How can Uber succeed in China?

Like other fast-growing global brands, Uber, despite its $ 18 billion valuation, is not easy to get into the Chinese market. Can their instant mobile APP be accepted by the Chinese? A few months later, the media began to assess Uber in the end how to do in China?

Uber charges are not low (the user a minimum of 5 US dollars), but still have to pay drivers and are using high-end vehicles, so there is little profit margins. But one can not ignore Uber's subversive implications for the existing market. Uber, for example, recently went on to headline the British newspaper: "Will Uber get rid of a taxi?"

It's your choice if you pay for what you pay for, and how much you are willing to pay for timely pick-ups and polite drivers. Although Uber did not publish any details, it is obviously interesting to assess how their pricing strategy and its localization efforts complement each other's technologies.

"Uber's strengths are simplicity and magic, assuming we're waiting for a ride and then a limousine is coming to your door and we're constantly amazed." Allen Penn, Uber's Asia Managing Director Say.

Good start

Uber currently serves in Shanghai, Shenzhen, Guangzhou and Beijing. Beijing is Uber's fourth city in operation in China and the 100th city in the world.

Speaking on the progress in the Chinese market, Allen said, "When we reviewed the operations in cities like Shanghai, we observed that the trajectory of our business has been faster than we have in other markets such as the United States, Britain, France and Singapore many."

"The key to our success is to simply and continually surprise our users - imagine an Audi A6 stopping at your door in minutes and we can create this differentiated experience." Allen Say.

Speaking about how his team is responding to competition, Allen said Uber is fully focused on creating a high-quality, reliable, differentiated experience for its users and providing its partners with an efficient system. Whether it's allowing users to make a reservation in seconds or giving them more control over the booking process, Uber thinks they all provide a great experience. For example, Uber's APP delights users by providing some important information. For example, what is the speed of the vehicle? And it's also important for drivers to optimize their regular driving directions, so they can pick up more people instead of spending too much time, Allen said. "We have seen that when the user has a good experience, the driver's business is going to be good, and the growth we see in China more highlights the differentiation and value that drivers and guests are after.

"We started very well, including the testing phase in Beijing, and we are constantly watching the data, including who is opening the app, who plans to use the app, etc. And we are continually planning the composition of the team to Good to serve a city, "Allen said.

For Uber, expansion is more than just delineating cities ahead of schedule. "We certainly want to be ubiquitous, but the next step depends on whether we can learn quickly and provide quick feedback on the opportunities that arise," Allen said.

Word of mouth

Any highly dispersed area will see some marketing tricks, such as cashback or other promotional tools. But Allen understands that quality and innovation are irreplaceable.

"Uber has always been a surprise for consumers.If the experience is great, it will naturally word of mouth, so we rely on word of mouth is also normal.We have a recommended plan, if the user tells our APP friends , Both parties can get a $ 50 cash voucher after using the service, "he said.

Understand how to make brands popular among users and create attention as important. For example, Uber launched the lion dance reservation service on the eve of Chinese New Year. A lion dance team performs in each city for a day, hoping to bring luck to customers before the New Year. When an APP user subscribes to the lion dance service, their Uber account will be charged 188 yuan. Each performance lasted 20 minutes, users can share through Weibo and WeChat.

"Such initiatives have given customers a lasting impression and can interact with existing and potential customers," Allen said.

future

Speaking of the future of ground transportation, Allen said the industry's future will be driven primarily by technology and data as well as offering customers more choice and flexibility.

"For consumers, they can have a brand new, high-quality Uber-like option that allows them to book services with only a few keystrokes." This choice never existed before and we currently operate in 37 countries , Customers are flocking. "

"Drivers, however, have the flexibility to choose at what time they work and thus strike a balance between income and personal life." Allen said, "It's the essence of technology that enhances people's quality of life, completely Changed their mode of transport within the city. "

"Tourism is a combination of different product elements and we believe Global Travel Summit is an excellent opportunity to share our experience in the field of instant car services. We want to highlight different car scenarios and we can The good meeting of a business traveler's car needs can also bring a special night to some people, "Alllen said.

Allen will attend the Global Travel Summit in Shanghai in September and share some of his innovative experiences in ground transportation with the travel industry.