2 High end 8 year , How is Yadi now ？

source ： Bohu Finance （ID：bohuFN） author ： Li Xia

The equatorial radius of the earth 6378 km , The longest distance from east to West in China is 5200 km . In this vast land , Mountains and hills crisscross plains and basins , Complex terrain , This has not only shaped China “ Living together 、 Small settlement ” Characteristics of population distribution , It has also formed a unique mode of transportation in China ： The motorcycle .

Motorcycles in daily life , Generally refers to a two wheeled motorcycle . It is with this foundation “ unreliable ” The design of the , Motorcycles are born with a gift for agility , Coupled with the increasingly popular battery technology , Now we can not only see their galloping posture in the fields and gullies in the Midwest , In the first tier cities along the eastern coast, you can often see their backs galloping by , It's really a family trip 、 Take out to work , Social people must .

According to the EBWR data ,2019 In the global sales of electric two wheeled vehicles , China accounts for% of global sales 90% above . Other information shows , China now exports 10 100 million two wheeled electric vehicles , Occupying the global market 95%. It is estimated that when Daimler invented motorcycles in the last century , It's also unexpected that one day this two round means of transportation will be carried forward in China .

The world's two wheeled electric vehicles look at China , China's two wheeled electric vehicles are based on Wuxi .

Wuxi has the largest R & D and production base of electric vehicles in China , The production capacity of electric vehicles accounts for 4 become . According to the theoretical probability , One of every three two wheeled electric vehicles must be “ Made in Wuxi ”, There's more than just A Stock listed company “ New day ”, It is also the leader of China's two wheeled electric vehicles that we are going to talk about today “ harting ” The headquarters of .

Pioneers of motorcycles

2021 Yadi sold 1386 Ten thousand two wheeled electric vehicles , It is equivalent to selling 3.8 Ten thousand units , continuity 5 Achieve the first sales volume in the world .

Yadi can't achieve today's glory without one person , Dong Jinggui .

1970 year , Dong Jinggui was born in a small village in Jinzhai County, Anhui Province , After graduating from high school, he was drafted into the army , Be a car maintenance soldier in Wuxi army .

After leaving the army , Dong Jinggui worked in a motorcycle factory , Later, I came out to start my own business , I have worked in a restaurant , Sold motorcycle accessories . After several years of wandering ,1997 In, Dong Jinggui established Wuxi Dong's car industry Co., Ltd , Start selling motorcycles .

Chinese people who just have a little money on hand encounter a generation of transportation tools , The bike successfully completed the iterative upgrade , Motorcycles began to occupy all the corridors of the city . It's just “ Dong's car industry ” When it was founded , China has long called for energy conservation and emission reduction , Various regions have successively introduced “ Prohibition of friction ”.

2001 year ,31 Year old Dong Jinggui “ Dong's car industry ” It was renamed Yadi Technology Group Co., Ltd , Transform into a two wheeled electric vehicle . A few years later , Wuxi began to renovate motorcycles , Before that, Wuxi's mighty motorcycle fleet has become less , Two wheeled electric vehicles ushered in the first growth .

2004 Yadi introduced from Japan 5 An automated production line ,2005 Yaddi 200 Ten thousand electric vehicles are offline ,2006 In, the production base was opened to Tianjin ,2007 Yadi began its export business in , Towards internationalization .

2014 The year is a turning point for Yadi electric vehicle . At that time, two wheeled electric vehicle enterprises once reached 2000 A number of , Overcapacity , On the other hand, the government governs over standard electric vehicles 、 E-commerce is on the rise again , So the vigorous price war started .

At the age of “ The May Day ”, emma 、 Some dealers under Lvyuan have made 500 To 1000 Promotional offers , Especially Emma in order to compete for the market , There was even a price war that broke through low prices , Extremely tragic .

In order not to get caught in the price war ,2014 In, Yadi came up with a new slogan “ More high-end electric vehicles ”.2015 year , Yadi chairman dongjinggui personally released 8000 Multi block Yadi Z3. data display ,2013 The gross profit margin of Yadi in is 13%, here we are 2015 In the year , It has been increased to 19%.

In the release “ High-end ” Strategy at the same time , Yadi also further opens up the international market . So , harting 2014 In, he signed the popular Europa League, Li Minho , And take out 10 Ten thousand yuan solicits advertising words on the Internet , Very generous .

2015 In, Yadi electric vehicle market has covered five continents ,2016 year , Yadi was successfully listed in Hong Kong ,2017 Yadi in 420 The sales performance of 10000 vehicles exceeds that of Emma , Top China's two wheeled electric vehicle .

Two wheeled electric vehicle “ Old national standard ” The war is over .

Two wheeled “ intelligence ” Gimmick ？

IResearch data shows , from 2014 Since, the sales volume of two wheeled electric vehicles in China has entered a negative growth , If it is not the traction of the new national standard ,2018 The sales volume of the industry should fall below 3000 Thousands of cars .

2018 year , Issued by the ministry of industry and information technology 《 Electric bicycle safety technical specification 》, namely “ The new national standard ”. The new national standard limits the weight and speed of electric bicycles , On 2019 year 4 month 15 Officially implemented from . In the year when the new national standard was implemented , The original 2000 Many electric vehicle enterprises , After many rounds of shuffling , There's only... Left at the end of the year 110 home .

Tianfeng securities expects , After the implementation of the new national standard, there will be about 1 There is a demand for replacement of 100 million vehicles exceeding the standard . That's it , An industry that is going downhill , From Red Sea to blue sea in an instant . Two wheeled electric vehicles have a second chance .

By the east wind , harting 2020 In the 62% The growth rate of revenue , Achieved the sales target of ten million vehicles ; Founded at the same time as Yadi , Looking to go public 9 After more than years of failure, Emma finally 2021 Annual listing . in addition , Some new players , Calf 、 Number nine , It has also been listed in recent years .

Confrontation between new and old , The battle of the new national standard is interesting . Then in line with the quality 、 Speed and other standards , What on earth does the new blue ocean of two wheeled electric vehicles depend on to grab it ？

Now speaking of electric cars , I have more than two wheeled electric vehicles in my mind , Four wheeled ones have also been included . come very naturally , The new highland of four-wheel electric vehicles ——“ intelligence ” It has become a hot spot pursued by two wheel electric vehicle enterprises .

“ intelligence ” It's a calf 、 The advantages of these rookies on the 9th . Mavericks have been fighting since their inception “ intelligence + Lithium battery ” The signboard of , Not to mention the ninth , Others' business lines include “ Robot nine ”, Or Xiaomi's ecological chain enterprise , Full of sense of technology . therefore , The electric vehicle prices of these two car companies are the first tier in the market .

（ Picture source ： IResearch ） 

If marked “ intelligence ” The label can sell at a high price , Nayadi 、 emma 、 These old car companies in Xinri will naturally not let go . last year 7 month , Yadi launched the high terminal brand VFLY, The lowest price has come 7000 element . In order to support this price , Yadi installed a large electronic screen on this electric car , In addition to the Himalayas 、 KuWo waits for some App, One more AI Voice assistant function .

Now more and more two wheeled electric vehicles are labeled with smart labels , Like a cell phone APP Unlock 、NFC Card swiping unlocking and inductive automatic unlocking have become standard .

But the intelligence of two wheeled electric vehicles has always been the most questioned place , This is mainly due to the essential difference in intelligence between two wheeled electric vehicles and four wheeled electric vehicles .

Four wheel electric vehicles are intelligent except for a few electronic screens 、 The mobile phone is unlocked , The core and essence is autonomous driving . To exaggerate , If the importance of other functions combined is 2, Then the importance of autonomous driving is 8, Because this is the most revolutionary place for electric vehicles and fuel vehicles , That is to liberate people's hands . But a two wheel electric car , Free your hands , It is equivalent to liberating the rest of life .

So in addition to unlocking 、 Battery positioning and other functions , Two wheeled electric vehicles need to be used “ intelligence ” Not many places . Especially the electronic screens that car companies like to install , In addition to displaying endurance , The rest is to increase the purchase cost —— Unless you can't carry a cell phone with you .

If “ intelligence ” Not the key element of the current two wheeled electric vehicle , So how should two wheeled electric vehicle enterprises win the new market under the new national standard ？

In the new national standard “ The old order ”

In the past 2021 year , In terms of the market share of two wheeled vehicles calculated by sales , harting 、 emma 、 These old car companies such as tailing still occupy a dominant position , The only new faces are Mavericks 、 Number nine .

（ data ： IResearch Picture source ： Online travel ） 

For example, Longtou Yadi , Its sales volume in this year is not only one second higher than that of the third place , It is equivalent to 13 Calves 、32 Home number nine , The gap is very large . Of particular note , stay 2021 In, the sales of two wheeled electric vehicles declined as a whole 13.9% Under the circumstances , Yadi electric vehicle sales increased year on year 28.3%.

Regardless of the establishment time compared with the old car enterprises 、 Brand awareness , Or compete with rookies in technology 、 Fashion sense , Yadi has no obvious comparative advantage , But it has achieved so much , What has a little explanatory power is offline and marketing strength .

By 2021 end of the year , The number of Yadi's dealers nationwide reaches 3353 individual , Sales outlets exceed 28000 individual . The second Emma in the industry this year , The number of dealers exceeds 2000 home , The number of terminal stores has just exceeded 2 m .

in addition , By comparing the marketing expenses of several listed companies , stay 2017 In, Yadi was on a par with Emma , But last year , It is already a unique branch .

（ Figure note ： Stock markets “ Marketing expenses ” Different names , But the main expenditure is employee compensation 、 Advertising, etc ） 

Li Shufu said ：“ A car has four wheels and an engine , Add two sofas ”. by comparison , Two wheeled electric vehicles are simpler , Two wheels and a battery . So this picture can also partly explain why Emma is famous 、 The price positioning is similar to Yadi , But the sales volume is so large by Yadi .

And from this picture , We also see , Number nine 、 Mavericks are new forces whose sales volume is far from that of Yadi , Marketing expenses are increasing year by year . Maybe in the future , The head ranking of two wheeled electric vehicles will usher in the alternation between the old and the new .

This is not groundless . Number nine 、 The price of Mavericks' electric cars has fallen 2、3 Thousand yuan position , This is Yadi 、 Emma is the main position of these old car companies . This is different from Tesla 、 Wei Lai's new forces of making cars with four wheels are a way of playing ： After the high-end reputation , Explore through the price , Reduce the dimension and harvest the middle and low-end market .

Mavericks not only understand the golden secret of marketing , Also learned to be a success 、 Great enterprise , Must be close to the people .

This rare battle of the new national standard , Maybe the magic weapon of victory is not “ intelligence ”, For most Chinese , All they need is a car that can deliver takeout 、 There is no traffic jam to and from work 、 A means of transportation to and from school . Of course , It turns out , If “ intelligence ” It can make people feel more fashion、 Times have noodles , Some people are willing to pay this premium .

future , Whether it's the old car companies entering the high-end events of new forces , Or new forces entering the mass market , Need to take advantage of existing advantages to open up a new model .

Reference source  

1. Wuxi daily ： Zhongshan Road “ Forbidden ” On the first day The road is open and refreshing  

2. Titanium media ： The new national standard war of two wheeled electric vehicles  

3. Deep diving ： Yadi's “ High-end ” innovation , It can't be overwritten by new forces