How do car companies generally describe a car? Its appearance must be powerful, sharp, domineering, sci-fi, sports, etc., the power must be surging, thunder, roaring, the strongest of the same level, etc., even if it is zero hundred acceleration for more than ten seconds, dare to use the ultimate power to describe! In the final analysis, it is to do what it likes.
Who's in favor? You can look at a set of data released by the Ministry of Public Security. In 2021, the number of motor vehicle drivers in the country reached 481 million (444 million car drivers), from the perspective of driver gender, male drivers reached 319 million, accounting for 66.32%; female drivers 162 million, accounting for 33.68% (148 million female drivers in 2020, accounting for 32.43%). That is to say, male users still firmly occupy two-thirds of the market, car companies are of course invested in male users, and most of the cars are exclusive to men, which seems to be a mindset.
However, there is a car brand that is the opposite, the great wall Euler more love women of the car brand, from the name can be seen is the good for women.
See the marketing of Great Wall Euler from a male perspective
On March 8, the Great Wall Euler held a tasting meeting of the Euler Ballet Cat, which is not so much a tasting meeting as it is an art science popularization, straight male transformation, the whole process of playing the emotional card, the use of words is extremely elegant and beautiful, such as "allowing one person to favor, willing to do the generosity of the rest of your life, for your calm and elegant rush, applaud for your freedom and so on." Almost all of Ballet Cat's publicity revolves around women, and the exterior, interior, seating, steering wheel, etc. are designed for women.
The male editor of the automotive media spends all day with the car, and what we may want to know more is how much wind resistance the car is, what the tire size hub cover is like, what is the waist line, how much trunk volume, how many lidar is used, and so on. Maybe I am not yet a terminal patient of "straight male cancer", I listened to the speeches of several guests present, especially Ms. Wang Yuexin's perfect substitution of her own experience into the product concept of Euler Ballet Cat, plus the female colleagues who listened carefully next to me, can you believe it? I had the urge to buy a ballet cat for my girlfriend.
I dare not say that the marketing of the Great Wall Euler for the female market will be successful, but from my on-site experience at this tasting meeting, I still recognize the marketing method of the Great Wall Euler, and its marketing method is definitely an innovative existence in the automotive industry. Ballet cats are defined as my treasure girlfriends, lightning cats pursue the ultimate big woman, punk cats are walking works of art, and the definition and naming of these products are untraceable in the centuries-old history of the automotive industry.
Marketing and products must walk on two legs, and then look at the ballet cat how?
At this tasting meeting, two ballet cat exhibition cars were placed, which were officially said to be mass production models, but the front cover of the new mass production car was not allowed to be opened for shooting, which was a little strange. The body color is a pink and white double color block design, the visual experience is good, and the overall design style is still retro style. The front face is equipped with a new silver chrome bumper shape, and the air conditioning grille at the bumper is equipped with radar probes at both ends, which is very thoughtful in design, in the event of a collision to minimize radar damage and reduce maintenance costs.
The charging ports are located above the wheel headers at the front ends of the car, the slow filler is on the left, and the fast charge is on the right. The kitten meat pad can be automatically opened and closed at a press, and the sense of luxury is full.
The contour of the whole vehicle is like a flat-lying C-shape, the whole vehicle presents a nearly semi-circular arc, and the front and parking spaces are neatly closed. The shape of the tail is also very interesting, with a small tail wing? Still gives people a strong sense of vision. The silver chrome bumper shape of the rear of the car echoes the front face very well, and the radar probe of the rear of the car is surrounded by bumpers like the front of the car.
The silhouette of the whole vehicle is like a flat-lying C-shape, the whole vehicle presents a nearly semi-circular arc, and the front and rear of the car are neatly closed. The mechanical door handles and silver chrome exterior mirrors accentuate the vintage style, and there is a button on the doorknob that I thought I could automatically open the door with a single button, but the live experience found that it seems to be a decoration. The tyres are goodyear with a tyre size of 225/55 R18.
The shape of the tail is also very interesting, with a small tail wing, which still gives people a strong sense of visual memory. The silver chrome bumper shape of the rear of the car echoes the front face very well, and the radar probe of the rear of the car is surrounded by bumpers like the front, and the taillights are similar in shape to the headlights. The opening button of the trunk is too low, and the operation is slightly troublesome, which is a bad review.
Love women more to understand women? The interior is expensive
In terms of interior, the overall retro luxury style is made of metal embellishments, and design elements such as oval arcs are used in the steering wheel, air conditioning exits, armrests, etc. The wireless charging place of the mobile phone is surrounded by crystal-style ornaments, and the physical button design of the duplex LCD large screen and the central control area is similar to that of the good cat.
There are also some heart-warming configurations I guess this ballet cat will also have, support remote mobile phones to preset the driving environment in the car, set the temperature of the air conditioner in advance, open the steering wheel in advance, and heat the seats. There is also from the number of cameras around the ballet cat, and the number of radars to judge, this ballet cat intelligent assisted driving should not be weak, automatic parking system said no, who believes? Coupled with the positioning of 200,000 levels, seat ventilation massage may be standard. (New car X asks for bold predictions)
If you encounter bad rain and snow weather, the ballet cat prepared a wind and wave breaking mode, which identifies the amount of rain for the user to open automatic wipers, double flashes, automatic fog removal and fog caused by the scramble, and the seat is also specially designed according to the width of the woman's posture and back. But the question is, some women are more "strong", so can you choose a seat that suits you?
Regarding power, it is equipped with an electric motor with a maximum power of 126 kW provided by United Automotive Electronics Co., Ltd. with a maximum torque of 250 Nm and a maximum speed of 155 km/h. There are three endurance versions to choose from, namely 380km (equipped with a 47.78kWh battery pack) under CLTC conditions, 401km (equipped with a 49.92kWh battery pack), and 500km (equipped with a 60.5kWh battery pack). They are equipped with lithium iron phosphate batteries, and the energy density of the battery system is 141.3Wh/kg. It is understood that Euler Ballet Cat will open pre-sale at the end of this month, and the official listing time has not been disclosed for the time being
According to the latest subsidy policy this year, the pure electric mileage of 300≥400 km model subsidy is 0.91 million yuan, pure electric mileage greater than 400 km model subsidy is 12,600 yuan, so the 380 km version can only subsidize 0.91 million, why not increase the endurance to 401 km? Obviously, you can eat more than 3500 yuan of subsidies (is it true that the subsidy scheme uses NEDC working conditions).
All written here, it should be said that the ballet cat dares to sell 200,000
In terms of product strength, I don't think there is anything particularly brilliant about ballet cats, because for me I am more concerned about the three electric technology of electric vehicles, and the 200,000-level car is equipped with an electric motor power with a maximum power of 126kw, which can only be said to be enough, right, but for female users, power is a must?
What they want is that the failure rate of this car is lower, because it is very troublesome to repair the car, so they want to have a big brand so that they can have protection, and the appearance is higher because girls like to be beautiful, and the space cannot be too small. As for the handling, endurance, acceleration and other aspects are not the most important, as long as the level is not too inferior. Earlier, I wrote in this article "Budget around 100,000 What is the right car for girls to buy?" I recommend Dolphin, AION Y, Good Cat" article has written about the needs of female readers for cars.
I think the Great Wall Euler is like the DR in the automotive industry (that is, the ring that the man has to buy with an ID card), which means that its marketing method has this direction. Rather than saying that the ballet cat dares to sell 200,000, it is better to say that the product experience brought by the ballet cat to female users is far more than 200,000, most of the female users pay attention to the symbolic meaning of the product, the Euler who women want can give, and the euler products give female users a strong sense of participation, sometimes a product is hot is no reason, everything seems inexplicable, but the detailed investigation is justified.
Write at the end
The requirements of female users are actually very well met, but some of the groups that are so easy to meet are only Great Wall Euler who stand up and announce that they are building cars for women. Euler CEO Dong Yudong said, "At present, there are three types of companies in the A-class B-level BEV market: one is technology companies, Tesla, Weilai Xiaopeng, etc.; the second is the company that focuses on three-electric system technology, BYD, etc.; and then there are innovative categories that meet the individual needs of users, and Euler is the last." "I also wrote earlier that there will be 162 million female drivers in 2021! And it will grow year by year.
From the perspective of user data, Euler's brand route is correct. It should be noted that this category is on fire, will the car brands that love, love, and only love women flock to it? However, Euler now has a preconceived advantage, of course, the road behind will also be difficult, whether it can hang on to the clouds and sails to the sea depends on Euler itself.