The rise of "her power" has given birth to the rapid arrival of "her era", and the automobile market has also ushered in a female consumer group with increasingly strong purchasing power. In order to pry open the pockets of female consumers and achieve the goal of taking the lead in entering this blue ocean, many automobile brands have successively launched exclusive models for women, and even more, they have directly brought automobile brands that are positioned as "more loving women".
Based on this, there are more and more cars coming for her on the street. Behind these phenomena that can be seen by the naked eye, we are actually more curious. These seem to be more accurate, but in fact they narrow the brands and models of the audience, and whether they have 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, how are they doing now, who came here for "her"?
Sales volume is king
How many women actually pay for them?
whenever it comes to female car consumption, many people will mention data like this: for example, there are nearly 4 million female consumers aged between 2 and 6 in China, and their annual consumption expenditure is as high as 1 trillion yuan; For example, the average annual consumption growth rate of post-8s and post-9s women is as high as 14%.
however, even if the annual consumption is as high as 1 trillion yuan, how much is invested in the automobile consumption market? To explore such data, the above consumption scale and growth have little reference significance. The most telling thing is actually the actual sales of car brands that women use or even come for women.
When it comes to car brands specially made for women, we have to mention Euler cars. In 221, Euler Auto announced the positioning of "car brand that loves women more", and the main target group after that was also directly targeted at female car consumers.
the data shows that in the past 222, the annual sales of Euler cars totaled 13,996. According to the proportion of 7% female car owners in 221, at least 7, 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 Hongguang MINIEV specially designed for female car owners. With the proportion of female car owners exceeding 6%, and the lower price and larger sales base than Euler, Wuling Hongguang MINIEV is undoubtedly the model that women paid for and sold the most in 222.
According to the annual sales volume of 554, Wuling Hongguang MINIEV in 222, even if it is only 6%, it means that at least 3, female consumers will pay for it.
in addition to the above-mentioned women's cars that can be roughly quantified, Chery Ant, QQ Ice Cream, Dongfeng T5EVO Goddess Edition, Nezha V Witch Edition, which is known as "China's first customized SUV for women", and other models specially designed for women have also contributed to the women's car market to a certain extent.
it's just that some models do sell well, while some models probably only play a role in enriching the models.
products and demands
are designed for "her", can they really attract "her"?
I have to admit, this is a world of looking at 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 for women, the first part that makes great efforts is the face 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 progress of the times and the existing knowledge formed by the changes in people's aesthetic standards.
looking back at the automobile history, as early as 195s, Chrysler on the other side of the ocean had already noticed the business opportunity 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 La Femme shadows on them. The first is color matching. At present, all brands and models that focus on women's cars can't escape the "pink" color system. It seems that a pink model has been introduced, which naturally equates with women's cars.
Of course, it's not limited to this. Brands that focus on women's cars will also make a fuss about color matching to capture more female groups. For example, Wuling Hongguang MINIEV has introduced a variety of body colors in macaroon, which are popular among women, and Euler Good Cat has also introduced a cool Mo Landi version. Even Xiaopeng Automobile has given Tucki G3i new colors such as azure, nebula rice and meta powder for female consumers.
But if we only rely on the color matching and face value of the car body, we are doomed to capture only a small number of women. As the current 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?
Mala Auto Market interviewed female friends who have the need to buy a car, and the answer was surprisingly consistent: "If I buy a beautiful dress or a bag, then I may focus on the brand and face value, but if I buy a car, I will definitely pay more attention to it."
most people will consider the brand of the vehicle, the safety of the vehicle, the sense of science and technology, and of course, if it is a new energy vehicle, it will also add endurance, etc. Besides, women are also very concerned about some female-only configurations on this vehicle.
as lafememe thought more than 7 years ago, a vehicle exclusively for women cannot be without a full set of beauty products and rainy day necessities. Therefore, the car is equipped with a matching shoulder bag, wallet, cosmetic box, umbrella, raincoat, rain boots and rain hat. The cosmetic box also includes items such as comb, lipstick, foundation box, cosmetic mirror and cigarette lighter.
Today, 7 years later, the exclusive configuration that car companies consider for women must of course be upgraded. So, we saw the "Queen's Co-driver" of Weilai, and the makeup mirrors of Euler and Xpeng Motors ...
Euler Auto has applied for more than 5 patents for women's exclusive technology. For example, the "Guarding Mode" developed by Euler Ballet Cat has designed a hidden button at the lower left of the driver's seat. When a female driver encounters an emergency, she can press the button to send the situation inside the car to a preset emergency contact.
in addition, the "riding the wind and breaking the waves mode" that automatically monitors the rain and snow weather and the "children's mode" that can monitor the safety of children in the back row have all been improved for the pain points of female users.
obviously, the failure of dodge lafememe (abandoned after less than two years of production) has a certain relationship with the historical environment and the scale of women's consumer market at that time, and more importantly, it ignores or may be caused by its inability to meet the diversified needs of women's cars at that time.
On the other hand, the current female-only models and those car brands that come for women are or have begun to focus their efforts 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, individual automobile enterprises are still superficial, and many problems that can be seen by discerning people have yet to be solved. To give the simplest example, a certain brand car is not equipped with a trunk opening button, which makes it very inconvenient for female car owners to get out of the car every time they open the trunk.
details like these are bound to be criticized by female consumers who are more sensitive.
Does marketing and service
make her "moved" or "moved"?
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 an emotional sound? These are all issues that relevant car companies need to seriously consider.
In terms of marketing and service, at present, most of these car companies have a common problem, that is, at most, they can only make female consumers "moved" and attract them to punch in and take photos, but it is difficult to make them "tempted".
Still taking Euler Motors as an example, after its high-profile official announcement of "car brand that loves women more", it started a series of fast-paced marketing actions to narrow the distance with young female consumers.
From the early retro cheongsam show, "A Picture Book of the City Life of Euler Goddess", to the "Sweet Run" that shows the charm of women by running, and the Mother's Day activity that encourages love to leave the circle of friends, and then to the Good Things Research Institute, Cats Research Institute and Lohas Bureau, which set off a discussion upsurge all over the network, all show the marketing innovation of Euler Automobile.
in terms of services, its "n-to-1 exclusive service" has really solved the service needs of some female users; "Flower Sea Surprise" and "Confession Delivery" can also highlight the brand differentiation.
but in the view of the horse-drawn car market, it may not be enough. Because of this series of marketing innovations and services, the reputation and influence brought by it have suffered a lot because of the impact of similar "core-changing" events. In the final analysis, car brands like Euler Auto, which are specially designed for female consumers, need 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 rare, but it's 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 keep track of 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 instantly by some of your actions, but if they want to be moved by your products, they need car companies to constantly improve themselves, and they also need to inspire female users' emotions in the following time.
Ma said:
With the continuous liberation and progress of women's thoughts, more and more women realize that this is an era of "women are pleased with themselves", and every woman can be a unique and shining self, without having to be what others expect, let alone be afraid of the prejudice of others.
This also leads them to understand more clearly that only they are the real protagonists when choosing a car. Listening to your inner voice and pleasing yourself is the best gesture. Obviously, there is still a lot of homework to be done for those brands and models that come specifically for "her".
Finally, on the occasion of International Women's Day on March 8th, Mala Auto Market wishes every woman a happy holiday and a satisfactory car life!
This article comes from Mala Auto Market, the author of Yiche, and the copyright belongs to the author. Please contact the author for any form of reprinting. The content only represents the author's point of view and has nothing to do with car change.