China power battery industry review

Time to walk to the first half of 2018, the countenance of China power battery industrial development into doubt, appeared the "unicorn" and "black swans" dance, marketization application anacreontic and industry reshuffle accelerated conflict situation.

One side of the coin is that the Fujian Ningde to valuation super billions of times, has 24 days rapid gesture can be become domestic unicorn in the field of power battery, not only on domestic form a complete set of new energy automobile market scored big half, aggressive and began to import to international car companies in the supply chain, to open the pace of global expansion. Not surprisingly, it will be a formal land capital market in June.

The other side of the coin is that since the end of 2017, which ranked the leading several battery enterprises due to lack of for a long time for the forging technology and products, and to extend the business boundary transition in pursuit of short-term interests, cause, customer feedback, supplier debt from the market application problem of multiple links such as concentration, industry "black swans" looms, could set off a wide range of crisis at any time.

If you put the development of China's new energy vehicles and power battery compared to a marathon, contestants gap is obvious, now stood in the node, to be for the first half of the game to do comprehensive summary and checking, see which strategy is worthy of learning, which the behavior of the players should reflect; Based on this, but also adjust in a timely manner to the second half of the match, complement each other, the adjustment point of view, it is vital for the next game.

In early May, high lithium electricity and constant power chairman Feng laughs in Suzhou is the subject carried out a deep discussion and communication.

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Chairman Feng smile bring star constant power

Content includes communication, how enterprise law of development, rhythm of how market, how, how business model innovation, technology and products about capital and a series of problems. The conclusion is that if you want to establish oneself in the future market competition, power battery enterprises should take product as the core, steadfast to do industry.

Was set up in the past 15 years, star of constant power supply with international vision, vigorously promotes products, insight into market demand, has always been focused on the industrialization application of the manganese series battery, so far, the battery light vehicle matching more than 6 million sets, the electric car battery supporting more than 35000 vehicles, become the growth potential and the outbreak of steam power battery enterprises.

Through thinking and judgment for the industry, and the constant power of their own development path planning, can let the personage inside course of study to have a more clear and accurate understanding and awareness of the industry, is one of the biggest meaning of this article.

Analyse: unicorns and black swan

Checking power battery enterprises in China, even though time is not long, but the ups and downs, there is erratically. Unicorns can become a unicorn, there is a logic to follow, the black swan become black swan, there is also a common lesson is worth reference and avoid.

BYD first started to do the nickel cadmium battery of BYD in 1995. In the late 90 s and Sanyo, SONY, Panasonic, founded an uphill battle, among the world's second batteries, listed in Hong Kong in 2002, the 2003 acquisition of Qinchuan motors, from the initial mobile phone batteries, forward to walk all the way to today. On the choice of products is also very clear, power battery to lithium iron phosphate application on the taxi, to the electric bus, now turning to three yuan, passenger car application key layout.

Besides the unicorn Ningde era, startup now say Ningde age 6 years, valuations of billions, but to bypass ATL to Ningde era is not accurate. They are, for the growth of ATL outbreaks of Ningde era laid a solid foundation.

First half of the ATL, start a business in 1998, the team, including processing, manufacturing, supply chain management, and other core team hard drive factory imported from Taiwan, the establishment of a scientific systematic management; Products, resolutely continuing to pour money into research and development, import from bell laboratories soft package battery patent technology, and constantly upgrade, the continuous research on the core technology bottleneck; The early stage of the growth process, has experienced the hardships, once face difficulties, sold to TDK, but in the end, seize the opportunity to leap up in the era of smartphones, to become the world's consumer digital soft package for the first of the battery.

Ningde era of success can be summarized the following points: one is the profound understanding and cognition for the product; Second, in a certain period of clear product positioning and target market, started with passenger cars is given priority to, now in passenger cars as the main goal; Three is neat team; Four is with the global vision and vision.

Mountain, can offend jade.

Internationalization of ideas and vision, clear recognition and deep understanding of products, precision products and market positioning, insist for a long time to survive under the pressure, these are all BYD and Ningde era today of the location of the common logic, this for power battery enterprise's development strategy and has more clear guiding significance.

The black swan, it is also worth thinking.

Run counter to the BYD and Ningde era, is the black swan industry at present there is a huge risk. These companies have in common is: a general lack of perception of products and understanding, lack of continued investment in the research and technology, blindly pursue scale, transition on business boundary extension and ignore the quality of the products under the condition of business model of the so-called "innovation" blind...

Should confront, the emergence of the black swan, and policy and the existing industry environment are inseparable. The global new energy vehicles is in the lead in China, and China's leading behind policy played a strong role.

Push policy leads to the hot money in, surge capacity, but the industry itself, talent accumulation of reserves, in the end the problem is that new energy vehicles and power battery is becoming as petrochemical industry, communications and other fields of industry, but the talent training, technology R&D and small industries, small horse-drawn cart, inevitably lead to many enterprises for the development of industry and analysis deviations and problems.

"If compare to do the battery to cook, food is not delicious knew the chopsticks, one year after the battery is good be precise; Dishes do you have any question soon know, battery will have to wait until after three to five years." Von smile of judgment is that after the years of development, has experienced ups, who has been swimming naked, already see clue.

Black swan warning is, if not a lesson on the above issues, many lithium electricity enterprise will hand in the expensive tuition, in the next exit faced in the marathon.

Analysis: China power battery business opportunities in where?

For more battery companies want to survive, must think of a proposition is: what chance?

Before you answer this question to domestic power battery industry chain enterprises do a positioning.

Standing under the vision of globalization, from the point of core materials technology, is still in the hands of the Japanese, by contrast, Chinese enterprises still need to strengthen efforts. From the point of core equipment technology, mainly lies in the South Korean people's hands, but Chinese enterprise has developed rapidly, is catch up. From the point of battery link, domestic existing BYD and Ningde two times have in the global market for international brand strength and ability. Even so, in compared with Panasonic, Samsung, LG, and other enterprises, are still in the short board, advantage is still not fully highlighted.

While BYD and Ningde only one times, which means that more power battery enterprises in China, the main market space is still in the domestic new energy automobile market, in particular is to focus on the independent brand car companies.

A second question is, the independent brand of opportunity? Passenger cars and logistics who start the car market?

If the theory of independent brands, domestic consumers willing to spend 1 million to buy a tesla, spend 2 million to buy a electric version of the porsche, but willing to spend 30-600000 to buy their own brands of the electric car? Now make a question mark.

Of independent brands, cost-effective way to focus on winning in 10 ~ 200000 price range, to let the consumer can buy electric cars "Posting". The so-called "passes" is, is to run in the whole life cycle of further, more money.

A electric price more expensive than equivalent fuel car 50000 yuan, and increase the cost of 50000 yuan come mainly from power battery. According to fuel consumption and power consumption per hundred kilometers, oil and electricity price difference in 50 yuan per hundred kilometers. If private passenger cars with 10000 km a year, the average of five years later to give back more than 50000 yuan, ten years, the entire life cycle can earn 50000 yuan a battery of money, but also to face the problem of insufficient infrastructure supporting now, for consumers, for now, and can't be Posting.

And in the field of logistics vehicles, the whole life cycle is in commonly 250000 km, this means that in addition to the purchase of battery costs to earn back, also can make money out of 2 ~ 3 battery, it reflected the value of is very obvious, plus the support of policy on the way, which will surely promote the operators, express delivery business, the reason of financial capital to invest to do.

Zhang is the most easy to calculate in the field of logistics car come over, so the easiest way to start. And passenger car electric cars, for now, still need to accumulate on the consumer cognition. But about car and taxi field, will likely and logistics, become a breakthrough. This is from the "calculate passes", from the point of miles a day, about car and taxi every day between 250-300 km, a life cycle, total mileage in 400000-500000 km. This means that the 10 months to 17-month time can back to this, all life cycle can save costs 200000 yuan.

Location: stars constant "two-wheel driven" marketing strategy.

Based on the analyse of power battery industry and the judgment of market opportunity, Feng smiles to the star of constant power supply made clearer set strategy.

From the point of development over the past 15 years, the star of constant power have similar growth to Ningde era and BYD gene: technically, on the Chinese academy of sciences institute of technology transformation, continue to focus on manganese is a multivariate compound the lithium battery technology; On products, based on the analysis of the understanding of the technology and market demand, the product has a profound understanding and cognition, and iteration to upgrade continuously, to satisfy the needs of practical application; Strategically, with clear and accurate market positioning, the early stage of the continuous deep light vehicle, has become a niche in overseas and domestic leading, on this basis, the focus in the field of logistics car development, in the process, has established the international vision and strategic thinking.

This also for the next expansion has laid a solid foundation. Talk about star constant "two-wheel driven" strategy, accurate can do it this way: continue to expand market share, in the field of electric light vehicle for lead-acid battery replacement, become a absolute leader; Star new energy automobile market is the main growth, constant to short-term internal logistics niche car, passenger car market at the same time take the opportunity of vehicles such as operating point.

Support star constant strategy, is the long time always adhere to the "value" for the king, in ensuring the safety, performance, can meet the demand of practical application, on the basis of the pursuit of cost-effective, there are production line ready by the end of 2018 to achieve 1 yuan/Wh product preparation.

After 15 years of market application, inspection, star of the constant power lithium battery products won a good reputation, at the same time also won the market performance of bright look, so far, star constant has 35000 sets of car batteries and 6 million groups of light vehicle batteries on the market.

Based on the deep understanding of the battery, solid market foundation, combined with the specific marketing strategies, to meet the growing market demand, constant ongoing expansion, at the end of 2018 in Suzhou 2 new battery production line, the production of the building Chuzhou base is expected in the second quarter of 2019 completed and put into operation, the star of the constant output will reach 11 GWH.

Enterprise development must follow the rules of industry, a set of scientific outlook on development. Constant practice is, under the guarantee of growth, at any time don't owe account of the market, seek improvement in stability, the waiting game.

Now, their time has come.

The page contains the contents of the machine translation.