"Feet on the ground, sun overhead, listening to rock and roll from the beginning." With Cui Jian's concert, can Ji Fox solve its own sales problem?
The 60-year-old Cui Jian still lives up to his reputation as a top streamer, an online concert, 17 songs in 3 hours, 46 million views, 110 million likes and more than 2 million comments.
Undoubtedly, although it is already the year of ear shun and flower armor, Cui Jian's appeal is not weak at all. Feeling nostalgic for youth, recalling the years, Cui Jian for many people, may not be a love of music, but a sense of an era symbol.
The same hot topic with the 60-year-old Cui Jian is the 6-year-old Jihu Automobile.
Many viewers found that the only difference from previous online concerts was that the words "Polar Fox Car" on the stage were quite conspicuous, the Polar Fox advertisement below the program list, and the video advertisement of Extreme Fox that continued to appear, and even the gifts sent were presented in the form of Extreme Fox Cars.
Cui Jian, who has influenced the youth and years of several generations, has a different spark from the Polar Fox. Whether it is the title or commercial cooperation, the marketing of Jihu Automobile has still gained a lot, so that more people know about Jihu, and the two sides can be described as a win-win situation.
However, from time to time, some people ask, what is the "Polar Fox"? After all, Cui Jian concert, the audience is still relatively clear, to say, Cui Jian's rock feeling is more Beiqi off-road more collocated. In fact, it is exactly such a difficult problem in front of the pole fox, how to solve who the pole fox is.
Founded in 2016, ARCFOX Polar Fox is not a car -- "little white" in fact, it has been more than 6 years. Coupled with the big tree of BAIC BJEV and the "Magna + Huawei" technology blessing, it is not an exaggeration to say that the polar fox was born with a golden key.
In the early stage of the Shanghai Auto Show in April 2021, Huawei and ARCFOX Polar Fox released the Polar Fox Alpha S Huawei HI version, and Huawei's automatic driving video was widely disseminated, and the Extreme Fox Alpha did earn enough heat and was considered to be "the world's first model equipped with Huawei's automatic driving system".
Therefore, the polar fox is not short of heat and traffic. However, the lack of products and marketing methods with core competitiveness, and the lack of core competitiveness of products, are not enough to support the dream of Polar Fox.
According to the data, the delivery volume of Jihu Automobile in 2021 is 4993 units, less than half of the target of 12,000 vehicles for the whole year, and the market performance is very exaggerated. Looking at Krypton, since the opening of deliveries on October 23, 2021, it has exceeded the cumulative delivery volume of 10,000 units in only 110 days, and has delivered 14,248 units so far.
You know, the Polar Fox not only occupies the first-mover advantage, but also has Huawei's blessing. Therefore, what the Jihu brand lacks is not heat, but a powerful product.
It has been a year since the official debut of the Polar Fox Alpha S HI version at the Shanghai Auto Show, but this new car that satisfies the appetite of the industry has not been able to achieve batch delivery, and it is still in a difficult state of production.
In contrast, Huawei's cooperative relationship with Xiaokang has been hot, from the Xilis SF5 to the new AITO brand, to the Hongmeng system for the first time on the car to ask the M5, the second model of the Q&I M7 has also begun to declare, Huawei seems to have bet on the well-off and the Q&A.
However, Beiqi Blue Valley's latest response said that the company is working closely with Huawei to promote related work, and will also hold a HI Day event in Beijing in early May. Polar Fox Alpha S HI version is still waiting, the current work is still in progress, and the HI Day event in May is more like an exchange meeting.
It is undeniable that BAIC BJEV is one of the earliest car companies to lay out the electric vehicle market, and once won the top spot in the new energy market for many consecutive years, with unlimited scenery. However, due to too much focus on the B-end market, BAIC BJEV is helpless in the face of market changes and is losing ground.
Moreover, because there is no technology accumulation, when transforming high-end pure electric vehicle models again, BAIC BJEV bet on "Magna + Huawei". However, in the era of new energy, the top manufacturing industry like Magna is useless. Consumers pay more attention to the intelligent experience, while the intelligent partner of Jihu, Huawei Technology, has been unable to land for a long time.
Therefore, the advantages of the Polar Fox "left hand Magna, right hand Huawei" disappeared, and sales fell to the bottom in expected. As Cui Jian sang in the song, "Feet on the earth, head on the sun, listen to rock and roll from the beginning." "Only by doing a good job and improving the core competitiveness of products can we truly change our destiny."