The rough and vicissitudes of the voice seem to float from distant time and space, the bass is like a tide surging to the chest, the slow and heavy continuous knocking directly hits the softness of the depths of the heart where there is nowhere to hide, making people stand unsteadily and crying, such a swing of rock, let people become teenagers.
In this epidemic-torn April, there is always a force that brings us to tears. On the evening of April 15, Cui Jian's online concert was held, and this 60-year-old man used his hoarse roar to comfort those who were experiencing the suffering of the epidemic, so that we could once again feel the strength and warmth that had been missing for a long time.
During the nearly three-hour live broadcast, the cumulative number of views reached 63.7 million, the number of viewers exceeded 46 million, the number of likes exceeded 120 million, the number of comments exceeded 2.43 million, and of course, the screen-brushing spread of the WeChat circle of friends. It can be seen that the godfather of rock and roll still shines in this era.
The above data means that this is a concert that broke the record of live video number, in addition to evoking another restlessness in the hearts of fans, but also making people remember the four words that appeared on the screen with Cui Jian - Ji Fox Car.
Perhaps some people wonder where the rock "old cannon" Cui Jian fits in with the Jihu brand, and why Jihu Auto chose to exclusively sponsor this concert. In fact, as the exclusive title sponsor of this online concert, Jihu Automobile will also take a new posture of continuous exploration and breaking the convention, sincerely inviting all music lovers to follow Cui Jian's online wilderness, and use rock and roll to temporarily abandon the resentment and uneasiness in their hearts, reawaken their love for the future, and find a new exit to break through.
In short, even if the reality of the passage of time is not satisfactory, it still does not accept defeat and insists on self- and "Lao Tzu is a different firework" in his bones, which is in line with the brand concept of Jihu "born to break the boundary, why not".
In fact, the Polar Fox brand has been following this concept for a long time. In terms of car-making ideas, Jihu breaks the traditional concept of car-making and technical shackles, and has a cross-level configuration in terms of model design and technical application. For example, in terms of model design, the Polar Fox brand adheres to its original "borderless" design concept and is operated by design master Walter de Silva, who is the main designer of many classic models such as Alfa Romeo GTV, Bugatti Concept, Porsche, Audi R8, Audi A5, Volkswagen CC and so on.
In terms of manufacturing, the Jihu brand has cooperated with Magna, one of the world's largest auto parts suppliers, to establish a high-end intelligent pure electric vehicle research and development and manufacturing center. The R&D center is Magna's first joint venture vehicle manufacturing project in China and its first vehicle manufacturing plant outside Graz, Austria.
In terms of intelligence, as early as the beginning of 2019, the Jihu brand and Huawei jointly established the "1873 Davidson Innovation Lab" to jointly develop intelligent and connected electric vehicle technology for the next generation. The first car jointly created by the two parties, the Alpha S Huawei HI Edition, is the world's first production car equipped with 3 laser radars, with Huawei's intelligent assisted driving level, and is an urban commuter intelligent driving production car.
During last year's Shanghai Auto Show, the Jihu Alpha S (HI version), the first full-stack mass-produced model of the Jihu brand equipped with Huawei's intelligent vehicle solution, was officially released. In May of the same year, the Polar Fox Alpha S (HI version) production line verification prototype rolled off the production line at the Beiqi Blue Valley Magna Zhenjiang plant.
It is reported that in the middle of May this year, the Polar Fox brand will hold a HI Day event in Beijing, when the media, investors, supply chain partners, dealers, some order customers, etc. will be invited to experience the new HI version of the Polar Fox Alpha S. In addition, Beiqi Blue Valley and Huawei executives will jointly attend the event.
In the view of Beiqi Blue Valley, high-end electric vehicles should not only be reflected in all aspects of production and manufacturing, but also find resonance in the brand concept, especially in the fragmented Internet era, brand breaking has become a "rare product" that can be encountered.
In this context, cross-border cooperation has become a new breakthrough in brand marketing, and the Jihu brand is also undergoing marketing changes. Entering 2022, the Polar Fox brand has carried out many cross-border cooperation. For example, during this year's Winter Olympics, Jihu and Judian Engine joined hands to create the first new energy vehicle live broadcast program of Judian Engine and invited Huang Jianxiang and Wang Meng as hosts; in April this year, Jihu successively carried out cross-border cooperation with Beijing Guoan and Cui Jian, triggering a circle-breaking effect.
However, the above-mentioned cross-border cooperation is only one of the many measures taken by Jihu to attack 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 2021, Jihu's all-round integrated marketing will be launched online and offline. 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.
In addition to innovative marketing, the terminal channel construction of Jihu is also advancing in an orderly manner. The data shows that in the past year, Jihu has completed more than 120 authorized construction outlets. Among them, 15 key cities that account for more than 80% of sales in the high-end pure electricity market have achieved 100% coverage. In addition, Polar Fox has authorized 73 authorized service centers, covering 54 cities across the country. According to the plan, in 2022, Polar Fox will further expand its territory on the basis of key cities, and cumulatively expand to 60 cities across the country.
Thanks to the innovation of marketing initiatives and the steady advancement of channel construction, the market performance of products under the Jihu brand has begun to improve. According to the data, the Polar Fox brand had 747 insured vehicles in March, an increase of 789% year-on-year and 96% month-on-month, of which the insurance volume of Alpha T in March increased by 249% year-on-year. In addition, the Jihu brand accumulated 1,977 vehicles in the first quarter, an increase of 591% year-on-year.
At the same time, a number of performance indicators of Beiqi Blue Valley, a company affiliated to the Jihu brand, also showed signs of recovery in 2021. According to the 2021 performance report released by Beiqi Blue Valley, the operating income in 2021 was 8.697 billion yuan, up 64.95% year-on-year; the net profit attributable to the shareholders of the listed company was -5.244 billion yuan, and the loss decreased by 1.239 billion yuan year-on-year, narrowing by 20 percentage points; the net cash flow generated by operating activities was 4.985 billion yuan, and the cash flow turned positive.
It is worth mentioning that during the reporting period, Beiqi Blue Valley achieved sales of 26,100 new energy vehicles, although it increased slightly by 0.82% over the previous year, but benefiting from the price band of New Products of Jihu, Beiqi Blue Valley achieved significant growth in operating income.
In 2022, Beiqi Blue Valley has set an annual sales target of 100,000 vehicles, of which the Jihu brand will undertake a sales target of 40,000 vehicles, and will continue to focus on the two basic models of Alpha T and Alpha S and Huawei's HI version.
It is reported that in 2023, two new models will be launched, positioned in the A+ segment, including SUVs and cars, when the product matrix of Jihu will cover the pedigree of 4 major product lines from A+ to B, and there are models cooperating with Huawei on this spectrum.
In today's increasingly mature automobile consumption, brand power has become as indispensable as product power, and more and more car companies pay more attention to the cultivation of brand power while paying more attention to the quality of products, so that users can find spiritual resonance more. It is undeniable that the cross-border marketing of the polar fox has attracted countless attentions, but from the current recognition point of view, the pole fox with the halo of Huawei and Magna on its head still needs to go faster, after all, its new long march has just begun.