Extreme Fox Auto Mall Experience Store
"Investment Times" reporter Yang Fan
In the era of mobile Internet and social media, the public's information access channels are greatly enriched, and the initiative to choose information channels has been obtained, thus bringing changes to the brand and product marketing of enterprises.
In the automotive marketing ecosystem, channel terminals are infrastructure, user operations are soft power, and user services are an important chain that constitutes a positive feedback closed loop. In order to create a marketing ecology that adapts to the era of mobile Internet and social media, it is necessary to make articles around these three levels and carry out systematic reorganization.
Beiqi Blue Valley, which has 12 years of experience in the marketing of new energy vehicles, in the past year or so, has made efforts from these three aspects to comprehensively innovate marketing channels, user operations and user services, quickly lay out the high-end intelligent new energy vehicle market with the high-end brand ARCFOX Extreme Fox as the starting point, build a new modular, matrix, IP brand and product marketing ecology, and quickly establish the high-end brand image of ARCFOX Extreme Fox in the user's mind in a silent but efficient way.
Channel terminal network reshaping: innovating the "1+1+1" channel model to create an immersive "dream space"
In the traditional automobile marketing model, 4S stores are one-stop sales and service terminals for OEMs to establish offline contacts with users, with asset-heavy and point-like operational characteristics, and it is difficult to adapt to the current flexibility of user operations characterized by mobile Internet.
In the face of the new needs of users under the new economic form, Beiqi Blue Valley broke the traditional model, reconstructed with the ARCFOX Jihu brand as the landing point, and built a three-dimensional and diversified immersive "dream space", which is considered to be the future model of high-end intelligent new energy vehicle brand and product operation.
In 2021, Beiqi Blue Valley will comprehensively promote the channel innovation of Jihu Automobile, make full use of its own Internet gene advantages, take a unique path in the development of the channel model, directly operate, dealers and cross-border co-creation and parallel, through the innovative "1+1+1" channel model, relying on the combination of shopping mall stores (SPACE) + delivery center (CENTER) + Cube store (CUBE), light assets, matrix flexible layout, brand display, product experience, product delivery, after-sales guarantee, user service, Functions such as circle operation and maintenance are modularly reconstructed and precisely operated to create a more efficient and high-level innovative user experience.
After a year of construction, the layout of Jihu Automobile's innovative channels has begun to take shape. By the end of 2021, Jihu Automobile has completed the construction of 101 offline stores, covering 32 cities. Among them, 15 key cities accounting for 80% of the national sales volume have achieved 100% coverage. It is estimated that in 2022, the marketing storefront of Jihu Automobile will reach 150, and it is planned to achieve a marketing service network covering 100+ cities and 380+ outlets in 2025.
User operation ecology building: let the brand become the user's emotional partner
In the era of mobile Internet, smoother information communication and higher user consumption experience needs make the relationship between brands and users more closely bound. Users are not only consumers of the brand, but also fans of the brand, and companions of growth. Under the new relationship model, users have higher expectations for the brand, hoping to experience a unique brand culture and have the future expectations of the brand that continues to grow, so as to obtain a sense of belonging that can enhance self-esteem.
Based on the positive response to user needs, in 2021, Jihu Automobile's all-round user operation ecology will be simultaneously unfolded and rapidly promoted online and offline, and comprehensively cover the core regional market and core target groups, so that the brand can become the emotional partner of the user, and cultivate the user from product consumer to brand growth companion.
At the level of brand and product information dissemination, Beiqi Blue Valley strengthens information coverage, aiming to allow users to fully perceive brands and products; at the same time, extend the end-user experience experience time, so that users can experience product design, performance and quality in a deeper way; and hold Jihu Technology Day activities in major public occasions such as international auto shows, continue to publicize the strength of enterprise research and development and product technology, and enhance the perception of user interests.
At the level of user circle operation and maintenance, Beiqi Blue Valley actively creates a series of offline user circle activities, such as Polar Fox Action, Ice Landing City, MountainTop Coffee, and Extreme Fox Planet Street Party, which have become very attractive IP, allowing users to deeply experience the high-end intelligent new energy vehicle products of Extreme Fox Automobile and the quality lifestyle brought by Extreme Fox Electric Technology.
The fruitful user operation ecology has enabled Beiqi Blue Valley to quickly establish the high-end brand potential of Jihu Automobile in just over a year. In 2021, Jihu Automobile quickly passed through the exploration period of user operation, and initially had an active APP online community, a peripheral derivative boutique mall that users are very concerned about and looking forward to, and an online and offline activity matrix of "one ticket is difficult to find".
Facing the new stage, Beiqi Blue Valley will continue to strengthen three key actions, user co-creation, circle operation, and marketing IP creation. In terms of user co-creation, we will further deepen the user participation in derivative categories, design and functions. In terms of circle operation, we have continuously enriched the user circle activities, improved the style, and launched a circle operation matrix based on the three core directions of brand experience, outdoor exploration and scene salon. In terms of marketing IP creation, through IP innovation, form innovation, content innovation, technological innovation, etc., we will continue to build China's leading user marketing IP with a unique polar fox mark.
User service quality improvement and acceleration: allow users to experience "Internet speed" offline
In the eyes of many traditional merchants, service is an additional part after the transaction is concluded, and it is a "furniture back" that can be appropriately perfunctory. However, in the era of mobile Internet characterized by the fan economy, service is not only an important part of improving user experience, but also an important part of word-of-mouth marketing, brand awareness, recognition and reputation. This is especially true for high-end brands that are more focused on service experience.
Born in the era of mobile Internet, Jihu Automobile regards the construction of service system as an important part of brand building. From the very beginning of the brand layout, the layout of the Jihu automobile service channel is carried out synchronously with the layout of the marketing channel, so that users can experience the "high-end quality" and "Internet speed" of the Jihu service, whether online and offline, pre-sales and after-sales.
At present, the service system of Jihu Automobile has been initially established and improved. By the end of 2021, Jihu Automobile has established 75 authorized service centers, covering 53 cities across the country, providing exclusive owner service consultants and 24-hour online services for Jihu's direct staff to ensure multi-channel all-scenario user car life. With the operation of The Fox's exclusive supercharge station, mobile overcharge service vehicle, and 1114 certified charging stations covering 22 cities, The Pole Fox users can also get the best charging service experience.
The rapid delivery of users also proves the effective marketing layout of Jihu in the past year. According to the data, in December 2021, the delivery of Jihu Automobile exceeded 1,000 units, reaching 1186 units, a record high, an increase of 76% month-on-month, an increase of 696% year-on-year; the new HI version of Jihu Alpha S opened the advance version of delivery. In the whole year of 2021, Jihu Automobile delivered a total of 4993 units, of which the delivery volume in the fourth quarter increased by 41% month-on-month and 569% year-on-year.
As China's auto market continues to mature and upgrade, the competition between car companies and brands has also entered the second half, from more competition that depends on product strength to all-round competition of brand ecology. In the new energy vehicle market, where new forces are constantly pouring in, the competition between the market and users depends on the brand ecology created by marketing innovation. As China's most experienced new energy vehicle company, Beiqi Blue Valley has obviously prepared the strategic resource reserves for the second half of the competition, and the innovative brand and product marketing ecosystem is providing the high-end brand Jihu with a super explosive "zero hundred acceleration" capability.