Currently, the expansion of charging piles into rural areas has become one of the most popular sectors in the charging market, with equipment rapidly penetrating into counties and townships.
But are rural charging piles truly profitable? What are the differences between them and urban public charging stations? And who are their core user groups?
Based on multiple online research data and industry case studies, we have been able to deconstruct the profitability and operational characteristics of this blue ocean market.
Typical Layout of Rural and County Charging Pile Stations: One Pile, One Station, with Transportation Routes as Core Locations
Online research shows that charging operators focusing on rural areas often adopt a "one pile, one station" model-one charging pile paired with two charging plugs, each with a power of 60kW, capable of simultaneously servicing two vehicles. Key locations are concentrated along major transportation arteries such as national, provincial, and county highways.
In parts of southwestern China, one operator has deployed over 1,200 slow-charging piles and 60kW small DC charging piles in counties surrounding core cities. After two years of dedicated development, their overall operational efficiency has significantly surpassed that of public urban charging stations.
Profitability Exceeds Expectations: Daily Revenue of 45-50 Yuan, Payback in 2-3 Years
The research revealed impressive profit data: In rural and county markets, the average daily charging capacity per charging station can reach 200 kWh (100 kWh per charger), even exceeding some public urban charging stations (some of which have an average daily charging capacity of less than 100 kWh per charger). In terms of revenue, the average daily service fee per charging station is approximately 45-50 yuan, with average monthly revenue exceeding 1,300 yuan.
On the cost side, the investment in building a single charging station is approximately 25,000-30,000 yuan. The price difference primarily stems from cabling distance-if the charging station is located close to the power grid poles, construction costs can be significantly reduced. The charging station itself accounts for the largest portion of the cost. The price of a single 60kW charging station fluctuates between 10,000 and 20,000 yuan, depending on the manufacturer.
Based on an average annual net profit of 10,000 yuan after deducting commissions and other costs, a single charging station can pay back its investment in 2-3 years, far exceeding the industry's previous prediction of a "long profit cycle" in the lower-tier cities.
According to industry estimates, my country's rural charging market will reach 26 billion yuan by 2030, further confirming its profit potential.
Innovative Cooperation Model: Farmer Profit Sharing Instead of Land Leasing, Solving Operation and Maintenance Challenges
Unlike the "land-renting and station-building" model commonly used in urban charging stations, the mainstream cooperation model in the county and township markets is the "farmer cooperative system." Research shows that operators often choose farmers with idle yards along national highways to build stations using their vacant land with space for two parking spaces. Instead of paying rent, they share profits with the farmers.
This model is a win-win for all parties: it reduces station construction costs for operators and transforms farmers into "part-time operators" responsible for basic tasks such as operating charging station emergency switches and site sanitation. This effectively addresses the pain points of slow response and high costs in county and township operations.
For farmers, idle yards can be transformed into valuable assets, allowing them to earn a stable profit without any additional investment. Similar "energy-gathering models" are also being implemented in Lingtai, Gansu, where idle village collective land is used to build charging stations, generating over 50,000 yuan in annual revenue for participating villages.
Reversal of user profile: 75% are freight vehicles, with logistics demand becoming the core driving force.
Initially, the industry generally anticipated that private cars would be the primary users of charging stations in counties and townships. However, research data shows that 75% of charging users in counties and townships are actually freight vehicles, with platforms like Huolala accounting for the highest share.
This reversal is driven by the accelerated transition to electrification for commercial vehicles in the transportation sector and the growing demand for logistics in counties and townships. Freight vehicles urgently need temporary recharging, and the scarcity of charging facilities in counties and townships makes charging stations along the route key recharging nodes.
Core Differences from Urban Public Charging Stations: Faster Implementation, Less Competition, and More Urgent Demand
Compared to urban public charging stations, county and township charging piles offer advantages in three key dimensions:
- The disparity in implementation efficiency: Urban public charging stations can take anywhere from four months from project initiation to commissioning, requiring complex approval and design processes. In contrast, county and township single-pile stations can be completed from research to commissioning in as little as 10 days and as little as 15 days.
- Less Competitive Environment: The current county and township charging market has yet to see a surge in competition, while the density of stations in core urban areas is exceedingly high, leading to fierce competition.
- More responsive charging needs: Urban users tend to recharge at designated locations, while county and township users rely on temporary recharging, with irregular recharging times. Even during periods of high electricity prices, county and township charging pile utilization rates can still maintain 30%-40%.
A typical scenario shows that in scenic areas, operators install charging stations every 3-5 kilometers. Users can recharge within an hour while dining or resting, achieving a balance between efficiency and user experience.
Site Selection: National Highway and Unobstructed Access are Key Indicators
Site selection is a key variable in the profitability of charging stations in counties and townships. During the survey, operators generally developed a dedicated site selection model: the key requirements are proximity to national highways, unobstructed sites with fences, and ideally clear visibility from 50 meters. Signage can further enhance visibility. Since users in counties and townships often recharge by passing by, visibility directly determines charging station utilization.
Future Industry Plans: Regional Expansion, Cross-Provincial Pilot Programs, and Open Cooperation Are Trends
Based on the layout plans of multiple operators surveyed, the lower-tier markets will focus on three key areas:
Deepening Local Market Development: Further expanding coverage within existing locations and increasing the density of charging stations along major transportation routes;
Cross-Provincial Validation Model: Prioritizing expansion into regions with high new energy penetration rates, such as Southwest China and South China, to validate the model's cross-regional adaptability;
Open Ecosystem Cooperation: Attracting more participants through a franchise model while simultaneously opening up a proprietary operating platform. This platform, which includes features such as profit sharing and settlement, payback period calculation, and intelligent pricing, can help groups like farmers quickly transform into "small operators" and revitalize idle resources.
Practical Case Study: Farmers Earn Over 2,000 Yuan in Monthly Profits, Transforming Idle Space into Income
A case study from a southwestern county is quite representative: During the peak winter and summer tourist seasons, a 60kW charging station can generate monthly profits of 1,400-2,300 Yuan for participating farmers. With the right location, this can increase annual income by over 10,000 Yuan. For farmers, previously idle yards can generate stable side income without additional investment, creating a low-risk way to increase income.
Online research data indicates that the county and township charging market has shifted from a niche market to a blue ocean market. With precise matching of models and locations, bringing charging stations to rural areas can not only generate stable profits but also build a win-win ecosystem connecting operators, farmers, and users. For those focusing on the lower-tier markets, idle space and transportation nodes in counties and townships present new development opportunities.