In recent years, the traditional sports bicycle industry has entered a downturn, and the sales growth rate of the domestic and international sports bicycle markets has slowed down, even showing negative growth. Meanwhile, in the European market, emerging electric assisted bicycles have emerged as a rising force. Taking the Netherlands as an example, according to a survey by the Dutch Industry Association, the sales of electric assisted bicycles in the Netherlands reached 276000 units in 2015, a year-on-year increase of 24% compared to 2014. In the Netherlands, electric assisted bicycles account for 28% of the entire bicycle market share, which means that on average, one out of every four bicycles is an electric assisted bicycle. With the increase in popularity and sales, major vehicle and spare parts companies have joined the electric assisted bicycle camp, and the booming scene seems to guide the future development direction of the bicycle market.

The prosperity of electric assisted bicycles in the European market is a spring that has emerged after a long period of sedimentation. In the past two years, domestic enterprises such as Tianteng Power and Beisu Travel have also emerged, focusing on the core technology of electric assisted bicycles and the research and production of complete vehicle products. At the exhibition, more and more car enthusiasts will take the initiative to learn about and experience electric assisted bicycles. At the just concluded Taipei exhibition, known as the trendsetter of the Asian bicycle industry, the elements of electric assisted bicycles were almost everywhere. Taking the experience of Europe as a reference, various signs indicate that the domestic electric assisted bicycle market seems to be emerging from the darkness before dawn and is about to welcome light.

So, what is the current sales situation of electric bicycles in China? For this purpose, we interviewed several shop owners who sell electric assisted bicycles, as well as Mr. Zheng Liang, the marketing director of Beisu Travel, to hear their opinions on the current situation of the domestic electric assisted bicycle market.

1、 Identify product positioning, create a good customer profile, and introduce suitable products to those in need

In daily operations, it has been found that the local middle-aged and elderly cycling population is very large, and they have a high enthusiasm for cycling and a certain purchasing power. But as one grows older, riding becomes increasingly effortless, and electric assisted bicycles can just solve users' pain points. Introducing suitable products to those in need, coupled with continuous trial riding experience activities, opens up the market in this way

2、 Immersive experience scenario based promotion

Not everyone is willing to accept electric assisted bicycles, and likewise, electric assisted bicycles are not suitable for everyone. When selling, shop owners should first have a clear understanding of their products and the customers they face, and not sell cars just for the sake of selling them. Secondly, try to communicate with customers as much as possible, understand their real needs, and even help them discover pain points and product requirements that they are not aware of. When introducing electric power assisted products, inviting customers to conduct in-depth test rides and bring in scenarios is more effective and touching than the stack configuration.

3、 The middle-aged and elderly market has great potential

In the interview, almost all car dealership owners mentioned the middle-aged and elderly market. According to the statistical data provided by the shop owner, nearly 70% of the customers who purchase electric assisted bicycles are over 50 years old. Shen Tu, the owner of the Shenzhen Daokasleqi Holiday Club, told me that among the E-BIKE users he has been in contact with, there are those aged 35 to over 60. However, middle-aged and elderly car enthusiasts have a more open attitude towards E-BIKE than young people. He suggested that E-BIKE's brand should pay attention to the product demand of the middle-aged and elderly market.

4、 Product endurance is a key concern for users

The top two concerns for consumers are the battery life and durability of the product. At present, the mainstream mountain electric assisted bicycles in China typically have a single battery range between 100KM and 150KM, while urban small wheelbase models typically have a range of around 50KM. The range of electric assisted bicycles is mainly limited by the energy density of lithium batteries. The higher the energy density of a single battery cell inside a battery pack of the same volume, the stronger the battery's endurance, and of course, the more expensive the price will be. Secondly, the efficiency of the motor, the tuning of the power assist program, and the rolling resistance of the vehicle also have a certain impact on the range. When comparing the range under the same battery capacity, it depends on the optimization of the electric power assist system by each manufacturer.

At present, the willingness of the sports population to purchase electric assisted bicycles is stronger. They already have a foundation in riding and have a certain understanding of sports bicycles. However, the current market for electric assisted bicycles lacks high-quality and diverse products, which limits their consumption. The first group of people mostly own bicycles and need to modify them for one or two thousand yuan to meet their usage needs. However, with the strict control of electric bicycles by the national government, the implementation of new national standards for electric bicycles, and the mandatory certification of electric vehicle 3C, the market for over standard electric vehicles and modified electric vehicles will gradually fade away. Standardized management will bring new vitality to the market. If there are more high-performance products such as PESU MONSTER with prices below ten thousand yuan in the sports field, there will be more in the market. Mid drive E-BIKE; In the commuting field, with more stylish and reliable products, I believe more and more people in China will choose electric assisted bicycles

Overall, although domestic electric assisted bicycles are currently unable to replicate the explosive growth legend of the European market, there are a large number of potential demand users and strong industrial manufacturing capabilities in China. In recent years, the government has begun to standardize the management of electric bicycles and electric assisted bicycles, and major enterprise manufacturers have also been following suit frequently. With the gradual deepening of public awareness of electric assisted bicycles, the spring of electric assisted bicycles is quietly approaching.

Source: China Economic Herald website

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