Author | Guan Lidan
Edit | Wang Shiqi
Source | Tianxia E-Commerce(ID:txws_txws)
This New Year's Day, car owners are queuing up not only high-speed traffic jams, but also public charging piles for new energy vehicles.
Just a few days ago, CCTV Financial reported that as the temperature dropped everywhere, the "mileage anxiety" of new energy vehicle owners reappeared. The mileage is shrinking, the battery is not charged enough, and the warm air is not dare to open... There are even new energy car owners who get up at four o'clock in the morning to grab charging piles.
Statistics from the China Association of Automobile Manufacturers show that from January to November 2021, China's new energy vehicle sales were 2.99 million units, but the increase in charging infrastructure was only 704,000 units, which is equivalent to adding a charging pile for every 4 vehicles sold.
Public charging piles are in short supply, and private charging piles are popular among car owners.
According to Tmall data, after the winter, charging piles continue to sell well. Since November 2021, the transaction volume of charging pile categories has increased by more than 400% year-on-year, and the average daily search volume has increased by nearly 300% year-on-year. In addition to the hot sales of fixed charging piles, car owners who are ready to return to their hometowns for the New Year will also prepare a car charge to cope with the problem of few charging piles in their hometowns.
With the rapid expansion of the new energy vehicle market, the sales of charging pile merchants on Tmall have soared 10 times a year, according to the "World Online Business", there are also merchants omni-channel has achieved annual sales of more than 100 million.
Winter is coming, and new energy vehicle owners are about to "collapse"
During the National Day in 2021, the topic of "charging for an hour and queuing for several hours" of new energy vehicles has caught fire.
At that time, some car owners said that they were charging in the highway service area, dozens of cars were lined up for a long time, and they queued up for 4 hours alone, and the bathroom did not dare to go. Some netizens said that they were driving home with friends, they had already arrived home, and friends who drove electric cars were still queuing up on the highway to charge.
By the New Year's Day holiday, the problem got trickier.
The low temperature in winter makes the charging speed slower, and some car owners said, "Charging in winter is half an hour to 1 hour more than in summer." The mileage is also generally reduced, and the mileage is reduced at night when it is fully charged, and the mileage is reduced in the morning. When driving, the power loss is even more "silent acceleration", a little careless on the mileage is urgent, if you want to add a "open heating air" on the basis of the above, the power loss speed is even more amazing.
In an interview with CCTV Finance, a car owner said: "New energy car owners will plan the route is a necessary quality, how far the next charging pile is, if there is no pile in the past, can you hold up to another pile." One of my most thrilling ones was when I found the pile, and the endurance was only two kilometers. Another car owner complained: "Charging in winter is the same as stealing mines!" ”
In the past year, the development of the new energy automobile industry has been eye-catching, and as a key part of the supporting facilities, the charging pile industry has also continued to heat up.
According to the data of Tianyancha, the number of new charging pile-related enterprises in 2020 is close to 30,000, which is nearly 6 times that of 2015, and by 2021, more than 20,000 charging pile-related enterprises will be added in the first half of the year alone, an increase of 159% year-on-year.
Compared with public charging piles, the private charging pile industry, which is more dominant in terms of cost and convenience, has not been underestimated in the past two years.
According to the China Electric Vehicle Charging Infrastructure Promotion Alliance (EVCIPA), as of October 2021, there were 1.191 million private charging piles in China, an increase of 43% year-on-year.
Cui Dongshu, secretary general of the National Passenger Vehicle Market Information Joint Association, said: "The overall structure of the future charging infrastructure should be mainly private charging piles, supplemented by public charging piles. The ratio of private charging piles to public charging piles should be 9:1. ”
Annual sales of more than 100 million, domestic brands take off
Tmall has come out of the first batch of new brands of domestic charging piles.
Punod was one of the first charging pile brands to enter Tmall.
In 2016, Punuode, which specializes in driving recorders, opened its first store on Tmall, and gradually shifted its focus to the charging pile business due to the demand for charging piles in the electric vehicle market.
"At the end of 2016, we launched the first car charging product, and in the charging pile market that was still blank at the time, the product ushered in an explosive period as soon as it was launched." Wang Gang, sales manager of Punuode, said that in addition to the car charge, Punuode later launched 21kw, 11kw, 7kw fixed charging pile products, and sales are at the forefront of the industry.
Wang Gang revealed that since 2019, the annual growth rate of sales of Punuode Tmall store has been more than 300%.
Punod charging pile
In the Punuode Tmall flagship store, the top sales products are equipped with color screens, Wang Gang said, the design of the color screen is the first of Punuode, mainly to meet the curiosity of consumers. "Many consumers want to know when charging fast or not, good or bad, how much power is charged, the operation of the charging protection program, etc., with the screen can be displayed in real time, you can also connect the mobile phone, see the charging situation on the mobile phone."
Coincidentally. The domestic charging pile brand Zhida, which just went to Tmall last year, also ushered in a sales explosion in 2021.
Zhu Renjie, deputy general manager of the Zhida brand, revealed that in 2021, the Zhida Tmall store achieved a turnover of more than 40 million yuan, an increase of more than 10 times compared with the newly settled in 2020.
"Car owners from Jiangsu, Shanghai, Zhejiang, Guangdong and other regions have the strongest purchase demand, and Tesla owners are the majority." As the largest OEM manufacturer of electric vehicle charging piles in China, the best seller of the Zhida Tmall store is the 11kw three-phase charging pile suitable for Tesla owners, which sold more than 10,000 units in the past 2021. "Many car owners are interested in the fact that the charging pile can charge various brands of electric vehicles, which is economical."
ZDT charging pile
According to the "2021 White Paper on Charging Behavior of Chinese Electric Vehicle Users" previously released by the China Electric Vehicle Charging Infrastructure Promotion Alliance, the average single charge time of users is 49.9 minutes, the average single charge amount is 24.5 yuan, and the daily charge is 1.2 times.
After the installation of private charging piles, the owner not only does not need to grab the pile during peak hours, but also can charge at the trough of electricity prices through the setting program. Zhu Renjie calculated that according to the valley electricity of 3 cents in most cities, it only needs more than 7 yuan a day, which is more than two-thirds of the saving than public charging piles.
Unlike other retailers, ZDT not only retails charging pile products, but also provides installation services for consumers.
In 2014, Zhida signed a contract to become Tesla's first batch of home charging installation service providers, and now the installation network has spread all over the country, and the start of Tmall stores is inseparable from the owner resources precipitated by the installation service.
"Many car owners will encounter various problems when installing charging piles, we not only provide guidance and answer questions throughout the process, but also provide more options in installation options, such as installing traces, etc. can be priced in meters, and car owners can save money and take fewer detours."
In addition, because most of the people who buy new energy vehicles are young people, in the choice of charging piles, they also prefer "high-value" products, and many merchants have begun to design charging piles to be more fashionable and more advanced. For example, Nebulas Electronics, which has just entered Tmall in 2021, has been favored by a large number of consumers with two design-sensitive charging piles.
Nebula charging pile
A Tmall consumer left a message under a charging pile that because of the engagement to give a girlfriend gift, he chose a pink charging pile to give her pink romance.
Hundreds of billions of market outbreaks will be "rapid volume" after the landing of the policy
The development speed of new energy vehicles is getting faster and faster than the layout speed of charging piles. It is foreseeable that in the next few years, the charging pile industry will usher in a rapid outbreak.
Previously, the difficulty of installing private charging piles was a common problem.
Liu Hao, an engineer who provides charging pile installation services for Tmall consumers all year round, suggested that before purchasing charging piles, it is necessary to confirm in advance whether the property conditions in the installation area meet the requirements, such as whether the meter can be successfully applied. Be sure to choose a licensed electrician with installation experience, "Any irregular installation can lead to subsequent safety hazards." ”
Shen Hui, the founder of WM, posted on Weibo at the end of December 2021: "Every time I hear the owner complain to me about the difficulty of installing the charging pile, the mood is very heavy. This year, WM delivered more than 40,000 vehicles, but nearly 20,000 charging piles distributed with the car could not be delivered. ”
Shen Hui Weibo
Now, the relevant departments are focusing on solving this problem.
In May 2021, the National Development and Reform Commission and the National Energy Administration drafted the Implementation Opinions on Further Improving the Service Guarantee Capacity of Charging and Replacing Infrastructure (Draft for Comment), which clearly pointed out that new residential communities should implement the construction and installation conditions for 100% fixed parking spaces reserved charging piles. According to media reports, the draft for comments is expected to land in 2022.
The research report of CITIC Construction Investment expects that after the policy is implemented, it will drive the rapid increase of private piles, and by 2025, private piles will reach 10 million, the total number of charging piles in the industry will be 12.71 million, and the total market space will be 92.4 billion yuan from 2020 to 2025.
Wang Gang believes that with the establishment of more and more charging pile brands, the market will usher in a wave of reshuffle. In the face of competition, in the coming year, in addition to continuing to focus on online business, the company will also expand its business abroad and open up markets in North America and Europe.
Zhu Renjie is also optimistic about the future of the charging pile market. In his view, there is no brand in the market that has occupied the minds of consumers, and this will be an opportunity for all brands.
In the next year, Zhida will launch some products that take more care of user experience and work brand building, Zhu Renjie revealed that this year's Zhida brand has followed some car companies to the sea, and next year, overseas markets such as Europe, Southeast Asia, North America and other overseas markets are also key businesses, and will focus on the retail end.
In Zhu Renjie's mind, "in the future, the charging of electric vehicles will be the same as mobile phones, and it will be convenient and fast to complete the charging at home." ”