In the past year, Master Lu established the intelligent hardware laboratory electric bicycle evaluation 1.0 program and improved the relevant evaluation system. Since March 2021, Master Lu has evaluated more than 80 electric bicycle products, involving more than 15 brands, including electric bicycles, light electric motorcycles, and mid-to-high-end electric motorcycles.
In order to better understand the needs of users, Master Lu launched a word-of-mouth survey and sales channel secret visit survey for electric two-wheeler users, and extracted and recognized the sales trends and product trends of major brands. Through in-depth research, offline secret visits, industry interviews and other forms, the existing technical standards are upgraded, and it is also expected to provide a greater cooperation platform for the industry and manufacturers through data disclosure and sharing.
This article only shows some of the data, for the full report and analysis, please go to Lu Master V"X (lulunews).
The scope and definition of electric two-wheeler research
Electric two-wheeled vehicles, also known as electric two-wheeled vehicles, two-wheeled electric vehicles, have key components such as batteries, motors, controllers, etc., and use batteries as energy sources, motors convert electrical energy into sports machinery, controllers to achieve the direction of movement, motion speed and other control of two-wheeled vehicles, is a mechatronic personal means of transportation.
Electric two-wheelers usually consist of denso systems, control parts, decorative parts, body standard parts, frame metal, and accessories on board. China's electric two-wheelers are the products of bicycles and motorcycles, and are similar in appearance to bicycles and motorcycles.
The key research objects of this report include two-wheeled electric bicycles, two-wheeled electric mopeds and two-wheeled electric motorcycles regulated in the New National Standard issued in April 2019, and two-wheeled electric balance vehicles and two-wheeled electric scooters are not within the scope of this report.
Electric two-wheeler industry trends and directions
Electric two-wheelers have rigid demand, the industry is affected by the new national standard, and 2021-2024 is the peak period for stock replacement.
The landing of the new national standard has accelerated the clearance of the industry, and only 110 enterprises have obtained qualifications by 2019, and the share of leading enterprises in the industry has increased greatly.
Electric two-wheelers are gradually developing in the direction of intelligence. The scale of the electric two-wheeler industry has grown, the products are extremely homogeneous, and the brand price war has risen and fallen. Innovative product positioning and marketing model, from selling products to selling service models, promote the transformation of traditional electric two-wheelers to high-end, intelligent and personalized differentiation.
The trend of electric two-wheeler consumption upgrade is significant. The user demand superimposed on the landing of the new national standard has boosted the overall price of the electric two-wheeler industry, and the trend of high-end electric two-wheelers is obvious.
User personalized choices have become a new trend in electric two-wheelers, and electric two-wheelers are shifting from pure riding tools to personalized consumer goods.
Lu Master user electric two-wheeler word-of-mouth survey
The research object is aimed at the APP users of Lu Master Group, selected between the ages of 21-55, currently own electric two-wheeled vehicles (including two-wheeled electric bicycles, two-wheeled electric mopeds, two-wheeled electric motorcycles), and are effective users of the main users of electric two-wheelers.
Electric two-wheeler user portraits, mainly low- and middle-income groups, generally have stable jobs, and workers and ordinary employees account for the highest proportion. According to the "Lu Master User Electric Two-wheeler Reputation Survey", most of the main user groups of electric two-wheelers are educated in high school and above, more than 50% of the population has an income of less than 5,000 yuan, and the proportion of workers and ordinary employees is the highest.
Characteristics of electric two-wheeler user groups. The electric two-wheeler user group has a fulfilling living state and has a high degree of interest in trendy things such as smart products.
The travel scenarios of electric two-wheeler users are diverse, and most of them are used more frequently. From the feedback from the survey results, the travel scenarios of electric two-wheeler users are diverse, covering almost all aspects of life, work and leisure.
User needs: More attention is paid to intelligence, and the demand for personalized customization is obvious. According to the results of the "Lu Master User Electric Two-wheeler Reputation Survey", the most important consideration for users when choosing electric two-wheelers is battery life and safety.
Users want to meet the needs of intelligence in all aspects. Among the users who mainly consider intelligent configuration when buying a car, the intelligent configuration requirements for electric two-wheelers are mainly: intelligent car locks, map navigation, anti-collision assistance and other functions.
Among the high-end brand reputation No. 9 companies, the price of electric two-wheelers with a price of more than 5,000 yuan, the comprehensive score of No. 9 is the best, followed by The Maverick.
Mid-end brand reputation Emma electric vehicle ranked first, the price of 3000-5000 yuan of electric two-wheelers, Emma's comprehensive score is the first, followed by green source.
Among the low-end brand reputation Yadi ranked first, and among the electric two-wheelers with a price of less than 3,000 yuan, Yadi's comprehensive score was the first, followed by Emma.
Sales data of major electric two-wheeler brands
The 19 cities with better sales of electric two-wheelers nationwide: Guangzhou, Suzhou, Jinan, Hangzhou, Beijing, Xuzhou, Shijiazhuang, Tianjin, Hefei, Chongqing, Chengdu, Zhengzhou, Foshan, Xi'an, Nanjing, Shanghai, Wenzhou, Shenzhen and Haikou. The offline secret visit survey time is February-March 2022, and the sales statistics cycle is the whole year of 2021.
Offline sales: Yadi's overall sales are higher, and the high-end sales of No. 9 and Mavericks are leading. According to the survey results of the offline sales data of Master Lu's main electric two-wheeler brand, Yadi has an advantage in overall sales, especially the sales volume of 4000-5000 yuan Yadi is significantly ahead, while more than 5000 yuan, Mavericks occupy the advantage, and the sales of no. 9 in the higher grade are superior.
According to The offline sales data survey of Master Lu's main electric two-wheeler brand, among the 19 cities visited, the top three electric two-wheeler sales of 4,000-7,000 yuan are Nanjing, Beijing and Shenzhen.
According to the sales data of Tmall's main electric two-wheeler brand in 2021, No. 9 Company, Maverick, and Yadi ranked in the top three, and the overall sales of Tmall in No. 9 far exceeded that of other brands; in the sales volume of Tmall, more than 7,000 yuan, No. 9 Company E100 and N100 ranked first and second, and Maverick NQi Power Edition power version ranked third.
According to the sales data of Jingdong's main electric two-wheeler brands in the second half of 2021, Yadi, No. 9, and Xiaoniu ranked in the top three, and the sales of high-end products (more than 5,000 yuan) of No. 9 were much higher than those of other brands; among the sales of jd.com products above 7,000 yuan, the six-year sales of E100, B110P, and E125 of No. 9 company ranked first, second, and third respectively.
Lu Master electric two-wheeler intelligent data
Master Lu's intelligent score as a whole showed an upward trend. According to master Lu's 2021 electric two-wheeler intelligent development trend (2021.2-2022.1), from the intelligent overall score and vehicle status collection and hardware management, vehicle interaction transmission system, driver assistance system, energy system, anti-theft system and other intelligent data scores, the overall score of electric two-wheeler intelligence is a spiral upward trend.
According to Master Lu's intelligent scoring standards for the main brands of electric two-wheelers, most of the mainstream brands have higher intelligent scores at present, and the intelligent scores of No. 9 and Mavericks are ahead of other brands in most months of the year. Judging from the annual intelligent average score, the average score of the ninth number is higher.
Master Lu intelligent score: The intelligent score of 8 products of no. 9 company ranked top 10. According to Master Lu's test of the intelligence level of the main products of representative electric two-wheelers, the top 10 products of the score are mainly the products of No. 9, Maverick and Suke, of which No. 9 has 8 products ranked in the top 10, and the overall intelligence level of No. 9 Company is at the forefront of the industry.
Disclaimer: This report is written by Master Lu and is mainly used to share and disseminate the knowledge and feedback of electric two-wheelers to Master Lu users. Unauthorized publication of this report, as well as its readers and users, should use the report carefully to prevent misleading, and Master Lu does not assume the risks and responsibilities arising from the unauthorized publication of the report by unauthorized institutions and unauthorized customers. The information quoted in the report is derived from publicly available sources and we make no warranty as to the accuracy or completeness of such information, nor do we warrant that the information and recommendations contained therein will not change in any way.