Note that because most people have realized the huge scale of female users, their strong control over household consumption often gives female users a high weight in car purchase decision. The neglect of it is due to the lack of marketing specifically aimed at the characteristics and needs of female users, and the general straight thinking in the automobile industry, which even makes female users feel that automobile brands are deliberately alienating themselves.

On March 7th, Euler launched a brand-new Mo Landi series car color for its "three cats"-black cat, white cat and good cat, and jointly created a gift box with Guo Chao brand as on-site welfare distribution, which was a highly targeted marketing for female users.

Some people may think that playing the card of female users in marketing is Euler's differentiation in another way. However, if we don't fully understand the consumption trend of the automobile market and completely break the traditional "vertical perspective" from product definition to brand marketing, we can't really grasp the value interests of target consumers and design and define products according to their needs.

"Where users are, Euler will go" is not a simple slogan of Euler brand, but a guideline that is truly implemented in every action of the brand. Taking Mo Landi's brand-new car color as the window, we can see through the secret of Euler brand's "out of the circle".

What did Euler do to occupy the minds of female users?

As the first independent brand of new energy vehicles among domestic mainstream independent automobile enterprises, Euler has not been limited to traditional thinking since the first day of its establishment. Cat system naming, car color naming, IP modification naming, icon collection, etc. It is the change that Euler practiced from product thinking to user thinking.

Euler has always wanted to be a cultivated brand jointly built by users and enterprises, and the most important thing is to enhance users' sense of participation in brand building. The release of Mo Landi Car Lottery and its series of marketing cooperation gave a huge and influential female user a chance to speak out, which not only captured the minds of female users in a forward-looking and accurate way, but also incited a huge potential incremental market.

In this process, Euler did three things.

The first thing is to make the brand emotional.

Female users are a group of emotional people, and if Euler wants to impress them, she must also become an emotional brand. From the product point of view, Euler's "three cats" are small, exquisite and lovely, and pay great attention to details, which naturally conforms to women's cognitive preference for products. As a fashion color, Mo Landi automobile color permeates two perceptual levels: experience and values. Euler opened the door to female users from a new dimension, which made female users fully feel Euler's understanding of their own preferences and greatly improved the cultivation of female fans.

The second thing is to replace parametric thinking with experience and planting grass.

Rational female users pay more attention to the real car experience and the suggestions of people around them when choosing a car, and make longer decisions. Female users believe in experience and planting grass more than parameters and configuration. In view of this demand, the best marketing form should be live broadcast.

However, the live broadcast of automobile categories is obviously essentially different from FMCG, and it is difficult to promote the final purchase behavior only by loud volume. Euler's approach is to combine the front-end combined live broadcast with the back-end dealer group purchase and other activities. The star live broadcast will ignite enough topics, and the KOL live broadcast in various fields will guide enough user interest, and the sales actions of offline dealers will be followed up in time, thus greatly shortening the user's decision-making process and realizing the integration of quality and efficiency.

The third thing is to expand consumption patterns.

For female users, cars should not be cold industrial products, especially Euler's models are small electric cars with high scenes, so we should liberate ourselves from the scope of means of transportation. Whether it is the fashion sense of modeling and color or the trend sense of marketing, female users no longer regard Euler as a simple car brand, but become a social trend item in the fashion world like make-up and satchel.

These three things are things that many car brands want to do but don't do, and most of them are superficial. Euler did it. More importantly, it meets the needs of female users and actually exceeds the expectations of male users. Many cases in fashion are enough to illustrate this point. Therefore, Euler has taken a forward-looking step in this era when the characteristics of degenerate consumption are prominent.

Taking the lead in color marketing, Euler walked in the forefront of the circle.

There is a "7-second law" in the field of marketing, that is, consumers will decide whether they will have the intention to buy within 7 seconds. In this short 7 seconds, the decisive role of color accounted for 67%.

For female users who prefer light colors, beige colors, pink colors and other fashionable and romantic colors, each color is blended with moderate gray and white, transforming rich and flamboyant colors into elegant and advanced gray Mo Landi colors, naturally showing a delicate, gentle and elegant side. At the same time, Mo Landi color is not only visually advanced, but also contains the unique life concept of women in the new era.

The release of the color of Euler Mo Landi racing car was witnessed by Yisa, the "sister who braved the wind and waves", as the experience officer. This is also an extension of the beauty of women's struggle and self-confidence shown in variety shows, and subconsciously implanted a * * * emotional side into the target female users. This sharp image sharpening for target users is far more effective than empty slogans.

Looking at the whole automobile field, the color of Mo Landi car will make the car look particularly unique, but it is extremely popular with female users. Therefore, behind the seemingly simple idea of color marketing, it is precisely the thinking change of Euler's precise positioning, breaking the homogenization of automobile marketing and greatly improving marketing efficiency.

In the process of automobile's gradual transition from the fuel vehicle era to the electric vehicle era, not only the automobile technology has changed, but also the marketing reform brought about by the change of automobile form and usage scene. Color marketing will be regarded as one of the directions of marketing reform by more and more automobile brands, and Euler has taken the lead in the circle and become the leader on this new track.

Write it at the end

The past year has been a year of comprehensive evolution of Euler brand. In terms of sales volume, Euler ranks among the first camp of new energy in China, and Euler Black Cat Bicycle is the sales champion of pure electric vehicles of 50,000-80,000. In brand marketing, Euler constantly expands the circle of users from the horizontal dimension with the help of the ecology created by users. The release of Mo Landi Car Lottery is Euler's accurate insight into female users.

Let users accept electric vehicles not only by technological progress, but also by grasping the essence of change and matching the most suitable users with the most suitable products through refined marketing. Euler's precise product definition and marketing for female users not only set an example for the industry, but also won the first opportunity in this track where more competitors will participate in the future.

Meet Mo Landi and find yourself more beautiful! ~ We are waiting for you in the fourth army of Hubei, Euler ~ ~

Hubei Sijun Oula Store Contact Information

Wuhan Sijun 4S Store:

Huangjiahu Dong Rui Automobile City, Baishazhou Avenue, Wuchang District, Wuhan City.

Sales hotline: 027-88 10888 1

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