Author: French Fries Fish
My university teacher said, “Inherent impressions are a wall that hinders you from observing the world.”
For example, Changsha. It was a city that once tied up my friendships and love. For so many years, its summer nights in my mind were mostly about beer, barbecue, crayfish, and her with long hair flying.
Fortunately, I discovered that positive life experiences can help me overcome this wall.
For example, Euler. During the epidemic, I finally got my first offline launch event of 2022 in July. It was a different kind of launch event and car.
In the future, a pink Euler Ballet Cat will likely be added to the summer nights of Changsha in my heart.
Women × Launch Event = Show
The reason I wrote this slightly pretentious opening is that after comparing dozens of online launch events I watched this year, I found that the Euler Ballet Cat’s launch event was very different.
It is more appropriate to regard it as a “show” rather than simply a launch event.
The signature wall at the entrance of the red carpet is like a celebrity fashion show experience card.
The live car parade at the beginning of the launch event drove the Ballet Cat directly to the audience.
Since it is called the “Ballet Cat,” how could it be without the elegant ballet dance performance?
And the way Euler interpreted “retro fashion” is through a circular runway show brought by a group of girls dressed in fashion styles from different eras.
A few days ago, Euler’s TVC short film “Live Out Your Center” went viral on the Internet, and one sentence should have touched the hearts of many women.
“The world needs women to revolve, but women should not forget to rotate themselves.”
Therefore, in response to this theme, Euler even chose a song from the band, YuSheng, called “Your Look” for the band performance during the intervals of the launch event, meaning that women need to pay more attention to themselves.
Red carpets, ballet, fashion shows, self-turning…… Every card Euler played wants to land in the “emotional minefield” of women and then be triggered by emotions to drive consumption.
Among all these cards, I believe the “spokesperson” is the most powerful one played by Euler.
A car specially designed for women, yet chose a man, Zhang Ruoyun, as the spokesperson.
At first glance, something seems off, right? Since primarily women are being targeted, why not choose a woman to be the spokesperson? But then again, it’s actually very well done. Especially after seeing Zhang Ruoyun in person, us men couldn’t help but exclaim how handsome he is.
The slogan for Euler’s Ballet Cat this time is “The car that loves women the most in 136 years.” If all of the above are emotional and external, then Euler CEO Dong Yudong wants to complement the rational and technical side of the car.
Integration is Strength
Even when displaying rationality and technology, Dong Yudong used a way that is very suitable for women to understand, by describing the Ballet Cat’s various features as various modes.
For example, “Goddess Mode.” After turning on this mode, the car’s steering wheel will become lighter, the throttle will correspondingly become slower, and the strength of energy recovery will also become weaker. On other cars, this may be a disadvantage as it does not improve performance or energy efficiency, but it is undeniable that these changes will make the car’s response to operating inputs become more gentle.
Another example is the “Breakthrough Mode”. It can automatically detect changes in the weather and one-click to open the wipers and lights, close the windows, adjust the air conditioning and other operations when necessary.
There is also the “Child Mode.” This is a scene mode designed specifically for hot moms. After turning it on, the car will automatically play nursery rhymes and start multimedia real-time monitoring, without having to look back, just a side glance can see the situation of the baby in the back seat.
# Eulai Ballet Cat: A Car Focused on Women’s Safety
One of the innovations of the Eulai Ballet Cat is its “Guardian Mode.” In case of an emergency, users can send in-car images and location information to five pre-set emergency contacts by pressing a hidden button located under the driver’s seat. Additionally, Eulai has announced that this patent, which protects women’s safety, will be made public to all global car manufacturers.
It may not seem like Eulai has achieved any core innovations, but Eulai has created a corresponding technological combination based on women’s car scenarios.
It sounds simple, but why haven’t other car manufacturers done this before?
I don’t think it is a simple combination. Understanding the scenario requires a deep understanding of the technology.
Don’t forget that Eulai is backed by Great Wall Motors.
From the recently popular discussion within the industry regarding the Lemon DHT hybrid technology, to the ready-to-be-delivered NOH smart driving assistance system in the second half of this year, Great Wall Motors is not lagging behind the traditional automakers in terms of new technology.
Meanwhile, independent brands like Eulai that pursue scene refinement are not unique under the umbrella of Great Wall Motors.
As for how accurately the independent “Tank” brand gauged the psychology of hardcore off-road enthusiasts, suffice it to say that its sales status across all Tank models is in high demand.
One lucky hit is probably just luck, but two lucky hits require consideration of their actual capabilities.
To Buy or Not to Buy
Returning to the main topic of the Eulai Ballet Cat, its most important information was officially announced yesterday; its sale price.
At a starting price of 193,000 RMB, it is honestly not cheap.
However, my judgment is based on traditional aspects, such as power, endurance, and intelligent driving, overlooking the emotional element of the Ballet Cat.
It’s not necessary that emotional factors must be worthless, but as a straight man, I cannot grasp all those points. Thus, I decided to interview several potential buyers.
The first young lady works for one of the top artificial intelligence companies in China, and she is based in Guangzhou. She was also bothered by the license plate lottery issue, so an unrestricted electric vehicle became the best choice for her.As an independent woman who earns her own money, the first label that came to her mind upon seeing the Ballet Cat was “feminine”. To her, is there any word that can better represent the attitude of independent women than the “feminine” label?
The only obstacle standing in her way is the price. Perhaps influenced by the rational atmosphere of tech companies, in her limited understanding of cars, a 200,000-yuan electric car should have a stronger brand to support it.
The second young lady is a newly hired university teacher. If the previous young lady brought a touch of rationality, this one is 100% pure emotion.
Just like how some men remain boys until they die, women have always been princesses. She chose the Ballet Cat for no other reason than that it looks good. She can’t really explain why it’s so beautiful, but just for the sake of its round retro styling, coupled with classic Chinese paint colors, she wants to buy it.
If she had to nitpick, she thinks the Ballet Cat is a bit too big, and she would rather have a small car that’s easy to park as a novice driver. Therefore, if the Ballet Cat were to remove two rear doors, it would be a perfect performance to her.
Due to the limitations of my social circle, the third interviewee is a young man who wants to buy a car for his fiancee.
At first, his views on the Ballet Cat were the same as mine, thinking that its performance is not particularly outstanding. But since he has a fiancee, why should he use a straight male thinking to approach this purchase? According to the proof by contradiction, anyone who is against straight male thinking should be liked by soft girls. So, he chose the Ballet Cat.
His final concern is also about the price. For young people who are just entering society, the starting price of 193,000 yuan is quite stressful. So, recently, he has been doing two things: working hard to earn money and praying every day for discounts.
Due to time constraints and sample limitations, this small-scale survey does not have any universal value. However, two points can be summarized from each person’s expression: one is appreciation for appearance, and the other is hesitancy about the price.
Does the 200,000 yuan Euler Ballet Cat have the potential to be a bestseller?
Let’s fast forward in time and find out.
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.