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Recently, a number of media reports said that the shared charging treasure brand in the market quietly increased prices. Some consumers have reported to the media that the price of charging treasures in some cities is as high as 8 yuan/hour, and the situation of 4~5 yuan/hour is also very common. When the news came out, it caused a hot discussion among netizens on the social platform.

After field visits in Beijing, Shanghai and Shenzhen, I learned that notes, in some areas, the original rent of only 1-2 yuan / hour has quietly risen to 3 yuan / hour or even higher. Some charging treasure brands will change the charging standard into half-hour billing (1~1.5 yuan / 30 minutes), which is considered to be a price increase in disguise. Many netizens questioned whether shared charging treasures will maintain the balance of payments or achieve profitability through price increases, just like sharing bicycles.

“It’s time to cut the leek, but don’t you go up? Shenzhen is now more expensive than a shared bicycle.”

The interesting phenomenon is that even in the same brand, rent increases in different cities and regions are different. In Shenzhen, where the price increase is the highest, readers have told me that in the past two months, the price of Shenzhen shared charging treasure has risen sharply. Now it is difficult to get a price of 1 yuan per hour in some mature business districts. The charge for shared charging has been raised to 3~4 yuan/hour or even higher.

The overall price increase of shared charging treasure is because it has entered the harvesting period? Or for other reasons, is the operator’s price increase due to increased costs? In the face of this rise, consumer charge is still not charging?

The demand for shared charging treasure is still strong

“Loss money, no money? The possibility should be small, at least in Shenzhen, there are many people who share the charging treasure.”

In the vicinity of IBC Mall in Luohu, Shenzhen, I understand that the notes are randomly communicated with some passers-by. Some users who often use shared charging treasures say that the frequency of using Shenzhen’s shared charging treasure is very high, even though the previous charge was only 1 yuan/hour, but it feels Not to lose money.

A female employee who works at a jewelry company near IBC Mall said that if she goes out of the phone and runs out of power, she will go straight to rent a shared charging treasure at the streetside store. However, in the past six months, she has often encountered some problems. It is not that the charging treasure in the electric cabinet has been borrowed, or that it cannot be recharged after borrowing.

“Like IBC, it is often borrowed from the charging treasure. To go to the opposite Ginza, the electric cabinet will soon be filled.” The female staff said that in addition to Luohu Shuibei, Futian Huaqiang The small motor cabinets in the North and Longgang Central City are also often unable to return in full condition, which proves that the usage rate is not low.

“Before I received 2 yuan for one hour, but the charging power is small. It takes 1.5~2 hours to fill a mobile phone. This is equivalent to 4 yuan.” A college student who is shopping at IBC told me to understand the notes. The original charging treasure is not low, because it is much less efficient than the home charger and self-purchasing charging treasure. It has already been suspected of disguised charges.

In the heart of Fukuda Che Kung Temple in Shenzhen, where you can share the charging treasures, you can understand that almost every two merchants in the market have a shared charging treasure cabinet. Most merchants said that they have recently felt that “sub-accounting” is somewhat sluggish.

“After a while, it was difficult to extract the money, but it has been no problem for half a year ago, and it is paid on time every month.” A merchant told me to understand the notes, from the end of last year to the beginning of this year, “A certain brand” shared charging treasure appeared to be difficult to extract, but it has eased slightly since March and April.

He revealed that several salesmen who are responsible for communicating with merchants said that their own projects are operating normally, and some brands have indicated that they have achieved breakeven, and some have claimed to have achieved overall profitability. Therefore, there are two of the biggest brands that emphasize the original share ratio with the merchants, and the withdrawal will be as timely as possible.

“Look, my small cabinet has about 250 yuan per month. These brands will only have more income, and some friends have revealed that there are only 70,000 units of street electricity. The cabinet is placed in the city, more than 300,000 pieces of charging treasure, counted tens of millions of water every month.” A store that runs a catering business said that he does not expect this thing to make money, is to attract passers-by into the store, it is a kind drainage. “I can see that there are many passers-by every day, renting shared charging treasures in various stores, and the business is good. In addition, there are advertisements on these charging treasures, and platforms and agents should make money.” p>

According to industry insiders, the general distribution of the charging treasure industry is 20% on the platform side, 10% on the operator side (agent), 50% on the investor side, 20% on the scene side (shop), and of course there will be some fine-tuning. . In the eyes of ordinary consumers and merchants in Shenzhen, today’s shared charging platform has begun to make a profit. As for the current price increase of charging treasures, most people think that it is flat.After training the user’s consumption habits, Taiwan is ready to start “harvesting” through price hikes – that is, to earn back the previous subsidies quickly!

So what is the actual situation?

Price increases or uneven distribution and traffic

“Looking at the report (shared charging treasure) brand said that the price increase was due to the replacement of new equipment.”

Tu Wei is the person in charge of the production line of a charging treasure manufacturer in Shenzhen. He said that it is rumored that the shared charging treasure is rising due to equipment upgrades, so the reason for maintaining normal operation through price increases is quite reasonable. Actually not. “In fact, the cost of charging treasure equipment is not as high as everyone thinks.”

Since the birth of the shared charging treasure, the current mainstream charging cabinets can be placed in small cabinets in shops and catering stores, as well as large vertical cabinets that can be placed in public areas of shopping malls. “At present, the update is to replace the new charging treasure with integrated charging cable, and add different charging cabinets.”

Tu Wei told me to understand the notes, even if I replaced the new charging treasure with integrated charging cable, the original large cabinet can be compatible, and the cost of the charging treasure itself is not big. At present, the cost of the shared charging treasure of 5000mah is 30- Between 35 yuan. According to the common 2 yuan / one hour charge calculation, charging 15 times (or 15 hours) can recover the input cost of the charging treasure. The cost of the charging cabinet is between 400-600 yuan for small cabinets and 2,500 yuan/set for mainframes.

“At present, the cost of many new equipment and new charging treasures is borne by the agents. The cost pressure of those brands is actually not big.” Li Shimin, who once represented a shared charging treasure product in the Shenzhen market, said that he understands the notes. The shared charging treasure brand will require the responsible agent to bear the cost of the cabinet and charging treasure, so the specific reasons for the price increase should be carefully analyzed.

Li Shimin revealed that some brands claim that both the cabinet and the charging treasure are 20% or 10% off to the agent. However, the transaction price on the contract is 800 yuan/set for small cabinets and 65 yuan/piece for charging. Even if the 20% discount is higher than the factory price, some profits have already been earned by the brand in advance. Basically, the brand side has to invest the cost of the expenditure, but only its own team.

“There are also brands that require agents to only shop in outspoken areas, suburban areas, and their self-operated teams cover crowded areas.” He told me to understand the notes.Although the shared frequency of Shenzhen shared charging treasure is high, the charging rate of the same area is also very different.

The charging treasures in some areas are frequently borrowed. In some stores, the charging treasures are not seen by users for ten days and a half. “Some businesses share hundreds of thousands per month, thousands of yuan, and some merchants for half a year. I can’t wait for a penny to get it. Not only in the suburbs, but also in mature areas.”

Li Shimin speculates that the reason why some of the charging treasure brands set up in densely populated areas have increased prices may be that the brand self-employed team has invested a large number of cabinets and operation and maintenance costs in these areas to cope with the uneven regional traffic. “It is also in the bustling Chegong Temple. Some stores are very hot. Some stores are not rented. There are still some consumer scenes. There are very few consumers borrowing from fast food restaurants and cold drink shops. Cafes and meals. The restaurant has a bigger chance. The cabinet must be covered and covered.

That is to say, even in hot spots, the price increase may be to let the hot store income carry the losses of some unpopular shops.

In addition to uneven traffic, due to the wide variety of brands and fierce competition in the market, some merchants are not allowed to share as long as they can be diverted. Therefore, the price increase is also in response to some “several boats”. Business.

Li Shimin often finds that there are many brands of charging cabinets in the store, such as street, telephone, small electric, and backup power. “The merchants feel that there are many customers borrowing, and the distribution is very impressive. Whoever puts the cabinet in can be. If you catch up with a brand of charging treasure is always no one, the natural income is low.”

The self-operated business is expanding rapidly, the number of cabinets is large, the competition among brands is fierce, and the traffic in the area is uneven. The shared charging treasure agent (operator) has a strong price increase appeal, and the platform is happy to see it. Investors It will not be rejected, so the overall increase in rental fees in the industry has become a common phenomenon.

So, will the price increase or disapproval of consumers, will it encourage more consumers to buy charging treasures for their own use?

User price sensitive Businesses are willing to pay for their own pockets

“If I share the charging treasure 2 yuan / hour, I will still use it, after all, is emergency charging.”

In the process of communicating with many users, I understand that the average consumer is sensitive to the charge of the shared charging treasure. Many people say that the highest fee they can accept is 2 yuan / hour, such as higher than this price. It is better to buy a charging treasure and carry it with you.

A young office worker told me to understand the notes. Shenzhen shopping, dining, and travel can all use mobile payment. Many Shenzhen users are used to going out with only keys, mobile phones, and unwilling to pack. Therefore, the charging treasure is so cumbersome that few people are willing to carry it.

When the mobile phone is running low, many users will think of the shared charging treasure on the road, and they are willing to spend 2 yuan / hour to rent one should be emergency. “If it is 3 yuan / hour or even higher, then you can buy a charging treasure with 20 times. After a charging treasure can be used for one or two years, it is not worthwhile.” Some users admit that if the charging treasure continues to increase prices Or if you exceed the acceptable level, you will definitely consider buying a charging treasure to carry around.

As for the merchants who store the charging cabinet, there are some indications that if the price of the shared charging treasure increases, the number of passers-by and customers will be reduced, and the cooperation with the platform may be considered.

“I agreed to place the original intention of charging treasure, just to divert the store, and also convenient for customers to charge the phone. If there are fewer people using the price increase, there is no distribution, but also the electricity fee in the store. It’s not worth it.” A businessman who manages Japanese food in Xiasha said.

There are several shopkeepers who point out that if you only want to solve the problem of charging your customers’ mobile phones, you can buy a few charging treasures and lend them to customers in the store. You can also extend the time spent by customers and add some “promotions”. Opportunity.

Conclusion

The current lack of scientific market research on shared charging platform and agents can only be laid out in a paved and congested manner, resulting in waste of resources. In the same business district, some regional charging treasures are in short supply. In some areas, no one cares about them. In the end, they have to “grab the rich and help the poor” and balance the revenue and expenditure of the charging cabinets in various regions.

In the eyes of merchants and users, the price of shared charging treasures is indeed a bit “floating”. Although many users have already developed the consumption habit of renting and sharing the charging treasure, but the price increase of double or even several times will still persuade most users. At the same time, this move also makes the business concerned about whether the shared charging treasure can continue to play a role in drainage.

It’s easy to raise prices, but once the user’s “good feelings” are gone, it’s hard to fall back. This is also an embarrassing situation for the shared charging treasure industry. The price factor determines whether the sharing economy is just needed or not. If you don’t pay attention, you may fall into a new pit.