There is a clear difference between the current motorcycle market and the peak of motorcycles around 08, the peak sales season of motorcycles is not summer, but winter, especially near the Spring Festival, because at that time the motorcycle is a large piece of the family, and at the end of the year, there is money to be able to afford, so the motorcycle dealers before and after the Spring Festival are the busiest.
The current motorcycle market, after the National Day, began to gradually enter the off-season, and in December, sales fell significantly, and dealers basically took a holiday during the Spring Festival. Therefore, the general new car release and listing will be between March and September, and taking advantage of the peak sales season is more conducive to driving sales.
The release price of Haojue's TR300 is December 8, and the price release is officially released to the market two weeks after the price release. Choosing to go public in this big winter, and not doing any large-scale dissemination and promotion, what is this routine, is not running to the cold?
In the two weeks after the price was announced, the TR300 topped the Harrow Motorcycle popularity list, and now the popularity index is on par with the GSX250R, and the two are constantly changing in the first and second positions. The popularity is high, so how is the market reacting?
Screenshot of Haro Motorcycle today
There are many dealers in my circle of friends, and I consulted two representative dealers: one is Zhang Haiyang of Beijing Wind Speed, and the other is Su Qiang of Changsha Meitu.
The Beijing market arrived on December 22 for a test drive, and a test drive tasting was organized at the Shunyi flagship store and the Dadi Hengtong store on the same day.
What I didn't expect in this message was that 5 out of 10 people were under the age of 35, and the youngest user was 95 years old.
In my impression, TR300 is an old man, no 40s do not seem to be in line with the temperament of this car, did not think that there are so many users under 35 years old, there are actually 95 years, this is indeed an interesting phenomenon.
This morning, I contacted Mr. Zhang again to inquire about the current order situation of TR300. Here is a screenshot of the conversation:
This is the guy who ordered the car in '95
This is a screenshot of Mr. Zhang's circle of friends
From the information on Mr. Zhang's side, it can be seen that the TR300 is indeed on fire, and it can still be so hot in the winter, which also makes the dealers very excited.
Let's look at the situation of the Changsha market. Su Qiangsu of Changsha Meitu is always particularly good at expressing himself among motorcycle dealers, and he speaks authentic Shaoshan Mandarin, which is impressive. Changsha Meitu's Douyin number is also very good, it is worth learning from many motorcycle dealers, and I also met Su Zong through Douyin. Changsha was a test drive on December 23, and it was snowing when I was going to have a test drive. Even on snowy days, there are still car friends who come to the shop to see the car.
Changsha is a city with no motorcycles, and the city's population and economy are not comparable to Beijing's, but Meitu still received nearly 30 orders. The problem facing Su Zong now is that it is impossible to deliver all at once, and the first batch of only 7 cars are distributed.
I consulted the relevant personnel of the Haojue factory, the current order received by TR300 is indeed unexpected, although the factory has prepared a certain number, but the gap with the market demand is still very large. According to the production beat of Haojue, the production of new products will take a gradual increase in quantity, will not pull a large amount at once, mainly taking into account process control and quality management.
In this way, fortunately, TR300 chose to be listed at this time, if it is sold in the spring, the gap in the order will be greater, using the month before the Spring Festival to gradually increase production capacity, and the peak sales season after the year comes, which can match the market demand.
A few years ago, Mr. Zhang of Niumo.com mentioned a word: the silent majority.
In this era of mobile Internet, everyone can speak and express, but it is always the majority who do not speak. Just because these people don't speak up doesn't mean they don't know the information, it doesn't mean they don't have a point of view. There are never as many people who don't talk but go to buy a car when they talk online. The majority of these silent ones are precisely the user groups of the TR300.
Some car friends are still waiting to see if Haojue will still engage in the previous Annual Festival to reduce 2000 activities. The information I got was that that way was no longer suitable for the current market, and now the official price is the sales price of the terminal, one step in place.
However, although it is slow, it is also changing.
Note: The article is reproduced from "Rhino Talk Motorcycle"