Image source @ Visual China
Wen | talk about AI, and the author | Zheng driving
Sales were shy, but the Fox won once.
Cui Jian's online concert on the evening of April 15th, I believe that many friends have heard or experienced it, in just over three hours, the number of viewers exceeded 42 million, the number of likes in the live broadcast room exceeded 100 million, and then there was a circle effect that came in succession in the past few days.
As the exclusive title sponsor of this online concert, Jihu can be said to have "won the numbness" in terms of exposure, and at the same time, it has to make people admire its unique vision in marketing.
However, the amount of exposure cannot represent everything, and the current situation of the Giant Fox's back to the big tree Beiqi Blue Valley does not seem to be so optimistic.
Tianyancha APP information shows that Beiqi Blue Valley was founded in 2009 and once won the top spot in China's pure electric vehicle sales for seven years.
But its 2021 annual report released in March showed that its 2021 revenue was 8.697 billion yuan, compared with Wei Xiaoli's revenue of 20 billion yuan last year, the old king seems to have been less able to fight.
In the face of the C-end market of electric vehicle blowout, Tan Qing said that AI believes that the B-end fortress that the BEIJING brand is still guarding is actually difficult to provide more imagination to Beiqi Blue Valley, and the C-end market where the Jihu brand wants to land determines to a certain extent where the future boundary of Beiqi Blue Valley is.
But it is not easy to complete the transition from ToB to ToC with the help of Polar Fox. The imagination brought by Polar Fox Alpha S After nearly a year of market baptism, under the haze of unsatisfactory sales, the stock price of Beiqi Blue Valley has been "cut off" compared with last year's high point before the press release.
Who can save the weak sales of the Polar Fox?
Polar Fox: "Root is miao red" of the Beiqi Boy
When talking about the Jihu brand, a friend in the industry told us, "This look is baiqi's own son", and the meaning of this friend is actually that jihu is very much like one of the products of BAIC's inertia of "take-ism".
In the era of fuel vehicles, in order to buffer the risk of a single joint venture brand as a cash cow, many joint venture car companies will choose to start from scratch and create their own independent brands.
So what did BAIC do? Starting from scratch? It doesn't seem like that, he first acquired part of the technology and production line of Saab, the "Nordic orthodox and fallen aristocracy", and tried to fill the new brand Ofebo to be built, Krypton gold to start.
But the development of saab, a gentleman who holds high the legendary banner, is indeed difficult to compliment.
A few years later, BAIC's "self-help" movement continued, but the kryptonite tradition could not be lost, and he acquired the "Ashkenazi atypical fallen aristocrat" Borgward brand, which had collapsed as early as the 1960s, in an attempt to carry out a "Renaissance".
Judging from today's results, BAIC undoubtedly bought a hot potato, but he still does not seem to have absorbed too much that can be called a lesson.
Because of the polar fox in the electrification era, he is still so keen to carry forward the spiritual core of BAIC's "take-ism".
Perhaps the only lesson that Jihu learned from BAIC is to no longer try to suffocate the dreams of resurrecting the industry's predecessors, but to turn around and go to the most capable contemporary industrial chain giant in the krypton car circle.
From Alpha T to Alpha S, Polar Fox has come all the way, not only to many people who do not know magna's manufacturing technology can be described as the ceiling of the automotive foundry industry, but also to take us to appreciate a series of rainbow farts that give Huawei intelligent level unreserved, but on the amway journey along the way, the only thing he did not let us see was the pole fox born in beiqi blue valley, and he had a few brushes in the end.
Nevertheless, we still stubbornly believe that as an independent brand, Jihu will always reserve a little self-reserved space for his craft.
Let's first look at another highlight of the intelligent era, the smart cockpit, unfortunately, the Polar Fox Alpha T once again gave us a teacher in the amway industry chain, "Harman, 4K super screen audio and video system."
After continuing the search, I finally found what at first glance looked like a self-developed α-Pilot assisted driving system, but the enthusiastic Polar Fox said that this is another highly respected elder in the automotive supply chain, Bosch's "world's first Pilot project".
Tan Qing said that AI believes that if the problem of some new car-making forces is that they lack reverence for the century-old automobile industry, and the most full of skills are often mouth cannons, then the problem of the extreme fox, and even the whole BAIC, is likely to be:
He was so "in awe" of the car business.
However, condensing the highlights of the global automotive industry chain into essence, and then presenting gifts to consumers, what bad eyes can such a selfless polar fox have?
Unfortunately, the truth is cruel, and if you can't sell, you can't sell.
In 2021, the total sales volume of The Pole Fox just exceeded 6,000, if you add up the sales volume in the first quarter of this year, all the cars sold by the Pole Fox in this year are not even as good as Xiaopeng's one-month sales.
Why can't the Polar Fox sell?
Tan Qing said that AI believes that the content of "take-ism" is too high, in fact, it is the background of many hidden worries of the extreme fox, and if we want to see what these hidden worries are, we still have to fall on the two aspects of product and marketing to further analyze.
"Good guy" pole fox
Regarding the product, let's put the conclusion first, between the market positioning and the logic of product creation, the sense of separation seems to be obvious.
As a "porter", another player who can still have such a consciousness in the business world is Nongfu Shanquan, but this one focuses on marketing, he does not produce water, he is just a porter of nature, and he still has some sympathy with the extreme fox.
But in terms of sales and profitability, the two are worlds apart, and Nongfu Spring sells well because there is nothing wrong with the logic of such value transmission.
There are two reference dimensions for users to choose products, namely "high quality" and "personality", drinking water consumption has two characteristics, one is high-frequency light decision-making, the other is just need, such characteristics are destined to mainstream consumers will give more priority to whether the product is of high quality.
Electric vehicles are obviously different, first of all, the consumption of low frequency and heavy decision-making, more importantly, the industry is still early from the maturity period at this stage, relatively still a niche product, which means that the high-end market of electric vehicles is more or improved demand, the pursuit of personality, is often the biggest difference between improved consumption compared to just demand.
Some people may argue that why products like Mercedes-Benz S, which are more inclined to "quality", can beat many sports car brands with "personality" as the keynote in terms of sales?
Tan Qing said that AI believes that this problem actually ignores two elements, one is that the fuel vehicle market has long been mature, and mature industries will often weaken their individual needs to a large extent.
Just like communication equipment, in the immature era of the market, "big brother" was once synonymous with personality, but today even Apple has already flown into the homes of ordinary people, and few people will use mobile phones to promote personality.
Second, models such as Mercedes-Benz S are not "personality", in addition to "high quality", one of the biggest values of Mercedes-Benz is that it has an overflowing brand connotation, and the social value derived from the pursuit of scarce brand connotation is essentially a manifestation of the pursuit of personality.
Therefore, for the keyword combination of "immature market + high-end brand", if you want to win in the white-hot competition, you need more surprises than stable moves.
On the other hand, the product strategy of the hundreds of companies is actually "high quality" to a greater extent, he is more like a small fresh meat from the assembly line, although it can easily leave us with the initial impression of "harmless people and animals", but after looking at it, in addition to a long list of high-quality supply chain enterprises, it seems that there is no aftertaste to stay.
In fact, such lessons in the industry are not nothing, once the new force big brother Wei Ma, a veteran of the fuel vehicle industry leaned over, self-built factories steadily, but still quickly squeezed out of the throne by Wei Xiaoli.
Just imagine, if from the beginning of its establishment, Wei Xiaoli positioned himself to make tesla 123, then they would most likely not live today's episode.
The reason why they can survive and live better and better is in part because they can give consumers the "irreplaceability" that they can't forget at a glance in a variety of new car brands.
Just like the ideal, the market positioning of the product is pixel-level accurate, which will make many middle-class dads who are dragging their families looking for new energy feel that this car and our family can be there.
Today's high-end market, whether it is electric or intelligent, is no longer a scarce product, and what is really scarce is other products derived around these two elements.
Polar Fox, on the other hand, seems to be carrying out countless "high-quality" replicas of product elements that have long been on the market, which seems like a disaster for the market positioning of mid-to-high-end improved consumers.
It is also worth noting that one of the biggest imaginations of Jihu at this stage is the new HI version of the Jihu Alpha S created in cooperation with Huawei, but the HI version of the model originally planned to be officially delivered at the end of 2021 still seems to be in the process of "difficult production" today.
This will undoubtedly once again cover the road ahead of the Polar Fox with a thick fog.
Extreme Fox Marketing's "Rice Cooker"
Regarding the marketing problem of Polar Fox, let's put the conclusion first, the avalanche effect of "take-ism" has pushed Polar Fox Marketing to a very awkward position.
In fact, the marketing of Jihu is not bad, after all, after the release of the Alpha S endorsed by Huawei, the stock price of Beiqi Blue Valley has also been pushed to the highest point in recent years, which is more or less related to the marketing combination behind it.
But in Tan Qing said AI view, barking is not profitable, is a bigger problem than not drinking and not making money, the marketing power of the extreme fox, it seems to be in response to that sentence, qiao women are difficult to cook without rice. Marketing is ultimately attached to the product, and if there is no fire, the pouring oil will only be white.
One of the utilities of marketing is to satisfy consumers with "translation translation, what is polar fox?" Such an appeal, but under the inertia of "take-ism", Jihu can only continue to tell consumers what is Magna and what is Huawei.
In this way, it is difficult to blame the consumer for sending him a "good guy card".
Next, we further look at the dilemma of making money or not making money in extreme fox marketing, and where is the more specific "bane".
The first is to strengthen the hardware manufacturing attributes.
After the advent of Alpha T, the polar fox was followed by such a hot word as Blue Valley Magna.
However, strengthening manufacturing attributes is a product of thinking in the era of fuel vehicles, and the definition of making consumers buy in the era of electrification is undergoing fundamental changes in many links.
As the new power Yusanjia, Wei Xiaoli's manufacturing attributes behind him are more or less accompanied by the figures of Jianghuai, Lifan, and Haima, who are "atypical aristocrats", but it is clear that this is not a problem in the era of electrification.
The "manufacturing" brand with the label of "fallen nobles" not only did not affect their good sales, but more importantly, such hot sales still occurred in the high-end market.
The second point is the problem of endorsement logic.
Why is Magna stronger than Magna? Because he is a foundry of Mercedes-Benz, BMW, Jaguar and other big brands, he has the reputation of "FOUNDRY Emperor".
But this can only show that Magna is strong, because using technology to win the OEM for top brands is a "positive endorsement".
To put it more in layman's terms, just like Foxconn can say that it is strong, because he is Apple's foundry, but Apple will never say that it is strong because it is oem by Foxconn.
Then Jihu is just like a Qingqi car company endorsed by "Foxconn".
The third point is the question of the value of endorsement.
Let's look at Huawei, which is empowered by Jihu in terms of intelligence.
If Polar Fox is Huawei's only child, this may be a strange trick, because he can create a new scarcity for the market, that is, if you want to experience Huawei technology on the car side, you are alone, which is likely to be enough to support the performance of the Beiqi Blue Valley secondary market to continue to strengthen.
But unfortunately not, supply chain companies have their own survival wisdom, and their industrial positioning naturally does not allow them to be tied to any customer.
Huawei yelled at the pole fox at the same time, is still yelling xilis, but then it will go to the avita, these two days on the track of Yu Chengdong, accompanied by AITO, not Avita, not Cyris SF5, not will not be the pole fox.
Therefore, in Tan Qing's view of AI, the root cause of the polar fox problem lies in a series of avalanche effects caused by "take-ism", and this is likely to fall on BAIC.
From the "Krypton gold" Saab's gentry, to the "handling" of the industrial chain of the polar fox, from the B-end market decline, to the obsession that still can't be abandoned, BAIC seems to be a car company that likes to continue the tradition, but in the rapidly changing era of electrification, such a continuation will be the right way for Beiqi Blue Valley?
Maybe sales are already an answer.