As society moves from the "age of force" to the "era of knowledge and information economy", women are gradually gaining social recognition by taking advantage of their innate intuition, understanding, flexibility, and coordination. In this context, the extension and weight of decision-making of Kochi, high-level occupations and high-paying "three high" women in consumption have also been continuously expanded, and have gradually become the main force in China's consumer market.
Based on this, actively striving for female users has become the core issue of car companies. Looking at the entire automotive industry, Euler is the first to really include women in the brand category. In March this year, Euler officially announced the brand positioning of "loving women more", bypassing the inherent thinking restrictions of the industry and starting from the needs of female users to deeply cultivate "her ecology".
In terms of products, Euler has completed the product layout from black cats and white cats to good cats and good cat GT. Next, family members such as ballet cats, lightning cats, and punk cats will also be in place. Among them, the flagship model that will be launched in the second quarter of next year, the punk cat, which is deeply co-created with users, is also regarded as a "walking work of art" and will lead a new era of "big heroine".
"You love the world, I love you"
"Whether it is from film and television works, variety shows such as "Sister Lang" becoming the central topic, or from the data of China's dominant force in the Hurun Global Women's Rich List, we can clearly judge that this is a 'big heroine' era." Euler brand CMO Wang Weiwei pointed out that "you love the world, I love you" punk cat is the most obvious expression of Euler's "love" culture, in the eyes of punk cat, love, bravery and freedom, is the feminine spirit of this era.
As the flagship model of the Euler cat family, the punk cat follows the form of co-creation. Since the first phase of punk cat body color co-creation, to the mass production version of the interior collection, and then to the current configuration co-creation, punk cat not only belongs to Euler, but also belongs to every user.
At the design level, punk cat adopts the classic restoration design aesthetics, with simple lines and bold curvature to the homogeneous car design to say "no", supplemented by chrome glossy materials, new door handle design, wheel design, as well as the cabin cover, the overall line of the smooth sense, so that the whole car line smooth and smooth, and then inject new technology into it, to achieve a new era of classic restoration, committed to recreating an era.
The interior adopts yacht-style design, and the one-piece through large screen brings the future to reality and brings a luxurious visual experience. The central control panel suspends wireless charging and suspends reading lights, showing technology and luxury in detail. The visual connection between the two sides of the door panel and the central control panel area forms a collision between retro and future.
"Euler creates punk cats in the way of fashionable luxury cars, giving punk cats close to the aesthetic value of artwork." In the view of Lu Fa, director of Eulabunk Cat Merchandise, art has no boundaries, and eulabunk cats will become the wonderful entrance to art, adding some art to the user's life, showing the delicacy within reach, and making women show elegance between their hands and feet.
It is worth mentioning that as a "user-centric" brand, co-creation has become an important channel and channel for Euler to honor "user-centric". Wang Weiwei said that in the future, the results of the punk cat co-creation configuration will also be presented in the mass production version, "we will definitely adopt the opinions of users, and in the future, Eulerpunk cats will insist on co-creation to the end." ”
Continuous insight into women's needs
At present, the new energy market track has become extremely crowded, and thanks to the differentiation of the road, opening up a new track dominated by women, the Euler brand has also achieved rapid growth in 2021.
According to the data, the Euler brand sold 16,100 new cars in November, an increase of 39.2% year-on-year, setting a new monthly sales record. From January to November, the brand's cumulative sales reached 114,000 units, up 162.2% year-on-year.
"Summarizing the factors contributing to Euler's growth, insight and layout of the female market, and taking advantage of market opportunities are an important factor." In Wang Weiwei's view, the Euler brand starts from love and builds a perfect Euler model system through the concept of product upward, user population upward and user-centered.
Specifically, it is not the usual way to create products, and reshapes the "her era" automotive products to create a new link with women's aesthetic perspective and experience.
According to reports, Euler innovated to build a female research team, insight into women's underlying needs and expectations from the psychological and behavioral levels, researched 8 types of mainstream female users from a sociological point of view, and focused on keywords such as good-looking, easy-to-open, intelligent and easy-to-use, and humanized care, targeted development of diversified cat family products. The punk cat is the most typical model.
At the user level, relying on new categories of products, through products and user groups upwards, open up the all-round upward jump space of brand value. Among them, punk cat enhances the product tone with the innovative category positioning of "retro art & technology intelligence", and empowers the brand with "simple retro styling design, light luxury luxury cockpit experience, intelligent safety pilot standards, forward-looking altruistic evolution drive, extreme quality and technology temperature".
While realizing the upward trend of products and the upward movement of the user population, the Euler brand has also realized the transformation from "user thinking" to "user behavior".
In addition to the above three aspects, Wang Weiwei believes that the brand's direct sales model, that is, the model of "online ordering and offline experience", has also narrowed the distance between the brand and the user, so that the real needs of the user have been timely feedback, providing an important basis for Euler's product creation and service polishing, and providing a full possibility to enhance the user's full pleasant experience.
With the blessing of many innovative models, Euler has been trusted by more than 200,000 users. According to the plan, next, the brand will continue to strengthen the dialogue with users, listen to the voices of users, so that female users can directly participate in the growth of the brand and become real friends with them.