Often a store is competed by three or four shared power bank brands at the same time. According to an interview with Jiemian News, the price of the entrance fee for merchants is extremely chaotic, and there are often cases of malicious price hikes and inconsistent prices before and after; merchants with bargaining power require brands to settle the entrance fee at one time, and estimate the monthly flow. , and pay the share in advance in proportion; some KTVs, bars, and nightclubs with high passenger flow have an admission fee of up to 200,000 yuan. The crazy involution of various brands has led to high sales and marketing expenses. Monster charging, which has the highest market share, will have a market cost of 814 million yuan in 2021, accounting for 87.53% of the total revenue for the quarter, and the incentive payment has increased from 928 million. to 1.577 billion, a year-on-year increase of 70%.
From 2018 to 2021, the share rate of Xiaodian Technology will increase from 24.2% to 38.2%, the incentive fee will increase from 105 million yuan to 1.013 billion yuan, and the entry fee will increase from 1% to 16.3%. points, but all the money is earned by the owner of the merchant store, and the shared charging treasure brand that keeps losing money and keeps losing money. After the loss expanded, price increases became the only means for major brands. In the early days of shared charging treasures, the rent was sms marketing service generally 1 yuan/hour or 2 yuan/hour; by 2020, the price began to double to 4 yuan/hour; in 2021, the common price range of shared charging treasures was 5-6 yuan/hour. Even, the shared charging treasure is as high as 10 yuan per hour in popular scenic spots, KTVs, bars and other occasions, which is more expensive than Tesla charging. These companies charged high rents, but did not bring a good user experience to consumers. Up to now, on the black cat complaint platform, the number of complaints of Xiaodian Technology has exceeded 18,000, and the number of complaints of monster charging has exceeded 10,000.