Difficult to save the policy taxi taxi App dilemma

Due to the policy risks, the taxi software that was not able to flex its muscles was finally relieved. The easing policy of "encouraging the competition in the virtuous market" and "allowing independent scheduling of taxi software" by the traffic control department allowed the practitioners to recuperate.

However, the policy release is never the winning streak of the market, which means that the same starting line of taxi software can not beat the "license" idea, only by product and market talk. The problem is that the taxi software is facing another embarrassment, that is, how to retain users after the war subsidies even further increase user stickiness, and functional evolution and commercialization process, taxi software will also encounter another policy risk.

Taxiing is a last resort expense for most white-collar workers. In the context of their own expenses, subsidies to absorb a large number of non-taxi crowd, but the end of subsidies, this part of the people basically run out.

There is a kind of argument is that subsidies at least train passengers habits, but last resort taxi, passengers will think of taxi software. But the taxi software is never a two-way interaction between the user and the taxi software, the more important chip is the driver. The end of the subsidy to the driver more stimulus, reduce the empty rate is not enough to persuade the taxi driver to continue to use.

The root cause of the above paradox is that taxi software, drivers and passengers are all loose service relations. In particular, the taxi software does not provide any institutional guarantee to drivers and passengers. Drivers do not work for taxi software, do not rely on self-awareness. Therefore, without material temptation, it is difficult for the taxi software to guarantee the activation frequency of the driver, and passengers are more likely to be passive characters from beginning to end.

So, in fact, taxiing will end up being a familiar, standard feature set, just as the fiery LBS geolocation and group buying process allows any software to be accessed as technical conditions permit.

In the context of the basic function of the viscosity is not strong, in the taxi software to increase the local life service O2O and other business, even more concessions, the question is why users choose from the taxi software into these consumer scenarios.

The logical answer is that the natural growth of user habits, it is not more attractive than the beauty regiment or the public comment on the function of attractive, the contrast is not convincing words, Weixin both the drop-by-taxi function, there are public comments, Jingdong entrance , Should be "in one fell swoop destroy independent taxi software." If so, a taxi software really does not exist.

Therefore, taxi software can not embark on the traditional O2O old road. Striking pace of the taxi software, pushing the second half of this year, its business car rental features. This one is indeed the Blue Ocean, but also has high added value, passengers can make money by paying. Rent a car with Internet mode, there is no scale in the market. But this one is indeed very competitive. Not only taxi software comes in, P2P car rental, online car sharing and other modes are also the sub-sharers in this field. Compared with the main taxis taxiing business, the business car rental involving multiple stakeholders, especially private cars, is even more a policy-sensitive zone.

They are fighting for data lately, but in fact, the war has just begun and is difficult.