Xiaoniu Electric, which has always focused on first tier cities such as Beijing, Shanghai, and Guangzhou, as well as new first tier cities, is expanding its presence to second - and third tier cities, and even broader high potential markets. During this process, Xiaoniu Electric not only rapidly expanded its offline sales network, but also empowered its online distributors - achieving a comprehensive transformation of customer acquisition models, breaking through traditional offline single volume acquisition, enriching more online scenarios beyond shelf e-commerce, and rapidly improving distributor sales performance.
It is reported that since some Maverick electric dealers followed the manufacturers' attention to online live broadcast sales, their turnover in Tiktok live broadcast for nearly a month has been 3 times of the average retail volume in the past and next months.
Through the expansion of online e-commerce, Xiaoniu Electric has not only tapped into potential users in first tier cities, but also achieved immediate growth in second - and third tier cities.
In high potential cities in the southwest region, there are gradually more stores of Xiaoniu Electric. The newly joined dealers said frankly that the reason why they chose Maverick Electric was that they liked the Internet gene in their blood. The fact proved that their decision was right. Under the promotion of enterprises, new franchisees have not only quickly opened up the situation by using the combination of live streaming and short videos, but also achieved high-speed sales growth smoothly.
Through technical assistance and empowerment, we will promote the innovation of existing dealers' formats, aggregate the traffic advantages of platforms such as Tiktok and Kwai, further expand our own influence, and finally realize the spiral growth of sales, services, and territory. This is the "All In Online" strategy created by Xiaoniu Electric for dealers, and is also one of the keys to the continuous growth of Xiaoniu Electric.
Online performance surges, dealer sales triple
At the beginning of August, Xiaoniu Electric launched its NT/MT series of new intelligent lead acid products through four platforms, namely Tiktok, Kwai, JD and Tmall. Xiaoniu Electric synchronously launched the live broadcast of the carnival in 100 cities and thousands of stores, with 305 live broadcasts. The total live broadcast exposure exceeded 7.9 million times, and the online drainage covered more than 3000 offline stores under Xiaoniu Electric, achieving an average growth rate of more than 120% for the online drainage of Tiktok for three consecutive months.
Public data shows that the president's special live broadcast of Kwai platform attracted more than 3.08 million viewers, and the maximum number of online viewers was only 60000. The first live broadcast of a single GMV TOP1 was made by a two wheeled vehicle. On the Tiktok platform, the president's special live broadcast ranked top 1 in the national daily list of official broadcast rooms with a total exposure of 4.93 million, becoming the industry leader.
On the day of the first launch of the above new products, in the top ten of the Tiktok brand monopoly list, Maverick Electric occupied six seats, and won the first place in the number of single brand of two wheeled vehicles on the list. At the same time, in the national weekly list of Kwai two wheeled vehicle category live broadcast room, JD Auto live broadcast room and new two wheeled vehicle list, Tmall Auto live broadcast room and other major lists, Xiaoniu Electric ranked first, comprehensively leading the industry.
Behind the data dominance is the surge in dealer performance.
Guo Xingwang, who has been following Xiaoniu Electric for six years and owns a store on Kuizhao Road in Shanghai, is like many dealers in first tier cities. Due to stable business, he is relatively content with the status quo and has little enthusiasm for live streaming car sales. In June of this year, Xiaoniu Electric proposed "All In" online, allowing every store to carry out online live car sales business. This posed a great challenge to me. After selling cars for so many years, how could live streaming be? "Although he himself had some resistance to live streaming, Xiaoniu Electric's determination to invest in online was very firm." Xiaoniu directly arranged professional teachers for us to receive training, starting from the basics and systematically teaching us how to do live streaming, including scene layout, explanation rhythm, interactive communication, etc. With a trial and error attitude, we started doing it. It's really unexpected to achieve the results we have now, "said Guo Xingwang.
In the last month, Guo Xingwang completed the transaction of 120 vehicles in Tiktok Live, which is three times of its previous monthly offline sales.
New franchise stores, including the Shachong Road store in Guiyang, have also benefited from the "All In Online" strategy of Xiaoniu Electric. According to store manager Cha Longjie, his store's monthly sales are growing rapidly, and at least half of them come from online sources.
One store online, one county offline "is a phrase that Cha Longjie often says recently. In his opinion, through online communication, Xiaoniu Electric is the most daring young brand in the industry, and the unique Internet gene of the brand is also one of the reasons why he decided to join Xiaoniu.
In fact, the performance of Xiaoniu Electric has never disappointed the dealer community.
"In the so-called new e-commerce era, the core value is diversity." In the opinion of relevant leaders of Xiaoniu Electric, Tmall and JD belong to the shelf e-commerce, while brands such as Tiktok and Kwai belong to the e-commerce of interest. The two attributes, playing methods and flow codes are different, and the corresponding user groups are also different. But for Xiaoniu, this just provides a bigger stage for expanding brand influence and improving sales. Obviously, Xiaoniu Electric, born with Internet gene, firmly seized this opportunity to help dealers achieve high growth.
Seize the opportunity and focus on both product marketing to drive high sales growth
After the launch of Xiaoniu's new product, it can quickly reach users, which is very important for dealers. Industry insiders believe that "All In Online" will be a starting point for Xiaoniu Electric to reach new heights.
From the development trend of e-commerce in China, new driving forces for online consumption are constantly gathering. According to data from the National Bureau of Statistics, from January to July, the online retail sales in China reached 8.38 trillion yuan, an increase of 9.5%. Among them, the online retail sales of physical goods reached 7.01 trillion yuan, an increase of 8.7%, accounting for 25.6% of the total social retail sales.
With strong product strength, comprehensive sales channels, and forward-looking strategic layout, Xiaoniu Electric, which set sail with the trend, achieved significant growth globally in the first half of the year. According to the company's financial report, the total vehicle sales of Xiaoniu Electric in the Chinese market in the second quarter were 208000 units, a year-on-year increase of 16.2%; The total vehicle sales in overseas markets were 49000 units, a year-on-year increase of 45.4%.
Of course, all achievements are not achieved overnight.
In the past decade of the development of Xiaoniu Electric, there have been significant changes in the market environment, consumer scenarios, and channels for reaching users. As a company, we must remain highly sensitive to all of these changes. The head of Xiaoniu Electric's China business unit has deep feelings about this. "Our customers are young, product savvy and Internet natives, so online drainage is the general trend." He said that Xiaoniu Electric has built a professional short video and live broadcast team to go deep into the front line to help store training capabilities and online sales.
"Focusing on the strategy of 'All In Online', in the third quarter, Xiaoniu Electric will continue to increase its marketing efforts on e-commerce platforms such as Tiktok, JD, Tmall, and Kwai, leading store partners to expand sales channels and reach more regions through online e-commerce," said the above responsible person.
Not only that, in terms of products, Xiaoniu Electric will continue to increase research and development investment, expand market layout, optimize product structure, and improve operational efficiency to promote the company's sustainable and healthy development, and provide consumers with better quality smart city travel solutions.
Industry analysts say that the multiple products launched by Xiaoniu Electric since the beginning of this year, from positioning, configuration to price range, are more in line with the needs of young users. Marketing is linked with esports, sports projects, etc. Now, Xiaoniu Electric has increased investment in the e-commerce field, and its growth in the second half of the year will continue to lead the industry.
Just as brave people enjoy the world first, sharp enterprises can always seize the opportunity.
The new era of e-commerce has arrived, and Xiaoniu Electric has a strong product strength as its core. By exploring new business models and seeking sustainable growth models, this is the secret to Xiaoniu Electric winning the market.