Sharing the charging treasure in the cold winter, "direct transition" is the antidote of the small bamboo beasts?

Text/Wang Xinxi

The market for shared the charging treasure is becoming more and more optimistic. In the past six months, layoffs and losses have almost become the norm.

From the perspective of the industry head players, in the past six months, after the consolidation of Bamboo Mang Technology for the consolidation of Bamboo Mang Technology from the street electricity search last year, the industry pattern has changed from San Dian and one beast to a small bamboo beast, but in the past six months, there have been almost no bamboo mana technology. Related marketing news.

The first monster of the shared charging treasure has been profitable for five consecutive quarters to break the curse of shared charging treasures without making money. Now it has lost money for three consecutive quarters. It closed to 737.1 billion yuan, a decrease of 13% year -on -year, and a month -on -month decrease of 12%; three months lost nearly 100 million yuan.

This loss even reduced the market value of $ 8.5 (US $ 2.1 billion) with a market -oriented issue price of $ 8.5. As of the closing of June 17, 2022, the stock price of monsters had fallen to $ 1.16, with a total market value of 306 million US dollars, and the stock price had evaporated by 85%.

Xiaodian was not optimistic. As early as March of this year, Xiaodian Technology was exposed to about 2,000 people, which affected the operation, KA, and products and other departments, accounting for nearly 40%of the company's total.

Is the cold winter of shared charging treasures?

Of course, the non -optimistic sharing of the charging treasure industry has many reasons. On the one hand, it is related to the repeated environment of the epidemic. Tourism, hotels, theaters and other dense places have pressed the "suspension keys", and the lack of offline traffic led to major manufacturers to hit.

The flow of traffic has fallen, and the income decreases sharply.

The repeated epidemic has a great impact on economic and national income, which has inhibitory influence on consumer demand and consumption mentality. The essence of shared charging treasure is a product consumption under the trend of consumption upgrade, but from the current ordinary consumption From the perspective of consumption mentality, it is more inclined to downgrade consumption.

The losses of shared charging treasures are directly related to the disadvantages of its business model.

In the past, the shared charging treasure players were direct -operated models, that is, paying high entry fees and sharing to the merchants who settled in. The shared charging treasure is based on the consensus of "the merchant who gets the world". The competition of the head players is becoming more intense. In order to compete for the point, the company has to fight a price war. The merchants have higher bargaining power. The cost of high -ending has severely compressed the profit margin.

When the profit space is extremely compressed and the traffic flow is sharply reduced, the price increase has become a choice that has to be made, and it falls into a vicious circle.

Therefore, the entire industry has actually seen the pressure of self -employed models on its own revenue and profits, and began to seek transformation. Disappointed this model disadvantages.

As early as July last year, Donews revealed that the person in charge of Meituan shared charging treasures had left the job at a time. There were Meituan charging treasure channel managers on the Internet announced the "low transition" plan, covering 33 "low -income" cities including Jinan, Changsha, and Hangzhou. The self -operated shared charging treasure business is taken over by the agent.

In addition, in April last year, street electricity search and electricity merged and established Bamboo Mang Technology. The two parties formed a dual -drive mode of "direct operation+agency", which was also optimistic about the capital market. Sinking market agency model.

Monster charging is also promoting business sink through the "direct -operated+proxy" model; Xiaodian has begun to develop the agency model as early as July 2021. According to the official website, Xiaodian currently implements the "partner company" mechanism. All nationwide, only twenty or 30 first -tier and second -tier cities are retained to conduct direct business business. On the official website, it has also strengthened the propaganda of the agency model business.

Is the proxy mode a solution to the shared charging treasure industry?

Today, the entire industry has gradually shifted to the agency model, trying to use the agency model to improve the cash flow pressure in the direct -operated model.

Under the direct -operated model, the brand directly negotiates with the point merchants, renting the equipment to put the device, and rely on the team to operate and maintain. Manufacturers need to pay the merchant's entry fee and sharing fee, and the merchants sit on the ground to collect money.

After turning to agency, the shared charging treasure brand can charge the agency fee from the merchant.

The process of proxy mode is roughly. The agent directly purchases equipment from the headquarters to provide equipment and business support from the shared charging treasure company. The agent laid the counter. Big head, that is, per order, agents can get 80%~ 90%of high returns.

For the brand, the proxy model can relatively quickly obtain the one -time income of equipment sales+the continuous income of the later demeanor, which can effectively control the cost and reduce the risk of losses. It looks like a win -win model.

But in the real market environment, whether the proxy model can achieve real profitability is yet to be observed.

First of all, from the current point of view, there are not many proxy models in the first and second lines. The major players have covered high -quality points such as various shopping malls, entertainment venues, catering industries, hospitals, tourist attractions, etc. Saturated, to spread the agency mode, we must sink the market.

The proxy mode is also more suitable for sinking markets.

Different from the first and second -tier markets, there are more open market business rules. You can quickly advance the scale through direct business and quickly establish a shared charging treasure covering the network. Expansion depends on the promotion of local networks and resources. Official direct -operated talks have been slow and hindered. Local resources such as the connections that rely on sinking agents and the familiarity with the local market environment can better promote cooperation.

However, the disadvantages also exist. Sinking the market, whether it is product services, quality control and after -sales, it is difficult to comparable to first -tier cities. Positions are often damaged by the reputation of the entire brand due to various product problems, services and charges, and it is difficult to sustain the large -scale layout.

Therefore, at present, major manufacturers have professional teams based on the training and support of agents based on the agency model, and through channel representatives, they are responsible for helping agents in their region.

For example, Xiaodian Technology has always been responsible for the training and support of agents. The channel representatives are responsible for helping the agent in its area, and the operation content includes the control of the business direction of the agency team and the training of business capabilities. The agent has problems and ideas to help in a "one -to -one" manner.

On the whole, the agency cooperation with B -end merchants is more flexible. The agency model can accelerate the penetration and cover the market more carefully and more comprehensive. Essence

However, as all manufacturers began to turn directly, the battlefield inner volumes from competing for direct camps to the competing agent. At present, the conditions for recruiting "partners" released by major shared charging treasure brands are mostly recruited agents with low -threshold entrepreneurship, high scores and even installment machines.

From the perspective of agents, under a number of competition, based on the consideration of rapid return, it will choose to cooperate with high -moisturizing brands. Therefore, manufacturers will give more preferential conditions in the agency model.

This is not difficult to understand. The logic of the agency model must first make the agent make money in order to form a large -scale proxy channel. After that, the brand can consider how to achieve cost reduction and efficiency. If the agent itself does not make money, it is difficult to stabilize the agent camp and the agent channel scale is blocked, and the entire model will be difficult to operate.

Therefore, the current mainstream manufacturers have given the two or eight scores, or the 19th division. According to the report of the "World Bus" earlier, in order to have an advantage in the agent's competition, some manufacturers even issued a 100%revenue to join the joining Conditions, the commission income of franchisees a week is as high as 30,000. As a result of the inner roll to the extreme, the direct turning turned into the same river — to work for offline stores, so it may not be so easy to achieve profitability to achieve profitability.

At the same time, because the proxy model increases the various costs of personnel training and channel assistance, and after -sales, under various cost expenditures, the profits that can bring in the agency model are still very limited.

The consumption demand and frequency of shared charging treasures in the sinking market are not as good as the front line. The more sinking the market, the faster, the greater the investment of the training staff.

It is also based on the uncertainty brought about by the proxy mode. The manufacturers are combined with direct operation with the agent without being abolished, because direct business and agents are the complementary of different market expansion methods and different formats. In different ways of the market area, it is currently a separate operation method between the two. How to achieve integration and play the role of 1+1> 2 needs to be further improved.

This is why the current mainstream manufacturers are developing agency models, but no manufacturer now has an important reason why the agency model has achieved profitability.

Shared charging treasure lasting battle: Straight coexistence and cash flow are kings

Overall, under the market environment where the epidemic is repeated, major manufacturers are finding the way. After all, the cost of maintaining the advantages of the point is getting higher and higher, and the cooperation of losing money and drinking is becoming more and more stretched. Relatively speaking, The advantages of the cash flow and cost control of the agency model are still obvious, and it is also a way out.

However, the problem of the agency model is that the management difficulty, the level of service and standards are not as good as the direct business, the service capacity and level of the direct -operated model can also ensure the efficiency of daily management, but the cash flow pressure is high.

Compared with the requirements of the direct -operated model, the quality of the point is higher, the operating cost is greater, and the agency model can increase the density and reduce the cost, but it will also reduce the control of the brand.

Therefore, due to the advantages and disadvantages of direct operating and agents, the future coexistence in the future will be the general trend of the industry in the future.

From the current point of view, major players are still struggling to find the second growth curve. For example, Zhumang Technology is still vigorously developing a partnership model and promoting new hardware products. Monster charging is exploring advertising+liquor business.

Overall, the business of shared charging treasures is established. According to the "White Paper in China Sharing Charging Treasure Industry in 2021", the market size of my country's shared charging treasure in 2020 has exceeded 9.5 billion yuan, and the shared charging treasure industry in the next five years will still be still in the next five years. It will continue to expand, and the average annual compound growth rate will reach 20.8%.

However, the key to the current problem is that the competition logic of the industry is not a technology competition or a network effect, but the competition for resources.

In the market environment of many wolves, the best way to achieve profitability throughout the industry is to reduce internal consumption through the merger of the industry. This can also better optimize the allocation of resources and reduce the entry fee. Another method requires players to reach an agreement to establish a standard with merchants to ensure that both parties have profits. But in fact, major factories and merchants are based on maximizing interests, and these two solutions are difficult to escape the weakness of humanity.

Although the mainstream player's direct transformation has reduced the cash flow pressure of the direct -operated model, it has also strengthened the competition of the agency model and the mode is conversion, but the essence of the inner volume has not changed. The formation of differentiated positioning and benign win -win model is the key to spending the cold winter.

For players on the field, under the current overall loss, it is likely to usher in a new time of reshuffle. Therefore, in the current market environment, the scale of blind expansion is not desirable. The current market environment should adhere to cash flow. For the king, who can eventually live to the day of long -term profit, it depends on who has the strength and mentality of lasting war.

Author: Wang Xinxi TMT senior commentator.

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