Produced | Tiger Sniff Business Group
Author | Li Ling
Recently, Hello’s fifth-generation shared bike “Yunxing” landed. The first 300 vehicles invested have already landed in Guangzhou and will be launched in more cities across the country after April.
Under the circumstances that the prices of the various platforms are the same and the experience is almost the same, the purpose of sharing bicycles to improve the user experience is clear, and a better riding experience will be formed to increase user stickiness.
But Haro ’s intentions obviously do n’t stop there. Tiger Sniff found that the Hello Travel App has recently launched a “food, drink and fun” local lifestyle consumption portal, which includes hotel, catering and other in-store consumption coupons. Not only that, but also added “borrow money to save money” “car owner service” The contents of finance, car service, maps, etc., have quietly become a prototype of local life service platform.
Hello told Tiger Sniff that Hello travel will extend business based on travel to the whole life service.
In the current epidemic situation, when many companies are facing pressure to survive, Hello is expanding its business, and its funding level is curious.
Hu Sniff was informed that Hello has completed a new round of financing by the end of 2019, and currently has sufficient funds. Hello, CEO of Lei Yang Yang Lei said, “It should be the time when we started our business and have the most cash reserves on the account.” At a recent executive meeting, Yang Lei determined the final form of Hello-a life service platform based on behavior.
Hello joined, and the current competitive landscape of local life has changed a bit. In the past, the local life platform first brought its own local life business, plusThe bicycle and taxi services complement the serviceability of the platform, and now Hello is trying to drive the local service business through the high-frequency property of just-needed travel.
That is to say, travel is the focus, and local service is an accessory. This is not difficult to understand why “cloud line” should land at this time.
Hyunxing is officially called “Better and More Ride-sharing Bike” by Haro, carrying some of Haro ’s unique designs. For example, considering that girls wear skirts easily, this car is designed The cross-height is even lower, and there is the “Hub Lock” equipped with the “Hyunhei” technology of “Cloud Line”, which can be used to lock the car through the mobile phone App, replacing the original horseshoe lock that needs to be manually locked.
According to Hello, “The fifth generation of shared bicycles has made more reasonable improvements to the three parts of the pedals, cushions, handlebars, and users’ contact with the bicycle, making riding more comfortable and more suitable for fitness. Ride a long distance. “
If you do n’t know the reason, if you see these introductions, you might think that a bicycle manufacturer is introducing its own products. And this is precisely the stage of the development of shared bicycles, the most needed differentiated bicycle experience.
At this stage, Hello Bike, Meituan Bike and Qingju Bike have basically formed a three-legged situation. User education in the bicycle market has basically been completed, refined operation has become a platform consensus, and the operation model has been basically finalized. Riding experience transformation and upgrading is actually a way to accelerate users’ differentiation of bicycle brands and establish user decision-making influence.
Hello released the Yunqi, a moped equipped with the Beidou system, on March 23. To further upgrade the Hello voice system, users can navigate while riding a bike while using a Bluetooth speaker in the front of the car. There is no doubt that the “Yunqi” moped solves the hidden safety hazards of watching and navigating while riding a bicycle. If this design is extended to bicycles, it will also improve people’s riding environment.
When all companies are carrying out activities around resumption of work, new bicycles are released at this time, and after taking into account the new crown epidemic to a certain extent, people ’s cautious attitude towards public transportation will promote the growth of bicycle demand. Better bikes build brand recognition.
But the epidemic broke outThe influence of the period still exists. The amount of cycling has dropped significantly, and the impact on the revenue of cycling platforms is also obvious. Tiger Sniff learned that Hello had taken measures to cut costs during the epidemic period, such as reducing marketing SMS costs, improving server usage efficiency and lowering costs, and improving the efficiency and cost reduction of bicycle smart lock maintenance.
“It is very firm to tell you that the company will not face the problem of life and death. In general, our current capital reserve and business recovery are relatively good, enough to ensure that we can successfully survive the epidemic.” Haro Bike Co-founder Li The expulsion said at the executive meeting that many of these measures were planned many years ago, and the epidemic made it move more quickly.
Li Kaizuo believes that the epidemic may be a good opportunity for Haro to develop. Compared with tourism and other industries, cycling is a high-frequency, just-needed basic livelihood consumption, and the Spring Festival was also a low season for business. It’s not serious.
Coincidentally, he revealed that 2019 is the year with the most growth in Hello employees. According to the calculation of Haro’s recently launched local life business, in the second half of 2019, Haro has already begun to “recruit recruits” for local life services.
In fact, even more surprising than Haro ’s entry into local life, Haro expanded business in different areas, such as maps, home services, car owner services, consumer credit, and wealth management, in a short period of time. Despite the current service provided by the Dajia business, or the map function, Hello’s business depth is extremely limited, but according to the purchase history of its page, users are not excluded from buying coupons on the travel platform, which itself creates a Another game of life.
Not to mention, Hello does not seem to be short of money. “Actually, the financing has been going smoothly for the past two years, but it has never been said to the outside world.” Harrow employees told Tiger Sniff.
At the above executive meeting, Yang Lei said that at the end of 2019, Hello completed a new round of financing. Now is the time for Hello to start with the largest amount of cash reserves on the account. “Under the market environment at that time, it was already very good. Although the money was not used, it encountered an epidemic. It was somewhat sad, but in general we are still a very developed company.”
He said, helloFinancial data shows that even under the influence of the epidemic in 2020, Hello can still achieve about 100% business growth, and it is no surprise that Haro hopes to achieve the first breakeven of the entire group in 2020.
For the general direction of the company in the future, Hello started researching last year and concluded that it must develop around the platform strategy. Yang Lei believes that if Haro only stays on the track of two rounds of travel, it may also have sufficient profits, but sooner or later it will face more intense competition.
As for what the platform strategy is about to do, he hopes that Hello will extend to the whole life service direction based on travel. His goal is: DAU will exceed 100 million in the next three years, and will eventually become one of the three mainstream Chinese apps.
Building a new way of playing local life around travel may break the two-strong stalemate. But before becoming a mainstream app in China, Yang Lei needs to consider how the “surprise attack” initiated by Hello to local life can avoid becoming the “assistance” of Ali, the major shareholder.