Recently, the Euler brand announced the sales data of 2021, with sales of 20,926 vehicles in December, and monthly sales exceeded 20,000 for the first time, a record high, an increase of 64.2% year-on-year, and the cumulative sales of 135028 vehicles in the whole year, an increase of 140% year-on-year, ranking first in the domestic new energy vehicle market. Its Euler good cat sold 10,685 vehicles in December, with a single monthly sales of more than 10,000, a year-on-year surge of 430%, winning the A0-level BEV market sales champion of more than 100,000 yuan, achieving amazing growth and transformation.
Looking back at the phenomenal growth path of the Euler brand, it is not difficult to see that Euler's "net red" characteristics stem from the accurate grasp of the market and the times. In the ferocious game in the macroeconomic environment of the new energy market, Euler can achieve such excellent results, stemming from the deep emotional connection created with users, but also from Euler's own continuous self-innovation, self-innovation of the firm promotion, but also with its unique marketing strategy and product planning.
Anchor the market consumption base and open up a new "she economy" track
In recent years, as new energy vehicles have shifted from policy-driven to market-driven, the auto market in 2021 has also shown new development characteristics under the multiple influences of strong demand, an increase in new entrants and a continuous shortage of chips. According to the "December 2021 National Passenger Car Market Analysis" report released by the Federation of Passenger Vehicles, the retail sales of new energy passenger cars reached 475,000 units in December, an increase of 128.8% year-on-year and 25.4% month-on-month. From January to December, the retail sales of new energy vehicles were 2.989 million units, an increase of 169.1% year-on-year.
Electrification and intelligence have undoubtedly become the general trend of the entire automotive industry, and almost all car companies are transforming in this direction. With the continuous improvement of the penetration rate and penetration rate of new energy vehicles, the consumption pattern is gradually moving from the "dumbbell shape" of more than 250,000 yuan and less than 70,000 yuan in the early stage to the middle to the current "spindle shape".
Such a consumption pattern is determined by the overall economic level and consumption capacity of society and the willingness of individuals to buy cars. The largest joint venture brands and independent brands have also entered the BEV market segment of about 100,000 yuan, that is to say, the competition in the range of 70,000-160,000 yuan will be particularly fierce.
Therefore, in such a market environment, being able to stand out among many competitors and achieve a phenomenon-level sales blowout is enough to prove Euler's accurate market foresight. Euler has studied the two most essential aspects of the market environment and brand positioning to a very thorough point, first found the key to "breaking the circle", through the analysis of consumer trends, with the new concept of "female friendliness", deeply cultivate the "she economy", focus on the female market segment, and achieve sustained sales growth.
In other words, Euler did not limit herself to the inherent circle of the male mainstream market, but entered the new female "she economy" market, with outstanding product positioning and hard-core product strength, constantly absorbing the market share of new energy vehicles, opening up a new track for the female car segment, and setting up a new industry benchmark.
Product positioning + product strength + brand orientation, with the support of this system-wide strength, successfully allows Euler to enjoy the market dividends of the forerunner on the road of brand and category innovation.
Jump out of the traditional marketing shackles and go deep into the "she marketing" strength out of the circle
With a unique perspective and around the core concept of "female friendliness", Euler has created a new category of "car brands that love women more" in the field of new energy vehicles. Not only has a sharp performance in the appearance and appearance, Euler integrates the life scene into the whole life cycle of the product, and pays attention to, respects and liberates the car needs of female users from the value. Through a series of marketing activities that meet the needs of women, relying on the positive values conveyed by the brand in the concept to communicate with the female group, the emotional identity is skillfully transformed into brand identity.
Women choose cars, in fact, choose their own lives, Euler keen insight into this, abandon the typical business model of "traffic thinking", in the way of "she marketing", with "companion thinking" and trend co-creation and other marketing initiatives, empower women's exquisite life. To this end, Euler launched #each flag is a big event # topic, expressing attention to every woman; uniting ping an, Suning and other brands to create the first 520 Love Wife Festival and other wave creation activities; so that Euler APP is not only a platform for the gathering of fashion products, but also a life exchange platform, to create a "Euler ecological circle of friends" with unlimited energy and unlimited circles, which not only satisfies women's diversified and self-pleasing life attitudes and consumption methods, but also allows users to become brand builders, operators and owners.
Starting from the actual scene needs of female users, Euler innovatively recruited female research teams to conduct all-round research on the psychological value, physiological needs and special car use scenarios of female users, and diversified to meet the different needs of female users. Launch exclusive products for female users, so that every female user can truly feel respected, cared for, and loved. From taking automotive products as the core to "user-centric", Euler understands the contemporary women's yearning for exquisite life, so he organizes car owners to start a sustainable and healthy lifestyle - Euler Good Cat Lohas Bureau, Beauty Bureau, Cheongsam Bureau, Cat Bureau... Let users share love and make friends because of Euler, and also drive more women to join the Euler family.
Abandoning the "traditional thinking" and choosing to serve female customers in a targeted manner, Euler has not only opened up a new track for women-friendly cars, but also built a full-chain ecosystem from brand to product that belongs exclusively to users. Euler's accurate prediction of the new trend of the mainstream consumer market, through the efficient transformation from technology to products, has created a new category with strength, and under the wave of the era of accelerated rise of female power, it is bound to lead the new "she trend" of the new energy vehicle consumer market with tens of millions of female friends.