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polar foxwhat kind of magic is this? in half a year, the monthly sales went from over 100 to over 10,000?

in august 2024, polar fox's monthly sales reached the 10,000 mark. monthly sales of 10,000 are not uncommon, but what is uncommon is that in february half a year ago, polar fox's monthly sales were 122 vehicles.

some people have asked a soul-searching question: is the polar fox possessed by some kind of magic? fangde intelligent driving analyzes it from the perspective of the 4ps of marketing (product, price, channel, and promotion).

the flower of state-owned enterprises?

in just half a year, arctic fox has transformed from the worst among state-owned enterprises to the most dazzling one.

in the past two years, the sales volume of polar fox has been a new force among state-owned enterprises:lantu、zhiji, the worst among the polar fox. but with more than 100 units sold in february 2024, it still gave the industry a "fresh look". some people even wondered if polar fox had started to "play bad"?

however, starting from april, jihu suddenly started to grow rapidly, with monthly sales doubling from 2,000 to 4,000. after reaching 8,000 in june, the sales continued to rise to 10,000 in july and august.avita, lantu, zhiji, etc. monthly sales.

what is the reason for the drastic change in polar fox’s sales?

fangde intelligent driving believes that the reason why polar fox's sales were able to soar so quickly is that its sales in february were "abnormal".baicnew energy has its own "skills". in the field of new energy, baic is a "martial arts master" and has won the new energy vehicle championship for many years. it belongs to the "old money".

in recent years, its product positioning, marketing, channels, etc. have been somewhat weak, coupled with changes in management, leading to a decline in sales.

since last year, after the change of the top management of polar fox, there have been a series of changes in products, prices, channels, promotions, etc. in addition, baic has also provided greater support. finally, there are some favorable policies in the beijing market. with the joint efforts of multiple factors, this phenomenon of "vertical take-off" in sales has been formed.

the following will focus on analyzing the changes in the 4ps of marketing.

products by scene

this year, jifu's products have grasped the main contradictions and the main aspects of the contradictions.

the main contradiction of automobile products: what scenarios can this car meet better than competing products? since 2024, jihu has increased its efforts to launch new cars in accordance with the concept of "scenario-based car manufacturing".alpha twith the launch of several new models such as s5, s5 and jila s, the product matrix of jihu has achieved full coverage of sedans, suvs, mpvs, and all levels from compact, medium and large. each product corresponds to a specific application scenario. in this scenario, jihu finds the corresponding market benchmark product and achieves better product strength than competing products at the same price; or achieves better product strength than competing products at the same price.

at the same time, the product also grasps the main aspect of the contradiction: "battery". what do new energy users care about most? it is the difference between new energy vehicles and traditional fuel vehicles. one is the short range, and the second is the long recharging time.

in terms of battery life and energy replenishment, which are the most important aspects for pure electric vehicle users, baic arcfox has achieved the longest battery life in its class for the alpha t5/s5 twins at 660km and 708km, and has upgraded the full-domain 800v high-voltage supercharging platform to the 160,000 level, allowing more users to experience the worry-free energy replenishment experience of charging 260km and 280km in 10 minutes.

lower price than benchmark

the first law of economics is the law of supply and demand: the lower the price, the greater the sales volume, which is true even if the market is completely monopolized, not to mention that the current automobile market is still in the stage of monopolistic competition. the price of polar fox has played a crucial role in the substantial increase in sales in the past six months.

for example, with the help of the "old for new" replacement policy, polar fox has achieved "pure electricity is cheaper than oil prices". koala s enjoys a maximum replacement subsidy of 25,000 yuan, including a cash interest of up to 5,000 yuan, which is equivalent to the koala s with a guide price of 109,800 yuan and a terminal retail price of only 104,800 yuan. for new users, with just over 100,000 yuan, they can get a high-value experience such as catl batteries, 500km of range, large space, side sliding doors, and a "0 aldehyde 0 benzene" cockpit.

alpha t5/s5 gemini can enjoy a replacement subsidy of up to 51,800 yuan, including a cash benefit of up to 31,800 yuan from polar fox. for new users, the minimum purchase threshold of gemini can be reduced to 124,000 yuan and 129,000 yuan, and 120,000 yuan can enjoy the battery of catl and the manufacturing quality of magna. for 168,000 yuan and 165,000 yuan, you can get the gemini equipped with 800v full-range high-voltage supercharging. therefore, the two products have become the only two pure electric models equipped with 800v in the 160,000-level.

alpha s/t forest edition and forest edition pro can enjoy a replacement subsidy of up to 100,000 yuan, including a cash benefit of up to 50,000 yuan, which is equivalent to the starting prices of alpha s forest edition and alpha t forest edition being only 139,800 yuan and 135,800 yuan respectively.

after fangde zhijia published an article titled "why arcfox sells better than zhiji (with link attached)", some readers pointed out that zhiji's price is much higher than arcfox's.

he who controls the channels controls the world

as the saying goes, whoever controls the channels controls the world. without channels, even the best products will have difficulty reaching users. in 2024, polar fox auto also increased the "combat effectiveness" of its channels.

on the one hand, the number of vehicles has increased. the number of polar fox's national service centers has increased to 165. in terms of energy replenishment network construction, polar fox has built and operated 141 charging stations, and the polar fox app charging map has access to more than 850,000 public charging piles. the fully functional service center plus the convenient energy replenishment network have become a new driving force for polar fox's volume growth.

the other is to enhance the capabilities of dealers. since the beginning of this year, arcfox has encouraged high-quality stores to work with arcfox for the long term, providing customized training and empowerment to dealers, allowing dealers to grow together with arcfox, and achieving the simultaneous improvement of dealer capabilities, customer store experience and arcfox brand image. now, the average monthly sales of a single store of arcfox has reached 40 units, ranking first in the new energy vehicle industry. a number of dealers have achieved monthly sales of over 100 units, and the monthly sales of top dealers are more stable at around 300 units.

promotion is on

lynk & co’s promotion is finally underway.

previously, jihu's promotions were well received but not popular. the performances of cui jian and luo dayou sponsored by jihu received great attention, but not much was converted into actual orders.

this may be related to the fact that many of luo dayou's fans are born in the 1960s and 1970s, and most of these groups are fans of fuel vehicles. in 2024, arcfox's marketing began to be more down-to-earth. arcfox cooperated with the popular traffic ip "walking with glory". since april this year, the two sides started the journey of reading mountains and rivers, and went through henan, hainan, shanxi, chongqing and other places together. during the olympic games, it was the special partner of the special column "walking with glory·athletes say" and "oriental romance shines in paris", which successfully won the attention of the whole network and accumulated more than 1 billion traffic.

in addition, the marketing of arcfox does not stop at volume, but is closely related to order conversion. arcfox adopts the combination of "online + offline" to facilitate users to contact and understand arcfox more widely, and successfully converts passers-by in the live broadcast room of yuhuixing into its own fans.

beijing market is strong

as the saying goes, "if you work hard, god will help you." the fact that jihu was able to suddenly reach the 10,000-unit mark in august was not only due to its own efforts, but also to the favorable factors of the objective environment.

arcfox is located in beijing, and naturally it is the biggest beneficiary of the favorable policies of beijing, its base camp. first of all, beijing has added 20,000 new energy vehicle quotas. on july 19, the beijing municipal transportation commission suddenly issued a message: 20,000 new energy vehicle quotas will be issued to car-free families!

you should know that beijing has only 80,000 new energy indicators a year, and 20,000 indicators were suddenly added in late july, which will definitely have a direct effect on arcfox's sales in august.

in addition, beijing issued a new trade-in policy on august 29, which further increased the subsidy on the basis of the previous trade-in policy, increasing the subsidy from 10,000 yuan to 20,000 yuan for scrapping old cars that meet the standards and purchasing new energy passenger cars. this policy is expected to continue to be implemented. in addition, the management of polar fox is now getting better and better. it is expected that polar fox automobile's sales will remain at a high level of 10,000 vehicles in the next few months.