I don't know if you found it, the balance of the automobile market has begun to tilt quietly, before the left is a fuel vehicle, the right is a new energy vehicle, resulting in a situation of left light and right weight, but with the national policy and the continuous increase of major car companies, the current situation has been reversed, the recent rising sales of new energy vehicles is the best ironclad evidence.
According to the data given by the Association of Passenger Transporters, the top 15 in the sales list of new energy manufacturers in January and February this year, their year-on-year sales are rising sharply, especially BYD, sales in 1 to 2 months as high as 179457 vehicles, an increase of 489.9% year-on-year, directly killing Tesla, of course, there are actually a number of dark horses in this, proud that it is also our own brand. Geely Automobile ranked fourth in the sales list with 30,289 units, an increase of 562.3% year-on-year, and it can be seen that in terms of new energy vehicles, our own brands are still very strong.
But then again, there is competition in the market, if you want to go further, you must have excellent strength, of course, it is precisely because of this threshold, resulting in many new energy vehicle brands that are not "brilliant" are gradually marginalized, and some also include the self-proclaimed high-end new energy vehicle companies, of which Jihu is a "typical"! Although the Polar Fox is backed by "Huawei" and has magna, one of the world's largest automakers, to support it, it still can't afford it, and the reasons are as follows.
Brand black history is not something that can be solved by marketing alone
Jihu Automobile belongs to Beijing Blue Valley Jihu Automobile Technology Co., Ltd., whose predecessor is BAIC New Energy.
In the early stage of the development of domestic new energy vehicles, BAIC BJEV took the lead in entering the new energy vehicle market with a keen market vision, when it once created brilliant achievements, but "fire is not more than 7 years", with the maturity of the new energy vehicle market, more and more new energy vehicle brands began to pour into the market, they are even better and stronger than BAIC BJEV, BAIC BJEV will gradually fall lonely, of course, this can not blame competitors, blame only BAIC BJEV itself opportunistic.
The stink of "oil to electricity" has made BAIC BJEV lose the initiative of the market.
Do it with heart and do not care to do is two concepts, BAIC BJEV took advantage of the state subsidies, in that period of strong rise, but with the maturity of the market, its brand criticism began to appear, as the saying goes, no contrast is no harm, competitors are better than you, you can only get out, and since the "oil to electricity" shell was pried open, BAIC BJEV is still deeply involved in the "complaint vortex". There are too many small problems in its own products, so that the complaint cases of BAIC BJEV directly rushed to 289 cases, and it is conceivable that the shortcomings behind its products are worrying.
Therefore, when BAIC BJEV announced that it was high-end, it was not optimistic about most consumers. Although after the product came out, it also did a lot of publicity work, and last year's marketing expenses alone were as high as 400 million yuan, but what was the result of the feedback? Only more than 6,000 units were sold, and the marketing expenses spent on one car had to be measured in tens of thousands of yuan.
It is not advisable to strike iron and also need to use its own hard power to ascend to the position
In fact, to say that there is nothing wrong with the combat policy of the Polar Fox, with Huawei and Magna taking the lead, it should be in the ascendant, and its prospects should be a good one, but what I did not expect was that this good hand was beaten by the Pole Fox, and the fundamental reason for it had to be attributed to its own lack of strong strength.
For the Polar Fox, it is actually more like an accessory to Huawei and Magna, it is precisely because it relies too much on the two big guys behind it, which leads to the loss of its own core strength that it should have, and the OEM research and development is easy, but in the end? It was really easy, no sales, no technology, no need to do anything. Listing the top name, has been living under the shadow of others, this road is really impossible, not only can not establish their own brand influence, but also made a wedding dress for others.
Conclusion: To be a powerful car company, in addition to establishing correct corporate values, you also need to master excellent technology!
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