YADEA(HK:01585) Sou Hu Cai Jing·2025-12-10 11:30Core Viewpoint - The article discusses the recent controversy surrounding Yadea's new electric bicycle model "Maodou," which was taken off the market just five days after its launch due to consumer dissatisfaction with its design and functionality, coinciding with the implementation of new national standards for electric bicycles in China [2][3]. Group 1: Product Launch and Market Response - Yadea's new model "Maodou" faced backlash for its impractical design, including a lack of a rear seat and inadequate storage options, leading to its removal from major e-commerce platforms [2][3]. - Consumer feedback indicated that the design did not meet everyday usage needs, prompting criticism of the new national standards as being overly stringent and neglecting practical functionality [2][3]. Group 2: Regulatory Standards and Compliance - The new national standard, effective December 1, 2024, emphasizes safety performance improvements, including higher requirements for fire-resistant materials and braking distances, while maintaining core parameters similar to the previous version [2][3]. - Yadea acknowledged its misunderstanding of the new standards and committed to improving product design and compliance to better meet user needs [3]. Group 3: Certification and Product Updates - Since the new standards were announced, Yadea has updated and certified 67 new models of electric bicycles to comply with the new regulations [3]. - The company has previously received over 1,000 CCC certifications for its products under the old standards, which have since been canceled or withdrawn [3]. Group 4: ESG Ratings and Market Position - Yadea holds the highest MSCI ESG rating of AAA, reflecting strong performance in product quality and carbon footprint, although it ranks lower in domestic ESG evaluations compared to competitors like Ninebot and Aima [5][6]. - The disparity in ESG ratings highlights challenges in product compliance management within the domestic market, where issues such as unauthorized modifications and quality control have been prevalent [6]. Group 5: Sales Performance and Financials - In the first half of the year, Yadea reported a significant sales recovery, with electric two-wheeler sales reaching 8.7935 million units, a 37.8% increase from the previous year [8]. - Revenue from core business increased from 14.4138 billion yuan to 19.1859 billion yuan, marking a 33.1% year-on-year growth, with gross margin rising from 18.0% to 19.6% [8]. - However, the overall sales for 2024 are projected to decline from 16.52 million units in 2023 to 13.02 million units due to the transition to new standards [8].