Abstract: Motorcycles are no longer Wuxia Amon, in the high-end, electrified, intelligent at the moment, Chinese motorcycle companies ushered in a new round of development window period
Wen | Li Haoyin
Editor| Zhao Cheng
Assuming that the law of duckweed growth is two, two, four, four, eight, it is expected that 50 days can fill a pond, then it can be filled to half, which day is it?
The answer is day 49. The story in this fairy tale book will tell people not to underestimate the power of fission, but also to pay attention to the curve of the trend, which is often not linear but exponential.
When it comes to motorcycles, when most people's stereotypes are still ordinary road cars, ordinary transportation, production tools, China's motorcycle consumer market has long been changing, high-end, intelligent, large displacement, riding a motorcycle has become a large toy, become an identity label, even if there is a city directive to ban motorcycles, but the seeds of consumption have begun to sprout. Growing up watching the handsome image of riding a motorcycle in a blockbuster, buying a motorcycle to put at home when he grew up, and being a player of crafts has also become a reality.
In 2019, Caijing Automobile (ID: caijngqiche) visited Qianjiang Motorcycle (000913, SZ), exclusively restoring the logic of cooperation between Qianjiang and Harley - European and American strong IP also took a fancy to China's emerging consumer market and constantly examined partners; in 2020, Caijing Automobile (ID: caijingqiche) retraced the history and current situation of the controversial policy of banning motorcycles on the grounds of the report proposal of the two sessions, and sorted out the stereotypes of motorcycles in the past.
From the perspective of timeline, the two reports are just in line with the development trend of high-end, intelligent and electrified motorcycles, and the listed companies surveyed have also changed from the previous rare attention of securities companies, to intensive research by buyers and sellers, and then to set off a round of investment in the secondary market of the motorcycle industry. It is to explain the change of duckweed in the pond and give a prejudgment.
Nowadays, some companies have drunk the head soup of high-displacement motorcycles. In an exclusive interview with Caijingqiche, Hu Guijun, general manager of Qianjiang Motorcycle Sales, recalled the loneliness and joy when he cut into a large-displacement motorcycle; he was also happy and worried after seeing new and old enterprises pouring into the market together. "I hope that peers will jointly make the market bigger, rather than backloging each other and competing viciously too early."
After all, the last round of motorcycles at home and abroad in the rapid growth period, it was frustrated by vicious competition. At that time, Chinese motorcycle companies successfully went to sea, and they were in the limelight in Southeast Asia and other regions. However, companies fought closely, fought a price war, and finally lost everyone and land, and the market was once again taken away by Japanese car companies. Today, when the motorcycle is at its back, no one wants the lesson to be repeated.
Hu Guijun, who has entered Qianjiang Motorcycle since graduating from university, has experienced more than ten years in various positions in the company, and he lamented that the main theme of Qianjiang is change and upward, which gives Qianjiang the opportunity to cope with the market and innovate. In his eyes, enterprises should focus more on the main business and do fine and deep products. At the same time, in this era window of electrification, intelligence and high-end demand, reshaping the traditional motorcycle industry, and continuing to improve the good, precipitating their own genes and culture and further improving their recognizability will be one of the focuses of active change.
The greater the ability, the greater the responsibility. For the head enterprises, in addition to launching good products, it is more necessary to cultivate the consumer market and plant trees, so that the entire industry can benefit together. For motorcycle consumption, the lasting driving force is still the construction of motorcycle tourism culture, how to let more and younger consumers, feel the happiness of motorcycles, plant grass in their hearts, has become an important topic that Hu Guijun has been thinking about.
The following is an interview between Caijingqiche (ID: caijingqiche) and Hu Guijun, general manager of Qianjiang Motorcycle Sales Company, with slight deletions:
▲ Hu Guijun, general manager of Qianjiang Motorcycle Sales Company
Appeal: Look far ahead to make the market bigger
Caijing Automobile (ID: caijingqiche): The large-displacement motorcycle market is getting better and better, I went to chongqing Motorcycle Expo to see more and more new and old enterprises under the dumpling-like products, as a pioneer in the industry, do you feel pressure?
Hu Guijun: This is a good thing. In the past few years, there were few people in the industry playing, and we were still a little excited in our hearts at that time - we developed this big cake. Today, China's large-displacement market has become trending, and peers feel that it is profitable to join.
Caijingqiche (ID: Caijingqiche): When Honda was reluctant to get involved in the Chinese market and opened the first big trade store in China, it was the Chinese side that spent a lot of time convincing them with reason.
Hu Guijun: The addition of a strong opponent like Honda is expected. Qianjiang Motorcycle is a listed company, the financial reports are publicly visible, and the influx of competitors is inevitable. Therefore, the company began to do various investments in research and development very early.
Caijingqiche (ID: Caijingqiche): How do you see the relationship between the benign market and the number of competitors? After all, in the last round in the era of road cars, whether it is domestic or foreign trade exports, more players later price wars, the market is also chaotic.
Hu Guijun: We hope that our peers will jointly make the market bigger, rather than squeezing each other and competing viciously prematurely, so that the result is a price war. Excessive fighting will not bring benefits to consumers in the end, which is what we do not want to see.
Caijingqiche: Is there a trend of entering the price war too early today?
Hu Guijun: There are such signs in the market today. At that time, motorcycles went to sea had a similar lesson, the price war can reduce prices in the short term, but the abuse of this strategy, will lead to enterprises focusing on price and cost reduction, rather than improving technology and product strength, and ultimately reducing product competitiveness, but also does not help to cultivate the market, no one is good, it is better to concentrate on creating products.
Caijingqiche (ID: Caijingqiche): Are it the new players or industry giants who are interested in starting a price war now?
Hu Guijun: There are also dragon heads, mainly small players, they lack core research and development capabilities, most of them are procurement kits, and even direct plagiarism, in research and development, they have little investment. But it's hard for consumers to see. Therefore, the most deeply injured are professional research and development enterprises.
Caijingqiche:Caijingqiche: The growth rate of the large-displacement consumer market in the past two years has been very fast, will the trend slow down?
Hu Guijun: The rate may slow down, but the demand will not change, and the trend of continuous growth will not change.
Caijing Automobile (ID: caijingqiche): In QJMOTO, I have met a lot of new faces, in the current market context, how is our talent offensive and defensive war playing? As an increasingly international brand, the headquarters function is only concentrated in Wenling, which feels a little inconvenient.
Hu Guijun: In recent years, the new leadership team has adjusted the welfare of all employees, and Wenling has passed the high-speed railway, and the old employees are willing to stay in Qianjiang under comprehensive consideration. Today, we have new companies in Shanghai and Hangzhou. Shanghai has more international standards, forward-looking technology research and development and foreign trade negotiations, here is our scientific research institute and outpost. Merchants from overseas can also understand the company in Shanghai now, and come back to Wenling after deepening their intentions. Hangzhou has many Internet talents, and here we develop the Internet of Vehicles and corporate brand communication. In the past, it was said that building a nest to attract a phoenix, now it is necessary to build a nest for a phoenix. (Motorcycle is already different: capital has entered the market, high-end products 丨 Qianjiang Benally conference with feeling)
Caijingqiche: What kind of people play with large-displacement motorcycles? I live in Shanghai, the license plate is particularly expensive, opposite the owner of a young lion 800, as soon as the weekend the car drove away, but did not meet him.
Hu Guijun: There has always been a group of people with motorcycle passion in the market. Motorcycles are not a means of transportation for them, mainly used to play, watching American blockbusters, the mind is still Schwarzenegger, Andy Lau riding a handsome scene of the motorcycle player. In terms of price, if it costs 20,000 or 30,000 to ride a motorcycle that we worked on with Harley, they will definitely be willing to accept it. With the lifting of the national ban on motorcycles, such groups will increase. Some consumers, even without a driver's license, buy a car to put at home as a work of art. He is a person who likes mechanical and organic car feelings, and in his eyes this is an elegant and playful work of art.
Caijingqiche (ID: Caijingqiche): In this way, large-displacement motorcycles are more like large toys, and motorcycle travel culture is also easier to create IP, do peripherals, and create a new way of life. On the one hand, selling peripherals is more profitable than selling cars, on the other hand, this also helps to cultivate the market.
Hu Guijun: We have always launched derivatives, and we have also considered launching an online mall to launch a variety of products of similar styles for the same group of users. After all, the locomotive culture must rely on time to nurture the connotation, and it also needs to be supported by a little consumption of users.
Caijingqiche(ID: Have we considered doing some races? On the one hand, it can improve the brand power of the product, and on the other hand, it can help to nurture the culture of motorcycle travel. Like I went to see Lynk & Co in Malaysia before to participate in the WTCR, they won the overall championship, which is quite morale and brand image.
Hu Guijun: We are planning, one is to participate in the event, and the other is to prepare for the event. The latter plan has not yet been officially finalized, thinking about whether it is user entertainment or professional events. In short, I hope to cultivate the culture of motorcycle travel through the event and slowly plant grass in the psychology of consumers.
Caijingqiche (ID: Caijingqiche): I attended The Benally's car club event in Dafeng Port, which is a big party, and there are harleys, BMW and other owners who come to play together, and I feel that this openness is particularly good.
Hu Guijun: It is true that this market is big enough, so everyone can play together. It is a good thing for companies to compete in products. But I am very disgusted that some people engage in small actions, such as maliciously attacking us on the Internet, engaging in water army, which is quite boring.
Caijingqiche (ID: Caijingqiche): From the sales area, where do large-displacement motorcycles sell best?
Hu Guijun: The traditional scooter motorcycle is mainly based on the Xin'an market; for large-displacement motorcycles, Beijing, Shandong, Zhejiang, Guangdong are all good, and Jiangsu, although some local cities have limited motorcycles, but the sales are also very good. Overall, sales of large-displacement motorcycles are concentrated in urban areas.
▲Image source network
About electrification
Caijingqiche: What do you think of the electrification trend?
Hu Guijun: Vast, the trend of the times, no one can stop it. The electrification of cars is faster, and Europe has introduced a timetable to ban the sale of traditional fuel vehicles. The same is true for motorcycles, such as the purchase of two-wheeled electric vehicles in Europe, and the government pays half of the subsidies.
Caijingqiche (ID: Caijingqiche): I know that Qianjiang has invested in electric two-wheeled vehicles, like the Shanghai Research Institute just mentioned, which is researching three-electric technology. However, in terms of product launch and brand building, is it to do the electrification of all products, or will it do a single pure electric brand?
Hu Guijun: We made two preparations. The company has just set up a new company, after all, the decline of two-wheeled motorcycles has become a trend, and the market for electric two-wheelers has increased significantly. There is a market size of nearly 50 million per year. Enterprises to survive, must be laid out, the industry you can name the enterprise, are constantly layout, some even if it is "two into the palace, three into the palace" do not give up, do not layout may face death.
Caijingqiche (ID: Caijingqiche): Brand new construction and management are not easy, for existing sales channels, the management of launch and promotion will also be a challenge.
Hu Guijun: Yes, we have made an attempt to let motorcycle dealers sell electric motorcycles in the shop, and the effect is not good. Mainly compared with traditional motorcycles, two-wheeled electric vehicles have much less profits, and they are not willing to sell small profits.
Caijingqiche (ID: Caijingqiche): When it comes to sales channels, will the sales channels of Qianjiang Motorcycle, QJMOTO and Benali be clearly separated?
Hu Guijun: In principle, they are separated from each other, but if the local market is too small, such as the county and township markets, they may be merged.
▲ Image source network
More than ten years of change and invariance
Caijingqiche (ID: Caijingqiche): You entered Qianjiang Motorcycle after graduating from university and rotated in various positions for more than ten years. What do you feel like about the qualities of a Qianjiang motorcycle?
Hu Guijun: The characteristics of Qianjiang motorcycle are upward and change; the outside world hopes to launch a blockbuster product. But I think it's good to have blockbusters, but it's also dangerous and easy to get stuck in the comfort zone, so we're constantly innovating and evolving upwards.
Caijingqiche (ID: Caijingqiche): To diversify, but also to precipitate, how to reconcile the seemingly contradictory two? I think that at present, in the period of industry growth, this window period to do change, the fault tolerance rate is high.
Hu Guijun: I don't have a clear answer, but I will try. In the past, changeability was to win the market, but now with the help of incremental markets, I have a period of opportunity for change and development, and I can do long-term things that pave the way for the future. Looking back, now is a good opportunity to precipitate yourself. Our series of products will continue to have strong market competitiveness. At the same time, more other products will be explored.
CaijingQiche (ID: caijingqiche): How do you feel about watching Qianjiang Motorcycle transform from a state-owned enterprise to a private enterprise, from diversified operation to focusing on the main business of motorcycles, and stripping off real estate and power batteries?
Hu Guijun: Enterprises still have to do the work with peace of mind. Although there is always a view that it is not particularly wise to diversify by starting a second business and seeking a second growth curve, but away from product advantages and still having room for growth in the first curve. I believe that Qianjiang's leadership rhythm will not deviate from the main business.
Caijingqiche(ID:caijingqiche): What did Geely's entry bring to Qianjiang Motorcycle?
Hu Guijun: For the company, Geely Technology Group will plan and require the goals in the business outline of Qianjiang Motorcycle every year, and major matters need to be approved, in addition, Qianjiang Motorcycle is fully authorized. For employees, employees have significantly improved their salaries and avoided brain drain; and Geely's system support, such as Geely's financial sector, can help dealers more easily promote loans to buy cars, consumers, dealers, manufacturers and win-win situations.