Chinese electric scooter manufacturer NIU Technologies (NASDAQ: NIU) is experiencing a remarkable surge in 2025, with its stock price nearly doubling year-to-date. This impressive performance is fueled by a significant increase in electric moped sales, particularly within its domestic market, despite facing challenges such as international tariffs and rising freight costs.
Domestic market is driving growth
In the first quarter of 2025, NIU reported a 57.4% year-over-year increase in e-scooter sales, totaling 203,313 units. Notably, 183,065 of these units were sold in China, marking a 66.2% increase compared to the same period last year.
This domestic growth was boosted by China’s consumer trade-in program, which incentivizes the replacement of older scooters with newer, more efficient models.
The company’s revenue for Q1 2025 reached RMB 682.0 million (approximately US $94 million), a 35.1% increase from the previous year. However, the average revenue per e-scooter decreased by 14.2% to RMB 3,354, indicating a shift towards more affordable models.
NIU CEO Yan Li explained: “In China, we are advancing our intelligent product development strategy by integrating automotive-grade technologies such as millimeter-wave radar, dual-channel ABS, and AI Smart Ecosystem to enhance the user experience. Our retail network has continued to expand in-line with our expectations, with new stores opening during the quarter. This synergistic combination of product innovation and omni-channel growth is driving measurable increases in domestic sales and market penetration.”
International challenges remain
While domestic sales certainly provided strong tailwinds for NIU, international markets still present challenges for the company. Sales outside China grew by a modest 6.4%, totaling 20,248 units. Factors such as US tariffs and increased freight costs were noted in NIU’s Q1 2025 earnings report as impacting international margins. Despite these hurdles, international sales contributed RMB 60 million (approximately US $8 million) to the quarterly revenue, a 22.4% increase year-over-year.
NIU’s gross margin declined to 17.3% from 18.9% in the same quarter last year, reflecting the pressure from international trade policies and logistics costs. Nevertheless, the company’s net loss narrowed to RMB 38.8 million, down from RMB 54.8 million in Q1 2024, indicating improved operational efficiency. While still operating at a net loss of around US 5.4 million, these numbers indicate a strong turnaround for the company – reflected by the nearly doubling of NIU’s stock price so far in 2025.
Looking ahead, NIU is anticipating continued growth and projecting Q2 2025 revenue to increase by 40% to 50% year-over-year. The company says it is also exploring strategies to mitigate international challenges, such as diversifying its production and focusing on markets less affected by tariffs.
As Li continued, “Globally, the market is undergoing structural shifts, with US trade policies experiencing increased volatility. However, we are leveraging innovation and agile infrastructure to mitigate geopolitical challenges, enabling sustainable global growth through proactive production adjustments.”
Electrek’s Take
If you’re a NIU fan like I am, this is great news that helps claw back some of the losses seen in the last couple of years. The entire micromobility sector has navigated choppy waters after the pandemic bubble burst, and NIU was certainly not immune to the drop in sales. But these numbers paint a promising return that industry analysts and scooter riders who depend on the company alike have been hoping for.
I visited NIU’s factory a few months ago and saw firsthand how much care and precision goes into building its millions of electric two-wheelers. That kind of in-depth look is rare in this industry, and it gave me keen insight into what separates NIU’s high-tech and high-design models from much of the industry.
Now it seems that sales are starting to catch back up to where such innovative pieces of tech deserve to be. Here’s to hoping for another good quarter to follow.
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