I don't have a degree to show off, but through my continuous efforts and tossing, I finally lived a human-like Hu Yilin, who could have moved towards a bright designer's road. However, as he himself said, during this period, like the dog blood plot in Korean dramas, family, love and career have undergone major changes continuously, so Hu Yilin returned to the starting point. However, Hu Yilin wants to toss it again.
Hu Yilin has a hobby, that is, he likes motorcycles. He once rode all the way from Shanghai to Beijing. Hu Yilin, who claimed to be a "cycling madman", decided to "get her hands on" travel tools. He used his experience as a designer to test, investigate and redesign how to make a unique scooter for a year, only to find that he had no money to make an ideal car. Yilin Hu decided to look for investment.
To find investment, it is necessary to make a BP (Business Plan). Hu Yilin sent BP to some investors including Li Xiang (who founded bubble net and car home successively and led car home to be listed on the new york Stock Exchange). However, it is not that no investors are willing to give Hu Yilin money, but that Hu Yilin also asked investors to "give away" a CEO.
through Li Xiang's recommendation, an investor appeared, that is, Huang Mingming of Mingshi Capital. Huang Mingming not only brought money to Yilin Hu, but also brought a CEO—— to Yilin Hu-Li Yinan (who was the youngest vice president in Huawei's history). As a result, Niudian Technology with the brand of "Mavericks" was formally established in 214. At the same time, various capitals and top talents entered the company shoulder to shoulder. Capitalists, such as GGV capital GGV, IDG Capital and Sequoia Capital; Talent, such as Liu Chuankai, He Peng, He Weihua, Liu Chengdong and others.
from the first day of the company's establishment, Yilin Hu and her team have made the company's values with their almost crazy persistence in products.
In order to make the values "fall to the ground", Mavericks launched the first "N1" product. Strictly speaking, this product belongs to the field of electric motorcycles, not electric bicycles. However, Hu Yilin would not have thought that Honda, which would collect information and analyze products for any motorcycle brand and any motorcycle on the market, noticed the "N1" of Mavericks at the first time.
When The Manager interviewed Taixiu Mizuno, then Minister of Honda China, in 216, Taixiu Mizuno highlighted the Mavericks. Taixiu Mizuno revealed privately at that time: "For a long time, as the world's largest selling Honda motorcycle, it has been paying attention to the technological changes in the motorcycle field, among which China's Mavericks is a corporate brand that Honda pays the most attention to, because if the electric model of Mavericks evolves into the mainstream of the motorcycle industry, Honda motorcycles will encounter unprecedented challenges.
Honda's worries are getting closer to reality. In 22, in a report on the evaluation of calf's value, CICC listed calf directly in the dominant brand camp of Honda and Yamaha, two major fuel motorcycle giants, on the brand matrix of two-wheeled vehicles. You know, in today's product spectrum of Mavericks, "N1" is only a series, and it is not a fuel motorcycle.
From the technical point of view, the main core of electric motorcycle is battery and motor, and it can compete with Honda and Yamaha's fuel motorcycles, which means that calf's technical characteristics will be more advantageous in electric bicycle products.
Technology and War
In the second year of starting a business, just as the Mavericks were preparing for a big fight, the "Black Swan" incident happened. At that time, because Li Yinan was arrested on suspicion of insider trading, the company team was in a panic. Previously, Li Yan, who joined the Mavericks as COO in January 216, took the helm of the company. Li Yan is a Ph.D. student at Stanford University. He used to be the vice president of operations in KKR private equity fund, and was responsible for the operation and management of many enterprises invested by KKR. Before joining KKR, he worked for McKinsey & Company from 28 to 29. Company), in 26? In 28, he worked in Qualcomm, USA, engaged in 3G and 4G technology research and development, and held three related patents. Li Yanbo joined Mavericks Electric in January 216, served as CEO of Mavericks Electric in December 217, and served as Chairman of the Board of Directors of Mavericks Electric in March 218.
Li Yinan was convicted of insider trading, and only after he was released from prison at the end of 217 did he return as the first shareholder of Mavericks shareholder Glory Achievement FundLimited. However, during the nearly two years since Li Yinan disappeared, it was the golden period when Yilin Hu, Li Yan and others led the calf to develop at a high speed.
Within the company, Li Yan is regarded as a wise corporate helmsman and a team connector.
Mavericks' overall strategy has two parallel structures, the first is technical strategy, and the second is business strategy. Hu Yilin is mainly responsible for the former strategy, and Li Yan is responsible for the latter strategy.
technology strategy. According to the history of the release of new car models, since the release of N1, Mavericks released M1 in 216, U1 and Project X in 217, upgraded and extended versions of N1 and M1 in 218-219, and RQi in 22.
According to the above series and product types, the product matrix of Mavericks can be roughly summarized as: electric motorcycles, electric bicycles, outdoor professional bicycles and electric power-assisted bicycles. From the product matrix, compared with the business product range of any electric bicycle enterprise in the market, almost no similar products or competitors can be found.
Every product that appears in Mavericks product matrix is actually related to each other, which is related to its intelligent technical ability and original design ability. It is these two abilities that lead to a kind of ability called "knowledge transfer" to "product transfer", which can be applied to motorcycle lines, bicycles, scooters, scooters and other peripheral products.
what is the source of "knowledge transfer"? Intelligent technology is one of the sources of Mavericks' "knowledge migration".
The intelligent technology and APPlication of Mavericks mainly come from five cores: the intelligent platform with continuous evolution of CLOUD ECU intelligent central controller, CLOUD-ECU intelligent central controller, NIU CLOUD intelligent cloud, more than 1 sensors all over the car body, and Mavericks electric app.
obviously, among the five cores, the first three belong to one source technology, the fourth sensor belongs to the hardware category (accessories can be assembled by supplying and purchasing accessories), and the last APP belongs to Internet social software technology. Therefore, mainly look at CLOUD ECU and APP.
about CLOUD ECU. Mavericks CLOUD ECU intelligent central controller has reached the V3 version. As the intelligent hub of the whole vehicle, it will monitor, collect and analyze as many as 72 items of vehicle information 2 times per minute, and realize remote viewing and control of vehicle status through APP, so as to strengthen the security and early warning capability of vehicles. In addition, its OTA wireless upgrade function can easily complete the function update and expansion without replacing hardware.
in the background of CLOUD ECU, the big data analysis system of Mavericks is hidden. It helps to improve BMS intelligent battery management system by collecting and analyzing battery cycle times and power change curves, so as to better protect batteries and reduce battery accidents. In addition, through the analysis of riding data such as mileage, companion time and riding trajectory, it helps to optimize the performance of FOC vector controller and reduce energy consumption. Moreover, the application data is also used to optimize vehicle security, intelligent service and driving experience.
about APP. In addition to being linked to the user's mobile APP through CLOUD ECU's vehicle, battery status, intelligent security, vehicle health report, online repair and related services, Mavericks' APP also has social functions. In the APP, users can speak, dive, join city clubs and earn points. Mavericks call users "butter".
Another source of calf's "knowledge transfer" is industrial product design. The key points of Mavericks' product design are mainly embodied in six management systems: professional and personalized industrial design team, highly recognizable family inheritance design, reasonable ergonomics, lighting system design and power system. From the comfort and power that users are most concerned about, this paper mainly introduces the application of ergonomics and power system.
For how to make users drive more comfortably, Mavericks used ergonomics, and made precise calculations from the angles of Chinese average height, sitting height, figure and bones, the stable triangular relationship between the head and handlebar, the calculation of the relevant center of gravity, the leg angle, the height of the back seat, the angle of the arm, etc., so as to design the shape of the product to reduce driving fatigue and improve comfort to the greatest extent.
As for the power system, since it involves the driving mileage, climbing, durability and other core issues in the use process, it is actually the focus of all electric bicycle manufacturers and the field of technology research and development, so what kind of characteristics is the power system of Mavericks?
The technical strategy adopted by Mavericks is to combine independent innovation with cooperative research and development. On the one hand, the FOC vector controller algorithm independently developed is optimized in all directions; On the other hand, we cooperated with BOSCH in Germany to adjust the performance of the motor. By continuously improving the design of motor magnetic steel and optimizing the winding mode and winding density of internal copper wire, the power output, instantaneous torque and energy efficiency ratio of the motor were significantly improved.
It can be found that Mavericks can easily transfer and expand their knowledge to any travel products by continuously strengthening the two core underlying capabilities, such as intelligent technology and industrial design. Even its current product matrix is only temporary.
business strategy. As mentioned earlier, Mavericks' business strategy and technical strategy belong to the strategy of merging. When Mavericks release each new series and products, their business actions are also synchronized.
"channel, press conference and award" are the three key words of Mavericks in specific operation.
about channels. Since Li Yan joined the management team, Mavericks began to change the single online channel and storm the offline.
In June 216, Mavericks formally established the offline channel department, and at the end of that year, 2 authorized experience stores were opened, and the effect of offline channels began to appear, and the sales volume and service scores were significantly improved. As of December 31, 219, Mavericks had 15 offline stores in China.
about the press conference. After Mavericks rose rapidly in the domestic market, Li Yan's team began to expand overseas markets simultaneously, especially in Europe. At the beginning of 216, Mavericks began to build overseas teams. In August of that year, Mavericks introduced N1S to Germany for sale at a price of 2,699 euros (about 2, yuan), focusing on the "high-end" market.
in the first half of 217, the sales of Mavericks' products in the European market began to appear, and then they entered the Southeast Asian market. Up to now, Mavericks Electric has entered 45 overseas countries, and provided opportunities for many electric vehicle operators around the world. SaaS's two-wheeled electric vehicle smart * * * enjoys business solutions.
Mavericks' overseas market expansion and influence are related to its unique press conference. Li Yan's team strategy is to enter international exhibitions and art museums. The former is the Milan International Two-Wheeled Auto Show, the Consumer Electronics Show 22 in Las Vegas, etc., and the latter is the world's top museum such as the Louvre in Paris.
about awards. In order to obtain high-quality endorsements at home and abroad, the strategy of Li Yan's team is to win a series of necessary top-level design or quality awards at home and abroad. In Mavericks, these awards are regarded as certificates of various abilities and knowledge necessary for a student to enter the workplace.
by 218, Mavericks M1 and U1 products have quickly won a series of domestic and international awards, such as German Red Dot, German IF, American IDEA, Japanese G-Mark, China Red Star, Taiwan Province Golden pin, Hong Kong DFA and so on. In the past, most of these certificates of commendation occurred in electrical products, but now the calf has got them, which is enough for the legendary swordsman. Even if there are peers who do the same thing, it will be regarded as picking up people's teeth.
in 221 and after that
in 217, Li Yinan was released from prison, but he no longer held any position in the company, and was only associated with Niu Technologies as a shareholder. Li Yan finally accepted the CEO position. The company's internal division of labor has been clearly defined: Chairman Hu Yilin is in charge of product research and development, while Li Yan continues to be in charge of the company's development strategy. Former BMW designer Liu Chuankai is in charge of the overall industrial design in Mavericks' R&D center in Shanghai. He Weihua, vice president of supply chain, and Liu Chengdong, chief product planner, are in charge of supply chain and product production planning in Mavericks' factory in Changzhou.
In 218, Mavericks began to move frequently. First, they held a new product launch conference in the Louvre, France, and launched two new cars, M+ and N-GT. Later, they moved to Shanghai to hold a new product launch conference in autumn, and released a lightweight product, UM. At the same time, Mavericks recruited Zhang Peng, the chief financial officer, and started listing in the United States. On October 19th of that year, Mavericks (NASDAQ：NIU) officially landed on NASDAQ. Since then, Mavericks has become the third listed company in the field of electric bicycles (the first two companies listed are Yadea, a Hong Kong stock company, and Xinri, a share company).
on November 23, 22, the financial report released by Mavericks showed that the company's net profit attributable to ordinary shareholders of the parent company in the third fiscal quarter of fiscal year 22 was RMB 8,6,4, a year-on-year increase of 2.46%; Operating income was 894 million yuan, up 36.67% year-on-year. It seems that under the epidemic situation in 22, the performance of the Mavericks is still gratifying, but the potential opponents of the Mavericks are already looming.
Just one month before Mavericks released its third quarter financial report for fiscal year 22, a Xiaomi eco-chain company named No.9 (SH:6899) quietly went public in the emerging science and technology innovation board.
According to public information, Company No.9 was established in 212. At the beginning of its business, its main business was electric balance cars. In March 215, a new global enterprise was formed through the acquisition of Segway (the originator of electric balance cars) in the United States–as a result, the company named most of its products under the Segway brand; On October 29th, 22, the company landed in science and technology innovation board and became one of the listed companies in China.