奔腾小马深耕“她经济”

Core Insights - The launch event for the 2026 model of the Bestune Pony was held on July 27, showcasing five new models with a starting price reduced by 2,000 yuan, now ranging from 34,900 to 45,900 yuan [3] - Since its debut in May 2024, the Bestune Pony has delivered over 119,000 units, ranking among the top three in its market segment, particularly favored by female users [3][7] - The user demographic for the Bestune Pony primarily consists of young individuals aged 20-35, with women making up 43% of the user base [7] Product Features - The 2026 Bestune Pony features upgrades including a new "Snow Cherry Pink" exterior color and a "Cocoa Brown" interior, designed for comfort and aesthetics [7] - An AI parenting space has been created for mothers, featuring a library of children's books and animations, addressing entertainment needs during travel [7] - New functionalities such as a creeping mode for traffic situations and enhanced connectivity features like Bluetooth keys and remote unlocking have been introduced to cater to female users' convenience [7][8] Marketing Strategy - Bestune Pony has implemented a community-driven marketing approach, utilizing social media platforms like Douyin and Xiaohongshu to engage users through challenges and sharing experiences [8] - Collaborations with parenting influencers and lifestyle bloggers have been established to integrate the vehicle into everyday narratives, enhancing brand visibility [11] - The brand aims to redefine the Bestune Pony from a low-cost transportation option to a symbol of refined urban living for women [11] Sales Performance - In the first half of 2025, Bestune's total sales reached 87,500 units, with 72,500 units being electric vehicles and 45,000 units of the Bestune Pony, highlighting its role as a sales pillar [11][12] - However, there is an imbalance in sales structure, as other models like the compact SUV Yuyue 03 and the mid-size SUV Yuyue 07 have significantly lower sales figures [12] - The company needs to enhance the competitiveness of its other products to reduce reliance on a single low-priced model and ensure long-term sustainable growth [12]