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Once upon a time, this chain of contempt for spending power was widely circulated on major social media, causing countless people to argue, but it was enough to see that women's consumption value is increasingly valued today. Tmall's 38 Queen's Day, Douyin's "Meet Her Power" zone, Kuaishou Xiaodian's 38 Yue Self Festival... "Her economy" has long become the top priority in the marketing industry.
From the chain of contempt, it can be seen that women's consumption track is mainly divided into two parts: teenage girls and mature women, the former is mainly based on beauty, skin care, snacks and drinks, and the latter focuses on clothing, mother and baby, health and other aspects. According to statistics, in 2020, the size of the women's consumer market exceeded 10 trillion yuan.
In addition to these industries that are well versed in women's business, some industries that used to seem to be quite different from the "women's label" style also want to get a piece of the pie when faced with a blue ocean of "her economy" market. Among them, including the domestic automotive industry, which has always been a tough guy punk.
In the face of "her economy", the beauty of the fragrant car began to form its own faction outside the vision of men, the domestic automobile industry was no longer a monolithic group of men, and women moved from co-drivers to the historical stage of the automobile industry.
The "Four Beauties" of the Domestic Automobile Industry
Just as beautiful people have their own styles, the "image of her" in the automotive industry is also thousands of faces.
Although there are not many car companies that have just entered the blue ocean of "her economy", it can also be seen that these leaders have targeted different tracks, hoping to attract the attention of matching female car consumer groups with their own unique labels.
Well-behaved cute sister paper - Wuling Hongguang MINIEV
The emergence of the Wuling Hongguang Mini has made many "old drivers" also marvel. In 2021, Wuling Hongguang MINIEV's annual sales volume totaled 426452 units, becoming the NO.1 in the sales of a single model in China's new energy automobile industry. No one expected that a mini car would have the ability to suppress a number of new energy vehicle companies and come out on top in the sales war of real knives and real guns.
Image source: Wuling Motors' official Weibo
Petite posture, cute shape, Wuling Hongguang MINIEV with "face" to win a lot of fans. Subsequently, "Meng Mei Paper" quickly iterated on the model, launched three colors of white peach powder, lemon yellow and avocado green, and the female users of the Hongguang MINIEV macaron color model once accounted for more than 78%, which shows the attractiveness of this small car to girls.
The cuteness of Hongguang MINIEV is also reflected in its modification style. Car modification has always been loved by the hipsters in the automotive industry, track wind, pull wind, retro wind, modification style vividly highlights the personality of the owner. However, the modification of Wuling Hongguang MINIEV's cute sister paper is a school of its own, Pikachu, mobile dresser, red and white game console... Among the many tough guy modified cars, it has a bright color.
Image source: Call me Ayu
Not only that, in 2020, Wuling Hongguang MINIEV and Xi Xiao Tea jointly opened the "Xi Xiao Tea Bottle Factory" in the commercial street, attracting many passers-by to punch in. In 2021, Wuling Hongguang MINIEV and Perfect Diary jointly launched a macaron color makeup gift box, makeup brush, eyeshadow plate, lipstick are readily available, a delicate cute girl who loves beauty makeup and milk tea is not in her hands.
Sweet Cool Goddess - Lynk & Co 06
As the "crystallization of love" between Geely and Volvo, Lynk & Co maintains a youthful and surging tone throughout the entire series, and from 01 to 05, each model of Lynk & Co is highly liked by performance coffee.
As the only daughter of the Lynk & Co family, Lynk & Co 06 inherited the family genes, and the front face and wheel hub of high-profile personality gave "her" a cool temperament. Once listed, Lynk & Co 06 was positioned as "full of powder, goddess limited", and the little red book that was loved by girls also became the main position of Lynk & Co 06 marketing, and once became the highest selling model in the whole series of Lynk & Co.
Image source: Lynk & Co Auto's official Weibo
Every picture and text about Lynk & Co 06 in the Little Red Book is closely related to the little beauty that girls like. Girls dressed in sweet and spicy clothes either drive the Lynk & Co 06 Lynk & Co 06 Ryo nagisa cherry blossom tree, or meet with friends on a romantic spring day, like a girl who loves life and wantsonly sends beautiful vitality to the world.
Cutting-edge trend women - Xiaopeng G3i
"Many boys also have a lot of dreams, want to be players and want to be gamers, but after the age of 18, their dreams have become to buy a car and a house, and we have to give our beloved boys some understanding and tolerance." 」
At the 2021 YOLO Music Festival, singer Nai Wan said such a paragraph when singing "Boy", which instantly caused controversy across the Internet. Opponents believe that Naiwan supports men and ignores women's feelings, while those who agree with it feel that what Naiwan said is the real equality between men and women, and is the attitude that independent new women should have.
Image source: Xiaopeng Automobile's official Weibo
Xiaopeng clearly stands in the latter position, and it has also chosen Naiwan as the spokesperson for Xiaopeng G3i. As one of the three major domestic new force car companies "Wei Xiaoli", Xiaopeng's delivery volume in March this year topped the list of new forces, reaching 15,414 vehicles, and the marketing trend of "New Big Brother" has to be paid attention to.
In the official announcement copy, Xiaopeng directly called Naiwan a "new female surname", and stood for the female group that this model wanted to target. Not only that, the tide play season Shenzhen Station, Guangzhou Strawberry Music Festival, Beijing MDSK Music Festival, every throbbing of youth, Xiaopeng G3i has not been absent, which shows this "girl's" love for fashion and fashion.
Proud and charming - Great Wall Euler
Of all the "her cars", Great Wall Euler is undoubtedly the most eye-catching one. In November 2020, as soon as Euler Good Cat was launched, it attracted many female fans for Euler Motors. Its appearance can be called exquisite and elegant, retro fuselage, a variety of car colors, Euler good cat to give people the first impression is a city, pampered and habitual gold.
As soon as it was launched, euler cats quickly occupied the women's market, with sales of only 2,081 "she" in January 2021 and 10,685 units in December 2021, accounting for nearly one-half of the sales of all euler models this month.
Image source: Euler Motors' official Weibo
The design of Euler's good cat is written by Porsche design master Mr. Emon Delta. At the good cat conference, Eamon shared his inspiration from the conception of space since the 60s, "from the sense of age to the sense of the future, combining the past and the future, interpreting the design aesthetics of the integration of history and the future."
In addition to the "good cat", other models under the Great Wall Euler brand, the white cat, the good cat, and the upcoming ballet cat and lightning cat, are all designed to grow in the hearts of girls. The lightning cat that has not yet been listed has been ridiculed by netizens as a "Parame cat" by netizens because of its dazzling sense of luxury and some similarity with Porsche Paramela.
Image source: Euler Motors' official Weibo
At present, women's decision-making power to buy cars is gradually increasing, and the potential car purchase group is also getting younger and younger. Although the current number of civilian cars in some chinese cities has gradually moved closer to developed countries, the growth rate of the automobile market tends to be flattened. But for a second family car and the urban single women's market, "her car" still has a lot of potential.
How to read the female business of car companies?
Compared with overseas giants, domestic car companies can be described as one step ahead in female marketing. It's not just the different models that attract attention, but also the dazzling marketing methods.
It can be seen from the female tonal models created by the above car companies that there are three main types of female marketing of car companies.
First of all, the most common is to play the "car color card".
In the automotive marketing world, many auto brands rely on unique car colors to attract a group of loyal audiences. Eucalyptus blue, glacier blue, magic color yellow, "play color master" BMW MINI every time the color is updated, will let the brand suck a wave of heat.
Image source: MINI China's official Weibo
The introduction of "feminine" car colors has also become the key to attracting female consumers.
In 2020, the Porsche Taycan family launched the iceberry powder model, and quickly gained popularity on social platforms such as Xiaohongshu, in addition to making it quickly break the circle in the "white rich beauty" group, it also planted a potential consumption seed in the hearts of ordinary female consumers.
The same is true of domestic "she image" cars, which are connected with female consumers through car color, and then focus on female marketing In addition to the above inventory, there are many markets.
The light of domestic off-road - tank 300 shape tough guy, performance tough, even so man full of off-road vehicles, in 2020 also through the color to take the "female" road. The face value powder that resembles iceberry powder and the grass green with avocado hue are the first steps for tank 300 city version to transform into an off-road girl. In addition, the Gilly Icon Blue Duck has the same second as the Tank 300 City Edition through the way of color breaking circles.
The second card is the "Standing Card".
Car companies holding "standing plates" will base themselves on women as the first meaning of automobile production, from the appearance of the car to the design concept to the marketing method, it is closely around the needs of women's cars.
Among many domestic car companies, Euler Automobile is the most typical. "Great Wall Euler Motors official website - a car brand that loves women more", this is The Slogan of Euler Motors on the official website. Dong Yudong, CEO of Great Wall Motor's Euler brand, once explained, "Euler announced the brand positioning of loving women more and opened the first year of women, which is a breakthrough from 0 to 1."
Image source: Euler Motors' official Weibo
For the Euler Ballet Cat model, 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 set of "women-only travel solutions" that are completely different from the past. The exclusive design of the steering wheel, seats and Lady mode is also enough to see the sincerity of Euler Motors.
The third card is the "social card".
A very important part of basing on the "female orientation" design, breaking the circle of female groups, and continuing to gain the good feelings of potential female consumers is to collide with the preferences of female consumers. Many of the domestic car companies mentioned above are well versed in this way, and the focus of different car companies in the collision is also different.
Euler Automobile is unique in the decoration of the experience space, and the experience space of Beijing Euler takes pink as the theme to create an exclusive space for cats, and the nail art, floral art and baking projects in the store are also readily available, with the functions of car viewing and leisure. In addition, Euler Automobile also customized a joint perfume gift box with Bing Xili to stand firm in the "understanding of women" persona.
Image source: Euler Motors' official Weibo
Common "social cards" also include inviting lifestyle KOLs to shoot short videos of products, such as Xiaopeng Motors; customizing two-dimensional character images for brands, such as WM Motors; or occasionally launching street activities that may be of interest to girls, such as Wuling's emergency rose project on Tongren Road in Shanghai's Jing'an District.
"Car color plate" + "standing card" + "social card", three card combination, the domestic "she car" gameplay began to become more and more diverse.
What is the secret of victory in the battle for "her"?
The industry of "women's business economy" is far more than domestic automobiles.
More than ten years ago, domestic mobile phone manufacturers began to speculate on the hearts of female consumers and compete in the design of mobile phones. Tianyu has launched a Tianyu rouge mobile phone X90 designed for women, exquisite paint color plus a unique design of the page, it is easy to attract women to stop, followed by Duowei mobile phone and Meitu mobile phone is also popular because of the appearance.
Image source: Meitu mobile phone official Weibo
However, after the advent of the smart phone era, no matter how to pursue the value of female users, or resolutely rushed to the "Apple" and "Android" two camps.
So, is there really a "women's business economy"? Or rather, how can we think of "women's business" in the long run?
The media is wondering, how do the long-term industries that really read "women's business scriptures", such as beauty, skin care, yoga, etc., do they do it? Thinking about it carefully, beauty and skin care cut to the long-cherished wish of most women who want to improve their appearance and stop at youth, and yoga makes girls believe that they can be beautiful and shaped through day-to-day practice.
Their commonality lies in the fact that they cut to the real needs of female buyers and have core product forces that are difficult to replace. So, does the domestic automotive industry also have the core product power that can attract "her"?
The media believes that this core product power may be "external", it first meets the needs of women in the real car scene, which has appeared in many domestic cars.
NIO has made the "Queen Co-Driver" one of the options, it has leg rest and foot rest functions, and can also be combined with 8-way seat adjustment and 4-way waist rest adjustment, which can achieve a semi-reclining experience of up to 160 degrees. Ceo Li Bin called it "the best car in the world for the hostess experience".
Image source: Weilai Automobile Official Micro
Coincidentally, the Euler Ballet Cat also created details that are exclusive to women. According to factors such as women's shoulder width and palm size, a steering wheel with a diameter of 370mm was designed, and the seat design also fully considered the width of women's shoulders, and a makeup mirror was embedded in the visor, which some people called "mobile boudoir".
However, the media believes that in addition to the "external", the core product power should also have an "internal".
For female car owners of small cars within 100,000, this may be the first car in their lives, perhaps they need some science of car knowledge, and for car companies with prices of about 200,000, they may face a group of mature women who have established a family, and it is more important to hold some parent-child brand activities in a timely manner to help them consume the excess energy of children.
With the internal and external product strength, the rest of the car color and publicity strategy will be the icing on the cake.
The media said
The female driving market is still a blue ocean, there is no doubt about it. The breakthrough of the final victory of this battle lies in whether the market can really "kill" the product that meets the demands of women's core car users.
But that doesn't mean that car colors, interiors, features, and brand marketing strategies designed for women aren't meaningful. From the brand tonality to the detailed design to the service, the entire attribute of connectivity is the product value itself.
What the media wants to say is that in order to get more favor from potential female users, the importance of individual aspects such as car color, publicity, and brand co-branding is currently overestimated. Starting from the car use scene and needs, it may be more important to design products for women of different identities that are really suitable for them, and to understand and empathize with the needs of women.
Resources:
1. What supports the female 10 trillion consumer market? https://view.inews.qq.com/a/20220309A06U9P00?startextras=0_78da12fcd9a57&from=ampzkqw2, Chinese Coca-Cola, Wuling Hongguang MINIhttps://auto.ifeng.com/shanghai/xinwen/2022/0121/368672.shtml3, Great Wall Euler cat family adds new Ding Euler good cat finally launched http://news.sohu.com/a/509713847_1200999024, brand up, channel downward | "four-wheel drive" Euler automotive channel ecological https://baijiahao.baidu.com/s?id=1727448021140422480&wfr=spider&for=pc5, What does a female-only car look like? Euler Ballet Cat tells you the answer https://baijiahao.baidu.com/s?id=1727558876516544930&wfr=spider&for=pc