Sponsoring Cui Jian, Luo Dayou, and Black Panther return, is the fox "big grievance"?

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"Grandpa is back!" From Cui Jian, Luo Dayou to Black Panther, singers accompanied by a generation of youthful memories have returned to the public's vision by performing a concert, causing the attention and spread of the "billion" plan. "They are not singing, it's my youth!" Li Xiang (a pseudonym) who followed a few online performances and wrote such a sentence in the circle of friends.

Picture source: Jihu Auto

The boom in the stage of the stage continues. On the evening of August 5th, "You have to be good" rock concert to sing. During the live broadcast room, the Black Panther Band, Tang Dynasty band, new pants, Luan Shu and other singers attracted a large number of audiences to use likes and commented on the screen. Express the infinite enthusiasm in your heart. According to the data released by the exclusive crown fox car of the concert, "you have to take good" rock concerts, the cumulative number of viewers reached 31.5821 million, and the number of applause reached 6.1772 million.

Picture source: Jihu Auto

This is not the best result in the concert sponsored by Jihu. The data shows that the previous Cui Jian concert has gained more than 1.6 billion exposure volumes on the entire network, more than 2.7 million times in the live broadcast room, and more than 500,000 users to participate in interaction spontaneously; Luo Dayou concert the total exposure of the entire network is close to 2.8 billion Customized gifts are sent more than 900,000.

The epidemic blocks the concert and music festival, and also makes the online stage concert the "top flow" at the moment. As the "Golden Lord" behind Cui Jian, Luo Dayou, Black Panther, Tang Dynasty band, and new pants, Ji Fox did not expect that cross -border marketing could get such high attention.

However, with the contrast of the concert's heat, the sales of Jihu are really not good. Data show that the retail volume of polar fox in the first half of this year was 4,976. The net loss attributable to shareholders of listed companies in the first half of the year was 2.181 billion yuan. "Although the sales are not fully redeemed as high as the traffic, the practice of the pole fox in the industry is relatively advanced." Wang Qiufeng, deputy general manager of BAIC New Energy and President of the Fox Automobile, told China News Weekly. "It cannot be expected to be exposed to large flows to sales immediately, and brand cultivation is a long -term process."

Is it just a "big grievance" in the Golden Lord Fox behind Cui Jian, Luo Dayou, and Black Panther?

From "Leader" to "chasing"

In the field of new energy vehicles, BAIC Blue Valley has undergone changes from the role of "leaders" to "chasing".

BAIC Langu is also known as the "first share of new energy vehicles", and its predecessor was the new energy sector owned by BAIC. In 2009, BAIC New Energy began to operate independently and has a history of 13 years. BAIC New Energy has also had a glorious moment. With its excellent performance in the public market, it ranked first in the country's new energy vehicle sales for 7 consecutive years from 2013 to 2019. In 2018, BAIC Blue Valley was listed, and its operating income increased significantly for two consecutive years. In 2018, revenue was 16.438 billion yuan, and in 2019, it increased to 23.589 billion yuan.

However, since then, the private purchase market in new energy vehicles has begun to rise. With Tesla's introduction of domestic production, the new forces of car construction have been born and launched a snatch on the market. Traditional auto companies have begun to transform together. In a complex competitive environment, BAIC Blue Valley's sales focusing on public business have begun to decline in decline. The revenue also shrunk significantly.

By 2022, the former king of new energy vehicles had fallen out of the top ten listings of new energy vehicles. According to the National Passenger Car Joint Council data, the cumulative output and wholesale sales of new energy vehicles in the first half of 2022 were 2.515 million and 2.466 million, respectively, with a year -on -year increase of 128.4%and 122.8%, respectively. Among them, BYD, SAIC Group (SAIC -GM) and Tesla China have won the top three of new energy vehicles. Chery, GAC Ean and Geely Motors have also entered the "100,000 clubs". Among the new forces of car building, the average sales volume of ideals, Nezha, and Xiaopeng monthly monthly exceeded 10,000 vehicles. The cumulative sales of BAIC Blue Valley in the first half of the year were only 17,010 vehicles, and the average monthly sales were less than 3,000. Among them, the Fox brand's wholesale and retail volume in the first half of this year were 6,644 and 4,976, respectively.

However, in Wang Qiufeng's view, although the total sales of Jihu in the first half of the year were not large, the growth rate was very rapid. In the first half of this year, the number of wholesale and retail volume in the first half of this year increased by 469%and 464%, respectively. "The increase in sales of pole foxes far away to win the market." Wang Qiufeng believes that the Ji Fox, which debuted at the Geneva in 2019, is still considered a "new brand". At the end of October 2020, the Chinese brand officially promoted to the market. This year is the second year of the car. "Look at it, whether it is the national team or Wei Xiao, the first and second year is basically our data." Wang Qiufeng said.

At the same time, according to the 2022 semi -annual performance report released by BAIC Blue Valley, 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. The net loss attributable to shareholders of listed companies was 2.181 billion yuan, which was expanded from 1.813 billion yuan in losses in the same period last year.

Regarding the expansion of losses, Zhao Ji, secretary of BAIC Blue Valley's board of directors, said, "The company's overall operating ability is still increasing. In the process, we will sacrifice some short -term benefits to lay out our long -term core competitiveness and the construction of the moat." BAIC The phenomenon of continuous losses of Langu is not uncommon in the field of new energy vehicles. At present, only Tesla and BYD are in a state of making money in new energy vehicle manufacturers, and the profitability of the power battery field is not optimistic. Even Weilai, Xiaopeng, and ideals, which are currently selling around 10,000 vehicles, are in a state of losing money. In addition, Yu Chengdong, executive director and terminal BG CEO of Huawei, also said, "We have invested a lot in the car business in the car, spending a billion dollars a year, which is the only business now in Huawei."

Dai Kangwei, manager of BAIC Langu and general manager of BAIC New Energy, told China News Weekly: "Compared with the first half of 2021, our cash flow has a significant increase, which can ensure that the next step in research and development, channel development, etc. "Dai Kangwei believes that this is an obvious signal of the company's continuous improvement and entering the rising channel.

Polar fox needs to be "recognized"

With the transformation of traditional car brands, the new forces of car manufacturing have been fully exerted, technology and Internet companies have successively involved, and competition in the field of electric vehicles has become increasingly fierce. For a new brand, the first thing to solve is to let the market know itself. In Wang Qiufeng's opinion, the biggest problem of Jihu Automobile is not enough brand awareness. Because of this, the main work of Jihu's entire 2022 will be to open the brand awareness and enhance the brand's reputation. Based on this starting point, cross -border marketing has become an important choice for the current fox.

"Few people can buy a car immediately after watching an advertisement. No matter how wonderful car advertising, it is actually a part of mental training." In Wang Qiufeng It is necessary to continue to cultivate and affect the mind of users.

Wang Qiufeng said that sponsoring Cui Jian, Luo Dayou and other online performances are just one of the cross -border marketing of Jihu cross -border marketing. Next, Ji Fox will continue to break the inherent regions through cultural, music, sports, cross -border marketing activities in different fields, and cross -border marketing activities in different fields. Age and circle layers have more resonance with users. "We hope to effectively convey the connotation, culture and value of the Fox brand to users through a series of means to users."

As the core brand created by BAIC Group's development of new energy, Jihu once again received sufficient development funds. On the evening of July 15th, BAIC Langu released a fixed -increase plan. The issuance objects are not more than 35 specific objects including the related parties controlled by the company's controlling company, Baohai Automobile, and Bohai Automobile, and the raised funds will not exceed 8 billion yuan. Mainly invested in "Skating Platform Development Project for Scenic Products", "EMB Product Upgrade and Development Project", "R & D and Core Capability Construction Project" and supplementary mobile funds.

At the same time, at the channel level, the Gee Fox brand has opened a total of 154 stores in the first half of the year, and it is expected to reach 186 this year. However, in fact, 86%of the 86 outlets that were put into operation last year contributed the amount of retail volume, which means that the channels developed in the first half of this year have not fully released the power. After 3-6 months of growth, these stores will enter a stable operating state, which means that starting from the third quarter of the second half of the year, the growth of channel sales capabilities will contribute a good contribution to sales in the second half of the year.

With the continuous increase of cross -border marketing, BAIC Blue Valley has also set a faster and higher assessment goal for itself. "Our forward speed is faster than the first half of the year. We cannot use the speed of half a year. It is not enough to exceed the sales of last year." Said Fan Jingtao, deputy manager of BAIC Langu and executive deputy general manager of BAIC New Energy To achieve this goal, BAIC Langu will continue to work at the marketing and product level.

Faced with more and more competitors, can the "new face" pole fox rely on cross -border marketing to quickly open their popularity and reproduce the glory of BAIC Blue Valley in the past? At least, the pole fox of "Song Red Car is not red" has begun to be recognized by more people. However, the window period for the development of the new energy vehicle market is limited, and Jihu still needs to run.

Author: Liu Shanshan

Edit: Zheng Yu

Operation editor: Wang Lin

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