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如今的爱玛已经成为两轮电动车的代表企业和领导者,可是很多人不知道,我们最早是做自行车的,并且做到了全国10%的市场份额。2006年,我们观察到自行车市场整体处于稳中略有下滑的状态,并且领先品牌凤凰、永久,高端品牌捷安特等地位已经相当稳固;而电动车当时正处于高速增长的阶段,所以我们在2006年整体战略转型:聚焦投入在电动车业务,自行车业务逐渐收缩。我们首先分析了当时的市场格局和主要竞争对手的品牌诉求,发现市场主流产品都是作为基本代
Today’s Emma has become the representative company and leader of two-wheeled electric vehicles. However, many people do not know that we were the first to do bicycles and achieved a market share of 10% of the country. In 2006, we observed that the bicycle market as a whole was in a stable and slightly declining state, and the status of leading brands such as Phoenix, permanent, and high-end brand giants was already quite stable; while electric vehicles were in a period of rapid growth, so we were overall in 2006. Strategic transformation: focusing on investment in the electric vehicle business, the bicycle business has gradually contracted. We first analyzed the market structure at that time and the brand appeals of major competitors, and found that the mainstream products of the market were all basic generations.