After all parties enter the bureau to grab new energy vehicles, the market opportunity cake is big, but it is not easy to cut.

According to the statistics of the Ministry of Public Security, by the end of March 2022, the number of cars in the country had reached 307 million, accounting for 76.37 percent of the total number of motor vehicles, and the number of new energy vehicles in the country reached 8.915 million, accounting for 2.9 percent of the total. In the first quarter, 1.11 million new energy vehicles were newly registered, accounting for 16.91% of the total number of newly registered vehicles, an increase of 138.2% over the same period last year, showing a trend of rapid growth.

Under the huge automobile stock market, the post-market has become a new profit growth point of the automobile industry: according to the medium-and long-term Development Plan of the Automobile Industry, by 2025, the value chain of China's automobile aftermarket service industry will account for more than 55% of the whole industry chain. In addition, according to the research report released by Tianfeng Securities, according to the laws of mature markets such as Europe, the United States and Japan, the automobile aftermarket is the most stable source of profits in the automobile industry chain, accounting for about 60% and 70% of the total profits of the automobile industry chain.

At present, although the market scale of the traditional fuel vehicle aftermarket service is huge, the competition is becoming increasingly fierce, and as more and more countries put the ban on the sale of fuel vehicles on the agenda, the market penetration of new energy vehicles is increasing rapidly. automotive aftermarket services will also usher in great changes.

All parties enter the game to seize the first opportunity.

According to data released by the quality Development Bureau of the General Administration of Market Supervision, among the 3033 defects of new energy vehicles received by the General Administration of Market Supervision in 2021, problems with power batteries, motors and electronic control systems accounted for 52.5 per cent of the defects of new energy vehicles.

It can be seen that the faults of new energy vehicles are mainly reflected in the battery, motor and electronic control system, which is also the main link of the post-market service.

Recently, the Ministry of Industry and Information Technology, the Ministry of Public Security and other departments jointly issued the guidance on further strengthening the safety system construction of new energy vehicle enterprises. In terms of optimizing after-sales service capacity, the guidance is clear that new energy automobile enterprises should strengthen the construction of service outlets. Enterprises should rationally distribute after-sales service outlets and power battery recycling service outlets, constantly improve special testing tools and equipment for new energy vehicles, and enhance the safety service awareness of service personnel. ensure that each service network has the necessary after-sales service and emergency handling capacity. All service outlets should set up independent power battery testing and maintenance areas, implement fire prevention separation measures, and strengthen fire safety management.

The new energy vehicle sales outbreak of the superimposed policy is positive, attracting all kinds of players to enter the new energy vehicle market. Battery network carding found that, in addition to the transformation of traditional maintenance outlets into the field of new energy, main engine factories / battery factories / auto parts suppliers / battery recycling enterprises / rechargeable enterprises to invest in the post-market of new energy vehicles, Tmall car maintenance, Tuhu car maintenance, JD.com automobile and other giants also began to seek this market.

Battery network noted that power battery, as the heart of new energy vehicles, accounts for the highest cost, and related post-market services have also attracted much attention, which has become a hot field of capital layout.

Sun Jianjun, chairman and CEO of Qingdao Bee Zhixiang New Energy Technology Co., Ltd. (hereinafter referred to as Bee New Energy), said in a recent exchange with the battery network that the power battery afterservice is the deficiency of the entire power battery industry chain, and its service cost accounts for about 5% of the battery sales revenue.

Sun Jianjun said that since the current number of new energy vehicles is only 8.9 million, the power battery maintenance market is still small and is still in the exploratory period, and a variety of business models coexist: first, the 4S store of the car company is authorized by the battery manufacturer; second, the battery factory is authorized to the comprehensive maintenance factory; third, the battery factory tries to invest directly in the battery maintenance company model. Fourth, battery manufacturers outsource their battery after-sales service and seek maintenance factory cooperation through outsourcing companies.

These explorations have their own advantages and disadvantages, and it is difficult to achieve a balance in production safety, user experience, maintenance efficiency, maintenance costs and parts supply chain. At the same time, there is no business model that makes it difficult for competitors to copy.

The cake is big but not easy to cut

Sun Jianjun analyzed that at present, in the field of power battery inspection and maintenance, we are mainly faced with the following difficulties: the construction of the maintenance network needs financial support, the maintenance site needs to pass strict fire safety inspection and acceptance, the shortage of battery and three electrical technicians, and the shortage of battery management personnel.

For example, in terms of the site, battery maintenance and battery module storage need enough space, and strictly meet the safety supervision and fire protection requirements, need to meet the conditions of drying, insulation, dust removal, ventilation and so on, so that most traditional auto repair shop workshops will be difficult to transform to meet the standards. There are also power batteries with hundreds of volts of high voltage, and safe storage and safe maintenance and production are the primary issues that all participants must face and must solve unconditionally, so battery maintenance will not spread everywhere like traditional auto repair shops.

In terms of technology and talents, at present, the technology of the three-power system is mostly in the hands of mainframe factories and battery factories, and they are usually reluctant to delegate maintenance authority and open maintenance data, while there are few colleges and universities that offer new energy vehicle maintenance majors and have just started. Power battery maintenance related majors have not been opened yet, and there is a great shortage of battery maintenance technicians. At the same time, due to the large mobility of maintenance technicians, it also increases the risk of talent security in enterprises.

In short, the future cake of the aftermarket service of new energy vehicles will be huge, but it is not easy to cut the cake.

Some startups are beginning to explore new models. Sun Jianjun positioned Bee New Energy as a power battery maintenance chain service provider. His idea is that Bee City Battery Service Center will integrate factory maintenance authorization service center, manufacturer battery accessories center, bee battery training center, bee battery recycling center, bee battery big data center, to achieve 4S store battery repair, accident battery repair, bus battery door-to-door, heavy truck battery door-to-door and power station battery door-to-door. The power battery maintenance city is fully covered.

After five years of exploration, Bee New Energy has benefited from the advantages of battery technician training, cost control, rapid response, city-wide coverage, 24H service and multi-brand concurrently and repair. the layout of power battery maintenance business has achieved initial results: Shenzhen Bee Model Store has maintained more than 5000 new energy vehicles and power batteries in a single month, creating the first in China.

According to Sun Jianjun, Bee New Energy has established a complete network of battery maintenance, battery accessories and battery recycling services in Shenzhen, Guangzhou, Dongguan, Zhongshan, Huizhou and Foshan, with 10 service stations, 50 battery technicians, 20 sets of battery specialized equipment, 10000 square meters of battery maintenance workshop and 10 mobile service vehicles. The mobile service vehicle quickly responds to the site in 2 hours. It is planned that all services in the Greater Bay area will be covered by the end of the year.

"Bee New Energy will adopt the way of chain joining to share the market cake with partners." Sun Jianjun stressed that the company's business layout after the new energy vehicle market will begin to accelerate, especially in the Dawan area, which plans to cover all battery maintenance this year. Honeybee New Energy Dawan area headquarters has been established in Shenzhen to manage the training of battery technicians and store management team of franchise stores in Dawan area as a whole, so as to achieve standardized management. Export the successful business model and advanced management system of honeybees to franchisees, and honeybee new energy enables the transformation and upgrading of power battery maintenance technology in traditional auto repair shops. Double the performance of the new energy innovation model to empower the traditional auto repair shop.

Conclusion: it can be predicted that with the improvement of ownership and age, the profits of the new energy vehicle industry tilt to the backward market, which will certainly attract the blue ocean market of the giant cross-border layout in the future, for the third-party power battery maintenance chain service providers, it's both an opportunity and a challenge. To create a steady development sample of power battery maintenance chain service, the future development of honeybee new energy is worth looking forward to.