Text | Financial Gossip Female Special Author: QingDu
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Xu Niannian finally waited for the first year-end award to enter the workplace. When she got the year-end award notice, she almost thought she was wrong.
As a new clerk in the Shanghai office of a shipping company, Xu Niannian has been with the company for more than a year and three months. Last year, because she had less than a year of work, she only received a 3,000 yuan holiday fee at the end of the year.
What she did not expect was that due to the soaring container freight rate last year, the parent company turned a profit for the first time, and the profit set an all-time high. So the board of directors made a big move, and all employees received year-end bonuses equivalent to 44 months' salaries.
With more than 300,000 yuan in cash at once, Xu Niannian quickly made a huge wish list, the first of which was to buy a car. With little money after graduating from college, she had to rent in the suburbs of Shanghai, spending an hour and a half a day from rental houses to the company's luxury office in Pudong.
Interestingly, many young girls like Xu Niannian have extended their enthusiasm for consumption from cosmetics and daily necessities to electronic products and automobiles.
What kind of new consumption trend is hidden behind the woman's world? What are the new consumer needs of women?
1.
/ "Female consumers win the world" /
The data shows that in Tmall's new brands, 80% focus on women's consumer demand, mainly because of the susceptibility of its new brand (consumers who buy new brands more than 12 times a year), 70% are women.
"Female consumers win the world" has become a common perception in various industries.
The problem is that the value demands and lifestyles of new consumer groups, especially female consumers in the new era, have undergone tremendous changes, and they prefer to be satisfied from the consumption process. Moreover, the mobile Internet allows the connection between users and brands to occur at any time, and female consumers can participate in brand interactions at any time.
This is actually the latest expression of customer value, and it is also the fundamental theory to answer what female consumers like. Many new brands have grasped the new value and new way of interaction, and obtained rapid brand opportunities from them.
Professor Chen Chunhua, a well-known management expert, pointed out in the book "Beyond Competition" that realizing customer value is not an event around the products and services of the enterprise, but a customer-centric daily business practice.
For example, Lululemon, who found a group of "super girls", saw the gradual upward trend of the proportion of female college graduates in North America, and figured out the core needs of these consumers, resulting in such an industry hit.
In the eyes of former CEO and founder Wilson, Lululemon's client group is a group of highly educated, high-income, and female college graduates in their early 20s.
He also painted a portrait of these people, the core words of which are: good education, white-collar workers, high work income, and frequent business trips and leisure travel, and have their own apartments and pets, while willing to pay for fashion and quality.
In the process, these girls have gone from pleasing others to pleasing themselves, desperate to have sportswear that can be both comfortable and sporty, but also beautiful to show their beauty, and can be worn on any occasion.
This is also the original intention of Lululemon, so that these young and fashionable white-collar girls can save them 45 minutes a day without changing clothes directly at work, fitness or shopping activities.
Lululemon then caught fire as soon as it was pushed out. In fact, due to the return to the real body and needs of the female group, Lululemon has developed rapidly in the local market. Similar domestic brands such as Ubras and Banana have also risen rapidly, attracting these super girls, becoming loyal users and co-creators of emerging brands, and beginning to stir up the red sea market for women's clothing that originally belonged to the oligopoly from the user side.
For example, Oatly oat milk, which has just entered the Chinese market, satisfies the concern of many young women for health and environmental protection, and can also enhance their pursuit of sensory pleasure in plant protein beverage stores, and the channel layout is to coffee shops, milk tea shops, gyms and other young women's daily eating and drinking scenes, and finally gradually formed a new way of life.
Great Wall Motors, which has been working in the automotive field for many years, has launched the Euler Good Cat for female car owners, which is precisely to see this trend change and is also a typical example of this theory being confirmed in the business field.
After looking at three or four brands of 4S stores, the above-mentioned Xu Niannian set up Euler Good Cat without thinking, and paid the full amount on the same day. Although the 4S store told her that the car would wait three months to pick up, she was afraid that she would not be able to queue up or placed an order.
When an office colleague asked Xu Niannian why she bought this car, her answer was unusually simple: "Don't you think this car is particularly popular with women?" ”
2.
/ Read the female owner, Euler's explosive code /
According to the data of the "China Good Life Survey (2020-2021)", in 2020, women's car purchase consumption reached 22.28%, which has surpassed that of men (22.00%); this is also the first time in the past decade that women's car purchase consumption exceeds that of men, and young women (26-35 years old) are the most.
"They" can now afford to buy a car, live in a house, earn extra money, and beat a wolf.
The automotive market has always been deeply tied to male consumers, no matter what kind of model, in the promotion of the driving experience and muscles, push back feeling and male characteristics need to show those elements as a selling point.
The few car models built for women alone have also stagnated or even stopped production in the field of technology because of the narrow audience and low production and sales.
Owning a car of your own is increasingly becoming a knot in the hearts of many female consumers, but the reality is clearly not meeting their needs.
Euler Good Cat is the first car to be built exactly according to the preferences of female consumers.
First of all, because female consumers buy a car, the face value must be online. In terms of appearance design, Euler good cat adheres to two characteristics, one is that women like feminine lines, so the whole car is completely covered with rounded lines, rarely using straight lines or polylines to do cutting, and the other is Euler good cat, which uses some of the retro shapes of classic cars.
In a sense, Euler's good cat's closed front face, raised lamp eyebrows and rounded headlight groups on both sides have the feeling of a classic car of the last century, and the retro elegant temperament is difficult to refuse. The side lines of the body are smooth, and the prominent wheel arches and short rear suspension design have a bit of fashion and sports. The tail shape is relatively simple, and with the flowing water curtain tail light, it seems to come from the stars in the sky when it is opened. Deeply familiar with women's aesthetics, directly into their hearts, this is one of the secrets of Euler's good cat out of the circle.
Secondly, female consumers have their own potential cognition of the body sensation of the car. Therefore, Euler Good Cat is as close as possible to the limits of female consumer cognition, which also makes many female consumers feel extremely comfortable and comfortable when standing in front of this car.
The third is the exquisite and fashionable, technological interior and function. This car has a variety of automatic driving assistance, voice intelligent response, intelligent car-machine interaction and other functions, while the manufacturer will also be the interior of the extra exquisite, color, leather suture stitching, car interface design, picture and music APP selection, etc., manufacturers are making great efforts, and strive to be close to the psychological needs of female consumers at one time.
And Great Wall Motors has also put a lot of effort into this car, for example, they have counted the arm length of female consumers and other data, and the design of the steering wheel size has also been carefully adjusted. Another example is the tire of the car, in addition to the safety and friction, transmission force and other factors, Great Wall Motors also considered the difficulty of female consumers to change the tire, and chose to replace the simplest tire.
……
This makes the female consumer sitting in the car recognize at first glance that this is the look they most want to get the car in their hearts. Therefore, it is no wonder that this car has become the first new energy model purchased by female consumers, and it is no wonder that this car will become one of the leading models in the development of the new energy market.
According to the data, the Euler brand sold 135,028 vehicles in 2021, an increase of 140% year-on-year, and won the annual sales champion of the A0-level BEV market of 100,000-150,000 yuan in one fell swoop, at the same time, the monthly sales of Euler Good Cat also increased from July last year, continuing to refresh the single-month sales list, and achieving single-month sales of 10,685 vehicles in December, breaking through the 10,000-unit mark.
In fact, the success of Euler Good Cat tells us that if a product is to truly attract the attention of female consumers, it is probably not enough to rely on excellent product power, but also to pay attention to achieving commonality with their souls.
Understanding the needs of consumers and creating products based on these needs can quickly occupy the minds of consumers and thus popularize the market. This is the well-known "customer value theory" in economics, and it is also the code behind the annual sales of the Euler brand breaking 130,000 and the annual sales of Great Wall Motors breaking 1.28 million.
3.
/ Segment, Great Wall Motor's Customer Value /
Not only Euler Good Cat, in 2021, Great Wall Motors launched more than a dozen subdivision brands, from Haval Chitu, Haval Divine Beast, Wei brand Maqiduo, Wei brand latte, Wei brand Mocha, to tank 300 city version, tank 500, Euler good cat GT and other models, each car once launched, has become the focus of the industry.
These models have their own characteristics and different audience segments. The success of Great Wall Motors lies in the fact that they have applied the experience of summarizing customer value first from the success of the Euler brand to the extreme, and all products are not formed in the laboratory and designer computers, but through close research, looking for and analyzing the detailed needs of customers.
This is actually the standard for successful companies in the new era.
Successful brands can often capture the new changes in users' needs in time, and take the changing value appeal as the pursuit of the brand itself. In the whole process, enterprises have learned to use full-dimensional, full-chain contacts to achieve new value.
The core of the development of Internet enterprises is digital assets, and all digital assets are derived from the needs of users. For the rigid needs of users, enterprises can obtain the use scenarios, motivations, and pain points of user needs through data analysis, and create or transform brands based on this information so that enterprises can meet the needs of users.
In fact, now a successful transformation enterprise like Great Wall Motors, only by discovering the needs of users and finding ways to let users obtain value in consumption is the foundation of brand creation, and can also obtain market opportunities in the new era.
Great Wall Motors has precisely read this consumer trend, and combined with the continuous changes in consumer demand for automobiles, it has launched a segmented brand suitable for various sub-segments of consumer groups, so as to respond to the complex and fragmented needs of young consumers with a diversified product matrix.
It is precisely because Great Wall Motors understands the meaning of customer value and actively guides users to participate in the process of brand creation, from products to services to build a perfect closed loop, so the close connection between users and Great Wall Motors brands has been continuously strengthened.
According to the data, in 2021, Great Wall Motor sold 1280993 new cars, an increase of 15.2% year-on-year, and overseas sales of 142793 units, an increase of 103.7% year-on-year, accounting for 11.1% of sales. This means that Chinese auto brands really have the confidence and strength to compete with joint venture brands.
At present, in the context of entering the era of stock from incremental, enterprises can deeply understand the "user" to create new value, so as not to fall into the inner volume, into zero-sum competition. Behind the vitality of Great Wall Motors, respecting the opinions of users and doing everything possible to solve the needs of users is the key to success.
As Feng Weidong, author of "Positioning Upgrade" and founder of Tiantu Capital, once said: "This is an era of serious information overload, it does not matter who you are, customers think that you are important." ”
From the perspective of customer value theory, Great Wall Motor's password to achieve 1.28 million annual production and sales is very simple, that is, to understand the needs of consumers and be willing to interact with consumers, and to impress consumers with communication and sincere service.
This is not so much innovation as a return to the origin of the concept of branding. Because the original brand is on the basis of products to meet consumer needs, due to humanistic care and value resonance, consumers' acceptance of products and business logos continues to increase, and eventually the spread of word of mouth.
Of course, behind the customer value as the core is an improvement of corporate strategy, to become such an enterprise, to follow the new principle is communion, symbiosis, co-creation. To some extent, enterprises can only harvest enterprise value if they first create user value.