On April 22, in response to rumors circulating in the market that "falling out" with Huawei and "delivering the HI version of The Extreme Fox may be a problem", Beiqi Blue Valley (600733. SH) replied on the official interactive platform that the relevant news was falsely reported.
Beiqi Blue Valley said that Huawei is one of the company's important strategic partners, and the company is working closely with Huawei to promote related work.
Beiqi Blue Valley replied to the "falling out" rumor
At the same time, Beiqi Blue Valley also revealed that in early May, the company will hold a HI Day event in Beijing, inviting media, investors, supply chain partners, dealers, and some order customers to experience the new HI version of the Polar Fox Alpha S. Beiqi Blue Valley and Huawei executives will jointly attend the event.
The rumor of turning the face is broken, but consumers' confidence in beiqi Blue Valley's cooperation with Huawei to build cars may be difficult to recover for a while.
"Abandoned son" Beiqi Polar Fox?
The cause of the incident is that a self-media article listed the delivery time of the Polar Fox Alpha S HI version was delayed several times, the event was cancelled, the Hongmeng intelligent cockpit system was not available, etc., and quoted an interview with the staff of Beiqi Blue Valley, saying that the company's cooperation with Huawei was "not pleasant", and the "abandoned" Polar Fox Alpha S HI version "may be difficult to get too much production capacity in Huawei's hands" and become a "victim".
When it comes to the cooperation between Beiqi Blue Valley and Huawei, it is necessary to start from a year ago.
Before the official announcement of cooperation, the "scandal" between Beiqi Blue Valley and Huawei was boiling over, first the Polar Fox Alpha S HI version was unveiled at the Shanghai Auto Show, and then Huawei may seek to control the Pole Fox rumors, until the end of September, Beiqi Blue Valley's announcement, only openly and honestly pointed out the relationship between the two. At that time, BAIC Blue Valley said that its subsidiary BAIC BJEV and Huawei signed a comprehensive business deepening cooperation agreement, and the two sides jointly created the "ARCFOX (Extreme Fox)" and "HI" joint brands based on the jointly developed HBT project products, and planned to achieve online and offline channel sales cooperation of the Polar Fox Alpha S HI version by the end of 2021.
However, more than half a year has passed, and the delivery time of the Alpha S HI version has been postponed from the end of 2021 to March this year, and it has been "difficult to give birth" so far. As of now, the models displayed on the official website of Jihu are three new HI versions of Alpha T, Alpha S and S, of which the HI version is still in the pre-sale state, and the price is set at 388,900-429,900 yuan, which is about 100,000 yuan more than the first two cars.
Interestingly, the above-mentioned self-media article mentioned that the Pole Fox Alpha S HI was "abandoned" because Huawei wanted to fully support the new brand model AITO Q&A M5. Not only will the production capacity be fully supplied to the M5, but even the opportunity to carry the first Hongmeng smart cockpit must give way to the M5.
However, if it is really more "miserable", it is only "difficult to give birth" to the Polar Fox Alpha S HI, or it is much more decent than the Cyrus SF5, which is suspected of "stopping production" for the M5 in less than a year after delivery.
All in all, whether Xilis and Polar Fox are Huawei's "abandoned sons" is still unknown, but there is no doubt that AITO is Huawei's "pro-son".
"Burn" money can not buy sales
In fact, since the beginning of the cooperation with Huawei, Jihu has adopted Huawei's full-stack solution for automatic driving, and does not carry too many Huawei parts and systems, which is different from the Huawei smart selection mode of Xiaokang Xilis.
And in terms of sales channels, Jihu is not deeply bound to Huawei, and Zhao Zhinan, deputy director of the user operation center of Jihu Business Department, once said that Jihu adopts a dealer network sales model of "direct sales + distribution".
Judging from the delivery results of the current model, the sales volume of the Polar Fox can be described as dismal. In 2021, the cumulative sales of Jihu will only be 4993 vehicles, which is far from the annual sales target of 12,000 vehicles previously set by Liu Yu, chairman of Beiqi Blue Valley.
At the same time, the cost of polar fox flower on brand marketing is quite staggering, with marketing expenses of 400 million yuan for the whole year of 2021, equivalent to more than 80,000 yuan per vehicle. The latest "circle-breaking" marketing event of Jihu was Cui Jian's first online concert on April 15, with more than 40 million hits, which really made Jihu, as the exclusive title sponsor, fire.
However, how much marketing expenses can be converted into real delivery orders remains to be seen, and The parent company of Extreme Fox, Beiqi Blue Valley, is also under constant pressure behind this. According to the financial report, from 2019 to 2021, the operating income of Beiqi Blue Valley was 23.589 billion yuan, 5.272 billion yuan and 8.697 billion yuan, respectively, and the net profit attributable to the mother was 0.92 billion yuan, -6.482 billion yuan and -5.244 billion yuan, respectively.
As for the reason for the huge loss in 2021, Beiqi Blue Valley said that it was due to the company's sales volume not meeting expectations and continuous research and development investment and continuous marketing.
According to the March 2022 production and sales express report released by Beiqi Blue Valley, a total of 1019 new cars were produced in March, and a total of 2703 vehicles were produced this year; 5735 new cars were sold in March, and 9120 vehicles were sold this year, that is to say, Beiqi Blue Valley sold cars in one quarter, which was less than what "Wei Xiaoli" sold in a month.
From this point of view, the top priority of Jihu and even Beiqi Blue Valley at the moment is to have a explosive product that can drive sales to really realize, in order to reverse its dilemma of not being able to make ends meet, not only to give Huawei confidence, but also to give consumers confidence.