Kronke | The two-wheeled EV market has no ceiling, and Aima Black Wing aims to win over young male consumers with AI and cutting-edge technology
The domestic two-wheeled electric vehicle market is quietly undergoing a profound "genetic mutation." For a long time, the public's perception of two-wheeled electric vehicles has been firmly confined to the traditional narrative of "means of transportation" and "popular high-quality products." However, at a press conference held at the Sichuan Provincial Gymnasium, AIMA officially launched its high-speed sports brand specifically designed for young men - "AIMA BLACK WING." Zhou Guanyu, the first Chinese F1 driver, served as the "full-speed navigator" online to support the event. Three hardcore new products, the AIMA BLACK WING S360 e-sports edition, the AIMA BLACK WING S360 track edition, and the AIMA BLACK WING S790 cyber edition, made their collective debut. The investment signals revealed by this move are obvious: after establishing an absolute advantage in the female and basic commuting markets, AIMA, a traditional leading brand, is launching a full-scale attack on the performance and sports electric motorcycle market targeting young men in a disruptive manner. 36Kr conducted in-depth interviews with three core executives of AIMA Technology Group, attempting to analyze the logic of the second half of the transformation of two-wheeled electric vehicles from functional transportation to experience upgrading, and to see how they target the hardcore social currency of Generation Z and break through the so-called "ceiling" of the industry.
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From the perspective of the overall business cycle of the industry, the "transition from gasoline to electricity" has entered the second stage of in-depth evolution. Lin Hanzi, the director of the commercial product line of AIMA Technology Group, who also serves as the director of the Lingji product line and the high-speed product line, said directly in an interview that the domestic two-wheeled stock market is bound to be upgraded. In the past, electric vehicles replaced gasoline-powered vehicles with displacements from 50CC to 100CC for basic transportation, and now it is more about the "transition from gasoline to electricity" for vehicles with displacements from 125CC to 150CC or even higher. Lin Hanzi pointed out that under this trend, the post-00s generation has become the main force, and their perceptions are completely different from those of the past. In Lin Hanzi's words, "This group of people may inherit the assets of their parents and grandparents, don't have to worry about material conditions, and don't have a mortgage. Their consumption concept has changed. They are more likely to pay for their own preferences rather than for so-called 'IQ tax' products." It is the overlap of the internal driving force of this user group and the dividends of the "transition from gasoline to electricity" that has raised people's expectations and upper limits for the future of high-speed electric motorcycles. Lin Hanzi also believes that high-speed electric motorcycles are currently in a stage of rapid growth, and it is too early to talk about the "ceiling" of the industry.
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It is precisely because of seeing this structural dividend that AIMA is trying to completely break the public's inherent impression of the brand. Li Peng, the vice president of the domestic division of AIMA Technology Group, said directly in an interview that in the past, AIMA was generally positioned as a "popular high-quality product" that meets the needs of all age groups and price ranges, and it has taken a leading position in the female product market, with a distinct fashion label. However, Li Peng emphasized that the target groups of two-wheeled and four-wheeled vehicles are the same, and there are huge opportunities in the male market. Therefore, AIMA's core strategy is to make a full-speed upgrade from "popular high-quality products" to "fashion + technology + youth." In this strategic coordination, the core is the "dual-wheel drive" - while maintaining the healthy growth of the "her fashion" products targeting women, AIMA will focus on developing the male brand and use "his technology" to create a new growth pole. Li Peng admitted that AIMA took 12 to 14 months to develop the BLACK WING brand, achieving the integration of production, sales, and R & D, with the goal of overtaking competitors on a curve.
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Facing the fierce competition from new players and traditional gasoline motorcycle giants entering the electric motorcycle market, large manufacturers cannot rely solely on concepts to break through. They must strengthen the hardcore technology behind the fashion. Ren Biao, the director of the male technology line of AIMA Technology Group, introduced in depth the overall plan of this exclusive technology line in an interview. He pointed out that in addition to the high - profile identity label, the core demands of young male users are the sense of speed and coolness brought by hardcore technology. Ren Biao said that the core solution of AIMA BLACK WING is to "deeply explore the technological barriers by optimizing performance, intelligent experience, and handling." Through systematic evaluation of the coordination of the motor, battery, and the entire electrical system, the AIMA BLACK WING models can adjust the peak power during overtaking, making the acceleration more powerful. The electric drive system can also match the best experience for different scenarios such as mountainous areas, overpasses, and basements.
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Under the strategy of "big - factory - level underlying technology and blockbuster top - level products," the new AIMA BLACK WING products present a clear stepped matrix. The AIMA BLACK WING S360 e - sports edition and track edition, which are mainly used for daily urban commuting and short - distance travel, have a compact body of 1250mm and the smallest turning radius in the same class, perfectly adapting to the shuttling and sprinting on urban streets. The AIMA BLACK WING S790 cyber edition, the result of the high - speed product line led by Lin Hanzi, is a "mecha chariot" targeting young people aged 18 to 30. When answering the question about the original intention of creating this product, Lin Hanzi pointed out that it is based on in - depth user analysis of population segmentation and scenario division. Just like cars, some people need transportation, while others need to have fun and test mechanical performance. In the actual riding experience, the S790 remains stable when the speed reaches 80km/h - 90km/h, and the suspension adjustment has a profound motorcycle texture. Lin Hanzi emphasized that this high - speed state close to 100 km/h is to meet the needs of "light - playing and exploring players" to expand the boundaries of urban life. In the future, the high - speed product line will achieve full - coverage in a matrix form.
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What is more competitive in the market is the unique pricing philosophy of large manufacturers. Facing the competition, Li Peng admitted that AIMA has done a lot of work in pricing: "The R & D team needs to create blockbuster products, and I need to strictly control the cost to meet the cost - performance requirements of young men for good products." Li Peng clearly pointed out that even when the technology or mileage is upgraded and the price range goes up, AIMA will still adhere to the logic of "more quantity without higher price," and compete with competitors with unbeatable cost - performance. In the view of 36Kr, the price threshold and the ability to iterate blockbuster products formed through the scale effect of the supply chain are barriers that new players lacking a solid supply - chain foundation can hardly reach.
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