Roaring Dialogue with Extreme Fox: Do a good job of electric smart track must-answer questions

The current automotive electrification and intelligent track have undoubtedly become the focus of competition and transformation of the entire automotive industry.On this "main road" of future transformation recognized by the global automobile industry, many players are relying on exploration and attempts in various links from technology research and development, cooperation and collaboration to manufacturing, marketing services, etc., with more new products and new ideas. , The new model tries to run out of the "smart electricity" transformation acceleration.

Extreme Fox is a distinctive competitor in the electric smart track.Speaking of Jihu, how can we accurately interpret this car brand?Some people may say that Jihu is a high-endnew energyvehicle brand owned by BAIC; others may say that Jihu is a slightly jerky brand of new power.Frankly, both definitions are biased.Jihu is more like an innovative collection formed by the collision, cross-border and deep integration of traditional automobile manufacturing and the era of "number, intelligence and electricity".

As recently, Liu Yu, deputy general manager of BAIC Group and chairman of BAIC Blue Valley, co-planned and recorded "Roaring, Leaping Inflection Point - New Energy Vehicle Consumption" jointly planned and recorded by Juda Engine, a comprehensive digital marketing platform under ByteDance and "China Auto News". "Trend Talk" on-site dialogue with Xin Ning, deputy secretary of the party committee, vice chairman and general manager of China Energy Automobile Communication Group, and president of China Automobile News: "Born to break the world, why not" is the core of the Jihu brand , it is the unique brand core advantage and charm of Jihu.

The dual high-quality genes from traditional car companies and new car-making forces have been assembled on Jihu Automobile.Such innovation is also the confidence and strength of Jihu to contribute more new technologies and new products to users, to the market, and to the industry, and to create a stronger influence."It has the vitality and courage of new forces and the accumulation of traditional car companies. This is the advantage of Jihu that is difficult to copy." Liu Yu said.

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Electric smart track

Jihu is both an "old gun" and a novice

"Competing participants in the electric smart track, it is not enough to just provide users with a car. How to provide users with an application scenario and improve the user's time value under the condition of meeting the needs of users is the key." In the dialogue Exchange scene, Xin Ning said.

On May 7th, the new HI version of Jihu Alpha S was launched. This is the first intelligent car with a fully redundant architecture. It is also the result of the deep binding and mutual penetration between Jihu's fully redundant architecture and Huawei's HI vehicle digital solution. Hatching crystals.It is also regarded by the industry as a model for many latecomers to continue to move forward on the electric smart track.Three weeks after its launch, the new HI version of the Extreme Fox Alpha Swasunveiled at the 2022 Guangdong-Hong Kong-Macao Greater Bay Area International Auto Show and became the focus of attention at the auto show.

In today's increasingly fierce competition in the electric smart track, the launch of the new HI version of the Jihu Alpha S is the latest answer sheet handed over by Jihu in the electric, intelligent and digital transformation.So, in the electric smart track, what role does Jihu take to compete in the competition, and what kind of characteristics will stand out in the competition?

"To answer this question, we can still start from the brand core and positioning of Jihu. We are both an old company and a new force. From the perspective of devoting ourselves to the R&D and manufacturing of new energy products, BAIC New Energy should be said to be a company that has been in business for 12 years. After a lot of new cross-border forces entered the automotive industry, the entire manufacturing services, travel software and hardware were combined in a new form, and we became a fledgling new force." Liu Yu said, "Privil Fox As far as the intelligent track is concerned, many new car-making forces are our predecessors. How to do a good job in user experience and how to do a good job in service is worth learning humbly. On this track, challenges and opportunities coexist, and what Jihu needs to do is It’s about making the best of your strengths and avoiding your weaknesses.”

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Bringing together the essence of traditional car companies and new forces

Create the differentiated advantage of Jihu

With the strength and confidence of the "old guns" and the vigor and vigor of the new forces, it may be the capital of Jihu to create a differentiated advantage to achieve the lead in the electric intelligent track.

In fact, from building the BE21 platform to realize the positive development of electrified vehicles and autonomous driving technology; to the joint venture with the Magna factory, and a series of actions such as the deep binding with Huawei to create the HI project, etc. The fact that it is trying to release the dual advantages of traditional car companies and new car manufacturers.Today, the phased results of these projects are also reflected with the implementation of new technologies and the launch of new products.Therefore, Jihu has realized the product features of highsafety, high durability, high integration and light weight.

"Whether it is manufacturing or cross-border cooperation, the purpose is to achieve sufficient and effective interaction with users, and truly realize the co-creation of brands with users. Including Jihu, more and more brands are trying to The way of user co-creation is to do a good job in user experience and user service." Xin Ning said.

"Electric vehicles are not the other side of the development of the automobile industry. It is not an ultimate goal, but it is a hotbed. Electric vehicles breed changes in travel methods based on electrified artificial intelligence, intelligence and the Internet of Everything," Liu Yu said. "In the era of electric intelligence, enterprises are no longer the fundamental leader, and the needs of users are the fundamental orientation.

A brand is a brand that comes out of the product, and it must be considered from the perspective of consumers.Jihu has done a lot of work in recent years, including platform construction, control of the three-electric system, driving range, selection of battery partners, etc., all to make our products safe in driving and wading in water. Maneuverability, driving range, quality and quality meet the needs of users.Our users report that the performance of Jihu's car is very solid, which is our greatest recognition."

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Taking "user thinking" as the core

The must-answer questions for digital marketing

The electrification and intelligent transformation of the automotive industry and the digital economy are interpenetrating.

"In the electric smart track, not only product research and development and technological innovation must be based on the user's perspective, but also at the marketing level, digital marketing based on user needs has also become a must-answer question to achieve leadership in the competition." Liu Yu said, " In the digital economy era, the brand belongs to the user, and the engineer's thinking is not bad, but should be continuously updated based on the user's needs, and the engineer's thinking should be guided by the user's thinking."

Xin Ning said that in the transformation of electrification, intelligence and digitalization, cars are being redefined.The relationship between the car and the user is also fundamentally changing.Electric and intelligent vehicles are being accepted and recognized by more and more users. Such products bring real satisfaction to users, and are not limited to simple transportation or certain material needs, but allow users to obtain more spiritual satisfaction.

Liu Yu said frankly that in order to launch a good product and a good brand that is trul y recognized by users, we must jump out of the inherent thinking circle of traditional manufacturing and start from the user's point of view."The richness of innovative technologies is already very high, but as far as car companies are concerned, the ability to arrange and combine technologies is often weak. The fundamental solution to this problem is to truly switch to user thinking and implement user needs as innovative technologies. This requires companies to have more precise insights." He said, "In the future, cars will not be dominated by anyone, but will be 'decentralized', and consumers will empower products and brands."

As a result, traditional methods such as celebrity endorsements alone will not work for marketing services in the digital age."Every real user and ordinary people are the protagonists of digital marketing. For example, the most commonly mentioned content planting and weeding, whether it is on Douyin shortvideosor other social media, its On the contrary, the effect is stronger." Liu Yu said, "This is a kind of thinking change. The effect of advertising alone in the Douyin ecosystem is limited, but is driven by user experience and word-of-mouth communication."

The changing times, the evolution of consumers, the transformation of the industry, and the transformation of the industry will inevitably force the change of brand marketing.

The so-called challenges, on the one hand, come from the fragmentation of consumer information acquisition and decision-making channels, which makes the decision-making path more complex, the retention of capital more scattered, and the difficulty of marketing; on the other hand, it is the rise of marketing and sales costs, external competition and endogenous Pressure, so that new energy car companies also need to "reduce costs and increase efficiency."

How to use digital marketing technology and channels to answer the required questio ns for brand marketing of new energy vehicles?

Liu Yu said that, on the one hand, good content is the key for new energy vehicle companies to win the brand battle in the era of digital marketing. They must be able to create good content and reach users; on the other hand, marketing also needs many partners and platforms. On the mature technical system and capabilities, enterprises can have better opportunities to display and accelerate growth.

As a marketing platform for in-depth cooperation with Jihu Automobile, Juda Engine has built an integrated marketing link including "quality, efficiency, and business", including short video, medium video, live broadcast and talent content and platform IP. The full-chain content matrix is ​​matched with a variety of user contact methods; the full-link solution based on intelligent car clues is transformed; the post-link is developed to realize innovative e-commerce capabilities of market development.

In 2021, Jihu Automobile and Juda Engine will carry out double-end content cooperation on Douyin and Toutiao. Based on these two key Internet content ecosystems, they will amplify the product reputation through professional content from many top talents on both ends, and make Jihu products The core advantages of fast delivery to consumers.

In April 2022, Jihu Automobile once again collaborated with Huge Engine to make a breakthrough in the platform-level live program "The New Car Arrives", which is a cross-border sports world champion. Follow-up investment in performance advertising to achieve large-scale marketing and efficiency improvement.

The strong cooperation has enabled Jihu Auto to fully open up the content, word-of-mouth and channels on Douyin and Toutiao, effectively improving the communication efficiency between users and brands.Based on the data analysis of the marketing science O5A model of huge cloud maps, from January to May 2022, Jihu has achieved positive growth in brand scale, brand efficiency and brand image, allowing consumers to understand Jihu more comprehensively and truly , and then love the polar fox.

In this regard, Liu Yu believes, "In terms of digital marketing, Jihu Automobile must cooperate with the digital media platform at the head, show its own brand charm, and actively use the platform's capabilities. For example, a huge number of engines will help us gain insight. What labels do the consumers of new energy vehicles have, what content they are more sensitive to, and which points of attention they pay more attention to new energy products. These tools and capabilities allow new energy vehicle companies to have better opportunities to display on the platform Ability, answering this question must be answered well.”