I heard a message two days ago that a domestic motorcycle company released a brand new upgraded cruiser, with a price of less than 60,000 yuan and an engine displacement of 997cc.
In the past two years, domestic motorcycles have once again seized the trend of the development of the times. With the rise of sales of imported large-displacement motorcycles, domestic motorcycles have stepped forward to large-displacement motorcycles, which not only show an increase in displacement, but also show a multi-cylinder.
However, the development of the motorcycle market has its own rules. For users, on the basis of consolidating quality, service, value retention rate and reputation, they can gradually achieve the improvement of comprehensive value and make the enterprise and consumer market win-win.
But at present, there are always some companies that think they are the role of "Xiaomi in the car circle" to disrupt the market with their single displacement advantage. This not only overdraws the company's future development in advance, but also casts a hazy coat of "industrial garbage" on China's motorcycle industry.
01 The mainstream of domestic motorcycle industry is still low-end
0 The top ten motorcycle companies in China are Changjiang, Loncin , Zongshen , Honda, Luoyang North and other companies. The core sales market of these companies is still within 20,000 yuan and within 250cc.
Last year, the motorcycle market sales reached the 20 million order, and motorcycles above 250cc sales were less than 330,000 units, with a market share of less than 2%.
For more companies, producing small-displacement motorcycles is still the top priority. Although motorcycle bicycles are priced at low prices, excellent motorcycle companies still have a sales market share of one million. The huge market share can make up for the regret of low bicycle prices and achieve long-term and stable development strategies of the company.
02 The high-end market has room for development, but it is not large
According to market forecast analysis, the motorcycle market with displacement of more than 250cc is expected to reach the order of 1 million around 2025, achieving several times growth in the next three years.
Even if the motorcycle market with a sales volume of one million yuan with a market share of only 5%, it is difficult to truly achieve large-scale mass production in the sense of the situation. The attributes of
motorcycles are a basic passport for more consumers to complete the A-B point. In the current market environment with very developed infrastructure networks, motorcycles will only be chosen for traveling within 10km or even 5km.
Basic car use needs are obvious, which means that motorcycles are accepted by users and realize basic industrial value. Motorcycles above
250cc are fun-type products. What users care more about is performance, reliability, design, brand and even value retention rate. The cultural attributes of users in the circle are very obvious.
This group of people has very few people on the one hand, and on the other hand, they have very high requirements.
03 Domestic motorcycles want to "lay out in advance"
Early layout is the best way to build market awareness. In the future, large-displacement motorcycles do have certain room for development, and due to the higher pricing and greater profit margin, many companies have begun to produce large-displacement motorcycles.
So we can see very difficult products coming out, such as the phenomenon of buying a public upgraded cruise car for 30,000 yuan for 400cc, 50,000 yuan for 800cc, and 60,000 yuan for 60,000 yuan for PUBG. The basis for the advance layout of
should be completed on the basis of a very good reputation.
Motorcycles are indeed not a very complex industrial product. They are harder than electric cars and simpler than cars. According to the current basic manufacturing industry, it is indeed possible to make good motorcycles, but the development speed is too fast, and there will still be problems such as process level decline and product quality unstable.
Especially motorcycles with a price of 60,000 yuan for 1,000 cc, to a large extent, companies will compress the profit margin of development and experience the problem of "quality inversion" due to excessive force.
Another problem is that high-end motorcycles achieve the sublimation of quality of life. What high-end car owners pursue is not displacement, but market awareness and a brand new lifestyle. The engine of
1000cc is often attached to more sentimental products. Large displacement is only a feature of the product and is not enough to allow consumers to place orders. Simply insisting on large displacement motorcycles will not bring impetus to motorcycle companies, but will instead form negative effects.
On the one hand, the enterprise has overdrawn its future development and is difficult to achieve long-term development under healthy profits.
On the other hand, it has become a gimmick but has no reliable quality and stability. If large-displacement products cannot enhance brand value, they will have a negative effect on the brand.
At present, although the price of domestic motorcycles with large displacement is even 1/3 of that of imported motorcycles, users still do not recognize it. In addition to distrust the brand, there is also the problem of not being able to resonate with consumption.
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