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[TechWeb] On April 16th, on the eve of 2023 Shanghai International Automobile Industry Exhibition, Huawei released Huawei ADS 2.0 (Huawei Advanced Driving System) and a series of smart car solutions such as smart cockpit, smart car lighting and smart car digital platform.

Yu Chengdong, Huawei’s managing director, terminal BG CEO and smart car solution BU CEO, announced at the press conference that Huawei’s advanced intelligent driving system HUAWEI ADS 2.0 will be launched in AITO’s M5 Huawei Advanced Intelligent Driving Edition, followed by Aouita 11 and Extreme Fox Alfa S?HI Edition, and more models will be carried in the future. With more models of HUAWEI ADS landing, more and more cars are running on the road, and the mileage is getting longer and longer. This system will become more and more sophisticated.

The advanced intelligent driving system built by Huawei, based on multi-sensor fusion, combined with high-performance intelligent driving platform and anthropomorphic intelligent driving algorithm, takes safety and intelligence as the core, and realizes the ultimate continuous experience for high-speed, urban and parking scenes. At the same time, based on ultra-large-scale cloud simulation and data mining training, data-driven, rapid iteration, traveling thousands of kilometers a day, making vehicles smarter and smarter.

Urban NCA can be opened with or without maps, and more cities are being unlocked.

Due to the complex road conditions, many unexpected situations and the rapid development of urban infrastructure in the city, the landing of NCA (Intelligent Pilot Assistance) in urban areas has become a difficult problem faced by many car companies. Huawei’s advanced intelligent driving system has been implemented in Shenzhen, Shanghai and Guangzhou, playing with the complex urban road conditions with the flexible decision-making and decisive disposal ability of "old drivers". In addition, Chongqing, which is known as the "8D Magic City", will soon unlock the NCA in the urban area, and Hangzhou will also land in Q2.

HUAWEI ADS 1.0 has realized the BEV architecture based on Transformer, while HUAWEI ADS 2.0 has been further upgraded, and the road topology-based reasoning network has been further enhanced. Even without high-precision maps, you can understand various road elements such as roads and traffic lights, making it possible to drive without maps. This year, Q3 will realize the landing of 15 cities without maps, and Q4 will add 30 cities without maps, reaching 45 cities, which will make smart driving more free.

The system can cover 90% of urban scenes, making daily commuting more comfortable. At complex intersections, scenes where people and vehicles are mixed can also pass smoothly, and you can take the initiative to overtake and change lanes, which greatly improves travel efficiency.

High-speed NCA (Intelligent Pilot Assistance) also performed well. The experience of HUAWEI ADS 2.0 was upgraded, and the ability to face up and down ramps, obstacle avoidance, road construction and other scenes was further improved at high speed, which made the average manual takeover mileage increase from 100km to 200km in HUAWEI ADS 1.0, realizing a "more assured" cross-city travel experience. When merging into the expressway, the system monitors and predicts the vehicle behavior of the surrounding target lanes in real time, and executes the best interaction strategy, which is fast and efficient, and the success rate of merging is high. When approaching the high-speed exit, the system changes to the exit lane in advance according to the surrounding comprehensive road conditions to avoid the embarrassment of "missing the exit" in unfamiliar environment.

On the high-speed and expressway, there are labyrinth overpasses and tray bridges. Before entering the curve, the system will slow down in advance. When passing through the curve with large curvature, the vehicle will remain centered and the steering wheel will be slippery, so there will be no frequent back-and-forth corrections, which will bring stable comfort to the drivers and passengers.

APA (Intelligent Parking Assist) has the industry-leading parking space identification ability, including automatic parking space search, 360 parking space discovery and parking space display. At the same time, it supports intelligent parking of up to 160 kinds of parking spaces, such as unconventional parking spaces such as sloping parking spaces and broken parking spaces, and can also be parked, so that it can be parked when it is really visible. After parking is interrupted, it can automatically connect. In case of pedestrians and obstacles, the car will not quit after parking, and the pedestrians will automatically connect after leaving.

RPA (Remote Parking Assist) solves the embarrassing scene of "cars can get in, people can’t get out" in narrow parking spaces, or it is inconvenient to take and put large luggage in the car and trunk, thus realizing worry-free parking.

HUAWEI ADS 2.0 has further improved its ability to handle narrow parking spaces. For narrow parking spaces with a car width margin of only more than 0.4 meters, it can be easily completed through APA intelligent parking. For extremely narrow parking spaces with a car width margin of less than 0.4 meters, RPA can also be used to realize direct entry and direct exit.

AVP (parking service Auxiliary) * will realize the industry’s first cross-floor and underground parking lot, which can be activated on the ground, reach by the optimal route across floors, and roam independently when the parking space is occupied.

*AVP will be realized by the end of 2023.

In terms of price, HUWEI ADS includes basic package, advanced package and high-end package. At present, the commercial models that have been cooperated are standard with the basic package and advanced package, and the high-end package can be purchased. With the continuous enhancement of ADS function, the price will continue to rise, and buying early will benefit early. The price for upgrading ADS from premium package to premium package is as follows:

HUAWEI ADS 1.0 is purchased at a lump sum of 32,000 yuan, with an annual subscription of 6,400 yuan and a monthly subscription in 640 yuan.

HUAWEI ADS 2.0 is purchased at a lump sum of 36,000 yuan, with an annual subscription of 7,200 yuan and a monthly subscription in 720 yuan.

　

　

　

The new generation of HarmonyOS smart cockpit has changed more than HarmonyOS.

The continuous evolution of HarmonyOS car operating system will not only upgrade the system capabilities such as voice and vision, but also bring the leading experience of multi-screen multi-user and independent multi-tone area in the future. Fluency is HarmonyOS’s gene, and it is also the unremitting pursuit of HarmonyOS cockpit. HarmonyOS 3.0 has also been greatly optimized in fluency, and the response speed of voice and application operation has been comprehensively improved compared with the previous generation, no matter in parking scene or heavy-duty scene of driving navigation. A new generation of car machine and the next generation of operating system will bring stronger performance. One car machine can support the smooth concurrency of the front and rear five screens at the same time. In addition, the new generation system will be equipped with Huawei’s breakthrough technology HarmonyOS kernel. As the first domestic in-vehicle OS kernel, it achieved domestic transcendence in ultra-low latency and functional safety, and became the first operating system kernel in the world to obtain double certification.

　

Introduce intelligent vehicle-mounted light solutions to lead cars into the era of light display.

Huawei released a new in-vehicle entertainment screen category HUAWEI xScene light field screen. This product adopts the original optical engine technology, creating the ultimate experience of large format, depth of field, low motion sickness and eye relaxation, greatly improving the visual perception in the car, realizing 3-meter long-distance imaging, 40-inch super-large format and 90PPD super-retina-level definition, and loading the immersive private cinema into the car. According to the clinical test of Zhongshan Eye Center of Sun Yat-sen University, compared with the traditional LCD screen, the adjustment ability of ciliary muscle can be reduced by 96%, which effectively relieves visual fatigue. Verified and tested by SGS and China Institute of Standards, Huawei’s light field screen won the world’s only gold standard for low motion sickness in car display, which is 35% lower than that of LCD screen and 90% lower than that of VR glasses.

Facing the intelligent and digital era of car lights, Huawei innovatively launched HUAWEI xPixel intelligent car light solution. This scheme provides 2.6 million pixel projection with two lamps, which adapts to varied shapes with the advantage of small-size module, and has the unique ability of precise fusion algorithm with two lamps in the industry. Based on the accurate shielding ability of millions of pixels, the high-precision ADB (adaptive high beam) can realize that the high beam is always bright and not dazzling, and the field of vision at night is improved by 185%; Based on the study of human experience, the intelligent light carpet scenes such as car width, blind area interaction and lighting were pioneered; Quick customization online based on 100+ scene component library, such as near-field welcome, light language customization and more applications.

Based on the industry’s first self-developed optical imaging module for 2K vehicles, Huawei continues to promote the commercialization of AR-HUD on an end-to-end basis. As an in-car above the fold, HUAWEI xHUD AR-HUD can not only replace the instrument, but also surpass it. Huawei proposes more innovative applications, such as intelligent driving and visualization, lane-level navigation, reversing images, digital elves, giant screen viewing and so on.

　

HUAWEI iDVP Smart Car Digital Platform, Creating a Black Land of Software-defined Cars

The digital base of HUAWEI iDVP smart car is the foundation of realizing software-defined car, and the core of this architecture is hierarchical decoupling and SOA (service-oriented distributed architecture) service. Relying on high-performance communication and computing hardware platform and basic software platform, it is a "black land" for car companies to realize software-defined automobile strategy construction. HUAWEI iDVP shields the hardware differences through the device abstraction layer and decouples the software and hardware through the atomic service layer. At present, more than 800 standardized API interfaces have been delivered to realize the rapid adaptation of cross-vehicle differences, and the cross-vehicle reuse rate of platform applications can reach over 90%. Not only can car companies improve the efficiency of vehicle development, but also make users’ application experience and usage habits consistent among generations of models, and maintain familiarity and intimacy. HUAWEI iDVP makes full use of atomic service set, simplifies application development mode and improves development efficiency. At the same time, the hardware capability is open to users, and users can customize their applications according to their personal preferences, so as to create personal personalized application services.

As the original application of HUAWEI iDVP, HUAWEI xMotion centrally controls the driving, braking, steering and suspension of the car. Through millisecond perception of the car body state and centimeter-level motion estimation, it adopts dual feedforward and feedback active pre-control technology to realize the longitudinal, lateral and vertical three-axis displacement of the car body and full attitude control with 6 degrees of freedom, making driving safer, driving easier and riding more comfortable. Aiming at the problem that driving on wet roads is easy to slip, RTC (Intelligent Dynamic Torque Control) can distribute more torque to the wheels with strong grip, thus improving driving safety. Aiming at the problem that the car is prone to understeer when crossing a high-speed curve, ICC (Intelligent cornering Control) simulates the driving of an old driver by cooperating with the motor, braking, steering and suspension, which improves the steering sensitivity, reduces the person’s roll caused by centrifugal force and improves the driving comfort. Aiming at the problem of driving fatigue caused by frequent braking when going downhill, RDC (Intelligent Ramp Cruise Energy Recovery) is based on high-precision slope estimation and applies motor energy recovery, which not only realizes steep slope descent, liberates feet, but also improves cruising range.

　

On September 12th, the new M7 just went on the market, and 30,000 vehicles were ordered in 19 days. It hasn’t been a month since the appearance and interior of M9 have been exposed. It seems that the news that it is expected to be listed in December is almost stable.

Get rid of complexity and simplify, and the appearance is atmospheric and natural

In terms of appearance, the M9 is obviously different from the M5 and M7 models on sale, and it adopts a brand-new design language, which is more fashionable and atmospheric than the current models. The closed front grille and the central through-lamp belt connect the polygonal headlight groups on both sides, creating a simple and atmospheric sense of sight for the front of the car.

It is worth noting that the chrome-plated decorative stripes under the front of the car and the side skirts of the car body are at the axial position of the front wheel hub, and then they extend to the tail in a full-scale way, which brings a diving visual effect, and at the same time makes the whole car body look not too bloated, even if the side of the car body is not too complicated, it gives people a sense of luxury.

The overall body is designed with blue and white double colors, and with the matching of light interior, it gives people a feeling of driving a luxury yacht. From the unique design of the exterior rearview mirror, it is not difficult to see that this time the world wants to make every design to the extreme. If you look at the design of a series of luxury models such as BMW 7 Series and Lincoln Continental, you will know the intention of every detail design of M9 this time.

The tail design retains the design language of the world family, which brings high overall recognition. The taillight shape is exactly the same as the headlight design, which is more like the continuation of the front. A large area of chrome-plated trapezoidal guard at the bottom makes the design look less monotonous.

Full of details, the cockpit is luxurious and comfortable.

Although the position of the central control part is disguised, it is not difficult to see that the overall design is similar to that of Mercedes-Benz EQS, and the flying wing triple screen design is adopted. However, the position design of the wireless charging panel under the air outlet of the air conditioner is very abrupt, which has some sense of disobedience with the overall luxury atmosphere. It would be better if a push-pull cover plate can be designed.

At first glance, you can see the leather covering and solid wood decoration of the central control and the door panel. The knob of the central armrest is made of crystal material, which proves the luxurious positioning of the M9. There is a storage space under the central control armrest. Instead of using a hollow design like the market models, it adopts a closed design to bring better storage privacy to the owners.

Thanks to the length of 5230 mm and the wheelbase of 3110 mm, it provides more comfortable seating space for the third row of passengers, making the third row no longer a useless design for temporary riding. In addition, the new car not only provides the third row passengers with a variety of configurations, such as water cup holder, air conditioning outlet, stereo, etc., but also provides a rare third row seat adjustment function. This time, the M9 really filled the details directly and took good care of the riding experience of the third row passengers.

Provides two power modes.

In terms of power, Wenjie M9 provides two power modes: extended range and pure electric. The extended range version is matched with a 1.5T range extender, and the battery pack capacity is 50kWh. The pure electric version will be equipped with a four-wheel drive system composed of Huawei’s high-voltage electric drive, equipped with a 100kWh battery pack, and its battery life is expected to exceed 600km.

Write at the end: seize the market with ideal and Weilai.

The listing of M9 also means the overall layout of the SUV market in the world, breaking through the medium-sized SUV market of about 200,000 to 300,000, and relying on the word-of-mouth accumulated in the early stage and the far-ahead intelligent driving advantage, we will seize our own domestic new energy large-scale luxury SUV market with Ideal and Wei, enriching the product line and improving the brand influence. The M9 is expected to be listed in December. Considering the sales of M5 and M7, it may really be recognized by the market.

On April 18th, Lei Jun responded to the online time of wireless CarPlay function of Xiaomi SU7 in the live broadcast. He said that this function is expected to be pushed into the car through OTA in early May.

In addition, Lei Jun also requires the team to push OTA upgrade to users at least once a month, and plans to promote NOA to the whole country by the end of May, and NOA to all regions in August.

At present, the iPad car control function has been launched, just download the "Xiaomi Auto Development Screen" APP to use it. After connecting the hot spots of the car, you can enjoy the original car-like experience such as seat air conditioning adjustment, multimedia adjustment and audio-visual entertainment.

Lei Jun previously said that Xiaomi SU7 will be the best choice for Apple to buy smart electric vehicles. He said that the car supports protocols such as wireless CarPlay and AirPlay, which can realize deep driver interconnection.

Special statement: The above contents (including pictures or videos, if any) are uploaded and published by users of the media platform "Netease", and this platform only provides information storage services.

Notice: The content above (including the pictures and videos if any) is uploaded and posted by a user of NetEase Hao, which is a social media platform and only provides information storage services.

It was only one day after the news of "Asking the M5 Smart Driving Edition to Ride BYD Dolphin". On November 14th, another video of an accident with the M5 was circulated on the Internet.

According to the image of the vehicle driving recorder circulated on the Internet, at about 9: 29 am on November 14th, an M5 car was driving normally on the two-way four-lane pavement on the left, with a speed of about 60-80 km/h.. A minute later, at 9: 30, a construction vehicle suddenly appeared in front of the road, and a truck suspected of asphalt was towed, but no warning signs were set in front of the construction vehicle.I saw the video car directly hit the trailer.

It can be seen from the live pictures circulated on the Internet that the two airbags in front of the M5 all popped up, and the engine compartment was seriously damaged. However, no obvious deformation was found in the A-pillar. According to the netizen who broke the news, the driver opened "assisted driving" and "Huawei directly towed the car away" after the accident.

Is it the fault of Huawei’s wisdom?

one

Ask M5, intelligent driver or mentally retarded?

As of press time, Weibo, the official of AITO Auto, has not made any response to this matter.

In response to this accident, netizens are also "noisy".

The questioning netizens think:

Why didn’t AEB work at that time?

Didn’t you say you were far ahead?

Didn’t Yu Dazui say that "it’s hard to hit if you want to"?

Q: The M5 driver’s assistance was turned on, but it still failed to recognize the obstacles ahead, and it was badly hit. So do you still believe in the NB boasting of car companies?

On the other side, netizens think:

"Look at the picture and you will know that this is not a smart version, and there is no lidar."

This is the "Bosch", which belongs to the retarded version.

It’s two different things that it’s difficult to crash and it’s impossible to crash, and this is the old M5, which has no intelligent driving ability at all.

However, according to the blogger "New Car Tribe" on the afternoon of 15th, it was revealed that:AITO automobile has paid attention to this matter.The vehicle is 22 models of M5 EV.Before the collision, the vehicle turned on the auxiliary driving, and the early warning and AEB were triggered normally, which minimized the impact caused by the collision and did not cause personal injury.

According to this response, the accident vehicle is a standard version, not equipped with lidar, not a smart driving version.According to netizens, this car may use Bosch’s "ACC adaptive cruise control system".

According to the data, the function of ACC system is developed on the basis of the traditional cruise control device. The difference is that cruise control can only limit the speed, and the steering wheel and brakes need to be controlled by the driver, while ACC can better help the driver coordinate the steering wheel and brakes.Using ACC can free the driver’s feet to a certain extent, but his hands can’t leave the steering wheel.

Judging from the video of this accident, the driver has no obvious "takeover action", and there is no obvious "braking action".

No wonder some netizens questioned that this is "opening the mentally retarded version as a smart driving version"?

Coincidentally, on November 13th, a collision accident involving the M5 version riding on BYD Dolphin caused widespread concern. At the Liaobu User Center in Dongguan, a test drive of Huawei’s M5 Smart Driving Edition suddenly accelerated when reversing, then quickly hit the BYD dolphin in the rear and finally "rode" on the dolphin.

On the evening of November 13th, Yu Chengdong made an emergency response: the customer mistakenly stepped on the accelerator as a brake when reversing, resulting in hitting the rear car. Regarding the non-intervention of AEB function, Yu Chengdong said that after communicating with the ADS team and quality, the vehicle backward emergency braking did not recognize the stationary vehicle, and it was clearly marked in the manual.Therefore, the cause of the accident is that the customer mistakenly stepped on the wrong accelerator pedal.

The accident was also wrongly rated by netizens as a "win-win", BYD has "hard strength against truth" and the world is "all-round crushing".

2

Why are there many questions about "smart driving"?

There have been two accidents in succession. From the comments of netizens, it can be found that some consumers have begun to question "smart driving".

For example, when Dongguan Liaobu reversed its car, many users will immediately think of the sentence that Yu Chengdong once mentioned-"It’s hard to hit it". In fact, this is for the new M7. At that time, Huawei released the "omni-directional anti-collision system", which can identify all obstacles in the rear and take the initiative to stop.At that time, Yu Chengdong even shouted the words "It’s hard to reverse and hit".

However, users only remember that "it’s hard to hit" and don’t deeply understand its limitations.

It is reported that the "omni-directional anti-collision system" supported by Huawei ADS 2.0 is not "omnipotent" and has many limitations. For example, the backward emergency braking of the vehicle does not recognize the stationary vehicle; For example, the driver is stepping on the accelerator pedal, brake pedal or turning the steering wheel sharply; There is a large vehicle behind the vehicle, which blocks the detection area of the radar or camera of the vehicle.

For example, the test drive accident of Dongguan Wenjie M5 Zhijia Edition does not belong to the scene contained in "It is difficult to hit it". In addition, many netizens don’t know that the 22 models of M5EV only have adaptive cruise function.

Huawei’s advanced intelligent assisted driving system "Huawei ADS 2.0" was released on April 16th this year. The first model is AITO Wenjie M5 Smart Driving Edition. After the actual measurement of many media, this system has indeed improved a lot, "comparable to the old driver." Then, on September 12th, M7 was launched, the average price was lowered by 38,000, and there was a smart driving version, which only ignited the enthusiasm of consumers.On October 6th, the circle of friends in Yu Chengdong announced that the number of new M7s would exceed 50,000, and said with emotion, "It’s not easy to come back to life!"

As the manufacturer of M5 and M7, the share price of Cyrus has also achieved a "shocking reversal". Since the bottom in June, the share price has risen as high as 280%. The increase is also "far ahead" among all automakers.

Therefore, at present, some consumers have too high "expectations" for Huawei’s smart driving, and once something goes wrong, they will have doubts. In practice, some drivers rely too much on assisted driving.

three

Intelligent driving is more prone to accidents?

L2+ is more prone to accidents?

A few days ago, at the 2023 China Automobile Software Conference hosted by China Automobile Industry Association, Zhu Xichan, a professor at Tongji University Automobile College, publicly said: What we think of as the ADAS function with low technical level is safe, because no one regards it as autonomous driving.On the contrary, L2+ intelligent driving is easier for consumers to relax their vigilance. They may be distracted, play with their mobile phones or even lie down to sleep. It is this L2+ stage of "one bottle is dissatisfied and half a bottle is swaying" that is more prone to accidents.

Take "Huawei ADS 2.0" as an example. Even though it claims to be infinitely close to L3, its essence is L2. The core feature of L2 is to release hands and feet, but not eyes.

L2 driver assistance represents an advanced driver assistance system, which gives the vehicle the ability to automatically perform acceleration, deceleration and steering operations. howeverCompared with fully automatic driving technology, L2 still needs the real-time driver.Ability to monitor and prepare to take over vehicles.

Take the crash on 14th as an example. According to L2′ s operation specification, the driver should be able to see the engineering work vehicle stopped in front and take over the vehicle in time, such as stepping on the brakes. Of course, it may be illegal for the engineering vehicle in the video not to put warning signs in the coming direction.

Judging from the current law, if an accident is caused by using the driver assistance function, the driver is still the subject to bear the responsibility.

Take the Regulations on the Administration of Intelligent Networked Vehicles in Shenzhen Special Economic Zone as an example, which stipulates: "If an intelligent networked vehicle equipped with a driver commits a traffic violation, the traffic management department of the public security organ shall punish the driver according to law; If a traffic accident occurs and one party of the intelligent networked vehicle is responsible, the driver of the vehicle shall bear the corresponding liability for damages; If a traffic accident is caused by the quality defect of the intelligent networked car, the driver can recover from the manufacturer and seller of the intelligent networked car after assuming the liability for damages according to law. "

Zhu Xichan said that L2+ intelligent driving is between L2 and L3, and the boundary is often blurred. Enterprises are only willing to bear the product responsibility of "assisted driving", but radical consumers may regard L2+ intelligent driving as L3.

Therefore, at this stage, all assisted driving and intelligent driving need the driver’s full attention to be ready to take over the car at any time. Excessive reliance on technology, on the one hand, improves the probability of accidents, and on the other hand, bears the main responsibility for accidents.

Finally, Zhu Xichan suggested that the certification of L3 high-grade autopilot needs to be promoted rapidly to solve the safety problem.

Fast Technology reported on April 18th that Lei Jun, the chairman of Xiaomi, started broadcasting at Xiaomi Auto Delivery Center today, and "talked with netizens about the sale of Xiaomi SU7 these days".

Lei Jun said in the live broadcast,Xiaomi Automobile will participate in the 2024 Beijing Auto Show, and all body colors (9 in total) will be displayed at the auto show.

It is reported that Xiaomi SU7 offers three free color schemes-Gulf Blue, Elegant Grey and Olive Green, and the other six color schemes cost 7,000 yuan more-Lava Orange, Meteor Blue, Xiaguang Purple, Cambrian Rock Grey, Pearl White and Diamond Black.

The interior of Xiaomi SU7 offers four color schemes, namely Galaxy Grey, Twilight Red, Foggy Purple and Obsidian Black, all inspired by nature.

For Xiaomi SU7, three colors are free, and six colors need to be paid for. Xiaomi Auto officially explained:

After the technical conference on December 28 last year, everyone gave very good feedback on Gulf Blue, Olive Green and Elegant Grey, so although the cost of these three colors is also very high, Xiaomi decided to give them to everyone for free.

As for the black and white car paints, you have to add money. Xiaomi Automobile said that they are not ordinary black and white.

Xiaomi Automobile adds pearl powder to pearl white and metal powder to diamond black.Let the most common black and white also present a texture far higher than the industry level.

In addition, the paint surface and technology of Xiaomi SU7 body are very elegant, and the feeling is completely different under different light and shadow, which is why Xiaomi SU7 real car looks better than photos.

　　Last Saturday night,SubordinateThe brand launched a pure electric SUV called "New Lantu FREE". Originally, this was just an ordinary new car replacement, but when the brandAfter the car is released, 25,000 yuan can be added for optional installation.After the news of NOA intelligent driving system, it immediately triggered the industry’s response from L4 level.Attention to the competition of L2+ advanced intelligent driving.

　　2023 is called "the first year of NOA smart driving in cities", and many institutions are optimistic about the outbreak and popularization of high-level smart driving in the second half of the year. For a long time in the past, only a few car companies, such as Tucki, were pushing the NOA market in the city. Nowadays, Huawei, and other powerful Internet giants have sprung up everywhere, quickly staking out the land with the attitude of "suppliers", successfully binding a number of car companies to realize the mass production of NOA, and making the market competition more and more fierce.

　　Entering the "L2+" market, Baidu’s "dimensionality reduction" is against Huawei.

　　The reporter noticed that the "New Lantu FREE", which was launched in mid-August, is the first new car in the mass production of NOA in Baidu City. It is officially called "Baidu Apollo Highway Driving Pro integrated product". Before this, the pace of Huawei’s intelligent driving will be faster. After the release of HUAWEI ADS 2.0 (Huawei’s advanced intelligent driving system), BAIC’s Extreme Fox Alpha S HI version, Changan’s Aouita 11 and Wenjie M5 have landed, and there will be more than ten new cars such as high-end cars cooperating with Chery in the future. According to the information released by Baidu at present, in addition to the blue map of Dongfeng, the planned Jidu car and the extreme cooperation with Geely are still on the road.

　　In the field of intelligent driving with "NOA in the city" as the symbol, Baidu and Huawei finally have a battle, which has been traced before this year’s Shanghai Auto Show. On the same day of April 16th, Baidu and Huawei held their own smart car business conferences, revealing each other’s progress in NOA and other smart driving technologies. Yifu Chen, an expert on smart driving, pointed out that the smart driving car with Huawei technology is like a catfish, which has inspired the changes and progress of other smart driving systems or solution providers. At the same time, many enterprises are accelerating the shift from L4, which is difficult to make profits, to L2+, which is easier to land, and to the mass production of NOA. The reporter noticed that in the past two years, not only Baidu and Huawei, but also technology companies such as Tencent and Xiaoma Zhixing have re-recognized the future commercial profit model of intelligent driving. After Baidu’s smart car business was adjusted from L4 route to L2 this year, the new car was released in August, which means that Baidu officially opened a confrontation with Huawei at L2+ smart car track.

　　The industry believes that behind Baidu’s active "dimensionality reduction" is an important decision to realize the realization of autonomous driving technology. According to CIC’s forecast, the scale of China’s autonomous driving market will increase from 2.3 billion yuan to nearly 400 billion yuan from 2019 to 2025, with a compound annual growth rate of 136%. "By 2026, the market penetration rate of L2+ advanced intelligent driving system vehicles equipped with memory parking, high-speed navigation and urban navigation will exceed 15%, and the industry will usher in an intelligent crossing period. By then, the outbreak of the high-end intelligent driving market will trigger a new round of reshuffle in the automobile industry, and the next three years will become a key window period. Whoever can take the lead in providing consumers with a safe and secure intelligent driving experience with a real sense of acquisition may gain the first opportunity in the intelligent competition in the second half. " Chu Ruisong, vice president of Baidu Group and general manager of the smart car business unit, said earlier.

　　Who can grab more "smart driving" cakes?

　　In terms of development mode and technical route, Baidu and Huawei have a lot in common. Who has a better chance to grab more cooperation orders? Song Yachen, a technical engineer who once participated in the research and development of autonomous driving in the new forces and now moved to a joint venture car company, said that the white-hot NOA in the city was forced by the general situation, and it was the right choice for Baidu to weaken L4 R&D and concentrate on L2+. However, he pointed out, "Huawei’s autonomous driving team is reported to have reached the scale of 3,000 to 4,000 people, and the manufacturers that cooperate with it are more obedient, which makes Huawei’s dominance high, and the progress of promoting the profitability of NOA mass production in cities will be faster. Relatively speaking, Baidu’s autonomous driving team started late in L2+, and its expansion is not as strong as Huawei’s, so personally, Baidu will not catch up with Huawei in the short term. "

　　In addition, the big cake of L2+ high-level intelligent driving is welcoming many players, which makes it difficult for Baidu to snatch more car enterprise partners from Huawei. The reporter noticed that in addition to Baidu and Huawei, a number of intelligent driving suppliers have accelerated the implementation of the "parking and parking integration" scheme for NOA functions in cities. This year, Xiaoma Zhixing will mass-produce high-speed and urban parking and parking integrated assisted driving schemes; Youjia Innovation has released a high-level intelligent driving solution supporting high-speed NOA, and will realize NOA function in urban areas through OTA. In terms of mainstream manufacturers, it has also been planned to land NOA functions in related cities this year. For example, Tucki plans to open the city NGP to about 50 cities in the second half of 2023 and land in 200 cities in 2024; Huawei plans to cover the city NCA to 45 cities in the fourth quarter of 2023, ideal andAll push the city NOA internal test. In addition, Internet giants such as Tencent and Ali also have relevant technical reserves, and are involved in the research and development of car companies’ smart driving through different cooperation modes.

　　Yifu Chen pointed out that in the future, whether Huawei and Baidu can compete for market share in smart driving depends on whether they can win a bigger "sinking market". According to the data of the Passenger Car Association, at present, about 100,000-200,000 vehicles account for more than 50% of the passenger car market in China, which is the car purchase price chosen by most consumers. Insiders pointed out that in order to enter the mid-range car market at this price, enterprises need to cross the three mountains of "cost", "mass production" and "full stack self-research". Judging from the current cooperation lineup, both Huawei and Baidu have chosen the "from high-end to mid-range models" style of play. First, the system will be put to the ground through cooperative car companies with large sales volume, and the recognition of consumers and the market will be sought. The next step is to enter the popularization stage of large-scale mid-range models. According to incomplete statistics, there are 26 intelligent driving suppliers in China who have launched the product scheme of "integrated parking and transportation".

　　Institutional prediction: L2+ advanced intelligence drives to accelerate industrial reshuffle

　　Relevant institutions continue to be optimistic about L2+ autopilot landing.issueIt is said that 2023 is the first year of urban NOA, and it is expected that the urban NOA will be released on a large scale in the second half of this year, catalyzing the smart driving market. The analysis also pointed out that the scene of L2+ high-order intelligent driving with "integrated parking and parking" is gradually switching from high speed to cities, and the autonomous driving industry will gradually transition from configuration competition to demand-led. It is reported that NOA, a city that many car companies are striving to build, is known as the last piece of the puzzle of "integrating parking and parking (integrating intelligent auxiliary systems such as memory parking, high-speed navigation and urban navigation)".

　　The report also pointed out that the continuous introduction of industrial support policies and the batch landing of NOA functions in cities will enhance the available range and user experience of intelligent driving functions, promote consumers to choose advanced NOA configurations, and drive high-computing intelligent driving domain controllers supporting NOA functions in cities, andMarket space has improved. It is recommended to pay attention to the core suppliers of the smart driving industry.

　　Policy support, high-level wisdom, landing

　　The reporter noticed that L2+ high-level intelligent assistant system, which has more landing conditions than L4-level automatic driving, is welcoming the policy of landing. Since the beginning of the year, policies related to autonomous driving and consultation documents have been continuously released. On July 26, the countryThe Guide to the Construction of Industry Standard System (Intelligent Networked Vehicle) (2023 Edition) was officially released, which clarified that from the first stage to 2025, the system will form an intelligent networked vehicle standard system that can support the general functions of combined driving assistance and automatic driving. Previously, Xin Guobin, Vice Minister of the Ministry of Industry and Information Technology, said at the the State Council policy briefing held on June 21 that the pilot of intelligent networked car access and road traffic would be launched, and the demonstration application of "car-Lu Yun integration" at the city level would be organized to support the commercial application of conditional autopilot (L3 level) and higher-level autopilot functions.

　　He also revealed that in 2022, the new car penetration rate of L2-class passenger cars with combined assisted driving function reached 34.5%.

　　Zhang Kai, Chairman of Millimeter Zhixing, judged that from 2023, intelligent driving products will enter a period of rapid growth, and there will be three trends: "First, urban navigation-assisted driving products will focus on mass production and delivery in 2023. Second, the front-loading market with integrated parking and transportation ushered in the peak of mass production. Third, the commercialization of automatic distribution of terminal logistics forms a closed loop. "

1905 movie network news The film directed by, starring, and starring is being shown. Yesterday, the national roadshow "Hot Search" and "Sound All the Way" came to Chengdu. Director Xin Yukun, actors Song Yang and Justin came to the roadshow to communicate with the audience after the show. The audience said that "the film shows the cross-section of the whole fermentation process of the hot search event to everyone", and fans with directors praised that "the director still brought us different shocks after years of violation".

In the film, the reversal of public opinion is closely linked, and the audience said that when watching it, "the heart is ups and downs, and the first half is very painful. Finally, it is very enjoyable to see Chen Miao’s comeback, and it is also a great surprise." There is also an audience who bluntly said that "Peng Yue is so bad that he was so angry that he wanted to rush to hit him". At the roadshow, the audience enthusiastically taught Justin Sichuan dialect "Angry at Peng Yue", and the atmosphere was very happy.

Empathy! The audience praised the social significance of the film.　

News students are deeply touched "will stick to the original heart of news"

High-flow social events, various reversals of public opinion, and the contest between good and evil behind the push … The film moved the hot spots behind the stage, making the audience sigh that "the film touched on social topics such as cyber violence, sexual assault, and public opinion reversal, which is of great social significance and deserves to be seen by more people". The director said that the hot spots in the network change very quickly. "The movie has the opportunity for everyone to sit down and slowly see behind an event." At the scene of the road show, some viewers said that the reality of public opinion presented in the film made them feel the same, and they were threatened by their voices. "So I know more about how much harm a vicious word can do to a person and how much courage it takes to make a small voice."

After watching the movie, a news professional audience said that "the film’s presentation of hot events is very real, and the DNA of learning news has moved." The director said frankly: "The film has the responsibility of recording the times. In the period when the media is very prosperous, the complexity of online public opinion and the power of different classes under the background of the times are necessary to be recorded by the film." The audience also mentioned that Chen Miao’s adherence to the ideal of news in the process of speaking for the weak made him very touched, saying that "I will also adhere to the original heart of news." Song Yang said: "Everyone has a wonderful Chen in his heart, which leads us to speak out bravely at an appropriate time."

Female mutual help is figurative, presenting girlfriends, and the audience is moved to tears.

Lawyers, audience, two movies, calling on everyone to speak bravely.

At the roadshow, girlfriends watched the movie together, indicating that they were moved by the power of women’s mutual help in the movie. When they saw that justice was done, they "shed tears with excitement" and lamented that "the power of girls help girls is really concrete. It is a matter of special courage to stand up and help people who are being hurt". Some viewers said that they were deeply impressed by the lyrics of the ending song Byakki Smoker, which reflected the difficulties faced by many women. The director said frankly that he hoped to "record the distinctive power of women’s mutual assistance in this era and the plight of different classes in their depths" through the film.

There is also a lawyer audience at the scene who said that he has already brushed the film twice, and he was deeply touched. "The current network environment is very complicated, and public opinion supervision is very important, but there must be no public opinion trial, which may make the parties face social death on the Internet first." As a legal practitioner, I will try my best to ensure that every case is echoed in fairness and justice. Song Yang said: "The network can make a sound. I hope that everyone can make a sound when they are hurt, and gather into a fire to overthrow all evil forces."

The film "Hot Search" is showing.

On the eve of the 20th Shanghai International Auto Show on April 18th, Huawei released the advanced intelligent driving version of the M5, and announced the official launch of the new car. This time, Huawei launched four models with extended range and pure electric power versions, with the price range of 279,800-309,800 yuan. It is reported that the new car was first equipped with HUAWEI ADS 2.0 intelligent driving system. According to Huawei Yu Chengdong at the press conference, the driving skill of the new car is comparable to that of a ten-year-old driver.

Yu Chengdong claims that this is an L2.99999 … class intelligent driving system, which is infinitely close to L3-class high-order intelligent driving system, and it is far ahead of many rivals, whether compared with the new forces or Tesla PK. Does this also mean that the technology of HUAWEI ADS 2.0 intelligent driving system has ranked first in the world? People didn’t say it directly, and we didn’t ask directly.

It is worth mentioning that the M5 Intelligent Driving Edition will also be the first vehicle equipped with HUAWEIADS2.0? intelligent driving system and HarmonyOS Intelligent Cockpit 3.0 at the same time. The officially claimed intelligent driving technology that is infinitely close to L3 may be the biggest selling point.

It is reported that Wenjie M5 Intelligent Driving Edition is equipped with an overhead laser radar, three millimeter-wave radars, 11 high-definition cameras, 12 ultrasonic radars and a brand-new antenna technology with doubled signals, which is the first to realize the high-speed and high-order intelligent driving function in urban areas without relying on high-precision maps, which can achieve 360-degree full coverage, with the longest detection distance of 200 meters, 1GB of data processing capacity per second and all-weather perception.

According to its internal test, it is said that the intelligent driving version of the new car has achieved a maximum braking of 50km/h for the emergency braking of the pedestrian "ghost probe" with strong glare at night; At night, the unlit tunnel car overturned, which can achieve the highest braking speed of 60km/h; Bicycles crossing the road can stop at a maximum speed of 60km/h, which means that Huawei’s system is safer and more secure. In addition, the car can also realize the functions of high-speed NCA and city NCA, super automatic parking and higher-level parking service, etc. It is reported that automatic parking is also a second kill. In addition, under the empowerment of HUAWEIDriveONE electric drive platform, the M5 version of Zhijie also has a zero-speed acceleration of 4.4 seconds. Huawei’s HUAWEIDATS system, all-aluminum chassis, front double wishbone and rear multi-link, 20-inch double five-amplitude sports wheels and red brake calipers also appeared on the car. It is worth mentioning that at this year’s Shanghai International Auto Show, Huawei’s new car also appeared on the booth.

What about the power of the new car?

In terms of power, the M5 version of Zhijie still uses extended-range hybrid and pure electric, in which the extended-range hybrid version uses a 1.5T engine, with a maximum power of 152hp, a rated power of 60kW of the extended-range generator, a comprehensive peak power of 200kW, a fuel consumption of 0.53L/100km under WLTC, a pure electric battery life of 255km and a comprehensive cruising range of 1425km.

The pure electric EV version will provide a rear-drive version and a four-wheel drive version, in which the motor of the rear-drive version has a maximum power of 272 HP and a peak torque of 360 Nm; The four-wheel drive motor has a total power of 428 HP or 496 HP and a peak torque of 720 Nm or 675 Nm.

According to the latest news on the Internet, apart from the asking M5, the asking M7 will also launch a smart driving version in the future, but the time will be a little later. Technically, the asking M7 smart driving version is basically the same as the asking M5, and it is only a selling point in the medium and large SUV market to meet the needs of the new generation market.

I haven’t personally tested the function of Huawei’s M5 Intelligent Driving Edition. Is it true that, as Yu Chengdong said, it can not only lead Tesla too much, but also other new forces can’t compare with it? Li Xiang previously said that the ideal L9 is the best SUV within 5 million yuan, while Yu Chengdong said that Huawei’s upcoming M9 SUV will have no rivals in the SUV market within 10 million yuan.

Bragging and mouthing can’t fully reflect your skills and level. In my opinion, everything must be implemented on the strength of products, and speaking with products is the biggest killing trick. No matter in which industry, it is easy to prove that you are the best in the world, and PK will be finished. Put more energy into technology research and development, and focus on how to ensure product quality to the maximum, so as to make a good car and complete the transcendence of China brand over joint venture brand. At that time, it was also the time for our China brand to dominate.

This article was originally produced by [Auto Market Special Review/Li Te Er] New Media Studio. The author of this article is Qiu Yue, and the source should be indicated in the reprint.

Wen/Muyu

Xiaohongshu wants to build an online city-state.

　

The reason why we say "polis" instead of "city" is because the word sounds more humanistic and ideal. Recently, Xiaohongshu officially launched the Community Business Convention. On the basis of the community values of "sincere sharing and friendly interaction" in the Community Convention last year, it added the business values of "sincere management and intentional creation", which set the tone for the direction of community operation.

　

Little Red Book officials are trying to convey an idea that they are creating an online city-state, and the users are all residents. They are sharing their real life online.

　

When anything develops to a certain scale, it will inevitably form some kind of public cognition, and Little Red Book, as the source of new consumption and online celebrity brand,Its "planting grass" attribute is deeply rooted in people’s hearts, which naturally makes people think of the scourge of "consumerism".

　

In Xiaohongshu COO Conan’s view, the public has a "cognitive angle" to Xiaohongshu.

　

Xiaohongshu COO Conan

The question that Little Red Book needs to answer is: Does it convey a "better life" or promote a "beautified life"? But this is not how the management expresses it, but will eventually land in the governance of the community.

　

From the official attitude, we attach great importance to this "convention".

　

As early as when the Community Convention was just launched, COO Conan of Xiaohongshu explained that it was called the Convention instead of the value norm because the value norm was more like a one-way request from the top down to the community residents from the perspective of community operators, while the Convention was a contract that Xiaohongshu repeatedly discussed and revised with different types of residents and finally formed.

　

When the content community is generally attacked by the community atmosphere and commercial realization, Xiaohongshu’s move is to return the focus to community governance.Is this "duty-keeping" a way to avoid conservatism or stick to one’s original heart? What impact will it have on its business fundamentals?

Left or right

　

Xiaohongshu chose to reinforce the city wall to counter the panic of commercial realization.

　

It seems that people in the content community are generally not good at making money. From Kelly Y Zhou in Zhihu, Rui Chen in bilibili, and Qu Fang in Xiaohongshu, they all talk about content operation, but they are all difficult in realizing business.In them, what you see is more the extension of some idealism, but less the decisive ferocity of some wars.

　

"In the early days of our business, we focused on content, never thought about the development path, and we were even more confused about how to realize it." Qu Fang’s words may represent the plight of all content communities.

　

The birth of these major content communities seems to have a sense of mission, but under the cruel survival test of business, these sense of mission now seems to be at a loss.

　

Data source: burning knowledge consulting, finishing by China Commercial Industry Research Institute.

Zhihu and bilibili, which have been listed, are under greater financial pressure. Take Zhihu as an example. In addition to the most traditional advertisements, members are sold, e-commerce, live broadcast and knowledge promotion are paid, but they are still struggling.

　

Compared with the first two,Xiaohongshu seems to be more "Buddhist" and "flat". He also does e-commerce and videos, but he feels that he has not exhausted his efforts. His local life is also in a state of "stocking" and he still earns money from advertising honestly.

　

However, it is obviously more and more difficult to earn money from advertising, and the traffic peaks, and the tigers are waiting around.

　

QuestMobile predicts that the growth rate of Internet advertising market in China will continue to decline in the next two years, and the content community platform is no exception. According to the report, the growth rate of social advertising market in 2022 and 2023 is expected to be 16.4% and 12.1%, which is significantly lower than the peak of 28.3% in 2020.

　

What is even more troublesome is that the business of "planting grass" itself has also been targeted by more and more people.

　

After Sina failed to push the oasis to stop Xiaohongshu in 2019, it quietly launched Hobby in March this year, positioning itself as a trend party for young people to create a community; Netease recently launched "Bi Ying", which is positioned as an emotional video interactive community for young people. In terms of product form and operation mode, both of them pay attention to and encourage life sharing, which is more like the video version of "Little Red Book" for the Z era.

　

Weibo screenshot

Not to mention Taobao and Tik Tok.

　

At the end of 2020, Taobao went online and became the first-level entrance of the homepage. It belongs to the grass content aggregation platform that positively marked Xiaohongshu. In less than one year, it achieved over 250 million monthly activities and over 50 million daily activities, contributing one-third of Taobao’s orders. Last year’s Double Eleven, Taobao visited more than 250 million users browsing grass content.

　

In Tik Tok, a team codenamed "L" was set up in the middle of last year to study Little Red Books, and the graphic function was launched in the App. There are rumors that a life-like community product is planned.

　

For Xiaohongshu, the diversified realization of uniform structure is still far away, advertising still supports the main revenue, and the businesses of the giants are crossing each other without borders. At this juncture, it is obviously more important to hold the basic disk of the community than commercial expansion.

What is "copy not to go"?

Little Red Book is an encyclopedia of life in the cloak of community.

　

In the Internet field, products are easy to copy, even at the pixel level, but at the same time, products are difficult to copy, and even the founding team can’t make a new one.

　

The moat of Little Red Book is actually higher than many people think, which is also its core value.

　

Peeling off the seemingly exquisite consumerism coat of Little Red Book, its skeleton is actually very pragmatic.

　

This pragmatism is not the efficiency orientation of the business model. In fact, Xiaohongshu’s start-up team has no entrepreneurial experience or Internet experience. The earliest product of Little Red Book is a PDF of Hong Kong shopping guide, which was made by Conan. In fact, it is a very simple strategy sharing, and strategy is a collection of methodology. Later, less than a month after the PDF document was launched, it was downloaded 500,000 times.

　

Source: Network

The later content trend of Little Red Book also continued this route, that is, sharing practical life notes.

　

Before 2016, Xiaohongshu’s recommendation mode was featured by editing and centralized operation, which would affect the product efficiency, but it formed an overflow of social and cultural content value, which is actually the function of the media, with the content surplus of local culture to popular culture, realizing the spread of influence and the growth of users.

　

Under the greatest common denominator of "life", the content boundary of Xiaohongshu has been continuously broadened, from beauty and clothing to home improvement, emotion, workplace and self-growth, but it is always inseparable from the word "useful".

　

This is the root of the strong search attribute of Little Red Book as a content community.

　

It has precipitated a lot of practical life experiences, and the long tail effect of the content is obvious, and many notes are constantly being dug by latecomers. A strange phenomenon is that the notes of Xiaohongshu are often collected more than praised.

　

The strong functionality of the little red book actually makes it play the role of an online dictionary of life experience in a sense, which means that the longer the little red book is operated, the higher the value of the precipitated content and the higher the moat.

　

The maximization of this "usefulness" lies in encouraging users to produce UGC content.In turn, it promoted Xiaohongshu to build a set of traffic "equal rights" mechanism.

This is actually closely related to the attributes of the content.

　

Life experience is universal rather than authoritative, and it doesn’t need any vertical professional endorsement. For example, Weibo and Zhihu started their business by introducing public knowledge, while the latter invited Internet tycoons and elites to endorse the platform through social status and identity authority, and output high-value content to achieve the diffusion effect from the center to the periphery, attracting more users with an attitude of onlookers and learning.

Screenshot of Xiaohongshu

These big V’s are performers in the center of the stage, and users are fans who applaud, which constitutes the power structure of the platform. Once this power structure is broken, for example, Weibo is publicly criticized and Zhihu V is skinned, the authority of community content will be completely deconstructed and become a noisy and disorderly public opinion field.

　

The content, form and operation mechanism of Little Red Book avoid this kind of conflict, and the subjectivity of life experience makes it not have top-down power and class overlooking color.

　

Unless "showing off wealth", this is also the main source of the public relations crisis and negative public opinion of Xiaohongshu. Therefore, in the Community Convention, Xiaohongshu explicitly opposes showing off wealth. In the conversation between Conan and Liu Qing, she also mentioned that Xiaohongshu will blur this class and sense of gap through operation.

Life experience can be contributed by everyone, so in order to let users contribute more UGC, Xiaohongshu did not intend to guide KOL, which also formed a situation that Xiaohongshu was all over the small KOC and lacked the top KOL. Here, the content distribution of "Little Transparency" and "Big Brother" is equal in traffic, and ordinary users without fans may also produce an "explosive article".

This is also related to the content form of pictures and texts. For example, in bilibili, the aesthetic threshold of video content produced by amateurs will be very low, which will affect the content presentation quality of the whole community. Therefore, bilibili will intentionally guide the professional UP, while the production threshold of pictures and texts with little red books less than 1,000 words is much lower for ordinary people.

　

Bilibili and Xiaohongshu, as the two most sticky communities in the content community, are inseparable from their respect for users themselves, rather than just treating them as digital traffic.

　

In an exclusive interview with LatePost, Rui Chen bluntly said: "Users in China are the cutest, because too few enterprises in China regard users as equal people. As long as you treat him as an equal, he is very protective of you. "

　

The complexity of the multilateral relationship in the content community naturally makes it difficult to operate, which is different from the clear bilateral relationship of buying and selling in the e-commerce platform, and the nodes with balanced interests are easier to control.

　

Therefore, the content community will inevitably go into strong operation and realize intervention through value orientation.With the growth of users, how to find a clear and definite value of the greatest common denominator is also a challenge for every content community.Bilibili broke the circle from the secondary group and Zhihu sank from the Internet elite, both of which were and are still facing the situation of split community atmosphere.

　

Data source: burning knowledge consulting, finishing by China Commercial Industry Research Institute.

It was not until 2021 that Xiaohongshu explored the Community Convention, condensed the community values of "sincere sharing and friendly interaction", and extended it to the business values of "sincere management and intentional creation" in the recent Community Business Convention, and guided it through detailed provisions.

　

Zhang Xiaolong mentioned in the product view behind WeChat that people are the reactor of the environment, so it is necessary to create an "environment", and then this "environment" will determine what kind of reaction users will make, and users will be drawn by the "environment" you create.

　

This actually means that the content community can’t really be "decentralized". Conan also said when talking with Liu Qing that Xiaohongshu can’t accept all phenomena just because it is a platform. After 2016, Xiaohongshu introduced algorithm recommendation and implemented "decentralization" in traffic distribution. However, it is still exploring "central idea" in operation and value guidance, which is the hidden line of Xiaohongshu and intentionally shapes the community atmosphere through traffic mechanism.

　

The biggest moat of Xiaohongshu lies in the "organic environment" that it combines systematic evolution with its own value orientation.

How does the "polis" do business?

　

Not making money is immoral in business.

　

Xiaohongshu proposed to build an online city, of course, not only based on a community experiment, although the community does have a lot of room for exploration in China. The earliest pioneer of content community in this respect is Douban. As early as ten years ago, Douban built an online Alpha City, and the street names were completely decided by residents’ voting. It also built its own economic system, using virtual currency "adzuki bean" to trade, and residents can open small shops themselves. Here you can see a variety of services, even "casinos" and "cemeteries".

　

Alpha City is more purely experimental, and in today’s popular words, it is the earliest community meta-universe in China.

　

Compared with Douban’s willful "lying flat", it is not qualified not to make money because it has raised a large amount of money all the way to today, and its valuation is equivalent to 3 bilibili, 4 Weibo and 20 Zhihu.

　

Source: Network

When the Community Convention was launched a year ago, many business brands questioned whether Little Red Book was against business. For example, various restrictions on "planting grass". Since Xiaohongshu launched the special treatment of illegal marketing in December 2021, 81 brands with illegal marketing behaviors have been banned, and 172,600 related notes and 53,600 illegal accounts have been handled, including some well-known brands. The reasons for the attack are mainly concentrated in non-compliant marketing behaviors such as false grass planting, amateur spreading, and writing on behalf of others.

　

Subsequently, the brand violation sub-system was launched to further standardize and improve business rules by gradient governance.

　

This series of measures, from the perspective of community atmosphere governance, are radical, but from the perspective of business, they are actually pre-rules, and community atmosphere and commercial realization are not irreconcilable.

　

In the recent Community Business Convention, Yin Shi, the head of community ecology in Xiaohongshu, further explained, "We hope to fully express our attitude through the publication of the Convention, and we welcome business very much. Business itself is to create value, which is completely consistent with the core of Little Red Book. Business prosperity is also a particularly important part of the community. "

　

In the face of Liu Qing’s doubts about consumerism, Conan explained that consumption is an objective behavior, unless the content about consumption appears in a small red book with high density, it can only rise to individualism when it reaches a certain extreme, and the anti-consumerism appearing in a small red book is used to present the diversity and inclusiveness of the community.

　

Dialogue between Liu Qing and Conan

In the final analysis, Xiaohongshu wants to establish a sustainable development cycle system and improve the efficiency of business with systematic ecology. Xiaohongshu chose the concept of "city" because for a city, commerce is actually an indispensable role for residents to live and work in peace and contentment, and even the prosperity of the city depends on the development of commerce.

　

From the perspective of community governance, from "city" to "convention", a set of self-consistency in operation logic is constructed to resolve the tense relationship between life sharing and commercial realization.

　

In the Convention on Community Commerce, the perfection of the two rules of "transaction" and "marketing" is also forcing the brand and KOC to standardize their business operations, and further gathering them into Xiaohongshu’s own dandelion platform for trading. However, the problem is that in the past, commercial and KOC bypassed the official transactions, in addition to maximizing the benefits, it was also because Xiaohongshu’s 10% two-way commission was much higher than the general 5% industry proportion of platforms such as Tik Tok.

　

After the supervision of Xiaohongshu has become stricter, it is even more necessary to answer a question. How to prove that it has higher conversion efficiency than other platforms? Especially today, when the new consumption trend is slowing down and the brand of online celebrity continues to charm.

　

In the "Convention" and the official public speech, Xiaohongshu particularly emphasized "truthfulness" and "sincerity", which means letting KOC recommend only the products it recognizes from the heart and letting the brand introduce its services objectively and simply. This sounds very good and has a long-term color, but it still faces many challenges in the actual landing process.

　

Source: rocket data

A number of insiders close to Xiaohongshu have said that Xiaohongshu’s revenue data in 2022 will triple that in 2021. In the face of this pressure,Can the action be kept unchanged during the implementation of the Convention? Moreover, if the path of advertising dependence remains unchanged, revenue growth cannot avoid the increase in the density of commercial content. How can this be balanced?

　

A city without business can’t work, but a city full of advertisements will make people want to escape.

　

Xiaohongshu has planned a utopian online city picture, but there will also be a false prosperity in the city. For example, the stalls are big and look glamorous, but the fiscal revenue is far from enough to cover the cost of public construction, the deficit is too large, and the balance is far away.

　

Before the massive investment and sky-high valuation, can the account of Xiaohongshu be counted?