We often hear friends around us ask, "What kind of car is better for ladies to use?" Such a question runs through the professional journey of almost every car journalist, and the only models that can be recommended to everyone many years ago are "Beetle, MINI" and so on.
However, with the continuous development of China's auto industry, China's auto market has become the world's largest country in terms of production capacity and sales. In this context, automotive products are also more abundant. With the help of the dongfeng of the development of new energy vehicles, SAIC-GM-Wuling, Great Wall, BYD, Weilai, Chery and other brands have released models that focus on the female market.
These models that focus on female users, in what ways to attract female users? What have been achieved?
Various automobile brands have opened up the female user market and have invariably adopted the way of new energy models.
Exclusive features focus on the women's market
First of all, the car needs of female users are mainly short-distance transportation, and the mileage of new energy can fully meet their needs.
Secondly, new energy models are generally more convenient to drive, and the comfort of congested road conditions is higher, even entry-level new energy models are automatic.
At the same time, with the rapid development of the mobile Internet, new energy models have richer mobile Internet functions, which is more convenient for female car owners to drive daily.
In this context, many models that are mainly female-oriented have achieved very good results. The Wuling Hongguang MINI EV will sell more than 420,000 units in 2021. Great Wall's Euler brand sold more than 135,000 vehicles in 2021, and the proportion of female users of these models has exceeded 50%.
Wuling Hongguang MINI EV with its small shape, as well as relatively low car purchase price, won the 2021 new energy vehicle sales championship. Although overall sales declined in January 2022, they are still favored by young female consumers.
Euler's most concerned is the good cat model, although last year because of the problem of the "chip" goods not in the right version, it has been affected a lot. However, in January 2022, it still has more than 8,000 sales, mainly due to the cute style of the Euler model in the appearance and interior, which is loved by many urban women. The Euler brand actively caters to the needs of female users, both in terms of product characteristics and marketing.
Affected by the best-selling Wuling Hongguang MINI EV, Chery also launched a QQ ice cream model, which is also small and cute in appearance and low entry-level car purchase price. After the launch, there was a good sales increase, and in January 2022, it also sold more than 9,000 vehicles. Similar to QQ Ice Cream are models such as The Collaway, Zero Run T03 and Sihao E10X.
In addition to those micro pure electric vehicle models, many new energy brands have also launched many "pleasing" women's functions in order to attract the attention of more female users. Among them, the most famous is the "Queen Exclusive Co-driver" function launched by Weilai, which is equipped with functions favored by female users such as "can lie with foot rest" on the co-pilot seat of its models. In January 2022, NIO brand models received sales of nearly 10,000 units.
Similar to Weilai, Venucia has also equipped its Venucia Star models with the function of "Queen Exclusive Co-driver", which has contributed a lot of sales to the "She Economy" of the car.
There are no exclusive offers for women's holidays
On the day of March 8, this "Half the Sky" exclusive festival, these models that focus on women's consumer demand, whether there are "exclusive offers".
The reporter came to Changsha Kaifu Wanda Plaza, where new energy models are "most concentrated", where more than ten new energy vehicle brands have been stationed. At the same time, the scene can see that Wuling and Hongqi are also about to enter the mall.
Perhaps affected by the current rising cost of raw materials for new energy vehicles and the "tight demand" of new energy models, the reporter asked a number of dealers and found that there was no brand to launch 3.8 days of exclusive preferential activities, only sold at the current market price.
In the promotion and marketing of the store, only the Euler brand has placed a "Happy Goddess Day" publicity display board in the storefront.
In this way, at the moment of the rapid development of the new energy vehicle market, in the face of rising prices of new energy raw materials, brands still feel pressure in sales.
Xiaoxiang Morning News reporter Hu Xiong