For a long time in the past, we have emphasized the saying that "women can hold up half the sky", but such a statement may emphasize to a large extent the contribution of women to social progress and development. With the continuous improvement of domestic education level and the realization of gender equality in the vast majority of industries and occupations, women's ability to obtain work benefits and spending power is not inferior to that of men. In this context, many consumer sectors have to list female consumers as important target customers, in the past, some of the goods that were mostly consumed by male consumers, now women have become their important purchase and use groups, "she economy" has risen strongly.
Women's car consumption has become a "blue ocean", and Euler has taken the lead
With the continuous improvement of women's consumption ability and self-independence awareness, women's demand for bulk consumer goods such as automobiles is also becoming more and more vigorous, but the vast majority of car brands and products on the market are for male consumers, and there are only a few car brands focusing on female consumers.
As a new energy brand under Great Wall Motor, Euler is the first independent new energy vehicle brand among the traditional car companies of its own brand, and since its independent start in August 2018, it has grown into a hot new energy vehicle brand in China, and Euler Automobile's original "cat" family model has created a unique path in the pure electric vehicle market and won the favor of many young consumers and female consumers.
Based on the performance of related models in the women's car market, starting from March 2021, the Euler brand announced the positioning of "car brand that loves women more", further tapping the potential of the female car market and providing more excellent products and quality services for female consumers.
Sales represent a brand's recognition in the market and among consumers. In the whole year of 2021, the cumulative sales of Euler Automobile reached 135,000 units, a year-on-year increase of 140%, of which the sales volume of Euler Good Cat exceeded 10,000 units in December, and the annual sales exceeded 50,000, becoming the sales champion of the A0-level BEV market above 100,000 in 2021. Entering 2022, Euler Automobile sold a total of 19,460 units from January to March, a year-on-year increase of 240% in single-model sales, and 14,264 units were sold in March, of which Euler Good Cat sold 6,374 units per month, an increase of 56.8% month-on-month. The growing sales volume further demonstrates the huge demand of female consumers for new energy vehicle products, as well as the recognition of Euler brands and products by female consumers.
In the name of "love", create a female-friendly brand affinity
In fact, in the past year, Euler has continuously strengthened the brand positioning of "car brand that loves women more", held a number of various activities, so that more female consumers can understand Euler's brand spirit, feel the "sweet spoiling" of Euler brand to female consumers, and strengthen the positioning and style of women's exclusive brands.
The Euler brand has always been committed to meeting the aesthetic needs and usage needs of female consumers. Its products are all named after the "cat system", and the products include the 2022 good cat, the good cat GT, the upcoming Euler ballet cat, and the lightning cat that is scheduled to be listed in the second half of the year. The exterior design of these models is more in line with women's aesthetics, which is very attractive to many female consumers, after all, for many female consumers, the appearance and meaning have a strong purchase orientation.
In addition to meeting the exclusive needs of female consumers in terms of vision and brand, Euler is also continuing to create communication channels exclusive to female car owners. The "Good Things Research Institute" previously opened by Euler Automobile co-created ecological IP, "female meow fans" are responsible for generating creativity and inspiration, and Euler is responsible for adding luster to creativity and turning creativity into reality. After experiencing fierce competition, a number of popular "good things" have been produced, such as the "Fantasy Mushroom World" fisherman hat, the "Drunken Dream Hydrangea Ball" teacup, and the girl meow mini series jewelry. Female car owners and "car brands that love women the most" work together to realize the creativity, which further narrows the distance between the Euler brand and the majority of female car owners, and also allows the majority of Euler female car owners to have the opportunity and platform to communicate and tell the careful thinking of women.
"Ballet Cat" is about to go public, and the exclusive design of women pays a witness to love
In 2022, the most important model for Euler Automobile may be the ballet cat that will be listed next. As a class A pure electric model positioned at the 200,000 level, the ballet cat has the usual super cute appearance of the "cat series" model, adhering to the "elegant restoration" arc aesthetic concept, the arc beauty not only complements the feminine curve of the woman itself, the smooth and coherent line also brings lower wind resistance and stronger body rigidity.
The new car adopts a low-saturation Morandi color scheme, giving people a soothing and elegant feeling, with a sense of luxury, matching the gentle beauty of women. The exclusive seats and exclusive steering wheels designed according to the female ergonomic design all reflect the aesthetic cat of the ballet cat for female car owners.
As a product paid for the first anniversary of the positioning of "car brand that loves women more", Ballet Cat has launched more intimate and functional and model for the pain points and actual needs of female drivers. For example, in rainy weather, the line of sight is not good, and it is necessary to wade in the water, for many female car owners, the driving pressure is very large. In response to this pain point, Euler developed the "ride the wind and waves" mode, that is, in the rainstorm weather, the vehicle automatically switches the driving mode, according to the amount of rain, actively closes the window, sunroof, and opens the double flash, fog lights, wipers; in case of rain and slippery road, the vehicle ACC will also automatically lengthen the distance with the car, automatically open the blind spot monitoring radar and front radar, to ensure the safety of vehicle driving, wading safety.
For example, when physically and mentally exhausted after a day's work, through the warm man mode, you can turn on the steering wheel heating, seat heating, waist massage and other functions with one button, so that the driver can quickly return blood on the way home and return to the family in a full state. In addition, the seat heating can also be adjusted to the heating position according to the female menstrual cycle, which is very intimate. Like a caring "girlfriend", let female friends calm their mood and feel warm in the car. The "cat system" name and "heart-warming" design allow more female consumers to know Euler, choose Euler, and fall in love with Euler.
Two more words
All in all, as a young new energy vehicle brand, Euler Automobile's focus on products and services in the female consumer market is undoubtedly a correct choice. Women's car exclusive brand, is also the first time in the world, Euler Automobile chose to create female exclusive brands and products in the case of high domestic female car consumption, fully meet the aesthetic needs and use needs of female consumers in terms of products and services, and create more electric vehicle products that are more in line with the "female driving needs", which is to see the future trend of women's car consumption. It is foreseeable that in the future, the advent of more "cat series" models, with its own product strength and the refinement and refinement of the Euler brand at the service level, the excellent performance of Euler Automobile in the women's car market is very worth looking forward to.