A Huawei known for its wolf nature is adding weight to the auto industry.
Huawei executives confirmed to sina technology after the smart car BU was established in 2019,Huawei is integrating the layout of intelligent car Bu and consumer business in the automotive end to further form a joint force.
Can Huawei copy the success of the mobile phone business on a smart car?
Smart car next super terminal?
After years of popularization and development, smart phone market has entered the stock market. Although 5g has ushered in large-scale commercial use in the past two years, it seems that it has not brought the huge increment in the smartphone market as expected.
However, another incremental market of 5g is the interconnection of everything. Besides personal, home and office, travel scenarios become one of the imagination spaces.
He Xiaopeng, chairman of Xiaopeng automobile, one of the new forces in car making, believes that the transformation of the automobile industry is similar to the transition from functional mobile phones to smart phones. The transformation period of automobiles is like the transformation period of smart phones in 2010.
According to the report on the development trend of China's intelligent Internet connection market in 2020 released by market research organization IHS Markit, the penetration rate of new vehicles equipped with Internet of vehicles in the global market is about 45%, and it is expected to reach nearly 60% of the market scale by 2025. It is long-term forecast that China's intelligent connected vehicle market will continue to grow, reaching nearly 20 million vehicles by 2025, and the market penetration rate will exceed 75%, which is higher than the assembly rate level of the global market.
In fact, electrification, intelligence and networking have long been the consensus of the automobile industry, but it will not be so easy to realize the transition. Traditional automobile enterprises, which account for the majority of automobile sales, want to change. Although they have strong automobile production capacity, they are lack of intelligence and experience.
Even Didi, an online car Hailing enterprise, has also set its eyes on this market. A few days ago, didi and BYD jointly launched customized online car hailing, claiming that it can be iterated in 18 months.
Huawei is also aiming at this opportunity.
In May 2019, Huawei officially issued an internal document to establish the intelligent car Bu, providing ICT components and solutions for intelligent vehicles. In fact, before that, Huawei had been planning to enter the auto industry for a long time.
As early as 2014, Apple announced the official launch of CarPlay. vehicle system And the Huawei, which has always regarded Apple as an opponent, the consumer business team has long been eager,
This is actually the hicar solution that Huawei benchmarked with apple. Yu Chengdong, CEO of Huawei's consumer business, said that mobile phones have millions of applications, PCs have 10000, TVs have 1000, and cars have only 100. Through Huawei hicar, millions of applications in mobile phones can be brought to cars.
Zhang Sijian, business development minister zhang sijian told sina technology, consumer cloud services department launched a car-oriented solution HMS for Car, will be like the mobile phone side of the negative screen, streaming media and other solutions.
In fact, mobile phone manufacturers are also ambitious in the car. Oppo, which has always been regarded as a slow layout on IOT, has quietly appeared at the future science and technology conference a few days ago, claiming that it can realize the functions of senseless car key, remote vehicle control and intelligent screen projection through resource coordination and capability transfer between vehicles and machines.
No matter traditional automobile enterprises, new automobile manufacturers, Internet enterprises and mobile phone manufacturers can not give up the market space hidden in the super terminal of smart cars.
From internal horse racing to integration
At the beginning of the establishment of Huawei intelligent car Bu, it was under the management of ICT Management Committee. However, the consumer business maintains certain independence and has its own special consumer business management committee.
Smart car BU solutions are more 2 B, compared with HiCar solutions for consumer businesses Meanwhile, according to the normal business growth path, smart car solutions BU the opportunity to grow into a separate smart car BG. in the future Nevertheless, the car machine business of consumer business BG and intelligent car solution BU have certain overlap.
According to the idea of Xu Zhijun, chairman in office of Huawei, after traditional cars move towards fully automatic driving and electric vehicles, the composition of traditional components will only account for 30-40%, while the remaining 60-70% will be related to electronics, computing, communication and software. Therefore, Huawei can apply the technology accumulated before in the automotive field.
The business of intelligent vehicle Bu is not without a wide range, involving vehicle operating system, intelligent driving, intelligent cockpit, intelligent electric, intelligent Internet connection, cloud service, lidar and other software and hardware fields. It is undoubtedly a long-term process to realize the comprehensive implementation of these layouts.
Xu Zhijun, Huawei rotating chairman, said in an interview that the investment BU smart car solutions this year exceeded $500 million and did not consider the profitability of the car business in the short term.
Compared with the wide distribution of intelligent car Bu and the depth of its involvement in the industry, the layout of vehicle and machine in consumer business is much lighter.
According to the data previously released by He Gang, President of Huawei's mobile phone product line of consumer business,Huawei hicar has cooperated with more than 20 car manufacturers and more than 150 models of vehicles, and plans to pre install more than 5 million vehicles in 2021. In addition, Huawei will also launch on-board smart screen for stock cars to realize the rear loading of Huawei hicar.
The advantage of Huawei hicar solution is that, based on the huge stock of Huawei mobile phone users and the cooperation between mobile phone and vehicle machine, through cooperation with automobile enterprises, the intelligent experience of automobile can be greatly improved at the consumer level.
In fact, this was Xu Zhijun's thinking when talking about the field of intelligent cockpit,
In this way, it is better to make a point than to have a long layout. What's more, Huawei's experience in making smart phones can be copied to the smart car business to a certain extent.
Zhang Ping'an, President of cloud services for Huawei's consumer business, disclosed to Sina technology that the parts of intelligent car Bu have been integrated into the consumer business, such as on-board data center, on-board radar, on-board information system, etc.
A sign before this is that at the recent domestic conference of Huawei mate 40 series, Huawei intelligent car solution Bu Wang Jun also appeared on the scene, released the Huawei intelligent car solution brand Hi, and intended to strengthen the C-end cognition.
Another background of this integration is that Huawei has just announced the sale of glory assets and no longer holds shares. In 2019, the global sales revenue of Huawei is 858.8 billion yuan, and the sales revenue of consumer business is 467.3 billion yuan, accounting for half of the total, and the revenue growth of Huawei's three major businesses is the fastest. After losing its glory, the business volume of Huawei's consumer business will undoubtedly be greatly affected. After the integration of intelligent car Bu, it can also make up for the loss after glory stripping to a certain extent.
However, there are more than 4000 employees in Huawei's intelligent vehicle solution bu. How to integrate the two businesses and how to better arrange the personnel, so as to speed up the layout of the intelligent vehicles, are further straightened out within Huawei.
Who likes and who worries?
Prior to the establishment of the smart car BU in Huawei, the industry has long been rumored about build cars.
As a matter of fact, within Huawei, whether Huawei wants to build cars and how to build them is debated endlessly. At the annual strategy meeting in 2018, Huawei made a major decision internally: Huawei does not build cars, but helps car companies build good cars.
Although Huawei has always claimed that it will not build cars, it has not completely dispelled the concerns of the outside world, especially after the integration of intelligent car Bu and consumer business, it is closer to C-end users.
Asked how far Huawei would go in the automotive sector, Xu said:
Huawei's business boundaries have been expanding over the years. For example, smart phones, smart TVs, cloud computing, and now the focus of smart cars.
For example, smart TV, been Huawei on smart TV chips for a long time. According to data, Huawei Hayes' TV chips shipped nearly 10 million in 2016, entering the domestic supply chain of color TV manufacturers, with more than 20 million in 2018.
In the early years, when it was rumored that Huawei wanted to make TV, Huawei once said that it would not do traditional TV and would not compete with TV manufacturers. However, the later smart screen products are still TV in essence, which undoubtedly has a direct competitive relationship with traditional TV manufacturers. It is not only the supplier of TV manufacturers, but also the opponents of TV manufacturers. It can be said that the mentality of players in the industry is quite complicated.
In smart cars, Huawei has been trying to allay concerns. Only in this way can more traditional automobile enterprises join Huawei's ecosystem and make a big cake.
However, this will not be easy, and the wider the range of Huawei's solutions in the field of intelligent vehicles, the more competitors it will have.
A person in the automobile industry said that Huawei was not the first enterprise to enter the board, taking the car system as an example. Before that, all three bat giants had joined the board.
Ali's Alios has been deployed since 2017. After Huawei announced that hicar planned to pre install more than 5 million vehicles in 2021, some media revealed that Alibaba had issued an index to its intelligent connected vehicle subsidiary zebra network: Alios will have 10 million cars installed in three years.
In addition, Baidu's small car OS and Tencent's Tai are strong rivals. The three enterprises have their own characteristics. For example, Ali has a high-precision map of Gaode, Baidu has an Apollo automatic driving platform, and Tencent has a large number of C-end users and applications.
In the field of vehicle system, Huawei coincides with the target group of BAT, that is, traditional car enterprises. And the traditional car enterprise is also to adopt the multi-line combat way, two-handed preparation.
Take Chang'an automobile as an example, it has reached strategic cooperation with bat three enterprises in terms of Internet of vehicles and other aspects a year ago. Recently, Chang'an Automobile also announced that it will cooperate with Huawei and Ningde times to create a new high-end intelligent car brand.
As for several new car-making forces in China, most of them adopt core technologies such as self-developed vehicle OS、 autonomous driving platform, hoping to create a combination of hardware and software experience, while holding the core lifeline in their own hands.
In the fields of intelligent electric, intelligent driving, lidar and other fields, this situation is more complicated. Huawei also faces more auto parts enterprises. In addition, traditional car companies are also strengthening self-study in the field of automatic driving.
In the process of the transition from traditional cars to intelligent vehicles, Huawei has its own unique technical advantages and a large number of Huawei end users. However, how to better win the trust of automobile enterprises, and how to land and commercialize product solutions are also no small challenges.
In the direction of Internet of vehicles and automatic driving, Huawei has cooperated with many domestic independent automobile enterprises and multinational automobile enterprises. Since the beginning of this year, products carrying Huawei's relevant solutions have been gradually implemented, such as BYD and Volvo.
Xu Zhijun once said that the automobile industry has its unique law, Huawei will also have patience.Despite the huge investment, we see this as an opportunity. If we do, the future revenue for the company is huge.
As a technology player, Huawei has also experienced a process from lagging behind to catching up and then leading in the smartphone industry. And in the field of smart cars, can this success be replicated again?
- THE END -Sina Technology