Project Background

Battery power refers to a device that uses batteries as energy to provide stable voltage and current for various electronic devices. It is widely used in mobile phones, laptops, tablet computers, digital cameras, electric vehicles, energy storage systems and other fields. With the rapid development of new energy vehicles, renewable energy, intelligent terminals and other industries, the battery power industry has also ushered in huge market demand and development opportunities. According to a report by Foresight, the market size of China's battery power industry reached 1.2 trillion billion yuan in 2020, up 18.6 percent year-on-year, and is expected to reach 1.4 trillion billion yuan in 2021, with a growth rate of 16.7 percent.

Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting has accumulated rich professional experience and customer resources in the fields of industry research, market research, investment and financing consulting, IPO listing consulting, etc., and has the "the People's Republic of China Foreign-related Investigation License" issued by the National Bureau of Statistics ".

Customer pain points

A well-known domestic battery power supply manufacturer (hereinafter referred to as the customer) is a high-tech enterprise specializing in the research and development, production and sales of new power supplies such as lithium-ion batteries, super capacitors, and fuel cells. It has a number of national technology patents and Independent intellectual property rights. The customer's products are mainly used in new energy vehicles, energy storage systems, communication base stations, medical equipment and other fields, and have established stable cooperative relations with many well-known domestic and foreign automobile manufacturers, communication operators, and medical equipment suppliers.

Customers have a strong competitive advantage in the battery power industry, but they also face some challenges and puzzles, mainly as follows:

The market competition in the battery power industry is becoming increasingly fierce. Customers need to continuously improve the performance, quality, safety and cost-effectiveness of their products to meet the needs of customers in different fields and at different levels, and maintain market share and profit levels.

The technological innovation and standard-setting speed of the battery power industry is very fast. Customers need to grasp the technical dynamics and policy guidance of the industry in time, so as to adjust the technical route and development strategy of the product, and seize the market opportunity and commanding heights.

There are large regional differences and diversity in market demand and consumer preferences in the battery power industry, and customers need to have an in-depth understanding of the market size, growth trends, competitive landscape, user characteristics, purchase behavior, etc. in different regions and market segments in order to develop targeted marketing strategies and business plans.

In order to solve the above problems, the customer commissioned Shangpu Consulting to conduct a market research project for the battery power industry, hoping to obtain a comprehensive, accurate, timely and continuous in-depth report on the battery power industry through the professional services of Shangpu Consulting, so as to provide strong support for the customer's decision-making.

Project Purpose

The main purpose of this project is to provide customers with information and advice on:

Market overview of the battery power industry, including market size, market structure, market distribution, market growth rate, market growth drivers, market growth impediments, etc.

The technical development of the battery power industry, including technical level, technical trends, technological innovation, technical standards, technical barriers, etc.

The competitive situation of the battery power industry, including the number, scale, product, price, channel, brand, strategy, etc. of competitors, as well as the analysis of the advantages and disadvantages of competitors.

The user status of the battery power industry, including the number, distribution, characteristics, needs, preferences, satisfaction, loyalty, etc., as well as the user's purchase behavior and purchase decision-making process analysis.

Market opportunities and market risks in the battery power industry, including potential market demand, market gaps, market segmentation, market innovation, etc., as well as policy, legal, environmental, social and other factors that may affect market development.

Marketing strategies and business plans for the battery power industry, including product strategies, price strategies, channel strategies, promotion strategies, brand strategies, etc., as well as sales targets, sales budgets, sales organization, and sales control based on market forecasts.

Research object

The research objects of this project mainly include the following categories:

Experts and scholars in the battery power industry, including experts and scholars in battery power technology, battery power applications, battery power standards, battery power policies, and consulting agencies, research institutions, and associations in the battery power industry.

The main competitors in the battery power industry include well-known domestic and foreign battery power manufacturers, battery power trading companies, battery power service companies, etc., as well as upstream and downstream companies, partners, and investors in the battery power industry.

The target users of the battery power industry include users, purchasers, influentials, etc. of battery power in different fields and at different levels, as well as potential users, alternative users, and lost users in the battery power industry.

The number of research objects of this project is determined according to different research methods and research purposes, generally using stratified sampling, stratified group sampling, stratified random sampling, stratified stratified sampling, etc., to ensure the representativeness and effectiveness of the research objects. The number of respondents for this project is expected to be as follows:

Battery power industry related experts and scholars: about 20-30 people.

Main competitors in the battery power industry: about 10-15.

Target users of battery power industry: about 1000-1500 people.

Project Content

The project content of this project mainly includes the following aspects:

Research methods: This project uses a variety of research methods, including literature review, data collection, data analysis, in-depth interviews, questionnaires, on-site observations, case studies, etc., to ensure the comprehensiveness, accuracy, validity and reliability of the research.

Research process: The research process of this project is divided into the following stages:

Project initiation: communicate with customers, clarify the purpose, scope, content, requirements, expectations, risks, etc. of the project, sign project contracts, determine the organizational structure, personnel division, time plan, resource allocation, quality control, etc.

Research preparation: collect and sort out relevant literature, data, reports, etc. of the battery power industry, prepare research plans, research tools, research samples, etc., train researchers, and conduct research pre-tests.

Research implementation: in accordance with the research plan and research tools, conduct in-depth interviews, questionnaires, on-site observations, etc., collect and record research data, conduct research supervision and research feedback.

Research and analysis: cleaning, sorting, summarizing, classifying, coding, statistics, analysis, etc. of the collected research data, using descriptive analysis, causal analysis, related analysis, regression analysis, cluster analysis, factor analysis, main component analysis and other methods to extract the main findings and conclusions of the research.

Research report: according to the analysis results of the research, write the research report, including project overview, project method, project results, project discussion, project proposal, project appendix, etc., review, revise and finalize the research report, make PPT, video, poster and other forms of the research report, submit the research report to the customer, and report and exchange the research report.

Project end: evaluate, summarize and feedback the project with the customer, process the relevant documents, data and materials of the project, complete the settlement, acceptance and filing of the project, and end the cooperation relationship of the project.

Research results: The research results of this project mainly include the following aspects:

Market overview of the battery power industry: this project found that the market size of the battery power industry has maintained a high growth rate in the past five years, mainly driven by the demand for new energy vehicles, energy storage systems, intelligent terminals and other fields. it is expected that the next five years will still maintain a rapid growth rate, reaching a scale of 2 trillion yuan. The market structure of the battery power supply industry is dominated by lithium-ion batteries, accounting for more than 70% of the market, followed by new power supplies such as supercapacitors and fuel cells, accounting for about 20% of the market, and other types of power supplies accounting for less than 10% of the market. The market distribution of the battery power industry is dominated by the eastern region, accounting for more than 60% of the market share, followed by the central region, accounting for about 20% of the market share, and the western region and the northern region respectively accounting for about 10% of the market share.

The technical development of the battery power industry: This project found that the technical level of the battery power industry is constantly improving, mainly reflected in the improvement of the energy density, power density, cycle life, safety, environmental protection and other aspects of the battery power supply, as well as the progress of the intelligent, modular, standardized and other aspects of the battery power supply. The technical trend of the battery power industry is mainly to develop in the direction of high performance, low cost, high safety and high environmental protection, as well as to the direction of diversification, personalization and integration. The technological innovation of the battery power industry mainly focuses on the new materials, new structures and new processes of lithium-ion batteries, as well as the research and development and application of new power sources such as supercapacitors and fuel cells. The technical standards of the battery power industry are mainly formulated and issued by the state and industry, involving the performance, quality, safety, testing, certification and other aspects of battery power, as well as the application, management and recycling of battery power. The technical barriers in the battery power industry mainly come from the core technology, key materials, patent rights and other aspects of battery power, as well as market access, environmental protection, and social responsibility of battery power.

Competitive status of the battery power industry: This project found that the competitors in the battery power industry mainly include the following categories: domestic large-scale battery power manufacturers, such as BYD, Ningde Times, Lishen Battery, Tianneng Battery, etc., have strong Technical strength, brand influence, market share, channel coverage and other advantages, but also face disadvantages such as cost pressure, product homogeneity, and potential safety hazards; well-known foreign battery power manufacturers, such as Panasonic, Samsung, LG, Sony, etc., have high technical level, product quality, brand reputation and other advantages, but they also face disadvantages such as market access, policy restrictions, and cultural differences; domestic Small and medium-sized battery power manufacturers, such as Huawei, Xiaomi, Orpheum, Yiwei Lithium Energy, etc, it has the advantages of faster innovation speed, flexible market strategy, and diverse product types, but it also faces disadvantages such as technical shortcomings, brand weakness, and financial constraints; other types of battery power production companies, such as new energy vehicle companies, Energy storage system companies, communication base station companies, etc., have strong industry background, application scenarios, customer resources and other advantages, but also facing the core competitiveness, professional level, industry norms and other disadvantages.

User status of battery power supply industry: this project found that the users of battery power supply industry mainly include the following categories: new energy vehicle users, which are the largest user group in the battery power supply industry, have higher requirements on the performance, safety and cost of battery power supply, and have lower requirements on the brand, service and environmental protection of battery power supply. The purchase behavior is affected by policies, prices, charging and other factors; energy storage system users, it is the fastest user group in the battery power industry. It has high requirements on the capacity, life, and stability of the battery power supply. It has high requirements on the technology, efficiency, and reliability of the battery power supply. The purchase behavior is affected by demand, efficiency, and risk. Factors; smart end users are the most diverse user groups in the battery power industry, and they have high requirements on the size, weight, and appearance of the battery power supply, the requirements for compatibility, convenience, and personalization of battery power are high, and the purchase behavior is affected by factors such as brand, function, and experience; users in other fields are the most potential user groups in the battery power industry. There are large differences and diversity in demand and preference, and purchase behavior is affected by factors such as industry, scene, and environment.

Market opportunities and market risks of battery power supply industry: This project finds that the market opportunities of battery power supply industry mainly include the following aspects: the rapid development of new energy vehicles provides huge market demand and space for battery power supply, especially under the national policy support and subsidies, the penetration rate and penetration rate of new energy vehicles will be greatly increased, and the application scope and scale of battery power supply will be greatly expanded; the wide application of energy storage system provides new market demand and field for battery power supply. Especially under the promotion of renewable energy and the construction of smart grid, the role and value of energy storage system will be more prominent, and the technology and efficiency of battery power supply will be more improved. The continuous innovation of intelligent terminal provides various market demands and types for battery power supply, especially driven by 5G, Internet of Things, artificial intelligence and other technologies, the functions and experience of smart terminals will be richer, and the compatibility and convenience of battery power will be more optimized; potential development in other fields will provide battery power unlimited Market demand and possibilities, especially in medical, military, aviation and other fields, the performance and safety of battery power will be more prominent, innovations and breakthroughs in battery power will be more frequent.

The market risks of the battery power supply industry mainly include the following aspects: the technical bottleneck of battery power supply limits the improvement of the performance, quality, safety and cost-effectiveness of battery power supply, especially in the materials, structure and technology of lithium-ion batteries. There is still much room for improvement in the technical level of battery power supply, and the technological innovation and breakthrough of battery power supply is the key to the development of the industry; the environmental problems of battery power supply, it affects the environmental protection and social responsibility of battery power supply, especially in the process of production, use and recycling of battery power supply. The pollutant emission and resource consumption of battery power supply are obstacles to the development of the industry. The environmental protection and recycling of battery power supply are the development direction of the industry. The market competition of battery power supply has intensified the market pressure and risk of battery power supply, especially under the strong entry and fierce competition of well-known battery power supply enterprises at home and abroad, the market share and profit space of battery power supply are challenges for the development of the industry, and the market differentiation and segmentation of battery power supply are opportunities for the development of the industry; the policy changes of battery power supply have affected the market access and development space of battery power supply, especially under the policy guidance and standard formulation of the state and industry, the market regulation and supervision of battery power supply is the guarantee of the development of the industry, and the policy adaptation and coordination of battery power supply is the requirement of the development of the industry.

Marketing strategy and business plan for the battery power industry: Based on the results of the survey, this project provides customers with marketing strategies and business plans in the following areas:

Product strategy: customers should take lithium-ion batteries as the leading products and supercapacitors, fuel cells and other new power supplies as supplementary products to meet the needs of users in different fields and at different levels. at the same time, customers should strengthen the technological research and development and innovation of battery power supply, improve the performance, quality, safety and cost-effectiveness of battery power supply, and maintain the technological leadership and market competitiveness of battery power supply.

Price strategy: customers should formulate reasonable price strategies according to different product types, market areas, user groups, competitors and other factors, not only to ensure the profit level of battery power supply, but also to consider the market acceptance and competitive advantage of battery power supply. At the same time, customers should flexibly use price promotion, price discrimination, price binding and other means to increase the market attractiveness and sales volume of battery power supply.

Channel strategy: customers should establish and improve the channel system of battery power supply, including direct sales channels, distribution channels, agency channels, e-commerce channels, etc., to cover different market areas and user groups. at the same time, customers should strengthen the channel management and support of battery power supply, improve the channel efficiency and channel cooperation of battery power supply, and increase the channel loyalty and channel competitiveness of battery power supply.

Promotion strategy: customers should adopt a variety of promotion methods, including advertising, public relations activities, sales promotion, network marketing, etc., to improve the brand awareness and market influence of battery power supply. At the same time, customers should formulate targeted promotion strategies according to different market stages and user characteristics, so as to stimulate the market demand and user purchase of battery power supply, Increase the market share and user satisfaction of battery power supply.

Brand strategy: customers should build and maintain the brand image and brand value of battery power supply to distinguish and optimize the market positioning and user cognition of battery power supply. at the same time, customers should establish and spread the brand concept and brand culture of battery power supply to enhance and continue the brand influence and brand loyalty of battery power supply.

Sales target, sales budget, sales organization, sales control, etc. based on market forecast: this project has formulated the following sales target, sales budget, sales organization, sales control, etc. for customers according to the market size, market growth rate, market share and other factors of the battery power industry:

Sales target: The customer's sales target is to increase the sales of battery power from the current 5 billion yuan to 15 billion yuan, increase the market share of battery power from the current 5% to 15%, and increase the profit margin of battery power from the current 10% to 20% in the next five years.

Sales Budget: The customer's sales budget is based on sales objectives and sales strategies, the allocation and management of battery power sales costs and sales revenue to ensure the effectiveness and efficiency of sales. The customer's sales budget mainly includes the following aspects: product cost, channel cost, promotion cost, labor cost, management cost, etc., as well as sales revenue, sales profit, sales return, etc.

Sales organization: The customer's sales organization is to establish and optimize the sales team and sales network of battery power according to sales objectives and sales strategies to ensure the coordination and execution of sales. The customer's sales organization mainly includes the following aspects: sales department, sales personnel, sales positions, sales responsibilities, sales processes, etc., as well as sales training, sales incentives, sales evaluation, etc.

Sales control: The customer's sales control is to supervise and adjust the sales plan and sales implementation of battery power according to the sales target and sales strategy to ensure the quality and effect of sales. The customer's sales control mainly includes the following aspects: sales planning, sales implementation, sales monitoring, sales analysis, sales adjustment, etc., as well as sales feedback, sales improvement, sales innovation, etc.