With the arrival of the new energy era, many car companies have started the road to the new energy track. No matter whether it is a new force to build a car or a traditional car company, there is no doubt that they are competing to make efforts. After all, who can take the lead in bringing better products into the market will get the market initiative, but is this really the case? I believe that Haval Xiaolong MAX will appear in most people’s answers. The positioning of plug-in hybrid medium-sized SUV, the standard four-wheel drive system in the whole system, and the good configuration level, the key price is less than 160,000, and this "king of volume" can be said to give a lesson to peers.

Modeling design is unique.

In fact, most of today’s car designs are similar, especially the design of new energy vehicles in modeling is difficult for consumers to find bright spots. Although different people have different opinions on the appearance, many young consumers are very concerned about the first impression of a new car. Therefore, on the new energy track, Harvard brand does not use the design style of dolls. On the one hand, it wants to show consumers a new side. On the other hand, Harvard brand is committed to creating a more unique new car design, making the brand more in line with the aesthetics of young consumers and showing the brand’s latest product image. Harvard Xiaolong MAX is one of them.

As a plug-in SUV, Haval Xiaolong MAX adopts minimalism as a whole, but skillfully incorporates unique elements to create a brand-new product image that is younger and more scientific. In itself, it is a new breakthrough in technology. If the design does not bring forth new ideas and insists on the traditional SUV design, it will not only fail to keep up with the trend of the times, but also make consumers lose interest. Therefore, the value of Haval Xiaolong MAX alone will definitely make consumers shine.

From the appearance alone, the style of Haval Xiaolong MAX this time can be said to be very different from the fuel car under the previous brand. The design of low wind resistance body lines gives the new car a sense of movement and smoothness, and also improves the overall aerodynamic performance. The unique laser mesh air intake grille also increases the recognition visually, making Haval Xiaolong MAX stand out among many models.

The most impressive thing about the interior is the 12.3-inch full-color LCD central control screen +12.3-inch full-color LCD auxiliary driving screen+12.3-inch full-color LCD instrument. The three screens do not interfere with each other and the image is clear. Among them, the 12.3-inch full-color LCD co-driver screen is equipped with the exclusive entertainment system of the co-driver, which greatly enhances the fun of driving. This design makes the co-pilot no longer feel boring during the long journey.

What new energy needs is safety.

At present, there are many types of new energy vehicles, and the number of new energy vehicles is gradually increasing. Therefore, the safety problems of some new energy vehicles have indeed attracted the attention of many consumers, such as spontaneous combustion and car accidents caused by intelligent driving failure, which are the fuses that restrict consumers from starting new energy vehicles. However, whether it is active or passive, Haval Xiaolong MAX can be said to be full in terms of safety configuration, giving drivers and their families a full sense of security.

First of all, Haval Xiaolong MAX is equipped with Coffee Pilot intelligent driving system, and the top model is equipped with 22 intelligent sensors, which can support L2+ intelligent driving assistance function, which undoubtedly provides drivers, especially novices, with more reliable driving safety protection.

For example, in the scene of daily commuting and long-distance travel, the system can provide intelligent driving assistance functions including ACC full-speed domain adaptive cruise, intelligent cruise, lever change (HWA), intelligent cornering, intelligent dodge active emergency braking, lane departure warning, lane keeping and emergency lane keeping assistance. If you are a novice driver who just got a driver’s license, this configuration can not only make you tired after long-distance driving, but also minimize the occurrence of traffic accidents and ensure the safety of vehicles and occupants.

Moreover, the 540 panoramic panoramic image equipped by Haval Xiaolong MAX can capture road safety hazards more comprehensively during driving, avoid potholes and obstacles in time, and avoid tire sinking and chassis rubbing. Full-scene automatic parking system has three auxiliary functions: integrated parking, remote parking and tracking reversing. By identifying the appropriate parking space and automatically controlling the vehicle, the driver can drive in and out of the parking space only by manipulating the vehicle according to the system prompts, which greatly reduces the parking difficulty of novice drivers in hutong and narrow parking spaces.

Don’t worry about passive safety. The front row has double pre-tightening belts with limited force, and the rear row has tight-limiting seat belts on both sides. The proportion of high-strength steel used in the car body is 73.6%, and the whole system is equipped with 6 airbags as standard, which has reached the C-NCAP five-star safety standard.

Hi4 with intelligent four-wheel drive electric hybrid technology

As a new energy vehicle, especially plug-in hybrid vehicles, efficient powertrain is the biggest selling point. Haval Xiaolong MAX is built on the latest hybrid platform of Great Wall Motor and equipped with a new hybrid architecture Hi4. The power system consists of a brand-new 1.5L high thermal efficiency engine, a two-speed hybrid special transmission, a 70kW front axle motor, a 150kW rear axle motor and a battery pack. The comprehensive power of the system is 205kW, and the comprehensive torque is 585 N m. It takes only 6.8 seconds to accelerate at zero speed, with faster response speed and stronger torque output, which is more advantageous than the traditional double power.

Hi4, a new hybrid architecture, adopts the innovative configuration of series-parallel electric four-wheel drive with front and rear axles, and combines intelligent energy management and iTVC intelligent torque vector control system to accurately identify real-time road conditions and realize intelligent dynamic switching of 3 engines and 9 modes. Equipped with a brand-new single-motor two-speed hybrid special transmission, it adopts fixed-axis gear train and lightweight design to realize multi-mode switching, flat-wire motor and high-efficiency bearing, and all modes operate efficiently to reduce transmission loss. The power battery adopts laminated bipolar ear design, and the anode of the battery cell is made of NCM polycrystalline material, which makes the power battery have strong fast charging ability, with 33kW DC fast charging, and the power is from 30% to 80%, and the fast charging takes only 26 minutes; The maximum discharge power is 3.3kW, and the efficiency is higher.

Not only that, Haval Xiaolong MAX adopts the front McPherson independent suspension and the rear trailing arm three-link independent rear suspension. This suspension has high reliability, strong durability, light weight and fast speed response, which effectively improves the comfort of riding in the back row and does not shake at high speed, greatly reducing the possibility of long-distance carsickness.

Write at the end:

The biggest highlight of Haval Xiaolong MAX is that it has the experience of intelligent electric four-wheel drive under the premise of having the energy consumption of two-wheel drive of the same class. If you are considering buying an SUV that can give strong power and give consideration to fuel economy, and the internal and external design can keep up with the fashion trend and also has a personality, consider this Haval Xiaolong MAX.

　　Recently, Great Wall pickup truck announced its sales data for June. Great Wall pickup trucks sold 21,251 units worldwide in June, up 18% year-on-year and 25% quarter-on-quarter. Among them, 5,132 units were sold overseas, up 49% from the previous month. From January to June, the global sales totaled 94,417 units. Great Wall Gun sold 14,674 units worldwide in June, up 46% year-on-year, with a cumulative sales volume of over 10,000 in 23 months, ranking first in pickup truck sales. From January to June, the Great Wall Gun sold 71,088 units worldwide, up 14% year-on-year.

　　In May 2022, the 300,000th complete vehicle of the Great Wall Gun was officially rolled off the assembly line. From zero to 300,000, the Great Wall Gun took only two years and eight months, creating a new "Great Wall Gun Speed", becoming the first high-end pickup truck brand in China to break through 300,000 sets, setting a new industry record, leading the brand upward, and helping the category value of pickup trucks to jump.

The 300,000th complete vehicle of Great Wall Gun officially rolled off the assembly line.

　　Diversified product layout helps the industry to move up with category innovation

　　At present, a new wave of lifting the ban on pickup trucks is coming. In particular, the State Council has twice issued a document to support the relaxation of restrictions on pickup trucks entering cities and the formal implementation of General Technical Conditions for Multi-purpose Trucks. More and more cities have joined the lifting of the ban on pickup trucks, and the pickup truck market has a million-level expansion potential. Great Wall Gun insists on category innovation and redefines pickup truck. Pickup truck is a family universal car, a living car and a universal modified car. Seize the opportunity, Great Wall Gun will make full efforts to take advantage of leisure and fashion business, and the global product layout will achieve full lineup, full scene and full price coverage. The Great Wall Gun Fashion Products category focuses on building compact and medium-sized pickup trucks, and is committed to building a car of value and people’s livelihood for thousands of industries. In March, the fashion commercial pickup truck King Kong Gun was officially launched. With the five hard-core strengths of Fashion King Kong, Smart King Kong, Super King Kong, King Kong Quality and Ever-changing King Kong, together with users in the new era, we will jointly expand new formats, innovate businesses and help industrial upgrading.

King kong cannon

　　The passenger leisure category is based on the global intelligent professional off-road tank platform, covering medium-sized, large-sized and full-size pickup trucks in an all-round way, and is committed to meeting the diversified and personalized needs of users. In May, the trailer versions of passenger guns and commercial guns were officially launched, and they have the towing qualification of C6 driving, unlocking the life of pickup trucks in the whole scene. At present, the whole vehicle system of the Great Wall Gun has been equipped with trailer models. In June, 2022 Black Bomb was launched, and the chassis was newly developed and upgraded to meet the individual needs of off-road players.

Changchengpao

　　Recently, the Great Wall Gun has two major categories, leisure and fashion business. The 2022 Black Bomb, Off-road Gun Trailer and King Kong Gun Flat-bottom Container have appeared at auto shows in Qilu and Chongqing successively, further enhancing the brand potential with a new look. As the leader of pickup trucks, Great Wall Gun constantly helps the industry to move up with category innovation. In June, Great Wall Gun, as a representative of pickup truck enterprises, participated in the seminar on promoting the development of pickup truck characteristic consumer market in 2022 (the third session). The association, friends and media jointly promoted the establishment of pickup truck branch to promote the prosperity and development of pickup truck market.

　　Insist on users to create deep ploughing circles and create a full-scene pickup life.

　　Great Wall Gun insists on creating user brands with users, and promotes pickup truck culture in China. During the Dragon Boat Festival, the third season of the Great Wall artillery survey of Mount Everest was held. More than 100 people gathered in Lhasa, and all the way through the complex weather test in the plateau area, they successfully arrived at Mount Everest base camp to pay tribute to the spirit of climbers. Since 2020, the Great Wall Gun has been measuring Everest for three consecutive years, and practiced the "climber spirit" with its own experience.

Measure Everest activities

　　Playing with users, Great Wall Gun also held the Mars artillery team crossing the sea channel, the first artillery conference and the desert cross-country challenge, and jointly created the 2022 Great Wall Gun Outdoor Sports Carnival with Tik Tok to jointly build the China pickup cultural base camp, making pickup a life, an attitude and a spirit.

Desert challenge

　　Great Wall Gun is not only the pioneer of new pickup truck category, but also the leader of pickup truck culture and the leader of users’ co-creation. Up to now, 31 provincial teams have been set up by the Firearms Association Cheyouhui, with 900,000 users of the Great Wall Gun APP, and six pickup colleges have been fully operated.

　　Be a responsible corporate social citizen and help industrial upgrading.

　　Empower thousands of industries and help industrial upgrading. Deeply link the tea format, and the Great Wall Cannon will create "a cannon tea together — — Explore the trip to the tea king, and set up a Great Wall artillery product co-creation base to promote the upgrading of the tea industry. Insight into the needs of drug dealers and drug farmers, Great Wall Gun launched the King Kong Gun Drug Dealer Edition to empower Chinese medicine practitioners and help upgrade the Chinese medicine industry. Great Wall Gun will join hands with users to create value and realize co-creation, sharing and win-win with users.

Exploring the journey of tea king

　　Great Wall Gun is more brave in corporate social responsibility, fighting epidemic situation, fighting floods, climbing Mount Everest and escorting national scientific research. Following the first batch of training camps at the end of 2021, in the first half of this year, the Great Wall Gun Public Welfare Rescue College organized the second training camp. At present, more than 80 users have graduated, which greatly improved the practical skills of public welfare rescue and empowered users to standardize public welfare rescue.

　　The deepening of globalization has made China pickup trucks popular all over the world.

　　At present, Great Wall Gun has been listed in more than 50 countries on four continents, and it has become the first China brand with five-star safety rating under the latest Australian ANCAP standard. Relying on the new positioning of Great Wall Motor, such as "global layout", "R&D investment", "enterprise transformation" and "user operation", Great Wall Gun adheres to global R&D, global manufacturing and global sharing to build a truly global car.

　　The Great Wall Gun is also rooted in overseas local culture, helping the world’s top surfing events and Australian triathlon, escorting extreme sports, sharing a healthy life with global users, and letting global users experience the charm of China pickup culture.

　　With the glory of 300,000 units, Great Wall Gun and global users create a new world of pickup trucks. In the future, Great Wall Gun will insist on category innovation and user co-creation, and represent China pickup truck brand in the global market to fight against the international mainstream brands, and the sword refers to the top three in the world, making China pickup truck popular all over the world. (Photo courtesy of Great Wall Motor)

[car home Qinzhou Preferential Promotion Channel] is a popular model that has attracted much attention, and now it is carrying out preferential promotion activities in Qinzhou area. It is understood that the highest discount of this model has reached 37,000 yuan, and the lowest starting price is 269,000 yuan. If you are interested in this model, you may wish to click "Check the car price" in the quotation form to get a higher discount.

Extreme Krypton 001 is a futuristic electric vehicle with modern technology and dynamic elements. The front face adopts a unique design style, and the air intake grille adopts a closed design, which shows the characteristics of its pure electric drive. The body lines are smooth, and the overall style is fashionable and dynamic, which is impressive. The design of Krypton 001 not only highlights its new energy identity, but also shows the unique design concept of the brand, so that people can recognize it as a Krypton car at a glance.

Extreme Krypton 001 is a medium-sized and large-sized vehicle with a body size of 4977*1999*1533, a wheelbase of 3005mm, a front tread of 1703mm and a rear tread of 1716 mm.. The side lines of the car body are smooth, and the dynamic design is adopted. The lines are simple and smooth, full of strength. The front and rear tyre size are both 255/55 R19, and the rim style is sporty and fashionable, showing the sporty style and fashionable atmosphere of Krypton 001. The overall shape is very atmospheric, leaving a deep impression.

The interior design of Krypton 001 is fashionable and luxurious, and a large number of leather materials are used to make drivers and passengers feel the noble touch. The 15.05-inch central control screen has large size and clear display effect, and supports multimedia system, navigation, telephone and air conditioning voice recognition control system, providing convenient driving experience. The steering wheel is made of electric up and down+front and rear adjustable leather material, so that the driver can adjust it according to his personal needs. Both the front row and the back row are equipped with two USB/Type-C interfaces for easy charging. The functions of the front seat include heating, ventilation and massage, which can be adjusted in four directions, backrest, leg rest and waist support, providing a comfortable driving experience. Both the co-pilot and the driver’s seat are equipped with electric seat memory function, which is convenient for many people to use. The back of the rear seat can be adjusted, and it can be laid down in proportion to increase storage space. Generally speaking, the interior design of Krypton 001 gives consideration to luxury and practicality, bringing comfortable and convenient driving experience to drivers and passengers.

Extreme Krypton 001 is a high-performance electric vehicle, with the maximum engine power of 580 kW and the maximum torque of 810 N m. This makes Krypton 001 have excellent dynamic performance during acceleration and driving. At the same time, the characteristics of electric vehicles also make them quieter and more environmentally friendly during driving.

In the word-of-mouth evaluation of car home car owners, he spoke highly of the modeling of Krypton 001. He mentioned that the model of Krypton 001 is quite modern, not as old-fashioned as some models look, giving people a feeling of vitality. In particular, the design of the front of the car, using a family-style hexagonal grille, with a strong sense of muscle LED headlights, the whole front of the car looks very domineering, giving people a feeling of muscular macho. It can be said that the design of Krypton 001 is full of dynamic and fashionable sense, which meets the aesthetic needs of modern people. In addition, Krypton 001 also has excellent performance and technology configuration, and it is a very recommended new energy vehicle.

On October 1st, its heavy-duty model Song PLUS was officially launched in Hunan International Convention and Exhibition Center. The new car is positioned as "New Sensory Comfortable Class B SUV" with a 1.5T high-power engine. At present, there are four models to choose from, and the price range is 11.58-14.38 million yuan. It is understood that the pure tram version will also be listed in the future.

At the same time, the 2021 Tang, which has been waiting for countless "Di" powders for a long time, also officially appeared in Xingcheng at the same time. The guiding price of the 2021 comprehensive subsidy is 279,500-314,800 yuan; The guidance price after comprehensive subsidy is 236,800-286,800 yuan; The price of the 2021 Tang fuel version is 165,800 yuan.

Whether it is Song PLUS or 2021 Tang, the sense of advanced design inside and outside the new car has been greatly improved. Not only that, the luxury and power of the two models are outstanding at their respective price points. It is foreseeable that this double "sword" will not only provide users with better travel choices, but also make the future of the brand more worth looking forward to.

Global Super Safe Intelligent SUV——2021 Tang

The 2021 Tang still inherits the Dragon Face family-style design language created by Iger, integrates Chinese style and oriental culture into the design, and perfectly integrates China oriental culture and technology. Since its listing, it has been recognized by 210,000 car owners.

The new generation of Tang headlights adopt suspended Dragon Crystal LED headlights, and the rear taillights adopt seamless through LED taillights. There are 31 kinds of color-changing interactive intelligent cockpit atmosphere lights in the car, and there are over 770 LED beads in the whole car, allowing users to experience the beauty of the East and another beauty brought by technology.

In addition to the luxurious look and feel and comfortable experience, the 2021 Tang, as an ultimate performance product, has also been upgraded in handling. The 2021 Tang perfectly inherits the high-performance genes of family products and is equipped with super-performance DM-p technology, which only takes 4.3 s to accelerate 100 kilometers; The acceleration of 100 kilometers is only 4.4s, and the performance experience surpasses most million-class super-running SUVs.

Not only must it run fast, but it can also stop. The 2021 model is equipped with Braebo high-performance brake calipers commonly used in super running, and equipped with Bosch IPB integrated brake control system, with a braking distance of only 36m.

It is worth mentioning that the comprehensive endurance of the 2021 model has leapt again, reaching 800 kilometers, surpassing most medium and large fuel SUV；; The 2021 model equipped with a blade battery has a working life of 565 kilometers.

Song PLUS, a New B-Class SUV with Super Sense.

The face value of Song PLUS is controlled by a strong team. Former design director Iger is responsible for the overall design, former exterior director Lopez is responsible for the exterior design, former interior design director Michele is responsible for the interior design, and three international masters work together to create it. Then, the aesthetics of Song PLUS Dragon Soul will be further advanced and the comfort of the suspended cockpit will be enjoyed.

The body size of the new car is 4705/1890/1680mm, and the wheelbase is 2765 mm. The wide and low-lying design is matched with the stretched body lines and the penetrating waistline, which shows the dynamics and strength of the car body. The penetrating taillights and hidden exhaust make the tail lines simple but not simple.

The multi-layer suspension design of the interior of Song PLUS realizes the perfect integration of aesthetics and functional practicality. Song PLUS adopts gradient interior for the first time, combined with the use of imported suede materials and the embellishment of double stitches, this luxury is far ahead at the same level. Of course, traveling is not just a person on the road, but also to meet the travel of the whole family. Song PLUS has the widest body in its class, and the super-long wheelbase of the B-class SUV. Moreover, the best riding comfort angle of 28 degrees is adopted in the rear row, and the flat floor is added to create a real standard three-person seat in the rear row.

In terms of power, Song PLUS is equipped with Xiaoyun’s brand-new 1.5TI high-power powertrain, which is matched with a brand-new 7-speed wet dual-clutch gearbox, making the whole shift operation very smooth. The highest transmission efficiency reaches 95%, and the fuel consumption per 100 kilometers is reduced by 15%.

Not only that, as a dynamic and comfortable SUV, under the adjustment of our chief chassis expert Hans team, Song PLUS has brought the chassis performance of the former McPherson and the rear multi-link to the extreme. In the face of increasingly congested traffic, Song Plus has a minimum turning radius of 5.55 meters at the same level, which can truly achieve "one turn".

In addition, Song PLUS is also equipped with DiPilot intelligent driving assistance system, such as lane assistance, intelligent navigation, traffic sign recognition and other functions, making users travel safer and more comfortable!

At the same time, Song PLUS is also a smart car that can constantly evolve, constantly upgrade and iterate. The OTA remote upgrade function of the whole vehicle comes standard, bringing users an ever-evolving leading technology experience.

Car home Wuxi preferential promotion channel brings you the latest preferential information! At present, the price reduction promotion is being carried out in Wuxi area, with the highest discount reaching 132,400 yuan. The starting price is 283,900 yuan. You can click "Check the car price" in the quotation form to get a higher discount. Come and buy it quickly!

Volvo XC60 is a medium-sized SUV with luxury and sporty style, and its design is simple and atmospheric, full of Nordic style. The front face of the car adopts the iconic Volvo design elements, including the straight waterfall air intake grille and the sharp LED headlight group, creating a strong visual impact. The body lines are smooth, and the roof lines are tilted backwards, creating a dynamic body posture. The side of the car body adopts double waistline design, which echoes the roof line and looks more dynamic and fashionable. The overall style is elegant and elegant, yet youthful and energetic, which is the consistent style of Volvo brand. At the same time, Volvo XC60 also provides a variety of personalized options, allowing consumers to customize their cars according to their own preferences. Whether on urban roads or rugged mountain roads, Volvo XC60 performs well, and it is a rare medium-sized SUV.

Volvo XC60 is a medium-sized SUV with a body length, width and height of 4708*1902*1660mm, a wheelbase of 2865mm, a front track of 1653mm and a rear track of 1657mm. The body lines are smooth, and the side contour lines are simple and smooth. With the tires with tyre size of 235/60 R18 in front and rear, it presents a beautiful curve and dynamic design style. The distance between the front wheel and the rear wheel is moderate, which makes the car body more stable and provides more spacious interior space. This model has a large body size, but the overall proportion is coordinated, highlighting the perfect combination of luxury and sportiness.

The interior design of Volvo XC60 is simple and generous, made of high-quality materials, and the overall style is fashionable and luxurious. The steering wheel is made of leather, which feels comfortable and supports manual adjustment up and down and back and forth, so that the driver can find the best driving posture. The size of the central control screen is 9 inches, which supports the speech recognition control system, including multimedia, navigation, telephone and air conditioning functions, and is easy to operate. The front and rear rows are equipped with two USB/Type-C interfaces, which is convenient for passengers to charge. The seat is made of imitation leather. The main and co-pilot seats support front and rear adjustment, backrest adjustment, height adjustment and lumbar support. The front seats also have heating function, and the co-pilot seats also support electric seat memory function. The rear seats support proportional tilting, providing more storage space.

The Volvo XC60 is powered by a 2.0T 250 HP L4 engine with a maximum power of 184kW and a maximum torque of 350 N m.. This car uses an 8-speed automatic transmission, which can provide a smooth shift experience and efficient fuel economy. This engine not only provides excellent power performance, but also has excellent fuel economy and reliability.

Conclusion: Thanks to car home car owners for their high evaluation of the appearance of Volvo XC60. As he said, the appearance of XC60 is really impressive, giving people a sense of domineering. Volvo has always paid attention to design and details, and the design of XC60 continues this tradition. The appearance of XC60 is very attractive both in whole and in part. I hope readers will have a deeper understanding of the appearance of XC60 after reading this article. Thank you for reading. See you next time!

speed up apply the brakes oil consumption second rice rise Still very fierce to test the new BYD Tang DM 80 first. Evaluation Editor-Liang Haiwen:

For its acceleration and braking performance, in fact, this level can already be predicted before the test, and the new Tang DM 80 impressed me deeply mainly because it should be said that it has done a good job in driving quality. The quiet and comfortable feeling when driving with pure electricity will make passengers have a good riding experience, and the excellent performance of kinetic energy recovery system is also an important assistant to reduce energy consumption/fuel consumption. On the whole, if you are interested in buying a hybrid model, Tang DM is a model worthy of special consideration.

Evaluation editor-Chen Hai maid:

The hybrid system of Tang DM can be said to be relatively mature, although it has a lot of bright data, such as speeding up the results in less than five seconds. But it is a family car after all, so I am actually more concerned about its pure battery life and daily driving experience. Fortunately, I am not disappointed. More importantly, the new Tang price is quite kind. Even if you don’t want a hybrid model, then the fuel version of less than 130,000 is believed to impress many friends.

Evaluation Editor-Huang Rongjia:

It’s not news that Tang DM accelerates quickly. The old model itself is very fast, and the new generation has inherited the aura. What really surprises me is that the new generation of Tang DM is equipped with 22-inch rims and brembo six-piston brake calipers, and the vibration reduction effect is very good. If you consider that this is a medium-sized 7-seat SUV with less than 300,000, it is really exciting. For BYD, for China brand, it’s really disappointing this time, which makes people sit up and take notice.

On April 17th, 2023, the new product launch conference of nova 11 series and whole scene was held in Shanghai as scheduled. Huawei’s nova 11 series new machines, which dare to shoot and excel, were officially released, and many new products including X, Huawei bracelet 8, HUAWEI MateBook D14, HUAWEI MateBook D16 and Huawei Smart Screen S3 Pro were also released. At the same time, Huawei’s smart door lock series brought a new upgrade, and AITO Wenjie M5 series Huawei’s advanced intelligent driving version and new products were also unveiled at the press conference, and it was predicted that the full-size flagship SUV Wenjie M9 would be officially released in the fourth quarter of 2023.

Huawei nova 11 series extrasensory all-around portrait mobile phone interpretation dares to shoot and dare to be excellent.

As a Huawei nova series product that has adhered to the design concept of "beauty comes before everything" from the beginning of the original generation and has always brought solid image strength, this new Huawei nova 11 series machine has created a brand-new nova "Star Universe" for young people with avant-garde and bold fashion design, excellent performance of portraits and smart and convenient use experience.

In terms of appearance, the nova 11 series released four colors: No.11 color, Obsidian gold black, snowy white and Chenxi gold. Among them, the No.11 color of nova 11 Ultra and nova 11 Pro is matched with Obsidian Gold Black, adopting the embossed technology of Xingyao plain leather pioneered by the mobile phone industry, supplemented by the small litchi pattern which is deeply loved by young people. It has delicate touch and practical, fall-resistant and wear-resistant characteristics, bringing a stable sense of security. At the same time, Huawei adopted Kunlun glass for the first time in the nova 11 series. Kunlun glass has grown hundreds of millions of nanocrystals through compound ion enhanced implantation, which greatly improves the toughness of the glass. Nova 11 series Kunlun glass version models accompany young people to "dare to dry and resist making" with a more reliable and fall-resistant whole machine experience.

In terms of images, the nova 11 series launched the XD Portrait portrait engine, presenting more details and focusing on improving the portrait shooting experience. Through the portrait dark light enhancement technology, richer image details and more realistic colors can be presented in extremely dark light, and facial defects can be effectively removed while retaining skin details, so that the imaging is more natural and the face is more refined. Nova 11 Ultra and nova 11 Pro adopt the newly upgraded front binocular stereo vision imaging system, which is equipped with 60 million portraits, 100-degree ultra-wide angle and 1/2.61-inch outsole, with excellent resolution and light sensitivity. In addition, nova 11 Ultra has a ten-speed physical variable aperture, which realizes the strongest sensitivity and the best depth of field of the nova series so far, making it easy to create art blockbusters.

In terms of performance, the nova 11 series is equipped with the industry’s first short video engine, which is used in conjunction with Tik Tok App to support dual scenes of subway and high-speed rail, covering 38 major cities. Nova 11 Ultra also supports the two-way Beidou satellite message function. In the absence of ground network signals, it can not only send preset text or quick help mark the current status and check the location information through Changlian App, but also receive the reply message from the other party. Multiple pieces of position information can generate a trajectory map, which clearly guides the direction. Realize the two-way contact between the rescuer and the rescuer, and protect the safety of users.

In terms of battery life, nova 11 Ultra and nova 11 Pro are equipped with 100W super fast charging and Turbo 2.0 charging mode. According to Huawei’s laboratory test, when the screen is turned off, it can be charged to 60% in 10 minutes and fully charged in 20 minutes, easily alleviating low battery anxiety. At the same time, nova 11 series also supports emergency mode. According to Huawei’s laboratory test, it can be started intelligently at 2% low battery. nova 11 Ultra and nova 11 Pro can continue to support standby for 4 hours, or talk for 20 minutes, or Alipay scans the code for 8 times, or lights the code for 23 times, to help you tide over the emergency. In addition, the nova 11 series is equipped, which brings smarter and more convenient interaction and functional experience.

In terms of price, nova 11 starts at 2499 yuan, nova 11 Pro starts at 3499 yuan, and nova 11 Ultra starts at 4499 yuan. At 18:08 on April 17, 2023, the nova 11 series will be pre-sold, and at 10:08 on April 26, the nova 11 series will be officially put on sale. Users can visit Huawei Mall and major authorized e-commerce platforms or go to Huawei experience stores and authorized retail stores to make purchases.

Huawei enjoys a 60X large screen and long battery life.

Huawei Enjoy Series welcomes the "X" version for the first time-Huawei Enjoy 60X. The new machine continues to be advanced in super battery life and large storage, equipped with 7000mAh dual-cell large battery and up to 512GB large storage, bringing users a "super cup" surprise experience; The 6.95-inch super-beautiful large screen with slim body is not only pleasing to the eye, but also brings a comfortable grip. The appearance adopts the iconic star ring design, which stands out among thousands of people; Brand-new X physical buttons, one-click direct access to common functions, one step ahead of others. In addition, Huawei enjoys the 60X equipped with a rear-mounted 50 million AI dual camera system, bringing excellent image experience; Equipped with 3, it brings personalized and safer full-scene interactive experience.

Huawei enjoys 60X at a price of 1799 yuan, and the pre-sale will start at 18:08 on April 17th. The 128GB and 256GB versions will be officially launched at 10:08 on April 26th, and the 512GB version will be officially launched at 10:08 on May 13th.

Huawei bracelet 8 ultra-thin and long-lasting big-screen smart bracelet

Huawei bracelet 8 has been fully upgraded, with fashionable vertical design and 1.47-inch AMOLED colorful full screen. The weight of the watch body is only 14g, and the thickness is only 8.99mm It is the lightest and thinnest large-screen smart bracelet of Huawei so far. Support the new TruSleep? 3.0 sleep monitoring technology, support users to participate in sleep apnea research to help identify risks, and support the provision of hierarchical sleep improvement suggestions. TruSeen? 5.0 heart rate monitoring algorithm is newly upgraded, and the accuracy of heart rate monitoring is improved by 10%. Support 100 sports modes and provide professional sports management. Equipped with HarmonyOS 3.1, a new smart negative screen is added. The NFC version supports the bus/access control card swiping function, and the longest battery life can be 14 days. (Data from Huawei Lab)

Huawei MateBook D series Huawei’s first super-connected notebook upgrade experience

At this conference, Huawei released a new generation of MateBook D 14 and MateBook D 16 notebooks. Among them, MateBook D 14 is Huawei’s first hyperconnected notebook. The notebook focuses on the needs of young users, upgrades the product quality and experience in many aspects, and connects the lifestyle of young people with innovative technology! The new generation of Huawei MateBook D 14 launched the new Huawei metamaterial antenna technology, which greatly improved the network connection capability; Upgrade the 13th generation Intel Core ? processor for powerful performance and smooth experience; The 14-inch 16:10 golden ratio full screen has been certified by Rheinland TV for low blue light, which improves the comfort of the impression and doubles the efficiency; At the same time, the quiet space of wireless headphones is upgraded to support AI voice, super terminal and other functions, and multi-device collaboration is more efficient and smarter. In a word, the new Huawei MateBook D 14 is a high-quality smart and light book with outstanding configuration and experience.

At the same time, Huawei released the first 13th generation Intel Core. ^TM I9 large-screen lightweight book-Huawei Matebook D 16, with a 16-inch 16:10 golden ratio eye protection full screen and a numeric keypad, brings an efficient and carefree work experience to heavy office workers; Huawei has developed metamaterial antenna technology, which greatly improves the network connection ability. The super terminal can unlock more smart office scenes and realize efficient and collaborative multi-device interconnection. This portable large-screen and high-performance lightweight notebook will bring users a comfortable, smooth and pleasant experience.

Huawei Smart Screen S3 Pro Newly Upgraded Home TV Scene Smart Experience

At this conference, Huawei’s first new smart screen product in 2023, Huawei’s smart screen S3 Pro, made a new appearance, achieving multi-faceted improvement in product performance, image quality and smart experience. Equipped with brand-new smart dual cores, the support performance and image quality of the 4K flagship core jump, and the image quality of Honghu is more refined; AI vision chip provides rich intelligent recognition ability, and innovates smart entertainment at home. Super screen projection creates a shocking experience with clear immersion, smooth stability, convenient operation and rich scenes. At the same time, it will upgrade the intelligent functional experience of children’s care, family connection and super entertainment. Powerful performance and Huawei’s flagship software and hardware configuration bring super smart experience in home TV scenes.

Huawei’s smart door lock series is renewed and upgraded, and the new function of family care is launched.

Huawei’s smart door lock series has ushered in a new upgrade. In addition to the three new functions of online message memo, safety reminder for elderly people living alone, and children’s home reminder, it also brings many bright spots at the security level. Huawei Smart Door Lock Pro adopts the new AI 3D face recognition 2.0 technology and is equipped with HarmonyOS distributed visual cat’s eye, which can grasp the dynamics outside the door anytime and anywhere. The unique dual-engine AI fingerprint unlocking function allows users to effectively improve the unlocking rate while obtaining security guarantees, and the elderly and children can easily unlock it. At the same time, Huawei’s smart door lock is the first smart door lock in the world to pass the highest security level (Grade C) evaluation of the Security Evaluation Committee of the Intellectual Property Organization, and also the first smart door lock in the world to obtain the enhanced security certification of CCRC (China Network Security Review Technology and Certification Center). Huawei smart door lock series puts family care in place, and leads a new experience of smart home life with solid technical accumulation and rich full-scene wisdom linkage.

HUAWEI ADS 2.0 was launched, and the M5 version of Zhijie was officially released.

AITO’s M5 series Huawei Advanced Intelligent Driving Edition was officially launched, becoming the first vehicle equipped with Huawei ADS 2.0 intelligent driving system and HarmonyOS Intelligent Cockpit 3.0 at the same time. It is equipped with an overhead laser radar, three millimeter-wave radars, 11 high-definition cameras and 12 ultrasonic radars, which is the first to realize the high-speed and urban advanced intelligent driving function independent of high-precision maps, bringing the advanced intelligent driving experience infinitely close to L3, making people safer to drive, more comfortable to drive intelligently and more worry-free to park. This year, Q2′ s unmanned commercial high-order intelligent driving scheme will be extended to 15 cities nationwide, and Q4′ s will be extended to 45 cities. M5 Smart Driving Edition has a pure battery life of 255km and a long comprehensive battery life of 1425km. Lidar, HUAWEI MagLink^TM The magic car interface and other brand-new hardware get on the bus, and the breakthrough of technology such as perceptual GOD network and HUAWEI SOUND spatial audio makes the M5 intelligent driving version become a real intelligent ceiling.

The official guide price of Wenjie M5 intelligent driving version is: Wenjie M5 rear-drive intelligent driving version 279,800 yuan, Wenjie M5 four-wheel drive intelligent driving version 299,800 yuan, Wenjie M5 pure electric intelligent driving rear-drive version 289,800 yuan and Wenjie M5 pure electric intelligent driving four-wheel drive version 309,800 yuan.

HUAWEI ADS 2.0 advanced intelligent driving system software package comes standard with 19 functions such as high-speed LCC, urban LCC and high-speed NCA. The optional premium package also includes three functions of urban NCA, AVP and urban LCC enhancement. The one-time purchase price is 36,000 yuan, the annual subscription is 7,200 yuan, and the monthly subscription is to 720 yuan.

The full-scale flagship SUV M9 will be officially released in the fourth quarter of 2023.

Positioning the flagship SUV of panoramic wisdom, AITO Wenjie M9 has brought a brand-new family design on the design concept of Wenjie series "extreme simplicity and purity". As a full-scale flagship SUV, Wenjie M9 has a comfortable seating space comparable to MPV, and provides 3-6 changeable seating spaces. The newly-built D-class luxury SUV platform is equipped with an all-aluminum chassis, and the whole system comes standard with air springs and CDC damping system, which brings better riding comfort and safety. As the flagship product of Huawei’s deep empowerment, Huawei’s smart car full-stack technology solution is fully on board. On the basis of the double "ceilings" of intelligent cockpit and intelligent driving, Huawei’s megapixel smart headlights, HUAWEI AR-HUD, AI big model, sensing federation and other black technologies are all on board, bringing the ultimate intelligent experience of the whole scene.

The estimated price range of Wenjie M9 series is 500,000-600,000 yuan. The extended range version and pure electric version will be booked on April 17, 2023. Consumers can book through Huawei Mall and enjoy the corresponding rights of booking, which will be officially released in the fourth quarter of 2023.

[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 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.

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?