The road to self-help in soft text promotion, advertising, shopping malls, P2P, and ofo continues.
After the user’s collective deposit refund, rumors of bankruptcy, and the legal representative’s restrictions on leaving the country, the ofo is still strong.
It was learned that on August 21st, theo WeChat public account released an English resource called “1 month-consuming finishing! Share it all at once, with no hands! The promotion of has quickly exceeded 100,000+.
This is not the first time that ofo has been promoted on the WeChat public account. The company has also promoted honey, but this time it was replaced by an English language institution. In the WeChat comment section of this article, many users wrote a message encouraging ofo, so that WeChat editors had to put the English language agency’s slogan in the comment area to the top.
Of was in trouble last year. If you don’t come to finance, the business model will be difficult to earn a single profit, and the capital will become more rational for the shared bicycle market, and then the ofo will not be thirsty even if it is dripping. With the rumors of being acquired, In July 2018, Didi officially stated that Didi will not acquire ofo and will firmly support the independent operation of ofo.
This also foreshadows the fate of Didi–from the shackles of the Didi, the darling of capital, to the direct rejection of capital, which has made theo lose the possibility of its original development.
For the TO C company, the user is the lifeline. The “squeezing tide” that broke out at the end of last year really took the bottom of theo. At that time, hundreds of users “slammed” the Beijing headquarters, and collectively requested a refund of the deposit. For some time thereafter, the user who returned the deposit reached nearly 16 million and waited for the deposit to be refunded. The amount was calculated according to the deposit of 99 yuan/person. It has already exceeded 1 billion yuan. At that time, ofo had lost the capital backing, and the investors were unwilling to accept the hole, ofo can only slowly fill it up.
So, clean up the mess and monetize all the potential resources.
According to previous reports on , Dai Wei previously released a plan called “Victory Day”. The core of the program is to sell the advertising space. In order to find potential advertisers, ofo also encourages all employees to pull ads to find cooperation. One of the plans for this project is that users have a 5-second short video ad pop-up when they use the App scan code to drive . In addition to the App’s display position, ofo also tried to open the body advertising, and cooperation with p2p companies.
In addition to advertising and promotion, ofo also tried e-commerce. Previously independentHome reports, ono App side service line in the “discount mall“, users who have not yet refunded the deposit can Choose to “upgrade” the deposit to gold coins. Gold coins can be used for shopping malls. Users who are “upgraded” can also permanently rent free deposits.
These attempts to help ofo have made a lot of profit and are not known. For the financially stressed ofo, there is no ability to refund the money now, but it may not want to retreat so quickly – leaving a deposit, the user occasionally sees that the car is likely to ride a ride.
Beijing Communications Commission published data It shows that in the first half of 2019, ofo’s current daily riding volume was 202,000 times, and the daily turnover rate was 0.7, which is still a certain gap compared with the 851,000 times of the Moby bicycle and the 51.3 times of the small blue bicycle. Expected. On the number of vehicles, ofo currently has 120,900 vehicles in Beijing, 180,700 for Moby bicycles, and 58,700 and 24,300 for Xiaolan and Harbin respectively.
These data show that theo is very low-key and alive because of the “ofo death” argument that the media have spread. However, some industry insiders have told that the number of daily rides is internal data and can be “selectively uploaded.” Before the bicycle is placed, the company needs to report the ID of the vehicle. After the vehicle is scrapped/refunded, not all companies will go. Logout.
With the restrictions on the number of bicycles in Beijing, most bicycle brands have not dared to high-profile in the main city. The ban began in September 2017 and has been in existence for two years. The shared bicycles that have experienced the sun and the sun are old and the user experience is not good. “Replacement” has become an excuse to increase delivery.
In addition, it was learned that some bicycle brands had been placed outside the Beijing Fifth Ring Road and then transported to the densely populated areas such as the central city by means of operations. A person familiar with the matter said that some brands nowadays disdain to invest outside the Fifth Ring Road and directly put it into the city. “It is gambling that the relevant departments can detect and fine.”
For ofo, no matter how opportunistic, it is impossible to put a new car in the same amount as before. A person in charge of the ofo foundry told that ofo has no recent orders, and the previous arrears have not yet been settled.
How to use the rest of the car carefully, it is the nextThings to do. Not long ago, ofo launched the “with pile” model in Shenzhen, and did not set up a special physical pile, but delineated the parking area, users who violate the rules need to pay a fine for a certain fee.
But in the shared bicycle market where the tides are surging, the ofo wins and losses have been fixed.