In the new energy vehicle market, "monthly sales of more than 10,000" is of great significance to a car.
Because in the new energy market, when the monthly sales of a car are stable over 10,000, it means that it has undergone a strict test in the market, and the user recognition has tended to be stable. Product strength and brand power are significantly improving, and are gaining a stable market foundation.
A new energy vehicle with monthly sales of more than 10,000 yuan was once the dream of new car-making forces such as "Wei Xiaoli", and this matter was now easily taken down by a strange car - that is, Euler Good Cat.
In 2021, Euler Good Cat achieved a cumulative sales of 50,931 vehicles throughout the year, winning the A0-level BEV market annual sales crown; at the same time, the monthly sales of Euler Good Cat also increased from July last year, and continuously refreshed the single-month sales performance, and by December, Euler Good Cat achieved single-month sales of 10,685 units, breaking through the 10,000-unit mark.
It's easy for a car to catch fire, but it's hard to "get hotter and hotter.". With its excellent design and reliable product quality, Euler Good Cat has flourished in the women's car market.
In this era, marketing is needed, but sales are fundamentally needed as "hard power". When the ideal car with a monthly sales of more than 10,000 ideal ONE, it has obtained a market value of 100 billion, which is enough to see the sales volume on the core of the enterprise.
Starting from the monthly sales of more than 10,000, Euler Good Cat is also injecting new kinetic energy into the Euler brand and even China's new energy vehicle market, and the prospects of the Euler brand cannot be underestimated.
Where does a "good cat" win?
As a phenomenon-level new energy vehicle, the reason why Euler Good Cat can "sell more than 10,000 per month" is precisely because of its accurate product positioning and strong enough product force.
From the user's point of view, whether a car will be recognized depends entirely on "who made this car for". Many car companies do not want to understand this problem, so the cars they build do not meet the needs of their envisaged target consumer groups, thus suffering a big loss.
A negative example in this regard is Volkswagen, which originally envisioned that consumers who buy ID electric vehicles are mostly young people aged 20-30. As a result, after selling it for a long time, it was found that only middle-aged people over the age of forty or fifty, with a bit of Volkswagen brand feelings, would buy this car.
Therefore, the sales of this car are not satisfactory, and it is reasonable. Young people in their twenties don't like it, and middle-aged people in their forties and fifties think it's too novel and too varied.
It's important to get a clear picture of your real audience from the start and to profile your users. Only in this way will there be a target in the creation of products and brands.
As a car brand that "loves women more", Euler has been exploring women's car purchase needs, and from this point of view, Euler has chosen the right market segment.
The awakening of women's self-awareness has made women's participation in society more and more deep, and individuals are more independent at the same time, but also broaden the tolerance of society and the way of life is becoming more and more diverse. Guotai Junan Securities' report on the "she economy" shows that according to China's annual consumption data, 75% of the country's total household consumption is contributed by women, and 50% of male positioning products are purchased by women.
In other words, women grasp the most core lifeblood of the consumer market, and while the power of women rises, the "she economy" rises rapidly, driving a consumer market carnival.
The female consumer market is reflected in the automotive field, Euler has seized this key point of the rise, and in product creation and content marketing, it is close to the preferences of female consumer groups, thus opening up a new world.
In July 2021, Euler created a "Cat Picking" advanced school with the theme of "Euler Good Cat Lohas Bureau - Cute Pet Lying", at the event site, many female car owners can enjoy sucking cats and pet cats, and can also learn professional cat knowledge, as well as cute pet blockbuster shooting guidance; in November, Euler Good Cat also created an elopement trip for female car owners in the city, which can be set differently according to the role they want to play, thereby enhancing the activity of car owners.
It can be said that from the perspective of a series of marketing programs, Euler is aiming at the psychological needs of female users, through various ways such as "picking up cats", aiming at the preferences of female car buyers, and further consolidating its brand image of "loving women more" in the hearts of users.
Marketing is only part of it, euler's fundamental competitiveness lies in its high-quality products, euler good cat is such a work.
From the appearance point of view, Euler good cat is based on the "female direction" as the design focus, by the designer to figure out the female mind, to create such a "retro electric car". From the choice of color matching, we can see that the color matching of Euler's good cat has greatly exceeded the mainstream color matching style on the market, with a variety of body colors, which can allow women to have more choices.
On the body, euler cats do not have tough lines and no "aggressive" body curves. Instead, it adopts a gentle transition to make the overall look more cute, not sharper, which is the opposite of many car designs at the moment, but obviously, this design is more pleasing to girls.
Since it is a female car, the intelligent configuration is also a point. The intelligent attributes of Euler's good cat are at the forefront of their peers. Euler Good Cat has more than 14 driving assistance functions, equipped with 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.
It can be said that under the attack of this series of attacks from product to marketing, Euler Good Cat has achieved a monthly income of more than 10,000, which is unexpected but reasonable.
It is foreseeable that this car will become a "milestone" in the history of the Euler brand. Such models also have a reference role for the Great Wall and even for the entire Chinese new energy automobile industry.
When the segment is large enough
According to the statistical analysis of the China Association of Automobile Manufacturers, in 2021, new energy vehicles will become the biggest highlight of the automotive industry, and the sales volume will be the first in the world for 7 consecutive years.
A set of data is enough to support the huge size of this market - in 2021, the production and sales of new energy vehicles reached 3.545 million units and 3.521 million units, respectively, an increase of 1.6 times year-on-year, and the market share reached 13.4%, 8 percentage points higher than that of the previous year.
The data shows that the market penetration rate of new energy vehicles reached 19.1% in December 2021, which continued to be higher than that in November, of which the market penetration rate of new energy passenger cars reached 20.6%. Also in this month, the monthly production and sales of pure electric vehicles also refreshed the record, and production and sales increased by 1.1 times year-on-year.
The new energy vehicle market is the biggest opportunity of the next decade, and Euler is clearly aware of this. At present, the new energy vehicle market is becoming more and more volumetic, which is also an indisputable fact.
In the past, wei Xiaoli and Tesla and other competitors opened up new markets, and then there were "hindsight" traditional car companies launched a series of new energy brands and high-end brands to continuously encroach on the middle market from the upper and lower dimensions.
Euler is facing a relatively difficult situation, and the competitive environment is very fierce. But in this case, Euler good cat still sells more than 10,000 a month, and it has to be said that this is a big victory for Euler and a big victory for Great Wall Motors.
Under the umbrella of the Great Wall, no brand of sedan can achieve higher and higher sales until the monthly sales exceed 10,000. Euler's good cat is this "strange flower that grows on the land of the Great Wall". For the entire Great Wall, SUVs have Haval, tanks, etc., while cars rely more on Euler.
In the field of SUVs, whether it is a residential SUV or an off-road SUV, they are seizing the passenger car SUV market, that is, "half of the entire passenger car market". Euler is facing the growing new energy car market, which can become a new growth point for Great Wall Motors.
When the market lacks imagination for the growth of Great Wall Motors, then what can support their imagination is the new growth space brought by Euler. Based on Euler's good cat, Great Wall Motors will also gain more car experience from Euler while developing the female consumer car market, laying the foundation for further launching more market segment brands and building more advanced cars.
In the moment, sales are king.
Some new energy vehicle companies even at all costs, preferring to start a price war to seize sales, which is precisely because the new energy vehicle market has just started, everything has not yet been finalized, and the competitive landscape is changing rapidly.
Therefore, the more models are taken, the more they can further stimulate the user's awareness of the brand and occupy the user's mind in advance. After seeing euler on the street, users will naturally have a good impression and recognition of the brand, and eventually achieve expansion from point to point.
With the hot sales of Euler good cat, promote the "advanced" of Euler brand main sales products from A00 level to A0 level, effectively pull up the price band of main sales products from 60,000-80,000 yuan to 10-15 million yuan, which is the monthly sales of Euler good cats, bringing the upward significance of the Euler brand.
More importantly, when a "retro electric car" such as euler good cat can sell 10,000 units in the market segment, this has become a milestone event.
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. This is enough to show that in China's new energy vehicle market, not only ordinary household cars or high-end brands can achieve monthly sales of more than 10,000, but even small electric vehicles in the women's car market can also be realized.
When such a small market segment can also support a successful model, China's new energy vehicle market has begun to allow miracles to happen.
This may bring some inspiration to the industry - the female consumer market is enough to achieve a new energy model with monthly sales of more than 10,000, so can the "tough guy consumer market" or even the "three-child consumer market" create more miracles? I believe that some car companies have begun to build products in this regard.
Euler is obviously not idle, after Euler's good cat achieved a monthly sales of more than 10,000. In 2022, will Euler achieve more remarkable results? After the launch of a series of new models, what kind of miracle will Euler bring us?
After the New Year, everything will be revealed.