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“Even the children have chosen new energy stroller brands, are parents panicking?”
With the improvement of the quality of life of the people, it has become common for parents to buy an electric stroller for their children, and those colorful electric strollers have become a popular artifact for parents.
Nowadays, electric strollers with various shapes have also become an alternative landscape, especially the “luxury cars” with the logos of “Lamborghini”, “Porsche”, “Bentley” and “Mercedes-Benz Big G” are not uncommon.
Among them, although there are many copycat electric strollers, there are also genuine authorized products of well-known luxury car brands, and the shape is also a “miniature” version of the classic models, especially the convertible (sports car) has become the standard configuration of electric strollers.
In fact, in addition to well-known luxury car brands, there have also been some new car manufacturers and new energy car companies eyeing the baby car market in recent years. Everyone wants to use the advantages of electrification technology to launch related products and “start” with future consumers.
New energy vehicle companies make electric strollers. Is the picture really that little performance?
The tens of billions market may not necessarily make car companies fancy
“After downloading the app, I still can’t find a way to buy a stroller. It’s really troublesome.”
Recently, Mr. Li, who lives in Yangjiang, is planning to buy a “Magic Child” electric stroller launched by a new energy vehicle brand for his son who is about to turn 6 on his birthday.
The child didn’t know any car brand, but he just happened to see other children in the community driving an electric stroller, and he wanted one all the time. As the baby’s birthday approached, Mr. Li searched the official flagship store, registered the WeChat applet, and downloaded the App, but still couldn’t find a way to order and place an order for “Magic Boy”, which made him very anxious.
The relevant information that can be found on the Internet today is only the delivery news and media “evaluation” content of “Magic Boy” at the end of last year and early this year. This can’t help but make him wonder if the smash hit stroller that sells for less than 3,000 yuan has long since disappeared?
In fact, there is a precedent for new forces to build electric strollers. In 2016, Tesla launched an electric stroller, the Model S For Kids, which is similar to a reduced convertible version of the Tesla Model S, priced at about $500.
In 2021, Tesla, which may have tasted the sweetness of the stroller, will launch the Cyberquad for children again, priced at $1,900. This baby carriage was sold out within half a month of its launch, and it even became a financial “weapon” in the eyes of scalpers.
In addition to new energy car companies, the No. 9 company, which is the “new force” of electric two-wheelers, also joined the sports car manufacturer Lamborghini in 2020 to jointly launch an electric stroller in the shape of a kart.
It can be seen that the “fighting battle” of new energy vehicle companies in the field of electric strollers has a long history. What makes people curious is why new energy car companies don’t “steadfastly” build cars, but “do things” to please children?
In fact, the electric stroller consumer market is not small.
According to data released by the China Research Institute of Puhua Industry, in 2020, the domestic baby carriage market will reach 15.67 billion yuan. According to the analysis, affected by the three-child policy, the market size of baby carriages will continue to grow.
Searching for the term “electric stroller” on mainstream e-commerce platforms, the top-ranked products have more than 100,000 sales and evaluations. Electric stroller has obviously become a new choice for parents to buy stroller products.
However, a similar consumption scale is still insignificant compared with the new energy vehicle market.
According to data released by iiMedia Research, the size of the domestic new energy vehicle market in 2021 will be 600 billion yuan. It is expected that the market size will continue to show a rapid upward trend in the next four years.
Perhaps, the new energy car companies “intervened” in the field of electric strollers, because the drunkard’s intention is not the wine. Since it is not to make money from children’s “subrogation consumption”, what kind of big game will be behind the new energy vehicle companies’ making strollers?
Can making a stroller “influence” family decision-making?
“Car companies sell electric strollers, and there is no problem with zero profit.”
Talking about the topic of electric stroller made by new energy vehicle companies, Joey seemed very interested. As a treasure mother, and also the planning commissioner of a large domestic new energy vehicle company, her “baby car marketing plan” has just been affirmed by the company’s executives not long ago.
Joey said that making baby carriages is not the patent of new forces and independent new energy car companies. Well-known luxury car brands such as Mercedes-Benz and Bugatti have launched electric baby carriages in overseas markets. As for the purpose, it is obviously to make operating profit as a brand peripheral.
“But now new energy car companies build baby carriages, not to sell peripherals and make small profits.” Joey believes that electric baby carriages can be an excellent tool for new energy car companies to promote brand penetration, and it is also an excellent tool for main product marketing. .
Some people say that children who currently need “subrogation consumption” will be the main force of future consumption (new energy vehicles). Car companies use electric strollers to promote brand penetration. Are they planning to let children buy their own cars when they grow up?
maybe. She emphasized that new energy vehicle companies use electric strollers to promote brand penetration, targeting families rather than children. After all, it will take at least ten years or even longer for children to grow up and have the ability to consume independently, and the marketing link is too long.
“If it penetrates the family and affects the parents of the children, the marketing effect will only take one or two years to show.” The child drives the electric stroller of the new energy vehicle company, like planting the seeds of brands and products in the hearts of parents.
According to a survey conducted by NetEase Auto, 63% of parents believe that their children’s opinions are very important and will be seriously considered when buying a car; 30% of parents say that it will have a certain impact, and only 7% of parents say that they will not consider it at all when buying a car child’s preference.
Joey emphasized that once the family has the need to replace and buy a car, this “brand seed” will break ground and germinate, and at the same time, let parents give priority to replacing and purchasing the brand’s new energy vehicles.
With the increase in the number of cars per capita, the growth pressure of the domestic automobile industry is also increasing. In the field of new energy vehicles, where the number of vehicles has just exceeded 10 million, the stock war of car companies has already started.
According to data released by PricewaterhouseCoopers, since 2020, the cost of acquiring customers for car companies has been increasing at a rate of 20 to 40% per year. half.”
Some industry analysts pointed out that under the premise of serious homogeneity of auto advertisements, marketing content and publicity channels, a baby carriage may be the best breakthrough for new energy vehicle brands to reach target consumers.
Precisely because new energy vehicle companies build baby carriages, the significance of brand penetration is far greater than making considerable profits, and it is destined that the price of products will not be ridiculously high.
The average price of two or three thousand yuan per car is slightly more expensive than the “big road goods”, but it is still competitive enough.
“After all, in the eyes of some parents, baby carriages made by car companies are more secure.” According to Joey, there are many new forces and new energy car companies that are rumored to launch electric baby carriages, and there is no doubt that “baby car socialization” It will be a weapon for brand marketing fission.
Electric stroller is a marketing tool for car companies in the future
Do you remember, what kind of cars are your neighbors driving?
Maybe not, but children can always remember the funniest toys in the hands of their peers and pester their parents to buy them.
The electric stroller with high-quality texture may be a good toy in the eyes of children. “To make the stroller a tool for brand marketing, it is destined not to be easily available.”
Joey confessed that the reason why she proposed a baby carriage marketing plan to the company was not only following the trend, but also when she conducted research in the community, she also found that children with electric baby carriages are indeed the focus of parents and other playmates of the same age.
“Parents who walk babies will get together and chat. If one of them buys a stroller for their child, other parents will inevitably ask questions, such as whether to buy a stroller for their child, what kind of stroller is of good quality, etc.” A stroller can instantly become a baby stroller Social topics among parents.
If the stroller products come from new energy vehicle companies such as “Weixiaoli”, which are currently mainstream, the brand information can also be widely spread in the chat of parents. Some parents will even consider buying them for their own children. Once they check the relevant information on the stroller online, they will once again deepen their impression of the brand behind them.
“Even if it is a ‘intergenerational’ walk, grandparents may not be interested in stroller brands, but children who are attracted by playmate strollers will definitely convey information to their parents as soon as they get home, and even pester their parents to buy a stroller. It forces parents to take the initiative to understand the brand behind it.”
Joey explained that if at this time, the electric stroller launched by the car company will be reluctant to sell or “starvation marketing”, the effect will be better. The more tortuous the process of buying a stroller, the more deeply impressed the brand is in the hearts of parents, and it may even become a topic of public opinion.
What’s more, the sale of baby carriages by new energy vehicle companies is not the purpose. It is the ultimate goal to let parents, i.e. target consumers, fully understand the brand. New energy vehicle companies build baby carriages not only to influence family car purchase decisions, but also to use baby carriages as “living signs” to change other people’s car purchase decisions.
In fact, due to marketing cost and convenience considerations, car companies can even start with existing parents, launch electric strollers, and then influence and transform new target consumer groups through riders and children.
According to the “New Energy Vehicle Consumption Insight Report” released by Doscar and Xinhua Finance recently, people aged 25-35 have become the main group of potential buyers of new energy vehicles, of which 29.9% are 25-30 years old, and 23.4% are 31-35 years old. %. The data released by QuestMobile shows that nearly 30% of the post-90s generation have become parents of children and gradually become the main force of parent-child consumption.
From this, it is not difficult to see why the electric stroller launched by new energy vehicle companies for children aged 5 to 8 can become a tool that affects the decision-making of contemporary families.
concluding remarks
Compared with other toys that can also impress children, electric strollers are more closely related to the “new energy” label of new energy vehicle companies. Whether it is an electric stroller bought for children, or an electric stroller that wanders around in the community, it may be reminding parents all the time—
It’s time to buy (change) a new energy vehicle.
This article is reproduced from: http://finance.sina.com.cn/tech/csj/2022-10-08/doc-imqmmthc0148903.shtml
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