5 Must-Have Features in a electric bicycles and electric motorcycles china

China is an unrivaled global leader in electric vehicles, and electrification is advancing not only automobiles. Two-wheelers have been valued as &#;daily essentials&#;, and electric two-wheelers have evolved in tandem with lifestyle changes. How to address China, the world-leading electric two-wheeler market.

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Delving into the bold sales strategy for electric two-wheelers, currently implemented in China, targeted at Generation Z, which includes initiatives such as cross-industry collaborations..

Total ownership of 340 million units. The reasons behind the widespread of electric two-wheelers in China

As of , the total number of electric two-wheeler ownership has reached 340 million. This figure is 30 times the number of electric automobiles. Especially prevalent is the Electric Bicycle, which is a bicycle equipped with an electric motor.

The electric two-wheelers are broadly classified into three type.

The expansion of the electric two-wheeler market can be attributed to...

&#;Since Electric Bicycles(EB) do not require a license to operate, this makes it easier for beginners in electric mobility to start riding.

&#;The expansion of EV charging infrastructure is also a significant driving force.

&#;Air pollution and frequent traffic accidents have been a cause for concern, leading to regulations that restrict the issuance of license plates for gasoline-powered motorcycles at the time of purchase.

The Three Honda EB Siblings are targeted at Generation Z

- In January , Honda announced three electric two-wheeler models in China. Please tell us the features of each model.

The "Honda e:" series, including "Honda Cub e:", "ZOOMER e:", and "Dax e:", is a lineup of models inspired by iconic Honda motorcycles, the "Super Cub" (), "Dax" (), and "ZOOMER" ().

All three models fall under the category of Electric Bicycle (EB) in the classification of electric two-wheelers. They feature refined designs targeted at a younger generation, while preserving the traditional silhouette, these models emphasize an iconic style.&#;

The user base for Honda's two-wheelers primarily consists of individuals in their 40s to 50s. They often use Honda motorcycles as practical means of transportation for daily life and work.

However, to thrive, the world's largest market, we believed that it was necessary to venture into new branding targeting the next generation. It was in this search and exploration that the "Three Siblings" were born.&#;&#;- Yusuke Koyama

Motorcycle Marketing & Product Planning Division, Manager : Yusuke Koyama

- Why target the Z generation?

The Z generation in China is adept at using social media, and they are a group that is sensitive to trends and have a high level of information awareness. Moving freely to desired spots at any time without being bound by time or location.

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With their free-spirited nature and a desire for self-expression, the "Three Siblings" could be more than just a means of transportation for China's Generation Z. They might be embraced as tools for self-expression, becoming an integral part of their lifestyle. With that in mind, we have significantly shifted our branding strategy.

The &#;Three Siblings&#; will be a turning point for Honda in realizing the next-generation brand development.&#;&#;&#;&#;&#;&#;- Huang He

DreamWing Business Department, Assistant Manager/Senior Supervisor : Huang He

- To resonate with the Z generation, what kind of ingenuity did you put into it?

In terms of design, rather than simply electrifying classic models from the era of gasoline-powered vehicles, we pursued a next-generation style that aligns with Honda&#;s essence while being visually appealing for social media.

We aimed to capture the interest of the younger generation, who typically use the subway or taxis, encouraging them to see Honda&#;s electric two-wheelers as appealing and stylish fashion items that they can confidently ride. We developed our strategy while envisioning such an image.&#;&#;- Yusuke Koyama

- Please provide more details about new sales strategies, including digital aspects.

One of the prominently highlighted aspects in our sales promotion is the approach to the product, including interaction with users. This includes directing to our e-commerce site through TikTok's official accounts, as well as collaborating with influencers for product descriptions.

In Shanghai, we have installed a display featuring the "Three Siblings" in the store of the Japanese apparel brand "niko and ...". This exhibition aims to create an image of everyday fashion combined with electric two-wheeler vehicles, contributing to the strengthening of sales expansion.&#;

Considering the strong community engagement and trend orientation of Generation Z, we focused on capturing attention through familiar elements such as apparel and dining.

The goal was to create pathways for public relations and promotions that would encourage extended stays in the stores, ultimately leading to potential purchases. It's truly gratifying when young individuals, the target audience we aimed for, visit the store, show interest, and have a good time.&#;&#;- Huang He

The situation of the pop-up exhibition held at the 'niko and ...' store on Nanjing West Road in Shanghai.

- Honda has two slogans: &#;The Power of Dreams&#; and &#;How we move you&#;. Through the electric two-wheeler strategy, what dreams do you currently have?

As a result of this project, the amount of on-site work has increased. Going out more has broadened my perspective, allowing me to envision customers' lifestyles in a more concrete manner.

The reason I originally became interested in Honda was because of the motorcycle my father used to ride. Even after more than 30 years, this motorcycle is still running, and the trust in the Honda brand that began back then has continued to this day.

I want to continue challenging myself with new things and continue to uphold the Honda brand.&#;- Huang He

During the opening event, in front of the store, alongside Honda representatives and dealership owners.

"If it's not the best in the world, it's not the best in Japan". As per the words of the founder, Soichiro Honda, Honda has actively expanded its business globally. Honda Stories aims to feature initiatives in overseas sites, reflecting Honda's commitment to global outreach. This time, the featured area is China, where the electrification of mobility is rapidly advancing. As an unrivaled global leader in electric vehicles, electrification is advancing not only for automobiles. In China, where two-wheelers have been valued as &#;daily essentials&#;, electric two-wheelers have evolved in tandem with lifestyle changes. How to address China, the world-leading electric two-wheeler market. Delving into the bold sales strategy for electric two-wheelers, currently implemented in China, targeted at Generation Z, which includes initiatives such as cross-industry collaborations.

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