FINAL PAPER ESSAY

BUSINESS ANALYSIS

France Group: Joaqun Manuel Rodrguez Capozzoli (3160600018)

(3150102504) (3150104765) (3150104565)

(3150101716) 3150105803) (18158515081)

International Business

November 2016

Andres Fuiji
 Business Analysis
France Group
Joaqun Manuel Rodrguez Capozzoli (3160600018)

(3150104765) (3150104565)

(3150105803) (18158515081)

(3150102504) (3150101716)

Zhejiang University

Hangzhou, 310000, China

Abstract
This short term paper seeks to provide a Business Analysis of how NIU, a Chinese electric
scooter manufacturer, could enter France, a European market with different costumer needs
and sociocultural aspects.

Firstly, we will emphasize in the company background, offering a clear insight of how the
company works, how they started, which products are they selling and how they acquire
success. In order to understand this aspects, we have to take a look at the companys
philosophy about the quality. Then, we will explain why do we think is a good company for
entering France, what can the company provide, how difficult will it be to enter to the
market, which similar products are already in the French market and what are the main
sociocultural differences that may cause a bad response.

Secondly, we will provide a detailed, analysis of France, taking into account the
Geographical, economic and trade, sociocultural, political and legal environments.

Thirdly, we will assess the competitive advantages and disadvantages of NIU relative to
China and to the global and local firms in France.

Finally, we will conclude with the overall company analysis with recommendations and
justifications of how the company should enter France and which strategy should the
company follow for achieving competitive advantage over the next five years.
 INDEX
1. Company Background1

1.1 What is NIU? 1

1.2 Why NIU 5

2. Country Analysis 6

2.1 Political Environment 6

2.2 Cultural Environment 6

2.3 Social Environment 8

2.4 Geographic Environment 9

2.5 Economic Environment 10

2.6 Trade Environment 11

2.7 Legal Environment 11

3. Industry Analysis 12

3.1 The electric scooter market in China 12

3.2 The electric scooter market in France 14

4. Company Analysis 16

4.1 How NIU should enter France? 16

4.2 Business action Plan 18

5. Conclusion 19

6. References 20
 1. Company background
1.1 What is Niu?

NIU is an electric scooter manufacturer company which was presented on June 1, 2015.

With more than 100 team members nowadays, NIU aims to build the next generation of

electric scooters worldwide.

NIU was born at the intersection of technology and industrial design. Co-founder LI Yi

Nan (former CTO of Baidu) and Token HU (formerly of frog Design and Microsoft) joined

forces to create a vehicle that envisions a new way urbanites live, work, and socialize in

their favorite cities around the world.

After two weeks of presenting the company in Beijing, NIU launched the largest crowd

funding pre-sale in China history; selling nearly $11,000,000 USD of the N1 eScooter in

fifteen days, making it one of the top-ten crowdfunded campaigns of all-time globally.

Subsequent crowd funding activities throughout 2015 and early 2016 have been critical to

their rapid growth and expansion of their line of scooters.

NIU seeks to enable costumers a better experience of riding an electric scooter in an urban

environment. They rely in a good quality bike with a very specific design and frame. At

the same time, NIU tries to encourage electric energy as an alternative source of power

with a high tech battery.

In 2016, NIU aims to bring the scooter to a global stage with a completely updated

international version known as the N1S Civic. The updated scooter is sporting a larger

motor (2400W max out), larger battery (29aH), a top speed of 45km/hr, and a number of

additional bells and whistles under the paneling1.

There are some branding competences that distinguish this company from the others, such

as: joint venture with Bosch engines, high quality battery, new design frame, and different

models to satisfy different necessities.

1 NIU. (2016).
Joint venture engine Bosch

NIU is nowadays working in a tight joint-venture

with Bosch aiming to provide the highest quality

engine available in the market.

The 2000W M1pro motor is leading the industry in re-defining what you can expect from

an electric motor. Combined a front disc and rear drum-brake with our advanced EBS to

create a controlled braking environment.

BOSCHs state-of-the-art motor technologies is a key component in optimizing energy

efficiency simply by reducing motor abrasion and the power wastage that can be found in

your typical motor.

Just like the N1s, the M1s and M1pro employ intelligent EBS that is able to take advantage

of regenerative breaking to recover up to 10% of the battery energy. It recognizes the

conditions of your riding and instantly calls on the motor to perform as optimally as

possible. The FOC senses the scooter diagnostics, and makes a decision as to how the

motor will respond to your riding demands.

Battery

NIU has totally changed the concept of

electric scooter battery, building an aluminum

Alloy Casing, which provides an added layer

of armor to protect the lithium cells from

impact while simultaneously regulating

battery temperature. Every M1 has a

removable battery that you can charge in your home or office, or feel free to leave it in the

scooter to charge at an outdoor charging station.

The NIU Battery Pack harnesses 150 cells of lithium-ion technology.

This is all powered by the NIU BMS (Battery Management System) that connects each cell

in parallel to create a robust 26aH core battery pack. Simultaneously the NIU BMS ensures

real-time monitoring of voltage, current, and temperature of the battery.

Re-inventing the future of urban exploration requires a deep understanding of Lithium-

Ion technology. Batteries are made of more than 18650 series of Lithium Ion batteries ,

produced in Japan and adapted the technology to the needs of two-wheeled urban

transportation lightweight, efficient, and dependable.

Batteries can rapidly recharge in 3 hours and in 1 hour lunch you can rapidly recharge

your battery to 45%, in the case of the M1.

Scooter design and frame

NIU considers targeting as the corner stone of successful marketing strategy, therefore,

they designed various models of scooters in order to reach more potential costumers all

over the Globe.

A part from the prices, the company designs vehicles to fulfil the requirements of

different lifestyles, such as:

-N1S Civic: Available from 4999 and in 5 different colors, N1S primarily targets

single driver or double riders in an urban exploration environment.

NIU N1S Civic is using state of the art lithium ion

battery packs with a two-year guarantee.

Weighting in at only 10kg, you can easily carry the

NIU battery for in-home/office re-charging. The

29aH battery pack is fully re-charged in six hours,

providing an 80km range, or about four typical

days of urban commuting.

The N1S Civic gives you 80 kilometers of freedom

on a single charge. Ride it to work, take it out on the weekend.

Their motto is that more can be done with less. NIUs final output is a culmination of a

philosophy that starts with R&D to develop a structurally stable and powerful vehicle

while remaining elegantly simple in design getting high performance with less energy,

saving 10% on energy consumption.

BOSCHs state-of-the-art motor technologies is a key component in optimizing energy

efficiency simply by reducing motor abrasion and the power wastage that can be found in

your typical motor.

The iconic N1S CIVIC headlamp is more than just a statement. The all-new unibody lamp

integrates a daytime running light and standard light that takes advantage of the unique

360 degree CCFL structure combined with LED lamps, providing an ultra-wide arc of

light for improved vision and safety at night.

Additionally, NIU has employed a Techno LED lamp structure that seamlessly integrates a

rear light, turning indicators, brake light, and license plate lamp.

-M1s/Pro: Available from 4200 , which

primarily targets a single rider with high

requirements, it provides the best combination of

style and smart design that puts a modern twist on

heritage scooter design. The M1 dashboard design

incorporates an all new riding-mode toggle making

it that much easier for you to go from ECO to

performance mode.

NIU has also added an intuitive hazard-light button in automobile inspired turning

indicators. A 45mm cushion combined with a breathable PU skin provides the ideal level

of comfort for your largest touchpoint with the M1. Torrential rain and moderate flooding

won't stop you from riding your M1.

NIU has improved the battery in this model, to get 100km of range in an impossibly light

8.3kg battery pack, and the all new handle and aluminum alloy casing make it easy and

smart to carry on the go.

M1 scooter incorporates a Smart mode that allows your smartphone to constantly monitor

your riding history in order to give you real-time feedback on the health and range of your

scooter.

1.2 Why Niu?

Our group believes that NIU is a very good company that could enter France because in

the big cities such as Paris or Marseille where the traffic jam is very large and the

contamination is increasing, the electric scooters could play a very important role for the

environment and for the day to day transport.

Also, when thinking about using an electric scooter in France, it means changing almost

completely the way people normally travel because French people do not really use

electric scooters instead, they usually use electric bikes which are not that powerful and

are more expensive than NIU.

In fact, French citizens usually do not buy an electric bike for themselves, instead, they

usually pay for renting the bike from a big company that supplies electric bikes in strategic

places such as big cities.

Moreover, in 2011, in Paris, France an electric car sharing service was inaugurated, Autolib

which provides over 4,000 charging points, making the sociocultural differences smaller

and offering lower entry barriers.

NIU provides a high-quality electric scooter to a country that is increasing its laws and

regulations regarding electrical sources and encouraging the use of alternative power,

such as the electrical.

Moreover, in the countryside, electric scooters will be welcomed due to the low wages of

some people and the low accessibility of a transport vehicle.

 NIU brings to France a new way of transport with some important factors; comfortable,

easy-going, practical and enjoyable experience.

2. Country Analysis

2.1 Political Environment

The political system in France is presidential republic and it implements the Separation of

the Three Powers.

France is a country with multiparties, which means that let France be democratic by

multiple pinning. However during election and special time, the conflicts among parties

will bring risks.

France is a democratic country.

Analysis

Democracy promotes the process of privacy-owned enterprises in order to make them

more innovative, efficient and competitive, so costs are reduced.

Political risk is ranked as A2

which means that the political

risk is low and stable but at the same time is efficient in the business environment with

continuous improvement.

Nowadays, the President from France is Franois Hollande. Next French presidential and

parliamentary elections will take place in April 2017.

When there are elections at expiration of office terms in a country, it may bring some

uncertainties in legal, policy and economy environments2.

2 Global Edge. (2016)

2.2 Cultural Environment

Office language in France is French and it is the first language of 88% of the population.

Analysis

French-spoken is a necessary skill for companies entering France. If you do not speak

French, an apology for not knowing their language may aid in developing a relationship.

Gestures

To indicate that something is expensive, most French citizens would hold out their hands

with their fingers and thumb touching, and rub the thumb across the fingertips.

Meetings

Appointments are necessary and should be made at least 2 weeks in advance. And dont

try to schedule meetings during July or August. In fact, meetings are to discuss issues, not

to make decisions.

Negotiations

French citizens tend to take time when negotiating, thus, avoid any sort of confrontation

and do not resort to high-pressure sale tactics.

Business etiquette and protocol

French business behavior emphasizes courtesy, a degree of formality and mutual trust, so

creating a wide network of close personal business alliances is very important.

Education

French education level is

lower than the European

average but in global

terms is high. Government expenditure on education is certainly high.

Net enrolment rate is high, but education competition of

high attainment is relatively low. Such education

environment creates mass of skilled and productive

workforce that enhances demographic dynamism.

However, it also can lead to insufficient innovation effort.

Technology

Technology level and expenditure in France is upgrading, but innovation competence is

decreasing.

Preference

Compared to online shopping, French citizens still love the physical store consumption.

They like to communicate with others when shopping.

Frenchs attitude towards private transport is preferring exquisite and environmental

protection, but not luxury.

French consumers attitudes quietly changed, they accept cheap goods including private

transport.

2.3 Social Environment

Low employment rate of young and older work.

Unemployment rate in France in2015 is 9.9%.

France
(The deeper the color is, the
Analysis higher unemployment rate the
countries have.)
Companies can employ workforce easily, but managers have to consider the high costs of

employment in France. Moreover a great social welfare makes residents lazier and

International migrants

stock is increasing, which

causes Paris attacks and induces social instability.

French trade unions continue to strike, especially in petroleum trade unions and

transportation, which will make the country lack of petrol and benefit electric bike firms.

Also transportation strikes drive residents to use private transports.

2.3 Financial Environment

France financial environment is good. It has little currency devaluation and very low

inflation.

Analysis

It benefits investment but not exports, so businesses in France will face little risk in

finance.

High public debt and public spending cuts. The public deficit in France will remain above

3%.

As a consequence of the public spending cuts, company insolvencies in the collective

sector meanwhile rose by 5.7% as at end September 2015, year by year. So it will influence

the development of economy.

2.4 Geographic environment

Superior geographical position; France is a country located in Western Europe with a lot

of great ports which makes the waterway transportation more convenient.

 Traffic condition; France's highway network layout is reasonable and the road is in good

quality, which makes cars become one of the most popular means of transportation in

France3. But in Paris the traffic jam in rush hour is increasingly common.

2.5 Economic environment

The size of the market; France had a population of 66,217,509 in 2014 and the GDP Per

Capita is $39,328, which means the size of France is quite large. Another factor we should

highlight is that France is an aging society so the e-bike as a sunset industry will be well-

welcomed. Besides, NIU e-bikes take the high road and take the youngsters fancy.

Pike Research, a for-profit market research firm, released a report in 2010 which included

market analysis and forecasts for electric two-wheel vehicles. They concluded that, "The

worldwide electric two-wheel vehicle market is expected to grow at a compound annual

rate of 9% through 2016" and that "a lack of a well-defined retail channel hampers faster

adoption in North America and Europe."4

Economic system; France has a mixed economic system which includes a variety of

private freedom, combined with centralized economic planning and government

regulation. But the inflation of France is quite low, which means the economic stability is

in security.

The likely economic growth; the GDP Growth Rate of France is around 0.18% and

moving upwards and downwards in recent years represents that the likely economic

growth of France is not significant.

2.6 Trade environment

Trade barrier; France is a member of the European Union. So Firms outside the blocs such

as China risk being shut out of the single market by the creation of a trade fortress.

3 Global Edge. (2016)

4 PikeResearch, (2016)
 Firms may be limited in their ability to pursue the strategy of their choice if the EU

intervenes and imposes conditions on companies proposing mergers and acquisitions.

However, the growing French e-bike market came together with a boom in imports.

According to the Bicycle Observatory 81% or 96,807 e-bikes were imported last year.

Obviously the leading import countries are China (69%) and the Netherlands (12%).

2.7 Legal environment

Legal system; France follows Common law system. So when doing business with France,

we must be highly aware of the complexity of the contract law and the flexibility of

common law system.

Property rights and corruption; Seen from the index on the global edge, on which France

ranks 20 of 97, Frances international property rights are well protected. Although there

are few robberies and blackmails, the average public security is fine. Another reason is

that leaders head the demands for better government. So there is not a serious corruption

in France. 5

Intellectual property: In France, the protection for intellectual property is thought highly

of. France has published a lot of laws to protect the intellectual property.

5 Mofcom. (2016)
 Wider-ranging legislation covering use and safety of their term EPAC; The signatories of

the European Union have agreed to wider-ranging legislation covering use and safety of

their term EPAC (electric pedal-assisted cycles). There is a range of classifications and

terms describing them "power-assisted bicycle" (Canada) or "power-assisted cycle" (United

Kingdom) or "electric pedal-assisted cycles" (European Union) or simply "electric bicycles" and

as such in some cases have varying laws according to their respective classifications in

some places. As for France the speed of electric pedal-assisted cycles is limited in 25km/h

and the watt limit of the battery is limited to 250. Besides, in France, the electric pedal-

assisted cycles is allowed to ride on bike path.6

3. Industry Analysis

3.1 The electric scooter market in China

As a whole, the industry also embraces golden opportunity for development, though the

majority of enterprises encounter a crisis. he leaders like Yadea, AIMA and Xinri have

started to further expand the market share by virtue of their edges in capital, technology,

production scale and brand influence, while a large number of small-sized firms see the

6 WTO. (2015).
 squeezed market space and plummeting market share and may face merger or

bankruptcy7.

The uncertainty of domestic industrial policy and the imperfect management system

hamper the industry development. As the State improves the management mechanism of

electric scooter and issues new standards for product quality, the Chinese electric scooter

industry will enjoy huge development space8.

Advantages of NIU

Modern and comfortable

Which implies a smart design. The NIU electric scooter puts a modern twist on heritage

scooter design.

An elevated craftsmanship. NIU painstakingly designed and crafted every element of the

scooter, inside and out, because no matter how you interact with the electric scooter, NIU

wants it to be a world-class experience.

Better lithium

NIU has harnessed LG lithium technology to get 100KM of range in an impossibly light

8.3KG battery pack, and the all new handle and aluminum alloy casing make it easy and

smart to carry on the go.

Safety

Iconic lighting enhanced security. As for NIU, the customers safety is the most

important thing. The iconic rear and front lamp designs provide extended visibility for

you and other on the coming traffic. NIU electric scooters are designed to be both

functional and beautiful.

7 Export. (2016)

8 The Economist. (2015)

 Connected to the internet

The NIU is connected to the NIU cloud, allowing riders to monitor data in real-time,

enabling riders to conduct diagnostic checks and daily use statistics straight from their

mobile phone.

Online sales

It pays more attention to the online sales, which is largely different from other major

electric scooter companies in China. This suits the trend. Some disadvantages of NIU

electric scooter can be:

High price. Other electric scooters are usually 2000-3000RMB, while NIU electric scooter is

almost 4300RMB. As for a lot of people, this price is too high.

Compared with others, it is larger and heavier to some extent, which makes it less popular

with ladies. Its after-sales service is not good. The complaints are more than the traditional

electric scooters.

Its competitors make lots of efforts and account for a large market share. Along with the

increasingly fierce competition, some manufacturers like Xinri and Aima began to tap into

central market instead of focusing on the Yangtze River Delta and Bohai Economic Rim to

seize the initiative. They tend to establish production bases closer to the consumer market,

and Shangqiu, Henan and Xiangyang, Hubei are expected to become new manufacturing

bases of electric scooter. For example, Jiangsu Yadea, tops the ranking of China National

Light Industry Council (CNLIC) electric scooter industry for consecutive three years.

Headquartered in Wuxi, Jiangsu, the company now owns four production bases in Wuxi,

Cixi, Tianjin and Dongguan, and boasts annual capacity of nearly 6 million electric

scooters.

3.2 The electric scooter market in France

There is a great market potential.

 Research reveals that

the global electric

vehicle market in 2009

was worth more than

$26 billion, including

more than $4.6 billion

worth of associated

power sources. The global market for electric vehicles is forecast to reach 2.6 million units

by the year 2015. Major factors driving growth include growing environmental concerns

as a result of deteriorating air quality, and emphasis towards increased alternative fuel

consumption to minimize heavy dependence on oil. Strong policy initiatives, including

legislations, benefits and rebates from various governments, in a bid to curb further

damage to the environment, are further favoring the penetration of electric vehicles.

The hybrid electric vehicles market is worth an estimated $19.3 billion in 2010 and is

expected to reach $46.2 billion in 2015, a compound annual growth rate (CAGR) of 19.1%

under a consensus scenario9.

Advantages

The growing awareness for greener

technology has been the primary driver for

increased electric vehicle demand. Such

vehicles have zero-emission, and use

alternate energy sources like fuel cells and

hydrogen to completely improve the

automobile industry.
It will provide a new life style in France, because there is no such electric vehicle

like NIU. All they have are motor bikes and e-bikes which can only be rented. NIU

is a very young and novel brand. In France, the pressure from the competition of

9 Bike-Eu. (2015).
 similar products is relatively small because there are not a lot of companies to

produce it. NIU can create an opportunity for individuals to own an electric

scooter.
The greatest opportunity of electric scooter industry lies in the needs of the public

sector in France. The City of Paris has expressed the desire to make it so that in

several years, residents of the capital largely abandon their individual means of

transport to circulate solely with those vehicles owned by the city.

Self-service stations of electric scooters already exist in two cities: San Francisco and

Barcelona. In the Californian city, one hundred scooters have taken to the roads

since September 2012, and 250 are parked in the seven neighborhoods of the

Catalan capital since May 2013. But the Parisian project is even more ambitious:

Anne Hidalgo, Mayor of Paris, wants 3,000 to 5,000 scooters, spread out in 700

stations across the city10.

So, if NIU can cooperate with the French governmentoccupying the market of the public

sector, which would expand the influence of NIU.

Disadvantages

It is a challenge to the lifestyle and

habits of local residents, because

they are not used to the kind of

electric scooter before, which

means NIU need to improve the

suitability of its product. There is

high pressure for local

responsiveness.
With the development of electric vehicles is not just a simple means of transport in

the past, consumers put forward higher demand for electric vehicles, electric

vehicles are more important added value. Despite all the time, in 2016, the electric

10 The Economist. (2013)

 car product lithium electrochemical, lightweight, intelligent trend will continue to

strengthen.
From China to France, the most important requirement is perfect after-sale-service.

NIU needs a workshops network to be able to ensure every customer can get perfect

service and quality assurance.

4. Company Analysis

4.1 How NIU should enter France?

We choose global standardization strategy. This strategy focus on enhancing the ability to

earn more profit by decreasing the acquisition cost.

Acquisition cost

We can acquire the original material we need to produce the scooters from Germany, Italy

and other European countries. So we can decrease the cost from producing progress. We can

build factories in the place that is close to the producing area of the original materials. By

this way we can gain advantages in the competition of price.

Regional adaptation pressure

The regional adaptation pressure of scooters is low. By political and economic analysis of the

country, we can conclude that scooters have a large market. Moreover, France is announcing

non-pollution transportation nowadays. And it is also a reason for the existence of a large

market in France.

Basic entry strategy

We choose Paris for the economic and political environments.

ve

For economic, it is a common knowledge that Paris has the most developed economic

system in France.
The citizens earn much so at the same time they have a high standard of consumption.

And for politic, this year the France government begin to start a project which supplies self-

service scooters for Paris citizens. And they encourage people to use non-pollution traffic.

Entry mode

We choose joint ventures. The advantages of this pattern are below:

Enterprises can benefit from the local partners for the host country's competitive conditions,

culture, language, political system commercial system, can better avoid unnecessary loss

of marketing caused by the difference of region and culture. So the same time we cut down

the cost, we make the profit maximization.

When open the foreign market development costs at high risk, the enterprise can benefit by

sharing the cost or risk with the local partner.

In many countries, political considerations make joint ventures the only feasible entry mode.

Research shows that: The risk of nationalization or other forms of government intervention

by establishing joint venture with local enterprises is low.

4.2 Business Action Plan

We choose to have a five-year project with Look. We just transform their bike factory into

our scooter factory.

Step one

Research and analysis, find the famous style by interview questionnaire survey these ways.

Moreover, make technology analysis about the existing scooters in Paris and then find its

advantages and disadvantages, absorb the good and discard the dregs. Whats more, ensure

the mainstream customer group in ages, careers, regions, etc.

 Step two

Product development and trial, after having a good knowledge of style and the requirement

of quality, start developing out scooter. Due to the goal of cutting down the cost, we just

need to develop two styles in the beginning.

Step three

Marketing management:

1. Establish a web where the consumers can share their experience of using the NIU in

the form of video photo and so on.

2. Film public service announcements.
3. Establish a club for the consumers just like the Harley motorcycle.
4. Logistics: sell the product on the internet and establish a distribution network system

and some after-sale service centers in Paris.

Step four

Aftersales service: when customers in different distribution centers point out Aftersales

problem, we will regularly sort out these problems and then report them to the research and

development department and improve the products.

The cooperation agreement with LOOK

They help us provide employees in Paris, venues, equipment and other hardware, we

provide technology, research and development personnel, management mode, management

personnel and equipment requirements.

We provide them the same condition in China.

5. Conclusion
Despite the risk of entering in a completely new market, our team believes that NIU can
play a big role in the electric scooter sector in France.
Some of the advantages are: first mover to the new country, not so different cultural
environment, regulations in favor of electric use of power, the core competitive power of
NIU is its technology and the company belongs to those whose technology takes
advantages.

NIU bikes are not for everybody, this is a fact, but still, the target of NIU is getting wider
and wider due to the knowledge that people is acquiring regarding new concepts of
electric vehicles, which can offer a fast, comfortable, cheap, good quality electric scooter.

The price is not cheap, but it offers a great quality battery, combined with a nice design
and materials. The purpose of NIU is to make a simple thing such as travelling, the most
important and entertaining thing of the day.

So we believe NIU will be very well received in France, thus, the increasing amount of
regulations regarding alternative electric powers, will let NIU manufacturing increase
faster.

We also would like to mention the important fact of acquiring whole subsidiary owned
companies, in our case we chose Look, a company that sells bikes, so that in the long run
we could acquire their knowledge of working in France, making NIUs brand more reliable
for French citizens and acquiring a company to produce NIUs electric bikes there.

NIUs advantage will be cost leadership, because electric bikes in France are expensive, and
also differentiation because is the first Chinese electric scooter company that goes there.

To sum up, we should take into account the high cost of stablishing a complete new
business in another country without any external investment, so maybe in the future we
should enter the stock market in order to increase faster and expand in Europe.

Our aim is to become the most popular electric scooter seller in Europe, facing also
Chinese competitors and European companies.

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