In today's social environment, there are two well-recognized mainstream trends:
1. Among the mainstream consumer groups, the proportion of young people is getting larger and larger, the Internet is becoming more and more obvious, and technology and fashion have become the two core selling points of many products at present;
2. With the rise of women's power, women's awakening and consumption upgrades, women's status and role in society have become increasingly prominent. In short, "her time" has arrived.
For many car companies, it is not easy to combine the two. Because for women, the car as a means of transportation, is not their most interesting point, how to balance the relationship between these two trends?
Euler became the first person to eat crabs among all car companies, and more valuablely, it also achieved good results. Today, when Euler walks towards us with her new model, the ballet cat, we seem to see an elegant retro cat with graceful steps, showing the great tension between women and fashion, trend and technology of this young brand.
Ballet Cat: When retro can also become trendy
Some people say that fashion is a circle.
So, when the retro shape of the ballet cat was officially unveiled in August last year, it almost became the most talked about model in the whole month.
What is a "ballet cat"?
As we all know, ballet is a classical dance, symbolizing culture and art, as well as the pursuit of truth, goodness and beauty, always enthusiastic and full, always love life; while the cat is sensual and delicate, compared to the performance parameters, brand labels and other cold things, ballet cats are more willing to make female users travel more comfortable with an elegant posture, full of expectations for life. Because for women, what they need is not a simple configuration stack, but a mobile partner in quality life.
In appearance, although the ballet cat did not reveal more information, it can still be seen that it has some careful thoughts about women.
For example, the rounded retro headlights and the trendy back shape combine the past and the future, history and the present, whether it is an elegant style or a trendy style of women, can be perfectly compatible; from the perspective of line design, the ballet cat adopts the aesthetic concept of "elegant restoration" to bring arc beauty that complements the feminine curves of women themselves.
For women, liking is the visual impact at first glance. So, ballet cats have many more commendable details, such as color. It is understood that the ballet cat full range of models use low-saturation Morandi color matching, giving people a soothing and elegant feeling, with a sense of high-end, matching the gentle beauty of women.
Ballet Cat: When retro can also be a sense of technology bursting
For women, society has given them too many roles.
"They are themselves, daughters, wives, mothers, and backbones of the workplace, but the rushed society also lacks the sense of security that girls need most." They worry that they are not fashionable enough and not beautiful enough, worry about personal safety, worry about driving in bad weather, worry about the baby sitting in the back seat, and so on. Euler brand CMO Wang Weiwei said so.
But the ballet cat expressed Euler's love for the girl with practical actions.
Euler Ballet cat designers Wang Weilong and Huang Yan said: "At the beginning of the car construction, Euler Automobile set up a female-only research team to conduct in-depth research on women's diversified needs and car use scenarios, carefully polished, and created a set of "women-only travel solutions" that are completely different from the past. ”
As a result, we see the blessing of many technology configurations in retro ballet cats, and these technology configurations almost all get the needs of female consumers.
For example, according to the characteristics of female shoulder width and palm size, Ballet Cat has developed a 370mm diameter female-specific steering wheel to reduce the fatigue of female users' arms when driving. At the same time, combined with the width of the female human back, the narrow shoulder seat backrest is carefully designed to fit the female sitting posture, which is very wrapped and effectively alleviates the fatigue of female driving.
For example, driving on the road, as long as you open the "Lady mode", you can automatically identify complex road conditions, enjoy a lighter, free sense of control; in the face of bad weather, open the "wind and waves" mode, windows, headlights, wipers, air conditioning and other synchronous linkage, improve driving safety; when the child in the car to catch you unprepared, open the child mode in the car, you can instantly make the baby quiet down...
Always by your side, always share for you – maybe that's what a girlfriend means.
Ballet Cat: an important breakthrough in the upward movement of the Euler brand
For a long time, Chinese brands have actually been lacking in high-quality electric cars.
From the current point of view, the core of the so-called "electric car" is to obtain the market through low prices, especially the female consumer market.
In terms of models that are currently popular with female consumers, whether it is Wuling Hongguang MINIEV, Chery QQ Ice Cream, Benben e-Star, etc., they are all piled up in the passenger car market within 50,000, which does not include the zero-run T03 and Nezha 01 in the new forces.
But obviously, these cars that are active in the low-end market, in addition to transportation, can not meet the core needs of female consumer groups, on the one hand, these companies lack core technology, on the other hand, brand value can not penetrate the hearts of the people.
But Euler is different, in addition to the brand positioning of exclusive women and the core technology of relying on the Great Wall, it has brought female consumers a new experience that has never been seen in the automotive field.
After the success of the 100,000-150,000-level Euler good cat, the ballet cat will lead the Euler brand to a higher price range. In the face of stronger opponents, Euler Ballet Cat did not adopt a "bigger" strategy, but competed with a number of joint ventures and even traditional luxury brands with a sense of high-end and exquisiteness.
So, will the ballet cat win? Let's look first at the nature of the problem.
In the price range of 200,000 yuan, the reason why the sales of luxury brands have not reached expectations is that the product strength is weak. In other words, in this price range, these cars can't achieve the light luxury and comfort lifestyle that women want.
What is the light luxury and comfort that women want?
It is carrying a bag of light luxury brands, living a casual life, driving a car that is very satisfactory in both appearance and configuration, and not wronging itself for the so-called "luxury". Coincidentally, this is also the state of life created by the ballet cat.
From this point of view, the quality of life brought by Euler Ballet Cat is more advanced than that of luxury brands, and because of this, Ballet Cat will also lead the Euler brand to a new world, raising the brand value to a new height.
Perhaps starting with the ballet cat, the car is not only a commodity, but also an artistic trend.
Write at the end:
At present, it seems that every brand is emphasizing users, but Euler is expressing "user-centricism" in different dimensions and at different levels.
Products, when the mission of black cats and white cats is no longer there, when the good cat is in the limelight, the emergence of ballet cats will obviously bring a new possibility to the market; from the brand point of view, the advent of ballet cats is actually Euler's re-segmentation of the market segment, stimulating more female consumers themselves may not have been aware of the demand; from the industry point of view, Euler is using stronger products and deeper care for users, showing a car company that really thinks about women, what it should look like.
Born for women, Euler is building a better future in this indispensable and important market.