Sharing the survival of cycling war still continue toward the direction of pure credit deposit free
Central Broadcasting Network Beijing December 8 (Reporter Luan Hong trainee reporter Yu Mohan Yang Yun children) According to the Voice of China "News" reported that the red orange green blue and violet, from 2016 onwards, the sudden sharing of bicycles across the country Metropolis small market . Capital has been raised, the rapid deployment of enterprises, sharing the development of cycling team, growth is caught off guard. However, shared bicycles have been widely criticized since their debut. In the past six months, shared bicycle companies, known as the Ersan Erectors, including Goku, Cho-cho, Xiao Lan, Kuqin and Xiaoming, have been gradually closed down. Roller coaster-style ups and downs, gathered in the capital, markets, researchers consternation, but also left us a heavy torture.
After experiencing the opening, raising, orgasm, where is the road to sharing the bicycle industry? Can this innovative format stand the test of the market, consumers and time? In the past year or so, China Voice has been paying attention to the development of shared cycling. It has launched a special plan "Let's ride a bike" and "how far can we share a bike?" "Today, look at the fifth chapter" capitalist profit under the myth. "
Internet market development path: win the favor of venture capital to seize the high market share
Four days ago, Wuzhen. Worship Bicycle selected the fourth World Internet Conference leading scientific and technological achievements. Wang Xiaofeng, co-founder and CEO of Motorcycle Cycling, said: "In the past year or so, we did gather the attention and investment from the lesser-known capital. Over the first two years, the company has attracted over one billion U.S. dollars Capital participation in the next one to two years, may be sharing traffic, sharing travel will still be a very big hot spot. "
Also four days ago, Harrow Cycling completed a $ 350 million D1 round of financing, led by Ant Financial Services. In the past year, the shared bicycle industry has attracted most of the fund companies in the market, with a total investment of about 3 billion U.S. dollars, with the major investment concentrated in the first tier enterprises. ofo completed E-round of financing in July this year, financing the overall size of more than 1.3 billion US dollars. Worship is completed in June E round of financing, the total size of more than 1 billion US dollars.
Into the capital, defeated the capital. Once, a night of capital tide blew the "ten car contention," but now, but also because of poor financing and leaving a handful of home. Wukong cycling became the first to fall, the founder Lei Houyi now re-run the industry, continue to do cash loan business. When he decided to enter the shared bicycle industry in January this year, he calculated the car rental income, considered the gross profit margin at 60% or above, and selected Chongqing, where the bicycle enterprises have not set foot in the world, and took out his own millions of yuan. However, he miscalculated the speed of expansion of the head business. Only after he put into production in 20 days, Chongqing University City appeared ofo's presence, "the time window is only 20 days, when I realized that they are taking money too fast, these investors are fucks .Quickly, Pawn fast, like a war, I did not feel right then. "
Lei Houyi voted to invest in the major investment institutions hundreds of copies of the investment plan, basically all over the sea. When replying to the entire project, he believes that the crux of the problem lies in the capital play. Sharing the profitability of the bicycle rental car is not profitable in the short term, and SMEs can not afford to play.
The rapid burn-and-burn expansion is a pragmatic strategy that has been repeatedly validated by the drop, the US group and other O2O industries. Financing, repairers, paving, free cycling, refinancing, capital burning on colorful bike wheels only. Wang Yue, an internet expert, explains that winning more VC favors and seizing a high percentage of market share is a common development path for China's internet market, "and this type of play is even faster on the overall development path, but behind the successes are also A large number of market participants trying to operate in this way have fallen down, and in general, a newly opened segment has only the top three or even the top two in the Internet industry. "
If we share the first half of the cycling industry, basically out of the capital by the outcome of the second half should rely on what? At present, billions of dollars of investment smashed in, did not exchange for a substantial return. Cui Shufeng, vice president of motorcycle riding, said the company can not disclose more company earnings without authorization, but the profit model is clear, that is, the car rental costs paid by the user. "This model of cycling is clear. Rental services, time-sharing leasing fees charged. "
Someone once had such an account: a shared bike costs 1000 yuan, the service life is generally 3 years, converted to each day, only three times a day can be profitable ride. Co-founder of Kailao Li Kai said that if companies do not play free cards, indeed, a good gross profit, "because now everyone is free and over-car, in fact, at the beginning, the industry model is good, in line with expectations Three cars per day each car can support the healthy development of business. "
Each bike concentrated in the rapid enclosure, expanding users
Venture companies optimistic about sharing cycling industry, willing to invest under the blood, the profitability of the industry conducted deduction calculations. Panda Capital used to lead the cyclists in Wheel B, and partner Li and his colleagues made a five-year financial model. It is from this moment onwards that the cyclists are moving toward the outlet sought after by the capital. This meticulous financial model even includes insurance costs per car, unlocking communication costs, car-loss rates, staffing and so on. As long as the most difficult to control the maintenance cost control, bike rental sharing mode was established. Li Li said that in actual operation, motorbikes operate better than models and all want to laugh after attending the board meeting. "We looked at the backstage data and discussed it at the board meeting and found that it was better than estimated at that time. Are lower.First, the user's demand is higher than we estimated in the past.Second, the worship of this car excellent than we thought was even better.For example, we estimate the cost of the car, the failure rate , Maintenance costs even higher than actually happened. "
The profit model was established, profit-making time has not yet reached, because follow the crowd, we all use free means to seize the market. Haro cycling deep into the second to fifth tier cities, co-founder Kai-chai Lee said that in addition to making money in the area, in exclusive delivery of other cities, Haro bike still free to win users, "Now the profit model, in fact, no profit. Stage, we are expanding users, the main energy used here.
Ofo bike rental model is more simple and crude: trying to shop more cars in a faster time for greater competitiveness. Ofo small yellow car chief product officer Chen early month interview with foreign media gives a clear timetable for profitability, "in terms of priority, the most important thing is to expand, the service to more people and places. It is always important that we have been profitable in several cities and that our goal is to achieve full profit next year. "
The same logic for fast rides also applies to sea bike sharing programs. Worshiped cyclists completed their plans to enter the world's 200 cities by the end of last month, and ofo this month announced its entry into Paris, France, which is the 20th country where ofo entered. Some commented that in foreign countries, hardware and operation and maintenance require more input, and it is hard to form such a domestic scale effect. Sharing bicycles is not a too profitable business overseas now, but the actual situation is somewhat different. Youba bicycles have been stationed in Canada, the United States and other countries, but also got more than 10 million US dollars in Canadian fund financing. Yu Yi, founder and CEO of Eberhard, believes overseas cycling models are better than their domestic counterparts: "For example, you receive 1 euro in Europe and 1 dollar in the United States. The cost of a bicycle is about 2 times the domestic revenue, Is several times or even 10 times, so the business model will be better.From the government level, with China's warning, overseas government access threshold is better, such as the issuance of some licenses or access permits to control the number of bicycle delivery, such as In some cities in the United States, we started to operate only with a few thousand quotas, and if we did a good job of increasing the market, it is impossible for the market to enter the barbaric stage and we will have a greater advantage if the orderly development is carried out. "
Experts: Sharing bicycles will move towards a deposit-free and purely credit-oriented path of development
Beach game market after the end, shared bike to win what long-term development? In recent forum held by the Consumers Association, almost all companies have consciously or unconsciously neglected the issue of profit model, emphasizing that they will not arbitrarily use the deposit. With the gradual popularity of the credit-free deposit model and the gradual improvement of the deposit security model, the interest-paid deposit model can only be used to share the cycling past. Wang Yue, an Internet expert, believes that sharing bicycles will gradually evolve towards a deposit-free, pure-credit and even purely free path of development. "After a year or two are eliminated or acquired, they are integrated into the next phase of the industry as a whole: Intensive, meticulous internal integration, product quality and user experience to enhance, explore ways to cash. "
There are data projections, the number of motorcycles on duty daily orders more than 50 million single, while the monopoly of the Chinese market, but a drop of ten million single. The use of high-frequency users to make this industry a lot more money to make possible.
Open Mount Motorcycle App, Museum of Achievement Hall selling masks, car models, key chains, hanging Netease, COFCO I buy nets and other coupons ads. Harrow bike R & D investment to solve the travel problems of 5 km electric bicycle, is to use the original entrance of cycling traffic. Yu Yi bicycle founder Yu Yi will be positioned as a shared bicycle business Internet companies, not just bicycle companies, "the Internet traffic fee is very expensive, e-commerce platform and financial services platform access users may spend a lot of money, dozens of dollars or Hundreds of dollars.You can find some more suitable partner, the user to guide to other platforms.For example, I ride a bike to the supermarkets, come over at noon, it is estimated that you come to eat, I can recommend some nearby restaurants, this cooperation More effective. "
Advertising revenue, traffic revenue, big data revenue ... Sharing a bike's future may add more business, but must be based on the premise of survival. It is reported that the new round of financing cyclists ando's financing has begun, profitless, capital relentlessly. In the foreseeable future, the war of survival continues.