Shangjie Yang Siyao: Xiao Zhan's endorsement exceeded 1 million likes in one hour, and the Z7/Z7T broke through 80,000 before the market launch.

On April 24, 2026, the 19th Beijing International Automobile Exhibition was officially opened in the spotlight. With the theme of "leading the era, smart future", this auto show focuses on cutting-edge technologies such as intelligent driving, full-stack self-developed architecture, 800V high-voltage fast charging, and AI large model entry. In the same period, AutoHome invited Yang Siyao, director of the marketing department of SAIC-Huawei Cooperative Business Unit, to conduct in-depth exchanges, focus on innovation together, and talk about the future of the industry. Left: Yang Siyao, Director of the Marketing Department of SAIC-Huawei Cooperation Division, shared insights on the brand positioning of Shangjie, product differentiation strategies of Z7 and H5, and coating process innovation. Yang Siyao first introduced the core of Shangjie as the newest member of Hongmeng Zhixing: relying on SAIC's 70 years of experience in car manufacturing and the cumulative delivery of nearly 100 million units, superimposed with Huawei's technology accumulation in the fields of Hongmeng ecology, smart driving and smart cabin, the two sides are committed to creating a dual-brand moat of "the most rammed technology + the best technology" for Shangjie. At the product matrix level, H5 is positioning mainstream households and carrying the mission of "letting little blue lights enter thousands of households", covering a price range of 150,000 to 200,000 that was not involved in Hongmeng Zhixing before; Z7 and Z7T are centered on "style supremacy" and are specially created for the young consumer group of Generation Z. Before listing, more than 80,000 small households have accumulated, and female customers and unmarried users account for a significant proportion. In terms of color and technology, Yang Siyao elaborated on the ultimate investment of the industry in color development: in-depth cooperation with professional color prediction agencies such as WGSN, after dozens of rounds of polishing, the main color amber golden green adopts 5C2B process, five coatings are baked twice, the thickness of the paint film is 60 to 80 microns higher than the industry standard, taking into account the visual layer sense and the durability of anti-corrosion and stone strike resistance. In addition, he also revealed that he invited Xiao Zhan to serve as the spokesperson of Shangjie Z7. Yu Chengdong broke through 1.09 million likes within one hour after retweeting, which once again aroused strong market attention. The following is a transcript of the conversation: Automobile House: I would like to ask, now that Huawei is cooperating with more and more companies, how can the Shangjie brand highlight its value in these cooperation, and what is our core competitive advantage? Yang Siyao: First of all, I would like to briefly introduce the shang industry. The shang industry is the latest one of Hongmeng Zhixing. The whole shang industry is backed by the cooperation between the two major groups SAIC and Huawei. The biggest confidence among us is that SAIC has more than 70 years of car manufacturing experience and more than 40 years of high-level consumer delivery. In fact, we have accumulated nearly 100 million cars in the entire industry to be delivered to end consumers. I am not exaggerating to say that Shangjie is the group in the whole China Automobile Group that knows how to make cars and how to make good cars. Huawei also knows that the unique labels on science and technology in the past two years, both the ecology of Hongmeng and the experience of Hongmeng's wisdom, including Hongmeng's intelligent driving and Hongmeng's cockpit, have established a good reputation for consumers. I believe that under the cooperation between the two companies, we will not only build a brand in the industry and launch a series of models, but also create a double moat for the brand in the industry. In the next development, we can reflect the accumulation and technology combination of the two companies in their respective aspects, that is, the most competitive technology and the best technology. Under this combination, I believe that we can create the best products that can best meet consumer needs. Car House: Shangjie H5 is actually facing a mainstream family, but Z7 and Z7T focus on coupe and hunting. There is a big difference in product positioning between the two. Want to ask, what are the characteristics of our Shangjie audience? Can you briefly introduce us? Yang Shiyao: In fact, at the beginning of the brand, we announced the DNA of our brand. The whole thing is four supremacy: style first, technology first, trust first, and everyone first. From this point of view, the accumulation of our entire fashion industry tells everyone that we are trustworthy, and consumers trust this brand and product. Taking the Z7 and Z7T as examples, we invested 1,300 test vehicles before listing, with a total test mileage of more than 11 million kilometers, covering more than 75% of the provinces in the country as a whole. Of course, the conventional operation, extreme cold, high temperature, extreme humidity, plateau, corrosive environment, we have done all these tests. From the perspective of Huawei, we have invested more in the whole system with Huawei 896 line lidar, and put the latest ADAS on this model, which is also provided to everyone. As for H5 and Z7, the two products are really different. As the first product of SAIC and Huawei cooperation, H5 has the task of letting Xiaolan into thousands of households. It is the first product that covers the price range of 150,000 to 200,000 Hongmeng that was not covered before, but we are also very attentive to this product. We hope to let Xiaolan into thousands of households. At that time, there was such a slogan. Z7 is obviously a style-oriented product. It is a product customized for young people of Generation Z. Although it is not the same as H5, one is the representative of everyone's supremacy, and the other is the representative of style supremacy. However, they are a good interpretation of the entire brand DNA. Of course, the high-quality, high-standard design specifications shared behind it. Our entire stringent testing requirements, including many common technologies, will interpret the brands of the fashion industry from different perspectives. Car House: Will there be a little more young users of H5 between H5 and Z7? Yang Siyao: H5 is more about families, including the range covering the price, including the space inside the product is very large and very comfortable, including from the consumer point of view, in general, families with children, users will be relatively younger than Z7. Although the Z7 was just released two days ago, from the previous small accumulation, this time the proportion of female customers is very large, the proportion of unmarried customers is also very large, and the proportion of young customers, small families or marriage without children is also very large. From this perspective, Z7 and H5 are two completely different customer groups. Car House: The Shang Industry Z7 and Z7T have a very high degree of attention. We have also seen more than 10 car colors. The media and consumer discussions are still quite high. What is the process of coloring these two cars from development to landing? How to make a plan when choosing colors? Yang Shiyao: We have provided a total of two exclusive car colors. In addition to the new green and electro-optical purple powder in Late Mountain, one is the exclusive color of Z7T and one is the exclusive color of Z7. That is to say, each product can have 9 different choices. These colors are also left over from more than a dozen other colors. This is actually for consumers of Gen Z. They have very high requirements for personalization. They have high tastes. They are well-informed and grew up in an information explosion environment. For these consumers, it is difficult to meet their needs. We have been cooperating with color prediction agencies such as WGSN for a long time, and they will give us from a professional point of view, not only the automotive industry, but also what may be the popular colors in various industries in the world next year, and even the color samples for the next longer cycle will have models. From an aesthetic point of view, from the point of view of consumer demand, after selecting the color, we put it into different nine palaces, according to the contrast of the color, according to the degree of brightness of the color, whether it is enough insight and sufficient coverage for the needs of these consumers. Finally, there is a very important point is the process, because some colors may look good, but whether it is suitable for the automotive industry, whether it is suitable for this car, the streamline and volume of each car are different, not that all beautiful colors can be placed on this car. On the other hand, it is also a process, such as the main push of amber golden green, this color is very recognizable, looking more cyan on the front, if you move to the side, there may be more green out of this feeling. But in this car, including other models, not only used high saturation color paste, in fact, we also used green powder, we will also use mica particle powder mixing, tried 40 times until now the results, from different angles, different light have different refraction. This is the 5C2B process we use in the production process, five coatings, two baking, not only in the cost of materials, but also in the working hours to invest a lot of time to complete the production of a product. This color is our microcosm of the product, on the one hand, to meet the needs of consumers as much as possible, on the other hand, in order to make the color in any angle have a good presentation in our car, we are sparing no effort. Car House: You just mentioned the color of amber-gold green. I personally understand that young consumers prefer it a little bit. In the beginning, should the customer group we were facing be mainly young people? Yang Shiyao: Yes. Because we have only been driving for two days, we have accumulated about more than 80,000 small fixed to see, young consumers, just said that the customer group is relatively young, they use their feet to vote, for our choice should say very much like this candidate color, the top two are these two exclusive colors, electro-optical purple powder and late mountain new green, we think that these two are very suitable for Z7 and Z7T, electro-optical purple powder will relatively publicize a little, it is originally the feeling of couching, late mountain new green may relatively have a more mountain or forest youth feeling, although in the city, but longing for the distant mountains, the feeling of the field, these two are also the most exclusive colors to choose. Like extraordinary powder, our designers told me that they use a kind of rose powder as the base color. At the same time, a large amount of mica powder and green powder are added. It is also very popular with female consumers. Many boys choose this car. This is unexpected to me, with a romantic and gentle feeling. The boy with a strong heart is also very able to drive such a product. I think every car has spent a lot of effort in choosing colors this time, and I am very happy to be recognized by consumers. Now it seems that the two main colors have become the most selected colors, as well as streaming silver, which I personally like very much. It is that there is a feeling of liquid metal, which is very in line with the popular Y2K style. This time, we have paid great sincerity on the color and have initially obtained consumer recognition. This is something we are very happy about. Car House: The painting process you just mentioned, can you give us a brief introduction to this new painting process and the traditional painting process, what are the value points that consumers can intuitively feel? Yang Siyao: On the one hand, we also spared no effort in the construction of the paint shop. We have 118 robots, and we have 110 processes to ensure our car paint, which is what the whole vehicle factory should do. In terms of car paint, we use a process of five coatings and two baking. After this series of complex processes, what we can see is that the thickness of the paint film will be 60 to 80 microns higher than the thickness of the usual industry paint film. On the one hand, you will feel that this color is very bright or has a deep layer feeling. On the other hand, in the process of use, corrosion resistance, stone attack resistance, some flying stones on the highway will take away the paint, which will greatly increase the durability of this aspect. From the perspective of beauty and practicality, it will bring real benefits to our consumers. Car House: In the past two years, many car companies have chosen executives or founders as endorsements. Recently, we have found Xiao Zhan as an endorsement. What are our considerations in this regard? Yang Siyao: I think that the image of Xiao Zhan and the image of Z7 in the monk world fit very well. Car House: Because it's all high-value? Yang Siyao: Yes, they are all high-value. In the past two years, everyone has been very healthy and upward, and his KV, including the circle of friends we forwarded on the day of the press conference, Yu Chengdong himself has a very high traffic. He forwarded a welcome to Xiao Zhan to join Hongmeng Zhixing and become our spokesperson. Within an hour, it was also a record. 1.09 million likes, which is another strong combination, including the Z7T late mountain new green chosen by our spokesperson, is also the color chosen by the spokesperson. For this brand, it is also very recognized. I think that the fit between our two sides is very high.