On January 26, CCTV13 reported the news that Miao Na, a post-90s girl in Bangkok, Thailand, drove an Euler good cat to buy New Year goods. In the program, Miao Na said that she loves Chinese culture very much and is very satisfied with Euler's sense of technology.
On October 29, 2021, Euler held an online conference with the theme of "FUTURE READY" in Bangkok, Thailand, announcing that Euler Good Cat was officially launched in Thailand. Pre-sale for 5 days, orders exceeded 10,000, Euler good cat successfully opened the first stop of Euler overseas listing sales.
At present, Great Wall Motor has established four full-process vehicle production bases in Russia, India, Thailand and Brazil, and has five KD plants in Ecuador, Malaysia, Tunisia and other places. Relying on Great Wall Motor's global production system, Euler can achieve rapid production and sales. All this provides a solid foundation for Euler's "globalization" path.
In fact, not only in the overseas market is widely popular, the Great Wall Euler in the domestic new energy market also showed an explosive trend, with its "red flower Dan" Euler good cat hot sales, Euler has been ranked first in the domestic new energy market camp.
Like a tiger, Euler Good Cat won the 2021 A0-class BEV market annual sales crown
In 2021, although new energy vehicles are facing supply chain pressure from soaring raw material prices and shortages of spare parts such as chips, they still achieved significant good results. According to data from the China Automobile Association, the production and sales of new energy vehicles in 2021 reached 3.545 million units and 3.521 million units, respectively, an increase of 1.6 times year-on-year.
In this year, Apple, Huawei and other big cattle cross-border car manufacturing, has not yet shown enough highlights; "Wei Xiaoli" and other new car-making forces, although the production and sales are strong, have not yet broken through the 100,000 annual sales mark. This year, traditional car companies have strongly counterattacked in the new energy market, and the layout of car companies such as great wall and geely has shown an explosive trend.
In 2021, the annual sales of Euler, a new energy brand under the Great Wall, exceeded 130,000, an increase of 140% year-on-year, ranking first in the camp of new energy vehicles. According to the official data released, the annual cumulative sales of Good Cats under Euler reached 50,931, of which 10,685 in December, confirming the position of the A0-class BEV annual sales crown.
The sword refers to the new generation of women's market, and Euler's good cat category innovates out of the circle
Judging from the market survey of new energy vehicles, young people's choice of new energy vehicles has been regarded as a trend, and the "youthful" characteristics of new energy vehicle users are obvious. Based on this market orientation, "personalization" that is more in line with the tastes of young people has become a major trend, and the advantage of Euler Good Cat is the category innovation and the precise adaptation of target users.
Based on the in-depth insight of female users, Euler Good Cat is precisely oriented to the new generation of women, the model inherits the modeling style full of retro colors, gives the classic more fashion and technological beauty, and creates a new aesthetic paradigm that is more in line with women's expectations with a unique "retro futuristic" design concept. At the same time, in terms of functional creation, Euler Good Cat has created a unique female-friendly trait with all-round intimate care, including an intelligent driver assistance system for the pain points of female car scenes, as well as settings such as automatically adjusting the air conditioning temperature, seat angle, and opening seat massage and heating, which is perfectly suitable for female users' car scenes.
Compared with the simple and rough configuration stacking, Euler Good Cat pays more attention to creating high-quality humanized care, which is the personalized advantage of "tailor-made" for sub-groups, and the positioning of Euler Good Cat for "new generation of wisdom and beauty tide running", which is Euler's unique category innovation model. Euler Good Cat takes this line of thinking to the extreme, deeply interpreting what is "the best fit".
The user's thinking wins, and the foresight in the layout of the Euler brand
In March 2021, Euler proposed the positioning of "the world's more women-loving car brand", and the "user-centric" was concretely projected to the female group first.
Before the "new generation of wisdom and beauty tide running" Euler good cat, the black and white cat once became a popular Internet red model for women, and the Euler good cat went further at the level of boutique creation, opening a key stage of pulling the Euler brand upwards. At the same time, in the "cat family", there are more personalized products based on the needs of subdivided users are also poised to develop, the "treasure girlfriend" ballet cat that has been unveiled so far, the lightning cat that allows women to achieve "super running freedom", the "walking art" punk cat and other products, are based on user positioning to fill the market segment, empowering Euler's product matrix to diversify.
In addition to the creation of products, Euler is constantly broadening the road to users, such as the good cat lohas bureau of the women's exclusive life social circle created by Euler Good Cat, the good cat life aspirations that show the exquisite lifestyle of women of the new generation, and the elopement journey that allows women to run to their own hearts, etc., all of which allow user reputation and user stickiness to maintain a high level, laying the foundation for the brand to maintain the volume of users.
Recently, the "first car owner's ten thousand yuan rights discount" program launched by Euler Good Cat is being cashed out one after another. Based on user demands, Euler Good Cat launched this subsidy policy with great sincerity, and promoted the rapid landing of the program, and in just over 20 days, many car owners have posted the records of receiving transfers. In this process, Euler has demonstrated the efficiency of serving users and the sincerity of user supremacy with practical actions. Such a positive attitude, in the long run, is also an inevitable foreshadowing for Euler to maintain the status of "evergreen tree" in the future on the subdivision track.
The national supplement dividend withdrew, and the competition in the first echelon will be white-hot
Although it shows a high degree of "innovation" from product to brand thinking, in fact, Euler is the first independent new energy vehicle brand among China's mainstream independent car companies. On the one hand, Euler has made full use of the advantages of the industrial chain under the ecology of the Great Wall Group, strong technical background, profound financial support, etc., to create high-quality model products; on the other hand, through market insight, Euler has carried out in-depth exploration of young and personalized category innovation, and innovated the user operation model by drawing on the current consumer trend. If the layout of traditional car companies in the field of new energy is most likely to encounter the dilemma of "elephant turning", then Euler has broken through this point.
According to the "2022 New Energy Vehicle Promotion Subsidy Plan" jointly issued by the Ministry of Finance, the Ministry of Industry and Information Technology, the Ministry of Science and Technology, and the Development and Reform Commission, from January 1, 2022, the subsidy standard for new energy vehicles will be reduced by 30% on the basis of 2021, and vehicles licensed after December 31, 2022 will no longer be subsidized. That is to say, in addition to the weakening of the national supplement dividend again in 2022, 2022 will also be the last year of the implementation of the new energy subsidy policy. Although during this period, many hot-selling models like Euler Good Cat have introduced corresponding subsidies for a limited period of time to delay the impact on the market, but it is inevitable that new energy vehicles will be separated from policy dependence.
The impact of the epidemic, the price of raw materials, the shortage of chips... In 2021, when the industry is not smooth sailing, the new car-making forces and traditional car companies compete for the first echelon, although the topicality and brushing sense of the new car-making forces were once very strong, but from the perspective of market performance throughout the year, the traditional car companies such as Euler, which hold capital, technology and the market, have accumulated a greater advantage - traditional car companies have shown stronger resilience and stability, breaking the rumor that "traditional car companies can't sell new forces of car manufacturing".
brief summary
Someone said: "When the dividend fades, it becomes clearer who is swimming naked." "It is true that with the ebb and flow of policy dividends, the new energy vehicle market pattern will inevitably accelerate its evolution, and in the next step of the new energy vehicle market, the competition of comprehensive capabilities such as industrial chain ecology, innovative model, and user service will become the focus." Can Euler Automobile, which continues to internalize the advantages of the great wall group's industrial chain, continue to seek category innovation, and focus on deeply cultivating the female population, once again set off a "phenomenon-level" boom in the new stage of competition? It's worth waiting and seeing.