Q1 2025 NIU Technologies Earnings Call

Yahoo

20-05-2025

Kristal Li; Investor Relations Manager; NIU Technologies
Yan Li; Chairman of the Board, Chief Executive Officer; NIU Technologies
Fion Zhou; Chief Financial Officer; NIU Technologies
Kyle Wu; Analyst; Citi Research
Jing Chang; Analyst; CICC
Michael Simmons; Analyst; Global View SA.
Operator
Good day ladies and gentlemen, thank you for standing by and welcome to the NIU Technologies First Quarter 2025 Earnings Conference Call. (Operator Instructions) Now, I will return the call over to Ms. Kristal Lee, Investor Relations Manager of NIU Technologies. Ms. Lee, please go ahead.
Kristal Li
Thank you, operator. Hello, everyone. Welcome to today's conference call to discuss NIU Technologies with us for the first quarter 2025. The earnings press release, corporate presentation and financial spreadsheets have been posted on our investor relations website. This call is seeing webcast from our company's IR's 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 provisions of the US Private Security Litigation Reform Act of 1995. Forward-looking statements involves risks, uncertainties, assumptions, and other factors. The company's actual result may be materially different from those expressed today.Further information regarding the risk factors is included in the company's public filings 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 included a discussion of certain non-GAAP financial measures. The press release contained a 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. Fion Zhou. Now let me turn the call over to CEO Yan.
Yan Li
Thank you, Kristal. Hello everyone, thank you for joining us today. In the first quarter of 2025, we achieved a total sales volume of 2,003,000 units, marking a significant 57.4% year over year growth. Behind its strong performance was a 66% year over year increase in the sales volume in the China market and a 6.4% year over year growth in the overseas market.Total revenue for the first quarter reached to RMB682 million reflecting a 35% increase compared with the same period last year. The gross margin rebounded to 17.3% with 4.9% year over year increase, primarily driven by the pump cost reduction in product platformization, component standardization and procurement cost improvement.The performance in Cuba in 2025 has set a tone for the rest of the year underlying our drive for high volume and revenue growth, as well as the possibility improvement. Taking a closer look at our performance in China, sales volume reached to 183,000 units in this quarter.Our product portfolio strategy emphasized on NIU Technology, innovation and expanding sales channels as well as targeting marketing strategy for the key drivers to the strong domestic performance. In Q1 2025, we maintain our focus in our key product strategy of NMU and series.We enhance our existing products through upgrading and refining our product portfolio, which led to optimize product mix and offer our customers an even more enjoyable writing experience. Additionally, we step up our motorcycle offerings, introduce model like MX, ML, and FX. The expansion divers by our electric motorcycle range and helps to broaden our sales channel.First was successfully launch a comprehensive range of electric motorcycles, including the MX, ML and SX series spanning price range from RMB4,000 plus to over RMB10,000. Each model features significant enhancement in functionality and smart technologies aligning with our new performance and safety standards.Those additions have significantly expand our electric motorcycle portfolio, offering consumers a more diverse options for reinforce our position as premium brand in the electric two-wheeler sector.To delve into detail of each product, on March 21, we first launched the NX Pro motorcycle price the RMB 9,999, position as the speed champion among the sub 10,000 RMB electric motorcycles. It's equipped with 72 volts, 42-amp hour high energy lithium battery, offering a range of over 90 kilometres on one charge.Powered by a motor with a peak power of six kilowatts and a boost mode. It hits the top speed of 80 kilometres per hour and accelerates from 0 to 50 in just five point four seconds. The power in intelligent fast charging system allows for full charging in only five hours.The NX Pro received around 2000 preorders and set the sales record on a platform like Douyin JD.com and T-all on its launch date. This model has established itself as a pioneer in the high-end two-wheeler motorcycle market, reinforced new reputation for high performance and attracting a younger demographic that values speed and innovation.It significantly boost our presence in the premium electric motorcycle sickness. We also launched our entry level and the smart electric motorcycles. The upgrade included enlarged footboard, extended seats and expanded storage compartments.It comes equipped with advanced intelligent features such as full color display, TFT display with the measuring navigation, as well as okay go and go technologies.Powered by a 2000 watt power motor, that the top speed of 55 kilometres per hour and includes the TCS as a standard features. Price the RMB4,799 that offers a compelling combination of performance, smart technology, and affordability. We also expand our S series with the FX Pro, FX Sports, and FXCD completing the S series product lineup on Mosacite.With their full aggressive design, those models now come with enhanced features such as full color TFT display, expanded battery compartments, offering options of 72 volts, 42 a power lithium batteries or 72 volts, 35 a power the asset batteries.Those models delivered 45% increase in the top speed and a 75%, 72% boost in the peak in power. The S series also featured dual channel ABS and the magic wheel, which significantly enhance playability and ease of the operation, establishing F series as a performance powerhouse. We launched that series on May 13, platform such as T-a, JD and Doe, and this series is set starting Q2.Now besides the electric motorcycles, we have also integrated those technologies into our electric bicycle line elevating the categories with innovation technologies. We start with the popular signature electric bicycle models such as an XT, and LT, MT and MMT, those approach bring a premium electric motorcycle experience to the electric bicycle categories.The NXT launch on the March 21, stands out as the first electric bicycle equipped with dual channel ABS, a 12-inch full disc motor, and a standard boost launch mode. The NXT similarly incorporated the top tier electric motorcycle features. Those advancement has made a high favour choice among the consumers, setting a new benchmark in the electric bicycle market.Now we also unveiled two new models and the M series targeting the female users, the MT and MMT. The MT stands up for ultra compact design, a vibrant color options and user-friendly features like GoPO systems, making it especially suitable for female users seeking a convenience and style. The MMT is smaller model, embraced the iconic M series design with fresh colorful aesthetics and a comfortable writing experience tailored to a diverse preference of Gen Z female users as targeting those demographics, the M series accounted for an impressive 32% sales in Q1, reinforcing its appeal and market success.Now in Q1, our strategic emphasize on standardizing those key product platforms has shown a sign of progress they enhance our R&D process and also reduce our bond cost, contributing a significant improvement of our gross margin in the China market. The positive impact was evident in Q1, 2025.Besides the product, we also roll out a series of features in smart technologies, such as a full function by inch TFT display, the magic will, all those focusing on similar driving experience, AI smart control assistance and AI smart ecosystem features. Also, in terms of driving 50, we have a partner with Goo Maps to develop the industry pioneer data-driven dynamic safety warning system.The system facilitate an advanced functionalities include one spot warning, a rear vehicle approach warning that AI pilot the traffic light navigation.This has already been implemented in our new NX, NXT models with a more advanced feature to be released in Q2 and Q3 this year. We're aiming at a significantly enhanced riding safety and uplifting or riding experience for our customers.Now in last quarter, we also continue to enhance our brand influence our products among the target consumer groups, especially the premium consumers and Gen Z riders. On March 21, the launch of our NX Pro was marked by strategic partnership with the renowned Game for Peace, this collaboration introduced a new cup racing tournament within a game which quickly topped the trending list on platforms like Weiboodou in Xiaohongshu.The advertising campaign spend over 10,115,000 placements across 160 major cities, targeting prominent landmarks, key business districts in the subway systems, and offices elevators garnering over 2.4 billion views. Also on May 13, we our electric motorcycle matrix products targeting the premium users and Gen Z users. With the NX and also the FX series.The launch become a milestone in 2025 with stocking sales of over RMB100 million sales in just first, five hours and the volume of 10,000 units plus.Lastly, in terms of channel expansion, we continue our previous strategy with strong focus on penetrating the previous underrepresented market in China, strategically expanding our retail footprint to ensure our product reaching a broader consumer base. We have expanded our retail footprint by opening about 384 new stores in Q1 with significant focus on tier 3 and tier 4 cities, accounting for 50% of the new opening stores.This strategic expansion rein distribution network and also paved the way for upcoming launch of electric motorcycle product in Q2.Now, additionally, our online presence has been strengthened with sales improvement across multiple online channels such as our official brand accounts, the localized accounts, regional localized account, also the 400+ store accounts.Multi-tier strategy has hosted about 10,000 live broadcasts, generating 430 million views, marking a 6 ex increase compared with Q1, 2024 last year. This has significantly boosted our online visibility and customer interactions, contributing about 100,000 units of sales, representing 60% of our total sales volume.So let me turn to the overseas market. In the overseas marketing Q1, 2025, the sales volume reached to 20,000 units. Within the overseas market, we focused on electric two-wheeler market, which is the electric mopeds and electric motorcycles.The electric two-wheeler market achieved over 3% increase due to the readiness we put in place on the direct distribution operation in the key countries such as Germany, Italy, and France, and those direct operations contributed more than 50% of sales in Q1.Now with the logistics financing CRM system, also the underground team we have really built the operation in those key countries and accelerated in network expansion. The end of Q1, 2025, the number of dealers in those direct distributed regions have increased from 120 to 180 dealers with projection to reach about 250 dealers by mid-2025, exceeding our initial forecast.We have also introduced the full line of electric two-wheeler products from 50 cc equivalent LYE models to 125 cc equivalent L3E models, as well as the motorcycles. Those product price between EUR2000 to EUR4600 catering to a diverse consumer need.Now the first batch of new product was shipped in 12,025 and now it's been stocked in local warehouse ready for the peak season sales in Q2. Now with those full lineup of electric to their products to electric motorcycles, most opt motorcycles, and also the direct distribution operation in place. We anticipate exponential sales growth targeting 3x to 5x increase in 2025 with Q1 as the early indicator of such growth.Now the fast growth in the electric two-wheeler sectors with the direct distribution regional anticipate accounting for 60% to 80% of sales will contribute significantly our profit profitability turnaround in the international market.Now for the micro mobility market for the international markets such as the kick scooters and the for the e-bikes, Q1, 2025 is the underperforming quarter with nearly flat volume growth and delayed profitability turnaround due to the tariff situation in the US and also the inventory clear out in Europe. In Europe, our Q1 focus on sales out of all the inventories, he has the impact of gross margin and profitability.Those all the inventory impacts will continue partially into Q2, but we expect to be minimized by the second half of this year. Now in the US, the uncertainty around the tariff situation we deliberately hold back the sales of existing inventories in the US marketing Q1 for more Claritin.We have implemented the price increase in online channels in Q1 and negotiate offline channels for price increases to be factored in late Q2 and early Q3.Now for the supplies to the US market, our manufacturing in Southeast Asia have already dispatched our first delivers in late Q1 2025, taking advantage of the 10% tariff window. The ship product has not been reflected in the sales yet.Now, we are carefully watching the tariff situation. However, with the negotiated price increases and the inventories prior to the tariff hike, we expect to regain profitability for the second half in 2025 for the US micro mobility market.Now overall remain optimistic about the China market in Q2 2025, building on strong foundation in product development and also the brand momentum. This has already produced the positive initial results in Q1. On the product side, we will continue to focus on product portfolio on our core NMU and F series. The launch of the newly operated in the F series in Q2 is expected to elevate our attractiveness and recognition within the high premium consumers and the Gen Z customers.Simultaneously, the launch of motorcycle products has diversified our product portfolio, offering consumers a wide array of options. Also, we have moved up the launch of a new product in Q2 to May 13, right before the China top sales season of June 18, to take advantage of this.Now we'll continue to expand our sales channels, expanding, expecting to add another 300 to 400 stores in Q2. The channel expansion will drive sales growth, but also shows a sign of channel momentum turn around this year.Now lastly, we will continue to improve our gross margin as a result ratiovia product platformization in 1.And finally, we have worked diligently to modify our current product line up, to create a new design style to cook with the new electric bicycle standard in China to be in place in September. We have a solid product line up development ready to be in the market by this.Now looking at the international market, with the trend we observe in Q1 and Q2, we anticipate a steady growth in the overseas market and turn around profit loss this year. In the electric cooler market with a complete product portfolio and the established direct distribution operations, we anticipate a hyper growth in both revenue and profit contribution.The sales growth we saw in Q1 is a testament to this foundation we have built. In the following quarters, our focus will be on expanding the direct distribution operations at a higher contribution margin.For the micro mobility market, even with the turmoil on the tariffs, we have started to return around signs from profitability perspective. With the clearing out of our inventory in Europe and also the clarity with the US tariff situation, we expect to rebound with the moderate growth and a significant improvement in the profitability.Now I'll turn over to our CFO Fion Zhou to talk about financial.
Fion Zhou
Thank you, and hello please note that our press release contains all the figures and comparisons you need, and we have also uploaded the Excel format figures to our IR website for your reference. As I review our financial results, I'm referring to the first quarter figures unless I say otherwise, and all monetary figures are non-not specified. At the end just mentioned, our total sales volume for the first quarter was 203,000 units, up 57% compared to the same period of last year. 183,000 units were sold in China, while the remaining RMB20,000 were sold overseas.The total revenue for the first quarter amounted to RMB682 million, an increase of RMB177 million or 35% compared to the same period of last year. The China revenues were RMB608 million, accounting for 89% of the total revenues. Of this, the scooter revenue was RMB546 million a year increase of 39%. This increase was mainly due to the increase in sales volume and partially offset by a decrease in revenue per e-scooters.China's scooter ASP was found to nearly RV 3,000. This decline in ASP was primarily attributed to a shift in product mix. The notable increase in sales volume of high-end la asset models as mentioned in the previous quarters last year, has led to a more concentrated retail price range from RMB3,000 to RMB7,000.And the overseas revenue was RMB74 million, representing 11% of the total revenue. The scooter revenues, including electric motorcycles, mopeds, kick scooters, and e-bikes, amounted to RMB60 million, up from RMB49 million in the same period of last year. And this growth was driven by stronger international demand. For electric motorcycles and mopeds, which command higher retail price and the premium pricing of these products also contributed to a year over year increase in the overseas AP rising from RMB22,577 to RMB2,962.And the revenue from accessories spare parts and services amounted to RMB76 million a 20% increase compared to the same period of last year due to the increase in the spare parts sales in both China and overseas markets.The gross profit for the first quarter exceeded RMB118 million, marking a significant improvement compared to RMB96 million during the same period of last year, and the gross margin was 17.3%, 1.6 PPT lower than the same period of last year, but 4.9 PPT higher than the previous quarters.The domestic market growth margin improved due to the successful cost reduction initiatives, which increased the overall GM by 1.2 PPT.However, the overseas cooler margins dragged down the total growth margin by 2.8 PPT, primarily due to the three factors. The impact of 25% of the US tariffs implemented last June.Elevated freight cost and aged inventory write downs.The operating expenses for the first quarter were RMB165 million remaining flat compared to the same period of last year. However, the OPEC ratio declined significantly from 32.7% to 24.2%. Selling and marketing expenses rose by RMB9 million year over year to RMB150million and RMB150 million driven by a higher staff cost, advertising and promotional activities and rental expenses. Selling and marketing expenses.Accounted for 16.8% of revenue, down from 20.9% in the first quarter of 2024. R&D expenses increased by RMB1 million year over year to RMB30 million, primarily due to the higher staff cost and share risk compensation. The R&D expenses as percentage of revenue are 4.4% compared to 5.7% in the first quarter of 2024. GNA expenses. By RMB10 million year over year to RMB21 million largely attributed to the foreign currency exchange gains and GNA expenses as percentage of revenue was 3%, a notable reduction from 6.1% compared to last fourth quarter in 2024.In the first quarter we had a net loss of RMB39 million with the net loss margin of 5.7% on the non-GAAP accounting compared a net loss of RMB55 million with the net loss margin of 10.9% for the same period last year.The adjusted net loss was RMB31 million with an adjusted net loss margin of 4.6% and turning to our balance sheet and cash flow, we ended the quarter with RMB963 million versus RMB1.1 billion last year. In cash, restive cash, term deposit, and short-term investments, and our operating cash outflow amounted to RMB154 million.The caps for the first quarter amounted to RMB24 million, reflecting an increase of RMB3 million compared to the same period of last year, and this can be attributed primarily to an increase in the opening of new stores in China.Now let's turn to guidance. We expected the second quarter revenue to be in the range of RMB1.3 billion to RMB1.4 billion an increase of 40% to 50% year over year.Please be aware that this outlook is based on the information available as of the date and reflects the company's current and preliminary expectation which is subject to change due to the uncertainties relating to our various factors and with that we're now open the call for any questions that you may have for us, operator, please go ahead.
Operator
(Operator Instructions) Kyle Wu, Citi Research.
Kyle Wu
Thank you, operator. Hi, this is Kyle from Citi. Thanks for taking my questions. I have two questions. First is about the sales volume guidance. At the year beginning, we guide, 2025 full year sales volume to be 30% to 50% year on year growth. Do we still maintain this volume guidance? Second is about the margin. What's our margin outlook for the upcoming quarters of this year? And also, do we still expect second quarter to see net profit turnaround, thank you.
Yan Li
Yeah, let me address the first one. In terms of guidance for the annual volume we haven't reached, we have not changed the guidance. I think we're on the path.
Fion Zhou
Okay, for the growth margin annually, actually last year, our overall growth margin was only 15.2% overall, and for sure this year the annual growth margin will be recovered from 15%. And for the quarter this year, we still expecting that the, we will get the profit from the next margin, so the MP is the positive expectation for us.
Kyle Wu
Okay, thank you.
Fion Zhou
Hope you got answer for this question.
Operator
(Operator Instructions) Jing Chang, CICC. Please go ahead, your line is open.Hello.
Jing Chang
Hello, I have one question. I have seen that the average selling price decreased the quarter to quarter in Q1, but the gross profit margin improved significantly quarter to quarter. So I'd like to know what the main reason is and what is the outlook for average selling price in subsequent quarters. This is my question, thank you.
Fion Zhou
Okay. I'll take this question. Actually, in this quarter, the ESP, especially the China ASP dropped due to, we launched the new models, from starting from last year, the launch date of our new models, especially the flagship models vary each year. For instance, the retail price of MP 2025 models.This is this quarter's best seller. The price ranges from RMB, nearly RMB4,000 to RMB5,000, whereas last year we launched the NXT last Q1. This is, our last year's top seller and the price between the RMB6,000 to around RMB12,000.So, the launching date of our new model. Actually, various our ASP each quarter, but this ASP will smooth if we're looking forward to the next, to the following quarters, especially the NASP as we just explained to the market that, the ESP will remain almost the same compared to last year or, change a little bit within.The single digital change, for the, second quarter after this year actually we expected the ASP, especially in the domestic market will recover, compared to the Q1 this year, but we will, we concentrated actually the models retail price. Well concentrated in the range from RMB3,000 to RMB7,000. So, the ASP will, rebound from this quarters, RMB3,000 to around, RMB3,000 to RMB3,500 ASP in the domestic market.So this is our expectation in the in the quarter two ASP and as to the gross margin recovered as I just explained that this quarters growth margin, recovered, especially from the, our domestic schoolers cost reduction.Since last Q4 we see a dramatic growth margin, drop down, due to our assets, motorcycles and moped in the domestic market contributed, more than 40% of our sales volume which are which are 3% to 5% gross margin lower than the same here in the recent one and we began to we began to change the smart function platform and also, the R&D, the R&D platform and also the cost reduction from the raw material and this quarter we saw the benefits from the cost reduction in the domestic market and in Q2.We think the world's margin will, remain at this level, but you will change, a little bit, due to the product mixed in the domestic market, but will not go back to, lower than 15% as last year showing the figures. This is the this is the gross marking and the ESP for this year's explanation.
Jing Chang
Thank you very much. That's all my questions.
Operator
Michael Simmons, Global View SA.
Michael Simmons
Thank you. Yes, it's Michael here, Michael Simmons. Dr. Lee, perhaps I can just ask you a little bit about the balance sheet. I think it's the cash position has kind of come down a little bit, given what you've just been talking about and it sounds like the second quarter is looking quite good. How do you think the cash position, the net cash position is going to look at the end of the year?
Fion Zhou
Well, actually, each year the quarter one is the cash position is the lowest since it's the Chinese New Year, we need to clear out all the advance to the suppliers, the accounts payable, and also the notes payable to the bank. So if you're looking back to 2024 and 2023 each year, the fourth quarter's cash balance is the lowest, during the whole year.But at the end of this year 2025 actually we expected the cash position will grow up starting from quarter to, since the peak season, both in the domestic market and the overseas market is coming and we give a high speed sales volume increase aligned with the revenue increase and this will brought us. The operating cash flow inflow starting from quarter to and we didn't expect a large pay for the for the furniture and equipment and also the doors open. So overall we think the cash position at the end of this year will be, higher than, the end of December 31, in 2024.
Michael Simmons
Great, thank you.
Operator
Mr President, we will take our next question. Zyan Wayan, South Capital.
Okay. This is Daniel from CIA Capital, and I have only one question regarding overseas business. Why is good, as we, know that, why good revenue, has been negatively impacted by tariffs. Electric motorcycle sales have shown growth. How should we interpret the growth rate target for overseas operations under this these circumstances, thank you.
Yan Li
I think for the overseas growth rate, we remain; to be, we haven't really changed through our forecast. For this year, I think even at the last quarter when we, we talked about the last year results and even the forecast of this year, we know that our electric tool or the electric motorcycle market, the growth rate will be quite high because they start with actually, last year we only did about 3,000+ units of electric motorcycles and then during our peak time. We actually did it, close to, weigh about 20,000 units.So we look at, the, that, the starting from 3,000 units last year, we look at a really a hyper growth this year, looking at somewhere at least 5X to 6X growth on the electric motorcycle side. On the, the which, on the quarter one where you see a 3X growth there.On the micro mobility, the kick scooters, so we, the US tariff really started to impact us last year when, our tariffs actually increased to 25%, on May 30, post May 31, last year. So that already has an impact on the business. So we actually start to Relocating the manufacturing base from China to Southeast Asia, to try to cope with that 25% tariff where back then the Southeast Asia, it was a 0% tariff.So I mean this quarter, Q1 this year, we see, the basically the tariff goes in the Southeast Asia tariff up to 10%, but the China side actually went up significantly. So we actually consciously made adjustment saying by holding off the sales for the US market. But you look at the entire year, I think the demand there with our Southeast Asia manufacturing base in place, also with how we negotiate the price increase. With a key US retailers like Best Buy, Walmart, I think we should be able to see that business goes as normal as what we expected at the beginning of the year.But overall, I think with the micro mobility, both on the US, Europe, I think our key three footprint are US mark, well, the entire North American market, basically US and Canada, and also the European market, as well as some of the Australian market, New Zealand market. We expect moderate growth. We don't expect that business grow at 2X or something. We really expect.A simple double-digit growth, and with the key goal is actually a, I turn around the profitability. I think if you look at the two international market segments with the electric motorcycle, I think it's a hyper growth with the high profitability contribution and on the kick scooter or micro mobility market, you really should expect this moderate growth, but with the key focus on turning around from a profit loss to a profitability business unit.
Okay, thank you.
Operator
There seems to be no further questions. I would like to hand back for closing remarks.
Yan Li
Alright, thank you, operator, and thank you all for participating on today's call and for your support. We appreciate your interest and looking forward to reporting to you again next quarter on our program, thank you.
Operator
This concludes today's conference call. Thank you for participating. You may now disconnect.