Maybe the competition for the car is policy

Of course, whether it is a traditional service, or Internet products, to obtain market recognition, nothing more than two points: price advantages and service quality. From now on, the official first is to be called "as promised" app, the citizen passengers can use after downloading. This seems to be the thinking of Internet products. However, this is also a completely government-led project, but the results of the successful bidder is a state-controlled background of the traditional taxi companies, including the current beta. The most likely prospect, it is said, is that it will not compete with the market-oriented car, but with "policy". Taxi companies may increase their ability to lobby for more policy care.

According to reports, Guangzhou about car rental service pilot or will be named "as promised" platform has been completed tenders, has now entered the beta stage. At present, the Internet is a strong presence in the car service market, the public is worried about the question is how the Guangzhou about how to compete with them?

From the point of view of market competition, it is easy to draw a pessimistic conclusion. However, if you take into account the specific conditions of the dispatch system, such as Yangcheng, this problem does not seem to constitute the official and the taxi company heart Anxiety. It is not difficult to imagine, Yangcheng Tong scheduling system with a drop of a taxi and other software to compete against? But the fact is, as the commentators have repeatedly pointed out, the company almost never had to worry about the problem. What is the strength of the confidence that supports Yangcheng company? is a monopoly. Taxis need to be forced to install the system and pay a rent of 100 yuan a month. Although taxi software companies have subsidies for drivers, they have no choice of power for drivers.

So from now on, we cannot make any conclusion about the market prospect of renting a car, because it is unclear what kind of policy support the relevant departments will give to the rental car in the future to ensure their place in the market.

In fact, discussing the prospect of renting a car first needs to clarify whether it is a traditional taxi service or an Internet product. If it is the former, then it must not be the same as the current taxi, the question seems to have lost the meaning of the discussion. But officials seem to have been emphasizing the difference between renting cars and taxis and trying to highlight the properties of their internet.

Of course, whether it is a traditional service, or Internet products, to obtain market recognition, nothing more than two points: price advantages and service quality. From now on, the official first is to be called "as promised" app, the citizen passengers can use after downloading. This seems to be the thinking of Internet products. But it is also a government-led project do not say from the decision-making, hearings are the government completely control the whole agenda, even the tender meeting originally said will be "open to actively absorb all kinds of internet companies to participate in", but the results of the successful bidder is a state-controlled background of the traditional taxi companies, including the current beta.

Can not say, the government-led, traditional taxi enterprises must do bad Internet products, but the traditional enterprises can do better than Internet companies? If we are still using traditional thinking to make an Internet product, how do we look at its future?

Only by advertising marketing investment to expand the influence to seize market share as an example, the current market-oriented vehicles in this area of investment, often to billions, about how much cost of car rental to advertise? Although about the use of rental cars is strictly public policy, with media coverage and discussion of public policy, renting a car can expand its visibility, but the role is limited. Nearly 3,000 car rental, the size of a small, put too much advertising, cost amortization, the pressure on pricing too much, if not enough investment can not expand influence. As a product with strong regional attributes, the coverage of 3,000 units in the service area will ultimately affect the quality of service, including market analysis of potential customer groups, which may require more detailed analysis and evaluation.

Of course, the Commission has not completely blocked the way to cooperate with Internet companies to use its platform, otherwise, it is not difficult to imagine, do not say that the development of app costs, app user experience can reach the extent of Internet enterprise products, and so on, simply advertising into one, it is enough to become about the future development of rental car a big problem. But, once working with the Internet enterprise platform, the situation may be confusing: renting a car as a taxi, theoretically enjoying a central-government fuel subsidy, and a bus on the same platform that does not enjoy this treatment. There is no doubt that this is the obvious unfair competition, then how will we face the "monopoly" of the questioning? The taxi enterprise certainly does not care, but, the Internet enterprise certainly will care about, then in what kind of condition, the Internet enterprise will be willing to cooperate with about renting a car? In this sense, this may be the reason why taxi companies are now more inclined to develop their own apps rather than collaborate with the existing Internet enterprise platform.

Therefore, the most likely prospect is that the car rental will not compete with the market-oriented vehicles, but with the "policy" competition. Taxi companies may increase their ability to lobby for more policy care. For example, imagine a situation like this, with the deepening of bus reform, the government bus in nominal will be substantially reduced, if the original bus demand, to digest the 3,000 car rental, of course, more than enough-and to do this step, easy.

The writer is a senior media commentator