Shared charging treasure, good to borrow or not to repay
Written byMeng Huiyuan.
EditXu Wei.
Borrowing a power bank will be automatically deducted for more than two years, the electricity can be charged without charging, the deposit or rental fee is often hopeless, the charging speed is slow and often its own power is insufficient, and the navigation store is empty and cannot ......be returned in timeRecently, "China Consumer Daily" reported a number of chaotic cases about the shared charging treasure market.
These complaints all illustrate the fact that the shared charging treasure industry has broken the defense of countless consumers not only because of its increasing use**, but also because of its increasingly low-quality service attitude.
The key is, why did the shared charging treasure, which was once popular with small payments and rental at any time, live like the "most hated" appearance of consumers now?
Who is paying for the "charging assassin"?
The controversy over shared charging treasure is not a new topic.
How much does your power bank cost? Under the comments of a netizen's message, the comments of netizens across the country also further showed how lethal the shared charging treasure as a "charging assassin" is: "Shanghai shared charging treasure is 4 yuan an hour", "Changsha high-speed rail station 5 yuan and a half an hour", "Xinjiang Aksu half an hour 6 yuan", "Chongqing bar door 6 yuan an hour", "Handan a third- and fourth-tier city average price of three yuan an hour", "Yichang has no price less than 4 yuan", "Guangzhou South 6 yuan and a half hour" ......
However, the reason why shared charging treasure has become a major complaint hotspot is not the most important factor. For this generation of consumers who widely have "20% battery anxiety" (because the mobile phone battery is less than 20%, users are anxious due to insufficient power), although it is given, it is acceptable to solve the temporary sleepinessHowever, the quality of the service is not equal, which makes a considerable number of consumers dissatisfied.
On the black cat complaint, there are more than 20,000 complaints about shared charging treasures.
According to the "China Consumer Daily", Ms. Yang in Chongqing rented a shared power bank more than two years ago, but she did not expect that Sulu Charging has been automatically renewing the membership fee, deducting her for 30 consecutive months A total of more than 700 yuan; Mr. Jing Beijing was deducted for 26 months in a row, just because he may have been checked by the page to open a membership and automatically renew it by default when renting a "small electricity" shared power bank, but he did not know ...... of theseIt is said that there are more than 2,000 similar complaints, involving many shared charging treasure brands such as Xiaodian, Dianxiaotong, Sulu Charging, Xiudian, Sodian, and Street Electricity.
The relevant reports of the cover news have also mentioned the complaint cases about the above-mentioned mainstream shared power bank brands. For example, a netizen complained about the street electricity, saying, "I ran most of Chengdu, but I didn't find a place to return, some places are full of card slots and no sockets can not be returned, some places have card slots but the power bank model does not match (the same manufacturer's power bank has two styles, the card slots do not match), and some recommend that the return place does not exist at all (the business is closed), resulting in forced forced consumption." Another netizen complained about the call, saying, "I used this power bank at the train station, and within a few hours, the power bank ran out of power." The place out of the station did not return the power bank, the next day I found another place, according to the nearby store mentioned above to look for, found a virtual address, fake. Six days later, I was detained 199. ”
Automatic deduction, easy to borrow and difficult to repay, **high charging slow ......At present, the chaos of shared charging treasure is still spreading.
The scale is accelerating, but everyone is still "swimming naked".
Returning to the market itself, it is undeniable that mobile power has indeed become a new "rigid need" of a huge consumer group.
The relevant research report pointed out that "with the increase in mobile phone configuration, the battery life of 5G mobile phones in 2022 will decrease compared with 2019." "After the same period of use, the average remaining power of 5G mobile phones in 2019 was 537%, compared to 36 in 20226%。It can be seen that the problem of mobile phone battery life has not yet found an optimal solution at the technical level.
Source: fastdata poles.
The key point is that compared with charging solutions such as fixed charging and wireless charging, shared charging treasure has the advantages of higher penetration rate and convenience, and is still the preferred type of mobile charging service for users.
On this basis,How to speed up the large-scale layout and improve the coverage of the shared charging service network will inevitably become the top priority of the industry to meet the flexible and random charging needs of users。Because the shared charging treasure industry is not an industry with strong user stickiness, usually the more points laid offline, the more traffic, the larger the amount of business in the business district, the better the business of shared charging treasure.
With the continuous release of scale effect and network effect, the shared power bank brand can not only reach a wider range of consumers, but also its operating costs are expected to be further optimized, and thus obtain greater profit margins. The brand's thirst for and competition for hot spots can be seen from the fact that consumers often see multiple brand power banks in the same store.
However, the main consumer groups of shared charging treasure are young circles with high frequency of mobile phone use and strong dependence on mobile phones. For this part of the young group, while paying attention to the practicality and quality of the product, they hope to get rich sensory experience, psychological identity and emotional value.
Judging from the overall market performance at this stage, in order to further explore the incremental market and seize the minds of users, shared charging treasure brands often start from three aspects: first, brand empowerment, such as retaining the monster charging of the direct sales model, choosing to work hard in operation, service, brand, etc.; The second is to build brand power, such as Xiaodian has tried to launch monthly cards and implement a charging membership system; The third is to dig deep into the market, such as Meituan Charging and Sodian, which are currently dominated by the ** model, and accelerate the expansion of the broad sinking market in order to gain a first-mover advantage in the incremental market.
However, what brands need to pay attention to is how to not compromise the service reputation and user experience that they have worked hard to maintain in the above process. Some people in the industry have pointed out that "the shared charging treasure industry has been kidnapped by the channel, excessive marketization and excessive competition, the industry began to recruit and sell equipment, for the brand so drought and flood to ensure income, but there will be corresponding problems in pricing and service." ”
Now that it is related to specific consumer complaint cases, it seems that the mainstream shared charging treasure brands have not completed the challenge of the underlying capabilities of the enterprise well.
Well-known brands can also be reduced to "stepping stones".
As the only remaining "fruit" under the sharing economy model, the development potential and market position of shared charging treasure are undoubted.
According to the "2023 China Shared Power Bank Industry Research Report" released by iResearch, the industry increment brought about by the steady recovery of domestic residents' production and life, leisure and entertainment and other economic activities has played a direct role in promoting the expansion of the shared power bank industry. Overall, the significant recovery of offline catering, transportation and hotel accommodation scenarios is expected to promote the shared power bank industry to increase to 16.8 billion in 2023 and exceed 70 billion in 2028.From the gathering of large and small brands to the breakthrough of the head, the shared charging treasure that has experienced the ebb and flow has gradually shown an industry trend of "high concentration and full competition". Third-party reports show that the top five in the shared charging treasure industry have a market share of more than 95%. Among them, the highest market share is Monster Charging, reaching 36%, followed by Meituan and Zhumang Technology, which are the second echelon enterprises, and the third echelon enterprises are small electricity, incoming calls, Xiudian, and double electricity.
In this case, not only is it difficult for new brands to enter the game, Zhang Yi, CEO and chief analyst of iiMedia Consulting, even asserted that "the industry will continue to clear up in the future, and if you are not careful, the well-known brands in the past will also become a stepping stone for the industry." Looking to the future, the frequent chaos in the shared charging treasure industry may become the "fuse" that triggers a new round of reshuffle.
Related topics.
Previously, some representatives of the National People's Congress pointed out that there are 5 problems of different degrees of shared charging treasure merchants, including non-refundable deposits, deduction of membership fees without permission, billing after returning, good borrowing and poor after-sales service, and suggesting the introduction of shared charging treasure industry specifications, clear charging standards, refund periods, etc. However, even if it is frequently concerned by the majority of people's congress deputies, the chaos in the shared charging treasure industry is still widespread.
Obviously, it is urgent to force enterprises to standardize their own business behavior and maintain healthy competition in the market. So,How to respond to consumer expectations and give a thorough "cleaning" to the shared charging treasure industry will be the key to the major shared charging treasure brands to survive this round of reshuffle period and achieve long-term healthy development.