锚定民生出行服务需求 九号电动“Service365”服务交出“年中答卷”

This article introduces Ninebot's new Service365 strategy, a response to long-standing after-sales pain points in the electric two-wheeler industry that brings transparent, standardized after-sales protection to end users. Key practical takeaways are as follows:

1. Core free benefits: Users get six core complimentary perks, including two free maintenance services in the first year, unlimited free roadside assistance during the warranty period, unlimited free courtesy vehicles during repairs, free emergency charging, free self-service car washes at stores, and free tire inflation. The offering also adds nationwide warranty coverage, extended warranty terms, genuine original parts, and transparent pricing.

2. Service experience guarantees: As of mid-year, Ninebot's service network covers 95% of prefecture-level cities across China, with 50% of its stores operating as integrated sales and service locations. Users can check official guide prices for all repair work via the Ninebot Go app, and all service orders leave a full digital trail. The brand promises a 5-minute customer service response and 24-hour resolution for breakdowns, with a free courtesy vehicle provided if the deadline is missed. As of mid-year, Ninebot holds a 93% user satisfaction rating and an 87.62% first-contact problem resolution rate, outperforming the industry average overall.

Ninebot's Service365 strategy provides a mature, actionable reference for electric two-wheeler brands looking to upgrade their after-sales services and build differentiated brand positioning, aligned with both policy directions and current consumer trends. Key takeaways are as follows:

1. Aligned with broader trends: The strategy responds to national policy calls to promote high-quality development in consumer services and cultivate "China Service" brands. It directly addresses the industry's long-standing imbalance of prioritizing sales over after-sales, which leaves users facing difficult, overpriced repair services, by positioning service as a core brand competitiveness — a shift that matches the current trend of consumer upgrading.

2. Channel and system building: Ninebot has built a tiered service network structured as "Comprehensive Service Center – City Service Center – Integrated Sales & Service Store." As of mid-year, this network covers 95% of China's prefecture-level cities, with 50% of stores offering integrated sales and service. The company has rolled out unified service processes across all stores, implemented a tiered engineer certification system, built professional training bases, and created a closed-loop online service experience to fully root out industry issues such as opaque pricing.

3. Differentiated operations: Ninebot designs differentiated service centers for core user groups in different regions, such as rider-friendly stores and student-friendly stores. This approach meets segmented user needs while boosting brand reputation, and provides a replicable template for the wider industry.

This article outlines industry opportunities and actionable business directions for electric two-wheeler sellers, with key takeaways as follows:

1. Opportunity and risk outlook: After-sales service is currently a widespread industry weak spot and a top source of user complaints, while consumer demand for standardized, transparent after-sales services is strong. Sellers that invest early in service upgrades will gain a clear differentiated competitive edge, while sellers that stick to the outdated low-cost model of profiting from inflated repair markups will eventually be phased out by users.

2. Actionable operational best practices: Sellers can adopt Ninebot's integrated sales and service layout to improve service accessibility. They should implement unified service processes and transparent pricing to avoid eroding user trust through arbitrary pricing, while building out an end-to-end online service chain to create a closed management loop from request intake to post-service review and improvement, boosting response and resolution efficiency.

3. Differentiated customer acquisition: Sellers can build customized services around their core local user base: offer expedited repair lanes and free courtesy vehicles for frequent delivery rider users, or add social spaces and used vehicle trading services for young student users, all of which effectively boost user retention.

Ninebot's after-sales upgrade offers multiple key insights for electric two-wheeler manufacturers, with core takeaways as follows:

1. Product and service direction: As an essential daily mobility tool, electric two-wheelers no longer compete on vehicle performance alone — user demand for full-lifecycle after-sales protection is growing rapidly. Manufacturers need to move beyond the traditional focus on only building vehicles, and integrate after-sales systems into overall brand planning to improve end-to-end user experience in line with public daily needs.

2. New commercial growth opportunities: Service upgrading has emerged as a new growth driver for the industry. Leveraging their inherent advantages in original parts and brand recognition, manufacturers can extend downstream to build standardized service networks. This allows players to move beyond cutthroat price competition, build differentiated core competitiveness, and open up new profit streams.

3. Insights for digital transformation: Ninebot has digitized its entire end-to-end service chain to deliver transparent pricing and full digital order trails, which both enables user oversight and improves operational efficiency. Manufacturers can adopt this approach to empower their downstream partner stores to complete digital upgrades, while also leveraging user data collected from service operations to inform product design and manufacturing improvements.

This article outlines the development trends, core pain points and mature solutions for the electric two-wheeler after-sales industry, with key takeaways as follows:

1. Core industry pain points: The electric two-wheeler after-sales industry has long suffered from a lack of unified service standards, opaque pricing, counterfeit replacement parts, finger-pointing over fault resolution, and low repair efficiency. Traditional independent repair shops only offer basic repair services with limited functionality, and cannot meet diverse user demand for maintenance, roadside assistance, and value-added services, resulting in very low user satisfaction.

2. Industry development trends: Driven by consumer upgrading and policy guidance, the electric two-wheeler after-sales industry is shifting from the traditional low-cost, markup-reliant粗放 model to a standardized, accessible, scenario-focused service model. Leading brands have already started this transition, making standardized upgrading an inevitable industry direction.

3. Actionable solutions: Service providers can follow Ninebot's example to build a tiered service network that covers different levels of service demand. They should implement full-process standardized operating procedures and a tiered technician certification system to resolve inconsistent service quality at its root, build a closed-loop end-to-end online service chain, and develop differentiated scenario-based services for distinct user groups to accurately address user pain points.

Ninebot's after-sales service upgrade reflects widespread industry demand for service platforms, and provides a useful reference for operational and strategic planning for relevant platforms, with key takeaways as follows:

1. Unmet industry demand: The electric two-wheeler industry currently lacks unified after-sales service standards, and both brands and end users have strong demand for transparent, standardized after-sales services. Platforms can leverage their existing resources to lead the development of unified service standards, resolve common industry pain points, and earn greater recognition from both merchants and users.

2. Operational management reference: Platforms can adopt Ninebot's tiered service network layout strategy to build a layered service system covering different regions and user needs, to meet distinct demand for full repairs, routine maintenance, on-demand services and more. Platforms should also establish unified service process standards and a technician certification system to standardize the service behavior of participating merchants, and mitigate reputational risks for the platform caused by non-standard service.

3. Merchant recruitment strategy: Platforms can roll out differentiated recruitment policies based on regional user characteristics, to attract specialty stores such as rider-friendly and student-friendly locations. They should also build a closed-loop end-to-end online service covering consultation, work orders and user reviews, to boost overall platform service efficiency and user satisfaction.

This article highlights new trends in the service transformation of the electric two-wheeler industry, and provides a typical case study as well as new research directions, with key insights as follows:

1. New industry trends: Guided by national policies to promote high-quality development of consumer services and cultivate "China Service" brands, competition in the electric two-wheeler industry is shifting from product competition to service competition. Leading companies have already moved beyond the traditional粗放 business model that prioritizes sales over after-sales and profits from repair markups, and have opened up a new service-driven growth path.

2. Innovative business model research: Ninebot's pioneering tiered service network and integrated "experience + service" after-sales model, which features differentiated operations for distinct user groups, forms a replicable, scalable path for standardized service transformation across the industry. It provides a mature benchmark for industry-wide transformation and offers high research value.

3. New topics for further research: Ninebot has now completed its benchmark service network layout in core first-tier cities, and will next expand into lower-tier cities. Key unanswered questions for future research include how to balance the costs and benefits of universal service during this expansion, how to adapt service offerings to user needs across different city tiers, and what impact service upgrading will have on the overall competitive landscape of the industry.