Sharing the second half of the bicycle, the winner may be to eat melons.
Author Qiu Xiaofen
Editing Yang Lin
In the summer of 2019, shared bicycles with different colors on the road during commuting, which means that this market has already opened a new round of reduction, replacement, and even clearing – white is ha From the former ofo, it became the new color of the Moby, and the blue little blue bicycle was replaced by the tiffany blue green.
The color of shared bicycles today is completely different from the market pattern when the capital is hot three years ago and there are many players. In the four years, the cold winter of the capital, the market of shared bicycles experienced a round of reshuffle, from the original war, to the giants took over/acquired.
Sometimes to think about it, in the ups and downs of the competition, the giants played the role of the savior, or the planners? The arms race came to a close, and did the giant really get what it wanted, and who benefited from the outcome?
The giant takes over: not arsenic, not honey
After the reshuffle of the capital winter in 2018, the shared bicycle brand that relies heavily on funds is either dead or only survived by the giants: Moby chose the US group, and Harbin chose Ali, Xiaolanqing I chose a drop. Shared a bicycle as a giant game, has long bought a foreshadowing.
In the second half of 2016, the arms race between Mobai and ofo began, and the hot money in the shared bicycle market surged. The giants also used money to bet on it: in the three months from August to October 2016, Both Mobai and ofo have completed three rounds of financing of about 200 million US dollars. The employers of Mobye are Tencent, Sequoia China, Gaochun, Temasek, etc.;ofo’s management is Alibaba, Didi, Ant Financial, Jingwei China Wait. In 2017, Didi has even sent executives to theo.
When the two sides fought fiercely, the employers generally believed that since the end of 2017, Moby and ofo won and won, and even investors have personally combined too and Moby. However, they only guessed the beginning – The addition of giants, the competition for sharing bicycles is no longer simple.
The giants have their own wishful thinking: For the US group that is also a Tencent department, Moby is an important part of the local ecosystem. The combination of bicycle and aggregated taxi mode can be used to find a restaurant. The act of eating at a restaurant is connected.
Drip and Ali don’t put the eggs in a basket, so before the ofo’s fate settles, it’s already open.Start investing, support other bicycle brands, or do it yourself.
For the drop, the “last mile” bike is supplemented by a four-wheeled travel service to increase the influence of the drop on the trip; Ali said that one of the main entrances of Harbin bicycles is Alipay. Bicycles, as C-side high-frequency products, can bring new users and traffic to Alipay, and bring new usage scenarios to Sesame Credit.
However, sharing a bicycle company is indeed a helpless choice when it comes to the giant: was taken over, can save lives, but also lost its core position.
ofo is very different from the fate of Mobai. Offended, lost the heart of Ali’s heart, unable to bear the huge amount of funds to follow, the main business is not profitable, the “return deposit” that broke out at the end of 2018 became the last straw overwhelming the ofo . No one is willing to take over, and theo can only survive.
Moby was accepted by the US group in the harem, which also means losing the core position of independence – “Mobai Orange” was replaced by “Mei Tuan Huang”, the entrance was gradually integrated into the US group app, and the account of Moby was replaced by Meituan account, even in the US group’s financial report, Mobai will not be separated to calculate the cost-benefit, the number of words described.
Because of the lucky little blue bicycle, the mountain is running out of water, but since the localities have tightened the quota, Xiaolan has now smashed the paving slabs of the younger brother’s bicycles. In Beijing, it is in the name of replacing the old blue car. Even so, when Didi was in crisis last year, regardless of the son’s son, the shared bicycle was “closed and turned” as a non-primary business.
Hello bicycles are supported by the Alipay entrance. When theo is fighting in the first-tier cities, Haha quickly landed in the second- and third-tier cities in a deposit-free mode, and re-cut the market share. However, the Harbin bicycle has also changed its name to Harbin, and has developed more profitable businesses such as windmills and two-wheeled electric vehicles. In the future, it is hard to say whether the loss of bicycles will be marginalized.
Business is difficult to do, and the fight has begun again
Even if taken over by the giants, the shared cycling industry is not so moist. Changes in the social environment and regulatory pressures mean that shared bicycles can no longer be freely pitched as before. Moreover, in the past four years, the problem of shared bicycle public management and low turnover rate has not been resolved. Public management points to future market quotas, and turnover rate points to profit.
In September 2017, Beijing stopped calling for additional parking for shared bicycles.The region responded. One year later, Beijing locked the upper limit of shared bicycles at 1.91 million, and forced “can only reduce, not increase”. Compared with the number of shared bicycles at the time of the stoppage, the total amount has been cut by more than 20%.
At the same time, the data shows that in the first half of 2018, the daily average number of bicycles shared by bicycles in Beijing was 1.42 million, which means that each vehicle averaged only 0.7 times a day; in addition, bicycles The monthly activity level is less than 50%, which is equivalent to nearly half of the vehicles being idle. In conjunction with the retreat of surplus vehicles and old vehicles, there has been a phenomenon of bicycle cemetery that is quite criticized everywhere.
Along with the total decline, the public management of shared bicycles has also risen to the regulatory level, and companies have begun to accept operational capacity assessments and are linked to the actual quota of bicycles.
At present, Beijing is studying and formulating the “Management Measures for the Quality Assessment of Operational Services of Shared Bicycle Enterprises”, which regards the operation and service, parking order, dispatching capability and complaint service of bicycle enterprises as the basis for increasing and decreasing the vehicles. Although this plan has not yet landed, the idea has been tried in some cities. For example, Xiamen’s quota plan is to give 45% of the first place in the comprehensive evaluation, 35% in the second place, 20% in the third place, and fourth. The name is not eligible for driving.
In order to get the quota, the shared bicycle companies have also opened a new round of “combat fighting.”
In addition to the mandatory implementation of electronic fences and the scope of cycling and parking, companies have begun to self-awake and work hard on public management. Mobai, Haha, and Green Orange all went online on their own or tried the corresponding functions of checking violations. They also formulated a fine rule for violations. Moby is charged a management fee of 5 yuan, and Haha is directly credited. The credit score is too low and the user’s hourly ride price will also rise. In addition, in Wuhan, the first batch of 300 green orange bicycles equipped with Beidou navigation positioning chips have also been put into trial.
On the dark side, the shared bike market is now basically “brave takes all”. Previously, the practice of some bicycle brands was to deliver cars to the outside of Beijing’s Fifth Ring Road and then transport them to the densely populated areas such as the central city. An insider said that some companies have even dismissed the outside of the Fifth Ring Road and placed it directly in the city. “It is gambling that the relevant departments can detect it.”
This statement is also traceable. The Harbin, who is surrounded by “urban encircling the city”, has been very eager to enter the battlefield in Beijing. It is reported that Harbin was fined by the Municipal Communications Commission for several times due to repeated violations in January this year. This is the case with green citrus. In the absence of reporting to the Municipal Transportation Commission, more than 3,000 shared bicycles were placed in the areas around the Haidian District and the West Second Banner subway station. Always said to be “replacement” rather than delivery.
Shared bicycles are not a public good, from competing for market rulesThe beginning of the model means that the giants are also counting on the profitability of the bicycle.
Determining the sharing of bicycle revenue, in addition to the size, there are customer unit prices. As early as April, Moby, Harbin and Xiaolan announced that they would try to increase the length of their time in Beijing, from 0.5 yuan / 15 minutes to 1 yuan / 15 minutes. In early July, Mobai adjusted prices in several provincial capitals, but the adjustment was a more direct starting price.
At present, Harbin is also implementing a car with a higher turnover rate. In the scenic area, outside the two rounds, Harbin is developing a three-wheel/four-wheel shared bicycle. At school, the sky blue campus car has also been opened for use. According to Harbin, the campus car has covered more than 300 schools in China. These vehicles can only be used in certain areas, and the boundaries also guarantee the concentration and usage of the bicycle.
The good news is that the new round of competition is more rational than before., there is no way to put a lot of money out/go overseas, companies are working hard, and the daily turnover rate of bicycles is It has improved a lot before.
From the data point of view, during the first half of Beijing, the turnover rate of Mobai was 1.7 times per vehicle, the small blue was 2.8 times per vehicle, and the haze was 1.6 times per vehicle, with an average of 0.84 per vehicle. The 0.7 times/car has improved. A person familiar with the matter said that during the peak hours of commuting in Shanghai, the turnover rate of Mobai could even reach 3-4 times/car. This also shows that there is still a lot of room for the daily average turnover rate of bicycles.
So, who won in the giant game of shared bicycles?
Before the real profit model, the answer is obviously not the giants responsible for taking over, but the user should be accurate – the entry of the giant has accelerated the industry reshuffle, and the more capable brands are in the survival of the fittest. Survival in the game, the bicycle experience has improved, even if the price increases, it is within acceptable limits, and the headaches of public management problems are being cracked by both the company and the regulator.
It can be said that the second half of the shared bicycle is a race of operational ability, and the change of the color of the bicycle is only the opening.