China Net Original
Under the background of high national self-confidence, the change of public thinking concept has also ushered in obvious changes in mass consumption behavior, bringing more deep changes to the consumer market.
If the live broadcasting industry in 2020 has harvested an unprecedented dividend period, it is the first year of e-commerce live broadcasting; Then in the consumer market in 2021, the popularity of old domestic products such as Hongxing Erke, Huiyuan, and Bee Flower has once again made "domestic goods" a keyword in the market, and "the first year of domestic products" is really deserved. The rise of the trend, never let go of any field, in addition to the FMCG brand to enjoy the era dividend, domestic car brands are also under the national self-confidence of the full rise. Among them, euler good cat, which showed its style in the field of new energy vehicles and the "double track" of the female-friendly market segment, is a high-quality case worthy of in-depth exploration.
The tide of domestic goods has become a new trend
Looking back on 2021, it is a year when domestic products are particularly "out of the circle". Before there was a critical moment to show the responsibility of domestic products, set off a buying boom of Hongxing Erke; Later, Huiyuan, which was on the verge of bankruptcy and was revitalized by Chinese consumers for 48 hours; In addition, under the call of #I support Xinjiang cotton,Li Ning and other Chinese brands that are popular among the Chinese people...
In the automotive industry, the automobile "domestic goods" that were under the pressure of Japanese and German products in the past seized the opportunity of new energy reform, and also let people see the dawn of "curve overtaking" in this year. According to data released by the China Automobile Association, from January to November 2021, a total of 8.406 million Chinese brand passenger cars were sold, an increase of 25.1% year-on-year, and the market share reached 44.1%, up 6.4 percentage points over the same period. The public's recognition of domestic cars has increased significantly, and the Chinese brand car products represented by Euler Good Cat have also continued to become popular, earning enough eyeballs worldwide.
As of November 2021, Euler Good Cat, which has only been listed for one year, has stood the first position in the A0-class BEV market with excellent sales performance; In December, the new "traffic bearer" of the automotive industry is expected to sell more than 10,000 in a single month, and the annual sales volume is more than 50,000. At the same time, in the past year, As a typical representative of China's new energy vehicles, Euler Good Cat not only attracted the attention of overseas markets at the Munich Motor Show, but also officially entered the Thai market at the end of October, and also achieved a good result of 5-day pre-sale orders exceeding 10,000... Euler is a good cat, showing the world the hard power of Chinese car companies.
A rational perspective under "wild consumption"
There is a boom in the consumer market, but this "domestic product fever" reflects the rational perspective of the public to some extent - the market is more and more square about the value of domestic products. Such a perspective is particularly evident in the automotive industry, and the popularity of Chinese models such as euler good cats not only means that the public has broken the superstition of "foreign brands", but also means that domestic cars have found a new path to development and growth.
As a model under the Great Wall New Energy independent brand Euler, Chinese brand auto products such as Good Cat not only undertake the aspirations of veteran car companies, but also show the attitude of "new domestic products" with new differentiated advantages, which is why it can win public recognition.
If you look at the characteristics of the automotive industry, whether it is the "new generation of wisdom and beauty tide running" Euler good cat, or the "cool, wild, futuristic" Euler good cat GT Mulan version, all based on retro futuristic aesthetics to give contemporary car design a more unique aesthetic trend, the traditional car is cold and hard industrial atmosphere and style has a certain subversion.
From the perspective of customer groups, the innovation and differentiation of Euler Good Cat in products is actually related to a more accurate user positioning - women. Under the brand concept of "loving women more", Euler Good Cat is based on the aesthetic preferences and scene preferences of the new generation of women, which can be called tailor-made products for them.
At the same time, Euler Good Cat also showed people the maturity of the thinking of domestic car users - in the past year alone, Euler Good Cat has created various forms of user activities such as "Lohas Bureau", "Life Aspiration" and "Elopement Trip" for users, and interacted with them perfectly with a social mode that is closer to users.
Even in the face of inevitable twists and turns in the development process, the approach adopted by this "new domestic product" in the automotive industry is commendable. In terms of the recent incident of misunderstanding of car machine publicity between users, Euler Good Cat did not use the common "cold treatment" method in similar cases of other car brands in the past, but chose to face the user's demands to try to improve the solution, and repeatedly introduced relevant rights and interests in response to user calls, and even promised to use direct discount to users in the latest 10,000 yuan charging rights. According to the expected number of annual sales of 50,000, coupled with the rights and interests such as the lifetime warranty of the whole vehicle, the amount paid by Euler Good Cat for users will exceed 500 million.
This low posture and "large amount" of payment to users is not due to unprincipled compromises, but the efforts and "concessions" made by Chinese brand cars to obtain user recognition. Such a "user-centric" concept is the core competitiveness of Euler Good Cat.
Behind the domestic brands that are constantly becoming popular is the glory of national self-confidence
According to the "2021 New Youth Domestic Product Consumption Research Report", 70% of post-90s and nearly 80% of post-00s consumers mainly buy Chinese brands, and the new generation of consumer groups show a stronger preference for domestic product consumption. The younger generation is more and more identified and trusted in Chinese brands, allowing people to see the unlimited potential of domestic products in the direction of the times.
Compete for differentiated tracks with more accurate and unique products, and win back public recognition with a higher quality "user-centric" service concept. Such an Euler good cat may also represent the innovation and quality that "domestic goods" should have in the new era, so that the "light of domestic goods" in the current era has a deeper connotation and provides a good reference for the future development of Chinese automobile brands.
In the era of a new awakening of national thought, the tide of domestic goods came into being in response to the market; And Chinese products and brands are also adding to national self-confidence and national pride. How to make Chinese auto brands better accepted by the Chinese people and even the world, and how to make Chinese auto products more in line with the needs of a new generation of young consumers? It will still be one of the propositions that Chinese automobile brands represented by Euler will continue to explore in the future.