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Recently, a video about a bunch of male models doing boxing exercises at the Euler booth of the Shanghai Auto Show has sparked a heated discussion among netizens. As can be seen from the video posted on the Internet, the Euler booth invited a group of "muscle men" in white vests to fight and exercise, and then invited female guests to interact on the stage, asking them to put on gloves and dip in paint, graffiti on the T-shirts of male models, and take photos with male models.

In response to this matter, netizens' comments were mixed. Some netizens commented: car models can be seen, activities can be carried out, but this kind of physical contact gimmick should not be done. Another netizen said: first perform boxing, and then create at zero distance. I have to say that the target group has a firm grip. You're helping them publicize, and the effect will be there.

With regard to the fact that Euler invited guests to doodle on male model T-shirts at the Euler booth, Euler customer service responded that: this time Euler is to show the aesthetic co-creation activities done by science and technology. There are 10 fitness male models every day. In order to better interact with users, users at the scene will be invited to get in close contact with the Euler men's team, using handprints to doodle T-shirts to leave colorful handprints, and whether users will mislead the idea of touching the chest muscles of male models. It will be verified.

Relevant data show that Euler is a new energy car brand launched by Great Wall in August 2018. It regards itself as a "car brand that loves women more" and calls its products women's "best friends". The first model, the Euler iQ, went on sale on August 31, 2018, with a subsidised price of RMB8.98-105800. On December 26, 2018, the second production car, Euler R1, went on sale at a subsidised price of 5.98-77800 yuan. On July 15, 2020, the third production car, Eula White Cat, went on sale with an official guidance price of 7.58-88800 yuan. In order to improve the product camp, Euler R1 changed its name to Euler Black Cat on July 24, 2020, with a subsidised price range of 6.98-84800 yuan.

On November 24, 2020, the fourth production car, Oula good Cat, went on sale, with a price range of 10.39-143900 yuan after subsidy. In February last year, Euler black cats and Euler white cats were suspended because of rising raw material prices. At that time, Dong Yudong, CEO of Euler car, said: the suspension of the sale of the two models is helpless, because after the sharp rise in the price of raw materials, Euler Black Cats will lose more than 10,000 yuan every time they sell one, and the more they sell, the more they lose.

At present, Euler brand models on sale have good cat GT, good cat, ballet cat, lightning cat four products. On July 12, 2022, the Euler Ballet Cat went on sale, with a new car targeted for women's exclusive cars, with a total of five models in two battery-life versions, with a price range of 19.3-223000 yuan. On October 31, 2022, Euler launched a new model, Lightning Cat, with a price of 18.98-269800 yuan. It is worth noting that since Euler launched new cars, these models have basically focused on the consumer demand of female users, but the current sales data are not ideal. From January to March this year, the cumulative sales of the Euler brand was only 17800 vehicles, down 47.37% from a year earlier.

Of course, the decline in sales of Euler has something to do with the earlier suspension of the sale of two low-cost models, black cat and white cat. Although Euler has stopped production of two models, Euler has launched new cars such as ballet cat and lightning cat one after another. however, because the prices of Euler ballet cats and lightning cats are close to 200000, and this price range happens to be the most competitive price range in the current automobile market. And Euler has always been the source of sales through low-cost models to gain market brands, at this stage to achieve a certain increase in sales is not easy.

Returning to the activities of the Euler booth, if the car company planning activities are done well, it is indeed easy to bring a lot of attention to the models, but at the same time, carelessness is also easy to set off a storm of public opinion. Therefore, no matter what kind of publicity effect the brand wants to achieve, it should pay attention to the boundary when doing brand marketing, because the result of a good brand marketing is not only product sales, but also in addition to the brand meeting the needs of consumers, it is also important to convey the correct values of the brand to consumers.

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