There is not much time left for Dai Wei.
Editor’s note: This article is from the WeChat public number “Tech Planet” (ID: tech618), the author often Yu Jing.
ofo hasn’t fallen yet, but it’s still very difficult to survive.
The data of the Beijing Municipal Transportation Commission recently showed that ofo has 200,000 orders per day in Beijing. “The legal quota for ofo in the Beijing Municipal Commission is 900,000, but now the road can only use about 200,000.” An industry insider told Tech Planet (WeChat ID: tech618) that the ofo has other sharing Market quota envied by bicycle companies.
However, the now ofo obviously cannot operate normally. Take the Beijing market as an example. At present, the 200,000-day order that 勉力 maintains is still a certain gap compared with the 851,000 times a day for a bicycle and 513,000 times for a small blue bicycle.
Theo, which was once favored by capital, has experienced the problems of being “closed”, difficult to return the user’s deposit, and defaulting on the supplier’s arrears. What is the situation now? What methods does it use to make it difficult to save itself?
There are still 16.16 million users waiting to return the deposit
On December 17, 2018, in the cold winter, hundreds of people came to the Beijing headquarters of theo-Internet Finance Center to ask for a deposit. The people who followed came from the elevator to the outside of the building, and went to the side of the road.
Afterwards, the voice of the deposit on the Internet is getting louder and louder, and users are asking foro to refund the deposit. Even some lawyers gave the “ofo strongest refund deposit strategy” and used “fake bankruptcy” to force the debt.
Tech Planet (WeChat ID: tech618) found through the actual test, as of 14 o’clock on August 23, there are still about 16.16 million users waiting in line to wait for the deposit. During the period, the refund rate of theo is not consistent. For example, from February 16th to 18th, the refund amount is 22,000, and on August 19-21, the refund amount is 5600. According to the average daily refund of 3,500 people, the ofo will take 12.6 years.
ofo’s road to self-help
In order to pay off the deposit and revitalize the company, it can be seen that ofo is struggling to survive through a series of initiatives. Wading P2P, selling online and offline advertisements, taking orders from the public, entering the e-commerce field, and launching a pile model can only say that theo’s desire for survival in the past year is very strong.
Self-help mode 1: P2P
As early as August 2017, ofo announced the joint monthly card with the United Futurization Group.
In March 2018, the user of ofo said that after the APP refunded the deposit, it found that the account was bundled with the online loan platform 玖富万卡, which can obtain the user’s name, ID number, mobile phone number, location and other information. Once registered, you can’t log out.
Beginning to the end of 2018, Beijing Byklock Technology Services Co., Ltd. (ofo subsidiary) and Yu Fubai, and the natural person Chengcheng established a new company. Soon, the ofo subsidiary pledges all the shares of the new company it holds to the rich white.
There is an analysis that this series of operations is to “live” and “hold the group to warm up.”
In this regard, theo responded to the media, saying that “subsidiary share participation is a normal way of foreign business cooperation, and it is also a new direction in exploring the technology-enhancing entity industry.”
In fact, in addition to the products of the 玖富集团, the ofo has also cooperated with many online lending platforms such as PPmoney.
This series of behaviors triggered a strong dissatisfaction from netizens, saying that “Don’t sell me”… At present, with P2P thunder, ofo has stopped cooperation with P2P company, this road has already Was blocked.
Self-help mode 2: Advertising
In May 2018, ofo began to experiment with body advertising. The brand’s advertising parts on the body include rear wheel triangles, baskets, handlebar triangles, seat covers and axles, according to theo’s bicycle operating data and brand. Willingness to deliver, the number and area of bikes to be advertised will be selected. Launched at the same time, there are App in-end ads.
The following month, ofo announced that the total revenue of B2B businesses including body advertisements, app-side advertisements, and corporate green cards exceeded 100 million yuan.
In August 2018, ofo released a 5 second advertising campaign on the app. This highly anticipated business has not been able to become a steady cash flow.
This comes from the fact that Dai Wei has released a program called “Victory Day”. The core of the plan is to sell the advertising space. In order to find potential advertisers, ofo also encourages all employees to pull ads to find cooperation. According to the plan, users have a 5-second short video ad pop-up when driving with the App scan code.
Based on the cooperation plan obtained by the mediaAccording to the report, there are three types of cooperation: national delivery, targeted regional delivery, and one-third rotation. The “Ocho Audiovisual Storm” given by theo is priced at 1.75 million/day, with a discounted price of 750,000, claiming an exposure of 15 million. In addition, in order to improve efficiency and reduce advertising costs, “audio-visual storm” can be selected separately. Or multiple cities, executed at city prices. For example, the single city in Beijing and Shanghai is 100,000 yuan/day, and if one-third of the carousel is 30,000 yuan.
Self-help mode three: public number promotion
After the November 2018, the struggling ofo even began to sell its own public account resources. At the time, Ofo’s WeChat public account pushed, “A person who has been drinking honey for a long time has turned out to be like this? ? ? The article, it seems that ofo is a honey advertisement. Push release is less than 2 hours, the reading volume has exceeded 100,000, it seems that ofo billions of dollars still “burned” out many users.
In August 2019, ofo was once again promoted on the WeChat public account, and released the English resource that was compiled in a month! Share it all at once, with no hands! 》.
According to the publication quotation documents obtained by the media, the ofo public number soft text is at least 480,000 yuan. In this way, the ofo public number is also the price of the industry head KOL.
Self-help mode 4: E-commerce
ofo itself is not a traffic business, so there is a limit to the advertising business.
In the later ofo’s mobile page, there is a new option for “Discount Mall”. Users who do not have a refundable deposit can choose to upgrade the deposit to gold coins, which can be used for shopping malls. According to the redemption rules, 1 gold coin = 1 yuan, 99 yuan deposit can be upgraded to 150 gold coins, 199 yuan deposit can be upgraded to 300 gold coins.
After the upgrade, the user can use the gold coin separately, or use the gold coin + cash to exchange the goods in the mall, such as paper towels, snacks, coffee, wine, juice machine, headphones, speakers and so on.
The industry believes that because of the large user base of theo, coupled with the high efficiency of e-commerce, e-commerce may be the best solution for theo to get rid of the financial dilemma.
Self-help mode 5: Launch with pile mode
In addition to the above four methods, the introduction of the pile model is also regarded as one of the ways of theo self-rescue.
According to the investment community, recently, a number of ofo small yellow car parking spots were discovered in Luohu District and Futian District of Shenzhen, and the “of pile mode” was experienced firsthand – no physical piles were built, but the users were When you close your order, you need to find a dedicated parking spot to complete the return. Need to be reminded that if the user does not stop by the rules, they will be charged a 20 yuan vehicle management fee.
ofo Xiaohuang car co-founder Yu Xin also confirmed to the media: “ofo is indeed implementing a new pile model, which has been in line in Shenzhen Luohu District and Futian District, and is running well.”
However, an industry insider told Tech Planet (WeChat ID: tech618) that “there is no market mainstream, and shared bicycle companies generally only set up where the government requires it.”
It can be seen that ofo has almost exhausted all the ways that can be thought of. P2P, advertising, e-commerce, return to the traditional pile model, ofo help the sharing bicycle industry to do a lot of revenue exploration. However, at present, the results are not satisfactory.
“I still hope that companies such asOo can explore a sustainable development model of sharing economic models in the struggle, and do not want such a convenient product to withdraw from our lives.” A netizen wrote a message on social media. Road.
But iso still tomorrow? It seems that there is not much time left for Dai Wei.