Betting on the trillion-yuan travel track, "TASOW Explore Electric" focuses on high-end two-wheel electric vehicles | Frontline

Author | Huang Nan

Editor | Yuan Silai

Recently, the global first store of the high-end two-wheel electric vehicle new brand "TASOW" has officially opened in Qianhai One City Mall in Shenzhen. The store has been in trial operation since September 15th, and its main product is its first model "TASOW 2049", with two specifications priced at 12,499 yuan and 11,499 yuan respectively. The expected product delivery time is in November.

During the trial operation period, the highest daily number of customers entering the store exceeded 1,000, and the number of customers for tasting and test driving exceeded 500 batches, with a total of more than 750 people.

The "TASOW" store in Qianhai One City Mall, Shenzhen

"TASOW" is headquartered in Beijing and is a transportation technology company focusing on the transformation of the two-wheel vehicle industry. Its main products involve multiple categories such as electric bicycles, Ebikes, and electric motorcycles, targeting high-end customer groups. The founder, Zhai Guanglong, is a serial entrepreneur in the transportation technology and travel field and was once a member of the founding team of Meituan.

Under the global electrification revolution, the penetration rate of electric two-wheel vehicles is continuously increasing. According to a report released by Counterpoint, the global two-wheel vehicle sales increased by 4% in the first half of 2024. Data from Boston Consulting shows that as of May 2022, the global micro-mobility market, mainly including electric two-wheel vehicles, has reached nearly 100 billion euros, and it is expected that the compound annual growth rate in the next ten years will exceed 30%.

Zhai Guanglong pointed out, "We believe that the two-wheel electric vehicle industry still has a lot of room for development. The reason is that the world has underestimated the value of two-wheel vehicles in daily travel, transportation efficiency, green energy utilization, personal safety, and other aspects. On the other hand, the current global two-wheel vehicle market is not fully developed. Users cannot buy good enough products, and the industry side also lacks significant progress."

Consumers checking in at the "TASOW" pop-up store in Qianhai One City Mall

As the first product of "TASOW", "TASOW 2049" is equipped with an advanced intelligent driving assistance system in the industry, including functions such as cruise control, reverse assistance, and push assistance. At the same time, the vehicle supports a keyless intelligent switch lock method, and users can switch the lock through the APP, Bluetooth, and NFC, solving the restraint of the traditional key. Through the mobile phone APP, functions such as remote control of the vehicle, status monitoring, and navigation positioning can also be realized.

Its core user group targets middle and high-income people in first- and second-tier cities. Users have the characteristics of pursuing cutting-edge technology, paying attention to the quality of life, and having a strong environmental protection awareness, and they also have relatively high requirements for the appearance and quality of electric vehicles.

In terms of power and battery life, "TASOW 2049" adopts motor technology and a high-efficiency battery pack to ensure stable and continuous riding in terms of power output and battery life, in order to solve the problem of insufficient power in various scenarios such as urban commuting and short trips.

At the same time, in addition to being equipped with multiple safety protection measures, the vehicle also adopts an integrated vehicle and battery design. The batteries of the entire series are not detachable, avoiding the social safety risks caused by randomly replacing the battery and taking the battery indoors for charging.

"TASOW 2049" Capsule-shaped Intelligent Screen

Zhai Guanglong told Yingke that the reason why the first store of "TASOW" is located in Shenzhen is that as a special economic zone, Shenzhen has a relatively large potential consumer group for high-end two-wheel vehicles; at the same time, in terms of the volume, consumption capacity, and high-end vehicle occupancy rate of two-wheel electric vehicles, the Greater Bay Area is the strongest, and it can radiate the entire Greater Bay Area from Shenzhen.

Different from the community-based store opening model of traditional two-wheel electric vehicles, "TASOW" separates the pre-sale and after-sale places. All offline stores are opened in high-end shopping malls, adopting a showroom sales model, and are equipped with an exclusive test drive venue for direct test rides, similar to the sales experience of new energy vehicles. After the customer places an order, the after-sales service center will deliver the product to the customer's doorstep.

Zhai Guanglong analyzed that the future transportation industry will tend to "three trends", namely electrification, two-wheelization, and sharing. The status of electric two-wheel vehicles in the entire transportation system will also become increasingly important.

First, motorcycles and scooters will be replaced by electric two-wheel vehicles. The global trend of converting cars from gasoline to electricity is very clear, and this trend also holds in the two-wheel vehicle field. According to international standards, if all two-wheel vehicles achieve the conversion from gasoline to electricity, the global annual carbon emissions of 51 billion tons will be significantly reduced, which will also have a profound impact on global carbon emissions.

Second, short-distance travel within 5 kilometers (1 - 2 people) will be dominated by two-wheel electric vehicles. Well-managed two-wheel vehicles significantly reduce traffic congestion, and at the same time, compared to four-wheel vehicles, two-wheel vehicles can significantly reduce traffic energy consumption.

Third, as a purely functional transportation tool, two-wheel electric vehicles will become infrastructure and are being socially shared. "Cars have a strong social nature, and users show their own social status through the brand and price; relatively speaking, the social nature of two-wheel vehicles is much smaller, and they are more likely to become shared transportation tools."

According to the plan, "TASOW" will first enter the four first-tier cities of Shenzhen, Beijing, Shanghai, and Guangzhou, and the second step is to enter new first-tier cities such as Hangzhou, Suzhou, Wuhan, Nanjing, and Chengdu. It is expected to complete the opening of the first store in the Top 15 cities from 2024 to 2025 and simultaneously layout the global market.