At 20:00 on the evening of April 15, rock singer Cui Jian's first online concert was held in the WeChat live broadcast room. It has attracted the attention of many people.
According to official data, the concert was watched by 46.03 million viewers, bringing the cumulative number of views to 63.7 million. On the Weibo hot search list, this online concert also has a lot of heat, as of April 16, 00:22 the data is 379130, ranking 18th.
Even in the knowledge, how to evaluate the concert watched by 46.03 million people has become a hot topic of discussion, from the video number detonation to the whole network, Cui Jian's concert has obviously been declared a success. At the concert, Cui Jian's sentence "Lao Tzu has not changed at all" also made many people's blood stir again, and it seems to tell cui Jian that even if he is old in age, his heart is still young.
When everyone recalled their youth and met their friends with songs, in addition to Cui Jian's return to the public eye again, he also let the long-dormant Polar Fox Car get the attention of many people. The "young" Jihu also hopes that with the help of this marketing of Cui Jian's concert, he can find his right direction in the new energy vehicle track.
Invest in innovative marketing, And Polar Fox wants more exposure
Admittedly, this wave of marketing fox gambling is right, and the weChat video number jointly "deduces" this wonderful marketing, and finely leverages potential users. As a high-end new energy brand under BAIC, Jihu currently has two models, Alpha T and Alpha S, with prices ranging from 241,900 to 319,900 yuan and 251,900 to 344,900 yuan, respectively. Obviously, car buyers mainly target the social elite class of 30 to 40 years old, and the choice to live broadcast in the video number is to value the unparalleled private domain traffic compared with short video platforms such as Douyin after the rise of the video number.
To put it simply, people who like Cui Jian will be more willing to share live broadcasts to the circle of friends or WeChat groups, and WeChat has more than 1 billion monthly active users, and once it causes widespread forwarding in the WeChat group of the circle of friends, it will make the online concert explosive data growth. Before Cui Jian, many artists have held online concerts, but in terms of commercial operation, it is still the first time.
In the live broadcast room of the concert, not only are multi-faceted brands exposed, but as long as you click on the bottom right, the user will jump to the Jihu car test drive registration page, and the conversion of this back link can make Jihu absorb a lot of information from intended users, and continue to upgrade after that, and finally attract users to place orders. With the help of the WeChat video platform, Jihu not only wants to create a new marketing outlet, but also relies on ripple-style communication to accumulate interested user groups.
Not long before the marketing campaign, Jihu announced that it had reached a brand cooperation with Beijing Guoan, and it was obvious that Jihu would first "clear the customs" of the local market in Beijing, especially the male-dominated fan market. Although the voice of the Chinese Super League market has gradually weakened in the past two years due to the epidemic and the poor performance of Chinese football, Beijing Guoan, which has a fixed fan base and number of fans, is enough to cover the influence of this marketing to the entire Beijing.
Similar to the concert marketing activities, during this event, as long as the 5,000 yuan deposit is paid through the Jihu APP, and the customer who completes the Beijing license before September 30 this year can enjoy the deposit doubling policy, that is, the 5,000 yuan deposit can be deducted from the 10,000 yuan car, which is equivalent to the 5,000 yuan subsidy of the polar fox. Fan Jingtao, executive deputy general manager of BAIC BJEV, said that although Jihu and Guoan belong to different fields, they represent the same "Beijing" culture.
The value concept of Jihu Automobile's "born to break the boundary, why can't it be" is highly consistent with the Beijing Guoan spirit of "always striving for the first". At the same time, green is the color of Guoan and the background color of the polar fox. Because of this, the cross-border cooperation between Jihu Automobile and Beijing Guoan can be described as a match made in heaven. Obviously, Pole Fox wants to reach more circles of people through the binding of car user groups and football fan users, so as to achieve the effect of breaking the circle.
In recent years, Jihu Automobile has created a series of marketing activities, which have a deep role in the creation of brand image and the establishment of brand positioning. Whether it is Polar Fox Action, Ice City Summer, MountainTop Coffee, or Polar Fox Planet Street Party, Boundary Breaking Energy Station, it has become a very attractive IP.
Among them, as the industry's first immersive in-depth test drive experience, "Polar Fox Action" will be launched again this year, which attracted more than 10,000 people to participate in the offline innovative experience activities last year, this year will also launch 15 stations of activities, and will be based on each station deeply customized different strategic content, set of plot, task, art, food in one of the new experience can be said to bring users a more creative marketing experience.
It can be said that Jihu wants to get the recognition of users and the love of users in different circles, which is due to this highly refined multi-faceted marketing method. It is not difficult to break the boundaries, but it is even more difficult to integrate into the values of consumers. For now, Jihu has achieved accurate positioning from both global marketing and targeted local marketing.
Excellent products support the bottom + accelerated channel laying, Pole Fox leads the future of BAIC?
Backed by BAIC New Energy, it is the advantage and disadvantage of Jihu. As the champion of new energy vehicle sales, BAIC BJEV has a lot of pure electric vehicle technology accumulation and user reputation, but in recent years, when new forces have risen, BAIC BJEV has also plummeted because of the oil to electricity, the main B-end market. Although there is already a slight "improvement" in sales in 2021 compared with 2020, it is particularly critical for BAIC BJEV to find new breakthrough points.
It is not difficult to see that BAIC BJEV has put the clarion call of the charge on the "Polar Fox". BAIC motor said it has a sales target of 100,000 vehicles for the whole year. Among them, the sales target of Jihu is 40,000 units, and the sales target of Beijing brand new energy vehicles is 60,000 units. This is an extremely difficult challenge for the Polar Fox with 4993 deliveries and 6006 wholesale volumes in 2021, but it is gratifying that the Polar Fox has been perfected in terms of layout.
As we all know, Magna's foundry and Huawei's deep empowerment are the two most fascinating product points of Jihu. After the delivery of the Alpha S Huawei HI version, new growth points are believed to arrive as scheduled. This product can be said to be the current "king fried" of the polar fox. Thanks to Huawei's in-depth empowerment in intelligence, Alpha S Huawei HI Edition can achieve high-precision assisted driving and bring users an unprecedented intelligent cockpit experience. The OEM of Magna can be said to be more convincing than the foundry of other new power brands, after all, many world-class automobile brands are manufactured by Magna. After eliminating consumers' doubts about the power of the product, Jihu also continues to exert efforts on the channel to eliminate "worries".
By the end of last year, Jihu had 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 2022, Jihu expects to expand its stores to 150, further expanding on the basis of key cities. In terms of services, Jihu launched the "123589" service goal, including three commitments, five forward moves, eight contacts, and nine products, in order to give Jihu auto users a full-cycle, full-scenario, 365-day, 24-hour travel experience. The polar fox that is constantly "accelerating" will have more products equipped with Huawei's HI version in the future, and both directly operated and dealer stores will continue to expand, it can be seen that the pole fox is not willing to be "later on" and is ready to do a big job this year.
Write at the end
Only by truly understanding the needs of users can we win the market. I believe that this is the "law" followed by all new power car brands. What Jihu is doing is to operate the user needs through more refined marketing means, and strive to win more consumer attention and respect. To create a three-dimensional matrix marketing ecology, so that the brand has regained the attention of the market, which Jihu has done. Phenomenon-level marketing has done a full warm-up for The Pole Fox, and the next step is to see whether the Alpha S HI version can become a phenomenon-level model and help the Pole Fox seize the market share of new energy.