From 2007 to 2022, the "she economy" entered its fifteenth year, and the market also changed dramatically. On the one hand, the image of women is more and more diverse, on the other hand, they are from material satisfaction to the pursuit of spiritual satisfaction, and they are personally defining the trend of subdivision consumption, leading the continuous evolution of "her economy".
According to the data, as of January 2022, the active scale of female mobile Internet users reached 582 million, an increase of 2.3% year-on-year. In terms of total volume, there are currently nearly 400 million female consumers in the mainland, and they hold up to 10 trillion yuan of consumer spending every year, which is almost equivalent to the retail market of "Germany + France + Britain" combined.
The rapid rise of the "she economy" has also led to the positive response and transformation of all walks of life, ordinary consumer goods are paying more and more attention to product packaging design; electronic products such as mobile phones have begun to focus on thin and light and beautiful; even the catering industry has also appeared in new categories such as "light food".
But in contrast, the pace of the automotive industry, which is related to mobility, is much slower, which creates a "conflict" with the increasing number of female drivers year by year.
According to data from the Ministry of Public Security, by the end of 2021, there will be 481 million drivers of motor vehicles on the mainland, of which 162 million are female drivers, accounting for 33.68%, which seems to have become the mainstream of society.
There are more than 200 existing car brands in the world, and there are countless automotive products that have been born, but cars are mechanical, cold, and biased towards men, which creates a natural "gulf" with women.
How to build a bridge above the gully has become a proposition for many car companies to ponder, and Euler has found the answer.
As the first independent new energy vehicle brand among China's mainstream independent car companies, as early as the advent of Euler in 2018, Great Wall Motors had done a gender survey of car owners in the domestic automobile market, which basically laid the tone for the development of the brand in the future.
Three years after its birth, in the first half of 2021, Euler announced the positioning of "a car brand that loves women more" and unveiled it at the Shanghai Auto Show with a new image.
Just as the ORA brand means: Open, Reliable, and Alternative, the benefits of the "more feminine car brand" positioning are unprecedented.
According to Euler's official data, the cumulative sales volume for the whole year of 2021 reached 135028 vehicles, an increase of 140% year-on-year, of which the sales volume of Euler Good Cat exceeded 10,000 for the first time in December, ushering in a milestone breakthrough, with annual sales exceeding 50,000 vehicles, becoming the top A0-level BEV market sales of more than 100,000 yuan in 2021.
Since the beginning of 2022, Euler has also ushered in a "good start": in the new energy camp, the Euler brand sold 14,264 vehicles in March, and the cumulative sales of Euler Good Cat from January to March reached 19,460 units, with a single model increase of 240% year-on-year.
This year, Euler will launch two blockbuster models, Ballet Cat and Lightning Cat, bringing more options to female consumers.
Choose a "pleasing" car
In the traditional concept, buying a house and a car is what men should do, and women only need to be responsible for "beautiful flowers, having babies and raising families". Because male consumers have occupied the main force of the automobile consumer market for a long time, the research and development and service of automobile products are mainly aimed at them, and the female market has been neglected for a long time, and there are only a few automobile categories that really stand on the position of female consumers.
With the rise of women's power, there are also some keen car companies began to pay attention to their existence, and successively launched models for female consumers, but to be honest, these products are not careful, nothing more than to match the car with bright colors, and then design some cartoon images that women like, it is called: designed for women. Peeling open the thick camouflage, you can see more of the word "circle money".
However, well-educated modern women, the requirements for the car are not only the appearance and color that can be seen at a glance, but have a deeper connotation, the most important of which is "pleasing yourself".
The basis of "pleasing yourself" is "understand you": in Euler's view, designing cars for women should take into account their aesthetics, but also take into account women's emotions and use needs.
Taking the 2022 good cat as an example, its appearance is quite a strong retro color, and the whole body uses "cat" elements, such as the full LED cat eye headlights on both sides are cute and energetic, the body side line outline and the tail of the running water curtain tail light design, all of which make Euler good cat exude a very trendy and recognizable charm, strongly attracting the attention of female consumers.
The so-called emotional value, that is, "I understand you, I understand you, I can help you more", it is precisely because of being able to understand all the problems and troubles of women in the driving process, and put forward targeted solutions, Euler has become a "treasure girlfriend" who can provide emotional value for women.
Ballet Cat is the first female exclusive car launched on the first anniversary of the euler brand's announcement of positioning, this model plays a treasure girlfriend role in the entire Euler brand, and it is reported that pre-sales will be opened in late May.
In terms of product design, the exclusive seat and exclusive steering wheel designed for women's physical characteristics reduce the fatigue of women during driving; in the exclusive function, "Goddess Mode" can automatically identify complex road conditions and enjoy a lighter and freer sense of control; "Riding the Wind and Waves" mode, the windows, headlights, windshitters, air conditioners, etc. are synchronized to improve driving safety; "Child Mode" is specially designed for babies To guard the function, real-time view of the back seat of the child, guard the travel safety of you and the baby, etc., are fully expressed "Treasure Girlfriend" Euler Ballet Cat has a deep insight into the value of women's emotions. This is also the commitment of the Euler brand to all female users, to accompany users for a long time and provide more emotional value for women.
The means of "pleasing yourself" is "spoiling you": unlike men, women are more emotional, more eager for a sense of ceremony and participation, and considering these appeals, Euler has created its own characteristics in marketing and after-sales.
Co-creation is an effective means to narrow the distance between consumers and brands, as a "user cultivation system" brand, Euler has integrated co-creation into the brand gene, and has realized the co-creation of three dimensions such as product co-creation, operation co-creation, and brand IP co-creation.
Product co-creation: Before the pre-sale and listing of Euler Good Cat, the naming rights of the car paint were handed over to the user, and creative names such as "forgive green, high heel red" were born. Euler and Zhihu jointly held the first co-creation activity "Goddess's Afternoon Creation Time", using the "punk cat" co-creation official plan to break the stereotype of "male domination" in the automotive industry and invite women to co-create models. This high degree of mobilization of consumer enthusiasm, and respect for their creativity and results, but also by the user's recognition and appreciation, and then form a virtuous circle.
Operation co-creation: Compared with product co-creation, operation co-creation is undoubtedly a step further, no longer just treat users as users, but mobilize their "ownership" consciousness, so that they fully participate in the operation, such as the success of the third anniversary birthday party of the Euler brand, which is the result of the personal participation of the majority of car owners. At the Shanghai Auto Show, Euler launched the world's first booth co-creation, and the exhibition area planning and booth design were all left to the user to decide.
Brand IP co-creation: Euler and its users have jointly created a global youth co-creation competition, which has been successfully held for three sessions, with remarkable results, sending employment opportunities to students in more than 100 colleges and universities across the country, building new channels for young people to innovate and practice, focusing on the future car needs of Z generation youth, exploring the infinite possibilities of future travel, and striving to turn young people's imagination into reality. At the same time, it has also accumulated a good word-of-mouth effect for the Euler brand.
In the third season of the Global Youth Co-creation Competition, Euler linked up with PANTONE, a global authoritative color research institute, and petal network, a well-known professional designer platform in China, customized the brand color that integrates confidence, fashion and optimism - "Euler Pink" ORA Pink, which was launched at the Guangzhou Auto Show through pantone's international color leader image and the high-grade texture of customized colors, forming a "visual hammer" with a high degree of recognition of Euler brand This not only becomes the visual asset of the Euler brand, but also opens a new era of Euler's color and initiates the further upgrading of the brand system.
The guarantee of the "self-pleasing" is "distance": relying on the large number of channels of the Great Wall to shop goods, Euler has an innate advantage. At present, Euler's terminal sales stores have exceeded 300, reaching a height that other brands can reach in five or even ten years in just three years.
Not only is there a large number and wide range of channels, Euler's channel model is also constantly innovating, and the experience space in the direct operation mode provides one-stop car purchase services, simplifying and facilitating complex processes, and users can complete a series of operations through Mini Programs.
Euler also actively opens up online channels, such as 618, double 11, double 12 and other important nodes, Euler will pour multiple forces, deploy the "manufacturer + dealer + sales consultant" live broadcast lineup, online and offline joint efforts to gather traffic, in helping dealers to complete the drainage and conversion, to achieve a two-way rush with users.
More than cars, more about people
Car consumption is a typical low-frequency behavior, and in the years or even decades after buying a car, the interaction between users and brands will be greatly reduced. How to let consumers better communicate with brands is the topic explored by Euler Automobile.
Around this core, Euler opened the "Good Things Research Institute", which built euler ORA APP into a platform for the gathering of fashion products and a platform for life exchanges, creating a "Euler ecological circle of friends" with unlimited energy and unlimited circles, which not only satisfies women's diverse and self-pleasing life attitudes and consumption methods, but also allows users to become brand builders, operators and owners.
In fact, since Euler shouted out to become a "car brand that loves women more", there is no shortage of doubts from the outside world, and its radical approach of not leaving a back road for male users cannot be recognized.
However, it turns out that compared with the forward-looking "fish and bear paws want to have both", Euler's practice of "good steel used on the blade" has achieved a brand that "stands for three years" and ranks among the first camp in China's new energy vehicle market.
Do not deliberately please any part of the women, nor to label women stereotyped, but to the heart-to-heart product design and marketing to help women to achieve their own value, to make their own desire to pursue, the pursuit of their own dreams, this sincere market performance, is precisely the main reason why Euler can get the favor of women.
epilogue
Euler's current success is not accidental, but an inevitable that has been planned at the beginning of the brand's establishment.
Euler brand CMO Wang Weiwei said, "I hope that girls will not treat Euler as just a car, but as a pair of wings, brave wings, to help you reach the wings of the other side of life."
It is to see the light and value of women, in the true sense of "thinking what she thinks, anxious she is anxious", respect for female consumers as the foundation and soul, Euler automobile can be loved and trusted by more and more female consumers, and then feed the market, to achieve the next sales climb, which is also The reason why Euler's sales soared to more than 130,000 units last year, and its good cat model became the root cause of the A0-level BEV market sales crown of more than 100,000 yuan that year.
It is foreseeable that the success of Euler Automobile is bound to attract many followers and imitators, which will also have a huge impact on the current male-dominated automobile market, and the existing pattern will also change.
Of course, this is a good thing, is the embodiment of social progress, the effect of "her power" has become more and more significant, China's automobile development has been injected with fresh blood and vitality, and As the curtain of this feast, Euler Automobile will also leave a brilliant mark in the history of the automobile industry.