A taxi app is now suffering a life-and-death robbery

Absrtact: Once solved the public taxi difficult problem of the taxi app, is now suffering a life and death robbery. From the policy to the mode of questioning the multiple pressure, so that these taxi application companies are wronged. Once a taxi app company employees in the QQ group complained,

Once solved the public taxi difficult problem of the taxi app, is now suffering a life and death robbery. From the policy to the mode of questioning the multiple pressure, so that these taxi application companies are wronged. There was a taxi app enterprise employees in the QQ group complained, said the government for the taxi app's repression is too fierce, words filled with grievances.

From a year ago the popular north and South, and was praised by users, to today's government crackdown, as well as some passengers on the taxi app experience, so great changes are many taxi app enterprise unexpected. In recent times, the talk of a taxi app dying has become a hot topic in many media discussions. There is no doubt that a taxi app is suffering a life-and-death robbery.

The model determines the future

For a taxi app, the real crisis is not a policy crackdown, but rather a pattern of user criticism of the app experience. This is a lot of taxi app companies do not think deeply about the problem, but also the media has never been deeply discussed.

Taxi app as a kind of business behavior, without a reasonable business model is difficult to develop. The taxi app is faced with a demand for a big market, many entrepreneurs choose to take a taxi app This field, more is a fancy to the business prospects of the industry; VCs have spared no effort to invest in a taxi app company, because of the prospect of the industry's boundless scenery. However, when the domestic has sprung up tick-tock taxi, rocking and so on dozens of of taxi app companies, business model is rarely talked about, which eventually led to the current survival crisis.

Taxi app Now the business model is simple, through the lbs+ client, to solve the problem of the imbalance between the supply and demand of taxis. Real-time positioning allows taxis to quickly find passengers, and customers in need of a ride can also find their nearest taxi by taxi app. Now, there are many places where the use of a taxi app to call a car fare increase. The drawback is that the taxi app improves the profits of taxis, and solves the troubles of the passengers waiting for the bus, but has not received any substantial return.

As with all products, taxi app is born on the shoulder of the task of profit, now the brutal fact is that the taxi app for others to provide convenient, but they live bricks days. What is even more baffled is that some taxi apps are still subsidizing cab drivers.

It is reported that Hangzhou's most cattle "quick taxi" in the 30,000 taxi drivers installed capacity of 70%, quick taxi for more than 5 days a month to open the software driver reward 10 Yuan, only this one single, fast taxi monthly cost is 210,000 yuan. How much would it cost if the taxi company were to operate in all the capital cities of the country? A conservative estimate of hundreds of millions of yuan a year.

On the profit side, in addition to advertising, taxi app is not a significant profit model. Coupled with mobile internet is now the world's problem, taxi app how to profit is still an unknown. There is no profit model, but also blindly burn money expansion of the business model, doomed to take a taxi app difficult to have the future, both the market share in the industry can be invincible.

It's the poison that burns the money.

As in the same year, not optimistic about the future of taxi app many reports, is to burn money to buy market share this marketing means not recognized. For more than a year, the taxi app industry has set off a storm that burns money to buy market share, boosting its market share by subsidizing. Now it seems that a taxi app may be poisoned with money, not market share.

According to the business concept of a taxi app business, you have to have the scale before you can talk about profitability. Based on such a promotional idea, how to let taxi drivers and users to install a taxi app application, become a taxi app scale first step, this is a taxi app burn money subsidy model of the birth of the background.

Need to explain the point is that the taxi users have a profound experience of the difficulty of the taxi, and the application of various applications to accept a higher degree, so the taxi app to promote the focus is the taxi driver. Because the taxi app will generate a flow fee in the course of use, the cab driver has not received any financial return to spend a flow fee. To do this, taxi drivers will be able to subsidize taxi drivers only if they use taxi app software.

On the surface, there is no improper way to subsidize the taxi app. When the taxi app industry is increasingly competitive, this kind of subsidies, quickly evolved into a poison. A number of taxi app companies continue to increase the amount of subsidies, resulting in a lot of cab drivers to a taxi app software loyalty reduced. So, the taxi app enterprise can only keep pulling up the amount of subsidies. Over time, used to train taxi drivers to use the habit of subsidies to promote the means, has become a vicious competition, resulting in the burning of money in exchange for the market share is difficult to long.

Can not be overlooked is that the domestic taxi app enterprise survival is to rely on the wind to vote for blood transfusion, subsidies to vicious competition so that some of the strength of the weak taxi app business because of the broken capital chain failure. This thought that the burning money bought is the market share, the result buys is blindly chronic poison. The so-called, to also burn money, lose also burn money.

Loss of core value

A mobile app that can address the needs of the booming market is now in a very awkward position. Crazy burning money did not burn out the scale, but by the government regulatory authorities to stop, a great deal of stealing chicken does not eclipse the meaning of rice. In this regard, mobile phone app companies must face it.

Objectively speaking, the size of the mobile app market is far from being as impressive as some previous media reports. In Beijing, there are 60,000 taxis and more than 100,000 drivers, but a rough statistic shows that only about 20,000 of the drivers are using the app. and install app driver every day to receive app booking also on one or two single, compared to Beijing every day about 2 million of the taxi volume, almost negligible.

The main reason for the current encounter of the taxi app is the lack of core value.

Indeed, the market prospect for a taxi app is pretty impressive. In Beijing, about 2 million times a day about the opportunity to take a taxi, the country's taxis a year of dispatch is up to 2.5 billion times. On the scale, the prospect of a taxi app cannot be overlooked. At the same time, Beijing, Shanghai, Guangzhou and other densely populated cities in the difficult contradiction of the more and more acute, which for mobile phone app commercialization created a positive.

The status quo is that taxi app after more than a year of popularization has not become a scale. What's the reason? From the market situation to analyze, users have formed through the mobile phone app call car habit, taxi drivers also have a certain understanding of the taxi app. Taxi app is difficult to popularize, the bottleneck in the cab driver. From all aspects of the data summarized, taxi app for the cab driver to create a limited value, which is the root cause of the cold taxi app.

To solve this problem, the taxi app enterprise must optimize the product experience, improve product function, not only to solve the demand and supply contradictions between taxi and taxis, but also to achieve the goal of helping taxi drivers to increase income. Just imagine, if the future of the taxi app, at least for the cab driver daily increase of 3 per day business, taxi drivers will also exclude taxi app software? will also be on the taxi app generated traffic charges?

Taxi app is not without market, compared with group buying, the market prospect of taxi app is more significant than group buying. Group purchase today's decline, a taxi app encounter life and Death robbery, is the consequences of blind expansion of enterprises. If you continue to burn money to buy market scale, then kill the taxi app is not the government, not users, but their own. So, to get out of the current predicament, the taxi app has only one way to go: reshape the value of the product, use the demand lever to pry the market!