The most beautiful scenery of life is ultimately just the calm and calm in the heart. To support this calmness and calmness, women need to constantly know themselves, break themselves, rebuild themselves in the context of the new era, and then complete the leap of self-worth, and finally dialogue with a more complete self.
--Yang Dai
With the transformation of social status and roles, in recent years, women have become more prominent in consumption upgrades, and "her power" has also frequently appeared on hot searches.
In these figures, we see the "principal's mother" Zhang Guimei dedicate herself to the children in the mountains and help more than 1,800 girls to receive education and get out of the mountains; scientist Chen Wei led the team to develop the first batch of new crown vaccines, making outstanding contributions to the fight against the epidemic; the fighting goddess Zhang Weili cut through thorns all the way and finally won back Asia's first UFC championship trophy...
Women's power is sweeping the entire market, and the female group has become the backbone of society that cannot be ignored. According to CBNData data, the female consumer market has exceeded 10 trillion yuan in 2020, and the consumption direction is wider and there are more categories. The "she economy" is also applicable to the automotive field, there are data show that in the past five years, female car owners from 17% to 35%, and the proportion is still increasing, it is expected that by the end of 2022, the gender in the car consumption decision-making ratio will tend to be similar, the proportion of women will reach 45.6%.
In the context of the "she economy" sweeping the industry, car companies have also gradually realized the importance of female consumers. In this market, Euler, positioned as a car brand that "loves women more" and opens up a new female-friendly track, is the leader.
Lead the "She Economy" track
2021 is destined to be a year that is difficult to forget for China's automotive industry, and the supply chain crisis in the post-epidemic era has brought many uncertainties to the industry, but the high-flying progress of the new energy market has become an important fulcrum to support the decline of the automobile market.
Looking at the domestic new energy vehicle market, under the situation of the division of the crowd, Euler is unique.
According to the data, in December 2021, Euler's sales exceeded 20,000 vehicles for the first time, a record high, and the cumulative sales of the brand reached 135,000 vehicles throughout the year driven by the tail, an increase of 140% year-on-year, ranking first in the domestic new energy vehicle market. Among them, the annual sales of Euler good cat exceeded 50,000, becoming the top of the A0-level BEV market of more than 100,000 yuan.
The industry generally believes that behind such achievements, thanks to the precise positioning of the Euler brand for "female" users, with a rich product lineage and unique brand operation thinking, it has taken the lead in the era of "her economy".
Specifically, under the wave of "new four modernizations" of automobiles, intelligence and electrification have become the trend of the times, and almost all brands are transforming in this direction. In the fierce market competition, how to stand out and bring differentiation advantages has also become an important issue for car companies.
Wei Jianjun, chairman of Great Wall Motor, once pointed out, "As long as you don't change, don't adapt to the market, don't react quickly, and don't get the recognition of users, you will be subverted." Based on this, Euler brand has conducted in-depth research on the market environment and brand positioning, and has made bold attempts to deepen the "she economy" with the new concept of "female friendliness", focusing on the female market segment.
At present, this brand positioning has begun to bear fruit.
From black cats, white cats to good cats, and then to the upcoming ballet cats, punk cats, lightning cats, etc., with the continuous change of products, Euler has covered more and more rich sub-categories. And LOHAS, hot moms, urban middle class, new generation women, urban independent women, etc... Euler is also constantly expanding its positioning of female consumer groups, which also gives each car a relatively "customized" advantage.
Taking the sales force of the main good cat as an example, the sales volume exceeded 10,000 in December, the cumulative sales volume of the whole year was nearly 51,000, and won the annual sales crown of the A0-level BEV market, which is not only a feedback from Euler's innovation exploration, but also promotes the brand's main sales products from A00 to A0-level, helping the Euler brand to rise.
In Euler's official view, the brand did not limit itself to the inherent circle of the mainstream market, but entered the new "she economy" market, with outstanding product positioning and product strength, continuously absorbed the market share of new energy vehicles, opened up a new track for the female car segment, and set up a new industry benchmark.
Continue to deepen "she marketing"
In addition to launching products that are more in line with women's consumer groups, around the core concept of "female friendliness", Euler also communicates with women through a series of marketing activities that meet women's needs, relying on the values conveyed by the brand in the concept, and is committed to transforming emotional identity into brand identity.
In March 2021, Euler announced the brand's positioning as a "car brand that loves women more" and evolved "she marketing" into another dimension - user co-creation.
In fact, since its birth, Euler has been committed to working with users to create. For Euler, it is a search for the wisdom of the masses and an inexhaustible intellectual resource; for the user, it is a "symbol" for users who are highly involved in planning the products they want.
It is reported that Euler also recruited a female research team from the actual scene needs of female users to conduct a comprehensive study on the psychological value, physiological needs and special car scenes of female users to meet the different needs of female users. With the help of intelligent driving, intelligent cockpit, intelligent services and LEMON-E platform, cobalt-free battery and other latest software and hardware equipment and cutting-edge technology, combined with the scene and needs of women's cars, Ou pulled out a series of women-exclusive technology to effectively solve user pain points.
It can be seen that from product color to event theme, from cultural planning to crowdsourcing design, on the road of co-creation with users, Euler's brand image is further concrete and diversified.
And Euler's promotion of the "love women more" brand line is far more than that. In the past year, Euler Good Cat Lohas Bureau, Euler Sweet Run, Euler Good Cat Wife Festival, Euler Straight Man Rescue Program, Euler Punk Cat Walking Artwork Theme Art Exhibition and other activities have stimulated women's interest in participating.
In addition, euler APP is not only a platform for the convergence of fashion products, but also a platform for life exchanges, creating an unlimited "Euler ecological circle of friends", 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.
2021 is a year of transformation for Euler, taking travel products as a pry point, entering the lives of female consumers, constantly broadening the ecological boundary between brands and female consumers, and successfully establishing a brand image that understands women better. As Euler officially said, "Through the transformation from technology to products, Euler has created a new category, and under the wave of the era of accelerated rise of female power, it is bound to lead a new 'she trend' in the new energy vehicle consumer market with tens of millions of female friends." ”