Shulou(Shulou.com)11/24 Report--

"even the children have chosen the brand of new energy strollers. Are parents panicked? "

With the improvement of the national quality of life, it is common for parents to buy an electric stroller for their children, and those colorful electric strollers have become a popular artifact for parents to walk their children.

Nowadays, electric strollers with various shapes have also become an alternative landscape, especially the "luxury cars" with the signs of "Lamborghini", "Porsche", "Bentley" and "Mercedes-Benz G".

Among them, although there are many fake electric children's cars, there is no lack of authentic products authorized by well-known luxury car brands, and the styling is also a "miniature" version of classic models, especially the convertible (sports car) has become the standard of electric children's cars.

In fact, in addition to well-known luxury car brands, in recent years, there are also some new car-building forces, new energy car companies have targeted the children's car market. We all want to make use of the advantages of electrified technology to launch related products and "lay hands" on future consumers.

Is it really the performance of new energy vehicles to build electric strollers?

The "01" 10 billion market may not be attractive to car companies.

"after downloading 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 car brand for his son, who is about to celebrate his sixth birthday.

Children do not know any car brand, but happen to see other children in the community driving an electric stroller, they have been longing for one. As the baby's birthday approached, Mr. Li checked the official flagship store, registered WeChat Mini Programs and downloaded APP, but still could not find a way for the "devil child" to order and place an order, which made him very worried.

Today, the relevant information that can be found on the Internet is only the delivery news and media "evaluation" content of "Magic Children" at the end of last year and the beginning of this year. This makes him wonder whether the popular stroller, which sells for less than 3000 yuan, has long since disappeared.

In fact, there is a precedent for the new power to build electric strollers. In 2016, Tesla launched an electric stroller Model S For Kids, similar to a miniature convertible version of Tesla Model S, which sells for about $500.

In 2021, Tesla, who may have tasted the baby carriage, re-launched the children's model Cyberquad, which sells for $1900. This stroller was sold out less than half a month after it was online, and even became a financial "weapon" in the eyes of scalpers.

In addition to new energy car companies, No. 9, as the "new power" of electric two-wheelers, also joined sports car manufacturer Lamborghini in 2020 to jointly launch an electric children's car in the shape of a go-kart.

It can be seen that the "fierce battle" of new energy vehicle companies in the field of electric strollers has existed for a long time. Curiously, why do new energy car companies not build cars "in a down-to-earth manner", but instead "cause trouble" to please the children?

In fact, the consumer market for electric strollers is not narrow.

According to the data released by Zhongyan Puhua Industrial Research Institute, the domestic buggy market reached 15.67 billion yuan in 2020. Analysts say the market for baby carriages will continue to grow under the influence of the three-child policy.

Search for the word "electric stroller" on the mainstream e-commerce platform, and the sales volume and evaluation volume of the top products are all above 100,000. Electric strollers have obviously become a new choice for parents to buy strollers.

However, a similar consumption scale is still negligible compared with the new energy vehicle market.

According to the data released by Ai Media Consulting, the domestic new energy vehicle market will be 600 billion yuan in 2021, and it is expected that the market size will continue to show a rapid upward trend in the next four years.

Perhaps, new energy car companies "step in" in the field of electric strollers, is intoxicated. Since it is not to earn children's "subrogation" money, what kind of big chess will be behind the new energy car companies to build children's cars?

Can "02" baby carriages "influence" family decisions?

"car companies sell electric strollers, zero profit is no problem."

Talking about the topic of new energy vehicles building electric strollers, Joey appears to be in high spirits. As a precious mother and a planning specialist for a large domestic new energy car company, her "stroller marketing plan" was recognized by the company's senior management not long ago.

Joey said that baby cars are not the monopoly of new power and independent new energy car companies. Well-known luxury car brands such as Mercedes-Benz and Bugatti have launched electric baby cars in overseas markets. As for the purpose, it is obviously to earn operating profits as the periphery of the brand.

"but nowadays, new energy vehicles are not built to sell around to make a small profit." Joey believes that electric strollers can not only be an excellent tool for new energy vehicle companies to promote brand penetration, but also an excellent tool for the main product marketing.

Some people say that children who need "subrogation" at present will be the main consumption (new energy vehicles) in the future. Do car companies plan to let their children buy their own cars when they grow up to promote brand penetration through electric strollers?.

Not necessarily. She stressed that new energy car companies use electric strollers to promote brand penetration, targeting families rather than children. After all, when children grow up and have independent spending power, it will take at least a decade or more, and the marketing link is too long.

"if it is to infiltrate the family and affect the parents of the children, the marketing effect will only take one or two years to show." Children drive electric strollers of new energy car companies, just like planting the seeds of brands and products in the hearts of parents.

According to a survey conducted by NetEase Automobile, 63 per cent of parents think that their children's opinions are very important and will seriously consider them when buying a car; 30 per cent of parents say it will have a certain impact, and only 7 per cent of parents say they will not consider their children's preferences when buying a car.

Joey stressed that once families have the need to replace and buy cars, this "seed of the brand" will break the ground, sprout, and give priority to parents to replace and buy new energy vehicles under the brand.

With the increase of per capita car ownership, the growth pressure of the domestic automobile industry is also increasing. In the field of new energy vehicles, which has just exceeded 10 million vehicles, the inventory war between car companies has already begun.

According to the data released by PricewaterhouseCoopers, the passenger acquisition cost of car companies has been increasing at an annual rate of 20-40% since 2020. "in an era when traffic is more expensive than gold, who can be the first to infiltrate the target family is equivalent to winning half."

Some industry analysts pointed out that under the premise of serious homogenization of automobile advertising, marketing content and publicity channels, a stroller may be a new energy vehicle brand, reaching the best breakthrough for target consumers.

It is precisely because the new energy vehicles build children's cars, the significance of brand penetration is far greater than making considerable profits, doomed that the price of products will not be ridiculously high.

Although the average price of NT $2,000 to NT $3,000 per car is slightly higher than that of "road goods", it is still competitive enough.

"after all, in the eyes of some parents, strollers built by car companies are more secure." According to Joey, it is rumored that there are many new forces and new energy car companies that will launch electric strollers, and "stroller socialization" will undoubtedly be a sharp weapon for brand marketing fission.

"03" electric stroller is the future marketing tool of automobile companies.

You will remember what kind of car your neighbors are driving?

Maybe not, but children can always remember the funniest toys in the hands of their peers and pestering their parents to buy them.

High-quality electric strollers may be good toys in the eyes of children. "to make strollers become brand marketing tools, they are not destined to be readily available."

Joey frankly said that apart from following the trend, she also found that children with electric strollers are indeed the focus of parents and other playmates of the same age when she conducted research in the community.

"parents who walk their children will gather and chat, and if one of them buys a stroller for their child, other parents will inevitably consult, such as whether to buy a stroller for their child, what kind of stroller is of good quality, and so on." A stroller can instantly become a social topic among parents walking their children.

If the baby car products come from the mainstream "Wei Xiaoli" and other new energy car companies, brand information can also be widely spread in the gossip of parents. Some parents may even consider buying for their children, and once they check the relevant information about strollers on the Internet, they will once again deepen their impression of the brand behind them.

"even if they walk their children every other generation, their grandparents may not necessarily be interested in stroller brands, but children attracted by playmate strollers will definitely convey a message to their parents as soon as they get home, even pestering their parents to buy strollers. Instead, parents are forced to take the initiative to understand the brand behind them."

Joey explained that if the electric stroller launched by car companies had a limited sale or "hunger marketing" at this time, the effect would be better. The more tortuous the process of buying a stroller, the deeper the impression of the brand in the minds of parents, and it may also become a topic of public concern.

What's more, new energy car companies selling strollers is not the goal, so that parents, that is, target consumers fully understand the brand, is the ultimate goal. New energy vehicle companies build baby cars, not only to influence family car purchase decisions, but also to change other people's car purchase decisions as a "living signboard".

In fact, for the sake of marketing cost and convenience, car companies can even start from existing parents, launch electric strollers, and then influence and transform new target consumer groups through cyclists and children.

According to the recent "New Energy vehicle consumption Insight report" released by Jiechudi and Xinhua Finance, people aged 25 and 35 have become the main potential buyers of new energy vehicles, of which 29.9% are aged 30 and 29.9% are aged 31 and 35. 23.4%. According to the data released by QuestMobile, nearly 30% of the post-90s have become parents of their children and gradually become the main consumer of their children.

From this, it is not difficult to see why the electric stroller launched by new energy car companies for 5-year-old and 8-year-old children can become a tool to influence contemporary family car purchase decisions.

[conclusion] compared with other toys that can also impress children, electric strollers are more closely related to the label of "New Energy" of a new energy car company. Whether they are electric strollers bought for children or electric strollers wandering around the neighborhood, they may be reminding parents all the time.

It's time to buy (exchange) a new energy car.

This article comes from the official account of Wechat: know Notes (ID:dongdong_note), author: Shenle, Editor: Qin Yan

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