Text/Paula
The competition of the Winter Olympics has allowed us to witness the power of Chinese athletes, and also made outstanding female athletes a model for the women of the times. Gu Ailing let girls know that life should not set limits, Wang Meng let women realize the charm of professionalism, women shine in their own fields, "women can stand up to half the sky" is no longer a slogan, generation after generation of women show their confidence, ability and attitude.
In January this year, Yang Lan hosted "Hello! The "Big Girl" column was launched on Jiangsu Satellite TV, visiting female strivers from all walks of life, recording the voices of women of the times, going deep into their lives, and showing their persistence, transcendence and thinking. It is understood that at present, the program group has invited the women's shot put world champion Gong Lijiao, China's first female conductor Zheng Xiaoying and the first Chinese Winter Olympic speed skating champion Zhang Hong and other guests.
At present, it has been broadcast to the 8th issue, most of the audience has given a five-star praise on Douban, and some netizens have written that this is a very comfortable conversation, and there are in-depth programs with content, which give themselves a lot of inspiration.
With the awakening of women's consciousness in the new era and the improvement of economic ability, "she economy" has once again become the center of everyone's discussion. "She economy" refers to the unique economic circle and economic phenomenon formed around women's consumption. According to the Accenture survey, China has nearly 400 million female consumers aged 20-60, controlling up to 10 trillion yuan of consumer spending each year.
In 2022, the penetration rate of female users in the field of integrated e-commerce has reached 84.3%, the consumption power of women continues to rise, the online medium and high spending power continues to increase, due to the substantial improvement of economic conditions, young women show a stronger willingness to consume, and have the ability to bear consumption.
And buy a car impression is a male patent, the first car in the family is mostly purchased according to the father's aesthetic, in the past for female aesthetic vehicles are not many, BMW MINI and Volkswagen Beetle is in line with more female mainstream aesthetic vehicles, but the Beetle has long been discontinued, BMW MINI price is high, in addition to other vehicles, seems to be more in line with male aesthetics.
In 2019, the number of women in the car market consumption has increased significantly, and in 2020, for the first time in a decade, women's car consumption has surpassed that of men. According to a survey by CCTV Finance, women's car purchase consumption reached 22.28% in 2020, exceeding 22.00% of men's.
In 2018, the creation of the Euler brand, the first domestic car brand positioned to love women more was officially born. Official data shows that the Euler brand will sell about 135,000 vehicles in 2021, an increase of 140% year-on-year, of which the annual sales of good cats are about 50,900 units, and the annual sales of black cats are about 66,300 vehicles. Among them, more than 70% of the owners of the Euler brand are female customers, and Euler has become the new darling of the female market.
Euler Good Cat Marketing Director Sun Shuna once said, "Hello! The independent and confident female values conveyed by the "Big Girl" program are vivid image sketches of contemporary "Her Power" and the expression of the emotions of the Euler Good Cat brand. This is also Euler's sponsorship of "Hello! Big Girl" reason.
Sun Shuna's words explain the reason why Euler is popular with women, that is, strong emotional resonance. Euler pokes the "girl's heart", with a cute appearance and interior, giving the owner more possibilities to DIY modify the vehicle, providing female customers with the fun of "raising a cat" (dressing up) that female customers cannot refuse.
Similarly, the Wuling Hongguang MINI EV, which sold 430,000 units in 2021, ranked second only to Nissan Xuanyi and ranked second in annual sales. Since its launch in July 2020, the overall sales volume of Hongguang MINIEV has exceeded 550,000, and it has won the championship of new energy single models for many times, becoming a new generation of "national god car". More than 70% of the post-90s car owners and 60% of female users account for the purchase group of Hongguang MINI EV. Wuling uses cosmetics, Hanfu, Guofeng, idols and other female car owners to promote in a way that female car owners like, plus vehicle modification sharing on apps such as Xiaohongshu and Weibo, bringing topical heat again and again, firmly grasping female consumers.
Not only the above two brands, major manufacturers have also begun their own planning, Chery QQ ice cream, Chery small ants, Baojun KiWi EV and so on have also been listed.
At present, female users are more active in car apps, accounting for more than 20% of the information platform, and more and more. There is still a lot of demand in the women's car market, and the market value is immeasurable.