On December 29th, the theme salon of "Caller Life, Fashion Travel--ID.Girlfriend Afternoon Tea" hosted by SAIC Volkswagen was held in Beijing Blue Harbor. Store X Beijing flagship store was held. Industry experts and elite female representatives from cross-border fields gathered together to discuss the new trend of women's automobile consumption.
Today, the automotive industry is undergoing its fourth revolution in more than 100 years. In the context of new technology-driven, automobile consumption has also shown new characteristics, and the rise of "she economy" has also become a quite obvious feature in the automobile market in the past two years. Nowadays, female users are becoming more and more important in the decision to buy a car, and the traditional comparison of performance parameters gives way to the intuition of the first sight. In the process of marketing, many car companies pay more and more attention to women's perspectives, and also launch many exclusive functions.
The guests at the scene, including scholars, entrepreneurs, Internet company executives, media, and entertainers, their consumption concepts and car demand represent important voices in the market. The overwhelming majority of the guest group, which made the event scene full of fashion and warm atmosphere. There are also several supermodel representatives who share their transformation experiences and experience in using the car, which is enough to attract attention. In a relaxed atmosphere, the guests discussed the new characteristics and new opportunities of women's automobile consumption in the new era from different perspectives through theme sharing and interactive salons.
The SAIC Volkswagen ID. family is highly sought after by women
The venue of the event is located at the SAIC Volkswagen ID. Store X Beijing flagship store. The stylish styling of the on-site ID. series products complements the female guests with extraordinary temperament. Shen Gongzhen, the representative of the organizer and the general manager of the SAIC Volkswagen brand north sales and service center, said in his speech that the SAIC Volkswagen ID. family not only inherits the innovative and sophisticated car-making genes, but also has received many praise from more female users in terms of appearance, comfort and safety. According to relevant data, the current female consumers of the ID. family account for 40%, which is almost double the proportion of female users of Volkswagen brand fuel vehicles. It can be explained that saic motor Volkswagen ID.3, ID.4 X, ID.6 X these three models, are highly sought after by female users. Shen Gongzhen hopes that with the help of such a girlfriend afternoon tea, more friends will listen to the real needs and considerations of car consumption, so as to promote the continuous optimization of the SAIC Volkswagen family and enhance the car experience of female users.
The transformation path of supermodels
There is a special group at the event site, that is, several supermodel representatives, who have won important awards in international model competitions. On the stage of youth, they are the queens of fashion; and when they bid farewell to yesterday's glory, how will they arrange their transformational lives? Famous models Xu Liwen, Zhang Jinxiao, Zhang Qianqian, Zhang Xinzhi and Xu Xiangyi shared their transformation path at this salon.
Xu Liwen, a famous model who debuted at the peak, has now transformed into a jewelry appraiser. In her opinion, the jewelry industry and the modeling industry are common to her, because both industries are the industries she loves, as long as it is what she loves, she will find ways to learn, research, and thus get self-improvement.
Zhang Jinxiao, who runs a children's model training institution, said that she has the obligation to let more children solve physical problems, and through her own efforts, more children can enjoy truly professional model training and cultivate children's self-confidence.
Zhang Qianqian, who claims to be "more conservative in her thinking", chose to continue her studies after graduating from college and chose a longer-term job in an investment company. She believes that the future should look at the long term and will definitely give herself more room for development.
Zhang Xinzhi is now engaged in the medical aesthetic industry. She said that with the popularity of medical beauty, most people in the subtle understanding and acceptance of medical beauty is getting higher and higher, because they have taken some detours, so they have been dreaming of being a very formal, public trust institution, so that more women who love beauty benefit.
Xu Xiangyi felt that being a model is to eat youth rice, and he should do a career, so he chose to enter the functional department, formulate standards for the industry, and do examination certification. She believes that in the early years, the threshold for modeling was very high, but now that the threshold for modeling is getting lower and lower, as the head of a model association, she will make more efforts to standardize the standards of the modeling industry.
How elite women balance career and life
With the progress of society, women's sense of independence and autonomy continues to rise. Today, outstanding female representatives can be seen in various fields. The salon invited several outstanding female workplace representatives to share their unforgettable experiences behind their successful careers.
Wang Yanmin, founder of Xinchang Think Tank and a doctor of innovation management at Peking University, believes that he is both a teacher and an entrepreneur. As a teacher, the most memorable thing is that I inspire students in class, light up their hearts, and let them have the habit of thinking critically; as an entrepreneur, there will be very painful dark moments. When you get through all the painful moments, tomorrow there will be new possibilities.
Wang Beili, chairman and CEO of Beijing Continental Automobile Club Co., Ltd., said: "As a woman, I work in an industry where there may be more men, on the one hand, I can use the natural characteristics of women to operate services, and at the same time, in the male industry, I have more encouragement, because I hope to let men see that women are unique in professional ability and business ability." ”
Zheng Yi, a Stanford innovation and entrepreneurship mentor and cross-border innovation education expert, has a diverse identity, how does she balance work and life? Zheng Yi said that the book "Stanford University Life Design Class" gives the answer, to do a good job in life design, health, work, love and entertainment, list it, make a dashboard look, draw a picture, you will find that each item has a long and short, a slight tone will not necessarily affect several other aspects. Secondly, Zheng Yi suggested that female friends on the scene should learn to manage children, manage families and manage husbands.
Chen Yijing, director of product operations at LinkedIn China, believes that there are many problems for middle-aged women, and back to the fact that everyone is a problem of professional roles, and most people spend their time on work, which is more anxious for women, because most women assume more multi-faceted roles after a certain age. In this regard, she hopes that more companies can stand up and encourage more diversified values and more efficient production methods.
Wu Haoyi, a national first-class actor and inheritor of the Zhao sect of Peking Opera, said that the first half of her life was dedicated to the Peking Opera stage. Although the current opera workers also have a very fashionable side, the sweat behind them is not experienced by ordinary people, especially if they can persist, which is something that ordinary people cannot do.
Cross-border women talk about car consumption
The unprecedented prosperity of the women's automobile market has gradually become the new favorite of the industry, and the car is no longer a "big toy" exclusive to men. So, what is the concept of automobile consumption represented by elite women in various fields? What is their concept of using the car?
Wang Yanmin believes that the model she identifies with must resonate with her on a spiritual level. First of all, the value of appearance is the most basic first step. In addition, in today's intelligent era, the spatial attribute of the car has risen to an explicit attribute. When it comes to the yearning for future car life, she pays more attention to the lifestyle of sharing cars.
Wang Beili believes that digitalization is the natural gene of new energy vehicles, which requires a large number of customers to verify and feedback. In addition, she also shared the practice of many developed countries in Europe and the United States, she believes that although foreign concepts and technologies are advanced, the development of domestic new energy vehicles can not be promoted by the process, but also need further progress and improvement.
Zheng Yi attaches more importance to experience. She believes that there are only three points for a good product: first, it must be easy to use, which refers to the functional aspect; second, it must be good-looking, and good-looking does not refer to the appearance value, but to good communication. Third, be sure to "like it"!
Chen Yijing, who is generally skilled in self-exposure, pays more attention to the safety of the vehicle. In addition, "good looking" is also important to her. But what she's more looking forward to seeing is a smarter car.
Wu Haoyi believes that men choose cars to value parameters and performance, as a woman, she can't understand and don't want to see, that is, intuitive visual impact, the first glance has no eye rim, like it or not. Another is that driving must be comfortable.
And the views of the supermodels are also very constructive. When it comes to cars, Xu Liwen believes that Volkswagen has a lot of interior space, which meets the preferences and needs of tall girls. In addition, she is very fond of the minimalist interior design of the Volkswagen ID. family.
Zhang Jinxiao believes that as a female consumer, choosing a car to buy a car must not only look at the appearance, but also consider the price and appearance value.
Zhang Qianqian is an electric car owner, she believes that electric vehicles are very light to drive, suitable for girls, and there will be no heavy feeling when playing the steering wheel. But she also believes that driving an electric car will be plagued by endurance anxiety.
Zhang Xinzhi has certain requirements for the space of the car and needs to load her ski equipment. In addition, for the sake of environmental protection, Zhang Xinzhi will consider replacing electric vehicles next.
Xu Xiangyi usually does not drive, but will often accompany friends to buy electric models. After understanding, she believes that electric vehicles are more convenient to use and the cost of using cars is lower. In the future, when buying a car, we will also consider "large space" and "intelligent" models.
The media present also responded to this topic. He Fang, editor-in-chief of 21st Century Business Herald, said that she is considering buying a car recently, and she is also struggling with whether to replace the fuel car, but at present, whether it is a traditional brand such as BBA or a new power model of car manufacturing, it is not enough for her to decide to replace the fuel car. Safety, intelligence, and appearance are the basis for her choice.
Wang Fang, editor-in-chief of NetEase Media, believes that as an atypical car user, the choice of car still depends on the specific use scenarios. For example, when choosing your first car, you may choose a small steel cannon that has enough power and personalized experience. But when it comes to taking into account the needs of the family, it is more comprehensive. At the heart of it is reliability, both in terms of security and software.
Women's driving safety cannot be ignored
Since the beginning of this year, the number of new energy vehicles in China has increased rapidly, and the safety of new energy vehicle driving has become one of the most concerned topics in the industry and consumers. At the same time, terms with prejudices such as "female driver" are also popular on social media. In the communication, many participants also raised questions about the safety and endurance of new energy vehicles. Liu Jining, a product expert at SAIC Volkswagen, gave a detailed answer at the scene.
Liu Jining believes that now young women buy a car, and appearance is no longer the only element. From the perspective of the product itself, the SAIC Volkswagen ID. family is very friendly to women, for example, the ID. family has a small turning radius, and it is convenient to turn around and control in the corners and narrow lanes; IQ. Light headlights, all-weather adaptive; AR-HUD and instrument, central control screen to form a three-screen interaction, clear instructions. These are all configurations that women like very much.
The decision to buy a car for the last mile belongs to women
In the finale of the "Afternoon Tea", Professor Liu Dehuan, Deputy Dean of the School of Journalism and Communication of Peking University, shared the theme of "She" in Automobile Consumption" and shared the theme of women's consumption research. Professor Liu has always paid attention to the trend of women's consumption, and he believes that in the past 10 years, in the process of the rise of the mobile Internet, Chinese women have formed some very unique groups, and have gradually become a very important leading force in the whole society. With the full rise of women's consumption, her decision-making ability and purchasing ability will also fully develop, and she will also have greater influence in the future. In the past, the automotive industry, which used to be dominated by men, has also changed its wind direction in recent years.
In the era of "she economy", how to correctly view automobile consumption? Professor Liu analyzed that first, if a product and a car lose communication, it means conservative. If you just introduce the performance, quality, and parameters of the car, everyone can't communicate, go to the conservative, it will go to failure, there is no other possibility; second, the user-oriented, user maintenance as the core of the service model will become the standard in the future; third, when buying a car, the last decision of a kilometer is women, which is a very important point in today's Chinese personality consumption, and women in the car purchase the most important emphasis is worth, feeling, eye edge, and men are just an escort; fourth, Car companies must make friends with customers, especially the larger the sales volume, the more important it is.
These unique discussions aroused strong resonance among the guests present. The summary of women's car consumption concept is also very enlightening. It is believed that the attention of car companies to women will turn more to the deep excavation of driving and car demand, and consider the needs of female consumers from the product definition stage.