小牛电动(NIU.US)2025年第二季度业绩电话会
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会议摘要
New Technologies announces a significant year-over-year increase in sales volume and revenue in the China market, driven by successful product portfolio optimization and cost reduction. Despite a decline in overseas sales due to tariffs and competition, the company sees a bright future, expecting continued growth with the addition of new stores and a shift to direct distribution. The company anticipates a demand surge in Q4 due to new electric bicycle regulations, aiming to capitalize on this opportunity while maintaining financial health with a strong balance sheet.
会议速览

After the opening remarks, the telephone conference will move on to the discussion of financial reports. Participants will listen first and then ask questions, with the entire session being recorded. Those who have objections can leave at any time. Afterwards, the meeting will be hosted by the Investor Relations Manager, formally beginning the financial report discussion segment.

In the second quarter of 2025, the sales of the technology company in the Chinese market reached 318,000 units, a year-on-year increase of 54%, with a total sales of 350,000 units, a year-on-year increase of 37%. The overseas market for electric tools maintained a 4-fold growth, despite a 35% decline in the micro-mobility sector due to US tariffs. The company achieved a revenue growth of 34% and a gross profit margin increase of 20.1% through product portfolio optimization and cost control. The newly launched electric motorcycles and smart technology have enhanced product competitiveness, and it is expected that the new product line will meet the new national standards after September, driving a smooth transition in the market.

At the Oscar E motorcycle new product launch on May 13th, the N model set a Chinese record at the Shanghai F1 circuit. During the 618 shopping festival, sales reached 1.06 billion RMB, a year-on-year increase of 128%, with approximately 156 million views during live broadcasts. On July 17th, the Nxt Ultra and Fxt Ultra models sold 20,000 units in a five-hour live broadcast, generating sales of 220 million RMB, solidifying the brand's position in the high-end market. To celebrate its tenth anniversary, on June 1st, the brand will sponsor a music festival with 30,000 participants, with a total expected view count of 220 million times.

The dialogue content shows that through extensive media activities and channel expansion strategies, the brand's influence in the Chinese market has been successfully strengthened. Offline, 185 new retail stores were added, with a special focus on third and fourth-tier cities, bringing the total number of stores to 569; online, managing 11 official brand accounts, 48 localized accounts, and nearly 800 store accounts, hosting about 20,000 live streams, with an increase in viewership contributing to 77% of total sales. These measures not only optimized the distribution network but also laid the foundation for product releases in the second half of the year, significantly increasing the sales proportion of third-tier and below cities, proving the effectiveness of market penetration strategies.

The report points out that overseas business sold 31,000 units in the second quarter, a year-on-year decrease of 35%, with electric tool products performing relatively well. Electric scooter sales dropped by 41%, mainly affected by tariff adjustments and price competition in the US and European markets. The company has adopted a direct distribution strategy and achieved significant results in core markets such as Germany and Italy, with electric motorcycle sales increasing fourfold and adding 63 direct sales stores. The Asian market grew against the trend by 21%, expanding the channels to 2,100 retail points. In response to the US and European markets, the company will launch the entry-level K90 model to cater to the changing preferences in the low to mid-end market.

The dialogue emphasizes Q2's active participation in the Best Buy Achiever event and collaboration with the Best Buy Geek Squad, foreshadowing deeper retail integration in the American market. Looking ahead to the second half of the year, seasonal trends, product innovation, and channel expansion in the Chinese market are seen as key drivers of sales growth. The recovery and profitability improvement in overseas markets, especially in the electric tools, electric motorcycles, and micro-mobility sectors, will be achieved through direct distribution and market optimization strategies. The implementation of new national standards will stimulate market demand in Q3 and Q4, and the company expects to maintain a healthy gross profit margin and stable ASP, achieving sustained growth.

In the second quarter, the company's total sales volume reached 350,000 units, a year-on-year increase of 37%. The sales volume in the Chinese market accounted for the majority, reaching 319,000 units. Total revenue was 1.26 billion RMB, an increase of 34% compared to the same period last year, with revenue from the Chinese market at 1.15 billion RMB, accounting for 91%. Gross profit margin significantly increased to 20.1%, mainly due to cost control measures. Operating expenses increased by 38% to 265 million RMB, mainly due to increased sales and marketing expenses. It is expected that the revenue in the third quarter will be between 1.4 billion and 1.6 billion RMB, a year-on-year increase of 40% to 60%.

The discussion focused on the reasons for the increase in unit prices and gross profit margins in the second quarter, mainly attributed to the optimization of the product mix, especially the increase in sales volume and average selling price of electric motorcycles in the Chinese market. Additionally, cost reductions and product line adjustments also contributed to the growth in gross profit margins. Looking ahead to the third quarter, it is expected that the product mix and cost control will continue to support the stability of gross profit margins.

In the face of market changes brought about by new regulations, it is necessary to carefully observe market reactions in predicting next year's sales of electric two-wheelers. We are currently preparing to launch a compliant new product line, revamp existing products, and expand retail networks to respond to market changes and ensure sales growth.

The asker congratulates the company on its strong performance in the second quarter and asks about future trends in overseas markets. Over the past two years, overseas markets have faced significant pressure, but the asker believes that the company may have already hit bottom and rebounded, thanks to new driving technologies and the establishment of direct sales channels. The asker looks forward to a brighter development prospect for the company's overseas markets in the second half of the year and the coming year.

Discussed in the past two years in the European market, particularly in Germany and Italy, the complex process of establishing a direct distribution model, including logistics and distributor financing layout. Starting from the second quarter of this year, through the evaluation of registered vehicle data, has taken a leading position in the electric two-wheeler market in Germany and Italy, and is predicted to continue to grow, aiming to recover to the peak levels of 2020 or 2021.

The discussion focused on the expansion plan of the distributor network in the Chinese market, with an expected rapid opening of new stores in the coming years, aiming to reach 8000 to 9000 stores. Despite the large number of new stores, sales per store are increasing by 7% to 8%, indicating that expansion is not diluting sales per store and demonstrating a healthy channel growth trend. The current plan is to add 400 new stores in the next quarter, bringing the total to approximately 4700, creating significant room for growth compared to competitors.

The conversation reviewed the sales growth over the past few quarters, pointing out that while revenue growth lagged behind sales, it is expected that the next quarter's 40%-60% revenue growth rate will surpass sales growth for the first time, implying a positive shift in business development.

Discussed the possibility of Q3 revenue growth of 40%-60% potentially outpacing sales growth, analyzed the fluctuation of Average Selling Price (ASP) in the Chinese market, pointed out that Q3 is a low ASP quarter due to the high proportion of sales of low-priced car models, and that the current data only reflects a 40-day period, so the trend for the entire year is still unclear.

The conversation emphasized that in a teleconference, it is important to clearly inform participants of the method for asking questions, such as by pressing a specific key, in order to ensure that everyone can participate and raise questions, thereby improving communication efficiency and engagement.

At the conclusion of the meeting, the host expressed gratitude to all participants, emphasized the importance of everyone's support and interest, and announced that they would share updates on the company's progress in the future. The meeting was then officially adjourned.
要点回答
Q:What were the sales volume and year-over-year growth figures for the second quarter in China and the overseas market?
A:For the second quarter, the total sales volume in China reached 350,000 units, representing a 37% year-over-year increase. In the overseas market, sales volume was 31,800 units, marking a 35% year-over-year decline.
Q:What factors contributed to the positive financial results in the second quarter?
A:The positive financial results in the second quarter were primarily driven by product portfolio optimization and cost reduction achieved through product platformization.
Q:What was the impact of the new national standard for electric bicycles on the company's sales?
A:The new national standard for electric bicycles, which took effect on September 1st, set new requirements for the products. The company is developing new product lines and modifying existing ones to comply with these requirements. Products conforming to the new standard will be released in September and Q4, while the transition period from old standards to new standards is expected to be smooth due to a buffer time allowing retailers to sell old standard products until November.
Q:How have electric bicycles been innovated in terms of safety features?
A:Electric bicycles have been innovated with the introduction of two-channel ABS, a feature that was first introduced on the Nx model in Q2 last year and has since been incorporated into many electric bicycle models, with about one third of sales now equipped with this safety feature.
Q:What is the significance of the partnership with leading battery suppliers?
A:The significance of the partnership with leading battery suppliers is to develop forward-looking R&D initiatives and technology adaptations on new battery technologies, with innovations expected to be released in subsequent quarters.
Q:What achievements have been made in terms of product launches and marketing events?
A:Product launches have achieved remarkable results, such as setting a China record with the N model on the Shanghai F1 circuit, a sales sensation with the Oscar E motocycle that generated RMB 100 million in sales within 5 hours, and surpassing records in the 618 shopping campaign with GMB 1.06 billion, all contributing to the brand's premium positioning.
Q:How is the company celebrating its 10th anniversary?
A:The company is celebrating its 10th anniversary by sponsoring a play festival on June 1 with 30,000 participants, among which many are new users, reaching a total view of 220 million.
Q:What is the impact of the integrated brand approach?
A:The integrated brand approach has been effective, as evidenced by a quarter with over 4.5 billion campaign impressions, engagements across multiple platforms, and successful outdoor placements, showcasing the company's robust brand strategy.
Q:What is the strategy for channel expansion in China?
A:The channel expansion strategy in China involves penetrating underrepresented markets, expanding the retail footprint, and focusing on tier 3 and tier four cities. This net expansion of 185 new stores in Q2 has laid a solid foundation for upcoming product launches.
Q:How has the company's sales contribution from tier 3 and below cities grown?
A:The sales contribution from tier 3 and below cities has grown by 4 percentage points, demonstrating the company's successful effort in penetrating lower-tier cities. Additionally, the online presence has been significantly strengthened with improved sales performance across multiple online channels.
Q:What are the challenges faced in the US and European markets, and how is the company addressing them?
A:Challenges in the US and European markets include strategic channel management, market trend shifts, and intense price competition. To address these challenges, the company has provided an entry-level K 90 model scheduled for launch in Q4, and it is closely monitoring the aggressive pricing environment in Europe to manage sales performance.
Q:What key highlights are mentioned for Q2 in the US market?
A:The key highlights for Q2 in the US market include participation in the Best Buy Achiever event, connecting with top performing sales associates, conducting 68 test rights, and exploring new service partnerships such as in-store repair solutions with Best Buy Geek Squad.
Q:What are the plans for store expansion in 2025?
A:The plans for store expansion in 2025 include adding a thousand plus stores. As of the first half of the year, 589 stores have been added, with more expected in Q4 and Q3.
Q:What is the anticipated growth in the electric tool and moped sales?
A:The significant growth in the electric tool, specifically electric motorcycles and mopeds sales, and a strong performance in direct distribution regions this year have validated the product components and retail capability of the channels. The direct distributed electric motorcycle app business has shown a distinct local advantage, and it is expected to continue the growth trend observed in Q2.
Q:How is the micro-mobility segment planning to address market challenges and improve profitability?
A:In the micro-mobility segment, efforts are being made to finalize tariffs for Southeast Asia and China, negotiate price increases for existing products with retailers, and introduce a low-cost version to better address the market. These strategies are aimed at improving term profitability in the US market and focusing on recovery and profitability in selected markets.
Q:What are the main components of the company's financial results for the second quarter?
A:The main components of the company's financial results for the second quarter include a total sales volume of 350,000 units, an increase of 37% compared to the same period of last year; total revenue of 1.26 billion, an increase of 331.5 million or nearly 34% compared to the prior year; and various revenue and margin figures specific to different segments of products.
Q:How is the revenue and gross margin trending for the company?
A:Revenue increased by 331.5 million, or nearly 34%, to 1.26 billion, while the gross margin improved with a 15% increase in accessories, spare parts, and services revenue to 96 million, and a significant improvement in the gross margin to 20.1%, which is 3.1 PPT higher than the same period of last year and 2.8 PPT higher than the previous quarter.
Q:What are the notable changes in operating expenses and their impact on the net income?
A:Write-downs in operating expenses were 265 million, an increase of 38% compared to the same period of last year. The expenses ratio slightly increased to 21.1% from 20.4% year over year but increased from 24.2% last quarter. The net income was RMB 5.9 million with a net income margin of 0.5%, a turnaround from a net loss of 25 million in the same period of last year.
Q:What is the company's guidance for the third quarter in terms of revenue?
A:The company's guidance for the third quarter revenue is expected to be in the range of RMB 1.4 billion to 1.6 billion, indicating an increase of 40% to 60% year over year. This guidance is based on information available as of the date and reflects the company's current and preliminary expectations.
Q:What are the reasons for the increase in unit price and gross profit margin in the second quarter?
A:The increase in unit price and gross profit margin in the second quarter was primarily due to a product mix improvement, especially in China, where sales of smaller or more compact scooters were launched with a retail price range through RMB 3000.
Q:What is the outlook for the unit price and gross profit margin in the third quarter?
A:The speaker did not provide a direct outlook for the unit price and gross profit margin in the third quarter, but the factors contributing to the second quarter's improvement suggest a positive trend, assuming similar product mix adjustments and market conditions.
Q:How do you predict sales volume next year for domestic electric two-wheel vehicles?
A:The speaker indicated that it is still too early to predict sales for next year due to new regulatory changes that will take effect in September and December of the current year. There are speculations that some demand from next year might be shifted to the current year because of the regulatory changes. However, the company is being cautious and preparing a range of products that are compliant with the new standards while also expanding the retail store network.
Q:Can we expect a better future in the overseas market based on the new driver on scooters and the new direct selling channel?
A:The speaker confirmed that the company has been working on building up a direct distributor model in the overseas market, which has been complex, involving logistics and dealer financing. The measures have started to yield positive results, and the company has a strong position in Germany and Italy, with fast-growing market shares. The outlook for the electric two-wheeler market overseas is positive, and the company expects to return to peak levels by 2020 or 2021.
Q:Will the company continue to expand its dealer network at a fast pace in China, potentially reaching 6,000 or 7,000 stores by next year?
A:The company has set a target to open approximately 1,000 stores for the year, having net-added over 580 stores so far. They anticipate adding an additional 400 stores in the third and fourth quarters. If they achieve this target, they would have about 4,700 stores. Considering the same price range, the potential upper limit for the number of stores could be around 8,000 to 9,000, indicating there is room for further expansion.
Q:Will revenue growth catch up to volume growth in the next quarter, as suggested by the 40% to 60% sales growth forecast?
A:Revenue growth is forecasted to be ahead of volume growth in the next quarter. The speaker mentioned that in Q3, the volume growth is expected to be very similar to revenue growth, and the revenue growth forecast of 40% to 60% is anticipated to be ahead of the volume growth in scooters for that quarter.

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