Text | Shanghai is less
Edit | Small balls
In the Ningde era, at the level of existing battery suppliers, the competitive pressure is increasing, and the uniqueness and scarcity are not only weakened and diluted;
Ning Wang entered the power exchange market and sought new growth points and imagination space, there are many inherent advantages, but whether it can succeed still faces many problems.
Last year, the battery giant that continued to be in the whirlpool of public opinion, the Ningde era, played a big game at the beginning of the year.
On January 18, Times Electric Service, a wholly-owned subsidiary of CATL, released the power exchange brand EVOGO in a high-profile manner, and simultaneously launched a comprehensive power exchange solution including three major products of "power exchange block, quick change station and APP".
According to the plan, the power exchange service brand will carry out the first batch of pilots in ten cities, and the first new energy electric vehicle model cooperated with it to adopt this scheme is the FAW Besturn NAT power exchange version.
"Ning Wang" into the game, the power exchange market is expected to usher in a new round of spring? At the same time, due to the strong influence of the Ningde era, its entry may also reshape the current competitive pattern of the domestic new energy replacement market...
For a time, the Ningde era and the old topic of "changing electricity" were once again hyped up.
In order to deeply explore the entry of the Ningde era, what impact and changes will be brought to itself, the new energy vehicle market, and the "power exchange" industry, Leju Automobile will analyze and report in the form of a special topic next.
In this article, we will first focus on an important topic - why should the Ningde era enter the "power exchange" market?
In other words, what is the starting point for Ning Wang's big fanfare to engage in "new business"? What are the main abacuses?
First throw out our point of view, the Ningde era into the "power exchange" market is nothing more than the following starting points:
First, the needs of users;
Although for a long time, the energy replenishment method of new energy electric vehicles is still based on "charging" (including slow charging and fast charging, and even the "ultra-fast charging" that has become increasingly popular in the past two years).
However, objectively speaking, for many car owners and users in large cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, the convenience of charging this energy supplement method still has great limitations.
For example, many electric vehicle users do not have the conditions for installing private charging piles at home, not even a fixed parking space, the resources of public charging piles such as companies and shopping malls are relatively tight, and charging often has to queue up (not to mention charging piles on high speeds)...
For this part of the electric vehicle users, if the vehicle supports "power exchange", it is undoubtedly much more convenient and practical than charging!
Second, seek new imagination space and incremental markets;
As we all know, after the rapid development of previous years, CATL has become the supplier of new energy vehicle power lithium batteries with the largest domestic and global shipments.
Whether it is an independent joint venture or a luxury brand, basically the new energy vehicle OEMs you can think of are customers in the Ningde era.
Thanks to this, in just a few years, the stock price and market value of the Ningde era have continued to soar, and the market value has broken through the mark of hundreds of millions of yuan, throwing many big-name automakers out of several streets.
The alias of "King of Ning" comes from this, and it is as bullish as "Moutai Wine"!
But this time and time.
Relying on too many OEMs to jointly "hold the stars and the moon", the Ningde era quickly reached the peak of life, but with the passage of time, especially the fierce pursuit of competitors, the "uniqueness" and "rarity" of the Ningde era in the past are constantly being "weakened and diluted".
One is not only the local battery manufacturers such as BYD, AVIC Lithium Battery, and Guoxuan Hi-Tech, as well as foreign battery manufacturers such as Panasonic, LG, and SK, constantly robbing the customer resources of the Ningde era;
At the same time, even many OEMs that did not produce batteries in the past have also begun to vigorously develop and layout their own battery business.
Under the double attack, the competitive pressure of the industry facing Ningwang continues to increase, in the past almost all electric vehicle OEMs had to "ask" for cooperation with Ningwang, and now especially in the future, this situation is destined to be rewritten, becoming ningwang who needs to go everywhere to "guarantee cooperation" and "seek cooperation"...
In a word, in order to maintain the existing high stock price and high market value in the Ningde era, it is of course important to continuously strengthen and consolidate the existing power battery (supplier role) business, but it is also necessary to seek and expand new business units.
Without a new incremental market and imagination space, Ning Wang's trillion market value will only "fluctuate in the wind and rain".
Third, change the posture and way, try to complete a deeper and tighter "binding" with the car company;
As analyzed above, today's OEMs not only have more high-quality battery suppliers in addition to "Ning Wang", but also have "self-developed and self-produced" batteries in the long run.
Not to mention the development of more new OEMs customers, how to stabilize and retain the existing large number of OEMs customers is also a strategic issue that the Ningde era has to consider in depth.
How to produce a deeper link with these car companies, or even bundle, into the power exchange market to launch a comprehensive solution for power exchange, it is a good idea.
For the Ningde era, it is itself a battery giant, and what it has is battery resources (the "heavy asset" business of dry battery bank, the threshold is too high for others, and it is much simpler for Ning Wang);
For car companies, the introduction of a replacement version of the model to implement "vehicle-electricity separation", the cost of a significant reduction in cost and price can be directly competitive with fuel vehicles, and not self-developed self-produced batteries can also save a lot of money, can be described as a lot of benefits.
Lang has affection and concubine intentions, in theory, this move in the Ningde era can be mutually beneficial and win-win with car companies, and complete a deeper binding.
Le Tease Observation:
There is no doubt that whether it is combined with the relevant national guidance policies or the actual needs of consumer users, the electricity exchange market theoretically still has market potential and great potential.
The reason why Weilai Li Bin insists on spending a lot of money to engage in "power exchange", in addition to strengthening the service card and establishing brand barriers and other factors, it is also very important to believe that the business potential of "power exchange" is huge.
According to Weilai's previous estimates, it may be expected to become a billion-level market, and the job of battery bank may be more profitable than building cars.
The Ningde era itself is a power battery giant, and there are many inherent advantages in personally entering the "power exchange" business;
And it itself has a cooperative relationship with almost all new energy OEMs, which leads and launches this comprehensive solution for power exchange, and the difficulty index is obviously much smaller to promote.
Zeng Yuqun, the head of the King of Ning, who advocated "strong gambling"
But! The above abacus of the Ningde era, not only other power battery manufacturers see clearly, those who have a battery business cooperation with the Ningde era, naturally also know very well that Ning Wang's "Xiangzhuang Dance Sword is intended to be Peigong".
The Ningde era wants to continue to be the common "big brother and leader" of car companies, even if the car companies do not say it, but how many people are really willing to "hold the King of Ning" all the time?!
From this point of view, although the probability of success in the Ningde era is much greater, at the same time, these "small nine-nines" of Ning Wang, peers, and OEMs are clear.
Ning Wang wants to continue to "sit on the zhuang", will the friends and OEMs continue to sit back and watch it dominate, and even jointly "lift the zhuang" for it? Test wisdom and human heart.