time：2025-09-05 source：高工鋰電
After the food delivery war, Tmall's cross-border footsteps have moved towards shared charging stations.
On August 22nd, Tmall Campus, a subsidiary of Tmall, launched a small-scale pilot test of "Meow Charging" for some universities, focusing on the charging business of two wheelers and cars.
Based on the campus retail and food delivery business carried out on Tmall campus, the first round of pilot scenarios for Meow Charging anchored two wheeled vehicles, while facilitating the charging needs of food delivery riders and campus teachers and students.
On the one hand, Tmall has officially entered the food delivery industry. In order to increase transportation capacity, it has not only absorbed Ele.me's food delivery team, but also built its own dedicated food delivery team. The increase in transportation capacity has also increased the demand for two wheeled vehicle charging. The pilot of two wheeled vehicle charging business on campus may be further expanded to other scenarios in the future.
On the other hand, campus charging faces challenges and safety hazards such as a shortage of charging equipment and unauthorized use of cables, making the demand for electric vehicle charging in campus scenarios even more urgent.
Tmall's layout of shared charging stations for two wheelers is expected to stir up the market pattern of two wheeler energy replenishment. At present, there are professional operators such as Little Green Man, Mammoth, and Tiantian who are laying out charging stations for two wheeled vehicles; Yadi (Huayu), Aima and other two wheeled vehicle terminal enterprises, as well as new energy vehicle charging pile enterprises such as TeDian and State Grid.
From the mainstream perspective, two wheeled vehicle charging stations are generally installed in commercial districts, communities, and other high traffic and high frequency food delivery scenarios. Tmall has not only avoided the main battlefield in the campus scene pilot, but also formed a vertical linkage with the food delivery business, further expanding Tmall's campus life service circle.
It should be noted that campus is not a traditional high-frequency food delivery scene. Students can choose the cafeteria for dining, and Tmall chooses to lay out charging stations instead of battery swapping cabinets, targeting students, teachers, and staff who have higher demand for standardized and safe campus charging.
According to data from the Ministry of Education, there are a total of 3167 higher education institutions in China, with a total of 38.9126 million undergraduate and vocational students enrolled. Industry data shows that the number of two wheelers in universities across the country has exceeded 20 million, but the coverage rate of charging stations is less than 35%, and the daily charging gap exceeds 5 million times.
In the face of a huge charging gap, standardized management of electric vehicles in universities will also assist in the orderly installation of charging stations. At present, 18 universities have participated in the pilot project of electric vehicle management, covering densely populated cities such as Beijing, Shanghai, Guangzhou, and Wuhan, and are accelerating the construction of third-party charging pile platforms in collaboration with them.
In addition to catering to the charging needs of two wheeled vehicles, Meow Charging also targets a more segmented charging blue ocean scenario - campus new energy passenger vehicle charging piles.
At present, the coverage of charging stations for new energy passenger vehicles in universities is still relatively low, and some old campuses are facing renovation issues such as charging power and grid capacity. From the perspective of the user base, college new energy vehicle owners are generally faculty members, and their charging behavior exhibits a tidal phenomenon. Moreover, their small user base may not be able to support the profitability of charging stations.
In this regard, the entry of passenger car charging stations into schools should be gradual, without the need to pursue full coverage in one step. Fast charging stations can be first laid out in key areas with strong vehicle mobility, such as classrooms, office buildings, and main teaching buildings, to meet emergency power replenishment needs.
In addition, during special time periods such as nighttime, weekends, and winter and summer vacations, campus charging stations can also be developed for limited social use to activate idle charging resources.
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