Technological innovation, standards leading, service empowering
– – Monster charging battery life quality road
Monster Charging has only been established for 4 years, and has developed from an entrepreneurial recruit to an industry leader. How can an industry recruit stand out in the industry with strong hands, how to meet the changing market demand, and how to ensure that the service is not left behind under the rapidly growing user scale? Challenges have made Monster Charging team more and more brave, and it has won the recognition of both merchants and users with service and quality. As a new army in the industry, Monster Charging has become the first company in the industry in less than 4 years. Relying on strong Internet of Things technology, big data analytics capabilities, and battery technology, Monster Charging provides shared charging services in multiple scenarios for more than 286 million users around the world. By the end of 2021, Monster Charging will serve 1700 + regions across the country, with 845,000 points (POI).
Breaking the stock, based on the scene to consolidate the scale
Unlike many Internet industries that directly talk to users, the shared charging industry implements a B2B2C model, in other words, as long as you capture the merchant (B), you can reach the majority of users (C). The diversity of merchants determines the diversification of shared charging application scenarios, which directly affects the height of the industry ceiling.
The catering scene where the shared power bank started is one of the scenarios with the highest penetration rate in the industry at present. The competition in the stock market is often extremely fierce. Nowadays, in a large number of small and medium-sized catering stores and retail stores, it is very common for multiple shared charging brands to coexist. In this context, breaking into the incremental market has almost become the unanimous choice of the head shared charging companies. As an industry leader, Monster Charging has long jumped out of the fierce battle of first-line catering, constantly unlocking new scenarios, seeking a diverse scene layout, and entering the user incremental market.
During the epidemic, rigid demand scenarios such as medical care, transportation, and hotels have become incremental markets against the trend. According to the "China Shared Power Bank Industry Insights 2020" released by Analysys International, during the epidemic, "convenience" has become the key word for the layout of the shared charging industry scene. Since 2020, Monster Charging has continuously deepened the layout of public convenience service scenarios, and established cooperation with Beijing-Zhangjiakou High-speed Railway, Xi’an Railway Group, Guangzhou Baiyun Airport, Hangzhou Metro, Nanjing Metro, Shanghai Ferry, Shenzhen Sun Yat-sen University Affiliated Hospital, and United Family Hospital. On the front line of urban anti-epidemic, Monster Charging has solved the worries of front-line workers by providing free emergency charging services to epidemic prevention point healthcare workers and community volunteers.
After several years of development, the market’s acceptance of shared charging as a convenient service has reached a high level, and at this time, Monster Charging has also begun to build a charging network in sinking cities with the help of large chain merchants. In June 2021, Monster Charging joined hands with KFC to open 3,000 points across the country.
According to the "Shared Charging Industry Report for the First Half of 2021" released by Euromonitor International, in the first half of 2021, Monster Charging maintained its leading position in the industry with a GMV share of 40.1%, and consolidated its leading position in the industry by deepening cooperation with leading KA.
The report pointed out that the first half of 2021 shared charging industry still maintained a high growth rate, the first half of the industry GMV (total transaction volume) of about 5.28 billion yuan, an increase of 5.9%. In the second half of the year, due to the continuous increase in points, long holidays, the number of trips is expected to rise and other reasons, it is expected that the GMV of 2021 will exceed 10 billion yuan.
Brand-driven, helping audiences continue to break through circles
As a technology consumer brand facing 100 million users, Monster Charging clearly recognizes the serious problem of product homogeneity in the shared charging industry. Exploring forward, Monster Charging has found an important growth engine for the brand – understanding and meeting the consumer needs and emotional demands of the new generation of "consumer powerhouses" such as Generation Z. Therefore, even in the early stage, Monster Charging maintains its own unique brand tone.
At the end of 2018, Monster Charging had in-depth insights into user behavior and related preferences, and held hands with Luhan Wish Season to launch the "Practice Public Welfare Uninterrupted Power" treasure hunt for the first time in the city. The event attracted more than 20 million people to experience the customized treasure of Luhan Wish Season, and the total exposure on all major platforms exceeded 120 million people. The successful landing of the event opened the prelude to the integration of Monster Charging’s strong IP. Then, in order to quickly occupy the minds of users, Monster Charging’s high-frequency leveraged the influence of stars and classic IP to accelerate the penetration of fans, two-dimensional yuan and other young people gathered in the cultural circle.
Through the original "treasure hunt in the whole city" activity created by Monster Charging, Monster Charging and its partners have created many excellent cross-border marketing cases beyond the rigid demand of charging. For example, cooperation with stars such as Wu Qingfeng and Wang Jiayer, as well as IP linkage with Marvel, LINE FRIENDS, Nautical King set sail, and Dare to reach the decisive battle. In the current new context of consumption upgrading and consumer behavior becoming increasingly symbolic, with the help of its own original omni-channel marketing model, Monster Charging has found new opportunities in further digging channel value, expanding user retention, and brand value precipitation – using the innovative combination of modern technology and traditional cultural symbols to empower brands to achieve both economic and social benefits.
In recent years, Monster Charging has launched a number of creative treasure products such as Mahjong Treasure, Five Elements Treasure, Huacai Treasure, Regional Treasure, and Intangible Cultural Heritage Treasure across the country. The launch of Creative Treasure coincides with the rise of the national tide and the recovery of national aesthetics. On the one hand, Monster Charging draws content and innovative nutrients from excellent traditional culture, leveraging existing traditional cultural elements and highly imaginative presentations to reduce the cost of brands being discovered and remembered. On the other hand, as a technology consumer enterprise, Monster Charging relies on service networks and creative treasures to bring culture to people, and then combines the forms of treasure hunting in the whole city, online interactive H5, topic marketing, and cross-border cooperation with intangible cultural heritage to spread excellent culture and "awaken" consumers’ memory and cultural confidence in traditional art.
As a result, Monster Charging has also turned from a well-known "shared charging service operator" to a "participant in Guochao creative products". 12 creative treasures including Huacaibao, intangible heritage treasure, and regional treasure won the "Annual Innovative Creative Products" of the 2021 Future Life Festival and the "Guochao New Fashion and Trendy Products List" of the 2021 Guochao New Consumer Conference respectively.
In addition to audience circles, the endless brand ideas of Monster Charging have undoubtedly had a huge feedback effect on its main power bank business. In November 2020, Monster Charging Strategy signed a contract with Shanghai Disney Resort, becoming the first official partner of Shanghai Disney Resort to share charging services. The "Disney version" of Monster Charging Cabinets is perfectly integrated into the park attractions. In places such as Barbosa BBQ in Treasure Bay, Pinocchio Country Kitchen in Dream World, and Star Terrace Restaurant in Tomorrow’s World, the colorful and varied Monster Charging Cabinets allow tourists to enjoy convenient services while immersing themselves in the original Disney story experience.
Quality first, ensure complete service life
At the beginning of the birth of the shared charging industry, the development was not as rapid as it is today. The root cause was the service and quality of the product that held back. The rise of Monster Charging is precisely after gaining insight into consumer needs, it opened up the market with more perfect, advanced and intelligent products. Monster Charging’s software and hardware products have undergone layer-by-layer optimization from desktop fixed charging seat to "three-wire in one" mobile power bank, from scanning code return to direct plug return treasure, from payment of deposit to multi-platform credit free deposit, etc., solving the problems of incompatible device charging interface and complicated operation process, and gradually lowering the threshold for users to use. Convenient and easy to obtain, and the characteristics of borrowing and returning at any time meet the users’ short-term, emergency and external instant charging needs.
At present, all shared power banks on the market use lithium-ion batteries as energy storage media. In order to maintain a good use experience, the medium has certain requirements for temperature and cycle times. As a product that consumers "never leave their hands", in the "shared" use environment, the safety and stability of the product determine the consumer’s use experience and reputation.
In terms of safety, Monster Charging is based on the mature domestic mobile power supply hardware supply chain resources, combining solid hardware production technology with advanced Internet of Things technology. In long-term market practice, through the continuous optimization of software and hardware technology, it has realized flexible monitoring of key indicators such as online shared power bank performance and safety. With the support of the experienced Xiaomi ecological chain, Monster Charging detects various abnormal situations such as hardware overtemperature, overcurrent, foreign objects, and malicious damage 24/7. At present, the company’s products have passed CCC certification, SRRC certification, CQC certification, UL certification, air and sea transportation certification and other product safety certifications. It is also the first shared charging brand in the industry to hold the new national standard certification of mobile power supply (GB/T 35590-2017). Since then, Monster Charging has also independently developed a complete set of bottom-level Internet of Things communication protocols, applying Internet of Things technology and big data platform to monitor end point devices in real time, effectively reducing the probability of pop-up failure treasure, and with the help of self-developed digital management system to refine auxiliary front-line operations, to provide guarantee for continuous and stable output services.
In order to enhance the company’s all-round competitiveness, Monster Charging obtained ISO270001:2013 information security management system certification in 2020, ISO9001 series quality management system certification in 2021, and has continued to complete the three-level filing of information security protection for many years. From the aspects of quality system, information security and other aspects to continuously serve the majority of merchants and consumers to build a whole security system.
In terms of Client Server, Monster Charging provides 7 × 24-hour OurHours, omnichannel service access, real-time dynamic big data monitoring, achieving 15-second service response, adhering to the user-first value, and creating a closed-loop service to ensure the service response and service experience of merchants and consumers.
With high-quality and comprehensive service and stable and safe product quality, Monster Charging has become a service provider for many official event venues. From the two consecutive CIIE in Shanghai to large-scale exhibitions such as the Beijing International Book Fair and the Beijing Wedding Expo, it has continued to provide convenient and efficient portable charging services for guests, staff and volunteers from all over the world.
The industry broke down, and the market ushered in the spring of agents
Penguin think tank released the "lower-tier market consumption & entertainment white paper" shows that in the third-tier and below, the scale of mobile Internet users aged 18-45 in the lower-tier market is about 396 million, and the average daily time of Internet users is more than 5 hours, of which 25.8% is more than 8 hours.
In the process of urbanization construction, the business development of the lower-tier market is changing with each passing day. With the continuous downward penetration of first-line internet services, the demand for power renewal in multiple scenarios has begun to appear. A number of areas dominated by agents have also emerged all over the country. For shared charging head enterprises, after the competition in the past few years, relying only on self-operated teams has been unable to meet market demand. With agents and franchisees as the main ones, it has become an inevitable choice to penetrate into the deeper lower-tier market.
In 2022, shared charging companies led by Monster Charging have come up with the latest investment promotion policies. Some areas that were originally dominated by small brands will face the competition of leading brands this year. Leading companies will reduce the dimensionality of small and medium-sized players in terms of products, services and merchant policies.
Generally speaking, the accumulation of leading brands in product quality and after-sales services is more friendly to agents entering the industry for the first time; while the agent will give priority to the big brand sharing power bank industry, there is no obvious strong and weak relationship between the brand and the agent. Most of the cooperation between the two parties is based on two-way selection – the agent will give priority to the big brand, and the brand will also favor the agent with more resources in the regional market. As a leader in the shared power bank industry and a listed company, Monster Charging also has many advantages in supporting the agent. For example, Monster Charging has accumulated a complete set of business experience system for the training of agents. Its training content is rich and detailed, including the negotiation process and summary of words for various industries and various stores. In addition to technical support and after-sales support, Monster Charging’s channel managers have also been refined to the municipal level. On average, every 2 to 3 prefecture-level cities will have a full-time channel manager to provide agents with one-to-one operational assistance.
Industry experts pointed out that in order to accelerate the construction of agency channels, major shared power bank brands have tried their best. The lowering of the agency threshold will bring new business opportunities to the industry and agents.
The "China Sharing Economy Development Report (2022) " released by the State Information Center recently pointed out that the competition in the field of shared power banks will continue to intensify, the advantages of leading enterprises will be further strengthened, the brand effect will be more prominent, and the survival and development of tail brands will face greater pressure. At the moment of repeated epidemics and intensified competition, with the continuous investment of leading enterprises in agents, the industry may have a new inflection point. Monster Charging, which holds the two "golden keys" of quality and service, will also meet new challenges and embark on a new journey. (Data source: Monster Charging)
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"China Quality News"
