In the past, Chinese-made cars always gave people the impression that they were only equipped with pure piles. With the efforts of generations of China automobile craftsmen, they not only made great progress in quality and cost performance, but also made great progress in all aspects. Many netizens left messages and wanted to see it. Today it came. Not much to say, let’s take a look.

Let’s look at the appearance of the Pentium B70S first. The front of the Pentium B70S looks very domineering and sporty. At the same time, the headlight presents an angular design style, and the visual effect coincides with the positioning of the whole vehicle. The car is equipped with LED daytime running lights, automatic opening and closing, delayed closing and so on. Coming to the side of the car body, the size of the car body is 4555 mm * 1850 mm * 1515 mm. The car uses simple and fashionable lines, which gives people a very unique feeling. With large-sized thick-walled tires, it gives people a very spiritual feeling. In the rear part, the overall shape of the rear echoes the front of the car, and the taillights are very fashionable and generous. Coupled with the unique exhaust pipe, the shape is sharp.

Sitting in the car, the interior design of the Pentium B70S looks more capable and enhances the sense of dignity. The car looks very good outside the steering wheel, made of leather, showing a sense of atmosphere. Let’s take a look at the central control. The car is equipped with a comfortable touch-control LCD central control screen, which makes the interior style impressive and looks very simple. The dashboard and seats are also eye-catching, the dashboard design is remarkable, and the sports atmosphere is in place. The car uses a leather/fabric mix seat, equipped with functions such as electric adjustment with memory and seat proportion down, and the overall ride feels soft and comfortable.

The Pentium B70S is matched with a wet dual clutch (DCT) gearbox, with a maximum power of 124KW and a maximum torque of 258N.m.

The car is equipped with driving mode selection, remote control key, rear wiper, interior ambient light, engine start and stop, etc. The configuration performance is passable and basically satisfactory.

Such a car with the right price is enough to meet the daily practical needs, and it doesn’t take much thought to maintain it at ordinary times, and the cost performance is good. If you are going to buy a car, you might as well think about it.

　　[Global Times Comprehensive Report] Helicopters hover in the air, police cars whistle to clear the way, and the intersections leading to the EU headquarters and NATO headquarters are covered with roadblocks and heavily guarded. On the morning of the 24th, when the reporter of Global Times in Brussels went to work by subway, he heard many passengers complain: when the President of the United States came, it would be unsafe here. US President Biden, who arrived in Brussels on the evening of 23rd local time, attended three major summits here on 24th, namely, the NATO Special Summit, the Group of Seven (G7) Summit and the EU Summit. The joint statement issued after the NATO summit on 24th threw a "bombshell" at Russia, including continuing to provide military assistance to Ukraine and establishing four new battle groups in Slovakia, Romania, Bulgaria and Hungary. The statement also put pressure on China by name, demanding that "all countries, including China," "not support Russia’s war efforts in any way, and avoid taking any action that will help Russia evade sanctions.". "The Ukrainian crisis has brought the naive foreign policy of the United States into the spotlight." Hong Kong’s South China Morning Post commented on the 24th that Washington decided to deal with two powerful rivals at the same time. "This is an ominous sign full of danger."

　　"Give us one percent!"

　　"NATO, G7 and the European Union held an unprecedented summit on the same day." At 10 am local time on the 24th, the NATO special summit was held first. According to CNN, Ukrainian President Zelensky delivered a speech at the summit via video link. A senior US official who attended the closed-door summit said that Zelensky did not call for the establishment of a "no-fly zone" as usual or asked NATO to accept Ukraine, but asked the West to provide new security assistance. In his speech, Biden expounded the coordinated western sanctions against Russia and reiterated his strong support for Ukraine. Later, Zelensky called on NATO to "give us one percent of all your fighters" on Facebook. Give us one percent of all your tanks. Give us one percent! "

　　After the meeting, NATO issued a joint statement by NATO heads of state and government in official website, "condemning Russia’s invasion of Ukraine in the strongest terms", calling on Putin to immediately stop military operations and withdraw troops from Ukraine, and calling on Belarus to "end its conspiracy". The statement said that Russia’s use of chemical and biological weapons was "unacceptable" and warned that it would "lead to serious consequences". The statement also said that NATO allies will continue to provide assistance to Ukraine in the fields of cyber security and prevention of chemical and biological weapons and nuclear threats.

　　On March 24th, US President Biden and French President Macron took a group photo at the special NATO summit in Brussels.

　　Earlier, Moscow had refuted the suggestion that Russia might "use chemical and biological weapons" in its military operations against Ukraine. On the 22nd, Russian Presidential Press Secretary peskov stressed at a press conference that Russia would use nuclear weapons only when "the survival of the country is threatened".

　　The NATO statement also stated that 40,000 soldiers and a large number of air and sea assets have been deployed in the east wing of NATO, and announced the establishment of four new battle groups in Slovakia, Romania, Bulgaria and Hungary. Germany’s "Focus" magazine said on the 24th that NATO will send another 5,000 soldiers to these four countries. Washington post said that these NATO countries are surrounded by Ukraine and the Black Sea, which is very close to the current military conflict.

　　The statement also called on all countries, including China, "not to support Russia’s war efforts in any way, and to avoid taking any actions that will help Russia evade sanctions", saying that it was "worried about the recent public comments made by China officials". In addition, NATO countries also promised in their statements to substantially increase defense spending.

　　After lunch on the 24th, the G7 held an emergency meeting, focusing on coordinating its position on increasing economic sanctions against Russia. Before the meeting, CNN said that Britain would announce a "new major military support package" for Ukraine at the NATO special summit and the G7 summit. Downing Street said on the 23rd that the aid plan will include 6,000 missiles, including anti-tank and high-explosive weapons, and 25 million pounds of financial support. This will double the "defensive lethal weapons" aid provided by Britain to Ukraine so far. Britain has provided more than 4,000 anti-tank weapons to Ukraine before, and the British government will also provide bulletproof vests, helmets and combat boots to Ukraine.

　　According to the published schedule, Biden will arrive at the European Council Building at 16: 30 local time on the 24th to attend the EU Summit. He is the first American president to attend the EU summit in person. Canadian Prime Minister Trudeau, British Prime Minister Johnson and Japanese Prime Minister kishida fumio also flew to Brussels to attend the G7 summit, but they were not invited to attend the EU summit. It is reported that Biden will focus on discussing Europe’s energy strategy with EU leaders, with a view to reaching an agreement to reduce the EU’s "excessive dependence on Russian natural gas" and turn to the United States to buy more liquefied natural gas.

　　At 20: 00 local time on 24th (3: 00 am Beijing time on 25th), Biden plans to hold a press conference at NATO headquarters.

　　Sanctions against Russia will "fall disproportionately on Europe"

　　The "EU News" website commented on the 24th: "Biden’s trip may expose serious differences between the United States and Europe in further imposing energy sanctions on Russia." According to the Financial Times reported on the 24th, Belgian Prime Minister Decroo said on the 23rd that imposing sanctions on Russian energy exports would make the EU "fight a self-war — — This is not the goal. " German Chancellor Angela Scholz also said on 23rd that the immediate reduction of energy imports from Russia would mean that "our country and Europe as a whole are in recession". Reuters said on the 24th that the dollar rose and the euro fell as Biden went to Europe with a plan to further sanction Russia. "Capital seems to be saying that I don’t want to go to Europe", a market analyst told Reuters that the new round of sanctions will hit the West "disproportionately on Europe".

　　Hendrick Voss, an EU defense expert at Ghent University in Belgium, expressed his concern about sanctions to the Global Times reporter on the 24th. "Which sanctions will continue to exist and which will be temporary? What relations with Russia will be terminated? After all, the war will not last forever, and NATO will have to consider what to do after the war. "

　　"Biden arrived in Brussels, but the member States were torn apart about how to deter Russia." Washington post reported on 24th that there were differences between NATO and Washington on how to prevent the Kremlin from escalating its military actions. NATO leaders are discussing whether to let Russia guess what will trigger NATO’s greater military response, or to accurately frame under what circumstances NATO will be involved in the conflict. On the 23rd, Stoltenberg still insisted that NATO should not send troops: "We are determined to make every effort to support Ukraine, but we have the responsibility to ensure that this war will not escalate beyond Ukraine and will not become a conflict between NATO and Russia."

　　Brussels is the first stop of Biden’s trip to Europe. Biden will go to Warsaw on the morning of 25th to emphasize his support for his partners in Eastern Europe. He will meet with Polish President Duda and give a speech to American soldiers stationed in Poland.

　　"Side by side with Europe", German TV 1 said on the 24th that Biden’s attendance at the three summits within 12 hours sent a signal that the United States stood on the side of Europe and tried to maintain the current great unity. However, observers pointed out that this meeting will not make the challenges left by the Russian-Ukrainian conflict disappear. The United States will hold mid-term elections at the end of the year, and Biden’s Democratic Party may lose its majority in Congress. In Europe, countries pay more attention to Ukrainian refugees, lack of energy, soaring prices and other issues. "The West cannot solve various problems brought about by the Russian-Ukrainian crisis alone."

　　There is a "feel good atmosphere" in Washington.

　　According to the Russian News Agency reported on the 24th, Ukrainian Foreign Minister Kuleba said in an interview with Spanish media that it is increasingly difficult for EU countries to reach an agreement on new sanctions against Russia due to the situation in Ukraine. He also said that Ukrainians are disappointed with NATO.

　　The Wall Street Journal said on the 24th that Biden’s visit came at a time when the Russian Foreign Ministry warned that the relationship between Moscow and Washington was "on the verge of rupture". According to US officials, Biden will announce new sanctions on more than 300 members of the Russian State Duma and more than 40 Russian military enterprises as soon as possible on the 24th. These sanctions will be announced in coordination with EU and G7 members. On 23rd, US Secretary of State Blinken issued a statement saying that the US government officially declared that Russian troops had "committed war crimes" in Ukraine.

　　German "Focus" magazine said on 24th that the G7 meeting will especially warn countries that may try to help Russia evade western sanctions, "You may face sanctions, which is especially applicable to China". Stoltenberg also warned China "not to support the Russian war in Ukraine" on 23rd. He said, "China has provided political support to Russia, including spreading blatant lies and false information."

　　Russia’s Kommersant newspaper said on the 24th that Biden’s trip to Europe will be the most challenging foreign policy task during his stay in the White House, and he will try to maintain his ability to be a leader in the western world. During the three summits, Biden faced an arduous task: convincing his allies that the US strategy towards Ukraine and Russia is "correct", but in fact, American allies have increasingly begun to doubt the route they chose in the Ukrainian conflict. Baczuk, an expert on American issues at the Russian Academy of Sciences, said that while facing increasing risks, the West has yet to find "a way to make Russia change its actions".

　　US Democratic Senator Murphy told the Financial Times on the 24th: "This is not the time for Biden to act hastily." He also said that managing a military conflict is a tricky thing. Hong Kong’s "South China Morning Post" said on the 24th that there was a good feeling in Washington, and they believed that they "could benefit from Putin’s wrong actions". Of course, capital flight to the United States is a common windfall. But what will happen if both Russia and China expose "American bluffing"? In the United States, income inequality, racial tension and political polarization are increasing. Washington has been trying to "postpone the domestic collapse" by showing an aggressive posture in the international arena. Now, the new governments of France and Germany are promoting the "strategic autonomy" of the European continent. Beijing is not prepared to give up Moscow, but Washington has decided to deal with two powerful rivals of China and Russia at the same time. This is an "ominous sign full of danger".

　　[Ren Yan, special correspondent of Global Times in Belgium, Aoki Ren Zhong, special correspondent of Global Times in Germany, Liu Yupeng]

We are pleased to announce that preferential activities are going on in Jinan, car home. As a new energy vehicle that has attracted much attention, the starting price of BMW i5 is only 369,900 yuan, with a maximum discount of 70,000 yuan. If you are looking for a high-performance, high-quality luxury car, then BMW i5 is definitely a choice worth considering. Please click "Check the car price" in the quotation form now, and strive for a higher discount!

BMW i5 is a fashionable and luxurious medium-sized and large-sized car, and its design is full of dynamic and technological sense. The front face design of this car system adopts BMW family-style double kidney air intake grille design, and the air intake grille is decorated with chrome, which is very delicate. The body lines are smooth and the overall style is very dynamic, which shows the sports genes of BMW brand. The body size of BMW i5 is large, with the length, width and height of 5070mm, 1900mm and 1495mm respectively, and the wheelbase is 3070mm, so the overall design is very atmospheric. The rear part adopts BMW’s classic L-shaped taillight design, plus two exhaust pipes on both sides, which is very sporty. The exterior design of BMW i5 combines modern technology and traditional elements, showing the unique charm of BMW brand, and it is a very attractive model.

BMW i5 is a luxury car with a body size of 5175*1900*1520mm and a wheelbase of 3105mm. It has spacious interior space and excellent driving performance. The body lines are smooth, and the side lines are simple and smooth, showing BMW’s consistent elegance and sense of movement. The front tread is 1621mm, the rear tread is 1658mm, and the front and rear tyre size are both 245/45 R19, providing stable handling performance and excellent braking performance. Whether traveling through the city or traveling long distances, BMW i5 can provide you with comfortable driving experience and excellent driving experience.

The interior design of BMW i5 is simple and generous, and a large number of high-quality materials are used to create a luxurious and comfortable driving experience. The steering wheel is made of leather, which supports electric up and down+front and rear adjustment, so that drivers can easily find the driving posture that suits them best. The central control screen has a size of 14.9 inches and supports voice recognition control system, including multimedia, navigation, telephone and air conditioning functions, so that drivers can control the whole vehicle more conveniently. The seat is made of imitation leather, and the main and auxiliary seats can be adjusted in four directions, such as front and rear, backrest, height and lumbar support. The front seat also supports heating function, and the driver’s seat also has electric seat memory function. At the same time, the front and rear rows are equipped with Type-C interfaces, which is convenient for users to charge and connect devices.

BMW i5 is an electric vehicle with excellent dynamic performance. Its engine has a maximum power of 210 kW and a maximum torque of 410 N·m, which gives drivers a strong sense of acceleration and excellent driving experience. At the same time, BMW i5 also adopts advanced electric technology, which can realize zero emission, low noise, high efficiency and energy saving driving experience. It is an excellent electric vehicle with both performance and environmental protection.

During our test drive of BMW i5, we found that the design of this car was excellent. As the owner of car home said, its front face looks good and its side looks ordinary, but its overall face value is quite good. The rear design of this car is quite satisfactory, but it is still very attractive. If you are considering buying a BMW i5, its design will certainly not let you down. Overall, this is an excellent model, and its performance and driving experience are also excellent. We strongly recommend that you take a test drive and experience its charm for yourself.

In appearance, the shape of this car is very beautiful, and the design of the front face is very distinctive. The middle net adopts a hexagonal design with a large logo embedded in the middle, while the middle net also adopts a hexagonal design, and the interior adopts a lattice layout. Moreover, on both sides of the middle net, the headlights are very sharp in shape and support height adjustment. This function can further improve the lighting effect of this car, and the air intake below is also designed in a penetrating way.

In the interior design, it is still familiar with the popular style, but it is more refined in some details. The center console is made of a large area of black piano paint, and chrome trim strips are added in the central control position, which improves the texture of the car to a certain extent. The layout of the central control is relatively simple, and a small number of physical buttons and multimedia knobs are added in the center console to enhance the scientific and technological atmosphere in the car. In terms of materials and workmanship, Jetta vs5 has also reached the level that this level model should have, with a large area of hard plastic and soft.

The length, width and height are 4418×1841×1616mm respectively, and the wheelbase has reached 2630mm. In the same class, the wheelbase of Jetta VS5 ranks 181st. The skylight of Jetta VS5280TSI automatic flagship high-gloss version provides a larger view, which can create a better visual environment and good sensitivity for the rear passengers and increase the light entrance for the whole vehicle. Among the models of the same price and class, the trunk volume of Jetta VS5 ranks 98th. The storage space in the car is quite satisfactory and basically sufficient. The interior space of the luggage compartment is relatively regular, with very good longitudinal depth and high expansibility, and the space performance is generally ideal.

Jetta VS5 is equipped with a combination of 1.4 turbocharged engine (direct injection) and automatic manual (AT). The whole power parameters are superior in power performance among engines of the same class, which can provide better power performance. Jetta VS5′ s official measured zero-acceleration score is 10S, ranking 189th among more than 800,000 SUV models.

Jetta VS5 has complete active/passive safety configuration, includingAutomatic parking、Zero tire pressure endurance tire、Automatic parking、Steep slope descent、hill start assist control、knee airbag、HUD head-up display、Anti-lock braking (ABS)、Braking force distribution (EBD/CBC, etc.)、Brake assist (EBA/BAS, etc.)、Traction control (ASR/TCS, etc.)、Active noise reduction、Engine start and stop、Side safety air curtain、Wireless charging of mobile phone、night vision system、LED daytime running lights、Forward reversing radar、Tire pressure monitoring、Steering wheel heating、Body stability control (ESP/DSC, etc.)、Rear reversing radar、Fatigue reminder、Remote parking、Child seat interface、Lane keeping (LKAS)Equal configuration.

Among them,Automatic parkingYou can avoid stepping on the brakes for a long time or needing to pull frequently;Steep slope descentCan safely pass through steep slope road conditions at low speed;knee airbagReduce the injury of the car interior to the occupant’s knees in the secondary collision.

In order to get a more comprehensive and objective understanding of Jetta VS5, you can go to the Easy Car Jetta VS5 Forum and browse the messages of users who have bought this car in history.

On December 26 th, according to @ LatePost, AITO asked the world in 2024.The annual sales target is 600,000 vehicles.The M8 is planned to be released and mass-produced next year, when at least four models will be on sale. AITO has communicated the above sales targets to upstream supply chain manufacturers.

Cyrus responded: "The sales target is dynamically adjusted according to the internal and external environment. The goal of our joint business with Huawei to achieve production and sales of one million vehicles in 2026 has not changed. We hope to take a solid step next year."

IT House previously reported that Huawei today launched a brand-new model, the M9, with an official guide price of 469,800 yuan.Two hours on the market will definitely break through 10,000..

The length, width and height of the new car are respectively 5230/1999/1800mm, with a wheelbase of 3110mm.. The wind resistance coefficient is 0.264, and five colors are available, including two solid colors and three double colors.

The 0-100km/h acceleration time of the M9 pure electric version is only 4.3s, and that of the extended range version is 4.9s. It is equipped with 4-piston fixed calipers, and the braking distance of 100-0km/h is only 34.9m, and the maximum torques are 673N?m and 675N?m respectively. The M9 series of Wenjie is equipped with owl enhanced steering technology with a turning radius of only 5.8m..

The pure electric version is equipped with Huawei’s "Whale" 800V high-voltage battery platform, with a battery life of 150km for 5 minutes and an 800V high-voltage silicon carbide high-efficiency motor.CLTC has a comprehensive endurance of 630km..

The M9 extended range version provides 52-kilowatt-hour and 42-kilowatt-hour versions.The comprehensive endurance of CLTC reached 1402km and 1362km respectively.The pure battery life is 275km and 225km respectively.

Related reading

The official release of M9: equipped with Huawei’s latest full-stack technology solution, starting from 469,800 yuan.

Practical, affordable and comfortable are the characteristics of mainstream models. Take a closer look, they are the ones who run more on the road. The competition in the automobile market is still very fierce. What Xiaobian brings today is. Next, let’s see if its highlights can attract you with Xiaobian.

Let’s take a look at the appearance of Cadillac XT5. The design of Cadillac XT5′ s front face has taken a rounded route, and with the three-piece net, it looks very dynamic and lively. Coupled with the headlights, the momentum is quite sufficient. The car is equipped with LED daytime running lights, automatic opening and closing, adaptive far and near light, delayed closing and so on. Coming to the side of the car body, the size of the car body is 4813 mm * 1903 mm * 1686 mm. The car adopts steady lines, and the side wall looks very fashionable and sporty. With large-sized thick-walled tires, the overall visual effect is very delicate. Looking back, the Cadillac XT5 has a deep tail line, and the taillight style is more domineering and stylish. Coupled with the unique exhaust pipe, the overall shape is still very attractive.

In terms of interior, the interior design takes a dynamic route, which reflects the sense of design. The car’s steering wheel is eye-catching, equipped with electric up and down+front and rear adjustment, steering wheel memory, steering wheel heating and other functions, giving people an eye-catching feeling. Let’s take a look at the central control, which is decorated with an 8-inch central control screen, which makes the interior design quite layered and looks quite fashionable. The interior feels good. Let’s take a look at the dashboard and seats. The dashboard of the car presents a delicate design style, and the trendy design elements make people remember it at a glance. The car uses leather seats, the seats are wrapped in place, and the overall ride feels soft and comfortable.

Next, look at the configuration. Cadillac XT5 is equipped with car networking, driving mode selection, remote control key, rear wiper, interior atmosphere light and other configurations.

What’s your main impression of this car after reading the whole article? Many people buy SUVs because of their stronger passability. The car is practical and fully equipped, and it is a good helper for home travel.

Source: connected Insight

Editor/Zhou Xiongfei

Is it better for enterprises to do marketing and seek growth by placing brand advertisements or effect advertisements?

In the past decade, the answer to this question may be more inclined to effect advertising.

According to statistics from consulting firm Bain, from 2013 to 2022, the proportion of effect-oriented advertising in the overall advertising budget increased from 20% to 70%.

It’s not hard to understand,During the ten years from the prosperity of mobile Internet, traffic has become the best business carrier and the best advertising carrier.

Even looking back at several business wars in China’s Internet history-from search to social networking, to O2O, to payment, and then to content platforms, the wars among giants have always revolved around traffic portals. Today, advertising is still one of the most important business models of these giants.

In this process, brands are faced with more channels to reach users, more ways to reach them, and lower customer acquisition costs.

To some extent, this is one of the main reasons for the popularity of effect advertising in the past decade. Enterprises continue to enter the new platform, with the help of platform bonus period for effect advertising, get traffic and get short-term sales.

However, in the past two years, with the peak of mobile Internet traffic, the overall advertising marketing environment and logic are undergoing some changes.

Brands have found that blind large-scale play is no longer applicable.

The reason is that traffic growth is getting harder and harder, and the cost of getting customers is getting higher and higher. Even if they can achieve a more accurate "thousands of people" through the marketing tools provided by the platform, the effect may not be so ideal. There are only 2-4 Internet advertisements that consumers can remember on average, but the competition is already ubiquitous and increasingly fierce.

At the same time,After a long period of downturn, the value of brand advertising is being re-examined. The mainstream marketing trend in the future is "equivalent quality and efficiency".

According to the report of "2022 China Advertiser Marketing Trend Survey", over 60% of advertisers agree with the view that "the peak of effect advertising traffic and high cost will promote the return of brand value".

Even in the longer term, the importance of brand advertising continues to increase. Under the background of the disappearance of demographic dividend, competition is gradually shifting from the production side and the channel side to the user’s mind. At this level, the compound interest advantage of brand advertising is more obvious.

Behind this, those brand marketing media that were neglected to some extent in the past also need to be revalued urgently.

For example, relying on smart TV’s big-screen advertising OTT marketing.

Recently, during the GDMS Global Digital Marketing Summit in 2023, Wired Insight had an in-depth dialogue with Chen Gaoming, general manager of commercial marketing brand of Xiaomi Internet Business Department, and discussed the changes in the current overall marketing environment, the marketing concept and development of Xiaomi OTT, the link collaboration that OTT has created for customer brand marketing and the commercial value of OTT.

The following is the details of the dialogue. On the basis of retaining the original intention, the connection Insight has been slightly deleted and modified.

The marketing environment has changed,

How to measure the value of effect advertising and brand advertising?

Wired Insight: what is the difference between the overall marketing environment this year and the past?

Chen Gaoming:The whole industry can be divided into three parts: product, effect and sales, which are brand advertising, effect advertising and sales promotion. According to incomplete statistics, effect and sales account for 80%, and 800 billion of China’s 1 trillion marketing market is effect advertising.? ??

There are two reasons. First, the structure of advertisers is changing. In the past, all the leading enterprises in the industry paid attention to brand marketing, and they chose traditional brand advertising forms such as placing TV advertisements, publishing newspapers, or asking celebrities to endorse them.

With the development of the Internet era, customers need to consider more diversified marketing scenarios. Although brand marketing is still in the planning, the birth of new formats such as e-commerce has divided the cost of brand marketing to some extent.

The second is that some emerging white-label enterprises have not yet developed to the stage of brand marketing. With the rise of the e-commerce industry, many industries in China have changed from OEM to self-management. Some emerging companies that subdivide the track have opened up a new marketing structure based on online channels. The marketing method is KOL promotion combined with e-commerce promotion. Under this logic, enterprises will focus on effect advertising in the initial stage of development.

This also leads to the change of advertising structure and share in China, and the proportion of effect advertising and sales expenses is rising.

However, judging from the strategy of budget allocation of advertisers, quality, efficiency and sales are the three major paths of enterprise marketing. I think brand advertising will still be valued, and the degree of attention will pick up in the future. Similar products and sales channels tend to be homogeneous with development, and the real difference will return to brand building.

According to the data of China Top 100 Brands List in 2023, although it is inferior to the highest level in history two years ago, the total brand value still exceeds the trillion-dollar mark, reaching 1.01 trillion dollars, which is still 13% higher than that in 2019.

As the soul of an enterprise, a brand is recognized by different customers by conveying lifestyle and value.For example, the success of Coca-Cola and Pepsi-Cola lies in their different brand tonality, but in fact, the products are not differentiated.

This is also in line with the future development trend of enterprises in China. The development of products must be from product-driven to brand-driven, especially exported to the whole world. The output is not only products, but also values and culture.

Wired Insight: everyone is talking about the value of domestic products now. What is the significance of brand building for domestic brands?

Chen Gaoming:China factory is good at making products and channels. Product parameters and pricing can be quantified and measured, and R&D innovation can also be copied. At the same time, enterprises are willing to tryVarious channels.

When product strength and channels develop to a certain extent, enterprises compete for brand building or team organizational ability. After the necessary pain, they may realize the importance of brand and start organizational and cultural construction of the whole enterprise.

First open the external market, then do brand building, which is the basic logic of the second growth.

I think many domestic brands have gone through different stages at present. Many operators are still in the forefront of the market. The company is in the stage of rapid development and has not yet returned to brand building.

Enterprises need to go through great pains and find the attribution accurately if they want to have this kind of cognitive change. When there is still room for development in other fields, the marketing of enterprises may return to the comfort zone.

Brand marketing is a kind of belief, which cannot be quantified and is difficult to predict. It can only be believed that it may get better in the future, which is different from ROI investment.

Wired Insight: what is the value of brand advertising for the long-term development of enterprises?

Chen Gaoming:Enterprises have different understandings of brand marketing. Now there are different theoretical debates. Some people think that brand power is greater than product power, and some people think that it is the era of product power. Brand power greater than product power is IQ tax, and product power greater than brand power is more cost-effective and more in line with modern consumers.

Focusing on product strength or brand strength is actually two ways that are not contradictory. Brand promotion scenarios and value orientation, while products focus on showing differentiation, with the ultimate goal of increasing sales. In fact, the two methods can be combined.

Connected Insight: In 2024, what are the opportunities and challenges for Xiaomi’s commercial marketing?

Chen Gaoming:The first is transformation, which is divided into two levels.

The first level is that many foreign customers return to the main position of brand building. No longer invest more in short-term ROI and effect. The second change is that private enterprises will exert their strength and pay more attention to brand building.

OTT marketing, why has it become a new highland of marketing?

Wired Insight: What impact does the change in the overall marketing environment have on Xiaomi’s commercial marketing?

Chen Gaoming:I think no influence is false, but Xiaomi’s commercial marketing also has its own differentiated advantages. Many of our customers’ marketing strategies are shifting to the direction of effect and small and medium-sized, which is a process of adjustment according to different stages of their own enterprise development.

There are two main messages we need to convey to our customers. The first point is to pay attention to brand building, which is the guarantee for the long-term development of enterprises. Second, there are many ways to do brand marketing. In the choice of media, OTT family scene big-screen TV advertisements are valuable.

First of all, OTT adapts to a large number of users in family scenes. In the first half of 2023, the daily life scale of domestic OTT exceeded 164 million. By the end of 2023, the number of smart TV activated households was 326 million. Secondly, compared with the small-screen mobile phone that usually receives complicated information, the impact and exposure effect brought by the high-definition presentation of large-screen advertisements and the exclusive rate of single play are better, which is helpful to impress the audience and enhance brand awareness.

I think OTT is still an undervalued potential stock, although many customers are already putting it in. I understand it as one of the four important brand media forms besides outdoor, long video and elevator advertisement.

Connect insight: what is the difference between ott launch and previous TV advertisements?

Chen Gaoming:The difference is quite big. Traditional TV advertisements are broadcast at a fixed time and may be distributed on different channels. In the past, we watched what was broadcast on TV, but now Internet TV is what we want to watch.

We designed a creative advertisement for starting the TV, which was played at the time when the TV started, and it was a real zero-level entrance service. The scope of delivery can be determined by city, province or DMP. These are all applications of Internet technology of smart TV, which are essentially different from traditional TV.

In a sense, the cost performance of smart TV customers is higher and the input-output ratio is higher.

For example, the effect is more real, with a third party monitoring, and the data can be controlled online; Second, the network delivery effect is better. Traditional TV advertisements need to deliver many channels, and there is a problem that the reach of users may overlap. Smart TV benefits from the operation of the algorithm, which makes the authenticity and cost performance of customers’ input and output far exceed that of traditional TV.

Wired Insight: Other TV brands are also talking about OTT, but so far it has not reached popularity. What are the reasons?

Chen Gaoming:The educational achievements are far from being achieved. We see that the current situation of some customers is that they have not invested money in brand building, but have focused on ROI and effect advertising. But there are also some big companies that have realized this. Building a brand affects people’s minds and enhances users’ sense of identity. If people are looking for goods, they will not worry about buying channels.

Many big brands are still looking for goods. In fact, this cost is not cost-effective, because he invested so much, did not add new users, but only transferred the sales channel. For example, decision makers in some enterprises do not watch TV at ordinary times, but consumers are actually watching TV, which forms an information gap.In fact, the cost performance and return of advertising in OTT family scenes are much higher than other media, and it is also a low value.

The first thing we do to promote OTT is to explain to users that our form is innovative and cannot be evaluated by traditional TV OTV. After the cooperation is reached, we will also cooperate with the third party to verify the advertising effect in three time periods: before, during and after the investment.

In fact, it is not easy to adhere to OTT, because we are not only meeting the demand, but also creating the market, and at the same time creating and promoting the norms and standards of this industry.

Wired Insight: What is the real form innovation of the advertisement in Xiaomi OTT Ecology?

Chen Gaoming:The first aspect is visual impact.This is very important for advertising. We have always made breakthroughs in advertising creativity, and we have a professional marketing creative team. For example, the 3D creative starting materials we created are not only compatible with various media, but also can be directly reused in outdoor and other large-screen media. These high-quality and shocking content materials can also be directly provided to customers.

The second aspect is the exploration and innovation of OTT, mobile phone and TV interaction. For example, add AI interaction when giving live college broadcasts to customers; Put a QR code or clickable link after the TV advertisement is played, and jump directly to the brand page. In the AR multi-screen interactive project we made for Volvo, in just 6 days, the exposure of AR exceeded 350w, and the total exposure of OTT terminal also exceeded 500 million.

These innovations in the OTT industry are actually Xiaomi OTT’s first exploration and seeing the actual effect, which is also the differentiation and innovation breakthrough that I have been asking the team to do.

Connected Insight: What effect did Xiaomi OTT’s advertisement bring to customers?

Chen Gaoming:Our advertising has two effects. The first effect is that users choose to experience after watching advertisements, and this kind of data may be hundreds of thousands or millions. The advertising effect of the second layer is to treat the user experience as an event marketing and make a diffusion effect.

For example, Pepsi-Cola makes an automatic cooking machine, and the advertising content is about an automatic cooking intelligent device that can be implanted with Pepsi’s customized menu. The number of first-tier advertisements that attract users to buy machines may not be large, but you can ask Gourmet KOL to cook with this smart device. The video taken as a content spreads on the Internet, which is the second-tier effect of advertisements and its real value.

Connect Insight: Xiaomi OTT ecology, is there a project linked with Xiaomi ecology? Are there any advertisers who consider advertising based on the ecological chain?

Chen Gaoming:If the advertisement is placed on the whole ecological chain of Xiaomi, it must be us and the customers who have deep cooperation, whether it is our mobile phone, TV, speaker or bracelet. Maybe only Xiaomi in China can really do intelligent ecological linkage and do some AIoT projects like this.

First of all, we will choose a particularly suitable customer. When the customer’s brand tonality, the pursued user experience or some scenes are adapted to us, and the value of Xiaomi ecological chain is recognized, we will deepen innovation and development with customers.

For example, the cooperation project of Merrill Lynch antipyretics with Xiaoai classmates and second-second intelligent thermometers, through AI plus IoT, can ask Xiaoai assistant to record the baby’s temperature changes in real time and provide nursing tips. This is a joint cooperation between advertisers, OTT and Xiaomi ecological chain. This integrated marketing of AIoT is the advantage of Xiaomi’s business ecology, and the project plan and implementation need to be repeatedly scrutinized.

Wired Insight: What do you think of the OTT marketing "breaking the circle" in 2024?

Chen Gaoming:The real broken circle is not caused by factors, but by internal problems. Due to the large number of players in the industry and the lack of a unified big market, OTT’s circle breaking speed is slow.

I hope to explore with players in the industry, focusing on value: creating value, transmitting value and verifying value.First of all, creating value includes the upgrading of marketing theory and the acceptance standard of big screen and other industry trends. Secondly, pass the value to customers and industries to promote cooperation; Finally, verify the realization of value.

Wired Insight: if you use three keywords to set the tone for the marketing trend in 2024, which three will you use?

Chen Gaoming:The first is rationality. Don’t expect too much from the market. Don’t be too pessimistic.

The second is the breakthrough, not only the action, but also the breakthrough of thought, idea and cognition.

The third is growth. In essence, all marketing problems are growth problems. The goal of all brands is to grow. At present, we are far from the ceiling of the industry, and there is still a lot of room for growth.

Special statement: the above content only represents the author’s own views or positions, and does not represent the views or positions of Sina Finance Headlines. If you need to contact Sina Financial Headlines because of the content, copyright or other issues, please do so within 30 days after the above content is released.

Source: International Investment Bank Research Report

Text | Dong Wuying

Editor | Zhang Jiaru

Recently, Deep Blue G318, the first off-road SUV of Deep Blue Auto, was officially launched, which quickly attracted the attention of consumers. According to the official data of Deep Blue Auto, the order of Deep Blue G318 exceeded 10,000 in 70 hours and reached 14,126 in 5 days.

This order data is hot. You should know that the dark blue G318 is a smaller off-road SUV, and it is remarkable to get such an order.

Deep blue car isAs a holding subsidiary, Deep Blue brand is positioned in the mid-range new energy vehicle market.Before G318, Deep Blue Automobile had successively launched the middle-class car Deep Blue SL03 and the middle-class SUV Deep Blue S7, but neither of these two models became the explosion of monthly sales exceeding 10,000.

How long can consumers’ enthusiasm for paying for the hot G318 this time? Can it help Deep Blue achieve sales breakthrough?

Extended-range off-road SUV, starting at less than 180 thousand

A few years ago, when the concept of new consumption was hot, some founders shouted that "all industries are worth doing again". In the new energy vehicle market in recent years, the phenomenon that "all models are worth doing again with hybrid (including extended range)" is happening.

In addition to A00 and A0 class cars below 100,000 yuan, which are still pure electric home, there are hybrid and extended-range models with excellent market performance in the automobile market of 100,000-500,000 yuan. Even the niche off-road SUV track has begun to appear frequently with hybrid and extended-range vehicles.

For example, Equation Panther 5, Tank 400, Tank 500, Tank 700 and Haval Raptors all have hybrid models, and looking up at U8, Polar Stone 01 and Warrior 917 are all extended-range models.

The recently launched Deep Blue G318 is also an extended-range off-road SUV, with an order volume exceeding 14,000 units within 5 days.

Deep Blue G318 is the first off-road SUV of Deep Blue Automobile, which was officially launched on June 13th. The car has launched a total of six models, and the price range of three two-wheel drive models is 17.59-19.99 million yuan. Among the three four-wheel drive models, the four-wheel drive comfort version and the four-wheel drive suspension version are priced at 199,900 yuan and 229,900 yuan respectively; The top-of-the-line worry-free version is priced at 318,000 yuan, and the pre-sale is expected to start in early 2025.

The dark blue G318 model is positioned as a hard-core SUV with a tough appearance. In terms of power, it is equipped with the super extended range 2.0 system under the new Blue Whale power platform, which consists of a 1.5T range finder and a high-performance motor, and the fuel consumption of power feed is as low as 6.1L/100km. The battery capacity of the entry-level two-drive standard version is small, and the pure electric cruising range (under CLTC working condition) is 77km, so it does not have fast charging function. Other models have a pure electric cruising range of 172km-190km, with fast charging function.

Among the five scheduled start-up models, three two-wheel drive models focus on daily mode. The two four-wheel drive models are mainly off-road, with terrain modes such as wading, snow, rugged terrain, mud and sand. They can turn around in situ and crawl off-road. They are equipped with a special central stepless differential lock for off-road, a magnetic mechanical differential lock for rear axle and a wading radar, with a 1.6T qualification towing hook. Except for the entry-level two-wheel drive standard version, all other models have V2V fast discharge function.

In terms of intelligent driving, all five models have L2-level auxiliary driving function, which can realize speed limit recognition, lane keeping assistance, AEB automatic emergency braking and other functions, among which two-wheel drive suspension and four-wheel drive suspension are higher in configuration, with blind spot monitoring, lane changing assistance, reversing lateral emergency braking and other functions.

After the launch of this off-road SUV in deep blue, the order performance is very hot. Can this hard-core off-road SUV drive the sales of deep blue cars to increase?

"Dark Horse" dark blue car, sales go high and low.

With the accelerated transformation in recent years, three smart electric brands, Aouita, Deep Blue Auto and Changan Qiyuan, have been formed under the Changan Automobile System. Among them, Aouita focuses on the high-end market, by Changan Automobile,Cooperate with Huawei. Deep Blue Automobile is a holding subsidiary of Changan Automobile, focusing on the mid-to-high-end market and targeting younger groups. Changan Qiyuan belongs to a brand-new product sequence of Changan Automobile, which is aimed at more mainstream consumers.

As you can see,Deep blue automobile is responsible for the high-end transformation of Changan Automobile. However, since the first car went on the market, the sales of deep blue cars have appeared "high opening and low going".

Deep Blue Automobile was established in April 2022. Three months later, the first strategic model SL03 was released. The entry-level extended-range model was priced at 168,900 yuan, and the entry-level pure electric model was priced at 183,900 yuan. After 33 minutes of listing, the order exceeded 10,000 yuan.In December, 2022, Deep Blue Auto delivered over 10,000 yuan in a single month, which was the fastest electric vehicle brand to deliver over 10,000 yuan, and became a "dark horse in the new energy automobile industry".

Under the strong performance of Deep Blue SL03, Deep Blue Auto has set a sales target of 400,000 vehicles for 2023. However, after entering 2023, the sales volume of Deep Blue SL03 began to decline, and the delivery volume in May 2023 was 7021 vehicles.

On June 25th, 2023, the second strategic model S7 of Deep Blue was launched. With the help of the two models, the sales performance of Deep Blue brand in the second half of 2023 was excellent, and the delivery peak of 18,338 vehicles was created in December.However, throughout 2023, the dark blue brand delivered a total of 136,900 vehicles, only completing one-third of the sales target.

At the end of 2023, the CEO of Deep Blue Automobile announced that the global sales target of Deep Blue Team in 2024 was set at 450,000 vehicles. But then, Changan Automobile announced the sales target of the group, and finally set the annual sales target of Deep Blue Automobile at 280,000 vehicles.

In 2024, the overall delivery volume of Deep Blue brand declined. In the first five months, 67,200 vehicles were delivered, only about 24% of the sales target was achieved.

In the past three months, the retail sales of Deep Blue SL03 were 4,311, 4,524 and 5,303 respectively, and the retail sales of Deep Blue S7 were 5,705, 5,492 and 5,977 respectively. In the sales rankings of medium-sized cars and medium-sized SUVs, the two models of Deep Blue SL03 and Deep Blue S7 are both ranked around 15th.

In the past two years, Deep Blue has suffered a large loss. According to Changan Automobile Annual Report, in 2022, the revenue of Deep Blue Automobile, formerly known as Chongqing Changan New Energy Automobile Technology Co., Ltd., was 15.678 billion yuan and its net profit was-3.197 billion yuan. In 2023, the revenue of Deep Blue Automobile increased to 25.883 billion yuan and the net profit was-2.999 billion yuan.In two years, the accumulated loss of Deep Blue Automobile exceeded 6 billion yuan.

Hard-core cross-country, is Deep Blue on the right track?

Deep blue G318 orders are hot, largely because of its high cost performance.

Generally speaking, off-road vehicles need larger ones.Therefore, fuel vehicles are often used, and even diesel is chosen as the power type. However, the high fuel consumption brought by high power, at the same time, most off-road SUV consumers are not heavy off-road enthusiasts, and the use scenarios are mostly daily mode. "Light off-road" and "urban off-road" are more common, so the fuel consumption performance of off-road SUVs is even more important.

According to the official information of Deep Blue, the fuel consumption of Deep Blue G318 per 100 kilometers is 6L, while the fuel consumption of Equation Leopard 5, Haval Raptor and Tank 400 all exceeds 7L.

In addition, due to the larger size and the load-bearing body, the interior space of the dark blue G318 is larger, and the trunk space reaches 818L. At the same time, with non-loaded body and air suspension, Deep Blue G318 is more comfortable in driving and rear row.

However, although the orders for Deep Blue G318 are hot, it is equally challenging to drive Deep Blue to achieve its sales target.

On the one hand, off-road SUV itself is a smaller track, and the market volume is difficult to compare with mainstream models.In March-May this year, the sales volume of Jietu travelers with the best performance of off-road SUVs were 9219, 10049 and 6819 respectively. For example, the sales of star models such as Tank 300 and Haval Dog are only around 5,000-6,000, and the sales of other off-road SUV models are mostly below 4,000.

In this case, the ceiling faced by Deep Blue G318 itself is not high, and it remains to be seen whether it can drive the sales of Deep Blue cars to make a big breakthrough.

On the other hand, Deep Blue G318 is the first off-road SUV of Deep Blue Automobile, and it is also the only off-road SUV of Changan Automobile at present, and its actual competitiveness still needs market verification.At the same time, although Deep Blue G318 has certain advantages, at the price of 100,000-200,000 yuan, G318 still needs to deal with fuel vehicles such as Jetway Traveler, Tank 300 and Haval Dog, as well as new energy vehicles such as iCAR03, Jetway Shanhai T2 and Haval Raptors, and the difficulty of seizing the market can be imagined.

At present, although Deep Blue has failed to continue its high-gloss performance when it was first listed, it has gained a firm foothold in the automobile industry with its superior shape design and strong cost performance. The current deep blue car needs an explosive model to further open its popularity. Whether the deep blue G318 can undertake this important task still needs market verification.

Special statement: the above content only represents the author’s own views or positions, and does not represent the views or positions of Sina Finance Headlines. If you need to contact Sina Financial Headlines because of the content, copyright or other issues, please do so within 30 days after the above content is released.

[Truck House Original] 139,800, without a word, it started the price war in the field of electric/hybrid vehicles. How big is the impact of low-price strategy? In addition to promoting the upgrading and progress of the industry (price reduction and quality improvement), the price of hybrid models is very close to the high end, which will undoubtedly seize the living space of more oil vehicles and affect the existing market structure.

Then the question is coming, whose hybrid light truck is better? We have selected brands with relatively high attention at present, namely BYD T5DM, JAC, HV2 and Xingzhi H, and let’s have a plate together!

Note: The four vehicles in this inventory are all extended-range hybrids, that is, they do not directly participate in driving vehicles, but drive vehicles or charge batteries to store energy by generating electricity.

BYD T5DM is not the first brand to launch a hybrid model, but this car is perhaps the most concerned, because the official price is tens of thousands cheaper than competing products, and the entry-level model only costs 139,800, which is only more expensive than high-end light trucks, but it has more battery life and road rights.

More importantly, the difference between the entry-level version of 139,800 and the high-end model is mainly in intelligence. Other hardware specifications are basically the same, and most users only need to choose the side door of the car.

In the power part, BYD T5DM is equipped with a 1.5T gasoline engine dedicated for hybrid. This technical route is basically the same as that on BYD passenger cars, so the reliability is guaranteed. At the same time, this machine only needs to eat No.92 "coarse grains", which ensures the economy to a certain extent.

The battery is naturally BYD’s blade battery, with a capacity of 18.3 degrees, slightly larger than the competing products, which can provide the vehicle with a battery life of about 50 kilometers, which meets the regulatory standards and can be green. The comprehensive battery life of oil and electricity is about 1000 kilometers, which can reduce the frequency of energy supplement.

In terms of size, the compartment space of BYD T5DM is 4030×2095×2120mm, which is quite satisfactory and not too big. The maximum power of the driving motor is 150 kW, and its performance is very good.

The reason why the compartment space is general is mainly because the cab space of this car is larger and the longitudinal size is longer than that of the general model. How to choose depends on personal needs. In terms of configuration, the real shot is a high-profile version of 149,800, with a large-size screen and an intelligent driver assistance system. Other models are basically the same as the entry version.

Leading ES6 is a hybrid light truck. Like most traditional OEMs, the design of this car is similar to that of an oil truck, but it is only distinguished by the logo. On the whole, the design of the car is young, which is in line with the aesthetics of young users.

There is little difference in the extended-range route, but the details are slightly different. For example, the generator of this car is replaced by a diesel version, which comes from the Q23 series 2.3-liter displacement engine with a maximum power of 97 kW and a maximum torque of 320 Nm.

The vehicle battery is provided by Contemporary Amperex Technology Co., Limited, with a total capacity of 17.28 degrees. It adopts a liquid-cooled temperature control system, which ensures the battery life and cruising range. The size of the carriage is 4150x2100x2100mm, which belongs to the conventional level.

Leading ES6 adopts permanent magnet synchronous drive motor, with peak power of 120kW and maximum torque of 450 Nm, which is at the mainstream level of the same level and can meet the transportation demand of urban distribution. Matching it is E-CVT.

Like the appearance, the interior design of this car is similar to that of a fuel car. The semi-circular design is convenient to operate, and a smart large screen is placed in the center. Besides daily entertainment and vehicle information display, it can also control the vehicle air conditioning system.

As one of the earliest brands engaged in hybrid light trucks, the flying saucer HV2 has attracted a lot of attention since it went on the market. The appearance design of the whole vehicle is similar to that of the fuel version, and its shape is quite avant-garde and original.

In the power part, this car is equipped with a 1.5-liter gasoline engine from, and the maximum power is 122 horsepower. This machine uses Miller cycle counting, and the oil-electricity conversion rate can reach above 3.0kWh/L, with good efficiency.

In the driving motor part, the flying saucer HV2 uses a 120kW permanent magnet synchronous driving motor with a peak torque of 325nm, which is suitable for light load and standard load transportation. The electric drive bridge also has a 100,000-kilometer-long oil change and wheel end maintenance-free design, which will be more worry-free in later use.

The battery design of the flying saucer HV2 is very interesting. In addition to the "conventional" 17.5-degree battery, users can choose 4.16-degree and 50-degree versions, and users can match more operation scenarios according to their own needs.

The interior design of flying saucer HV2 is very distinctive, and all kinds of unconventional designs are quite imaginative and highly recognizable. In terms of configuration, this car has a multi-function steering wheel and a large screen on the car. According to the details, this car can also expand the one-button start function.

As the sales leader in the field of electric vehicles, although the current price is not as low as BYD’s, few brands can compete with its influence, and its products are also quite interesting. For example, today’s Xingzhi H series uses a rather rare methanol power.

Methanol power is a representative product of the remote family. This car is equipped with a 1.8-liter displacement version, the model is JLC-4M18F, and the maximum power is 120 kW.

The driving motor is also 120 kW, which is not much different from the same level. The battery capacity is the advantage of this car. The maximum capacity is 20.8 kW, which is a few kilowatt hours larger than that of ordinary cars.

The top of this car covers van, barn, fence and other forms, which is no different from the conventional oil truck. The size of the van is 4150x2100x2100mm, which can meet the daily needs.

The cab comfort performance and space performance of Xingzhi H series are acceptable. At the same time, the ergonomic design of the seat is in place, and it is more comfortable for daily driving. In the configuration part, although the car is not a high-profile model, it has LCD instrument, knob shift and optional 360 look-around configuration, which is relatively intelligent.

BYD T5DM has lowered the entry threshold for users, which has a great impact on the industry. In the future, the proportion of electric vehicles in urban centers is bound to be further improved, which is worth looking forward to. However, you should not blindly enter the business, because hybrid light trucks also have their own limitations, and you should judge the products that suit you according to your own working conditions.

Huawei’s self-developed operating system has finally been unveiled.

On August 9th, Huawei Consumer Business officially released its brand-new distributed operating system "HarmonyOS OS" based on microkernel and facing all scenarios to the whole world at its global developer conference.

Huawei said that HarmonyOS OS is the product of welcoming the era of full-scene experience, and will give full play to its advantages of lightweight, compact and powerful functions, and take the lead in applying it to smart terminals such as smart watches, smart screens, vehicle-mounted equipment and smart speakers, and strive to build a cross-terminal integration and sharing ecosystem, reshape a safe and reliable operating environment, and create a new experience of full-scene smart life for consumers. In other words, Huawei’s smart terminal will use its own operating system in the future.

"As early as ten years ago, Huawei began to think about facing the future era of full-scenario wisdom. Users need a new experience that is cross-hardware, cross-platform and seamless, which completely breaks through the physical space." Yu Chengdong, CEO of Huawei’s consumer business, said when introducing the original intention of HarmonyOS’s OS development: "With the advent of the era of full-scenario wisdom, Huawei believes that it is necessary to further improve the cross-platform capability of the operating system, including the ability to support full-scenario, cross-device and platform, and the ability to cope with low latency and high security challenges. Therefore, the embryonic form of HarmonyOS OS has gradually formed. It can be said that the starting point of HarmonyOS OS is different from Android and iOS. It is a brand-new distributed operating system based on microkernel and facing the whole scene, which can meet the requirements of smooth experience of the whole scene, trusted security at the architecture level, seamless collaboration across terminals and multi-terminal deployment at one time. HarmonyOS should be born in the future. "

According to Huawei, HarmonyOS OS is designed to meet the high-standard connection requirements of intelligent experience in the whole scene, and it has four system solutions.

First of all, the distributed architecture is used for terminal OS for the first time, which can realize seamless collaborative experience across terminals. HarmonyOS OS’s "Distributed OS Architecture" and "Distributed Soft Bus Technology" shield the application developers from the realization difficulty of the underlying technology of the corresponding distributed application through the four capabilities of public communication platform, distributed data management, distributed capability scheduling and virtual peripherals, so that developers can focus on their own business logic and develop cross-terminal distributed applications like developing the same terminal, and also enable the end consumers to enjoy the seamless experience brought by the powerful cross-terminal business collaboration capability for various usage scenarios.

Secondly, it is determined that the delay engine and high-performance IPC technology can realize the natural fluency of the system. HarmonyOS OS solves the problem of insufficient performance of the existing system by using two technologies: deterministic delay engine and high-performance IPC. The delay engine can allocate the priority and time limit of task execution in the system for scheduling before task execution, and the task resources with high priority will give priority to scheduling, and the application response delay will be reduced by 25.7%. The compact structure of HarmonyOS microkernel greatly improves the performance of IPC (Inter-process Communication), and the efficiency of inter-process communication is 5 times higher than that of the existing system.

Thirdly, remould the trustworthiness and security of terminal equipment based on microkernel architecture. HarmonyOS OS adopts a brand-new microkernel design, which has stronger security features and low latency. The basic idea of microkernel design is to simplify the kernel function, realize system services as much as possible in the user mode outside the kernel, and add mutual security protection. Microkernel only provides the most basic services, such as multi-process scheduling and multi-process communication.

HarmonyOS OS applies microkernel technology to trusted execution environment (TEE), and reconstructs trusted security through formal methods. Formal method is an effective means to verify the correctness and no loopholes of the system from the source by mathematical methods. Traditional verification methods, such as functional verification and simulated attack, can only be verified in selected limited scenarios, while formal methods can verify all software running paths through data models. HarmonyOS OS applies formal method to terminal TEE for the first time, which significantly improves the security level. At the same time, because the code amount of HarmonyOS OS microkernel is only one thousandth of that of Linux macro kernel, its attack probability is also greatly reduced.

Finally, the unified IDE supports one-time development and multi-terminal deployment to realize cross-terminal ecological sharing. HarmonyOS OS relies on multi-terminal development IDE, multi-language unified compilation, distributed architecture Kit to provide screen layout controls and automatic adaptation of interaction, support control drag and drop, and preview-oriented visual programming, so that developers can efficiently build multi-terminal automatic running App based on the same project, realize real one-time development and multi-terminal deployment, and realize sharing ecology among devices. Huawei Ark Compiler is the first static compiler to replace Android virtual machine mode, which allows developers to compile high-level languages into machine code at one time in the development environment. In addition, Ark compiler will support multilingual unified compilation in the future, which can greatly improve the development efficiency.

Huawei also announced the evolution roadmap of HarmonyOS kernel and OS, and will take the lead in using HarmonyOS OS 1.0 in the smart screen products launched this year. In the next three years, in addition to improving related technologies, HarmonyOS OS will be gradually applied to more intelligent devices such as wearable devices, smart screens and car machines.

At the same time, in order to rapidly promote the ecological development of OS in HarmonyOS, HarmonyOS OS will open its source to developers all over the world, and promote the establishment of an open source foundation and an open source community, so as to jointly promote the development of HarmonyOS with developers and make suggestions on industrial or technological development through discussion.

Yu Chengdong believes that China already has a sound application ecology and a huge user base. In the future, Huawei will rely on China to build the HarmonyOS OS ecosystem globally. By focusing on new values, it will open up its core capabilities in communication, photography, full scene and AI, and work with ecological partners from all walks of life to create applications and services with better consumer experience, inject new vitality into the industry, and create a new experience and ecology with full scene intelligence. "We believe that the launch of HarmonyOS OS will greatly enhance the vitality and ecology of the industry. We welcome global developers to actively support HarmonyOS’s OS ecological construction and jointly create a full-scenario intelligent life experience for consumers. ".