brand on the way to sea, two-wheeled electric vehicles are gaining momentum.

once."bicycle power"is also today."two-wheeled electric vehicle power", China is the world's largest two-wheeled electric vehicle production and consumption market.

electric vehicles with different prices and different designs meet the short-distance travel needs of urban residents in different scenarios in a way that is both efficient and cost-effective, and a mature supply chain system has been formed in China.

at present, China is still a big exporter of two-wheeled electric vehicles. The brands of two-wheeled electric vehicles have taken advantage of the trend and have formed three camps, namely, the traditional brands represented by Yadi, Emma, Tailing and Xinri, the new brands represented by Mavericks Electric and No.9 Company, and the announcement of their entry into the market.E-bike's Dajiang, and Harrow, which shares electric vehicles overseas, are cross-border players.

major brands have opened up their territory in overseas markets and successfully launched the name of China's two-wheeled electric vehicles. What kind of enlightenment can this bring to us?

why at the end of the last century, a number of Chinese motorcycle enterprises to enter the Southeast Asian market but failed?

is not complicated, this time."electric donkey"the key to success lies in the human touch.

1. brand on the way to sea,

two-wheeled electric vehicles are gaining momentum

, in a production workshop in Jiangsu, workers are busy assembling different parts. Brand-new electric bicycles are entering the laboratory from the assembly line. When the testing is completed, these electric bicycles will be sold all over the world.

2024year1-5month, the company's exports of two-wheeled electric vehicles grew more30%, at present, the company will still further expand production capacity, continue to add code overseas markets.

this is just a microcosm of the domestic two-wheeled electric vehicle trip to the sea.

has benefited from China's world-leading manufacturing industry chain, superimposed on the necessary daily commuting demand of a large population base, which has jointly created the world's most demanding market for two-wheeled electric vehicles. At present, China has become the world's largest two-wheeled electric vehicle industry. Export countries, manufacturers and consumers.

In recent years, China's two-wheeled electric vehicle production capacity continues to be higher than the domestic market demand, according to public information,2022was5904million vehicles, while domestic sales were only5150million vehicles, there are still nearly in China.800million vehicles in the market demand gap.

China's two-wheeled electric vehicle market starts from zero to annual sales exceeding5000million, 40 years.

1.Initial Stage (1983-2000)

1983, China's first self-designed and energy-produced two-wheeled electric vehicle came out. The manufacturer that produces it is based on"permanent card"bike and the national reputation of Shanghai permanent.

at that time, compared with the best-selling bicycles in the country, the permanent brand electric vehicles were inconspicuous, and the manufacturing level in China was limited at that time. They had very little mastery of the key technologies of electric vehicles such as motors and batteries, and many electric bicycles had less endurance.30kilometers, poor climbing ability, but also easy to wear and tear, if you want to replace the expensive"three big pieces"bicycles is like a fantasy.

, the demand for two-wheeled electric vehicles has not disappeared.

2.is beginning to take shape (2001-2004)

, with the rapid advancement of China's urbanization process, urban short-distance travel has become a problem that residents must face in their lives. Short-distance travel tools such as two-wheeled electric vehicles, which have both small footprint and green environmental protection characteristics, have begun to receive Hot.

the beginning of this century, many electric vehicle companies have begun to produce scale, and the key technologies of their products have achieved breakthroughs and improved performance, and have gradually become substitutes for motorcycles and bicycles.

in addition, at that time across the country"Prohibition order"and sudden"SARS", boosting the rapid development of the domestic two-wheeled electric vehicle market, personal non-public travel demand ushered in a blowout development.

2004, large-scale enterprises represented by brands such as Xinri, Lvyuan, Qianhe and Continental Pigeon were formed.

3.period of rapid development (2005-2013)

2005years, China's electric bicycle production breakthrough1000million.

Among them, Emma, Fujita, Colin and other enterprises from Tianjin have turned to the production of simple electric bicycles that meet the needs of northern consumers. And Wuxi's Yadi, Xinri, Supaqi, etc., is to attack luxury models for expertise, the industry"south luxury, north simple"was formed and has influenced so far.

the golden decade of rapid development of two-wheeled electric vehicles in China, the core of competition among enterprises is the brand.

2010years,"love, act immediately", this slogan helped Emma become the top sales champion of that year. At that time, many enterprises behind Emma, not to be outdone, combined with their brand characteristics, chanted slogans and tried to plant a seed in the hearts of consumers in advance.

"Yadi electric car, China's well-known trademark"

"buy a good car, choose the green source"

, through huge advertising investment and inviting celebrity endorsements, in order to increase consumer awareness and goodwill, and quickly realize product promotion.

4.mature stage (2014-2018)

2014, the domestic production and sales of two-wheeled electric vehicles declined for the first time. The industry ended more than ten years of rapid growth and entered a mature stage of development.

during this period, the scale of the two-wheeled electric vehicle industry gradually grew, the homogenization competition of major brands was serious, and the industry began to integrate deeply. Many electric vehicle brands gradually disappeared during this period, and the head brands quickly harvested market share. The industry competition pattern has taken shape initially.

5.New National Standard Stage (2019-2022)

2019, the implementation of the new national standard for two-wheeled electric vehicles was marked. The electric vehicle industry once again entered the growth stage. Most of the old two-wheeled electric vehicles needed to be eliminated and replaced because they did not meet the new standards. During this period, the characteristics of market expansion, industry clearance and industry concentration were both improved. The competition among major brands was no longer a single dimension of channels, products or technologies, but the comprehensive competitiveness of enterprises.

6.the period of globalization (2023-)

2023, two-wheeled electric vehicles have begun to globalize in an all-round way. At present, the domestic market has a high number of vehicles. Under the existing competitive factors, the sales of major brands will enter a new period of volatility.

the key to this stage of competition, in addition to factors such as brand, channel, product, and cost control capabilities, the degree of product intelligence and globalization capabilities are equally important.

globalization, different electric vehicle products were similar. In terms of product functions, it was mainly to meet the daily commuting needs of consumers. In terms of product functions and appearance, it did not involve too much differentiated competition.

However, when electric vehicles go abroad, consumers in different countries and regions have different needs for two-wheeled electric vehicles. At this time, two-wheeled electric vehicle companies are required to redefine the company's products through intelligence for different regions.provide differentiated services to consumers, and enhance the global service capabilities of products through the accumulated experience of production and sales around the world.

However, there are huge product differences and consumption differences in the two-wheeled electric vehicle industry. Domestic two-wheeled electric vehicle companies not only have to sort out the environmental differences in different global markets, but also need to face many challenges and problems in the local market.

is facing many difficulties and challenges, for two-wheeled electric vehicle companies, going to sea has become a choice that has to be made.

2. two wheel electric car out to sea:

the sea is wide and the fish leap, the sky is high and the birds fly.

is in sharp contrast to the narrowing and slowing growth of the domestic two-wheeled electric vehicle market. It is the rapid growth of overseas markets. According to the Frost & Sullivan report, the future5years, the compound annual growth rate of two-wheeled electric vehicles in other countries and regions except China will reach19.4 percent, while China's compound annual growth rate is about4.6 percent,for domestic two-wheeled electric vehicle manufacturers, going to sea has become a compulsory course.

For the major domestic two-wheeled electric vehicle manufacturers, the cultural differences in different markets are one of the important challenges for brands to go out to sea.

from the perspective of marketing, the overseas marketing of two-wheeled electric vehicles needs to adhere to the principle of localization, present local content on various overseas social platforms, communicate directly with consumers, and deliver brands and products in a way that fits the local language, national conditions, and user habits. In order to take the road of internationalization of the brand.

from the product dimension, the overseas products of two-wheeled electric vehicles also need to meet the special needs of local consumers. Different countries and regions have different market environments and consumption habits, and have different requirements for product functions.

as our country""of Wuxi Xishan District, familiar with the world's major markets of consumer preferences.

, Teng Wenjie, deputy director of the Xishan District Bureau of Commerce, explained the characteristics of each market to reporters with his fingers:

"European and American markets prefer medium and high-grade electric motorcycles and electric-assisted bicycles, which not only travel, but also have the attributes of leisure and play. The Southeast Asian market focuses on cost performance, and its export products are mainly light and low-end models. South American countries are hilly and mountainous, so high-power electric motorcycles are more popular. Africa uses electric vehicles as a means of transportation and pays more attention to their loading capacity......."

markets around the world, the most representative of the European and American markets and Southeast Asian markets.

1.the European and American markets: Start with mobility, not just mobility

for consumers in the European and American markets, in addition to meeting daily travel needs, two-wheeled electric vehicles are more inclined to an environmentally friendly and fashionable life concept. In recent years, due to the impact of the epidemic, the proportion of bus trips in Europe and the United States has declined, and more people have begun to choose personal travel.

two-wheeled electric vehicles not only perfectly meet the needs of personal travel, but also fit the two major topics of concern to Europeans and Americans: environmental protection and health, superimposed cycling culture, gasoline prices and other factors, two-wheeled electric vehicles have also become popular in Europe and the United States.

consumers in European and American markets are less sensitive to price, have great market potential and have higher profit margins. For two-wheeled electric vehicles, local consumers are more concerned about appearance design, portability and battery life.

, for example, the most popular product of the Mavericks electric car that started in Germany and entered the European market is the electric scooter. Representative products are launched by Mavericks in Germany and SpainKQi1 Sportelectric scooter, lightweight and easy to control, endurance25km, selling price399euros.

2022yearQ3, Mavericks electric scooter sales reached overseas5.5million vehicles, the month-on-month growth doubled, users are generally younger.

In addition, the calfCEOLi Yan mentioned in an interview:

"globalization is localization. Mavericks brand operation team is multi-national culture, which can create high-end brands based on local market demand by combining local user operation conditions, instead of simply saying the concept of Chinese brands going out to sea".

, for example, the calf's new scooter model from Europe and the United States chose tires with large wheel diameter and wide wheel diameter. Considering the physique of Europeans and Americans, the calf also made the design of widening the pedal and handle. In terms of shape, it continues the family language."Angel Eyes"headlights, Europe and the United States also increased the matte black color.

For different overseas markets, the prices of the Mavericks in the United States and Germany are relatively high, while the prices in Spain and Italy are relatively low. In addition, due to the high requirements for product life in the European and American markets, the Mavericks are also actively promoting the exchange of electricity locally. business.

2.Southeast Asian Market: Cost Performance and Rigid Demand

①Local Market

in some Southeast Asian countries"Prohibition order"case, as a substitute for motorcycles, the core demand of Southeast Asian consumers for two-wheeled electric vehicles is power and endurance.

is therefore widely welcomed by consumers in the Southeast Asian market, and it is often the electric motorcycle that is closer to the fuel motorcycle in terms of performance, control, and use experience.

Vietnam is the country with the highest penetration rate of two-wheeled electric vehicles in Southeast Asia. In addition, the Vietnamese government is also actively supporting the further popularization of electric vehicles through measures such as tariff exemptions and consumer subsidies.

Indonesia's two-wheeled electric vehicle market is also very representative.

is based on the Indonesian government's"oil to electricity"the policy, a large number of motorcycles are being phased out,Indonesia has become the largest two-wheel electric vehicle market in ASEAN and the third largest in the world.

on the policy side, the Indonesian government has developed a"2025years will20%fuel two-wheeled vehicle, converted to electric two-wheeled vehicle""The number of electric two-wheelers reached180million."goals and plan2040, Indonesia has only sold electric two-wheeled vehicles.

In addition, the Indonesian government is also accelerating the construction of electric vehicle charging stations, giving local electric motorcycles purchased by local consumers.700million rupiah strongly supports the promotion of two-wheeled electric vehicles in the local area.

For local consumers, choosing to buy a two-wheeled electric vehicle will save themselves every year compared to buying a motorcycle.2-3months of wage expenses, with strong economic benefits.

②Chinese Enterprises

In the Southeast Asian market, Yadi and Emma are the first two-wheel electric vehicle companies to settle in.

early in2008, Yadi has entered the Southeast Asian market, and Yadi is even more2019, the first overseas production base was established in Vietnam. The electric vehicles produced and sold by Yadi locally have a longer battery life than ordinary local small electric donkeys.3times, while having1hour charging80%'s ultra-high performance, the car can adapt to a variety of road conditions and scenes, whether it is product quality or performance, are very close to the level of motorcycles, the price is cheaper than motorcycles, very competitive.

Emma2018years."China-ASEAN New Energy Vehicle Production Base". Emma also pursues localization in the Southeast Asian market, and accurately captures the needs of local users through adjusted and innovative models.

It is true that whether in the relatively high-end European and American markets, or in Southeast Asia, where two-wheeled electric vehicles are regarded as daily commuting necessities, domestic two-wheeled electric vehicle companies can create products suitable for local consumers according to the characteristics of the local market. Meet the needs of different consumers and provide them with more humane services.

, the key to the successful internationalization of these enterprises lies in thinking more for consumers."human touch".

3. enterprises is better than human feelings.

to think about one more step for consumers, but in fact it is very difficult, because for all enterprises, whether in the process of product design and delivery, to provide consumers with convenience and better use experience, or to provide consumers with the guarantee of after-sales service of products, in fact, enterprises are required.--have to be human.

a company that only values short-term benefits, is unwilling to consider for users, and unwilling to provide users with emotional value, can it really not be internationalized and go global?

the answer is no.

, for example, in the 1990 s, domestic parts at that time had the advantages of hardware cost, transportation cost, labor dividend and so on. Chinese-made motorcycles could be sold at half the price of Japanese equivalent products on the basis of the same configuration, with profits, and could be supplied at any time.

Chinese motorcycles, which have the advantage of cost performance, have begun to use Yunnan, Guangxi border trade, export trade and other trade methods to enter the Vietnamese market.

2002, China's motorcycle exports to Vietnam reached19.2billion US dollars, market share approaching90%, it has become the mainstream of the motorcycle market in Vietnam.

domestic motorcycles in the Vietnamese market, from zero to close to the market share90%, but a short period of three years.

after Chinese motorcycles successfully occupied the Vietnamese market, they thought they could finally make money by defeating the most powerful Japanese opponent. Unexpectedly, the cruelest competition has just begun.

, in the face of domestic brands that also rely on price wars to break out of the siege, major manufacturers have offered greater discounts than in the past, and prices are getting lower and lower day by day.

various motorcycle companies did not put brand building and after-sales service in place. On the contrary, in order to compete for market share, they launched a cruel price war in Vietnam.

when the major motorcycle companies believe that through"price war""Inner Volume"this way, you can be in the market."Winner takes all", they have no time to take into account product quality, after-sales service and other links.

is very simple.

many motorcycle companies began to roll prices, and everyone had no profit, so they had to reduce costs and sacrifice quality at the end of the day, which directly led to the overall decline in product quality.

and even some companies save on product testing, eventually making the market a test field and treating consumers as guinea pigs.

2004, Ho Chi Minh City TV reported that someone was riding a Chinese brand motorcycle and was injured because the frame was broken.

this incident has become the focus of discussion in Vietnam in a short period of time, and media reports specifically mentioned"more Vietnamese have discovered that Japanese motorcycles can be used for more than ten years with little maintenance, but Chinese motorcycles have to be scrapped in two or three years. Although Japanese motorcycles are more expensive, they are still cost-effective.".

In just over a year since then, Japanese motorcycle companies have once again regained the Vietnamese market, with a comprehensive market share of up95%, the Chinese brand market has only1%.

in the Vietnamese market, Chinese motorcycles failed.

this time the domestic two-wheeled electric vehicle is very successful, the key lies in the innovation of various enterprises for different markets.

Mavericks electric cars, which focus on the European and American markets, are in2023, a top speed was displayed.100kilometers of electric cars. Its new products are suitable for urban streets and rugged mountain roads, equipped with long-range, high-horsepower batteries, specially built for urban off-road adventure enthusiasts.

In addition, its carbon fiber electric scooterKQi Air, the frame is made of carbon fiber material, and the weight of the whole car is only11.7kg, the extreme lightweight design ensures unparalleled portability and flexibility to meet the short-distance needs of urban commuting.

Yadi and Tailing electric cars, which focus on the Southeast Asian market, have also created unique products according to local characteristics.

For professional motorcycle friends who like speed and passion, Yadi has launched an electric motorcycle with 100km acceleration.3seconds, faster than any Japanese motorcycle.

Tailing electric vehicles have launched models with stronger climbing ability and cruising range for the terrain and traffic conditions of Southeast Asian countries. In addition, Tailing has also launched smart electric vehicles in the Southeast Asian market, realizing vehicle positioning, anti-theft alarm and other functions through mobile phone applications, bringing practical convenience to local consumers.

the successful internationalization of many companies, it has brought practical convenience to local consumers. In addition to providing products, it also provides emotional value for local consumers."human touch".

, for example, the American beverage giant Coca-Cola, will carefully launch special packaging with strong traditional Chinese cultural elements during the Spring Festival in the Chinese market. The bottle is not only printed with vivid images of the zodiac, but also dotted with festive characters and spring couplets full of blessings.

domestic consumers can feel a strong festive atmosphere in such products, such products themselves have become part of the Spring Festival reunion.

Toyota, the world's largest automobile manufacturer, will carry out targeted design and improvement of vehicles according to the market demand and actual road conditions of different countries and regions.

in North America, in order to adapt to consumers' preference for large vehicles and power performance, the models launched locally are larger and more powerful, while in response to the narrow streets and strict emission standards in Europe, the models in the European market are more compact and more energy-efficient as a whole.

In addition, as we are familiar with the international catering brand McDonald's, in different countries and regions of the product is also different.

, for example, in the United States, local stores are mostly large-volume packages, in addition to a variety of specialty sauces and ingredients to choose from.

, in China, McDonald's has launched fried dough sticks, porridge and other products with Chinese characteristics. In addition, it will also launch limited products according to different festivals, such as red bean pie during the Spring Festival.

in India, due to religious and cultural reasons, the local McDonald's focuses on chicken, fish and vegetables, and no beef products.

It is true that no matter which industry the company is in, if it wants to move steadily on the road of internationalization, it must achieve localized operations."go out.", and more importantly, do it."walk in".

a truly successful international enterprise is not only to sell products and services to all parts of the world, but more importantly, brand output and local consumers' recognition of corporate value. Behind this, an enterprise needs to have a human touch.

4. enterprises want to be humane and do this well.3point

soldiers who don't want to be generals are not good soldiers.

any ambitious entrepreneur or manager wants their products to be sold to every corner of the world, and this requires companies to be able"suit to local conditions", in other words, companies need to be able to provide emotional value to different consumers everywhere.

, if enterprises want to make their operations more humane, they need to do these three things well:

1.products are the core

a brand to be full of human touch, the product is the core.

enterprise is not only a tool to meet the needs of consumers, but also a carrier to convey emotion and value.

Apple, we strive for excellence in product design and quality. Each product is full of innovation and beauty, which can satisfy users' pursuit of high quality life, so that consumers can trust and rely on the brand.

when the product is truly integrated into the lives of consumers and becomes an indispensable part of them, the brand will naturally have a human touch.

, my country's motorcycles failed in Southeast Asia. They mistakenly thought that cheap products could impress consumers, but they did not realize that this was actually a stupid approach. When the quality of their own products was not up to standard and the products could not be standardized,no matter how cheap the price is, it will not allow the long-term development of the enterprise. Consumers will not pay for the cheap garbage.

2.employee care is the focus

employees are the representatives of the brand, and the care for employees is the focus of the brand to reflect the human touch.

, like Google, is a good example. Google provides free fitness courses and fitness subsidies for employees. In addition, there are comfortable rest areas within the company, equipped with massage chairs, leisure facilities and other equipment, so as to improve the innovation ability of employees and create a positive corporate culture.

3.marketing is key

marketing is an important bridge between brands and consumers, and it is also the key to reflect the human touch of enterprises. A good enterprise can create a positive brand image through excellent marketing programs and communicate with consumers through advertising.

Nike's“Just Do It”series of advertisements often inspire people to overcome difficulties and surpass themselves, especially for disabled athletes or ordinary people to challenge the limits of the story, reflecting the support and encouragement for everyone to pursue their dreams, so that consumers feel that the brand is not only selling sports products, but also a kind of companionship and encouragement, so that they can face life with a healthier and positive attitude.

5. Conclusion

two-wheeled electric vehicle industry is just one of many industries in China."sea fever", many two-wheeled electric vehicle companies are just a few waves at the top of the tide, and the reason why these waves are special and dazzling is because they dare to stand at the top of the tide, chasing the bright side, and only for consumers Full satisfaction and service.