Today, the "she economy" has also blown a whirlwind in the new energy automobile industry. Recently, with the release of a number of car companies' December sales reports, upstream news reporters found that the proportion of female car owners is rapidly increasing, and for this reason, many car companies are also accelerating their layout.
On January 9, the relevant person in charge of Euler Automobile said that last year, the Euler brand aimed at "her economy" won the "sales crown" in the A0-level BEV market of more than 100,000 yuan for four consecutive months, ranking first in the market share of 11 provinces and 68 cities in the country.
According to the data, by the end of 2021, the sales of Euler black cats reached 69,018 vehicles, an increase of 54.53% year-on-year, and the cumulative sales of Euler white cats have reached 19,026 vehicles, a year-on-year increase of 188.2%. The cumulative sales of Euler good cats in the whole year reached 50,931 vehicles.
"This is all due to the establishment of a 'user-oriented' brand ecology, from the user's subdivision positioning, to the brand's user operation, to the care for the user, can grasp its real needs, so as to enter their 'circle of life'." The person in charge said.
The upstream news reporter noted that not only Euler, the Hongguang miniEV that has dominated the list for many months, from the Hongguang miniEV macaron to the Hongguang miniEV tide car to please users, on social media, the "Wuling Girls" also set off a wave of modified photos; Nezha, zero run and other new car-making forces also launched the Nezha V Witch Edition and the Zero Run T03 Micro Sugar Edition after personally feeling the market potential of the "female driver".
In addition, chery automobile, Jianghuai Sihao, Dongfeng Fengxing, Geely, Changan new energy and other brands, have launched women's models, directly revealing their ambitions to enter the women's market.
According to the results of the previous CCTV "China Good Life Survey", in 2020, the car consumption of Chinese women reached 22.28%, which has surpassed that of men (22.00%). For the first time in nearly a decade, women's car consumption has surpassed that of men, and young women are the main car buyers, with the age concentration concentrated at 26-35 years old.
The "2020 Female Car User Insight Report" released by the China Automobile Dealers Association and The Car Emperor also shows that from January to October 2020, the growth rate of female users reached 1.7 times, slightly higher than that of men; female car users increased by 64% from February to October of the same year.
Especially in the field of new energy vehicles, the women's market has given some car companies a taste of sweetness.
According to the data provided by Wuling officially, female car owners account for more than 60%. In the sales list of August and September last year, Nezha Automobile once ranked among the top three new forces. And this part of the sales is also related to female car owners.
According to the data of the Association, A00-class micro-electric vehicles are popular, and in the first 10 months of last year, the cumulative sales of A00-class pure electric vehicles have reached 646,500. In the November 2021 A0 class car sales ranking, Fit, Chery eQ, and Euler Good Cat ranked in the top three, of which 40% of the owners are women.
Li Jinyong, president of the New Energy Vehicle Branch of the Automobile Chamber of Commerce of the All-China Federation of Industry and Commerce, said that it is expected that China's new energy vehicle sales will exceed 5 million in 2022. Among them, the A00 class pure electric model sold more than 1.5 million units.
Female users' enthusiasm for automotive products continues to increase.
According to reports, in 2020, the proportion of female users of automotive information apps has reached 21.9%, and on the official apps of Weilai and Tesla, the proportion of women even exceeded 40%.
In this regard, the relevant person in charge of Euler said that this year will continue to do the GreatEra Good Things Research Institute, Euler Princess Pet Plan, Euler Female Creative Officer Acceleration Camp, Euler Million Pet Sharing Program, etc.
That is to say, for the female car owner market, the layout of car companies has accelerated.
Upstream journalist Yan Wei
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