Honda motorcycles are undergoing a new test. Honda, which started out as a motorcycle, indeed has a strong market share around the world. In its market segment, it has absolutely no rivals. If 10 years ago, the say in the two-wheeled vehicle market was firmly in the hands of Hond

Honda Motorcycle is undergoing a new test.

Honda, which started out as a motorcycle, indeed already has a strong market share around the world. In its market segment, it has absolutely no rivals.

If it were 10 years ago, Honda would have had a firm say in the two-wheeled vehicle market.

In the streets and alleys, and on the roads in third- and fourth-tier cities, Honda's appeal is unparalleled. I vaguely remember that whoever ran a Honda sales store could make money while lying down.

has expanded this market to a global scale. Even Suzuki and Yamaha , which have good sales, are no match for Honda when they join forces.

But times are always changing. Honda's market share has been in crisis in recent years. With the transformation to electrification and the continued ban on motorcycles in some cities, Honda, which wants to expand its market share, has also encountered new crises.

In 2015, nearly 19 million motorcycles were sold domestically, and Honda enjoyed every dividend in this huge market. But what is embarrassing is that last year in 2021, China’s motorcycle sales still hovered at the 20 million level, which means that the increase in seven years was 0.5%, which is negligible.

We need to know one thing. The two-wheeled travel tool market is not only motorcycles, but also battery vehicles.

In 2015, the sales volume of electric bicycles was around 22 million. This market has developed to 34 million units last year. If you include unregistered models, the sales volume is expected to be more than 35 million.

Two-wheeled transportation tools must be mutually exclusive for motorcycles and electric bicycles due to their low price and strong practicality.

In recent years, the electrification industry has been vigorously developed. The crazy development of electric bicycles has become the core factor curbing the development of motorcycles. In the process of transformation, two giant companies were born, , Yadi, and Emma.

Last year, Yadi completed 13.8 million new car sales, while Emma sold nearly 9 million units. The cumulative sales of the two major brands exceeded 22 million units. In terms of sales, it has surpassed Honda's global market share.

Even though this is a very ridiculous comparison, the huge sales data cannot be ignored.

Even Honda said that Honda's huge internal combustion engine sales will be a huge pressure in the future electrification transformation process. The repeated production of these internal combustion engines every day is a kind of transformation pressure for the company.

The Chinese market has used data to prove that the market share of two-wheeled electric vehicles is very large.

Referring to the 20 million motorcycle sales last year, the market share of more than 35 million electric vehicles is already overwhelming. For consumers, two-wheeled bicycles have several advantages that cannot be ignored.

is one of them, with low price and high convenience.

The price of RMB 1,000-5,000 is suitable for almost everyone, and it can satisfy the vast majority of people to travel within 10km. It does not require maintenance, has low cost of use, and needs no mention of the convenience of two-wheeled bicycles. Second,

has standardized management and low threshold for use.

Major cities have established rules and regulations for electric bicycles. All consumers can ride without any scruples. At the same time, there is no need to obtain a driver's license, which reassures many people.

Although motorcycles have been undergoing electrification transformation in the past two years, the pressure is not small.

Mainly after the electrification of motorcycles, they are essentially two-wheeled bicycles that run faster. However, most consumers of two-wheeled tools are unwilling to ride at high speeds. Speed ​​and insecurity coexist. At the same time, after the electrification of motorcycles, they are completely Not playable and cost-effective.

From a consumption perspective, are you willing to spend 3,000 yuan to choose a battery scooter that can run close to 40km/h, or are you willing to spend 13,000 to buy a electric motorcycle that can run 80km/h.

Whether in terms of usage scenarios or product positioning, Chinese electric brands represented by Yadi and Emma have clearly crushed traditional motorcycles in terms of market share and market acceptance.

After all, the travel combination of battery vehicles + cars is better able to solve users' pain points than the combination of motorcycles + cars.

As for Honda, it is not Yamaha and Suzuki that have been stalemate for so many years that kills its incremental market share, but Yadi, which has only been on the market for 6 years.