Recently, a friend used to spit with me and used a monster to charge him 60, enough for him to buy a charging treasure.
A friend recently spoke with me and used a monster to charge him 60, enough for him to buy a charging treasure.
By borrowing a treasure 60, is it now that the price of shared charging treasure is so high? The friend said, but there is no way, because it is used temporarily, but after forgetting to return it, I believe that it is not uncommon to share the charging treasure.
But you can find out the history of your friends. Even if you don’t forget to return it, the hourly usage price of the shared charging treasure is 3 yuan, with the first one being free for 1 hour, then 1 yuan/hour, and capping 10 yuan/day. Such standards are already a far cry.
According to Xinhuanet, the era of sharing charging treasures for one hour has ceased to exist, generally 2 yuan and 3 yuan, and some cases of up to 5 yuan and 8 yuan an hour have begun to appear.
It is reasonable to say that in the process of rapid fiery and rapid low-key, the shared charging treasure that has already made a lot of money in the muffled sound should not suddenly increase the price so much. Why did the sudden price increase still happen? Is this normal? Where will the future shared charging treasure go?
The era of one dollar and one hour is gone, and the price of shared charging treasure is hard to fall down again
After the market education has been completed, many people have already given up their own charging treasures to go out, one is inconvenient, and the other is to occupy the place. Therefore, when the mobile phone is out of power, scanning the code and borrowing a shared charging treasure has become the habit of most people. Shared charging treasure can be borrowed everywhere, street shops or shopping malls have bread machines, it is much easier than you can carry a charging treasure at any time, the key is still cheap.
Since the start of 2016, the shared charging treasure has achieved large coverage in commercial areas such as shopping malls, office buildings, restaurants, convenience stores, etc. for three years. In many people’s minds, sharing charging treasures generally cost only 1 yuan per hour. Even the first hour is free to use. Therefore, the first use of shared charging treasure, I only go back in an hour, sometimes you can charge enough electricity without using a dollar.
Now, one hour and one hour of shared charging treasure has become a thing of the past. Consumers have been talking about the collective price hikes of shared charging treasures, and in some mainstream media reports, this issue has been concerned for a long time.
According to Beijing Daily reporters visiting a number of shopping malls and restaurants, office buildings found that charging costsThe cabinets that still remain at 1 yuan per hour are very rare. Some cabinets even have a price of 4 yuan to 5 yuan per hour. The usage fees of shared charging treasures such as street, call, and monster have increased to varying degrees. 2 yuan per hour, 1.5 yuan per hour, and 30 yuan per 24 hours is the most common price.
In the shared economy model, behind the low price is the company’s market expansion through burning money. Tang Yongbo, founder and CEO of Xiaodian, has publicly stated that in the fastest period of expansion, Xiaodian had laid out about 70,000 to 100,000 units of equipment in one month and entered 20 cities in one breath. Chen Ou, founder and CEO of Jumeiyou, also ordered the street power to “burn out” 3 billion yuan a month.
Not only in the field of charging treasures, such as drip nets, Mobai shared bicycles, Meituan take-outs, etc., all rely on the crazy subsidies in the early stage to seize the market, and cultivate user spending habits by price concessions. , the education market, until the market structure is basically stable, consumer habits have been developed, “already inseparable”, after the chaos of the previous period, the company began to consider the issue of profit, and generally is “price increase”, subsidies reduced .
This is the most common practice on the Internet. In the early melee or paving the market, not only price concessions, but also subsidies, this is a core competitiveness of Internet power to penetrate into the traditional market.
But at present, the prices of these platforms are becoming more and more normal. Even Drip and First Auto have exposed some big data killing customers. Use the Internet big data platform to set different prices for different consumers.
A lot of users have spit on the Internet, indicating that two people use DDT taxi software to start from the same location, the same destination, but the price is different.
On March 27th, the Beijing Consumers Association released the latest survey results of big data “killing”. Among them, 56.92% of the respondents had experience of being “killed” by big data.
According to the forward-looking network report, the Beijing Consumers Association’s three-experience survey sample of the first car about the first car from the Changyang station of the subway to the Chinese People’s Anti-Japanese War Memorial Hall, the old user spent 74.86 yuan, new users only need 46.94 yuan.
It can be said that big data killing is the question of the decline in trust that this sharing economy platform is currently facing. So is there a problem with shared charging treasure? Now the area of shared charging treasures is also calming down. The price of 2 yuan an hour may become normal for a long time. The price of shared charging treasure will be difficult to fall down again. This is just a market that is calming down. status.
However, the sudden increase in prices of shared charging treasures is not only because the market is getting normal, but there are still many reasons behind it.
Behind the price increase, chaotic pricing power and share rights are urgently needed to be controlled
Facing consumptionQuestioning the price increase, many shared charging treasure brands are also feeling aggrieved – the price is not unilaterally stipulated by us, so what responsibility does all of us need?
In fact, the price of shared charging treasure has never been unified.
The price of different brands of charging treasure is not the same. The price of different places and merchants is different. Now the price is basically shared by the shared charging treasure agent and the merchant.
At the earliest time, shared charging treasure is a means of introducing passenger flow to merchants. It is free to enter the merchant. However, with the proliferation of players in the shared charging treasure market, merchants with large traffic, such as scenic spots, restaurants, entertainment and leisure venues, have become the targets of various shared charging treasure platforms. Paying a fee to the merchant or directly dividing it with the merchant becomes a common practice for the shared charging platform to compete for quality merchants.
According to normal business logic, in the end, the cost of this part will inevitably be transferred to the user. Therefore, like other products in high-end places such as hotels and KTV, the charging price of charging treasure is also more expensive than the outside. some.
So, the price of the charging treasure is different, in fact, it is also a normal thing. However, in this process, the reason why the shared charging treasure suddenly rises in price is actually related to the chaos of pricing power and sharing rights in this market.
On the one hand, even in the same type of consumer scene, because the channels are all offline merchants, after the supply and demand relationship determines that the merchant can rely on the charging treasure to make money, the merchants will hope to put the commercial value of its offline scene. Maximize, leaving the point to the highest price platform.
At this time, the shared charging treasure brand is a very weak negotiating position, and it has no pricing power, and the merchants with larger traffic have higher bargaining power in the industry of sharing charging treasure. After relying on the point to make money and addiction, it is even more difficult for the merchant to put down the pricing power easily, which greatly increases the promotion and operation cost of the charging treasure brand.
On the other hand, in order to better scale up the scale, the number of points is still a very important assessment point for the salesperson, which leaves the sharing right, and the share of the business needs to be more in the negotiation. If you want to make money for continuous healthy operations, you can only raise the price.
Therefore, the confusion of pricing power and sharing rights determines that the current price increase of shared charging treasure is difficult to solve. If the regulatory authorities directly issue or the market supply and demand relationship changes, the platform controls stronger negotiations. The price may be more stable. And this is less likely to be achieved in the short term.
Whether the heating charging industry continues to heat up, where will it go in the future?
From 2016 to the present, the shared charging treasure has not disappeared like a shared bicycle because of burning money. Street sales COO He Shun said in an interview with reporters in March this year that the players in the head are basically profitable.
Taking street electricity as an example, according toJumeiyou product financial report shows that street TV revenue last year exceeded 800 million, and operating profit was about 37 million yuan. As of the first half of 2019, the cumulative number of users of street power has reached 107 million, becoming the first platform to break through the billion-level level for the accumulated user volume of the shared charging treasure industry.
The “2019 China Shared Charging Industry Development Analysis Briefing” released in July this year shows that the user size of the shared charging market has reached 150 million in 2019. Street electricity, small electricity, monster charging, and calls occupy the shared charging industry. Fourth, they accounted for 28.6%, 27%, 25.1%, and 15.6% respectively.
There is now a basic competitive landscape of “three powers and one beast” in the field of shared charging treasures. However, in August, the US Mission once again announced its entry into the field of shared charging treasures.
Before this, the US team once ran aground on the project. Now, after the profitability and business model are verified to be practical, the US group restarted the shared charging treasure project, which may change the situation of the entire industry. The market structure will definitely change, but it is no longer suitable for ordinary entrepreneurs. Other small players who want to enter the game may have to pay a higher cost.
The entrance of the US Mission, which is a huge challenge for all shared charging treasures, based on the resources of the huge merchants under the US Mission Online and the resources of the courier brother, the joining of the US Mission and more in the industry chain and line The addition of new entrants with certain resources in the business resources will make the industry warmer.
Before this, Ant Financial also recommended the merger of street power and small electricity to integrate resources, improve efficiency, and achieve better market share. Therefore, the entry of the US Mission is likely to drive Ali into the game, and the war between them will also spread to the shared charging treasure, which has been able to make money on a large scale.
At that time, there may be another turbulent market war. Even if it is the first street power to share the charging treasure, it is very likely that it will be greatly affected in the process.
From the perspective of the characteristics of the business itself, charging treasure is different from taxis. There is no such high policy threshold. The US group is much earlier in this respect than it is hungry, and it is likely to achieve a huge breakthrough. Then in this process, Ali wants to compete with its defense. Even if it can’t promote the merger of street electricity and small electricity, it is very likely that it will acquire such high-quality targets and quickly defend it.
The competition between the two sides will lead to the emergence of this merger and acquisition event, and there will be more investors and companies wishing to become the target of the acquisition by Ali and the US group, thus increasing the temperature of the industry.fire.
Based on the joining of the US Mission and Ali, this relatively stable situation will still undergo some changes, but the shared charging treasure is not a new industry. The shared charging treasure field that has been killed for three years has a certain market foundation. The real market war will soon be set off and land soon, giving entrepreneurs a little time to lay out.
So, for ordinary entrepreneurs, if there is no way to do it quickly and have strong resources in terms of capital, this may not be a good opportunity.
Overall, this “dead and resurrection” market has not been so many new ideas. It is not because the demand has once again ushered in a blowout. More often, this once-suspected business model has been successfully verified. The giants and merchants want to come in and share a piece of it, so this time it has re-ignited. opportunity.
For consumers, the use of shared charging treasures has become a trend. For platform companies, the price increase can increase the revenue of the shared charging treasure company in the short term to maintain operation, but if the operational efficiency and user experience can not keep up, this wave of price increases is tantamount to drinking and quenching thirst. As Yuan Bingsong, the founder of Call Technologies, said, the market competition for shared charging treasures is not a blitzkrieg, but a protracted war, with capital, resources, product operations and user experience.
If the price of a shared charging treasure is enough for consumers to buy a mobile charging treasure themselves, perhaps its appeal will no longer be, and consumers may turn to a more cost-effective option. From the need to just need, the shared charging treasure collective price increase, may be “cool” may also be profitable word of mouth double growth, mainly depends on how the enterprise business ultimately choose.
文|Xiao Qian, founder of Xiaoqian Notes (http://xiaoqianbiji.com/), Internet Observer, dozens of tech media columnists, WeChat, please contact net1996, please indicate the copyright