Introduction: Under many unfavorable factors such as the new national standard census, intensified homogeneous competition, and national power rationing and motorcycle bans, in the first quarter of 2024, domestic electric two-wheeled vehicle companies will have a tight life.
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Text: Bu Dong
Audit|Gentle breeze
At the beginning of April, a number of domestic companies announced their 2023 annual reports, and the overall trend of decline was due to multiple stimuli such as weak restricted consumption and monetary contraction, but the electric two-wheeler industry is still optimistic about the capital market, and some leading companies have grown significantly.
According to industry statistics, in the first quarter of 2024, Tailing, the world's pioneer of long-range electric vehicles, showed a strong and high-growth trend, and handed over a "bright" report card in a rapidly changing market environment. Tailing actively responds to market changes, stimulates innovation vitality, digs deep into the connotation of innovation in multiple dimensions, and opens up an ecological path of long battery life + new development.
Under the difficult predicament of the industry, how does Tailing achieve rapid growth against the market, and how to find its own "broad road" in the fierce competition in the Red Sea? Explore the mystery behind Tailing's high growth in the first quarter, provide reference and reference for the overall progress of the industry, and see what Tailing has done right?
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The government work report of this year's two sessions clearly sends a new signal that China is actively responding to a new round of scientific and technological revolution and industrial transformation. As the world's No. 1 electric two-wheeled vehicle industry in production and sales, how to actively embrace Tailing, which is rooted in Shenzhen, the "capital of science and technology", has profoundly interpreted and practiced the industrial requirements of new quality productivity with innovation and breakthroughs at many levels.
Electric vehicle observers believe that in the first quarter of the market changes, Tailing deeply understood the general secretary's innovation requirements for the development of new quality productivity, achieved at least three dimensions of extreme innovation, and changed the existing pattern and mode with the innovation of the underlying logic, breaking the negative impact of "homogenization and involution".
Brand innovation: pay more attention to the integration of quality and efficiency
How can innovation be more effective?
In 2024, Tailing will take the lead in carrying out the "Unbounded Action" in the industry with the goal of integrating quality and efficiency, achieve a win-win situation for manufacturers, and form an efficient conversion of brand traffic and terminal sales around the efficiency goal of innovation, so that channel dealers can achieve sustainable profits.
The direct channel is in-depth digital marketing empowerment.
In the first quarter, Tailing took short video live broadcast platforms such as Douyin as the main position, and took advantage of the hot sales opportunities of festivals such as the Spring Festival to guide users to consume fragmented time in the live broadcast room, forming multiple links such as brand awareness, product understanding, purchase conversion, etc., and realizing seamless links and conversions with offline terminals, pushing and draining, activating the self-innovation cells of Tailing's 35000+ channel outlets, and promoting wave after wave of hot sales on the whole network.
Unleash the "nuclear explosion power" of the new OMO model.
Many companies will do online investment and offline live broadcast, but the innovation point of Tailing is that it has accurately found the "lifeline" of OMO in the electric two-wheeled vehicle industry. The new retail business expansion has doubled the new customer rate and repurchase rate of dealers.
Product innovation: Broaden the user experience
The product is the trump card of Tailing. The rapid growth of Tailing has benefited from the broadening and deepening of product innovation. Long battery life is the "magic weapon" of Tailing leading the industry, how to make long battery life rejuvenated?
In terms of product depth, Tailing has created a popular product "Sky", developed a new design language for mecha dual lights in the industry, and deeply optimized core performance such as power and battery life, so that users can experience the ultimate innovation under cutting-edge intelligent manufacturing.
In terms of product width, Tailing breaks the shackles of thinking and innovatively proposes: She & He'sTailg go wild. From the perspective of women's fashion travel, two unique new products, "Milan" and "Wonderful", the international trend of color matching + women's customized long battery life performance, won the hearts of many female users, opened a new chapter of long battery life +, and led multiple users to explore every kilometer of "Wild Together".
In terms of technology, Tailing still innovates and leads the future of the industry. In response to the demand for long battery life and durability at low temperature in winter, Tailing has fully applied sodium battery technology to its products, and set a precedent in the industry, realizing the user's super sodium tram on the road for the first time, allowing users to feel the experience brought by the new technology.
Marketing Innovation: Staying with the User
Marketing is never a "routine", it is a sincere attitude towards users, so that users can immerse themselves in the charm of brands and products. In the first quarter, Tailing correctly interpreted the direction of innovative marketing: to provide value that meets the emotional needs of users.
On January 1, 2024, Sun Muchu, CEO of Tailing Group, came to the extremely cold place at 47 degrees north latitude to test the product in person, which showed an attitude to global consumer users that Tailing is willing to explore the road of long battery life with users from top to bottom. At minus 15-20 °C, Yichun Wudai Highway, Xiaoxinganling Daqing Mountain, and Songhua River Lotus Lake, Mr. Sun piloted the Tailing Super Sodium Tram Adventurer galloping 857 kilometers.
The president stepped on the snow to test the product personally, how can this not move the user?
On March 30, Tailing launched the first market product in the industry, bringing users an immersive experience with technological creation and scene innovation with a breakthrough in user cognition, and meeting the emotional needs of more young users. The key is that this is not only a simple marketing creative release, but also a milestone impact, marking Tailing's comprehensive efforts in the female market, and the immersive innovation of this market release model is also more in line with the behavior habits of female users.
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芳林新叶催陈叶，流水前波让后波。
The changes in consumer users and the changes in the market environment require enterprises to adjust their development strategies according to the local, timely and situational conditions. Tailing has focused on long battery life for 18 years, and this strategic main line is still applicable, but how to rejuvenate the group's glorious journey in the next 20 years?
JD.com, which is known as a man's "can't quit", has always been mainly engaged in 3C digital and home appliance business, with almost less than 5% of female users, which has a serious shackle on the development and growth of JD.com. In 2015, Jingdong's homepage was revised, weakening the proportion of digital, strengthening the position of clothing and cosmetics, vigorously approaching female users, gradually changing the inherent image of its own digital products as the core, attracting female users, and developing to a full-category platform. JD.com has proven to be successful, with annual revenue exceeding one trillion yuan in 2023 and its market value soaring to 40 billion yuan.
This is a strategic victory at a critical point in time.
In 2024, the timing is also critical for Tailing. After 20 years of rapid development, Tailing has achieved a "legend" in the industry, but it has also encountered development bottlenecks.
Tailing actively expands the brand image and user portrait, takes long battery life as the origin, maintains the original male image of science and technology, strengthens the attention to female users, and leaps into a new stage of long battery life +, which is strategically qualitative and correct, providing a kinetic energy engine for Tailing to maintain growth.
Under the correct guidance of the strategy, broaden the user circle, and work with dealers to deal with the changing market, sustainable growth is the inevitable result, in fact, the high growth against the market in the first quarter also fully illustrates this, and I believe that in the next 2024, the new strategic adjustment will bring a higher share of market sales to Tailing.
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Tailing, a technology-based technology-based enterprise.
Tailing, which has been focusing on long-range technology for 18 years, has invested in the research of electric two-wheeled vehicle products in terms of endurance, power performance and durability, has more than 1,000 patented technologies, and creatively developed the fifth-generation power-saving technology "Spreading Cloud Long Endurance Technology Platform", which continues to allow users to experience the ultimate travel experience brought by advanced technology.
Jointly established the Global Low-Carbon Mobility Research Institute with the United Nations Environment Programme, the Belt and Road Initiative, and the China Quality Certification Center, and is committed to exploring new energy and green mobility solutions.
The "sales siphon" caused by this technological leadership is unstoppable.
BYD is now the top representative of China's new energy vehicles, with sales exceeding 3 million units in 2023, leading the global new energy vehicle industry. In terms of batteries, energy recovery, intelligence, fast charging, lightweight and other technical levels, BYD continues to break through industrial cognition with innovation.
Electric vehicle observers believe that Tailing, BYD, Huawei, these headquarters in Shenzhen's science and technology enterprises, have the same obsession with technology research and development in their respective fields, that is, to drive the market with technology, to impress users with technology, this long-term adherence to the technical advantages, difficult to replace, so that users can enjoy the comfortable experience brought by scientific and technological innovation, and are willing to "pay" for this.
The first quarter is just the beginning, electric vehicle observers believe that although this year's market is relatively weak, but excellent companies can always find the "dawn" of growth in the adverse market, and Tailing has a deep long-range technical barriers, there is a development strategy that can be guided by the situation, and there is a steady stream of innovative power, adhere to the long-term doctrine of the long battery life career, and firmly lead the long-term innovation thinking, such Tailing, will go further.