time：2025-08-21 source：高工鋰電
Under the trend of lead to lithium conversion, the transformation of domestic two and three wheeled light power lithium batteries in channel laying has also been deeply carried out.
On August 18th, BYD's Fudi Battery announced a cooperation with JD Auto, and its "BYD Light Vehicle Battery JD Self Operated Flagship Store" was officially launched.
This means that consumers can directly purchase original lithium batteries for two or three wheeled electric vehicles and enjoy free on-site installation services by searching for "BYD lithium batteries" within the JD App.
According to the store information, the first batch of 8 products launched covers mainstream specifications from 48V24Ah to 76V96Ah, with a price range between 1298 yuan and 6998 yuan.
Gaogong Lithium Battery discovered that this action is not an isolated case. Prior to this, leading battery companies such as Xinneng An, Yiwei Lithium Energy, and Xingheng Power have quietly established official self operated stores on e-commerce platforms such as JD.com.
Battery companies collectively bypass traditional vehicle manufacturers and offline dealers, and directly reach consumers through e-commerce. This strategic shift is not just about expanding sales.
It is not only a signal of brand sinking and standardized supply, but also seizing the new traffic pool of "light vehicle batteries+aftermarket services".
Seize traffic entry and lay out "aftermarket" services
The sales of traditional lightweight power batteries mainly rely on vehicle matching and offline repair shop networks. Taking BYD as an example, its biggest challenge at present is the lack of direct touchpoints in the retail market and the huge cost of laying sales channels from scratch.
Despite having an absolute advantage in the passenger car market, BYD is undoubtedly a "newcomer" in the field of two wheelers, facing vehicle brands such as Yadea, No. 9, and Xiaoniu, as well as battery competitors such as Xinneng An, EVE Energy, and Xingheng Power that have been deeply rooted for many years.
Therefore, e-commerce channels provide an efficient way to break through the impasse. Against the backdrop of the "trade in" shopping subsidy and the implementation of the new national standard policy, the "lead to lithium" policy has driven an increase in market demand, and e-commerce platforms have become a key channel for it to bypass heavy asset offline layout and directly reach consumers - with higher efficiency and wider scope.
A senior executive of BYD said that choosing to cooperate with JD.com is precisely because of its digital supply chain and nationwide warehouse distribution/fulfillment service capabilities. The goal of both parties is to achieve an integrated service of "online ordering and offline fulfillment".
The value of online sales goes far beyond the transaction itself. E-commerce platforms require standardization of product descriptions, compatible models, logistics, and return and exchange rules, which forces battery companies to establish clear service processes and objectively helps to rectify the chaos in the two wheeled vehicle industry.
The more profound impact lies in after-sales service. BYD promises a five-year warranty and is equipped with an intelligent mini program for users to monitor battery status. Linking sales with installation, warranty, recycling, and other services is a crucial step in building stable cash flow and exploring the "Battery as a Service" (BaaS) business model.
At the same time, battery direct sales based on e-commerce platforms can not only improve after-sales reach and recycling rates (closed-loop), but also directly obtain user battery purchase, installation, and warranty data, which is crucial for iterating products and providing renewal services (battery maintenance, expansion, and cascading utilization).
The 'Yang Strategy' of Technical Route
It is worth noting that BYD's battery products launched on e-commerce this time are "full pole ear large cylindrical" battery cells.
As early as the CIBF exhibition in May this year, Freddie Battery had already showcased a 46129 LFP large cylindrical battery cell, aimed at penetrating electric bicycles, electric motorcycles, electric tricycles AGV、 Robots and other various scenarios.
This online debut marks BYD's official push of large cylindrical batteries into the C-end market.
The product introduction shows that its battery cells can achieve high rate performance of 2C charging and 3C discharging, and improve space utilization (increase battery life), heat dissipation efficiency, and expansion capability through the "honeycomb architecture".
This choice may simultaneously stir up the current market landscape of lightweight power and cylindrical batteries. At present, in the domestic lithium-ion battery market for two wheelers, although cylindrical batteries are the mainstream, they are mainly used in high-end car models exported overseas, while mainstream brands such as Yadea and Aima use square batteries more domestically.
EVE Energy is a leader in the field of large cylindrical batteries for two wheeled vehicles, and its OMNI versatile LMX series (covering two sizes: 40130 and 46137) is already quite competitive.
This series has passed acupuncture experiments and GB 43854 national standard certification, with an energy density of 200Wh/kg, supporting 3C fast charging, a cycle life of over 4000 times, and claims to have reduced costs by 30%. BYD's entry into the market will undoubtedly intensify the competition in the large cylinder technology route.
Brand sinking and platform collaboration
Presenting industrial grade batteries directly to consumers is itself an effective brand marketing strategy. Accurate traffic push within e-commerce platforms is also a form of assistance.
The genuine product guarantee and after-sales commitment provided by e-commerce platforms effectively offset the long-term advantage of "low price+recycling network" for lead-acid batteries.
Although the unit price and charging capacity of two wheelers are not high, their penetration rate in daily life is comparable to that of mobile phones, making them an important scene for building brand awareness.
The cooperation between battery manufacturers and e-commerce platforms is two-way. The service networks of JD Auto and JD Logistics have solved the "last mile" problem for batteries, which require professional installation.
Meanwhile, JD.com itself is also a massive user of electric logistics vehicles and delivery vehicles.
For example, recently Xingheng Power and Yadi have jointly delivered the first batch of 50000 customized lithium electric cars to JD.com for JD's home service, food delivery and other businesses. These vehicles are equipped with 48V24Ah Xingheng lithium batteries that meet the latest dual national standard requirements.
At the end of the battery recycling loop, Xingheng Power has established a nationwide network and its Huaibei recycling base, with an annual processing capacity of 40000 tons.
The valuable user data obtained from online direct sales will ultimately greatly help manufacturers improve their full lifecycle management from product iteration to final recycling.
For manufacturers who have not yet laid out online channels on a large scale, their business focus may still be deeply tied to vehicle manufacturers.
However, with the increasing popularity of top companies in the C-end market, this channel transformation from B-end to C-end may only have just begun.
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