Didi Rectification, Hello And Dida IPO Hovering: What Will Happen After The Great Earthquake Of Online Car Hailing?

        The online car Hailing war, which was once abandoned, has been revived after the didi travel app has been completely removed from the shelves. On July 14, 21st century economic reporter learned that meituan taxi app was restarted this week, but the company still kept a low profile, without any statement or explanation.

To a certain extent, it is didi travel app's comprehensive removal, which has brought "vacuum period" to the industry. Platforms such as meituan taxi, Gaode travel and xiangdao travel have aimed at the opportunities in the cracks. They have accelerated the "rush to eat" market cake by issuing coupons, accelerating market expansion, and launching independent apps.

    “ It is inevitable that Didi's market share will be affected, although it is not clear when the market will resume. " An investor in the travel industry disclosed in an interview with the 21st century economic report that meituan taxi was originally a defensive measure after Didi's march into takeout, and it did not rise to a strategic position internally. The restart on this node, no matter what consideration, is expected to get a share on the basis of a large user base.

      For the entire online car Hailing industry, this year is destined to be an uneasy year. After the application for listing on April 24, hallow travel has not made any progress. It is reported that its IPO has been suspended in the market, but the company did not respond. And Dida travel in two sprint Hong Kong stock IPO, the result is still not optimistic.

With didi travel app removed from the shelves for review by regulatory authorities, the listing of the two companies is full of uncertainty. The investors who once made great efforts to blow up the "tuyere" are also in the anxious waiting.

Pressure drop

      As for the regulatory measures of the office, Didi's official response said that didi firmly implemented the relevant requirements of relevant national departments and suspended the registration of new users on July 3, and didi travel app will be removed from the shelves for rectification in strict accordance with the requirements of relevant departments.

      From the specific regulations, the use of registered users has not been affected. However, for the resource competition, the Internet competition has always been quite cruel.

Master Wang, who has worked for many years, told 21st century economic report that he received a call from meituan taxi service on the 6th, hoping that he could submit registration information on the platform. There are not a few drivers who receive such messages. Both meituan taxi, Gaode and T3 have significantly increased recruitment efforts.

      Take meituan taxi as an example. At present, drivers registered with meituan taxi in Beijing can enjoy a three-day single running water + 20%, with a maximum of 1000 yuan ladder prize. On the passenger side, meituan taxi also released a lot of coupons. The new couple's surprise red envelope was as low as 4.5% off, and there was a new man's first order of 13 yuan.

      At the same time, the Gaode Taxi Service Free Alliance recently launched the summer free service season. From July to September, various forms of free Commission will be adopted to help drivers increase their income and encourage them to drive more. There will be more than 100 online car Hailing platforms participating in this free Commission season. The specific measures include: from now on to 24:00 on July 22, novice drivers can enjoy free Commission for the first three orders a day for seven consecutive days after receiving the card.

For a time, attracting the drivers and users of didi platform has become an important target of advertising on major platforms. However, to some extent, it is also difficult to work in the short term.

      At present, both Didi's official website, Apple's app market, Android App store, and wechat apps have been taken off the shelves one after another, and new users can't register. However, the 21st century economic report reporter learned through interviews that registered users can still use them normally and have not been significantly affected, The driver's pick-up speed did not appear any abnormality because of the software off the shelf.

      As a result, most drivers are not significantly affected. Zhao Shifu, a driver who has worked in Shanghai for many years, said, "the recent two days have been in a state of explosive orders. There are various reasons, mainly because of the extreme weather. When it comes to high temperature and heavy rain, there are more taxi drivers."

      It is understood that the driver, Mr. Zhao, has five years' experience in online car Hailing. He has always used didi travel and is quite satisfied with the reward and punishment mechanism for didi travel“ Didi all send orders from the platform, and there are no situations such as full orders and detours. We all drive according to the navigation. If passengers feel that the driver is taking a detour, they can complain through the platform. The platform is a good guarantee for both sides. " And in response to the didi trip off the shelf incident, he said that he did not know and would not consider switching to other platforms.

The rain is coming

        Online car Hailing market was once a real outlet, also known as the "golden track". However, when the tide recedes, there are many uncertainties.

The 47th statistical report on China's Internet Development released by China Internet Network Information Center shows that by December 2020, the number of online car Hailing users in China has reached 365 million, an increase of 2.98 million compared with March 2020, and the growth rate has slowed down. According to the current data, the online car Hailing market has entered the stock competition. Now the difficulty lies in how to activate the stock.

   “ Subsidies are the main means in the specific stage of market competition, but now users generally feedback that it is difficult to take a taxi. It can be said that the demand of online car Hailing market is far greater than the carrying capacity of various platforms. There is still room for the 100 billion level taxi Hailing market. The average success rate of online car Hailing nationwide is about 75%, and there are still 25% of the online car Hailing demand that has not been met. " In an interview with the 21st century economic reporter, Cao Cao, the relevant person in charge of travel, believed that the competition in the second half of online car Hailing will also focus on the competition for transport capacity, which is directly related to the occupation of travel market share.

In his opinion, the stability and quality of transport capacity can not be ignored in this process. In addition to steadily promoting the expansion of transport capacity, the platform needs to pay attention to the retention of high-quality drivers to ensure the quality of transport capacity.

      As a leading enterprise in the online car Hailing market, Didi app's off shelf rectification is no different from an earthquake in the industry. The market pattern may be difficult to rewrite in the short term, but it can be seen from the notification and rectification of relevant departments on the confusion of personal information collected by app that the protection of personal information will become an important regulatory link for the healthy development of enterprises.

Has the "one super and many strong" pattern formed over the past years been broken? According to the latest data of the Ministry of transport, a total of 236 online car Hailing platforms across the country have obtained business licenses. In addition, a large number of those who have not yet obtained business license qualifications have formed a market pattern of "one super" and hundreds of small and medium-sized platforms "blooming" in the hundreds of mobile travel markets, according to the latest data of the Ministry of transport.

      According to Didi's prospectus, Didi has 377 million annual active users and 13 million annual active drivers in China. In the first quarter of 2021, Didi's travel in China had 156 million monthly live users, and the average daily transaction volume of China's travel business was 25 million. According to the statistics of the national online car Hailing supervision information interaction platform, in October last year, the number of online car Hailing orders nationwide totaled 630 million, and that of didi platform was 562 million.

      After the listing of halo travel and Dida travel are blocked one after another, the competition for online car Hailing is bound to transition from the first half of burning money and subsidies to the second half of the entry of various aggregation platforms. The traffic barrier is broken and each company returns to the similar starting line. The market competition has changed from competing for the entrance of traffic to competing for the capacity of undertaking, and the capacity density of the same region determines the capacity of carrying traffic. At the same time, online car Hailing platform is also facing challenges in terms of standardization. According to the "network security review measures", the network security review will be completed within 30 working days, and will be extended for 15 working days if the situation is complex. Therefore, the window period for the seemingly lively subsidy war may be only 45 days. In the long run, the test of online car Hailing market is still the operation, innovation and service ability of the platform.