Back on April 11, at the Darwin 2.0 technology brand conference held in Beijing, Dai Kangwei, general manager of BAIC New Energy, made an apology and reflection, which was impressive.
In her words, JiHu is immersed in building a good car, but with so much care, do users really know it? Especially those bits and pieces of design that are usually invisible, but can save their lives at critical moments, and the high-end quality that JiHu has invested heavily in casting, do users perceive it? The JiHu team is very proud of their products, but are users equally proud of their choices?
As a new car-making force incubated by an old independent car company, it can be seen at the press conference that such an unconcealed soul asks questions, which shows that ARCFOX Motors thinks and changes from the heart.
It is worth mentioning that Dai Kangwei simultaneously gave a solution to the problem, that is, the establishment of relevant departments to break through the barriers of product development, sales and user operation. In addition, JiHu JiHu's engineers and technicians will go to the front line of live broadcasting more and more, answering, displaying, and presenting for users, creating a new ecosystem for communication and interaction with users.
Unexpectedly, this decision quickly fell into action. Dong Yuhui's new program "Walking with Hui", which has recently become popular, will be used as an "exclusive car for traveling thousands of miles with Hui", accompanying Yuhui to measure the land of China and feel the local history, culture and customs.
Becoming the exclusive car of variety shows is not new in the automotive marketing industry. However, this time, JiHu chose to cooperate with the more down-to-earth Hui peers, which is undoubtedly the intuitive embodiment of the above reflection, which can extend the brand's tentacles to a broader consumer group and cover a wider area, which is a good flat communication for JiHu's brand image and cognition.
Born to break through boundaries, the unremitting pursuit of Jihu Motors practices extreme wisdom protection
Compared with some of the anchors who became popular in the early years, most of them relied on the hoarse "3, 2, 1 buy it" to repeatedly provoke users, and the way of bringing goods with Hui can be called a clear stream, which has won the love of many netizens and attracted epic traffic. And for the exclusive car Jihu Automobile that walks with Hui this time, it also has the same spiritual connotation. Essentially, this is the main reason why both parties are able to hold hands.
Taking the field of vehicle safety and health design, which ordinary consumers rarely pay attention to, as an example, ARCFOX Motors has made large-scale technical investment for a long time, so that the formaldehyde content in the car is only 1/10 of the standard for the baby room at room temperature, 1/3 of the standard for the baby room at high temperature, and only 1/2 of the standard for the baby room under high temperature exposure, far ahead of other car brands.
As we all know, when buying a car, ordinary consumers only look at the appearance, interior, and whether the experience space is spacious, and do not pay too much attention to the internal materials and health. It is also based on this that many car companies choose to subtract in places that are invisible to consumers, so as to lower the price and promote sales. However, ARCFOX has always made additions in places that consumers can't see, which can also be called a clear stream in the automotive industry, which is quite similar to the style of walking with Hui.
Let's look at the battery safety of new energy vehicles, which is the most concerned. In the current competition for new energy vehicles, JiHu is one of the few brands that has accumulated "zero spontaneous combustion" on sale, but Jihu has not worked hard to disseminate it, so that many people do not know.
Behind the "zero spontaneous combustion", it is undoubtedly due to the technical nature of Jihu, that is, the leading strength of its aurora cell. For example, it is matched with 7 layers of protection in the material process, with a strength of 1500MPa (the stress strength of tank steel is about 800-1000Mpa), and on the basis of 7 layers of protection, the Aurora cell has compressed the protective layer to 7% of the thickness of the battery pack, exceeding the industry average by 20%.
There is also a series of battery test figures, which can better indicate the strength of ARCFOX Aurora cells. The whole verification period of the Aurora battery is as long as 8 months, which is equivalent to more than 15 years of vehicle use under various harsh conditions, the Aurora battery can withstand immersion in 2 meters of water for 48 hours without water seepage, far exceeding the national standard by 192 times, and the battery loss of a Jihu car owner running more than 380,000 kilometers is less than 3%......
In fact, "born to break the boundary, extremely intelligent to protect" has always been the concept advocated by ARCFOX Motors, and the original intention it adheres to. It can also be understood that JiHu's courage to break through comes from the sincere protection of users, that is, to take user needs as the foundation, take long-termism as the program, and lay a solid foundation through independent innovation, so as to provide family users with a new lifestyle with wisdom, warmth and taste, and strive to become the guardian of a better life for families.
We often say that interesting souls are bound to attract interesting people. You just have to improve yourself, and when you are good enough, Bole will see you. The "hand-in-hand" between Jihu and Hui is a vivid reproduction of this truth.
Reach the user directly and build emotional connection and empathy
It should be pointed out that this "hand-in-hand" between the two sides is not an isolated incident, and it can be regarded as a key point in the transformation of JiHu's communication mode. The follow-up mentioned by Dai Kangwei will say more and more, create a benign communication with users, and let the technology and products provide users with use value and emotional satisfaction, and I believe that it will be gradually implemented.
A fact that cannot be ignored, although Jihu belongs to a group of new car-making forces that entered the game earlier, and there is a "towering tree" like BAIC Group behind it, it can be said that it needs capital and technology, but due to the narrow channels for speaking in the past, it did not face the majority of netizens and consumers, which led to its products doing well, but it was not known to more consumers.
In the eyes of many insiders, many new car-making forces and technology giants such as Xiaomi and Huawei have the advantage of knowing how to communicate with target customers, and how to set up personalities and labels on social media and short video platforms, and then frantically attract the attention of fans, and even lead the trend on social media, adding countless exposure opportunities for the brand.
On the other hand, these are the places that are lacking in the current traditional car companies, as well as the "second generation" like Jihu, which was born out of traditional car companies. Of course, you can also understand that they have suffered a lot in this area over the years, just because they do not have their own advantages on social media, resulting in the public opinion field being occupied by others.
Therefore, holding hands with Hui is a good change and beginning, when the Jihu brand is known to a wider range of consumer groups, after continuous quantitative changes, it will eventually usher in qualitative changes.
It is worth mentioning that Jihu, which has made changes at the marketing level, is still a "stubborn" "science and engineering man". This can be seen from its long-term attitude of always treating users with reverence and polishing products.
That's right, at the Darwin 2.0 technology brand conference on the evening of April 11, Jihu released a new generation of high-end digital vehicle platform - Polaris, which will be the first ride on the smart car model Zhijie S9 in cooperation with Huawei at the Beijing Auto Show, and also announced a new generation of wireless charging technology, which will be mass-produced in 2025.
It can be seen that JiHu uses wisdom to gain insight into every demand and expectation of users and the market, and gives warmth to technology and products, so as to meet the needs of users at the use level while establishing emotional connection and resonance with users. It is true that Jihu's "steadfastness" is a bit "out of place" now, but I believe that it will eventually become the mainstream of the market.
With the infinite involution of the new energy vehicle market, there is a difficult problem in front of all car companies, that is, in addition to achieving solid product strength and core competitiveness, marketing methods are becoming more and more important. Keeping up with the digital wave and catering to the aesthetics and tastes of today's young people has become the key to the transformation of terminal sales. For Jihu Automobile, this "hand-in-hand" with Hui is undoubtedly a timely change, and with the continuous quantitative change, I believe that the day of qualitative change will eventually come.