Written by / Windsor
Editor/ Liu Baohua
Design / Shi Yuchao
In the first year of the female year, Euler turned cocoon into a butterfly.
In terms of brand, Euler has 200,000 meow fans, forming a close emotional connection with women; products, from black cats, white cats, good cats three products expanded to good cat GT, ballet cat, punk cat, lightning cat, etc., gradually covering the A00-B class car market to meet the needs of different users.
In terms of sales, Euler ranked first in the camp of new energy vehicles, with more than two-thirds of the time in 2021, and Euler's monthly sales exceeded 10,000 vehicles, of which December sales exceeded the 20,000 mark. In the past year, Euler sales reached 135028 vehicles, an increase of 140% year-on-year. Among them, Euler Good Cat's sales exceeded 10,000 for the first time in December, ushering in a milestone breakthrough, with annual sales exceeding 50,000, becoming the top A0-level BEV market sales of more than 100,000 yuan in 2021.
At present, women's purchasing power has made people realize the power of "her economy", and its purchasing power in the next decade is optimistic about professional institutions.
A survey of Chinese female consumers by UBS Labs and a collaborative study with 16 industry global analysts found that mainland resident consumption will lead to US$3.3 trillion to US$5.3 trillion growth in 2030, 80% driven by female income growth in mainland China (CAGR 6%).
Product continuous iteration, user spontaneous dissemination, channel continuous renovation, review Euler's 2021, relying on the powerful Great Wall Motors and focus on female consumer perspective, Euler has grown an enviable internal drive in technology, channels and users.
Tesla CEO Musk once mentioned in a speech that the key to his success is "internal drive", and the most terrible thing in the world is that there is no internal drive. This concept, which Musk has embraced as a life creed, was proposed by psychologist Jung and refers to a self-force with a driving effect that spontaneously arises from individuals in interaction with the environment.
Having found the right direction, with enviable power, and the new year that has arrived, Euler is continuing to expand. In 2022, a series of high-value models such as ballet cats, punk cats, and lightning cats will be launched soon, and Euler's target users will also achieve a leap, and Euler is moving towards a wider global market.
Euler's self-growth
China's new energy vehicle market is rushing forward at a speed that exceeds expectations.
On January 12, the Ministry of Industry and Information Technology issued a document saying that in 2021, China's automobile production and sales reached 26.082 million units and 26.275 million units, up 3.4% and 3.8% year-on-year, respectively, ending a three-year downward trend. Among them, the sales of new energy vehicles reached 3.521 million units, an increase of 1.6 times year-on-year, ranking first in the world for seven consecutive years.
Long before the market broke out, Euler took the lead in turning around and creating a precedent in the industry. On August 20, 2018, Euler became the first independent new energy vehicle brand among China's mainstream independent car companies. After that, brands such as GAC Aean, SAIC Zhiji, and Dongfeng Lantu appeared one after another.
In 2021, Great Wall Motor will sell 1,047,900 passenger cars (excluding pickup trucks). Among them, new energy vehicles sold 136,900 units, a record high, and Euler accounted for the vast majority of them. In other words, Euler has become the vanguard and beach-grabbing ship of the transformation of great wall motor groups.
Relying on the powerful Great Wall Motors, Euler integrates intelligent driving, intelligent cockpit and intelligent services, and with the combination of lemon-E platform and cobalt-free battery, it has created a growthable attribute from the inside out.
In the era of fuel vehicles, giants such as Volkswagen and Toyota rely on platforms to expand their territory, and in the era of electric vehicles, Chinese brands represented by Euler have taken the lead in the era of electrification platforms.
Euler's intelligence comes from Great Wall Motors' new GEEP electronic and electrical architecture built using the SOA concept, which has been upgraded to version 4.0, and achieves a high degree of integration of software and hardware and full growth through open standard API interfaces.
Based on this, Euler has created an ORA-Smart continuous evolution system, that is, during the driving process, Euler can carry out AI deep learning according to driving habits to make the product understand you better; and some new technologies and new applications in the future can also be upgraded through OTA in the product.
The new platform architecture continues to derive products that meet the needs of users, and the new intelligent architecture makes the products have the possibility of continuous updates, and Euler has an enviable internal driving force under the blessing of technology. According to the plan, Great Wall Motors will also invest a total of 100 billion yuan in research and development in the next five years, and Euler Automobile, which is backed by a big tree, will create more surprises.
Co-create a brand with users
The era of co-creation with users is coming.
With the increasing proportion of young people represented by the post-95s and post-00s generations, Generation Z has gradually become the main force in China's consumer market. They have distinct personalities, unique preferences, have their own opinions, passive cramming advertising can no longer meet their needs, only brands that truly understand the characteristics of consumers have a future.
No one knows themselves better than users. Understand the needs of users, close to user marketing, one of the ways to impress users is to let users participate in creation.
As a newborn brand, Euler chose to become a "user cultivation system" brand from the beginning, allowing users to participate in the brand's growth plan, integrating co-creation into the brand gene, and allowing the brand and consumers to "compete on the same stage", which essentially changed the solidified relationship between the brand and consumers. Users no longer act as simple passive "receivers", but "co-creators" in content and products.
For example, Euler Good Cat opened the pre-sale and specially invited users to name the color of the car before the listing, which gained unexpected results. Different from the traditional naming method, Euler's white is called "Muppet White", red is called "High Heel Red", green is called "Forgiveness Green", beige is called "Ten Thousand Rice"...
In addition, Euler launched the world's first booth co-creation before the Shanghai Auto Show, and joint users such as exhibition area planning and booth design were jointly built. Finally, at the Shanghai International Auto Show in April 2021, Euler built a princess castle theme booth, a dream booth and intimate women's exclusive services, turning the princess dream in every woman's heart into reality.
In this process, Euler has established a close emotional connection with users, realizing a new type of user relationship of co-branding, co-creation of value, co-growth, and shared benefits; and continuous improvement in products, brands and marketing according to user needs. This complementary and accompanying relationship has become a weapon for the development of the Euler brand.
Euler brand channel acceleration
Under the irreversible general trend, the new energy track has become hot, the new forces of car manufacturing and other waves have surged, and the traditional auto giants have also transformed, Euler has seen the opportunity to become the first brand in the car brand to focus on female consumers with the courage of a hero. At the user conference in March 2021, the Euler brand officially announced the positioning of "the world's car brand that loves women more". Euler, who is determined to try to eat the soft rice of "women", also began to subvert the sales channel.
Offline, Euler did not give up the traditional position, with the help of Great Wall Motors, the terminal sales store has exceeded 200, which is the order of magnitude that many brands cannot reach in 5 or even 10 years. In addition, Euler also innovatively brought an experience space to provide one-stop car purchase services, opening up the direct operation mode of the attempt.
Offline, users only need to use euler ORA WeChat mini program to achieve a series of car purchase operations such as online vehicle configuration, contract signing, and car payment. In addition, users can also query the status of vehicle scheduling, maintenance, delivery and other statuses anytime and anywhere through the Mini Program, and all kinds of information about car purchase can be "controlled by one hand".
This kind of "online ordering + offline experience" narrows the distance between the brand and the user, so that the real needs of the user have been timely feedback, providing an important basis for euler's product creation and service polishing, and improving the user's pleasant experience throughout the process, providing a full possibility.
At the same time, Euler actively developed online live broadcast channels, including 618, double 11, double 12, etc. have carried out a full network live broadcast with goods, in the "manufacturer + hundred dealers + thousand sales consultants" full of unified action to carry out the battle, online and offline, work together to gather traffic, in the live broadcast room of stars + executives, leading dealers across the country to drain and convert.
Actively trying new things and having a curiosity about the world, Euler's many actions in the terminal show the enterprising spirit of a new brand in the new era, which can be called a new force in traditional car companies. This is not blindly following the trend, its choice coincides with the buying habits of the target audience, Euler takes this opportunity to brush the sense of existence in the women's pile, realize that there is Euler where there are women, and continue to move towards building a global car brand that loves women more.
Goal "Circle Powder World"
Following the global dream of Great Wall Motors, Euler has also set its sights on global consumers.
Unlike fuel vehicles, China's new energy-related technical reserves are basically at the same level as developed countries in Europe, the United States and Japan, and some segments may be slightly exceeded. With "carbon neutrality" becoming a global goal, Euler, as China's leading brand of new energy, has ushered in a once-in-a-century opportunity, and it is logical to go global.
On September 6, 2021, Euler participated in the Munich Motor Show in Germany with the theme of "ORA LOVES YOU", and officially released the globalization strategy of the Euler brand to the public from multiple dimensions such as brand culture, product layout, user ecology and channel planning.
With its first global debut, Euler expanded its brand mission and vision to a global scale – committed to providing digital, intelligent and entertaining products and services to young consumers around the world, and becoming their best friend in the digital age.
While emerging in the European market, Euler is to fully introduce products and services into the Thai market, take a key step in the real sense of the brand going to sea, lead the automobile "national tide" to enter overseas, and truly bring domestic "tide play" products, concepts and innovations overseas.
A key element of having an intrinsic drive is to have a sense of purpose, to have a big vision and believe that you can achieve it.
Wei Jianjun, chairman of Great Wall Motors, has never shied away from his ambitions for overseas markets, and he once said that "globalization is the only way out for Chinese auto companies, and Great Wall Motors must go out, even if it is dead, it will die abroad". In order to "let Chinese cars drive on the streets of Europe."
Euler's circle of fans in Europe is just the beginning. In November 2021, the listing of Euler Good Cat in Thailand took an important step in the globalization of the brand, and it can be expected that creating a "car brand that loves women more" is not a whim of Euler, and Euler Motors, which has always been at the forefront, continues to circle the fan journey.