After the 80s, CTO took office, how to establish the "Young Tide Cool" brand cognition

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Text 丨 Intelligence Relators

Author 丨 Shen Lang

Smart electric two -wheels, smart electric scooters, smart electric balance cars, all -terrain cars, smart service robots ... The Chinese company "No. 9" behind this series of smart short transportation products has recently ushered in a one During the transformation of high -level personnel, the company's chairman Gao Lufeng and CEO Wang Ye, the same alumni, Dr. Beihang's post -doctoral Liu Miao, who joined the company for one year, officially served as CTO, and was fully responsible for the company's research and development management.

Earlier, this position was also held by the company's president Chen Zhongyuan. After this personnel adjustment, the division of labor of the high -level is becoming more and more clear, and the company's corporate management is more refined. At the same time, with personnel adjustment, there are equity incentive plans, focusing on the new CTO, CFO, general manager of the business department and core technical personnel. From the outside world, this action of Company No. 9 is likely to be paving the way for the next stage of development.

The No. 9 Company was established in 2012 and landed in the Science and Technology Board in 2020. In the past ten years, this technology company continuously moved to the stage of the public's vision and the capital market. It also inevitably faced many questions from the outside world.

Then, from the recent series of actions that occurred around this technology -based company, companies No. 9 seem to strongly tell the outside world about the brand's mentality and the direction of future breakthroughs.

The old saying often says "ten years of hurdle", and Company 9 is standing at the most critical crossroads of the company's development.

Brand end: top -flow endorsement, starting with youth and trend

For a long time, companies No. 9 have been one of the brands loved by young "playing coffee". "Play" is the way company No. 9 is close to users. Young and trendy are two key anchor points for their brand marketing.

In the past year, companies No. 9 have "played" a lot of tricks, and have been working hard on brand cross -border union and channels to actively explore new gameplay, such as cooperating with LINE Friends and Li Ning cross -border to create joint models Products, the 9th mobilization of cooperation with station B, actively carried out the "urban road book" of offline cycling activities, creating urban travel belonging to electric two -wheeled vehicles, and so on.

According to the 2021 annual report, brands or IPs that Company No. 9 cooperated in 2021 include LINE Friends, Li Ning, Xiaopeng Automobile, Audi, Transformers, below one person, Al League of Legends, Chengdu AG Super Play Fair, etc. There are all downs, and they are all known or recognized by young groups. In this way, it has continuously tied its own brand with young and trendy.

Such marketing ideas are not difficult to understand -Company No. 9 products such as electric balance cars, electric scooters, karts, etc., which was originally regarded as a new species of travel, and later, with all aspects of power, battery life, price and other aspects After being optimized, there are more people in contact, and the application is more widely used to have the tool attributes of short traffic.

From this point of view, the product iteration of Company No. 9 itself is a process from "playing" to "use". It is also doomed to capture users' early experiences by "playing" and "playing" to capture users. It is also doomed to be a young man's company, paying more attention to interaction with young groups and trendy players.

After the global spokesperson for the company's official announcement of the company on July 9, the company's official announcement was "top flow" Yi Xi Qianxi, and it was directly pushed to the peak.

You know, before that, companies No. 9 rarely used stars to endorse the brand.

The current global spokesperson has accurately aimed at the new generation, younger and trendy key features. It can be seen that with the "top flow" Yi Qian Qianxi, the No. 9 company wants not only to pay attention, but also a clearer and further brand cognitive strengthening and upgrade, that is, the brand of scientific and technological innovation and young tide. Proficiency.

This has not changed in the long -term brand building of Company 9.

Coupled with the company's technical accumulation in the field of artificial intelligence and robotics, and the supply chain system under the production capacity of more than 10 million, the company No. 9 can quickly play its own unique brand influence, such as in which industry. In the field of intelligent electric two -wheelers, companies No. 9 are already a representative of a young tide cool cycling. Products may be changing, but long -term brand cognition has always been deeply rooted in people's hearts.

R & D side: regression technology, emphasize intelligent and technological sense

The global spokesperson for foreign official announcements is a more refined corporate management internally. Liu Miao's appointment can be regarded as a company No. 9 to further strengthen technological innovation and rely on leading technical capabilities to strengthen the brand's intelligent and technological signal. Essence

This is different from the early technical path.

First of all, the technical genes of companies No. 9 are certain. The early core members of its founding team basically have corresponding technical backgrounds. Gao Lufeng, Wang Ye, and Chen Zhongyuan are all born in Beihang Engineering.

Before the establishment of the No. 9 company, CEO Wang Ye has been focusing on robotics research, mainly to develop police robots with thunderstorms, explosion, bomb detection and dangerous goods disposal. Although the earliest layout category was a smart electric balance car after the company was established, it has not given up the pursuit of robots. In 2014, the No. 9 Company began to systematically develop robots; in 2016, it officially established the No. 9 robotic brand, and continued to increase the R & D investment of robotics products. In 2020, the No. 9 company was listed on the market and chose to use robots to sing gongs. From this, Company 9 is actually a company with robotic genes.

Such a founding team determines the development path of company No. 9 with technology. Looking back at the early days, companies No. 9 had just entered the field of electric balance vehicles. At that time, the price of electric balance cars was generally as high as more than 10,000 yuan. Ordinary consumers could not afford it at all. To this end, the No. 9 company passed technological innovation, such as self -developed wheel motors. The structure has been removed from the expensive encoder, etc., and successfully hit the price from tens of thousands of yuan to a thousand yuan level, so that the product of electric balance cars can enter the mass consumer market.

As a result, the brand No. 9 also strode into the mass consumer market and was well known to more and more consumers.

As the No. 9 company runs out in the market, its technical path is also changing -if the early technological innovation is to complete the scientific and technological equal rights, then today's technological innovation needs to bear the application potential of excavation technology. Experience the goal of mentioning.

This has performed in the product iteration and new product release of Company 9 in recent years. Since 2019, Company 9 has been launching auxiliary driver -related products or robotic concept products to the market. For example, the SEGWAY CERE T60 smart electric scooter released in 2019 can achieve semi -autonomous driving in low -speed state, and at the same time entering In the field of terminal delivery robot, the nine -square sugar distribution robot was released; the intelligent grass -cut robot Navimow released in 2021 subverted the definition of traditional grass -cut robots, making the grass -cut robotic intelligentization. Qianwa Nine Robot Mobile Platform (RMP) orders to empower the company's robotic capabilities to empower the capability of the company; in 2022, the No. 9 robotic product is renewed again, and two new robots 9 flying saucers and nine are full.

Especially in the field of intelligent electric two -wheeled vehicles, companies No. 9 have always been the leader of electric two -wheeled vehicles. According to the "Master Lu Intelligent Rating Indicators", the smart two -wheeled electric vehicle products of Company No. 9 are in terms of vehicle status and hardware management, vehicle interactive transmission system, driving assistance system, energy system, anti -theft system and other aspects. Very good performance, far ahead of the peers with a 512 score.

Among them, in terms of the specific performance of the product, the Rideyfun wisdom control system of Company No. 9 can basically achieve functions such as listening to songs, navigation, and calling assistance during cycling to add color to the intelligent vehicle in two rounds of electric vehicles. With less, the Ridey Long long battery life can achieve a range of 20%+. And the No. 9 Cloud System, the intelligent battery management system BMS 6.0 technology, etc., has fundamentally extended the battery life and improved battery safety.

In short, from the perspective of the product, No. 9 Company has become more and more divergent of technology application ideas, and continuously launch new intelligent products to improve the user experience. This also determines that the No. 9 company must continue to strengthen the research and development of core technologies in technological innovation, and continue to strengthen the intelligent and technological sense of products. The product may be changing, but the core technology accumulated in long -term R & D is an important driver of brand development.

Channel end: self -built layout, focus on globalization and trust

In the history of company No. 9, there are two key brand channels.

The first is to cooperate with Xiaomi to quickly gain a foothold in the domestic market and play a certain industry awareness.

Second, the wholly -owned M & A, the originator of the global electric balance car, SEGWAY, to collect its brand, research and development capabilities, and global market channels in one fell swoop, so that companies No. 9 can quickly grow into a global company.

Two brands borrowed their strength to provide important channel support for the ten years of the previous decade of Company 9. Today, on the basis of maintaining friendly cooperation with Xiaomi, Company No. 9 accelerated the layout of globalization channels and the intention of shrinking the focus of the brand is becoming more and more obvious.

As of now, the layout of three -dimensional and global channel layouts combined with online+offline and global business areas has basically taken shape. Among them, overseas product line covers include retail, e -commerce platforms and distributors such as Amazon, Costco, Bestbuy, Target, Sam's, WalmartMediamart. Domestic online channels cover mainstream e -commerce sales platforms such as Tmall and Jingdong, and offline channels have built a national offline sales network. The 9th electric offline stores exceed 700.

The complete channels have made the recent brand recognition of the No. 9 company stronger and stronger, and it also avoids problems such as challenging goods and chaos in price systems to a certain extent. It can be seen that Company No. 9 pays more and more attention to the creation of globalization and trust -in the market, this performance is exactly a sign of the brand's continuous maturity.

According to the 2021 annual report, in the past year, companies No. 9 realized operating income of 9.146 billion yuan, an increase of 52.36%year -on -year, and net profit of 411 million yuan, an increase of 458.84%year -on -year. Among them, operating income from overseas was 4.446 billion yuan, accounting for 48.61%of the company's operating income.

From the perspective of revenue, the results brought by the self -built channels are relatively obvious. Not only do you open up more supply chain resistance points, but also further strengthen the global influence and user trust of the brand No. 9 in the market. sense. The product may be changing, but the brand channels that have been established for a long time have always been the key to opening the market.

At the end

Dr. Beihang's post -acting CTO is just a signal. Similarly, it is only a signal to sign "top flow" Yi Xi Qianxi as the spokesperson, and the global layout is even more so.The strong willingness of brand cognition.From these actions, the direction of the establishment of brand cognition No. 9 is also very clear. One is the young tide cool under scientific and technological innovation, the second is the sense of intelligence and technology, and the third is the sense of globalization and trust.The distinctive brand image, coupled with the grand vision of "let innovation short traffic and robotics products, serve 1 billion people around the world", all show that the "ambition" of the company No. 9 is not small.

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