How strong is Huawei’s determination not to build a car by successively transferring the trademark ＂Jie＂？
After successively transferring the trademarks of "Zhijie" and "Enjoy the World", Huawei transferred the trademark of "Wenjie" to Cyrus. On July 2nd, the announcement issued by Cyrus showed that Cyrus planned to acquire all kinds of "Jiejie" and other related trademark rights and application rights and related design patents held by Huawei in the world, with a total purchase price of 2.5 billion yuan.
This move by Huawei and Cyrus not only aroused widespread concern in the industry, but also further clarified Huawei’s role positioning and development direction in the field of smart cars. How can Huawei, which insists on "not making cars", help car companies "sell good cars"?
The audience understands the related models of Huawei AITO. (Image courtesy of CNSPHOTO)
Cyrus bought the trademark "Wen Jie"
The announcement issued by Sailis shows that Sailis Automobile Co., Ltd., the holding subsidiary of the company, intends to acquire 919 registered or pending series of text and graphic trademarks and 44 related design patents held by Huawei Technologies Co., Ltd. and its related parties, with a total purchase price of 2.5 billion yuan.
"This transaction will not affect the development of joint business between the two parties, and the two sides will further deepen the cooperative relationship." Cyrus said that based on the consistency of product and brand market cognition, the underlying assets related to this transaction will be dedicated to the joint business of both parties.
Since the cross-border cooperation in 2021, the AITO series jointly built by Cyrus and Huawei has gained wide attention in the market, and has successively launched models such as M5, M7 and M9. According to the latest sales data, in June, the total delivery volume of AITO industry reached 42,800 units, reaching a new high.
Guo Tao, an angel investor and a senior artificial intelligence expert, told the China Business Daily reporter that Celis gained brand autonomy by acquiring trademarks, which helped to unify brand image and marketing and enhance market competitiveness; This move enables Cyrus to develop and sell related products more freely and increase its market share. At the same time, the existing popularity and influence of the "Wen Jie" brand will bring long-term value to Cyrus.
Huawei successively transferred the trademark "Jie"
Huawei had successively transferred the trademarks of "Zhijie" and "Enjoy the World" before Cyrus got the trademark of "Wenjie".
According to Tianyancha’s intellectual property information, in May, Huawei Technologies Co., Ltd. transferred its registered trademark of "Enjoy the World" to Beijing New Energy Automobile Co., Ltd. According to the information, Huawei applied for the trademark in May 2023 and completed the registration in November of the same year.
At the beginning of June, Huawei Technologies Co., Ltd. transferred its two registered "Zhijie" trademarks to Chery Automobile Co., Ltd. Huawei applied for the above trademarks in October 2013 and September 2019, and completed the registration in April 2015 and April 2020 respectively.
China Business Daily reporter learned that since 2023, Huawei has successively applied for a series of trademarks named "Jie", such as Zhijie, Reading Jie, Youjie, Haojie, Hejie and Aojie.
Huawei publicly responded: "Huawei has always insisted on not building cars, but using the leading intelligent networked automobile technology to continue to help car companies build and sell good cars. Huawei will continue to work with car companies to create excellent smart car products for users and provide the ultimate smart travel experience. "
Stick to the concept of "no car"
At present, Huawei’s smart car business has three cooperation modes with automobile manufacturers, namely, standard parts supply mode, full-stack solution mode and smart car selection cooperation mode. Among them, Changan Automobile cooperated with Huawei by adopting the full-stack solution mode, and companies such as Cyrus, Chery, BAIC and JAC chose the smart car selection mode. Under the smart car selection mode, Huawei is deeply involved in product definition, design, research and development and even production, and is responsible for product marketing.
In November, 2023, Huawei officially released "HarmonyOS Zhixing", an ecological alliance of smart car technology in HarmonyOS, marking the upgrading of Huawei’s smart car selection model.
At present, HarmonyOS Zhixing owns brands such as asking, intelligence and enjoyment. In the future, HarmonyOS Zhixing will also welcome the proud brand built with Jianghuai, and the first model is expected to be launched in 2025.
According to the sales data published by HarmonyOS Zhixing, in the first half of 2024, HarmonyOS Zhixing delivered a total of 194,200 vehicles, of which HarmonyOS Zhixing delivered 46,100 vehicles in June.
Guo Tao believes that Huawei adheres to the principle of "no cars", concentrates on consolidating its role as an intelligent networked automobile technology provider by transferring trademarks, and clarifies the business model of cooperation with automobile enterprises, which not only highlights Huawei’s technical strength in the field of smart cars, but also demonstrates its insight and adaptability to the development trend of the industry. (Reporter Lei Yuxin)