Motorcycle is a kind of flexible and fast means of transportation, and it is also a kind of leisure and entertainment equipment that reflects personality and lifestyle. According to the displacement of motorcycles, it can be divided into ultra-light, light, medium and small displacement, large displacement and public upgrade large displacement categories. Different types of motorcycles have different performances, functions and consumer groups.

According to data from the Champ Consulting Group,2023The global motorcycle market is expected to reach1.2Billion vehicles, year-on-year growth5.6%. Among them, Asia accounts for nearly the largest share of the global motorcycle market.70%It is the largest consumer market. Europe and North America, on the other hand, are the main markets for medium-and large-displacement motorcycles, accounting for nearly the largest share of the global market for medium-and large-displacement motorcycles.80%。

China is one of the world's largest producers and consumers of motorcycles, with an industry scale of tens of millions of vehicles.2023For the whole year, the production and sales of China's motorcycle industry are expected to be2,250million and2,270Ten thousand vehicles, year-on-year growth5.7%and6.0%. Among them, the production and sales of fuel motorcycles are expected to be1,450million and1,470Ten thousand vehicles, year-on-year growth6.0%and6.7%The production and sales of electric motorcycles are expected to be800million and800Ten thousand vehicles, year-on-year growth5.1%and4.8%. Large displacement recreational motorcycle (displacement250ccAbove, excluding250cc) Production and sales are expected to be70million and71Ten thousand vehicles, year-on-year growth27.0%and28.3%。

From the global and Chinese data, it can be seen that the motorcycle industry in2023Year presents the following characteristics:

One is the overall recovery of growth. Affected by the new crown epidemic,2022The global and Chinese motorcycle markets have declined in. With the gradual relaxation of epidemic prevention and control measures and the recovery of economic activities,2023The motorcycle market is expected to achieve positive growth. Especially in some developing countries and emerging markets, due to the inconvenience or congestion of public transportation, as well as the increase of residents' income level and other factors, there is a strong demand for low-cost, high-efficiency, environmentally friendly and energy-saving motorcycles.

Second, the structure shows diversified changes. With the increasing demand of consumers for personalization, differentiation and high quality, as well as the promotion of technological innovation and policy support, the motorcycle industry has seen a variety of product structure changes. On the one hand, the market of medium and large displacement leisure and entertainment motorcycles is growing rapidly, which has formed a mature consumer group in developed countries such as Europe and the United States, and is gradually favored by more young people in emerging markets such as China. On the other hand, the electric motorcycle market is developing steadily. With its advantages of low-carbon environmental protection, energy saving and money saving, intelligence and convenience, it has attracted more urban commuters and short-distance travelers. In addition, there are some special models, such as water motorcycles, four-wheel motorcycles, mopeds, etc., which also have different market positioning and consumer demand.

Third, the competition showed a fierce trend. In a pattern that is increasingly turning to the stock market, the competition in the motorcycle industry has become more white-edged. On the one hand, it is the competition between domestic and foreign brands. Major brands are constantly introducing new products, new technologies and new services to meet the needs and preferences of different consumers. At the same time, they are constantly expanding new markets, new channels and new models to enhance their market share and competitiveness. On the other hand, there is competition between cross-border brands. Some brands such as automobiles, bicycles, and electric vehicles have also entered the motorcycle market, using their own brand influence, technical advantages, and channel resources to form a new one with traditional motorcycle brands. Competitive landscape.

Fourth, the policy presents a favorable direction. On a global scale, governments are increasing policy support and supervision in the field of transportation to promote the low-carbon, intelligent and safe development of transportation. For the motorcycle industry, this is both an opportunity and a challenge. On the one hand, the government has given more subsidies, concessions, incentives and other policy measures for environmental protection and energy-saving products such as electric motorcycles and low-emission motorcycles, providing greater development space and potential for the motorcycle industry. On the other hand, the government has also raised the requirements for the emission standards, safety standards and quality standards of motorcycles, which puts forward higher challenges and pressures for the motorcycle industry.

To sum up,2023The annual motorcycle market presents a complex situation of incremental and stock entanglement, opportunities and challenges. Shangpu Consulting believes that if the motorcycle industry wants to achieve sustainable development, it needs to make efforts from the following aspects:

The first is to strengthen technological innovation and product upgrades to improve the performance, function, quality and safety of motorcycles to meet the diversified needs and personalized preferences of consumers.

The second is to expand market channels and service models, and use new technologies such as the Internet, the Internet of Things, and big data to build a marketing network and service system that combines online and offline to improve consumers' purchase experience and satisfaction.

The third is to strengthen brand building and cultural communication, shape a unique brand image and value proposition, create a loyal brand fan and community atmosphere, and enhance consumer awareness and loyalty.

Fourth, actively respond to policy changes and market risks, pay attention to the changing trends of domestic and foreign policies, regulations and market dynamics, and adjust business strategies and risk prevention in a timely manner.