The annual 3.8 Women's Day is coming as scheduled, in recent years, the rise of women's power, so that businesses have seen the huge potential of women's consumption, in the major businesses and platforms also began to change the name, changed to "Goddess Day", "Queen's Day", which shows that the women's market is growing and developing.
In the field of new energy vehicles, in recent years, there has also been a storm of women, and more and more brands have begun to launch new models for female users, including Euler's cat series, Hongguang MINI EV macaron, BYD Dolphin, QQ ice cream, etc., all of which create a "cute" style through colorful color collocation and rounded shape.
At present, for the female market, especially the development of the young women's market, there are indeed many advantages for new energy vehicles.
On the one hand, new energy vehicles as an emerging species, themselves with the gene of industry change, the structure of new energy vehicles is simpler, whether it is driving or functional operation and fuel vehicles are slightly different, and for emerging things more acceptance is often young people, there are data show that new energy owners to 25-34 age group mainly, accounting for 48.51%.
On the other hand, new energy vehicles are easier to drive, have a higher sense of technology, and are more online in appearance, which is also favored by more female users. According to other data, women prefer new energy vehicles, compared with the fuel vehicle owner group, the proportion of women in new energy vehicle owners is 26.62%, which is 1.22 times that of women in fuel vehicle owners.
Euler, who first announced the creation of a female brand, has now achieved phased results, in 2021, the cumulative sales of the Euler brand reached 135,000 vehicles, according to the official data released by Great Wall Motors, more than 70% of the owners of Euler are female customers.
Since the launch of Dolphin, BYD has also been widely praised by the market, with monthly sales continuing to exceed 10,000 vehicles, and ordering cars even has to wait for 3 months.
However, we also see that there are still many deviations in the understanding of female user needs by major brands.
At present, the new energy vehicles launched for female users on the market are mostly cute and warm styling designs, and the overall idea is also to define the products in terms of cuteness, small car, easy to park, cost-effective, and good quality.
However, from our field visits to some women, we will find that not all women like cute looks, and the keywords that are more mentioned by women in today's new era are often hard work, independence, and love of life.
Compared with the comprehensive and rational analysis of male users, the female group is more emotional, and the factors that affect women's car purchase are naturally very many, and even nuanced to whether a headrest is comfortable, whether there is a mobile phone charging port, or whether a headlight is good-looking, can directly decide whether women buy a new energy vehicle.
It is true that female users pay more attention to the value of the line online, but this does not necessarily represent the pink Barbie, it may also be a super cool playmate, many women have a good feeling for the hardcore off-road vehicle "box" car, including Tesla, the car with a strong atmosphere of science and technology, has also been widely praised by female users.
It can be seen that at this stage, the women's needs understood by new energy vehicle companies are more of a narrow perspective of defining women as "little girls", which is stereotyped and biased.
From the perspective of the market, although there are many opportunities in the women's market, the risks are also greater. Women pay more attention to word of mouth, if a car can successfully narrow the distance with female consumers, then it is not too simple to create a blockbuster, but once the negative news appears on the vehicle, women's emotions will also be amplified, public opinion fermentation will be extremely rapid, even if it is very large, it is still easy to fall down the mountain.
Women's emotional way of buying a car determines that as long as the product long board is long enough, it will always get the favor of some users, but it does not mean that the quality, safety and configuration level can be shrunk, and it can also be seen behind the Euler chip door incident that fooling female users is much more expensive than fooling male users.
The women's market is a market with both opportunities and risks, and has more uncertainty. If car companies do not think more, but only through the stereotype of the female group to create products, then with the continuous development of new energy, more diversified products have come one after another, so feminine products will also fall into a dead end, women can not save such new energy vehicles.