4 pieces for an hour, and also support the shared charging treasure

Recently, the "shared charging treasure rose to 4 yuan per hour" to the hot search, which has attracted the attention of many netizens. And behind this, what is going on? A series of analysis is based on this article. Interested friends come and see together.

In the past two years, the topic of "shared charging treasure price increases" will become the focus every other time. Just last month, "shared charging treasures rose to 4 yuan per hour" again.

The talk show actor HOUSE recently shared his experience of being shared with shared charging treasures in the show. He said that thermal power was 3 cents 9, wind power was 4 cents 6, and shared charging treasures of 10,000 mia 0.05 degrees of 0.05 degrees Electricity, 4 yuan for 1 hour, "I use its electricity, it sucks my blood", "Is the shared charging treasure so expensive?

4 yuan 1 hour is already the most common price of shared charging treasures. In some luxury business districts, popular attractions and other places, the price of shared charging treasures can reach 6 yuan-8 yuan/hour.

However, although the shared charging treasure has frequently increased the price of consumers, it is not easy to make money in this business.

Taking monster charging as an example, its latest financial report shows that the total revenue in the second quarter of this year was 691 million yuan, a year -on -year decrease of 29%, and a net loss of 185 million yuan.

For losses, the explanation of monster charging is that the main affected by the epidemic is limited, and people's demand for shared charging treasures is reduced.

The days of shared charging treasure head players are not too good. In 2021, the shared charging industry changed for a long time, and the monster charged landed on Nasdaq. The street electricity and search electricity were merged into Zhumang Technology. "Beast" becomes "small bamboo beast".

However, with the reduction of the cost of small electricity, the exploration of the direct -operated model turned into a proxy mode, and the volume of sound gradually smaller. Relevant reports on sharing the charging treasure industry showed that the market pattern is developing in the direction of the "bamboo beast" dual giants.

The shared charging treasure in the second half is far from the end, but in a single business model, the ceiling of this business has already appeared.

While players are based on the main position of shared charging treasures, they also explore their respective second growth curves. Monster charging continues to lay out new consumer business such as wine and sells wine. Bamboo Mang has upgraded a strategic upgrade two months ago, watching the "Internet of Things +New consumption "intelligent hardware field.

Although the action is frequent, the anxiety of their main position is still difficult to solve in the short term.

1. The price has risen and the experience has not improved

"Shared charging treasure assassin" has stabbed a lot of consumers.

From the initial 0.5 yuan/hour, to 4 yuan/hour, the price of 24 hours, from 20 yuan to 40 yuan, but this is only the most common price. The "chicken thief" shared charging treasure player also changes the billing unit from 1 hour to half an hour, and the price of 3 and 4 pieces in half an hour is not uncommon.

Last month, some citizens in Hangzhou were "exposed". A shared charging station on the West Lake. The price of the charging treasure was 4 yuan per hour and less than half an hour. In other words, it costs 8 yuan to rent an hour's charging treasure here.

The price of shared charging treasures in different areas and different merchants is no longer secret. Earlier, there were shared charging treasure practitioners revealed to the deep burning that in the bar, KTV, popular attractions and other places, the price of shared charging treasures would be higher than that of ordinary places.

At the end of August last year, the State Administration of Market Supervision and Administration released news that the shared charging treasure header enterprise was interviewed, the pricing rules were clearly implemented, the market price behavior and competitive behavior were strictly implemented, and the overall price of the shared charging treasure industry fell slightly. The average price of each brand is 2.2-3.3 yuan/hour, and the price of 3 yuan per hour and less than 3 yuan and below account for 69%-96%, and the maximum price accounts for not more than 1%.

In August of this year, after the topic of "shared charging treasures rose to 4 yuan per hour" was heated, Zhumang Technology and Xiaodian Technology responded that the current shared charging treasure price is based on the official scope of pricing. of.

Several head -shared charging treasure companies have mentioned that the agent can share the price of charging treasures with the merchant's self -negotiated cabinet. This means that agents and merchants have a lot of room for the formulation of the final charging treasure.

Along with the price increase of shared charging treasures, in order to spend a few dollars, many users said that each time it competes for the shared charging treasure. “它能解燃眉之急，半小时3块，也只好接受了，我甚至还定闹钟计时，结果归还的时候超过了1分钟，就为这一分钟又多付了3块钱”，用户雅颂告诉Deep -burning, after the last time she suffered a loss, she secretly determined and wanted to make it.

There are a lot of people who have similar experiences with Yasong. One user also holds a little bit to pay back the charging treasure. As a result, someone was queuing in line to borrow the charging treasure, which caused him to be ten seconds later and finally paid for half an hour. rent.

Users are holding some charging treasures. They want to make full use of these 3 dollars to let the mobile phone charge more charging. However, many users have found that the price of shared charging treasures has risen, but the charging efficiency has not kept up. "It took more than 3 hours to spend 16 yuan, and the result was 60%." "We are 5 yuan/hour, you have to charge the phone, and the money you spend is enough to buy a charging treasure." There are a lot of vomiting.

"Good borrowing and difficult to pay back" is another major problem for users to talk about. A user in Shanghai said that after using the shared charging treasure, he wanted to return it as soon as possible. As a result, it took an hour and did not return it after 6 stations. The cabinet is full, and there is no use in the cabinet for a long time. Some users have to pay for the last time because they are difficult to return. The price of charging treasures of different manufacturers is different. Most of them are 99 yuan and a few are 199 yuan.

On the social platform, some users showed pictures because they forgot to return or lazy to return the charging treasure, causing pictures of shared charging treasures at home.

Users share the shared charging treasures in their homes on social platforms to accumulate into mountains

In the black cat complaint, the complaint about the "shared charging treasure" has always been high. As of September 13, the complaint volume was as high as more than 80,000, of which more complaints were "too high in price", and because of the equipment because of the equipment Or system problems, the user is still charging after returning.

A few years ago, when we stepped on the needs of the sharing economy and the needs of "electricity anxiety", the shared charging Baohong was extremely extremely. However, a few years later, the air outlet faded, and the user paid a higher price, but the experience did not improve.

2. Price increase, do not live and shared charging treasure manufacturers

What makes it difficult for the outside world is that shared charging treasures are getting more and more expensive, but it is difficult to make money by making money. Today, several manufacturers in the industry are not too good.

The financial report of the monster charging one of the head players can directly show the dilemma of this industry.

Since the second half of 2021, the revenue of Monster charging has been in a downward trend. In the second quarter of 2022, revenue was 691 million yuan, a year -on -year decrease of nearly one -third, and a net loss of 185 million yuan. One season.

Deep burning drawing

Compared with the financial report data of the second quarter of 2022 and the second quarter of 2021, it can be found that this year's revenue has fallen sharply, but the depreciation expenses such as the shared charging treasure equipment and other machines, including admission fees and commissions, but there is no, but there is no no. There is a decline in the same proportion. In other words, revenue is decreasing, but the cost is still, and the losses are eventually increased.

In addition to the monster, the bamboo mang technology, which comes from the merger of street power and search, is the first in the market, but the industry is not optimistic about the boss of this merger. "Rather than merging, in fact, it is more like searching for electricity." Said the street electricity. "An industry person said. According to relevant reports, the shared charging treasures of many street electricity brands have been replaced with search.

In order to reduce costs and expand the proportion of agents.

The prospectus submitted by Xiaodian Technology on April 30, 2021 shows that it was in a loss of loss throughout 2020, with a net loss of 104 million yuan.

In the first half of 2022, Xiaodian was laid off 2,000. The company responded to this and was optimized based on business strategies.

According to reports, as of the end of May 2022, all direct operating points of Xiaodian Technology have been converted to joint venture agency model. However, the news was not officially confirmed by Xiaode.

A Meituan shared charging treasure said to Shen Ran that the external expansion of Meituan is mainly based on agents. According to reports, in July 2021, the person in charge of Meituan shared charging treasures had resigned at a time, and 33 self -operated cities have also turned into agent operations.

The call in the "San Dian and One Beast" has long been behind, and the market share has fallen below 10%, and the disputes between suppliers and agents are deeply trapped.

When the shared charging treasure also had a "sullen sound", according to the financial data of the monster and Xiaodian, the two were profitable throughout 2019.

As a latecomer, Meituan was also aggressive when returning to the market in 2020. Why is the days of sharing charging treasure industry more and more sad?

1. The continuous epidemic situation seriously affects income

Taking monster charging as an example, Monster charging CEO Cai Guangyuan said at the second quarter financial report that in the first half of 2022, the outbreak of the epidemic in cities such as Shanghai, Beijing, Shenzhen, Tianjin, Chengdu, and charging the monsters in the local and its surrounding cities. The business has a large negative impact. The epidemic caused a sudden decrease in offline traffic, and the frequency of access to monster charging also decreased.

2. The market competition is fierce and the vicious competition is serious

The profit model of the shared charging treasure industry is mainly to rely on the rent of the shared charging treasure. Under the direct -operated model, the heavy asset model of shared charging treasures leads to high costs. In order to grab high -quality merchant points, manufacturers will work hard, and they will also give merchants a high share. As a result, this result is that there are a lot of money shared with charging treasure companies, but there are few money that can fall into their pockets.

In the agent model, manufacturers often sell them directly to the agent cabinet to provide them with background management systems and services. Finally, about 10%of the flowing water is drawn. At the moment when the shared charging treasure is not new and generally increased the price, this model tests the resource of the agent's local merchant.

The end of the Red Sea Fighting is not uncommon for vicious competition. A merchant at the same time placed multiple brands of shared charging treasure cabinets. It is not uncommon. Some merchants even hide other brands of cabinets because of the higher proportion of commissions of a brand.

In order to be able to attract more agents and layers of cabinets, manufacturers will help agents get higher divisions in the remaining 90%of the current.

A number of shared charging treasure companies have found that some manufacturers will provide agents with a "yin and yang system", and finally the flowing water displayed to the merchants can be set by the agent themselves, so that the agent can get more commissions to get more commissions Essence

As a result of vicious competition, it is often difficult to have real winners.

3. Is it reliable for direct -operating agents and tricks?

In the past year, the market structure of the shared charging treasure industry has quietly changed. Last year, he changed from the original "three electricity and one beast" to the "small bamboo beast". This year, he was changing towards the "bamboo beast" leader, and another head player dropped behind.

According to the "2022 China Sharing Charging Treasure Industry Market Research Report in 2022", after the merger of street electricity and search for electricity, in the first half of the year, the number of equipment ranked first in the industry, accounting for 39.5 in the market. %; Monster charging is 21.3%; Meituan and Xiaodian are 15.4%and 14.7%, respectively.

From the perspective of GMV, bamboo and monsters are comparable, GMV accounts for 28.8%and 28.6%, respectively. Bamboo mango equipment is not as efficient as monsters.

Analysis of concentration analysis of shared charging treasure industry / head Leopard Research Institute

With the changes in the market environment, the common direction of industry players is light assets. The heads of the heads are stable or contracted in the direct -operated model, and the proportion of proxy mode is expanded.

After the merger of Zhumang and the search for electricity, the agency mode is mainly based on the agency mode; the small power has been converted to a joint venture agent; the Meituan has also changed many direct operating points to the agency operation; among the four heads of the head, the direct -operated operation of the monster's direct business The most proportion, but it is also increasing the agency point. Players "focus on agents and straight camps", there are two reasons: market expansion and reduction of costs.

On the one hand, in the past few years, the points of first -tier cities have gradually been divided into division, and each family is looking for incremental markets, but compared with direct business, the agent model is more convenient for the sinking market with high difficulty management; On the one hand, the impact of the epidemic has led to the decline in revenue and tight cash flow of shared charging treasure players. Some practitioners are evaluated. The agent model is a way to transfer risks and low -cost operations. In addition, except for Meituan's shared charging treasure, it is only a branch line in the huge local life trunk. It can attack or defensive. The remaining manufacturers have tried to find the incremental increase by the second curve, but the current effect is very small.

Monster charging last year launched the liquor brand "Kai Huan", but from the perspective of the second quarter financial report, the revenue brought by new consumer -related businesses is minimal, accounting for less than 1%. Xiaodian once mentioned in the prospectus that it would have to strategic cooperation with short video companies to expand digital marketing, but no significant progress has been seen so far.

Zhumang Technology has accelerated the field of "Internet of Things+New Consumption". In July this year, 17 new smart terminals were released, including shared electric bicycle charging piles, smart carrier robots, and smart retail cabinets.

Taking charging piles as an example, Zhumang Technology said that the promotion of this hardware can be done directly by the agent who shared the charging treasure, because the customers who want to dock in the shared charging pile are also store owners, properties, and business. Type personnel can use the resources of the agent.

An industry person who has long -term attention to shared charging treasures say that it is not just Zhumang Technology, many small manufacturers and agents who used to be a shared charging treasure have begun to try to make shared charging piles for low -speed electric vehicles, hoping to increase income. But how the actual effects of Zhu Mang's road need to be observed.

In the third year of the epidemic, the uncertainty of offline travel and consumption has continued to crack down on the shared charging treasure industry, and the industry's shuffle is also continuing.

An industry person pointed out to the deep burning that the profit logic of shared charging treasures is established, but the premise is that players must persist in the end in such an environment. The shared charging treasure fell from the air outlet of the year, and now it has entered a endurance race.

*The interviewee requested that Ya Song in the text was a pseudonym.

Author: Wang Min, Editor: Xiang Xiaoyuan

Source public account: deep burning (ID: shenrancaijing), focusing on the innovative economy, focusing on deep content.

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