Driver eyes taxi app: Promotion competition white-hot June will encounter life and death test

Silicon Valley Network integrated News Taxi application market began to attract the attention and supervision of government departments, the latest development is that the Beijing Traffic Committee will implement the new rules on June 1, which clearly stipulates the establishment of a unified special service number scheduling platform, which will provide 24-hour phone calls, network about cars, mobile phones and other telephone calls.

The new rules require taxi drivers to ensure that each vehicle carries out 2 single calls a day, and that a driver who commits a serious breach of the law and has a poor quality of service may not be engaged in a taxi operation for 5 years, and that a two-time default will not be included in the vehicle service commitment within one year

When most of the industry is ecstatic about the prospect of a taxi application, the emerging mobile internet market is evolving into a game of burning money, the user experience, promotion channels and capital advantages, has become insignificant. However, with the advent of increasingly stringent regulatory measures, the entire industry will face a death test this June.

In the eyes of Master Li, the Wanquan Taxi Company, the "harassment" of the people who are being pushed by the ground has become accustomed to not adapting. In the past, the main airport, the railway station will have a staff to introduce their own taxi applications, and now the people have begun to push the taxi company's platform to introduce products, subsidies from the past gift of oil cards, perfume and other small gifts into subsidized phone calls or even mobile phones.

He said that online taxi applications had become a game of money-burning, and that no tens of millions of of capital could support normal operations. With the recent traffic department to stop the fare increase call and start to establish a unified vehicle platform, such as the implementation of measures, the eventual survival of the company will not exceed 2.

Money, users, no money, no market.

Master Li's HTC mobile phone in the past few months, once installed a quick taxi, easy to take a taxi, such as software, but eventually stay in his mobile phone two of the taxi application is only two, one is tick-tick taxi, and the other is a taxi small secret.

The reason for leaving a tick is that the company pioneered the online taxi market in Beijing and was highly known among drivers, and did raise taxi drivers ' earnings and reduce empty rates. Leave a cab. The software is because its subsidies are strong enough to kill other similar software.

According to him, taxi drivers as long as the mobile phone online 160 hours a month, a taxi small secret will subsidize 40 yuan month bill, using smart phone drivers to install this software for the first time, will receive 40 yuan fee reward, the newly registered driver grabbed the first single will receive 50 Yuan reward. The driver without a smartphone can buy a ZTE smartphone of about 800 yuan from the small secret place of a taxi at a price of 400 yuan. This huge package of subsidies has allowed him and his friends around to start abandoning other similar software.

In addition to taxi drivers, the competition tentacles also began to manage taxi drivers managers, online taxi application of the push staff than in the past to become more intelligent, the promotion of the way from the past to take the initiative in the taxi company's platform to introduce their products. In the opinion of Master Li, as long as the staff with the taxi company's managers to establish a better personal relationship, you can use the platform of the Taxi company, and live demonstration of their products, this way more direct than the way of waiting.

"This is the game of burning money, and the bubble is serious, I listen to a taxi, the promotion staff said that the two months, their promotional costs have been spent tens of millions of, the goal is to reach a certain amount of popularity by June, if not achieve this goal, the project will be canceled, before the burning of money are completely wiped out. "The only factor that attracts drivers is subsidies and incentives when they introduce their software to drivers," says Master Li. In the same product features today, product details are not the taxi drivers choose to install the reasons.

The competitor's step-by-step press has made it a threat to tick-tock taxis and has also begun to increase subsidies and incentives in operations. In the past tick-tock taxi to the driver is mainly perfume, car stickers and other small gifts, and now tick-tock taxi has begun to the new registered users, the referral of their respective subsidy of 10 Yuan bill, and the most active each month to rob the driver to give hundreds of yuan of refueling cards and other gifts.

Tencent technology in the visit to a number of taxi drivers using a taxi to find, and master Li has the same idea is not an example, a taxi application company fierce competition led to the situation which gave drivers more subsidies and incentives, drivers will use the company's software.

Eliminate the fare increase behavior does not affect the taxi application

The popularity of taxi applications from tick-tock taxi, this is the first in Beijing to expand the field of taxis online taxi app application. Although there are 96103 such platforms before the beep, but at that time only Jin Jian, Silver Jian, gold and silver built these three taxi companies can use the car platform, but for such as Master Li, small and medium-sized taxi company drivers have no way to use, demand is there, but there is no corresponding service, The launch of the tick-tock taxi just fills in the blanks.

"I am in the street sweep live, do not know where the passengers are going, if the distance is very close and very block, pull such a live will not make money or even lose money." After the taxi was launched, it was open to all the drivers so that the taxi drivers of our small companies could also use the platform, and by that I could know in advance where the passengers were going and whether they were on their way, which did raise some revenue. Master Li said.

However, in order to encourage taxi drivers to pull up in the rush hours and "taxi-driving" areas, the users are allowed to "fare more" when they call on their vehicles, and the general fare increase is $5-30, while some drivers privately raise or even exceed $100. Such "vicious" posture has also become increasingly a concern for regulators.

Beijing Transportation Committee spokesman Xiaosong recently in the media interview, said that the fare increase behavior means a disguised bargaining, in accordance with the "Beijing Taxi regulations," the provisions of the bargain is not allowed, the next government departments will be standardized. In addition, there have been Wuhan and other fields began to use taxi fare increase behavior strict control.

According to the rental industry, although the number of passengers also have, but very few. "Use of a taxi is more to reduce the empty rate, the Traffic committee in the future regulation of taxi application fare increase behavior will not have too much impact on these software." ”

The real threat is not whether to increase the price, but to unify the message of the vehicle platform. With the new regulations of Beijing Municipal Traffic Commission and the formal implementation of the June 1, the various taxi application service providers to step up "horse race enclosure."

Through the communication with the taxi application promotion staff, it is found that many of the company's promotion staff will reach a certain installed capacity in June as the most important evaluation indicators.

Master Li himself also received the company informed that the pipeline department in June to unify the vehicle platform. Therefore, he speculated that for many online taxi application companies, June will face a big test, now many call the car software desperate to burn money is estimated to be in order to reach a certain installed capacity by June, in order to gain the right to speak, and finally the industry will not survive more than 2. "Original title: Driver's eyes of the taxi app burning Money game: June facing a big exam"