"In the NIU2.0 era, Xiaoniu Electric will take the annual sales of 6 million units as the strategic goal to achieve the leap to the first brand of urban travel." This is a small goal set by Li Yan, CEO of Maverick Electric, at the annual global new product strategy conference in early 2021.
With the global economy revising downward and the travel market becoming saturated, how long will it take Maverick Electric to achieve this goal? Judging from the sales report of the fourth quarter of 2021 released by Xiaoniu Electric, perhaps this day will not be too far away. The data shows that the total annual sales of Maverick Electric in 2021 was 1,037,914 units, an increase of 72.5% year-on-year, far higher than the growth rate of the entire electric vehicle market.
More than ten new products! Global travel ecology spawns matrix effect "a little calf"
If you want to use a key word to describe the Maverick electric in 2021, then the word "high yield" is indispensable.
At the 2021 global new product strategy conference in April, Maverick Electric launched ten strategic products including GOVA F0, GOVA C0 and Maverick electric scooter in one fell swoop; and at the Milan International Two-Wheeler Show in Italy at the end of the year, Maverick Electric, which participated for the sixth time, brought seven new products such as MQi GT EVO, YQi, KQi3 Max to debut, covering electric motorcycles, electric scooters, electric bicycles and other categories, and the high-density promotion greatly enriched the product matrix of Maverick Electric.
Behind the "high yield" is the insight and response of Maverick Electric to the new demand for urban travel.
In the domestic market, the consumer demand of users under the new national standard purchase tide needs to be released urgently, while the design of the traditional grocery shopping car is outdated, the function is single, and it has long been "difficult to adjust". Maverick Electric seized the opportunity to launch new product sequences such as THEA F series and the C series in a timely manner to meet the differentiated aesthetics, and also innovatively let the "gendered" electric vehicle occupy the user's mind. As the pioneer of intelligent lithium battery electric vehicles, Maverick Electric has made "invisible intelligence" shine into reality through the application of technologies such as one-step start-stop and mobile phone screen projection in the iteration of classic product series. Looking at overseas markets, the debut of the KQi series has also become a powerful supplement to the Maverick electric micro-travel scene. Nowadays, the refined product matrix of Maverick Electric almost achieves the full scene coverage of urban short-distance travel, from connection travel, commuting travel, outdoor travel, intercity travel, Maverick Electric with the help of travel products and peripheral cultural products NIU POWER to build a global travel ecology, in the NIU2.0 yuan year, with technology and design to change urban travel of Maverick Electric, once again realized the leadership of two-wheel drive.
The good news is that Xiaoniu Electric's efforts to build a global travel ecology have achieved a two-way rush with users. GOVA F0 became a well-deserved Internet celebrity in the new national standard electric vehicle market in 2021, with the initial sales exceeding 100 million yuan, refreshing the sales record of the first single product of the Maverick Electric created by the Xiaoniu Electric M1 on the Jingdong crowdfunding platform and the record of the first single product of the Jingdong cycling category. At the same time, as the first micro-mobility new product of Maverick Electric, the electric scooter KQi3 received orders for more than 15,000 units as soon as it was launched, and the title of stable "king" made the Maverick electric scooter a perfect choice for the last kilometer connection tool of the urban commuter crowd.
10 Billion Memorabilia! Over 2 million butter book low carbon footprint "A little bit of calf"
Niu2.0 yuan year, Maverick Electric used solid data to outline a high-quality growth curve: in 2016, the cumulative mileage of 100,000 users of Niu Electric exceeded 100 million kilometers; in 2018, the cumulative mileage of 500,000 users exceeded 1 billion kilometers; in 2021, the cumulative mileage of more than 2 million users exceeded 10 billion kilometers... Behind the data of two-line exponential and stable growth, it is not only the brand brand branding of Xiaoniu Electric in the field of mobility that has been further deepened, but also a successful demonstration of the responsibility of smart city mobility solution providers under the dual carbon target. Up to now, the cumulative riding mileage of Maverick Electric global users has exceeded 11 billion kilometers, reducing carbon emissions by more than 2.7 million tons compared with fuel vehicles with the same mileage, which is equivalent to planting nearly 140 million shuttle trees.
What is more worth mentioning is that from breaking the cognitive prejudice of "electric vehicles are not buying vegetable cars" to reshaping the lifestyle of low-carbon travel and attitude cycling, the "body and mind" of Maverick Electric and users are getting closer and closer, linking user emotions with the brand spirit. Under the data of 11 billion kilometers, intertwined is a grand chapter of the times constructed by small individual stories. Escorted by dozens of matriot electric wedding convoys, a pair of silver-haired old men used an "out-of-the-ordinary" golden wedding ceremony to make netizens believe in love again; veterans in camouflage uniforms rode a calf electric car for 53 days to retake the red route and salute the national flag at Tiananmen Square to celebrate the party's centennial birthday; there were volunteers and white-clad soldiers who rushed to the front line of flood prevention and epidemic prevention. The action fulfills one "little pursuit" after another that makes people feel like "you're a little calf".
Nowadays, Covering 49 countries and regions and opening more than 3,100 stores in China, Maverick Electric is not only a unique existence of "recognized by the crowd at a glance", but also a national electric vehicle brand that is a calf everywhere.
Millions of sales, tens of billions of miles, thousands of stores, more than ten new products... In the year of the cattle that is about to pass, Maverick Electric undoubtedly handed over a year-end answer sheet of "you are a little calf". Standing on the starting line of the intersection of cattle and tigers, Maverick Electric, which debuted at CES for the second time, exhibited a series of new micro-travel products, delivered leading intelligent lithium battery travel products and the value concept of technology, trend and freedom to global users, and sounded the "outpost" for the new event of the Year of the Tiger. In 2022, the Niu 2.0 era of Maverick Electric is moving forward at full speed.