#women's exclusive fashion car #136年爱Women's cars #Women's guardian patents are open to car companies around the world... On the evening of July 12, hot topics related to women frequently appeared on the hot search, and The protagonist behind it is Ora Ballet Cat. It is reported that it has launched a total of 4 models, with the price range after subsidies being 193,000-223,000 yuan.
From black cats, white cats, good cats to ballerina cats, from the initial "economical small electric products" to today's "women's exclusive cars", what we see is the advancement of the Euler brand. As women's economic independence and autonomy, consumer demand and spending power continue to increase, the proportion of women buying cars will become larger and larger; therefore, in today's increasingly segmented car market, Euler has focused its attention on female consumption. group, intending to open up a new path.
In this regard, Dong Yudong, CEO of Euler brand, said: "We are firmly on the track of women and will go further on the track of new energy, because the current proportion of replacement purchases, the proportion of women and the proportion of women This consumption trend is always on the rise.”
It is said that girls control their appearance. When the retro style is combined with the soft and cute design, many friends will be attracted by the appearance of the Ora Ballet Cat. Hidden behind the good looks are over 50 items The female design patent provides insights into the four major emotional pain points of modern women: "anxiety, worry, tiredness and annoyance", and creates a more "pure" car for female users.
As for the definition of the word pure, Mr. Dong Yudong gave the answer: "Purity is not only expressed in style. We are definitely not selling beauty. Beauty is just the first step to attract people. We want to integrate functions. It should be close to women, such as the size of the steering wheel, the position and shape of the seat; whether the direction can be controlled with minimal effort in an emergency, etc. ”
Then he added, "From an emotional point of view, every time we drive is not necessarily glamorous. We often encounter various difficulties in life, resulting in anxiety, worry, Tired, annoyed and various emotions. When these emotions are combined with bad road conditions, the driving experience will not be good. At this time, you need to adjust it according to your driving situation. ”
So we saw on the Ora Ballet Cat a 370mm steering wheel designed according to women’s shoulder width and palm size; exclusive seats that fit better on women’s backs; and a “guardian” that can send real-time video and location of the vehicle in a silent state. mode" as well as the "Ride the Wind and Waves" driving mode that helps the driver turn on the wipers and lights, close the windows, and adjust the air conditioning in rain or snow with just one click, and the "Child Mode" that meets the needs of mothers raising their babies alone.
After that, Ms. Wang Weiwei, CMO of ORA brand, shared with us that in order to gain a deeper understanding of the needs of female users, in addition to having people from all walks of lifeThe female research team, as well as the user research team for preliminary research, are affectionately called "the best male girlfriends" by Ms. Wang Weiwei.
During the entire research process, they found: “For women, the previous research and analysis was sociological research, but the current research and analysis is real psychological research. They are no longer the superficial portraits. characteristics, but multi-faceted.” “After contacting this group of confirmed car owners, You will find these people, including police officers, financial personnel, tax bureau personnel, senior managers of bank financial management, university teachers, and kindergarten directors. They are eager to express their other selves through cars. "They even use ballet. Cats are the third female fashion item after lipstick and bags.
With the segmentation of the new energy market and the rise of women's power, more car companies may join the ranks of building cars for women in the future. But there is no doubt that Euler, as a pioneer, has given us a satisfactory answer this time.