cases OVERVIEW
92% sell-through rate in 4 months, 3,200+ units delivered annually.
In early 2023, we established a partnership with a local distributor in Bogotá, Colombia. The client’s primary business was the wholesale and retail of fuel-powered motorcycles, covering Bogotá and its surrounding satellite cities with a mature offline channel and maintenance network. However, driven by fluctuating local fuel costs and rising demand for short-distance urban travel, the client began seeking an electric two-wheeler product line better suited for “commuting + delivery.” After a comprehensive comparison of range, climbing capability, spare parts compatibility, and serviceability, the client ultimately chose us as their long-term supplier.
Phase 1: Induction (Months 0–4): The client placed an initial order for 800 units of 48V commuter models, aiming to quickly validate market demand and channel sell-through. Simultaneously, we provided Spanish product manuals, store display materials, high-definition product photos/videos, and remote training for their after-sales team (covering assembly, common troubleshooting, and basic diagnostics for controllers and batteries). The client distributed the first batch of vehicles across 15 direct outlets and launched test-ride events at 6 core stores. By the fourth month after launch, the client reported a total of 736 units sold, achieving a 92% sell-through rate. The purchaser breakdown was approximately 58% delivery riders, 27% commuters, and 15% household or other short-distance users. Data indicated that core stores reached an average monthly sales volume of 16–22 units per store, while general outlets averaged 8–12 units.
Cost and Reputation Driving Repeat Orders: The client conducted follow-up interviews with a sample of 120 key users (delivery riders). The results showed that switching to electric two-wheelers reduced average monthly fuel expenses by 110–110–140 per rider. With an average daily mileage of 55–75 kilometers, the vehicles fully met urban delivery requirements. Based on word-of-mouth regarding “lower operating costs and stable supply,” spontaneous recommendations formed within the local rider community, triggering a second wave of orders.
Phase 2: Scaling (Months 5–12): The client placed an additional order for 1,500 units, consisting of 900 standard commuter models and 600 long-range versions, and expanded their direct network to 28 outlets. After 12 months of cooperation, the client’s cumulative procurement reached 3,200 units, with the electric vehicle business contributing 38% of their total new revenue for the year. Meanwhile, we established a “green channel” for spare parts, guaranteeing that core wearing parts would be replenished to their warehouse within 7–10 days. This made after-sales turnover more controllable and further solidified trust at the local terminal level.