Women’s Power Is Shining in the World.

Since the end of the game, many people are still excited about the victory of the “Steel Roses”. In the Women’s Asian Cup, the Chinese team defeated the South Korean team with a score of 3-2, and they saw the rainbow after the storm. At the Beijing Winter Olympics, Gu Ailing won the gold medal in the women’s ski jumping freestyle, which single-handedly brought the freestyle skiing sport into the view of the Chinese public. Their success has resonated with the public, and has made “female marketing” an indispensable driving force of traffic, and has reconstructed a new consumption pattern in the “she economy” trend.

Various brands have seen the power of women and are telling stories about women one after another. Among them, Euler’s “Euler loves cats” trilogy-“Be Gentle, Don’t Forget to Give Your Parents a Gift”, “Be the Competitor of Time”, “Enjoy Yourself, the Best Gift to Give Yourself” -a series of emotional and heartfelt videos share with everyone the efforts and struggles behind independent and confident new era women, and have received a lot of resonance and likes from women.

Feminism and new feminism are both expressions of values. When brands choose to communicate with her’s inner world in marketing campaigns, the goal is not to “create emotions that cause impulsive consumption”, but to help brands establish deeper and longer-term cognitive connections with the consumer group, so that they can see more brands and products representing women, and see a better world and themselves.

Euler loves cats is such a presence. The brand has always connected through products and users, allowing users to feel the dual satisfaction of demand and emotion. They also grow into better selves with Euler’s companionship.

With the emotional marketing trilogy, enter the hearts of “her”, and be a “more love women” car brand

From a certain perspective, every time a woman consumes, she is “voting” for the new world she yearns for. As the feminist classic “The Second Sex” says, women strive to break free from the limits set for them and try to participate in human coexistence to encounter what problems.

Euler’s “Euler Love Cat” trilogy just fits into the psychology of women. With the three keywords “Parents”, “Time”, and “Enjoy Myself”, the “Euler Love Cat” trilogy expresses women’s independence, self-improvement, and self-love, and other emotions. Under the dual direction of “reason” and “emotion” text explanation, it has gained recognition from female consumers.

“Marketing without details is not enough” – The charm of emotional marketing lies in depicting and unleashing the beautiful emotions between people by observing life in a meticulous way, infecting more viewers and transmiting the brand’s emotions and characteristics. For example, in “Trilogy” of Euler Cat, “being a time challenger”, details such as young couples livestreaming on their phones and delivering goods for fruit farmers are scenes that each contemporary woman brings to life.

“For women, giving yourself pleasure is the best gift.” Thus, from the individual standpoint of women, a leading character with a strong independent spirit is created to inspire more women to break conventions, surpass limitations and obey the voice from the bottom of their heart, so as to enjoy every aspect of themselves and become a better version of themselves.

This is also how Euler Cat has been communicating with users all along.

As the first car brand that repositions itself for women in the industry, Euler always empathizes, co-creates, and shares with its users, developing IPs such as Good Things Lab, LeHuo Bureau, Global Youth Co-creation Competition, and Western Sichuan Tour, leading one trend after another for women. Last year, through user co-creation, the “Naming Campaign for Euler Cat GT” was held, in which the “Mulan Spirit” was deeply associated with Euler Cat GT Mulan Edition by conducting a “Search for Contemporary Mulan” user recruitment campaign, creating a differentiation in Marketing, thus presenting a brand image that is warm and trendy to consumers.

Touching the sweet spots for consumption by revealing her beauty

The construction of brand marketing is always based on its products. A good product has inherent propagating power. After opening up the window of communication with the user, content should be expanded to a greater extent so as to occupy the user’s mind.

Accenture, the world’s largest consulting firm, once mentioned the concept of “positioning economy”, which mainly emphasizes that a brand can only arouse deep resonance between itself and the user by finding its own positions, attitude and value. Prior to Euler, no brand had ever paid so much attention to female users. Propositions of women around automobiles were fully considered by Euler when it came to making cars.

In order to accurately grasp the market trend and female consumer preferences, Euler has formed an exclusive brand style from the dimensions of brand tone, product style and innovative construction of the female research team. The team studies women’s basic needs and expectations from the psychological and behavioral perspectives, focusing on key words such as good-looking, good-driving, intelligent and user-friendly care, and develops a diversified product range for the Ma Series family with targeted approach.For many female users, appearance is the most important aspect of self-satisfaction. On this point, Euler’s Cat is very understanding of women.

Euler’s Cat has a strong retro color in appearance, and with the meticulous design by the designer, the two-sided full LED cat-eye headlights are cute and smart, the retro-style lines on the body side, and the tail light design of the flowing light curtain at the rear end all make Euler’s Cat exude a highly fashionable and recognizable charm.

Functions such as one-click comfort, automatic parking, automatic adjustment of high and low beams, and L2-level driving assistance are all designed based on the pain points of female car usage, which can be said to be both practical and safe. Euler’s Cat’s products truly understand women and are designed for women, highlighting Euler’s brand’s thoughtfulness and helping women to succeed in the workplace as a good partner.

Without deliberately pleasing any specific group of women, nor labeling women in any way, Euler’s approach is to assist women in achieving their own value and pursuing their own dreams with a heartfelt product design and marketing approach. This sincere market performance is also the main reason why Euler can win the favor of women.

Empowering “Her” and Leading the Blue Ocean of “Her Economy”

With the strong rise of female consumers, the Chinese consumer market is undergoing a huge leap, from “cost performance” to “appearance performance,” and now to “heart performance,” where female consumers are willing to pay a premium for the “experience and feeling” that the product brings them. The root of the change is not only the growth of brands, but also the comprehensive upgrade of new consumption and the succession of audience preferences.

As we all know, female marketing is not only about brand tone, but also about fully understanding women’s emotions, and Euler’s success can provide a good reference for the automotive industry, which is difficult to accomplish many brands.

In 2021, Euler’s brand accumulated sales reached 135,028 vehicles, surpassing participants in the new energy vehicle market such as joint ventures and new forces, stabilizing the first camp in the domestic new energy vehicle market. Among them, Euler’s Cat achieved a total sales volume of 50,931 vehicles, winning the sales crown in the A0-level BEV market for the whole year.In just three years, the Euler brand has successfully achieved its goal of selling 100,000 vehicles annually, which precisely proves that feminism is essentially a kind of humanistic care, and emotional marketing not only requires precise storytelling, but also requires touching values. Euler’s success has also given inspiration to all brands: the times are changing, the media is changing, creativity is changing, but emotional resonance is always there. Euler has created a transformation that “starts with appearance, is trapped in strength, and is loyal to emotion.” This is not only a benefit for women, but also a victory for Euler’s hard work.

Recently, Euler announced that starting from March 1st, 2022, the 2022 Euler Good Cat is available for order with a price range of 121,900 yuan to 151,900 yuan. The new car innovatively adopts a “1+N” customization model, where “1” represents the basic version of Good Cat with a range of 400 km or 500 km, and each range is divided into two different configuration options based on the vehicle settings; “N” represents a customized package, including intelligent driving assistance and Morandi color package.

This is also a two-way victory. For Euler, the brand has found a connection point related to its own appeal, and achieved a deeper level of building a stable emotional connection between the brand and its users; for female users, they have obtained a better sensory and driving experience. We believe that in the future, Euler Good Cat will continue to speak up for women and provide them with power through products and brand communication, and work with women to break through and grow together.

This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.