Huawei's Grand Layout of 'Jie' Trademarks, Stirring Up the Smart Car Market Again.

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Produced by/New Pick Business Review

On November 21, 2024, Huawei once again became the focus of public opinion.

According to the latest news from the Trademark Office of the National Intellectual Property Administration, Huawei has successfully registered another batch of trademarks, among which the mysterious 'Jie' trademarks such as 'Xianjie' (Fairyland Realm), 'Tianjie' (Celestial Realm), 'Junjie' (Noble Realm), 'Zhengjie' (Magnificent Realm), and 'Jiangjie' (River Realm) are particularly eye-catching.

These trademarks have not only aroused public curiosity but also caused a great disturbance in the industry.

I. Unveiling Huawei's 'Jie' Series Trademarks: Will the Smart Car Market Undergo Tremendous Changes?

The time goes back to January 4, 2024, when Huawei submitted multiple trademark applications, including 'Xianjie' (Fairyland Realm) and 'Tianjie' (Celestial Realm), to the Trademark Office. After nearly a year of waiting, these trademarks were finally successfully registered on November 14.

Statistics show that Huawei has registered nearly 200 trademarks this time, all belonging to International Class 12, covering various fields such as electric vehicles, automobiles, and hybrid vehicles.

This move is by no means accidental.

From a brand strategy perspective, this is an important part of Huawei's meticulous layout in the smart car field. As an intangible asset of a company, the importance of a brand is self-evident.

Huawei, as a giant in the technology industry, naturally understands the power of a brand. By registering these creative and unique 'Jie' trademarks, Huawei aims to create distinct personalities and unique value propositions for its different brands and products in the smart car field.

When it comes to Huawei's smart car brands, Wenjie, Zhijie, Xiangjie, and Zunjie are already well-known.

Among them, Wenjie, as a collaboration between Huawei and Thalys, has aimed to lead the new trend of automotive technology since its inception. Huawei's leading technologies such as smart cockpits and autonomous driving have infused a strong technological gene into the Wenjie brand.

Zhijie, on the other hand, is the main force in the mid-range and mid-to-high-end markets created by Huawei and Chery. With a rich product line, it meets the diverse needs of different consumers.

Xiangjie, a brand jointly launched by Huawei and Beijing Automotive Group, has redefined luxury. It focuses on the high-end luxury smart electric vehicle market, bringing an unprecedented luxury experience to consumers.

Zunjie, as a high-end smart car brand collaboration between Huawei and JAC Motors, is highly anticipated. It will become the top flagship brand of HarmonyOS Intelligence and lead the new trend in the smart car market.

However, is Huawei's registration of nearly 200 'Jie' trademarks really just for these four brands?

The answer is obviously no.

Behind this, Huawei seems to have a grander brand layout. With the rapid development of the smart car market and the increasing diversification of consumer needs, Huawei is clearly making advance preparations, reserving space for future brand expansion and product innovation.

So, will there be more smart car brands named with the character 'Jie' emerging in the future?

The answer is yes.

This move by Huawei is undoubtedly a full preparation for its comprehensive efforts in the smart car field. How will this series of actions affect the structure of China's smart car market?

II. HarmonyOS Intelligence 'Four Jie Brands Gathered for the First Time', Yu Chengdong Unveils Zunjie S800

On November 15, 2024, the 22nd Guangzhou International Automobile Exhibition grandly opened.

In this automotive feast, Huawei HarmonyOS Intelligence became the focus of attention with its unique charm. Wenjie, Zhijie, Xiangjie, and Zunjie—Huawei's four major smart car brands made their debut on the same stage for the first time. This historic moment not only marks Huawei's in-depth layout in the smart car field but also Foreshadowing the official formation of a brand cluster.

At the auto show, Yu Chengdong, Executive Director of Huawei, Chairman of the Terminal BG, and Chairman of the Smart Car Solutions BU, added weight to Huawei's booth with his presence. He personally unveiled the mystery of Zunjie's first model, Zunjie S800, describing the new car with the three words "big, noble, and beautiful," attracting the attention of the audience.

'The front of the car is handsome, the body is large, and the rear is bright,' Yu Chengdong's brief but attractive description said. When he mentioned, 'The core interior, I'll talk about it later,' it added a layer of mystery to Zunjie S800, leaving consumers with endless imagination about the new car.

Even more excitingly, Yu Chengdong also announced a blockbuster news: Zunjie S800 will be released alongside Huawei Mate 70 series phones and Zhijie New S7 on November 26. This news, like a stone thrown into calm waters, instantly caused ripples, pushing Huawei's popularity in the smart car field to a climax.

The significance of HarmonyOS Intelligence's 'Four Jie Brands Gathered for the First Time' goes far beyond showcasing the brand lineup and product strength. It has had a profound impact on the entire smart car market structure.

First, this initiative has greatly enhanced Huawei's brand awareness and influence in the smart car field. The debut of the four brands on the same stage was like a magnificent feast, making consumers and the market deeply feel Huawei's firm determination and strong strength in the smart car field. This brand cluster effect undoubtedly enhances consumers' awareness and trust in Huawei's smart car brands.

Secondly, Huawei's layout has also brought tremendous pressure on its competitors. In today's increasingly competitive smart car market, Huawei has quickly risen and formed a brand cluster effect with its strong technological research and development capabilities and brand integration capabilities. This situation will undoubtedly pose a severe challenge to other traditional automotive brands and emerging automakers.

Behind the glory of HarmonyOS Intelligence's 'Four Jie Brands Gathered for the First Time,' we must also consider some issues.

Although Huawei's 'Four Jie' brands each have their unique characteristics, is there any overlap in brand positioning and target customer groups? Will this overlap lead to competition among internal brands and waste of resources?

Secondly, can Huawei ensure that each brand receives sufficient market cultivation and resource support when launching multiple brands in a short period? After all, brand growth requires time and resource nurturing. How Huawei balances the relationships among these brands to achieve sustainable development will be an important issue it faces in the future.

Nevertheless, we still have reason to believe that, with Huawei's technological strength and brand influence, HarmonyOS Intelligence's 'Four Jie' will definitely carve out their own place in the smart car market. And this feast of 'Four Jie Brands Gathered for the First Time' will undoubtedly become an important milestone in the development of the smart car market.

III. HarmonyOS Intelligence's One-Year Anniversary: The Power of Collaboration Behind 500,000 Deliveries

On November 9, 2024, Yu Chengdong announced the good news of HarmonyOS Intelligence's one-year anniversary on Weibo. In this year, HarmonyOS Intelligence not only surpassed a stunning 500,000 cumulative deliveries but also won the double crown of the new force sales champion and the sales champion for vehicles priced above 500,000 yuan. These data are undoubtedly the best proof of Huawei and its partners' joint efforts and the market's high recognition of Huawei's smart car products.

Just a week later, on November 14, Yu Chengdong again shared another achievement of HarmonyOS Intelligence on the Weibo platform. Zhijie R7, a smart car jointly created by Huawei and its partners, delivered over 10,000 units in just 30 days, with over 38,000 confirmed orders.

According to data released by HarmonyOS Intelligence on November 11, the cumulative confirmed orders for Wenjie M9 have exceeded 170,000 units, and it only takes 16 days to add another 10,000 confirmed orders. These remarkable sales figures are not only a testament to the depth of collaboration between Huawei and its partners but also the best illustration of their complementary advantages and strong alliance.

The collaboration between Huawei and automakers such as Thalys, Chery, Beijing Automotive Group, and JAC Motors has undoubtedly set a new example for the development of the smart car industry. Under this collaboration model, Huawei leverages its deep accumulation in intelligent technology to provide partners with cutting-edge technology solutions such as smart cockpits and autonomous driving, helping traditional automakers achieve intelligent transformation.

Meanwhile, automakers rely on their advantages in vehicle manufacturing, supply chain management, and market channels to be responsible for vehicle research and development, production, and sales.

This collaboration model not only optimizes the allocation of resources between the two parties but also enables a quick response to market demands, launching smart car products that meet consumer expectations, thereby standing out in the fierce market competition.

The path of collaboration is not entirely smooth.

In the process of moving forward together, both parties also face numerous challenges such as the unification of technical standards, the ownership of intellectual property rights, and the coordination of benefit distribution. How to seek a win-win situation in collaboration has become an issue that Huawei and its partners must face and resolve. However, it is precisely these challenges that prompt both parties to deepen communication and collaboration, jointly exploring a more efficient and stable collaboration model, laying a solid foundation for future sustainable development.

While HarmonyOS Intelligence has achieved remarkable results, Huawei is also quietly laying out the future. The successful registration of trademarks such as 'Xianjie' (Fairyland Realm), 'Tianjie' (Celestial Realm), 'Junjie' (Noble Realm), and others is not only a protection of its brand but also an important measure to consolidate its competitive advantage in the market. In the business world, as an intangible asset of a company, a trademark is not only a symbol of brand image but also a powerful weapon in market competition.

By registering these unique trademarks, Huawei not only effectively prevents plagiarism and imitation by other companies but also protects its innovation achievements and brand image in the smart car field. At the same time, these trademarks also provide broad space for Huawei's future product innovation and brand expansion.

In today's increasingly competitive market, brand differentiation and uniqueness have become key factors for companies to win market share. With its rich trademark resources, Huawei can more flexibly position its brands and innovate products to meet consumers' diverse needs, thereby further consolidating its leading position in the smart car market.

Trademark registration is only the starting point for brand building and market competition.

Huawei is well aware that a successful brand requires not only unique trademarks and good intellectual property protection but also quality products and services as support, as well as effective marketing promotion and strategies. Therefore, while focusing on trademark registration, Huawei is also continuously improving the quality of its products and services, strengthening marketing promotion and brand marketing, striving for greater success in the smart car field.

[Conclusion]

In the future, as the smart car market continues to develop and competition intensifies, how will Huawei layout, and what changes will the market structure undergo?

A data from a research report by Kaiyuan Securities reveals Huawei's ambition in the smart car field. In 2024, 11 brand models from 8 automakers will be equipped with Huawei's Kunlun Intelligent Driving System and launched on the market. This figure is astonishing. With its profound technological accumulation, Huawei is deeply laying out the automotive market, aiming directly at the intelligent open platform for the automotive industry.

However, competition in the smart car market has never been a simple game. The rapid technological upgrades and constantly changing consumer needs make this market full of uncertainties. Whether Huawei can maintain its leadership in this technological revolution and stabilize its position in the fierce market competition is indeed a question worth pondering.

Moreover, traditional automotive brands and emerging automakers are also increasing their investments in the smart car field. Facing these formidable competitors, whether Huawei can continue to leverage its advantages and maintain its market share and brand position is also full of challenges.