Taxi industry is about to face a big shuffle

Wang, CEO of the rocking and shaking car

Taxi industry is about to face a big shuffle, the fate of the companies have been handed out.

Early this month, Beijing, "Taxi Mobile phone call service Management implementation Rules", the future of all the taxi app must access the official virtual operating platform, unified management, and clear to the taxi app industry Remediation program: Mobile phone call service operator (taxi app Enterprise) should be signed with the Taxi Dispatch center cooperation Agreement, Binding services, joint deployment, Cooperation agreement text in the city taxi industry in charge of the record (related news, see Titanium Media article "Today's micro-titanium" when the car software encounter amnesty ").

At a recent media conversation, Yao Yao, CEO Wang Jian also confirmed to the titanium Media, Transport Bureau and Municipal Committee of the relevant organizations have many times in the industry to organize taxi software enterprises, 96103, 96106 and other call centers and taxi companies and other tripartite meetings, informal "discussion" and "hearings."

and swing recruit car, as the first to enter the market, one of the taxi software, has been submitted to the requirements of its app "official version" of the first version, "We have submitted, is waiting for the above audit." Any future upgrades, revisions, should be submitted to the audit first; we don't have to go to Apple's App store to review it first.

Right now, taxi app market is in the excessive period before policy implementation, taxi software can still be used normally; media reports called "XX Taxi software with the official call center cooperation" is only the vehicle resources access to 96103 platform, the driver received orders, some from the call center, some from mobile phone app.

The new deal means that the future passengers, whether through the mobile phone app or through the 96106 call Center for vehicle booking, the data request will first upload to the "platform", and then the platform for unified scheduling. And Wang to titanium media disclosed that to undertake this purpose, it is responsible for the 12306.cn train ticket system built Taiji company.

Taxi app Enterprise Collective "amnesty", already inevitable. And Wang and his peers face some sort of fatal blow. "The future is likely to appear in the situation is that the passenger obviously by shaking the car under a single, and after some scheduling, the final orders of the driver is a taxi small secret users ..." Wang to reporters expressed his helplessness.

As far as the whole taxi app market is concerned, the competition between the companies for market share and "Party B", the rental vehicle, has gradually lost its meaning. Or, the first stage of the white-hot competition in the app market has come to an ending because the authorities (taking the Beijing Transportation Bureau for example) have a strong supervision over the taxi software market.

Review the first stage of the taxi app's white-hot snatch, "Push" is the key word. Hangzhou, Shanghai and other cities mainstream taxi app "Quick Taxi" is exemplary, to see how the media is described:

"including operational promotion, market personnel, technology development, product managers, including a group of people, with umbrellas, promotional leaflets, a small gift to the driver, a box of mineral water, and put the" love business "of the Big Horn, mighty killed to the driver to concentrate on the service area of the meal. In order to encourage drivers to use, the monthly open software for more than 5 days of incentives for drivers to pay 10 yuan. ”

To push, is the primary enterprise competition for the driver of the main way, and because the market is close to saturation, there are so many cars on the market, this model has come to an early stage. In the words of Wang, "the competition in the early stage is mainly focused on the drivers".

Titanium Media reporter also noted that in the Office of the Rocking recruit car also has the whole bag of rice piled up, are used to reward drivers gift; Beijing area also has a "hundred meters taxi" application, then directly send a driver a hundred meters pad, including taxi software and drivers list. On the list, the driver, ranked first in the June rankings, reached "268 orders" a month, and the driver will get a valuable gift.

Shake the car to take the way to send a mobile phone, but also invite some media questioned its "burning money-type promotion", or even the capital chain fracture speculation. It is clear that this is a "rumor" and explains it (see the press release for details).

According to the introduction of Wang, the marketing way of shaking and sending mobile phones, in fact, a tripartite channel cooperation "serial subsidy": shaking into the mobile phone operators to sell alternative channels, in order to persuade more drivers to buy mobile phones, shake the team also help the drivers involved in the payment of credit card payments-but it helps the credit card business And, in turn, credit cards and operators to the company's subsidies, shake the form of cash feed to the driver, not only save money effect and good, at present, the number of taxis to shake the car up to 27000 units. And the media reported "each price of 1000 yuan or so", basically is not from the waist-roll recruit car purse.

Whether it is Tencent's investment tick-tock taxi, or Alibaba's quick taxi, the level of public relations is natural; fast access to pay treasure, drip access to the German map service is also not unexpected. But the crux of the matter is that the market party a passenger, party B drivers must be rational choice to use the service.

According to the titanium media on a number of drivers in the industry one-on-one survey, "fare increase" brought about by the money to stimulate the use of a taxi app is the main driving force.

The New Moon Company Master Li (alias) said to the titanium media, "one is to reduce empty, one is that we have access to the source, this is the most important, and for the future of the official unified platform 96106 may be taken by distance" unified fare "policy, the driver also confirmed the titanium media, that is, unified add 5 yuan, is tantamount to not increasing fares.

Master Li, for example, said that one of his peers, through a taxi software received a single "big job", expensive, "directly to the guests pulled back to Hebei, is the use of taxi software received orders, a penny did not add." Regardless of the security issue, the example illustrates a relatively flexible "intermediary mechanism" to improve the efficiency of resource allocation.

In addition, the taxi service itself there is no "difference", the new Deal and cut off the competition of the various companies "differentiation" of the way out, Wang that the next step of the competition will be shifted to the passenger side. Not to fight for the driver, but how to try to get more demand for the crowd to use their own software, but he did not disclose the further strategy of the swing recruit car.

The mentality of the car, which represents the current mentality of most competitors, that can rely on the government platform to survive first. After all, investors are still burning money, and employees are also working overtime on new versions of the software. "The so-called innovation is to think of ways to chant", Wang built slightly helpless. Taxi industry discussion, can basically focus on a point, that is how the future of telecommunications operators in the "operating user" approach to the operation of "passengers", from operating drivers to snatch passengers, titanium media and the reader together to watch the next stage of the two competition.

However, the taxi industry is helpless, it is after all, and carrier service is not the same, there is a "signal good signal difference", the difference between the taxi software is almost no solution.