According to the preliminary calculation of the company's financial department, Beiqi Blue Valley expects the net profit attributable to the shareholders of the listed company in 2021 to be -480,000.00 yuan to -530,000.00 yuan, a year-on-year loss of 25.95%-18.24%. It is estimated that the net profit attributable to the shareholders of the listed company in 2021 after deducting non-recurring gains and losses will be -500,000 yuan to -550,000.00 yuan, a year-on-year decrease of 24.77% to 17.25%.
The financial report shows that Beiqi Blue Valley has been losing money for 2 consecutive years, and if the listed company loses money for two consecutive years, it may be warned as ST stock. From the official announcement, there are two main reasons affecting the pre-loss of Beiqi Blue Valley's annual performance, the company's production and sales volume did not meet expectations and continuous marketing and continuous research and development investment. Beiqi Blue Valley's total production in 2021 was 6369 units, down 51.84% year-on-year; total sales were 26127 units, up 0.82% year-on-year. In 2020, Beiqi Blue Valley experienced the biggest sales crisis in nearly a decade, and after a year of tossing, sales only increased by more than 200 vehicles.
It is worth mentioning that the loss of Beiqi Blue Valley in 2021 narrowed, net profit and deduction of non-net profit decreased by about 20% year-on-year, in the past year, Beiqi Blue Valley was affected by the new crown pneumonia epidemic and raw material supply, the existing gross profit could not cover the inherent cost expenses, the impact on the company's performance was about 20-25 billion yuan, accounting for about half of the loss.
In addition to external objective influencing factors, marketing and R&D investment are the most direct reasons. In 2021, in order to achieve the transformation of products to high-end, BEIQI Blue Valley will fully promote the promotion of arcfox brand and channel construction, the company will increase brand communication, advertising and operation and other sales expenses will increase, and the impact on the company's performance will be about 1.7 billion yuan.
As the former champion of new energy sales, Beiqi Blue Valley has had to embark on the road of transformation after experiencing continuous declines in sales. In terms of product strategy, the main promotion of the Polar Fox series, relative to Lantu, Zhiji, and Extreme Krypton, can almost be said to occupy the time and place. However, after the launch of the first model of the Extreme Fox, arcfox αT, the sales performance was not satisfactory. It can be said that it is a late set up early in the morning.
Therefore, ARCFOX Polar Fox Automobile has been criticized, in the name of new car-making forces, following the old road of traditional car-making, and even the basic sales have been kept secret. Official data show that the delivery volume in the third quarter of last year was only 1702 units, which is very different from Lantu and JiKr, which are also new energy brands of traditional car companies. In December 2021, The Number of Vehicles delivered reached 1,186 units, bringing the total number of vehicles delivered for the year to 4,993. In December 2021, the sales volume of TheKr 001 has reached 3796 units, and there is still room for improvement with the increase in production capacity; in December 2021, the sales volume of The Landu FREE was 3330 units, and the second model has been unveiled.
In order to change the weak sales situation, on the eve of the 2021 Shanghai Auto Show, Jihu brought the second model Offline Alpha S, as well as the Hi Version of Polar Fox Alpha S, which is deeply cooperated with Huawei, with a pre-price of 38.89-42.99 million yuan, equipped with Huawei intelligent car solutions, integrated Huawei's intelligent high-end automatic driving system, Hongmeng OS intelligent interconnection cockpit, etc., which can be said to represent Huawei's current highest level of automatic driving, which is regrettably not yet delivered.
The layout of new products is inseparable from continuous investment in scientific research, beiqi blue valley continues to build independent technical capabilities, increase investment in research and development, and the impact of research and development expenses on the company's performance is about 1.1 billion yuan. It is understood that even in the face of huge operating pressure, Beiqi Blue Valley R & D expenses have not decreased but increased, the third quarter report shows that from January to September R & D expenses investment of 652 million yuan, the same period last year was 422 million yuan, an increase of 54.5% year-on-year.
In order to maintain R&D investment, Beiqi Blue Valley raised 5.5 billion yuan to increase the size of new energy vehicles, including the development of three ARCFOX brand high-end electric vehicle models, the construction and application of data middle office and the construction of ARCFOX brand marketing network. By the end of 2021, Jihu Automobile has completed more than 120 authorized construction outlets. It is estimated that in 2022, the marketing storefront of Jihu Automobile will reach 150. In terms of service network, Jihu has established 75 authorized service centers, covering 53 cities across the country.
"Trains run fast, all by the headband." In the face of the dilemma of delayed sales, Beiqi Blue Valley has experienced a series of personnel changes, from 2016 to 2022, from the initial Zheng Gang, Lu Hao, Liu Yu, Yu Liguo, and now Dai Kangwei and Fan Jingtao, many substitution adjustments to strengthen marketing capabilities. The current situation reflects that the frequent personnel changes in Beiqi Blue Valley have nothing to do with opening up the situation.
In addition, in addition to strengthening the traditional sales channels, Jihu has also found another way to enter Huawei's sales channels. In September last year, BAIC BJEV and Huawei signed the "Comprehensive Business Deepening Cooperation Agreement" in Beijing, and the two sides will cooperate in various fields such as improving the cooperation management mechanism, strengthening product research and development, and co-brand marketing, and jointly building "ARCFOX" and "HI" joint brands, and planning to achieve online and offline channel sales cooperation of smart luxury car "Polar Fox Alpha S Huawei HI Edition" by the end of 2021.
It can be seen that Beiqi Blue Valley has invested a lot in research and development, and there are 2 new products, but it has been slow to open the situation, and even surpassed by this year's dark horse Krypton. Whether the new car has excellent strength is the key to impressing consumers, and only by continuously enhancing its core strength can we grasp the initiative of market competition.