Driven by the strategic goal of double carbon, the low carbon of transportation and travel will become the focus of governments at all levels in 2021. In this year, we have seen the policy orientation of actively guiding low-carbon travel in various places, and we have also seen the pioneer example of leading cadres at all levels leading the low-carbon travel trend by riding electric vehicles and other ways.
However, compared with this "top-down" initiative, as the main body of the market and the source of low-carbon vehicles, electric vehicle manufacturers should undoubtedly play the role of the core initiator in the change of transportation travel mode, which is not only a positive response to national policies, from the perspective of enterprises, it will also determine the future development speed and height of enterprises.
Judging from the situation in 2021, most car companies are still mainly focusing on functionalization such as battery life to "meet" consumer demand, and then realize the competition for the new national standard purchase policy outlet, rather than influencing consumers through the creation of culture and fashion, and turning "passive adaptation to low-carbon" to "active love of low-carbon travel".
It can be said that how to advocate the fashion of electric travel is a problem facing all car companies after the functionalization is satisfied, and it is also a topic that cannot be avoided on the future road of the industry.
At the Emma 2022 early spring product tasting meeting with the theme of "Reshaping Zhimei and Reborn with Color", Duan Hua, vice chairman of Emma, shared her insights on low-carbon travel fashion and new ideas for category development in the era of electric vehicle function inner volume.
For Emma, fashion is an important label that distinguishes it from most other car companies. Even those who are familiar with the history of the development of the industry know that it is precisely because of its leading fashion attributes in the industry that Emma can quickly emerge more than a decade ago, and under the effect of Seiko Manufacturing and Jay Chou, it has achieved a transcendent position of dominating the industry for more than ten years.
In Duan Hua's words, fashion is the soul of Emma's brand, which complements emma's brand core full of great love, forming its superb and unique brand style, and sincerely providing global users with love, art and fashion cycling life. At this early spring product tasting, this view was reinforced again.
World marketing master Philip Kotler once said: The current era of marketing is an era of rebranding oriented by adhering to values. In the face of the new generation of consumers who firmly believe that "beauty is justice", Emma, who adheres to the fashion route, extracts the fashion trends they identify with through insight into consumers' lives, and integrates them with Emma's brand genes and product design, insisting on creating a fashion trend that belongs to Emma and belongs to electric vehicles.
At the event site, Emma released its 2022 spring electric vehicle popular colors: yuanyuan powder, NICE blue, bubble yellow, half-color purple, oxygen green. Fresh, healing, or individual, it perfectly interprets the preferences of today's Gen Z. For the industry, Emma's electric vehicle fashion color release twice a year in spring and autumn is comparable to the fashion giant Pantone's fashion color release, which is bound to lead the travel fashion for a period of time in the future.
If there is no accident, the above five popular colors will not only appear in Emma's new products, but also in the product applications of many other brands in the industry, which is also a visual proof of Emma's low-carbon travel fashion pioneer. But fortunately, Emma's fashion philosophy is open, inclusive, and constantly evolving.
It can be said that Emma is designing electric vehicles like fashion. On the basis of leading the travel color, Emma is creating a unique product IP, such as the Emma Luna W290, which has swept the country since the fourth quarter, its unique eyelash lamp, through light and Emma's double A standard, etc., so that many female consumers have rebuilt the fashion aesthetic of electric travel, becoming one of the few explosive products in the off-season of the industry.
Of course, as a member of the male sibling camp, the president is more looking forward to Emma's refinement and creation of the fashion attributes of male models.
Although it is the "era of looking at the face", the appearance value is not everything. The fashion of low-carbon travel is not simply a color revolution, or the ingenuity of exterior design. Like Jay Chou, the king of heaven, people's cognition of its fashion taste not only comes from the clothing of its fashion personality, but also from the classic elements of his works and the worship and recognition of avant-garde fashion.
For electric vehicles, breakthroughs and improvements in product performance, driving experience, intelligence and other dimensions are also very important.
With love as the soul, fashion, technology dual drive. Lead the development of the industry with scientific and technological innovation, and shape their unique competitiveness with fashion. Increase research and development, upgrade technology, embrace intelligence, continue to improve consumer car experience, drive industrial upgrading, and lead the high-quality development of two-wheelers.
——Duan Hua
Looking back at 2021, Emma not only has a star-chasing series that leads the industry's fashion trend, but also has an engine MAX series that leads the industry into the era of 100-kilometer endurance, which together achieves Emma's sales lead in the past year.
Facing the future, Emma will not only continue to lead the fashion color and design trend of electric vehicles, but also continue to integrate scientific and technological innovation elements to inject more confidence into the fashion of low-carbon travel.
It is understood that AIMA released the engine [core] power energy efficiency management system during this tasting meeting, through the optimized controller and motor combination, further optimize the standard software architecture and achieve a powerful engine. At the same time, we continue to optimize the software algorithm to create an energy-saving and efficient electric travel experience. At the same time, it can also realize the remote upgrade of OTA, so that users' travel is always fresh.
Fashion is not only in the product, through the fashion of the store, fashionable people, fashionable cars, Emma will achieve the construction of the entire brand ecology, to achieve "Made in China" to "Chinese design", "Chinese fashion" and "Chinese intelligent manufacturing" a new leap.
Perhaps many people have noticed that Emma is promoting the reconstruction of its entire channel ecology, which not only has a new image store that perfectly integrates brand culture, fashion technology and modern aesthetics, but also includes the comprehensive construction and upgrading of its services and power exchange ecology. Through the creation of a themed, differentiated, personalized and functional channel system, Emma not only interprets its unique brand fashion culture, but also makes the store an emotional link between the brand and the user, rather than a sales place in the traditional sense.
At the same time, Emma is also frequently moved at the user level, especially recently, it has frequently staged highlight operations around its spokesperson Jay Chou, successively held activities such as "Emma Super Pet Fan Festival" and "Watching the Sunrise with Jaylen", realized the seamless link between Emma users and Zhou Dong fans, built emma's exclusive car life exchange platform, and interpreted the core values of "user-centered" service with actions.
Through the holding of similar activities, Emma is building a more diversified and empathetic user communication method, so that electric travel is no longer a lonely back, but a fashion social platform that can communicate and share together, creating a "subculture circle" exclusive to electric vehicles.
Summary
Design guru Kenya Hara once said that turning what is known into the unknown will arouse our freshness about the authenticity of life.
For hundreds of millions of Chinese people, electric vehicles have been with them for more than 20 years. Its durable attributes and purchase costs determine that the vast majority of users cannot obtain freshness through "often changing and changing", and even in the eyes of many people, electric vehicles are only the basic tools to meet travel needs.
If the exploration of performance boundaries will optimize consumers' riding experience, then building a more fashionable and diversified travel ecology will give consumers a sense of freshness and pleasure in the depths of their souls, and will also truly affect people's choice of low-carbon travel.
Emma's adherence to the original intention of fashion over the years has become a rare enthusiasm with a sense of emotion in this industry, and it is also a leading way for it to be at the peak of the industry all year round, which is undoubtedly worth studying and learning from many car companies that have become more and more obvious in the trend of internal rolls.