Before studying the tuyere of * * * charging treasure, we must first clarify two concepts, one is tuyere and the other is * * *. The so-called "tuyere" refers to an industry or field that obtains rapid development opportunities, conforms to social development trends or has huge profit potential with the support of national policies. The so-called "* * * enjoyment" means using the Internet to redistribute idle resources on the premise that the ownership remains unchanged and the right to use is temporarily transferred.
Starting from 20 14, when ofo*** enjoys riding, * * enjoys holding an umbrella, * * enjoys sleeping cabin, * * enjoys charging treasure and other business models compete to occupy the capital market, but only sells * * * new bottles and "rents" old wine. Among them, the * * * charging treasure that broke out in 17 is particularly eye-catching, creating the myth of 40-day financing1200 million yuan. What makes * * * charging treasure still set off a wave of enthusiasm in the "false demand"? * * * How long can the outlet of charging treasure last? Which companies will survive the storm?
First, the cause of tuyere
1. Social factors
Compared with traditional economic activities, * * * has obvious advantages of "three lows and three highs", namely, low cost, low threshold, low pollution, high efficiency, high experience and high reputation. In the period of slowing economic growth, it is of great significance for * * * to enjoy the economy to promote the structural reform of the supply side, help "mass entrepreneurship and innovation" and build a new national advantage in the information age. Thanks to the popularity of Internet and smart phones in China since 20 10, the convenience of mobile micropayments and the development of O2O, the * * * enjoyment economy has developed rapidly in China. China Sharing Economy Development Report 20 17 shows that in 20 16, the transaction volume of China * * * sharing economy market was about 3,452 billion yuan, an increase of 6,552 billion yuan over the previous year.
In fact, as early as 20 14, the first * * * charging treasure company "Call Technology" was established. With * * * enjoying the economy written into the government work report for two consecutive years, it was not until 20 17 that * * enjoying the charging treasure as a sub-industry of * * * enjoying the economy ushered in a full-scale outbreak.
Although * * * charging treasure is generally not optimistic from its birth, it is considered as a "pseudo-demand" under * * *, but it can still meet the needs of mobile phone users to a certain extent. At present, for the vast majority of smartphone users, the power of mobile phones has become a sense of security, and the demand for mobile phone power has become just needed. With the development of mobile Internet, there are more and more mobile applications, and the functions of smart phones are becoming more and more abundant. The energy consumption of mobile phones has greatly increased, but the battery density and standby time have not been substantially improved. When people are on the move, they will often face the situation of no electricity. Some people will choose to carry a charging treasure with them when they go out, but some people forget to carry it, and even think that carrying a charging treasure with them is a burden. * * * Enjoying the charging treasure can meet people's random and emergency needs when going out, and it will be welcomed by business users, game users, social experts, video users and live broadcast experts when going out.
Therefore, the emergency charging demand of smartphone users when they go out is the origin of charging treasure industry, but this demand is not rigid enough to create the outlet of charging treasure. In the future, people's demand for * * * charging treasure and whether this demand can be transformed into rigid demand depends on the development of people's usage habits after charging treasure is laid to a certain density.
2. Business model factors
At present, the * * * charging treasures on the market can be divided into three categories according to the usage scenarios:
? One is mobile enjoyment in mobile mode, which stands for "call technology" and focuses on big scenes; People and charging equipment can be moved, such as borrowing a charging treasure from place A to place B, with emphasis on large-scale equipment, including shopping malls, high-speed rail, railway stations, airports, scenic spots, hospitals and other places with heavy traffic. A single device can put dozens of charging treasures.
The second is mobile enjoyment in fixed scenes, which represents "street electricity technology" and focuses on small scenes; When people move around point A, they need to borrow a charging treasure, and they can borrow it by paying a deposit in a cabinet that is not so big. Focus on small counters, including restaurants, cafes, bars and so on. Generally, a single cabinet has 6 or 12 charging treasures.
The third is the fixed * * * enjoyment in a fixed scene, which stands for "small electricity" and focuses on every desktop; The wire rod machine is integrated. When there is a charging treasure on the desktop, you can charge it directly by scanning the code without paying the deposit.
Judging from the operation process, the borrowing process of * * * charging treasure can be roughly divided into four steps: code scanning-registration-payment-lending. Generally, the whole process takes less than 3 minutes. The return method is similar to * * * bike-sharing. Users can return it according to the GPS positioning of charging treasure on WeChat official account platform. All three payment modes choose code scanning, generally the first 0.5- 1 hour is free, and then the hourly fee is 1 yuan. The difference is that "Caller Technology" not only provides charging treasure, but also provides data line sales service, and has credit deposit-free service; "Small electricity" does not need to pay a deposit, and users can charge it online after scanning the code and placing an order.
It can be seen that the layout of * * * charging treasure is very extensive. The three models can fully cover restaurants, KTV, bars, cafes, gyms, shopping malls, scenic spots, hospitals, bus stops, railway stations, airports and other public places, and have the basic conditions for large-scale expansion. Therefore, a wide range of promotion channels is the boost of * * * charging treasure to form a tuyere. In addition, the charging experience and business model of * * * charging treasure are similar to that of * * * enjoying bicycle. The business model of "mobile internet plus lease" has passed the market verification, and users who have received bicycle education will be more likely to accept charging treasure, so the lower trial and error cost is also an important factor in the formation of outlets.
3. Capital factor
According to public statistics, since March 3, 200017, the charging treasure industry of * * * has obtained 1 1 financing within 40 days, and nearly 35 institutions have entered the market, with the financing amount of about1200 million RMB, which is 20/kloc-.
Ma Hua Teng, CEO of Tencent, once publicly stated: "It is not reliable to enjoy charging treasure, and many people are not sure." If you are not sure, vote, because everyone has seen the entrance of offline traffic. At present, with the development of cmnet, the dividend period of traffic is close to the ceiling, online traffic is becoming more and more expensive, and the cost and difficulty of rebuilding the Internet Super APP are increasing. At the same time, the offline traffic with huge space has been in a relatively dispersed and non-operational state, which contains many opportunities. At present, the domestic mobile payment infrastructure is basically popular, and the concept of * * * has also established a broad user base. For Tencent, investing in * * * to enjoy the charging treasure is similar to investing in * * * to enjoy the bicycle, which is a part of the strategic layout and serves as a possible offline entrance; For Jumeiyou, investing in charging treasure is to use enterprise diversification to cope with business decline and seek new quantity.
In addition, the combination of capital and online celebrities will also add fuel to the fire. The public opinion effect formed by Weibo Zhonghe Sicong's "popular" gambling quickly pushed the industry of * * * charging treasure to the forefront. A large amount of capital will seize the opportunity to strike while the iron is hot and enter the market to complete arbitrage transactions, and the influx of hot money will trigger investment hotspots. It can be seen that irrational capital is the driving force behind the scenes.
Second, the reasons for entrepreneurs chasing the wind
In the eyes of entrepreneurs, the concept of "enjoyment" has now penetrated into the public. Although the * * * charging treasure does not meet the requirements of high frequency and just need for the time being, entrepreneurs believe that with the large-scale launch and publicity, users' habits can be gradually cultivated, so the market prospect of * * * charging treasure is very broad. In addition, * * * charging treasure can generate positive cash flow in a short time. The cost of a single charging treasure is about 100 yuan, and the price is 1 yuan/hour. You can charge it 3-5 times a day and pay it back in less than a month.
Third, the reasons for investors chasing the wind
* * * Enjoying the charging treasure is more in line with Internet thinking. First, obtaining traffic is simple and has user value and traffic value; Second, it is easy to copy in different places; Third, with the help of capital, it is easy to quickly expand the scale and get dividends, which is also the reason why the capital market favors such projects.
Fourth, how to survive in the wind?
As the tuyere is often a bubble, * * * enjoys the charging treasure industry itself with greater risks.
First, the whole industry faces the risk of technological change. There are two risks that need to be considered in the industry. One is the transformation and upgrading of battery technology. When the battery capacity of mobile phones is expanded to meet the power demand of users, will the charging treasure rental market become smaller when cheaper, lighter and larger capacity charging treasures are introduced? Second, after the charging infrastructure is upgraded, will the usage scene of charging treasure be further eroded?
Second, there is a danger of product substitution. The demand for charging does exist, but it can be easily replaced by other ways in large and small application scenarios. Especially in small scenes, the * * * charging treasure is easily damaged by the charging port, and it may also be replaced by a prepared free charging treasure or a rental charging treasure by the store. Relatively speaking, the big scene is not so easy to be subverted.
Third, the industry is prone to vicious competition. Vicious competition may occur in large and small scenes, leading to diversion of orders and price decline. More and more competing products in the industry are handed over to merchants, which may also involve the pressure of admission fees.
Fourth, the profit model is single, and there is great uncertainty in advertising revenue. In the eyes of entrepreneurs who enjoy charging treasure, advertising revenue is one of the important cash flows in the future, but its value and income are highly uncertain. Take the cabinet style as an example, there is little difference from offline media such as Focus Media/Keyword, and the competition is fierce.
In the face of the above-mentioned industry risks, charging treasure enterprises that can finally survive after the tuyere must have at least three characteristics:
First, the mode of cutting into the consumer side should be light enough, including canceling lending and returning, and removing the deposit. The lower the threshold, the better, so that consumers can enter new consumption scenarios more naturally;
Second, from the perspective of the team itself, it is necessary to have both the ground operation ability and the technical ability of the product itself. It is not as simple as it looks, and there are many product thresholds, including battery stability and connectivity.
Third, in addition to our own team, we need more social forces and its ecological groups, such as recruiting city partners, to build an overall system and let more people in society participate.
* * * After a period of tug-of-war, the charging treasure market will form an oligopoly competition pattern. Because * * *' s charging treasure market may be a multi-billion-dollar market with a small scale, after the competition in speed, channels and operation ability, the market will usher in a wave of reshuffle, and enterprises with small laying scale, poor operation ability and lack of funds will be eliminated, eventually forming an oligopoly competition pattern.
The * * * charging treasure is connected online and offline, connecting consumers and terminals, involving hardware research and development, production, channel promotion (involving intermediate scenes), offline operation and many other links. It is an industry mainly engaged in asset investment and operation, and the formation of the final market structure may take 1-2 years to be clear.