Der Charger von Deli ist still und leise online gegangen. Der Papierwarenriese macht einen Sprung in die neue Energiebranche. Kann man nur sagen, dass er beeindruckend mutig ist?

During an online shopping spree, the author of "Electric Vehicle News" discovered that Deli has actually launched household chargers for electric vehicles! Yes, it's the same Deli that has traditionally specialized in stationery.

Accordingly, the price of the first household new - energy charging pile launched by Deli ranges from 979 to 1,869 yuan. However, currently, it only supports a rated power of 7kW (220V/32A), and the differences between products are only in configuration and cable length.

Screenshot: JD APP

A rated power of 7kW falls into the category of slow - speed household chargers. The selling point of Deli's charger might possibly be its relatively low price. In the market, the prices of common household chargers (with a rated power of 7 - 11kW) generally range from 1,500 to 5,000 yuan, and the prices of original chargers from automobile manufacturers can even range from 5,000 to 8,000 yuan.

Interestingly, Deli's slow - speed household charger is compatible with many common electric vehicles, such as models from Xiaomi, Tesla, Zeekr, BYD, AITO, and XPeng.

Screenshot: Deli Charger App

To be honest, many users consider the original chargers from automobile manufacturers, mainly because when manufacturers enter the market with new vehicles, they may offer free installation or a free charger. Even without these benefits, the integration of the vehicle and the charger is an aspect that it's difficult for third - party brands to fully achieve.

In addition, electric vehicle owners also have the option to choose well - known brands such as Enerex, Bull, Teld, ZHI DA TECHNOLOGY, and Puluody. Why does Deli, which has been manufacturing stationery for so many years, suddenly want to capture a share of the electric vehicle market?

Can low prices lead to high sales? Manufacturing chargers isn't that simple.

The author of "Electric Vehicle News" found that in recent years, Deli has relatively actively entered the field of electric vehicles, with the focus mainly on the use of green energy. Since July 2023, thanks to digital billing tools and a new management structure, Deli Group has saved a total of over 5,000 tons of CO₂.

However, this is only the promotion of energy efficiency and CO₂ reduction. From the perspective of the author of "Electric Vehicle News", it's more likely Deli's precise manufacturing capabilities, safety patents, and experiences in intelligent interaction that enable the launch of the chargers.

Deli's main products are stationery, but it also has mature technologies in printer heads, power supplies, and intelligent networked office equipment. Especially in charger safety technology, the fire - protection and overload - protection technologies of Deli's existing electrical products can be adopted.

Naturally, a household charger with a starting price of less than 1,000 yuan is very attractive. And the reason Deli can keep the charger price so low isn't due to saving on hardware costs.

Source: pixabay

Deli is actually entering the field of electric vehicle charging for the first time, but it has its own tricks to save money:

Firstly, Deli Group is a leader in the stationery industry and has a mature system for mass production and procurement management. The large - scale procurement allows the cost of chargers to be reduced by 10% - 20%.

Secondly, as a newcomer in the field of electric vehicle chargers, Deli must pursue a high - cost - performance strategy to quickly gain access to the slow - speed household charger market.

Thirdly, considering Deli's pricing strategy for its first household charger, it follows a product model of "low hardware price + added value through service", which enables it to reduce acquisition costs while ensuring the company's profits.

The problem Deli faces is that although the prices of other high - selling chargers are generally over 1,500 yuan, there are also household chargers for around 1,000 yuan.

Source: NIO Official

Take a 7kW household charger as an example: The price of the Baseus Nebula Pro 4G, including 30 meters of installation after subsidy, is 1,299 yuan; the price of the Redion household charger after subsidy is 990 yuan. BYD is even cheaper: the net price of its 5 - meter charger is only 458 yuan, and the installation with 30 meters of cable only costs 1,249 yuan.

In other words, other charger manufacturers also have rich experience in improving cost - performance. There are even cost - effective products in the market that focus only on cost - performance and safety. Therefore, it's difficult to highlight Deli's advantages.

More importantly: The currently popular household chargers in the market aren't cheap.

Screenshot: JD APP

According to the sales list of AC chargers on JD, the prices of the three best - selling chargers from Xiaomi and Bull range from 1,800 to 2,000 yuan, followed by the more expensive 11kW chargers from Tesla and the 7kW chargers from Wanbang Xingxing.

Due to the lack of a cost - performance advantage and relatively limited demand, the author of "Electric Vehicle News" isn't very optimistic that Deli will be successful in the charger industry.

Safety and user experience are indispensable. A good cost - performance ratio is only offered by big brands.

According to an announcement by Cui Dongshu, the Secretary - General of the China Passenger Car Association, as of May 2025, the total number of public chargers in China was 4.08 million, and the total number of private chargers was 10.32 million, which represents an increase of 245,000 units and a growth rate of 3% compared to April.

The market for private chargers is constantly expanding. This is probably the main reason why Deli is entering this field. Nevertheless, it will be difficult for Deli to establish itself in this market.

Let's first think about why consumers are willing to buy expensive household chargers. The answer is obvious: fundamentally, it's about safety and user experience.

Source: XPeng Official

Anyone who has a little knowledge of electric vehicles has probably heard of cases where electric vehicles smoke or catch fire while charging. If something like this happens, at best, it can be a shock; at worst, it can lead to a fire and irreparable damage.

Therefore, when choosing a household charger, consumers usually first choose the original chargers from automobile manufacturers, which offer better compatibility, and then high - quality third - party brands. This attitude is unlikely to change in the foreseeable future.

However, the author of "Electric Vehicle News" learned that Deli may be actively seeking a restructuring because it's facing difficulties in the stationery industry.

Deli Group isn't listed on the stock exchange and hasn't released annual financial reports. However, the annual financial reports of M&G, another stationery giant, are worrying: In the first quarter of this year, M&G's revenue was 5.245 billion yuan, a decrease of 4.39% compared to the previous year. The consolidated net profit was 318 million yuan, a decrease of 16.23%.

The annual financial reports show that the decline in the sales of stationery and office supplies is the direct reason for the decline in M&G's revenue and profit. Since the profit margins of these two businesses are relatively low, M&G's results don't look very good. Deli, which is also mainly active in these two areas, will probably also be affected by the market situation.

Nevertheless, it's difficult for people to accept Deli's technological competence when it switches from making pencils to making chargers for electric vehicles.

Source: NIO Official

Moreover, for Deli, focusing on 7kW chargers isn't enough. Currently, the household charger market is developing towards higher power of over 11kW.

The author of "Electric Vehicle News" noticed that electric vehicles from mainstream brands are increasingly being equipped with 11kW three - phase on - board chargers. A 7kW charger obviously can't fully utilize the charging capacity of these models. And although it's called a "slow - speed household charger", as the on - board battery capacity increases, the ability of a 7kW charger to fully charge a vehicle overnight also decreases. An inefficient charging experience will surely deter some vehicle owners.

In the short term, consumers may buy Deli's 7kW household charger because of its good cost - performance. However, from the perspective of user experience, it doesn't represent future technology. Higher power and better networking are the prerequisites for a future household energy hub.

How to choose a reliable household charger?

After all these explanations, at the end of the article, the author of "Electric Vehicle News" wants to share with you how to choose a reliable third - party brand household charger.

First, determine the charger's power in the vehicle and choose the maximum power possible. This way, you avoid waste and get a better charging experience.

First, choose a big brand. It's best to choose a brand that has "charger liability insurance", offers a warranty of at least three years, and supports repair within 48 hours. Be cautious about the "free installation" trick, and make sure how many meters of cable are included in the package and what exactly is meant by "free".

The charger must have the CQC/CNAS certification, over - current protection, ground - fault protection, temperature...