Internal and external difficulties, Yadi is under pressure

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

Recent strength. After all, a selling point with a battery life of more than 200 kilometers is enough to make people look sideways.

However, as a big man in the electric vehicle industry with a market value of nearly HK $ 50 billion and selling tens of millions of electric vehicles a year, Yadi also has his own anxiety.

In recent years, as the domestic electric vehicle market has entered the era of stock competition, and with the influx of a large number of emerging electric vehicle brands, Yadi is facing a lot of growth and competitive pressure. Especially under its own strategy with low gross profit, the product quality crisis that Yadi frequently encountered is also testing the brand's long -term growth.

Change the market at a low price, the hidden dangers of Yadi

As a high -end two -wheeled electric vehicle product pricing between 4499 yuan and 6999 yuan, the release of Yadi Guanneng 3 is actually slightly "non -mainstream" because the average price of Yadi electric vehicles is actually only more than 1,000 Comem.

So why did Yadi choose to put innovative technologies such as its new battery technology and power energy installation on this high -end electric vehicle product?

Perhaps this is related to the current status quo such as the decline in profits and product quality of Yadi. It wants to gradually change its current situation through high -end technology products.

In recent years, Yadi has launched a huge "price war" strategy, which has helped it successfully seize the market.

According to the relevant financial report released by Yadi, in 2020, the average price of Yadi electric pedal car is 1552 yuan, the average price of electric bicycles is only 1118 yuan, and the average price of Yadi products in recent years has shown the presence of the price of Yadi products. Out of the situation.

It is reported that through a low price pricing strategy, Yadi successfully dismissed the Emma electric vehicle in the past two years. Both sales and market share have become the first Chinese electric vehicle brand.

According to statistics, in the past 2021, Yadi has sold 13.9 million vehicles for two wheel electric vehicles, which is much higher than Emma's 8.355 million vehicles; in 2020, Yadi has a market share in the domestic two -wheeled electric vehicle in China reached 23.1%. And the second Emma is only 13%.

It should be pointed out that although this low -cost market strategy has helped Yadi successfully achieved market occupation, it is also a "double -edged sword", which may overdraw the brand's profits and reputation.

In fact, Yadi's profit indicators have been under pressure. According to the financial report data, from 2019 to 2021, Yadi's gross profit level showed a gradual decline. In the last 2021, its gross profit margin was only 15.2%.

In addition, lower prices may mean a tighter cost control, which makes Yadi electric vehicles encounter a lot of doubts on product quality problems. In recent years, complaints on the quality of Yadi electric vehicle products are not uncommon. It has also encountered official sanctions due to product quality problems.

In 2020, Yadi Electric Vehicle was required to be recalled by the State Administration of Market Supervision due to product defects, with a recall number of more than 11,000 units. In mid -2022, the results of the quality sampling inspection of electric bicycle products released by the Taizhou Market Supervision Bureau in Zhejiang Province showed that nearly one -third of electric vehicles have various quality problems, and Yadi electric vehicles are also over Among them.

From these perspectives, maybe high -end products such as Yadi Guanneng 3 can help it alleviate many hidden dangers brought by the market for low prices? It is a pity that high -end direction does not seem to be very optimistic for the current Yadi.

High -end road is not easy to go

From a large market environment, Yadi is undoubtedly at the "peak" of the incremental electric vehicle market, and everyone knows that it is easy to usher in the trough after the peak.

Various industries have shown that the domestic two -wheeled electric vehicle market is almost saturated. In recent years, the market performance of the decline in the overall sales of electric vehicles in China has proved this.

Considering that the high sales of Yadi electric vehicles are mainly from second- and third -tier cities, it is bound to focus on first -tier cities to obtain new increments. In this context, Yadi has aimed at first -tier cities and launched high -end products in recent years.

However, from the current point of view, the sense of existence of Yadi high -end products in the market is not strong. Although some high -end brands or high -end products have been launched in the past two years, their sales performance is average, and the product premium cannot be widely recognized.

The sub -brand "VFLY" has launched electric vehicle products equipped with screens and "Porsche Design". Guanneng 3 focuses on batteries and battery life. Can these high -end selling points allow consumers to recognize their high prices? All of these need time to verify.

It is worth noting that the high -end of the two -wheeled electric vehicles is "pseudo -proposition" in itself. Considering that consumers of electric vehicles are cheap, they can be replaced by motorcycles and electric vehicles if they are cheap. Therefore, Yadi's high -end also needs to constantly explore the pain points of users.

In addition, compared with Yadi's expansion at the high -end electric vehicle level, high -end products of competitors seem to be more popular than it. The competitive pressure of new power is also making Yadi bear greater future hidden dangers.

In the high -end two -wheeled electric vehicle market, Mavericks and Robotics and other brands have been described as full of energy in recent years.The recognition of the person.For example, the intelligent and long -term lithium batteries of Mavericks electric vehicles, such as intelligent control, positioning, etc. of the No. 9 robot, cross -border thinking outside these traditional electric vehicles are making old -fashioned electric vehicle giants such as Yadi.Essence

To be sure, the two rounds of electric vehicles in the future must develop in the direction of intelligence and new energy. As the user's habits change and the requirements of the use requirements, electric vehicle products must deeply integrate AI and the Internet of Things in depth AI and the Internet of Things.Only technologies such as voice recognition can keep up with the pace of the times.

In the process, Yadi, who lacks Internet genes and as a representative of traditional electric vehicle forces, still has many problems to solve it. It will be long depends on how long this "window period" is.

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