An online live concert, 46 million views, more than 110 million likes, more than 170,000 comments, Weibo topics exceeded 100 million per month........ April 15th is a day to create history for the WeChat video account that has just been online for two years, and even for the entire live broadcasting industry.
The person who created this live broadcast miracle is the father of Chinese rock - Cui Jian! (Here for the WeChat video number, thanks to a wave of Cui Jian)
A guitar, a stand-up, a dark, low-pitched baseball cap, a hoarse and thick voice, a bulging green tendon around the neck......... After the second song ended, Cui Jian roared in a low voice, "Hey, Lao Tzu hasn't changed at all"!
Subsequently, the comment area was like being cast by Cui Jian, and it was directly brushed by "Lao Tzu has not changed at all".
After the concert, many fans shouted:
"Cui Jian, still that "old cannon", still that flavor. ”
"Ye Qing Hui!"
"Cui Jian is not old, the old is us!"
Of course, in addition to the music itself, it is estimated that many people have noticed the four large white characters "Extreme Fox Car" lit up in the lower right corner of the stage. (Sometimes the four words "Polar Fox Car" will be overexposed and pasted, and it looks a bit like "Extreme Krypton Car"?) Good thing there is a polar fox LOGO. ）
It is worth mentioning that in the live broadcast of the concert, Jihu did a lot of details in advertising implantation. For example, the chart at the thumbs up in the lower right corner becomes a small fox with a guitar; when tipping, spend 1 cent to buy a "WeChat bean" to tip, and the words "XXX send out the polar fox car" will be displayed.
There is no doubt that Cui Jian's concert is definitely a "traffic bomb" for Polar Fox, which can be regarded as the most "explosive" cross-border marketing in the automotive circle in 2022. (Here for the Polar Fox car, thanks to a wave of Cui Jian)
But then again, among the many electric vehicle brands, the influence of Jihu is not too outstanding. When the sales volume of Wei Xiaoli exceeded 10,000, the Pole Fox could still only hover up and down on 1,000 units.
So, can The Extreme Fox rely on this live broadcast to fight a beautiful "turnaround battle"?
01. Father of Rock and Roll, saved the Fox?
On April 18th, three days after Cui Jian's concert, I went to Sanlitun with my friends for dinner, and then I went to the Pole Fox Shop to see it.
After entering the store, I was very surprised that there were no roll-up treasures, exhibition boards and other promotional materials about Cui Jian's concert in the Sanlitun store.
More than 46 million people have seen this concert, which is equivalent to the population of 2 Shanghai. Under such a huge traffic base, even if 1% of people can remember the polar fox, the effect is very good.
If one in a thousand people can be converted into sales, at the end of last year, the leaders of BAIC set a target of 40,000 vehicles per year for the Jihu brand in 2022.
I thought to myself at the time, can't I simply spend a few hundred dollars to make a display board?
At this time, the Extreme Fox sales came to greet me and asked me if I had any car purchase needs in the near future, and whether I would like to help arrange a test drive or something.
I said that there was no need to buy a car for the time being, but I still wanted to test drive it. The sales were very enthusiastic, and on the spot, they arranged a test drive of the Polar Fox AlphaT with me.
I have to say that it is really cool to rub the test drive. But this matter also makes me feel a little confused, generally speaking, test drives need to be booked in advance, and Cui Jian concert has just finished, it is reasonable to say that there should be a lot of admiration to test drive the polar fox, I should not be in line.
You know, during Cui Jian's concert, Jihu did his homework in terms of user conversion. For example, clicking on the pop-up window advertisement will redirect the user to the Extreme Fox Car Test Drive registration page. In the page, Jihu also made the 48-hour test drive into a concert exclusive benefit, and the Tencent video membership card was sent to complete the test drive. Car owners under the Jihu APP can directly enjoy the car purchase benefits of 5,000 yuan to 10,000 yuan.
The efforts online are really in place.
During the test drive, I asked the salesman, is there anyone who came to test drive because they watched Cui Jian's concert?
Sales also reluctantly nodded and said, "Quite a few." ”
At this time, I could almost feel that Cui Jian's wave might be difficult to make the Polar Fox, whose fame was not too high for the time being, instantly "fly yellow and soar".
However, I still have a certain curiosity, waiting for the May Polar Fox to reveal april sales, to see how powerful cross-border marketing really is?
Fifteen days later, Pole Fox announced April deliveries of 1,140 units. This achievement is certainly not comparable to BYD's "open-and-hang player" who sells him 100,000 vehicles at every turn, but if it is compared with the polar fox itself, it must be considered an improvement, after all, it is much higher than the delivery volume in the previous months.
If I remember correctly, the monthly delivery volume of these 1140 units is already the second best result in the history of the Extreme Fox, and other opponents in April are basically due to the epidemic control reasons, the delivery volume has fallen sharply, and it is not easy to rise against the trend.
Progress is progress, but the contrast between this and Cui Jian's explosion concert is still a little too obvious. At least it shows that the conversion rate of Jihu's original successful online cross-border marketing is still low.
02. Touched for half a day, touched an old cannon?
Speaking of Polar Fox, it may not be possible to escape to talk about its parent company, BAIC New Energy.
Before 2019, BAIC BJEV once dominated China's electric vehicle industry with the absolute strength of the B-end operation market, and even created a feat of winning the domestic pure electric vehicle model sales for 7 consecutive years.
If nothing else, just look at the BAIC EU5 taxis running all over the streets on the road in Beijing, you can know how big this amount is. However, it is not surprising that as a large state-owned enterprise, BAIC's internal channels are naturally superior to others.
However, the glory of BAIC BJEV ends in 2020.
Because that year, a "butcher" named Tesla came! Coupled with the epidemic situation, the B-end operating market shrank sharply, and the C-end private market expanded rapidly, and in this process, the first to fall was BAIC BJEV.
In fact, baiqi executives have long realized that if they want to play a brand, sooner or later they have to play the C-end private market. The C-end private market is completely different from the B-end operating market. For many people, it is a very strange thing to spend more than 100,000 yuan to buy a taxi home, so it is still necessary to do the brand to the high-end.
As a result, the Jihu brand was born, which also carries the hope of BAIC to impact the high-end electric vehicle market.
Cui Jian has not changed, but BAIC has changed. Although Jihu was born in BAIC, he desperately hopes to draw a clear line with BAIC, which can be felt from the not-so-well-read and slightly foreign English name of "ARCFOX".
It is also very understandable that baic's market reputation is indeed not very good, and the ridicule of "a hundred years of Mercedes-Benz, destroyed by BAIC" has also been circulating in the car circle, and some time ago, the baic new energy high-level million corruption case was also boiling.
I know several owners of the Kaiji Fox, and several of them did buy the Polar Fox and knew that the Polar Fox was owned by BAIC. But even if they later learned that Jihu was BEIC', they felt that it didn't matter, they didn't care much about the brand themselves, and many people paid attention to Jihu through crash tests.
As a car company, in addition to the quality of the product itself, marketing and publicity are of course also very important. At least you have to know what kind of people your products have to sell.
The more successful cases here are, ideal daddy, Euler girl, Wuling city well commuter, Weilai high-end successful people.
But when it comes to polar foxes, the label has not been obvious enough.
In the early days, the Polar Fox first used the Magna factory as a propaganda. I also had the pleasure of visiting once, and at that time I felt very tall, like me, who is not from a technical background, and after a walk, I can probably know a little about the entire production process of electric vehicles.
However, although Magna is well-known in the automotive industry, there may not be so many people at the consumer level who know about it. For where and how the car is built, it needs to be broken open and crushed to the user, but there are not many media that can do this.
Pole Fox later found Huawei, hoping to stain Huawei's light through the HI model. However, after the Pole Fox αS announced the price of Huawei's HI version, it caused a lot of complaints: too expensive!
The price of the ordinary version of the Polar Fox αS is 281,900 yuan, and the HI basic version has risen to 388,900 yuan, which is 107,000 yuan more expensive. The HI high-end version is even more expensive, and the price directly soars to 429,900 yuan, which is nearly 150,000 yuan more expensive than the ordinary version.
Huawei HI, to put it simply, is to change a set of car engine system, auxiliary driving system and so on. Going deeper, the motor, electronic control, and BMS have also been replaced by Huawei's. The pricing is so expensive, which makes it difficult for many people to accept, "If you really want to go to Huawei, why not buy AITO directly, isn't it more original?" ”
It is worth mentioning that the Polar Fox αS Huawei HI Edition was unveiled at the Shanghai Auto Show in April last year, and it has been more than a year since then, and it has been in a state of ticket hopping. (It is said to be officially released on May 7th.) I have a media friend who commented on this matter more bluntly: "It is likely that the polar fox deliberately jumped the ticket, and the words that came up with it have long been out." ”
I remember that in October last year, I received two concert tickets from Polar Fox, which were also hosted by Extreme Fox. On the day of the concert, I happened to have other arrangements, so I gave two tickets to the commune "Rabbit Head" and "Zhang Qiyi".
Before giving the tickets to the two of them, I glanced at the program list at the concert, and if I remember correctly, there should be SNH48 or something, and the style was more popular. The next day the two of them told me that they felt that the event was doing a good job. At the very least, this marketing focuses on young people.
In the past 2 years, Jihu has held a lot of concerts, and it is definitely the car company that likes to do concerts the most. It involves a particularly wide range of styles, including but not limited to folk music, classical, rock and roll. He even asked a Norwegian band to hold an ice sculpture instrument concert at the Norwegian Embassy in China.
Although The Pole Fox has made a lot of music crossovers, it has never found its own style. To put it bluntly, the target group has been relatively scattered.
However, in the period before and after Cui Jian's concert, it seems that Ji Fox has found some feelings.
If Cui Jian's concert is the latest large-scale marketing event of Jihu, then a few more times, another big marketing event is to cooperate with the brand of Beijing Guoan.
Although the president usually does not watch too many football games. But he is also well aware of Beijing Guoan's influence among many Beijing football fans.
I have a friend, his father is a hardcore fan of Guoan, every time he goes to The home game of Guoan, his father will wear a green dress to cheer on the workers, and he is never absent.
At the closing ceremony of the 2008 Beijing Olympic Games, the London Organising Committee, which hosted the 2012 Olympic Games, brought in two key figures – Beckham and Jimmy Page, guitarist of the rock band Zeppelin.
Football and rock can be regarded as the most valued national essence of the British, and the image of a classic British youth seems to be: listening to rock music and being a football hooligan.
So it seems that those who like Cui Jian and those who like Guoan seem to be highly overlapping!
Perhaps, after all kinds of twists and turns, Ji Fox finally figured out his "master": the old cannon in Beijing? (Amount..... Seems to be too specific)
Now as long as there are more than half of the electric vehicle brands on the market, they are mainly focusing on young people, complaining that I am short-sighted, I really have not seen the main middle-aged electric vehicle brands.
But doesn't the "old cannon" deserve to own an electric car? Obviously not.
Moreover, the purchasing power of the "old cannon" may be much higher than that of young people.
However, a colleague in the commune office believes that the old cannon is not as enjoyable as the old gun driving a tank. Illustrate that in some cases, the name is also important. Otherwise, you may encounter some more embarrassing things.
For example, an "old cannon", driving a polar fox, calls the car machine and calls out "little fox" in a round voice. If his wife is still sitting next to the co-driver, the picture may be a little strange. However, the car machine call voice can be adjusted, it is really not OK can also be called "Hey, old fox"!
03. Write at the end
In March this year, Beiqi Blue Valley announced its 2021 financial report, with a total loss of 5.2 billion yuan in 2021 and a cumulative loss of 11.7 billion yuan in two years. After the financial report was announced, the stock of Beiqi Blue Valley fell sharply.
The president saw such a comment on the Oriental Fortune Network: "Cui Jian has already told you, go, otherwise there is nothing!" ”
As for why the loss is so serious, baic's original EU and EC series sales are not as good as before, which is definitely the main reason.
Beiqi Blue Valley said that the reason for the loss was: "In order to achieve the transformation of products to high-end, fully promote the ARCFOX Jihu brand promotion and channel construction, the company increased brand communication, advertising and operation and other sales expenses increased, the impact on the company's performance amounted to 1.7 billion yuan, specific to the Marketing expenses of Jihu 400 million yuan." ”
400 million yuan of marketing expenses, really not less. But the key question is, how much of these 400 million yuan is effective marketing?
If Polar Fox wants to reverse the situation, it not only needs targeted marketing methods, but also has a stronger product force behind it, which is indispensable.
Whether the "rock old cannon" is the ultimate destination of the polar fox, I don't know.
However, the time left for the Polar Fox seems to be really running out, rush it.
![BAIC has been complaining continuously, is BAIC still a "car company" in China?[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)