After the network about the car era： do not fight advertising subsidies, service management is king
CCTV News(Reporter, Liu Chunyan) The emergence of the online car-hailing model has solved people’s travel needs, but it also faces many problems. With the promulgation of the new policy on online car-hailing, a large number of non-compliant online cars have been forced to be removed from the shelves, and the problem of taxi-hailing difficulties has re-emerged in front of the public.
What is the current situation of online car-hailing, and how to go in the future? CCTV reporters interviewed and investigated this.
Passenger: Can’t wait for a car in twenty minutes
On April 1, Didi Chuxing officially stopped sending orders to non-Beijing-licensed vehicles, significantly reducing the number of vehicles outside Beijing, and citizens’ travel pressure began to face tests.
At nine in the morning, Ms. Li stood on the side of Shijingshan Road and tried to send the order four times. After more than half an hour, she finally waited for an express driver to pick up the order. From an anxious look to a "calm sigh of relief", Ms. Li looked rather helpless. "I went out an hour early, and the order was received, but I was almost late," Ms. Li told reporters. "At the same distance, in the past, once the order was sent out, the driver would often pick up the order within a few seconds, but now it takes more time and waiting."
At 3:30 in the afternoon, Zhang Shijie’s family, who planned to go home after enjoying the flowers from Yuyuantan Park, also encountered the problem of getting a taxi. "The order was sent out, and the system showed that hundreds of cars had been notified, but they didn’t take the order." After waiting for 20 minutes, Zhang Shijie’s family started to call a taxi while walking, and tried their luck on Yuyuantan South Road. "It’s good to be able to get a taxi now. Some time ago, as long as you use the taxi software, it will show that you have increased the price to call a taxi, and the same is true during non-congested hours. The price is much more expensive. I can’t wait to ride a bicycle." Zhang Shijie talked about his recent taxi experience with some displeasure.
Didi accounts for more than 90% of the online car-hailing market share. After the implementation of the new policy on online car-hailing, due to the small number of online car-hailing cars that fully comply with the "Beijing Renjing Brand", the number of online car-hailing cars will also be greatly reduced after the "Shuangfei" vehicles exit the market. The direct result is that in some areas and some time periods, citizens are once again facing difficulties such as difficulty in hailing a car, expensive taxis, and long waiting times.
Express driver: After the implementation of the New Deal, one day is one day
Today, compared with the helpless waiting of passengers, many express drivers are also facing some embarrassment. The express driver, Master Guo, told reporters, "Now the distance to receive orders is long, and sometimes the system sends an order three or four kilometers away from the passenger."
In 2015, online car-hailing was in the limelight, and Master Guo aimed at the huge market potential of this industry and registered his Beijing brand car as Didi Express. When business was good, he was busy receiving orders until late at night every day, plus platform subsidies, etc., and he could earn a high bonus a month, and his life improved a lot. The huge market demand also attracted many foreign vehicles to flood into Beijing, but Master Guo did not care: "Although there are many online car-hailing, there are also many people who take taxis, so it will not be affected at all."
Previously, in all Didi Chuxing’s businesses, most of the orders came from the express business. High rewards and lower entry barriers for vehicles and drivers have made the cheap express business a gathering place for non-Beijing brand vehicles. However, with the introduction of policies to tighten and regulate online car-hailing, since October last year, the number of foreign vehicles on the road has gradually decreased, and many friends with foreign license plates around Master Guo have left the platform one after another and switched to other industries. Although Master Guo’s car belongs to the Beijing brand, he does not belong to the Beijing household. According to the New Deal regulations, soon, Master Guo’s car will no longer be able to take orders and run. When talking about future life, Master Guo confessed that one day is one day if he can work, and he will change to other jobs in the future.
Taxi driver: There are more passengers beckoning on the road.
Master Liu has been a taxi driver for 8 years, using old-fashioned Nokia mobile phones, unregistered online car-hailing platforms, and collecting cash for picking up and dropping off passengers.
Mr. Liu said that the appearance of online taxi-hailing has had a great impact on the taxi industry. "After 8 o’clock in the evening, the taxi is basically dead." He told reporters that there are three types of taxi-hailing people during the day: long-term taxis, outsiders who come to see the sick, and those who go on business. At night, these groups do not appear, and other people are more affluent and generally do not take taxis. "You see that the people standing there are all holding mobile phones, basically don’t think about it."
Mr. Liu said that although online car-hailing has made it easier for people to travel, the problems that come with it cannot be ignored. "With a Henan accent and a car with a Shandong license plate, you can’t be reasonable when you encounter something."
According to the relevant departments, only to deal with such incidents, the 18 districts and counties in the Beijing area have to hold an average of three court sessions a day.
Didi Chuxing: Focusing on technological innovation in the future
It is understood that Beijing Didi drivers a total of 1.10 million people, the number of active drivers 200,000 people, and only 10.7% of drivers in line with the regulations, most of the drivers will be eliminated. In the future, the network about the car platform where to go?
A staff member of Didi Chuxing said that at present, they are constantly calling on passengers to plan travel plans in advance through technological innovation and other means, and use booking, carpooling and hitchhiking to travel. With the gradual launch of the "certified driver program" of the special car, the special car service has been greatly improved. In the high-end online car-hailing market, Didi’s special car is still in a leading position and continues to widen the gap with competitors.
"We are also actively expanding our internationalization strategy, setting up a research institute in Silicon Valley in the United States, using rich travel data to change the relationship between people and cars, leading the application of new energy vehicles and new intelligent driving safety technologies, and applying big data capability systems to the optimization of transportation infrastructure."
The online car-hailing platform is an emerging business format developed under the background of the sharing economy. In the past, the online car-hailing platform operated at a price below cost, and there was a period of brutal growth in which subsidies were used to delineate the market. Some experts said that the online car-hailing platform is bound to return to a standardized, orderly, reasonable and legal development state. The competition among various platforms is no longer about subsidies and advertisements, but about services and management.