Finally, the three-in-three-out Meituan was “really fragrant” again.
Editor’s note: This article comes from the WeChat public account “zinc scale” (ID: znkedu) .
Written by / Star Evening
Editor / Xu Wei
since birth The shared charging treasure industry, which has been labeled as “pseudo-demand”, has had a “hundreds of power wars” and has also stirred up the “diss war” of Wang Sicong and Chen Ou.
Several years have passed, and pseudo-needs have gradually created real needs. In 2019, the total number of users in the shared charging treasure market will reach 150 million. Because the input cost is low and the scale continues to expand, street power, small power, monster charging, and incoming calls are profitable, this track has become eye-catching.
Finally, the three-in and three-out Meituan is “really fragrant” again.
First, recruit people in more than 100 cities across the country to push the ground, and give the merchants the temptation to increase the real clicks of Meituan and the public comments. A small shock.
However, despite the profitability of the head companies, the single profit model of the shared charging treasure industry still causes most players to struggle on the edge of the survival line. For the US regiment’s massive offensive, as far as they are concerned, not only has the pressure increased sharply, it may even be out at any time.
For the entire industry, after a shuffle, the effect may even be counterproductive …
profitable head players are still Like a thin ice
On the morning of May 5, three years ago, Wang Sicong excitedly posted a message in the circle of friends: “If the shared charging treasure can succeed, I will eat it, and post it as a proof.”
It is still too early to judge whether the industry has succeeded, but the head player “Three Powers and One Beast” has already achieved profitability. In terms of market share, street power accounted for 40.5%, small power technology accounted for 23.6%, monster charging accounted for 20.9%, call technology accounted for 11.7%, and the remaining players only accounted for 3.3% of the market.
Although the “three electricity and one beast” seems to have entered the track of benign development, the status quo of survival may still be on thin ice.
The price hike that was hotly debated last year is a good example. The one-hour and one-hour scene has become a thing of the past. Instead, the price increase is 2 to 8 times according to different scenes. A staff member has disclosed, “This is a helpless move for survival. According to the 50% -80% share of the share, and the entrance fee, the company has been struggling to survive.”
Regarding this, some people think that this is just the rhetoric of the shared charging treasure company. It seems to be weak, but it actually pushes the cost to customers through price increases. There are many opinions, but the shared charging treasure does not look so beautiful.
On the one hand, even for the “three electricity and one beast” that has already achieved profitability, the profit model is still single. According to the “Research Report on the Shared Charging Treasure Industry in 2020” released by iResearch, leasing revenue accounted for 97.2%, advertising revenue 0.5%, and other revenue 2.3% of the revenue in the shared charging treasure industry in 2019.
As can be seen from this, even if various enterprises add a lot of advertisements in charging boxes and smart terminals, they still get a lot of money.
On the other hand, due to the epidemic situation, commercial districts, hotels, theaters and other places were closed, and the shared charging treasure enterprise had been out of grain for a long time, and the industry was once again in trouble.
Previously, the founder of Xiaodian Tang Yongbo issued an internal letter stating, “The epidemic has caused a big blow to the company ’s business. On the one hand, the income has dropped sharply. On the other hand, the company has more than 5,000 employees. Many expenses such as rent need to be resolved urgently. “
As the economy gradually recovers, the shared charging treasure has finally ushered in a small peak. But Meituan’s heavy punch may strike practitioners again.
Meituan is currently recruiting personnel in more than 100 cities across the country, and it is rapidly expanding. For merchants, they only need to provide venues to receive continuous dividends, and each time the user uses it, the merchant can increase real clicks on Meituan and reviews.
Such conditions are tempting for businesses. The reason why the “three electricity and one beast” can achieve profit is also closely related to the large proportion of market share. If it is divided through the Meituan, it may be more difficult for the head players.
Meituan ’s fourth layout sharing charging treasure industry
Small businesses that only account for 3.3% of the market Following
In the shared charging treasure industry, there are always a few players who can complete self-blood production, and more are still Few people are interested in the participants.
Through Kaixinbao’s search for “shared charging treasure”, 320 search results can be found. Among them, multiple enterprises such as Sodian Charging, Cloud Charging Bar, Double Power, Hi-Tech, Easy Charging, Squirrel Electric, etc. share ” 3.3% market share outside the “three electricity and one beast”.
What does the Meituan ’s entry mean for them? Perhaps it is difficult to keep even this 3.3%.
In fact, this is the fourth time the Meituan has laid out a total ofEnjoy the charging treasure project. Previously, due to the poor pilot effect in a small area, this project was withdrawn from time to time. But this time, the large number of recruits by the US Mission shows that its determination is not small. Judging from the huge support behind Meituan, it is not difficult to quickly make a noise in the market.
But for the “marginal players” who are not easy to live, it is likely to be the last straw.
In common business districts, restaurants, theaters and other places, you can usually see the same place with multiple charging treasures of different brands. The difference between the head player and the rest of the company is that more of the latter cannot or cannot penetrate. For example, convenience stores within 100 meters, small beverage newsstands, street shops, etc.
I have to say that the entry of Meituan is likely to widen this gap. Even after Meituan gave more favorable conditions, “edge players” could easily be abandoned by big merchants.
As a result, these companies may turn to small businesses or sink markets, but this part of the market has insufficient traffic and users need to be re-educated. This will require a lot of capital and energy investment, which is precisely what the small enterprises lack, and this process will make many enterprises overwhelmed and closed down.
After the outbreak of concentration in 2017, capital ’s attitude towards the shared charging treasure industry has become more cautious, and only the head companies have entered the later round. Under the shortage of capital, it is difficult to imagine what kind of players can remain in the game after the industry reshuffles. But for companies that are always on the edge of the survival line, this may be a life-and-death confrontation.
After the turmoil and shuffle, Will the industry go backwards?
When the head player and other players are impacted one after another, and the Meituan sits on the predecessors and harvests the traffic Later, the shared charging treasure industry will usher in a new prospect.
But this picture seems familiar, the former groupThe shopping industry, bike-sharing industry and online car-hailing industry have all gone through such a scuffle. In the end, the industry may be born into a Big Mac or a single company, but it is often criticized in the end, causing consumers to question it.
“This ending is not a good thing for sharing the power bank, and may even cause the industry to go backwards.” An internet observer said of the zinc scale.
From the current status of the shared charging treasure industry, the industry is still in the early stages of maturity. The competition pattern of “three powers and one beast” is gradually determined. The scale of users, the density and the breadth of equipment have been formed, and the overall industry has shown signs of benign development. But how to complete the transition of the maturity period requires a deeper education of the market and a richer exploration of the profit model.
At present, the rental income, which accounts for 97.2% of the revenue share, is almost the only profitable model on which the shared charging treasure can survive. Rental income is greatly affected by market share and user share. Small electricity covers more than 1600 cities, monster charging covers more than 1300 cities, street electricity and incoming calls cover more than 300 cities. The breadth and depth of laying directly affects the company’s profitability . With the radical entry of Meituan, coupled with the traffic support behind it, companies in the vertical sector have lost their advantages, and profits may no longer be in vain.
In addition, iResearch has pointed out that the shared charging treasure can achieve a gross profit margin of 24.85% under the direct mode. Among the various costs, 46.8% of the cost of merchants is the largest expenditure, equipment costs and BD costs account for 15.4% and 10.5%, and the remaining warehousing logistics and payment fees are 2.0% and 0.5%, respectively.
In short, the sharing with merchants plays an important role in sharing the revenue of charging treasure enterprises. If a giant such as Meituan enters the game and stimulates vicious competition among enterprises, it is likely that the enterprise will take up the resources of the merchants by compressing its profits and even losing money. The ending of this type of competition mode has happened too many times, and it is not beneficial to the development of the industry.
On the technical level, this battlefield without smoke seems to stop at the “position competition”, but the product itself has not been able to play new tricks.
Most of the shared charging treasure companies have not made efforts in technology research and development, and mostly rely on upstream battery suppliers and downstream merchants. The lack of core patents and technologies means that companies have insufficient voice and mastery in product quality, quantity and even supply chain innovation. This is the root cause of user betrayal even as the industry leader.
Regardless of personal preference, users usually use shared charging treasures to determine the price, popularity, and convenience. Therefore, it is difficult for users to stick to a certain brand’s shared charging treasure. When a giant like Meituan enters the board, the above influencing factors will become the boosting conditions for its development.
But this does not change the status quo of the development of the industry, or even bring about a benign impact. Any company with financial resources and traffic can easily enter the game and grab a share. However, merely changing the dynasty has not promoted industry reform. I am afraid that history will continue to repeat itself, and the development of the industry will stop or even reverse.
On the morning of May 5, three years ago, Wang Sicong excitedly posted a message in the circle of friends: “If the shared charging treasure can succeed, I will eat it, and post it as a proof.”
It is still too early to judge whether the industry has succeeded, but the head player “Three Powers and One Beast” has already achieved profitability. In terms of market share, street power accounted for 40.5%, small power technology accounted for 23.6%, monster charging accounted for 20.9%, call technology accounted for 11.7%, and the remaining players only accounted for 3.3% of the market.
Although the “three electricity and one beast” seems to have entered the track of benign development, the status quo of survival may still be on thin ice.
The price hike that was hotly debated last year is a good example. The one-hour and one-hour scene has become a thing of the past. Instead, the price increase is 2 to 8 times according to different scenes. A staff member has disclosed, “This is a helpless move for survival. According to the 50% -80% share of the share, and the entrance fee, the company has been struggling to survive.”
Regarding this, some people think that this is just the rhetoric of the shared charging treasure company. It seems to be weak, but it actually pushes the cost to customers through price increases. There are many opinions, but the shared charging treasure does not look so beautiful.
On the one hand, even for the “three electricity and one beast” that has already achieved profitability, the profit model is still single. According to the “Research Report on the Shared Charging Treasure Industry in 2020” released by iResearch, leasing revenue accounted for 97.2%, advertising revenue 0.5%, and other revenue 2.3% of the revenue in the shared charging treasure industry in 2019.
As can be seen from this, even if various enterprises add a lot of advertisements in charging boxes and smart terminals, they still get a lot of money.
On the other hand, due to the epidemic situation, commercial districts, hotels, theaters and other places were closed, and the shared charging treasure enterprise had been out of grain for a long time, and the industry was once again in trouble.
Previously, the founder of Xiaodian Tang Yongbo issued an internal letter stating, “The epidemic has caused a big blow to the company ’s business. On the one hand, the income has dropped sharply. On the other hand, the company has more than 5,000 employees. Many expenses such as rent need to be resolved urgently. “
As the economy gradually recovers, the shared charging treasure has finally ushered in a small peak. But Meituan’s heavy punch may strike practitioners again.
Meituan is currently recruiting personnel in more than 100 cities across the country, and it is rapidly expanding. For merchants, they only need to provide venues to receive continuous dividends, and each time the user uses it, the merchant can increase real clicks on Meituan and reviews.
Such conditions are tempting for businesses. The reason why the “three electricity and one beast” can achieve profit is also closely related to the large proportion of market share. If it is divided through the Meituan, it may be more difficult for the head players.
Meituan ’s fourth layout sharing charging treasure industry
Small businesses that only account for 3.3% of the market Following
In the shared charging treasure industry, there are always a few players who can complete self-blood production, and more are still Few people are interested in the participants.
Through Kaixinbao’s search for “shared charging treasure”, 320 search results can be found. Among them, multiple enterprises such as Sodian Charging, Cloud Charging Bar, Double Power, Hi-Tech, Easy Charging, Squirrel Electric, etc. share ” 3.3% market share outside the “three electricity and one beast”.
What does the Meituan ’s entry mean for them? Perhaps it is difficult to keep even this 3.3%.
In fact, this is the fourth time the Meituan has laid out a total ofEnjoy the charging treasure project. Previously, due to the poor pilot effect in a small area, this project was withdrawn from time to time. But this time, the large number of recruits by the US Mission shows that its determination is not small. Judging from the huge support behind Meituan, it is not difficult to quickly make a noise in the market.
But for the “marginal players” who are not easy to live, it is likely to be the last straw.
In common business districts, restaurants, theaters and other places, you can usually see the same place with multiple charging treasures of different brands. The difference between the head player and the rest of the company is that more of the latter cannot or cannot penetrate. For example, convenience stores within 100 meters, small beverage newsstands, street shops, etc.
I have to say that the entry of Meituan is likely to widen this gap. Even after Meituan gave more favorable conditions, “edge players” could easily be abandoned by big merchants.
As a result, these companies may turn to small businesses or sink markets, but this part of the market has insufficient traffic and users need to be re-educated. This will require a lot of capital and energy investment, which is precisely what the small enterprises lack, and this process will make many enterprises overwhelmed and closed down.
After the outbreak of concentration in 2017, capital ’s attitude towards the shared charging treasure industry has become more cautious, and only the head companies have entered the later round. Under the shortage of capital, it is difficult to imagine what kind of players can remain in the game after the industry reshuffles. But for companies that are always on the edge of the survival line, this may be a life-and-death confrontation.
After the turmoil and shuffle, Will the industry go backwards?
When the head player and other players are impacted one after another, and the Meituan sits on the predecessors and harvests the traffic Later, the shared charging treasure industry will usher in a new prospect.
But this picture seems familiar, the former groupThe shopping industry, bike-sharing industry and online car-hailing industry have all gone through such a scuffle. In the end, the industry may be born into a Big Mac or a single company, but it is often criticized in the end, causing consumers to question it.
“This ending is not a good thing for sharing the power bank, and may even cause the industry to go backwards.” An internet observer said of the zinc scale.
From the current status of the shared charging treasure industry, the industry is still in the early stages of maturity. The competition pattern of “three powers and one beast” is gradually determined. The scale of users, the density and the breadth of equipment have been formed, and the overall industry has shown signs of benign development. But how to complete the transition of the maturity period requires a deeper education of the market and a richer exploration of the profit model.
At present, the rental income, which accounts for 97.2% of the revenue share, is almost the only profitable model on which the shared charging treasure can survive. Rental income is greatly affected by market share and user share. Small electricity covers more than 1600 cities, monster charging covers more than 1300 cities, street electricity and incoming calls cover more than 300 cities. The breadth and depth of laying directly affects the company’s profitability . With the radical entry of Meituan, coupled with the traffic support behind it, companies in the vertical sector have lost their advantages, and profits may no longer be in vain.
In addition, iResearch has pointed out that the shared charging treasure can achieve a gross profit margin of 24.85% under the direct mode. Among the various costs, 46.8% of the cost of merchants is the largest expenditure, equipment costs and BD costs account for 15.4% and 10.5%, and the remaining warehousing logistics and payment fees are 2.0% and 0.5%, respectively.
In short, the sharing with merchants plays an important role in sharing the revenue of charging treasure enterprises. If a giant such as Meituan enters the game and stimulates vicious competition among enterprises, it is likely that the enterprise will take up the resources of the merchants by compressing its profits and even losing money. The ending of this type of competition mode has happened too many times, and it is not beneficial to the development of the industry.
On the technical level, this battlefield without smoke seems to stop at the “position competition”, but the product itself has not been able to play new tricks.
Most of the shared charging treasure companies have not made efforts in technology research and development, and mostly rely on upstream battery suppliers and downstream merchants. The lack of core patents and technologies means that companies have insufficient voice and mastery in product quality, quantity and even supply chain innovation. This is the root cause of user betrayal even as the industry leader.
Regardless of personal preference, users usually use shared charging treasures to determine the price, popularity, and convenience. Therefore, it is difficult for users to stick to a certain brand’s shared charging treasure. When a giant like Meituan enters the board, the above influencing factors will become the boosting conditions for its development.
But this does not change the status quo of the development of the industry, or even bring about a benign impact. Any company with financial resources and traffic can easily enter the game and grab a share. However, merely changing the dynasty has not promoted industry reform. I am afraid that history will continue to repeat itself, and the development of the industry will stop or even reverse.