Zijian Electronics Breakout "Red Sea" competition: "Specialized and fine" to build consumer lithium -ion battery technology barriers

Written article: Xiao Teng

Editor: Editorial Department of Cai Caixun

Chongqing Zijian Electronics Co., Ltd. (hereinafter referred to as Zijian Electronics), which is about to be listed on the Shenzhen Stock Exchange, has built its own "moat".

Since its establishment in July 2011, Zijian Electronics has been focusing on small consumer lithium -ion battery products. Through years of independent research and development and production accumulation, as of the end of 2021, 119 patented technologies (including 11 invention patents) have been 33 invention patents.

In particular, the invention patent obtained by Zijian Electronics in 2018 "a buckle -charged lithium -ion battery" has successfully broken the technical monopoly and patent barriers of foreign companies' fastening lithium batteries. Large -scale production of iconic companies with buckle charging lithium batteries.

1) Technical barriers for patent protection

The consumer lithium -ion battery field in Zijian Electronics has fierce market competition and shows the characteristics of "Red Sea".

However, through the selection of a differentiated competition path of "specialized", Zijian Electronics successfully built an effective defense barrier, forming the company's unique competitiveness.

The so -called "specialty and essence" is that Zijian Electronics adopts a competitive strategy of entering the "small consumer lithium -ion battery".

Zijian Electronics relies on many years of precipitation that focuses on the small lithium battery industry, and has always practiced the forward -looking technology research and development route of "applied generation, storage generation, and research and development generation". The research and development of new products.

As early as 2016, Zijian Electronics successfully developed a hard -shell buckle battery using stacking process, which broke the patented barrier of Valta company in Germany.

In the field of buckle -type rechargeable batteries before 2016, there are only products with rolling production processes in the market, and because of the global patent of the Valta Corporation of Germany, it has a monopoly position.

Zi Jian Electronics successfully developed the hard -shell buckle battery of innovative products. After obtaining a national invention patent in 2018, it not only successfully broke the technical monopoly and patent barriers of foreign companies for hard shell buckle batteries. The international leading and import substitutional significance, the industrialization, has established the competitive strength and market position of Zijian Electronics in the field of small consumer lithium batteries.

Immediately afterwards, Zijian Electronics relying on the rapid market response capabilities of differentiated products, in 2018, a needle -type battery was successfully mass -produced, which made it forming a square battery, buckle battery, cylindrical battery, and needle battery. The product structure and the patent layout covering the entire product line, the patented technology is applied to the company's full product line, and the patent protection forms its own technical barriers.

Public information shows that the battery production process of lithium -ion batteries is mainly divided into two categories: stacked and scroll -type, but the stacking process uses a multi -polar tablet parallel to make the internal resistance smaller, the safety is higher, and the safety is higher. Structural energy density is relatively large, strong in thickness, and more suitable for small and different batteries. Due to the limitation of extremely thick ear thickness, it is difficult to make ultra -thin batteries due to extreme ear thickness.

With traditional consumer electronics products such as smartphones, laptops, tablets, etc., as well as emerging consumer electronics such as Bluetooth headsets, AR/VR, smart watches, smart bracelets, smart homes, etc. The specifications of lithium -ion batteries are also changing in the direction of lightness and miniaturization.

This will provide a larger market space for Zijian Electronics, which is the first, and will be more advantageous in the future competition in the field of small lithium -ion batteries.

据高工产业研究院（GGII）的调查数据显示，2018年全球消费类锂离子电池出货量为68GWh，预计到2023年全球消费类锂离子电池出货量将增长40%，达到95GWh；我国Consumer lithium -ion battery shipments will be increased from 31.4GWH in 2018 to 51.5GWh in 2023, with a growth rate of 64%.

In addition, with the advancement of 5G, the Internet of Things, AI and other technologies, Bluetooth headsets, wearable devices, smart speakers, AR/VR, smart home, electronic cigarette, drone, portable medical equipment, car recorder and other emerging consumer categories Electronic products have emerged, and the demand for global consumer lithium -ion battery industries has continued to grow.

2) Create customer viscosity "moat"

Through the "specialty" differentiated competition, Zijian Electronics stood out, and a large number of high -quality customer resources were obtained.

The prospectus shows that Zijian Electronics products are widely used in well -known brands in the fields of communication, audio, Internet, and intelligent wearables, such as Huawei, Xiaomi, OPPO, vivo, Harman (JBL, AKG, etc.), B & O, Sennheiser, Morisiser, Sennheiser, Morisiser, Morisiser, Sennheiser, Sennheise JABRA, Potter, Sony, LG, Panasonic, Pioneer, Iron Triangle, Marshall, 3M, Anker, Google, JLAB, Walkman, JVC, OnePlus and 1MORE and other international first -class and well -known brands.

Taking the TWS headset market in Zijian Electronics's largest downstream application field as an example, in only 2021, among the top 9 brands in the market share, Zijian Electronics has cooperated with 7, becoming the main Bluetooth headset lithium -ion battery. One of the suppliers.

As the requirements of small consumer lithium batteries in terms of capacity, energy density, and product consistency are more harsh, the errors that can be tolerated are smaller. In order to ensure product quality and safety, international first -class and well -known brand customers have strict and complex suppliers to suppliers. Authentication procedures, from trials to product certification, often take a year or two. In addition, Apple, Huawei, Samsung and other international TWS Bluetooth headset brands, for compliance management, are used to cooperate with patented battery manufacturers, and Zijian Electronics is the first to obtain stacking process hard shell buckle battery invention Patented Chinese enterprises.

Therefore, it is purple -building electrons with a hard shell buckle battery with a stacking process as the core technology patent group. While entering most of the mainstream brand supply chains and building a good customer viscosity "moat", it is expected to win the larger market in the world Purchase.

Data also show that the market share of Zijian Electronics is constantly increasing. In the field of TWS headphones, its 2020 share was 10.74%, and it increased to 11.18%in 2021, showing a growth trend, and there is still much room for improvement.

Zijian Electronics, which has obvious advantages in performance, quality, and production costs in terms of product, quality and production costs, and continues to increase investment in R & D and investment. The R & D investment from 2019 to 2021 reached 33.0246 million yuan, 49.6285 million yuan, and 75.2637 million yuan, which accounted for current operating income of current operating income. 7.84%, 7.77%, and 9.42%, and cooperated with the Institute of Suzhou Nano of the Academy of Sciences to carry out the "high energy density, high -safety lithium cobaltic acid battery research project", continued to improve independent innovation capabilities and core competitive advantages.

Since the establishment of small consumer lithium -ion battery products that have been focused on 1000mAh since its establishment, Zijian Electronics, as a pioneer, explorer and practitioner in the domestic consumer lithium -ion battery industry, has achieved a leading position in the market segment. The rapid development of an excellent lithium -ion battery supplier for emerging consumer electronics products at home and abroad has continued to grow.

From 2019 to 2021, the operating income of Zijian Electronics was 421.4259 million yuan, 638.612 million yuan, and 799,900,400 yuan, respectively, and realized net profit of 63.765 million yuan, 117.627 million yuan, and 100.719 million yuan, respectively.

It is worth mentioning that the main business gross profit margin of Zijian Electronics from 2019 to 2021 is 30.41%, 37.76%, and 32.23%, respectively, significantly higher than the gross profit margin of comparable companies in the same industry. Among them, the gross profit margin of 2020 is the same as The industry can be 15.59 percentage points higher than the average level of the company.

At present, Zijian Electronics has established production bases in Chongqing, Dongguan and other places, and will further expand the production scale of technical advantageous products such as buckle batteries and square batteries. Based on the expansion of more intelligent Internet of Things hardware.

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