Since its birth, the shared charging treasure industry has been a mixed industry.
From the crazy entry of capital, to the blossoming of new brands, to the concentration of the industry pattern to the head enterprises, the expansion of shared charging treasures is still deepening. At the same time, in the shared charging treasure market, the agent model that was originally rarely concerned began to reappear in various places.
Recently, more and more recruitment advertisements for partners in shared charging treasures have appeared on many websites and short video platforms, allowing the outside world to pay attention to the market of shared charging treasures again.
The emergence of a large number of agency advertisements means that the shared charging treasure industry is entering a new stage. Although it is not a new thing, the attention of the agent model in the shared charging treasure industry is increasing day by day. With the release of market potential, some self-employed people with exclusive resources have also begun to become agents of shared charging treasures. In sinking markets such as county seats, the self-employed model has even become the mainstream of some regional markets.
Sharing a charging treasure agent is not a new thing
In 2016, the shared charging treasure was born. As a new thing, the shared charging treasure brand mostly developed in the early stage in the direct operation mode. But soon, the proxy model also began to appear in this market.
In this industry, there is a certain complementary relationship between the direct operation model and the agency model. For example, some shared charging treasure brands will set up independent direct sales teams for large customers, and in the process of seizing the head point (such as airports, railway stations, tourist attractions and chain catering brands), the direct operation model has more advantages.
In contrast, the proxy model tends to be more flexible and more advantageous in terms of cost control. At the same time, since there is no need to form a self-operated team, the agency model often means faster expansion.
A practitioner of the shared charging treasure industry told 36Kr that when the head shared charging treasure enterprise recruits agents, most of them will examine the local network resources of the agents, and most of the agents who can cooperate for a long time have certain "resources and backgrounds", which can better develop local resources and rapidly expand to a larger market.
The model of "direct operation + agency" has a long history. The prospectus information disclosed by Monster Charging shows that Monster Charging's direct sales points in 2019 and 2020 account for 68% and 61%, and the proportion of direct sales agents is more balanced. In February 2022, Xiaodian Technology also announced the adjustment of its business strategy, focusing on "direct operation + agency". Search, which focuses on the pure agent model, has also begun to change the model to "direct operation + agent" after integrating with street power into Zhumang Technology.
It is not difficult to enter the shared charging treasure market
With the development of the shared charging treasure industry, the industry threshold has gradually become lower. The shared charging treasure is also favored by entrepreneurs, and many entrepreneurs have joined the agent army of the shared charging treasure.
Overall, the blue ocean of the industry is still the same. According to the "2021 China Shared Charging Treasure Industry White Paper" jointly released by Frost & Sullivan and the Head Leopard Research Institute, the market size of shared charging treasures in mainland China has exceeded 9.5 billion yuan in 2020, and the shared charging treasure industry will continue to expand in the next five years, with an average annual compound growth rate of 20.8%.
Backed by the technical support of the shared charging treasure brand enterprises, agents can wait for the benefits as long as the equipment is laid to the right point. In addition, the recognition and acceptance of shared charging treasure equipment by merchants has generally increased, and even some merchants have called to actively seek to install equipment, saving the trouble of door-to-door recommendation.
Not only that, under the support of the industry agency policy, the shared charging treasure agent basically does not need the agency fee, the purchase of equipment can be agent, more work, no fixed amount of tasks.
It is worth mentioning that with the significant increase in the frequency of user use, the difficulty of agents earning revenue is also decreasing, and the speed of returning money is accelerating, and even more so, it is a year to return money.
Therefore, there is a previous scene, more and more entrepreneurs have embarked on the road of sharing charging treasure agents.
Agents enter the market, how to choose the brand?
The agency business has the characteristics of asset-light start-up and fast turnover, but in terms of specific operation, it is not simple to achieve long-term stable income.
The first is the choice of brand, which directly determines the starting point of entrepreneurship.
Nowadays, the pattern of the shared charging treasure industry has been clear, from the perspective of the scale of GMV in the first half of 2021, the top five brands in the shared charging treasure market account for about 95.3%, and the gap between the second echelon and the first echelon is widening. As the only listed company in the shared charging treasure industry, Monster Charging has an advantage in brand strength.
(Figure: Euromonitor International's "2021 First Half Shared Charging Industry Report")
Large companies not only have brand influence, but also have strong anti-risk capabilities, and agents do not have to bear the difficulties of defending their rights after the collapse of brand owners.
In terms of after-sales protection, the perfect after-sales service system of large brands can allow agents to avoid after-sales worries. Taking Monster Charging as an example, its after-sales system can not only help agents solve the problem of equipment damage, but also a professional customer service team to solve problems such as user complaints at any time.
At present, the channel manager of Monster Charging has also been refined to the prefectural level, and on average, for every 2-3 prefecture-level cities, there will be a full-time channel manager to provide one-on-one operational assistance for agents. As the head brand in the shared charging treasure industry, the product quality, after-sales guarantee, user base and brand influence of Monster Charging are also guaranteed.
For agents, the choice of large companies and big brands has often won at the starting line. For example, Monster Charging provides agents with many supports, including team training and refined operations.
After years of accumulation, Monster Charging has precipitated a complete set of business experience system. The training content is rich and diverse, from the details to the negotiation process and summary of the conversation for various industries and various stores. For example, in terms of customer acquisition, how to talk about customers through Mobai, how to negotiate with customers who are referred, how to obtain the contact information of KP (key person in charge); in terms of follow-up operation and maintenance, how to improve the operational efficiency of the point, how to maintain customer relationships, etc. For agents, these contents can help them quickly get started in the shared charging treasure industry.
More importantly, sharing charging treasure as a scene business, the number and quality of points directly determine profitability. Undoubtedly, the advantages of big brands in market share and business scale have also become a solid backing for the development of agent business.
Big brand users have a good borrowing experience, and these ways to capture the hearts of users can increase the frequency of users. In addition, the coverage of high-quality scenes by large brands can not only provide brand endorsement, but also form a grid effect and a point spillover effect, thereby driving the coverage of surrounding points to improve.
Therefore, in the shared charging treasure industry, the cooperation between brands and agents is mostly based on two-way selection, and agents tend to give preference to large brands.
The "China Sharing Economy Development Report (2022)" released by the State Information Center under the National Development and Reform Commission recently pointed out that the competition in the field of shared charging treasures will continue to intensify, the advantages of head enterprises will be further strengthened, and the brand effect will be more prominent, while the survival and development of tail brands will face greater pressure.
Just need the track, the potential is still huge
Entrepreneurs with exclusive resources have become agents and have appeared in the competition of the industry. Agent Jiang Ming (pseudonym) entered the industry from the end of 2017 and experienced the ups and downs of the industry. At present, Jiang Ming's team has a scale of nearly 100 people, and its business covers many places in the country, achieving better benefits.
Jiang Ming revealed that in July 2021, the team achieved the highest performance of the whole year, with a single month GMV of 4.2 million yuan. Even in February, when it was more affected by the epidemic, 2.2 million yuan was recorded.
Talking about his industry experience, he said that "the choice is greater than the effort." Product quality, professional counseling of the channel team and brand support policies are the main reasons for choosing monster charging. ”
In the army of shared charging treasure agents, there are also many agents who are undecided and wandering in multiple brands.
"I've tried other brands before, but that brand has old equipment, the service and policies are disconnected from the market, I can't make any money, and I waste a lot of time." Agent Li Xuan (pseudonym) switched to monster charging in February this year after a lot of trial and error. At present, Li Xuan has developed five districts and two counties, the team has nearly twenty people, "compared to it, the monster charging brand is more popular in the industry, the support is large, the bill is transparent, the payment is also timely, especially in the equipment warranty, the policy is more perfect, and it is more reassuring to cooperate." ”
The entry of agents has injected new impetus into the shared charging treasure industry. Agents who adapt to local conditions, lightly loaded, and run in small steps will also cover more sinking markets and boost the expansion of the industry.