【EV Vision Report】With sales exceeding 10,000 in December, the overall sales of Euler Good Cat in 2021 successfully exceeded the milestone of 50,000 vehicles, and the A0-class pure electric market sales are deserved.
Admittedly, part of this is due to the feast of the new energy vehicle market: in December last year, the penetration rate of new energy passenger cars released by the China Automobile Association has reached 20%. However, as a car brand that "loves women more", this year-end report card fully proves the deep identification of female consumers with the Euler brand in the era of "self-pleasing consumption".
In the face of more and more competitors, Euler's good cat performance is becoming more and more impeccable. Since July last year, the sales of Euler good cats have continuously set a single-month record, and in December, 10,685 new owners have joined the Euler good cat family, achieving cumulative sales of 50,931 vehicles throughout the year.
Looking at the essence through the phenomenon, what did Euler do right? In-depth understanding of female user demands, from the appearance of the supreme, emotional expression and life attitude and other multiple dimensions to occupy the user's mind, to provide valuable products, Euler good cat category innovation advantages successfully converted into sales, becoming more women's first choice for car purchase.
Touch the sweet spot of women's consumption
Accenture survey shows that in 2020, 97% of women in China will be the main force of household consumption, and nearly 400 million female consumers aged 20-60 will control up to 10 trillion yuan of consumer spending every year, which is enough to constitute the world's third largest consumer market.
It can be seen that creating a car brand that "loves women more" is not a whim of Euler, but based on the development law of the century-old automotive industry and the in-depth insight and precise positioning of automobile consumption trends, it constantly tries its best to approach the sweet spot of female users.
For the question of what kind of car women need, Euler's exploration has never stopped, and all user-centricity is the key to the success of Euler's good cat car series, which also opens up new ideas for female marketing of car brands.
Love women more, it is necessary to ensure that their needs are maximized to meet, at the material level, the appearance design and functional configuration must fully respond to women's car purchase needs; at the psychological level, through interactive activities to establish emotional resonance with them, it is the emotional proposition of the Euler brand, whether inside and outside or external, Euler good cat has brought users a deep double satisfaction, naturally becoming the first choice for car purchase.
Euler deeply grasps and deeply touches the user preferences, and the perceptual marketing opened for women's personalized pursuits has also triggered a huge circle effect, constantly subverting the development model of the industry.
The new generation of women pursue a trendy, rich and exquisite life, Euler good cat to create a fun lohas bureau; independent and brave urban sisters have a yearning for freedom, release the pursuit of the heart, Euler good cat for them to open the "elopement" journey; and female users catwalk, cat, open body... What they like, Euler good cats play with them... In the end, Euler's good cat is no longer a cold means of transportation, but has achieved a warm companionship from appearance attraction to emotional fit.
Insight into the needs of the new generation of female users, to become a new generation of cars that truly understand her and love her, Euler really did it, and did it right. In turn, the sales success is frequent, but also to empower the main sales products of the Euler brand from A00 level to A0 level to lead the advancement, effectively pull up the price band of the main sales products from 60,000-80,000 yuan to 10-15 million yuan range, help the brand upward, Euler successfully pulled the urgent need to transform the new energy "dumbbell- shaped" market to the "olive-shaped" market structure transformation, eliminating low-end products, and promoting the market to high-quality development.
Directly hit the pain point of women's cars
New topics, new experiences, new surprises, non-stop out of the circle, Behind the continuous hot sales of Euler products, relying on excellent product strength.
For women, appearance is justice, Euler good cat is full of retro style classic design, under the ingenuity of more fashion and technology beauty. In particular, the full LED headlights of the cat's eye shape on both sides of the front of the car make people feel excited at a glance, creating a unique exquisite beauty of the cat, smooth and cute body lines, coupled with a highly recognizable wheel shape, such a shape design appears independent, free and does not follow the waves.
Entering the car, the exquisite interior shows the agility of the cat, the two-color design creates a retro style that echoes the appearance of the shape, the suede seat and the delicate texture plus the diamond quilt are more textured; the cup holder and wireless charging design highlight the human care of science and technology, which gives them more reasons to fall in love with good cats.
The birth of a good car is inseparable from a powerful platform, and Euler Good Cat is based on the lemon platform + coffee intelligent pure electric architecture of Great Wall Motors. The three-in-one integrated electric drive equipped with Euler Good Cat is more powerful, lighter battery and longer battery life. Power batteries experience strict and demanding testing standards, safer, higher ductility, more quality assurance, so that women can start with peace of mind.
At the same time, ORA-smart continues to evolve the system, making Euler good cats more and more intelligent. At the level of vehicle software, artificial intelligence can carry out AI deep learning according to driving habits, 360 panoramic images, with 4 high-definition cameras + 12 high-precision ultrasonic radar probes, which can monitor the conditions around the vehicle in real time. The automatic parking function automatically detects the parking space in real time, whether it is side parking or underground garage, it can achieve "one-click position", and Euler Good Cat's super 14 driving assistance functions can protect her at all times.
Among the owners of Euler Good Cat, more than 70% are women, and they are distributed in first-tier and new first-tier cities such as Beijing, Shanghai and Hangzhou. From the perspective of product demand, women's needs are more detailed than men's, from the realization of functional scenes, women's needs are generally higher than men's needs, Euler insight into women's daily car in the various pain points, for them to provide them with "customized" functional configuration, giving good cats a good scene to open, good parking, safe, intelligent experience, indulge in comfortable travel.
epilogue
With the establishment of the "love women more" automobile brand strategy, Euler's brand image and values have become more distinct, focusing on innovation in brands, products and marketing methods, deeply insighting and fulfilling the needs of female users, and creating with users has gradually entered a better state, all of which have become the basis for Euler's sales to continue to soar.
No one knows women better than Euler and loves women more, Euler is breaking through the traditional shackles again and again, making the brand itself a popular symbol, all the love, innovation and persistence, will boost Euler's good cat on the road to the explosion to go further.