A bicycle challenge has allowed the giant chairman Du Jingzhen to go from repelling electric bicycles to treating it as a new driving force for growth. (Photographer. Luo Yulong)
Written by: Lin Qiaohui
On October 26, Liv, the world's only female bicycle brand, held a press conference for CCC-Liv, a professional-level women's team sponsored by it, to come to Taiwan. Du Yingzhen, chairman of the huge group, who gave birth to Liv, participated in the whole process and seemed in a good mood.
In the past three years, Du Jingzhen has actually experienced a test of ups and downs.
She took over the chairman of the giant group in early 2017, but just the year before, the rise of shared bicycles in China, causing huge damage to the industry, and the Chinese bicycle market declined sharply. For two consecutive years, huge revenue fell below 60 billion yuan, which is the only two years of negative growth in the past decade, except for the 2009 Lehman Storm.
Last year, huge out of the shadow, with earnings per share (EPS) increasing by 39% year-on-year. Even though it has not yet returned to its peak, it has already moved towards a positive trend. The key kinetic energy is electric bicycles.
spreads out the huge electric bicycle report card, and its revenue share has reached 28% in the first two quarters of this year.
Du Jingzhen founded the world's first female bicycle brand Liv, and wanted to create differentiation in the bicycle industry. (Photographer Luo Yulong)
electric bicycle
. The correct name of the electric bicycle mentioned in general bicycles should be an electric assisted bicycle, which is equipped with a motor and a battery on traditional bicycles. ． The biggest difference between electric assisted bicycles and electric bicycles is that the former must be stepped on to have electric assist; the latter does not need to be stepped on, and you can ride it as long as you urge the accelerator with your hand.
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From bicycle to electric bicycle, at first glance, just the power of the bicycle is just as long as it is stepped on, there will be power added to assist. However, this is bringing a sharp example transfer to the bicycle industry!
Du Jingzhen revealed the transformation story of this 47-year-old brand for the first time in an exclusive interview with this magazine.
Du Jingzhen admitted that before the war, she actually fought a battle in her heart.
She is 70 years old this year and has rich experience in riding bicycles. She has once been around the island and challenged to climb Wuling and Mount Fuji, Japan.
She said, "I was full of repulsion at the beginning." The reason is that "people who are accustomed to traditional bicycles generally believe that riding electric bicycles is a manifestation of Weak."
It was not until this year that Du Jingzhen went to Japan to participate in the 100-kilometer Northeast Challenge that began to change.
It turns out that the organizer stipulated that the contestants could only use the electric bicycle provided by the conference. "I rode 66 kilometers and rode another volcano. It was originally a challenge for me, but with the electric assistance, no matter how high the mountain and the challenge were, it was possible." "It made me very clear. If there was an electric bicycle, it would allow more people to enjoy the fun of riding."
First believe that electric bicycles would make users have fun, which is not easy for huge people.
In 2014, Shang and Zhou dynasties recorded the cover story. At that time, the huge founder Liu Jinbiao led the team to complete a 12-day bicycle tour of the island, totaling 966 kilometers. Liu Jinbiao believes that he can walk the entire process with his feet, which brings him great confidence.
In fact, as early as 1999, the giant had tentative research and development of electric bicycles. CEO Liu Yongchang once said in the media that the giant's initial process of making electric bicycles stumbled. Around 2011, internal doubts were internally questioned that the quality was not good (Editor's note: If the central control system , motor and battery are not good, it is possible to burn it). It would be better to turn off the department. At the internal meeting, it even quarreled and almost turned aside.
A product line that has never been considered mainstream has only become the main force after 20 years.
Du Jingzhen said that the internal decision should be made, but the consensus is: even if it is done, customers should experience the spirit of "doing only one".
She will study members of electric bicycles and traditional bicycles, form the same team, and find talents who understand motors and electronic controls. In 2017, when revenue was at its lowest point, their R&D expense ratio was a record high in the past seven years. Du Jingzhen asked the original employees, "Not just design traditional bicycles, you should consider what will happen when you want to add motors and batteries."
For new colleagues who understand motor technology, she asked that even if there is a motor help, consumers cannot lose the feeling of breakthroughs and challenges when riding a bicycle. "I think this is very important." Li Shugeng, a huge spokesperson of
, described that the motor of bicycles cannot be overwhelming. "When you ride, the electricity given by the electric bicycle should simulate the natural riding state, just like having wings to help you behind it.
