With the development of the times, there are many options for travel. For example, bike sharing, a popular travel mode in recent years, can ride a bike as long as you take out your mobile phone and scan the QR code. This can be said to save time for office workers, especially in traffic jams. What is the impact of the new policy on bike sharing recently?
1. Why doesn't bike sharing repeat the mistakes of online car Hailing
The guiding opinions on encouraging and regulating the development of Internet rental bicycles (hereinafter referred to as the Guiding Opinions) focuses on eliminating vicious competition and savage growth and bringing business forms into effective supervision. However, from the results, the impact on sharing bicycles is likely to be far less significant than online car Hailing.
This can be seen from the statements of relevant enterprises. When the consultation draft of the new online car Hailing policy was released, Didi's reply was' this will lead to a sharp reduction in vehicle supply, a reduction in drivers, a doubling of fares, and a reduction in travel efficiency ', and even said that' a large number of online car Hailing drivers will face the blow of unemployment, become idle people in society and look for work again '. Shenzhou special bus and Shouqi appointment chose silence, and only Yi Dao, who was deeply in crisis, gave a tactful and clever answer.
The new policy of sharing single is different. Both moBay and ofo respond with the same high profile. Of course, this is because the industry situation is different. Those factors affecting online car Hailing do not exist in sharing single.
(1) Constraints of the contradiction between people and vehicles on the expansion of head Enterprises
The access threshold of the new online car Hailing policy has restrained the entry of the underlying resources. On the one hand, it has accelerated the stripping of non-standard transport capacity, on the other hand, it has also curbed the growth momentum of user scale year after year. Due to the elimination of pseudo demand in the market, didi had to give up subsidies and other competitive means, reformulate the price strategy and expand in the fields of big data and driverless.
(2) Product strategy constrained by cost factors (express and short distance demand)
Didi initially developed a set of strategies to deal with the new deal, that is, strive to maintain orders with low-end express business and intercept short-distance connection demand with businesses such as minibuses. However, the reality is that the cost structure of express is increasingly unable to carry the mission entrusted by Didi, and the short-distance demand is threatened by sharing bicycles, Didi has just launched the 'Youxiang' business and the five-star plan for special vehicles to switch to the high-end business market.
(3) Market stratification and obvious differentiation
The new deal completely cuts off online car hailing and cruising taxis, which is defined as personalized travel demand and is no longer the scope of public transport, which makes all players have to maintain a balance between scale and experience, while similar constraints do not exist in the online car Hailing market with lower passenger unit price.
2. Several key problems in the development of the industry have been solved
(1) Clear positioning
The guidelines meaningfully avoided the reference to sharing bicycles and expressed it as' Internet rental bicycles operated by time-sharing leasing ', which clearly pointed out that it is a supplement to urban public transport and can be regarded as a name for the industry. Although this document also eliminates another possible outlet:' do not encourage the development of Internet rental electric bicycles'.
(2) Strict management
It aims to launch in an orderly manner according to the carrying capacity of the city, avoid vicious competition, set the age of 12 as the user threshold, and strengthen the application of Internet credit and payment means such as real name and mortgage free;
(3) Fund supervision
It is clear that the deposit and prepayment accounts are separated and subject to supervision. The payment and settlement business should be completed through banks and non bank financial institutions, 'rent and charge immediately and return immediately'.
(4) Information security
Restrictions are made on the setting of shared single vehicle server, data collection and use.
3. Far reaching impact on the industry pattern
Specifically, those start-ups that take off with the tuyere, almost run out of color, and even moBay and ofo have no time to take care of, may really be eliminated by the policy this time.
(1) Industry purification and accelerated exit of small enterprises
If the guidance is implemented, the shared bicycle market will be standardized and standardized. In this process, the head enterprises will benefit, because this business model of low passenger bicycle determines that small enterprises cannot carry out effective differentiated competition.
(2) Enterprises that cannot control the whole process will push up operating costs
Since there is no access threshold like online car hailing in the access link of people and vehicles, the guidance pays more attention to the control in the operation process, such as electronic fence, credit record, monitoring of vehicle technical status, use status and modification, which can push up the operation cost, which can only be digested by large-scale enterprises.
There are few opportunities for start-ups who buy hundreds of bicycles with private money, throw them on the road, find outsourcing to develop an app or small program, and then wait for venture capital to come to the door.