九号电动车变“韭号”！高利润的背后 是暴利收割

Core Viewpoint - The recent pricing chaos of Ninebot electric vehicles has led to significant customer dissatisfaction, with users reporting price drops shortly after purchase and the company's refusal to honor price protection policies [1][3][5]. Pricing Issues - Users have expressed frustration over the inconsistent pricing across different platforms, with significant price drops occurring shortly after purchases, leading to feelings of being "betrayed" [3][7]. - Ninebot's official response to customer complaints has been to deny price protection, which has further fueled user anger [1][5]. Financial Performance - Ninebot reported a substantial increase in revenue for 2024, with total revenue reaching 14.2 billion yuan, a year-on-year increase of 38.9%, and a net profit of 1.08 billion yuan, up 81.3% [8]. - The company's gross margin for electric two-wheelers stands at 21.1%, significantly higher than competitors like Niu and Yadea, which have seen declines in their gross margins [12]. Competitive Landscape - Competitors such as Yadea and New Day are facing growth challenges, with Yadea's revenue declining by 18.8% to 28.236 billion yuan and New Day's revenue down 14.49% to 3.511 billion yuan [9]. - Ninebot's diversified product offerings, including electric balance bikes and robots, have contributed to its revenue growth, with electric two-wheelers accounting for over 50% of its revenue [15]. Quality Concerns - Ninebot has faced multiple incidents of pricing errors and quality issues, with several batches of its electric bicycles failing quality inspections [14][15]. - The company has been criticized for its management of pricing and channel strategies, which have led to repeated public relations crises [14].