Nearly 14 billion yuan in two and a half years!Can the concert save Ji Fox Automobile?

"Born and breaking the world, why not?" This is the brand concept that the gejotic brand has adhered to since its birth.

It seems that in order to verify this concept, in half a year, Jihu has sponsored three -line stage concert. Cui Jian concert in WeChat video number in April, Luo Dayou concert in May, and the "You want to be a good" online concert in August, the "you want to be good" by the Black Panther Band, the Tang Dynasty band, and the new pants. Essence

These three powerful concerts did bring huge traffic to Jihu. Related data showed that Cui Jian's concert in April was onlookers and received 120 million praises. Jihu said afterwards, "Cui Jian's concert, ROI (investment return) exceeds 400%." ​​According to surging news reports, three concerts earned 4 billion traffic for Jihu.

Change the market with losses?

However, after the carnival, from the sales side, the massive traffic does not seem to bring much transformation to the Jihu car. A few days ago, the parent company of Jihu disclosed the production and sales data in August. In August, the sales volume was 3766, a year-on-year decrease of 7.56%. From January to August this year, the sales volume of Beiqi Blue Valley was 24,400 units, an increase of 68.11%year-on-year. This data has a lot of gaps compared to new energy vehicle head brands.

However, Wang Qiufeng, president of Jihu Auto, also said that the Jihu brand is still in the cultivation period, and the biggest problem is that the popularity is not enough. "It cannot be expected to expose the large traffic to sales immediately. The brand is a long -term process." But now the new energy vehicle market that is becoming more and more competitive is probably not much time for the fox.

Although the loss of new energy vehicle companies is normal, for the current fox at this stage, spending money on the blade may be more likely to make the market recognition than spending a lot of money. Recently, BAIC Blue Valley announced the performance report in the first half of 2022. In the first half of the year, operating income achieved 3.479 billion yuan, an increase of 42.76%year-on-year; net loss was 2.181 billion yuan. According to the previous financial report data, the Lan Valley of Bei Auto Blue Valley lost losses in 2020-2021, respectively. It was 6.482 billion yuan and 5.244 billion yuan, a loss of more than 10 billion yuan in two and a half years.

In terms of marketing expenses, BAIC Blue Valley expenditure was 890 million yuan in the first half of 2022, a year -on -year increase of 67.5%. In 2021, the sales cost of Beiqi Blue Valley reached 1.672 billion yuan, and the advertising exhibition fee reached 736 million yuan, accounting for 44%. However, when the marketing costs are increasing year by year, sales will never go up. In the first half of this year, the cumulative sales of the Jihu brand only more than 6,700 vehicles.

However, for the current polar fox, their focus is on brand marketing. Tian Chuan, the director of Jihu Marketing, said that many new forces of cars do not do brands and are unwilling to invest in this area. This is "short -sighted behavior." Tian Chuan believes that the core of incident marketing is to enhance the brand awareness, and it does not need to be directly linked to sales. "For car marketing, if you can't tell when the brand is made and when it is sold, you will never do it well."

However, in the aspect of brand cognition, it is unknown to how much it can be played by the fan economy. Take Cui Jian's concert in April, how many fans who are running around Cui Jian will pay attention to the sponsored car brand that Jihu provides? The concerts of Cui Jian and Luo Dayou have also meant that the target groups targeted at Ji Fox Motors are men's groups in the 70s and post -80s. However, for this part of consumers, how many are the audience of Ji Fox, and the commodity attributes of the car also means that Jihu cannot obtain a large amount of conversion rate through traffic as fast -selling brands.

Jihu has been exploring in the aspect of brand building. At the beginning of brand building, Jihu was defined as young, technological, and future -oriented brands. According to the "Kung Fu Finance" report, after the listing, Jihu sometimes sponsored variety shows to make middle -aged women, and sometimes used the coffee, mountain coffee, and polar fox planet street party marketing actions to attract young people. This kind of posture that all wants also makes the current polar fox car brand positioning unclear.

It's a pity

Although BAIC Lan Valley seems to be "overnight" in the current new energy vehicle market, they have also glory ten years ago. The history of BAIC Blue Valley can be traced back to 2009. It has not long won the new energy vehicle production qualification after being founded by BAIC Group. car company.

In the past few years from 2013 to 2019, BAIC New Energy Vehicles won the national sales crown for seven consecutive years. In 2017, the sales volume of Beiqi Blue Valley even became the global pure electric vehicle sales champion, and the sales volume in 2018 reached 158,000. BAIC Langu relied on the B -end market and signed a supply contract with many taxi companies in Beijing to quickly occupy the market.

However, with the sharp decline in subsidies for new energy vehicles in 2019, the B -end market is close to saturation and the rapid rise of new forces of new energy vehicle companies, coupled with the new crown epidemic in the outbreak, the sales of BAIC Langu have declined all the way, and the loss has become the norm. Essence But the layout of BAIC New Energy for so many years has also made it unable to underestimate.

In the morning, BAIC established the goal of entering the high -end, and then launched a polar fox car, and signed a strategic agreement with Huawei. The cooperation between Jihu and Huawei began in 2018, far from the cooperation between Huawei and Selis. In January 2020, Jihu once said that it has a technology platform for pure electric models, and all indicators based on the platform created by the platform can fully surpass Tesla. Moreover, the production of Ji Fox Motors even found Magna to endorse and set up a joint venture. As the world's top component suppliers, Magna has only high -end models of world -renowned car brands such as BMW, Mercedes -Benz, Jaguar, and Toyota. However, the super technical platform and production platform did not seem to bring bonuses to the sales volume of Ji Fox. 7021 units, exceeding the sales of polar foxes for half a year. In August, the "Ask Realm" series of delivery reached 10045 vehicles, and for the first time, a single monthly delivery volume exceeded 10,000, creating the fastest record of domestic new energy vehicle brands in a single month.

Perhaps it is precisely because of the bleak sales that Jihu car believes that brand cognition is the strategic goal of the next step. Tian Chuan believes that when Jihu positions his brand, he does not consider two or three years, but the transformation of the entire industry and the automotive industry in the next 10 years. However, a realistic problem cannot be avoided: Will there be such a long "window period" in the market?

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