Niu Technologies, which has been focusing on first-tier cities like Beijing, Shanghai, and Guangzhou, as well as new first-tier cities, is now expanding its presence to second and third-tier cities, and even broader high-potential markets. In this process, Niu is not only rapidly expanding its offline sales network but also empowering its dealers online—achieving a comprehensive transformation of customer acquisition models, breaking through the traditional offline single-channel approach, enriching online scenarios beyond e-commerce, and rapidly improving dealer sales performance.

It is reported that some Niu dealers, since following the manufacturer's emphasis on online live sales, have seen their transaction volume on Douyin live streams in the past month alone equivalent to three times their previous average monthly retail volume offline.

By pioneering the online e-commerce landscape, Niu is not only tapping into potential users in first-tier cities but also achieving immediate results in the expansion to second and third-tier cities.

Advertisement

In the high-potential cities of the southwestern region, Niu's stores are gradually increasing. New dealers who have joined the franchise candidly state that they chose Niu because of its inherent internet DNA, and the facts have proven their decision to be correct. With the company's support, new dealers have used a combination of live streaming and short videos to not only quickly break through but also successfully achieve rapid sales growth.

By leveraging technology assistance and empowerment, fostering innovation in the business models of existing dealers, and aggregating traffic advantages from platforms like Douyin and Kuaishou, Niu is further expanding its influence and ultimately achieving a spiral growth in sales, service, and market reach. This is the "All In Online" strategy that Niu has created for its dealers and is one of the keys to Niu's sustained growth.

Online performance surges, and dealer sales skyrocket by 3 times.

At the beginning of August, Niu launched its new smart lead-acid NT/MT series products on four major platforms: Douyin, Kuaishou, JD.com, and Tmall. Simultaneously, Niu initiated a live streaming carnival across hundreds of cities and thousands of stores, with 305 live broadcast sessions, over 7.9 million total exposures, and traffic coverage across more than 3,000 offline stores, achieving an excellent average growth rate of over 120% in Douyin online traffic for three consecutive months.

Public data shows that the president's special live broadcast on the Kuaishou platform attracted more than 3.08 million viewers, with a peak online audience of just 60,000 people, ranking first in the GMV for the first live broadcast of two-wheeled vehicles. On the Douyin platform, the president's special live broadcast, with a total exposure of 4.93 million, ranked first on the official live broadcast national daily list, becoming an industry leader.

On the day of the new product launch, Niu occupied six of the top ten spots on the Douyin brand specialty list and won the first place in the number of single-brand listings for two-wheeled vehicles. At the same time, Niu topped the national weekly list for two-wheeled vehicle categories on Kuaishou, the JD.com automotive live broadcast room and two-wheeled vehicle new product list, and the Tmall automotive live broadcast room, leading the industry comprehensively.

Behind the dominance in data is the surge in dealer performance.After six years with Niu Technologies, Guo Xingwang, who owns a store on Kuizhao Road in Shanghai, like many dealers in first-tier cities, was quite content with the stability of his business and not very enthusiastic about selling cars through live streaming. "In June this year, Niu Technologies proposed going 'All In' online, asking each store to start live streaming to sell cars. This was a big challenge for me. I've been selling cars for so many years, how could I do live streaming?" Although he was initially resistant to the idea of live streaming, Niu Technologies' determination to invest in online sales was unwavering. "Niu arranged professional teachers to train us, starting from the basics and systematically teaching us how to do live streaming, including scene setup, explanation pace, and interactive communication. So, with a try-it-out mentality, I started, and I never expected to achieve the results I have now." Guo Xingwang stated.

In the past month, Guo Xingwang has completed 120 car transactions through Douyin live streaming, which is three times his usual offline monthly sales volume.

Benefiting from Niu Technologies' "All In online" strategy are also newly joined stores, including the Guiyang Shachong Road store. According to the store manager, Zha Longjie, his store's monthly sales are growing rapidly, and at least half of it comes from online sales.

"One online store is worth a county offline" is a phrase that Zha Longjie often mentions recently. In his view, Niu Technologies is the most pioneering young brand in the industry in terms of online communication for customer attraction and conversion. The brand's unique internet gene is also one of the reasons he decided to join Niu. In fact, Niu Technologies' performance has never disappointed the dealer community.

"The so-called new e-commerce era is all about diversity," according to a person in charge at Niu Technologies. Tmall and JD.com belong to the shelf e-commerce category, while brands like Douyin and Kuaishou belong to interest e-commerce. The two have different attributes, gameplay, and traffic secrets, and they cater to different user groups. However, for Niu, this provides a larger stage to expand brand influence and increase sales. Clearly, Niu Technologies, which is naturally endowed with internet genes, has firmly grasped this opportunity to help dealers achieve high growth. By going with the trend and focusing on both product marketing and sales, they have driven high sales growth.

"After Niu's new products are launched, they can reach users in a very short time, which is very important for dealers," said an industry insider. "Going 'All In' online will be a starting point for Niu Technologies to reach new heights."

Looking at the development trend of e-commerce in China, new momentum in online consumption is continuously gathering. According to the National Bureau of Statistics, from January to July, the national online retail sales reached 8.38 trillion yuan, a growth of 9.5%. Among them, the online retail sales of physical goods were 7.01 trillion yuan, a growth of 8.7%, accounting for 25.6% of the total retail sales of consumer goods.

Sailing with the trend, Niu Technologies has achieved significant growth globally in the first half of the year, thanks to its strong product strength, complete sales channels, and forward-looking strategic layout. According to the company's financial report, in the second quarter, Niu Technologies' vehicle sales in the Chinese market reached 208,000 units, a year-on-year increase of 16.2%; overseas market vehicle sales reached 49,000 units, a year-on-year increase of 45.4%.Of course, all achievements do not come overnight.

In the nearly ten years of development of NIU Electric, the market environment, consumer scenarios, and channels to reach users have undergone tremendous changes. As a company, it is essential to remain highly sensitive to all these factors. The person in charge of NIU Electric's China division has a deep understanding of this. "Our customers are very young, knowledgeable about products, and are natives of the internet, so online traffic attraction is the trend," he stated. He mentioned that NIU Electric has integrated knowledge and action, having built a professional team for short videos and live streaming, delving into the front lines to enhance store training capabilities and sell products online.

"Focusing on the 'All In Online' strategy, in the third quarter, NIU Electric will continue to increase marketing efforts on e-commerce platforms such as Douyin, JD.com, Tmall, and Kuaishou, leading store partners to use online e-commerce to expand sales channels and reach more areas," the aforementioned person in charge revealed.

Not only that, but NIU Electric will also continue to increase R&D investment, expand market layout, optimize product structure, and improve operational efficiency to promote the company's continuous and healthy development, providing consumers with higher-quality smart urban mobility solutions.

Industry analysts have indicated that the multiple products launched by NIU Electric this year, from positioning, configuration to price range, are more in line with the needs of young users. The marketing efforts are linked with esports and sports events, and now with increased investment in the e-commerce sector, NIU Electric's growth in the second half of the year will continue to lead the entire industry.

Just as the brave enjoy the world first, keen enterprises can always seize the initiative.

The new e-commerce era has arrived, and NIU Electric, with its strong product power at the core, explores new business models and seeks sustainable growth patterns. This is the secret to NIU Electric's success in the market.