Two days of planting grass 90 million people, love to taste the early, "born and break the boundary" of the polar fox car this time broke the boundary "out of the circle". In the past weekend, Cui Jian's first video number concert, which was exclusively titled by Ji Fox, swept the entire circle of friends. More than 1 million Custom Gifts were sent during the live broadcast, and the Polar Fox WeChat Index also reached a record peak, an increase of 54 times compared with before the event. Some commentators believe that the Cui Jian concert named by Jihu Automobile is groundbreaking in the process of video commercialization exploration, creating a "phenomenon-level" traffic frenzy and will inevitably become a benchmark case for industry learning.
A cross-border entertainment show made the extreme fox become the focus of the outside world overnight. On April 9, Jihu has just officially reached a brand cooperation with Beijing Guoan Football Club, and jointly released the "Green Energy Charging Plan" aimed at creating an in-depth travel experience for users and fans. On the one hand, it is the star concert that awakens Chinese rock music to cheer up, and on the other hand, the professional football club linkage that is not reduced in popularity. The polar fox, which has both sports and entertainment, will not only break the boundaries of "play", but also play a set of beautiful marketing combination punches.
Cross-border marketing has been tried and tested, and the polar fox grasps the traffic password
Cross-border circle marketing has always been the highlight of Jihu in innovative marketing. As we all know, Cui Jian is considered the godfather of Chinese rock music, and his song "Nothing" has changed the development of Chinese rock history and given more young people the opportunity to feel the charm of Chinese rock. As the exclusive title sponsor of the concert on Cui Jian's video line, Jihu has been working hard in the field of new energy vehicles, and also wants to bring more new possibilities and experiences to people's travel and meet people's pursuit of freedom.
The free and uninhibited Cui Jian, the pole fox who was born to break the boundary, came together in this way. In just over 3 hours of online live broadcasting, it has attracted 46 million online views, 1.2 billion+ concert WeChat ecological exposures, as well as more than 100 mainstream media reports and 120 million + Weibo topic readings. For the cross-border success of Polar Fox, many netizens commented that "the traffic password is pinched to death" and "a concert makes Polar Fox brush the screen, which more or less makes other friends and businessmen a little jealous"...
In fact, the previous cooperation between Jihu and Beijing Guoan to create the "Green Energy Charging Plan" has made the outside world begin to pay attention to the layout of Jihu's cross-border marketing. According to reports, the purpose of the "Green Energy Charging Plan" is to build a new platform for fans to communicate and interact by carrying out user experience activities throughout the year, and to create an exclusive IP symbol of "love sports and extreme travel". Some industry analysts believe that the common goal of struggle and the highly compatible brand spirit are the biggest driving forces to promote this cooperation. Pole Fox and Beijing Guoan are outstanding representatives of their respective fields, and the value concept of "born to break the boundary is not possible" is highly consistent with the Spirit of Beijing Guoan of "always striving for the first", which naturally makes the cooperation between the two sides become a natural success.
The frequent breakthrough of boundaries in marketing has allowed Jihu to further achieve a diversified leap in the circle layer and strengthen the brand's deep penetration in user emotions.
Rush to attack the C-end market to build a three-dimensional matrix marketing ecology
However, the joint efforts with Beijing Guoan and Cui Jian are only one of the many measures taken by Jihu to cooperate across borders and seize the C-end market. In the past year, Jihu has begun to fully develop in brand marketing, user operation, channel construction, etc., and has built a three-dimensional matrix marketing ecology.
In terms of specific marketing initiatives, in 2021, Jihu's all-round integrated marketing will be launched online and offline simultaneously. On the one hand, through vigorous investment in brands, sponsorship events, and launch of the "Polar Fox Action" immersive in-depth test drive, expand brand influence; on the other hand, take advantage of cross-border cooperation to quickly seize the minds of users, create a number of well-known IP in the industry such as Ice Under the City, Mountaintop Coffee, and Polar Fox Planet Street Party, and build a new consumer experience.
Among them, as the industry's first immersive in-depth test drive experience, "Polar Fox Action" has run through 9 cities in 4 major regions of the country since its launch last year, with a total of more than 4,000 users and Polar Fox car owners participating. Different from the common one-stop new car test drive experience activities, in addition to the test drive, Operation Fox also integrates additional experience elements such as plot, mission, art, and food. The rich and diverse gameplay and presentation methods not only enhance the connection and communication between the brand and users, but also enhance the awareness of the Jihu brand by the outside world, and inject confidence and vitality into the sustainable growth of the Jihu brand. According to the plan, this year will also enter 15 cities across the country, so that more users can participate in it and appreciate the unique charm of the Polar Fox model.
In addition to innovative marketing, the construction of terminal channels of Jihu is also advancing in an orderly manner, creatively adopting the forms of direct operation, distributors and cross-border co-creation, and efficiently improving and orderly controlling the quantity and quality of terminal channels. According to the data, in the past year, Jihu has completed more than 120 authorized construction outlets, especially in 15 key cities where sales account for more than 80% of the high-end pure electricity market, and have achieved 100% coverage. In addition, Jihu has authorized 73 authorized service centers, covering 54 cities across the country, and the direct team of Jihu has 24-hour online services to ensure that it covers the multi-channel all-scenario user car life. According to the plan, in 2022, Polar Fox will further expand its territory on the basis of key cities and enter 60 cities across the country.
Focus on the high-end market Products are still king
Of course, although successful cross-border marketing and perfect terminal service channels can attract consumers, what can really impress consumers is still the product strength. It is understood that Beiqi Blue Valley has a circle of friends that completely covers the ecology of the intelligent automobile industry chain, and gathers the world's top resources such as Huawei, Magna, Ningde Times, Bosch, Daimler and so on, and the product strength is naturally self-evident. As a high-end brand under Beiqi Blue Valley, Jihu is the concentrated embodiment of Beiqi Blue Valley's product strength and carries the mission of beiqi Blue Valley's high-end intelligent transformation.
A concert made polar fox famous, but this was only the beginning. For Beiqi Blue Valley, which focuses on high-end transformation, 2022 is still a challenging year, and it is necessary to quickly enhance the brand's position in the hearts of users and achieve more customer conversion while continuing the existing product strength. Whether it is highly innovative cross-border marketing, or rapid and perfect diversified terminal service channels, or to create more intelligent high-end products, beiqi Blue Valley's goal is very clear, that is, to focus on the high-end market, seize the C-end market, and firmly rooted in the new energy vehicle market.
（CIS）