At present, China's new energy vehicle market is half seawater and half flame. In just a few years, the mainland has completed the transformation from the world's largest automobile consumer market to the world's largest new energy vehicle. At the same time, affected by factors such as lack of cores and rising raw material prices, the new energy automobile industry coexists with opportunities and challenges in the process of becoming bigger and stronger.
In the government work report of the two sessions this year, it is proposed to continue to support the consumption of new energy vehicles and encourage local governments to carry out green smart home appliances to the countryside and replace old with new. It marks that at the policy level, the state actively encourages the new energy automobile industry to maintain rapid and stable growth, so that new energy vehicle companies are full of confidence.
Among many new energy vehicle companies, Great Wall Euler focuses on female consumer groups, puts forward the brand positioning of "loving women more", and has embarked on a different new route and run a new speed of new energy vehicle companies.
"She economy" rises, and Great Wall Euler seizes new opportunities
Nowadays, women have become more independent spiritually and economically, playing an increasingly important role, and have more right to speak and even decide in consumption. According to the data, The female population base of 20 to 60 years old in China has exceeded 400 million, and the size of China's female consumer market is as high as 10 trillion, indicating that the era of "she economy" has arrived.
Compared with the daily consumer brands to show a high degree of attention to women, the automobile market is still dominated by male thinking, the vast majority of models inject super power, extreme control, even if women often drive cars, but also lack of care for women's physiological needs, psychological needs, it is difficult to meet the driving needs of complex travel scenarios.
Great Wall Euler was born in the traditional car company Great Wall Motors, but it is taking a new development path. Based on the pain points and deep insights of women's consumption needs, in 2021, Great Wall Euler opened the first year of women with the new brand positioning of "loving women more" and seized new opportunities for women's automobile consumption.
At the product level, Great Wall Euler is fully close to female consumption, focusing on good looks, easy to open, intelligent and easy to use, humanized care, etc., to create cat family models, and quickly win market recognition. In 2021, great wall Euler's cumulative sales of 135,000 vehicles, an increase of 140% year-on-year, of which good cat cumulative sales of 50,900 vehicles, leading the A0-class pure electric vehicle market. Entering 2022, Euler Automobile sold 14,264 units in March, and sold 19,460 units from January to March, a year-on-year increase of 240% in sales per model.
At the marketing level, Great Wall Euler actively creates "her ecology", through a series of online and offline activities such as Good Cat Lohas Bureau, Euler Sweet Run, Euler Good Cat Love Wife Festival, Euler Straight Man Rescue Plan, etc., to bring female users all-round companionship and pampering, fulfill women's expectations for a better life, and help women do better themselves.
From the release of the Great Wall Euler brand in 2018 to the cumulative sales of 100,000 vehicles in 2021, the Great Wall Euler has only spent three years to surpass the growth rate of a number of new car-making forces and set off an Euler wave in the new energy vehicle market.
Pay cash "love women more" and lead the new track of women's cars
On the one hand, in line with the trend of new energy, on the other hand, focusing on women's consumption, Great Wall Euler took the lead, entered the new track of women's cars, completed brand innovation with category innovation, paid "female friendliness", and continued to improve user experience with female exclusive value. Euler Automobile has 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 different "women's exclusive travel solution" that is different from the past.
In March, the exclusive elegant car Euler Ballet Cat debuted at the tasting meeting, in the name of love, to bring female consumers a pleasant temperament beauty, intimate comfort, comprehensive sense of security, is the first anniversary of the positioning of Euler Automobile's "car brand that loves women more" to pay cash, but also a very important step for the Euler brand upwards.
Euler Ballet Cat adopts the aesthetic concept of "elegant restoration", which combines retro and fashion, leading the new trend of women's cars. In terms of car color, The Euler Ballet Cat uses a low-saturation Morandi color scheme to show a high-grade texture and set off the feminine elegance.
In terms of details, Euler Ballet Cat has developed female-specific seats and female-only steering wheels for female posture characteristics. Women's exclusive seats are based on female ergonomics, better fit women's sitting posture, improve wrapping, alleviate driving fatigue, and exclusive steering wheel is more suitable for women's palm size, comfortable and labor-saving, reducing arm fatigue when driving the steering wheel.
In response to the needs of women to make up at any time, Euler Ballet Cat specially created a large-size makeup mirror to restore the true sense of light, with the elbow pillow cosmetics storage box, the interior space of the car into a mobile powder room. In addition, the "Wind and Waves Mode" designed for rain and snow weather to affect driving safety, the "Child Mode" that is easy to distract when traveling with children, and the "Warm Male Mode" for female drivers with cold hands and physical discomfort, etc., help female drivers to travel more calmly and gain more security.
Every detail of the Euler ballet cat shows the preference for women. As The Euler Ballet Cat accelerates the pace of listing, it is bound to promote the pace of the Great Wall Euler brand to renew and upward, and continue to run the new track of women's cars in order to pay for "female friendliness".
In the face of unprecedented changes in the automobile industry in a hundred years, only by breaking the situation and creating new ones and shaping their own characteristics can we seize the opportunity and lay the foundation for steady and long-term development. Great Wall Euler focuses on women's consumption, takes "her economy" as the development engine, continues to strengthen competitive strength through route innovation, category innovation, marketing innovation, etc., All in women's exclusive cars, becomes a unique "new force" in new energy vehicle companies, creates a strong momentum of development, and must have a stable and far-reaching background, and the future can be expected.