wen | bohucaijing ningchengque 

yinianxiaoliangpoqianwandeaimakeji，jinriquexianrulefengbozhizhong。

aimakejideshikongren、dongshizhangzhangjiancengbeiyuwei“dianlvjiedewangchuanfu”，zaixinnengyuanxingyedediweijuzuqingzhong。kezuijinquebeiliuzhi、liandiaocha。cishizaizibenshichangshangxianqilexuanrandabo，aimakejigujiapanzhongbaodiechao9%，gongsizongshizhiyincisuoshuizhi276.35yiyuan，jiaoqianyijiaoyirijianshaoleyue20yiyuan。

aimakeji，zheigeyi“ai，mashangxingdong”he“aima，bucuoe”weiguanggaoyudepinpai，cengpingjiezhoujielundaiyan，chengweijiayuhuxiaodepinpai。erzheiyiqie，doulibukaishikongrenzhangjiandeyinling。2024nianbannianbaoxianshi，zhangjianjiqinverhejichiyouaimakeji69.9%degufen，shigongsidejueduikonggugudong。

jinguangongsiduiwaixuanchengzhangjiandeshijianduiyunyingbingwudaai，danmingyanrendouqingchu，zaijiazuqiyedekuangjiaxia，jingyingjuecewangwangyilaiyudalaobandejueduan。tadeturanchushi，wuyijigongsideweilaimengshangleyicengyinying。

dangqian，diandongliangluncheshichangdejingzhengtaishiyufajilie，xinxingwanjiacengchubuqiong，eraimakejizishenyemianlinzhexiaolianghejinglirundemingxianxiahua，yujingzhengduishouyadidechajuzhengzaibuduanlada。

zaizheiyangdekunjingzhixia，aimadiandongchedepojuzhidaojiujinghezai？ergaocengrenshidebiandong、zibencengmiandedongdang，zaijiashangcicichuangshirenbeiliuzhideshijian，rangaimadeweilaichongmanlegengduodebuquedingxing。

01 靠周杰伦“上位”，爱玛为何卖不动了？

1999nian，zhangjianduchuangtianjin，zheipianzhongguodiyiliangzixingchededanshengdi，chuanglileaimakejideqianshen——tianjintaimeicheye，congcishezuzixingcheshengchan。

2004nian，quanguo“jinmo”lingdebanburutongyiguqiangjingdefeng，chuidonglediandongzixingcheshichangdefengkuangzengzhang。zhangjianminruidibuzhuodaolezheiyijiyu，guoduandailinggongsizhuanxing，zhuanzhuyudiandongzixingchelingyu。

zaidiandongzixingcheshichangdejizhanzhong，aimakejicaiquleshuangguanqixiadecelve：yingxiaoyuqudao。

yifangmian，tamenbuxizhongjin，touru3000wanyuanyaoqingzhoujielunzuoweidaiyanren，zheiyijudongchenggongdijiangyuanbenjuxianyutianjindequyupinpaituixianglequanguo，shiqijishenxingyeqianlie。lingyifangmian，aimashengengxiachenshichang，zaidixianchengshiguangfanpushexianxiajingxiaodian，zheiyicelvedailailexiaoliangdebaozeng，yeweigongsihouxudeagushangshidiandinglejianshidejichu。

2010nian，aimadediandongzixingchexiaoliangtupole220wantai，wenwenzuoshanglexingyedetoubajiaoyi。daole2021nian，aimakejichenggongdengluagu，zhangjianyutade90hounverzaishizhidebuduanpanshengzhong，gongtongshouhuole240yiyuandecaifu。qunian，aimadeyingyechaoguole200yi，shizhitupo300yi，maichuyiqianliangzixingche。

raner，huihuangdebeihou，weijiyezaiqiaoranbijin。cong2020niandao2023nian，aimadeyingshouzengsuzhunianfanghuan，cong23.8%jiangzhile1.12%，guimujinglirunzengsuyecong14.76%diezhile0.41%。2023nian，aimadediandongzixingchehediandonglianglunmotuochehejixiaoliangbi2022nianjianshaole21.69wantai。

yucitongshi，jingzhengduishouyadiqueyiranbaochizhezengzhangshitou。2023nian，yadideshourudadaole347.63yiyuan，tongbizengzhangyue11.9%，jinglirungengshidadaole26.4yiyuan，tongbizengzhang22.17%。tongnian，yadidediandonglianglunchexiaoliangdadaole1650wantai，bi2022nianzengjialeyue17.9%。

aimadezengsufanghuanbingfeiwuyinzhiguo。shouxian，suizhe《xinguobiao》zhengcedezhubuluomu，diandongliangluncheshichangyijingjinrulecunliangjingzhengjieduan。

shichangxiaoliangdeshuaitui，fanyinglexuqiudefanghuan，lianglundiandongchezhengzhujiancongzengliangshichangguodudaocunliangshichang。jiezhi2023nianmo，zhongguolianglundiandongcheshichangbaoyouliangyida4yiliang，xiangdangyumeisangerenjiuyongyouyiliang，meiwuhujiatingjiuyongyousiliang，shichangsihuyijingchuding。

ciwai，aimadiandongzixingchechanpindezhiliangwentiyepinfa。zaiyantaishi、wenzhoushi、shenzhenshi、hainandengduogediqudeshichangjianduguanlijuchoujianzhong，aimadiandongcheduocishangbangbuhegemingdan，buhegexiangmusheji“zhengchezhiliang”“duanlubaohu”“chicunxianzhi”deng。

gengyoushenzhe，2023nianaimadiandongchedebufenchanpinyinweifaweiguixingweierbeijinzhizaibeijingshixiaoshou。zaiheimaotousudengpingtai，aimadiandongchegongyou2156tiaotousu，xiaofeizhedetousuneirongdaduoshejibaotai、duandian、diaoqiyuxuanchuanbufudengwenti。

chulechanpinzhiliangwenti，gongsigaoguandefumianxinwenyebuduan，yanzhongsunhaileaimadepinpaixingxiang。qianfuzong、dongshiguxinjiandeqiaozhalesuoanhezhiwuqinzhanan，yijiwuxiaimadeloushuiwenti，dourangaimakejixianruleyulundexuanwo。

aimakejisuiranjiaozaorujuxingye，danchouwendiechu，shuyu“qilegedazao，ganlegewanji”，rujinyuxingyediyiyadidechajuyuelaiyueda，erhoulaizhexinri、xiaoniuyehushidandan，aimabudeyizoushangzhuanxingzhilu。

02 从二轮到三轮、四轮，爱玛电动车步子太大

aimadiandongchezhengmianlinjinpodezhuanxingxuqiu，gongsiweicidongzuobuduan，zhuyaotixianzaiyixiajigefangmian：

shouxian，aimazhengnulixianggaoduanhuahezhinenghuafangxiangmaijin。zhangjiuyilai，aimazaijishuhanliangshangdebiaoxianbingweihuodeguangfanrenke，waijieduiqi“zhongyingxiaoqingyanfa”depipingshengbuduan。

2023nian，aimadeyanfafeiyongwei5.89yiyuan，erqizhuyaojingzhengduishouyadideyanfafeiyongzegaoda11.92yiyuan，jihushiaimadeliangbei。

yilianglundiandongchedehexinyingjian——dianchiweili，aimazhuyaoshiyongqiansuanxudianchi，eryadibujinchenggongkaifaleshimoxidianchi，haifabulediyidainalizidianchi“jina1hao”，zaianquanxing、shouming、chongdiansududengfangmianjunbiaoxianchuse。

ciwai，yadidedianchishouruyichengweiqizhongyaoshourulaiyuan，erhoulaizherujiuhaogongsi、xiaoniudiandongzeyikaishijiuzhudazhinenghua，zhugonggaoduanshichang，qiangzhanlebushaoshichangfene。

xiangbizhixia，aimadepingjunmaolilvyejiaodi，caibaoshujuxianshi，2018nian—2023nianqijian，aima、yadi、xiaoniudepingjunmaolilvfenbiewei12.56%、16.29%、20.73%。zheizaiyidingchengdushangfanyingleqizaijishuheshichangshangdelieshi。

zaiyingxiaofangmian，aimazexiandexiangdangdafang。jinnianlai，gongsiqianyuelezhoujielun、liminhao、hugedengzhongduomingxingzuoweidaiyanren，bingzaiguanggaoheyewuxuanchuanshangtouruledaliangzijin。2024nianshangbannian，gongsixiaoshoufeiyongtongbizengzhang39.08%，dadao4.12yiyuan。

raner，duiyuyujishujinmixiangguandediandongchechanpinlaishuo，jishucaishizuizhongjuedingshengfudeguanjian。duiyuquefajishuhuchenghedeaimaeryan，xiangzougaoduanhua、zhinenghualuxianwuyimianlinjudatiaozhan。

qici，mianduidiandongliangluncheshichangdekunjing，aimakaishiqierudiandongsanlunchesaidao。shangbannian，gongsifabuleliangtiaotouzigonggao，nizongtouziyue50yiyuankuodadiandonglianglunchehediandongsanlunchedechanpinchanneng。

genjuxingyebaogao，diandongsanluncheshichangguimozaizhunianzengzhang，danjingzhengyezaizhujianjiaju。muqian，quanguoyiyou500yujiadiandongsanlunchepinpaichangjia，qizhongnianchanliangchaoguoshiwanliangdeyou10jiaqiye。

zaizhenggexingyejinrucunliangjingzhengdebeijingxia，aimakuochongchannengdejucuoshifoumingzhirengyoudaiguancha。genghekuang，diandongsanlunchezaiaimazhengtiyingshouzhongdezhanbibingbugao。2023nian，aimalaizidiandongsanluncheyewudeshouruwei14.35yiyuan，jinzhanyingshoude6.82%。

zuihou，aimahailianshoujili“dajiu”zhidouqiche，jinjunsilundiandongcheshichang。zhidouqichecengshixinnengyuanqichedebizu，danjinnianlaizaoyuleyixiliefengbohouzhujiantuichulishiwutai。

duiyujinjunsilundiandongcheshichang，aimazaoyoumouhua，aimaciqianyetuichulezijidesilunchechanpin——aimaa05。danzheikuanchebingweizaishichangshangxianqitaidabolan。cicirujuzhongzuzhidouqiche，aimayeshizai“qujingxueyi”。

tiaozhanzaiyu，mianduixinnengyuanqicheshichangdejiliejingzhengheweixingdiandongcheshichangkongjiandebuduanyasuo，aimadesiluncheqianjinglvexianjiannan。erqiejiliyeyouzijideweixingdiandongche，nengfangduoshaoziyuanjizhidouqichehaibuhaoshuo。

tongyang，diandongsansiluncheshichangyemianlinzhezhengcejianguanyuanquanfengxiandeshuangzhongtiaozhan，tebieshibeijingyimingqueguiding，jiangquanmianjinzhiwufashangpaideweiguidiandongsansilunchexingshi。

zhidezhuyideshi，zaijinlianggeyuezhong，aimakejideduoweigudonghegaoguandoujianchilegufen。zheiwuyijiyuanbenjiuchuyuzhuanxingkunjingzhongdeaimadiandongchedailailegengdadeyali。

wulunshizougaoduanzhinengluxianhaishiqierusanlun、siluncheshichang，aimadoumianlinzhejudadetiaozhan。erchuangshirenbeiliandiaocha，dagudonghegaoguandejianchigengshiranggongsidechujingxueshangjiashuang。weilai，aimanengfouchenggongzhuanxingbingzouchukunjing，rengxushijianheshichangdejianyan。