"I miss the era of 1 hour and 1 yuan", Ms. Yang, who often uses shared charging treasures, sighed. Nowadays, the price of shared charging treasure is basically 3 yuan per hour. "Now it takes at least six or seven yuan to charge once," Ms. Yang said.
As a heavy user of mobile phones, Ms. Yang will still get used to using shared charging treasures when she goes out, but she feels that it is time to bring her own charging treasures.
A year after the price increase of shared charging treasures, the industry is still not calm. Under the repeated epidemics, the shared charging treasure is closely linked to the fate of various consumption places, and the fatigue of the industry is fully revealed. The embarrassment of head enterprises such as the reduction of the scale of small electric technology and the loss of monster charging financial reports are also a reflection of the current situation of the industry.
From the development of 2017 to the present, the shared charging treasure from the crowd of men and women, to the "three electricity and one beast", and then to the monster charging has become the industry's first stock, small electricity has not been listed twice, street power and search power merger, and now the industry is facing new challenges and pressures. However, industry insiders believe that the industry pattern will still change, and the consumer demand for shared charging is still there.
Under the epidemic, the industry is in pain: the reduction of small electric technology, the loss of monster charging
Lin Jun (pseudonym), a former employee of a shared charging treasure, told the Beijing News Shell financial reporter, "At present, the shared charging treasure business is more difficult to do, and there are so many points that the market can occupy and have benefits, plus the epidemic, several brands have almost been close to the hand." At present, many brands are trying to transform. ”
The era of "muffled wealth" in the shared charging treasure industry is over? In recent times, the scale of small power technology has been reduced, and the monster charging financial report loss has triggered discussions in the industry.
It is reported that Xiaodian Technology is currently facing personnel turmoil, and it is expected to lay off about 2,000 employees, accounting for nearly 40% of the company's total number of people; at the same time, adjust the company's business strategy and turn "direct operation" into "agency" model.
In this regard, Xiaodian Technology responded to the Beijing News Shell Financial Reporter, saying, "Based on the clarity and positioning of the overall business strategy of Xiaodian Technology this year's 'direct operation + agency', we have systematically sorted out and optimized the company's organizational structure, post establishment, and work process." All adjustment strategies belong to the normal organization and personnel structure adjustment of Xiaodian around this year's business strategy, and there is no such thing as layoffs. ”
Xiaodian Technology, which was once planned to go public twice, has not yet fulfilled its wish.
In 2016, Tang Yongbo, who had worked at Alibaba, founded Xiaodian Technology. In June 2020, Xiaodian Technology signed a listing counseling agreement with Zheshang Securities to be listed on the GemNext board. On April 8, 2021, the official website of the Zhejiang Securities Regulatory Bureau showed that "in view of the strategic adjustment of Xiaodian Technology, the company decided to temporarily adjust the listing plan".
At the end of April 2021, Xiaodian Technology "changed lanes" to go public in Hong Kong. According to the prospectus, the total revenue of Xiaodian Technology from 2018 to 2020 reached 423 million yuan, 1.636 billion yuan and 1.911 billion yuan, respectively. At the same time, Xiaodian Technology recorded net losses of RMB36.1 million and RMB104 million in 2018 and RMB104 million in 2020, respectively, and net profit of RMB137 million in 2019. The loss in 2020 was mainly due to the negative impact of the epidemic on earnings growth and the significant increase in costs and expenses related to network expansion.
In 2021, the epidemic situation is repeated, and Xiaodian Technology continues to be under pressure. This can also be perceived from the financial report of the "first share of shared charging treasure" monster charging. On April 1, 2021, Monster Charging was officially listed on the NASDAQ. From 2019 to 2020, the operating income of Monster Charging was 2.022 billion yuan and 2.809 billion yuan, respectively; the net profit in the same period was 167 million yuan and 75.4 million yuan, respectively.
However, under the impact of the epidemic, although monster charging's revenue in 2021 still grew, reaching 3.585 billion yuan, the net profit turned from profit to loss, with a loss of 125 million yuan. In terms of quarterly, the net profit in the third quarter and fourth quarter of 2021 showed losses, reaching 79.44 million yuan and 68.48 million yuan respectively.
The head player is still like this, and the industry can see the pressure. Zhang Yi, CEO and chief analyst of Ai Media Consulting, believes that with the development of fast charging technology and the impact of the epidemic, the current use rate of shared charging treasures in various stores is showing a downward trend. At present, the industry is in a period of adjustment, and it is very critical to compress costs and maintain a balanced market competition; it is a necessary prerequisite for overcoming difficulties and maintaining sustainable development.
After multiple rounds of price increases, there are still challenges: oversupply and cost increases
"Since last year, the charging of shared charging treasure services has been relatively stable, and there are fewer scenes of extremely high charges." Linlin, a user of the shared charging treasure, told the Beijing News Shell financial reporter.
Previously, after several rounds of price adjustments, many users bluntly said that they could not afford it. In the second half of 2019, after the shared bicycle bid farewell to the one-dollar era, the shared charging treasure also returned to the public eye due to the topic of price increases. At that time, the Beijing News shell financial reporter visited and found that the price of shared charging treasures has risen to 2-4 yuan / hour, and most of the charges are concentrated in 2 yuan / hour.
From the second half of 2020, the charging standards of platforms such as street power, small electricity, monster charging, and Meituan charging treasure will be 3 yuan / hour. By March 2021, the charging standard of 3 yuan / hour for shared charging treasures has been rolled out in many consumption scenarios.
What are the factors for the price increase of shared charging treasures? Industry insiders have told the Beijing News shell financial reporter that the price increase of the shared charging treasure needs to be divided into two situations, the first is the normal price increase, the industry players are slowly adjusting the price, everyone needs to make money, the industry needs healthy and orderly development, which is an inevitable law. Another price increase exists in the situation of channel coercion, and some scenes require a lot of entrance fees, especially some entertainment venues.
The price increase of shared charging treasures has also been concerned by the competent authorities. In June 2021, the Price Supervision and Competition Bureau of the State Administration for Market Regulation, together with the Anti-Monopoly Bureau and the Department of Network Supervision, held an administrative guidance meeting, requiring 8 shared consumer brand operating enterprises such as Hello, Qing orange, Meituan, Monster, Xiaodian, Laidian, Street Electricity, and Sodian to rectify within a time limit, clarify pricing rules, strictly implement clear price marking, and regulate market price behavior and competitive behavior.
After more than two months of rectification, the State Administration for Market Regulation released data at the end of August 2021 showing that the six shared charging treasure brands participating in the rectification had a total of 4.26 million cabinets, accounting for about 80% of the market share. At present, the average price of each brand is 2.2 yuan / hour - 3.3 yuan / hour, and the cabinet with a price of 3 yuan / hour and below accounts for 69%-96%, from the highest price proportion, it does not exceed 1%.
Recently, the Beijing News shell financial reporter found in beijing market survey that most of the current shared charging treasure charging standards are 3 yuan / hour. Specifically, in February 2022, the Meituan charging treasure of a catering store in Beijing's Dongcheng District charged 3 yuan / 60 minutes, less than 60 minutes were charged as 60 minutes, with a maximum of 40 yuan per 24 hours and a total cap of 99 yuan.
The monster charging fee of a restaurant in Chaoyang District, Beijing is free of charge within 5 minutes, 3 yuan for 1 hour, 21 yuan / 24 hours, and the maximum is 99 yuan. The small electricity charging standard of a catering store in Fengtai District, Beijing is free of charge within 5 minutes, 4 yuan / 1 hour, less than 1 hour is charged for 1 hour, with a maximum of 30 yuan per 24 hours and a total cap of 99 yuan. However, there are still some high fees, and some brands also have a "3 yuan and a half hour" charging standard.
Wen Yuan (pseudonym), the person in charge of a shared charging treasure, said that at present, the pressure on the shared charging treasure industry is relatively large, and there are three main reasons for affecting the development of the industry, the epidemic has repeatedly led to a decrease in platform revenue; the intensification of market competition has led to an increase in marketing expenses; and the market supervision limit requirements have also led to the inability to pass on the operating costs of the platform.
Zhang Yi believes that from the relevant data, it can be seen that the current challenges in the shared charging treasure industry are obvious, and in 2021, the industry players or listing or merger, the industry over-investment and expansion, the industry concentration increases, resulting in the oversupply of the shared charging treasure market, and the large increase in operating costs brings challenges to business operations.
In the face of the capital cycle, there is demand in the market, and the logic of profitability is still there
"At the end of 2020, the store will be equipped with a shared charging treasure, and consumers are reluctant to use it due to the small scale of the device brand." In the first half of 2021, I will cooperate with Meituan to share charging treasures. Recently, Yue Shan (pseudonym), the person in charge of a beverage store in Fujian, told the Beijing News shell financial reporter.
This also reflects the changes in the shared charging treasure industry in recent years. 2017 is the first year of the sharing economy, and the favor of capital makes the shared charging treasure unlimited. In October 2017, Letian announced that it would stop operations and the industry began to reshuffle and reorganize. Subsequently, the shared charging treasure industry basically formed a pattern of "three electricity and one beast".
Starting from the second half of 2020, shared charging treasure companies after the price increase and return to blood began to seek listing. In June 2020 and April 2021, Xiaodian has been preparing to go public twice. On the night of April Fool's Day in 2021, Monster Charging became the first share of shared charging treasure; Street Power and Sodian merged, and the two sides will jointly form a new group company.
"Street Power and Sodian merged into Zhumang Technology, the merger of the two companies is still very large on the original Sodian consumption, and the internal cost has been spent to deal with the merged team division of labor and cooperation." At present, the number of equipment of bamboo mang, monsters, and small electricity ranks high and belongs to the first camp. There are also a large number of small brands in the market, and the total amount adds up to at least 10%-15% of the share. Wen Yuan introduced.
Zhang Yi said that the reason why companies over-invest and win market share is mainly from the requirements of listing, especially the early institutional investors need to exit, which is also the strange circle of capital faced by enterprises, so in 2022, shared charging treasure companies may not be too comfortable.
Under the epidemic, where does the shared charging treasure industry go? Wen Yuan believes that at present, the domestic charging treasure market can not see the end, more concentrated or more dispersed is not easy to predict. Because the supply chain is becoming more and more mature, the distance between head players and small brands in the quality of hardware is getting smaller and smaller, and service differentiation is also difficult to do.
Ding Daoshi, a senior Internet observer, believes that shared charging treasures are profitable industries, but the early disorderly and crazy competition has slowed down the pace of corporate profitability. At present, the rapid growth stage of the industry has passed, and the possibility of large-scale competition at the industry level is small; but the epidemic prevention and control also affects the charging treasure industry, but the profit logic still exists.
"If the shared charging treasure repeats the vicious competition of the past two years, overdrawing the brand reputation to consumers, it is not a good thing for the industry." However, from the perspective of the market, the current development of the mobile phone business is much faster than the improvement of battery energy storage technology, and the market demand for shared charging treasures still exists. Zhang Yi said.
Beijing News shell financial reporter Chen Weicheng Editor Xu Chao Proofreader Zhao Lin
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