This is the new consumer think tank 1779 issue article
new consumption Introduction
Chinese two-wheeled electric vehicles market volume is already huge, and the market potential still has a lot of room for growth, and there will be a big explosion in the next 3 to 5 years. So what is the key to seize this opportunity of explosion?
Author: lyy
Source: New Consumer Think Tank
The popularity of two-wheeled electric vehicles is beyond imagination.
A two-wheeled electric vehicle, which costs about a thousand yuan or as much as four or five thousand yuan, is becoming as popular as the bicycles used to be. In the city, takeaway and couriers ride two-wheeled electric vehicles, which are low in use, and because the car is not large, it can pass through the streets and alleys. In order to facilitate short-distance travel, many families will buy a two-wheeled electric vehicle and put it at home. Even many families with cars will buy a small electric vehicle. As a home use, compared to driving a car, small electric vehicles are obviously as relaxed and comfortable as small electric vehicles. On the street, in addition to shared bicycles, shared electric vehicles are gradually increasing.
In many rural areas, more and more people are riding two-wheeled electric vehicles, which is a trend of replacing fuel motorcycles. A second-hand electric vehicle is easy to sell, but if it is a second-hand motorcycle, no one may ask.
This is the current coverage of two-wheeled electric vehicles in the Chinese market, and even the data does not need to be listed. You just need to go out and take a look and see it at a glance. It has always been difficult to drive a car out and find a parking space. Now, when riding a two-wheeled electric bike, you often encounter no parking space when you go out. In fact, this is true. The market size of China's two-wheeled electric vehicles is already huge, and the market potential still has a lot of room for growth, and there will be a big explosion in the next 3 to 5 years. So what is the key to seize this opportunity of explosion?
In the next 3 to 5 years,
Two-wheel electric vehicles will become a trillion-dollar market
China's two-wheel electric vehicle market has ushered in a rapid rise channel in recent years.
Data from the China Bicycle Association shows that in recent years, the annual sales of two-wheeled electric bicycles have exceeded 30 million, and the social ownership is close to 300 million, and it is still growing steadily. It is boldly predicted that in the next 3 to 5 years, the market ownership of China's two-wheeled electric vehicle market will reach 400 million, and the market size will also reach trillions.
The market growth rate like this mainly comes from the strong market demand:
1. The downstream market demand is strong
As a short-distance travel tool with low usage and maintenance costs and convenient, it has become the home travel tool option for more and more people, and It has also moved from cities to rural areas; the shared travel market is becoming more and more mature, and Hello , Meituan , Didi , etc. are all accelerating the launch of shared electric motorcycles, and at the same time laying out consumer-grade two-wheeled trams, or battery swap and sales; the takeaway delivery market is becoming increasingly developed, and the number of employees is huge. According to the data from the National Bureau of Statistics of , as of the end of 2021, there were about 13 million takeaway delivery practitioners, accounting for nearly 1% of the national population base.
2. The demand for replacement of old cars increases
While the market is developing rapidly, some common problems will inevitably arise, that is, the phenomenon of mixed quality in the industry caused by the imperfection of industry standards and uneven product quality. Therefore, in response to this situation, the "new national standard" was introduced, which made clear regulations on the maximum driving speed, body weight, size and voltage of two-wheeled electric vehicles. Under the new regulations, a large number of non-compliant and technically inaccurate enterprises will be eliminated. This is the new consumer think tank 1779 issue article new consumption Introduction
Chinese two-wheeled electric vehicles market volume is already huge, and the market potential still has a lot of room for growth, and there will be a big explosion in the next 3 to 5 years. So what is the key to seize this opportunity of explosion?
Author: lyy
Source: New Consumer Think Tank
The popularity of two-wheeled electric vehicles is beyond imagination.
A two-wheeled electric vehicle, which costs about a thousand yuan or as much as four or five thousand yuan, is becoming as popular as the bicycles used to be. In the city, takeaway and couriers ride two-wheeled electric vehicles, which are low in use, and because the car is not large, it can pass through the streets and alleys. In order to facilitate short-distance travel, many families will buy a two-wheeled electric vehicle and put it at home. Even many families with cars will buy a small electric vehicle. As a home use, compared to driving a car, small electric vehicles are obviously as relaxed and comfortable as small electric vehicles. On the street, in addition to shared bicycles, shared electric vehicles are gradually increasing.
In many rural areas, more and more people are riding two-wheeled electric vehicles, which is a trend of replacing fuel motorcycles. A second-hand electric vehicle is easy to sell, but if it is a second-hand motorcycle, no one may ask.
This is the current coverage of two-wheeled electric vehicles in the Chinese market, and even the data does not need to be listed. You just need to go out and take a look and see it at a glance. It has always been difficult to drive a car out and find a parking space. Now, when riding a two-wheeled electric bike, you often encounter no parking space when you go out. In fact, this is true. The market size of China's two-wheeled electric vehicles is already huge, and the market potential still has a lot of room for growth, and there will be a big explosion in the next 3 to 5 years. So what is the key to seize this opportunity of explosion?
In the next 3 to 5 years,
Two-wheel electric vehicles will become a trillion-dollar market
China's two-wheel electric vehicle market has ushered in a rapid rise channel in recent years.
Data from the China Bicycle Association shows that in recent years, the annual sales of two-wheeled electric bicycles have exceeded 30 million, and the social ownership is close to 300 million, and it is still growing steadily. It is boldly predicted that in the next 3 to 5 years, the market ownership of China's two-wheeled electric vehicle market will reach 400 million, and the market size will also reach trillions.
The market growth rate like this mainly comes from the strong market demand:
1. The downstream market demand is strong
As a short-distance travel tool with low usage and maintenance costs and convenient, it has become the home travel tool option for more and more people, and It has also moved from cities to rural areas; the shared travel market is becoming more and more mature, and Hello , Meituan , Didi , etc. are all accelerating the launch of shared electric motorcycles, and at the same time laying out consumer-grade two-wheeled trams, or battery swap and sales; the takeaway delivery market is becoming increasingly developed, and the number of employees is huge. According to the data from the National Bureau of Statistics of , as of the end of 2021, there were about 13 million takeaway delivery practitioners, accounting for nearly 1% of the national population base.
2. The demand for replacement of old cars increases
While the market is developing rapidly, some common problems will inevitably arise, that is, the phenomenon of mixed quality in the industry caused by the imperfection of industry standards and uneven product quality. Therefore, in response to this situation, the "new national standard" was introduced, which made clear regulations on the maximum driving speed, body weight, size and voltage of two-wheeled electric vehicles. Under the new regulations, a large number of non-compliant and technically inaccurate enterprises will be eliminated.This also largely determines why there were more than 1,200 brands in China's two-wheeled electric vehicle industry in 2015, while by 2021, there were only more than 300 brands in operation, and less than 30 brands with real voice.
has been implemented since my country's "mandatory national standard for " electric bicycle safety technical specifications " in 2019. There is little time left before the government's 3 to 5 years of transition period left by the end. According to the buffer time given by the state, 2021-2024 is the transition period for my country to exit the market with an exceeding the standard electric two-wheeled vehicle , which means that the next two years will be a peak period for replacing old cars in the two-wheeled electric vehicle market. Two-wheeled electric vehicles that do not meet the national standards in will be eliminated. In this space, there are about 200 million two-wheeled electric vehicles that need to be replaced with the old ones.
3. Consumption upgrade, intelligent
With consumption upgrade, products produced with traditional thinking have obviously gradually no longer adapt to the current market demand. Consumers consider not only factors such as price and battery life. Intelligence has become a selling point used by many two-wheeled electric vehicle brands to attract young consumers.
And according to new industry standards, two-wheeled electric vehicle companies can no longer consider further improvements in power and performance in product design, but should think about how to make differentiation. has become more mature with the increasing maturity of IoT technology, and the acceleration of 5G commercial has brought more complete intelligent solutions to car companies, and has also made intelligence a hot spot for the new round of consumer car purchases.
4. Overseas market demand is strong
In addition, as the center of the world's manufacturing industry, China's two-wheeled electric vehicle manufacturing industry also plays the upstream supply chain of the world market. In the overseas market, the demand for two-wheeled electric vehicles is also huge, which also brings huge opportunities to China's electric vehicle industry. According to Chinese customs data, the market size of my country's two-wheeled electric vehicle exports is also expanding. From January to July 2022, my country's two-wheeled electric vehicle exports reached 20.63 billion yuan, an increase of more than 9% year-on-year.
This is the current two-wheeled electric vehicle market in China, a trillion-level market full of opportunities but also full of challenges.
New and old brands compete for dividends
Little electric donkey market is very inclined
As mentioned above, there were originally thousands of brands in the two-wheeled electric vehicle industry in the Chinese market in 2015, but now there are only more than 300, and only dozens of them can truly occupy a place in the market. The top ten brands have occupied most of the market. Among them, Yadi became the world's first brand with annual sales of over 10 million vehicles by the end of 2020.
According to statistics from research institutions, judging from the sales of two-wheeled electric vehicles, the competition between new and old brands in the domestic two-wheeled electric vehicle market is still very fierce. In 2021, Yadi, Emma, and , the three old brands, still ranked in the top three. Golden Arrow, Xiaodao, , Mavericks, and Five-Star Diamond Leopard entered the top ten brand sales; No. 9 grew rapidly, with only two years of entry, with sales growth of more than 300%, and a cumulative sales volume exceeding 1.1 million units. Among the total sales volume of the domestic two-wheeled electric vehicle market in 2021, the total sales volume of the top ten brands reached 37.68 million vehicles, accounting for 91.9% of the total sales volume (58% in 2018); among them, the sales volume of the top five brands reached 31.3 million vehicles, accounting for 76.3% of the total sales volume (44% in 2018).
market concentration is increasing rapidly, but it is worth noting that this ranking replacement is not unpleasant.
In the first half of this year, according to incomplete statistics from market research institutions, among the top ten brands in the two-wheeled electric vehicle brand sales in the Chinese market, except for Yadi, Emma, Tailing, and New Ri , brands will not fluctuate much in sales rankings, and are basically stable within the top five. Other brands on the list will fluctuate greatly in ranking order, and there are even brands that have dropped to 10.
The noun changes of emerging brands are relatively large. Brands that were originally ranked within the top ten may have fallen out of ten in the next ranking cycle.
There are also many brands eager to try and want to seize this wave of market dividends, but it is precisely some entrants who may seem to have more markets who have failed and some old-fashioned companies are experiencing a certain decline.
is positioned as a high-end Niu electric car, focusing on high appearance and sense of technology, and has received the favor of many young users. It is also a brand with sales rankings of the top ten. However, the Mavericks' performance report for the second quarter of this year recently released shows that its performance trend is not optimistic.
report shows that in the second quarter of 2022, Mavericks' total revenue was 827.6 million yuan, a year-on-year decrease of 12.4%, and net profit was 14.4 million yuan, a year-on-year decrease of 84.3%. This is not unrelated to the adjustment of the Mavericks' strategic direction. The current Mavericks seem to focus more on the expansion of overseas markets, and the main direction of its expansion is not a two-wheeled electric vehicle, but an electric scooter . In addition, although the sales of Mavericks' electric vehicle in the overseas market increased significantly in the second quarter, some people pointed out that this is because the selling price fell by 38%.
Another point is that consumers now pay more attention to, cost-effectiveness. The high-end positioning of Maverick electric vehicles has been controversial to a certain extent by consumers. Some related information such as high prices, low quality, poor service have been reported, and even said that Maverick is an "IQ tax" and its cost-effectiveness is not enough to support its high premium.
gives some very objective examples, such as the intelligent positioning, APP unlocking, navigation, automatic alarm and other functions that Mavericks were proud of in the past. Currently, the smart two-wheeled electric vehicles on the market can be realized. The gap in the application of technology will be infinitely narrowed with the reduction of application costs after the development of technology. Then at this time, the advantages that Mavericks originally had will be truly gone. So will consumers still pay for it at this time?
On the other hand, there are new entrants. Examples of new entrants succeeding in one fell swoop and becoming popular overnight are still common in the Internet business era. For example, Nine, as a new entrant, its market performance has always been praised. Thanks to its Xiaomi series background, good at fan management and user experience, and is also very skillful in the direction of youth. But there are also brands with a well-known and aggressive attitude, but they are not favored by others.
In July this year, Japanese fashion brands Muji and New Continent Honda released a spy photo at the same time, and they are going to jointly launch a two-wheeled electric car. The appearance design is done by Muji, while the research and development and manufacturing is handled by New Continent Honda. Positioned at high end, priced at up to 4,980 yuan, and 5,000 units are available for sale in limited quantities. Intelligent, with intelligent sensing keys, saves the keyhole; the display screen displaying information such as power, speed, mileage and light status on the front of the car is very small; the design is simple; it can only be used by one person, without a rear seat or a rear seat pedal. The ternary lithium battery of
48V20AH has an official theoretical battery life of 65km and a fairly standard battery life, but the same performance products on the domestic market may be available at around 2,000 yuan.
But the outside world is not very optimistic about this cooperation and this product. First of all, this is not the first time that Muji has cross-border cooperation to promote a two-wheeled electric vehicle. The first time was in 2020. Muji and Taiwan electric vehicle brand GOGORO, a cross-border cooperation, launched a Gogoro VIVA Plus electric vehicle, which was priced at 13,000 yuan at the time. However, this car is just a simple appearance transformation of the inherent model and has not participated in the design in depth.
This time, the cooperation with Honda in Xindazhou, Muji only provides product appearance design, and does not bring about innovation and breakthroughs in core technologies. Some people believe that this is a test of the preferences of consumers in the Chinese market. It is difficult to win the favor of Chinese consumers, because the Chinese two-wheeled electric vehicle market is too introverted, and most domestic consumers currently prefer domestically-branded electric vehicles.
At the same time, the entire industry is also facing a situation of rising production costs. Since the beginning of 2021, almost all mainstream two-wheeled electric vehicle owners have raised the price of terminal products many times. Since the beginning of 2022, the prices of raw materials such as lithium batteries have accelerated again, further promoting the further price increase in the terminal prices of major two-wheeled electric vehicle brands. As the transition period of the new national standard gradually approaches its end, the pressure on rising costs will become greater and greater, which is a huge test of the operating capabilities of two-wheeled electric vehicle brands, and new changes may occur in the market structure.
What kind of brand can end up laughing at?
"Every era has young people of every era"
The question is whether the brand can deeply cultivate, accompany and treat
The development of two-wheeled electric vehicles has experienced a long time since competing for performance including speed, range, etc., to competing for appearance, and today with the maturity of the Internet of Things technology, entering the era of intelligence, but the degree of fierce competition in the market has reached a very high level.
As mentioned earlier, the market contains huge opportunities, but for such a highly competitive mature market, great opportunities will inevitably arise, and unprecedented challenges. The next two-wheeled electric vehicle market competition will be a comprehensive competition with youth as the main direction.
In order to have a deep understanding of China's two-wheeled electric vehicle market and the current situation of this industry, the new consumer think tank interviewed Li Wenliang, founder of Zhixing Heyi Group, a leading digital marketing consulting company in China. He also serves as the senior vice president of a domestic first-line electric vehicle brand to listen to his thoughts on the current market situation and future direction, as well as some of his personal industry experiences.
New Consumer Think Tank: What changes will happen to the pattern of China's two-wheeled electric vehicle market?
Li Wenliang: Because the new national standard was officially issued in 2018, the transition period given by the state was five years. However, when the transition of the new national standard was officially implemented in 2019, problems were discovered. In this process, many uncertain factors, including the epidemic, were encountered, and these uncertain factors were closely related to the living environment and living conditions of the people.
New national standard means that the weight of an electric vehicle exceeds 55 kilograms and a speed of more than 25 kilometers per hour is equivalent to electric motorcycle , and users are required to have a motorcycle license to ride. It also costs one or two thousand yuan for ordinary people to take a motorcycle driver's license.
Replacement of lithium batteries with a lighter quality than lead-acid battery also means an increase in the cost of the whole vehicle, because the cost of lithium batteries is very high. For the same car, the price difference between lead-acid batteries and lithium batteries of the same capacity is nearly 1,000 yuan. What would ordinary people choose? Most people will definitely choose the old national standard lead-acid battery electric car.
In the past two years, in response to the demand for electric vehicle replacement, some brands have actually done a lot of crazy channel construction work, and the industry reshuffle also occurred at this time. For example, Yadi really started to widen the gap with other brands in 2020. A key node is because of the realization that the purchase exchange wave is coming soon. Yadi has begun to build sales networks and channels throughout South China. In this year, nearly 10,000 new store outlets have been added.
In 2019, Yadi sold 6 million units, and its sales exceeded 10 million units in 2020. At that time, the second place , Emma electric car , was only about 7 million units. The gap between the two companies widened to 4 million units. However, in 2019, the gap between the two brands, as the first and second in the industry, was actually very small, with only a few hundred thousand units.
In 2021, this distance further widened. Yadi sold 13.8 million units and Emma exceeded 8 million units.
Not only did the distance between the first and second places completely widen, but the gap between the second and third, fourth and fifth places is also rapidly widening, and the industry's oligarchy pattern has formed.
The biggest advantage for new brands must come from two levels. The first level of , we call it the advantage of the channel level. New entrants are nothing more than a few, including brands such as Mavericks and No. 9. Their biggest advantage is that because the network outlets of top brands such as Yadea and Aima are too dense, there is an authorized agent in a certain area, and their sales volume has a ceiling. Therefore, when facing sales pressure, these agents will choose to cooperate with other brands at the same time. The objects they choose must be different and different, and the new species are naturally more popular.
The fundamental reason for the rise of Mavericks and No. 9 in recent years is that they have their own distinctive personalities and are very unique. At the same time, they have taken advantage of the existing sales network on the market and have taken advantage of the trend.
The second advantage is high-end, and it is also a market opportunity. China's electric vehicles owned by more than 300 million, which means more than 300 million people are riding electric bikes. But in fact, China has a population of 1.4 billion, and there are still about one billion people who have not ridden it. Why not ride? This is because many people still think that two-wheeled electric vehicles are a very low means of transportation.
So I often think about a question. If today Tesla made a two-wheeled electric car, priced at 10,000 or 20,000 yuan, would we buy it? I believe many people will buy it because we think the Tesla brand is not low. Therefore, China's potential largest two-wheeled electric vehicle market is not about those who have purchased it, but those who have not purchased it. High-end is an obvious trend, which can change people's view on the low two-wheeled electric vehicles. It can also be said that high-end products that make users more identifiable is a trend because it can make your personality more distinctive, and the key is not low.
New Consumer Think Tank: What does younger age actually include and why can it become the main direction of the market?
Li Wenliang : I only understood a truth at the age of 30: young and beautiful is not one word, but two words, meaning that young people must be beautiful, not young and beautiful. Young represents vitality and vitality, dignity and face, and there is nothing to worry about whether something will be felt by others, because young must not be low. This is the essential meaning of youth.
Why would anyone think low if Tesla made a two-wheeled transportation tool and sold for 10,000 or 20,000 yuan, because this brand itself is synonymous with youth and a synonym for technology, such as the application of lighting and technology elements.
But consumers will not buy products because of intelligence. This is the conclusion I got after a deep feeling. Consumers will pay more because of intelligence, but they will not choose you because of intelligence. Many people say that intelligence is a trend, but in fact consumers just take a look at the appearance and appearance of this product. They think it is very good and they like it, so they choose it. Then because this product has a relatively good intelligent configuration, I wouldn't mind adding some costs to add intelligent configuration, but intelligence is not the core reason to choose you.
So, we say that the younger generation of two-wheeled electric vehicles lies in the application of colors, the application of lighting, the application of technological appearance, and the use of more IPs. These are the manifestations of younger generation. This is the conclusion we have drawn through continuous exploration and investment in intelligence. In other words, intelligence is a plus, but not a core reason for purchasing.
In the entire youth sector, the best one is Nine, because Nine's products have done a good job in the overall man-machine engineering , intelligent interaction, experience and other aspects. The second is Emma, who does it very fashionable. The third one is green source . They represent different directions, and the youthfulness of No. 9 is reflected in ergonomic engineering, intelligent interaction and driving experience.Emma makes it younger through the use of colors and unique shapes. Green Source prefers a distinctive and unique appearance.
New Consumer Think Tank: Can youthfulness be used as a direction for to hedge against the uncertain factors of the market?
Li Wenliang: This is a very good question. No one is always young, but there are always people young. Every era has young people from every era, and they all have their own preferences.
Every company will say that it has a future, but in fact, few companies can truly deepen their efforts to cultivate a group of people. In fact, we always have to think about one thing, that is, whether you want to do the business of a group of people, or the business of a generation, or the business of a certain type of people.
Take Paris L'Oreal as an example. This brand has been deeply rooted in the urban anti-aging population around 25 years old. This group will affect forward and later. Even if they are older, they will still think that L'Oreal is very good. So, sometimes, a brand’s understanding of youth is that it needs to continue to deepen its roots in a group and continue to have an impact on this group. Maybe at the beginning they are not the main source of your revenue, but when this group of people have the ability to consume, they will take the initiative to consume. L'Oreal Paris is focusing on the 25-year-old urban anti-aging population. That's why you will find that L'Oreal has suddenly grown rapidly in recent years because it has been deeply rooted in people around 25 years old. L'Oreal made this positioning 10 years ago. After 10 years, this group has reached 35 or 36 years old and still has a good brand impression of L'Oreal.
Every era has young people from each era, and every company also has its own understanding of youth. Today we often say that being younger does not mean that we didn’t have to be younger ten years ago, but each company’s strategic choices are different. For example, Emma, one of the most successful things it has done in the past long period of time is to invite Jay Chou to endorse , which has formed an intergenerational impression of this Emma electric car brand. Now I choose Wu Jinyan as the new female spokesperson and begin to cultivate the minds of a new generation of young people. For example, No. 9 itself has Xiaomi’s genes and is good at interacting with young people, operating fans, experiences, and in-depth user experience communication. Green Source itself has become younger from the top management of the company, and has taken over the second generation in 1992, and can have a deeper understanding of the products and marketing that young people like.
Return to the industry trend, why it is easy and inevitable that the entire industry will change in pattern? It is because most brands never regard deep cultivation and good treatment of customers as their top priority, but just think about how to harvest and take advantage of the first wave of dividends. The same is true for the two-wheeled electric vehicle industry.
The industry leader was not formed in one day. Today, we want to build a brand, and we must start from the key life entrance of the target group, accompany us, and truly work hard to cultivate a good part, a group of people, or a generation. This kind of companionship is not simply accompanying them to grow up, but treating them kindly.
The noun changes of emerging brands are relatively large. Brands that were originally ranked within the top ten may have fallen out of ten in the next ranking cycle.
There are also many brands eager to try and want to seize this wave of market dividends, but it is precisely some entrants who may seem to have more markets who have failed and some old-fashioned companies are experiencing a certain decline.
is positioned as a high-end Niu electric car, focusing on high appearance and sense of technology, and has received the favor of many young users. It is also a brand with sales rankings of the top ten. However, the Mavericks' performance report for the second quarter of this year recently released shows that its performance trend is not optimistic.
report shows that in the second quarter of 2022, Mavericks' total revenue was 827.6 million yuan, a year-on-year decrease of 12.4%, and net profit was 14.4 million yuan, a year-on-year decrease of 84.3%. This is not unrelated to the adjustment of the Mavericks' strategic direction. The current Mavericks seem to focus more on the expansion of overseas markets, and the main direction of its expansion is not a two-wheeled electric vehicle, but an electric scooter . In addition, although the sales of Mavericks' electric vehicle in the overseas market increased significantly in the second quarter, some people pointed out that this is because the selling price fell by 38%.
Another point is that consumers now pay more attention to, cost-effectiveness. The high-end positioning of Maverick electric vehicles has been controversial to a certain extent by consumers. Some related information such as high prices, low quality, poor service have been reported, and even said that Maverick is an "IQ tax" and its cost-effectiveness is not enough to support its high premium.
gives some very objective examples, such as the intelligent positioning, APP unlocking, navigation, automatic alarm and other functions that Mavericks were proud of in the past. Currently, the smart two-wheeled electric vehicles on the market can be realized. The gap in the application of technology will be infinitely narrowed with the reduction of application costs after the development of technology. Then at this time, the advantages that Mavericks originally had will be truly gone. So will consumers still pay for it at this time?
On the other hand, there are new entrants. Examples of new entrants succeeding in one fell swoop and becoming popular overnight are still common in the Internet business era. For example, Nine, as a new entrant, its market performance has always been praised. Thanks to its Xiaomi series background, good at fan management and user experience, and is also very skillful in the direction of youth. But there are also brands with a well-known and aggressive attitude, but they are not favored by others.
In July this year, Japanese fashion brands Muji and New Continent Honda released a spy photo at the same time, and they are going to jointly launch a two-wheeled electric car. The appearance design is done by Muji, while the research and development and manufacturing is handled by New Continent Honda. Positioned at high end, priced at up to 4,980 yuan, and 5,000 units are available for sale in limited quantities. Intelligent, with intelligent sensing keys, saves the keyhole; the display screen displaying information such as power, speed, mileage and light status on the front of the car is very small; the design is simple; it can only be used by one person, without a rear seat or a rear seat pedal. The ternary lithium battery of
48V20AH has an official theoretical battery life of 65km and a fairly standard battery life, but the same performance products on the domestic market may be available at around 2,000 yuan.
But the outside world is not very optimistic about this cooperation and this product. First of all, this is not the first time that Muji has cross-border cooperation to promote a two-wheeled electric vehicle. The first time was in 2020. Muji and Taiwan electric vehicle brand GOGORO, a cross-border cooperation, launched a Gogoro VIVA Plus electric vehicle, which was priced at 13,000 yuan at the time. However, this car is just a simple appearance transformation of the inherent model and has not participated in the design in depth.
This time, the cooperation with Honda in Xindazhou, Muji only provides product appearance design, and does not bring about innovation and breakthroughs in core technologies. Some people believe that this is a test of the preferences of consumers in the Chinese market. It is difficult to win the favor of Chinese consumers, because the Chinese two-wheeled electric vehicle market is too introverted, and most domestic consumers currently prefer domestically-branded electric vehicles.
At the same time, the entire industry is also facing a situation of rising production costs. Since the beginning of 2021, almost all mainstream two-wheeled electric vehicle owners have raised the price of terminal products many times. Since the beginning of 2022, the prices of raw materials such as lithium batteries have accelerated again, further promoting the further price increase in the terminal prices of major two-wheeled electric vehicle brands. As the transition period of the new national standard gradually approaches its end, the pressure on rising costs will become greater and greater, which is a huge test of the operating capabilities of two-wheeled electric vehicle brands, and new changes may occur in the market structure.
What kind of brand can end up laughing at?
"Every era has young people of every era"
The question is whether the brand can deeply cultivate, accompany and treat
The development of two-wheeled electric vehicles has experienced a long time since competing for performance including speed, range, etc., to competing for appearance, and today with the maturity of the Internet of Things technology, entering the era of intelligence, but the degree of fierce competition in the market has reached a very high level.
As mentioned earlier, the market contains huge opportunities, but for such a highly competitive mature market, great opportunities will inevitably arise, and unprecedented challenges. The next two-wheeled electric vehicle market competition will be a comprehensive competition with youth as the main direction.
In order to have a deep understanding of China's two-wheeled electric vehicle market and the current situation of this industry, the new consumer think tank interviewed Li Wenliang, founder of Zhixing Heyi Group, a leading digital marketing consulting company in China. He also serves as the senior vice president of a domestic first-line electric vehicle brand to listen to his thoughts on the current market situation and future direction, as well as some of his personal industry experiences.
New Consumer Think Tank: What changes will happen to the pattern of China's two-wheeled electric vehicle market?
Li Wenliang: Because the new national standard was officially issued in 2018, the transition period given by the state was five years. However, when the transition of the new national standard was officially implemented in 2019, problems were discovered. In this process, many uncertain factors, including the epidemic, were encountered, and these uncertain factors were closely related to the living environment and living conditions of the people.
New national standard means that the weight of an electric vehicle exceeds 55 kilograms and a speed of more than 25 kilometers per hour is equivalent to electric motorcycle , and users are required to have a motorcycle license to ride. It also costs one or two thousand yuan for ordinary people to take a motorcycle driver's license.
Replacement of lithium batteries with a lighter quality than lead-acid battery also means an increase in the cost of the whole vehicle, because the cost of lithium batteries is very high. For the same car, the price difference between lead-acid batteries and lithium batteries of the same capacity is nearly 1,000 yuan. What would ordinary people choose? Most people will definitely choose the old national standard lead-acid battery electric car.
In the past two years, in response to the demand for electric vehicle replacement, some brands have actually done a lot of crazy channel construction work, and the industry reshuffle also occurred at this time. For example, Yadi really started to widen the gap with other brands in 2020. A key node is because of the realization that the purchase exchange wave is coming soon. Yadi has begun to build sales networks and channels throughout South China. In this year, nearly 10,000 new store outlets have been added.
In 2019, Yadi sold 6 million units, and its sales exceeded 10 million units in 2020. At that time, the second place , Emma electric car , was only about 7 million units. The gap between the two companies widened to 4 million units. However, in 2019, the gap between the two brands, as the first and second in the industry, was actually very small, with only a few hundred thousand units.
In 2021, this distance further widened. Yadi sold 13.8 million units and Emma exceeded 8 million units.
Not only did the distance between the first and second places completely widen, but the gap between the second and third, fourth and fifth places is also rapidly widening, and the industry's oligarchy pattern has formed.
The biggest advantage for new brands must come from two levels. The first level of , we call it the advantage of the channel level. New entrants are nothing more than a few, including brands such as Mavericks and No. 9. Their biggest advantage is that because the network outlets of top brands such as Yadea and Aima are too dense, there is an authorized agent in a certain area, and their sales volume has a ceiling. Therefore, when facing sales pressure, these agents will choose to cooperate with other brands at the same time. The objects they choose must be different and different, and the new species are naturally more popular.
The fundamental reason for the rise of Mavericks and No. 9 in recent years is that they have their own distinctive personalities and are very unique. At the same time, they have taken advantage of the existing sales network on the market and have taken advantage of the trend.
The second advantage is high-end, and it is also a market opportunity. China's electric vehicles owned by more than 300 million, which means more than 300 million people are riding electric bikes. But in fact, China has a population of 1.4 billion, and there are still about one billion people who have not ridden it. Why not ride? This is because many people still think that two-wheeled electric vehicles are a very low means of transportation.
So I often think about a question. If today Tesla made a two-wheeled electric car, priced at 10,000 or 20,000 yuan, would we buy it? I believe many people will buy it because we think the Tesla brand is not low. Therefore, China's potential largest two-wheeled electric vehicle market is not about those who have purchased it, but those who have not purchased it. High-end is an obvious trend, which can change people's view on the low two-wheeled electric vehicles. It can also be said that high-end products that make users more identifiable is a trend because it can make your personality more distinctive, and the key is not low.
New Consumer Think Tank: What does younger age actually include and why can it become the main direction of the market?
Li Wenliang : I only understood a truth at the age of 30: young and beautiful is not one word, but two words, meaning that young people must be beautiful, not young and beautiful. Young represents vitality and vitality, dignity and face, and there is nothing to worry about whether something will be felt by others, because young must not be low. This is the essential meaning of youth.
Why would anyone think low if Tesla made a two-wheeled transportation tool and sold for 10,000 or 20,000 yuan, because this brand itself is synonymous with youth and a synonym for technology, such as the application of lighting and technology elements.
But consumers will not buy products because of intelligence. This is the conclusion I got after a deep feeling. Consumers will pay more because of intelligence, but they will not choose you because of intelligence. Many people say that intelligence is a trend, but in fact consumers just take a look at the appearance and appearance of this product. They think it is very good and they like it, so they choose it. Then because this product has a relatively good intelligent configuration, I wouldn't mind adding some costs to add intelligent configuration, but intelligence is not the core reason to choose you.
So, we say that the younger generation of two-wheeled electric vehicles lies in the application of colors, the application of lighting, the application of technological appearance, and the use of more IPs. These are the manifestations of younger generation. This is the conclusion we have drawn through continuous exploration and investment in intelligence. In other words, intelligence is a plus, but not a core reason for purchasing.
In the entire youth sector, the best one is Nine, because Nine's products have done a good job in the overall man-machine engineering , intelligent interaction, experience and other aspects. The second is Emma, who does it very fashionable. The third one is green source . They represent different directions, and the youthfulness of No. 9 is reflected in ergonomic engineering, intelligent interaction and driving experience.Emma makes it younger through the use of colors and unique shapes. Green Source prefers a distinctive and unique appearance.
New Consumer Think Tank: Can youthfulness be used as a direction for to hedge against the uncertain factors of the market?
Li Wenliang: This is a very good question. No one is always young, but there are always people young. Every era has young people from every era, and they all have their own preferences.
Every company will say that it has a future, but in fact, few companies can truly deepen their efforts to cultivate a group of people. In fact, we always have to think about one thing, that is, whether you want to do the business of a group of people, or the business of a generation, or the business of a certain type of people.
Take Paris L'Oreal as an example. This brand has been deeply rooted in the urban anti-aging population around 25 years old. This group will affect forward and later. Even if they are older, they will still think that L'Oreal is very good. So, sometimes, a brand’s understanding of youth is that it needs to continue to deepen its roots in a group and continue to have an impact on this group. Maybe at the beginning they are not the main source of your revenue, but when this group of people have the ability to consume, they will take the initiative to consume. L'Oreal Paris is focusing on the 25-year-old urban anti-aging population. That's why you will find that L'Oreal has suddenly grown rapidly in recent years because it has been deeply rooted in people around 25 years old. L'Oreal made this positioning 10 years ago. After 10 years, this group has reached 35 or 36 years old and still has a good brand impression of L'Oreal.
Every era has young people from each era, and every company also has its own understanding of youth. Today we often say that being younger does not mean that we didn’t have to be younger ten years ago, but each company’s strategic choices are different. For example, Emma, one of the most successful things it has done in the past long period of time is to invite Jay Chou to endorse , which has formed an intergenerational impression of this Emma electric car brand. Now I choose Wu Jinyan as the new female spokesperson and begin to cultivate the minds of a new generation of young people. For example, No. 9 itself has Xiaomi’s genes and is good at interacting with young people, operating fans, experiences, and in-depth user experience communication. Green Source itself has become younger from the top management of the company, and has taken over the second generation in 1992, and can have a deeper understanding of the products and marketing that young people like.
Return to the industry trend, why it is easy and inevitable that the entire industry will change in pattern? It is because most brands never regard deep cultivation and good treatment of customers as their top priority, but just think about how to harvest and take advantage of the first wave of dividends. The same is true for the two-wheeled electric vehicle industry.
The industry leader was not formed in one day. Today, we want to build a brand, and we must start from the key life entrance of the target group, accompany us, and truly work hard to cultivate a good part, a group of people, or a generation. This kind of companionship is not simply accompanying them to grow up, but treating them kindly.
