Written by / Niu Xiaojin
Editor/ Zhang Nan
Design / Shi Yuchao
"It's not that I don't understand", ginger is still old spicy, uncle or your uncle.
Cui Jian's first video line concert that only the old cannons and uncles would pay attention to may not attract the attention of many people, but at the most tight moment of the national fight against the epidemic, the crazy people were released and resonated in this wild rock.
On the evening of April 15, the theme of the "Continue to Sprinkle Some Wild" concert was broadcast live through Cui Jian's video number, from 9 o'clock in the evening to the early morning, nearly 3 hours, received more than 45 million viewers to watch, more than 110 million likes, more than 170,000 comments.
Such data exceeds the official data released by WeChat video accounts such as the West Side Boys Concert on December 19, 2021, the Mayday Concert on December 31, 2021, and Zhang Guorong's HD Restoration Concert on April 1, 2022, and the sound of the era of "The Godfather of Chinese Rock" still has magic and magnetism.
In the circle of friends of the extreme fox, it is even more applauded: "the project and the selection of good, atmosphere, righteousness, and gas", "the times need", "spirit", and so on.
In response to the concerns of relevant friends, the relevant leaders of Jihu said: "From the recent national security sponsorship to today's Cui Jian, it may be unintentional, but the team's choice, Jihu is advocating a spirit of spirit, which is needed by the current people. ”
Video digital marketing service platform - Bai zhun data show that the peak of the concert appeared at 21:20, the average number of viewers increased by 180842/ minute, and the peak increase in the number of viewers reached 370,000.
There is also a lot of heat on the Weibo hot search list, another traffic platform, and the data as of 00:22 on April 16 is 379130, ranking 18th.
Quoting the observation of Bai Zhun, the image of the title brand Jihu in the live broadcast room appeared in various details, and the words "Jihu Automobile Cui Jian Video Number Concert Exclusive Title" appeared in the upper right corner of the live broadcast room at the beginning of each song, and there has always been a luminous sign "Jihu Car" in the lower right corner of the stage.
There are three kinds of gifts in the live broadcast room, the first gift is the image of the polar fox car, every time the audience gives gifts in the live broadcast room, it is a brand revealed, and there is also an advertisement for the extreme fox car at the bottom of the concert program list.
Clicking on the advertisement will redirect users to the Registration Page for the Polar Fox Car Trial Drive, and the concert customization benefits are also given at the bottom of the page, including 48-hour test drive, Tencent Video membership card and so on.
In the view of the official WeChat public account "Jinxuan Award" of the China Auto Marketing Awards, the title value of Jihu Automobile is to find the soul for itself - "spirit", especially in 1986 with a song "Nothing" popular throughout China, this year's 61-year-old still do not accept defeat of the "Beijing sentence": the days have passed so long, Lao Tzu has not changed at all.
This is also the desire of BAIC BJEV.
If you ask China's earliest new energy vehicle company is one? The answer is Dongfeng Electric Vehicle Company, founded in 2001, and Wanxiang Electric Vehicle Co., Ltd., founded in 2002.
However, according to the glorious history, baicac motor bjev was founded in 2009, the year when China's automobile production and sales ranked first in the world for the first time.
It once took turns with BYD in the era when the new car-making forces had not yet become a climate, and BYD took turns to sit in the top spot of China's new energy vehicles. For example, in 2018, BAIC BJEV's sales reached its highest in history , 158,000 units.
In 2020, when the new forces of car manufacturing rose up and led the tide with new electrification and intelligence, BAIC New Energy, which was mainly based on oil to electricity and B-end market volume, also came to the crossroads of life and death, with sales of only 25,900 vehicles, down 82% from 2019.
By 2021, BAIC BJEV's sales have slipped from 150,000 units at the peak to 26,127 units, but the worst year-on-year increase of 1.6% in 2020.
There are two contributing factors:
First, BAIC Group seized the opportunity of the comprehensive switching of new energy vehicles in the Beijing taxi market and delivered more than 10,000 taxis.
The second is that the new growth point comes from the new high-end new energy brand Jihu Automobile, which was brewing in 2016 by BAIC BJEV, which has slightly improved - there is no "dead and no looking back" like the song sung by Cui Jian, and the annual delivery volume in 2021 is 4993 vehicles - the wholesale volume is 6006 vehicles.
There is no doubt that Jihu is the future and future of BAIC BJEV.
In terms of channels, by the end of 2021, Jihu Automobile has completed the construction of 101 offline stores, covering 32 cities, of which 86 are open and operating, and 15 are under construction due to the epidemic.
In 2022, its marketing stores are expected to reach 150, and it plans to achieve a marketing service network size covering 100+ cities and 380+ outlets in 2025.
In terms of services, by the end of 2021, Jihu Automobile has built 73 authorized service centers, covering 53 cities across the country; a supplementary energy network consisting of Jihu overcharge stations, mobile overcharge service vehicles, and 1114 certified charging stations covering 22 cities has also been put into operation.
In 2022, the product layout of Jihu Automobile will accelerate the pace, and the new HI version of Jihu Alpha S will be delivered in batches in the first half of the year. By 2025, 5 major product lines will be formed, and all of them will be equipped with Huawei HI version.
According to the sales forecast announced by Zhang Xiyong, general manager of BAIC Group, at the BAIC media communication meeting in January 2022, BAIC BJEV's sales target for 2022 is 100,000 vehicles, including 40,000 Jihu vehicles, and strives to impact 300,000 vehicles in the future.
According to the data of the Association, in the first quarter, BAIC BJEV SOLD 6111 units of the EU series, an increase of 146% year-on-year; ARCFOX αS sold 1804 units, a significant year-on-year increase.
This wave of polar fox brand exposure and marketing operations is a set of combination punches, intended to target different audiences.
From April 7, 2022, Jihu Automobile announced that it has reached a brand cooperation with Beijing Guoan in 2022, with a clear goal for the Beijing market where the headquarters is located, especially the fan market.
Eight days later, on April 15, Cui Jian's "Start Again" and the sentence "Lao Tzu has not changed at all" resonated with a group of entrepreneurs and a generation of entrepreneurs in the early days of China's reform and opening up, such as Wang Shi, Feng Lun, wang Jianlin, who started a business around 1986, and also spoke out the voice of BAIC Group, which was born at the same age or in that era of burning passion.
On April 16, Pole Fox launched the "Call Bar Champion" on Douyin, inviting Olympic champions such as Wang Meng, Hui Ruoqi, Xiao Ruoteng and other Car Circle Internet celebrities to help The Polar Fox Alpha S go public.
The BAIC New Energy created by Hui Group pins on the hopes of BAIC, and then, it depends on how the Pole Fox, who is holding its breath and bearing the pressure, after winning a circle of top-stream help, how to "fly" and "start over", and turn the volume of sound into sales with great energy.
This article was originally produced by Automotive Business Review
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