brand kpis fuer e bikes und pedelecs tecbike in brasilien-外文版培訓課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

E-bikes

&

pedelecs:TecBike

in

BrazilConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

TecBike’s

performance

intheE-bike&pedelec

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202473%

of

TecBike

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??TecBike’s

brandingresonates

more

with

Gen

X?TecBike

generally

appealsto

women

more

than

men?TecBike

ranksthirdinawareness

withintheE-bike&pedelec

market?Thepopularity

ratingof

TecBike

is31%?Among

TecBike

enthusiasts,41%

fallunderthe

high-income

category?TecBike

ranksoutside

the

Top

10

inownership?Interms

of

loyalty,TecBike

isseventh

inBrazil?TecBike

hasascore

of

17%

formedia

buzz?Consumers

want

theirE-bike

&pedelec

brandstohavereliability,authenticity,andhonesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

TecBike

at

73%Brand

profile:

snapshotBrand

performance

of

TecBike

inBrazil73%42%31%17%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:E-bikes

&pedelecs

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=518,

respondents

who

know

the

individual

brand

(popularity),

n=518,respondents

who

know

the

individual

brand

(ownership),

n=60,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=518,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024TecBike’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTecBike

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatTecBike

islikedby2%

of

Babyboomers

and31%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

23%,

respectively.36%32%31%31%23%ForMillennials

andGen

Z,

36%

and

32%

feel

positivelytowards

TecBike,

versus

43%

and

31%.

Socurrently,

forTecBike,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoE-bikes

&pedelecs,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;

Base:

n=163,

TecBikeenthusiast,

n=781,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024TecBike

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

TecBike

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TecBike

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%57%56%

ofwomen

likeTecBike

compared

to43%

ofmen,

whereas

for

the

overallindustry,50%

of

women

own

E-bikes

&pedelecs

compared

to

50%

of

men.87%91%9%

of

TecBike

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.43%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=163,

TecBikeenthusiast,

n=781,

E-bike

&

pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

TecBike

enthusiasts,

41%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.2%Single7%36%41%12%CoupleSingleparentNuclear41%

ofTecBike

enthusiastsarefromhigh-income

households.TecBike’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

14%

ofTecBike

enthusiastshavethiscurrentlivingsituation.11%10%8%37%39%33%30%35%Multi-generational14%10%22%23%ExtendedOther24%1%2%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=163,

TecBikeenthusiast,

n=781,

E-bike

&

pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

E-bike

&

pedelec

brands

to

have

reliability,

authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

E-bike

&pedelec

brandsForE-bikes

&pedelecs,

the

top

threequalitiesowners

want

fromabrandarereliability,

authenticity,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%TecBike

owners

also

appreciatethesekey

attributes,indicating

TecBike

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatTecBike

enthusiastsareleast

focused

on

arehighvalueandcleverness.ReliabilityExclusivityTecBike

shouldwork

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comestoE-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:

n=60,

TecBikeowners’,

n=163,

TecBike

enthusiast,

n=781,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

TecBike

fans,

52%

state

that

they

get

excited

about

e-bikes

&

pedelecsBrand

profile:

attitudesWhat

doconsumersthink

ofE-bikes&pedelecs

ingeneral?66%52%48%47%45%41%40%37%34%27%19%17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboute-bikes&pedelecsIliketotalkabouttopicsrelating

toe-bikes&pedelecsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

E-bikes

&pedelecs

do

you

agree

with?”;

Multi

Pick;“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=163,

TecBikeenthusiast,

n=781,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

TecBike

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

E-bikes

&pedelecs,

the

averageawareness

ofabrandinBrazil

is38%.

Awareness

ofTecBike,

however,

is

at42%.Awareness31%

ofBrazilian

E-bike

&pedelec

owners

say

theylikeTecBike,

compared

to

anindustryaverage

brandpopularity

of34%.12%

ofindustryowners

inBrazil

say

theyown

TecBike,with

the

average

ownership

ofabrandat16%.BuzzPopularity73%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of76%.TecBike

hasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

17%

comparedto23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:E-bikes

&pedelecs

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=518,

respondents

who

know

the

individual

brand

(popularity),

n=518,respondents

who

know

the

individual

brand

(ownership),

n=60,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=518,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024TecBike

ranks

third

in

awareness

within

the

E-bike

&

pedelec

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTecBikeRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Caloi84%55%42%42%40%40%38%32%31%30%2ShimanoSense342%4TecBikeOggi5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.58%6Pedalla7BiobikeMachine

MotorsGTSM18Outofallrespondents,

42%

were

aware

of

TecBike.Thisranksthemthirdcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Smart

Way13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

TecBike

is

31%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTecBikeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Caloi83%58%39%35%31%31%30%28%27%27%2ShimanoBiobikePedalla31%34Outofconsumers

who

knew

thebrand,

31%

saidtheyliked

TecBike.

Thisranksthemfifth

compared

tootherbrandssurveyed

inthismarket.5TecBikeOggi67Machine

MotorsSense69%89GTSM1PopularityN/A10Smart

Way14

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=518,

respondents

who

knowthe

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024TecBike

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofTecBikeRank#

BrandUsage

%49%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

E-bikes&pedelecs,

which

ofthefollowing

brandsdoyouowncurrently?”.1Caloi12%2ShimanoBiobikePedallaMachine

MotorsGTSM1Atrio23%319%Outofconsumers

who

knew

thebrand,

12%

saidtheyowned

TecBike.

This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.415%514%613%713%8Oggi12%88%9Two

DogsKomet12%UsageN/A1012%15

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=518,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

TecBike

is

seventh

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTecBike’sconsumersRank#

BrandLoyalty

%91%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Atrio2ShimanoCaloi90%27%385%4Two

DogsDuos83%582%6GTSM176%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

E-bikes

&pedelecs,

which

of

the

following

brandsareyou

likelytopurchaseagainin

thefuture?”.7TecBikePedalla73%73%873%9Machine

MotorsSmart

Way72%Outofrespondents

whohaveowned

TecBike,

73%saidthey

would

purchasethebrandagain.LoyaltyN/A1071%16

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

are

youlikely

to

purchase

again

in

the

future?”;

Multi

Pick;Base:

n=60,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024TecBike

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTecBikeRank#

BrandBuzz%46%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Caloi17%2ShimanoBiobikeMachine

MotorsAtrio34%329%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutTecBike

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.426%523%6PedallaGoldentecOggi23%722%820%83%9GTSM1Sense20%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=518,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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