The new energy vehicle market in 2021 ushered in an outbreak, especially in December after the impact of core deficiency was gradually eliminated, the new energy vehicle market ushered in a full outbreak. According to the statistical 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, and the penetration rate of new energy vehicles also reached a staggering 22.6%, and the market potential was further realized. The outbreak of the market is inseparable from the rise of the mainstream consumption range of 80,000-150,000, the number of users covered by this market range is greater, and the future will inevitably become a must for new energy vehicle manufacturers.
Not long ago, the Euler brand announced that the sales volume in December 2021 exceeded 20,000 vehicles for the first time, an increase of 64.2% year-on-year, of which the sales volume of Euler Good Cat reached 10,685 vehicles in December, and the monthly sales exceeded 10,000, a year-on-year surge of 430%. As the current flagship model of the Great Wall Euler brand, or one of the few boutique cars in the domestic market, the success of Euler can be said to have led a new trend. As the saying goes, the hot sales of a car model must be two legs of product marketing, today we will take a look at what are the "secrets" behind the success of Euler's good cat.
Products are king, exquisite products win the attention of users
Behind the outbreak of the market is the increasingly white-hot market competition, thanks to the accumulation of research and development in recent years, Excellent products in China's new energy vehicle market have begun to blowout, consumers are facing more and more excellent choices, so if you want to impress users, the product force must be full. Since its launch, Euler Good Cat has been surrounded by countless fans with retro and exquisite exterior design, flexible retro body lines with special logos such as the unique closed grille of new energy models, and a different kind of exquisite beauty has collided on Euler Good Cat. Later, Euler launched the EULER good cat GT version, on the basis of the original design, by adding a 360 ° imitation carbon fiber tide cool suit and L-shaped hunting fangs, cat's claw contrast wheels, GT sports tail and other designs to add sports style to this exquisite car.
The collision of retro and technology is not only in the appearance, but also in the interior. The interior design of Euler Good Cat as a whole presents a delicate retro style, the interweaving of lines and arcs looks extremely harmonious, the double screen of the central control instrument gives it a rich scientific and technological style, and the interior color matching of the contrast color makes the interior style lively a lot. In terms of details, whether it is the suede material and delicate texture of the seat plus the diamond-shaped quilting or the design of the cup holder, the storage space, the wireless charging and other designs, the user can feel the meticulous experience of the car.
As a brand that focuses on female users, Euler's functional configuration in the car is also closer to the car habits of female users. Euler Good Cat has more than 14 driving assistance functions of Euler Good Cat, equipped with 360 panoramic images, with 4 high-definition cameras + 12 high-precision ultrasonic radar probes, which can monitor the surrounding conditions of the vehicle in real time to achieve L2 level driving assistance functions. At the same time, intelligent configuration assistance functions such as AI automatic parking and intelligent trajectory intelligent reversing have solved the problem of parking difficulties to a certain extent.
She empowers marketing and anchors market segments
The success of the product has laid the foundation for Euler's hot sales, and the continuous marketing out of the circle has provided potential energy for the steady increase in sales of Euler's good cats. Since the establishment of Euler, the female user group has occupied the main share, and the Euler brand has keenly captured this market characteristic and created a new category of "car brands that love women more" around the female user group. Not only in terms of marketing activities, it is close to the preferences of female users, but also in terms of product development iteration, it is also more closely related to the needs of women's car scenes to upgrade, and continuously improve users' awareness of the brand. Relying on the positive values conveyed by the brand in the concept to communicate with the female group, it skillfully transforms the emotional identity into the brand identity.
In the era of "she economy", the consumption power of female user groups has been continuously opened, and Euler's forward-looking layout has also won a precedent for the development of the brand. The Euler brand relies on a large female user group is also constantly seeking brand upwards, from black cats and white cats within 100,000 yuan, to Euler good cats with a price of more than 100,000 yuan, the user's recognition of the brand continues to increase, and now the sales of good cats exceed 10,000 represent the user's high tolerance for the advancement of the Euler brand.
From the rational value of the product to the emotional value of the brand, Euler is constantly elevating its brand positioning by deeply cultivating the female user group. Driven by the Euler brand, more and more brands are trying to "she economy" nowadays, but there are not many brands that really provide "customized" functional services for women like Euler. Summarizing Euler's success, in fact, the core point is a deep understanding of the needs of female users, and intimately create practical functions and intimate services for them.