In recent years, motorcycle riding has become a craze among young people, and this popularity is not only reflected in the sudden appearance of many young riders wearing black silk on short videos, but also the increase in the number of visible motorcycles on the road. Surging demand, but also let the motorcycle industry ushered in an unprecedented production and sales boom, domestic and foreign motorcycle companies are enjoying the optimistic atmosphere of the market.

However, in the first half of this year, the motorcycle suddenly stopped selling. Mocs began to roll over madly in allocation and price, and the second-hand market nearly collapsed. The motorcycle industry, which is subject to a backlog of policies, after a short period of good times, suddenly entered the moment of competition for the stock of bayonets to see red.

Why are young people suddenly not buying motorcycles?

Motorcycle price cut

Knowing that the car he spent nearly 130,000 yuan on landing not long ago can only sell 90,000 yuan now, Wang Yang has only one sentence of "big loss" to himself.

In September, Wang Yang bought Kawasaki's 2022 Z900 SE version, priced at 117,900 yuan. As a premium model, the Z900 SE is equipped with Brembo brake calipers and Olins shock absorption, but the price is only 10,000 yuan more than the standard Z900. Wang Yang deeply value for money, passion to place orders.

After paying for the money, he had imagined for countless times that he was riding in the wind on the Panshan highway, but the wind in the distance did not bring him good news. The Kawasaki Z900, which has been selling well, suddenly announced a price cut, with a discount of 8000-15000 yuan for new cars. Mo you told Wang Yang that the car is now worth 90,000 yuan in the second-hand market.

The new car was bought for less than a month, and even before it had time to put on the license plate, it had been marked with the label of "landing loss 40,000". Wang Yang does not understand, but can only accept. Only like Hu Xijin buy stocks to comfort themselves, as long as they do not sell, it is not a leek.

Wang Yang's experience is not an exception, on the social platform, Mo friends wechat group, just after the new car ushered in a big price of sad stories abound, we can only hold together to warm, comfort each other.

In fact, the motorcycle price cut in the second half of this year began to show signs, after July, there are foreign brands announced price cuts.

First, the price of BMW R1250GS Waterbird series stores fell by 60,000 yuan (from 248-278,000 yuan, down to 180-220,000 yuan), followed by KTM official 790ADV series price reduction of 30,000 yuan, Ducati also in the recent official promotion of the full system price reduction of 10%-20%. After that, some models of Harley, Triumph and Honda also had varying degrees of price cuts.

For a long time, imported motorcycles have been in short supply, and many popular models need to queue up and even raise prices, and a car qualification can be resold for thousands of yuan. From being supported by motorcycle friends, to preferential tens of thousands of dollars, the status of imported motorcycles has experienced a cliff-like fall in just over half a year.

After the import brands have opened the table, domestic manufacturers soon followed up with price cuts. The price of the Qianjiang Race 600 bright sword version is 10,000 yuan, the Spring wind 800MT is down 18,000 yuan, the Wuji DS525X and the light riding Xiaoxing GV300 are also down 6,000 yuan, and the Benda Jinjira 300 is down 4,000 yuan. Almost all domestic and foreign brands that can be called by name are in the scope of this wave of price cuts.

The collective price reduction of new cars soon passed the cold to the used car market.

In May this year, after selling the race 600 parked in the garage for three months at a loss of 5,000 yuan, Daquan, who is engaged in the second-hand motorcycle business, realized that it was time to retire.

Two years ago, when the motorcycle track was hot, Daqo ran with 500,000 funds and started a second-hand motorcycle business. A car guarantee can earn 2,000 yuan, a week can sell seven cars. Each car from the collection to the hand, not more than a week in the hands, Daqo and partners are not busy at all, can only hire someone to help deal with the transfer of vehicles.

The change comes from the beginning of this year, motorcycle manufacturers began to roll in the price and configuration, and new cars with cheaper prices and high configuration have been launched, and the price of used cars has also fluctuated sharply. More importantly, even if the price is reduced, the number of people who come to inquire about buying has become less and less.

Familiar with the Nanjing local motorcycle post boss told him that the first two years to the post more friends to his busy, asked four waiters to slightly ease, but this year, the store and cold to only need him a person, even riding retro motorcycle friends do not come to drink coffee.

"Motorcycle sales are slow. Help us."

The cold in motorcycle sales seems to have come suddenly. Just a year ago, motorcycle is still countless manufacturers to invest and expand the industry, this confidence comes from the market performance, young people's love and enthusiasm for motorcycles, the entire industry to an unprecedented climax.

The most direct performance is that many knight little sisters wearing black silk and wearing bow helmets suddenly appeared on the short video platform. They show off their bending skills on mountain roads, with more cameras on each motorcycle than headlights. Videos containing "locomotive + beauty" elements on the platform have received a large number of likes without exception.

More emblematic of this motorcycle trend, young people have been flocking to get their motorcycle licenses in the past two years.

From the data point of view, the number of motorcycle driver's license applications in many cities has skyrocketed in the past two years. In some places it has increased by 300%. The increase in the number of applicants in a short period of time has even caught many cities by surprise.

In 2021, the eight qualified driving schools in Sanya enrolled nearly 100,000 motorcycle driving license applicants in less than four months, so many that the driving schools could not arrange it and had to close their doors. During the epidemic, Nanjing motorcycle driving test was full, and there was a situation where the test needed to "grab the number" online.

In Beijing, where cycling is even more popular, staff at local driving schools take buses to pull groups of eager young people around Beijing to take exams. Tangshan, Hebei, two days to get a certificate. To Dezhou, Shandong, you can get a certificate on the same day.

In 2021, China's motorcycle sales returned to 20 million, breaking the sales stagnation of nearly seven years before. Among them, the most popular young people's large displacement motorcycle (more than 250cc) is ushered in explosive growth, in recent years, the compound growth rate reached about 40%.

The domestic MOAB enterprises represented by Spring breeze, Qianjiang and Longxin have also achieved a rise in revenue and stock price in the boom of the industry. In the past three years, the head motorcycle companies have built a full series of production lines, from sports cars to retro, from single cylinder to four-cylinder, small displacement to public upgrades, all are desperately releasing new models. Last year, only one motorcycle company in Qianjiang released 17 fuel motorcycles and 18 electric motorcycles, just like dumplings.

At that time, the popularity of motorcycles was on the rise, and some practitioners believed that the industry would usher in larger growth with the end of the epidemic. Pushing new products while the iron is hot and building a brand moat seems to be the right strategy.

But the result is unexpected, since the first half of this year, young people's enthusiasm for buying motorcycles abruptly stopped. This change between fire and ice, but also the company was caught off guard, those who had high hopes for new models suddenly can not sell out. As a result, a vigorous inventory marketing began in the industry.

In marketing strategy, price reduction is the means, but not the end. In this wave of price cuts in the most eye-catching "Ducati 50 percent off sale" event, for example, the price cut does not seem to be imagined in good faith.

As a practitioner, the second day after seeing the Ducati Great Devil series half-price sale, Daqo rushed to the 4S store. When he thought that he could become a "distinguished Ducati" owner at a cost of 100,000 yuan, he was told that there were only seven preferential places in the whole city of Nanjing, and they had all been booked.

The sales side told him that "just" there was a booking customer to cancel the order, as long as the price of 30,000 yuan can cancel the car to Daqo. But in fact, before the "discount in half", the big devil has been reduced to the price of 130,000 yuan in the last promotion, if the price is increased by 30,000 reservations, and the previous direct purchase is no different.

Into the second-hand motorcycle for more than two years, the book from the sales of words to detect the clue. He judged that Ducati's huge wave of "fracture" promotion is not to let Moo friends achieve "Ducati freedom", but to create a momentum to achieve the clearance of non-flagship models. In fact, the largest price reduction in the store and can be bought is also this type of inventory models.

With the promotion of the great devil at half price, Ducati offline stores are indeed lively, and the original street fighter V2 has also increased a lot of popularity. The relatively popular V4 series, only 2.13-34,500 yuan of concessions, for up to two or three hundred thousand price, it is not painful.

Source: True Story Research Office (public ID: zhengulab), infringement please contact delete