Domestic manufacturers in the motorcycle industry often say: If I can sell it at such a high price, I can also make the quality good. To say this, it is purely to reverse the order. Motorcycle manufacturing must first increase the added value of technology to brand value, that is, it must first have good quality to create the influence of the brand and finally sell it for a good price.
Take motorcycle engine bearings as an example. Domestic famous crankshaft bearings cost more than ten yuan per domestically produced crankshaft bearings, and imported NTN bearings cost more than thirty yuan. Is it the same quality as NTN? Feizhi 250 deep groove ball crankshaft bearings have a large batch of abnormal noises. Just replace them with imported bearings. There is a big gap in processing accuracy, material and quality control between domestic bearings and imported bearings. What's more annoying is that these steel raw materials for manufacturing bearings are imported from my country, and then they refine them.
So, problems that can be solved with money are really not problems. We are afraid that problems that cannot be solved with money are not allowed. We have to rely on ourselves, but relying on ourselves not to solve them in a day, but relying on long-term technical accumulation. Breaking the monopoly profit of leading international brands is to tie up their technology, and surpassing leading global brands is to surpass them in technology. If the product quality and technical content of domestic motorcycle brands are almost the same as those of leading international brands, the domestic prices of these international brands will soon be reduced. Just like the R1 released yesterday, it is priced at US$18,000 in the United States, equivalent to RMB 126,000, and it will be sold at RMB 229,800 in China, a total difference of 100,000 yuan. This is the brand monopoly profit caused by the added value of technology. Can you create this 229,800 with domestic motorcycle brands?
Chinese motorcycle did not win the field of large displacement by relying on "low price". Our motorcycles can only survive in the 30,000-level market within 300cc. Once the displacement exceeds 500cc and the price rises to more than 40,000, young consumers begin to focus on foreign brands.
This is actually the transition from the added value of technology to the added value of the brand. It has nothing to do with the price of the product. If a young consumer with a better budget does not care about the configuration of the product at all, because for them, 5-second acceleration and 4-second acceleration are both overperformance, and what they want is a brand, brand, or brand.
It cannot be denied that Kawasaki, Honda, KTM are both large manufacturers and imported, and the things on the surface are full, and these brands have long transformed into brand added value in technology. Although the configuration performance is really low, users can choose to ignore it.
When China has no advantages in both technology and brand, it can only emphasize configuration, price, and even displacement, regardless of whether these configurations are produced by themselves or imported from others! After all, the core competitiveness of Chinese brands is still insufficient. We do not have a famous motorcycle with a height of more than 200,000 yuan, and we cannot achieve downward infection of brand culture.
In the creation of added technology, we need to learn these imported brands, focus on one field, and temporarily establish the advantages of this field. Just like KTM said that it has lightweight technology, R1 emphasizes its cross crankshaft king,
Not to mention the medium and large rows, the manufacturing technology of the road motorcycle engine is almost blank except for the Japanese ones given to us. Honda's vortex combustion engine and our domestic small row engine have not yet fully understood the crankshaft eccentric shift technology. Like Chinese cars, Chinese motorcycles need to withstand upward pressure.
The reason why domestic motorcycle companies are transforming into medium and large-scale markets on a large scale is because they know that the cheaper they are, the more they look like industrial garbage in the eyes of young consumers, and for themselves, they will also confine upward development space. The brand path will become narrower and narrower, and this is an example of Haojue . Therefore, Chinese brands must move upward, and only then can they have a big world.However, in the process of moving upward, we must be ungrateful, devote ourselves to research, and strengthen technical accumulation. In addition to technology, a large part of the reason why Haojue did not go to the big ranking is because Haojue learned the quality control ability of foreign capital, and the big ranking is not as sloppy as other brands.
Therefore, the road to transformation of Chinese brands must be to first create technological added value, thereby creating your own brand added value, so that you can have your own foothold in the global motorcycle industry!
