Taxi software market competition intensified

This reporter swim smooth

With the rise of taxi software in the past two years, from the original 40 varieties of taxi software, the flourishing process has evolved into the current tick, fast duel and hegemony, and the market competition tends to intensify. At the beginning of 2014, Didi Taxi and Fast Taxi entered the unprecedented "Burn War". As of today, the war faded and the taxi software fought in the local life. Recently, Di Di taxi and the public comment on the cooperation, the public comment on the client within the user can dial a taxi directly called, to achieve a combination of consumer life scenes and taxi service.

Not a ticking a taxi in the local life service to get through the last mile. Earlier this year, life service platform 58 on the same city and fast taxi strategic cooperation, launch taxi function. By 58 cities in the localization of classified information on the technical data and user attributes, fast taxi began to expand the field of localized services. A few days ago, fast taxi and living network would have cross-border cooperation, to send benefits once again upgraded. In the "burn money war" to activate the taxi market, the future of taxi software is bound to differentiate the quality of service in the draw more user resources.

Taxi software subsidies turn off

After more than three months of "burn money war", the amount of subsidies dropped lower and lower, has entered the post-taxi software era. The reduction of subsidies for taxi users directed at the subsidy, the activity will inevitably also be reduced simultaneously, and subsidies to enhance user stickiness is not a long-term solution, taxi software urgently need to find a good continuation.

At present, the two major taxi software users will have to subsidies dropped to 3 yuan / single, the driver-side subsidies, beep is 5 yuan / single, fast 4 yuan / single. In some cities, Di Di taxi has even canceled the "legislation discount", replaced by "add new clothes with tick" ads or send shopping site cash coupons.

According to the information of the taxi operators, as of the end of March 2014, Didi Taxi has covered 178 cities and completed 5.21 million travel services daily. The "Burning War" in another protagonist, fast taxi in the first quarter of this year, the Japanese orders also exceeded 6.23 million single. According to Didi taxi operations, said Zhang Jing, vice president of operations from January 10 this year to start subsidies so far, the number of users increased from 22 million to 100 million daily orders from 52,000 to 5218,300 subsidies up to 1.4 billion . At present, although each subsidy has dropped by two thirds from the peak, it still costs hundreds of millions of dollars each month.

Industry pointed out that after the burn subsidies continue to cool down, the taxi software subsidies come to a critical point, the money-burning game can not be long, before the new sticky measure of taxi software has not been introduced, either party may lose a large amount of subsidies before the opponents market.

Burn the money war only, competition life service

After this unprecedented "burn battle", taxi software gradually from the red envelopes to stimulate the market gradually shifted to take the road of differentiation services. Following the recent free call for the elderly to provide services, the fast taxi in April 17 United Volkswagen Skoda, Abbott Group has launched a love pregnant women travel plans, as long as pregnant women, can enjoy free shuttle service.

In addition, taxis software is still living in the local community, Di Di taxi and public comments to reach cooperation, users only need to check the latest version of the public comment app on the local business, you can directly through the Didi taxi to the business location, eliminating the need to enter Address, steps to jump. While the fast joint 58 cities, by 58 cities in the localization of classified information technology and user attributes, to expand the field of local life services.

At the same time, fast taxi also joined the living network, the user as long as the use of fast taxi software, complete online payment, the system will send the living net coupon to the user's mobile phone. Fast taxi with mobile phone Taobao also cooperation, there is a mobile phone Taobao "life" channel, the channel has many local needs, fast taxi will be placed inside, this can also bring some fast taxi users group.

According to Bill Zhang, president of drop-by-taxi said that the taxi will soon launch a single grab hardware products, this hardware products will be installed in the driver's steering wheel, drivers need to grab a single can be directly on the hardware operation to improve driving safety. Fast taxi also revealed that it will start cross-border cooperation, the joint car manufacturers on the special needs of the group launched a personalized taxi program.

The industry pointed out that in the cash subsidies to open a certain market, the taxi software to tap the subdivision of the user base, and build a car-based ecosystem.

No longer subsidies, differentiated services is the future direction

In the near future, the taxi subsidy will eventually stop. Without the subsidized taxi software, the user stickiness will inevitably decline. How to enhance the user stickiness and capture the customer surplus value is the biggest problem that the taxi software needs to face.

First of all, in order to grab the value from the user, or return to the basic relationship between supply and demand. In daily taxi demand there is such a phenomenon: First, taxi peak, not easily called the car; second is in some remote areas, less taxis. And then "reward car" come in handy. However, the pursuit of preferential treatment is a characteristic of the Chinese market. It is bound to pay a high fee for "rewarding a taxi," while a taxiing software may consider a taxiing travel card, such as a movie card or a shopping card. Promotions, promotions at specific locations, and many other promotions to improve the stickiness of taxi software and passengers. The emergence of membership system, so that passengers into customers, a taxi software company's customer resources. If the customer sticky enough strong, you can affect customer travel decisions. So if the taxi software and the airport launch promotions, and then cooperate with an airline discount package, then customers choose the airline's flight chances have greatly increased.

Second, taxi software can also expand more needs. Nowadays, at the peak of a taxi ride, taxis are not always available even if you have taxi software. Most people choose carpooling at this time, and drivers can also benefit from it. If the taxi software can also be based on the original service to expand carpool function, carpool can achieve economies of scale, or increase ride efficiency, whether it is scale or efficiency, can achieve value-added. Through the appreciation of the car and carpool services, can realize the value chain internal price increases, which is also the market value of taxi software, to achieve a taxi software hematopoietic function. Value-added part of the brother and passengers to be used to maintain, but the profitability is still an unknown, but at least to a large extent reduce the subsidy costs.

In addition, taxi software also need to explore more models of cooperation. For example, it can also cooperate with e-commerce, group buying and travel websites to attract customers by means of taking a taxi for points or make fuss over the travel of users. Weekends are important travel windows in urban life, which are often the whole family mobilization, watching movies, Going to attractions, doing sports, visiting friends and relatives, etc. However, the choice of means of transport has become a big problem. Drivers are annoyed by parking spaces. Bus drivers find it inconvenient and taxis too expensive. If you can launch a travel package to line, play, food together to provide customers with the perfect travel plans, is also a good choice. Only enhance the user experience, the user can benefit the final profit.