In the cross-border e-commerce market, products related to outdoor sports can often rush to the best-selling list. Especially affected by the epidemic in recent years, overseas consumers have paid more attention to their health, often engage in outdoor sports, and even change their commuting methods, avoiding crowded public transportation and switching to cycling to get off work. Rising demand for outdoor sports and changes in commuting preferences have led to a rapid increase in the demand for the category of [electric bicycles] overseas. Therefore, for cross-border sellers, this is a category that can be focused on. The electric bicycle market has a bright future European and American countries become major consumer markets Data shows that the market size of electric bicycles will reach 47 billion US dollars in 2021. According to the research of relevant institutions, it is expected that by 2026, the market size of electric bicycles will reach 79.7 billion US dollars, with a compound annual growth rate of 11.1%. The main factor for the growth of the electric bicycle market is that, on the one hand, overseas countries are encouraging people to use electric bicycles or electric vehicles for low-carbon travel, reduce emissions, and begin to establish bicycle lanes to facilitate people’s travel. For example, on May 18, 2021, Europe issued the “Pan-European Bicycle Travel Master Plan” to promote the transformation of transportation to zero carbon. On the other hand, due to the impact of the epidemic, people need to reduce gatherings, so they should avoid public transport with large traffic during work and commuting. According to a study by Bosch Electric Bike Systems, 55% of Britons said after the new crown epidemic last year. Consider buying an electric bike. European and American consumers who also love outdoor sports often arrange leisure activities such as mountain trips or cycling during holidays. According to NABSA, the number of bike-sharing systems using e-bikes in North America has grown from 28% in 2019 to 44% in 2020. China’s perfect supply chain system Become a major exporter of electric bicycles Affected by the epidemic, overseas consumers’ demand for electric bicycles is rising, but the overseas supply chain system is currently unable to meet the demand. China’s electric bicycle manufacturing industry has already started construction, the supply chain system is perfect, and it can be exported normally. Jinhua City, Zhejiang Province is an important production base for electric bicycles in my country. According to data provided by the city’s Bureau of Economy and Information Technology, in 2021, the electric bicycles mainly produced by the city’s enterprises will sell well in the European and American markets, and the export volume will increase by 99.6% year-on-year. Since the beginning of this year, overseas orders for electric bicycles have generally increased by more than 20% year-on-year. According to data from Eurostat, the market share of Chinese electric bicycles in Europe is steadily rising, which indicates that European consumers are increasingly favoring and accepting electric bicycles made in China, which is beneficial for Chinese electric bicycle brands to go overseas to Europe. opportunity. Successful cases of domestic electric bicycles going overseas In the wave of domestic electric bicycles going to the sea, DYU has won the favor of many overseas consumers with its differentiated product design. It has been exported to more than 60 countries around the world and has become an overseas Internet celebrity Chinese brand. Big Fish Smart Bike officially went to sea in 2017. Data shows that Big Fish will ship about 250,000 units in overseas markets in 2020, and it is the first Chinese E-bike brand to enter Costco, the largest membership-based warehouse chain in the United States. |The successful market positioning of Big Fish Smart Bike European and American consumers have the habit of outdoor riding, and traditional large and bulky bicycle products cannot meet their needs. Dayu Smart Bike quickly seized the market demand for leisure, play and light sports, filled the gap in the European and American markets, and successfully captured consumption. the mind. |Differentiated product design of Big Fish Smart Bike Different from traditional E-bikes, which are big and clumsy, the Big Fish Smart Bike adopts a bionic design, and the model design is inspired by the leaping dolphin. It not only looks lighter visually, but also adopts a foldable design, allowing consumers to The rider can carry it with him and ride easily in the environment of national parks, beaches and mountains at any time. In addition, in terms of product performance design, Big Fish Smart Bike adopts small wheels (10-14 inches), foldable and aluminum alloy body design, so that the weight of the car is within 19Kg, and the car body is light enough while maintaining a strong weight. carrying capacity. | Big Fish Smart Bike’s Outbound Layout In the overseas channel, Dayu Zhixing not only established the official website of the brand, but also directly reached overseas consumers. At the same time, an agent system has been set up to develop overseas offline sales channels and bring consumers an immersive product trial experience. Li Wei, the founder of Dayu Zhixing, shared in an interview that one of the key points for the successful operation of the brand overseas is to establish a brand reputation in the dealer circle, and then use the dealer channel to spread naturally, so as to promote offline channels growing. Another key point for the success of the operation is to carry out online celebrity delivery on social platforms and short video platforms, and quickly establish a sales network for Big Fish Smart Cars. For example, the American agency network celebrity Holmes Hobbies, the Vietnamese million-fan blogger Creative channel, the British motorcycle giant LittleHarry, and the European actress “Best Actress” Adriana Matoshi have all used social platforms for Big Fish Wisdom Driving endorsement promotion. In today’s overseas track, the overseas model of independent station + social media marketing is used by more and more corporate brands, and it also provides a successful operation reference for corporate brands going overseas in the future. Matters needing attention and marketing suggestions for electric bicycles going to sea If merchants want to choose the category of electric bicycles to go overseas, they need to understand the relevant policies of different countries and regions on electric bicycles in advance. For example, EU countries will divide electric bicycles into two categories according to the way of use. -bike). After understanding the relevant policies, conduct appropriate market demand insights and use differentiated consumer positioning and product design competition to get out of the circle. In order to obtain a higher product conversion rate, after doing a good job in brand positioning and product development, it is necessary to choose appropriate advertising and marketing methods to increase the brand’s popularity and share in overseas markets. Taking Dayu Zhixing’s overseas advertising and marketing methods as an example, the main source of traffic to its website, in addition to direct official website clicks, social and search advertising channels also account for a certain proportion. Through in-depth analysis of social traffic sources, it is found that it has laid out marketing channels for social media platforms such as Facebook, Youtube, and Linkedin. It can be seen that in the process of going overseas, electric bicycle brands should focus on the layout of search engine marketing and social media marketing channels to enhance the brand’s influence in overseas markets. Shoptop concluded that the factors for the success of electric bicycles to go overseas are roughly as follows: 1. To conduct in-depth market research and dig out the pain points of market segments. Only by designing differentiated positioning of products or services and oriented by user needs can they earn a place for their own brand in the Red Sea market. 2. Multi-channel collaborative layout strategy can be adopted to go overseas, expand sales channels, and reach overseas consumers more comprehensively. 3. In the formulation of marketing strategies, take social media and search engine media as the leading factors, directly transfer the brand and product value to users, and cooperate with KOLs to expand brand influence and popularity and enhance brand image.
