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New energy vehicles have experienced explosive growth, while BAIC New Energy, which is standing in the setting sun, seems a little lonely. According to KuaiBao, BAIC's latest sales volume, BAIC New Energy (including BEIJING/ARCFOX) sold 6052 vehicles in November 2022, an increase of 144.92% over the same period last year. A total of 40316 vehicles were sold from January to November in 2022, an increase of 83.85% over the same period last year.

Earlier, at the communication meeting held by BAIC Group, Zhang Xiyong, general manager of BAIC Group, revealed to the outside world some of the next goals and development focus of BAIC's three independent sectors. BAIC New Energy, which is owned by BAIC Blue Valley, has a sales target of 100000 vehicles this year, including 40,000 polar foxes, and strive to hit 300000 vehicles in the future. As of November, BAIC Langu's annual sales target completion rate was 40.3%.

In November 2009, BAIC New Energy was established, and it is the first enterprise in China to obtain the qualification for the production of new energy vehicles. In the early days of its establishment, BAIC New Energy mainly focused on B-end markets such as taxi, car-hailing and car rental industry. relying on cost-effective EU and EX series, BAIC New Energy won the title of domestic new energy sales for seven consecutive years from 2013 to 2019, from 1623 in 2013 to 158000 in 2018.

In September 2018, BAIC New Energy completed its listing through backdoor Vanguard shares and became the first new energy vehicle stock listed in China, and the company changed its name to "BAIC Blue Valley New Energy Technology Co., Ltd.". It is precisely from 2018, with the emergence of new car-building forces like bamboo shoots after a spring rain, although it does not pose a threat to BAIC new energy, it has begun to decline.

BAIC Langu once again ranked first in domestic pure electric vehicle sales with sales of 150600 vehicles in 2019, down 4.69% from a year earlier. BAIC's new energy sales fell off a cliff in 2020, with annual sales of only 25900 vehicles, down 82.79 per cent from a year earlier. In 2021 and 2022, BAIC New Energy is still in decline and has not recovered from its failure, and its sales are even worse, as if it had lost its way in the market and lost its original high spirits.

As mentioned earlier, BAIC New Energy was able to remain the top seller of new energy vehicles from 2013 to 2018, largely due to the contribution of the B-end market, and only a small portion of the sales came from the C-end market. In 2019, for example, the public accounted for 70% of BAIC's new energy sales of 150600 vehicles, while with the full outbreak of the COVID-19 epidemic in 2020, the domestic travel market has undergone tremendous changes, the scale of the B-end market began to shrink, while the C-end market blowout. As a result, BAIC New Energy, which originally relied on the B-end market, was temporarily difficult to turn around, and its sense of existence in the market plummeted.

Under the heavy blow, BAIC's new energy position was inevitably in disarray, and it had to rush to the C-end market to launch the high-end brand ARCFOX extreme Fox. At present, it has launched the new HI versions of Alpha T, Alpha S and Alpha S, especially the new HI version of Alpha S, a high-end intelligent luxury pure electric car equipped with Huawei's full-stack self-driving solution, and it is also the first car in mass production with intelligent driving capability in urban areas. It can be said that the polar fox not only undertakes the important task of the upward development of BAIC's new energy brand, but also places high hopes on breaking the market difficulties.

However, the performance of Jihu in the market is very mediocre. Figures show that only 9829 polar foxes were sold wholesale in the first three quarters of 2022, compared with a target of 40, 000 set at the beginning of the year, with a completion rate of less than 25 per cent. According to this trend, the annual sales target for BAIC is tantamount to the Arabian Nights.

According to the financial report, the operating income in the first three quarters was 5.707 billion yuan, down 6.41% from the same period last year, of which the operating income in the third quarter was 2.227 billion yuan, down 39.15% from the same period last year. The net loss of shareholders belonging to listed companies was 3.5 billion yuan, down 32.35% from the same period last year, including a net loss of 1.318 billion yuan in the third quarter, an increase of 58.71% over the same period last year. In addition, the personnel of Jihu changes frequently. In early November, Wang Qiufeng, deputy general manager and president of Beijing Automobile New Energy Co., Ltd., resigned for personal reasons. It is understood that the company has changed its helmsman frequently in the past two years, which has had a lot of adverse effects on brand development and strategic layout.

In the latest news, BAIC New Energy will launch a new brand "KAOLA", which will focus on the family's baby mother and will be officially launched in 2023.

It is worth mentioning that Great Wall's Euler used to focus on the women's market, but life is not easy now, after the suspension of black and white cats, the introduction of higher-priced ballet cats and lightning cats, although the gross profit margin has increased, but the market share has declined significantly.

At present, the new energy vehicle industry is still in the growth stage, and the second half of the competition has just begun. For BAIC Langu, through brand activities, more and more people know and appreciate polar foxes, which also lays a user foundation for the development of polar foxes in the second half of building cars. Yes, especially the high-end market in which the polar fox is located. In recent years, with the deepening of user awareness, more and more users tend to choose domestic high-end brands, which is very important to the mental occupation of users.

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