"Crazy" calf

There is no education to show off, but through continuous efforts and tossing, Hu Yilin finally lived a human life. He could have gone to a bright path as a designer. But as he himself said, during this period, like the dog blood plot in Korean dramas, family, love and career have undergone major changes one after another, so Hu Yilin returned to the starting point. However, Hu Yilin wants to toss again.

Hu Yilin has a hobby, that is, he likes motorcycles. He once rode from Shanghai to Beijing. Hu Yilin, who calls herself a "cycling madman", decided to "get her hands on" travel tools. Using his experience as a designer, he spent a year testing, investigating and redesigning how to make a unique scooter, only to find that he had no money to make an ideal car. Hu Yilin decided to look for investment.

Looking for investment, you must do BP (business plan). Hu Yilin gave BP to some investors, including Li Xiang (who founded bubble net and car home successively and led car home to list on NYSE). However, it is not that no investors are willing to give Hu Yilin money, but Hu Yilin also asked investors to "give away" a CEO.

Through Li Xiang's recommendation, an investor appeared, that is, Huang Mingming of Shi Ming Capital. Huang Mingming not only brought money to Hu Yilin, but also brought a CEO-to Hu Yilin-Li Yinan (the youngest vice president in Huawei's history). Thus, 20 14 formally established Niudian Technology with the brand of "Mavericks". At the same time, various capitals and top talents enter the company side by side. Capitalists, such as GGV Capital GGV, IDG Capital and Sequoia Capital; There are many talents, such as Liu Chuankai, He Peng, He, Chengdong Liu and others.

From the first day of the company's establishment, Hu Yilin and her team have achieved the company's values with their crazy insistence on products.

In order to let the values "land", Mavericks launched the first "N 1" product. Strictly speaking, this product belongs to the field of electric motorcycles, not electric bicycles. However, Hu Yilin would not have thought that Honda, which would collect information and analyze products for any motorcycle brand and any motorcycle on the market, noticed Mavericks' "N 1" at the first time.

When the manager interviewed Taixiu Shuiye Caixiang, then Minister of Honda China, on 20 16, Taixiu Shuiye Caixiang focused on the calf. Taixiu Shuiye Caixiang revealed privately at the time: "For a long time, as the largest Honda motorcycle in the world, it has been paying attention to the scientific and technological changes in the motorcycle field. Among them, China's Mavericks is one of Honda's most valued corporate brands, because if Mavericks' electric models evolve into the mainstream of motorcycle industry, Honda motorcycles will encounter the first few.

Honda's worries are getting closer to reality. In 2020, in a report on the evaluation of calf's value, CICC directly listed calf in the leading brand camp of Honda and Yamaha, the two fuel motorcycle giants, on the brand matrix of two-wheeled vehicles. You know, in today's calf product spectrum, "N 1" is only a series between the two, not a fuel motorcycle.

From a technical point of view, the main core of electric motorcycles is batteries and motors, which can compete with Honda and Yamaha's fuel motorcycles, which means that Mavericks will have more advantages in electric bicycle products.

Technology and war

In the second year of starting a business, just as the calf was preparing to fight, the "black swan" incident happened. At that time, because Li Yinan was arrested on suspicion of insider trading, the company team was in a panic. Previously, Li Yan, who joined Mavericks as chief operating officer at 20 16 and 1, took the helm of the company. Li Yan is a doctoral student at Stanford University. He used to be the vice president of KKR private equity fund operation, responsible for the operation and management of many enterprises invested by KKR. Before joining KKR, he worked in McKinsey & Company from 2008 to 2009. Company, 2006? In 2008, he worked in Qualcomm, USA, engaged in the research and development of 3G and 4G technologies, and held three related patents. Li Yanbo 20 16- 10 joined Mavericks Electric, 20 17- 12 served as CEO of Mavericks Electric, and 20 18 served as Chairman of the Board of Directors of Mavericks Electric.

Li Yinan was convicted of insider trading, and returned as the first shareholder of Mavericks Glory Achievement FundLimited after he was released from prison at the end of October/July. However, in the nearly two years after Li Yinan disappeared, it was the golden age when Hu Yilin, Li Yan and others led the Mavericks to develop at a high speed.

Within the company, Yan Li is regarded as a wise corporate helmsman and team connector.

Mavericks' overall strategy has two parallel structures, the first is technical strategy, and the second is business strategy. Hu Yilin is mainly responsible for the former strategy, while Li Yan is responsible for the latter strategy.

Technical strategy. Judging from the historical context of the release of new car models, since the release of "N 1", Mavericks released "M 1" on 20 16 and "U 1" and "Project X" on 20 17.

Through the above series and product types, the product matrix of Mavericks can be roughly summarized as: electric motorcycles, electric bicycles, outdoor professional bicycles and electric power-assisted bicycles. From the product matrix, compared with the business product series of any electric bicycle enterprise in the market, there are almost no similar products or competitors.

Every product in the calf product matrix is actually interrelated, which is related to its intelligent technical ability and original design ability. It is these two abilities that lead to an ability called "knowledge transfer" to "product transfer", which can be applied to peripheral products such as motorcycle lines, bicycles and scooters.

What is the source of "knowledge transfer"? Intelligent technology is one of the sources of calf's "knowledge transfer".

The intelligent technology and application of Mavericks mainly come from five cores: the intelligent platform of continuous evolution of cloud ECU intelligent central controller, CLOUD-ECU intelligent central controller, Niuyun intelligent cloud, 10 sensors all over the car body, and Mavericks electric app.

Obviously, among the five cores, the first three belong to one source technology, the fourth sensor belongs to the hardware category (accessories can be assembled by supplying and purchasing accessories), and the last APP belongs to the Internet social software technology. So mainly look at cloud ECU and APP.

About the cloud ECU, the intelligent central controller of Mavericks cloud ECU has reached the V3 version. As the intelligent hub of the whole vehicle, it will monitor, collect and analyze as many as 72 items of vehicle information for 200 times per minute, and realize remote viewing and control of vehicle status through APP to strengthen vehicle safety and early warning capabilities. In addition, its OTA wireless upgrade function can easily complete the function update and expansion without replacing hardware.

In the background of the cloud ECU, the big data analysis system of Mavericks is hidden. By collecting and analyzing the battery cycle times and power change curve, it is helpful to improve the BMS intelligent battery management system, so as to better protect the battery and reduce battery accidents. In addition, the analysis of riding data, such as mileage, companion time and riding trajectory, is helpful to optimize the performance of FOC vector controller and reduce energy consumption. In addition, application data is also used to optimize vehicle safety, intelligent service and driving experience.

About APP. Mavericks APP not only links to users' mobile apps through cloud ECU's vehicles, battery status, smart security, vehicle health reports, online maintenance and related services, but also has social functions. In this application, users can speak, dive, join city clubs and earn points. Mavericks call users "butter".

Another source of calf's "knowledge transfer" is industrial product design. The key points of calf's product design are mainly embodied in six management systems: professional and personalized industrial design team, highly recognizable family inheritance design, reasonable ergonomics, lighting system design and power system. Starting from the comfort and power that users are most concerned about, this paper mainly introduces the application of ergonomics and power system.

For how to make users drive more comfortably, Mavericks used ergonomics to calculate the average height, sitting height, figure and bones of China people, the stable triangular relationship between the head and the handlebar, and calculated the center of gravity, leg angle, rear seat height and arm angle. In the process of driving, the shape of the product is designed to minimize driving fatigue and improve comfort.

As for the power system, because it involves the core issues such as mileage, climbing, durability, etc., it is actually the focus of all electric bicycle manufacturers and the field of technology research and development. So what kind of characteristics is Mavericks power system?

The technical strategy adopted by Mavericks is the combination of independent innovation and cooperative research and development. On the one hand, the FOC vector controller algorithm independently developed is optimized in all directions; On the other hand, we cooperate with Bosch in Germany to adjust the performance of the motor. The power output, instantaneous torque and energy efficiency ratio of the motor are significantly improved by continuously improving the design of motor magnetic steel and optimizing the winding mode and winding density of internal copper wire.

It can be found that Mavericks can easily transfer and expand their knowledge to any travel product by continuously strengthening the two core underlying capabilities of intelligent technology and industrial design. Even its current product matrix is only temporary.

Business strategy. As mentioned above, Mavericks' business strategy and technical strategy belong to the merger strategy. When Mavericks release each new series and products, their business actions are also synchronized.

"Channel, conference and award" are the three key words of Mavericks in specific operation.

About the channel. Since Yan Li joined the management team, Mavericks began to change the single online channel and stormed offline.

From June 2065438 to June 2006, Mavericks formally established the offline channel department and opened 20 authorized experience stores at the end of that year. The effect of offline channels began to appear, and the sales volume and service scores improved significantly. As of 20 19 12 3 1, the number of offline stores operated by Mavericks in China is 1050.

About the press conference. After the rapid rise of Mavericks in the domestic market, Li Yan's team began to expand overseas markets simultaneously, especially in Europe. At the beginning of 20 16, Mavericks began to build teams overseas. In August of that year, Mavericks introduced N 1S to Germany at a price of 2,699 euros (about 20,000 yuan), focusing on the "high-end" market.

In the first half of 20 17, the sales of calf products began to appear in the European market, and then entered the Southeast Asian market. Up to now, Mavericks Electric has entered 45 overseas countries, and the SaaS-based intelligent sharing service solution for two-wheeled electric vehicles has provided opportunities for many shared electric vehicle operators around the world.

Mavericks' overseas market expansion and influence are related to every unique press conference. Li Yan's team strategy is to enter international exhibitions and art galleries. The former are Milan International Biwheel Motor Show, Las Vegas Consumer Electronics Show 2020 and so on. And the latter is the world's top museums such as the Louvre in Paris.

About awards. In order to obtain high-quality endorsements at home and abroad, the strategy of Li Yan's team is to win a series of necessary top-level design or quality awards at home and abroad. In Mavericks, these awards are regarded as certificates of various abilities and knowledge necessary for a student to enter the workplace.

By 20 18, the products of calf M 1 and U 1 have quickly won a series of domestic and foreign awards, such as German Red Dot, German IF, American IDEA, Japanese G-Mark, China Red Star, Taiwan Province Golden Sales, Hong Kong DFA and so on. In the past, most of these awards appeared in electrical products, but now the calf has got them, which is enough for the legendary swordsman. Even if a colleague does the same thing, it will be regarded as picking on people's teeth.

202 1 and above

20 17, released from prison, but no longer holds any position in the company, and is only related to Niu Technology as a shareholder. Yan Li finally accepted the position of CEO. The division of labor within the company has been made clear: Chairman Hu Yilin is in charge of product research and development, and Li Yan continues to be in charge of the company's development strategy. Liu Chuankai, a former BMW designer, is responsible for the overall industrial design of Mavericks Shanghai R&D Center. He, vice president of supply chain, and Chengdong Liu, chief product planner, are responsible for the supply chain and product production planning of Mavericks Changzhou factory.

At 20 18, the calf began to move frequently. First, they held a new product launch conference in the Louvre, France, and launched two new cars, M+ and N-GT. Later, they moved to Shanghai to hold the autumn new product launch conference and released the lightweight product UM. At the same time, Mavericks hired Zhang Peng, the chief financial officer, and began to list in the United States. In June of that year 10, the calf (cow) officially landed. Since then, Mavericks has become the third listed company in the field of electric bicycles (the first two listed companies are Yadea, a Hong Kong stock company, and Xinri, a joint-stock company).

1October 23rd, 2020, 165438, the financial report released by Mavericks showed that the company's net profit attributable to ordinary shareholders of the parent company in the third fiscal quarter of fiscal year 2020 was 80,006,400 yuan, a year-on-year increase of 20.46%; Operating income was 894 million yuan, a year-on-year increase of 36.67%. It seems that under the epidemic in 2020, the performance of the Mavericks is still gratifying, but the potential opponents of the Mavericks are looming.

Just one month before Mavericks announced the third quarter financial report of fiscal year 2020, a Xiaomi eco-chain enterprise named "No.9" (SH:689009) was quietly listed on the emerging science and technology innovation board.

According to public information, Company No.9 was established on 20 12. At the beginning of its business, its business was mainly electric balance cars. 2065438+In March 2005, a new global enterprise was established through the acquisition of Segway (the originator of electric balance cars) in the United States-thus, the company named most of its products Segway brand; On June 29th, 2020, 10, the company landed on the Science and Technology Innovation Board and became the "VIE+CDR first share" among domestic listed companies.

It is worth noting that in addition to electric scooters, electric balance cars, intelligent service robots and other related accessories, the product category of Company No.9 has also added electric bicycles. According to official website, there are three kinds of electric bicycles, named after No.9 electric bicycles B, C and E respectively. From the appearance of the three products, the intelligent configuration system (inductive unlocking, OTA upgrade and other functions, intelligent positioning system) is completely the benchmark calf.

However, due to the late "knowledge transfer" to "product transfer" of No.9 Company, there are only three types of electric bicycle products. According to the financial data of 20 19, the business is 2,449,200, accounting for only 0.05% of the company's overall main income. However, based on the development of electric bicycle products, No.9 company has opened the strategic door of this business. Moreover, in terms of intelligent electric bicycles, thanks to the market education of Mavericks, Company No.9 can completely lie on the Mavericks' side and compete in the "deep sleep" mode. The question is, can the calf drive this sofa away?

(Note: ① Two-wheeled electric vehicle. The broad concept refers to motorcycles, bicycles, balance cars, scooters and other speed tools equipped with two wheels for travel or entertainment. Based on the convenience for readers to read and understand, this issue mainly points to electric bicycles within the scope of the new national standard. If electric motorcycles or mopeds are involved, there are other explanations and explanations. * This article was first published by the manager, 202 1, 0 1.