In the past, players and capital poured into the hedonic economic circle. In the interweaving of highlights and doubts, I wrote a * * * enjoyment mode, one * * * enjoyed losing, but the * * * in restaurants and shopping malls enjoyed more charging cabinets. ...
* * *, which has been questioned by the public as a false demand, enjoys the charging treasure. This time, it stood in front of the IPO.
On March 12, Monster Charging officially submitted a prospectus to the US Securities and Exchange Commission (SEC), and plans to list on NASDAQ. Founder Cai Guangyuan is only 38 years old.
According to the prospectus, Monster Charging currently has 2190,000 registered users, with a revenue of 2.809 billion yuan in 2020 and a net profit of 75.427 million yuan.
With the listing of Monster Charging, in 202 1 year, this once-disgraced * * * enjoyed the economy and achieved a turnaround against the wind. ...
After several rounds of shuffling, many enterprises closed down and quit, but the charging treasure project itself stood the test. At present, the charging treasure market of * * * presents the pattern of street electricity, incoming calls, small electricity and monster charging "three electricity and one beast". According to reports, street electricity, small electricity and monster charging have all achieved profitability, and Caller also claimed to be the first enterprise in the industry to achieve breakeven.
With the listing of monster charging, the market may usher in a more cheerful situation.
However, * * * enjoys so many economic projects, why * * * enjoys the charging treasure?
* * * Enjoy the darkest moment of charging treasure.
In the past three years, * * * has enjoyed the rapid rise and fall of charging treasure.
* * * Enjoy the highlights of the charging treasure, 20 17. In this year, an average of * * * charging treasure projects appeared every two days. Even as short as 10 day, the industry financing amount was nearly 300 million, and it poured into1200 million in 40 days, and nearly 30 star institutions entered the game.
In the capital market, enjoying the charging treasure is one of the hottest spots this year.
Even so, the outside world is generally not optimistic, and the voice of singing decline has been like a tsunami.
The most impressive sentence came from Wang Sicong: 2065438+May 5, 2007, Jumeiyoupin invested 300 million yuan in street electricity. Wang Sicong, the son of Wang Jianlin, immediately issued a swearing word in the WeChat circle of friends: "If you can enjoy the charging treasure, I will eat it and post it as proof."
False demand, low frequency, heavy assets and unclear profit model. In that round of * * * enjoying the economic bubble, * * enjoying the charging treasure was questioned a lot.
There is a charging treasure in my hand. In the era when buses, planes and high-speed trains all have USB charging ports, do you still need to rent a charging treasure?
This hat is called "false demand".
The battery of the mobile phone is low, so it's just an accident that the charging device can't be found. What's more, it is necessary to open a street to find a charging treasure cabinet, scan code payment, logical contradiction, anti-human operation, and endless loop?
This hat is called "low frequency".
At that time, more "visionaries" pointed out: "Not only enjoying the charging treasure is a false demand, but even the charging treasure is a sunset industry, because with the progress of battery technology, the endurance will only be stronger, and charging every day is not a problem."
Consumers don't accept it, and businesses don't buy it.
In the early days, merchants were full of resistance to * * * enjoying the charging treasure, bearing the costs and risks of equipment management and charging, and even bearing consumers' dissatisfaction with the merchants because of charging.
After several arguments, * * * had exclusive access to the charging treasure and had been sentenced to death.
In just one year, the situation went from bad to worse, and the charging treasure industry was gradually ignored by investment institutions because of the economic cooling, and the bubble burst.
At that time, Letian, PP charging, Bao Xiao charging, bubble charging, power generation, discharge technology, hippo charging, etc. were liquidated successively, and they regretted leaving.
* * * Enjoy the charging treasure. Winter came earlier.
A more mature economic model * * *
However, the development of charging treasure has surprised many losers. With the washing of the industry tide, small competitors have been eliminated one after another, leaving several head enterprises to compete for territory, realize large-scale expansion, and move closer to the grid direction of "ten steps, one charge, five steps and one return".
Users who were dismissive of this at the beginning are now relying on * * * to enjoy the charging treasure and start shouting "Really fragrant".
The * * * enjoyment charging treasure killed from the * * enjoyment economy has stood on a more mature track.
First, the operating cost is low.
* * * Enjoy the production cost, equipment depreciation, operating cost and manpower maintenance cost of charging treasure, which are all very low.
Some insiders have calculated an account: the maintenance cost of a single charging treasure is roughly 1.5 yuan/month.
Second, the platform relationship is simple.
* * * Enjoy the charging treasure from the beginning to the present, interacting with brand operators, agent networks and users. There is no other role to join, and there is no regulatory role.
Very low regulatory costs and operating costs make the operation of the business model feasible.
Third, the return period is short.
* * * Enjoy a charging treasure with short payback period, no need to occupy public land, low loss rate and low manufacturing cost.
According to Caijing's previous report, charging treasure warehouses in popular business districts can generate 4-6 bills on average, and each bill flows 4-5 yuan. Excluding operating costs, merchant costs and discount costs, the profit rate of charging treasure enterprises can reach more than 20%.
Tencent has also calculated that the actual profit of each charging treasure cabinet is 680- 1380 yuan/month, and it can be returned in 2-4 months, with an annual rate of return of 300%.
Go back to * * and enjoy the charging treasure. Looking back at the "false demand" that was not valued by the public at that time, it has now become a good case of "creating demand":
With the expansion of applications such as short videos, consumers' power anxiety is even worse than two or three years ago. The progress of battery technology is not so fast, and charging is still just needed by mobile phone users.
And * * * charging treasure outlets have increased. Since the charging treasure can be borrowed anytime and anywhere, it is an "unnecessary option" for the mobile phone to be fully charged.
Successfully cultivated the habit of consumers renting charging treasures.
What's more, due to the continuous penetration of * * * charging treasure in restaurants, shopping malls, subway stations, railway stations, airports, hotels, KTV, Internet cafes, bath centers and other places, it has basically covered many scenes such as consumers' mobile travel, shopping, catering, entertainment and leisure, and the expansion of coverage has reduced the demand for users to carry charging treasures in disguise. Too lazy to bring a charging treasure, too lazy to charge in advance
In the past, when * * * enjoyed the charging treasure, it was difficult to attract the attention of consumers; However, when it was fully rolled out, it played a great role in cultivating consumers' living habits-it successfully attracted consumers' attention through a large number of points.
* * * The small business of enjoying charging treasure is getting bigger and bigger.
Stock Competition: Victory and Struggle
At present, * * * charging treasure has passed the battle of survival and started to turn to stock competition.
With the help of capital, it is a common method to compete for incremental market through price war. At the end of the capital dividend period, it is gone forever. This is the inherent gameplay of Internet companies.
"Boil leek in warm water" is a nickname for * * * to enjoy charging treasure.
* * The price increase of charging treasure is now criticized. Since 20 19, the collective price increase of * * charging treasure enterprises has increased from the original 1 yuan/hour to 1.5-3 yuan/hour, and the scene pricing model has been officially opened, and even * * charging treasure with hourly charge 10 yuan has appeared.
The root cause comes from the high cost of "enclosure".
The price of charging treasure is high, and it is not that the equipment manufacturer "three electricity and one beast" has earned. In fact, they want to share profits with the store, that is, the venue vendor * * *, and some stores are "fifty-fifty".
Previously, a table exposed on the pulse showed that in some entertainment places and restaurants with large passenger flow, the admission fee for * * * to enjoy charging treasure ranged from tens of thousands to hundreds of thousands of yuan, and even the admission fee for some merchants was as high as one million.
In addition to the entrance fee, * * * Charging Bao Company has to pay a revenue share to some merchants with huge passenger flow, such as Shuixie Nianhua in Shenzhen. In addition to paying the entrance fee of 6.5438+0.2 million, it has to add 50% of the revenue share.
Under the price transmission, the financial pressure is naturally dispersed to consumers.
Consumers trained by "three electricity and one beast" through the routine of "free for the first half hour and one yuan for the second half hour" are now infringing on consumers with price disadvantage.
In terms of user stickiness and expansion speed, * * * obviously chose the latter to enjoy charging treasure. The same is charging, which brand you choose is the same, and you are doomed to be unable to cultivate a super unicorn. With the help of the profit model of staking land, short-term rapid expansion can be realized. But how long this model can last is still a question mark.
It is foreseeable that * * * enjoying the second half of the charging treasure will force all kinds of charging treasure enterprises to innovate and explore a longer-term development model.