SLANE SEIZED THE TRADE-IN OPPORTUNITY WITH MEDIUM AND HIGH-END PRODUCTS
Since the first half of this year, the electric two-wheeled vehicle industry has been bearing heavy burdens in the severe external environment due to the repeated impact of the pandemic and the rising price of raw materials. Brand marketing was stranded, market sales suffered downturn, and many terminal dealers closed stores. As a result, two quarters of sales were less than that in one quarter last year.
The complex industrial situation will further eliminate inferior production capacity, accelerate the exit of small and medium-sized enterprises with weak comprehensive strength, and also encourage the more competitive enterprises to speed up their development.
Facing a variety of market uncertainties, SLANE, who has been adhering to innovation-driven development further expanded its advantages during the competition in the market in the first half of the year, creating a number of sales records: the dual-mode DDFAR series products achieved a total sales of more than 390,000 units; the sales of medium and high-end product in May accounted for over 56%. SLANE is deeply rooted in the era of industrial compliance while pursuing sustainable high-quality development. It has seized the trade-in opportunity in the market aiming for further leapfrog development.
The underlying logic of SLANE’s growth against the headwinds is adhering to product-oriented, empowering product research and development through scientific and technological innovation, and the concept of a high-value brand contributing to the high-quality development of the industry.
SLANE continued to enhance its competitiveness in the medium and high-end product market. From January to May, SLANE’s high-end product sales accounted for over 56%. You may not understand the meaning behind this data. Since the enforcement of the new national standard in 2019, many companies put a large number of low-cost products into the market, and even some brands, driven by the scale effect, led or participated in a price war. This is against the compliant industrial environment encouraged by the new national standard. Also for the terminal dealers, the price war is a fatal blow to the terminal confidence and stability.
In this context, the transformation towards medium and high-end products is an inevitable trend. Low price strategy can only bring a short-term sales growth.
SLANE adheres to the high-quality, high-performance product transformation idea, relies on the dual-model DDFAR product matrix to adapt to the changing market demand, thus meeting the demand of consumers in all kinds of application scenarios. In addition, SLANE has leading technologies in vehicle range, performance, safety, intelligence, and energy saving. It secures the market and users with good reputation brought by quality products and services .
SLANE’s reasonable product mix and adherence to the technological innovation-empowered R&D and manufacturing have contributed to its rapid growth in the middle and high-end market. It ensures a good riding experience for users and quality products for dealers. SLANE focuses on the middle and high-end market, which provides a brand new product idea for other brands. In the meantime, it is promoting the high-quality and sustainable transformation of the industry.
Highlight product value to further empower the brand
After more than 20 years of development, the marketing techniques of the electric two-wheeler industry are constantly changing, from reputation casting to star endorsement, from terminal activities to new media promotion, from TV to high-speed rail station screen advertising…The remaining brands have undergone storms in those years to survive and grow.
However, with the continuous development of the industry, as well as the continuous broadening of marketing ideas, the earlier model of relying on brand effect is no longer preferred. Many brands began to explore new ways, taking the initiative to create differentiated marketing. However, marketing without proper product support is doomed to fail, because it cannot accurately reach consumers.
In order to better convey the product value of “high performance, run farther”, and let users experience the strong performance of the dual-model DDFAR3.0 Shark series products, SLANE launched a challenge to the vast desert of Qinghai on May 17, and staged an unprecedented desert conquer journey for the whole industry.
In the face of the 100-kilometer sand sea, steep slopes, hills, U-shaped roads, Yardang landform and other complex terrain, the DDFAR3.0 Shark series overcame many difficult challenges, completely refreshing people’s understanding of the performance limit of electric two-wheelers.
This is a brand marketing trip to intuitively show the ultimate performance of products before users, and also a rare extreme challenge in the history of the industry. Combining products and marketing, SLANE directly showed product performance to consumers, so that the “high performance, run farther” product value is imprinted in the heart of consumers.
It is foreseeable that as the DDFAR series products get more popularity, in the upcoming third quarter, also a peak season, SLANE will achieve greater outcomes.
SLANE is advancing its product, channel, marketing and brand development, working steadily to bring out more “high-performance, run farther” innovative products.