Based on this, there are more and more models specially made for "her" on the street. Behind these visible phenomena, we are actually more curious. These seemingly more accurate, in fact, narrowed the audience's brands and models, whether it achieved the expected results; In addition, in the long run, whether such differentiated play can really help it continue to win the market.
In other words, what happened to them now? Who came to see her?
Sales volume is king.
How many women pay for them?
When it comes to female car consumption, many people will mention such data: for example, there are nearly 400 million female consumers aged 20 to 60 in China, and the annual consumption expenditure is as high as 10 trillion yuan; For example, the average annual consumption growth rate of women after 1980s and 1990s is as high as 14%.
However, even if the annual consumption is as high as 10 trillion, how much will be invested in the automobile consumption market? Exploring such data, the above consumption scale and growth are of little reference significance. The most telling thing is actually the actual sales of car brands used by women or even for women.
When it comes to car brands specially made for women, we have to mention Euler cars. In 20021year, the official of Euler Auto announced the positioning of "car brand that loves women more", and the main target group after that was also directly aimed at female car consumers.
The data shows that in the past 2022, the annual sales of Euler Motors totaled 65,438+003,996 vehicles. According to the ratio of 202 1 female car owners accounting for 70%, at least 70,000 female consumers bought orders for Euler cars last year.
However, Euler Auto is not the car brand that women pay the most. Although it is not explicitly stated, it is a Wuling Hong Guang MINIEV specially designed for female car owners. With more than 60% female car owners, lower price and larger sales base than Euler, Wuling Hong Guang MINIEV will undoubtedly be the most paid and sold model by women in 2022.
According to the annual sales volume of 554,000 Wuling Hong Guang MINIEV in 2022, even if it is only 60%, it means that at least more than 300,000 female consumers will pay for it.
In addition to the above-mentioned female cars that can be roughly quantified, they also include Chery Ant, QQ Ice Cream, Dongfeng T5EVO Goddess Edition and Nezha V Witch Edition. Known as "the first SUV customized for women in China", it has also contributed to the female car market to some extent.
However, some models do sell well, and some models may just play the role of rich versions.
Products and demands
Come specifically for "her", can it really attract "her"?
I have to admit that this is a world that looks at the face value. And every woman's life is a war about face value. Perhaps out of the most instinctive and subjective cognition of women's consumption, when car companies launch a model specially made for women, the first part of their efforts is the value of the vehicle. After all, there are not a few female consumers who choose a model because of its value.
Gorgeous color matching, rounded body, small and cute and even some cute shapes have become the unified basis for all car companies. Of course, this is also caused by the existing knowledge formed by the progress of the times and the change of people's aesthetic standards.
Looking back on the automobile history, as early as 1950s, Chrysler on the other side of the ocean had noticed the business opportunities of female automobile consumption. And brought us the world's first car specially designed for women-Dodge Laffemme.
In fact, many models designed for women now have some shadows of La Femme. The first is color matching. At present, all brands and models that focus on women's wear can't escape the "pink" color system. It seems that the pink model has been introduced, which is naturally equivalent to a female car.
Of course, it doesn't stop there. Brands that focus on women's cars will also make a big fuss about color matching to capture more female groups. For example, Wuling Hong Guang MINIEV launched a variety of body colors in macaroon, which were deeply loved by women, and Euler Good Cat also launched a cool Mo Landi version. Even Xiao Peng Auto has given Tucki G3i new colors such as sky blue, nebula rice and meta powder, which are aimed at female consumers.
However, if you only rely on the color matching and face value of the car body, you are destined to capture only a small number of women. As modern urban fashionable women, in fact, they not only pay attention to the appearance of vehicles, but also follow their sensitive hearts.
In other words, what really touches women and makes them pay for it is actually the diversified demand for women's cars. And how many of these women-only models on the market can meet this demand to the greatest extent?
Spicy Auto Market interviewed female friends who need to buy a car, and the answer was surprisingly consistent: "If I buy a beautiful dress or a bag, then I may pay more attention to the brand and face value, but if I buy a car, I will definitely pay more attention."
Most people will consider the brand of the vehicle, the safety of the vehicle and the sense of technology. Of course, if it is a new energy vehicle, it will also increase its endurance. In addition, women are very concerned about some female-only configurations on this car.
As La Femme thought more than 70 years ago, a car specially built for women can't live without a full set of beauty products and necessities in rainy days. So the car is equipped with a matching shoulder bag, wallet, cosmetic box, umbrella, raincoat, rain boots and rain hat. Cosmetic boxes also include combs, lipsticks, foundation boxes, cosmetic mirrors, cigarette lighters and other items.
Today, 70 years later, the exclusive configuration that car companies consider for women must of course be upgraded. So, we saw Wei Lai's "Queen's Co-driver", the makeup mirrors of Euler and Xpeng Motors. ...
Euler Auto has applied for more than 50 patents for women's exclusive technology. For example, the "guardian mode" developed by Euler Ballet Cat has a hidden button on the lower left of the driver's seat. When the female driver encounters an emergency, press the button to send the situation inside the car to the preset emergency contact.
In addition, the "riding the wind and breaking the waves" that automatically monitors the rain and snow weather and the "children's mode" that can monitor the safety of children in the back row are all aimed at the pain points of female users.
Obviously, the failure of Dodge Lafememe (abandoned less than two years after it was put into production) had a certain relationship with the historical environment and the scale of the female consumer market at that time. More importantly, it ignored or perhaps failed to meet the diversified needs of female cars at that time.
On the other hand, women-only models and automobile brands designed for women at present are or have begun to focus on capturing women's sensitive hearts.
Of course, the problem still exists. In terms of realizing the diversified needs of female automobile consumers, at present, a single automobile enterprise is still superficial, and many problems that can be seen by discerning people have yet to be solved. To give the simplest example, a brand car is not equipped with a trunk opening button, which makes it very inconvenient for female car owners to get off every time they open the trunk.
Details like this will inevitably be criticized by female consumers who are more sensitive to themselves.
Marketing and service
Is it to make her "moved" or "tempted"?
It is true that the current female market is indeed a consumer market with great potential. But how long can its market demand last? How to continuously tap the value of female users and break through the inherent marketing framework? Already in the follow-up service, how can brands and female car owners have a perceptual voice? These are all issues that relevant car companies need to seriously consider.
In terms of marketing and service, most of these car companies have a common problem at present, that is, at most, they can only "move" female consumers and attract them to punch in and take pictures, but it is difficult to make them "tempted".
Still taking Euler Auto as an example, after its high-profile official announcement of "a car brand that loves women more", it began a series of fast-paced marketing actions to narrow the distance with young female consumers.
From the early retro cheongsam show "The Picture Book of the Urban Life of Euler Goddess" to the "Sweet Run" that shows the charm of women by running, Mother's Day activities that encourage love to get out of the circle of friends, and then to the Good Things Research Institute, Cat Research Institute and Lohas Bureau, all of which highlight the marketing innovation of Euler Motors.
In terms of service, its "n-pair 1 exclusive service" has indeed solved the service needs of some female users; "Flower Sea Surprise" and "Confession Delivery" can also highlight brand differentiation.
But in the horse-drawn carriage market, it may not be enough. Because of this series of marketing innovations and services, the word-of-mouth and influence brought by this series have been greatly hit by the impact of similar "core-changing" events. In the final analysis, a car brand like Euler Auto, which is specially built for female consumers, needs to be vigilant at all times to avoid some unnecessary "rollover" actions.
In fact, it's just like getting along with men and women. Trust is hard to come by, but it is also easy to destroy. And our car brands and models are far from reaching the position of having a certain fault tolerance rate in women's minds.
Mara auto market believes that car companies should not only adhere to marketing innovation and service differentiation, but also return to products to the greatest extent. They also need to track the market, keep abreast of the new changes in women's automobile market segments, pay attention to the aesthetic changes of consumers and the upgrading of automobile functions, and constantly carry out product aesthetic innovation and technological innovation, so as to develop new functions and new models that women like in a targeted manner.
Female consumers may be moved by some of your actions in an instant, but if they want to be tempted by your products, they need car companies to constantly improve themselves, and they also need to stimulate the emotions of female users in the next time.
Ma Yue:
With the continuous liberation and progress of women's thoughts, more and more women realize that this is an era of "women are self-indulgent", and every woman can become a unique and shining self, without having to be what others expect, not to be afraid of other people's prejudice.
This also makes them more clearly understand that when choosing a car to buy a car, only they are the real protagonists. Listening to your inner voice and pleasing yourself is the best gesture. Obviously, those brands and models that come specifically for "her" still have a lot of homework to do.
Finally, on the occasion of International Women's Day on March 8th, Mala Auto Market wishes every woman a happy holiday and a satisfied car life!
This article comes from Mala Automobile Market, the author of Easy Car Number, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.