The ceiling of the shared charging treasure has reached the top, and the price increase cannot complete its self-salvation.
Editor’s note: This article is from the “Business” magazine’s WeChat public number “Rui Company” (ID: Shangjiezz), author / Liu Xuting.
It is still too early to say that shared charging treasures are going against the wind and ushered in full profit.
In 2017, it was the “first year” of sharing charging treasure. Taking advantage of the shared economy, the shared charging treasure became the “darling” of capital.
In 2018, shared charging treasure and other shared products experienced a cooling period. After a round of shuffling, the shared charging market basically formed a “three electric one beast” mainly based on street electricity, small electricity, monster charging, and calling enterprises. “pattern.
In 2019, the shared charging treasure touched the user’s nerve again because of the price increase.
On the one hand, several head companies sharing charging treasure announced their profitability; on the other hand, these companies have adjusted the rental rules to half-hour billing, and once charged a shared charging treasure of 1 yuan per hour, basic Adjusted to 2 to 4 yuan per half hour, the entire industry’s shared charging treasure companies have carried out different price increases.
Whether the company is profitable, why is it risking the loss of some users to raise the price? The logic in this is contrary.
The shared charging treasure exposed to the spotlight is once again viewed by consumers. The operating costs that are difficult to fill, the single profit model, the lower ceiling, the upstream industry chain are not standardized, and the shared charging treasure urgently needs to break through the business model. The price increase does not seem to solve the fundamental problem.
Behind the price increase
Zhang Lei, who got up in the morning, saw a WeChat deduction and was sober. Careful recall, it was originally a night of dinner with friends, borrowed a shared charging treasure, but the deduction of 24 yuan, or let his heart beat quickly.
Zhang Lei carefully looked at the WeChat deduction record and found that only the street electric charging treasure of 1 yuan per hour had to increase to 3 yuan per half hour, which was a full price of 6 times. Last night, charging 3 hours and 35 minutes. The deduction is 24 yuan.
This price increase makes Zhang Lei difficult to accept. He decided to charge the door or bring a spare charging treasure in the future.
Not only street power, in April 2019, the monster charging treasure used the deduction standard of 1 yuan per hour. By August, the deduction standard of 2.5 yuan per half hour has been implemented.
In addition, calls and small powers have implemented different price increases. In areas such as scenic spots, ports, etc., where traffic is large and the location is good, and it is relatively difficult to settle in or difficult to maintain, the maximum charging standard for each brand to share the charging treasure has reached 8 yuan per hour.
Many merchants who have settled in the shared charging treasure said that except for a few users who have urgent use, most users can’t accept the price increase and choose to abandon the shared charging treasure. Even in the golden area where the traffic is intensive at the airport, users are not sensitive to the frequency of sharing charging treasures, there are still users who stop the shared charging treasure.
At the risk of losing some users, the shared charging treasure company still chooses to raise prices. What is the reason behind this?
Also in April of this year, some people broke the news, the competition in the shared charging market is fierce, and the fees for monster charging in some major cities range from tens of thousands to millions, and even up to 70%. Give the merchant.
The road of sharing charging treasure enterprises when they first settled in the business is not smooth. Most merchants believe that sharing charging treasure can not increase the traffic in the store, and they also need to bear the cost and risk of charging and equipment management.
In order to successfully settle in the business, many of the pushers who share the charging treasure enterprise will give the merchant a fixed share according to the actual situation.
The “Business” reporters found that most of the merchants in the market enjoyed a 50% share, which was generally divided into monthly forms. In addition, the specific number of shares that a business receives is proportional to its geographic location and flow of people, ranging from tens to tens of thousands. After a fixed monthly share, merchants are willing to bear the costs and risks of entering.
According to the general manager of the South China Region of a shared charging treasure company, the bar, KTV, and bathing center are just like the city in the war era, which has become a battleground for all the princes.
In the eyes of various shared charging treasure companies, these businesses with large traffic and good geographical location are a piece of fat. In order to settle in these businesses, the shared charging treasure enterprise will actively increase the business share, and even pay a high admission fee.
Of course, the shared charging treasure in these scenarios will also bring higher income to the enterprise, but after deducting the 50%~70% share of the merchant and the basic cost of sales, depreciation cost and labor cost, the return will be very slow.
In addition, when the industry has just emerged, in order to compete for consumers, there has been a lot of battle between the companies that share the charging treasure.
Like the street TV, it launched a nationwide free charging for 4 days “Do not pay for a penny”; Xiaodian was in the early stage of the launch, for a comprehensive promotion, it was done for 3 months “WeChat pay 1 cent charge 1 Hours of the new activity; before the small electric charge, the monster charged has done the “Alipay pay 1 cent for charging 1 hour” discount.
Shared charging treasure companies not only have to spend high operating costs to seize market share, but also bear the cost of post-technical upgrades, maintenance management and replacement iterations of charging treasure itself.
Revenue is not directly proportional to spending, and the hole of loss is like an abyss, it will only grow bigger and bigger. This hole can only be filled by increasing the rental cost of the client.
Ceiling to the top
In 2017, the umbrella factory, basketball factory and garment factory that are going to close down, as long as there is a “sharing” lifesaving symbol, the inventory of the factory has become an economy-sharing economy.
The sharing economy is developing rapidly. Ofo swept the country overnight, sharing the concepts of charging treasure, sharing basketball and sharing umbrellas into the user’s field of vision.
After three years of market change, a total ofThe cycling industry ended dramatically, and most of the shared projects were dying. Only the shared charging treasure that was not optimistic at the time survived. Compared with shared bicycles, the advantages are that the supply chain and operation costs are not high, there is no need to occupy public land, the loss rate is low, and the manufacturing cost is low, which is an important condition for its survival.
From deposit lease to credit lease, shared charging treasure continues to penetrate in restaurants, shopping malls, subway stations, railway stations, airports to hotels, KTV, Internet cafes, bathing centers and other places. Basically, it has covered many scenes such as mobile travel, shopping, dining, entertainment and leisure. As the coverage expands, the shared charging treasure is gradually labeled as “just needed”.
The current profit source of shared charging treasure has two aspects, one is the rental fee; the second is advertising. Most of the revenue comes from rental fees.
From the perspective of rental fees, the ceiling of the shared charging treasure is almost over.
The courage to share the price of charging treasures comes from “just need”, but this “just need” is not exactly what is needed.
The usage scenarios of shared charging treasures are mostly small-probability events based on single users. Only users who are outside will find that they are charging around the location to find a shared charging treasure. .
For users, the use of shared charging treasures is “emergency”, which is different from the need to use traditional charging treasures. When the emergency conditions are met, it is reasonable to enjoy the corresponding premium, but it does not mean that it can exceed the “tipping point” acceptable to the user.
Shared charging treasure has indeed cultivated the user’s spending habits, and does not care about the specific deduction standard. The premise of not paying attention is that they are used to the deduction standard of 1~2 yuan per hour. Although the price is up to 2~5 yuan per hour, most users can still accept it, but when it is raised to 6 yuan per hour, even 8 When is the yuan? When charging a single charge costs 20 to 30 yuan, will these users choose to share the charging treasure?
Street has publicly stated that since April 2018, Street Power has achieved a single monthly profit; the entire year of 2018 has achieved full-year profit.
He Shun, vice president of street power, said that in 2019, the street electricity began to adjust the charge to 2 yuan per hour. When the company found that 2 yuan per hour could not reach breakeven according to certain calculation results, it would increase the rental fee.
According to He Shun’s statement, increasing the lease fee of the client is to achieve the company’s breakeven, so what is the company’s profitability? It is still said that in 2019, because the cost is increasing in the later period, the return is relatively slow, and the company has to increase the rental cost to balance the loss.
Upstream industry chain is not standardized
In addition, one cannot be ignoredThe problem is the safety of sharing the charging treasure.
According to industry insiders, some of the shared charging treasure manufacturers will choose some inferior batteries in order to reduce the cost of the product, which is easy to cause spontaneous combustion explosion of the battery.
Shared charging treasure’s shared and random attributes have privacy risks. Its own data cable supports data transmission function, which will lead to some users or platforms with ulterior motives to steal mobile phones by installing virus chips in charging treasures. User personal information. In the circle of friends, the face-changing app “ZAO” has been stopped for only 3 days after the launch of the WeChat share link due to personal privacy issues.
The security issue of shared charging treasure requires subsequent market testing, and companies have a responsibility to create a safe charging environment for users.
The majority of shared charging treasure companies in the market are adopting the model of foundry production. They do not have too high technical barriers, and the general foundries can produce them. The cost of each shared charging treasure is between 50 and 70 yuan (the price will fluctuate according to the order quantity and capacity), and can be recharged 300~500 times; the cost of a cabinet is several hundred to several according to its specifications. Thousands of dollars float.
Shenzhen Dibike Electronic Technology Co., Ltd. is a high-tech enterprise integrating R&D, production and sales of mobile power, battery, photographic equipment and other related electronic products. The company undertakes OEM and ODM cooperation projects for customers at home and abroad, and is currently working on an OEM project to share charging treasures.
Business Manager Xiao Hailong introduced that there is only one production line for sharing charging treasure in 2018. After the increase in the number of customers and the increase in orders, this year’s production line has expanded to three.
In 2018, the production base of the shared charging treasure (charger or charging cabinet) was 1000 units per day, and the battery production was 1000~1200 per day. In 2019, the production capacity of the shared charging treasure was 2000 units per day. The battery production is 34,000~35,000 per day.
According to the standard of shared charging treasures that can be recharged 300 to 500 times, the entire industry has now eliminated several rounds of batteries.
The old batteries that have been eliminated will be processed centrally, and the new casing will be put on, and it will become a charging treasure for users to use. However, due to the excessive number of charging cycles, the capacity loss is close to the limit. “Emergency” use, become a one-off product.
A large number of batteries that have been eliminated will pollute the environment. In terms of how to deal with the old battery pollution environment, the shared charging treasure company should also take action.
Spitcher
On August 26th, “Late Post” was reported that the US group comments will be officially and massively restarted nationwide.