Has Yadea's 717 Cycling Festival completely "lost its original flavor" and turned into a "Z-generation Life Laboratory"?

When Generation Z regards green travel as a form of personal expression and a social symbol, the competition among brands is no longer about piling up technical indicators, but about "who understands users better".

The expectations of young people for cycling can indeed be summarized as "wanting it all" - they want both commuting efficiency, a sense of quality in life, and emotional resonance. This mindset is a gentle resistance to the fast - paced life and an active exploration of the ideal lifestyle.

Insight into this demand shift, Yadea, as the "pioneer in the industry", has activated the new youthful energy. After being the global sales champion for eight consecutive years, it didn't stop at the "scale victory", but chose to continuously promote a deeper brand reconstruction. From making a good bike to "creating a life worth sharing", this is the strategic signal reflected behind the 9th Yadea 717 Global Cycling Festival.

For a brand to be youthful, it first needs to become a part of young people's lives.

During the event, the 9th Yadea 717 Global Cycling Festival didn't choose a shouting - style youthful expression. Instead, it showed its in - depth understanding of Generation Z to the outside world through nearly a month of exposure in life scenarios, a grand festival with users as the protagonists, and a series of products that are "good - looking and good - riding".

 "717 Global Cycling Festival", always let young people ride

Why does an electric vehicle brand want to create a dedicated cycling festival? Usually, it's just a fixed ritual for a marketing node. But Yadea's answer is completely different.

Yadea has turned the "717 Global Cycling Festival" into a continuous exploration of "how to play with young people". There is no fixed model, only continuous empathy and response to young people's lifestyles.

The real answer lies not in "whether to do it", but in "how to do it".

This year, the theme of the 9th 717 Global Cycling Festival is "Ride for Fun". Yadea didn't simply follow the previous path, but chose to extend the rhythm and deepen the content, turning the whole July into a flowing "National Cycling Month". In different cities, platforms, and scenarios, Yadea kept appearing, interacting, and creating recordable resonances.

Young people don't lack cool stages. Instead, they are more eager for content entrances that are life - oriented, highly participatory, and allow for high self - expression. And the "717 Global Cycling Festival" just provides them with such an entrance. Throughout July, it continuously builds a lifestyle rhythm that can be experienced and is worth participating in.

Starting with the recruitment of "Summer Wind - chasing Partners", Yadea leveraged the appeal of its global brand ambassador, Wang Hedi, to attract attention. But the real spread happened in the users' relay - style content posting. Different from the high - profile traditional endorsement actions, this challenge is more like a "cycling relay" that users voluntarily join.

Content co - creation is one of the key ways for Yadea to impress young people in this 717 Global Cycling Festival. The recruitment activity of "MO Girls" centered around Yadea's Modern Series guided UGC on Xiaohongshu through light tasks and open - ended themes, making "show your modern life" the source of content. Meanwhile, tasks such as the "Brand Logo Color - changing Contest", "Show Your DIY" for electric scooters, and "Beautiful Daily Life" for tricycles allowed users to complete value resonance with the brand while expressing themselves.

At this cycling festival, Yadea also extended "personalized expression" to the product level. Inspired by three popular IPs, Hello Kitty, Kuromi, and Cinnamoroll, Yadea created IP co - branded models of the Modern Series for young people. In the on - site premiere, the bold color combinations and delicate craftsmanship quickly caught people's eyes. Coupled with the original intelligent and safe genes of the Modern Series, it became one of the most desired models to ride away at the music festival and the grand event.

In addition, Yadea is also trying to intuitively demonstrate product performance in a way that young people like. In the long - range challenge, Yadea's G5 faced multi - scenario actual tests on potholed, rugged, and complex roads, transforming technology from parameters into visible on - site challenges. This "long - range strength demonstrated by riding" is more convincing than any promotional words.

Looking back at the whole 717 Global Cycling Festival, users are the real protagonists.

Yadea didn't regard it as a traditional brand - speaking window, but as a practice field for "making friends with young people". It uses a side - by - side posture, following the rhythm, content, language, and scenarios that young people like to reach out to them and resonate with them.

Use products to enter young people's life scenes

Whether it's the long - range challenge or the "MO Girls" activity, what really impresses young people is the experience on the cycling road.

Technology is the brand's foundation, but not the persuasive words to convince young people. For Generation Z, whether an electric vehicle is worth buying may not depend on what kind of battery it uses, but on whether it can support a spontaneous long - distance ride and whether it looks good when going out and can be photographed for a WeChat Moments post.

Young people long for the sense of freedom of "going on a trip at will" and the sense of fashion of "pleasing themselves". Yadea accurately captured Generation Z's expectations and anxieties on long - distance trips. Instead of piling up boring technical parameters, it completed resonance and persuasion with young people through the attitude - filled expression of "ride to be yourself".

What allows those passionate challengers to "Ride for Fun" is the "all - scenario long - range strength" of Yadea's G5. It is equipped with Yadea's newly upgraded TTFAR Ever - Green Extended - Range System, enabling both new and old vehicles to have a long - range performance. Yadea is the first in the industry to promise "G5 has a long - range and the battery is guaranteed to be durable for three years". With long - range as the core advantage, Yadea's Champion Series has won the love of over 20 million users and is truly the "leader of long - range electric two - wheelers in China". This year's "Meet the Champion, Unprecedented Long - Range" Yadea G5 Long - Range Challenge traversed mountains and seas for 30,000 miles, verifying the all - scenario long - range strength of the Yadea G5 Series on the spot.

For another group of female users who pursue the aesthetics of life, "pleasing themselves" is the most modern lifestyle. Yadea's Modern Series is specially tailored for these "MO Girls" who love life. It deeply understands the self - pleasing consumption attitude of female users and takes "modern life" as the brand expression, extending from daily aesthetics to every cycling experience. The Modern Series is not only about high - value appearance but also builds a 10 - fold safety protection technology of "one specialty, two protections, three preventions, and four stabilities", providing all - around considerate care for female users. Whether it's daily commuting, traveling with children, or going out for a ride, users of the Modern Series can handle it with ease and shine on every occasion.

The beauty of cycling has become the best way for the brand to convince users. Products are the language, and experience is the attitude. For cycling, all users need to feel in real - life scenarios is that the bike is reliable; more importantly, they are willing to ride it out. Yadea has proved this through the 717 Global Cycling Festival.

Yadea's "youthful strategy" is a long - term experiment

The Yadea 717 Global Cycling Festival is actually the key implementation point of Yadea's long - term youthful strategy. In Yadea's strategic vision, "entering the world of young people" is by no means a short - term task, but an underlying consensus that has been integrated into product development, content communication, and brand building.

Yadea has a cumulative sales volume of over 100 million units and has been the global sales champion for eight consecutive years. This is the strength in terms of "quantity". But what's more worthy of attention is that behind these figures, Yadea has never regarded its scale advantage as a capital for comfort, but as a starting point for continuous progress.

While consolidating its leading position in the industry, Yadea always grasps user needs with forward - looking insights. Based on the deep understanding of the younger generation's dual pursuit of environmental protection concepts and performance experience, Yadea has put its mission of "let hundreds of millions of people enjoy green travel" into practice, and "let global users ride together" is the most vivid manifestation of this practice.

At the brand level, Yadea's brand narrative is also quietly upgrading. From being an "electric vehicle manufacturer" to a "lifestyle leader", from "product - value - dominated" to "emotional - scenario - driven", through user - content co - creation, it has built a "common context" between the brand and young users.

This also explains why Yadea's youthful strategy stems from a long - term decision - making path. It doesn't cater to the market by "changing its appearance", but for the first time in the industry, it anchors the key to victory in user emotional belonging at the levels of organizational system, product strategy, and content grammar, establishing the ability to have continuous conversations with the next - generation consumers.

Ultimately, the youthfulness of a brand is not just about "being more like young people", but about "understanding young people better".