Revenue up 50%! Domestic electric two-wheeler sweeping overseas?

Source：EMC date：2023-07-27 17:43:27 views：187

In March 2020, the European Commission published the draft European Climate Law, which decided to make it clear in the form of legislation that Europe will achieve "carbon neutrality" by 2050, that is, net greenhouse gas emissions will be reduced to zero by 2050. At the same time, the draft requires all EU institutions and member States to take the necessary measures to achieve these objectives.

Since then, many countries and regions have announced their follow-up. That is, from this time on, the term "carbon neutral" began to appear frequently in our vision, especially in recent years, the explosive growth of the domestic new energy market, but also let us deeply appreciate the country's attention to "carbon neutral".

In fact, the global discussion about fossil fuel pollution has not been interrupted. Many countries have also introduced relevant legal support, such as

In 2017, Vietnam proposed that the capital Hanoi should complete the ban on motorcycle in the third Ring road by 2025, and Ho Chi Minh City should achieve a complete ban on motorcycle by 2025.

In 2019, India reduced the electric vehicle tax rate from 12% to 5% and gave an incentive of Rs 15,000 to compliant electric two-wheelers;

In 2020, Italy will offer subsidies of up to 500 euros for the purchase of micro-motor vehicles (including electric bicycles, scooters and scooters);

In 2021, the UK is offering a 35% discount on electric motorcycles up to £500.

...

In addition to the above regions, France and the United States have also introduced relevant policies to encourage consumers to buy electric two-wheelers. With the support of such a macro background and policies, the demand for overseas electric two-wheelers continues to heat up, attracting many domestic electric two-wheelers manufacturers to go to sea to seek gold.

According to China Business News, in 2021, China's two-wheeled electric vehicle exports of 22.9 million, an increase of 27.7%, exports of 5.29 billion US dollars, an increase of 50.8%. In terms of export volume, North America is the largest market, followed by Europe, and Asia ranks third.

And the gains are far from over. According to Research and Markets data forecast, by 2027, the global market size of two-wheel electric vehicles will increase from $49.7 billion in 2022 to $80.6 billion, with an average compound annual growth rate of 10.2%.

Such a vast market prospect, so that the domestic including Yadi, Emma, new Day and other traditional brands, Mavericks, No. 9 and other new brands including electric two-wheeler manufacturers desperate to actively seize the overseas market.

Among them, NIU Niu Electric, as a new brand that went abroad earlier, has performed brilliantly in this overseas competition. According to its 2022 Annual Financial report released on March 20, at present, Calf has entered 52 countries and regions, and its annual overseas revenue was 490 million yuan, an increase of 50.0%.

We can not help but ask, in the competition with traditional manufacturers, how is the calf electric to achieve the corner overtaking? In the competition with new brands, how does Niu Electric successfully implement differentiated competition?

First, localization design, achieve deep cooperation

Calf may be the first new electric two-wheeler brand to go to sea in China.

In 2015, Calf took the then-blockbuster product N1 to Milan, Italy, to participate in the EICMA International two-wheeler show. At that time, the electric two-wheeler market was still in its early stages, there were few electric two-wheeler brands, and the 1.5 million two-wheelers shipped in Europe were all fuel vehicles.

At this exhibition, the calf team got a lot of attention with the N1, but it was not easy to actually land. For calf, how to make the product localization is the key to open the market. The key to this localization lies in two aspects:

1. Product compliance

Europe has its own set of standards (safety, power, parameters...) In order to enter the European market, products must meet these standards.

2. Adaptive design

The road conditions, usage scenarios and functional priorities faced by European consumers are different from those at home and need to be taken into account when designing products.

Specifically, the Mavs put a lot of thought into the latter. First of all, the Mavericks took the initiative to set Germany as the first stop on the sea, mainly because Germany is the most stringent for transportation, and the team wanted to crack the hard bones first.

"If it is a travel tool product that can be recognized by the German market, it is easy for other markets to do it." Niu CEO Li Yan said in an interview. It pays to crack the bone. Until now Germany has been the biggest single market for calves, which also extends to the Netherlands and France, where calves have a strong market share.

Second, because European roads are very different from those at home, European consumers face more uneven stone-paved roads. Therefore, in order to solve this problem, Niu changed the N1S tire to 14 inches (the domestic original factory is 12 inches), and optimized the shock absorption.

In the end, Calf in a year, constantly optimize more than 70 designs, and at the end of 2016, and Germany, Italy, France dealers reached a deep cooperation, which is also very different from the development path of calf in China.

In China, the calf is from online to offline; In Europe, it's online to offline. In fact, Calf in Europe (and even the whole overseas) is using online consultation + offline store test drive, and with independent station sales, as far as possible to spread to the omni-channel.

Among them, in the face of different countries and regions, the calf has made many different attempts. For example, because the DMV (United States Motor Vehicle Administration) has included electric two-wheelers in the management scope, it needs to help customers get licenses offline; European customers have a strong demand for power change, so it is necessary to continuously lay power change cabinets below the line......

These are all attempts at the brand service and after-sales level, and at the most important level of marketing, Calf has also made a lot of attempts. After all, although Southeast Asia, Europe, and North America can all be called overseas, they are very different from each other.

Bella believes that Calf's marketing strategy for different regions is very worthy of reference for overseas brands.

2. Social media marketing to convey brand concept

According to the 2023 Overseas Brand Marketing Trends Insight report released by Amazon Advertising, 79% of consumers say they are more willing to buy products and services from brands that align with their values.

In Europe and North America, due to better infrastructure and higher level of social development, a higher proportion of local consumers value brand concepts and corporate values.

Therefore, in order to establish a good brand awareness in the minds of consumers in Europe and North America, Mavericks has made a lot of efforts.

01 Sign ambassador and complete brand endorsement

On January 21, 2020, Mavericks announced that Formula E (FE) world champion Antonio Felix da Costa has become the official Ambassador of Mavericks Electric.