Niu Technologies

Hey, ladies and gentlemen, thank you for standing by and welcome to the New Technologies second quarter 2025 earnings conference call. At this time, all participants are in a listen-only mode. Later, we will conduct a question and answer session and instructions will follow at a time. As a reminder, we are recording today's call. If you have any objections, you may disconnect at this time. Now I'll turn the call over to Ms. Crystal Lee, Investor Relations Manager of New Technologies. Ms. Lee, please go ahead.

Thank you, operator. Hello, everyone. Welcome to today's conference call to discuss new technologies resolved for the second quarter 2025. The earnings press release, corporate presentation, and financial spreadsheets have been posted on our Investor Relations website. This call is being webcast from the company's IR site as well, and a replay of the call will be available soon. Please note, today's discussion will contain forward-looking statements made under the safe harbor provision of the U.S. Private Security Litigation Reform Act of 1995. Forward-looking statements involve risks, uncertainties, assumptions, and other factors. The company's actual results may be materially different from those expressed today. Further information regarding the risk factors is included in companies' public fillings with the Security and Exchange Commission. The company does not assume any obligation to update any forward-looking statements, except as required by law. Our earnings press release and this call include discussion of certain non-GAAP financial measures. The press release contained the definition of non-GAAP financial measures and the reconciliation of GAAP to non-GAAP financial results. On the call with me today are our CEO, Dr. Yan Li, and CFO, Ms. Fiyang Zhou. Now let me turn the call over to CEO Yan.

Thank you, Crystal. Hello, everyone. Thank you for joining us today. So the second quarter of 2025 marked another strong performance for us. building on solid momentum from Q1. So this quarter, our total sales volume reached 350,000 units, representing a 37% year-over-year increase. In the China market, the sales volume surged by 54% to 318,000 units, continuing the growth trend in Q1. The overseas market recorded a 31,000 units, a 35% year-over-year decline. mainly due to the impact of the U.S. tariff coupled with intensifying competition in the European market for micro-mobility segments, while in the overseas market our electric two-wheelers continue to grow at 4x. However, we have seen positive signs on the structural improvements in our overseas operations, which I will elaborate on in subsequent sections. Our revenue and gross margin also demonstrated strong improvement this quarter, revenue reached RMB 1.26 billion, a year-over-year growth of 34%, while the gross margin stood at 20.1%, up 3.1% year-over-year, or 2.8% quarter-over-quarter compared to Q1. As previously mentioned, this positive outcome is primarily driven by the product portfolio optimization and the cost reduction achieved through platformization of our product and the components. We also achieved a net profit of RMB 5.9 million. Where we are still navigating the challenges on the profitability front, our discipline execution and the focus strategy continue to position us well for both revenue and profit growth. The performance of this quarter reaffirmed our growth strategy from product development, technology innovation, expanded sales channels to brand management. Our teams have delivered strong results across all those fronts. I'll now provide more details, starting with our progress in the China market. In China market, Q2 sales, as I mentioned, reached about 318,000 units, representing 54% year-over-year growth. Although this volume growth rate is 12% lower compared with the Q1 results of year-over-year growth rate of 66%. The actual revenue growth from scooters year-over-year for China is 45%, 6% higher than the Q1 results. As mentioned in the last call, we observed the ASP decline in Q1 as we introduced two entry-level models of MT and MMT in the market responsible for the ASP drop and partially responsible for the high volume growth in Q1. In Q2, as we continue to optimize our product portfolio, the ASP increased by 11% compared with Q1. And the Q2 ASP is back close to the 2024 annual level. Now, in 2024, last year, our development effort in product was centered around the electric bicycle product, with all of NXT, NT, MT, and has driven a strong growth since then. In the first half of this year, we really focused on electric motorcycle product development to really strengthen our positions in the sector. As we mentioned in the previous quarter, we launched NX Pro electric motorcycle priced at RMB 9,999, positioned as a speed champion among the sub-10,000 RMB electric motorcycles. In Q2, we may expand our high-end electric motorcycle lineup by introducing three core models, the NXL, NL, and FX Pro, covering a price range from RMB 4,000 to over RMB 10,000. All those models are equipped with advanced intelligent features aligning with our new performance and safety standard, such as a full-color TFT display with screen-mirror navigation, the OKGo technology, boosting the top speed between 55 to 80 kilometers per hour, an ongoing comprehensive upgrade in handling and performance, and delivering a premium intelligent experience. Those models account for 12% of our total sales volume in Q2. Now, building on that momentum, we introduced the NS in July, an entry-level smart e-motorcycle priced between RMB $3,599 to $4,499. The NS is built for young urban riders, featuring a compact, nimble body, 100-kilometer extended range, and intelligent features such as dual-weight throttle and downhill assist. Those functionality typically reserved for a premium model are now accessible in the sub-RMB 4000e motorcycle segment, giving MS a strong potential to capture this rapid market share. Now, with those add-ons, we have a complete line-up of motorcycle products in the N-series, ranging from 3,599 entry-level products to a sub-10,000 high-speed motorcycle product. With the launch of FX Pro, we also have a good lineup of F-series products, with more to come in the second half of this year. The current electric motorcycle sales only represent less than 20% of our total volume, with much more growth potential. Now, talking about the new national standard for the electric bicycle product, which will take effect on September 1st, the new regulation will have a set of new requirements for electric bicycle products. such as a percentage of plastic being used, the total weight, and the form factors. We are developing new product lines and modifying the existing product lines to comply with the new requirements. Those products that fit with the new requirements will be rolled out in September and Q4 this year. The new requirements require the manufacturer to stop shipping old standard products by August 31st. However, it allows distributors and retailers to continue to sell old standard product until November 30th. Hence, with the prepared new product, as well as the actual buffer time for the retailer to sell the old standard product, we expect a rather smooth transition from old standard to the new standard in Q4. Now, we continue to invest in technology innovation, mainly focusing on smart technology and powertrain systems. On the smart technology side, we continue to focus on the seamless driving experience, AI smart control assistance, and AI smart ecosystem features. As safety continues to be an important topic for two-wheel mobility, in Q1, primarily focused on enhancing driving safety, gradually rolling out features such as a driver dynamic safety warning system, developing in collaboration with Scalding Maps, Additionally, more products are standardized to meet our new safety standards, equipped with screen mirror navigations, millimeter wave radar, and dual-channel ABS. Where the industry first introduced the dual-channel ABS adoption in electric bicycles in 2024 on our AMX model in Q2 last year, after one year of continuous development integration, we have incorporated dual-channel ABS in many of our electric bicycle models, as of now, About one third of electric bicycle models sold are equipped with ACS, covering from old to mid to high-end electric bicycle series. Now in Q2, we focused shift to be implementation of AI smart control assistance with long-term features such as dual-throttle and downhill assist. Leveraging the sensors and gyroscoping installed across the scooter, we monitor its real-time status such as at the low speed driving mode, as well as the steering direction and angle data. With our proprietary algorithms, we use those data to develop smart control system to provide a driver assistant functionalities, such as assisted pushing or reverse backing on the parking functions, making the consumer's control experience more effortless and convenient. In the power entry system, we continue to collaborate with industry leading battery suppliers to really develop forward-looking R&D initiatives and technology adaptations on new battery technologies. Those innovations will be released in subsequent quarters. In Q2, our Branded Strategy Center aligned the product launch with high-impact marketing milestones events to demonstrate our technology innovations. We showcase our technology powers on the tracks. On May 23rd, we have professional research setting a China record of lab time of 2 minutes 58 seconds with our NX model on the Shanghai F1 circuit. In the product launch dynamics, our May 13th all-star e-motorcycle launch event with NXL-ML-FX that will emerge as a sales sensation taking RMB 100 million GMV within just five hours and moving over 10,000 units across all online platforms. This momentum continued into the 618 shopping campaign, where we surpassed our previous record with RMB 1.06 billion GMV, 128% year-over-year surge, fueled by massive live streaming sessions. The campaign generated about 1.56 billion impressions, further solidifying our premium brand positioning in 37 key urban markets. And in July 17th, we saw another successful launch with our NLXT Ultra and FXD Ultra models, joining about 49 million views and 3.6 million livestream viewers. Within five hours, those models achieved a staggering 20,000 units sold and RMB 220 million in GMV. securing top rankings across all major e-commerce platforms. To celebrate our remarkable 10th anniversary, we also sponsored a play festival on June 1st with 30,000 participants, among which many are new users. The total view of such an event reached 220 million. Now, in terms of content placement, our Q2 media campaign cast a wide yet targeted campaign spanning 41 cities, and included over 500,000 outdoor placements across six major urban scenes. Online, we engaged with platforms like Douyin, Weibo, Xiaohongshu, and Bilibili, partnering with over 1,000 creators across 12 verticals and generated 4 billion exposures. By the quarter end, the total campaign expression exceeded 4.5 billion, underscoring the effectiveness of our integrated brand approach. Now, speaking of channel expansion, we have continued our previous strategy with strong focus on penetrating the previous underrepresented market in China. We're strategically expanding our retail footprint to ensure that product reach a broader consumer base. In Q2, we expand our retail footprint by net ads 185 new stores with significant focus on tier three and tier four cities, which accounts for 50% on the ads. Year to date, we have net ads total of 569 stores. This strategic expansion not only refined our distribution network, but also laid a solid foundation for the upcoming product launch in the second half of the year. Now with this effort, in the first half, the percentage of sales from tier three plus cities grew by four percentage points in terms of contributions, demonstrating our successful effort in penetrating the lower tier cities. Additionally, our online presence has been significantly strengthened with sales performance improving across multiple online channels. We currently manage 11 official branded accounts, 48 localized accounts, and close to 800 store accounts. Those multi-tier strategies have hosted about 20,000 live broadcasts, generated about 620 million views, an 8x increase compared with last year. This robust news online visibility and customer interactions contributing about 250,000 units in sales, representing 77% of total sales volume. Now turning into our overseas business, we recorded a total sales volume of 30,000 units, 31,000 units in Q2, representing a 35% year-to-year decline. However, the scooter revenues declined by only 20% as electric tooler products started to contribute more in the sales with higher ASP. The sales as a micro-multi-billity declined by 41% due to the impact, as mentioned, of tariff-driven adjustment in the US market and the pressure from intensive price competition in the key European market. Now, let's first talk about electric moped segments. Our strategic transition to a direct distribution model in key market begin to yield tangible results. In Q2, we delivered over 3,200 electric two-wheeler units in overseas market, marking a more than 4x increase compared with same period last time. And close to 45% of those sales are generated from our direct distributed channels, making a significant shift from last year and confirming the growth traction of our direct sales approach. Our core market, including Germany and Italy, have now secured a top position in market share. A direct outcome of this robust and efficient direct distribution system we have built in the past years. Our retail network for the direct distributed regions has also expanded. In Q2, we increased the number of direct distributed stores from 181 to 244, adding 63 locations. This figure is three times the number of stores we had during the same period last year. and aligns closely with our target of building a 250 stores network. On the micro mobility segment, it declined by 41% year-over-year, although we saw a 50% quarter-over-quarter increase. The year-over-year downturn is primarily attributed to challenging market conditions in Europe and United States market, where the emerging bright spot emerging the Asian market. Our U.S. sales declined by 17% in Q2, particularly due to a strategic channel management and market trend shift. In Q2, the retail and sell-through prices were not adjusted to reflect the recent tariff changes. To avoid channel staffing, we proactively reduced the selling volume. Notably, the activation number, basically the sell number to consumers, still grew by 10% year-on-year, indicating a healthy end-user demand. We also observe the customer preference in the US are trending towards the low to mid pricing scooters, leading to a decline in sales of our premium scooter models. To address this, we have provided our entry-level K90 model, which is scheduled to be launched in Q4. Now, the European market faces significant headwind due to intensified price competition across key markets, including Germany, France, Italy, and Spain. This aggressive pricing environment pressures our sales performance in the region, contributing substantial overall segment decline. Now, in contrast to the Europe and the United States market, the Asian market delivered health growth with 21% year-on-year increase. This positive performance reflected strong market demand and the effective execution of our original strategy. On the retail coverage side, our channel expansion has reached maturity with over 2100 retail locations now carrying new mobility products globally. A key highlight in Q2 is our participation in the Best Buy Achiever event in the US, where we connected with top performing sales associates, conducted 68 test rides, and explored new service partnerships such as the in-store repair solutions with Best Buy's Geek Squad. Those interactions paved the way for a deeper retail integration long-term growth in the United States market. Now looking ahead, we remain optimistic about the performance both of China overseas market in the second half of the year. In China, we believe Q3 will benefit from the both seasonal trends, the strong product momentum, and the potential temporary demand surge due to the new regulations. The launch of highly competitive NS electric motorcycle and upgrade the Also, the upgraded smart electric bicycle product in Q2 has positioned us effectively to meet evolving consumer preferences. Our channel expansion efforts throughout 2024 and the first half 2025 are the second driver to the sales growth. As we target to add about 1,000 plus stores for the entire 2025, we have not added about 589 stores in the first half, with more to come in Q3 and Q4. Furthermore, the upcoming implementation of new national regulation for electric bicycles indicates that the manufacturers cannot manufacture old standard bicycles after August 31st, and the retailers cannot sell old standard bicycles after November 30th. This will in turn drive distributors to build up inventories in Q3 and also drive a big demand surge in Q4 as consumers won't be able to buy the old standard product. after November 30th. And also our effort in the product portfolio optimization and platformization has also demonstrated positive results in gross margin improvement and ASP improvement. Looking forward, we're confident that we can maintain a healthy gross margin and stable ASP throughout the second half of the year. Now looking forward for the overseas market, we're on a path towards recovery and profitability. The significant growth in the electric two-wheeler, i.e. electric motorcycle and moped sales, and the strong performance of our direct distributed regions this year validated both the market competitiveness of our products and the retail capability of our channels. Our direct distributed electric moped business has demonstrated a distinct local advantage, but adhering to the strategy of continuing to expand stores in this direct distributed region, we expect to continue the growth trend as we observe in Q2. In the micro mobility segment, we're closing the gap between the losses and break even. In the U.S. market, as tariffs are finalized clear for the Southeast Asia and China, we continue to negotiate a price increase for existing product with retailers and they roll out a low-cost version to a better-addressed market. This will help the U.S. market to turn profitability. In the European market, we're planning to recover from the decline in first half. and focus more on the profitability in the selected market.