Net car war broke out again

According to the current situation, the Big Mac is experiencing the situation of the six major factions besieging Guangmingding.

In Shanghai in March, the Internet car war broke out again.

After ten months of tempering in Nanjing, the US group took a taxi and made a high-profile move into Shanghai. In just one week, the daily order volume exceeded 300,000, and announced that it won 30% market share in Shanghai. Shanghai’s network car drivers seem to have returned four years ago, and their income has increased dramatically, and this is only the beginning.

The main battlefield of Beijing thousands of miles away, the first car about the car, the trip and the Shenzhou, easy to see, they have the ambition of whales, the goal is to destroy the 1/3 market. This is a victory for them.

In February 2015 and August 2016, the two battles of Didi and Quick, Didi and China Uber ended in a merger. Today's Didi, sitting on the network about 90% of the car market. After the completion of a new round of $4 billion in financing in December 2017, the cash reserve was close to $12 billion, with a valuation of $56 billion, surpassing Uber, the former traveler. The number of employees worldwide is close to 10,000. At this point, Didi seems to have settled in the iron throne of the travel market.

It’s too early to see Cheng Wei, who has predicted the end of the game twice. On February 14, 2015, after the rapid merger of Didi, it was attacked by Uber in China. In August 2016, Didi acquired China Uber. Cheng Wei said that the game at home in China is over, and then he will play away. Game).

He did not think that the expansion of the US Mission's borders once again put the drops on the battlefield. And after the war, more players took the opportunity to reinvigorate and tightly bite.

In March 2018, the US Mission took a taxi from Nanjing to Shanghai. The "national team" of the first car about the car and the trip to the taxi market have been killed back to the taxi market, called the board. On the 3rd of March, Ctrip announced that its car business has obtained the qualification of the network car operation. However, this is not the case. After the landing of the New Deal, every player will be a "dancing dancer."

It all happened within a month. In addition, on the morning of April 4th, the Mobai shareholders meeting passed the resolution of the US Mission to acquire the Moby bicycle for US$2.7 billion. After the flash purchase, the US team not only added a trump card to share the bicycle, but also turned into a variable that is most likely to challenge the market in the travel market.

And just the day before, Ali completed the acquisition hungry, almost at the same time rubbing two acquisitions (it is said that Didi has been hungry and Mobai extended olive branch) undoubtedly brought a lot of pressure on the drop. Low-key out-of-selling in Wuxi is not so much a "pique" as it is a counterattack. In terms of Didi, it is natural to extend the experience and algorithmic skills of “carriers” to “transportation”.

New player

Cheng Wei was founded under the encouragement of Wang Xing, and the first edition of the "Beat Car" was once described as "garbage" by Wang Xing. Neither of them thought that they would meet at the crossroads of travel.

In an interview with Caijing magazine, Cheng Wei talked about the next "war" between Didi and Meituan. He quoted an allusion to Genghis Khan and responded to the air: War, and fight. He also stressed that in essence, we must respect the depth behind each field. The US group is not the weakest (opponent), but it is not necessarily the strongest.

However, it is rumored that Didi has sent several senior executives to Nanjing to find out the facts, and in April this year, it was on the line and took the war directly to the backyard of the US Mission.

On March 21, the US delegation took a taxi to Shanghai. Although it was less than half a day after the launch, it received an "interview" from the regulatory authorities, was required to access the government's regulatory platform for back-end data, and compliance with compliance could not initiate price wars to disrupt market order. However, policy supervision is also the weakness of Didi, and it has not prevented the US team from taking a taxi.

According to the data released by the US Mission, the number of orders completed by the US group on the first day of the Shanghai trip exceeded 150,000. The order volume on the second day exceeded 250,000. On the third day, the number exceeded 300,000. In order to attract more full-time drivers, the Meituan group took a taxi to the driver for the first three months, and the subsequent draw ratio was 8%, while the Drip Express platform was pumped at around 20%.

"The demand for taxis is very strong, and our goal is to get one-third of the market." Wang Xing, CEO of the US Mission Review. Today, the US group taxi has reached the target under the stimulus of subsidies, but how to maintain market share remains to be verified. According to the data of Didi, the daily order volume of Didi has exceeded 1.5 million in Shanghai, so that the order of the Meituan Group is 300,000, accounting for 1/5 of the drop.

Sun Hub, senior director of Drip Zone Operations, said that from the birth of the network car, every competition started from the subsidy war, and finally won the battle with the efficiency of safety experience. I would like to thank the US delegation for its strong subsidies to the users and to make the market bigger with Didi. But in the end, whether you can leave users or rely on core values ​​depends on whether the products are differentiated.

He also reminded that the high subsidy (200% of the unit price) will bring black production and brushing, which will cause huge trauma to the entire industry; at the same time, it will allow a large number of foreign cars to enter, not to conduct safety investigations, but also disasters. Sexual risk.

In fact, the US group took a taxi early, most people are skeptical, and the investors behind it are very firm. Xu Xin, the founder of today's capital, said in an interview with "Chinese Entrepreneur", "Wang Xing told me that when I was going to take a taxi, I thought it was a good idea. At that time, there were investors who opposed it, worried that it would not be able to beat it. Much." But her consideration is whether the user has demand or not, and whether the market's pain point is large enough. About 30% of the users take a taxi to eat, and overlap with the users of the US group review platform. So, this is just what you need.

The confidence of the US group to do taxis also comes from the dissatisfaction caused by drivers and users on Didi's “monopoly profits”. After two dripping fast, Diber's two money-burning battles, and smoothing down the windmill, driving and other subdivisions of the battlefield, Didi almost control the absolute voice of the domestic travel market.

Even so, Wang Xing first publicly talked about the US group doing a taxi 10 months ago. The two reasons he gave were that the existing network car could not meet the needs of users; the business characteristics of the group were largely related to location services.

In October 2017, Wang Huiwen, senior vice president and president of the catering platform, accepted an exclusive interview with “Chinese Entrepreneur”. When asked about the progress of the US group’s taxi business, he skillfully answered, “If you are not satisfied, you will dare to do this. Things can be done to meet the return on investment. Even if you burn money, you must believe in business rules."

When the US Mission took a taxi in Nanjing for ten months, when the high-profile call out to enter the Seven Cities, the voice of the market was higher than doubt. However, the online recruitment of drivers has just ended, and the US group’s taxis have been blocked from the Beijing market because of the lack of licenses, which is still unknown. However, after entering Shanghai, the US Mission has successively obtained the “Network Appointment Taxi Business License” issued by Hangzhou and Chengdu.

The ambition of the US Mission to start its business began on February 14, 2017 in Nanjing. In early November, the US time-listed car rental business was piloted in Chengdu. In December, the US Mission Group established a new business division, ranking four major businesses. one. If these actions are not enough to shake the drops, then the acquisition of Mobai will allow the US team to fight in the third line (takeaway, taxi, bicycle), and it will be an attack on Didi.

On April 4th, Meituan and Mobye announced the acquisition through internal letters. The purchase price of 2.7 billion US dollars is even lower than the amount of the previous round of financing. After the completion of the acquisition, the founding team remained unchanged. The only change was that Wang Xing replaced Li Bin as the new chairman of Mobai.

It is reported that the promoter of the US group's acquisition of Mobai is Tencent, and as the largest institutional shareholder of Didi, the representative of Tencent verbally vetoed the plan to invest in Mobai on the board of Mobai. The reason behind this is not known.

Nowadays, the relationship between Didi and ofo is still anxious, but the sharing of bicycles is not only a high-frequency traffic entrance, but also a lower-level travel entrance. The value of the super platform such as Didi and Meituan cannot be ignored. Some insiders analyzed that the shared bicycle almost eliminated the short-distance order of 1-3 kilometers, which helped the network car and taxi release some operational pressure and reduce the air drive, which is also a supplement to the capacity.

As early as last September, Mobye increased the network car entrance to access the first car about the car. According to the analysis of Weidong CEO of the first car, whether it is a network car, a shared bicycle or even a shared car rental, these travel scenarios need to be linked. In other words, two wheels and four wheels can be used interchangeably. Sharing a bicycle is just a small space for a vertical bicycle business, but the wider the connection, the greater the chance.

According to an Internet observer, "The core business of the US Mission is based on consumer spending and content. Such a gene determines that the platform does have a need for extended travel, and most of them are short- and medium-term orders and instant orders. The group is more suitable for taxis."

In addition, he believes that the US Mission and Didi are all trading platforms, and the network car is the process of serving one person, and cannot be separated from the offline operating system. Moreover, the network is also an industry with a total capacity monitored by the government, and the boundary is obvious. Therefore, the US group wants to copy the experience of the previous match-type transaction, and it can't be completely copied in the network.

However, this is also the action that the US Mission has to do. Especially after Ali’s acquisition is hungry, Ali will fight directly with the US team. "The US group is now a solitary tactic, how to turn a huge flow advantage into a fortress. In this case, the US group needs to expand the margin of the city wall. The wider and thicker the fortress, the safer it is." People said.

To a certain extent, the idea of ​​drip takeaway and the US group taxi is exactly the same. Drip masters the big data of travel, the US group masters the big data of eating, drinking and playing, and they have an intersection with each other in a specific scene, but they are not substitutes for each other.

Old rival

After a lapse of four years, the taxi once again became the scent of the travel market.

The dripping fast money-burning war not only made the taxi driver earn a lot of money, but also let the merged drip sit firmly on the throne of the hegemony. However, since the second half of last year, the first car of the first car about the taxi business, the car was upgraded to a taxi on the line, and even the "resurrection" and the new players also entered the taxi battlefield.

Many Internet-based car practitioners said that in the past few years, Drip has indeed improved travel efficiency through technical means, reduced air traffic, and reduced ineffective waiting. But the biggest problem is that the introduction of a large number of private cars into a paid operation platform has changed the cost and operational structure of the traditional travel market. In fact, the US group and the easy to access platform also adopted this model.

Although the taxi is a business form that started from Didi, Drip did not find a profit scenario that relied solely on taxis. In Wei Dong's view, the essence of a taxi becoming a network car is a new match between supply and demand. Reducing time and cost increases efficiency. Someone should pay for it. To a certain extent, the network booking taxis and special vehicles and cruise cars are interdependent. The first-line taxi service has given taxi drivers and passengers a more choice.

In the traditional taxi company's transformation to the network car, the "national team" Shouqi car is the earliest and most successful one.

Wei Dong accepted an exclusive interview with "Chinese Entrepreneur" and said that the first consideration of the first car is that the taxi transformation forced a new format. In theory, taxi companies should go from the parade to the direction of the network and the parade.

First Auto has transformed the original taxis of the platform into net-based cars, and has also opened cooperation alliances with taxi companies across the country. Wei Dong firmly believes that it is very difficult for small and medium-sized taxi companies everywhere to successfully engage in a platform. It is necessary to form a national unified platform. "One APP goes nationwide."

Although the first car of the first car has been connected to nearly 60,000 vehicles at the end of last year, the lack of capacity is still the most troublesome problem for Wei Dong. In the vision of Wei Dong, the future earned by the first car is not only the driver's service, the cost of the vehicle operation. He defines the vehicle as a manned mobile terminal and will be profitable in the future through value-added services such as entertainment content. In Weidong's view, the platforms such as Shouqi, Didi, Yi, and Yizhi should be differentiated and innovated in the future.

In the C-round financing of the first car about the car in November last year, Li Bin’s Wei Lai Capital appeared. Wei Dong said that what we see is the layout of the entire Weilai in the automobile industry chain. The first car of the first car can not only be the single business of the network car, in the future everyone will have the opportunity to cross-integration. Therefore, the shareholding of Weilai Capital is conducive to helping the first car to get through the resources.

Coincidentally, Li Bin has a close relationship with Yan. On the second day after the US group acquired Mobai, Li Bin visited the headquarters of the company. It is not difficult to imagine that it is also an important territory for Li Bin’s travel empire.

As early as December 31, 2014, the carpool won the $20 million B-round financing of the Yi-Lei led by Li Bin. In the $100 million C round of financing on May 6, 2015, Yiche.com and Chongde Fund, Yuxin Capital, and IDG jointly invested in the carpooling. In July 2017, Li Bin’s Wei Lai Capital also made a low-key investment in carpooling.

Since the beginning of last year, Li Bin has repeatedly persuaded the CEO of the trip, Song Zhongjie, to go on the taxi business. However, the internal sounds are different.

Until last October, I went to the taxi business on the line. In January of this year, I changed my name to a car. The taxi business adopted a similar grab mode in the early days of Drip. The platform did not set a number of tasks and did not force a single order. At the same time, it abandoned the dynamic fare increase and rewards the car. The platform provides drivers and passengers with information matching, no bidding mechanism, and no commission.

At present, in many cities, the taxi driver will strongly recommend the guest to download the travel app. After the registration is successful, the driver gets 10 yuan and the user gets 7 coupons. This simple and rude way of pushing has also appeared in the early years of competition.

According to the data provided by the Department of Health, as of mid-January this year, 嘀嗒 has opened 6 cities in Beijing, Shanghai, Tianjin, Guangzhou, Shenzhen and Foshan, and the number of taxis certified by 嘀嗒 has reached 142,000, accounting for the total number of taxis in 6 cities. The proportion is over 70%; the number of certified drivers exceeds 180,000.

Even so, there are still practitioners in the travel industry who are not optimistic. "I want to fight against the drip in the taxi market, unless I have made a surprise, but I have not seen it yet."

The above-mentioned person's point of view is that 嘀嗒 has mastered the car conditions of private car owners through carpooling business, and it is a better direction to cut into the aftermarket or used cars and new cars. Moreover, 嘀嗒 is not a platform for huge financing, and the volume is not large. Although it has gained growth through subsidies, it is not enough to shake the position of the drop. It needs constant new financing to keep growing. "So this is a reservation before the emergence of a new business model."

Song Zhongjie is very clear that the subsidy will ultimately be a temporary revelry, users will still vote with their feet after calm. “The final fight is still a comprehensive ride experience. In the past, the online car market over-pursued the scale and speed ignored some things.”

Song Zhongjie thinks that the starting point is very simple. "The taxi business used to be the vanguard of mobile travel, but it has gradually been eliminated. Didi's express business is ultimately to replace taxis. And strictly speaking, the cost-less pricing system. It is an unfair form of competition. Taxi is a highly regulated business form and this capacity should not be eliminated.

Not long ago, thousands of taxi drivers were retired in Nanjing. The background is that the US Mission and Didi have played a large subsidy war, which forced the taxi to fall into an embarrassing situation. At present, the netization degree of the entire taxi market is less than 3%. Song Zhongjie insisted that taxis are the embarrassing network of cars, and that is the mobile travel platform of taxis.

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