The online car-hailing market seems to be returning to the “on track”, but Didi was fined more than 8 billion yuan, Huawei and Tencent entered the online car-hailing business one after another, and the online car-hailing openedair conditionerWith the news of the need to increase money and other news, the online car-hailing market is also “undercurrent”, and perhaps a new “qualifying competition” is underway.
“Golden Season” does not worry about single volume
“On June 1st, when Shanghai restarted, I grabbed the reservation form immediately, set off from home in the middle of the night, and gave myself a ‘construction ceremony’.” Two months later, Master Fu, the driver of Xiangdao, recalled During this period of time, he sighed that from the beginning of a dozen orders a day to more than 30 orders a day, it has basically reached a state of saturation, “Now is the peak season for online car-hailing, and the number of orders is basically the same as the normal period before the epidemic. “
Every day before 6 am, Master Fu leaves the car. The morning and evening rush hour is a “prime time period” that every online car-hailing driver does not want to miss. “From mid-June, the daily order volume is basically saturated.The daily running water is about 1,000 yuan, which is 100 yuan less than before the epidemic. “Master Fu told the “IT Times” reporter.
Two or three o’clock in the afternoon is Master Fu’s rest time. During this time, the weather is hot, and it is not a peak period for car use. Using these two or more hours, Master Fu took the opportunity to rest and prepare for the evening peak. I work until midnight every day, and I spend more than 13 hours in the car every day.
Another Didi driver, Master Xu, also told the “IT Times” reporter: “Now it is almost the same as before the epidemic. I can do more than a dozen orders in the car for 10 hours a day.”
A research institution randomly launched a questionnaire survey on hundreds of online car-hailing drivers and some passengers. The results show that seven areas, including Xujing in Qingpu District, Zhangjiang and Tangzhen in Pudong New Area, are the “hot spots” for drivers to take orders.
However, in the “golden season” when there is no worry about single volume, the income of drivers has not increased. Master Fu said that there are two main reasons. One is that the oil price is higher, and the cost of drivers has risen; the other is that the platform does not reward drivers much. “I drive about 350 kilometers a day, and the cost of oil increases by 20% to 30% every month. I also take the oil price into account when I go home and rest during the hottest time period.” Master Fu said that the platform had running water in the first two months. Ranking reward activities, it is not easy to get rewards, you can’t relax all day.
Many drivers told the “IT Times” reporter that the increase in oil prices has a considerable impact on the cost, and they spend at least one or two hundred yuan a month.
Previously, online car-hailing drivers had been caught in the “air-conditioning fee dispute”. Due to the high temperature and the increase in oil prices, this contradiction became more prominent. “Especially when the passenger asks for a buy-it-yourself price, the driver will indeed feel that the cost is a bit high.“An online car-hailing driver told the IT Times reporter.
As one of the main regulatory basis for online car-hailing at present, the “Online Taxi Booking Operation Service Specification” also stipulates that the operation service of online car-hailing should meet the industry standard of taxi operation service, and the driver “should raise and lower the window glass according to the wishes of passengers. , the use of related service equipment such as audio, video and air conditioning”.
two sides of a coin
Although the driver is not worried about the order quantity, he still can’t stop the platform from “spreading coupons” and getting the passengers into his “bowl”.
Recently, “IT Times” reporters have often received coupons from some online car-hailing platforms, such as 40% off special car coupons for Dao travel, 10% off coupons for instant kills, 40 yuan coupons and discount benefits for referring friends. On Douyin, “IT Times” reporters often read “welfare advertisements” for Meituan Taxi, including a 50% discount coupon package with a maximum value of 60 yuan, etc. The reporter’s Meituan Taxi account also has a 20% discount taxi coupon lying there. Up to $15.
Even the “national team” T3, which started out as a high-end “Hongqi” model at the beginning, has now added more down-to-earth models such as special, fast and fast, and these economical models can also use coupons. A trip with a base price of 14 yuan is as little as one or two yuan cheaper, and as much as four or five yuan cheaper.
Compared with the expensive “Hongqi online car-hailing”, these models are suitable for the needs of more passengers. Judging from the recent experiences of the “IT Times” reporter, the response speed of the vehicle is not slow. Perhaps the “red flag” alone is not enough to support the operation of the platform. Take the order with a base price of about 14 yuan as an example. At the same time and the same distance, if you choose the “Hongqi” model and use a larger coupon, the estimated price will also exceed 60 yuan.
“The current T3 travel is similar to Didi!“Some T3 drivers described it this way.
The scale and compliance issues of the online car-hailing market are like two sides of a coin. When T3 chooses the “Didi model”, it must face and solve compliance issues while gaining scale benefits. According to media reports, T3 Travel has received many administrative penalties, all of which are related to the failure of the driver or vehicle to obtain relevant operating qualifications.
It is undeniable that the online car-hailing market can no longer be played by “burning money”, and compliance operation is the core of market competition. Chen Liteng, a digital life analyst at the E-commerce Research Center of Netease, told the “IT Times” reporter that due to the compliance review of Didi, part of the market has been vacated, which has become the target of other online car-hailing platforms, but in terms of development stage, The role of price competition is not great, and the platform does not have enough funds for long-term subsidies. For old players, at this stage, they still rely on compliance, refined operations and high-quality services to attract and retain users.
Convergence mode or form the next force field
The online car-hailing market has always been changeable, the market ranking has been changing, and the entrants have been changing.
In July last year, after the Didi App was taken down, the online car-hailing industry ushered in a short window period. Many ride-hailing platforms launched subsidies to seek to increase the scale of registered drivers and users in the short term. Recently, Didi received another oversized fine of more than 8 billion yuan. In the eyes of the outside world, Didi has “fallen off the altar”.
However, the user scale and market size of online car-hailing have been growing, and it is a fertile market coveted by giants, which is enough to attract players to continue to increase their investment.Last year, Cao Cao Travel, T3 Travel, and Ruqi Travel all completed financing. With “grain storage”, you can send red envelopes.
In the gap between the vacancies, the online car-hailing market has ushered in two more heavyweight “players”-Tencent and Huawei. In WeChat, the “IT Times” reporter saw that after entering the “travel service”, he could call online car-hailing on multiple platforms including Cao Cao, Shouqi, and T3. However, the number of online car-hailing companies that have joined WeChat travel services is significantly less than that of aggregation platforms such as AutoNavi.
Huawei has also launched a beta version of the taxi app “Petal Travel”, which is launched in Beijing, Shenzhen and other cities, and also provides aggregated travel services.
In Chen Liteng’s view, seizing the online car-hailing market is not the main purpose of Tencent and Huawei. Tencent has Tencent Maps and Huawei has Petal Maps. Both of them entering the online car-hailing market are more to enrich the usage scenarios of their maps and improve their respective ecological layouts. .
Using travel services through aggregation platforms, many netizens have become accustomed to this type of model, and one-stop taxi hailing saves a lot of time and energy. For the platform, the aggregation model is more lightweight, it can attack and retreat and defend, risk controllable, investment controllable, can seize some markets, help itself realize traffic monetization, and increase user stickiness to feed back its own business.
“In terms of business model, ride-hailing is an asset-light model. The cost of business startup and follow-up operations is low, there is no pressure to burn money, and it can enrich its own business ecosystem with ride-hailing services. In the view of many online car-hailing service providers, Instead of taking the risk to find traffic, it is better to rely directly on giants to buy traffic.” Chen Liteng said.
Perhaps the aggregation model will become the mainstream in the future, but how to effectively supervise and review the partners under the aggregation is a major challenge for the aggregation platform.