Car companies make festivals to "please" female car owners: cute wind out of favor, performance fight duan position

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134 years ago, a woman drove a car for the first time to travel more than 100 kilometers, engraving the idea that "women can also drive".

Since then, female drivers have grown into a group that should not be underestimated. In 2021, there will be 319 million male drivers on the mainland, compared to 162 million female drivers.

With their consumption potential, women are becoming a highland that car companies urgently need to conquer. The Beijing News shell financial reporter combed and saw that Euler, Wuling, Chery QQ and other brands have successively launched models with more fresh colors and more compact shapes. On this March 8th Women's Festival, promotional guns rang out, and many car companies turned Women's Day into a shopping festival, aiming at selling cars with "her" power, and peripheral products have also become a way to circle fans.

However, Shell Financial Reporter interviewed dozens of female car owners and found that the appearance is no longer the only criterion for female car owners to choose a car. Performance, safety, and driving experience have also become important factors affecting car purchases.

Industry insiders told Shell Financial Reporter that the transformation of women's car consumption with appearance as the starting point is still continuing, and the blue ocean still needs to be nugged, but car companies cannot be limited by stereotypes such as "little girl" and "cute wind", and the inherent needs of female car owners need to be seen.

Face value "took down" the female driver

According to data from the Ministry of Public Security, in 2016, there were 260 million male drivers, accounting for 72.77%, and 97.38 million female drivers, accounting for 27.23%. In 2021, female drivers reached 162 million, accounting for 33.68%. The increase of 64.62 million people in the past five years has laid the foundation for the female car purchase consumer market.

According to the "China Good Life Survey (2020-2021)", in 2020, women's car purchase consumption reached 22.28%, which has exceeded that of men's 22.00%, which is the first time in nearly a decade that women's car purchase consumption exceeds that of men.

Car companies are already aware of this market.

Founded in 2018, Euler Automobile is a new new energy brand under Great Wall Motors. In March 2021, Euler announced the positioning of "car brand that loves women more", and also launched a series of products such as lightning cats and punk cats.

Dong Yudong, general manager of Euler Automobile, publicly told the media that the current automobile market has entered the era of stock, and the rise of "her economy" has brought new opportunities, and Euler will lay out the whole industry chain from the technical level and product level.

For euler's transformation, the market has given positive feedback. With the blessing of a series of products such as good cats, white cats and black cats, the Euler brand achieved cumulative sales of 135,000 vehicles in 2021, an increase of 140% year-on-year.

On Women's Day this year, Euler Motors, a subsidiary of the Great Wall, chose to use the new car Euler Ballet Cat as a publicity point, and proposed that test drives can be exchanged for shopping cards, cash discounts and other activities. Ballet Cat is a product of Euler Automobile that focuses on "retro trends", and was once known as "domestic Beetle".

It is worth noting that in the huge female car buying market, the shape of the vehicle has always been a shortcut for most car companies to circle fans. SAIC-GM-Wuling Hongguang MINIEV also ushered in a highlight moment.

On April 8, 2021, SAIC-GM-Wuling Hongguang MINIEV macaron was officially listed, priced at 37,600 yuan, and there are white peach powder, lemon yellow, avocado green and so on in color. According to Wuling data, as of the day of listing, 36,000 orders have been received, of which female car owners account for 65%.

Judging from the annual data, in 2021, the brand achieved cumulative sales of 426,400 vehicles, becoming the annual sales champion of new energy.

On March 7, when the shell financial reporter contacted Wuling Hongguang MINIEV sales, the other party said that the sales of this brand have been good, basically female users are buying, because the model is small and exquisite, the price is affordable, whether it is to buy vegetables or pick up children to and from school.

In addition to the above car companies, the front and rear bumpers of Chery QQ Ice Cream provide space for female car owners to modify, and the trunk is also designed with modular storage space for bags and shoes.

Shell financial reporters combed and noticed that many car companies mentioned the appearance of vehicles when holding activities on Women's Day. Among them, FAW Toyota said that Women's Day can "change new cars and renew their faces". SAIC Volkswagen Skoda takes color as the starting point, saying that blue is the dreamer of life, red is the queen of self-confidence, and white is a small freshness of literature and art.

Zhang Xiang, a researcher at the Automobile Industry Innovation Research Center of North China University of Technology, told Shell Financial Reporter that the female car owner base was small before, and with the growth of women's economic strength and private cars becoming a common means of transportation, the growth rate of female car owners will definitely be higher than that of male car owners. With the high growth rate and great market potential, car companies will build vehicles for female car owners, such as pink color matching, storage boxes that can put high heels, etc.

However, Zhang Xiang also pointed out that from the overall perspective of car companies, the proportion of vehicles specially developed for women is still small, but with the rapid increase in the number of female car owners, there is still room for future consumption potential. In the future, car companies will pay more attention to the needs of female consumers, which is expected to become a research and development trend.

In addition, personalization has become one of the obvious trends of car companies to launch products, many car companies will even create products for gamers, and the female market is also expected to become a blue ocean.

Performance and driving experience are also paramount

In fact, Shell Financial Reporters interviewed dozens of female car owners and noticed that the appearance is no longer the only criterion for female car owners to choose a car. More female car owners told reporters that some brands are too pursuing "little girl style", "cute style" and "color matching pink", which does not meet the aesthetics of female car owners, and does not reach the real needs of female car owners.

Performance, safety, and driving experience are factors that are often mentioned in interviews.

Ms. Wang, the owner of the car, told the shell financial reporter that buying a car is like buying a computer, studying and comparing the performance for a long time. Ms. Wang commuted about 10 kilometers to work every day, and was quite concerned about driving safety issues and driving experience problems, "At that time, I thought the most critical thing was reversing images, keyless entry and locking, automatic window closing and rearview mirrors, if the car also has automatic opening trunk function and anti-high beam function, seat comfort is better."

In terms of driving experience, Ms. Wang prefers cars that accelerate fast and start fast, "I don't like to drive a car with too much meat, and the car must give me feedback when stepping on the accelerator."

Ms. Wang does not agree that "women pay more attention to appearance when buying cars", and said that how the model is not very important to herself, but only slightly considers the brand, color and other factors when buying a car.

For women's car purchase needs, Ms. Wang believes that there is basically no difference with men, but it is necessary to consider whether buying a car is more driving demand, or more riding demand, "if the driving demand is more, buy sports, if you are not good at reversing, buy a car."

Similar to Ms. Wang, Ms. Pi also said that she commutes 60 kilometers a day, so she pays the most attention to performance, such as smaller tilt measurement when passing corners, high braking sensitivity, and fast acceleration.

Ms. Chen told the Shell financial reporter that because of the nature of the work, it was necessary to buy a car that could walk up the mountain and walk the gravel road, so the car was directly excluded, and finally chose an SUV that was convenient to reverse, high safety and durable.

In fact, the car company fancy circle powder also launched a performance offensive on Women's Day.

Buick propaganda said that "she" power awakens, more and more "she" shine in all corners of the new journey of struggle, Buick with high-quality, all-round, multi-level platform architecture to help all dream-chasing Girls.

Toyota China said that it has tailored a car for treasure girls, "using an exclusive PLATFORM for BEV based on e-TNGA" and "full of confidence to meet the future and challenges.".

Dongfeng Honda has given each car a different personality, one of which represents "not afraid of challenges", the other car represents "wisdom", and the car is a girl image of "newborn calves are not afraid of tigers".

In addition to performance, the owner Yuan Yuan told Shell Financial Reporter that safety and driving experience are factors that make their decision to buy a car. And such reasons appear frequently in reporter interviews. Ms. Kwong said that with a sufficient budget, she will consider driving experience more.

Xiaopeng Motors has clearly noticed consumer trends. On the day of Women's Day, Xiaopeng Automobile launched the "Female Pengyou Car Skills Big PK" activity and broadcast live, saying that it hoped that women would "let go of life and be more alive", and also experience the black technology of Xiaopeng Automobile.

In fact, the small details and small designs in the vehicle are often used by car companies as "selling points of women's perspective". The ideal car starts with women bringing home warmth, promoting its own air conditioning and steering wheel preheating on Women's Day.

However, some people pay for such propaganda, and some people are not poked.

Ms. Wang claims to be pragmatic, because the use of sunroof is not high, basically did not consider the size of the sunroof when choosing a car, and did not consider the creative design of some parts of the car, such as interior, atmosphere lights, etc.

Xiao Jie, the owner of the car, said that his car purchase is mainly used for commuting, and although the performance of 100 km acceleration sounds good, it cannot be fully reflected in the commuting process of often traffic jams.

Ms. Ji told Shell Financial Reporter that the appearance of the car will be considered, but the main factors are the budget, performance and long-term maintenance costs. Some car owners even told reporters that they would inquire whether the maintenance shop of this brand was opened near the home, and whether the maintenance was convenient to decide whether to buy a car.

In the female economy, "making festivals", thousands of yuan of peripheral products are busy circle powder

Shell financial reporter noted that car consumption is not the only means for car companies to expand the female market, and peripheral products have also become a way for car companies to turn Women's Day into a shopping festival.

This year's Women's Day, Mercedes-Benz and BMW in the BBA did not announce the festival on the public account, but Audi held a cosmetics lottery and coupon lottery to encourage car owners to buy products in the online store.

Volvo, known for its safety performance, did not sell cars, but launched a 246 yuan makeup bag, a yoga mat of 339 yuan, a wine glass gift box of 1198 yuan, a memory pillow of 224 yuan and other peripheral product sales activities.

FAW-Volkswagen's Women's Day event is a discount on cultural and creative malls, and the products sold include umbrellas, sunglasses, hats, etc.

SAIC Volkswagen Skoda began selling electric facial cleansers, massagers, lip balm and other products on Women's Day, and the price of gift bags ranged from 199 yuan to 1599 yuan.

Mo Daiqing, director of the online retail department and senior analyst of the e-commerce research center of the network economic society, believes that with the rise of the female economy, it has brought new economic growth points. Various platforms and enterprises have begun to penetrate the female consumer market to provide more personalized and humanized goods and services. Clothing, beauty, personal care, jewelry, flowers have become an indispensable part of the "her economy", and large-scale promotions will trigger the "herd effect", so that women-related consumption such as clothing, beauty, and flowers can grow in a short period of time.

For car companies to sell peripheral products, Mo Daiqing said that with the improvement of the online consumption ability of female groups, the high-end and quality consumption trend is reflected in women's consumption. In addition, women have more ideas for pursuing beauty and pay more attention to living for their own pleasure, prompting the rise of "self-pleasing consumption".

This time, women's day enterprises frequently for the theme of women "festival", through subsidies, coupons, red envelopes, full reduction and other ways to lock in high-quality female users, increase user viscosity, enhance sales conversion.

In this year's Women's Day promotion war, some car companies have not made a big move. Jaguar, Land Rover and Porsche have all released pictures celebrating Women's Day, but have not yet announced official events.

Tesla does not market vehicles and products, telling the story of Tesla's female owners and publishing articles about women's power.

Similarly, through the story of female car owners, Weilai proposes that it can "not be limited to one role, have the courage to explore, and constantly break through."

Beijing News shell financial reporter Lin Zi Editor Wang Jinyu Proofreader Liu Jun