Taxi software reproduction stage subsidies

Central Broadcasting Network Technology June 12 (Reporter Zhou Tao), yesterday zero, fast taxi launch "taxi back voucher" activities, activity time lasted a week. Each time a successful passenger takes a taxi and finishes his online payment, he or she will receive a random voucher of RMB1 to RMB1, which will be returned to the passenger account the next day. The passenger can deduct the fare immediately upon the next taxi .

In addition to such forms of subsidies, fast taxi will also randomly select a certain number of users a day, giving extra large cash prizes. Passengers can still get vouchers by redemption during the event.

Quickly called regular activities

It is reported that fast taxi in the middle of May launched a voucher function, the main access method is through the redeemable points in the fast mall, and in the poly-cost on a 50% off the price of the purchase.

Short period of time, fast taxi launch activities in a row, is for a taxi hit a taxi or taxi orders plummeted? Central Guangwang Technology contacted the fast taxi public relations department, stakeholders said fast taxi in the stop cash subsidy said it would do different types of market activities from time to time, "taxi back vouchers" is a routine activity. Relative to the previous one hundred million subsidy passengers, fast "back vouchers" no specific amount invested. After the end of the week, there will be new activities according to the rhythm of the plan.

A new round of money-losing wars will not come? The source said to the Central Science and Technology Network, depending on the overall market conditions, fast and drip will have different periods of activity. For the taxi vouchers, some netizens said that they would not be attractive if they did not replenish their cash. Some of them also think that the effect of attracting passengers will not be obvious.

Didi hit a car to respond

May 23, a drop of taxi launched a taxi red envelope activities. During the event, passengers using WeChat to pay the taxi fare paid back and then have the opportunity to receive a red envelope, the red envelopes to share in the circle of friends or WeChat, you can grab a red envelope with friends, and friends grab the amount of red envelopes Deductible can be directly deducted taxi fare. The original plan to grab the red envelope as of May 31, because similar promotions similar to the follow-up, had to be postponed until June 6 end.

For fast taxi launch "hit car back voucher" activities, the central wide network of science and technology contact with the Department of Public Relations hit the taxi, the stakeholders said the drop is still waiting to see, they want to use more fun, interesting and yet subsidized marketing efforts Activities, to replace the kind of simple direct subsidies. The source also said that fast fast marketing rhythm, drip marketing plan, not because of the activities of the ad hoc arrangements for the opponent. However, the next round of activities do not have to wait a long time, the next round of activities can not be disclosed

Just the end of the drop a taxi to send a red envelope activities did indeed cause a boom, in the end how? The source said to the Central Science and Technology Network, is counting the effect of activities, but from the user's word of mouth and sharing, the drip red envelopes activities are very popular. Other companies have also done a red envelope activities, but the effect is far better than drops.

The evolution of competition to the ecosystem

On May 16, the fast taxi and dribbling cars announced at their respective official Weibo (19.42, 0.51, 2.70%) that they will stop cash subsidies to passengers from 0:00 on the 17th.

After more than four months of taxi "subsidy war" came to an end, Didi and fast total "burned" a total of 1.5 billion yuan. Some insiders said that the high subsidies for taxi software in the previous period were nominally the marketing activities of the taxi software companies and the competition behind the two payment systems. "Lord" can not always spend money, subsidies will eventually unsustainable.

With the in-depth development of the taxi software market, the business model has gradually emerged as a sign that market competition for taxi software is evolving into the ecosystem. Ai Yi media consulting CEO Zhang Yi said that a drop of taxi and application Po hand in hand, and Tuotuo work cooperatives, fast through the redemption, together with the cost-effective, Ctrip (59.66,0.68,1.15%), pulse and other businesses introduced points such as subsidies Activities, already have a relatively perfect ecosystem.