With the prevalence of "off-road" and "camping" culture, off-road models have received great attention from the public, more diversified and personalized, off-road, pickup, hunting cars and other models are blooming, and it is not too much to describe it as "fairy fight".
For Beijing Off-Road, which has a brand history of more than 60 years, it looks like it has ushered in its best era, but opportunities and challenges often coexist. If it is not its wholehearted deep cultivation of the off-road vehicle market and the unswerving "professional +" development route, it can create a unique brand feature and support the "quarter" off-road vehicle market.
Sales are king, ranking at the head of China's off-road market
In the past two years, the force majeure brought by the epidemic has undoubtedly prevented many people from participating in the "off-road". Under the trend of energy conservation and emission reduction, many hardcore off-road vehicles that are talked about by people have stopped production and delisted. Also accompanied by consumption upgrades and the growth of the new generation of consumers, today's hardcore off-road vehicles are not only suitable for desert, rainforest, and Gobi, but also undergo product innovation that is biased towards urbanization.
The higher the obstacles, the more difficulties, those brands that overcome difficulties and obstacles are more worthy of being remembered by the market, among which Beijing off-road is undoubtedly the most shining off-road totem. According to the data, in 2020, Beijing's off-road annual sales of 20389 units, ranked first in the sales of Chinese brand off-road vehicles, and its model BJ40 ranked first in China's off-road model sales for four consecutive years. In 2021, Beijing's off-road vehicle sales hit a record high, with vehicle sales of more than 32,000 vehicles, creating the best performance in history; an increase of 16% year-on-year; market share of 18.5%, ranking the top camp in China's off-road market.
Product layout, carrying Chinese off-road base plate
Under the dual impact of the outbreak of the epidemic and the transformation of the automobile market, Beijing's off-road sales performance for consecutive years means its good strength. What supports this strength is the brand's long-term continuous "specialization, new and complete" at the product end.
On the basis of the previous seven products, in 2021, Beijing Off-Road launched three new products, BJ40 Blade Hero Edition, BJ40 Ring Tower Champion Edition, and new carrier-bearing SUV BJ30, the product genealogy tends to be perfect, and the product layout realizes the product coverage of off-road full scenes, fully meeting the individual needs of different off-road users and further strengthening the core competitiveness of the brand.
Brand building, follow the call of duty "glory moment, there is always Beijing"
It can be said that since its birth, Beijing Off-Road has been with glory and has never missed many memorable historical moments in New China, thus opening its own brilliant footprint and officially entering the annals of the development of China's automobile industry.
In the recent year, it was selected as the only designated vehicle for the military parade salute tractor, and won the parade ceremony of the national leaders' parade parade; and China Aerospace jointly explored the "Moon And Soil Covenant"; helped Mount Everest to retest and climb to a new high; and witnessed the magnificent mountains and rivers of the motherland together with CCTV "Looking at China along the highway". In the international arena, the Dakar Rally, known as the "world's toughest rally", was successfully completed and created a good result...
In the process of continuous development of Beijing off-road, a strong background and family responsibility, so that Beijing off-road in more than sixty years to contribute countless deep into the minds of the Chinese people "famous scenes", glory in the continuous to Beijing off-road blessings, not only to win the user's deep recognition, but also let users form a strong sense of home and country, which also formed a unique phenomenon of China's off-road. "Glory moment, there is always Beijing" has become a unique IP in the circle.
Lead the off-road culture, and "play more and more with the user"
Relying on the base disk of 300,000+ fans, Beijing Off-Road continues to activate the circle layer and expand the scene. Offline, dozens of off-road stations, online stores, exclusive stores, off-road parks, off-road towns, off-road landmarks, off-road support stations and online platform Yueye Circle APP have been built nationwide, whether it is senior off-road riders or users who have just joined the off-road, they can find the fun of participating in off-road life and create an off-road cultural experience matrix covering more circles.
Moreover, with the continuous deepening of cultivation and leading market position in the field of hardcore off-road, Beijing off-road is also constantly breaking the circle. Launched China's first official off-road professional service brand ——— Yueye 4X4, opening the way from off-road vehicle provider to off-road life service provider, and user stickiness continues to increase. From channels to services, Beijing Off-Road has always focused on the concept of "professional +" and around user experience scenarios to truly create value for users. Let the "yue" wild become "happy" wild, so that more people can contact off-road and enjoy off-road.
Beijing off-road plus 7 billion empowerment, adhere to the "professional +" definition of off-road
If the Chinese off-road circle is ranked in generations, then Beijing off-road is a well-deserved "grandmaster" level. As the earliest manufacturer in China to start dabbling in the field of hardcore off-road vehicles, adhering to the "professional +" definition of off-road is the unchangeable concept of Off-Road in Beijing.
Beijing off-road will continue to take root in professional off-road, in the next 3-5 years, to the off-road vehicle business, invest more than 7 billion yuan in funds, to research and development to promote the development of the entire brand. Launched a number of new technology platforms around fuel, range extension and pure electricity, and hatched 3-5 new products with industry-leading competitiveness, covering both bearer and non-loaded.
It will also bring users a different off-road experience, lead the transformation of China's off-road technology, and by the end of the 14th five-year plan, realize the comprehensive coverage of professional off-road and hardcore SUVs, and realize the full application of new energy and intelligent network technology. Through the rapid iteration of technology and products, we will further renew and upgrade the brand image, and build Beijing Off-Road into a national tide brand with "hardcore technology", "scene differentiated user experience", and "full emotional connection with young people".
At the same time, more glorious moments are ushered in. Meet the Beijing Winter Olympics IP, manned space event, the 25th anniversary of Hong Kong's return to the motherland, the 95th anniversary of the founding of the Chinese People's Liberation Army and other national events, Beijing off-road will have more participation and help, Beijing off-road brand will also invite more users to participate and share the glory.
Finally: Beijing Off-Road kicked off 2022 with full glory, we saw that it has always defined off-road with the same "professional +", and as always, empowered products with technology; we also see that it has always given more new meanings to off-road culture around users of different ages, and always shared glory with users.
It is reported that BAIC Group will also invest 10 billion yuan in Beijing off-road in the next 5 years, focus on intelligent, professional off-road, off-road modification to launch three industry-leading technology platforms, and incubate 3-5 new products with industry-leading competitiveness, and introduce hybrid technology and intelligent off-road technology into the field of off-road vehicles.
We look forward to this domestic independent brand to create countless "storm phenomena", build a richer off-road life for users, and lead the full promotion of China's off-road culture.