“In -depth” China’s helmet industry: After thirty years, it finally became a new “air outlet”
“In -depth” China’s helmet industry: After thirty years, it finally became a new “air outlet”
Reporter | Cheng Di
On May 1 this year, the “Regulations on the Safety Management of Shanghai Non -motorized Motor Vehicles” was officially implemented. A number of new non -motor vehicles are added. The most important of which is: when driving and riding electric bicycles, they should wear safety helmets.
Now in Shanghai, not only do motorcycles and electric motorcycles, but even electric bicycles with a speed of not more than 25 kilometers, they must wear safety helmets.
This is also the guardian operation of the Ministry of Public Security in the country in the country in the country, that is, “riding motorcycles and electric bicycles to wear helmets, take or drive a car for a seat belt” one.
Motorcycle helmets have now officially become the just -in -demand of the domestic general, and even become the “wind” in the eyes of many investors and entrepreneurs.
A few years ago, if you want to see them on a large scale, you may only be able to watch motorcycle competitions, or drivers who go to Mo. For more than ten or twenty years, most of the motorcycle helmets belong to the “handsome props” in the movie. They basically equate with the “luxury goods”. Only a few motorcycle rider that gets rich first can own it.
In just a few decades, the “experience” of motorcycles helmets can be called ups and downs. Through this helmet, the rider can see the continuous development of the domestic economy in the past few decades, the continuous improvement of traffic laws and regulations, and the continuous changes in the manufacturing industry.
Starting from the death of “Arab in Arabia”
On May 2, 1935, British officer T.E. Lawrence (prototype prototype of the classic movie “Arab Lawrence”) rode his beloved Brough Superior SS100 motorcycle from the post office. In order to avoid the two bicycles, Lawrence died at the hospital for 6 days at the age of 46.
The death of Lawrence made the neurosurgery doctor Hugh Keynes who participated in the rescue. Keynes began research on non -necessary injuries on heads of motorcycle drivers for several years, and finally announced the research results: the world’s first professional motorcycle helmet. Because of the research report of Keynes, Britain became the first country to stipulate that motorcycles must wear helmets.
However, whether it is a motorcycle and helmet or related laws and regulations, it still seems not enough today. Through those classic locomotives or highway movies, you can see one or two -such as “The Speed Party” starring Malone Bailan Du in 1953, we can find that the Americans did not have the habit of riding a motorcycle and helmet.
It was not until the mid -1970s that most developed countries in the world wrote the “riding motorcycles to wear helmets” to law.
Chinese motorcycle helmet industry: once only belongs to the great niche
The first generation of motorcycles and motorcycles in New China appeared in the late 1950s, but for a long time, they did not have the habit of wearing any protective gear. In the 1980s, the batch of tide was gradually wearing sunglasses and wire gloves, and the motorcycle helmet was almost difficult to find.
Until the 1990s, as the VR-1 of Taiwan province entered the mainland market to find foundries, the two motorcycle supplies manufacturers of Aidle and Eternal Motorcycle were established in Foshan, and the Chinese knights gradually realized the existence of motorcycles. However, at the time, a helmet was the cheapest and nearly 100 yuan, for most people -just look at it.
“Motorcycle Technology” has listed a set of analysis of the operating status of the industry in 2005 -at the time, the annual output of motorcycles reached 17.7 million vehicles, exported to 186 countries and regions, of which Nigeria’s exports exceeded 1 million The vehicle.
The huge throughput will inevitably drive a series of industrial chain upstream and downstream. Although Chinese consumers were still ignorant about motorcycle helmets at that time, it did not affect the two largest motorcycle production areas, the longesting triangle and the Pearl River Delta, and many manufacturers specializing in the production of motorcycle helmets emerged.
Most of the manufacturers are moving for processed orders from overseas, and many also aimed at the domestic “helmet blue ocean” and played the “small drama” of exporting to domestic sales.
Of course, another reason why riders are willing to try the helmet, and the experience of classic Hong Kong films such as “Alang’s Story” and “Tian Ruo Love” and other classic Hong Kong films in the video hall is inseparable. Therefore It is to wear it to look good or not, and then consider safety.
Around 2010, the Dongfeng of the domestic e -commerce was entered China. The German Schubertt, French ROOF and Shark, Lazer in Belgium, and Nolan, Germany, all poured in to Japan’s OGK and South Korea’s HJC.
However, for the vast majority of Chinese motorcycle riders, domestic and foreign helmet brands to seize the domestic market are still a typical “fairy fighting mortal watch.”
How is China’s helmet industry hot?
Indeed, the most obvious growth rate is 2019 and 2020.
On September 1, 2019, the “Category of Toll Modes of Toll Road Vehicles” was officially implemented. The new standard improves the current mobile vehicle category that can drive on the toll road. Different models can find the corresponding stripes in this new standard. Among them, there are motorcycles: you must hold a driver’s license to get on the high speed. If you are not allowed, you must wear a safety helmet. You can only drive on the right side of the lane. The speed is maintained above 70km/h and below 80km/h.
The real time of this new regulations has played a great role in consumption of Chinese motorcycles and helmets -compared with the market size of 1.881 billion yuan in 2018, 2019 has grown rapidly to 2.376 billion yuan in 2019.
However, the helmet market has really increased a large area, in May 2020.
On April 21, 2020, a notice of security guardianships issued by the Traffic Management Bureau of the Ministry of Public Security will be deployed nationwide. , Electric bicycle rider does not wear safety helmets and car drivers and passengers do not use seat belts.
On May 15th, Jiangsu and Zhejiang passed the province’s electric bicycle management regulations. Two regulations stated that in order to ensure the safety of electric bicycle drivers and passengers, and mandatory regulations to wear safety helmets on driving and ride. It also stated that the regulations will be implemented from July 1, 2020.
This is still the case for electric bicycles that must not exceed 25 kilometers per hour, not to mention that the speed is much higher than the former electric motorcycle. As soon as the regulations between Jiangsu and Suzhou, there was a huge gap in the nation’s motorcycle and helmet market, which also made many “down -grandpa” see new business opportunities.
So there was a rumor that “riding a helmet for electric vehicles from June 1st”, which directly led to the price of motorcycle helmets in the country’s fire in the country. “Wind” was quickly blown into the secondary market. The “helmet concept stocks” continued to strengthen on May 18th. The national technology and Nanjing Julong had a daily limit for three consecutive days. The two companies had to issue the “Announcement of Stock Transaction abnormal fluctuations”.
The rhythm of this wave has indeed allowed the motorcycle helmet to enter the public and capital vision in a very short period of time.
According to the incomplete statistics of the Huajing Intelligence Network, 52.98%of single -person motorcycles nationwide in May 2020 were equipped with 1 helmet and 31.79%of the single motorcycles were equipped with 2 helmets. helmet.
According to data from the Ministry of Public Security this year, the average wearing rate of electric motorcycles/electric bicycle safety helmets in 36 major cities across the country has increased from 20%before to 54%. Among them, Shanghai, Nanjing, Shenzhen, Hangzhou, Haikou, Haikou The rider’s helmet has a wearing rate of more than 80%, and even some cities such as Ningbo have reached more than 90%.
The number of takeawayers has increased significantly, pushing the helmet hot sale to help the territory
Of course, another important reason why the motorcycle helmet market can grow rapidly is inseparable from the takeaway industry.
According to the relevant data of the Huajing Industrial Research Institute: In 2020, the domestic occupation of the domestic takeaway has reached 7 million to 8 million, plus the courier, the first-line grassroots personnel engaged in the logistics service industry exceeded 1,000 Thousands of people.
Because of the rapid heating up the “home economy” last year, the size of the domestic online takeaway market increased by 15.0%compared to 2019 to 664.62 billion yuan. During that time, the gap of takeaway riders continued to expand, and the number of riders continued to increase. The best means for countless riders to control the new crown virus, except for masks and gloves, are motorcycle helmets with their own isolation effects.
Many of them wearing helmets are not only for health, but they also have to drive in danger because they know they are in a hurry. Coupled with the summer of the same year, Meituan and Hungry used the “cute things” such as kangaroos and bamboo dragonflies to take turns, and set off a “helmet Battle” without smoke on the head of the takeaway.
Therefore, the first -line grass -roots personnel of the 10 million and time racing are undoubtedly the main consumer group of helmets in the past two years.
However, takeaways generally wear domestic motorcycle helmets with extremely cheap prices.
According to the relevant data of the “2020 Chinese Motorcycle Helmet Industry Placement and Development Trend Analysis of the 2020” released by Zhiyan Consulting: In recent years, domestic motorcycles and helmets, especially low -end domestic motorcycle helmets, are quite fierce —— According to relevant data, the market size of the ABS industry in 2015 was 1.142 billion yuan, which was nearly 6 billion yuan last year, and the increase of more than 5 times in five years.
This seems to show that a problem is that the scale of my country’s helmet market has also increased in the past 20 years. Although ABS resin is not comparable to glass fiber enhancement materials and carbon fiber composite materials, it has the characteristics of high impact resistance, good thermal resistance and low temperature resistance, high size stability, and non -warpage. The two biggest advantages of the feet have always been the main part of the low -end motorcycle helmet.
Related industries are gradually saturated, product prices continue to decline, and the inevitable ability of profitability is also worse year by year. However, because the overall industry scale of the domestic motorcycle helmet industry is small, the current profit status is still slightly higher than the average level of the ordinary manufacturing industry. The operating profit margin in the past five years has reached about 20%.
Coupled with the notice of security guardianship in the “one helmet, one area” in 2020, the helmet market has become a new air outlet, which has caused many manufacturers with unrelated manufacturers around the motorcycle’s surrounding industries. According to CCTV News: At the end of 2019, there were less than 200 electric motorcycle/electric bicycle helmet companies in my country, with a daily output of about 500,000. By the end of 2020, related companies had reached 500 daily output.
With the surge in yield, various quality problems have also emerged endlessly. Some of the “flaws” that professional manufacturers have not appeared in the past have erupted. In order to reduce costs or appearance design, many of the new manufacturers have softer helmets. There are no hidden safety hazards such as buffer layer and poor anti -impact and crushing capacity.
For example, the common Meituan helmet and hungry helmet last year -whether it is animal ears or bamboo dragonflies, these additional decorations appear on professional motorcycles helmets, which should not be allowed.
In the future, the ambition of the domestic helmet economy
Compared with the low -end cheap domestic helmets with more problems, due to the requirements of raw materials and technical content, the cost and price of mid -to -high -end products are significantly high, and the purchase and consumer groups are relatively narrow -therefore, there are still obvious industry barriers. Essence
The data of the “2020-2026 China Motorcycle Helmet Industry Development Strategic Planning and Investment scale Forecast Report” by Zhiyan Consulting shows that at present, many mid-range products are mostly transformed and upgraded by low-end companies in the past. For example, the Mustang, Auspiciousness, Eternal and so on mentioned earlier. Although the degree of market competition is increasing, compared with low -end products, the profit margins of these mid -range products are significantly higher, and the operating profit margin in the past five years is about 25%.
Most of the high -end markets are imported brands, with a small number of barriers, and high -end products are like luxury goods, with high added value. Therefore, the product profitability is the strongest. The profit margin in the past five years is much higher than 30%.
The report investment also predicts that the solidification style many years ago is no longer suitable for the current market trend. In the future, as helmet products gradually develop in the direction of differentiation, functionalization, and intelligence, the added value of the product will continue to increase. It is expected that new selling points and profit points will continue to emerge from mid -to -high -end products, thereby driving the overall profit level of related companies and the industry.
This report issued by Zhiyan Consulting also predicts that as generations of generations have gradually become the main force of motorcycle consumption, in the future, China’s motorcycle helmet products will have two major changes, namely personalization and intelligence.
In 2019, Las Vegas’s CES, a startup Jarvish showed two AR helmets that have mature technologies that have been quite mature -except Bluetooth, noise elimination and WIFI, they can provide 2K front cameras to help help help Make the cycling experience more pleasant and safer. You can also connect Siri and OK Google through voice to let the rider control the camera, mobile phone, adjust the volume, or play music, so as not to let their sight leave the road.
At first glance, smart helmets are likely to become an inseparable part of motorcycles in the future, and become its smart brain -to some extent, it is very similar to that many autonomous driving technology companies are studying. The cost, basically relying on the map and the car -end camera to complete the smart travel “expansion package” of the smart driving upgrade service.
With this helmet, the driver only needs to focus on driving. Others, including route search, security situation judgment, mobile phone calls, etc., can be achieved by raising the eyelids or moving the mouth. Smart travel society.
It is expected that the motorcycle helmet industry will transition from “quantity as the core” to “quality as the core” in the future. The competition in the motorcycle helmet industry is no longer limited to the simplicity of price competition and material competition. Gold, human resources, science and technology research and development, and the acquisition of the resources of upstream and downstream industrial chain, etc., are more comprehensive and deeper comprehensive competition.
At present, a large number of non -professional helmet manufacturers flocked into this wind, causing the quality problem of many helmets to have a temporary phenomenon.Just like the domestic automobile circle today, companies that really resident and attach importance to products and brands will inevitably transform in the future and continue to expand towards the mid -to -high -end level.
For more than a hundred years, motorcycles have always been the one with the highest accident rate among all transportation. It is precisely this fatal sense of danger and more attractive.But today the Chinese people have become more and more aware of how to protect themselves in the field of transportation -to seize the stimulus of those few seconds, and to buy a poor helmet for a few dollars for a few dollars, it is a pity.
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