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during the internal cycle, the increase in sales means that the brand is no longer allowed to keep a low profile.

now, baic new energy has also joined this ranks. data show that baic new energy sold 15,871 units in september, and its cumulative sales from january to september were 67,849 units, a year-on-year increase of 23.9%. as its most important flagship brand, baic jihu's sales exceeded 80,000 units in june and july, and exceeded 10,000 units in august. in september, sales reached 10,880 units, exceeding 10,000 units again. and from january to september, the sales volume was 46,741 units, a year-on-year increase of 210%, ranking among the top 6 new forces in the pure electric market.

continuous growth, continuously exceeding 10,000. it can be said that baic new energy has demonstrated a brand new development trend through the strong development of jihu's "double connection". when public opinion cheers for performance and sales, the reasons behind achieving this achievement are actually more worthy of attention. because this proves that within a period, the brand has achieved substantial results at the strategic level. the performance of jihu that has been rising for several consecutive months also shows that jihu has not only mastered the password of "increasing volume", but also followed the right and stable "path".

[leapfrog value in the “red ocean” market]

the price range of 100,000-300,000 yuan that jihu has laid out is the real "red ocean" in the domestic pure electric market.

the market space is large, there are many entering models, and the involution competition is more intense. different from taking the purely high-end route and the purely entry-level route, this market not only has huge user demand, but also tests the brand's insightful skills in defining products.

this requires brands to first establish accurate product positioning based on the characteristics of target users for specific products. second, based on positioning and relying on its own technical strength, establish product value that has a sense of leapfrog among the same level. only in this way can we achieve satisfactory results in the fierce competition.

therefore, jihu also has precise insights and positioning in terms of product positioning. for example, alpha s5 is positioned as a good partner for young people to please themselves and protect their families; koala has entered the 100,000-class range and has become the most suitable smart parent-child car for chinese families; while alpha s and t are targeted for the urban middle class. the third space for elite families. the accurate positioning also gives jihu a starting point to empower its products with its own product technology advantages.

this year, the biggest feature on the market is the continued "price war." a series of brands are trying to use price as a starting point, hoping to boost sales. however, the market reaction and user feedback also show that being keen on price wars cannot help the brand survive the involution period. the sales volume gained often overdrafts the brand's sense of value. in contrast, jihu has chosen to use the "quality" of its products as the anchor and achieve performance growth through superior value and quality.

specifically, the jifox "5 series gemini" consisting of alpha s5 and t5 has a price range of 120,000 to 180,000. but in terms of product strength, all series are equipped with catl batteries, with 800v supercharging technology and a real range of 660 kilometers or even more than 700 kilometers, as well as the large space and magna manufacturing quality of a c-class car. in contrast, many products of the same level only use catl batteries in high-end models, and the actual battery life has a higher "discount rate".

at a time when the voice of "fuel-power equality" dominates the market, energy replenishment efficiency and battery life often ultimately determine users' choice of pure electric models. on the 5 series gemini, it uses global 800v technology. its own boost system does not require pick-up and can be charged at will in more than 330 cities across the country. similar products in the same class are priced at more than 200,000. and taking the alpha t5 as an example, its maximum cruising range of 660 kilometers is the longest cruising range of a pure electric suv in the 160,000-class range. it is also more than 100 kilometers longer than competing products at the same price, and is more common than products with the same cruising range. discount of more than 20,000.

when the charging is efficient and convenient, the battery life is class-leading, and the price is even more advantageous, it also proves that jihu has implemented the "fuel-power parity" on the 5 series gemini. and this also allows it to reach leapfrog standards in terms of energy replenishment and battery life.

of course, for users, energy replenishment and battery life are only one aspect of driving comfort. on the other hand, vehicle safety is also an important dimension that affects purchasing decisions. this involves body safety and cabin health and safety.

in the latest c-ncap crash test of the china automotive center, the alpha t5 achieved gratifying results, with a comprehensive score of 92.7%. this score exceeded all participating mid-sized pure electric suvs in history, and it was the only one within 500,000 yuan that received the five-star + score models.

in terms of cabin health and safety, jihu also strives to create an extremely clean cabin that is extremely close to "0 aldehyde and 0 benzene". even under 50-degree high temperature exposure, the formaldehyde content in the car is still lower than the national formaldehyde limit for children's rooms at normal temperature. . taking the alpha t5 as an example, it has obtained three full five-star green certifications from c-gcap including health, energy efficiency, and low carbon. among them, the health score is 96.3 points, which is the highest score in the history of china automobile evaluation corporation. it can be said that efforts have also been made in terms of cabin health and safety, and a real leap in quality has been achieved.

on the koala s, jihu has further deepened the leapfrogging experience and value. the price of rmb 100,000, all catl batteries, 500 kilometers of battery life, c-class large space, and healthy cockpit all demonstrate its product strength in providing deep value. the price of models with similar product capabilities is generally in the range of 150,000-200,000. it can be said that koala s has also created a sense of leapfrogging into a template worthy of reference among its peers.

therefore, this sense of leapfrog that is truly present in the level of product value also allowed jihu to achieve great results again in september. data show that in september, alpha t5 achieved sales of 4,520 units, a month-on-month increase of 6%; alpha s5 sales increased by 16% month-on-month, reaching 3,199 units; at the same time, koala s also achieved 2,633 units. three vehicles with a full sense of leapfrog directly accounted for more than 95% of jihu's sales this month.

this also shows that real high-quality sales growth is based on leapfrog value and quality. and this will also become jihu's real strength foundation in the competition in the "red sea" field.

[high-quality "seamless connection" of marketing strategy]

products with leapfrog value are the basis for brand development, and marketing strategies will determine the depth and breadth of communication of leapfrog value. this will also become a booster for the high-quality development of the brand.

after all, product value should not just stay at the physical level of product power, but also need to be mentally recognized and recognized by users through marketing strategies.

in 2024, the entire automotive industry will move closer to "traffic" in terms of marketing. in the new consumption era that competes for minds, "traffic" is often tied to sales. this has also caused many car companies to deform their actions: they do not hesitate to create gimmicks to gain traffic, but due to the shift in focus, the gains outweigh the losses. sales have not increased, but the brand tone has been biased.

in contrast, although jihu also values ​​traffic, it values ​​quality more. and in terms of marketing, it not only focuses on online, but seamlessly connects online and offline, so as to convey product value and brand value to the minds of users to the greatest extent.

online, since april this year, jihu has started a journey of "walking with hui" with the popular traffic ip. we have traveled hand in hand to henan, hainan, shanxi, chongqing, hebei and other places. in addition, during the olympic games, it served as a special partner of the special columns of "walking with hui·athletes talk" and "oriental romance in paris", and received more than 1 billion traffic on the entire network, achieving dual high-quality development of brand exposure and praise.

offline, during the mid-autumn festival this year, jihu also focused on the lifestyle of young people, taking trendy life as the entry point. strategically cooperated with baic group and exclusively named by baic jihu, the 2024 beijing 2024 was held in green heart forest park, the sub-center of beijing city. grand canal music festival. through the most popular music festival model in young people’s social scenes, the core of the young and trendy products of the jihu brand is demonstrated. it not only presents the product value to young users, but also mobilizes the emotional experience of young users, thereby establishing resonance in values.

it can be said that whether it is cooperating with "walking with hui" or hosting the grand canal music festival, jihu is innovating marketing strategies and increasing its volume in a way that is steady but enough to penetrate into the hearts of users. breakthrough. this kind of innovation is not just an exaggeration for the eyes of tubo people, but a high-quality cross-border outing to establish a deep link to communicate with users.

of course, offline marketing does not just stop at holding music festivals. for brands and users, the construction of sales channels is more important. because the construction of the sales system will also determine the depth and breadth of reaching users.

in terms of the number of channels, there were less than 200 jihu dealers nationwide at the beginning of the year, but now there are more than 300, and it is expected to exceed 350 by the end of the year. in terms of channel quality, jihu also adopts a long-term approach and achieves simultaneous improvement of in-store experience and brand image through customized training and empowerment. at present, the average monthly sales volume of jihu single store is close to 50 units, ranking first in the industry. among them, a group of dealers have achieved sales of more than 100 units, and the leading dealers have stable monthly sales of around 300 units.

at the same time, in terms of service system construction, jihu has also adopted the "dual-network strategy" of service network and charging network. at present, jihu’s service network has achieved comprehensive coverage in key cities across the country. on the energy replenishment network, the number of charging stations constructed and operated by jihu has reached 141, and the jihu app charging map has also connected to more than 850,000 public charging piles, allowing users to "charge wherever they go."

therefore, jihu's marketing strategy is not simply to pursue high-quality breakthroughs in terms of volume, but to go deep into the dealer and service network to drive jihu in all dimensions and drive baic new energy into a new growth cycle.

["twin engines" promote higher prices]

the most important thing for a brand to develop upwards is to form a synergy.

especially if we want to continue to develop in the high-end new energy field, the dual-brand strategy is also an important part. at present, in addition to baic new energy's jihu, which is the sales and quality leader, the arrival of xiangjie has also formed a new boost.

as a luxury car brand jointly created by baic new energy and huawei, the xiangjie brand and its first luxury flagship model, the xiangjie s9, both bear important strategic significance. on the one hand, this is a sign of further deepening cooperation between baic new energy and huawei. on the other hand, it also represents the important task of independent high-end luxury products to put pressure on traditional overseas brands and capture their positions.

at present, the biggest advantage of xiangjie s9 is that it is not only the product strength shaped by huawei's in-depth participation. in terms of channel construction and market promotion, we can rely on the empowerment of hongmeng intelligence. this will help increase its volume in the market. this will further unleash the potential of baic new energy, quickly achieve economies of scale and profitability, and then invest more resources in the r&d and manufacturing of new technologies and products. as a result, baic new energy will continue to advance with market-leading product capabilities throughout the entire involution cycle.

【summarize】

at a time when various car companies are being "coerced" by "price wars" and "traffic wars", baic new energy and its jihu are both trying their best to maintain a brand in the process of upward advancement. some are pragmatic and rational: through a series of personal leapfrogging values ​​and in-depth insights into user demands, today's high-speed and high-quality sales growth have been achieved. it can be said that this is the real password behind its continuous "increasing sales volume". it is also the spiritual outlook that a continuously improving brand should have. for many car companies that have been "coerced", baic new energy's strategic approach is also very worthy of reference.