What is the biggest highlight of China's auto market in 2021? The answer is undoubtedly the new energy sector!
2021 is the "first year" of the domestic new energy automobile industry, the annual sales of new energy vehicles reached 3.521 million (data from the Ministry of Industry and Information Technology), an increase of 1.6 times year-on-year, the growth rate has far exceeded that of fuel vehicles, and the market penetration rate of 13.4% has made new energy the most valuable track for the automotive industry. The Great Wall Euler brand has become a phenomenon-level growth brand on this track, and has become a typical case of the success of new energy brands of traditional car companies.
According to the 2021 sales data released by the Euler brand, Euler's cumulative sales of 135028 vehicles in the whole year, an increase of 140% year-on-year, ranking the top camp of the domestic new energy vehicle market. Euler Good Cat achieved cumulative sales of 50,931 vehicles throughout the year, and the monthly sales in December reached a historic high of 10,685 units, not only breaking through 10,000 sales in a single month but also becoming the first sales volume in the A0-level BEV market in 2021, achieving amazing growth and transformation.
The industry generally believes that the reason why Great Wall Euler can stand out in the homogenized serious auto market competition is that in addition to the hardcore product strength, the positioning of "car brand that loves women more", the product strength of design, quality and "female thinking", and its "female-friendly" brand marketing strategy is also an indispensable important engine.
The rise of the "she economy" drives marketing change
The auto market is experiencing a rapid rise in women's car purchase consumption in the "she economy" era.
According to data from the Ministry of Public Security, the number of car drivers in the country in 2020 was 418 million, of which 148 million were female drivers, accounting for 32.43%, that is, at least one in every four drivers was a woman. For comparison, in 2017, the number of female drivers was 111 million, accounting for nearly 30%, and the number of new female drivers was 37 million in three years. Women have gradually shifted from being the primary decision-makers in household car purchases to being the main car users.
The prominence of the position of female consumers in automobile consumption has promoted the marketing reform of car companies.
Great Wall Motor's Euler brand has taken the lead in occupying the competitive track of women's cars and has been carrying out unique marketing around "her power". From the dimensions of brand color, product style, etc., form their own exclusive style, and innovate to build a female research team, from the psychological and behavioral level to insight into women's underlying needs and expectations, from a sociological point of view, research out 8 types of mainstream female users, and around the keywords of good-looking, easy to open, intelligent and easy to use, humanized care and other keywords, targeted development of diversified categories of cat family products for them.
Unlike male consumers, female consumers pay more attention to emotional pleasure and satisfaction while paying attention to product quality and practicality. Based on this, Euler pays more attention to emotional resonance and spiritual fit in marketing for female consumers.
Among them, the "Zhimei Tide Run" Euler good cat created for the new generation of girls has insight into the pain points of contemporary women's cars, provided customized functional design, and become the first choice for contemporary women to buy cars.
The new generation of little sisters pursue trendy, rich and exquisite life, so Euler good cats have created a lohas bureau, Euler good cats and users together to catwalk, disguise, cat, chase the starry sky, let the new generation of little sisters in the "bureau" to indulge their emotions; the new generation of little sisters to pursue independence, brave, confident urban sisters have a yearning for freedom, release the inner pursuit, Euler good cat GT Mulan edition with the city sisters eloped to Chuanxi, in the listing conference with users eloped to Shanghai, Guangzhou, Beijing, Chengdu, Zhengzhou, Let them enjoy their search for the free place in their hearts; in the good cat life history, Euler good cat and female users go to the world to be beautiful...
From "Lohas Bureau" to "Life Aspiration" to "Elopement Journey", Euler not only meets the actual needs of women with products, but also pays attention to their emotional needs, creating a personalized female experience from the product to the spiritual level. Based on the deep thinking and understanding of the "women" group, a car designed for female users was created.
Industry insiders believe that women are gradually becoming a new growth pole under the competition of the stock of the automobile market. The reason why the Euler brand can stand out in the highly competitive new energy vehicle market is that in addition to the hard-core product strength, the brand marketing that is constantly approaching women is also an indispensable and important engine.
Create a new category in China's auto market
As a "car brand that loves women more", Euler's explosive hot-selling model Euler Good Cat is the landing and cashing of Euler's "more love for women".
Through an in-depth exploration of women's needs, Euler Good Cat has chosen to reproduce the classics in a chaotic world. Euler Good Cat models inherit a unique styling style full of retro colors. The body presents a retro free curve, with a wonderful retro cat's eye lamp, highlighting the exquisite beauty; the side with rounded lines to create a multi-level visual effect, with a highly recognizable wheel shape, full of elegance and calmness; the tail is the use of flowing water curtain taillights, when lit up like a brilliant galaxy, giving people a strong visual impact.
It is worth mentioning that Euler's good cat has made a lot of effort in the color of the body. This car provides eight body colors such as puppet white, large orange gold, million meters, high-heeled red, blue bowan, wise brown, forgive green, Siamese black, etc., each beautiful color is in line with women's fashion trend style, writing more diversified style for women.
In terms of product strength, relying on the "lemon platform" of Great Wall Motors, Euler Good Cat has performed particularly well in the three-electric system and intelligence. From the perspective of power configuration, the pure electric architecture of the "Lemon" platform gives Euler Haomao a lighter and more efficient three-electric system. , equipped with the domestic leading lithium iron phosphate battery level domestic first cobalt-free battery, to achieve better endurance performance, 500KM ultra-long endurance, so that you can drive more at ease. At the same time, Euler Good Cat supports DC fast charging, which can be charged quickly in 100km in 12 minutes, and in the daily slow charging state, the full charge only takes 85 minutes.
Through advanced technology, Euler Good Cat provides intimate escort for women's travel. The one-click comfort mode in the car can be personalized presets and customized exclusive to "her" guardian, including automatically adjusting the air conditioning temperature, seat angle, opening seat massage and heating, etc. At the same time, the car also has L2 intelligent auxiliary support, ACC adaptive cruise system, AEB emergency braking, 360-degree panoramic image and other safety settings, which can see the surrounding conditions of the vehicle at a glance. For some women who have difficulty parking, Euler Good Cat has an automatic parking system, even novices can calmly recline into the parking space. Through the OTA cloud upgrade technology, Euler Good Cat can remotely push update data packages based on ecological optimization, user needs and function iteration, optimize and upgrade vehicle firmware/software, and achieve the improvement of vehicle experience throughout the life cycle.
In terms of safety, Euler Good Cat has also created a unique female-friendly trait with all-round intimate care. The vehicle safety design is based on the 2021 edition of C-NCAP five-star / Zhongbao Research GOOD level as the standard, and the whole vehicle exceeds 416 items of vehicle electrical safety protection. It can be said that Euler Good Cat combines retro design with advanced technology to create a new category that has never appeared in the Chinese car market.
Promote the benign development of the market
Euler's positioning as a "global car brand that loves women more" not only matches the right users with the right products, but also grasps the consumer trend in a forward-looking manner.
Experts believe that the A0-level market is an inevitable choice for the development of electric vehicle companies. The share prospect of this segment and the role of electric vehicle companies in increasing the sales level have great potential. This also means that who can take the lead in creating one or more boutique models in the blue ocean market, then the car company has an unquantifiable brand advantage and discourse power in the market.
For a long time, in the A0-level new energy vehicle consumer market, homogenization has been serious. The arrival of Euler Good Cat undoubtedly fills this market gap, with accurate brand positioning, avant-garde bold design and peer-leading functions, providing users with both cost-effective and personalized choices.
In just one year, the monthly sales exceeded 10,000, breaking the monopoly position of the joint venture model in the A0-level segment, and the good cat became a real "spoiler" and "subversive". From the perspective of price, The main sales of Euler Good Cat are in the price range of 100,000-150,000 yuan, which also breaks the price "ceiling" of Chinese brand A0-class models, leading the Euler brand to achieve price breakout and brand upwards. Effectively pull up the price band of Euler's main sales products from 60,000-80,000 yuan to 100,000-150,000 yuan, helping the Euler brand to rise.
"She economy" is indeed a unique track, but it needs good product support, needs keen insight into users, truly solves the pain points of female users' cars, and needs to truly understand women and love women's "she marketing" power... Euler Good Cat is undoubtedly the epitome of the above advantages.