Euler Dong Yudong: What kind of products do female users need? | automotive industry and economics

On January 5th, the Zhixin 2022 New Energy Vehicle Trend Forum hosted by eCar was held in Haikou.

In the theme of "New energy vehicle competition enters the Red Sea, how should car companies create brand differentiation?" During the roundtable discussion session, Dong Yudong, general manager of the Great Wall Motor Euler brand, shared the secret of Euler's deep cultivation in the female market.

In March 2021, Euler, a new energy vehicle brand owned by the Great Wall, announced for the first time that it will be positioned as "the world's most woman-loving car brand". This unprecedented unique positioning has also made Euler's awareness continue to increase, and Euler has ushered in rapid development. The data shows that in the first 11 months of 2021, the cumulative sales of the Euler brand have exceeded 110,000 vehicles, an increase of 162.2% year-on-year.

Driven by the Euler brand, more and more car companies have also begun to pay attention to the female market, and new models designed exclusively for female consumers are also being launched.

However, in Dong Yudong's view, styling design cannot become the driving force for the sustainable development of a brand, and female car owners will not simply pay for styling design, the key is to rely on the "function and culture" of the product.

In order to create a function and culture that can be recognized by female consumers, only user surveys are conducted in the form of online questionnaires of manufacturers, and the results obtained are unreliable. "Make friends with female users and have countless in-depth conversations with them to get more information." It is said that among Euler's innovation team, there are a large number of psychologists and sociologists. At the same time, they have also cooperated with many universities and research institutions.

In 2021 alone, Euler Good Cat has hosted more than 100 events. Through these activities, Euler aims to tap into the potential needs of female consumers.

"For example, we found that female users are not only more emotional in life, but also tend to want to change themselves and be more eager to succeed." Dong Yudong said that it is based on these findings that Euler will also be committed to giving women more independent and upward emotional value in brand culture construction.

In addition, in Dong Yudong's view, the difference between women and men is that women's groups are more differentiated. Based on this understanding, Euler has divided female users into eight circles according to factors such as family composition, age, and income. The ballet cat, punk cat, lightning cat and other models that will be launched in 2022 are targeted models launched according to different circles.

For example, Dong Yudong said, "Ballet cats are aimed at literary and artistic young ladies, who may be young women who have just entered the workplace; lightning cats are aimed at Kochi women with independent outlook on life and values."

Once, at the beginning of Euler's announcement of focusing on the women's market, there was no shortage of doubts in the market in the face of this direct cut of 1.4 billion users to 700 million. And now, for Euler, perhaps as Dong Yudong said, "Euler does not need to break the circle, just establish his own female circle."