SWOT analysis of meituan taking a taxi

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When I took a taxi last weekend, the driver vomited all the way, but he revealed unspeakable expectations in his speech for the upcoming US group taxi.

I interviewed a product assistant this Tuesday. At the end of the interview, he asked me: What do you think of the taxi layout for the US Mission and Didi Takeaway Service?

I wanted to think, and said:

In the domestic taxi market, Didi is in a monopoly position, but the low subsidy and high pumping rate make drivers complain. According to Chuanmei Group, the pumping rate is only 8%, which is a great advantage for taxi suppliers, that is, drivers. Next is the demand side. After several years of taxi subsidy wars, users have also developed the habit of using the Internet to get a car. There are both supply and demand, and the layout of the US group taxi is not a sham shot. As for Didi's March into takeaway, ...

The ability of business analysis has always been lacking in me. Recently, these two events prompted me to take the taxi of the US Mission as an example, and gave myself an exercise of business analysis to practice my hand. I will use SWOT analysis framework for analysis.

One. ? superiority

Low customer acquisition cost

According to the internal data of Meituan, 30% of the 250 million daily active users have travel needs. From the scene, it is a very natural and smooth path for users to take a taxi to the store after group purchase. As for the choice of travel mode, it depends on the subsidy war and market education of Didi, Kuai and Uber. Users have developed the habit of playing the internet to get a car. In terms of customer acquisition cost, Meituan taxi has a late-comer advantage.

Strategically important and tactically reasonable.

Wang Huiwen, vice president of Meituan, is in charge of taking a taxi, which belongs to the travel business group. com。 The business group was established on 20 17 12 1, and was announced by Wang Xing, the helm of the US Mission, through an internal letter. In this restructuring, Meituan focused its business system on four LBS scenarios: arriving at the store (comment), arriving at home (take-away), traveling and traveling. Traveling has become one of the four new business groups of Meituan, and Meituan taxi is the first product of the new business group, with the highest standards of expectations and resources.

Tactically, the rhythm of the US group taking a taxi is also very stable. 65438+was piloted in Nanjing in February 2007, silently accumulating technical and operational experience. According to public data, as of the end of 17, Meituan Travel Department has a team of more than 200 people, and the daily order volume in Nanjing has exceeded 65,438+10,000.

Two. ? Disadvantaged

Lack of travel data accumulation

The technical barriers of online car-related products are not high, and the most difficult vehicle scheduling algorithm-takeaway business will also be applied. The personnel deployment of the Meituan takeaway team can quickly make up for the technical shortcomings. Compared with the data, Meituan taxi, as a product from 0 to 1, lacks the historical taxi data of users to continuously optimize the scheduling algorithm, which takes time to accumulate and explore, and may slow down the key to the initial competition-speed.

Limitation of funds

Wang Xing once announced that in addition to selling business, Meituan has achieved overall breakeven. However, judging from the fact that Meituan completed a new round of financing of $4 billion on June 5438+ 10 last year, it can be inferred that reviews, take-out and tourism businesses are still burning money, and Meituan has not yet built its own powerful hematopoietic business. Nowadays, Meituan taxis have also joined the ranks of burning money, and it is a subsidy war of "burning 10 million". Is the fund enough to support? There is still a question mark.

Three. ? chance

Didi's weakness

Network car drivers have their own circles, and the advantages and disadvantages of taxi platforms spread quickly. The criteria for judging are simple. Where there is money to earn, there is a good platform. Didi driver is exhausted now, he can't earn a few money, and he has long been disheartened by Didi. It is reported that the taxi ratio of Meituan will be lower than 20% of Didi's, only 8%, and the top 50,000 registered drivers can also get a zero-draw reward from the platform in the first three months. In addition, Meituan will also give drivers a subsidy for each 20 yuan (for passengers, passengers who vote in each city can get three coupons equivalent to the starting price of local taxis).

Such attractive incentives are bound to have a certain impact on the supply side of Didi. Didi's weakness, the opportunity of the US Mission.

Scene closed loop

As a product based on LBS, Didi focuses on travel, and Meituan covers almost all aspects of LBS. The trick of taking a taxi by the US Mission made the one-stop service scene of eating, drinking and having fun form a closed loop, and also made the US Mission go to "eat?" Better, live? Better's corporate vision has taken another big step forward, which is a good story to tell investors and an important opportunity to improve its valuation.

Four. ? threaten

Policy reasons

On February 20th last year, at 65438, Meituan took a taxi to start its expansion strategy, and drew up seven cities including Beijing, Shanghai, Chengdu, Hangzhou, Fuzhou, Wenzhou and Xiamen. On February 28th, at 65438+, Meituan took a taxi to launch the registration pages of seven city sites, with the slogan "When to open, you have the final say". The sites can be opened, and the number of applicants exceeded 200,000. However, it was not long before the US delegation took a taxi and was interviewed by the transportation authorities in Beijing. The reason is that Meituan did not go through the relevant licensing procedures in Beijing and did not have the qualification for online car service. The tightening of the policy has greatly slowed down the speed of the US Mission's siege.

Laodidadi

It can be said that Didi is the biggest threat for the US group to take a taxi. As the boss of the online car market, Didi CEO Cheng Wei said: If you want to fight, you must stand! If traveling to Meituan is the last piece of the one-stop service scene, Didi is the core of the core. The words of the helm also show that Didi will fight the US Mission to the end and defend its leading monopoly position in the online car market to the death. Meituan taxi will face a strong siege of Didi.

However, personally, it is speculated that Didi and Meituan will eventually reach a balance in market share due to the shortage of funds and the mediation of Tencent, the major shareholder of both parties. As for the balance point, let's set up a flag, Didi 65%, Meituan 25%, and the rest 10%.

After analysis, here are the eggs.

Wang Xing's Anxiety

With the disappearance of the mobile internet bonus, competitors in all segments of the track have encountered the problem of high customer acquisition cost. Wang Xing clearly knows that the beauty group that sticks to a track and a scene will eventually shrink smaller and smaller under the squeeze of the market. Only by actively expanding the border can we dig the deepest moat. The stronger the user stickiness in Meituan's product matrix, the longer the life cycle and the higher the LTV. This is the fundamental reason why the US Mission attacked everywhere and made enemies on all sides.

For Wang Xing, the biggest threat is not Didi, but the market, a ruthless market that does not advance or retreat.