Nanduwan Caishe NewsReporter Chen Yingshan Ama Technology (SH 603529, closing price : 61.49 yuan) released a third-quarter performance announcement on the evening of October 28, stating that the revenue in the first three quarters of 2022 was approximately 17.228 billion yuan; the net profit attributable to shareholders of listed companies was approximately 1.376 billion yuan; basic earnings per share 2.42 yuan. In 2021, 99.13% of Emma Technology's revenue comes from the railway and marine and aerospace and other transportation equipment manufacturing industries. In other words, almost all revenue comes from electric cars commonly found in road traffic.
Nowadays, in addition to Emma, well-known brands on the market include Yadi , Maverick , and Ring . There are also many "little electric donkeys" who cannot be named. How did domestic electric cars develop? What is the key to the second half of the volatility?
Halfway into a monk , relies on celebrities and the rising battery car
inventory of the battery car market, becoming a monk halfway into a monk is the norm. As the core technologies related to electric vehicles such as motors and batteries become mature and stable, the threshold for manufacturing electric vehicles has been further lowered, making more people join this market and want to get a share of the pie.
53-year-old Zhang Jian, who has a college degree, is the general manager and chairman of Emma Technology. He and his wife, Duan Hua, founded Emma in Tianjin in 1999, but at the beginning they were in the bicycle business and started reselling electric bikes in 2004.
"Small Battery" as a transportation tool is no different from other brands at that time. In the first two years, Emma's sales market was mainly concentrated in its base camp Tianjin, and it has not yet established a brand awareness that spreads across the country. In 2009, he spent 30 million yuan to sign Jay Chou as the spokesperson. With the slogan of "Love, act immediately", it also gained popularity all of a sudden.
has been competing for traffic and offline, and entering the sinking market and Guangpu offline distribution points have become the way to play for each company. Yadi is the first battery car company to launch a sinking strategy. At the beginning, we targeted third- and fourth-tier cities and took the low-price strategy. At present, Yadi has the largest distribution points among major brands. After walking a few steps, you can see a Yadi sales point. Starting from the visible, tangible and practical points, Yadi's sales also quickly break through.
Battery cars that take high-end routes , "little embarrassment" on the road
With the development of urban economy , battery cars have also flocked from young people in small towns to office workers and left-behind elderly people in big cities. With the increasing emphasis on charging safety in recent years and the emphasis on appearance and performance, branding has become a means for major electric frequency car companies to solve the problem homogeneous.
From a "little electric donkey" that costs 2,000 yuan per unit to a "electric motorcycle" that costs 7,000 or even tens of thousands of yuan, the image of electric two-wheeler , which has a faster speed, more beautiful appearance and stronger performance, has begun to be established. Each brand of electric two-wheeled vehicles has its own advantages. The No. 9 electric vehicle has outstanding intelligent technology, Niu electric vehicle has stronger visual impact, and brands such as Hello are relatively cost-effective, and the industry competition is very fierce. Creating a high-end brand image requires a lot of money.
In fact, "marketing war" has become a norm in competition among electric two-wheeler companies. Yadea, which positioned its brand as "higher-end" and "international", chose Hollywood star and starring Vin Diesel as the spokesperson in 2019. To put it in terms of data, from 2019 to 2021, Emma Technology's sales expenses were RMB 428 million, RMB 399 million and RMB 551 million respectively. In 2022, Emma electric car also sponsored the currently popular "Brother Who Cuts the Thorns".
Electric cars that have risen prices and are taking high-end routes still have problems. The most important thing is the issue of identity and supporting policies. Riding a motorcycle can feel the charm of the "wind-chasing boy", riding a bicycle can help exercise, while driving a private car will have a higher pursuit of a quality life. As for driving a "little electric donkey", it is more of a pragmatic tool for simple transportation. In addition, when traveling "little electric donkeys", it is easy to bring hidden problems such as hindering public road traffic, affecting urban appearance, and causing more safety hazards. In the future, the development of two-wheeled electric vehicles will also require better supporting planning for municipal transportation.
