In today's society, women are called the awakened generation. They are becoming more and more independent, confident and powerful. They are constantly pursuing the realization of themselves.
Accenture data shows that as of 2021, there are nearly 400 million female consumers aged 20 to 60 in China, and they control up to 10 trillion yuan of consumption expenditure every year. A study by Boston consulting firm shows that more than 60% of Chinese household consumption is dominated by women. Women have become the main force in the entire consumer market.
In the automotive market, female users have also risen. Data from the Ministry of Public Security shows that as of the end of 2021, the number of female drivers in China has reached 162 million, accounting for 33.68%. In 2017, this figure was only 70 million.
However, in the automobile market, which is one of the commodity , there is a lack of products built based on "their" needs. Since the birth of the automobile industry, car companies have always defined products from a male perspective. Even today, the automotive category has begun to develop diversifiedly, and it is still difficult to see a professional female perspective in this industry.
Many women often fail to follow their own choices when buying a vehicle. Under the dual constraints of career pressure and family responsibilities, busyness and anxiety can easily make them lose their attention to themselves and yearn for their true self. Now, some car companies have finally begun to pay attention to their needs and start to protect their safety and hearts.
2022Chengdu International Auto Show , Ora Auto, which is positioned as a "car brand that loves women more", also demonstrates the brand's upgrade of women's protection in addition to its new car.
According to statistics, the proportion of female users of Ora Automobile is as high as 80%, and 45% of families own luxury brand fuel vehicles. These consumers are financially independent, highly educated and rational, full of enthusiasm for life, have a sense of responsibility for society, and have clear requirements for growth and self-realization.
(Oula Automobile accounts for a high proportion of female users/Photo source:Oula Automobile Official)
It has to be said that on the one hand, female users are becoming more and more independent and strong, and on the other hand, they are also bearing more and more pressure. After a busy day of work, you have to play the roles of wife, mother, etc. when you go home. The time spent with the car on the way to and from get off work has become a resting opportunity for many women in the new era.
is based on the accurate grasp of the current working and living conditions of female users. The brand upgrade of Ora Auto this time starts from the perspective of safer power batteries, assisted driving and other product technologies, and on the other hand, it also "loves women more" From the perspective of brand cultural value.
technology empowers, safely protecting
security, and is the basis of all love and protection. Without safety as the foundation, there is no way to talk about protection and love.
But when it comes to smart electric car , many people are full of doubts about the safety of power batteries and smart driving.
Data from the Ministry of Emergency Management shows that in the first quarter of 2022 alone, a total of 640 new energy vehicle fires occurred in China, an increase of 32% year-on-year. This means that on average, more than 7 new energy vehicles catch fire every day.
In order to improve the safety of power electric power and better help users protect driving safety, Ora Auto has launched a safer power battery pack - "worry-free battery". It uses honeycomb energy short knife battery cell. The short knife battery cell is a long and thin aluminum shell, and adopts a stacked production process. Compared with traditional square batteries, the short knife battery can improve the space utilization rate of the battery pack, reduce internal resistance, and facilitate the battery's thermal insulation and heat dissipation, thereby helping vehicles equipped with this battery technology to achieve three aspects: range, safety performance and service life. promote.
In addition, "Worry-free Battery" is produced from the Honeycomb Energy AI smart factory with 10,000-level cleanliness standard, magnetic foreign matter detection, and laser die-cutting technology. Smarter production lines bring more standardized and reliable products. The "worry-free battery" also raises the safety of the battery pack to a new level through five major methods, including internal structure strengthening, pressure relief groove addition, thermal insulation material update, insulation material strengthening, and BMS signal monitoring signal source.With the five-level technology, the "worry-free battery" can withstand the collision pressure of about 10 times its own mass and can withstand high temperatures of 1200℃.
(Worry-free battery takes into account safety and performance/Photo source: Ora Auto Official)
Ora 's pursuit of technology is to keep improving. In addition to passing basic national standard tests such as needle puncture, burning, and water immersion, in order to dispel users' doubts about the safety performance of new energy batteries, Euler has also passed extreme scenarios such as simulated battery cells' high-temperature short-circuit scenarios, simulated battery pack thermal runaway scenarios, etc. Verification. And the industry's first simulated vehicle extreme collision rolling test, in which the vehicle produced seven 3-axis rolling situations, including rolling, 180 degree rolling, and 90 degree rolling. Judging from the results, in the above rolling scenarios, Europe The "worry-free battery" released on of the Chengdu Auto Show in can all be achieved without fire or explosion in the entire vehicle and battery pack in 24 hours.
technology also makes users feel more at ease while driving. Even in an emergency on the road, Ora Auto can reserve sufficient escape time for the personnel in the car, solving the thermal runaway state of new energy batteries in multiple scenarios. User pain points below.
In terms of intelligent driving, unlike some car companies' relatively radical strategies, Ora Auto's ORA-PILOT 3.0 intelligent driving assistance system has taken safety first as the underlying logic from the very beginning. In Ora Auto's concept, it is more important to use intelligence to protect users' travel safety than cooler functions and to dispel users' concerns about assisted driving.
In order to achieve the goal of guarding security in function, ORA-PILOT 3.0 is equipped with 28 leading smart sensors in the same level. After the perception ability is enhanced, the system can identify various obstacles ≥15cm within 50m of the front of the vehicle, such as some small animals passing through the road, goods falling from the car in front, etc. The system also uses a fusion solution of cameras, sensing radars, and 5G multi-satellite high-precision maps. This is also the only positioning system in the same level that uses 5G multi-satellite and SD+HD high-precision maps. After the positioning capability is greatly improved, the positioning accuracy and reaction speed of vehicles passing through complex scenarios such as elevated roads and tunnels will be greatly improved, thereby better ensuring driving safety in the corresponding scenarios.
is not only a driving function safety. After the high-speed pilot assisted driving is turned on, the ORA-PILOT 3.0 system will also use various sensing originals to monitor the road, weather, driver status and software and hardware safe operation to ensure that the driver and passengers are always guaranteed. driving safety. Both
"worry-free battery" and ORA-PILOT 3.0 intelligent driving assistance system will be equipped with the Ora Lightning Cat model to help more users improve driving safety. Ora Auto is undoubtedly very clear that only by consolidating the foundation of safety can we truly be qualified to talk about user protection and "love".
The announcement of two major technologies at this auto show demonstrates the importance of Oula on the safety of users' lives. It also reflects that Oula Auto not only pays attention to appearance and styling, but also pays more attention to the research and development of in product technology and its hard work on the brand itself Continuous improvement and development of strength.
brand upgrade, "love" guards
users' trust and choices are the inexhaustible driving force for the brand to move upward. In order to strengthen the brand slogan of "Love Women More", Ora Automobile is working hard to achieve the ultimate details and exchange empathy for sincerity.
At this year's Chengdu Auto Show, the Ora Auto Booth is themed "Oula Garden" and is divided into theme experience areas such as "Mysterious Flower World", "Character Flower Fair", and "Dream Flower Image". Being in it is like walking on a dream garden. Ora hopes to release fragrance and love to women in the new era in this way, and convey to them the brand’s advanced perception of “every kind of bloom has power.”
In addition to the fashionable booth shape, Ora knows that it can provide users with unique and exclusive services to continue to lead the segmented track in differentiated competition. In order to convey "love" to users, Ora Auto has been launched one after another It has a variety of user service activities such as "N-to-1 exclusive service", "Private Customized Oraxin Selection", "Good Cat Happy Bureau", "Ballet Holiday", and "Good Products Research Institute".At the same time, Ora Auto has also created a full ecological link that runs pre-sales, in-sales and after-sales services, creating a standardized, digital and humanized service experience for users. At present, Euler has formed a high-end professional service team and consolidated quantitative and testable service standards. It is also constantly developing resource-linked service innovations to build a data-based service system.
We have reason to believe that under the standardized service system, users will be able to feel the unique and familiar care of car owners in every link of Ora Auto.
In the process of brand advancement, in order to practice the brand slogan of "Love Women More" and put "love" into practice, Ora worked with the "genius mother" project and Phoenix.com officially launched the European at this Chengdu Auto Show The "Genius Mom Blooming Plan" public welfare action integrates omni-channel resources, opens up a full-link ecosystem from production to channel laying, and applies co-creation results to vehicle product development, channel display, charity sales, etc. Cooperation like
will continue to happen in the future. "Genius mothers" represent a group of women who are brave enough to pursue their dreams and dare to realize their own value. Such spiritual qualities are very consistent with the independent and confident female user group of Ora Automobile. Ora hopes to jointly empower women's development through brand propositions that continue to care for women, and resonate with the user group, thereby attracting more users to join Ora's big family.
(Genius Mom Bloom Plan/Photo Source: Ora Auto Official)
In fact, whether it is an innovative thinking user co-creation activity or a public welfare activity that reflects Ora social responsibility and responsibility, Ora Auto conveys love and strength to users important expression. Establishing good links with users and potential users and continuously conveying brand values and "love" to them will undoubtedly help Ora's image of "loving women more". While releasing love, Ora believes that users will also use their "love" to give back to Ora Auto.
Conclusion
In 2021, the total sales of Ora Automobile was 135,000 vehicles, and the sales data in July 2022 was 8,829 vehicles. Behind the continued hot sales of Ora Automobile is the embodiment of the company's accurate grasp of the needs of female users, and it is also "She Economic "The power is constantly being strong.
Thanks to the support of the world's only female research team and the R&D system of Great Wall Motors Seven Kingdoms and Ten Places, Ora Automobile will continue to strengthen its brand label of "loving women more". As the production capacity of Ballet Cat continues to climb, and other models such as Lightning Cat are gradually entering the market, Ora Automobile will continue to move towards the goal of "the world's number one choice for women's travel".
In the future, we are expected to witness a female brand born in China standing in the global automotive industry.
