12 years is a reincarnation of the traditional Chinese zodiac.
In the past 12 years, people have witnessed the whole process of China's new energy vehicle market from the beginning of chaos to the explosion of blowout.
According to data from the China Association of Automobile Manufacturers, in the whole year of 2021, the production and sales of new energy vehicles in China reached 3.545 million units and 3.521 million units, respectively, an increase of 1.6 times year-on-year, and the market share reached 13.4%, 8 percentage points higher than that of the previous year. Among them, the penetration rate of the new energy passenger car market reached 20.6% in December 2021.
For a company, the 12th anniversary of its establishment is also enough to enter a mature period. As China's first new energy vehicle company to obtain the new energy vehicle production qualification, Beiqi Blue Valley, founded in 2009, chose to carry out a resolute transformation and upgrading at the age of 12 in 2021, throwing away the historical baggage, withdrawing from the previous relatively sinking market and turning to the intelligent luxury pure electric vehicle market.
This year, at the market level, Beiqi Blue Valley achieved the rapid layout of the high-end brand ARXFOX Polar Fox, and at the financial level, it also handed over a fairly positive answer.
On January 28, Beiqi Blue Valley issued a performance forecast saying that it expects net profit attributable to shareholders of listed companies in 2021 to be -4.8 billion yuan to -5.3 billion yuan, compared with 2020, it is expected to reduce losses by 1.18 billion yuan to 1.68 billion yuan in 2021.
Step over and start from scratch. We re-examined Beiqi Blue Valley at the beginning of 2022, its high-end brand ARXFOX Polar Fox, has more than 100 offline stores in 32 cities across the country, there are Three new products for sale in the new HI version of Polar Fox Alpha S, Alpha T, Alpha S, etc., which have appeared in front of investors and consumers with a new look of high-end and technology, ready to tackle the next 12 years.
From sinking to attacking
In 2009, at the beginning of the establishment of Beiqi Blue Valley, china's automobile market was not as mature as it is now, and Chinese brand cars still focused more on the sinking market.
At that time, Beiqi Blue Valley quickly attacked the sinking market after its establishment and quickly succeeded. In 2019, Beiqi Blue Valley achieved sales of 150,601 pure electric vehicles, ranking first in China's new energy vehicle market for seven consecutive years.
In the first half of the new energy vehicle market, users are mainly under the sinking market, and their consumption characteristics are designed to meet the basic transportation function at a lower energy consumption cost. However, with the maturity of China's auto market, China's new energy vehicle market has also passed through the introduction period rapidly.
With the intensification of new energy vehicle promotion policies in first- and second-tier cities and the improvement of related infrastructure, high-end users in these cities have begun to rapidly accept new energy vehicles. According to the latest data released by the China Automobile Association, in 2021, the increase in charging piles in the mainland will be 936,000 units, an increase of 193% year-on-year, and the number of substations will double.
Since it is the first new energy vehicle company in China to obtain the new energy vehicle production qualification, Beiqi Blue Valley is undoubtedly a forward-looking enterprise, at the peak of glory, smelled the signal of the change of market wind, resolutely chose "shock therapy", and completed the market switch at the fastest speed.
Different from the previous strategy of BEIJING brand pure electric products facing the sinking market, the new Jihu brand is aimed at the high-end market. After more than a year of rapid expansion, 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. In terms of service system, by the end of 2021, Jihu Automobile has established 75 authorized service centers, covering 53 cities across the country.
In addition, the exclusive supercharging station of Jihu, the mobile overcharging service vehicle, and the 1114 certified charging stations covering 22 cities have also been put into operation.
Whether from the channel model or regional coverage, Jihu Automobile adopts a new upward attack strategy for layout, mainly attacking first- and second-tier core cities and focusing on the core commercial areas of the city.
From economical to high-end
At the beginning of the 2010s, with the rapid popularization of smart phones, the online ride-hailing market became a market outlet for capital to chase.
Beiqi Blue Valley, which can always step on the rhythm of the market, quickly lays out the public market, which makes them gain a lot in the rapid expansion of the online car market in the past few years.
As the online ride-hailing market tends to be saturated, the pattern is initially determined, and the public market begins to enter the stock competition. At the same time, the rapidly upgrading new energy vehicle market is no longer the world of mini cars.
Looking at the new market outlet, Beiqi Blue Valley once again reversed the direction, with the momentum of lightning and cover, in more than a year, to achieve the layout of the high-end market.
Compared with the economical new energy vehicle market, the high-end new energy vehicle market has its own unique logic.
Therefore, the channel construction of Jihu Automobile no longer follows the traditional 4S store model, and takes a unique path in the development of the channel model, direct operation, dealership and cross-border co-creation and parallel, through the innovative "1+1+1" channel model, relying on the combination of shopping mall store (SPACE) + delivery center (CENTER) + Cube store (CUBE), asset-light, matrix flexible layout, the brand display, product experience, product delivery, after-sales guarantee, user service, circle operation and maintenance and other functions for modular reconstruction, Precise operation to create a more efficient and high-level innovative user experience.
At the same time, the product logic of the Jihu brand also reflects the side of high-end products that pay more attention to design, quality and intelligent technology. Of particular note is the new HI version of Alpha S.
In April 2021, the new HI version of Polar Fox Alpha S achieved intervention-free intelligent driving on Shanghai's urban roads, causing a sensation and being regarded by public opinion as a sign of the arrival of the first year of high-level assisted intelligent driving.
Alpha S's new HI version is not only the world's first mass-produced Huawei ADS intelligent driving model, but also the first high-end pure power production sedan equipped with Huawei's smart cockpit-Hongmeng car machine OS; the first 750V high-voltage platform super electric product; the first wireless charging mass production product; and the first fully redundant architecture mass production car.
Obviously, Jihu Auto strives to empower products with cutting-edge technology and impress high-end users with higher-level products.
According to Beiqi Blue Valley's 2021 performance report, in the past year, "in order to achieve the transformation of products to high-end, fully promote the promotion of ARCFOX Jihu brand and channel construction, the company increased brand communication efforts, advertising and operation and other sales expenses increased, the impact on the company's performance was about 1.7 billion yuan." That is to say, in the past year, Beiqi Blue Valley has invested 1.7 billion yuan in the cost to promote the establishment of a new brand and channel system for high-end users to expand the newly upgraded new energy vehicle market.
According to the planning of Jihu Automobile, it is expected that in 2022, the marketing storefront of Jihu Automobile will reach 150, and it is planned to achieve a marketing service network scale covering 100+ cities and 380+ outlets in 2025.
Such a network scale will be able to support the annual sales market size of up to 150,000 + for Jihu Automobile.
The logic of brand up
Unlike 12 years ago, when Chinese auto brands had no time to take care of themselves and buried their heads in the sinking market to survive, today's mainstream Chinese brands have the strength and ambition to rise, and have launched their own high-end brands in the past few years. Beiqi Blue Valley is undoubtedly another time to accurate the rhythm of the market wind change, ARXFOX Jihu brand in 2021 whirlwind into the high-end market.
Brand marketing for users in the economic market is significantly different from brand marketing for users in the high-end market. In the economic market, "inducement" is undoubtedly the preferred means, how to convince the target user, the product cost-effective is one of the main means.
However, for the high-end market, "attacking the heart" is the preferred means, trying to convince the target users that in a given price range, their products are the most B-grid and have the expected conspicuous consumption attributes.
This is also the goal to be achieved by the new marketing map created by Jihu Automobile.
In the past year, by strengthening information coverage, Jihu Automobile aims to give users a comprehensive perception of brands and products, while extending the end-user experience time, so that users can experience product design, performance and quality in a deeper way.
In major public occasions such as the International Auto Show, the Polar Fox Technology Day activities are held, and the publicity of the company's research and development strength and product technology is continued to enhance the perception of user interest points; and a series of offline user circle activities are actively created, and the Polar Fox Action, Ice Near the City, the MountainTop Coffee, and the Pole Fox Planet Street Party have become very attractive IP.
Sustained and effective efforts are also paying off at the market level. According to the data released by the company, the annual sales volume of Beiqi Blue Valley in 2021 was 26,127 vehicles, an increase of 0.82% year-on-year. In December 2021, the overall sales volume of the Jihu high-end brand also exceeded 1,000 vehicles for the first time, reaching 1,186 vehicles, an increase of 76% month-on-month and 569% year-on-year.
A few days ago, Zhang Xiyong, general manager of BAIC Group, revealed at a media communication meeting that the sales target of BAIC Blue Valley in 2022 is 100,000 vehicles, including 40,000 Jihu vehicles, and strives to impact 300,000 vehicles in the future.
In terms of current sales, the total sales volume of BAIC BJEV in 2021 is 26,127 vehicles, and the annual delivery volume of the Jihu brand is 4,993 vehicles, if the sales target is completed, the sales volume of Beiqi Blue Valley will increase by 282% year-on-year, of which the sales volume of the Jihu brand will increase by 701% year-on-year.
The charge of a new round of attack has been sounded.