Live Selling Batteries, Ningde Times Wanna 2C

The price of raw materials has plummeted, the track is crowded, and there is overcapacity. Nowadays, power battery manufacturers can no longer return to the happy days of barbaric growth. As the only one in the industry, the voice of Ningde era is becoming weaker and weaker., How to find their own market position in the adverse trend? This time, Ningde era put the chips on consumers., What can be seen is that after 2024, Ningde era has fully launched the 2C strategy and released two landmark plans, namely, opening online live broadcast and opening offline stores., Is it live interactive, or live selling batteries? Is it show, or is it equipped with battery replacement service? Ningde Times didn’t tell people the specific answer, but it’s not important. The important thing is that it needs new attempts to decode its own growth dilemma., “Not as good as before” 2B business, whether at home or in the world, Ningde era is undoubtedly the top existence in the field of power batteries, ranking first in the world for seven consecutive years., According to SNE Research, Ningde Times accounted for 36.8 percent of the market last year. If each new energy vehicle carries 50 KWh of electricity (50 degrees of electricity), the loading capacity of power batteries in Ningde era last year can be matched with more than 5 million new energy vehicles., But even if the noble is “King Ning”, with the end of the era of barbaric growth in the automotive power battery industry, it is inevitable that many troubles will arise., Over the past year, with the rise of a bunch of second-line battery manufacturers, Ningde era market share has been eroded by price cuts. At the same time, global demand for lithium-ion batteries over the past year has been weaker than previously expected., Two major changes in the market environment have forced Ningde era to start lowering prices to ensure its market share. But more than that, the biggest worry in Ningde era came from car companies., As we all know, batteries, as the “heart” of new energy vehicles, directly determine the sales of various car companies. The Ningde era, which has an absolute dominant position, undoubtedly has strong bargaining power in the entire new energy automobile industry chain., It is also by virtue of such a market position, so that the Ningde era in a few years before the development of feng shui. However, due to too “strong” bargaining and “arrogant” attitude, car companies began to “flee” the Ningde era., It can be seen that car companies are beginning to choose more “affordable” second-line battery manufacturers, such as BYD, AVIC Lithium Battery, Yiwei Lithium Energy, Guoxuan High Tech, etc. At the same time, due to cost considerations and technical considerations, car companies are also building their own battery factories, such as GAC E’an’s Yinpai battery factory and Krypton’s “BRICS battery”., Changes in the market environment, coupled with the “backstabbing” of car companies, have made Ningde’s voice in the 2B business level weaker and weaker, and the growth rate of performance is also slowing down., By comparing Ningde’s 2022 and 2021 results, its 2023 performance growth slowed significantly. Data show that in 2022 and 2021, revenue growth in the Ningde era will be 152.07 percent and 159.06 percent year-on-year; net profit will be 92.89 percent and 185.34 percent year-on-year., Source: Ningde Times 2023 Annual Report Summary, in addition, Ningde Times capacity utilization has continued to decline since 2021., In 2021, the battery system capacity in Ningde era was 170.39GWh, and the capacity utilization rate in that year was as high as 95%. In 2022, the battery system capacity will increase to 390GWh, but the capacity utilization rate will drop to 83.4. By 2023, the battery system capacity can meet nearly 80% of the global demand for power batteries, but the capacity utilization rate is only 70.47., How to solve the slowdown in growth? And how to solve the overcapacity? Including maintaining market share, Ningde era needs a “multi-functional” solution to solve the pressure of 2B business level., Obviously, 2C became the answer in the Ningde era., To be a “seesaw” 2C strategy, it is reported that the chattering studio of Ningde era will start broadcasting this month, and the executives of United car companies will make daily interactions in the studio and officially start online transmission., In addition, the online Ningde era also plans to open the first offline brand display store in August this year, located in Chengdu, and build a “new energy life square”., According to reports, the “life square” covers an area of about 15000 square meters. The purpose of this store is to fully display the “CATL Inside” model., Some industry insiders said that the purpose of Ningde era’s move is to enhance its exposure to end customers, let battery brands enter the vision of new energy vehicle consumers, and create a brand effect of “global batteries look at China, Chinese batteries look at Ningde”, so as to improve the right to speak in the face of vehicle manufacturers., In addition to live streaming online and planning new brand display stores, Ningde’s 2C strategy is also reflected in brand advertising, social media videos, etc., In August last year, Ningde Times spent 10 million yuan to hold an offline conference to recommend its new product Shenxing super-rechargeable battery. The product focuses on fast charging technology with 10 minutes of battery life of 400 kilometers. Since then, huge outdoor advertisements for this new battery product have begun to appear in the terminals of major domestic airports and high-speed rail waiting rooms., During the same period, WeChat video number of Ningde era has also released more than 30 video clips for end consumers, including Ningde small electric hall, where engineers and product managers of Ningde era appear to explain battery technology, and CATL Inside, which recommends battery models of Ningde era., In addition, for new energy vehicles equipped with Ningde era power batteries, the so-called “CATL Inside” vehicles, Ningde era also plans to print the “CATL Inside” logo on their bodies., In the 1990 s, Intel launched a joint marketing program to create the Intel lnside logo. As long as partners add Intel LOGO to advertisements and computers, they can accrue advertising expenses in the purchase of Intel chips., This plan makes the “lntel lnside” logo deeply rooted in the hearts of the people, and also gives Intel greater pricing power and voice in the personal PC segment., Ningde era hopes that all models using its battery products will be printed with the “CATL lnside” logo, which is undoubtedly following Intel’s example. it hopes that through this plan, consumers will think that it doesn’t matter what brand of car they buy, but it should be equipped with Ningde era power batteries. as long as the Ningde era power batteries are installed, there will be corresponding loan subsidies, subsequent maintenance and replacement, etc., Through the influence of the C side, to enhance the voice of the B side. Although the market position of Ningde era is very similar to that of Intel in the late 1980 s, mobile phones and computers are similar to those of the automobile industry.The underlying logic is still different., The power battery is the heart of the tram, and the related technology is also the core of the competition of the car companies. Let the car companies “sell” their core competitiveness. This is bound to be a huge challenge for the Ningde era., Docking C- side, open the tram after the market? In fact, the direct product docking C- side, for the Ningde era may be a good choice., To this end, zinc finance tried to call Ningde era for answers, but the phone could not be connected. However, at present, many voices in the market believe that Ningde era does not rule out the possibility of “selling” batteries directly to the C- terminal., If the Ningde era opens the “live delivery” mode, it will also be a good thing for C- end car owners: the market after pure electric cars will be fully opened., There is not much difference between fuel vehicles and electric vehicles in the maintenance costs of the body, interior and electronic devices. The main difference is that new energy vehicles have a powertrain system composed of “battery electric drive and electronic control”, which accounts for about vehicles. 2/3 of the total cost. In the event of a failure, it is possible to incur extremely high maintenance and replacement costs., Especially the battery, replacing a brand new battery is extremely expensive. For Tesla Model 3, replacing a brand new battery pack costs about 180000 yuan, which is close to the price of a new car. At the same time, the replacement of the battery should also consider the suitability and safety., However, unlike the existing “small workshops” that can replace battery packs for pure electric vehicles, the Ningde era has covered more than 20 car companies and more than 50 models for many years. Especially in the domestic high-end new energy vehicle camp, the market share in the Ningde era has exceeded 60%, and the cooperative customers include first-line new power brands such as Ideal, Weilai, Polar Krypton and Question World., This also means that Ningde era can produce more battery packs that meet the “standards” of mainstream models to solve the problems of adaptation and safety., In addition, in terms of the original parameters, the Ningde era can also decentralize the most cutting-edge battery technology, so that consumers’ cars can be “resurrected with blood” in a very short period of time, which to a certain extent also solves consumers’ anxiety about the rapid replacement of pure trams., As for price, Ningde era can be priced according to the market volume., With the increasing number of new energy vehicles, China’s early model batteries have also ushered in a wave of retirement. By the end of 2022, a total of 510000 new energy vehicles will be scrapped and 241000 tons of power batteries will be scrapped. As the number of new energy vehicles continues to rise, scrapped vehicles will continue to increase, and there will be more and more used power batteries., In this context, battery manufacturers direct 2C, not only has a huge market potential, but also through the battery recycling business, to achieve material recycling, to help the performance of enterprises growth., Of course, beyond the theoretical level, battery manufacturers also have many challenges in direct 2C, such as the need to open offline stores for maintenance and replacement, the need to improve after-sales support, and the management and training of technical personnel., It can be expected that once the 2C business is started in Ningde era, other battery manufacturers will certainly follow suit. Under the logic of solving consumers’ concerns such as expensive and difficult power exchange, China’s market share of pure electric vehicles will also see geometric growth., return to the first electric network home>