With the advent of new energy vehicles and the internet era of automobiles, the "she" economy of automobiles has become an important pole for the growth of automobile sales.
Micro-electric vehicles are mainly focused on the female market
In recent years, micro-electric vehicles have been popular with female users, taking the Wuling Hongguang MINI EV as an example, the annual sales volume of more than 420,000 vehicles in 2021, manufacturer data show that the proportion of female users is more than 60%. Great Wall's Euler brand, from the model shape to the marketing direction, are mainly female users, of which the proportion of female users is more than 70%, in 2021 Euler annual sales of more than 135,000 vehicles.
New energy vehicles are booming in 2021, and the micro-electric vehicle market has also shown amazing explosive power. According to the data of the Association, in 2021, the sales of micro-electric vehicles in the mainland have risen from 28,000 in 2013 to 890,000, doubling compared with 2020 and becoming the "new engine" for the transformation of the mainland automobile industry to electrification.
Such a high data growth is also due to the continuous improvement of female drivers.
According to the Ministry of Public Security, as of 2021, there are 481 million motor vehicle drivers, of which 444 million are car drivers. From the perspective of driver gender, there are 319 million male drivers and 162 million female drivers, and the proportion of female drivers has reached 33.68%.
At present, female drivers are growing faster, from 0.7 billion in 2014 to 160 million in 2021, with an average of 13 million people growing rapidly every year, and overall, it shows that the proportion of household plural vehicle ownership is also growing, and the growth space of the second car in the family is huge.
At the same time, with the continuous growth of the national economy, the car no longer stays in the tool attribute, and has also become a platform for consumers to show themselves.
Chen Xiao of Changsha introduced, "I just want to buy a scooter, but many cars feel like they don't have any personality." At that time, I thought that The Wuling Hongguang MINI EV was very cute, and then went shopping to the mall to see the car, and found that the shape configuration of Euler's good cat would be much higher, and the shape was also quite suitable for girls."
Micro-electric vehicles "slow down"
Entering 2022, the models that focus on female users, mainly micro-electric vehicles, do not have the trend of soaring sales last year.
Wuling Hongguang MINI EV, which won the new energy vehicle sales championship last year, also suffered a "waist cut" in the first month of this year. Other brands of micro-electric vehicles have suffered a similar situation.
Judging from the analysis given by relevant car companies, the international situation is turbulent, raw material prices are rising, subsidies are declining, and the price of points is declining, which has become the main reason for the development of the micro-electric vehicle market.
At the same time, under the influence of the high manufacturing cost of new energy vehicles, the profit margin of low-priced micro-electric vehicles is not high, and the reasons for rising costs have led to more difficulties in micro-electric vehicles. In November last year, Changan New Energy announced that it would stop accepting orders for the national version of Changan Benben E-Star. In February this year, euler black cats also entered the "stop taking orders" state.
In this way, if car brands want to gain market share of the "she" economy, they need to get rid of the dependence of micro-electric vehicles on female users and develop more attractive model products.
Xiaoxiang Morning News reporter Hu Xiong
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