Euler ballet cats "change to sell big bills", will "her economy" pay for?

In the automotive market with a clear right to speak, "her economy" is driving in ...

Today, how do you think of the female cars launched by Euler##for women's car is prejudice#and other topics caused a heated discussion on social platforms. For a while, from various aspects, netizens pointed out that the brand not only had bias for "women's car cognition", but also deepened the public's misunderstanding of women's car purchase preferences to a certain extent. Essence

So, does Euler really have "prejudice" to women?

Ballet cats are "worthwhile"?

As the first female exclusive car owned by Euler, the Ballet was officially launched on the fashion night of two days ago.

After browsing the official website information, Sutu.com gets such a formula: exactly like beetle+price of nearly 200,000+battery life 400-500 kilometers = Euler ballet cat.

What kind of car can 200,000 buy? In today's markets, BYD Tang, Ean Aion Y, Xiaopeng P5, and Leading C11 are selling within 200,000.

Compared with the most valuable battery life of new energy vehicles, the battery life of the 401km of the Euler Ballet cat uses CLTC's battery life. The actual results are lower than the NEDC commonly used in the industry. The NEDC battery life is 460km. In terms of torque, engine power, and battery capacity, the configuration of Euler ballet cats is also worse than new energy vehicles at the same price. In addition, Euler ballet cats currently have only lithium iron phosphate batteries, which means that in the northern and winter temperatures, the endurance of ballet cats is "shrinking" under low temperature conditions of ballet cats higher than the ternary lithium battery. It can be said that from the perspective of cost -effectiveness, Euler ballet cats are not a car that tends to "practical".

Is the ballet "prejudice" behind the "prejudice"?

In addition to the "price is not equipped", the ballet cats also frequently play "wipe balls" in the details of product sales.

After the listing, in addition to changing the "free five appearance colors" to "50 % off color", "50 % off purchasing options" to "70 % off purchases", "the first car owner for free maintenance" shrinks into it "3 free maintenance", "entertainment traffic for 4 years" has shrunk into "2 years free", and more than a hundred configurations have been subdivided. Nearly one -third of them need to be selected, or only high -profile models are available.

At the same time, we noticed that on the minimum of 193,000 ballet cats, automatic parking, voice parking, remote -control parking, and reversing traces were canceled. The safety and comfort configuration of the 360 ​​surrounding the driving recorder and the plasma purifier, even the "magic mirror beautiful shot" that "built for women" was castrated. It can be seen that the minimum model of ballet cats is just a humble "cat shell".

值得一提的是，芭蕾猫全系都是171马力、250牛米的前置单电机，续航401-500公里，且电机和好猫GT相同的，但好猫GT用的三元锂电池， Ballet cats use lithium iron phosphate batteries. In other words, this model is a good cat or good cat GT after the hardware, but it is 50,000 more expensive than a good cat and a good cat GT, which can easily cause consumers to "all 50,000 are all all all are all all. Feel the feeling of paying for the shell.

Perhaps Euler "underestimated" female users' awareness of cars, or maybe Euler's "abacus" was too loud. On social platforms, you can see "Taking Women as wrongs? Selling 120,000 is almost the same." "Good -looking, but cars should be considered in large pieces and performance. Now girls are both internal and external."

It is not easy to harvest "women's heart"

According to data from the Federation of Federation, from January to May 2022, the sales of the entire automotive industry fell by 12.8%, but new energy vehicles increased by 40%. At the same time, it is expected that from 2022 to 2023, female driver's compound growth rate will reach 27.2% Essence

In this context, more and more automobile manufacturers have begun to "right medicine" to scramble to launch models for female users, invest in the "her economy" market competition, and open up a brand image with women as the main body.

In an interview, the topic of Xiaopeng Automobile said in an interview that its female user portraits are relatively rich. From college students who have just got their driver's licenses to the third -generation grandmother of the family who have retired to take care of their families, they are their female car owners. Among various models, G3I is more attractive to young and individual women; P5 is more favored by mothers who take care of their families; and female owners of P7 are more independent and fashionable.

SAIC Roewe created a exclusive personality and intelligent driving for urban women. It is reported that the Roewe Neighbor Totoro enjoyed a price of less than 130,000 yuan first, but the entire model is equipped with L2 -level intelligent auxiliary driving function, such as full -speed self -adaptive cruise, lane keeping, lane departure warning, active braking, auxiliary auxiliary assistance, etc. Function. In addition, the vehicle also has intelligent configuration such as automatic parking, 360 ° panoramic image, and tire pressure monitoring.

Following Taycan Turbos, Taycan Turbo, and Taycan 4S, Porsche officially released the entry version of Taycan in China. The entry version of Taycan was not only sold for 888,000, but also launched the "iceberry powder" color that female users loved, and the rich initiative is equipped Safety auxiliary system. Such as a cruise control system with speed limit function, parking assistance system with reversing images, and lane maintaining auxiliary systems. Of course, there are some car companies to create exclusive configurations for women through car experience, such as Weilai's "Queen's Portal Driver", Geely Cherry Powder Film, and Xiaopeng Automobile's Makeup Model ... And this series of measures in this series of measures It is to get closer to female consumers, so as to get their recognition.

It can be said that the design of these models meets the actual needs of women's new energy vehicle consumer groups.

The next direction of the car "her economy"

According to the E -Motor Research Institute, from 2021 to 2026, women's contributions to the sales of the auto market are expected to exceed 35%, and their contributions to the high -end auto market will exceed 50%. Cui Dongshu, Secretary -General of the Joint Information Joint Association of the LMS market, believes that whether women will become the main force of car consumer in the future mainly depending on the changes in the structure of the consumer group. At present, women have the characteristics of high education, marriage late, and wealth.

In addition, the traditional prejudice of "women don't understand the car" and "women buy a car regardless of the configuration only look at the color" have been broken for a long time.

According to the "Requirements for Women's Car Buying and Car Habits" issued by Tencent Automobile: When women buy cars, safety performance is the most important, followed by fuel consumption and maintenance costs. The third place is comfortable, and the face value is only fourth.

Among the car functions most commonly used by women, 78.3%of the automotive vehicle -locking windows off the car, 57.8%of vehicle information positioning, and 48.7%of the tail door of the inductive formula. Women also often wake up voice assistants to regulate atmosphere lights, fragrance, air conditioning temperature, etc. This means that women not only understand cars, but also know how to enjoy the progress of science and technology.

"Report on the Insight and Consumption Trends Trends of Women's Car users" also mentioned that female consumers, especially young female consumers, are from paying attention to "cost -effectiveness" to "price -ratio" in the past. It is more willing to pay the premium for the "experience and experience" of the product, and the marketing of female consumers cannot only rely on "pink".

Therefore, in the context of "her economy" gradually becoming a new growth pole under the competition of the stock market, how to continue to tap the value of female users and break through the marketing framework has also become a problem that many brands must consider carefully.

At the end

In the past sales data, 65%to 75%of the Euler cats are female owners. The overall market also has potential space. The Euler brand saw this gap, emphasizing that the route of women's exclusive routes is unique. At the same time, ballet cats jump out of a low -cost competition ecology and enter the female high -end market.

It's just "making a car for women, pure to the end", not just as simple as saying. Euler who shouted loudly "loves women" directly raised the price of ballet cats to 200,000. I wanted to use the information between car companies and female users to seize profits. However In increasingly rational, Euler's high -priced strategy may not achieve the expected results.

As a car brand that focuses on female users at all times, in addition to catering to consumers' preferences, Euler also needs to continuously improve the layout of the model and upgrade the car manufacturing technology to launch more "adaptation" products for female users. Judging from the current situation, Euler still has a long way to explore.

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