"The car company's care for girls should not be just Women's Day"
Remember the 50-year-old self-driving tour Aunt Su who was all over the Internet before?
After two years of "leaving home", Aunt Su has seen many landscapes, learned many new skills, and recently changed into a new caravan, which is a Great Wall Freedom Cannon with an original price of 300,000+.
According to her, the manufacturer discounted 100,000, the daughter and son-in-law supported a part, and the rest was out on their own.
As soon as the news came out, netizens were happy for Aunt Su's new life, but also gave Great Wall Motors a big praise.
In fact, for car companies with marketing expenses of hundreds of millions, 100,000 is not a big deal, but the positive effect on the brand is unlimited, especially recognized by many women.
In their view, a brand that is good for women should not be much worse.
It is March 8th Women's Day, and today there are many brands that have taken the opportunity to carry out a wave of marketing actions, and car companies are no exception.
The story of Great Wall Motors tells us that good female marketing should not be occasional holiday marketing, but should be integrated into the daily life of the brand.
"Little Women" said: "Women, they not only have a fiery heart, but also a mind and soul, they are not only beautiful, but also ambitious, talented." I'm tired of people saying that there is only love in a woman's world. ”
In recent years, with the awakening of women's consciousness, women's definitions and standards of beauty have gradually changed - women do not have to be princesses who need to be protected by princes, or they can be queens who save themselves.
This change in collective consciousness began to have an impact on business activities, and brands in all walks of life began to use more big female protagonists.
Pioneers such as Fendi and Chanel, who have always been dominated by slender and slender figures, began to use plus-size models to counter the world's long-standing body shame against women.
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Similar changes are also taking place in the film and television drama industry, and the big female lead drama is more popular with the market, and it is king to engage in careers than overbearing presidents.
On March 7, Chery Automobile released a special advertising video, although it is a fixed match of "fragrant car beauty", but the content and form are very different from traditional car advertising.
Together with Li Chun, it discussed gender topics such as independent women and sexiness.
After Zhang Yimou's "Jinling Thirteen Chao" came to prominence, Li Chun quickly became popular with dramas such as "Flowers and Bones", "Ruyi Chuan", "Qing Yu Nian" and so on, and the drama path was changeable, and he could be a beautiful lady or a black villain.
Playing different female roles allows Li Chun to have a deeper understanding of these topics.
The independent woman in her eyes is sparkling, not how much money she makes, how beautiful she dresses, or how superior the environment is, which is spiritual and psychological independence.
Why do brands such as Fendi, Chanel, Chery and other brands do such marketing activities?
Because successful brands must be based on the most advanced brand concepts. By paying attention to social topics such as environmental protection, equal rights, and animal protection, we can export the values of a brand.
In today's increasingly important world of women's power, all brands need to re-examine their own values and should hear and spread women's voices.
At the same time, the female group is also happy to see such brand marketing, because when such brand marketing is more, it will trigger the reflection of the whole society and establish a correct understanding of women as soon as possible.
In addition to speaking up for women, brands' care for women also needs more practical actions.
In fact, car companies are doing just that.
First of all, from the product point of view, in the past, the car was considered to be the exclusive player of men, and the automotive industry was also a male-dominated industry, resulting in the long-term neglect of women's needs.
But today is different, female customers have long been locked into many car brands as a group of car buyers or influencing car purchase decisions.
It can be seen that more and more car brands have begun to pay attention to the female group and develop products and functional configurations for them.
For example, Wuling Hongguang MINI and Ice Cream QQ, which are mainly female users, are small to appearance and large to ecological construction, all of which place women's needs in an important position.
With the Internet thinking of the new car-making forces in this regard more sensitive sense of smell, Weilai ES8 is the first car to "popularize" the concept of the Queen's seat, just opened the delivery of AITU Q&A M5 designed beauty mirrors, fragrance system and other personalized configurations.
In addition, on the one hand, car companies actively carry out cross-border cooperation at the marketing level and listen to the voices of women.
For example, Xiaopeng Motors joined hands with Qu Layer and TOPTOY global tide play collection to launch the #Super Fresh Woman Power # topic on social media, driving the whole society to increase the attention of female groups.
On the other hand, the service strategy and service brand for the female group are implemented systematically.
The most successful case in this regard is Lincoln Motors, which has created "Her Way" on the basis of Lincoln's Way, a service experience platform for female users, which has been well received by female car owners.
It is worth mentioning that Lincoln is also one of the few car brands run by female executives, and Mao Jingbo, president of Lincoln China, understands the needs of women better.
She said: "Nowadays, female car owners no longer only focus on color and appearance, they also have independent thinking and choices for performance and technology experience." ”
What's more, there are car brands such as Euler that are designed for women.
Euler not only incorporates feminine elements into the product, but also positions itself as a feminine brand from the overall strategy, which is the first among automobile brands.
Before Euler, few brands designed and built cars with women as the primary car buyers.
There are many kinds of car styling styles on the market, or advocating scientific and technological avant-garde, or the main personality sports style, which is truly in line with the model style of female consumers in the full sense, and there are very few, and it is impossible to talk about catering to women in technology configuration and interior design.
It is worth mentioning that although Euler's product strength is more female, it does not mean that the product strength is not strong, even from the perspective of male users, its product strength is also good.
In addition to the product, Euler has also launched a pet powder program again and again.
For example, in cooperation with INSBAHA and HELIUS, two cutting-edge national brands, launched a customized exclusive makeup and skin care gift box;
Jointly with the Internet red brand Hankou No. 2 Factory customized women's soda, with makeup, skin care products, soda as the carrier, the cross-border joint name to play more tricks.
At the same time, Euler also actively carried out a wealth of offline user activities, including uniting China's first female horse "Sweet Run", integrating the qipao show and Hong Kong makeup party, and bringing a joyful journey for female car owners at Fantawild Water World.
In every marketing activity of Euler, female consumers are C-bit, and their aesthetics and preferences determine the atmosphere and direction of Euler's landing activities.
In addition, Euler is also very concerned about women's power, and recently sponsored the women's documentary interview program "Hello!" hosted by Yang Lan. Big Girls", the program talks to female strivers from all walks of life, recording the voices of women of the times.
The reason why we do so much is not only to achieve sales, but also to arouse the emotional resonance of female consumers.
What is good female marketing? To sum up, there are at least three points: respect for women from the heart, correct recognition of women's value, and persistent investment.
More than 100 years ago, women's ancestors took to the streets for equal rights between men and women, and since then there has been International Women's Day.
So Women's Day has never been a purely commercial holiday, nor is it a substitute for Goddess Day, Queen's Day or Girls' Day or any title.
Only by correctly understanding the meaning of Women's Day can brands make good marketing for women.
In this regard, Polaria PROYA has given all brands a good example, launching a special plan with the theme of "gender is not a boundary line, prejudice is" for two consecutive years, and this kind of marketing that does not carry out moral kidnapping based on gender and continues to speak out for women's interests is the care that "she" needs.