In 2021, China's two-wheeled electric vehicle market suffered a sharp decline, with cumulative sales of only 41 million vehicles, down 13.9% year-on-year. It should be known that the overall sales scale in 2020 reached 47.6 million units, an increase of nearly 30% year-on-year.
With the landing of the new national standard, the next 2 years will become the peak period for stock replacement, and the electric two-wheeler market has also ushered in a new opportunity for pattern reshaping. At the same time, driven by new technologies represented by intelligence, the electric two-wheeler market has achieved a new round of industrial upgrading.
"Nail Technology" noted that from the market share of China's electric two-wheeler head brand in 2016-2020, IELTS, Emma and Tailing ranked in the top three. That said, traditional brands dominate the market.
Although the overall market is still the advantage of traditional brands, if you look at the price segment, emerging brands have also begun to seize the share of some high-end markets. "Nail Technology" noted that according to the report of iResearch Consulting, in the price range of 4,000-5,000 yuan, Yadi's sales ranked first, and Mavericks and Emma ranked second and third respectively. In the price segment of 5,000-6,000 yuan, the sales volume of the calf ranked first, and the number nine and Yadi ranked second and third respectively; in the price range of 6,000 yuan to 7,000 yuan, the sales volume of the ninth ranked first, and the maverick and Yadi ranked second and third respectively.
It is not difficult to see that in the price range of 4,000 yuan to 7,000 yuan, the overall competitiveness of Yadi and Mavericks is stronger than that of No. 9. But at the same time, we need to see that the higher the price of the market, the stronger the competitiveness of the number nine.
Although Yadi, Mavericks and No. 9 have strong competitiveness in the high-end market, from the overall market point of view, low-end products are the mainstream of consumption. "Nail Technology" noted that from the research data of Master Lu, the existing electric vehicle price of 2000-3000 yuan accounts for the largest proportion of users, more than 30%; followed by the price of 3000-4000 yuan, accounting for more than 25%; the third is the price of less than 2000 yuan, accounting for more than 25%.
That is to say, among the existing electric vehicle users, the proportion of electric vehicle prices below 4,000 yuan is more than 80%, and the proportion of users above 4,000 yuan is less than 20%.
From this point of view, although new brands such as Mavericks and No. 9, which focus on intelligence, have strong competitiveness in the high-end market, the market cake left for them is not large. At the same time, in the high-end market, it is also necessary to face competition from traditional brands such as Yadi and Emma.
"Nail Technology" believes that the electric two-wheeler market will have two major competitive trends in the future: on the one hand, Mavericks and No. 9 will promote price sinking and achieve intelligent "dimensionality reduction strikes" at lower prices; on the other hand, traditional brands such as Yadi, Emma, and Tailing will strengthen intelligent upgrades, work hard to lay out the high-end market, and achieve a homogeneous fight against Mavericks and No. 9.
The landing of the new national standard is accelerating the replacement of stocks, and price and experience will be factors that consumers value. For brands that are committed to doing large-scale and seizing more market share in the new cycle, the price of grounding gas and cutting-edge fashion technology need to be taken into account. (Nail Technology original, reprint must indicate the source: Nail Technology Network)