Huawei doesn’t want to unify the ＂four worlds＂ by transferring some trademarks of ＂Enjoy the World＂ and ＂Intellectual World＂？

Sky Eye Survey shows that recently, Huawei Technologies Co., Ltd. transferred two registered "Zhijie" trademarks of transportation tools to Chery Automobile Co., Ltd. The above trademarks were applied by Huawei in October 2013 and September 2019, and were registered in April 2015 and April 2020 respectively.
　　Almost at the same time, Huawei Technologies Co., Ltd. transferred its registered trademark of "Enjoy the Boundary" to Beijing New Energy Automobile Co., Ltd. The trademark was applied by Huawei in May 2023 and registered in November. Beiqi Blue Valley responded that Huawei transferred the "Enjoy the World" trademark to Beiqi New Energy for the use of "Enjoy the World S9".
　　At the just-concluded Guangdong-Hong Kong-Macao Greater Bay Area Auto Show, Huawei also led the "Four Worlds" brand to jointly participate in the exhibition, and Jiangqi Group, the intellectual, intellectual and fourth world, gathered in the "Huawei Department" exhibition hall. However, the plot is reversed. Why did Huawei transfer the trademarks of "intellectual world" and "enjoyment world" of transportation tools? Didn’t Huawei want to unify the "four worlds"?

Ask the world to be "far ahead". Does Huawei not pay attention to the intellectual world and enjoy the world?
　　Under the promise of not building a car, Huawei’s involvement in the car has deepened. With the advent of the world of inquiry, intelligence and enjoyment and the emergence of the fourth world, Huawei has created a Huawei "world" in the car circle by its own efforts.
　　Yu Chengdong, managing director of Huawei and chairman of BU, a smart car solution, divided the "four boundaries" of Huawei’s smart car selection: the "question" in the world means asking and exploring the road. For the first time, it cooperated with Cyrus, focusing on the full range of SUV；; Zhijie focuses on mid-range and high-end products, covering cars and SUVs, and the products will be differentiated to meet the needs of different groups of people; Enjoy the world is the main administrative high-end users, should be IKEA; The products cooperated with JAC are positioned at ultra-high end, compared with Maibakh and Rolls-Royce Phantom, but more luxurious, higher-end and more enjoyable than them.
　　Although the "four circles" each perform their duties, it seems that Huawei has invested more energy in the field of inquiry. Huawei not only empowers the technology and management system, but also endows the consumer with the marketing service capabilities, providing a strong online and offline sales network. Every time the press conference is held, Yu Chengdong will personally stand on the platform. An out-of-the-box "far ahead" has almost become synonymous with the product strength of the press, and it has also gathered huge network traffic for the press.
　　As the first brand under Huawei’s smart car selection model, the world of inquiry has been highly anticipated by Huawei on the one hand and attracted the attention of the whole industry and consumers since its birth. With the strong blessing of Huawei’s best efforts, the sales volume in the world has been rising.
　　It is obvious that Huawei wants to replicate the brilliant sales of the world, but the operation of "intellectual world" and "enjoyment world" seems to be not smooth.
　　First, as early as last year, Zhijie S7 was released and delivered, but the final mass production delivery was very strange. From January to February 2024, the cumulative sales volume of Zhijie S7 was only 1398, and the specific delivery volume was not announced directly in March. It is reported that the delivery volume of Zhijie S7 is so bleak that it is not that no one buys it, but that there is no car to sell. In fact, after the delivery was opened, the official promised delivery time has been extended from the original 4 ~ 6 weeks to 12 ~ 14 weeks, which caused a large number of users’ dissatisfaction and even rushed to the forefront of the complaint list. In order to regain consumer confidence, Huawei specially arranged the second press conference of Zhijie S7. As an old partner who has cooperated for a long time, the enjoyment S9 jointly created by BAIC and Huawei was officially announced a few days ago. At the press conference, Yu Chengdong introduced the design concept, technological innovation and market positioning of Enjoy World S9 in detail, and expressed his strong confidence in Enjoy World S9 in the global high-end luxury electric vehicle market. However, although Yu Chengdong personally stood on the platform, it seems that the attention of the outside world to the enjoyment world is not as high as expected.
　　Trademark is only the ownership of appearance, and it does not affect the nature of cooperation.
　　The "four realms" are all "sons" of Huawei, but why are they different? Ma Qiancheng, the founder of the tram industry platform, believes that the highest degree of enthusiasm in the world is in line with commercial laws. If Huawei wants to export the "smart car selection" model to the car circle, it must first build a successful benchmark, so Huawei will do its best to ask the community. In other words, the negotiation must be successful, otherwise Huawei’s smart car selection model will be difficult to push to other car companies.
　　Looking at several smart car selection partners of Huawei at present, Cyrus is a relatively weak car company. In the cooperation with Cyrus, from product definition to technology research and development to production technology, almost all of them are led by Huawei. Beiqi and Chery are relatively mature passenger car companies, with perfect manufacturing and supply chain systems, and different resource endowments, which also make Huawei’s investment in cooperation different. Although the cooperation mode of smart car selection remains unchanged, more experienced BAIC and Chery can occupy more say in the cooperation, which is one of the reasons for the trademark transfer.
　　Trademark ownership is only an appearance, and it doesn’t matter whether the trademark belongs to Huawei or a partner car company. With the increase of "boundaries", Huawei’s investment in one brand and four brands will definitely be different, and resources will be dispersed. "Yu Chengdong may not have so much time to participate in the press conference of every’ Jiezi Generation’ brand, and the influence of’ Sijie’ in the terminal will inevitably be weakened. Even if everyone takes part, the impression in consumers’ minds will be confused if they publicize the world for a while, enjoy the world for a while and publicize the intellectual world for a while. Huawei’s stores don’t have so much space to put so many brands of models. " Ma Qiancheng believes that "limited resources are difficult to weigh, which may be one of the reasons why Huawei transferred the trademark."
　　Behind the different resource endowments, the three car companies have different attributes and different perspectives. In June, 2023, Huawei received 21 "Jiejie" trademarks in one breath, and finally had the dominant position in Jiejie trademarks, which also laid a unified pattern of intelligent car selection with "Jiejie". As an intangible asset of an enterprise, a trademark carries corporate vision and is a business card of an enterprise. Large enterprises like Huawei often pay more energy and financial resources to protect the exclusivity of their own brands. At this point, the smart car eco-brand alliance built by Huawei is getting better and better.
　　"Cyrus is a purely commercial perspective, which is very clear. As long as it can get a bigger’ market cake’ and gain greater benefits, it doesn’t matter who the trademark belongs to. However, both BAIC and Chery are local state-owned enterprises, and they are very concerned about virtual assets such as physical assets and trademarks, and are willing to make some compromises in exchange for the ownership of trademarks. " Jin Yongsheng, chief knowledge officer of Shanghai Digital Strategy Software Co., Ltd. said.
　　The fate of the "Four Boundaries" brand is unknown. Huawei and car companies have their own needs.
　　As we all know, there are currently three modes of cooperation between Huawei and car companies: one is as a component supplier for supplying standardized modules; The second is HI mode, where Huawei provides a full-stack integration solution; The third is Huawei’s "smart car selection" model, which is now the new ecological "HarmonyOS Zhixing".
　　Since last year, Huawei has intensively applied for a number of trademarks including Reading, Royal, Hejie and Huajie. However, Yu Chengdong also said frankly: "Huawei’s resources are limited, and only these four brands are currently being built." Jin Yongsheng believes that the "Four Realms" is equivalent to the sub-brands under the big brand "HarmonyOS Zhixing", but the brand influence has been weakened, so the ownership of the trademark has no essential influence on the promotion of the overall business plan.
　　After five years in the company, with a cumulative investment of 30 billion yuan, Huawei’s car business has ushered in the dawn of comprehensive profit. Yu Chengdong revealed that in the first quarter of this year, Huawei’s smart car BU and BU have all turned losses into profits. Jin Yongsheng further analyzed that Huawei, as a rare global enterprise in China, must want to build a car in its heart, but it cannot be realized due to many factors such as the international situation.
　　On January 16th this year, Shenzhen Yinwang Intelligent Technology Co., Ltd., which was established with 100% investment from Huawei, was formally established with a registered capital of 1 billion yuan, and its business scope includes "intelligent vehicle equipment manufacturing, intelligent vehicle equipment sales, automobile parts research and development, automobile parts and accessories manufacturing, etc.".
　　On the same day, Zhu Huarong, Chairman of Changan, revealed at the 2024 Changan Automobile Global Partner Conference that he had set up a new joint venture company with Huawei to engage in research and development, design, production, sales and service of automotive intelligent systems and component solutions. From a longer-term perspective, with its own software and mature auto parts R&D and manufacturing companies, Huawei will be able to build a car when it wants to.
　　Jin Yongsheng pointed out that what needs to be recognized is that the hot sales of "Four Bounds" products are not due to the partners’ own brands, but because of the market appeal of Huawei brands. At the present stage, Huawei has found the second growth curve in business through cooperation with car companies. Car companies have also improved the digital intelligence genes of their products and enterprises by introducing Huawei, a "catfish" with advanced management experience, which not only improved sales volume but also boosted stock prices, which can be described as a win-win situation.
　　In the future, when Huawei’s experience in dealing with difficulties in the field of mobile phones is enough to be reused in the field of car-making, and the domestic and international environment tends to be stable, it is very likely that Huawei will still have to build cars in person. At that time, when "Huawei" cars enter the market, the "Sijie" brand will also lose its value. Who will hold the "Sijie" trademark? What does it matter?