Jiming Golden Crown 3 Rock Concert's Ji Fox Automobile, the parent company lost 2.181 billion yuan in half a year

Cui Jian, Luo Dayou, Black Panther Band ... How many concerts can Jihu Auto be named?

Recently, Jihu Auto's parent company BAIC Blue Valley released a semi -annual report, continuing a loss of 1.813 billion yuan in the first half of 2021. In the first half of 2022, a total of 2.181 billion yuan in net profit attributable to shareholders of the parent company. For the cause of losses, in addition to the conventional "small scale" and "low gross profit", there is also a "high expenditure".

"In order to improve product competitiveness and market share, the company's costs in brand and channel construction, R & D investment have continued to increase." BAIC Blue Valley explained in the semi -annual report.

Although the financial report did not disclose the specific costs of these concerts, some media speculated that "at least all tens of millions." In this regard, BAIC Langu said that the company's main form is the main form to promote sales conversion.

The heavy money of the star's concert has been smashed, when will the sales volume be converted?

Six months sponsors three championship concerts

Public information shows that there are two car brands under BAIC Blue Valley, which are Beijing Automobile and Gee Fox Automobile, but the focus of development is obviously a polar fox car. The semi -annual report also mentioned that "Gee Fox Brand is a high -end smart new energy vehicle brand that the company aggregates global high -quality resources."

For important fox cars, BAIC Blue Valley stated in the five -year plan mentioned in the 2021 report that it must focus on the ability to promote its brand marketing. The method is online+offline activities. So since 2022, Ji Fox Automobile has sponsored three concerts in a row in an exclusive name.

The first collaboration with Cui Jian made Jihu Auto gain a good attention. Data show that Jihu Automobile performed a concert in April. 46 million people were onlookers online, 5 million heat, and received 119 million praises. Judging from the information disclosed by Jihu Automobile, Jihu Automobile has reached a total of 90 million users to reach the LOGO's exposure to complete the exposure of nearly 10 million yuan.

A month later, the polar fox car once again named Luo Dayou's concert, but it hit Sun Yanzi's "hitting the ring" on different platforms at the same time. Band, Luan Shu and other rock "old cannons" cooperated with rock concerts. According to public data, the cumulative number of viewers of this concert reached 31.5821 million, and the number of applause reached 6.1772 million.

Zhang Xiang, Dean of the New Energy Vehicle Technology Research Institute of Jiangxi New Energy Technology Vocational College of New Energy Technology, told the "V view financial report" (WeChat ID: VG-View), Jihu Auto is keen to concert marketing or lacks one like Musk, He Xiaopeng, He Xiaopeng Well -known leaders.

Zhang Xiang believes that the first car launched by Jihu Auto did not start, and followed by the future, he needed to increase his popularity. Tesla has Musk, Weilai Motors, Li Bin, Xiaopeng Automobile, and Xiaopeng. Permanent fox cars may also need an influencer leader.

"We hope to effectively convey the connotation, culture, and value of the polar fox brand to users through a series of means." Wang Qiufeng, president of Jihu Auto, told the media.

In Wang Qiufeng's opinion, sponsoring Cui Jian and Luo Dayou staged a concert is just one of the cross -border marketing of Jihu Automobile. She said that Jihu Automobile will continue to cover cross -border marketing activities in different fields such as culture, music, sports.

Marketing expenses soared 67%

Net profit loss of 2.181 billion yuan

The name of the championship concert is not the rise in sales and the increase in profits, but more losses.

According to BAIC Langu's financial report, in the first half of this year, the company achieved operating income of 3.479 billion yuan, an increase of 42.76%year -on -year; net loss attributable to shareholders of listed companies was 2.181 billion yuan, which was expanded from 1.813 billion yuan in the same period last year.

Data show that in 2021, the net profit loss of Beiqi Blue Valley returned to the mother of home was 5.244 billion yuan, and the net profit of returning mother in 2020 was 6.482 billion yuan, coupled with the net loss of 2.181 billion yuan in the first half of this year. In two and a half years, BAIC Langu's loss was nearly 14 billion yuan.

Although the cost of the Gee Fox Motors' title concert was not made public, according to media reports, the cost of a concert was about 10 million.

It is worth noting that according to the semi -annual report, in the first half of 2022, in the actual fund distribution of BAIC, R & D expenses were 374 million yuan, a year -on -year decrease of 8.35%. The marketing cost of the same period was 890 million yuan, an increase of 67%year -on -year.

What is the performance of the great fox car with a lot of money and full of feelings? According to the data of the Federation of Federation, the sales volume of BAIC Blue Valley was about 17,000 units in the first half of this year, of which Jihu car was sold for 6,000 vehicles. Judging from the sales list of the latest segmentation models released by the Federation of Federation, neither the Ji Fox car nor BAIC Blue Valley is on the list.

具体来看，极狐汽车公布的数据显示，极狐汽车4月交付1140辆，环比增长54%；5月份交付1458辆，环比增长28%；6月份交付2079辆，环比增长43%；极狐The car delivered a total of 6723 vehicles in the first half of the year, exceeding the total sales of the annual sales of 2021. Although the growth momentum is good, overlooking the entire new energy vehicle industry, the sales volume of new energy vehicles in the first half of this year was 2.6 million, a year -on -year increase of 1.2 times.

As the first domestic new energy, before 2019, BAIC Lan Valley had a high time, and its new energy vehicle sales of more than 150,000 new energy vehicles exceeded 150,000. However, after 2020, with the continuous influx of new vehicles, the sales of BAIC Blue Valley began to decline. By 2021, the annual sales volume was only 26,000 units, and the cumulative sales in the first half of this year were 17,000 units. Zhang Xiang believes that the reason for the unable to match the sales of polar fox cars is the number of stores.

"As of the beginning of June this year, 114 stores have been completed in the country in the country. It is expected that the marketing stores will reach 186 at the end of 2022. It is planned to cover the marketing service network of 100+ cities and 380+home outlets in 2025." June 24, June 24 On the day, BAIC Lan Valley said in the investor interactive platform to reply to investors' questions.

Photo photo from a polar fox car store in Beijing

The comparison of "V Observation Finance" found that as of press time, Weilai Automobile has been in 405 service outlets across the country; as of the end of July, ideal cars have 259 retail centers in the country; as of June, there are 355 offline channels for Nezha Automobile.

Zhang Hong, Secretary -General of the New Energy Branch of the China Automobile Circulation Association, believes that any model should have its own core competitiveness and belongs to its own core technology. Such as electricity changing, autonomous driving, hybrid, processing, blade batteries, and so on.

"With the exclusive research and development technology, it has core competitiveness, which will make consumers full of confidence when choosing brands and models. Just assembling the technologies of all parties will make consumers worry. What do you trust me to trust me? What kind of contribution of your model to technology development? This would be the reason why rational consumers chose you. "Zhang Hong said" V Guai ".

Zhang Hong concluded that packaging is indeed very important, but packaging without connotation may be ignored by the times.

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