As the "Tesla" of two-wheeled electric vehicles, Mavericks Electric can be said to be the blue chip of the two-wheeled electric vehicle industry in recent years. Although the sales volume of Mavericks Electric is only one-tenth of that of Yadea, the price of a single vehicle (ASP) is twice that of Yadea, and the latest market value exceeds 65.438+05 billion yuan.
Win a prize contest
In recent years, almost all power lead-acid electric bicycles on the market. The gross weight of this model is above 55KG, the speed can reach above 50km/h, and the safety is low. However, this type of vehicle accounts for 97% of the total domestic electric vehicle sales in 20 19, and there are few lithium-ion bicycles that meet the new regulations.
On April 5, 20 19, the new national standard for electric bicycles officially landed, stipulating that the vehicle must have pedaling ability, the maximum speed should not exceed 25km/h, the vehicle mass should not exceed 55 kg, the motor power should not exceed 400W, and the battery voltage should be 48V.
The "restriction" of the new national standard seems to suppress the current development of two-wheeled electric vehicles, but it actually gives the two-wheeled electric vehicle market a "big change" opportunity, improves vehicle safety, and at the same time eliminates backward low-production capacity.
The "inflection point" of the new national standard just falls on the development track of Mavericks-all products of Mavericks since their debut have adopted lithium battery technology. In order to build its own high-end intelligent positioning in two-wheeled electric vehicles, Mavericks' differentiation strategy directly hits the pain points of the industry: poor battery performance, low endurance and low intelligence level.
Mavericks not only chose a lithium battery with better battery life, but also improved the battery life and safety performance through big data. In terms of intelligence, Mavericks adopted the strategy of combining App+ECU intelligent central controller with sensor software and hardware, installing intelligent sensors on the car body, recording riding information, monitoring vehicle position and status information, endurance and so on.
Through these technological innovations, it not only solves the "pain point" that users' vehicles are difficult to find, but also brings users a better riding experience.
In addition, lithium batteries have high production cost and low recycling value. Enterprises need not only technology but also cost to produce electric bicycles that meet the new national standard. Large enterprises with conditions have begun to invest or even sell in R&D, while small brands lacking technology or funds will be difficult to cross this hurdle and be eliminated.
According to statistics, the scale of domestic electric bicycle manufacturers has dropped sharply from about 1 0,000 in previous years to only 1 0,70 at present (with the qualification of producing electric bicycles and electric mopeds). However, small workshops that once occupied the township market and specialized in low-end products were forced to close down, and small and medium-sized manufacturers were gradually cleaned up.
The market that has been "cleaned up" is undoubtedly to release more development space for the retained enterprises. Then, can the Mavericks, who have eaten enough policy dividends, lead smoothly under the policy in the future?
Parallel internal and external resistance
The calf, which seems to have a smooth development prospect, is actually being blocked by many forces.
First, in the most competitive lithium battery manufacturing at present, it can only be said that maverick is a pioneer, not an owner. However, the lack of core technology competition will reduce the competitiveness of enterprises and make them unable to maintain a high position in the industry.
At present, many large enterprises in the industry have also mastered this technology. For example, at the 20021Yadea Science and Technology Global Multiplication Strategy Summit, Yadea released a brand-new Qoros electric vehicle series featuring "intelligent ecological pioneer", which applied a number of leading power and energy technologies, and will be equipped with ATL/CATL intelligent lithium battery which can be fully charged in 20 minutes, as well as three core components such as functional motor and high-energy controller.
In June 5438 +20201October, Xiaomi Ecological Chain Company No.9 was listed on the Science and Technology Innovation Board. At present, its products are E/C series, and the vehicle configuration adopts many advanced technologies: EABS energy recovery braking system, mobile phone induction unlocking, cruise control and triple intelligent positioning system, which are not inferior to Mavericks. The No.9 B-series electric vehicle released in August, 2020 started from 2599 yuan, and the market penetration rate was stronger than the high-end consumption of Mavericks.
Second, two-wheeled electric vehicles are popular in third-and fourth-tier cities or towns and are subject to traffic control in big cities. Due to the high population density and heavy traffic in first-and second-tier cities, the transportation department prohibits electric bicycles or motorcycles from going on the road for safety reasons.
Contrary to urban traffic management, the market of two-wheeled electric vehicles is limited, and it is difficult to enter first-and second-tier cities on a large scale. Judging from the current competitive situation, several leading electric vehicle companies have almost surpassed the standard Mavericks, and the market will eventually become saturated. If the market structure is limited, it will be unprofitable for the long-term development of enterprises.
Finally, in this era of enjoying the economy, it is essential to enjoy the existence of electric vehicles. Meituan, Didi, Hello and other * * * travel companies, with * * * enjoying bicycles before and * * * enjoying electric vehicles after, have hindered the development of the two-wheeled electric vehicle industry.
Because of the same urban traffic control, it is difficult for * * * to enjoy electric cars in big cities and turn to the sinking market. Two-wheeled electric vehicles, both of which are active in the sinking market, undoubtedly greatly reduce the proportion of two-wheeled electric vehicles in the travel market.
We still need to seek breakthroughs in the future.
Although the two-wheeled electric vehicle industry is now "popular", the dividend wave will eventually subside one day, and how to think about longer-term development is the key.
On the one hand, step up technology research and development and product update. In industries lacking core technology, having an advanced or patented technology can be said to be a blessing to have "invincible" skills. Li Yan, CEO of Mavericks, once said that automatic driving is not ruled out. However, although autonomous driving is a trend in the travel industry, from the perspective of application value, four-wheeled vehicles have more room for development and higher commercial value.
Therefore, Mavericks urgently need to develop patented technologies that meet the requirements of secondary electric travel or environmental protection travel, so as to improve the brand's "worth" and market competitiveness.
On the other hand, lay out overseas markets and increase export business. As the world's largest producer, consumer and exporter of electric bicycles, the continuous growth of domestic and international demand in China has ushered in development opportunities for the electric bicycle industry in China.
The data shows that the overseas sales of Mavericks Electric tripled in the fourth quarter of 2020, and now it has business layout in 38 countries around the world. In addition, it is reported that Mavericks Electric negotiated with Gojek in February this year to provide electric vehicle products for the latter. Li Yan, CEO of Mavericks Electric, said that the overseas business of Mavericks Electric currently accounts for 65,438+07% of the company's total revenue. In the future, the company will continue to increase overseas business and increase the proportion of overseas business income to 22%~25% in the short to medium term.