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Douyin's motorcycle blogger With 20 million fans, Pi You, finally waited for the purple gradient pearl flash BMW motorcycle he dreamed of, and in this video with 1.13 million likes, Pi You said excitedly: "Every time I see it, I am still as excited as the first time." ”
In the interview program, Jiang Sida also ridiculed the tricks of boys using motorcycles to attract girls.
"As long as you have ridden a motorcycle once, regardless of whether you have a Beijing A license plate, you must send yourself a photo of riding a motorcycle and wearing a leather jacket." On the dating software, the locomotive is even more seriously overdose and saturated, I have never seen so many locomotives in Beijing, but I have seen it all at once on the dating software. ”
If the popularity of camping is high-profile, then the motorcycle is quietly Mimi, Xiao Lu found that this year, I don't know when, the friends around the motorcycle suddenly increased, and the girl friends in the circle of friends who do not love sports have even sunbathed the weekend road motorcycle trip with friends.
According to the report of Huatai Research Institute, the production and sales of two-wheeled motorcycles in march were 1.4135 million and 1.3839 million units, and the production and sales increased by 55.83% and 48.10% month-on-month. Among them, the growth trend of large-displacement and leisure and entertainment motorcycles is obvious.
In addition, the notes on motorcycles on the Little Red Book have exceeded 30w+, ahead of the new consumption direction of frisbee (4w+), off-road (22w+), fishing (28w+) and other media impressions in addition to camping (the number of notes reached 105w+).
Motorcycles are not a strange "new consumption" category, under the background of the "ban on motorcycles" in mainland cities, why do motorcycles show a revival trend? In today's consumer context, in addition to the traffic function, what are the characteristics of motorcycles that attract the attention of young people? In the future, will motorcycles become a popular consumer product like camping?
01 The motorcycle revival of "facing difficulties"
When Zhang Xing began to decide to get into a motorcycle, the word toss never seemed to leave him.
"First of all, the problem of examination, because the local ban on motorcycles has not changed, so the fastest way is to go to the surrounding third-tier cities to examine, the fee is 1600 yuan, but the thought of taking the train to other cities for the exam, and consuming multiple working days of time, it is a bit of a retreat."
However, the problem is not only that, the license plate after buying a car is also another difficulty. It is still the same problem, if you want to get the license plate quickly, you also need to help with off-site operation. "The agent fee on our side is 1700 yuan, and our side will be pulled out of the car to the field to be licensed, and it will take a few days if it is fast." A local moto salesman said skillfully.
In addition to the more complicated purchase, examination, and card listing process. After going on the road, the real "Fast and Furious" for Moyou can not be satisfied most of the time, driving carefully, and the heavy equipment that must be worn every time is a test for every novice.
"After riding the motorcycle, I basically said goodbye to the main road, and I either left early for work, or I didn't take a long detour or a small road." Although the traffic police are not so strict now, but the catch is 100 fines, which is still with a protective helmet. Now the weather is fine, but in the summer the engine is close to the body, and it is really hot. A motorcycle commuter described it slightly helplessly.
Han Han once said in an interview with the movie "Four Seas", "Motorcycles have clutches, and life is full of sorrows and joys." "It seems to be a subtle summary of current motorcycle consumption.
But although the threshold is not small, people's enthusiasm for motorcycles has not been dissuaded in the slightest.
On weekday mornings, "New Entropy" came to a local motorcycle trading market, and the crowd of people came to see the car, consult, and test drive. Just register for a test drive, you already need to queue. In the introduction of the clerk, such a phenomenon has become the norm with the temperature warmer.
"Letting go of the sale is a positive sign for most people." A clerk said seriously, "Like now, such as the movie "Roman Holiday" Audrey Hepburn's vespa, has opened a flagship store in the local area, and now if you want to buy imitation racing grades, as well as various parallel imports, used cars, etc., we can find it for you." The clerk continued to say mysteriously.
With the continuous enrichment of models, the choice space of motorcycles has become larger, which means that different groups of people can find their own positioning in this consumer goods category.
"The most obvious feature is that now there are more girls coming, scooters do not need to be clutched, there is no difference between operation and electric vehicles, and now it is very popular with girls."
On the other hand, the decline in prices has also made the barrier to entry for the motorcycle market very low. Looking closely at the affordable models under the motorcycle market, a full range of models has now been developed, and in the words of the sales clerk, the motorcycle is now an expensive mobile phone.
At the same time, with the help of the policy, this advantage has been brought into full play. "The current situation of the motorcycle industry in our country is that the import of small displacement cars is expensive, because the domestic traditional motorcycle factories mainly produce small displacement cars, in order to protect the domestic motorcycle industry, so the import tax rate of small displacement motorcycles is higher than that of large displacement." This is the opposite of cars. A senior motorcycle industry researcher explained to "New Entropy".
Looking back at the history of motorcycle development, every outbreak of the industry, in addition to user demand, the product enrichment brought about by the iterative upgrading of technology and the continuous reduction of costs have also played an important role.
From the late 1970s to the early 1980s, Jialing, Jianshe, Jincheng and other weapons, aviation, and military enterprises began to give full play to the advantages of military technology and develop motorcycle products. Among them, in the 1980s, Jincheng introduced Suzuki AX100 from Japan, and carried out localization and innovative development, forming the AX100 series with independent intellectual property rights to become a generation of god cars at that time; Jinan Light Riding fully introduced Suzuki K series technical equipment and launched China's first pedal motorcycle - TB50 Mulan, which gave birth to a huge scooter market. By 1993, the mainland motorcycle production exceeded that of Japan, and in 2002, the mainland motorcycle production had reached 13 million, which had a good international competitiveness.
At the same time, the relaxation of motorcycle policy seems to have reached a critical point. In 2019, Xi'an, as the first city in the country not to continue to implement the ban on motorcycles, gave countless motorcycle enthusiasts a glimmer of hope. According to the data, in just one year, Xi'an's licensed motorcycles exceeded 100,000, which also showed people's huge enthusiasm for motorcycles. At this moment, stepping into any motorcycle store, the sales will not be strictly investigated, and the policy is gradually relaxed has become a kind of "tacit understanding".
From the consumer's point of view, the appeal of motorcycles is more than that.
02 Is it a big toy, or is it a social circle layer?
What is the charm of motorcycles?
Master Zhang, the old cannon of the motorcycle, said that "young people are popular to ride handsome and not fast" summarizes the consumption mentality of young people very accurately.
"Buying a car is only the first step, the relevant equipment is more, it depends on how you play." Local motorcycle shop clerks told "New Entropy" that in addition to the necessary helmets and protective gear, such as men's leather coats, cargo pants, women's motorcycle boots, etc., are also indispensable.
Open Taobao to search for motorcycle helmets, you can find such as winter helmets, full helmets, half helmets, off-road helmets, unveiling helmets, retro helmets, pull helmets and more than a dozen categories. Casually open a few stores, the number of monthly sales of a single helmet exceeds 1000+, which is average on the e-commerce platform.
At the same time, motorcycle-related square towels, gloves, goggles, hoods and other extended categories are very impressive in terms of product richness and product refinement. If you search for motorcycle-related clothing items such as motorcycle leather clothing, the results obtained are a more complex category.
A set of motorcycle-based fashion wear aesthetic system has led the fashion in many grass planting and e-commerce platforms.
"The motorcycle thing, the bottom layer is with a rebellious gene, very consistent with the personality of young people, which is also a factor that can develop rapidly." Since 2018 and 2019, young consumers in the Chinese market have begun to consume motorcycles as a trendy toy. Usually can not open, everyone will open on the weekend. The city can't drive, so everyone travels to the suburbs. Leisure, photography, punch card motorcycle consumption is a very important additional attribute. Motorcycle industry observer Li Yue said.
The earliest motorcycle company in China to seize this trend is a Zhejiang company, the brand name is "Spring Wind", the earliest is a beach off-road vehicle started, the special name is called "all-terrain vehicle ATV".
After it discovered the trend of motorcycle tide play, when other Chinese manufacturers were still busy doing OEM exports, it had launched its own brand in China, emphasizing the sense of design of motorcycle models, which won the favor of many young users.
Regardless of the appearance factor, another reason that attracts young people to join the motorcycle industry is the strong social attributes of motorcycles. After talking with a number of senior motorcycle enthusiasts, "New Entropy" found that the social attributes of motorcycles cover almost the entire consumption process.
"From the moment we buy a car, social events begin, and different brands have established their own exclusive communities. Even niche brands can quickly find their own kind through forums. Of course, there is a lot of contempt in this, for example, the "noble BMW owner" will definitely not play with the domestic car, BMW has an exclusive community, whether it is organizing street bombing, or running mountains, it is only played with small circles. A motorcycle enthusiast said.
In the process of research on "New Entropy", a number of motorcycle brand merchants said that they would regularly organize motorcycle friends to gather. "We have a lot of car owners, we have been to Sanya before, you can see these are all local surroundings, at the end of this month we will also organize motorcycle camping activities." A salesman enthusiastically introduced.
In addition to circle activities, the later modification is also another important way for motorcycles to socialize. Different from the mechanical modification understood by the public, the current motorcycle modification tends to change the appearance value. Some accessories that can improve the appearance of the face have become the focus of modification, such as car stickers, reflective lattice, front car collision avoidance, rear car storage, motorcycle blackening, handle mirrors, wheel hub replacement and so on.
"As long as you have the idea of modification, it is inevitable to visit the forum and discuss and communicate with the same owner, and the friends made under the aesthetic consistency are also more similar." Car enthusiast Li Ming said.
03 Can motorcycles catch fire over camping?
Appearance, social, personality expression, adult tide play, people with different purposes began to contact motorcycles, with the enhancement of social and other emotional attachment, motorcycles also have a new symbolic meaning.
The tough guy plot of men, the literary motorcycle style of Taipei, the retro motorcycle texture of Captain America, and the people who play different roles in society are all empowering motorcycles.
In contrast, the last new consumer product with so many attributes was the camping of the current fire. The two are like different interpretations of a certain way of life, staging a mirror image of each other.
From a consumer perspective, there are many similarities between the two, with both camping and motorcycle riding based on a natural outdoor lifestyle. The industry has ushered in an outbreak under the epidemic, and the reason can be attributed to the curbing of people's desire to travel, which in turn has spawned many solutions with a "sense of travel". In advertising for camping and motorcycles, we can frequently find words such as "far away", "wild", "free" and other words that should have appeared in travel products.
At the same time, in the early stage of dissemination, both of them have detonated the topic on the Internet because of their strong social attributes and appearance charm, on the social side, motorcycles pay more attention to individuals, while camping pays more attention to family. Community activities such as motorcycle running are also very similar to outdoor camping in terms of organization and identity.
What is more interesting is that from the industry, the two products have taken the same path in terms of domestic substitution, cost reduction and efficiency increase. The cost of domestic camping has started from thousands of yuan in the early years to hundreds of thousands of yuan today.
The price reduction of products is an important part of promoting the development of camping. When the topic of little red book camping has just begun to gain popularity, people are always willing to equate camping with "exquisite life", but so far, the label of exquisite life has been gradually abandoned, replaced by more labels such as "parent-child" and "social".
In contrast, motorcycles are more extreme in this regard, due to the long-term export of domestic motorcycles to Southeast Asia and South America, the research and development and production of affordable motorcycles has been at the world's leading level.
Compared with the 1-2 year product cycle of mobile phones, the scrapping life of the motorcycle is as long as 13 years, if the cost of thousands of yuan or ten thousand yuan is evenly distributed, the annual cost is only about a few hundred or thousand yuan.
Han Han once said, "Since I was a child, I loved to ride, I was in awe of machines, and when the wheels turned, I felt that I had the freedom to soar for a moment, and the more I grew up, the more I felt that moment was too rare." A passage has given the motorcycle the meaning of a grander narrative such as "life" and "companionship".
As the hottest consumer products at present, camping and motorcycles have begun to play some roles in both sound and life.
The logic behind the review, in essence, is a perfect escape from the current life.