Niu(US:NIU) 凤凰网财经·2025-08-08 13:09Core Viewpoint - The article discusses the challenges faced by Niu Technologies in maintaining its premium positioning in the electric two-wheeler market, particularly in light of rising subscription service costs and increased competition from other brands offering similar smart features at lower prices [4][14][26]. Group 1: Rising Costs of Smart Services - Niu Technologies initially positioned itself as a high-end, smart electric two-wheeler brand, attracting users with advanced features and a subscription model for services [5][6]. - Subscription fees for smart services have increased significantly, from 38 yuan per year in 2015 to 69 yuan per year currently, with multi-year packages also seeing price hikes [8][10]. - Users are beginning to question the value of these smart services, with some opting not to renew subscriptions after the initial free period [9][13]. Group 2: Competitive Landscape - The electric two-wheeler market has become increasingly competitive, with brands like XIAO and Yadi offering similar smart features at lower prices, making Niu's offerings appear less attractive [14][22][24]. - Niu's smart service fees are the highest in the industry, compared to competitors like Ninebot and Yadi, which charge 66 yuan and 42 yuan per year, respectively [16][26]. - Niu's sales have been impacted by this competitive pressure, with Ninebot rapidly increasing its market share and sales volume [24][25]. Group 3: Financial Performance and R&D Investment - Despite a temporary increase in sales due to favorable policies, Niu Technologies has not demonstrated the profitability expected from a premium brand, with a reported R&D investment of only 130 million yuan in 2024, significantly lower than competitors [25][31]. - Niu's average selling price has dropped from 4,928 yuan in 2019 to 3,203 yuan in 2024, indicating a shift towards a more price-sensitive market strategy [25][31]. - The company faces challenges in maintaining its high-end narrative while competing against brands that offer better value propositions [26][28].