The pole fox, which is almost forgotten, borrowed Cui Jian's "Continue to Sprinkle Some Wild" concert, up to 1.2 billion + exposure, and really showed a sense of existence, and released the April sales data while it was hot.
Unexpected sales, but not "suddenly".
Pole Fox chose to avoid the big day of the 1st of every month, when the new car-making forces concentrated on showing their report cards, but on May 4, Youth Day, which can be described as well-thought-out.
On May 4, some automotive industry media reported that the delivery volume of Jihu Automobile reached 1,140 units in April, an increase of 54% month-on-month and 1,113% year-on-year; the cumulative delivery of 3,186 vehicles from January to April, an increase of 750% year-on-year.
At the same time, Jihu Automobile said that due to the impact of the epidemic, although the production and delivery in May faced certain challenges in the short term, the growth momentum of newly signed orders was obvious, and the performance was expected to continue to be released.
Since its inception in 2019, Jihu Automobile has been secretive about sales, and the well-documented official release of sales data dates back to October last year. Even the official sales are never released in official channels, but are presented in the form of a sales poster, which is extremely informal and valued.
It is incompatible with the style of the new car-making forces. The sales volume of this release can not even find a poster, and even some people doubt the authenticity of the sales. You know, in the whole year of 2021, the sales of the Extreme Fox are less than 5,000 vehicles, and the monthly sales are basically not more than 1,000, and this time it suddenly reached 1,140 vehicles, which is really a bit abrupt.
With 1,140 vehicles delivered in April, it is not high among the new car-making forces, and even the new forces are not as good as Krypton. However, the year-on-year increase of 1,113% and the increase of 54% month-on-month are very impressive.
You know, the new car-making forces in April are all sharp declines in the month-on-month, but the polar fox is a unique scenery? In addition, just brushed a sense of presence at Cui Jian's concert, it is said that the concert attracted more than 46 million viewers, the number of likes exceeded 110 million, and the number of comments exceeded 2 million.
Such a degree of popularity is definitely the highest light moment of the Beiqi Polar Fox. However, many people feel that the cold of the extreme fox and the high heat of the concert seem to be out of place. There is even speculation that the concert was sponsored by six or seven million, which was also in vain. Undoubtedly, the sales volume in April undoubtedly slapped this part of the people.
Who says sponsorship fees are spent in vain? Sales are the best proof. One-month sales have exceeded one-fifth of last year's total sales. Therefore, this sudden sales volume is just right. Regardless of where it comes from, the fact that the authorities have not stopped its spread is the best tacit understanding.
Cui Jian has a lyric that says, I don't care to leave, I don't want to exist, I don't want to be too real. Perhaps, this is the biggest gain of the Polar Fox.
If it does not erupt in silence, it perishes in silence.
Whether it is a new car-making force or a traditional manufacturer, on the road to new energy car-making, it is accompanied by countless doubts and even insults. Learning to accept, respond, and correct is a lesson for all manufacturers. What is popular now is "not afraid of being scolded, but afraid of no one scolding." ”
Forgetting is the greatest sorrow. Before Cui Jian's concert, Jihu Automobile was actually almost forgotten, and there was no sense of existence on the stage of the new car-making forces. More often, it is used to give cyrus and Huawei AITO as a background, as well as the Polar Fox Alpha S HI version that has repeatedly jumped tickets.
Once considered to be one of Huawei's joint sub-brands (Avita, Cilis, BAIC), the limelight has now been replaced by Qingjie, Eian, and Avita. Today, the Huawei aura of the Polar Fox is already dim and dull.
It is understood that BAIC Polar Fox and Huawei are earlier than Jinkang Cyrus, after all, BAIC BJEV is the crown of new energy sales for many years. At the 2021 Shanghai Auto Show, Pole Fox ushered in a highlight moment, with the world's first intelligent driving solution equipped with Huawei's HI full-stack intelligent driving solution and the world's first Extreme Fox Alpha S HI version equipped with Hongmeng OS unveiled.
After the Cyris SF5 entered the Huawei channel boom, in September last year, BAIC BJEV and Huawei signed a comprehensive business deepening cooperation agreement, planning to achieve online and offline channel sales cooperation for the Polar Fox Alpha S HI version by the end of 2021. Everything was in order, but the delivery of the Polar Fox Alpha S HI version was repeatedly delayed.
So far, the Polar Fox Alpha S HI version has been on the market for more than a year, and there is no clear delivery schedule so far, and even the exhibition car has only one. 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.
Here do not want to speculate, whether there is a "gap" between Huawei and Beiqi Blue Valley, but the shift in Huawei's center of gravity is already obvious to all, and the attractiveness of the Polar Fox Alpha S HI version to consumers has begun to weaken. Like the mobile phone industry, the automotive industry has now begun to rise the concept of launch.
As the "first model equipped with Huawei's HI full-stack intelligent driving solution and the world's first model equipped with Hongmeng OS", the aura of the Polar Fox Alpha S HI Edition is no longer there. "The world's first one equipped with Hongmeng OS" has been taken away by the Q&Q M5, "Huawei's HI full-stack intelligent driving solution" has been spent on Avita, and the Polar Fox has been forced into a corner.
If it does not erupt in silence, it perishes in silence. The Huawei concept does not work, Jihu began to create a new traffic password, and Cui Jian's concert may just be the beginning. At the product level, the smart cockpit of the Polar Fox has become HARMAN, and the autonomous driving solution has become Bosch...
How to break the game "Who is the Polar Fox"?
BAIC BJEV was once brilliant, and the new energy sales championship for many years was a solid performance. However, focusing too much on the B-end market, when the consumer environment returns to the C-end, BAIC BJEV is a failure. Until now, the puzzle of "who is the polar fox" has not been solved.
Cui Jian's concert "Continue to Sprinkle Some Wild" has 1.2 billion+ exposures in the WeChat ecosystem, 120 million + cheers, and 2.7 million times in the live broadcast room. At the peak of the title brand Jihu WeChat Index, it increased by 54 times compared with before the event, and Jihu customized gifts were given a total of 1.04 million times.
Needless to say, this is a successful commercial sponsorship purely in terms of traffic acquisition. However, behind all this is the audience's "disregard" for the polar fox, when asked about the feelings for the polar fox, the answer is actually "too inconspicuous, let alone remember, even the feeling is not felt." ”
Shouldn't we ask "Who is the Polar Fox"? Don't want to harshly criticize the audience, nor can you complain about the planning of the event, in fact, the most fundamental thing is the unsolved problem of the pole fox itself, who is the pole fox? What to do? Consumers will not buy a pole fox because of sponsoring Cui Jian's concert, and no matter how high the traffic, it cannot touch the soul of the audience, and it can only become one of the backgrounds of the concert.
Who is the consumer who doesn't know the Fox? In 2019, it turned to the polar fox, and now there is no sense of existence, and it has to be said that this is a sadness. Beiqi Blue Valley lost 6.476 billion yuan and 5.244 billion yuan in 2020 and 2021 respectively.
Some people say that BAIC Polar Fox is still old-fashioned, and it still stays in the traditional consciousness for brand promotion, while Wei Xiaoli has risen to the level of "rice circle". The old way or the new method, suitable for their own is the best, Geely Extreme Kr and Dongfeng Lantu, are not also in the traditional track to break through? Both debuted later than The Extreme Fox.
At the end of the day, the product doesn't work. Compared with Wei Xiaoli's various products have the main direction of attack, the two models of Jihu are more or take-ism, not their own research and development and polishing, intelligent cockpit from Harman, automatic driving solutions from Bosch... Although the list of suppliers of the Polar Fox is shining, it is not enough to mark itself.
Consumers choose this brand because of The Extreme Fox, not Bosch, nor Cui Jian. Pursue the doctrine of taking and playing in the new energy track. How to tell the product story well is the most important thing.