(Source: https://pltfrm.com.cn)
Introduction
China added over 3.8 million public charging points in 2024 alone, yet profit margins remain razor-thin for most operators. For overseas charging station brands entering or scaling in China, pricing is no longer just about hardware cost — it’s about ecosystem control, utilization rate, and long-term recurring revenue. Here are the five models dominating the market today.
- Hardware + Service Hybrid Pricing
1.1 Tiered Hardware Pricing Offer 60kW–360kW AC/DC stations in three tiers: Economy (¥18,000–¥45,000), Standard (¥80,000–¥160,000), and Ultra-Fast (¥350,000+). Chinese operators willingly pay 20–30% premium for European/American safety certifications and liquid-cooling reliability.
1.2 Mandatory SaaS Subscription Bundle every unit with a ¥6,000–¥12,000 annual cloud management + OTA + payment settlement fee — this recurring stream often exceeds hardware profit within 18 months. - Revenue-Share Operator Model
2.1 Zero Upfront + Revenue Split Provide stations free or heavily subsidized to property developers and shopping malls in exchange for 5-year exclusive operation rights and 25–35% electricity + service fee revenue share.
2.2 Utilization Guarantees Include contractual minimum utilization clauses (e.g., 12% daily) — if not met, operator pays penalty, protecting overseas brand cash flow. - Dynamic Electricity + Service Fee Pricing
3.1 Peak/Off-Peak Time-of-Day Pricing Charge ¥1.8–¥2.4/kWh during 18:00–22:00 and ¥0.8–¥1.2/kWh during 02:00–06:00 via app-linked SaaS — lifts average revenue per port by 38%.
3.2 Membership & Fleet Discounts Offer corporate fleets ¥0.3–¥0.5/kWh discount for minimum monthly volume, locking in high-utilization B2B clients. - Government-Subsidized Project Pricing
4.1 “National Grid + Local Government” Bidding Price 10–15% above domestic competitors in public tenders because overseas brands qualify for extra “technology import” subsidy points worth millions per project.
4.2 Rural & Highway Packages Bundle 120kW dual-gun stations with 3-year free SaaS for county-level governments — central + provincial subsidies often cover 50–70% of total cost. - Key Success Factors
5.1 GB/T + ChaoJi Compatibility Premium Charging 8–12% more for future-proof dual-standard guns is now standard practice — Chinese operators refuse single-standard hardware.
5.2 Localized Payment & Invoicing Seamless integration with WeChat Pay, Alipay, UnionPay Cloud QuickPass, and digital fapiao issuance is non-negotiable.
Case Study: ABB’s Terra Series Dominance ABB launched its Terra 360 (360kW) units in China at ¥680,000 base price — 45% higher than top local competitors. By bundling a 5-year SaaS + revenue-share contract with Sinopec and State Grid projects, ABB achieved 62% gross margin and secured over 4,200 units deployed in 2024 alone, making it the #1 imported ultra-fast charging brand.
Conclusion
The winning pricing strategy for EV charging stations in China combines premium hardware positioning with aggressive recurring SaaS and revenue-share layers. Overseas brands that master this hybrid model consistently achieve 3–5× higher lifetime value per port.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation! info@pltfrm.cn
