On December 29th, AT the SAIC Volkswagen ID.Store X Beijing Flagship Store in Beijing's Blue Harbor, SAIC Volkswagen held a theme salon of "Caller Life, Fashion Travel - ID.Girlfriend Afternoon Tea". At that time, industry professionals and elite female representatives from various fields gathered together to discuss the future trend of female consumers. Driven by the wave of the new generation, the automobile industry is facing the fourth innovation in more than a hundred years, not only consumers are getting younger and younger, the proportion of female users has also become the main feature of the automobile market in recent years, and many car companies have specially considered from the perspective of women and launched more exclusive designs and models.
Supermodel perspective How to choose an electric vehicle?
At the theme salon of "Caller Life Fashion Travel --ID.Girlfriend Afternoon Tea", the guests on the scene included scholars, entrepreneurs, Internet company executives, media, entertainers, etc., and their consumption concept represented most of the current user needs and was an important voice that car companies needed to listen to. Female guests accounted for the majority of the event, which added a lot of young and fashionable atmosphere to the scene, and discussed the new characteristics and new opportunities of the new generation of women's market from different perspectives.
The event was held at the ID.Store X Beijing flagship store in Beijing's Blue Harbor, and the ID. series models on the scene also attracted the onlookers of the guests, which complemented the temperament of the female guests present. It is understood that the proportion of female consumers in the ID. series model has reached 40%, which has more than doubled compared to the female consumer proportion of Volkswagen's fuel business. It is not difficult to see that the fashionable and avant-garde design of ID.3, ID.4 and ID.6 models has also been unanimously recognized by female consumers. Through such a "girlfriend afternoon tea", the SAIC Volkswagen brand can listen to the voices of female consumers and consider from the perspective of real cars, thus helping SAIC Volkswagen to continuously improve the entire product series and optimize the product experience of female users.
Among the guests was a group of female representatives with outstanding temperament, all of whom had won important awards in the international model competition. Now that they have bid farewell to their former glory, how will they arrange the transformation of their future lives in the future. At the event, the famous models Xu Xiangyi, Zhang Qianqian, Zhang Xinzhi, Xu Liwen and Zhang Jinxiao shared their transformation path, some of them engaged in the education industry, running a children's model training institution, some continued to study and choose a longer period of work, and some entered the functional departments.
All in all, the model is a youth meal, and everyone has chosen to do a career on the road of transformation. In addition to famous models, this salon also invited outstanding female representatives in various fields, and shared the unforgettable experience behind their careers, allowing us to see that it is no longer an era of male and female protagonists. The sweat on the back of independent women is not felt by the average person, precisely because most people have the inherent "women don't need to work hard" view, which also makes female entrepreneurs have to pay more efforts.
With the change of concept, now the women's market has also become a blue ocean, gradually becoming the key market of the industry, female consumers are also more and more aware of cars, the field can gradually see the figure of female drivers walking in the clouds, so the car is no longer a "big toy" that men can play, and the guests also shared their own concept of using cars.
Among them, Wang Yanmin believes that the model she identifies with must resonate with her at the spiritual level, and the appearance value is naturally the basis for establishing resonance, in addition, under the impetus of the current wave of intelligence, the spatial attribute of automotive products has risen to become a dominant attribute. Some people also believe that digitalization is the natural gene of new energy vehicles, which requires a large number of customers to verify and feedback. It can be seen that as female consumers, the points of attraction for men such as parameters and performance are not necessarily dominant advantages in the female market, but the visual impact and emotional resonance can attract their attention more.
Supermodels also have a lot of constructive opinions on automotive products, and Xu Liwen believes that Volkswagen has a very spacious seating space, especially the ID. series models based on the MEB platform, which has achieved the ultimate in space utilization. The supermodels are tall, which is also the product characteristic that they can feel more intuitively. For example, Zhang Xin usually drives to ski, needs to carry larger equipment such as skis, and is in an environmental protection environment, and will consider changing an electric car in the future.
And Xu Xiangyi, who usually does not drive, she also has some of her own understanding of pure electric vehicles, although there is no intuitive concept of driving experience and mileage anxiety, but she believes that electric vehicles are more convenient to use, and the cost of using the car is lower, and the space has a high degree of intelligence. Among the guests, professional automotive editors and editors from various media also expressed their unique views on new energy vehicles.
In recent years, the domestic new energy market has developed rapidly, and the ownership has also increased linearly, which has become one of the most concerned topics in the industry and consumers. For female consumers, appearance is no longer the only measure when buying a car. Taking the ID.series models as an example, the ID.3, ID.4 X, and ID.6X turning radius based on the MEB platform are small, and the turning and narrow lane u-turns are convenient to control, which is very friendly to female consumers' driving, and IQ. Light headlights, AR-HUDs and the three-screen interaction of the instrument and the central control screen are also very attractive to female users.
"She" in car consumption
Professor Liu Dehuan, deputy dean of the School of Journalism and Communication of Peking University, also used the finale as a lamp factory, and shared the theme of women's consumption research around the theme of ""She" in Automobile Consumption". He believes that in the past 10 years, Chinese women have become a relatively special group in the process of the rise of the mobile Internet, and their decision-making ability and purchasing ability are different from male consumers, which is also affecting the changes in the market. So in this era of "she economy", how should we correctly look at automobile consumption?
Professor Liu Dehuan, deputy dean of the School of Journalism and Communication at Peking University, said, "If a car loses its 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. ”
In recent years, Volkswagen has also paid more and more attention to communication with customers, customers are no longer just facing dealers, more and more rich activities have brought the user relationship closer, and the feelings between volkswagen and users are gradually not simply consumer relations, user relationships, more like friends who can share and communicate.
Write at the end
The theme salon activity of "Call life fashion travel - ID. Girlfriend Afternoon Tea" caused a strong resonance among the guests present, and I believe that the attention of car companies to women will turn more to the in-depth mining of driving and car demand, and consider the needs of female consumers from the product definition stage. Day after day to deepen the user field, with time and sincere friends with users, the story of SAIC Volkswagen and users, is destined to continue for a long time, we also have reason to believe that this insistence can make SAIC Volkswagen continue to move forward, continue to climb.