“小电驴”的提质阵痛：从“应对标准”到“超越标准”

Core Viewpoint - The implementation of the new national standard for electric bicycles has sparked significant debate and reflects deep-seated anxieties within the industry, as companies transition from a low-cost, high-volume model to one focused on quality and compliance [2][3][5]. Industry Transition - The new standard has raised production costs by 300 to 600 yuan per vehicle due to stricter regulations on materials and components, pushing many non-leading brands into a challenging position [7][8]. - As a result, the market share is rapidly concentrating among leading brands, with the top five companies' market share expected to rise from 49.9% in 2018 to 75.0% by 2024 [17]. Brand Strategies - Leading brands are adapting by enhancing their product offerings and marketing strategies, with companies like Aima and Green Source increasing promotional efforts and optimizing their supply chains to support dealers [13][27]. - The shift from merely meeting standards to exceeding them is becoming crucial for survival, as brands explore innovative materials and designs to enhance safety and performance [4][29]. Market Dynamics - The number of electric bicycle brands in China has drastically decreased from 400 in 2017 to around 80 currently, indicating a significant market consolidation [16]. - Consumer preferences are diversifying, with younger buyers prioritizing style and technology, while older consumers focus on practicality and cost-effectiveness [23][24]. Future Outlook - The industry is currently in a transitional phase, with companies actively developing new models that comply with the new standards, although uncertainty remains regarding market acceptance and pricing strategies [25][29]. - The new national standard is expected to drive the industry towards higher quality and innovation, ultimately leading to a healthier and more mature market [30][31][32].