Zhou Liqi’s fame is inseparable from two-wheeled electric vehicles, and Guangxi where he is located is not only a manufacturing base of electric vehicles, but also a major consumer of two-wheeled electric vehicles. To break into the electric car market in the Red Sea, Zhou Liqi's "fame" may be the fastest way for an emerging electric car company to gain popularity.
Affected by the epidemic in the first half of this year, the once glorious shared travel has been greatly damaged. In addition, public transportation, subway networks, and online car-hailing are also threatened and troubled by public health and safety. With the improvement of the epidemic situation, some inevitable short-distance travel needs have been released, and the public travel problems of users in the past have been alleviated in two-wheel electric vehicles. The emergence of the new national standard of
, the electric vehicle industry was quickly reshuffled
In May 2018, the mandatory national standard (GB 17761-2018) (new national standard) of the "Electric Bicycle Safety Technical Specification" was officially released, and from April 15, 2019 The new national standard will be enforced. The impact of the new national standard on the domestic electric vehicle industry is self-evident. After the implementation of the new national standard, the number of domestic manufacturers with qualifications for the production of two-wheel electric vehicles has been rapidly reduced from over 1,000 in the past to about 180. All kinds of inferior and imitated products that had flooded the market before were all banned by the new national standard. The new national standard of
stipulates that the maximum speed of two-wheeled electric vehicles must be less than or equal to 25km/h. When the speed reaches 15km/h, a warning sound must be emitted to remind the driver to reduce the speed. In addition, the nominal voltage of the battery of an electric vehicle must be 48V, the rated power of the motor must be less than or equal to 400W, and the quality of the vehicle must be controlled within 55kg. After the introduction of the new national standard,
has put forward clear requirements for the weight, speed and battery of electric vehicles. In the past, lead-acid batteries are being replaced by lithium batteries, and higher-density materials have gradually become the first choice for frame. Security has been further improved.
In the current domestic two-wheeled electric vehicle market, six top brands including Yadi, Emma, and Tailing account for nearly 60% of the market, but there are more than 400 mid-waist electric bicycle and bicycle manufacturers (2018 data ), the competition between the entire market is very fierce. In addition, due to the strong traditional marketability of electric vehicles, even if Internet car manufacturers are in full swing, they cannot change the current situation.
In a fiercely competitive environment, although price wars can boost sales in the short term, long-term price wars will only lead to industry involution and a vicious circle. Therefore, some manufacturers have begun to consider adding some new elements to the traditional two-wheel electric vehicles to increase the added value of their products.
Is it really necessary to buy smart electric cars that are becoming more expensive? How can
sell the price of electric vehicles higher and allow consumers to buy it? It is not enough to work hard on motors and body materials, especially in today’s intelligent era, which can truly increase added value It is to tie-in smart hardware on electric vehicles, so that consumers can really feel the meaning of "adding money".
For two-wheeled electric vehicles, the simplest vehicle technology interaction is to bind the electric vehicle through the on-board smart hardware and the APP on the Unicom mobile phone to view the electric vehicle power, location, status and other information in real time. For car companies, it doesn't cost much to implement these functions, but the experimental experience for users is really improved. It is more advanced and can be unlocked and turned on and off by mobile phones.
takes the advanced two-wheeled electric vehicles currently on the market as an example. In addition to being able to use fingerprints and facial unlocking, the electric vehicle is even equipped with an intelligent voice AI recognition system, so that the driver can talk to the vehicle AI at any time.
Of course, the addition of these intelligent hardware has also raised the price of two-wheeled electric vehicles to a new level. Currently on the market, manufacturers who take the high-end route with intelligence basically priced more than 5,000 yuan, which is in sharp contrast with the 2,000 to 3,000 yuan pricing of traditional electric vehicle brands.
At present, the main consumers of electric vehicles are still mainly grassroots groups, and most people areThe requirements for high-speed trains are nothing more than quality and long-distance driving. In order to create a sense of high-end, some manufacturers deliberately added a large number of intelligent hardware, the price has increased, but the product strength has declined.
Can online two-wheeled electric vehicles become a new level?
As the offline market becomes saturated, online e-commerce channels have become the focus of many manufacturers, and many electric vehicle manufacturers have accelerated their embrace of e-commerce channels and expanded Online promotion and sales, to get more traffic attention, and expand the scale of brand sales.
According to China Business News & Tmall’s "2020 Online Electric Vehicle Consumption Trend Report", the sales volume of two-wheeled electric vehicles on the Tmall platform is increasing year by year, and the consumption scale in 2020 will increase by more than 300% compared with 2018. In addition, short videos such as Douyin and Kuaishou have also become valuable places for electric vehicle manufacturers to promote. Consumers can quickly access products through various online channels.
Although the online channels for electric vehicles are developing rapidly, the current sales of electric vehicles are still mainly offline, and the degree of e-commerce is still relatively low. Most manufacturers adopt the design of specialized sub-brands to develop online channels, seeking high-end brands. In this process, the young group is the main target of the manufacturers.
At present, intelligent high-end electric vehicles have become the main sales force of online channels, while those born in the 90s and 95s have become the main people to purchase intelligent electric vehicles. This group of people value intelligent functions and more innovative designs. However, only from the perspective of user groups, the integration of online and offline sales channels seems to be the most suitable for manufacturers. Even online manufacturers still need offline stores to assume the role of experience center and after-sales service center. Online channels may face the problem of narrow user coverage in the later stage.
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