Yadea, Emma, and Tailing are currently the three largest brands in the electric two-wheeler industry, and to be reasonable, their product lines should cover the three major segments of the middle and high ends. In addition to Yadea, which has several electric vehicles of more than 8,000 yuan, the price of high-end electric vehicles launched by Emma and Tailing is basically within 7,000, and there are very few at the price of 6,000-7,000. What is the reason for this? Personally, I think there are three points!
First, the high-end electric vehicle market is relatively narrow
At present, the mainstream price segment of the electric two-wheeled vehicle market is in the range of 2500-3500 yuan, accounting for about 50% of the market, followed by the 1500-2500 yuan range, accounting for about 23%, and then 3500-4500 yuan has about 10% of the share, 1500 accounts for 10% of the share, and high-end models above 4500 yuan only account for 7%, which belongs to the niche market.
The reason why Yadea, Emma, and Tailing can firmly occupy the first-line brands is that they occupy the price range of 2500-3500, and high-end electric vehicles are relatively narrow, which belongs to the field of high investment and low return. This is not necessary for Yadea, Emma, and Tailing to focus on this market!
Second, the user's heart anchor has been formed
Yadea's early slogan was more high-end, but in fact, Yadea's price was only 10-20% more expensive than ordinary second- and third-tier brands, but Yadea did not have an advantage in the high-end market of more than 7,000 yuan, and did not establish a truly high-end image in the market, which also prompted Yadea to launch a high-end smart brand VFLY in the later period. Emma and Tailing have always been close to the people, and once the price is very high, it is difficult for users to accept it psychologically, which will also have an impact on their sales.
Third, Mavericks, No. 9, and motorcycle companies have more advantages
If users want to pay for the high price, they must be given a full reason, some people say it is faith, some people say it is the soul, the core is still the obsession with the appearance design, high performance, driving feeling, and be able to tell a story. Mavericks and Nine are both veterans in the Internet field, and they have more experience and strength in this area. Motorcycle companies are building and designing electric vehicles as motorcycles, and their target consumer groups are different from electric vehicles, so the price of motorcycle companies can also be very expensive.
However, Yadea, Emma, and Tailing currently do not have such genes, as well as an obsession with high-performance electric vehicle products. Even if they do, they don't necessarily have their opportunities in this market.
Summary:
7000 yuan high-end electric vehicle field, there is no Yadea, Emma, Tailing these big brands, I personally think it is also a very wise choice, first, for these brands are completely unnecessary, spend a lot of effort to create a relatively small return on things, second, I am not good at it, everyone, what do you think about this?