Written by | Yang Guang
Produced | Automotive Sankei
How big a spark the 6-year-old Ji Fox and 60-year-old Cui Jian can make, no one knows before the official live broadcast of this online concert.
For Jihu, who spent 400 million yuan last year but only exchanged less than 5,000 units in sales, and was also deducted from the marketing cost of bicycles up to 80,000 yuan, it really needs an opportunity to prove its vision.
3 hours, 17 songs, 46 million views, 110 million likes and over 2 million comments.
From the paper alone, this report card is really not bad, Cui Jian's sword is not old to confirm the unique vision of the extreme fox, coupled with the cross-border cooperation with Beijing Guoan not long ago, this series of operations also let the industry call the pole fox on the road.
However, when the rumors of the collapse of the talks with Huawei appeared again, the Extreme Fox people realized that putting the Alpha S Huawei HI version on the terminal market as soon as possible may be the key to solving all the current doubts.
And they also gave an up-to-date delivery schedule: early May.
NO.1 [Going out of the loop was successful, but not enough]
In December last year, the "West City Boys" concert live broadcast for the first time on Tencent Video attracted more than 28 million people to watch; across the Chinese New Year's Eve, the Number of Mayday Concerts was also watched by more than 16 million, until April 15, this number was directly brought to a height of 46 million.
That night, Cui Jian still wore the hat printed with red five stars and sang the familiar song "Flower Room Girl", the only difference from previous concerts was the rather conspicuous words of the extreme fox car on the stage.
Yes, this is the commercial debut of the live broadcast of the video number concert, and The Extreme Fox is the exclusive title sponsor of this concert.
Auto Sankei noted that during the waiting time of the live concert, not only will there be video advertisements for The Extreme Fox, but also every time the audience sends a gift in the live broadcast room, it will also be displayed in the form of the Extreme Fox Car.
In addition, at the bottom of the program list, there is also an advertising entrance of Ji fox, which will jump to the test drive registration page and provide concert-specific customized benefits, such as 48-hour free in-depth test drive, Tencent video membership card, etc.
Although for the young group, this form is no longer an innovation, but for those who are slightly older fans, it is full of freshness, many viewers said that their first live broadcast tip was dedicated to Cui Jian, and even posted screenshots in the circle of friends.
Under the epidemic, online concerts are gradually evolving into a normalized form of variety shows, with artists earning traffic and sponsors gaining exposure, and the two sides strive for a win-win situation.
According to people familiar with the matter, the cost of this concert is about 7 million, which can be described as cost-effective.
At the same time, because most of the live video link is shared in the circle of friends, and the circle of friends is mostly real friends, this strong binding, high correlation of private domain traffic, so that online concerts can quickly form a "ripple" effect, the spread layer by layer.
The data shows that on April 15, The attention of Polar Fox on WeChat increased by 7 times compared with the previous day.
However, some insiders said that a marketing circle is only a point penetration and does not have continuity, so The Extreme Fox also needs to play more combination punches, while improving the effect conversion rate, and truly converting the heat into orders.
Because behind all this is the real pressure of jihu to achieve the goal of 40,000 units this year.
NO.2 [Force can be borrowed, the road must be walked by itself]
During the live broadcast that night, there was such a detail.
Host Dou Wentao said when broadcasting real-time data: "Brother Cui, there have been more than 40 million people! ”
But Cui Jian, 60, corrected with a serious face- "It should be 40 million people, I don't believe there are 40 million people." ”
When Cui Jian opened a door for Ji Fox through his own IP, it meant that the latter needed to face more unknown challenges.
Therefore, when someone in the live broadcast room asks who Jihu is from time to time, on the one hand, it objectively exposes the lack of brand awareness of Jihu, but on the other hand, it is also an opportunity for the people of the whole country to re-understand themselves.
In fact, in the end, it is that the polar fox can not receive this traffic package.
A similar picture appeared a year ago, when the Polar Fox Alpha S HI version equipped with Huawei's high-end assisted driving system was officially unveiled at the Shanghai Auto Show, in addition to the Pole Fox's own booth, the car was also placed on Huawei's booth, and the scenery was unlimited for a while.
The stock price of Beiqi Blue Valley has also been pushed to the highest point in recent years.
However, with the passage of time, this new car that satisfies the appetite of the industry has not been able to achieve mass delivery, and even once reported the news that BAIC and Huawei had a fight. However, according to the latest response of Beiqi Blue Valley, the company is working closely with Huawei to promote related work, and will also hold a HI Day event in Beijing in early May.
In the eyes of the industry, Cui Jian used a rock carnival that spanned time and space to tell the outside world that he was still young in his heart, and the "young" Polar Fox also hoped to use this marketing event to find his past hegemonic state on the new energy vehicle track.
After all, this is a company that has won the domestic new energy vehicle sales champion for 7 consecutive years from 2013 to 2019.
In the view of automotive industry and economics, marketing can have shortcuts to go, but there are no shortcuts on the track of smart electric vehicles.
As Liu Yu, chairman of Beiqi Blue Valley, said when talking about the delayed delivery of Huawei's HI version, "Building cars is more about having a sense of awe, so the more you go back, the more you will feel that we have to test again." ”
It is undeniable that joining hands with Cui Jian is a very successful marketing circle, but the polar fox with the halo of Huawei and Magna on its head still needs to do more and run faster, otherwise the hilarity is there, but it is only hilarious.