In the twenty-first century, with the transformation of social status and roles, the power of women has swept the entire market, and the female group has become the backbone of society that cannot be ignored. From "Principal Mom" Zhang Guimei to "Sonorous Rose" Chinese women's football team, from UFC champion Zhang Weili to talented teenager Gu Ailing, the light of women is being seen and applauded more.
In the context of "her power" sweeping the society, caring for women has also become an important topic of marketing in the new era.
In 2007, the famous economist Ms. Shi Qingqi proposed the concept of "women's economy", that is, "her economy". Now, 14 years later, the segmentation of the consumer field has become the trend of the times, and the female consumer market has been further activated, and even become the "driving force" behind the rise of many new brands.
According to data from the iResearch Investment Research Institute, women are rapidly changing from a spectator perspective to a subjective perspective in the perspective of automobile consumption. It is expected that by 2022, the proportion of decision-making between the sexes in automobile consumption will gradually become similar, accounting for about 54.4% of men and about 45.6% of women.
In the traditional automotive industry, the proportion of male presence has always been high, and although it is not uncommon for women in the consumer market, there is almost no precedent for the real car "brand" created only for women. To some extent, the Euler brand has broken through the brand position of traditional cars.
"Paying tribute to 'her time' and letting 'her power' be seen by more people" is the best interpretation of Euler's positioning of "car brand that loves women more". With a unique understanding of the market, Euler will sell 135,000 vehicles in 2021, an increase of 140% year-on-year, ranking first in the new energy vehicle market. Among them, the annual sales of good cats exceeded 50,000, becoming the top of the A0-level BEV market of more than 100,000 yuan. Entering 2022, Good Cat has ushered in a "good start" with sales of 9,020 vehicles, becoming one of the representatives of automotive category innovation.
Brands and users are often empowered in both directions. The favor and love of female users also make Euler more sure that she is on the right path. On March 20, 2021, Euler loudly "confessed" female users, officially announced the positioning of "the world's car brand that loves women more", officially elevated the rapidly rising female "new force" to the height of brand strategy, and also pushed the female group to the main stage of automobile development history.
From the perspective of product strength, elegant retro and well-textured design is the most attractive to women's attention. For many female users, the appearance is pleasant, and the interior is pleasing to themselves. It is with this insight that Euler Good Cat also hits the hearts of female consumers in interior design. The two-tone interior design creates a retro and exquisite style that echoes the exterior styling, and the suede and delicate texture of the seats are coupled with diamond-shaped quilting to enhance the texture of the interior.
The function buttons in the car are almost all integrated on the steering wheel, and the central control large screen and LCD instrument are through-channel design, including voice interaction, vehicle settings, 360-degree panoramic image + transparent chassis, navigation and music, which are convenient to operate, but also make the interior space look more concise and clean, and improve the storage capacity.
In addition, in terms of comfort configuration and intelligent blessing, Euler good cat also meets the actual needs of women, including one-click comfort, automatic parking, automatic adjustment of far and near lights and L2 level driving assistance and other functions, which are designed according to the pain points in the process of women's cars, which can be said to be both practical and safe.
In addition to the feminine friendliness of the product shaping, the femininity of Euler's entire brand is also particularly prominent.
Euler abandons the "traffic thinking" of the typical business model, and empowers women's exquisite life with marketing measures such as companion thinking and trend co-creation in the way of "she marketing".
To know that the new generation of women pursue the trend, rich, exquisite life, so Euler good cat to create a Lohas bureau, Euler good cat and users together to catwalk, disguise, cat, chase the starry sky, let them in the "bureau" to indulge their emotions; the new era of women chase the 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 find the free place in their hearts In the good cat life history, Euler good cat and female users go hand in hand with each other and go to the world beautifully...
At the 2021 AutoMotive Users Conference, Euler called her marketing "well-intentioned marketing" and personally believed that calling it "friend marketing" was appropriate, true understanding and support, resonance and resonance from psychological roots, and absolutely could not be intentionally catered to.
To this end, Euler launched # each flag is a big event # topic, expressing attention to every woman; uniting Ping An, Suning and other brands to create the first 520 Love Wife Festival and other tide creation activities; let Euler APP is not only a platform for the gathering of fashion products, but also a platform for life exchange, to create an "Euler ecological circle of friends" with unlimited energy and infinite circle layer, which not only satisfies women's diversified and self-pleasing life attitudes and consumption methods, but also allows users to become brand builders, operators and owners.
In addition, starting from the actual scene needs of female users, Euler innovatively recruited female research teams to conduct all-round research on the psychological value, physiological needs and special car scenes of female users, and diversified to meet the different needs of female users.
It is not difficult to see that Euler has not only met the actual needs of women with products, but also always pays attention to their emotional needs, creating a personalized female experience from the product to the spiritual level. Today's Euler good cat has risen from a single product information, through these more easily perceived trend methods, to the embodiment of the spiritual value connotation of the product, to open up the empathy bond with the user, and successfully break the circle of cognition, to achieve the further transmission of brand cultural value.
Entering 2022, Euler Good Cat has once again passed the dialogue "Hello! Big Girls", explores the hard work and struggle behind independent, confident new-age women. It is understood that "Hello! "Big Girl" is a women's documentary interview program, the initiator of the program Yang Lan through dialogue with women from all walks of life to strivers, show their thinking, choice, persistence and transcendence in their respective situations, recording the voice of women of the times.
From Hello! The female-friendly nature of Euler's good cat products created by the show "Big Girl" is interpreting such a voice: the power of women is worth seeing.
Virginia Woolf said: "Women should not be still lifes inserted in vases for people to see, but the rhythm of dancing with the wind on the prairie." "The feminine rhythm of light deserves to be seen and applauded." Under the guidance of the brand concept of "loving women more", Euler Good Cat will continue to create emotional resonance with contemporary women, and will also empower more women to grow and achieve a breakthrough in self-worth. At the same time, with the production capacity more concentrated on Euler Good Cat, this product will also achieve more excellent market results under the impetus of continuous emotional value marketing.