Since the establishment of the Moby bicycle, the overall loss is still in progress. In all of the business of Meituan, the performance of Mobai does not seem to meet its expectations.
This article is from “财经“New Media, Shu Zhijuan/Wen; the original topic “Mobike bicycles increase the Beijing area charging standards, can you alleviate the loss problem?
Since October 9th, Mobike began to implement new billing rules in the Beijing area. The fare was composed of starting price and duration. The starting price is 1.5 yuan (that is, the starting price within 30 minutes), riding more than 30 minutes, charging time, 1.5 yuan per 30 minutes, less than 30 minutes in 30 minutes. Previously, the starting price for Beijing users was 15 yuan for 15 minutes, more than 15 minutes, and 0.5 yuan for every 15 minutes. In the industry’s view, the price adjustment of the Mobike bicycle is to avoid continuing losses, and the most direct way is to increase the unit price of single use.
For reasons of price increases, Moby said that the price adjustment is to optimize operational efficiency. Mobye also said that for the ride package users, during the effective period, after the price adjustment, 2 hours before the ride is free, and the excess is charged at 1.5 yuan per 30 minutes.
The reporter noticed that in addition to Mobike cycling, many shared bicycle platforms have been adjusted in price to varying degrees. Since March this year, Didi’s small blue bicycles and green orange bicycles have adjusted their starting prices in Beijing. Then Harbin bicycles also updated the billing standards in Beijing, Shanghai and other places. The ride fee in Beijing is 1 yuan per 15 minutes. It costs 4 yuan to ride for 1 hour and 1.5 yuan per 30 minutes in Shanghai. .
It is worth noting that since the establishment of the Moby bike, the overall loss is still in progress. In all of the business of Meituan, the performance of Mobai does not seem to meet its expectations.
According to the 2018 financial report released by the US Mission, the income from Mobye’s contribution to the comprehensive income statement since April 4 was 1.507 billion yuan; the contribution of Mobye was 4.55 billion yuan. That is to say, last year, Moby brought 2.3% of revenue to the US group, but it also caused a 41% loss.
So, this Mobike bicycle raises the Beijing area charging standard, can you use the price increase to alleviate the loss problem? Some analysts pointed out that the wider the shared bicycle shop, the higher the operating cost, and the more serious the loss. Originally expected to incorporate more O2O scenes to form a model of the front inlet of the diversion,Did not play a practical role, in addition to price increases to ease losses, there is no other way.
Chen Wenying, a senior analyst in the automotive industry and a case researcher at the China Europe International Business School, said in an interview with a new media reporter from Caijing that the market has eliminated a group of participants through fierce competition and does not need to pass the low price as early as the market. Competition to compete for users. At the same time, capital retreat, sharing bicycle platforms must rely on self-healing to survive, to ensure balance of income and expenditure, to avoid continuing losses, to maintain the quality of service and operation, the most direct way is to increase the unit price of single use.
“Improving the single-use price, in fact, has little effect on the active and high-viscosity users of shared bicycles. These users generally choose the monthly, quarterly, and annual cards, etc., because of the high frequency of use. It is still relatively low.” Qian Wenying further said that the price is only a big influence on users with low frequency of use. This user group will consider its convenience when it encounters the use scene of shared bicycle.
In the opinion of Internet analyst Tang Xin, the current price adjustment is an important step for enterprises to return to a benign business model, and is also an inevitable measure for enterprises after the capital boom has receded.
In fact, as a slogan that has been chased by capital, the sharing of bicycles is not a good day. Since 2017, a large number of shared bicycle brands have closed down or stopped operations because of the broken capital chain.
For the future, Qian Wenying believes that the tide of capital is not necessarily a bad thing. Without the support of hot money, the existing companies in the shared bicycle industry can return to the commercial essence more calmly, from blindly expanding the scale to improving the service experience and carrying out refined operations. Driven by capital in the past few years, Chinese consumers have been quickly educated to adopt the habit of green travel. With the need to share travel, as long as demand exists and a reasonable business model, shared bicycles can continue to develop healthily.