Speaking of brand night, Euler brand held the 2023 Euler brand night in Beijing on April 15 with the theme of "Carry Love to the End", which became a major attraction of the industry. For Euler, since 202 1 officially announced "Love Women More", it has become the first car brand specially built for women in the world. Although it has been well received, there are also voices of doubt. After all, in the current diversified and three-dimensional automobile circle, Euler only focuses on female users, which is not an easy way to go. So, will Euler still insist on the women's track? How to better meet the needs of female consumers? On this brand night, Euler gave the answer!
From loving women more 1.0 to 2.0, Euler carried out love to the end.
Regarding focusing on the female market, Dong Yudong once said: "Abandoning the mass market and focusing on female consumer groups was not so firm at first. This is a difficult choice and a major decision. In particular, there is no successful experience, which makes us always cross the river by feeling the stones. " Obviously, for Teacher Dong and Euler, it can be said that they made the most correct choice. Since Euler positioned women, Euler's brand has continued to rise, making cars for women has become Euler's best choice.
With the intensification of market competition, Euler brand has also fallen into a downturn. At this time, how to go in the future, insisting on focusing on whether the women's track is a fault, is increasingly put on the table. In the face of market doubts, Dong Yudong took the lead in saying: In the past five years, Euler has verified the uniqueness and necessity of women's cars with every step, and won the support and trust of 350,000 users. Making cars for women, Euler "has no regrets".
Facing the future, Euler also gave his own answer, that is, the determination and confidence to deepen the women's car track, from loving women more 1.0 to 2.0. Looking at the current Euler brand, the product matrix of "cat family" has been formed. From "a new generation of intelligent beauty-running" cats to "women's exclusive car" ballet cats and "ultra-streamline pure electric coupe" lightning cats, Euler has achieved comprehensive coverage from A0 to B with diversified layout, and many models have both the value and strength, establishing a brand-new automobile category belonging to women.
2.0 Euler will also give women "true love", including "brand upgrade" from China Euler to the world Euler, "technology upgrade" from cost performance to warm technology, "service upgrade" from platform system to exclusive system, and "user upgrade" from girl to big woman. Euler will love every real and concrete user with practical actions, empower women to bloom, focus on the extreme on the women's track and carry out love to the end.
How to impress female consumers, Euler released "four trump cards"
After entering the 2.0 era, how can Euler better serve female consumers? At the press conference, Euler gave the answers, namely "warm technology", "life aesthetics", "OK service" and "O? Ecological "4 trump cards, let love upgrade again.
For female consumers, what is the first consideration when buying a car? That must be safety and face value. Facing the market demand, Euler gave his own answer. First of all, in terms of security, Euler built the 1080 female security architecture-"warm technology", that is, 360 basic security +360 intelligent security +360 health security. Specifically, 360-degree basic safety is Euler's basic safety design, such as double-tension belt main airbag, high-strength cage and so on. * * * contains five dimensions, 105 sub-item, so security follows closely. 360 Smart Security is independently developed by Euler, and a cross-domain integration solution is introduced, which can realize active exploration, active execution and active care. In terms of 360 health and safety, Euler achieved the integrated effect of initial pollution containment+process sterilization and pollution removal+active release of natural fragrance, and built a seven-star health cockpit in the industry.
After talking about safety, let's talk about the face value. Euler refined eternal structural beauty, gentle and calm, glorious life, and created a unique "egg-born aesthetics". Specifically, in terms of appearance, all the contours of Euler cars are derived from the shape of an egg, creating eternal classics with natural modeling and storage time. At the same time, the design team also applied the principle of eggshell dispersion to the highly rigid body frame, so that the body has the strongest defense at every angle. The interior is inspired by tenderness, and the rounded shape is applied to the instrument panel and the integrated door panel to create a seat with good comfort and support, giving people freedom and tranquility.
In addition to everyone's attention, Euler also has a car experience and social life throughout the user's life cycle, creating a unique "OK service" brand. Euler will recruit female store managers and sales staff around the world to understand that you like girlfriends, which means "I'm ok"; Have the sense of identity you want "; Euler will provide bonfire rescue service, solve your problems in time and considerate, and be your forever male number two, that is, "I'm ok"; Have the sense of security you want "; Euler will also create personal tailor's delivery ceremony, such as gift box delivery, flower sea delivery, starry sky delivery and fireworks delivery. I'll do whatever you want me to do. Whether it is housekeeper service or egg service, as long as it is what women want, Euler will always be OK.
Finally, Euler will gather users' whole life links to create * * * winning "O? Ecology. " Euler creates a user-oriented operation mode, taking users as oxygen, realizing two-way oxygen supply between brands and users, and blooming hand in hand. In women's daily life, Euler has "O? Oxygen bars are everywhere; On the road of female ideal, Euler has "O? The oxygen delivery plan is going well all the way; When "she" needed help, Euler passed "O? Great love action "provides oxygen for loving souls and gathers public welfare forces." "The user is Euler's oxygen, and Euler is the user's Euler. Through "o? Ecology ",brands and users realize two-way oxygen supply. Euler has always been open to resource experience, social sharing and bonus acquisition that women have never thought of.
Finally, let's make a summary. Facing the fierce competition in the new energy market, we must focus on success, so that we can win more. Throughout the past few years, the Euler brand has become the head camp of new energy vehicles because it focuses on the female market. Nowadays, with the arrival of Euler 2.0 era, relying on "warm technology", "life aesthetics", "OK service" and "O? Ecology enriches the connotation of brand value and becomes a unique landscape in the fierce automobile market. It can be said that Euler in the 2.0 era is definitely worth looking forward to!
This article comes from Guan Shi, written by Gao, 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.