Recently, Xiaoniu Electric, which was just named at the CCTV 315 evening party, issued an announcement, saying that due to the sharp rise in raw materials (prices) such as upstream lithium batteries, it will make an increase in the entire series of lithium battery products on April 1, with an increase of 200-1000 yuan, depending on the release at that time.
As soon as the announcement came out, some people joked that "the price of two-wheeled electric vehicles has begun to rise, I only have bicycles", and some people said: Up, there are always enterprises that do not rise, I go to buy others on the line. Some people have rationally analyzed that in a short period of time, they can clear a lot of inventory for the calves, but the long-term adverse factors will definitely have a large impact.
Industry insiders are even more blunt, for the positioning of high-end calves, the price is a short board, and now the price is greatly increased, and the retail sales are inevitably affected, and consumers may not be able to accept it.
In fact, the market has always had a "high price and low quality" question about the Maverick electric vehicle, and its products are far from reaching the standard of an average price of 4,000 in terms of safety and experience. On social platforms, some netizens "advise you not to touch the calf"; on the complaint platform, there are more than 1500 complaints about the maverick electric vehicle; more media reports, the maverick electric vehicle caught fire for no reason during the riding process, triggering the public's concern about the safety of the calf electric vehicle.
Frequent quality problems, calves are not "cattle"
According to the Nanjing Traffic Radio, a maverick electric vehicle purchased by Mr. Jiang in mid-2020 found smoke coming out of the vicinity of the battery during the ride, and it caught fire, and during the repair, he was told that it was caused by a short circuit in the fuse next to the battery. After the repair, the official APP of the Maverick still shows that the vehicle status is abnormal and the battery is faulty, but the maintenance point insists that it is not a problem with the battery, refuses to replace it, and said that the APP display is not accurate, and the vehicle is no problem.
After the half-hearted maintenance, Mr. Jiang found that the power and endurance of the vehicle had different degrees of problems, so he contacted the Niu customer service, and the customer service staff did not give the advice to replace the battery or return the goods, but asked Mr. Jiang to wait, this is more than a year, the Niu customer service is still unable to contact.
Coincidentally, in early January this year, The China Business Daily reported that some consumers reported that the battery of the Maverick electric bicycle had caught fire, and their families had airway damage due to inhaling thick smoke.
At the same time, among the more than 1500 complaints about Maverick Electric on the black cat complaint, there are also many problems such as "the battery is broken after two months", "the winter cannot be charged", "the battery is false". Among them, lithium batteries can not be charged in winter accounted for the highest proportion of complaints, many users reflect that the maverick electric vehicle in the north as long as the temperature is low can not be charged, but was not told of low temperature protection when purchasing, this is a design defect, requiring the maverick electric recall and upgrade maintenance.
In addition, there are complaints about the Maverick electric central control 67 fault code can not be located, riding puncture tires have safety hazards, body rupture caused by family members falling down and slightly injured and other issues.
Not only that, 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 lighting, short circuit protection, instruction manual, size, and battery tamper-proof project sampling inspection in June last year.
In the two-wheeler market, everyone fights for price and endurance, and the Maverick electric vehicle can be described as a disadvantage in this regard. When it first rushed into the market by relying on the "intelligent" playing method, it was indeed eye-catching, especially attracting young people who pursued personalization, but The Maverick did not have its own unique technology, just simple concept innovation, and the "intelligent" technology moat was not deep. Nowadays, it seems that its positioning failure is frequently complained about, and Maverick Electric is likely to lose this advantage.
In terms of experience, its so-called electric intelligence, it seems that there is nothing special, and even some users complain that its APP is maliciously bound, the central control system cannot connect to the network, etc., coupled with the Internet attributes make its offline service and its lack, it is no wonder that the market is circulating with "super first-class price, first-class concept, second-rate design, third-rate configuration, four-stream quality, five-stream quality control, non-flow after-sales" to describe Maverick Electric.
The market is fiercely competitive, and the Calf is not a little worse
For the current Maverick Electric, it is most appropriate to use the gap to survive to describe, not only in front of the traditional manufacturers to block, behind the Hello, No. 9 and so on to catch up, and even has the trend of catching up.
According to the Maverick 2021 annual financial report, the total sales of Maverick Electric last year was 1.0379 million vehicles, an increase of 72.5% year-on-year, and it was also the first time that its sales exceeded 1 million vehicles, of which domestic sales were 988,000 vehicles, accounting for more than 95% of the total, and the domestic market is still the main battlefield of The Mavericks. 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.
The same is true in terms of revenue, in 2021, the annual revenue of Maverick Electric was 3.705 billion yuan, an increase of 51.6% year-on-year. The No. 9 performance report, which also plays the smart card with Xiaoniu, shows that 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 been better than Maverick Electric.
Even Hello Travel, which entered the track in early 2021, benefited from its own advantages such as the online car chain, and built 3562 stores in 2021, with an annual growth rate of 1358%, which also surpassed Maverick Electric. As of December 31, 2021, the number of maverick electric franchise stores in China was 3108.
All this is a dangerous signal for Maverick Electric, in essence, two-wheeled electric vehicles lack the ability to expand in the high-end market, each manufacturer has chosen to stabilize market share in the form of a price war, and then slowly figure it out, and Maverick Electric has been labeled "high-end" since its listing, during the period of 2017-2020, the average price of Maverick electric products has been maintained at more than 4,000 yuan, and its stores are mainly distributed in first-, second- and third-tier cities.
Maverick Electric is not without feelings about its current predicament, and its financial report shows that in 2021, the average price of each vehicle in the domestic market of Maverick Electric is 2959 yuan, a year-on-year decline of 8.8%, which is the first time that Maverick Electric has fallen below 3000 yuan. And Maverick Electric also released and upgraded a number of products including GOVA F0 in 2021, and the price was further explored, starting at the lowest price of 2499 yuan.
It is not difficult to see that Maverick Electric hopes to exchange for the market by reducing prices. It is only the consumer's choice of two-wheeled electric vehicles, the most important thing is the cost performance, safety, endurance, quality, service, is the key factor that determines the final choice of the user, and the performance of The Maverick Electric in this regard is not satisfactory, so the top priority of the Maverick Electric is how to improve the performance of the product through research and development technology, at least to ensure that it can be charged in winter.
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