The "***Sleep Pod" has been stopped. What is the essence of the ***enjoyment economy?

Recently, the "*** sleep capsules" that appeared in the Zhongguancun area of ??Beijing were investigated by the police and determined that these capsules can be used without registering identity information and can easily be used by criminals to hide and stay; space The cabin is closed

with a small internal space, making it impossible to extinguish and escape in time after a fire occurs, posing security and fire hazards. Currently, the 16 locations launched by this company in Beijing have ceased operations and are beginning to dismantle and evacuate the space capsule.

According to media reports, the "***Sleep Cabin" is charged by the hour, and users can rest in the cabin. The sleeping cabin looks like a space capsule. It is equipped with fans, reading lights, charging sockets and other facilities, but there is no air conditioning. The sleeping cabin

Disposable bedding is provided, including disposable sheets, disposable pillow covers and space blankets. The billing standard is 0.2 yuan/minute (0.33/minute during peak period), starting from 30 minutes and capped at 58 yuan. The monthly card package is 788 yuan

/month.

Sharing or marketing? Enjoyable umbrellas, tissues, and bookstores have been launched one after another

Since ***enjoyed bicycles became popular in the ***enjoyed economy, there are not only "***enjoyed sleeping cabins", ***enjoyed KTV Many products under the banner of "enjoyment economy" such as 100% massage chairs and 100% umbrellas have appeared in the public eye. Netizens said that the enjoyment economy has changed a lot since its development, and it feels like everything can be enjoyed.

Since May this year, a company called ***Xiang E Umbrella has launched ***Xiang E Umbrellas in 18 cities including Shenzhen, Hangzhou, and Kunming.

However, the exclusive umbrellas have been put out for less than a week and are almost never recycled. Netizens questioned that this was simply an indirect sale of umbrellas, rather than the so-called "first-class enjoyment". "This should be a classic marketing case, but no one is selling it."

Zhao Shuping, the founder of ***Xiang Umbrellas, responded: "We have not set up umbrella piles. The original intention of ***Xiang Umbrellas is to let people take umbrellas home. It is not the umbrellas that come back that are called ** Enjoyment. You can take it home and use it yourself, or lend it to a friend. This is also a form of enjoyment. It is ridiculous to think that an umbrella should come and go like a bicycle. ”

According to the billing standard of ***Exclusive Umbrella, users can pay a deposit of 29 yuan and then top up the usage fee of 9 yuan to use an umbrella of 0.5 yuan/half an hour. That is to say, if you do not return the umbrella, it is equivalent to buying an umbrella for 38 yuan

. "Come and take a look at my umbrellas. They are of good quality and cannot be bought for more than 20 yuan. Many businesses have come to order umbrellas from me. My umbrellas are very popular." Zhao Shuping said that he has invested in 350,000 umbrellas so far. It is planned to release 10 million umbrellas by the end of 2017.

Some netizens questioned the use of sharing economy marketing, including sharing tissue paper. Since July this year, free paper towel machines have appeared in some public places in Zhongshan City, such as food courts, hospitals, etc. When the user uses it for the first time, log in to the official WeChat account

and the paper towel machine will automatically dispense paper. When using it later, search for a nearby tissue machine on the official account and go there, then click "Scan the QR code to get tissues" in the official account. But you can only get one pack for free every day. If you want to continue

get paper towels, you need to pay 0.5 yuan per pack. After users receive a pack of tissues for free every day and share it with their friends, both the user and their friends can receive a pack of tissues for free.

There are multiple advertising spaces on the tissue machine body. Merchants can pay advertising fees to become recommended merchants of tissue machines. There is a "Merchant Franchise" column in the submenu below the official account of the paper towel machine. Fill in the business information to get the opportunity to install a free paper towel machine. Taking the "high-end model" paper towel machine as an example, the installation deposit is 1,980 yuan.

“From the advertising revenue on the outer packaging of paper towels and the revenue from QR code attracting fans, the net profit is at least 1 yuan for every pack of paper towels. The cost of a paper towel machine is about more than 1,000 yuan. According to the current situation, each machine per day The paper towel machine produces 30 packs of paper towels, which means that the cost can be recovered within two months, and it can continue to produce blood. This is its charm.

" said Zheng Pin, the founder of ***Xiang Tissue.

Zheng Pin told China Youth Daily·China Youth Online reporter that diners would be embarrassed if they went to a mid-to-low-end restaurant without paper towels after eating, so he The idea of ??creating a paper towel machine came up.

“We did not produce a new product, but used the paper towel machine in stock to distribute it to needs. In the hands of people, it is the use of idle resources. Therefore, the foundation of the sharing economy

is established. Our smart terminal for sharing tissue paper also provides a platform for sharing. Finally, the first-class paper towels completely separate the ownership and use rights of items, so it is the first shared economy. "

So what is the "shared economy"? The reporter checked the information and found that the term "shared economy" was first proposed by American sociologists. The essence of the shared economy is to integrate offline For idle goods or services, let them provide products or services at a lower price. For the supplier, a certain amount can be obtained by transferring the right to use the goods or providing services within a specific period of time. Monetary return; for the demander, it does not directly own the ownership of the item, but uses the item through leasing, borrowing, etc.

“** The premise of the *shared economy is to utilize idle social resources without adding additional products and services. "Ding Daoshi, president of Sutu Research Institute, believes that ***Xiang Umbrellas, ***Xiang Tissue Machines, including ***Xiang Basketball, ***Xiang Power Bank, etc. that appeared before

are all It does not belong to the category of the *shared economy. He said that it seems that these items are combined with the Internet and separate the ownership and use rights of the items, but not all items related to the Internet are considered *. **Sharing Economy, because they violate the characteristic of "integrating idle resources". This is the "Internet" rather than the "Internet"

Ding Daoshi said that currently, it can really be regarded as the **Sharing Economy. , only houses and rides. Strictly speaking, bicycle sharing cannot be regarded as a sharing economy, because it is not an idle resource. If we follow the logic of bicycle sharing, then all hotels in China are. *Enjoy the hotel.

Hefei Xinhua Bookstore’s Sanxiaokou store has also recently launched the “***Enjoy the Bookstore”. Readers can borrow two books for free each time after paying a deposit of 99 yuan. Books over 150 yuan can be read for free for 10 days.

“What is the difference between this and the library? "In response to netizens' doubts, the person in charge of the Sanxiaokou branch of Xinhua Bookstore explained that reading and borrowing books in the library requires a card, which is a cumbersome process, while borrowing books using the App only needs to be completed with a mobile phone.

"I am right* **I’m not familiar with the sharing economy. This can be said to be part of marketing, but not entirely. In addition to marketing, what we hope to see more is to increase the reading volume of readers and achieve universal reading. Because ***

Xiang Bookstore App lowers the reading threshold and saves them the cost of buying and borrowing books. "The person in charge said, "Everything comes out with good and bad qualities. It can't be just positive without negative. ***Bike sharing is essentially just a car rental platform. ”

This exclusive bookstore has also launched a “reading scholarship” system. Every time a user borrows a book and returns it on time, a reading scholarship will be awarded directly to the user’s account. Every time the user successfully borrows Return a book to get a 1 yuan reading scholarship, and read 12 books within 90 days to get a 8-yuan reading scholarship refund.

Expert: This is a time-sharing rental, not exclusive enjoyment. Economy

As for ***Xiang Bookstore, Ding Daoshi believes, “This model existed decades ago, but now it just adds the Internet as a book lending platform. Its essence is time-sharing leasing. It's not a shared economy. ”

“Bookstores believe that organizing books that citizens don’t have time to read is making use of idle resources and is a sharing economy. This is a misunderstanding.

Because a bookstore is essentially a book-selling institution, how can the items inside be considered idle resources?

If someone compiles the books that people in the city don't read and then builds a platform to rent books, this is using idle resources and can barely be considered a sharing economy. "Daoshi Ding said," ***Xiang Bed and ***Xiang Bookstore are of the same type. They are all time-sharing leasing, not a sharing economy. ”

Zhu Wei, a researcher at the Communication Law Center of China University of Political Science and Law, believes that C2C is the sharing economy, and B2C is not the sharing economy. They are using the banner of the sharing economy. Zhu Wei believes that people regard the sharing economy as Wrong understanding

For example, Shouyue Auto and Shenzhou Car Rental purchase cars on their own, which is not a sharing economy, because the sharing economy platform is an information exchange that shares information. Platforms, real cars should come from the private sector and users. Taking ofo as an example, when it first developed, it was indeed a sharing economy. On campus, people put unused cars on the platform. , let others ride. But now, including Mobike and Little Blue Car, the platform buys its own bikes. This is no longer a sharing economy, but an asset-heavy platform.

Just as the sharing economy is becoming more and more popular, recently, the concept of "playing with cats for fun" has quietly become popular on social networks. An article introducing this concept said that users open the app and check it out. For nearby cats, click

Use Cat Now. After finding the cat, you can scan the QR code to start petting the cat. The fees for petting different types of cats are different. The cats can be discarded at any time and wait for the next appointment. The user caressed. “If you pay this 200 yuan deposit, all the cats in the world will be yours.

"According to the reporter's investigation, there is more than one company that wants to make a cat-sharing app.

However, this so-called cat-sharing also makes netizens angry: "In other words, the cost of cat abuse is only 200 yuan”, “What should I do if the cat recognizes the baby? What to do if you are abused? What about her usual food and accommodation? Have you ever considered your cat’s feelings? "Not making this app is the best protection for cats."