Tong Jiren Auto Reviews Original
Before today's content begins, let me ask you a question: What is the average transaction price of bicycles in china's passenger car market?
In the first 11 months of 2021, this figure was 179,000 yuan, an increase of 0.58 million yuan compared with 2020. However, if the top 50 brands sold are sorted according to the average transaction price, there are only 15 brands with transaction prices above the average, of which 12 are luxury brands. The average transaction price of the largest joint venture brands and independent brands is mostly distributed in the range of 80,000-160,000 yuan.
That is to say, the consumption base of China's automobile market is in the price range of more than 100,000 yuan, which is a social reality determined by the overall economic level, consumption capacity, and car purchase concept. Even from the era of fuel vehicles to the era of new energy vehicles, even in the early stage of the development of new energy vehicles, the market pattern was once dominated by new energy vehicles of more than 250,000 yuan and less than 50,000 yuan, but with the increase in the penetration rate of new energy vehicles and the popularization of new energy vehicles nationwide, the consumption of new energy vehicles from dumbbell shape to column shape to spindle shape will be an inevitable trend.
New energy brands facing the mainstream consumer population, if they want to become bigger, stronger and more sustainable and diversified, must go to the market of this base price belt. However, the price band of more than 100,000 yuan is also the most advantageous segment of fuel vehicles. If new energy vehicles want to attract consumers, they must be unique.
Therefore, seeing the market trend is only one aspect, and more importantly, we must have the strength to gnaw down this difficult bone. The brand and this model that I want to discuss today are precisely in this segment of the market, which integrates the two seemingly contradictory aspects of personalization and volume, and creates a new concept. And this kind of "double-sided" new energy model, if the product is properly defined, will definitely find its own market space.
This brand is Euler; This model is the Euler Good Cat.
Why is the sales growth rate of Euler good cats getting faster and faster?
From the first public appearance at the 2020 Chengdu Auto Show, attracting countless attention with retro interpretation of new fashion, to the end of 2020 at a price of 10.39-14.39 million yuan, directly into China's largest mainstream family car consumer market, Euler Good Cat has set an excellent starting point for itself in product positioning. However, the lack of core crisis that swept the world in the first half of 2021 also inevitably affected the production capacity of Euler Good Cat.
However, it is gold that always shines. With the gradual solution of supply chain problems, the growth rate of Euler Good Cat has accelerated rapidly. Since June 2021, the sales of Euler Good Cat have climbed all the way, and by November, it has reached the level of nearly 9,000 units sold per month, which is not only in the absolute leading position in the new energy vehicle market of the same level, but even among all A0-class models, The single-month sales of Euler Good Cat rank second, and the annual sales volume has also entered the top five.
Another figure may be more proof of Euler's good cat's breaking of the circle, that is, according to the proportion of sales at the city line level. From January to November 2021, Euler Good Cat's sales in four first-tier cities with limited purchases accounted for only 18% of its total sales, lower than the national average of 24%. The proportion of sales in second- to fourth-tier cities in the total sales of Euler good cats is as high as 51%, which is higher than the national average of 44%.
In other words, Euler Good Cat did not limit itself to the small circle of limited purchases, but entered the larger market, with outstanding product definition and excellent comprehensive product strength, constantly diverting share from the dominant market of fuel vehicles. Consumers' focus on Euler's good cat is no longer "to have an indicator" and "send a license", but to be really attracted by the product itself, and really find an option that is different from all fuel vehicles.
It turns out that Euler's good cat did something "in the right direction".
First of all, Euler Good Cat entered the largest market segment of China's base disc volume as a boutique car.
Secondly, Euler Good Cat combines retro design with advanced technology to create a new category that has never appeared in the Chinese car market.
Finally, euler's positioning as the "world's most woman-loving car brand" not only matches the most suitable users with the most suitable products, but also grasps the consumer trend in a forward-looking manner.
Product positioning + product strength + brand orientation, with the support of this system-wide strength, Euler Good Cat has successfully turned a personalized car into a trend car, a best-selling car, a topic car, and has become the pioneer and leader of A0-class electric vehicles in the price range of 100,000-150,000 yuan. And a year after the listing of Euler Good Cat, we see that there have been imitators with similar product definitions on the market, but it has not had an impact on the sales of Euler Good Cat, which further confirms that Euler's category road allows it to enjoy the dividends of the rule creator.
What's next for Euler's good cat?
In Great Wall Motor's 2025 strategy, the Euler brand has set an ambitious goal of achieving global production and sales of 1 million vehicles by 2023, becoming the first in the new energy market segment. This goal also means that Euler should further deepen and expand the mainstream consumer population on a large scale, so that more users will realize what kind of electric vehicle they need after seeing Euler. This is still a comprehensive orientation of brand + product + technology, and Euler Good Cat, which is positioned in the price range of 100,000-150,000 yuan, is one of the important pieces of the puzzle.
Euler has created a new category of "car brand that loves women the most", but this does not mean that Euler's products only have a good look, or how many marketing activities Euler has done that meets the needs of women, but from the values of attention, respect, and liberation of female users' car needs.
In the past, when female users hoped to find a good-looking, easy-to-open, fun and intimate model in the mainstream price segment, there was a high probability of making trade-offs on these core demands and sacrificing some needs, because almost no mainstream family car was considered from the perspective of women to consider product definition. However, now when everyone mentions the women's car, the figure of Euler will definitely flash in the head, and if the budget happens to fall into the price of 100,000-150,000 yuan, Euler's good cat is an unavoidable choice.
Although the Euler Good Cat is positioned in the A0-class model, under the pure electric platform, the wheelbase of the Euler Good Cat 2650mm is no different from a number of A-class family cars. With the blessing of lemon platform architecture + coffee intelligent ecology, Euler Good Cat not only has advanced and reliable three electricity and chassis, but also is in a leading position in forward-looking technologies such as intelligent driving and intelligent cockpit - strong physique and smart brain determine the basic product strength of Euler Good Cat. The sustainable iterative evolution and active identification of users can enable Euler Good Cat to make personalized services for thousands of people, and the sustainable value that users can get on Euler Good Cat is much higher than the level that this price originally represents.
When Euler and the user get closer and closer, and constantly co-create with the user, Euler Good Cat can also have more ways to play in the product. For example, at the 2021 Chengdu Motor Show, the Euler good cat GT Mulan edition with sports kits and power enhancement was officially listed, which made the popularity of Euler good cat increase again.
All this shows that Euler's category road skillfully integrates the two contradictions of accurate positioning and comprehensive coverage, and "caring for women" is not the same as "giving up men". Having done this, Euler has in fact solved a difficult problem in the history of the century-old automobile - how to make car consumption "de-gendered". The Euler good cat is the key carrier for the Euler brand to practice this idea.
Not long ago, Volkswagen CEO Diesse said publicly that he was "actively thinking about how to extend the classic heritage to the plate of electric vehicles", and even considered "specially reproducing a classic model for China". And when Euler has already taken this step forward-lookingly, and has put the car on the booth of the Munich Motor Show, I don't know how German consumers will feel when they see Euler's booth and see Euler's good cat.
In any case, Euler Good Cat is now on the right track, and its next step must be to continue to follow the right direction, adhere to the original intention of the brand, strengthen the foundation of the product, and co-create with mainstream users to continuously explore and meet the needs. As for the sales, it is only the result of Euler's good cat doing all this.
Write at the end
The electrification and intelligence of automobiles is an unstoppable trend, and the outbreak of new energy vehicles in the mainstream price band market is also inevitable. However, in the mainstream new energy vehicle market, who will create the "inevitability" and how to create the "inevitability" are being explored by every participant.
But why is Euler's good cat at the forefront at this time? Because the Euler brand accurately predicts the new trend of the mainstream consumer market, creates a new category with strength, has a high transformation ability from technology to product, and liberates the long-suppressed crowd and demand, and Euler Good Cat is the support of this series of system capabilities, and finally presents the option to the mainstream consumer population of 100,000-150,000 yuan. On a track where there will definitely be more opponents in the future, Euler's good cat has won the lead.