Shulou(Shulou.com)11/24 Report--

A sunset industry is now experiencing a sales growth rate of more than 40%, referring to medium-and large-displacement motorcycles.

The means of transportation popular in the early wave of affluent people in the 1980s and 1990s has become a plaything for young people to pursue themselves, so the motorcycle industry, which has been forgotten on street corners, ushered in a second spring, with production and sales exceeding 20 million last year.

This is due to the strong enthusiasm and purchasing power of young people, as well as the loosening of the "motorcycle ban" in many cities. Of course, the extremely powerful cycling images galloping past in the video, coupled with exciting melodies, seem to be the call of the times.

The revival trend reached a high point when delicate-looking girls wore tights, miniskirts and black silk, combined with brands and displacement parameters such as Honda, Kawasaki, Suzuki, Chunfeng and Qianjiang.

This is followed by frequent motorcycle accidents, and one senior player said that eight of the 15 female bloggers he followed had gone, and motorcycles were by no means the romantic imagination of the Roman Holiday.

Why on earth are young people infatuated with such "meat bags of iron"?

What is the significance of motorcycle riding to today's people?

What kind of money-burning behaviors do riders do? why do people pay for hundreds of thousands of motorcycles and license plates?

How is the market for imported cars, joint venture cars and domestic cars surging in hundreds of billions of dollars?

Can China's motorcycle industry, which has been stuck in the low end for a long time, seize this glorious moment?

Motorcycles became popular again among young people in 1996. Yu Sheng, who owned his first motorcycle in the summer of 2020, had just finished his postgraduate reexamination and "felt good, so he picked up the car directly."

It was an entry-level displacement motorcycle made in Taiwan, and his retro appearance attracted him deeply. After insurance of 25, 000, it was counted as a small reward for his hard work in preparing for the exam.

At that time, within the budget, there were not many options for motorcycles with the beauty of industrial design. After buying a car, Yu Sheng slowly felt that there were more motorcycles on Xi'an Road.

The same is true in Beijing. Wang Yuzhe, who was born in 1994, bought a domestic small-engine infinite 300RR last year, which is also more than 20, 000. The car's ABS anti-lock brake system is suitable for beginners-it turns into a spot brake when the brake is pressed to the end, thus avoiding overturning or side skidding.

Asked why he loved motorcycles, Wang Yuzhe admitted that he was influenced by short videos. Perhaps even earlier, he recalled the feeling of going for a ride on his mother's scooter when he was a child, and the rider he saw at the age of 16, "he blew up the street and rode back and forth. How handsome!"

At that time, he was absent from work for a year and took advantage of his spare time to get a motorcycle driver's license. But before that, he bought the car early and left it downstairs at home and looked at it twice every day. "I was in a hurry. I rode out on the day of my driving test. What boy doesn't have a motorcycle dream?"

Wang Yuzhe (Tu Yuan interviewee) not only boys but also girls can dream of organic cars.

Liu Xindan, born in 2000, is one of the curious female riders. She is from Tianjin and works in Beijing. it is difficult for her to enter Beijing with a non-local license plate. Jing B's motorcycle gives great tenderness to outsiders like Liu Xindan.

Liu Xindan was "infatuated" with short videos last year. He watched the car early and paid a deposit. As soon as I got my driver's license in the morning, I picked up the car in the afternoon. Among the few girl-friendly imitation cars, she chose a second-hand Suzuki gsx: good quality control, good appearance, leather is not afraid of falling, and finally won 23000.

In the past two years, more and more young people like Yu Sheng, Wang Yuzhe and Liu Xindan have bought their first motorcycle. Most of them are between the ages of 25 and 35, with a little savings but not too much. From students to white-collar workers in a variety of industries, Beijing also has a "Lancet Cavaliers" made up of medical staff.

To be exact, motorcycles became popular in 2020. According to statistics from the Ministry of Public Security, 8.26 million motorcycles were newly registered this year, an increase of 2.49 million, or 43.07 percent, over the previous year.

The figures in Beijing are even more exaggerated. According to the 2021 Beijing Transportation Development Annual report, the number of ordinary motorcycles in Beijing increased by 107000 in 2020 over the previous year, an increase of 71.8 percent.

The growth trend this year is still the same. In the first half of the year alone, 5.34 million motorcycles were newly registered nationwide, an increase of 1.08 million over the same period last year, or 25.38 percent.

Motorcycles are hot, and so are driver's licenses. In 2020, 200000 people in Beijing alone signed up to learn motorcycles. It reached 120000 in the first half of this year, and the motorcycle night training classes in many driving schools are almost full.

As for why it is these two years, policy is a underlying reason.

As early as the eighties and nineties of the last century, owning a motorcycle once became a symbol of family wealth. However, the introduction of the "motorcycle ban" dealt a heavy blow to the thriving motorcycle market at that time.

The so-called "motorcycle ban" refers to the prohibition of motorcycles on the road. In 1985, Beijing first imposed restrictions on motorcycles on the road. Since then, cities large and small across the country have issued different forms of "motorcycle ban" or "motorcycle restriction" on the grounds of "traffic hidden dangers", "environmental pollution", "car robbery" and so on.

Today, the passage of Jing B motorcycles is still restricted within the fourth Ring Road of Beijing. Jing A can, but one license is about 400000. Since the suspension of issuance in 1995, there are only 25000 left.

Because of the motorcycle ban, there are fewer and fewer motorcycles in the city. There are no restrictions on villages and towns, but the motorcycles there are more like tricycles as backward and rustic vehicles.

In November 2017, Xi'an became the first city in China to lift the ban on motorcycles. Since then, more than 200 cities have lifted the ban on motorcycles.

This is also the direct reason why Yu Sheng decided to buy a car in Xi'an. Although he was going back to school in Shanghai half a year later, Yu Sheng decided to buy a car: "for me who finished the postgraduate exam, buying a motorcycle was a completely interest-oriented thing, and riding a motorcycle was also a very small experience." if I don't take advantage of the past six months to ride, I won't have a chance to go back to Shanghai. You know, a motorcycle license plate in Shanghai is about 480000. "

At this time, the motorcycle license policy has also been loosened. When Liu Xindan learned to drive last year, he needed an internship to drive more motorcycles after getting a driver's license. Now, the extra driving internship has been cancelled, and the two have been merged into one.

2019 is a turning point, the country began to implement the new national standard of electric bicycles, stipulating that the maximum design speed can not exceed 25km / h, to have pedal riding function and so on, so many electric car owners who exceeded the standard have mounted motorcycles one after another.

Also in this year, the motorcycle industry ushered in new emission standards, which led to a wave of upgrading, traditional and old motorcycles were eliminated.

And from this year, motorcycles no longer need annual inspection. Within 10 years from the date of registration, it only needs to be tested twice in the 6th and 10th years. Superimposed by the epidemic over the past three years, bus travel restrictions, traffic jams and other annoyances, more people turn to more flexible motorcycle commuting.

Of course, in addition to the leading role of policy, there are different reasons for young people to fall in love with motorcycles.

How happy is it to ride a motorcycle? Handsome is the starting point for most young people to pay attention to motorcycles. After all, human beings are visual animals. A motorcycle with a strong sense of design, with a distinctive helmet, leather coat, denim vest and high boots, has become a fashion statement for motorcyclists.

Happiness is the word most frequently mentioned by cyclists. "I am happy when I ride a motorcycle. Sometimes I do nothing but ride aimlessly."

Wang Yuzhe is from Beijing and has a single day off at work, which does not prevent him from going to the mountains every weekend to see the sky, see the scenery and empty himself. For the first time in the winding mountain road at a speed of nearly 60 mph, the inclination is so low that the road grinds the shoes. "at that moment, the dopamine in my brain came out, and I thought it was so handsome that I could press it so low."

The happiness of cycling comes from the wind blowing on the body while riding, the people greeting on the road, the changing sound and lights, and the freedom within reach.

Compared with bicycles, electric cars and cars, motorcycles are more fascinating in their sense of control, interaction and control.

Motorcycle is similar to the operation process of manual blocking car, straight line, turning, uphill, intersection, the rider needs to adjust the clutch, gear, brake, throttle according to different scenes, so as to change the speed.

Therefore, the motorcycle is a relatively threshold "big toy", there are some technical content, a strong sense of control. Electric cars that run as soon as they are twisted, and bicycles that need pedal power, lack this experience.

The sense of interaction comes from the interaction with the surrounding environment and people, and everything seems to be very close to you. When cycling, the feeling of the wind blowing on the body is different at different speeds. When waiting for the traffic lights, in the face of the curious eyes of the car driver, they nodded and smiled, and then chatted without a match.

Wang Yuzhe is cycling in the mountains, and when the road conditions are good, "sometimes when a line of people come across, we will give each other a thumbs-up."

Not only that, cycling also brings a sense of control. After riding for a long time, you will feel that the car is moving with people, and you can do whatever you want it. You have the confidence to fully control it and achieve the state of integration of people and vehicles. In fact, there is a kind of conquering mentality in it.

In many cases, riding a motorcycle serves as an outlet for young people to release their emotions and relieve stress.

The pressure of study and life often makes depression breathless, and it is only after nine o'clock in the evening that it is all your own time. At this time, the motorcycle has become a small carrier that can be fully engaged and immersed in it. He often secretly puts on his helmet and protective gear downstairs at two or three o'clock in the morning, pushes the car out of the neighborhood (so as not to disturb the people), starts the fire, and lets the 40-mile motorcycle take him in any direction at will.

Cycling at night (Tu Yuan interviewee) the movie "the Wild Race" once made Yu Sheng feel a lot. The film tells the story of four men caught in a midlife crisis who meet on a motorcycle trip and find themselves and their long-lost passion during the journey.

"this is a very unfunny popcorn movie, but it makes me feel very realistic. it contains not only helplessness, but also some awkward jokes. This may be the case in ordinary people's life, wanting to feel a little bit closer to themselves in an awkward situation. that's when I had a crush on motorcycles." Yu Sheng said.

The movie "the Wild Man" stills biking keeps young people away from all the troubles of society, work, family and life, just relaxing themselves, breathing the air of freedom, and enjoying the scenery along the way.

More importantly, motorcycles lead young people to see the wider world.

Zhang Fan and her boyfriend once rode all the way from Beijing to the Wulanhada volcano in Inner Mongolia. "you have been feeling the vast expanse of heaven and earth on the road, the beauty has been magnified many times, and you have melted into it. I'm very tired, but I'm impressed."

Liu Xindan claimed to be a house girl, young, and had no money and no companions. she had been in Beijing for more than two years and had not even been to Tiananmen Square. The company provides dormitories, and she just goes to and from work every day, reading novels and videos with her mobile phone before going to bed, forcing herself to sleep.

Ever since I came into contact with motorcycles, even the working hours from 9 to 10 could not stop Liu Xindan from cycling. Her cycling mileage of more than 2000 kilometers a month last winter witnessed her riding every corner of the suburbs of Beijing, including the four Seas, Nanyan, Jinhai Lake and the Zhaojiawa observation platform of Miyun Reservoir.

Miyun Reservoir (picture source interviewees) every place he goes, Liu Xindan has to clock in and take pictures, and then develop the photos. Play more while you are young, rich, time and energy. She is afraid that she will not be able to play in the future, or that she will regret not playing now because of more factors such as getting married and having children. When I really got there, I could only flip through the photos and talk about it for comfort.

Taking a photo with her car (photo source interviewee) the motorcycle has expanded the boundaries of Liu Xindan's life, so much so that after she was injured in a car fall last month, she is still unable to ride a bike. "I'm depressed, you know? I'm depressed at work. I don't even have a smiling face. it belongs to the pain of enjoying freedom and locking me up. I'm dreaming about riding a bike now."

Behind the excitement: the charm and danger of the mixed circle layer in addition to the pleasure of cycling itself, the circle culture carried by the motorcycle also gives warm support to these young people playing with motorcycles.

Chivalry is what the commander of the army is always happy to talk about. The commander, 28 this year, is a senior rider with nine years of cycling experience, and is currently the director of the Beijing Motorcycle Club "Moyou Gang", with 2600 members. At the same time, he runs a motorcycle maintenance shop, "Locomotive Doctor", as well as the used car business.

Commander and car (Tu Yuan interviewee) in the view of the commander, real riders have a pure love for motorcycles, and will not include sexual attraction, comparison, B and other purposes. They do not distinguish between any type of car, even if they ride the 125 straddle rides of two or three thousand in the countryside, they can gallop freely.

In his eyes, chivalry is more social attributes extended by riding motorcycles, such as equality, friendliness and mutual assistance. Compared with the circle of colleagues and friends, the circle of cycling is more blurring of social identity. We come together simply because of common interests, there is no entanglement of emotions and interests, and there is no distinction between power and identity.

Every time the army commander organizes short-distance activities, people often choose three or five people to sleep in the same room. Whether you are a boss or an employee, whether you are a white-collar or blue-collar worker, you will blend in with each other. After all, most of the young Beijing drifters who play motorcycles are normal because of their limited conditions. they don't feel estranged or divided just because they have common interests and acquaintances.

Wang Yuzhe, who has two years of cycling experience, has stepped out of the novice village to become an intermediate player. But now he prefers to play with beginners and tell them about his cycling experience, especially the pit he has stepped on. Especially in the mountains, if he saw someone riding very fast, he would make a sign to them to slow down.

Cycling gestures (Tuyuan e-bike net) motorcycles are prone to failure, and cyclists will basically help when they pass by, even if they happen to have a fuse. In the early days, the commander ran the club, and as long as someone in the group said the car was broken, he didn't say a word, from Changping to Mentougou, and Daxing volunteered to help people repair the car. Even if he ate a violation in the city, he admitted it.

Liu Xindan, who had just had a car accident, was also deeply impressed by this. After falling off the car, she didn't dare to tell her family, so she told her friends in a small group. At that time, she was waiting in the hospital to pay for the operation, when a big brother in the group immediately transferred her 20,000 yuan and asked her to treat the disease first and pay it back slowly after the medical insurance was reimbursed. At that time, she only got acquainted with her eldest brother on a motorcycle for only half a year.

Liu Xindan said he was both lame and playful. In a previous car accident, her brothers and sisters told her that she had a poor sense of safety and stared at her to practice driving. "everyone doesn't want anything to happen to anyone, and they don't want the people around her to suddenly disappear while playing."

Liu Xindan and his partner (Tu Yuan interviewees) in the eyes of the army commander, most of the young people who play with motorcycles are valiant, frank and sincere. The motorcycle itself selects some timid and weak people. Only by accepting motorcycles can we slowly attract a group of similar people to play together.

Motorcyclists come from a variety of industries, and motorcycling has greatly expanded the social circle of young people. Buying a car, taking a driver's license, taking part in activities, or doing a favor or saying hello on the way can leave a contact information so that we can talk again.

To some extent, this social circle is benign and can bring positive energy to young people.

The reason for saying "to some extent" is that there is no shortage of chaotic phenomena in this circle.

Recently, there has been a heated discussion in the circle about the news that a 23-year-old online celebrity woman died in a car accident when she rode "Little Fish loves eating Fish". In previous videos, the blogger was seen cycling in helmets, tights, miniskirts and black stockings, just to create some kind of visual excitement.

This is very dangerous in Liu Xindan's view. "wearing black silk is not protective at all, even if you reverse the car in place, the injuries and bruises are very serious."

So every time she rides her bike, she wears a full range of helmets, protective gear, shoes and cycling clothes. Even if it is only two minutes away, helmets and protective gear must be brought, which have saved her life.

Liu Xindan (photo source interviewee) once, Liu Xindan wants to go to a restaurant a kilometer away from the company and it takes only two minutes by bike. "it's not necessary to wear it for more than two minutes," she said with a sense of luck. But I was still a pussy, and as soon as I went out, I came back and put it on.

The accident happened very suddenly. At that time, Liu Xindan was only cycling at a speed of 30 mph, and the four-wheeled vehicle parked on the side of the road turned left without looking in the rearview mirror and hit the right side of her front. The 300 jin car fell to the ground on her leg, but luckily she wore protective gear so as not to break it. But the 500 yuan helmet she bought at that time made a crack, and since then she has paid special attention to the quality of the helmet.

The ghost fire boy is also despised by the people in the circle. This group of people ride bicycles without formalities, and the appearance of the bike is exactly the same as that of imported expensive cars. They put it together with all kinds of parts and modified it colorful. These cars are collectively referred to as the "horizon" and can't get license plates and insurance. Most of them are underage, have no money for bargains, and are vain.

"We don't play with them. Within the limits of our economic strength, we can buy cheap cars and helmets, which will not be looked down upon. We can buy whatever we have. There is really no need to buy fake ones. It is mainly unsafe." Wang Yuzhe is obviously a little excited.

In fact, motorcycles are not a comfortable means of transportation. Cycling is much more tiring than driving, and there is no stress on the buttocks and waist. The wind blows in the sun and rain, and even gets scalded by exhaust. Just because of love, everyone is suffering from this kind of pain, so-called pain and happiness.

With more and more mileage of cycling and more and more experience in organizing activities, the commander no longer cares about speed and passion, but more enjoys the wind and freedom brought by locomotives. His activities focus on leisure and comfort, and security is also repeatedly emphasized by him and his members.

When he first started playing with cars, Wang Yuzhe also pursued speed. He once pulled 190 miles on the highway. "I thought at that time that if I touched a stone, I would die. Although I can still go up, I dare not twist it any more. It was summer, and I was wearing short-sleeved shorts and a helmet, and everything on the road was in the same line. The wind blew on my arms and legs like a knife, and the wind was hard."

Liu Xindan has experienced the feeling of death. She was also impulsive when she first started playing, and she naively thought that since life was short, it was good to stay in youth. It was only last month, when the car collapsed and death approached, that she realized how sad her family would be if she died.

Wang Yuzhe now believes in "riding slowly and riding with your right hand until you are old." In his view, all accidents can be avoided, so it is necessary to establish a sense of defensive driving. Cycling does not have to reach how many miles to be happy, sometimes just walking slowly is also very happy.

The reviving industry pattern of motorcycles has become a "new favorite" for young people, which has also led to this business. Imported cars, joint venture cars, domestic cars, in the eyes of young people, hundreds of billions of markets are surging. For a long time, Chinese motorcycle brands, which are trapped in the "low end", have also found a new starting point.

In fact, China is the largest motorcycle market in the world. Since it became the largest country in motorcycle production in 1993, production and sales have been rising steadily at a rate of about 10%. In 2021, the size of China's motorcycle industry exceeded 20 billion US dollars, accounting for nearly 20% of the global motorcycle industry market, followed by India, Thailand and the United States.

After years of development, three major motorcycle industry clusters have been formed in Guangdong, Zhejiang and Chongqing. Chongqing plate is characterized by a deep industrial foundation of spare parts, represented by Lifan, Zong Shen and Longxin. The rise of the Guangdong plate is mainly due to booming sales, thus driving the development of the manufacturing industry, represented by Wuyang-Honda, Great Yangtze River and Tianma Motorcycle. Zhejiang, on the other hand, relies on a flexible system, optimized costs and a large amount of private capital injection, becoming a beautiful scenery in the motorcycle industry.

So the question is, since most cities in our country have a "motorcycle ban", who do you sell so many motorcycles to?

The answer is to export and sink the market. China's export share of motorcycles accounts for about 50% every year. In addition to cities, there are thousands of county-level cities and vast rural markets in China.

As a result, most of the competition between motorcycles in China is concentrated in the medium-and low-grade motorcycle market, and consumers pay more attention to product price rather than product quality. In the view of many people, motorcycle is a backward means of transportation.

However, in the high-end model market, motorcycle industry technology is evolving at the same time as research and development. Large displacement models have higher power and speed, and have higher requirements for the performance of individual parts. For example, the motorcycle engine speed is higher than the automobile, the crankshaft camshaft and other components performance, tolerance, technology requirements will be higher. Tires, for example, have higher requirements for grip while pursuing control and speed.

In addition, there are also equipped with corner ABS, electronic power traction system, electronic fast row and other kinds of "cool techs" to make the cycling process safer and fun.

In the past two years, young people also prefer relatively high-end entertainment-type, high-displacement motorcycles. In August this year, monthly sales of medium and large displacement motorcycles above 250cc were 70,000, an increase of 128% over the same period last year, reaching an all-time high.

Among them, imitation racing, street cars, retro and other models are particularly popular. Although the ultimate ownership of all knights is the pedal, but for young people, riding a low-fuel-consumption, safe scooter always means a little compromise to life.

The penetration rate of domestic high-displacement motorcycles has increased from 1% in 2019 to 2.3% at present. From the macro data, the per capita consumption of medium and large displacement motorcycles in China is only 1 / 10,000, which is much lower than that of 7.9 / 10,000, 7.4 / 10,000 and 8.1 / 10,000 in the United States, Japan and Europe. There is still much room for imagination in the domestic medium and large displacement motorcycle market.

The same is true from the perspective of the world market pattern. Asia, Central and South America prefer motorcycles with smaller engines, which are mostly used for commuting, while the demand in the United States and Europe is focused on motorcycles with more design sense and good performance, and some high-end entertainment cars positioned for leisure and sports have a good market.

This is also reflected in sales revenue. Honda is the world's largest motorcycle manufacturer, with a market share of nearly 25%, followed by Yamaha, Harley, TVS and Kawasaki.

The army commander said that when choosing motorcycle brands, domestic motorcycle consumers still tend to choose imported cars when their spending power permits. Those with medium consumption power tend to have joint venture brand motorcycles. Domestic brand motorcycles are more for novices and buyers with weak spending power.

The criteria for judging a good motorcycle lie in quality control, production technology, appearance design, riding comfort and so on. To be more specific, we need to look at the engine, frame, welding process, appearance plate parts, shock pad, cycling triangle point and so on.

A good motorcycle is more expensive than a car. Italian brand Ducati is known as the "motorcycle Ferrari", symbolizing the wealth and status of successful middle-aged men. According to BMW's financial results, the Chinese market sold more than 14000 motorcycles in 2021, making it the fifth largest market in the world. Wang Yuzhe's biggest dream now is to win the lottery and buy a 400000 BMW motorcycle.

Of course, this is not what ordinary young people can afford. In recent years, the rise of domestic brands, explore a lot of new models, the level of technology is also constantly improving, with high performance-to-price ratio to win the favor of young people. As a result, most young people buy entry-level motorcycles, taking into account the price, quality control and appearance, often choose domestic cars, joint venture cars and second-hand imported cars.

Just like China's automobile industry, the motorcycle industry has long relied on joint ventures to accumulate production experience. The joint venture car has both excellent domestic supporting system, as well as foreign technology and brand strength. The asset restructuring of the motorcycle industry once became a wave, such as the cooperation between New Dazhou and Honda, Changjiang and Suzuki, Construction Group and Yamaha, Zong Shen, Biacho and Harley, etc., gradually establishing a dominant position in the competition.

Playing with motorcycles is an expensive hobby, and most of the cars that young people can afford are concentrated in the price range of 10, 000 to 30, 000. Plus license plates, insurance, cycling equipment, modified equipment, and so on, it will cost another five or six thousand.

Around the young people riding motorcycles and extension industry has pried hundreds of billions of level market, attracting more and more players to enter, strive to cater to young people, and strive to get a piece of the cake.

Among the motorcycle enterprises listed in China, Chunfeng Power, Qianjiang Motorcycle and Longxin GM have stepped on this tuyere successfully and are now firmly in the first echelon.

Of particular concern is that "female knights" have become the fastest-growing group among young people. But it is still rare. In a club with 2600 soldiers, there are only 150 girls, about 6 per cent. Although there are few people, their purchasing power is not low.

The 2021 JD.com Z Generation Automobile consumption trend report shows that among Generation Z consumers, female motorcycle users bought more than men of the same age in the first half of 2021, and among people under the age of 35, the growth rate of female users was generally higher than that of men.

Some domestic manufacturers have keenly captured this point and launched an imitation racing race that focuses on female groups, with a seat height shorter than normal, making it convenient for girls to land safely on their feet.

In addition, there are some brands of small-displacement commuter motorcycles with characteristics, but also by virtue of retro simple appearance, friendly seat height, gained the hearts of many young girls.

However, it should be admitted that there is still a large gap between domestic motorcycles and foreign countries, the quality control is insufficient, the design is still imitating foreign countries, and the engine technology is at least 20 years behind. Domestic engines with four cylinders with 600 engines can only increase speed by 220 mph, while imported cars with the same displacement can reach 250 mph and 260 mph.

Repair, equipment, other "rich mines" in the industry this year 618, the motorcycle category has become a dark horse for sales. JD.com data show that the overall turnover of motorcycles increased by 106% compared with the same period last year, motorcycle helmets increased by 202%, and motorcycle equipment increased by 280%.

Riding motorcycles is the same as skateboarding and other outdoor sports, emphasizing personality and showing your style and attitude. The design details of locomotives, cycling clothes, protective gear, helmets and so on can reflect the special features of the owners.

According to Tmall, the number of online goods on Tmall's Taobao motorcycles and equipment increased by more than 150% at the end of 2021 compared with the same period last year. In the first quarter of this year, the number of popular equipment categories such as helmet headphones, goggles, motorcycle recorders and mobile phone brackets increased by more than 50% compared with the same period last year.

Take helmets for example, helmets are divided into full helmets, 3/4 helmets, unveiling helmets and semi-helmets. Helmets are made of materials such as glass fiber and carbon fiber that wear out over time, with an average life span of 2-3 years for each helmet.

Generally speaking, ordinary domestic helmets are about 1000, and good imported brands are 4,000, 5,000 or even tens of thousands. The difference lies in comfort, safety, competition, printmaking and so on.

Players are paying more and more attention to the importance of helmets for life preservation. After wearing a shoddy 500-yuan helmet and being hit with a slight concussion, Liu Xindan now trusts authentic helmets from big brands. Although imported helmets are better, the quality of domestic helmets is not poor, and it is relatively more economical.

And it is easy to buy fake goods online, it is best to go to a physical store to try the helmet, there is a professional guidance to explain, after trying on, you can buy a helmet suitable for the shape of your brain and the size of your head. The 4000 yuan helmet she uses now has saved her two lives.

Wang Yuzhe chose 4000 imported carbon fiber helmets for his favorite prints, which has doubled the price of domestic helmets of the same material.

As a matter of fact, the places where motorcycles cost more money are refitting and changing cars. The modification is to reflect the personality, such as changing the color of the film, but you need to go to the Public Security Bureau for the record. Beijing Moyou's average change cycle is about a year and a half, and players usually start with 250cc-displacement motorcycles and upgrade to larger-displacement motorcycles.

Wang Yuzhe now owns a Qianjiang race 600, which costs a total of 55, 000, twice as much as his first Wuji. On the other hand, the motorcycle does not maintain its value. generally speaking, it needs a 30% discount to sell second-hand cars a year later, and his used car only sells more than 10,000 yuan.

Wang Yuzhe (Tu Yuan interviewee): "Don't think about losing more or less. If you want it to accompany you and bring you so much happiness, it's worth it. You can continue to earn money without money, but if you are not happy today, you will never make up for today's happiness tomorrow." He always convinced himself.

In addition to the front-end market for selling new cars, the motorcycle industry also has a bright future in the back-end market that provides services such as maintenance, maintenance and rescue.

Unlike cars, motorcycles seldom have 4S shops. The reason is also simple: the restrictions of the motorcycle ban policy have led to an obvious ceiling in the market. The early investment of 4S store is huge, but the prospect is not clear. At present, high-priced play cars are only popular in first-and second-tier cities, and few people can afford them in third-and fourth-tier cities and more sinking markets.

Every time I travel, the gas money is also a continuous investment. According to the oil price of 95%, according to the displacement of the car, it will cost as little as 30 yuan for every 100 kilometers and 100 yuan for more. Although for Liu Xindan: "100 yuan of gas money can bring me a day of happiness, I feel happy is not expensive." If you take part in the activities organized by the club, barbecue, camping, dinner and accommodation, it will be a large expenditure.

Therefore, the culture, tourism, catering and other industries derived from motorcycles will also usher in spring. Compared with foreign countries, motorcycle races in China still have great market potential.

Fresh and mobile cultural landscape modern urban life in addition to enjoying all kinds of convenience provided by Internet virtual technology, everyone is still restricted by their living space. In most cities, most people move their lives back and forth every day.

Modern means of transportation just take people from one destination to another, and when a walk-and-go trip becomes increasingly impossible, motorcycles give young people the freedom to control within a limited range.

In the fast-paced urban life, the flow of people has become the source of its vitality. Compared with cars and other large means of transport, cyclists are the most dynamic blood composition in the city. They haunt the streets of the city, permeating every capillaries of the city. The appearance of their vehicles has a variety of subtle and different life aesthetic projections, forming a fresh and flowing humanistic landscape.

The evolution of industrial civilization makes transportation more comfortable, faster and more convenient. Sitting in a warm car and closing the windows, people become atomized individuals, burying their heads on the road, thus cutting off their connection with their surroundings and people.

But man is a social animal who yearns for connection after all. Technology cannot fundamentally save our barren and boring real life, and we still need sincere social relationships to alleviate loneliness and comfort.

The adventurous and rebellious spirit represented by motorcycles is also closely related to young people. Like Che Guevara, a 23-year-old medical student in the Motocycle Diary, he rode the Norton 500 around South America with his best friends with what he had.

Along the way, they walked through the grasslands, mountains, rivers and deep snow, witnessing and experiencing the scars left by rich and poor, class, race and imperialism in this rich and mysterious land.

If Che Guevara did not experience the motorcycle trip of his youth and did not smell the suffering of the people at the bottom as he passed by, would he still be a symbol?

For female knights, riding a motorcycle itself has a hint of resistance to social discipline. In Beijing, girls riding motorcycles do not attract many strange eyes, and here they are more open and tolerant. If you go back to your hometown and small town, relatives and friends will talk that a girl on a motorcycle does not meet the traditional society's expectations for a quiet, gentle female image.

The culture represented by motorcycles reached its peak in the hippie movement in the United States in the 1960s. At that time, young people lived a seemingly decadent and depraved life, but they were full of sincere thinking about nothingness and existence, the most realistic pursuit of freedom, and the deepest questioning of life.

It seems to be no different from what it is now.

Reference:

China Newsweek "Young people fall in love with motorcycle riding, will the" motorcycle restrictions "be relaxed? "

New weekly "the coolest side of Chongqing, two words"

The "money-burning" motorcycle has become a new favorite of young people.

Titanium media "618 sales double, how long will the motorcycle business supported by young people boil?"

Zhai Qingang's "viewing the Development trend of Motorcycle Industry from the Reform of Motorcycle Industry in China"

Wang Xuegong's Research on the Core Competitiveness of China's Motorcycle Industry

This article comes from the official account of Wechat: merchant Hidden Society (ID:shangyinshecj), author: a Kong, Editor: Zhen Lucky

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