Shulou(Shulou.com)11/24 Report--

In 2023, the automobile and mobile phone industries will usher in new changes at the same time, and cross-border integration will become the key words. Advanced production concept and complete industrial layout bring brand-new space for development, industry competition in the three countries is back, and the 3.0 era of cars is coming head-on.

Huawei's empowered new M7 car, smart driving, smart cockpit production power and price competitiveness continue to improve, while taking advantage of the popularity of Mate60 phones, the monthly sales of the new M7 are close to last year's annual sales.

On the other hand, Xiaomi, which is not satisfied with life and death, recently released Xiaomi 14 and the new operating system Xiaomi surging OS, upgrading the strategy of Xiaomi Group from "mobile phone × AIoT" to "full ecology of people and cars."

Li Shufu, who aims to "make Chinese cars run all over the world", and its co-founder, Xinji Meizu Group, released the Meizu 20 series phones, the boundless ecosystem Flyme 10, Lectra 08 SUV and the first generation of Flyme Auto human-computer interaction software on the Lecker 08 model as early as March this year.

Huawei, Xiaomi and Xingji Meizu are all developing and creating "driver interconnection", which brings a new experience to users. The deep integration of several major players in cars and mobile phones has opened up a new imagination space for the intelligence and ecology of the automobile industry, and a new round of fierce battle in the industry has begun again.

The era of 01 car 3.0 is coming

What is the era of Automobile 3.0?

In the era of automobile 1.0, mechanization is the core word throughout. Led by established traditional car companies such as Mercedes-Benz, Ford, Toyota, Volkswagen and Volvo, they have worked meticulously in power system, mechanical quality, chassis structure, safety concept and so on, creating many legends in the manufacturing industry.

In the era of automobile 2.0, electric power is the core word. Tesla took the lead in developing electric cars, and BYD turned from battery to vehicle manufacturing. He Xiaopeng, Li Bin, and Li Xiang, the "spoilers" of the traditional automobile industry, entered from Internet technology, thus creating a "new car-building force" represented by Wei Xiaoli. As a result, Tesla, BYD and Wei Xiaoli began to play their roles in the field of electrification, and the intelligent exploration of the automobile industry also began.

The era of automobile 3.0 is the era of automobile intelligence wave after wave. With the undercurrent of the automobile industry and mobile phone industry and the sudden rise of the wind and clouds, the real potential and powerful players have surfaced in the era of automobile intelligence. Large technology companies such as Huawei, Xiaomi and Starry Meizu, which integrate mobile phones and cars, hardware and software, intelligent terminals and the Internet of things, appear in the spotlight.

In 2023, Huawei, Xiaomi and Xingji Meizu were brilliant in intelligence and ecology, and became the representative enterprises in the ecological camp of intelligent cars. Word of mouth in the industry, the three Kingdoms of the intelligent era have quietly reopened.

02 on the "Hua Xiaogeng" of the three Kingdoms?

The intelligent journey of "Hua Xiaogeng" focuses on cross-border integration.

On October 30, Huawei officially announced that the number of HarmonyOS 4 upgraded devices exceeded 100 million, making it the fastest HarmonyOS version in history, making another breakthrough in car-machine systems, multimodal interaction and other areas. Hongmeng system seamlessly integrates mobile phones, cars, wearable devices and so on, and the Hongmeng cockpit has become an important consideration for many consumers to buy cars.

Lei Jun, founder, chairman and CEO of Xiaomi Group, said on Weibo that the upgrade from MIUI to thepaper.cn was a "historic moment" for Xiaomi. Lei Jun claimed that Xiaomi OS will be the "public base of the Internet of everything" for 10 billion devices and 10 billion connections in the future, arousing the association of the outside world: as the "public base of the Internet of everything," the system will also connect Xiaomi cars to be launched in 2024. Xiaomi has stepped into the car from the mobile phone, and its self-developed operating system will become a link between cross-border development and the integration of vehicles and machines. Is Xiaomi, which is about to break the ground, coveting Huawei Hongmeng's "far lead" created by Huawei Hongmeng in the AITO series?

On the other hand, Li Shufu and Shen Ziyu, chairman and CEO of Xingji Meizu Group, have already made plans in advance on the eve of the car 3.0 era. Shen Ziyu recalled that when discussing how to deal with the wave of car intelligence as early as 2021, Li Shufu said: "We want to join it and become it, because you can never stop it." Subsequently, they began to carry out a series of strategic layout: the establishment of Star era, the acquisition of Meizu Technology, the establishment of Star Meizu Group, and the establishment of a strategic joint venture with the global luxury pure electric car brand Polestar Polar Star.

Through these strategic layouts, Xingji Meizu Group has completed the cross-border integration of consumer electronics and automotive industry, and opened up the upstream and downstream industrial chain of intelligent cockpit ecology. It has the first domestic 7nm specification-level chip "Yuanyuan No. 1" created by Core engine Technology, Yigatong Antola 1000 Pro platform and Flyme Auto car engine system. Leike 08 is equipped with this complete set of software and hardware products. As of November 1, Lectra 08 had sold more than 10,000 yuan in less than two months, entering the top three lists of 200000-300000 yuan mixed SUV (including add programs).

Thus it can be seen that "Hua Xiaogeng" has adopted a very similar cross-border fusion technique on the road of intelligent excavation: mobile phones and cars are seamlessly connected by self-developed software systems.

Reality seems to be verifying Shen Ziyu's golden phrase, which has been widely quoted by the media: "the second half of car intelligence is in China" and "automakers without mobile software capabilities will gradually fall behind." The protagonist of the new round of Romance of the three Kingdoms in the automobile circle is "Hua Xiaogeng", which also seems to verify Li Shufu's saying: "in the future, the track of the smart car and smartphone industries will no longer be monotonous, and the two will no longer go their own ways." it is an integrated relationship of multi-terminals, full scenes and immersive experiences for common users. "

Equipped with Huawei Hongmeng cockpit, the upcoming Xiaomi car with thepaper.cn OS, Lecker 08 with Flyme Auto and Polar 4 with Polestar OS, Huawei, Xiaomi and Xinji Meizu practice the feasibility of integrated development of consumer electronics and automobile industry and multi-terminal interconnection.

There is no doubt that the market competition of the Romance of the three Kingdoms has already begun.

03 is the end of the storm ecological?

In his book Iron Man in Silicon Valley, Ashley Vance revealed what Musk thought when developing Tesla: "he wanted to create a giant iPhone to control most of the functions of the car." Musk was the first to realize the importance of integrating mobile phones and cars through software systems.

"Iron Man in Silicon Valley" pointed out: "Tesla has made many achievements that competitors have missed or cannot achieve-bringing consumers a new way of life. It sells not only cars, but also a bold vision of the future." and build deep connections between automakers and consumers. Just like Apple launched the Mac computer more than a decade ago, and the iPad and iPhone series in the future, consumers can't help but become part of the Apple ecosystem after buying Apple products and downloading Apple software such as iTunes. "

In a sense, Tesla replicates the secret of Apple's success, which is to create a new lifestyle and an ecosystem presented by the interconnection of products.

Xiaomi has also been building its own ecology. Although Xiaomi has not yet been delivered on the market, the emergence of OS, a people-centered and all-ecological operating system for people and vehicles, shows its "food first" development strategy: first stabilize the underlying OS architecture, and then update and release a series of products. Surging OS may become the core of Xiaomi ecosystem.

After 13 years of exploration and 7 years of research and development, Xiaomi OS has participated in more than 5000 engineers, and has five bright spots in structure and function: low-level reconstruction, cross-end intelligence, active intelligence, global security and open ecology. There is no doubt that Xiaomi ranks among the top three in global mobile phone sales, with annual revenue of 280 billion yuan in 2022. The huge user fan base of Xiaomi mobile phone has been transformed into potential customers of Xiaomi car, thanks to the ecological pattern of products created by Xiaomi's painstaking management for many years.

As for Huawei, it is cutting into the integrated track from all directions and angles, such as self-developed Kirin 9000s processor, Harmony OS, advanced intelligent driving system, satellite communications and so on. It also has strong innovation in cloud computing and 5G communications.

Huawei has completed the closed loop of "mobile phone + car + wearable device + smart home device". The core of this ecology is Hongmeng system. Yu Chengdong revealed that Hongmeng Ecology has more than 700 million devices, and 2.2 million HarmonyOS developers have invested in it. According to the latest data, Huawei Hongmeng HarmonyOS has become the third largest mobile operating system after Android and iOS.

AITO, which is deeply tied to Huawei, is one of the fastest-growing new energy vehicle brands in 2022, delivering more than 10,000 transcripts for several months in a row. The hot sale of the new M7 is not without the blessing of Huawei Hongmeng system.

After becoming the owner of Tesla, Craig Venter, the first scientist to decipher the human DNA, said that the Model S "is a computer on wheels." Li Shufu once said: "to build a car is to add four wheels and a row of sofas." As time goes by today, this sentence may be added: a row of sofas with four wheels, plus a mobile phone.

By next year, Polar 4 will indeed do so.

"after the integration of mobile phones and cars and other ecosystems, the value generated will increase exponentially." Shen Ziyu believes that the integration of ecology has a huge room for imagination. He put forward the concept of "mobile phone domain", so that the mobile phone is really integrated and become a part of the car, so that the power of consumer electronics can empower smart cars. The cross-terminal industrial layout of "Smart Electric vehicle + Mobile phone + XR + forward-looking Technology" of Star Meizu Group finally forms an intelligent ecosystem, bringing consumers an integrated multi-terminal, full-scene and immersive experience.

On October 30, Xinji Meizu Group announced that its first AR smart glasses would be unveiled soon, and announced that the current blind order volume of 1 yuan exceeded 10,000 +.

Since the beginning of this year, Star Meizu has demonstrated its investment and accumulation in research and development through the release of a number of products. " Flyme earns hundreds of millions of yuan a year because we have 100 million registered users, 30 million content communities, 8 million daily active users every day, and more than 10 million monthly active users a month. Especially in terms of technological innovation, the Flyme system has a total of more than 300 million lines of code and more than 100 million lines of submitted code, which has been iterated to the tenth generation and has a rich ecology. Code, iterations, biosphere... These are the real thresholds for car companies. " Shen Ziyu said frankly that the accumulation of software research and development over the years is a scarce capability that is difficult for traditional automobile enterprises to obtain.

Car 3.0 era, intelligent competition is coming, no matter how fierce the new storm, behind the storm, there is a clear image: ecology.

In the competition brought about by the turn from intelligence to ecology, the fierce battle of Hua Xiaogeng is on the brink.

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