The current Chinese new energy vehicle market is half sea water and half flame.

In just a few years, my country has transformed from the world's largest automobile consumer market to the world's largest new energy vehicle.

At the same time, affected by factors such as lack of cores and rising raw material prices, opportunities and challenges coexist in the process of expanding and strengthening the new energy vehicle industry.

　　This year's government work report of the two sessions proposed to continue to support the consumption of new energy vehicles, and encourage local governments to carry out green smart home appliances to the countryside and trade in old ones for new ones.

It marks that at the policy level, the state actively encourages the new energy vehicle industry to maintain rapid and stable growth, making new energy vehicle companies full of confidence.

　　Among the many new energy car companies, Great Wall ORA focuses on the female consumer group, puts forward the brand positioning of "love women more", and walks out of a new and distinctive route, out of a new speed of new energy car companies.

The rise of "her economy", Great Wall Euler seizes new opportunities

　　Today, women have become more independent spiritually and economically, play an increasingly important role, and have more right to speak and even decide on consumption.

According to statistics, the population base of women aged 20 to 60 in China has exceeded 400 million, and the scale of China's female consumer market is as high as 10 trillion, indicating that the era of "her economy" has come.

　　Compared with the high attention paid to women by daily consumer brands, the car market is still dominated by male thinking. , psychological needs, it is difficult to meet the driving needs in complex travel scenarios.

　　Great Wall Ora was born in the traditional car company Great Wall Motors, but it is taking a new development path.

Based on deep insights into the pain points and needs of women's consumption, in 2021, Great Wall Ora will start the first year of women with the new brand positioning of "Love Women More" and seize new opportunities for women's car consumption.

　　At the product level, Great Wall Euler is fully close to women's consumption. Focusing on good-looking, easy-to-drive, smart and easy-to-use, and humanized care, Great Wall Euler has created a cat family model, which has quickly won market recognition.

In 2021, the cumulative sales volume of Great Wall Euler is 135,000 units, a year-on-year increase of 140%, of which Haomao has a cumulative sales volume of 50,900 units, leading the A0-class pure electric vehicle market.

Entering 2022, ORA Automobile sold 14,264 vehicles in March, and accumulated sales of 19,460 vehicles from January to March. The sales volume of a single model increased by 240% year-on-year.

　　In terms of marketing, Great Wall Ora actively creates "her ecology", through a series of online and offline activities such as the Good Cat LOHAS Bureau, the Ora Sweet Run, the Ora Good Cat Wife Festival, and the Ora Straight Man Rescue Program, bringing All-round companionship and pampering of female users fulfills women's expectations for a better life and helps women become better themselves.

　　From the launch of the Great Wall ORA brand in 2018, to the strong cumulative sales volume of 100,000 units in 2021, it took Great Wall ORA only three years to surpass the growth rate of all new car-making forces and set off in the new energy vehicle market. Euler trend.

Pay cash to "love women more" and lead the new track for women's cars

　　While following the trend of new energy and focusing on women's consumption, Great Wall ORA took the lead and entered the new track of women's automobiles.

ORA Auto has established a women-only research team to conduct in-depth research and refinement on women's diverse needs and car usage scenarios to create a "women-only travel solution" that is different from the past.

　　In March, the women's exclusive elegant car Ora Ballet Cat appeared in the tasting session. In the name of love, it brought pleasant temperament beauty, intimate comfort, and comprehensive sense of security to female consumers. The first-year anniversary of the "automotive brand" positioning is a very important step for the ORA brand to move up.

　　Euler Ballet adopts the aesthetic concept of "elegant renewal", integrates retro and fashion, and leads the new trend of women's cars.

In terms of car color, the Ora Ballet cat uses a low-saturation Morandi color scheme, showing a high-quality texture and setting off the feminine elegance.

　　In terms of details, Ora Ballet has developed a female-specific seat and a female-specific steering wheel for female body characteristics.

The female-only seat is based on female ergonomics, which better fits the female sitting posture, improves the wrapping, and relieves driving fatigue; and the exclusive steering wheel is more suitable for women's palm size, comfortable and labor-saving, reducing the arm fatigue when driving the steering wheel.

　　In response to the needs of women to touch up their makeup at any time, Euler Ballet specially created a large-sized makeup mirror to restore the real light perception, and combined with the elbow pillow cosmetic storage box, the interior space of the car has been turned into a mobile dressing room.

In addition, the "Ride the Wind and Waves Mode" designed for the impact of rain and snow on driving safety; the "Kids Mode" for easy distraction when traveling with children; the "Warm Male Mode" for female drivers with cold hands and physical discomfort, etc., to help female drivers. Travel more calmly and gain more sense of security.

　　Every detail of the Euler Ballet cat shows a preference for women.

As the Ora Ballet Cat accelerates the pace of listing, it is bound to promote the rejuvenation of the Great Wall Ora brand, and continue to run the new track for women's cars in order to pay for the "female friendliness".

　　Facing the unprecedented changes in the automobile industry in a century, only by breaking the situation and creating new ones and shaping our own characteristics can we seize the opportunity and lay the foundation for steady and long-term development.

Great Wall ORA focuses on women's consumption, takes "her economy" as its development engine, and continues to strengthen its competitiveness through route innovation, category innovation, and marketing innovation. All in women's exclusive cars have become a unique "new force" among new energy vehicle companies , to create a strong development momentum, it is necessary to have a stable and long-term background, and the future can be expected.