In the two years when the new energy vehicle market broke out, BAIC BJEV, which had won the pure electric vehicle sales championship for 7 consecutive years, had a cliff-like decline.
According to the financial report data, in 2021, the operating income of Beiqi Blue Valley was 8.697 billion yuan, an increase of 65% year-on-year; the net loss attributable to the shareholders of the parent company was 5.244 billion yuan. In 2010, the amount of loss was also as high as 6.482 billion yuan, and the cumulative loss in two years was as high as 11.7 billion yuan.
In the field of pure electric vehicles, Beiqi Blue Valley was once the "shoulder handle" of domestic new energy vehicle companies, since 2013, the company has maintained the first sales volume of new energy pure electric passenger cars in China for seven consecutive years, with annual sales of up to 150,000 vehicles.
Previously, the sales volume of Beiqi Blue Valley mainly relied on the B-end market. In 2019, the new energy subsidy fell sharply, and the B-end market shrank rapidly, resulting in a rapid decline in the operating conditions of Beiqi Blue Valley.
In 2020, Beiqi Blue Valley began to decline, and there was no proud record of eight consecutive championships in the annual report. That year, the company's car sales were only 25,900 units, down 82.79% year-on-year.
In 2021, the total output of Beiqi Blue Valley was 6369 units, down 51.84% year-on-year; the total sales volume was 26127 units, an increase of 0.82% year-on-year, an increase of only 200 units.
While most new energy vehicle companies are soaring, Beiqi Blue Valley has fallen from the former "first share of new energy" to a trough. After experiencing a continuous decline in sales, Beiqi Blue Valley had to embark on the road of transformation. In terms of product strategy, the main promotion of the Polar Fox series, compared to Lantu, Zhiji, and Extreme Krypton, Polar Fox can be said to occupy the heavens and places.
In the early days of the release of the Polar Fox brand, with the popularity of "Huawei-made cars", it once brought considerable traffic to the Pole Fox. However, the high traffic brought by Huawei has not turned into the sales volume of Ji fox.
Sales after the launch of the Polar Fox were not as good as expected. Previously, Liu Yu, chairman of Beiqi Blue Valley, had set a target of breaking 12,000 vehicles sold by Jihu in 2021, but in 2021, Jihu actually sold only 4993 vehicles.
Entering 2022, Zhang Xiyong, general manager of BAIC Group, said: "BAIC BJEV's sales target for 2022 is 100,000 vehicles, including 40,000 Jihu vehicles, and strive to impact 300,000 vehicles in the future." However, in the first two months of this year, BAIC BJEV sold only 3385 vehicles, of which the Polar Fox Alpha T sold 588 vehicles and the Polar Fox Alpha S sold 789 vehicles.
BAIC has high expectations for Jihu and invests heavily in publicity and channels, but the market performance of Jihu Automobile is completely unworthy of a series of efforts from Beiqi Blue Valley.
It is worth noting that cooperation with Huawei was originally a core advantage of Polar Fox, but from the perspective of the past year, Huawei's "empowerment" of Polar Fox only exists in the product of Alpha S HI.
From the announcement of the pre-sale price of Huawei's HI version in April 2021 to the expected delivery at the end of 2021, as of now, the HI version of alpha S is still in difficult production, and the delivery is far away.
In fact, Huawei is not satisfied with BAIC, Yu Chengdong once said in an internal speech, "No brand, no channels, reluctant to invest, how to sell the car?" They can't even do the new forces, who else can they do? ”
In contrast, Huawei's cooperative relationship with Xiaokang is hot, and Huawei seems to have placed its focus on Xiaokang and Qingjie.
A few more words
There is an old Chinese saying that it is better to seek others than to seek oneself, and the technology in the hands of others will be led by the nose, and even be choked by people, so if Beiqi Blue Valley wants to completely turn over, it must rely on itself. But what does it have on its own? Will it really be like what Huawei Yu Chengdong said: no brand, no channel, reluctant to invest.