618 has doubled sales, how long will the motorcycle business support the young people boil?

Although the popularity of 618 this year has cool down from previous years, it still shows multiple new explosive products and new highlights.

Produced | NBS New Products Like Author | Wu Wenwu

According to CCTV's "618 E -commerce Shopping Festival" special market observation program, this year 618, social "new pets" motorcycles have driven online consumption and other online consumption to run out of acceleration.

Data show that the first four hours of the 618 pre -sale period, the online turnover of motorcycles rolled on the same year was nearly 8 times year -on -year.

According to the 618 results released by JD.com on June 19, the category of motorcycles became a dark horse sold this year. The overall transaction turnover of motorcycles increased by 106%year -on -year, motorcycle helmet increased by 202%year -on -year, and motorcycle equipment increased by 280%year -on -year.

Motorcycle companies are on online channels, including international big names such as Dutcadi, Harley, BMW, etc., Yamaha, KTM, Benares and other joint venture brands, domestic brands such as spring breeze, Qianjiang, Zongshen, etc. The car brands have opened Tmall flagship stores.

Before 618 this year, the entire motorcycle industry had aimed at 618, which set off a marketing offensive and fluttered.

Judging from the 168 Battle Report released by JD.com and Tmall, the 618 in 2022 made the motorcycle industry a hard work.

618 What is the driving force behind the fire of motorcycles and related products? Who is the winner in this boiling business? How long will the motorcycle business still boil? The industry's future trend geometry? Which new consumption highlights are worthy of attention?

Young people fell in love with motorcycles crazy

The core driving force behind motorcycles and motorcycle supplies continues to surge is: young people set off a boom in motorcycles.

And the boom of motorcycles set off by young people has begun two years ago. The market signs show that since the end of 2020, more and more young consumers buying motorcycles have been between.

After two years of development, more and more young people have joined the motorcycle army. At present, the popularity of motorcycles in young people is on the same place with the popularity of camping and flying trays.

What is the attraction of motorcycles to young people? From the perspective of new NBS products, we can look at the three aspects of experience scenario, consumer psychology and market guidance factors.

First of all, motorcycles have changed from the past tools to toys, and its experience scene has undergone essential changes.

Motorcycles are a more basic motor vehicle tool. In the era when the car has not yet entered the car, motorcycles are one of the main transportation tools, and even a living tool. To this day, there are still motorcycles in the county or rural areas.

However, now, in the eyes of young people who like motorcycles, motorcycles are not only a transportation, but also a kind of toy, a kind of hobby. Young people ride together after get off work or weekends. Don't say how much it is.

Secondly, from the perspective of consumption psychology, motorcycles have become a hobby, consumption and social carrier for young people.

Young people have started from their hobbies, adding a new pleasure to life, and then squeezing into the community, the so -called "Moyou Circle". Today's "Mo You Circle" is also the "motorcycle" in the past. Club 2.0 ", it is clear that motorcycles have become a social tool for young people.

After get off work, at night, ride with a group of Mo friends to enjoy the freedom of hammering. For young people, it is a way to relax under the pressure of fast -paced life. Playing motorcycles has become a representative of self -consumption. Essence

Third, the aggregation effect of various market guidance factors such as short video, Internet celebrities, and motorcycle companies.

Like the sports such as camping and flying disks, motorcycles are the first to become popular from short video platforms and Internet celebrities, and grass -growing notes.

NBS new products are slightly searching for keywords on Xiaohong Book [Motorcycles] showing a total of 560,000+notes. Under the "motorcycle" topic label on Weibo, the reading volume has accumulated 1.9 billion; The topic videos, the number of playback volume is as high as 51.5 billion times. The short video and Internet celebrity effects have become an important guidance factor that attracts young people to play motorcycles.

In addition, it also includes a major market guidance factors. The most important thing is that motorcycle companies accurately grasp the consumer psychological needs of young people love freedom.

Motorcycle companies have launched crazy young marketing, promoting riding culture, and cool culture. For example, a brand motorcycle is promoted: the launch of young people who are dedicated to freedom, love tide, and fun, have attracted a large number of young people to buy.

Boiled motorcycle business

Young people set off a boom in motorcycles and made a boiling motorcycle business. So who is the winner? Who makes a lot of money?

The first place is definitely a motorcycle company, becoming the biggest beneficiary of this motorcycle boom.

Motorcycles have not been favored in the past years, and even regarded as the sunset industry. I did not expect that young people have saved the motorcycle industry in recent years.

Motorcycles such as entertainment, large displacement, retro, cruise, street cars such as entertainment, large displacement, retro, cruise, and street cars at home and abroad, and the price is not expensive, and young people can afford it.

According to the motorcycle platform Motorcycle APP data, the number of models of less than 10,000 yuan is the largest, with a total of 1055 models. It can be said that young people can buy a motorcycle with a mobile phone money.

For example, the current spring breeze power with high market heat, its predecessor is a motorcycle accessory factory, mainly producing parts for Chongqing motorcycle companies. Now it has successfully transformed the production of leisure and entertainment motorcycle companies. Several times. In addition, old motorcycle companies including Qianjiang and Lifan are also struggling to develop the young people's motorcycle market. The "heat" of motorcycles has maintained a rapid growth in the past three years. According to data from the Ministry of Public Security, 105 million newly registered motorcycles were registered in 2021, an increase of 1.79 million units and an increase of 21.67%over 2020. In the first quarter of 2022, there were 2.71 million newly registered domestic motorcycles, an increase of 33.5%compared with the same period in 2021, and an increase of 152%compared with the same period in 2020.

The new domestic motorcycle registration volume has remained increased year by year, which directly shows that the sales of motorcycles are very hot, and the motorcycle market has been in short supply. Some imported motorcycles must be reserved half a year in advance. For more than a month. Obviously, motorcycle companies have become the biggest winners and make a lot of money.

It is not possible to buy only one motorcycle. You have to have a full set of equipment. NBS new products have seen a motorcycle equipment shared by a senior motorcycle player on the Xiaohongshu include: helmet, gloves, gear, pedal, ultra -bright light bulbs , Booth Booth Board, mobile phone bracket, etc.

Different styles of motorcycles have different equipment. Even the helmets are divided into several types. The price of motorcycles riding equipment is even more different, but the general buying equipment is less than one or two thousand yuan, and most of the players who buy up to tens of thousands of yuan.

According to Tmall data, since 2021, the demand for motorcycle equipment has increased significantly. At the end of 2021, Tmall Taobao motorcycles and equipment online products increased by more than 150%year -on -year. Popular equipment categories such as recorders and mobile phone brackets increased by more than 50%year -on -year.

For example, the sales data of a new domestic motorcycle helmet brand with a high degree of attention showed that sales in the first quarter of this year increased by 50%year -on -year, and the main buyers were young groups aged 20 to 35.

The latest 618 sales data also shows that motorcycle cycling equipment has become a market explosion, which shows that these motorcycle equipment manufacturers and large and small sales platforms and merchants have become the big winners of this young people's motorcycle boom.

Motorcycle riding heat also brought the business of the offline industry -related service merchants. Among them, the more representative is offline repair shops, providing modification, accessories installation and after -sales maintenance services for motorcycles. Single, express accessories to the repair shop for installation, modification or repair.

Of course, there is a hidden winner behind this motorcycle boom, which is motorcycle accessories, such as tires. Before 618 this year, the Italian tire brand Pirelli opened a motorcycle tire flagship store in Tmall.

How long will the motorcycle business still boil?

The consumption of motorcycles has entered the era of youthfulness, and it has also completely activated and changed China's motorcycle industry. All parties in the market will focus on the motorcycle industry again.

So, how long will this young man's motorcycle boom will boil in the future?

According to data released by the China Motorcycle Chamber of Commerce at the beginning of the year, the production and sales of Chinese motorcycles in 2021 have exceeded 20 million vehicles, reaching the highest level since 2015. Only in 2021, China Motorcycle exports nearly 9 million throughout the year. The vehicle is also the best level in the past ten years.

At present, the Chinese motorcycle industry is already a large market of 100 billion levels. In the first 11 months of last year, Chinese motorcycle companies realized revenue of 137.153 billion yuan, an increase of 19.87%year -on -year; %, The total profit tax was 7.790 billion yuan, an increase of 53.04%year -on -year.

At present, all parties are generally optimistic about the market prospects of the Chinese motorcycle industry. According to the forecast of the China Commercial Industry Research Institute, China's motorcycle sales will reach about 23.32 million in 2022, and the market size of the industry will also increase.

What's more noteworthy is that the rapid development of the motorcycle industry has also led to the development of motorcycle -related industries. China's motorcycle protection, clothing, modifications, and derivative culture, tourism, catering and other extension industries have developed rapidly, with multiple growth. The output value is 100 billion yuan.

At present, the penetration rate of entertainment and large -displacement motorcycles is still very low.

In the research report, Cinda Securities believes that from the perspective of per capita consumption, the per capita consumption of the annual per capita consumption of Japan, Europe, and the United States is between 7.4-11.2 vehicles/10,000 people, while my country's per capita sales are only 1.0 vehicles/ Thousands of people, with reference to developed countries and regions, there is still much room for increase in sales of large displacement motorcycles in my country above 250cc.

The motorcycle track is hot, not only the existing domestic and foreign motorcycle brands increase the effort, but also attract more and more new players to enter the venue.

The global motorcycle giant Harley Motorcycle directly closed the Indian factory in 2020 and put his attention to the Chinese market. He established a joint venture with Qianjiang Motorcycle in December 2021.

Even many car brands have begun to focus on the big cake of motorcycles. Great Wall Motors established a new technology company in August last year. The business involves the motorcycle manufacturing and service industry. Aiming at the high -end motorcycle market, it is expected to build a motorcycle product with an eight -cylinder engine. The development trend of the motorcycle industry? Who is more worthy of attention?

However, we should also pay attention to the future development of the Chinese motorcycle market and the new market growth point.

Looking at the major trend of the industry, the motorcycle industry has accelerated to electrification, and electrification is the torrent of the times.

Like the automotive industry, although fuel vehicles are currently the protagonist, the general trend of new energy development is no longer blocked.

In 2019, the new national standard was introduced to clearly clear the boundaries of electric motorcycles and electric bicycles, and promoted the industry to enter a new era of development. In 2021, the top ten electric motorcycles in China reached 3.7028 million vehicles throughout the year. From January to April of this year, the total sales volume of the top ten companies (groups) sold in electric motorcycles totaling 938,300 units maintained growth.

Some research institutions predict that in 2027, my country's motorcycle output will reach 22.5 million, of which the proportion of electric motorcycles will increase from 20%to 30%.

At present, traditional motorcycle companies are pushing electric motorcycle products, and the industry is concentrated. Dongguan Thai Bell, Yadi Technology, Zhejiang Lvyuan, Jiangsu Xinri, Zongshen Group and other industries have benefited obviously.

Looking at the highlights of the market, more and more young women have joined the motorcycle's hobby army, and the consumption power has improved significantly.

As mentioned above, the motorcycle industry has shown a variety of development trends, there are many product categories and styles, and consumers are younger. Among them, young female motorcycle players are becoming a rising consumption force.

Affected by the trend of motorcycle trend and motorcycle culture, many young women have also been successfully planting grass motorcycles. For example, the locomotive Internet celebrity with 26 million+fans has not only attracted the attention of male fans, but also attracted the attention of male fans, but also attracted the attention of male fans, but also attracted the attention of male fans, but also attracted the attention of male fans, but also attracted the attention of male fans. Many female fans are concerned.

There are many motorcycle products suitable for girls or Asian girls on the Internet. Women's motorcycles have become a new highlight of the motorcycle market. For example, Lifan launched the off -road queen version of the Motorcycle on the March 8th Women's Day this year, and Zong Shen also launched a female retro pedal motorcycle that conforms to women.

According to CNBDDATA survey, young people in the city are the main force of motorcycle products. Female users pay more attention to motorcycle parts, and consumption accounts for more than male users. According to Tmall data, more than 120,000 female consumers buy motorcycle tires a year.

You must know that her economy's consumption power is very strong, and there will be more and more products that "build for her" in the motorcycle industry.

In summary, motorcycles that have been known as the sunset industry have now become big toys for young people, and they have become the new social favorite of young people. It will continue to drive the development of the motorcycle industry and related industries.

It is foreseeable that this motorcycle boom set off by young people will continue in the future, and this business will continue to boil in the future!

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