Two-wheeled electric vehicle 丨 research report
Core Summary:
Market status: In 2021, the cumulative sales of two-wheeled electric vehicles in China will reach 41 million, and the sales of lithium-ion battery two-wheeled electric vehicles will account for 23.4%. In 2022, the transition period of the "New National Standard" in a large number of cities will end, and the two-wheeled electric vehicle exchange will usher in a small peak; in addition, under the policy guidelines of energy conservation and emission reduction, carbon peaking, green travel, and the upstream and downstream development of the industrial chain, the two-wheeled electric vehicle market still has great growth potential.
Product and brand characteristics: Traditional brands mainly cover the performance models of the middle and low price segments, and the new power brands mainly focus on smart models in the middle and high price segments. Under the trend of lightweight, lithium battery and intelligence, traditional brands take the enhancement of brand value as the main strategy, exert high-end intelligent lithium trams, and new power brands mainly focus on seizing market share and expanding channels. In the future, the new situation of brand competition for two-wheeled electric vehicles may be launched around smart models in the medium and high price segments.
User insights: In 2021, user research found that users' attention to "intelligence" has increased significantly, and intelligence has become an important consideration for users after battery life and power performance. Number Nine, Mavericks, etc. are the main contrasting brands for high-priced car owners. In addition, the traditional brand image is homogeneous, focusing on professionalism, good service, good reputation, etc.; the brand image of No. 9 and Maverick is mainly manifested in the high level of intelligence, high grade, innovation, etc., which can better meet the current user's "personalized" car purchase needs.
Development trend: Driven by the background of high-quality development and driven by the demand for consumption upgrading, two-wheeled electric vehicle products are developing to high quality, intelligence and personalization. Battery life and performance are further improved, the model design is more in line with the needs of subdivided user riding scenarios, the level of intelligent technology application is improved, and the use experience is upgraded. Under the development trend of intelligence, the market competition of two-wheeled electric vehicles will gradually lead to intelligent product competition and competition based on the service ecology of intelligent two-wheeled electric vehicles.
Status quo of the implementation of the "New National Standard" policy
The transition period in many places has arrived, and 2022 will become a small peak of new car exchange
2022 is the third year of the implementation of the "New National Standard" policy, the temporary license plate during the transition period of many cities is invalid or about to expire, and the two-wheeled electric vehicle ushers in a new round of purchase of favorable small peaks. On January 16, 2018, the Ministry of Industry and Information Technology issued the "Technical Specifications for the Safety of Electric Bicycles" (GB 17761-2018), which requires mandatory implementation from April 15, 2019, and implements a 3-5 year transition period for the purchase of two-wheeled electric vehicles that do not meet the "New National Standard" before April 15, 2019. Among them, Beijing, Shanghai, Tianjin, and Guangdong, Zhejiang, Jiangsu, Fujian, Guangxi, Jiangxi and other places clearly stipulate that two-wheeled electric vehicles that are not licensed during the transition period or registered as temporary plates after the expiration of the transition period are prohibited from driving on the road. At the same time, under the principle of public demand and orderly withdrawal, a small number of cities have adopted the way of extending the transition period or restricting the riding area to manage the over-standard vehicles, in which case the city's replacement growth may not be obvious.
Two-wheeled electric vehicle market sales
China will sell 41 million two-wheeled electric vehicles in 2021
In 2021, the cumulative sales of two-wheeled electric vehicles in China reached 41 million units, down 13.9% year-on-year, and the sales growth rate of two-wheeled electric vehicles was less than expected due to factors such as the slowdown in the implementation of the "New National Standard" in some regions. Under the influence of policy requirements such as energy conservation and emission reduction, carbon peaking, a huge population and diversified green travel demand, and the promotion of timely distribution and shared motorcycle growth, the two-wheeled electric vehicle market still has great growth potential.
Lithium battery penetration rate in the two-wheeled electric vehicle market
The proportion of lithium battery two-wheeled electric vehicle sales continues to increase, and the industry's lithium battery is obstructed and long
In 2021, the sales of lithium-ion two-wheeled electric vehicles in mainland China reached 9.6 million units, and lithium battery sales accounted for 23.4%. Promoted by the "New National Standard" policy, consumer demand upgrades, product technology upgrades, green travel environmental protection requirements and other factors, the proportion of lithium battery two-wheeled electric vehicle product sales has increased rapidly, but on the basis of the mainland's 320 million ownership and 70% to 80% of lead-acid vehicles, as well as lithium battery costs, lithium battery safety technology research and development thresholds higher than lead-acid batteries and other industry premises, the mainland two-wheeled electric vehicle lithium electrolysis process is still obstructive and long.
Sales and prices of two-wheeled electric vehicles
The share of first-class model sales has risen, and it is expected that the volume price will rise in the long run
From the perspective of model sales, the sales of simple models after the "New National Standard" have grown faster, and the proportion of models has expanded, mainly because the simple models are basically not bothered by the brand, the price of the models is lower, the user decision-making cost is lower, and it can better meet the consumer demand of users who wait and see while transitioning after the new policy is issued. In the third year of the implementation of the "New National Standard", consumers' policy wait-and-see sentiment has decreased, coupled with the demonstration role of the pioneer city, the consumer's focus has returned to the essential needs of appearance, performance, riding comfort, etc., and the sales growth of luxury models in line with the "New National Standard" has accelerated, and the market share has rebounded and is expected to continue to achieve high growth. In terms of product prices, the "New National Standard" intensified the competition for brand market share, and major brands expanded product marketing efforts to gain higher market share, increased the proportion of promotional models, etc., resulting in a decline in the average price of products. In the long run, under the influence of the improvement and clearance of the "New National Standard", two-wheeled electric vehicles are expected to bring about a rise in volume and price.
Competitive characteristics of two-wheeled electric vehicle products
The low-cost segment models of traditional brands are concentrated, and the market space for medium- and high-priced smart products is larger
At present, the low-price segment of two-wheeled electric vehicles is relatively concentrated, mainly traditional brands, low-end economic models, cost-effective models, performance models are often the hot main models of traditional brands; with the intelligent development of two-wheeled electric vehicles, traditional brands such as Yadi, Emma, Tailing, and Xinri have also vigorously launched "smart" versions. New power brands such as Maverick and No. 9 are mainly intelligent models, the price is relatively high, the market sales scale is far less than the scale of low-cost models, and the market space for models with relatively moderate prices and both performance and intelligence in the future will be larger.
Two-wheeled electric vehicles segment sales
Traditional brands lead sales in the lower price segment, and No. 9 and Mavericks win the high-price segment market
According to the research data of Master Lu, the overall sales volume of traditional brands is dominant. According to the price breakdown, the traditional brands Yadi, Emma, etc. lead the sales volume of products in the price segment of 4000-5000 yuan; in the price segment of 5000-6000 yuan, the sales of no. 9 and maverick products lead; in the price segment of 6000-7000 yuan, the sales of no. 9 brand models are higher.
From the perspective of Tmall platform sales, among the models with high-end prices of more than 7,000, the No. 9 brand is more popular with consumers and the product sales are higher.
Characteristics of product development of two-wheeled electric vehicles
Brand design autonomy, product development intelligent
Two-wheeled electric vehicles have long been in the vicious competition of homogenization and price war, with the "high-end" upgrade of products, brands pay more attention to their own product originality, from modeling design to the autonomy of the whole industry chain of production and manufacturing, through unique brand imprints, family design language, integrated design inheritance and other shapes of the overall brand style. The intelligent upward development of lithium battery two-wheeled electric vehicles makes the products more intelligent perception, control, convenience and safety functions, and the user experience is better.
In addition, performance is the eternal theme of two-wheeled electric vehicles, with the improvement of battery and motor technology level, two-wheeled electric vehicle product endurance, low temperature environment performance and other aspects of further enhancement.
Characteristics of intelligent development of two-wheeled electric vehicles
The development path is more clear, and the focus of intelligence is from "car" to "ecosystem"
At present, the intelligent development path of two-wheeled electric vehicles is more clear, and the focus of brand intelligent development has risen from the realization of a single vehicle intelligent function to the construction of the "people-vehicle-road-cloud" collaborative intelligent system architecture and the construction of the travel service ecology extended by the intelligent two-wheeler products. In terms of system architecture: 1) based on the Internet of Things, mobile communications, sensors and other technologies to make two-wheeled electric vehicles have senseless unlocking, remote control, intelligent security and other convenient, security and intelligent function construction; 2) based on 4G/5G communication and cloud background architecture, so that two-wheeled electric vehicles have more efficient data transmission and interaction performance to meet the needs of OTA upgrades; 3) strengthen the construction and operation of cloud and back-end systems, improve the value of data links; 4) develop future intelligent integration with other road transportation systems. In terms of travel service ecology: through smart APP, we will build a user-centered brand-product-marketing-service ecological platform to provide convenient and safe travel management services and smart travel life services.
Intelligent feature of two-wheeled electric vehicles - vehicle intelligence
Software development, hardware installation, and technology application determine the height and performance of intelligence
Intelligent two-wheeled electric vehicles use a number of intelligent and scientific and technological technologies, and their intelligent level, intelligent functional performance and intelligent performance level mainly depend on: 1) the type and number of intelligent hardware/sensors on board; 2) the type and quantity of technology applied to it; 3) the development level of software and operating system cloud platform; 4) the layout relationship between intelligent hardware, sensors and other key components, and the synergy of hardware software management. At present, the application of mobile communications, artificial intelligence, cloud computing, big data and other technologies in two-wheeled electric vehicles is more mature, and the intelligent function performance of two-wheeled electric vehicles is more stable and superior.
Lu Master - Two-wheeled electric vehicle brand intelligent ranking
The level of intelligence of two-wheeled electric vehicles has improved significantly, and the No. 9 brand is in a leading position
Overall, in 2021, the level of intelligence of two-wheeled electric vehicles has increased significantly, and the products have greatly improved in terms of vehicle status acquisition and hardware management, vehicle interactive transmission system, driver assistance system, energy system, and anti-theft system. From the perspective of sub-brands, 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; the comprehensive intelligent scoring level of No. 9 throughout the year is higher.
Brand 9 strategy and product characteristics
Layout short transportation industry, facing the future, with current products to incubate future opportunities
No.9 is an innovative enterprise focusing on the field of intelligent short-term transportation and service robots. Its main business is the design, research and development, production, sales and service of various intelligent short-range mobile devices. After years of development, relying on the competitive advantages accumulated in intelligent technology innovation, industrial design, supply chain management, scale and brand, etc., it has formed a rich product line including intelligent electric balance vehicles, intelligent electric scooters, intelligent service robots, intelligent electric two-wheelers, all-terrain vehicles and so on.
Technical characteristics and channel advantages of No. 9
High investment and multiple patents are the advantages of technology research and development, and omni-channel marketing ensures sales channels
No. 9 has the highest proportion of R&D investment, and has the world's leading intellectual property reserves in the field of intelligent short transportation, and its determination and strength to carry out intelligence cannot be underestimated. In addition, No.9 has carried out multi-channel layout in the global market, built a strong marketing team, formed a three-dimensional marketing channel combining online and offline, achieved comprehensive coverage of various markets, improved the penetration of product sales, and established an after-sales service system that matches sales channels.
Reasons to buy a two-wheeled electric vehicle
The convenience of electric vehicle travel is the main reason why car owners choose to buy two-wheeled electric vehicles
From the survey data, efficient and labor-saving travel, no traffic jam parking troubles and environmental protection are the main reasons for car owners to buy two-wheeled electric vehicles; in qualitative surveys, car owners also proposed that choosing to buy two-wheeled electric vehicles can better cope with urban traffic jams and short-distance travel. Among them, the owners of high-priced electric vehicles are more prominent in using two-wheeled electric vehicles as a supplementary feature of other means of transportation.
Car owners buying two-wheeled electric vehicles are concerned about factors
Battery and battery life are the most concerned factors in car purchase, and intelligent functions become a necessity
The main concerns of car owners are still batteries and battery life, quality and power performance. At the same time, the demand for intelligence of car owners is also worthy of attention, compared to the previous year, only 21% of car owners pay attention to intelligent functions when buying a car, this year's demand for intelligent functions reached 49.4%, leaping to the fourth place, enough to prove the necessity of intelligent development of two-wheeled electric vehicles.
Buy a two-wheeled electric car brand comparison
Most car owners will shop around when buying a two-wheeled electric car, and the behavior of high-priced car owners considering the number nine and the calf is more prominent
Judging from the survey data, most car owners will consider multiple brands at the same time when buying a car, of which Yadi, Emma, Maverick and No. 9 are the brands that owners consider the most; in different dimensions, high-priced electric vehicle owners consider smart electric vehicles such as Maverick and No. 9 when buying a car.
Comparison of the brand image of two-wheeled electric vehicles
The traditional brand image is seriously homogenized, and the image of emerging brands such as No. 9 and Maverick is obviously differentiated
From the perspective of consumers, traditional two-wheeled electric vehicle brands such as Emma, Xinri, Green Energy and other brands have a serious homogenization of brand image and no outstanding features. Only Yadi's large scale and long establishment time make consumers more recognized by its image of "trustworthy", "good service" and "professional".
Different from the emerging brands, No. 9 has a prominent image in terms of "high level of intelligence", "high grade" and "innovation", while Maverick has a more prominent image in terms of "personality", "young" and "high level of intelligence".
Smart two-wheeled electric vehicle brand
No. 9, Maverick, Yadi and Emma are the leading echelons of intelligent two-wheeled electric vehicles
From the survey data, when it comes to smart two-wheeled electric vehicles or smart two-wheeled electric vehicles that are preferentially purchased, No. 9, Maverick, Yadi, and Emma are in the leading echelon. Among them, No. 9 relies on Xiaomi ecology and rich intelligent functions to make users have a higher awareness of brand intelligence; Xiaoniu has left a deep impression on consumers with its intelligent "pioneer"; and Yadi and Emma, as traditional brands, have given people a higher overall awareness due to the variety of products and long operating time.
Two-wheeled electric vehicle product development trend
Consumption upgrades and personalized needs promote the high-quality development of two-wheeled electric vehicles
Driven by the background of the "high-quality development" era and driven by the demand for consumption upgrading, two-wheeled electric vehicles have developed to high quality, intelligence and personalization. For example, more brand independent design is adopted in the design, so that the product has the same brand label and recognition as the appearance of the car. The use of lightweight materials and the use of integrated processing technology make the vehicle lighter and more textured. Equipped with better performance sensors and intelligent hardware, electric vehicles have better active safety, intelligent convenience and so on. Develop different models, such as electric skateboards, electric balance bikes, super-power electric motorcycles, etc., to meet the needs of different user groups, in different travel scenarios such as urban commuting, other means of transportation connection, or in personalized travel scenarios such as mountain running, off-road, cycling and social networking.
Two-wheeled electric vehicle brand development trend
The new power brand has entered the game, and the two-wheeled electric industry has entered the battle between intelligence and ecology
On the one hand, the domestic two-wheeled electric vehicle market has long been mature, after the end of the centralized replacement period of the "New National Standard", the problem of survival competition of brands will be further highlighted, and the history is dominated by products, and the competition method of promoting the volume of price wars is obviously unsustainable. On the other hand, intelligence for two-wheeled electric vehicles to open a new situation, to develop intelligent two-wheeled electric vehicles as the main "car-making new force brand" catfish, stirring up traditional brands in the direction of intelligence innovation, the future of domestic two-wheeled electric vehicle market competition will gradually lead to product intelligent competition and based on intelligent two-wheeled electric vehicle service ecology competition.