[Charge piles are depleted into general business status, and there is a chance of winning ahead of the occupation.] The landing of new projects has given Li Weiqiang some hope. "15 sets of wall-mounted AC charging piles and 3 sets of vertical AC charging piles are already considered to be relatively large orders." More than two years after the venture, the general manager of Beijing Lanhai Xinghua Technology Development Co., Ltd. spoke about the charging pile industry. Repeated several times that "business is not good."

Li Weiqiang's feelings are quite representative in the industry. In the past two years, China's new energy vehicles have ushered in an explosive development, and a large number of people and capital have been flooded into the charging piles. The market has experienced a period of excess capacity. The industry even joked, "The speed of selling cars has not kept up with the speed of building piles."

Nowadays, it seems that charging piles with a full sense of technology are becoming more and more common in people's lives, but in fact its technology content is not high. In this case, its high-yield, low-threshold characteristics have also quickly attracted large amounts of social capital. In particular, large-scale projects such as expressway service areas and urban public charging stations have been “enveloped” by several large enterprises. In order to compete for market share, small and medium-sized enterprises have started to wage a price war, which has also made profitability a common problem for these companies. Sexual problems, coupled with the unique regional restrictions of the charging pile industry, it is not surprising that companies are struggling.

The charging pile industry that was once regarded as the “Blue Ocean” is now a “Red Sea”.

Business "How Many Can't Come But"

In 2014, Li Weiqiang became the first batch of new energy vehicle owners in Beijing. Soon, the problem of difficult charging came to the door: “At that time, the number of charging piles was small, the damage rate was high, and many cars and piles did not match”. After learning that many riders have encountered similar problems, Li Weiqiang, who is a software research and development student, developed an APP to share information about the use of charging posts. According to his recollection, as of the end of 2015, the number of fast-charged piles and slow-charged piles available in Beijing had exceeded 1,000, but supply was still in short supply.

This made Li Weiqiang see an attractive business opportunity. In early 2016, he and his friends co-founded Blue Ocean Huaxing Technology Development Co., Ltd., and began to independently develop charging piles. However, after entering this industry, he discovered that entrepreneurs who had common ideas and experiences with them "didn't come to count."

This argument can be proved from the increase in the number of charging piles in Beijing in the past three years. Relevant data show that by the end of 2014, Beijing’s goal was to build 1,000 fast-charged piles; by the end of 2017, according to the data released by the China Association of Automobile Manufacturers, Beijing has more than 30,000 charging piles, and the number in China has reached more than 213,000. One.

Among the built-in charging piles, the share of Special Calls, State Grid Corporation, Star Charging, and China’s top four companies reached 86%. “The rest is divided by many SMEs,” said Li Weiqiang.

The low technical threshold is another important reason why the charging pile industry is favored by capital. According to industry insiders, there are not many companies on the market that can independently develop charging piles. Many companies directly purchase key circuit boards or even finished products, and then sell them after assembly. "This means that as long as you have money, you can enter."

Loss into a general business status

Despite taking a single “not too small” business, Li Weiqiang’s face did not see joy: Because having a business does not mean that you have money.

It is understood that in the charging pile industry, the profits of large-scale projects such as expressway service areas and urban public charging stations are relatively high. However, due to restrictions on the level of registered capital, qualifications, etc., when bidding, these projects are often the focus of competition among the four major enterprises. . "This also led to the remaining SMEs in order to seize the limited market share, greatly reduce the price of charging piles." Li Weijiang reluctantly said.

For example, Li Weiqiang said that the ex-factory price of a wall-mounted AC charging pile is 1,300 yuan, and the current market price is only 1,500 yuan. "In addition to R&D, production, labor, and other costs, the gross profit of 200 yuan is definitely a loss."

However, the loss is not only the general business status of SMEs, even if the special caller with the highest share of market share currently has a large-scale construction and more losses due to the large-scale adoption of a cost-recovery model for self-financing construction and service fees. "The situation. Zheng Chunfeng, head of the Wanbang New Energy Research Institute, admitted that almost all charging pile companies, including Ten Thousands, could not make money now.

Zheng Chunfeng explained that, like the special call model, it must ensure that the usage rate of the charging pile reaches a certain amount to be profitable. He also cited the example that in Taiyuan, more than 95% of electric taxis use tens of thousands of charging poles, charging more than 700,000 kWh per day. "Only in this way, the company can make money locally."

In addition to low profits and a long recycling cycle, the charging piles are similar to the features of urban infrastructure construction, which also creates a geographical threshold for this business. It is understood that companies need to build piles, small residential property companies, and large-scale local governments. They all have to deal with each other. This undoubtedly greatly increases the cost and difficulty of cross-regional operations for SMEs.

In the face of this war of attrition, many startup companies like Blue Ocean Xinghua can only resort to the method of “cannot make money first, and use performance to attract more business” to try to survive the shuffle.

Preemption will have the possibility of winning

Although it has been “burning money,” the pace of the company’s staking and grabbing of the site has not slowed down. “The piles are regarded as occupying positions in advance so that the future will have the possibility of winning.” Zheng Chunfeng said frankly.

For large companies represented by special calls, selling pile fees and service fees are only the most basic profit points. According to calculations, if the number of new energy vehicles in China will reach 5 million by 2020, the profit of the charging network will reach 55.8 billion yuan, of which the value-added profit will account for 23.3 billion yuan.

In other words, the charging pile or the terminal that will become the data for collecting new energy vehicles in the future, derived from the big data repair car, new energy car rental, platform car sales, advertising implantation, Internet finance, O2O business model will be tight Bonded in the charging pile and become a value-added service.

For Li Weiqiang, it is the key to using the differentiated competition method to support the phased overcapacity period. Lan Hai Xinghua opened a portable 40-kilowatt AC quick-charge pile this year. Li Weiqiang introduced that in the past, the owner purchased similar charging equipment from the factory, and the price was as high as 10,000 yuan and it was inconvenient to carry. The company not only improved the appearance through research and development, but also reduced the price to 2,000 yuan. “This charging pile solves big problems for many long-distance riders.” What made him see more hope was that there were only two companies that currently launched such products, including Lan Hai Xing Hua.

"Most of the company's funds have been placed on R&D. If the sales of portable fast-charged products do not go up this year, this product will fail." After a single business is over, Li Weiqiang will continue to be busy for the "Red Sea". .

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