Chinese consumers, in fact, have been quite miserable in the past.
With the world's highest price, buying the world's worst car, only selling 20,000-30,000 US dollars in the US market BMW MINI, Volkswagen Beetle, BMW 1 Series, Lexus CT, there is no one in the Chinese market less than 200,000.
Traditional market, 200,000 is the most easily overlooked consumer circle, the market heat itself is not large plus the profit is relatively weak, can do this market of high-end brands, often scorn this market, after all, for them, to create a 500,000 market competitiveness, than to create a market of 200,000 more worthy of investment.
But this does not mean that there is no market demand, on the contrary, in the past 5 years, China's high-end consumer goods growth rate is obvious, especially for women's high-end consumer goods sales growth rate is very fast, LV, Chanel, Hermès, obviously the demand for this market has soared significantly.
In 2020, the South China Morning Post published an article that China's "little sisters" are becoming the main force of consumption, with the transformation of the economy and the improvement of women's status, the little sisters have more wealth and consumer confidence, these young main forces have a very obvious consumption state: more pursuit of light luxury life.
This also means that the market space for the high-end car purchase demand of the little sister is expanding, and whoever can take the lead in standing in this market is a keen success.
However, women's car purchases are completely different from men's car purchases, the latter is relatively rational and the former is relatively emotional.
In fact, the consumption capacity of the little sister is improved, the merit is also in the enterprise, the new consumer market enterprises are more willing to stand with the little sister to create a consumer culture, the car as a major piece of life, has more important attributes than bags, skirts, cosmetics in it, that is, long-term companionship of the "girlfriend attribute".
Completely different from the traditional automobile market, the new energy track is a very open market, which pays more attention to user experience and user feelings.
And this track, Euler's "girlfriend attribute" is very good, last year Euler good cat with co-creation, quality, trend of several labels, became the best female large single in the electric vehicle market, the annual sales successfully exceeded 50,000 units, December sales even broke through 10,000, it is worth mentioning that more than 70% of the sales by the "little sisters" contributed.
This shows that in the women's consumer world, Euler's brand value has been successfully established, and Euler's operating model, product design concept, and cultural precipitation have been recognized by the sisters.
Taking advantage of the situation, Euler threw out 200,000 positioned ballet cats, which will be available in March. Ballet cat positioning cat on top of the cat, more trendy, quality attributes of the new high-quality items, it will play the role of new energy in the new energy field "fashion tide brand".
Because of several highlights such as better design, more accurate positioning, more adequate female brand style, and more prominent strength, the appearance of Euler Ballet Cat actually attracts 200,000 users who are more pursuing quality.
After all, the Chinese passenger car market has not suffered from "fashion tide" models for a long time, the past more than 200,000 choices of BMW 1 Series size is small, the design is not fashionable enough, replaceable and strong, and Lexus CT acceleration is slow, weak sense of technology and other shortcomings, even if they bought their little sister, some are not perfect enough.
Nowadays, the ballet cat located in the new energy track has faster acceleration, better design and better intelligent performance, compared with the traditional 200,000 luxury cars, as a fashion trend brand in the new era, its advantages are very obvious.
Euler itself is a high-quality new generation brand specializing in women, it has a better understanding of the Concept of Chinese women's consumption than BBA, so in the design of the ubiquitous thinking for women, while the electric car itself is quieter, maintenance and maintenance more worry-free advantages, undoubtedly more suitable for young female consumers.
And the 200,000-level new energy market is not the main "fashion brand" model itself is not much, not to mention the electric quality car created for women, the emergence of ballet cat can lock in a large number of high-spending power sisters.
In view of the consumption capacity of the little sister, the future car circle will also have a blowout period, focusing on women's consumption of fashion fashion brand items will be more and more, after all, the intensity of women's car will gradually increase, and women pay more attention to the design, quality of the consumption focus, will also focus on women's car brands, pushed to a new height.
From the current point of view, putting the ballet cat in the position of 200,000, Euler can also be regarded as a brave breakthrough and attempt.