90 million people planted grass in two days. Jihu car, which loves to taste fresh food and “broke the boundary by birth”, broke the boundary again. In the past weekend, Cui Jian’s first video concert, exclusively named by Jihu, brushed the screen of the whole circle of friends. More than 1 million customized gifts were sent out during the live broadcast, and the wechat index of Jihu also reached the highest peak in history, 54 times higher than that before the event. Some critics believe that the named Cui Jian concert of Jihu automobile is groundbreaking in the process of commercialization exploration of video numbers, creating a “phenomenal” flow frenzy, which is bound to become a benchmark case for Industry learning.
A cross-border entertainment show made Jihu the focus of the outside world overnight. On April 9, Jihu just officially reached a brand cooperation with Beijing Guoan Football Club and jointly released the “green charging plan” aimed at creating a deep travel experience for users and fans. One side is the star concert to awaken Chinese rock music, and the other is the linkage of professional football clubs. The extreme fox with both sports and entertainment will not only break the boundary of “play”, but also play a group of beautiful marketing combination boxing.
cross border marketing has been tried repeatedly, and Jihu master the traffic password
Cross border circle marketing has always been the highlight of Jihu in innovative marketing. As we all know, Cui Jian is regarded as the godfather of Chinese rock music. His song “nothing” has changed the development of Chinese rock history and given more young people the opportunity to feel the charm of Chinese rock. As the exclusive sponsor of Cui Jian’s online concert, Jihu has been working hard in the field of new energy vehicles. It also wants to bring more new possibilities and experiences to people’s travel and meet people’s pursuit of freedom.
Free and uninhibited Cui Jian, born into a broken fox, came together in this way. Just over three hours of online live broadcasting has attracted 46 million people to watch online, 1.2 billion + concerts have been exposed in the wechat ecosystem, as well as the attention reports of more than 100 mainstream media and 120 million + microblog topic readings. For the cross-border success of Jihu, many netizens commented that “the traffic password is tight” and “a concert makes Jihu brush the screen, which also makes other friends and businessmen a little jealous”
In fact, the previous cooperation between Jihu and Beijing Guoan to create the “green charging plan” has made the outside world pay attention to the layout of cross-border marketing of Jihu. It is reported that the purpose of the “green charging plan” is to build a new platform for fans to communicate and interact through user experience activities throughout the year, and create an exclusive IP symbol of “loving sports and extreme travel”. Some industry analysts believe that the common goal and highly consistent brand spirit are the biggest driving force to promote this cooperation. Both Jihu and Beijing Guoan are outstanding representatives in their respective fields. The value concept of “why not break the boundary when born” of Jihu is highly consistent with the Beijing Guoan spirit of “always strive for the first”, which naturally makes the cooperation between the two sides come naturally.
The frequent boundary breaking in marketing has enabled Jihu to further realize multiple leaps in the circle and strengthen the deep penetration of the brand in users’ emotion.
attack the C-end market and build a three-dimensional matrix marketing ecology
However, the cooperation with Beijing Guoan and Cui Jian is only one of the many measures taken by Jihu to cross-border cooperation and rush to attack the C-end market. In the past year, Jihu has started to carry out brand marketing, user operation and channel construction in an all-round way, and has built a three-dimensional matrix marketing ecology.
In terms of specific marketing measures, in 2021, Jihu’s all-round integrated marketing will be carried out simultaneously in Wuxi Online Offline Communication Information Technology Co.Ltd(300959) . On the one hand, by vigorously investing in brands and sponsoring events, we launched the immersive in-depth test drive of “extreme fox action” to expand the brand influence; On the other hand, it takes advantage of cross-border cooperation to quickly seize the user’s mind, create many famous IP in the industry, such as binglinxia, mountaintop coffee and Jihu planet street party, and build a brand-new consumption experience.
Among them, as the industry’s first immersive in-depth test drive experience, since its launch last year, the “extreme fox action” has covered nine cities in four regions of the country, East, West, North and south, with a total of more than 4000 users and extreme fox owners participating. Different from the common sub station new car test drive experience activities, in addition to the test drive, extreme fox action also integrates additional experience elements such as plot, task, art, food and so on. The rich and diverse playing methods and presentation methods not only enhance the connection and communication between the brand and users, but also enhance the external awareness of the extreme Fox brand and inject confidence and vitality into the sustainable growth of the extreme Fox brand. According to the plan, it will enter 15 cities across the country this year, so that more users can participate and appreciate the unique charm of Jihu model.
In addition to innovative marketing, Jihu’s terminal channel construction is also advancing in an orderly manner. It has creatively adopted the form of direct marketing, dealers and cross-border co creation, and effectively improved and orderly controlled the quantity and quality of terminal channels. Data show that over the past year, Jihu has completed the construction of more than 120 authorized outlets, especially in 15 key cities where the sales volume of high-end pure electricity market accounts for more than 80%, and has achieved 100% coverage. In addition, Jihu has authorized 73 authorized service centers, covering 54 cities across the country. The team directly under Jihu provides 24-hour online services to ensure the coverage of multi-channel and full scene users’ car life. According to the plan, in 2022, Jihu will further expand its territory on the basis of key cities and enter 60 cities in China.
focus on high-end market products are still king
Of course, although successful cross-border marketing and perfect terminal service channels can attract consumers, what can really impress consumers still depends on the power of products. It is understood that Baic Bluepark New Energy Technology Co.Ltd(600733) has a circle of friends that completely covers the ecology of the intelligent automobile industry chain. Behind it, there are global top resources such as Huawei, Magna, Contemporary Amperex Technology Co.Limited(300750) , Bosch, Daimler and so on. The product power is self-evident. As a high-end brand under Baic Bluepark New Energy Technology Co.Ltd(600733) brand, Jihu is the concentrated embodiment of Baic Bluepark New Energy Technology Co.Ltd(600733) product strength and carries the mission of Baic Bluepark New Energy Technology Co.Ltd(600733) high-end intelligent transformation.
A concert made Jihu famous, but this is only the beginning. For Baic Bluepark New Energy Technology Co.Ltd(600733) , which focuses on high-end transformation, 2022 is still a challenging year. It is necessary to rapidly improve the position of the brand in the hearts of users and realize more customer transformation while continuing the existing product strength. Whether it is highly innovative cross-border marketing, rapidly improving diversified terminal service channels, or creating more intelligent high-end products, Baic Bluepark New Energy Technology Co.Ltd(600733) has a clear goal, that is to focus on the high-end market, seize the C-end market and firmly take root in the new energy vehicle market.
