Recently, the 9th company released its annual report data for 2023– its operating income reached 10.
222 billion yuan, standing firm at the revenue level of 10 billion yuan.
Of this total, revenue from independent brands totaled 8.
189 billion yuan, up 31.
36 percent from the same period last year.
Company 9 focuses on innovative short transportation and robotics, including intelligent electric two-wheelers, electric scooters, balancing vehicles, ORV all-terrain vehicles and intelligent lawn mowing robots, covering Asia-Pacific, Europe, America and other regions.
In this annual report data, the growth of overseas business has become a bright spot.
The proportion of overseas revenue has reached 47.05%. Due to the good performance of the global layout and a number of businesses targeting overseas, it has become an important growth pole of the company’s business.
At the same time, the company’s overseas strategy seems to be different from that of many other industrial chains– the products on the small and medium-sized consumer industrial chain, such as smartphones, go from Shenzhen to Southeast Asia, the Middle East and other markets.
in recent years, the performance is strong, but it has also been affected by some geographical factors.
The hottest Chinese auto industry has begun to set foot in Europe in the past two years, but it has also encountered some resistance, and the North American market is even more difficult and dangerous.
But Europe and North America– it is the strong area where this company went out to sea on the 9th.
What is the success rule of No.
9? is there anything we can learn from it? Gao Lufeng, founder and chairman of the company on the 9th, had some exchanges with Pinjia and talked about the sea strategy of the 9th.
In 2015, Gao Lufeng and the company’s team announced news that would change the future of the company: on the 9th, it announced the acquisition of Segway, the founder of balanced cars, a technology company founded in the United States in 1999.
It has many technologies in the field of balanced cars, and is famous in European and American markets, and many companies are owned by users of this brand.
I heard that at first, team 9 wanted to cooperate to open up the European and American markets, but a breakthrough was made all the way to the acquisition contract of the company.
This not only transferred the name of company 9, which was only three years old, to the global market, but also absorbed the key technology of this original company and opened up the markets in Europe and the United States.
It is through this acquisition that the company’s dual-brand strategy has been formed.
Among them, Segway is aimed at overseas markets, represents professional products, technology and exploration spirit, and has a high reputation in the global market, especially among European and American consumers.
Ninebot 9 provides production and technical resources in China, and at the same time introduces products that are more suitable for localization to open up the young market.
Due to the interconnectedness of the underlying technologies, Company 9 is actively expanding to open up a new product blue ocean around robot technology and innovative short transportation.
After the acquisition of Segway, the first product, the No.
9 balance car, Ninebot mini, was launched in 2015.
In 2016, the first intelligent electric scooter was launched on the 9th.
In 2019, it was decided to add intelligent technology to electric two-wheelers, and national standard electric two-wheelers and electric pedal motorcycles equipped with intelligent operating systems such as Ridey Go and RideyFun were launched.
Subsequently, Company 9 successively launched products such as all-terrain vehicles, lawn mowing robots and commercial distribution robots.
To some extent, all-terrain vehicles and lawn mowing robots have some similarities-there seems to be little space in the domestic market, but in overseas markets, because consumer groups in different countries and even different cities have more accurate product demand for these subdivided products, to a certain extent, the flexible products of ninebot and Segway match to meet the rigid needs of specific groups, thus forming a certain competitive threshold.
Take the intelligent lawn mower robot as an example, the Navimow intelligent lawn mower robot has been marked with the brand logo of Segway, using a brand new RTK and vision-assisted combined positioning system, with centimeter-level high-precision positioning and omni-directional perception of space.
Navimow landed in more than 30 countries, becoming the world’s first non-buried lawn mower brand with 30, 000 users activated.
Compared with some overseas competitions, it has more intelligent productivity and production costs.
Segway’s all-terrain vehicle products are exported to North America and also belong to the passenger car category, but the Bombardier and Polaris brands competing in the North American market also highlight their more flexible production and technological advantages.
The success of going out to sea on the 9th also seems to provide an idea for Chinese passenger cars: looking for local brands can open awareness more quickly, build a dealer network through Chinese production and technology, and sell them all over the world.
This reminds me of the most active Chinese car in the European market-SAIC MG.
MG was born in the UK and is a famous sports car manufacturer in the UK, which makes its brand famous all over the world.
MG brand awareness in Europe is very high, after several twists and turns, the British factory closed, MG became SAIC’s car brand.
Due to the attribute of brand genes, coupled with the strength of product technology, SAIC MG is strong in the European market.
In 2023, SAIC MG made remarkable achievements in the global automobile market, with sales of more than 840000 vehicles in 2023, winning the “China Automobile single Brand Export Champion” for the fifth year in a row.
Especially in the stodgy and dominant Western European market, it can also be said to be a well-deserved no.1. Gao Lufeng said, “on the 9th, what it is really doing is a slightly higher-end consumer goods, and consumer goods are a necessity of life.
” The root is still in the product.
“if your product has something unique, if you still find a way to establish a user’s reputation, good luck, and a relatively better brand, of course, this brand may be polished by yourself, or it may be obtained through mergers and acquisitions, which may be a good reference for the so-called going out to sea.
After the product, there is a grasp of the real local demand.
“the thing to be reminded of is that Chinese enterprises often use the traditional Chinese way of thinking to do business.
But in different countries, even in different countries in Europe, it is actually different.
” Lenovo is partly considered to be one of the most global genetics companies, precisely because it has built local operating teams with different cultures in different regions of the world, and has turned the global business around.
At the beginning of the 9th, the preparation for the establishment of overseas local teams was also a stumbling process, including talents, relevant policies and systems, and so on.
“A country is not an overseas director, but an overseas sales can be covered.
” One suggestion is not to blindly and directly, want to talk about everything, or to pick a single point to get through, which may have a better chance.
” The same is true of Chinese passenger cars going out to sea, which may need to be managed more finely.
Overseas brands, product marketingNow, local factories have been added.
In addition to creating jobs and tax revenue to the local area, the most important thing is to understand the consumption habits and needs of local users and consumers, and at the same time connect with local suppliers, including retail enterprises-divide the cake well.
“These are not simply selling goods to export traders.
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