Chinese Shared-Charger Operator Enters Southeast Asia's Biggest Market Indonesia Through Localization
Xu Wei
/SOURCE : Yicai
Chinese Shared-Charger Operator Enters Southeast Asia's Biggest Market Indonesia Through Localization

(Yicai Global) Dec. 19 -- The sharable charger company Shenzhen Laidian Technology Co. is eyeing new external markets following its initial overseas expansion via a travel platform. The company's next business target is Indonesia, which is the biggest market in Southeast Asia with its population of 261 million.

Shenzhen Laidian Technology has chosen a different path for overseas expansion: localization of payments. This means it no longer targets only Chinese tourists traveling abroad but gradually tries to localize its operations, reported the Beijing Business Today on Dec.18.

Shenzhen Laidian Technology has started negotiations with a business partner in Indonesia in September. Both parties set up a new company on Dec. 17 for joint operations through equity cooperation, the report said. To expand to the Indonesian market, Shenzhen Laidian Technology established a new brand called "Recharge" and unveiled it at one of Indonesia's biggest music festivals.

The shared-charger cabinets introduced in the Indonesian market are mainly large-size cabinets. It first unveiled a total of 10 sets of 43-inch large-screen devices with double-sided cabinets, containing 80 charging positions.

It will operate thousands of "Recharge" cabinets in Jakarta in 2018, covering airports, railway stations, shopping malls and government office buildings, revealed Dick Listijono, a partner of Shenzhen Laidian Technology in Indonesia.

In terms of the payment, Shenzhen Laidian Technology has achieved the localization. The local users can pay directly after downloading the "Recharge Power on The Go" app.

WeChat pay and Alipay were the main payment methods before Shenzhen Laidian Technology entered the overseas market for the first time in October. Leveraging the overseas coverage of 8pig.com, a travel platform run by Shenzhen Bajie Tourism Technology Co., Shenzhen Laidian Technology tried to expand business to eight countries, namely, Thailand, Japan, France, Indonesia, Canada, Australia, New Zealand and the US, with a particular focus on travel agencies and hotels favored by Chinese tourists.

By carrying out strategic cooperation with local enterprises and capitalizing on the local resources of its partners, domestic shared-charger companies will encounter fewer barriers to market expansion, analysts commented.

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Keywords: Laidian , Sharable Charger , Indonesia , Localization