In 2015, a brand turned out to be born, it used its products to change the domestic stereotype of low-end and simple two-wheeled electric vehicles, adding technology and refinement to electric vehicles throughout the streets, so that electric vehicle consumers began to re-examine the products of these years, refined product matrix, excellent design, direct marketing to young people made Maverick Electric a hit. On June 1, 2015, Li Yinan debuted with a new product, and half a month later, he opened online crowdfunding, breaking 5 million in 5 minutes, breaking through 10 million in 13 minutes, and even creating a crowdfunding myth of 72 million yuan in 15 days.
In the two-wheeler market at that time, everyone fought for the simplest price and endurance. But Maverick with the Internet thinking, technology and intelligence as the leading, the domestic market dimensionality reduction blow, with the "technology" of the high-end label, Maverick Electric soon from the chaotic two-wheeler market to stand out, only three years to successfully land on the NASDAQ, known as "Tesla in electric scooters."
Mavericks were named and financial disclosures were made
At this year's 315 party, the two-wheeled electric vehicle represented by the Maverick was named for illegal modification and speeding up. In addition, according to Tianyan, Jiangsu Xiaoniu Electric Technology Co., Ltd., a wholly-owned subsidiary of Beijing Niudian Technology Co., Ltd., a related company of "Xiaoniu Electric", was fined 290,000 yuan for failing the sampling inspection of lighting, short circuit protection, instruction manual, size, and battery tamper-proof project in June last year.
Mavericks' 2022 is definitely a disaster. After the stock price rose to a peak of $53.38 last year, it fell rapidly all the way to a low price of $9 in recent days, and there is obviously a feeling of being abandoned by investors. The maverick's decline is not only reflected in the stock price, the market performance is equally embarrassing.
According to the financial report of The Maverick in 2021, the total sales of the Maverick Electric last year was 1.0379 million vehicles, an increase of 72.5% year-on-year, and the domestic sales volume was 988,000 vehicles, accounting for more than 95% of the total, and the domestic market is still the main battlefield of the Maverick. This data seems to be more powerful, but it should be known that the head companies including Yadi and Emma have already broken through the 10 million mark, that is to say, the Mavericks are less than one-tenth of these companies.
In fact, The Maverick did rely on "intelligence" to catch the two-wheeler industry by surprise, but it did not have its own unique technology, just simple concept innovation, and the technical moat of the Maverick electric "intelligence" was not deep.
Big brother Yadi, Emma quickly learned and transformed, launched such as VFLY series, A500 series and other models, relying on their own strong traditional offline stores to quickly take back the market or even climb the peak; even latecomers No. 9, Hello and other brands also rely on their respective intelligent advantages to seize the highlands of Mavericks, especially No. 9, according to its performance report, the company's total operating income in 2021 is about 9.127 billion yuan, an increase of 52.04% year-on-year, whether it is revenue scale or annual revenue growth, The company has outperformed Maverick Electric.
The formulation of the new national standard makes the entire two rounds of market competition more and more fierce, and the struggle of maverick sales naturally can not convince many investors, the Internet attribute is also so that its offline service is extremely scarce, so there is such a sentence in the market to describe: super first-class price, first-class concept, second-rate design, third-rate configuration, fourth-rate quality, five-stream quality control, not into the flow of after-sales, it can be seen that consumers are disappointed in the maverick tram.
In the continuous temptation, the calf from the product and strategy of the two directions at the same time, hoping that these two "life-saving straws" can help the calves out of the current predicament, and even to a broader market.
The sinking market is no longer stuck to the high end
Two-wheeled vehicles are different from new energy vehicles, inherently conflicted with the word "high-end", and the real large number of consumers are ordinary people rooted in the alleys of the city, which also led to the abnormally high tonal calf tram has not been able to get explosive growth. According to Cinda Securities, until now, the penetration rate of high-end two-wheeled electric vehicles marked by intelligence is less than 1% of the overall market, and it is expected that it will break through to double digits by 2025.
If Maverick Electric sticks to the high-end, it is difficult to win, and it may also face the risk of being swallowed up by competitors. Of course, Maverick has also made changes, and Hu Yilin, founder and CIO of Maverick Electric, said that Maverick has never positioned itself at the high end, but to do a company like Honda, "let users think of Mavericks when they mention two rounds." ”
Starting from the G0 model, the Maverick embarked on its "Honda" road, the price of 1999 yuan once detonated the market, followed by the Gova series F0 and C0 two positioning low-end models, especially C0, priced at the price of early three thousand to position female users, in the market got quite good feedback. The entire 2021 low-end models account for a considerable proportion of the Maverick electric product structure, of which G0 and F0 account for more than 30% of total sales in Q1 and Q2 in 2021.
Of course, this did help The Maverick complete the sales of 900,000-1 million set at the beginning of 2021, but it also caused the average price of the Calf's bicycle to drop to 2959 yuan, which is also the first time that the average price of the Maverick Electric fell below 3000 yuan.
The sinking of the market has led to an increase in Maverick sales, but it seems increasingly difficult to make a profit. Maverick Electric achieved sales of 3.253 billion yuan in 2021, but specific to Q4 2021, Maverick Electric achieved revenue of 986 million yuan and net income of 47.6 million yuan in the quarter, a year-on-year decline of 18.2%, and this downward trend has not stopped in 2021, and the gross profit margin in each quarter is declining, and the net profit is almost waist-cutting.
The Maverick's low-price strategy has indeed flattered consumers in exchange for sales. But as a brand that held the name of "two rounds of Tesla" in the past, such a practice made the capital market no longer optimistic, and the sharp decline in stock prices was the response they gave, and the "low price" road of the Mavericks was extremely difficult.
Can two-wheeled to four-wheeled cars be built?
On December 15, 2021, Niu Innovative Energy Technology Co., Ltd. released the English brand "NIUTRON", which was officially operated independently by the project team incubated in 2018 in Xiaoniu Electric, which is also Li Yinan's second entrepreneurship after the listing of Niu Electric. Although the two companies do not have any equity interleaved, from the perspective of the name and the founder, Niu Chuangxin Energy is more like an extension and expansion of Li Yinan's Maverick Electric in the field of new energy vehicles.
After the establishment of Maverick Electric, Li Yinan suffered imprisonment for a paper complaint, and after coming out, he ushered in the listing of Maverick Electric, in order to prevent his personal stain and delay the listing process, Li Yinan resolutely withdrew from Maverick Electric, cutting off his legal relationship, but Li Yinan's initial planning for Maverick Electric is definitely more than two rounds of electric this field.
In 2014, a motorcycle enthusiast Hu Yilin carried a business plan to look for partners everywhere, that year was Tesla entered the country, a large number of powerful entrepreneurs have invested in the electric vehicle manufacturing industry, Li Yinan is no exception. But after a friend introduced hu Yilin's plan, he proposed that the business model focusing on two-wheelers was "not enough and the direction is too narrow." But at that time, Li Yinan actually made up his mind early and secretly, and personally founded Maverick Electric after perfecting Hu Jolin's plan.
Perhaps seeing that Maverick is becoming more and more powerless in the two-wheeler market, and the gap with the head enterprise is getting farther and farther, Li Yinan believes that Maverick Electric should not stop at the field of two-wheelers, and then quickly released a car brand at the end of 2021, and announced the unveiling of new cars in March. Obviously, three months from the brand release to the new car warm-up, the self-touring family is in a hurry, eager to quickly gain a foothold in this rapidly changing market, Li Yinan wants to lay a good "foundation" for the future of Maverick Electric.
But from the current situation of the self-traveler, the follow-up of the maverick electric can only be a bamboo basket to hit the water. First of all, in terms of funds, car manufacturing requires a lot of financial support, but since youjia's current A round of financing is only 500 million US dollars, you should know that Xiaomi Lei Jun is taking out 10 billion yuan to build a car, Baidu is even declaring that it has invested 50 billion yuan before and after, and the current market value of Xiaoniu Electric is about 4 billion yuan, and even if it is all built in the future, it will only reach the industry passing line.
Secondly, in terms of technology, there is almost no exclusive core car-making technology, and the car-making experience is zero. This has also been confirmed by Li Yinan, who has publicly stated that without China's strong "supply chain", there would be no self-traveler. Since the current point of view, Youjia does not have the same revolutionary advantages as the Mavericks entering the two-wheeled electric vehicle, but only a car company born under the strong supply chain system of the mainland.
Finally, there is the core of autonomous driving. As Li Yinan said, the strength of the supply chain makes it no longer difficult to build a car, but how to stand out in the chaotic market, automatic driving is a very important content, and lidar is the standard for high-end cars. But Li Yinan said: "For the user, if the user takes lidar as a necessary condition, it may not be able to meet his requirements." This also means that the first 300,000 new cars of Ziyoujia, which will be officially sold in the second half of 2022, will not be equipped with lidar. No matter from which point of view, this immature high-end car is destined to make waves in the market.
In short, from the current situation, the road to building cars is not good, and the problems encountered are not solved by the maverick electric focusing on the two-wheeler market, nor can Li Yinan, who shouts out "the least important thing is competitiveness", be solved. Maverick Electric can only wait quietly for Li Yinan to lead the self-touring family to create a miracle and redeem the calf that is in danger in the two-round industry.
The stock market is looking at the future, the calf that is being abandoned by capital needs to prove itself faster, the negative income of the product sinking and the confusion of car building make the future of the maverick look dark, but we hope that the maverick electric can find a solution that is really suitable for itself, launch more quality and attitude products, and bring more creativity and vitality to the two-wheeler and even the new energy automobile industry.