How much does it cost to push a brand into the top eight in the industry? BEIQI Polar Fox tells you that 400 million is enough, although MYAUTO checked for half a day and did not find out which industry the top eight in this industry are specifically, who is selected, anyway, this statement sounds good. Last year, BAIC Jihu delivered a total of 6,006 new cars, and the marketing expenses spread equally to each car amounted to 66,700 yuan, for a car with a starting price of only 200,000 yuan, the marketing ratio is really surprising, how is such a high proportion of marketing expenses spent?
Judging from the situation last year, BAIC Jihu did move frequently and did make a lot of efforts in terms of brand influence. Online, ARCFOX Jihu's self-media platform claims to have released a total of 5,184 pieces of content, with a cumulative exposure of 260 million + times, an interaction volume of 4.05 million + times, and a fan growth of 663,300. Offline, Jihu actively participates in auto shows at all levels with the Alpha S series, and it can be seen at the Shanghai Auto Show, Chengdu Auto Show, Tianjin Auto Show, Hangzhou Auto Show, Guangzhou Auto Show and Fuzhou Auto Show. And Polar Fox pioneered the immersive driving experience camp activity "Extreme Fox Action", which integrates plot, art, food and tasks, and strengthens the user's in-depth experience through brand + KOL dual input. It can be said that The Pole Fox has exhausted all its strength to attract the attention of consumers.
In the "Polar Fox Action" activity, the number of people present at 9 stations nationwide was 4761, and the total number of on-site orders/orders was 92 units, and the sales conversion rate was 3.84%, which did not look like a bright achievement. Although the number of online topic exposures may seem to be large, the number of actual discussions may not be high. Some investors asked that the company's Jihu APP, which cost more than 5 million yuan in outsourcing costs, has not been perfect in function for a year, frequent failures, and the community has no operational capabilities. Of course, this is only one aspect, from the current results, accounting for nearly 30% of sales marketing prices are not very good, this money does not seem to be so worthwhile.
However, to say that the luck of the BEIQI Polar Fox, this year is still good. When other manufacturers have risen, they have chosen the price insurance strategy, which is equivalent to a promotional clearance action. Perhaps many car owners may value this and choose polar fox, which in turn will increase sales of extreme fox. However, it must be noted that the polar fox is not losing a lot of money in a muffled voice, it is also trying to squeeze the cost while reducing the price. Pole fox αS this year will replace the battery supplier from south Korea SK to Ningde era, the cost is less than 8000, although the quality of our domestic battery is worth affirming, but the pole fox is also a disguised reduction in the price, the next step to reduce what, it is difficult to say.
In this so-called Internet new media era, BAIC Jihu's one-stop marketing services, marketing planning, brand exposure, word-of-mouth marketing, and effect advertising can indeed provide a lot of help for enterprises to improve their network awareness and build a brand. But whether a brand that values marketing too much is a brand that people can trust is a question that Jihu needs to think about. Beiqi Polar Fox is so extravagant in marketing, I am afraid it is not a long-term solution!
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