Taxi app burns money behind: Internet giant O2O Ecological competition

Zhao Nan in Beijing North four ring driving a taxi, Gozhangyang (alias) is confused to make a phone call, the phone is a taxi app customer service staff, she told Zhang, if you want to ensure that the phone on the taxi app normal, you can try to uninstall another taxi app. This is the competition portrayal of a taxi and a quick taxi. A quick taxi person to the "first financial daily," said recently, there is always a driver friend feedback the other side of the customer service has this inducement of malicious competition behavior. and tick-tock taxi people also told reporters that its application products have been the other side of the malicious guidance of customer service. Two of the competition behind the taxi application reflects strong capital will. Tick-tock Taxi CEO Cheng Wei told the first financial daily that Tencent had become a major investor in the taxi-tick. and quick Taxi COO Zhao Dong also told reporters that Alibaba will continue to strengthen the rapid investment in taxis, the two sides have begun business integration. With the help of Tencent and Ali, the taxi application began to "Burn money". According to tick-tick taxi per passenger 10 Yuan remission promotion strategy, as well as daily 40,000 active users, regardless of the growth of users, the whole year to the client input cost of at least 146 million yuan. And where is the internet giant behind the big "burn money"? "Burning money" competition in the Citic industry funds and Tencent's total of 100 million dollars in the C round of financing, tick-tock taxi began a more ferocious round of market promotion. According to the program, the user in the use of micro-letter to pay tick-tock taxi, tick-tock taxi will reward the driver 10 yuan, the maximum limit of 50 yuan per day, the relief of passengers 10 yuan, each passenger 30 yuan per day ceiling, and 10,000 passengers plan for exemption. And a quick taxi in December 2013, has announced a joint payment treasure per user to obtain 30 yuan call return of the promotion program. Electric Business analyst Li Chengdong to "the first financial daily" said, tick tick and fast competition, behind Tencent and Ali's offline competition, but also micro-letter payment and Alipay competition. This is a competition for the ability to "burn money". A taxi application practitioners to this newspaper that, from tick-tock taxi and quick taxi market promotion, each annual promotion fee at least hundreds of millions of yuan level. In the case of tick-tock data, for example, each user who uses a micro-letter payment receives at least 10 yuan, and only from the first three days of the beep, the number of users paid by micro-letters is close to 40,000 daily. Only this static data, the whole year on the client's investment in 146 million yuan. The above estimates, tick-tock taxi and quick taxi the market cost of about 300 million ~4 billion, and from the latest round of 100 million U.S. dollars of financing to see, 2015 funds will appear tight, must carry out the next round of financing. In order to ensure their own market size advantages, in addition to regional expansion and crazy to throw money, domestic taxi application market acquisition integration is also in progress. By the end of 2013, Alibaba had invested in the use of the bumblebee taxi and then integrated it with a quick taxi. According to the Analysys data, in the third quarter of 2013,People in the domestic taxi application of the first five of the quick taxi, tick-tock taxi, rocking recruit car, Bumblebee and taxi small secret, the market share of 41.8%, 39.2%, 9%, 3.9%, 2.5%. Considering the quick taxi has been integrated with the bumblebee, both market share of the total of 45.7%, ranked first. According to people familiar with the situation, the current tick-tock taxi, Tencent has been in contact with the swing car, and once tick-tock taxi and shake the car to complete mergers and acquisitions, both market share of 48.2%, that can change the market pattern. Giant will Li Chengdong that taxi is a travel service, and travel service is one of the important O2O scenes, in the O2o field, in addition to catering-oriented local life services, taxi is an important O2O application. Therefore, the layout of taxi applications, but also reflects the internet giant layout o2o ecological needs. What can be seen is that Alibaba and Tencent are using their own product resources and user resources and their investment in the taxi application integration. Take a taxi for example, the number of drivers using micro-letters has reached 200,000. Li Chengdong said that taxi behavior is crucial to the development of the user's offline payment habits. And once the user is accustomed to online under the reliance on a payment tool, it may change the current pure PC electricity payment pattern. After all, offline real-world economic transactions are much larger than online dealers. But payment is only a part of the taxi ecosystem. In addition to payment, users in the use of taxi applications, the accumulation of taxi path track data, the internet giants also have strategic significance. For example, a user often go to some places, the user as a unit, can carry out the life service recommendation, the internet giant can collect this data for other mobile layout. Li Chengdong think, tick tick and fast who can run farther, in addition to competition to burn money, also reflects the back of Tencent and Ali in O2O ecological competition. In addition to payment, taxi actions will also depend on map services and local life services associated with destinations. And Ali has bought the gold, in the map service ahead of Tencent, and the two sides on the mobile payment is comparable to the local life services, both sides are running. Cheng Wei thinks, the taxi application is the giant wants to do, but itself does not come out, therefore can only through the investment behavior to lay out. The value chain of taxi application is not at the front end, but at the back end, we just see the front end of the competition. But the front end of the competition is dirty live, dirty, need to complete the entrepreneurial team itself. Cheng Wei that, although the current lack of profit model, but the domestic taxi application tomorrow is not rushing to sell to the Giants, but in the giant's resources to support the relatively independent development, and any Internet application in the user's relative monopoly can not find a profit point.