Transformation of Didi Aggregation Network's Car Playing Method

Meituan took a taxi and finally went to the next city.

On June 5th, on the eve of Dragon Boat Festival, Meituan officially landed in Beijing by taxi, which is the base camp of Didi, a veteran online car player.

But no one expected that the gesture of taking a taxi to Beijing by the US Mission had changed from a fighter who spent a lot of money with Didi in many places in the past two years to another taxi of Gaode.

At this point, Gaode and Meituan entered the market in a low-cost and zero-capacity way, becoming the external "flow pools" of a number of small and medium-sized carpooling platforms such as Shouqi, Caocao, Sunshine and AA, and gradually turning the online carpooling field into a three-legged trend-Didi, once a monopoly, ushered in two powerful rivals in fact.

Unlike history, I'm afraid no one can do it in the short term.

Meituan v Didi: the beginning of both losses.

2065438+In February 2007, Meituan launched an online taxi service.

At that time, the US Mission did not choose first-tier cities as bases, but avoided the edge of Didi and took Nanjing as the first stop. It was not until March of 20 18 that the US Mission took a taxi and officially landed in Shanghai, and it quickly launched a tug-of-war with Didi.

Almost at the same time, Didi announced that it would invest heavily in the takeaway business. The first cities are Wuxi, Nanjing, Changsha, Fuzhou, Jinan, Ningbo, Wenzhou, Chengdu and Xiamen. Didi Takeaway won the first batch of merchants and users by reducing commissions and rewards, just like the practice of Meituan grabbing Didi's site.

Meituan took a taxi and gave the top 10,000 registered drivers in Shanghai a welfare policy of zero withdrawal (later changed to 8%) within three months. At the same time, as long as you are online for 10 hours and 10 tickets in a single day, you can get the security benefits of 600 yuan, and 200 yuan will be rewarded if you exceed 600 yuan. This subsidy was caught off guard by Didi. At that time, Didi still maintained a proportion of about 20%.

Shortly after the taxi business landed in Shanghai, Wang Xing, CEO of Meituan, publicly declared that he would "get one-third of Shanghai's market share within three days." It was indeed done under a large subsidy, and the order volume in three days exceeded 300,000.

The good times didn't last long. Just one month later, Didi's internal mail said that the US Mission lost more than 30 yuan, which was unsustainable. "It has been suppressed within 15% and is still declining."

In addition, the Shanghai Municipal Transportation Commission, the Municipal Public Security Bureau and the Market Inspection Bureau jointly interviewed Meituan after taking a taxi on Meituan.com for less than 12 hours. As a result of an interview, the data of registered vehicles and drivers of Meituan taxis need to be connected to the Shanghai industry supervision platform, and advertisements with low-priced competition are ordered to be removed.

Then, the US Mission announced its high-profile entry into Beijing, Chengdu, Hangzhou, Fuzhou and other cities. According to the report of CBN at that time, Meituan also prepared a taxi service of $ 1 billion for cities including Beijing, and there was no cap on it.

Unexpectedly, this so-called "online" is actually a year.

This year, the network car industry ushered in great changes. Didi Shunfeng was forced to go offline because of frequent security problems, and the expansion of the US group taxi also came to an abrupt end.

On the one hand, several incidents in which Didi Shunfeng was killed made the whole public opinion orientation extremely unfavorable to the promotion of online car service; On the other hand, burning money to expand the land made the US delegation feel tired. As a listed company, Meituan needs a relatively good financial report.

Meituan's financial report shows that 2011200 million yuan is the new business income including Meituan's taxi service, and the sales cost is 155 million yuan, of which the related cost of online car drivers is as high as 4.463 billion yuan, which is 14 times higher than 293 million yuan in 20 17.

Didi is also in the same predicament: in 20 18 years, Didi suffered a huge loss of 109 billion yuan, of which11300 million yuan was invested in driver subsidies. Chen, CEO of Didi Chuxing, calculated an account in the built-in Q&A module of Didi Chuxing's app: the sum of various fees (2 1%) exceeds the actual service fee (19%), and the difference (2%) is borne by the car service of Didi Chuxing-this part is a loss.

2065438+In February 2009, Didi announced that it would "shut down and transfer" its non-main business, and announced that it would abolish the whole take-away business department internally and move overseas. Just two months later, Meituan took a taxi and announced that it would change its business model and launch an aggregation model in Shanghai and Nanjing.

At this point, the first confrontation between Didi and Meituan can be said to be both losses.

Change the attitude of Buddhism

After a year of silence, Meituan finally launched a taxi service in Beijing on the eve of the Dragon Boat Festival on 20 19. At present, the most commonly called economy (standard Didi Express) is mainly based on sunshine travel, AA travel and Cao Cao travel. In comfort, business and other mid-to high-end models, platforms such as SAIC and Shenzhou also have access, but compared with Gaode, they lack Didi, Ctrip and taxi services and are at a disadvantage in terms of vehicle source.

At the same time, Meituan has taken off the independent taxi App, and the driver side also shows that "the current location city (Beijing) has not yet been opened". It can be seen that Meituan is no longer between self-operation and aggregation, and is determined to attract more travel service providers through "traffic".

Pingxi Pinwan tried to take a taxi from Meituan during the evening rush hour, which can best reflect the transportation capacity. Tested in West Fifth Ring Road, West Fourth Ring Road and West Second Ring Road, but failed to get a taxi. At the same time, it ended two successful taxi calls of Didi Express and one successful taxi call of Gaode Sunshine Economy. In terms of price, Meituan taxis are basically at the same level as Gaode, which is faster than Didi.

We found that many drivers knew nothing about the US delegation coming to Beijing, even a little surprised: "No wonder Sunshine and AA are upgrading and maintaining these two days, probably docking the US delegation."

At present, the main scene associated with Meituan taxi and its main business is that users can take a taxi to a certain merchant (hotel or restaurant), and they can directly click on the taxi page in Meituan App as an enhancement of their one-stop life service.

In this regard, the US Mission has repeatedly stated that "the new model focuses on using technology investment to enhance the user experience and will not involve large subsidies."

There is no difference between the US Mission taxi and the travel platform accessed by Gaode. In addition to bringing new passenger orders to these platforms, the fundamental problem of insufficient transportation capacity in the industry cannot be solved simply by aggregation mode. Meituan, which no longer seizes transportation capacity, has lost the capital to compete with Didi, even in front of Gaode.

Compared with the strong posture of the US Mission before taking a taxi, this trip to Beijing can be described as a "Buddhist system", but it can still swallow the user's needs that are gradually difficult to digest in the aggregation mode. Gao De is a positive reference.

Capacity is king, and Didi indirectly completes the opponent.

"The title is sealed, Didi won't let me do it." Sun Shifu, the sunshine driver, said to PingWest Pinwan.

At present, the market share of Didi is still as high as 90%, but there are more and more cases of not getting a car. In other words, 90% of the market share can't meet the needs of 100% Didi users, mainly in the morning and evening peak hours, bad weather, night hours and so on.

PingWest tried three more platforms after midnight on 12. At this time, Didi suggested that there were more than 60 people waiting in line in front, while Meituan and Gaode didn't have to wait in line, which was almost a "second pick-up". The person who took the order was Li Shifu of "Sunshine Economy". He said, "You can't get a taxi. I can't get the order for a long time. "

This also confirms from the side that the mismatch between the capacity of Didi and the needs of users is intensifying.

In addition, some media reported that at present, the daily order volume of taxi service in Gaode has exceeded 4 million, and the revenue per order is 1.5-2.5 yuan. Based on this calculation, its order volume has reached16% (25 million orders) of Didi, and its profit will exceed 3 billion yuan/year.

Although Gaode also denied this data to PingWest, Gaode taxi has become the second choice for many users.

Actually, this is a chain reaction. One of the reasons for this phenomenon is that "Didi has successively dealt with a large number of drivers whose comprehensive assessment is not up to standard. Now there are a lot fewer owners of Didi, and the most capable, full-time and capable people in the past have been laid off by Didi. " Master Sun said.

The reason is that these people are mainly black car drivers and have basically been investigated and detained. According to Li Shifu, "As long as they are detained once, the state will ban them from going online, and Didi must cut them off. However, these people who stay may not be able to do it. "

Li Shifu said, "I was detained once, but I didn't expect to be named directly."

According to the feedback from many drivers, most of the "economical" drivers who travel in Sunshine and AA come from Didi. Master Sun revealed, "These drivers who cut off the supply of Didi were very annoying at first, and the result was easily yellow and the money could not be raised. Now they are all admitted by Sunshine and AA. "

"You can go online in compliance with other platforms, indicating that you don't want to use these people. You always let others steal business because it doesn't have so many drivers and there are many jobs. Isn't it no use having no car? " Master Sun said.

Obviously, these drivers released by Didi are becoming the core competence of competitors.

Correspondingly, travel platforms such as Sunshine and AA will also take the old road of Didi and bear the risk of violation. Once investigated, the service capacity of the aggregation taxi platform will be greatly reduced, and the so-called market share will also become a bubble. Master Sun analyzed, "At present, sunshine travel may be the second largest transportation capacity in the industry."

20 16 Beijing officially issued the "detailed rules for the management of online taxi booking services". According to the detailed rules, Beijing still continues the previous "Beijing-Ren Jing" regulations, and the driver's license of the online car driver needs to be issued by Beijing. Individuals and vehicles accessing the network car platform must pass the examination before they can participate in the operation.

This also greatly limits Didi's expansion of the driver team, and not all compliant drivers are willing to bring the car in.

"No matter how to calculate, I do it legally and don't want to be checked every day. Even if a car10.5 million, the operating vehicle insurance will be10.4 million per year, and it will be scrapped after eight years of 600,000 kilometers. I run for five years at most every day, and the depreciation is about 300 per day. If you count the cost of oil, the cost will be 600-700 in one day. " A driver of Cao Cao's car calculated an account for Pingxi.

The driver also said that if the monthly flow of Cao Cao platform is around 20,000, you can get 1.8 million-1.9 million. "I am fooling around now, and I probably get 12000 yuan. The company loses money, and everyone is losing money to do this. Do the market first. "

The fact that these small and medium-sized travel platforms have to face is that there is no traffic on the platform and drivers don't take orders, so drivers are likely to switch to such a big platform as Didi, and with the arrival of Gaode and Meituan, this disadvantage has been made up, which has also led small and medium-sized travel service providers to regard capacity as the only core indicator. Correspondingly, the flow advantage of Didi is declining.

A new story: Didi aggregation

Didi has become the absolute boss of the industry, but it is still treading on thin ice, which has undoubtedly touched the ceiling of the industry for a long time. Didi urgently needs to write a new story to revive the situation.

In April this year, in Uber's IPO documents, it was shown that the 5.4% equity of Didi Chuxing18 owned by Uber was worth $7.95 billion at the end of 20 18. Based on this calculation, the total valuation of Didi Chuxing is about 51700 million US dollars, which is much smaller than the previous media report of 58 billion US dollars.

According to incomplete statistics, since 20 15, Didi has obtained five financial licenses for payment, online small loan, financial leasing, commercial factoring and insurance agency, which looks beautiful, but because of the single scene, its advantages are not obvious compared with competitors; Secondly, the automotive aftermarket that Didi has been laying out is also unable to hold up the situation in the short term because of its slow progress.

Compared with the two, Didi is more radical in promoting life services. In addition to the layout of take-away business, in July 20 18, it was announced that it had reached a strategic partnership with online travel company Booking Holdings and won a strategic investment of 500 million US dollars from Booking Holdings.

2065438+February 2009, Indian hotel chain OYO Hotel &; Homes received an investment of $6,543.8 billion from Didi Chuxing. It is reported that of the US$ 6,543.8 billion raised by this company, US$ 600 million is earmarked for the China market, and the rest will be used for recruitment and other overseas market expansion.

Nowadays, the wine travel business that Didi is laying out is the biggest cash cow of Meituan.

However, even if life service will become the next major force point of Didi, it is impossible to turn a blind eye to emerging aggregation rivals. A person close to Didi revealed to PingWest Pinwan, "A new policy of Didi is to open traffic to major travel companies."

According to insiders of Didi, PingWest Pinwan revealed that "Didi is testing the water aggregation model in second-tier cities such as Chengdu, and has now connected taxi services such as Tongcheng Tourism to the Didi platform."

Judging from today's market feedback, the aggregation model is popular, users are reluctant to solve travel problems through too many platforms, and drivers hope that more platforms will bring them business. For small and medium-sized travel platforms, aggregation is a good way out, while for large-flow platforms, whoever can concentrate more capacity will have greater initiative.

Compared with the life-and-death competition in those years, the "gameplay" of online car service is undergoing a fundamental change.

Note: Wen/Wang Xin, official account of WeChat: Pinwan, this article is the author's independent opinion and does not represent the position of Yibang Power Network.