Traffic may really be able to buy sales, but it is certainly not a day's work.
Text / Liu Weiyi
Cui Jian's online concert has been in the past few weeks, with more than 46 million spectators watching, making BAIC Jihu a marketing winner.
However, in addition to the price of some models of its Alpha T and Alpha S that is about to rise, after the concert, there is not much news about the Polar Fox, and sales have not been able to usher in growth as desired.
It can be seen that an unprecedentedly successful concert failed to bring more sales dividends to the exclusive title sponsor...
"Heroic" marketing can only burn money?
According to the financial report released by Beiqi Blue Valley, the company's operating income in the first quarter of 2022 was 1.731 billion yuan, an increase of 108.42% year-on-year; the net loss attributable to shareholders of listed companies was 957 million yuan, down 12.8% year-on-year, and after the net loss narrowed in 2021, the net loss of Beiqi Blue Valley in the first quarter of 2022 expanded again; the net cash flow generated by operating activities was 124 million yuan, a year-on-year decrease of 90.39%.
It is reported that the cumulative sales volume of Beiqi Blue Valley in the first quarter was 9120 vehicles. According to the original plan, the new HI version of Alpha S cooperated by Jihu and Huawei will be delivered in the first half of this year, and I wonder if it can achieve the goal of 40,000 vehicles per year of the Jihu brand (Beiqi Blue Valley sales target is 100,000 vehicles, of which Jihu is 40,000)?
For ordinary consumers, unfamiliar car brands, especially the products of new energy vehicle companies, can hardly be called specific names.
When it comes to electric vehicles, even the teachers in the university are limited to a few limited brands such as Tesla, Weilai, and Xiaopeng. The "heroic" marketing of new energy vehicle companies that do not match sales is limited to the talk of industry insiders.
Taking Bojun Automobile as an example, it burned more than 10 billion yuan in less than 4 years. As of the end of 2018, Bojun Automobile had total assets of about 550 million yuan, net assets of 57 million yuan, annual revenue of 57 million yuan, and a net loss of 479 million yuan. After the financing channel gradually narrowed, Bo County Automobile fell on the eve of mass production.
There is also Chongqing Xiaokang, after the transformation of new energy vehicle manufacturers, released the first product Xilis SF5, at the expense of heavy investment in the construction of marketing channels, but the cumulative sales volume in 2021 is still not more than 10,000.
Of course, compared with many enterprises such as Zhidou, Time and Space, and Lingtu, Xiaokang still has sales after all; and Sailin, Yangtze River, Singularity, Byton, Future, etc. Car companies have been exposed to the dilemma of suspension of production and bankruptcy, and even withdrawn from the sight of competitors.
Even Tesla, which is recognized as a successful winner, has lost money for 16 consecutive years before achieving profitability in 2018. At its worst, it burns an average of $8,000 per minute.
However, Tesla's main "cost marketing", other car companies can not be copied, only by creating the founder's personal influence can get huge traffic, do not do media delivery, but always become the focus.
Is the "heroic" marketing method of new energy vehicle companies really the only way? Or as Mr. Cao Dewang, founder and chairman of Fuyao Glass, said: New energy vehicles are the game of capital giants.
Can traffic be exchanged for sales?
It must be admitted that Cui Jian's online performance has brought an excellent brand show to Jihu, and it is also the most successful and sensational sponsorship revealed by car companies in the past two years.
In front of the screen, tens of millions of people share the same scene, and no offline venue can accommodate such a huge audience. The 20 songs sung by Lao Cui exceeded 110 million in likes alone, and the number of comments exceeded 2 million... I have to say that Teacher Cui Jian has opened a door to the success of the mass communication circle for baicqi jihu.
For this concert, some fans sent several circles of friends in a row to remember the distant era, which aroused strong resonance on social media. Under the haze of the epidemic or the pressure of life, online concerts are a look back at the classics and a collective release of emotions for the audience.
At the peak of this concert, the average number of people online added more than 180,000 people per minute. Really, even if only one percent of the people noticed the Extreme Fox, this sponsorship was worth it.
However, Cui Jian's popularity is far greater than that of sponsors. As an artist, he still retains an influence on this era, but many people still do not know who the Pole Fox is. Next, whether Jihu can carry the brand core after the success of the performance, and then transform it into spiritual resonance with the audience, achieve a breakthrough in sound volume, and even exchange traffic for sales is still unknown.
Traffic may really be able to buy sales, but it is certainly not a day's work. "There must be a sound in the market", and more importantly, a series of combination punches after the sound.
In the exchange with Lao Cui, Dou Wentao asked him: How to insist on creating rock music? Lao Cui said that the enthusiasm of literary expression, the enthusiasm of musical rhythm and hormones, these three elements are the driving force of creation and performance. Having two of these things, it doesn't matter how much "persistence" you have, it becomes enjoyment.
The key to emotional marketing is to identify groups that can resonate with them. In fact, spiritual identity, quality identity, value identity, of these three things, with two, traffic can gradually be exchanged for sales. 【Copyright Notice】This article is the original manuscript of Automan Media, and may not be reproduced without authorization.