Get rid of low -end competition for domestic youth bicycles for high -end

□ Our reporter Lu Yue

Near the summer vacation, youth bicycles have been included in the purchase list by many families. The reporter saw that under the joint influence of the normalization of outdoor sports and professional riding events, the consumption demand for young people's bicycles is also constantly being upgraded. The domestic brands are breaking the original "low -end positioning" and "cost -effective" and "popular" labels. Through multi -dimensional efforts in products, concepts, marketing, etc., they move towards high -end.

"Cycling Hot" drives the hot sales of young people bicycles

The reporter saw that under the popular labels such as "close nature" and "parent -child interaction", reports around "riding fever" are often reported. At the same time, the popularity of the youth bicycle market is also rising.

"Near the summer vacation, planning to buy a bicycle for your child, you can't go out for travel. Usually, the family ride together is also a good choice." Consumer Chen Jiashuang told reporters that compared to the previous standard of car purchase, I am now intending to start a "high -end goods goods "," First of all, performance must meet the needs of riding in the middle and long distances, and at the same time comfort and safety cannot be ignored. "

From what the reporter is worth buying platform data, in the past two years, the product search popularity containing the keywords of "children and youth bicycles" has continued to rise, and the first half of this year has increased by 62.36%year -on -year. For the changes in the needs of the youth bicycle market, Zhang Yuang, the person in charge of the business operation center, said in an interview with this reporter that the current reasons for the rapid development period of the children's car and the youth bicycle industry in my country are "double reduction" and three and three. In the context of the fetal policy, the child's outdoor activities have been significantly improved, providing a broad market increase for the development of related industries; on the other hand, due to the influence of the epidemic in recent years, consumers' awareness of health has continued to increase. Parents pay more attention to letting their children exercise through physical exercise through physical exercise. To strengthen your physique, and riding has the advantages of low -carbon environmental protection, improving children's balance and reactive strength, it has become the first choice for most parent -child family outdoor activities.

High -end products are popular functions and safety demand improvement

"Cycling, as the current popular young children's movement, has indeed been hot in recent years." Yuan Yuan, the co -founder of the lightning drive, told reporters that from the slippery cars, balanced cars that swept the children's group to the adolescent group prevailed Bicycles, now there are not only various related training courses on the market, but also a large number of high -end events, which have gradually upgraded the cycling movement from "amateur hobbies" to "professional competition". Yuan Yuan admits that professional competition activities have allowed more consumers to pay attention to the performance behind the vehicle "racing", and they are more willing to pay for high -end quality car products.

In this regard, Zhang Yuang also said that "high -end" is the significant feature of the current adolescent bicycle consumer market. Data show that as of the end of June, the sales of related products related to "Children's Balance Car" in the station have covered the total amount of last year last year, and the GMV increased by 58.51%in the first half of the year. In terms of bicycles, Ninebot 9 and Decathlon bicycles are worthy of buying hot -selling brands in the station. The proportion of high -end domestic youth bicycles in the product line is increasing.

The reporter saw that among the children and adolescent bicycles currently on sale, the price of domestic skins is mainly concentrated in 200 yuan to 600 yuan, and the price of youth bicycles is mainly concentrated at 400 yuan-1,000 yuan. However, it is worth noting that, as a brand focusing on high -end youth bicycles in China, the sales volume of related products No. 9 increased by nearly 92.73%month -on -month. The new high -end bicycle teenager explorer series released this year has also become a explosion of multiple platforms. product.

According to the relevant data of the China Toy and Baby Products Association and the Huajing Industrial Research Institute, from the perspective of changes in the price of children's car products, although the overall price of children and youth bicycles is slightly lower, the improvement of product quality has driven the average price to increase, and As the "post -85s and 90s" parents gradually become the main force of the consumption of children's cars and adolescent bicycles, consumers have also changed in the concept of consumption. In addition to the high requirements of product quality and safety, the younger parents also pay attention to the quality and exquisite experience, forcing the industry to show high -end, and the average product price has also increased.

Industry insiders said that with the continuous maturity of the market and the upgrading of the consumer demand of domestic parents, domestic youth bicycle brands have also put forward higher requirements on product function design and safety performance. Basis of differentiated competitiveness. It can be considered that high -end domestic bicycles are becoming a trend that promotes the high -end development of young bicycles.

Domestic youth bicycle brands are high -end

The reporter saw that under the high -end market trend, it is a multi -dimensional force of domestic children's car manufacturers from products, concepts and marketing. For example, in recent years, the hot -selling children's car brand Youbei, with China Aerospace, jointly created a joint model, based on aerospace material magnesium alloy as the selling point, to play the product slogan of "both light and tenacious", and empower "aerospace elements" to products and peripheral equipment around equipment and peripheral equipment. In the concept.

On the same popularity, No. 9 Youth Bicycle Explorer Series, which specializes in the high -end youth bicycle market, is designed and optimized after designing the proportion of domestic youth. Experience; and in terms of product technology and process, the industry's leading aluminum alloy welding treatment method realizes the shape characteristics of some carbon fiber, making the product value higher, and the body strength is greater and safer. It is reported that as one of the few brands that focus on 24 -inch teenagers of bicycles, No. 9 is in the process of "high -end" in the overall design and technology of the product. Selling points such as expansion fast locking seat rods, Ximenano 8 -speed transmission, all -terrain thin -walled tires, automotive gradient car paint, etc., upgrade in both "safety" and "experience" to achieve the "high -end" design and process of design and process Essence According to the relevant data of the China Toy and Baby Products Association and the Huajing Industrial Research Institute, the current price gradient in the domestic bicycle and youth bicycle bicycles is relatively obvious. Domestic brands are mainly targeted at domestic low -end markets, focusing on high cost -effective popular products. The high -end market share is mainly occupied by foreign brands. However, as Chinese brands such as No. 9 are constantly catching up with technology research and development, there is a large space for the high -end market of young bicycle bicycles.

"Although high -end has become the power point of a small number of domestic head brands, most of the competition of domestic children's car brands is still in cost -effectiveness. Therefore, compared with imported products, there is still a certain gap in craftsmanship and quality. . "Xu Xin, a person in the bicycle industry, pointed out in an interview with reporters that with the continuous upgrading of domestic consumption demand, the number 9 has been widely recognized in the high -end layout in the internal domestic youth bicycle. However, from the perspective of the entire industry, domestic brand youth bicycles also need to increase technology and research and development, and continue to make efforts in terms of materials, lightweight, performance, and body strength. At the same time, while meeting consumer demand Essence

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