CBN Weekend Special｜Young, savvy, and sophisticated: Decoding China’s evolving female car users

purchasing powers in the “She Economy”, what’s worth noticing is that the majority of female car users is the so-called post-90s. In terms of age distribution, post-90s, or women in their early 20s to early 30s, have become the bread and butter in automobile consumption. Females born in the 1990s account for 48 percent of the total researched number of female users, while women born in the 1980s make up 23 percent.

S:Wanting to tap into the ever-emerging female market, carmakers are trying to become more “female-friendly” by labelling certain types of new models with a touch of femininity. When searching the keyword "girls' favourite car" online, you will find the so-called “girls-only dream car" is the Wuling Hongguang MINI EV, which hit the market in July 2020. Another domestic brand, Great Wall motor's sub-brand Euler, has named all its “female-only” car with a kind of cat, like "white cat" or "punk cat".

So Ran, let me ask you a question: which one of the following features in a car sounds more attractive to you? Space designed especially to put your high-heels and purse, lovely colours and shapes, or the all-covered 360-degree parking cameras?

R:Hmm, it’s a very difficult choice to make. I think I’d like to add all to my wish list. In fact, I know the options you gave me actually exist in some car models. Stephanie, as a female driver to another female driver, what came first when you bought your car?

S: Good question. When I was making my decision, safety came first. It’s much more important than its colour or decoration. I’m not alone. An online poll in March asked 9221 car users on factors including brand choice and preferred model. Results show that among the factors influencing women's car-buying decisions, "brand" and “safety" are in their priorities, instead of "appearance" or "decoration".

R:Obviously, automakers need to seriously respect what women want in their cars, and make more targeted changes on new models, instead of just painting cars in pink, because that’s just a stereotype, even disrespectful.

S: Absolutely. Women do not live in a vacuum. Because the digital era has brought so many changes in our consumption habits, convenient customer service, connectivity and interactions become a need, even a must for many consumers these days. Brands must do their research to make sure the product they’re producing gives users the right shopping experience to pay a premium, and it will drive manufacturers to reconstruct their marketing strategies and to innovate their products. In the future, successful carmakers will be those who are able to decode the secrets of women drivers.

“她经济发展”的崛起，为摩托车为市场助长一波流量，你是其之前之一吗？各大摩托车为时尚品牌争相出招，你又是否“之前招”了呢？

公安发布数据库，在依然两年里，成年人驾驶总人数及占有比长方形大幅上升趋势。2021年全国汽车为驾驶人达4.81亿人，成年人驾驶人1.62亿人，占有33.68%。从2014年的0.7亿，到2021年的1.6亿，成年人驾驶员正以每年1300万人左右的规模快速增长之前。如果从愈来愈长远的数据库来看，自2017年首次破亿之后，成年人驾驶人以9.91%的复合年均增长率迅速上升，增速远高于男性的3.87%。

近日，21世纪新摩托车为研究院联合慧科发布《成年人摩托车为Gmail偏好与自营品趋势洞察报告》。从结构上年龄分布来看，90后早已已是摩托车为自营品的主要力量，00后自营品社会阶层悄悄崛起。参与上述报告的摩托车为Gmail之前，90后成年人摩托车为Gmail占有比超出47.8%，已是摩托车为自营品的绝对前锋；80后成年人摩托车为Gmail占有比为23.4%；00后成年人摩托车为Gmail占有比超出18.5%。

成年人Gmail对之前国独立自主时尚品牌的关注度悄悄提高。成年人Gmail热议前十名前十的时尚品牌之前，独立自主摩托车为时尚品牌占有据六个席位。报告查阅的抽样之前，2021年10-12月末成年人摩托车为Gmail热议的时尚品牌前十分别为长安摩托车为、特斯拉、长城摩托车为、奔驰、宝马、小鹏摩托车为、比亚迪、保时捷、广汽埃安、蔚来。

在新能源摩托车为之前，成年人Gmail占有比达26.62%，是重油车为成年人Gmail占有比的1.22倍。随着愈来愈年轻的成年人自营品社会阶层的到来，独立自主时尚品牌摩托车为尤其是独立自主新能源摩托车为将迎来新的发展契机。

“她经济发展”概念的推行这样一来，摩托车为市场俨然成了机智的自营家们争相追逐的另一片蓝海。越来越多的摩托车为时尚品牌开始向成年人Gmail发力，用尽各种手段刷新成年人定私家车为们的好感度。如造车为新势力“三巨头”之一的蔚来，在其集团车为型ES8的组员座位上专门为成年人设计了手脚拦、包包储物空间，以此来获得女私家车为的赞赏；而定位为成年人时尚品牌的欧拉，车为内除了设置可装载高跟鞋、牛仔裤的储物空间，还有不必要成年人方向灯为分批尴尬的360度影像。

酷炫的外型，华丽的内饰，好听的系列名，除了流量正因如此，真的能助长销量吗？究竟什么样的车为才能夺得她们的芳心？

今年3月末8日，懂车为帝发布成年人用车为实地考察报告。该报告对9221名Gmail展开了问卷调查，实地考察方向包括影响购车为状况、时尚品牌选择、优选车为型等维度。实地考察推断出，在影响成年人购车为选择的状况之前，成年人最在乎的既不是“外观”也不是“内饰”，而是“时尚品牌”与“人身安全”。由此可见，针对成年人自营品者的营销，不能单靠“红色”作为噱头。

而随着早期巨变，自营品趋势在发生变化时，网际网路助长了越来越免费、丰富、平台化时的交互体验，期望年轻Gmail对车为的认知悄悄逐步名存实亡“重资产”的概念，向手机、电脑等电子自营品的自营品品无限临近。

尤其是成年人自营品社会阶层的自营品理念，早已从依然注重“耐用性”到注重“颜价比”，再到今天愈来愈愿意为自营品助长的“体验与当下”支付溢价，这将特别设计摩托车为厂自营的时尚品牌角度看和自营品结构设计革命性，并推行摩托车为营销和摩托车为服务全方位向“拥车为境遇”变革。对成年人自营品者而言，期望，摩托车为厂自营无疑是自营品的发展中国家和相关联，愈来愈应主动推断出成年人Gmail的诉求，遇见成年人自营品者的境遇，天内培育市场需求。

（欢迎大家透过看法和反馈，请联系主播朱莹亮：liyl@21jingji.com）

Executive Editor: Sonia YU

Editor: LI Yanxia

Host: Stephanie LI

Writer: Stephanie LI, ZHANG Ran, CHEN Zihui

Sound Editor: ZHANG Ran, CHEN Zihui

Graphic Designer: ZHENG Wenjing, LIAO Yuanni

Co-produced by 21st Century Business Herald Dept. of Overseas News & SFC Audio/Video Dept.

Presented by SFC

编委: 于晓娜

策划、编辑：朱艳霞

套节目：朱莹亮

刊载：朱莹亮、张然、陈梓慧

音频录制：张然 、陈梓慧

设计：郑和蔼、廖苑妮

21世纪经济发展刊文海外部 南财音视频部 联合录制

南方财经全媒体集团 出品

愈来愈多内容请下载21财经APP

。

北京不孕不育医院地址
邢台男科检查费用
治疗子宫衰老的方法
深圳男科医院哪家医院最好
天津牛皮癣医院哪最好