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Exploring Business Model In EV Station Industry - Max Power

1. Background


In recent years, under the background of national vigorously promoting the development of new energy vehicle industry, in March 2020, the construction of charging infrastructure was officially included in one of the seven key areas of "new infrastructure". According to the data released by China Electric Vehicle Charging Infrastructure Promotion Alliance, there were 1.129 million charging piles in China in 19 years, 1.698 million in 20 years and 1.87 million in May 21 years. It can be seen that in the year when charging piles were included in the "new infrastructure", the industry did not develop by leaps and bounds, and the overall market scale and total volume showed a stable growth trend. The reason for this is mainly due to the unsound development of the industry, charging pile business model is relatively single, charging service fees are still the main source of profit, many companies rely on charging facilities subsidies to survive. There is an urgent need to do more exploration and research on the business model to support the development of the charging pile industry.


2. Current mainstream business model


The mainstream charging pile enterprises in the current market are investigated and analyzed, and the mainstream business model is derived by combining the business model analysis tool "Business Model Canvas". The business model canvas is divided into 9 modules: value proposition, important partners, key business, core resources, customer relationship, channel access, customer segmentation, cost structure, and revenue source.

For the current charging pile industry, the value proposition is to provide low-cost charging services; important partners include: charging pile equipment manufacturers (some charging pile companies have their own equipment production capabilities), power companies, property owners, and accurate site selection is crucial for charging pile companies. The key business is charging service; core resources include: operation ability, financial resources. The charging pile industry is an asset-heavy operation, with high capital requirements. The customer relationship between charging pile enterprises and car owners is reflected in the provision of self-service charging services for car owners; in terms of channel access, it is mainly promoted through offline billboards and some portals; the customers are mainly private passenger car owners; the expenditure costs mainly include: land rent or property rent for building stations, charging equipment costs, personnel costs and electricity costs; the revenue sources are mainly charging service fees and government subsidies for building piles. The source of income is mainly charging service fees and government subsidies for pile construction.


3. Future Business Model Research


Through the data mining research on frontier technology, charging pile and new energy vehicles. Design the future business model of charging pile industry.


(1) Value proposition: expand from single low-cost charging service to low-cost, fast and high-quality charging service. For new energy vehicle owners, fast charging service is the biggest demand. Shortening the charging time from half an hour to 10 minutes level or shorter is achievable based on the current technology. In addition to providing fast charging, the safety of charging should be taken into account. In addition to compressing the operation cost, how to make the cost lower, the energy storage capacity of the charging station itself can be improved, and the low-cost operation can be achieved by storing energy at the valley and discharging it at the peak. In addition to basic charging services, providing diversified charging value-added services is also one of the profit points, for example, providing vehicle charging insurance services, intelligent maintenance services based on vehicle battery information, and vehicle residual value assessment services; using the ability of the platform to realize private pile sharing and advertising undertaking, which can expand the scope of business and customer coverage.


(2) Important cooperation: As value-added services based on vehicle data are added, cooperation with companies with data capability is required. The provision of charging insurance services to customers also requires cooperation with insurance companies.


(3) Key business: Based on the value proposition, it needs to be supported by battery insurance, battery after-sales insurance service, vehicle residual value assessment service, advertising service, private pile sharing service and energy storage construction.


(4) Core resources: After the change of value proposition, more cooperative vendors are introduced and partnership becomes an important resource for charging companies. The increase in data-based services for key businesses has turned customer data into an extremely important core resource as well.


(5) Customer relationship: The single self-charging service for customers has very low stickiness for customers. It is possible to do community-based operation for customers in different regions to achieve the effect of word-of-mouth communication, timely understanding of customers' needs and facilitate the realization of value extension. In the process of providing customers with exclusive private insurance and other services, the repurchase rate can be greatly improved.


(6) Channel access: With the change in the way of maintaining customer relationship, the access to reach customers has changed from more third-party channels to its own community channels to realize the operation of private domain traffic.


(7) Customer segmentation: When the customer base reaches a certain amount, charging enterprise platform or community is a good promotion channel for advertisers such as car companies. Provide new energy vehicle residual value assessment services while introducing used car dealers to open up the transaction chain. Make used car dealers become segmented customers of charging enterprises.


(8) Cost structure: In the new business model, the investment in data acquisition cost and platform R&D is increased. As the revenue of value-added services grows, the proportion of cost structure will be increasingly tilted towards data and platform R&D costs.


(9) Revenue sources: New value-added service revenue is added to the charging service fee, including insurance revenue, after-sales maintenance revenue, used car trading revenue, private pile sharing commission, and advertising revenue. As the industry develops and matures, government subsidies will surely disappear.


4. Outlook


With the application of new business models in the charging pile industry, the profitability of charging pile enterprises will be enhanced. This has led to the entry of various funds and enterprises into the charging pile industry, and the market has become more competitive. Coupled with the rapid growth of the number of new energy vehicles, the charging pile industry will certainly have a broad space for development.


Exploring Business Model In EV Station Industry - Max Power

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1. BackgroundIn recent years, under the background of national vigorously promoting the development of new energy vehicle industry, in March 2020, the construction of charging infrastructure was offic...

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