Wen | wardrobe
In recent years, the retail industry has particularly avoided the word "Women's Day", which should strictly speak be taboo to the word "women" in "Women's Day", which in turn prompts retailers to exert their subjective initiative to the extreme, advance the holiday promotion to March 7, and beautifully call it "Girls' Day" or "Goddess Day".
Why do women mostly not want to be called women?
Before the Qing Dynasty, the words "woman" and "woman" did not appear side by side, because they represented two different groups: those who were not married were called "women", and those who married were called "women".
The explanation of "women" in the "Explanation of Words" is: with a broom in one hand and a dustpan in the other, it is also necessary to strictly abide by the three from the four virtues, and obey the husband's arrangements regardless of the size. Therefore, the combination of "woman" and "woman" is incompatible in ancient times, and in modern times, the interpretation of "woman" in ancient times is very different from the female values in modern society.
However, when translating InternationalWorkingWomen's Day, based on the background of the times, it was difficult for people to think of a more appropriate word than "women". So when I went to Taobao yesterday to buy oil and saw the three big words of "Queen's Day", I did not hesitate to order all the coupons, after all, this may be a small step for me, but it is a big step for women to call for self-definition appeal.
Unfortunately, when I clicked into the flagship store of a certain oil brand, I still saw the three words "Women's Day" occupying the C position in the promotional language. On the surface, it seems to be the inadvertent action of the artist, but in fact, does it mean that this business that sells motor oil still has an ideology of contempt for women's independent choice?
Or is there such a contempt pervasive throughout the automotive industry?
SUV pie
According to a survey, more than 72.6% of mainland SUV owners are men. On the other hand, whenever a female friend asks me for advice on buying a car, most of the alternatives they give are cars.
SUV and sedan in the market is roughly the relationship between this and the other, that is to say, these years of SUV hot, car companies will give up production to SUVs, mostly to meet men's desire to buy cars.
However, the survey also pointed out that in 2018, the proportion of men and women in 4S shop visitors nationwide was 51.3% and 48.7%, respectively, and among car owners who changed cars within 5 years, female owners were 7% more than male owners.
Obviously, it is women rather than men who are on the rise in car buying power and popularity. The great wall, which only builds SUVs, sold 1.053 million units in 2018, and the results are still dazzling, but it is down 1.6% compared with 1.07 million in 2017, and the 1.07 million vehicles of this achievement has been achieved by the Great Wall as early as 2016.
Of course, this has a lot to do with the economic downturn, the cold winter of the automobile market, and the helplessness of the whole industry, but it is difficult to ensure that the low proportion of female consumers has not played a slight impact.
Performance pie
Performance is an extremely valued indicator of the car, and it can even be said to be the most important one, so that women's appeal to the car, such as more approachable design, more reasonable use of space, or just for the makeup mirror with the lamp such a small requirement, in the face of performance will be infinitely marginalized.
It is the lotus that flatters this creed to the end.
Ah no, strictly speaking in China, it should be called Lotus.
People are accustomed to treating sports cars as men's toys, but when a sports car is straight to the end, the shock absorber can be reversed to the lumbar disc herniation, there is no power window, and even no air conditioning, the end is 2 bankruptcies, and finally acquired by the big auspicious of my heavenly dynasty. It's not that I don't appreciate Lotus's hardcore style, it's just that if it's a "too manly", then probably men won't necessarily like it, after all, most men still like women.
Another thing that has a strong correlation with performance is motorsport.
In the long history of F1, there are many women who have tried to storm this field of absolute male power, but the vast majority of them have broken the sand. For example, South African female driver Desire Wilson, although she had competed with Lion King Mansell in the main race and once ranked 6th, but in the end, because she could not get enough sponsors, her position was replaced by male driver Michele Alboreto's $1 million.
Exceptions abound, with Italian female driver Lella Lombardi representing Raberham, Marsh and the acclaimed Williams team in F1 from 1974 to 1976. At the 1975 Spanish Grand Prix, she finished sixth, amassing 0.5 points, becoming the first female racer to earn points in F1, where she was better than world champions such as James Hunt and Nikki Lauda.
"Fast" is not just a man's right to be good.
"Humor" faction
The trait that men are most prone to dislike is usually self-righteous humor, and helpless car advertisements are also fond of this trick.
Early car advertising combined "fragrant cars" and "beautiful women" in order to achieve only the effect of beauty, and later with the expansion of communication channels, mixed ideas began to surface.
In one of Dodge's ads, the octogenarian marries Bai Fumei because he bought a viper. First of all, do not allow people to be true love? Secondly, does Dodge really think that viper has such a charming appeal? If so, viper wouldn't have fallen into discontinuation, right?
Regarding the attitude of car advertising to female consumers, I have written: most women feel alienated by car companies, more than three-quarters of women think that car marketers do not understand them, 41% think that car advertising is mainly aimed at men, or emphasize speed and performance, and even if they are considerate, it is probably the picture of a few mouths in the MPV advertisement that gives the actress a close-up, and that's it. Straight men may be able to build cars, but straight men's packaging is usually a disaster.
In today's festival, I am really wrong, because after careful consideration, I found that all the unfairness of car culture is caused by straight men making cars.
Hopefully, when the word "women" is no longer glaring, female consumers will no longer be forced to buy an SUV, F1 will have its first female champion, and the advertising industry can be bolder and fairer, and make male jokes in creativity.