Author | Liu Wendao
Source | Chief Marketing Watch
How to grasp the tide of the times as much as possible to achieve a more effective transition and upgrade of the brand under the background of youthful marketing such as the unbridled Mustang has become a problem that has been debated endlessly in the big market today.
Whether to do our best to anchor the staggered layout of the Z generation personality circle, or to deeply cultivate products to create core competitiveness, which model has more vitality seems to be inconclusive, in the new consumption era of society, market, and consumer full-dimensional and full-link are changing rapidly, each brand can find its own personality growth path.
As the new wave of consumption gradually becomes saturated in many markets, the personality wind that stays in many FMCG industries is once again moving towards major traditional fields, of which the automobile field, which is the representative of traditional industries, is the first to bear the brunt.
Today, affected by the tonal style of the field, the process of rejuvenation of the automobile market is still slow, and even first-line luxury car brands such as BBA are gradually exploring the new trend of the industry with a relatively rigorous attitude.
However, there are exceptions to everything, when many car companies are still figuring out how to adjust to the huge young market with the smallest brand adjustment, Euler has long been fully committed to the torrent of rejuvenation, and in the first quarter of 2022, Euler Automobile has entered 18 cities across the country such as Shanghai, Hangzhou, Wuhan, Chongqing, Chengdu, Guangzhou, Haikou and other countries with a refined, romantic and personalized attitude.
Anchor the female consumer market
Redefine car marketing
According to the "2020 Edition of Female User Insight Report" released by the E-Car Research Institute, with the trend of increasing purchases, urbanization, and middle age, the contribution of female users to the Chinese auto market continues to increase, and the contribution of female sales from 2020 to 2025 will continue to rise, helping the sustained and rapid development of many emerging segments of the car market such as luxury cars, crossovers, and electric vehicles.
"She economy" is not a new proposition in recent years, the rise of women's consciousness, the continuous rise in consumption levels have made more and more brands anchor the female market force, the automobile field is no exception.
For example, Mercedes's She's Mercedes, Audi's Ms. Audi, Jaguar Land Rover's Lady First, as well as Lincoln's Her way, and NIO Her, etc., are all new products for luxury car brands to target female user groups.
However, compared with many car companies and brands trying to rub on the "she economy" era dividend through new product research and development, Euler Automobile is more determined, as a representative brand of "a new generation of electric cars", Euler anchors female users to make full efforts, and its black cat, white cat, good cat, good cat GT, iQ five models on sale have exceeded 200,000 vehicles in the past three years, of which more than 70% of the owners are women.
It is no exaggeration to say that Euler is a car brand designed specifically for women, so the brand is more focused on reaching a more effective same-frequency resonance with independent, refined and stylish female consumers in the new era on the marketing side.
The one-quarter, three-phase "Happy Coffee House" national pop-up show that entered 18 cities across the country is rooted in the fiery wave of "self-pleasing consumption" of the female group, through the offline exquisite romantic attributes full of coffee houses, interesting and surprising on-site interactions, high-value trendy and fashionable Euler good cars and other series of immersive experiences to convey the brand's core proposition of "slowing down life, is the advanced way to please yourself".
At the scene, users can taste the mellow coffee, while punching in to see the elegant space with a rich artistic atmosphere, in their spare time, they can participate in the on-site activities to win massive benefits, and they can also shoot exquisite blockbusters with various fashionable and atmospheric models of good cats, really put aside all the troubles to slow themselves down and enjoy an unexpected immersive spring romantic tour.
Since the beginning of the Spring Festival, Euler has begun to carry out a long-term emotional interaction with the new generation of female users through the novel form of "Enjoy Coffee House", and as the brand enters 18 cities across the country, it uses a variety of exquisite scenes and wonderful interactions to connect one slow life elegant tasting meeting after another, successfully realizing the brand's full-dimensional preemption of female users from the dual dimensions of interaction and emotion.
After the end of the event, many users actively punched in various elegant and exquisite photos on major social platforms, and further infiltrated the immersive pop-up show throughout the country through user UGC content into the broader personality circle of young users, achieving the three effects of product exposure, emotional preemption and brand growth.
Construct brand personality traits
The secret of euler's rejuvenation
Since its launch at the end of 2020, the popularity of Euler's good cat has soared all the way, and now it has become a popular model in the A0-class BEV market, which has completely captured the hearts of female users, and all this is based on Euler's positioning of "car brand that loves women more".
If the young market is a collection, then the young women's market is the largest subset of this collection, its energy is not to dominate in a certain field, but in the entire presentation of a pluralistic burst of market under the indispensable energy of each market segment, and in the automotive field, although male users still occupy the majority, but under the continuous influence of the "her economy" wind, the potential of the female group can not be ignored.
As an independent sub-brand of Great Wall Motors, Euler Automobile has taken the lead in the car company market since its inception to carry the banner of entering the women's market, and from the "Happy Coffee House", a pop-up show covering the whole country, countless people have begun to understand the underlying logic behind the Euler brand to win the women's market.
First, build a multi-personality play heart universe.
In the context of the general trend of content marketing, it is increasingly critical to learn to grasp the attention of young people with a variety of personalized trend content, and in the face of the thick circle barriers in front of the Z generation, it is necessary to strengthen the penetration of the brand and build a unique diversified content matrix of the brand.
In addition to the "Happy Coffee House" that landed in 18 cities across the country, Euler has also integrated a number of young circles including animation, fashion, music, fashion, and cute pets in recent years to create a highly inclusive brand diversified ecological chain, with pink colors, cat models, and emotional interaction multi-dimensional and comprehensive efforts, building Euler's unimaginable female charm.
Second, create unique and differentiated products.
If personalized content is the first element of the brand to focus on consumer attention, then the hard power of the product is the premise of achieving long-term retention of traffic, under the content, Euler anchors the young people's "new generation of electric cars" to force, but the oil to electricity is useless, the integration of leading intelligent network technology, in the positioning to achieve an effective distinction with traditional car companies.
At the same time, it also specially tailors a lot of intimate function configurations for women, such as automatic parking, 360-degree panoramic imagery, ACC adaptive cruise system, face recognition, smart dodge and light assist and other functions, from starting to parking to really cover the major problems of daily travel, even novice Xiaobai can quickly get on the road.
The retro futuristic aesthetic styling of Euler Good Cat is a major advantage of the brand to attract young female consumers, the model is personally operated by the former Porsche designer, the styling style is unique, showing the beauty of fashion and technology in the classic texture, known as the "new generation of wisdom and beauty tide running".
In addition, Euler also fits the young people's love of play to create the original modified IP "Euler Cat Change Research Institute", providing free DIY space for trend players and beauty-loving female users, so that your car can also become a personal customization model, and you can try different makeup every day.
Third, connect the brand proposition at the female value level.
Under the dynamic trend of consumption, the material needs of the younger generation of consumers tend to be satisfied when they consume, and the demand for recognition at the level of spiritual value is increasing day by day, which reverses the brand to continue to explore a deeper link of interaction with users.
Unveiling Euler's dazzling content marketing and model design functions that fit women's aesthetics, as a car brand that "loves women more", Euler hopes to achieve homologous resonance with female users from the inner emotional temperature.
To this end, Euler also set up a special female research team, adhering to the principle of "user-centric" in-depth user life, before the "Happy Coffee House" Euler has created a joyful luxury set, starry sky driving fun camp and other models with the theme of women's Ode to Joy, taking the exquisite consumption concept of women pleasing themselves as the underlying logic, interacting with female consumers at zero distance, experience, and allowing female users to achieve all-round satisfaction from the inside out, with emotions to functions, with refinement, freedom, Value propositions such as quality connect a series of women's marketing layouts of the brand.
Differentiate your thinking layout
Preempt the segmented track dividend
According to the statistics of the "Female Owners Used Car Big Data Report" that shoots cars every day in 2021, in recent years, post-90s female car owners have shown a stronger growth trend than post-90s male car owners, compared with the previous year, the year-on-year growth rate of post-90s female owners is as high as 50.6%, while male owners are only 36.04%.
This also reflects from the side that the consumption energy of young women in the automobile market is steadily rising, and the signal to car companies is to seize the wind and actively layout the female market.
Euler's biggest advantage is that as an emerging car company brand founded by 18, there is no need to worry about the brand image tearing problem that most of the established car companies are worried about, which may lead to the tearing of the brand image, after insight into the new trend of rejuvenation gradually blowing to the automotive field, the brand anchors the female form through careful market analysis, occupying the relatively blank female market segment at that time, so as to give priority to seizing market dividends.
It can be said that behind euler's success is the result of accurate market insight and just right opportunities, compared with other car companies have an advantage that is difficult to reproduce, but fashion car companies such as Wuling Hongguang MINI, Xiaopeng Weilai and other fashion car companies have also obtained a lot of inspiration from Euler's personality play, and achieved the effective capture of young consumers with their own unique creative gameplay.
However, it is worth thinking that the automotive field as a comprehensive large market, male users still occupy an important advantage in it, and as major car companies have laid out young tracks, Euler sword to take the side of the female user dividend will no longer be an advantage in the future, how to get out of the female subdivision track to look at the broader car company youth circle, may be the biggest challenge euler next.
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