What's wrong with returning to childhood

On May 27, Luo Dayou's firstvideoconcert, which was exclusively named by Jihu, swiped the entire circle of friends.A song "Childhood" sang, bringing countless people back to the golden years.Through the national-level memory killing, Luo Dayou and Jihu stood on the high ground again, setting off a new wave of nostalgia.

According to statistics, this short 3-hour online live broadcast attracted more than 38.8 million online viewers, and the cumulative number of likes exceeded 72 million, which once almost broke the live concert viewing record of the video account.On other platforms such as Weibo and Douyin, the reading volume of related topics has also continued to increase, forming a ripple effect covering the entire network.This popularity is especially rare in an environment where consumption is cold and mood is low in the epidemic era.

The high-traffic exposure not only made the value of classic IPs re-discovered, but also made the "Fox Auto" that appeared in the live broadcast room with Luo Dayou shine.It is reported that the Jihu brand is frequently exposed in the live broadcast room of Luo Dayou's concert, and a large number of Jihu customized gifts continue to pop up, which has really earned enough attention.Many professionals in the automotive circle and marketing circles alsofully affirmed the cross-border marketingactivities of Jihu.

In the era of user focus, the video concert as a medium has set off a huge marketing wave, which is a new opportunity for car brands in the new era.And Jihu, once again walking in the forefront of the industry.Over the past year, all kinds of dizzying innovative marketing combinations have been played by Jihu, which has made the outside world full of confidence and expectations for this young brand.

Taking cross-border marketing as a breakthroughto create matrix marketing ecology

In the past, we often thought that cross-border marketing was only the highlight of new power brands or Internet companies, while vertical websites, TV shows or auto shows were the main positions of traditional car companies.As theattention ofmodern people

Based on in-depth insights into the current situation of the industry, BAIC Blue Valley has begun to learn and innovate from Internet companies and new car manufacturers in recent years, fully integrating more than ten yearsof marketing experience in thenew energyvehicle market, and actively accepting new ideas and new blood, gradually Push the high-end brand Jihu to the deep-water area of ​​innovative marketing.

In 2021, BAIC Blue Valley will carry out a series of all-round integrated marketing activities both online and offline to meet the needs of publicity and implementation of the Jihu brand, including Jihu Action, Binglinchengxia, Mountaintop Coffee, Jihu Planet Street Party, etc.Different from the general "trying to stop" activities, Jihu is to let consumers really see and test drive the car, and play and have fun with users.This marketing method of "going to the masses" has won word of mouth and praise from many users.

Taking "Operation Extreme Fox" as an example, the whole event lasted 113 days and ran through 9 cities in 4 major regions of the country. The breadth of time and space is not too big.The content of the event is a combination of plot, tasks, art, and food, creating an all-round immersive driving atmosphere.For example, under the control of the NPC special driver, the "Extreme Speed" project has left a deep impression on consumers with the powerful sports genes of the extreme fox.

In 2022, after the positive results of the combined marketing "small test", the Jihu brand once again opened up a new path, deeply bound with well-known IP in multiple circles, and preconceived the user's mind.

On April 9, Jihu and Beijing Guoan Football Club officially reached a brand cooperation, and jointly released the "Green Energy Plan" aimed at creating an in-depth travel experience for users and fans, building a new platform for fans to communicate and interact, creating " The exclusive IP symbol of "Love sports, extreme travel".

On April 15, Extreme Fox exclusively named Cui Jian's first online concert with a video account - "Continue to Sprinkle Wild", which attracted over 46 million viewers, over 110 million likes, and over 170,000 comments, a record Video account live concert viewing record.On May 27, Jihu "Braced twice" and exclusively titled Luo Dayou's first video concert, reproducing the grand occasion of Cui Jian's concert, and pushing the traffic of the whole network to a climax again.

Yu Guangzhong, a famous contemporary writer, once said: "There are two great poets like Lennon in China's music scene, one is Cui Jian and the other is Luo Dayou." Within two months, Jihu gathered two great Chinese music circles. The enduring "top-notch" characters are the best manifestation of their own brand strength.Taking advantage of the two major IPs, the Jihu brand can be fully exposed, and at the same time, the brand, singer, platform and fans can achieve a win-win situation.

It is worth mentioning that, interspersed between the live broadcasts of the two concerts, Jihu also had a heavyweight present, that is, Yu Chengdong of Huawei.On May 7th, the new HI version of Extreme Fox Alpha S was officially launched.At the press conference, Yu Chengdong, Executive Director of Huawei Technologies Co., Ltd., CEO of Terminal BG, and CEO of Smart Car Solutions BU, called the public platform of the new car.With the high traffic accumulated by Huawei in the field of ICT technology and the smart terminal market, this phenomenalmodel, known as the "smart car ceiling", has received a greater degree of positive exposure.The close interaction between the high-level officials of the two sides has also given the outside world more recognition and affirmation of the intelligent driving level of the car.

You can take a deep test drive offline and feast your eyes online.On the one hand, there is the cheering of the star concerts that shocked the whole network, and on the other hand, there is the unabated professional football club linkage.Jihu has penetrated marketing into the fields of trendy games, sports, music, and entertainment, achieved multiple leaps in the circle, and built a unique three-dimensional matrix marketing ecology in the industry.

Directly reach core customer groups andestablish deep emotional connections

In fact, no matter online marketing or offline marketing, telling a good story and increasing traffic is only the first step, and what is more important is the "quality" of traffic.Compared with more than 10 million views and 100 million likes, the high-quality emotional connection brought by Jihu's innovative marketing is more valuable.Through swiping and clicking again and again, Jihu combines the spirit of car-making with the ideological soul of the target IP, amplifies the shared values, makes its own ideas and propositions deeply rooted in the hearts of the people, and also adds luster to the brand image.

As we all know, Luo Dayou and Cui Jian, as masters ofculturalsymbol level, are indelible marks of an era.Songs such as "Nothing" and "Childhood" have become classic works that young people sing and sing, and the perseverance of the two is also widely remembered by people.As a brand new brand in the field of new energy vehicles, Jihu is committed to broadening the life radius of users with intelligent technology and excellent quality, and seeking a brand breakthrough.The heroic and heroic "born out of bounds, why not" actually expresses the common aspiration of the three.

Similarly, Jihu's value conceptof "born out of bounds, why not"coincides with the Beijing Guoan spirit of "always striving for the first place".The common struggle spirit forms a joint force, which greatly strengthens the brand's in-depth penetration of users' emotions and makes users' sense of acquisition leap.

Of course, there are many IPs that are consistent with the brand's tonality. If it is just aimlessly "flooding", ignoring the characteristics and demands of the audience, it will be difficult to balance investment and income.Carefully observe the choice of Jihu in marketing cooperation, you will find that there are many careful considerations behind its frequent outings.

For example, most of the target groups of Luo Dayou and Cui Jian are the new middle-class men born in the 70s and 80s with families and savings. They show their individuality, high intelligence and pursuit of quality life.And these features just hit the product point of Jihu.With industry-leading three-electric technology and platform technology, a century-old Magna manufacturing process, and Huawei's advanced intelligent driving capabilities, it can be said that every label of Jihu is specially designed for those who have the spirit of "serious adventurers". The characteristic new middle class comes, accurately covers the target group, understands what you think, and is right in the heart.

In addition, as the first car brand to broadcast live online concerts with an exclusive video account, Jihu has once again occupied the first mover advantage. By preferentially enjoying the private domain traffic blessing of the video account, it has refined more Intentional potential users have tapped into new brand marketing increments.

Obviously, Jihu's marketing style is not like a boxer and a strong man, but it is more like Ip Man and Bruce Lee's inch strength. Every move is a precise layout, and the effect is even more impressive. .

Extreme Fox's intensive innovative marketing combination has opened a new door for automobile marketing.Whether it is the creation of a matrix marketing ecology or the release of the marketing strategy of "from broad to refined, from public to private", it has provided a lot of inspiration for the industry.

At the same time, Jihu himself also found the password to break the game.With a variety of marketing methods, Jihu has established its own brand "soul", and has grasped the rhythm that resonates with users.This year is the year when the Jihu brand has fully exerted its strength. We also look forward to the follow-up Jihu to integrate with more diverse themes and more distinctive characters to collide with new sparks.