三个潮汕人的百亿生意，能否扛住“新国标”与“投诉潮”？

Core Viewpoint - The electric two-wheeler company Tailling, with annual revenue exceeding 12 billion yuan, has officially initiated its listing guidance, planning to go public in Hong Kong by 2026, potentially becoming the third major player in the industry to enter the capital market after Yadi and Aima [1] Group 1: Company Overview - Tailling has transformed from a small workshop into an industry giant, boasting ten R&D and manufacturing bases, an annual production capacity exceeding 15 million units, and a global store network of over 30,000, with products sold in more than 90 countries [2][4] - The company is projected to achieve approximately 12 billion yuan in revenue for 2024, with estimated annual sales between 5 million and 7 million units, maintaining its position as the third-largest player in the industry [4] Group 2: Market Challenges - The implementation of the new national standard for electric bicycles (GB 17761-2024) starting September 1, 2025, poses significant compliance challenges and market adaptation pains for Tailling [1][9] - The shift in industry growth logic from "quantity expansion" to "value enhancement" centered on smart and high-end products presents a profound transformation challenge for Tailling [1] Group 3: User Experience and Brand Reputation - Tailling's reliance on the "downstream market" has led to a focus on price-sensitive consumers, such as delivery riders and rural commuters, which has resulted in a practical product image but has hindered its appeal to younger consumers who prioritize technology and smart features [4] - User complaints regarding after-sales service and battery performance have emerged, with over 2,000 complaints reported, highlighting issues such as battery life being only 60% of advertised figures [4][8] Group 4: Regulatory Compliance - The new national standard introduces stringent requirements aimed at addressing long-standing safety issues in the industry, which could significantly impact Tailling's operations if compliance is not met [9] - Previous regulatory cases have revealed compliance management vulnerabilities within Tailling's distribution channels, raising concerns about the company's ability to enforce the new standards across its extensive network [9] Group 5: Governance and Ownership Structure - Tailling's ownership is highly concentrated among the founding brothers and their partners, which has facilitated efficient decision-making during the company's rapid growth but may pose challenges as the company transitions to a publicly traded entity [10][12] - The current ownership structure may limit Tailling's ability to offer attractive equity incentives to attract talent, potentially putting it at a disadvantage compared to competitors with more balanced governance structures [12]