The Matthew effect of the strong and the weak in the current pickup truck market has been highlighted, there is no fluke here, only by strength; coupled with the diversification of pickup trucks is becoming more and more obvious, only by truly building cars for consumers, truly "putting the referee in mind" can stabilize their market position.
The current success of the Great Wall Cannon cannot be copied, not only because it has the "powerful background of the Great Wall Pickup Truck", but also because it pioneered the "new category", from a product to a phenomenon, a life, an attitude, a spirit, the Great Wall Cannon has become popular, although it is inseparable from the promotion of the policy, but the "universal" attribute of the whole scene is the core of its popularity. The Great Wall Cannon has led China's pickup truck industry to a new stage of development.
Therefore, in the current field of pickup trucks, what leads the industry to change is not only the "hard power" in technology, but also the "soft power" in terms of pickup truck culture. Compared with the former, the latter has more charm and subtle interest of "moisturizing and silent", and has become an increasingly powerful support for automobile brands.
Under the premise of improving the status of women in contemporary China, independent cultural choices and cultural awareness will inevitably appear in the female group, and eventually form the collective personality of urban women, which reflects the progress of society and the admiration of women, and has a positive side. New, more independent women are beginning to show their abilities in the male-dominated consumer market, such as buying a house and a car.
The mention of "making cars for women" reminds me of the Euler brand. The Euler brand claims to be designed for women, compared to the cheap mini car, Euler good cat is very good in both workmanship and materials, and the configuration is also relatively rich, and the driver assistance system is also equipped with a more comprehensive. In a visit to Euler owners, 88.9% of respondents believed that design was the biggest selling point of a good cat, followed by 60% of respondents mentioned rich configuration and 51.1% mentioned driver assistance systems. I have to say that the shape design of Euler's good cat is still relatively successful, Euler claims to be the car brand that understands women the most, and knows that "face value" is the first element to knock out the female consumer group.
What kind of products do female consumers need? In simple terms, it is "good looking" and "easy to use". So does making pickups need to consider "her culture"?
As a practitioner of the automotive industry, but also as a woman, I think that tall and handsome, caring, and full of security pickup trucks can capture the hearts of some female consumers; cute, small and flexible pickup trucks will also be favored by female consumers. The car purchase needs of men and women are highly overlapping, macro point of view, combined with the development status and living environment of the domestic pickup truck industry, it is not suitable for making pickup trucks to deliberately separate male and female consumers.
But I think pickup models can focus on women's car ideas in some details. Especially in the context of the current development of domestic pickup trucks to high-end passenger /household use, when a family buys a vehicle, women's opinions are more of reference significance. Therefore, pickup trucks can not always emphasize keywords such as "big old and rough", "mighty and tough", and the appearance, intimate configuration and storage space also need to be studied.
Frankly speaking, the "increasing importance" of female user value is the collective consensus of almost all public businesses in recent years, and "she economy" cannot be ignored by any brand that aspires to "increment". For the automotive market, there are not a few brands that "focus" on the female market. However, although the overall market has seen the potential of female user value, it is not fully committed.
Of course, we have no intention of introducing the topic to a social issue about the "women's rights" battle, but we have to think about the ubiquity of women's prejudices under social issues. The social perception of the "female position" is also inevitably substituted into the root and underlying logic of all brands' user insights, and pickup is no exception.