Lu Xun once said: "I hope that there is no such thing as it does not matter. It is like a road on the ground. In fact, there is no road on the ground. If there are more people going, it will become a road." The charging pile industry is just scattered with sporadic enterprises. In the past year, with the stimulation of national policies and other factors, the entrepreneurs seem to have seen hope and saw the road, but they are full of worries about how far the future can go. In the face of a volatile market, few people can accurately determine who will laugh at the end. However, the military often said: "Knowing oneself and knowing each other can be a battle," we must first recognize the position, advantages and disadvantages of ourselves and other businesses in the industry, in order to maintain a clear-headed mind in the external hot and cold charging pile market.
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In fact, since the opening of the electric vehicle charging and replacing facilities market in the State Grid in May 2014, all parties have actively participated in the construction of charging infrastructure, including state-owned enterprises such as State Grid, Sinopec and Putian New Energy, and Beiqi New Energy and Beijing. State-owned enterprises such as Energy Group and Huashang Sanyou, as well as private enterprises such as Fudian Technology, Te Rui De, Judian, Charging Network and Electric Pile. On the surface, they are central enterprises, state-owned enterprises, private enterprises, or listed and unlisted companies. However, the meaning of such division is not significant. The key depends on which ring in the charging pile industry chain, and self-positioning from the current problems in each link.
As early as 1985, "the father of competitive strategy" Michael Porter (Porter) mentioned in the "Competitive Advantage", a series of interdependent, interdependent, related to a specific demand (product or service) The upstream and downstream chain relationship constitutes the industrial chain. On this basis, we understand that the important role of the charging pile industry chain is nothing more than: charging operators, equipment manufacturers, and overall solution providers. Eknower started from the three rings, categorized the major charging pile companies, and talked about the most intense topics in each link.
Operator: I want to know how profit is the biggest difficulty
According to incomplete statistics, there are currently more than ten domestic mainstream charging facilities (services), including State Grid, Putian New Energy, Tesla, Special Calls, Star Charging, China Southern Power Grid, Sinopec, e-filled network, Shanghai Fudian Technology, star charging, love charging network, poly power, charging network, electric piles, etc. According to different types of business operations, there are merchants that sell both charging piles and Internet +, there are vehicle manufacturers like Tesla, and Internet companies with charging APP as the core.
Charging operators should "soft and hard"
What exactly is the charging facility operation (service)? Although the businesses have their own positioning, these operators can be divided into two categories in Eknower's view: pure Internet or "Internet + charging facilities." With regard to these two different types, the bottom line is the pattern of companies choosing light assets or heavy assets. Pure Internet charging operators often act as agents to build piles, but they don't really have their own production equipment. In this way, light assetization is realized, a large amount of money for producing charging equipment is saved, and the trouble of investing in a factory is avoided. But the problem has also followed, such as helping other charging equipment manufacturers build piles, how to bear the high cost of buying and operating charging piles? How can the last time the profit model of short-term operation is not clear? If you say that you have a lot of money, building a pile is just a scorpion, and no one is using it anyway. All that is required is to create momentum to snatch the market, or just to quickly raise funds, go public, make money, and withdraw from the market. Easy.
But not all charging operators only want to be pure Internet companies. Jia Xuefeng, CEO of Judian, realized that pure software companies may not go too long, because the company uses its own software platform to run other people's piles, the cost of buying and operating the piles. They are too high, so that if the money is burned, the company may be burnt to the ground before it is profitable. Therefore, Judian has set up a equipment manufacturer specializing in the development, production and sale of charging piles, from a pure Internet company to a "soft and hard" operator.
"Soft and hard" has gradually become a popular method for charging pile enterprises. Traditional charging equipment manufacturers such as Tray, Zhongyeda and Kelu Electronics are also widely deployed in the field of "Internet + charging facilities". The advantage of this model is that, in the case of unprofitable operations, it is to “subsidize the household†by selling piles; second, to operate its own piles, to reduce the cost of purchasing and operating the piles; and to use their own piles to slap the ground, With a certain market share, the Nuggets big data economy.
Pillars must be selected to be profitable
Many industry entrepreneurs or experts have publicly stated that there will be a mature business model for charging pile operations in the next one or two years. At that time, charging by charging business is the most basic way of profit. At present, the operator charges a charging service fee, and the charging standard varies from city to city. However, in the future, it is not excluded that a power selling license can be obtained to collect the electricity fee. However, in practice, such charges are relatively low. If it can be profited in this way, the charging pile should be built in a place with high utilization rate and a large number of electric vehicles.
What is the high utilization rate and the number of electric vehicles? With reference to the experience in the United States, almost all charging services such as ChargePoint, Better Place, and ECOtality are in the San Francisco Bay Area, because of the economic and technological development level. Consumers in the district are generally more susceptible to electric vehicles. Where is China's “Bay Area� According to the Ministry of Industry and Information Technology, 723 charging stations have been built in China, and the number of charging piles is 28,000. Most of them are in the north and deep in the electric vehicles. It is not difficult to understand why the state-owned enterprises such as the State Grid and Putian New Energy, as well as private enterprises such as rich electricity and electricity gathering, are deeply entrenched in the north and the north.
Jia Xuefeng, CEO of Judian, said publicly: "Because the promotion of electric vehicles in Beishangguangshen and Shenzhen is sufficient, the quantity of guarantees is guaranteed, and the charging facilities in these cities will basically not lose money. Judian is building its own charging piles in the north, Guangzhou and Shenzhen. The site is built in a place with good efficiency and a large number of electric vehicles. The investment can be recovered from 18 months to 24 months.†However, the number of new energy vehicles is relatively high, and it is not for all operators. Good place, because with more and more companies among them, and the public charging market is almost monopolized by the national team, if you want to dig deep, you have to survive. As a result, some companies have turned their attention to second- and third-tier cities. Most of them have a good policy environment and competition is relatively less intense.
The first "Gray" of the GEM has turned to the new energy demonstration city, and most of them are second- and third-tier cities. According to the data of TRYDE, as early as last September, Terrede's business in the 88 new energy demonstration cities nationwide has expanded to 44. Compared with these first-tier cities in the north, Guangzhou and Shenzhen, the preferential policies given by the state to new energy demonstration cities are not inferior. In November last year, the National Development and Reform Commission issued a notice on the development guide for electric vehicle charging infrastructure (2015-2020). It can be seen that the country has given high hopes to the demonstration and promotion areas in terms of promotion targets.
Rechargeable pile promotion plan in all regions of the country (2015-2020)
However, no matter which city the charging pile is placed in, the utilization rate of the charging pile depends on the choice of its place. There are five types: private parking lots in the public service area; residential areas; internal parking lots; urban public parking lots. ; Intercity highway service area. The specific choice of location, cloth or cloth, depends on the company's expectations for utilization. In the view of the electric pile CEO, the user demand in the urban center area is still difficult to meet under the existing layout, such as transportation hubs, hotels, office buildings, shopping malls, residential properties, etc. (the demand in these areas) should be with electric vehicles. Demand deep bonding.
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