology, and Galaxy General, highlighting a strong technological presence at the gala [3] - Notably, there are 8 listed companies among the partners, including Wuliangye, Yanghe, and Great Wall Motors, indicating significant corporate involvement [3]

Core Viewpoint - The article discusses the evolving role of the automotive industry in the context of the CCTV Spring Festival Gala, highlighting how automotive brands have increasingly integrated into this national event as a marketing platform over the years [4][19]. Group 1: Historical Context and Evolution - The CCTV Spring Festival Gala has been a significant platform for advertising since its inception in 1984, with the first automotive advertisement appearing in 2004 [4][13]. - Initially, the automotive industry was not a major sponsor of the gala, with the focus shifting from household appliances to internet companies in the 2010s [13][19]. - The first major automotive sponsorship occurred in 2014, marking a turning point for automotive brands in leveraging the gala for marketing [15][19]. Group 2: Current Automotive Brands and Their Strategies - In 2026, several automotive brands, including Jiangqi Group's high-end model Zun Jie S800, Geely's Lynk & Co 900, and Great Wall's Wei brand, are confirmed to participate in the gala, showcasing their flagship models [11][12]. - The article emphasizes that these brands represent the core strength of the Chinese automotive industry, with their participation symbolizing a significant leap in brand image and technology [11][12]. - The integration of automotive brands into the gala reflects a broader trend of showcasing "Chinese manufacturing" and technological advancements [19][26]. Group 3: Marketing Strategies and Audience Engagement - The article outlines various methods of automotive brand integration into the gala, including background branding, vehicle displays, and product placements in skits [21][22]. - The 2024 gala saw innovative marketing strategies, such as Xiaomi's car model being prominently displayed among guests, indicating a shift towards more creative advertising approaches [21][22]. - Experts suggest that the gala remains a valuable platform for automotive brands to build consensus and emotional connections with consumers, particularly during the family-oriented Lunar New Year celebrations [30][32].

Core Viewpoint - The market is concerned about the declining market value of Seres despite its strong performance in sales and revenue, leading to a significant drop in stock price and market capitalization [1][15]. Sales Performance - In 2025, Seres is projected to achieve sales of 472,000 electric vehicles, a year-on-year increase of 10.63%, with the AITO brand accounting for over 420,000 units [3][17]. - The AITO M9 model has sold over 260,000 units, maintaining its position as the top-selling luxury vehicle in China for 20 consecutive months [3][17]. - For the first three quarters of 2025, Seres' revenue surpassed 110 billion yuan, with a net profit of 5.3 billion yuan and a gross margin of 29.37%, all showing year-on-year growth [3][18]. Market Concerns - Despite strong sales figures, the stock price has declined due to concerns over diluted channel advantages as the AITO brand's sales channels are shared with other brands under the HarmonyOS ecosystem [4][19]. - The proportion of AITO sales within the HarmonyOS ecosystem is expected to drop from 87% in 2024 to approximately 71% in 2025 [5][20]. - The initial advantage of Huawei's technology as the primary platform for AITO is diminishing, as new models are now competing for launch opportunities [6][21]. Brand Perception - Seres acquired all 919 trademarks of the AITO brand from Huawei for 2.5 billion yuan, indicating a shift from a supplier relationship to a more integrated strategic partnership [9][23]. - There is a growing recognition among consumers that AITO represents a combination of Seres manufacturing and Huawei technology, leading to a disconnect in brand perception [9][23]. Competitive Landscape - In the luxury vehicle market, AITO M9 captures 70% of the target demographic, but faces increasing competition from brands like Zeekr, Li Auto, and others targeting the same high-income consumer base [8][22]. - The competitive pressure is heightened as these brands are actively targeting consumers who are considering switching from traditional luxury brands [8][22]. Cost Structure Concerns - The gross margin of 29.37% is above the critical threshold of 20%, indicating a healthy financial position [10][24]. - However, the costs associated with Huawei's technology and marketing services are rising, with payments to Huawei for core components reaching 75 billion yuan from 2022 to mid-2025, averaging 136,000 yuan per vehicle [10][25]. - Marketing and service fees have surged from 4.036 billion yuan in 2022 to 18.111 billion yuan in 2024, indicating a heavy reliance on Huawei's brand for maintaining high margins [10][25]. Future Goals - Seres aims to produce its one-millionth vehicle by January 2026, with a target of achieving 550,000 to 600,000 units in 2026 [11][26]. - The company plans to expand its international presence, with 20% of its Hong Kong IPO proceeds allocated for overseas sales and charging network development [12][26]. - Increased investment in R&D, amounting to approximately 5.06 billion yuan in the first three quarters of 2025, is aimed at building a robust manufacturing foundation for future growth [13][26]. Strategic Challenges - As the Huawei brand's influence wanes, Seres must establish a sustainable competitive advantage in technology, distribution, and brand recognition to avoid being overshadowed by competitors [14][27].

Core Viewpoint - The article discusses the sales performance and customer demographics of the new Wei brand SUV, the Blue Mountain Intelligent Upgrade Version, highlighting its market positioning and customer preferences. Sales Performance - The dealership has seen a decline in customer traffic, likely due to the new energy vehicle purchase tax being implemented, leading some customers to delay their purchases [2] - The dealership sold over 30 vehicles last month, with 5 units of the Blue Mountain sold, amidst confusion regarding commission structures due to the new model launch [4] - The average daily effective customer flow is 7-8 groups, with 3 out of every 10 groups specifically interested in the Blue Mountain [3] Customer Demographics - The primary customer base consists of males aged 30-50, often with larger families needing spacious SUVs that can accommodate 4-6 passengers [6] - A specific customer, Mr. Tan, delayed his purchase of the Blue Mountain due to anticipated price changes and subsidies, illustrating the cautious approach of potential buyers [7] Competitive Landscape - The Blue Mountain is compared with several competitors, including the Galaxy M9 and the Lynk & Co 900, with the latter being the most frequently compared model, accounting for 30% of comparisons [10] Configuration and Pricing - The most popular configuration is the Max version, with 9 out of 10 sales being this model due to its competitive pricing compared to higher configurations that offer minimal additional benefits [12] - The Max version has a guide price of 299,800 yuan, with total discounts amounting to 24,000 yuan, bringing the net price to 275,800 yuan [14] Financing Options - The most popular financing option is "5 years loan with 2 years interest-free," which offers low monthly payments and is well-received by customers [15] Customer Feedback and Maintenance - Currently, there are no significant complaints from customers, although some feel the vehicle's exterior design lacks a sense of grandeur [17] - Maintenance costs are reasonable, with the first two services included and subsequent services costing around 500 yuan [17] Promotional Activities - A promotional activity allows customers to place a small deposit of 2,000 yuan, which can offset 8,000 yuan of the final payment, providing an additional discount opportunity until January 31 [19][20]

Core Insights - The article highlights the significant advancements in China's electric vehicle (EV) industry, showcasing the achievements of companies like Seris Group and the government's commitment to developing high-quality manufacturing and core technologies in the automotive sector [1][2]. Group 1: Industry Growth and Government Support - The Chinese EV market is experiencing robust growth, with production and sales expected to reach 16.626 million and 16.49 million units respectively in 2025, marking year-on-year increases of 29% and 28.2% [1]. - The government's emphasis on developing new energy vehicles is seen as essential for transitioning from a major automotive nation to a strong automotive power, focusing on self-reliance in key technologies and components [1]. Group 2: Technological Advancements - The integration of artificial intelligence in the EV sector is enhancing competitiveness, with companies like Xpeng and Geely making strides in autonomous driving and AI applications [3]. - Geely's Starry Smart Computing Center, with a computing power of 23.5 quintillion operations per second, is accelerating the implementation of "full-domain AI" in the automotive industry [3]. Group 3: Market Dynamics and Competition - Measures to combat "involution" in the automotive industry, such as product consistency checks and anti-unfair competition enforcement, are beginning to yield results, correcting issues like chaotic price wars [4]. - The shift from resource-intensive, low-price competition to technology innovation and value enhancement is evident, with mainstream automakers focusing on high-quality supply and brand elevation [4]. Group 4: Safety Standards and Innovations - New safety standards are being established to enhance the safety baseline for EVs, with rigorous testing protocols being implemented to ensure vehicle safety in various scenarios [5][6]. - As of October 2025, the installation rate of automatic emergency braking systems in new passenger EVs reached 72.1%, reflecting a growing focus on safety innovations [6].