Firmly sit in the A00 annual sales champion Seagull scooter market

In 2023, BYD achieved a total annual sales volume of 3.02 million units, which not only achieved the annual sales target, but also refreshed the sales record of the Chinese auto market, becoming the sales champion of car companies in the Chinese auto market and the sales champion of the global new energy vehicle market. As an important pillar of BYD's product camp, the annual sales volume of Ocean Net reached 1.3829 million units, a year-on-year increase of 96.54%, which is inseparable from the support of many popular models of Ocean Net.

The new generation of mainstream scooter Seagull, which was launched in April last year, achieved annual sales of more than 280,000 units in only 9 months, with an average monthly sales of more than 31,000 units, and sales exceeded 50,000 units in December, making it the current sales leader in the A00 market.

Not only that, Seagull also created a change in the quality of scooters in the entire A00 market, filling the gap in the market with the high-quality route of "no one has me, no one has me", meeting the new needs and expectations of consumers for scooters, and setting a new value model for the scooter market.

With the high-quality strategy, the scooter market was reactivated

The end of 2020 to the first half of 2022 is the golden development period of the scooter market, and many low-priced models quickly occupy the market segment, making this once inconspicuous market achieve explosive growth. In 2021, the total sales volume of the A00 class market will reach 898,500 units, accounting for more than 30% of the new energy market, becoming the core of the growth of the new energy market that year.

However, in 2022, the A00-class market stopped growing rapidly, and in the first half of 2023, the average monthly sales of the A00-class market fell to about 50,000 units, and the proportion of the new energy market shrank to 10%.

The A00 class market has declined rapidly after the popularity, mainly because a large number of low-quality scooters have poured into the market, resulting in product homogenization, and due to obvious product disadvantages such as short battery life, safety, comfort, space design, etc., there are serious deficiencies, and the loss of market competitiveness, which has led to backward products can not keep up with the pace of consumption upgrades, and traditional scooters have seriously lagged behind the new needs of young consumers. The market urgently needs a "boutique scooter" that can bring users a better experience.

Although Seagull was born in the decline of the A00-class market, it has relied on its accurate insight into market changes and consumption trends to tap the market growth space of scooters with high-quality routes, injecting new vitality into the A00-class market and stimulating consumers' enthusiasm for car purchases. Seagull sales have been rising since its launch, with sales exceeding 40,000 units for 3 consecutive months, and sales exceeding 50,000 units in December, and cumulative sales have reached 280217 units in 9 months on the market, becoming a major phenomenon in the scooter market.

With the continuous hot sales of seagull, both the sales volume and market share of the A00 market have rebounded significantly (as shown in the figure), especially in the second half of the year, the sales growth rate of the entire segment is very obvious, with monthly sales exceeding 160,000, accounting for more than 14% in the new energy market. The once sluggish market has been reactivated, and the new generation of mainstream scooter Seagull has become an important growth force to promote the decline and stability of the market segment.

It not only satisfies consumer needs, but also allows users to feel more value experience

In the past, the scooter in people's eyes was only limited to "small" and "cheap", but the hot sales and bright market performance of Seagull tell us that "high-quality" is the value experience of scooters that consumers need.

So what exactly is a "boutique"? The answer can be found everywhere in seagulls.

First of all, Seagull is built based on e-platform 3.0 technology, which is an exclusive platform for BYD's new generation of electric vehicles, with leading technical advantages such as three-electric efficiency, intelligent networking, and safety performance, as well as strong development capabilities across levels and models, which allows Seagull to have excellent quality assurance. Coupled with the class-leading 12 standard configurations, it effectively solves the pain points of pure electric transportation, such as safety, comfort, and poor space experience, so that it has the product strength that is not inferior to mainstream models, and makes this boutique car have a higher sense of value.

Secondly, in terms of safety, which users attach great importance to, Seagull inherits the safety gene of BYD e platform 3.0, and the pure electric exclusive architecture brings more comprehensive safety, with high-strength steel accounting for up to 61% of the body-in-white, equipped with a "super safe" blade battery, and it is also equipped with main/passenger airbags and front and rear through-type side curtains as standard, with front ventilated discs/rear disc brakes, so that the car can also have the safety performance of a large car.

In terms of the range that users pay attention to, Seagull has a longer range performance than the same level of scooters, under CLTC working conditions, many A00 class scooters have to the top models to have a 300km level of endurance, but the Seagull entry version has a range of 305km, and the high-end models are up to 405km, more importantly, it is also equipped with a fast charging function as standard, which can be replenished from 30% to 80% of the power in half an hour, so that the efficiency of daily travel is greatly improved.

In addition to safety and battery life, Seagull also brings many high-value experiences to users.

Thanks to the excellent structure of the e-platform 3.0, the Seagull has an axle-to-length ratio of 66.1%, and there is a flat floor in the rear, with a dedicated two-person seat in the rear, which has a space experience comparable to that of an A-class car.

In terms of intelligent configuration that young users care about, Seagull is not inferior, the whole system is equipped with a 10.1-inch adaptive rotating floating screen as standard, built-in DiLink intelligent network connection system, and a powerful intelligent voice interaction system. In addition, users can also choose to install a high-end intelligent driving system, so that the convenience and intelligent experience of driving are improved again.

Seagull has changed the practice of the A00 scooter in the past, no longer using low price as a selling point, but conveying the value concept of boutique cars to the market, with higher safety, longer battery life and 12 standard configurations for the whole range of cars, bringing users a full range of high-quality experience in terms of safety, comfort and intelligence. Under the premise that the product strength is ahead of the same level, the price of Seagull can still be very close to the people, and the price range of 7 to 90,000 yuan undoubtedly enhances the value of the product again and brings it far ahead of the market competitiveness.

It is foreseeable that as the market segment becomes more and more mature, the traditional scooter with low price and low configuration will be further eliminated, and the market will be dominated by the boutique scooter represented by the seagull. In the future, Seagull will attract more consumers who pursue high-quality and high-value experiences, and the A00 market will further explode under the leadership of Seagull, creating more champion-level performance for the scooter market.