This article will show you the life cycle, market size and entry barriers of lithium battery industry

A, the industry situation

(a) industry overview and life cycle

As to expanding the application field, the lithium battery market growing rapidly, industry revenue size fast increase from $2003 in 5.312 billion to $2013 in 27.55 billion, the average annual growth rate reached 17.89%, and has set up a global research and development of new energy in occupies an important position.Lithium battery industry growth rate faster, technology gradually to finalize the design, industry characteristics, competitive conditions and characteristics of the user is more clear, barriers to entry to gradually improve, product varieties and competitors, therefore belongs to growth in the industry life cycle.

(2) industry and the relationship between upstream and downstream

Lithium batteries by is mainly composed of cathode materials, anode materials, electrolytes and diaphragm, which determines the lithium battery discharge voltage, pulse current, duration and other important indicators, and protection of circuit board, shell of lithium battery.Of the anode materials for cobalt acid lithium, manganese acid lithium, cobalt, nickel and manganese lithium iron phosphate, and aluminum foil, anode materials for graphite and copper foil.Lithium batteries supply finished products directly to the battery manufacturer, also can with integrated circuits, PCB assembly, embedded software and other materials into lithium battery.

Lithium battery products are more extensive, the downstream are mainly distributed in consumer electronics, electric vehicles, industrial energy storage, and other fields.Consumer electronics is mainly mobile phones, laptops, tablets;Electric vehicles are mainly composed of electric bicycles, electric cars.Industrial energy storage is mainly used in electric tools, communication station, etc.

(3) the industry scale and the development tendency

According to statistics, the global demand for traditional 3 c electronic in the lithium battery percentage decreased from 80% in 2012 to 53% in 2015, and benefit from the rapid development of new energy vehicles, power lithium electricity proportion increased from 11% to 28%, in the future this trend will continue, predicts 2020, dynamic class proportion will reach 47%.

Government "twelfth five-year" plan, new energy vehicles in seven strategic emerging industries, the plug-in hybrid car, the industrialization of pure electric vehicle applications made a guide, instructions are provided for the construction of charging facilities.In the direction of the continuation of "twelfth five-year" at the same time, "much starker choices-and graver consequences-in planning" to deepen the status of new energy vehicles in the overall strategy, the current policy system framework based on the car, extends to the infrastructure construction, unlimited number, no lines, tolls, preferential tax relief, car category, such as credit support."Much starker choices-and graver consequences-in planning" pointed out that by 2020 all-electric cars and plug-in hybrid cars cumulative volume has reached 5 million units.

According to figures released by the national bureau of statistics, in the first half of 2016, the national service business the total 13.25 billion pieces, expect the 2020 volumes of 50 billion pieces, annual income reached 800 billion yuan, base of the whole market is very large.Since this year, more than 10 provinces and municipalities have to support electric vehicle logistics policies, including generous subsidies, the way such as priority, indirectly promote the development of electric vehicle logistics.Predicts 2020 domestic electric car production logistics will be more than 400000 vehicles, 4 times than in 2016, is expected in the next five years the incremental scale super million units, according to an average of $200000 per car estimate, the corresponding direct market size exceeds 200 billion yuan.

Power battery is the core of the three major new energy cars, 40-60% cost of new energy vehicles, is currently the main factors of new energy vehicles cost high.In 2014, the vigorous development of the global new energy vehicles, power lithium electricity becomes lithium ion batteries fastest-growing part of the current power battery of accelerated growth trend.In 2015,Lithium ion power battery absolute increment is greater than the consumption of lithium ion battery, as the primary driving force lithium-ion battery market.By the calculation, in 2020 China's demand for power battery will reach 2015, five times, during the period of "much starker choices-and graver consequences-in" incremental total 233.4 GWh, according to the market price of 1.4 yuan/Wh can estimate the incremental market size is 326.76 billion yuan.

(4) into the barriers in the industry

1. Technical barriers

Lithium-ion batteries are non-standard products, the capacity, size, shape, should according to customer requirements for research, design and production, especially the round lithium battery packSeries is difficult, need producers have strong ability of research and development,.The priming process of lithium-ion batteries need to be done in dust-free environment, other parts of the production environment requirement is high also, need production workshop of production technology and good.In addition, the lithium battery for overcharge or short circuit and explosion danger, requires high production technology.New entrants to the industry of the enterprise is often difficult in a short period of time to achieve high manufacturing standards.Company has 5 years of lithium battery series product manufacturing experience, independent research and development 9 effective patent, needed to make lithium battery series products have production technology.

2. Certification barriers

Domestic well-known electronic manufacturers, electric vehicle manufacturers equipment procurement generally USES the qualified supplier certification system, i.e., according to the authentication and evaluation system for the supply of enterprise production equipment, process flow, production capacity, quality of service and product quality analysis, sure can meet the certification requirements, to establish long-term and stable supply relationship with them.The mechanism of management ability is not strong, the production control is not the strict market competitors to form the high barriers to entry.The products of the company passed the ISO9001:2008 quality management system certification, ISO14001:2004 environmental management system certification, for Guangdong province high-tech products, basic meet the certification requirements of the clients.

3. Barriers to brand

Due to the lithium battery service life is longer, the customer need a long time to have a more accurate judgment of the performance of products.With a long cycle for examining the brand quality, when the customer approval the manufacturer's product, generally have maintained long-term relations of cooperation.Therefore, new entrants to the industry enterprises lack of brand recognition, it is difficult to win the trust of customers in a short time, need to gradually accumulated reputation and credibility.

4. The size of barriers

Lithium-ion batteries are key components in electronic equipment, the customer usually choice because of the large purchase quantity has a certain scale of production of producers.In addition, the larger the scale of production also help producers to reduce the unit cost of production.Therefore, the industry new entrants generally difficult to rapidly expand capacity in a short time and the order quantity, difficult to break through the barriers to scale.

(5) the development of the industry advantages and specific risk

1. The favorable factors

(1) the national industrial policy support

Company's products are listed in the development and reform commission released the industrial structure adjustment guidance catalogue (2011) 2013 correction "and the ministry of foreign trade and economic cooperation, general administration of customs, ministry of finance, state administration of taxation jointly issued the 2009 edition of the catalog of Chinese hi-tech products, belong to the Chinese chemical and physical power (battery) industry" twelfth five-year "development plan" one of the key industry development.In addition, the company's downstream electric car industry also belongs in the realm of state support.Under the state council issued the "twelfth five-year" national strategic emerging industry development plan "put forward in the 2020 all-electric cars and plug-in hybrid cars cumulative production cumulative sales of more than 5 million goals.Under the state council promulgated the "energy conservation and new energy vehicles industry development planning (2012-2020)," pointed out that the development of pure electric drive for the new energy vehicles and the main strategic orientation of the auto industry transformation, key all-electric cars and plug-in hybrid electric vehicle industrialization.Therefore, the company product and development direction in line with the national industrial policy, the future will benefit from the policy support of the country.

(2) can meet the demand of social development

In the context of energy conservation and emissions reduction, development of new energy industry is not only the policy requirements, but also fit the market needs.With the constant improvement of the social requirements of environmental protection, lithium-ion batteries in electric tools, electric bicycles, electric cars, such as the demand of the market will be increased significantly.In addition, the development of global informatization and the growth of the mobile office needs, will make people dependence of portable electronic products to further improve.Compared to the nickel metal hydride batteries, lithium batteries without polluting, performance is more stable, cheaper technology is more mature at the same time, meet the demand of social development.

2. The industry specific risks

(1) macroeconomic volatility risk

The lithium battery industry market demand and macroeconomic situation closely linked.The stand or fall of the economy affects the social investment and consumption ability, can influence upstream and downstream of the lithium battery industry.Such as the financial crisis of 2008 on mobile phones, laptops and other consumer electronic products market caused serious influence.Therefore, if the macroeconomic situation performance is bad, will lead to the lithium battery market demand is weak, industry profits decline.

(2) the risk of market competition

Lithium battery industry has great development potential, in recent years, there have been new entrants, by various means to promote market competition is increasingly fierce.Excessive competition in the market is easy to cause the industry average profit levels drop, even malicious competition.Therefore, the company must through strengthen new product development and technological innovation, follow the market development direction, promote the core competitiveness.

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