time2017/02/28
23 evening, the reporter received a text message to remind, Mobike cycle February 24 to 26 days 3
days free of charge; just separated for half a day, ofo SMS reminders also show that immediately
to February 26 at 24 o'clock, the national small yellow car Free ride
In fact, this is not the first time since the launch of free riding activities, since last year in
December, theo has launched a "free star riding a" event, free of charge every Monday; Some, this
week, Mobike was in Beijing and Shanghai test water free riding activities.
Mobike and ofo set off free battle drainage effect ok?
In fact, this is not the first time since the launch of free riding activities, since last year in
December, theo has launched a "free star riding a" event, free of charge every Monday; Some, this
week, Mobike was in Beijing and Shanghai test water free riding activities.
This time, the two leading bicycle companies in less than half a day have launched a free ride
activities, in the same time to start a positive confrontation, the smell of gunpowder seems
thicker.
Free ride target for drainage?
The novelty of free riding is that the free strategy is used in the new bike, but the free strategy
itself is not new. "Free ride in fact or before the car when the price war mode, relying on
preferential activities to achieve the purpose of drainage." Analysys International travel analyst
Zhang Xu said.
Ereli analyst Shi Rui told reporters that free riding on the registration of the user's degree of
activity will have a certain role in the promotion, to a certain extent, wake up the low-frequency
users; In addition, the free ride for the market coincidence of the user Into the meaning of
independent users is relatively larger.
To ofoo, for example, the normal car price of 1 yuan / hour, and the motor car prices due to
different models are divided into two, one 0.5 yuan / half an hour, the second is 1 yuan / half an
hour, then, large-scale Does the free activity mean large-scale spending?
"Enterprises in this area is not large, for the enterprise, the loss is only the fare, but in fact,
no matter which bicycle business, at this stage are not relying on fares to live." Zhang Xu that
the car era Of the free activities burned a lot of money investors, but the bicycle business burned
more money is used in the car above.
Zhang Xu told reporters that the same is to drain, sharing the bike's free activities is not
necessarily than the car's free activities to bring the flow of good results. "Because the cyclist
is very low, even if the user to give concessions, he participated in this event by the degree of
attraction is reduced.
"Basically, the input-output ratio of the problem, the enterprise lost the number of fares and how
many active users, they will be based on this judgment whether the free activities to continue to
promote it." Zhang Xu that, whether it is, Free riding activities also need to consider more.
Shi Rui told reporters that free riding for non-registered users of the conversion is relatively
limited, non-registered users do not use the bike App may be because of the deposit, no riding
habits and other reasons, these are not free riding a measure can be resolved problem.
The reporter tried to contact with ofo to learn more about the details of free riding, but as of
press time, not yet get the other reply; Mobike side told reporters that the free ride is the
cooperation between the government and China Merchants Bank (600036, shares it) One, the future
will have more details of the cooperation announced.
Where is the competitive landscape?
In the reporter's impression, the end of last year, the number of streets in Beijing is not much,
and occasionally want to use the car is not convenient, but after years, the number of the
emergence of a large-scale growth. It is noteworthy that recently, a small blue bike bluegogo also
began to enter the streets of Beijing.
And in Guangzhou, Shenzhen streets, sharing the bike competition seems to be fierce, the reporter
once in Guangzhou, Shenzhen, noted that the street bicycle brand not only Mo Bai, ofo, there are
small cycling and small blue cycling, and cycling in the local The use rate even higher than
Beijing.
"At present, sharing the bike industry is the pattern of the two companies Duobao parallel to the
two companies, followed by dozens of companies are trying to squeeze into the third." Turning to
the current cycling industry competition, Zhang said.
Zhang Xu believes that including the two strong, but not only a large number of shared bicycle
business, and the source of complex sources: some from the start-up type of Internet companies;
there are old, the original bike rental business, is now also to the Internet transition , Such as
Wing On; there are public bikes from the municipal system, such as Beijing.
Zhang Xu told reporters that the complexity of cycling business sources led to the cycling industry
competition is more complex. "Internet startups should go far above the operating model, but
nevertheless they do not find a suitable profit model now; municipal bikes are operated by the
municipalities of the cities, and there is no profit pressure on such public bikes."
In addition, the traditional background of the bicycle business is also facing a certain problem.
Zhang Xu believes that the original traditional enterprises in the beginning to do a relatively
large volume, such as Yongan line, has been covered before a lot of cities, but such enterprises
in the process of transformation of the Internet need to spend more effort, and the current From
the traditional enterprises to transition to the Internet business success stories are not many.
It is noteworthy that, recently, there are comments that sharing the cycling business has become
increasingly fierce competition has lost the meaning of sharing the bike. Zhang Xu believes that
the reason why there are a lot of shared bicycle companies, mainly by the concept of speculation
and capital boost, "But we can not say that the industry because of the entry of more enterprises,
its essence is gone, its essence Still exist, the model has not fundamentally changed.
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