The Chinese company Niu Technologies reported that it sold 149,649 e-scooters in the first quarter of 2021 worldwide, an increase of 272.6% year-on-year.
For the same period, the number of e-scooters sold in the Chinese market reached 144,654, which represents a growth rate of 321.5% year-on-year.
On the other hand, the number of e-scooters sold in international markets reached 4,995, a decrease of 14.5% at the annual rate.
These sales volume numbers are based on delivery from the company‘s manufacturing plant, which may vary slightly from sales volume measured from a financial accounting and reporting standpoint.
Niu Technologies has created a new market category, smart electric two-wheelers, to redefine urban mobility.
Before NIU, smart electric two-wheelers did not exist in China, and two-wheelers were perceived as low-end.
But now the company has changed that perception with its smart e-scooters and the Premium “NIU” brand.
Today, the company designs, manufactures and markets high-performance electric bicycles and motorcycles.
Also, Niu Technologies has an optimized product portfolio consisting of eight series, four series of e-scooters, which are its key products and contributed to most of its sales; two urban electric motorcycles, a series of high-performance bicycles and a series of scooters.
The company has adopted an omnichannel retail model, integrating offline and online channels, to sell its products and provide services.
On the one hand, Niu Technologies sells and services its products through a unique system of “city partners” in China, which consisted of 246 city partners with 1,616 franchised stores in more than 199 cities in China and 36 distributors in 46 countries abroad as of December 31, 2020.
It also markets the products on its own online store and third-party e-commerce platforms.
The company has supported local operators in certain foreign markets to implement baseless scooter sharing programs powered by its Internet of Things or IoT technology.
These scooter sharing programs were officially launched in cities around the world, including New York, Washington DC, San Francisco, Miami, Amsterdam, Frankfurt, Hamburg, Madrid, Lyon, Brussels, Milan, and Mexico City.