Taxi software The overt behind the war

Tencent and Ali are willing to put money to the user, is actually the big guys in the strategic layout of a contest. Since the Chinese Internet to form a bat (Baidu, Alibaba, Tencent's short name) after the big pattern, the big boys of the game, often hurt and innocent, and sometimes will also achieve some people, mobile application taxi software is the best example.

The "tick" and "fast" software, which began in January this year, has just subsided after nearly 3 months of cash subsidy, and at the end of May, "red envelopes" and "vouchers" have been fought. Two big guys in the back of the push to contribute to the success of the two taxi application software, but also to people leave infinite reverie, why they are willing to use a lot of cash to subsidize users, but they do not get the driver and the user to ask for the slightest profit? America's Uber are currently valued at $18.2 billion trillion, but they receive a 20% commission from drivers, but China's taxi software is not. Can be sure that Tencent and Ali will never pay to buy a yell, the war behind the big guys are really overt.

Access to mobile users is low: the number of users is the best basis for measuring an Internet project, and how low-cost access to users is the embodiment of strength, and the way the taxi software to subsidize the users in cash, on the face of a high cost, but in fact not so. Take a taxi for example, two months to pay a total subsidy of 1.4 billion yuan, tick the number of taxi users from the original 22 million increased to 100 million. The cost of a single user to obtain subsidies is about 18 yuan, compared with many mobile applications to promote a single user to obtain the cost of 40 yuan ~50 yuan is relatively low. At present, the most hot hand travel industry, a short span of a year to obtain the cost of primary users turned 10 times times ~20 times, far more than the cost of taxi software through subsidies spent. In order to quickly and low-cost to seize the limited users, all kinds of strange strokes, ruthless recruit endless, and taxi software through the cash subsidy method is really a shortcut, so two companies have invariably chosen this play.

To seize the mobile Internet portal: Mobile Internet era, grasp the entrance that grasp the fate, through the taxi software to seize the entrance of the purpose of the core business is to add a means of realization. After the subsidy war, Tencent and Ali resorted to the move, and were based on their core profit business. "Tick tick" access to a variety of mobile games, the game has always been Tencent's biggest profit point; Fast and Ali part of the O2O business cooperation, in the O2O of the exploration of the road and knocked open a new door. In the future, users may get points through the number of taxi and mileage, with points and games, O2O business to achieve interactive consumption, so that the value of the mobile Internet entry is really played to the extreme.

Get the user travel Big data: O2O has been the internet big guy optimistic about the new world, but has been struggling to find a closed loop. And to realize the core competitiveness of O2O, the user consumption habits of large data is a sword. Taxi software seemingly simple function to achieve the passenger demand for a taxi, and it also records the passenger travel data, these massive data have infinite value can be excavated. From the passenger travel time, route, frequency can be optimized to develop a new urban traffic plan, the way to improve people's travel has a great reference value. The indirect value of these data also plays a role in the life-consuming service. Uber CEO Kalanick that the taxi software is not a simple call and car rental, the future may change the car manufacturer's profit model, the ownership of the car will not be so important, and through the Uber derived from the logistics and distribution services will have great potential.

This is not the smoke of the war to make many investment institutions became the audience, so many investors became cheerleaders, this is the big guys can play the game, this unconventional style of playing so that outsiders can not understand, the line of my wife understand only see. Uber has been able to get 18.2 billion of dollars in valuations and the favor of many big investors because it has achieved good earnings early and is on the rise. China's "tick-tick taxi" and "quick Taxi", not to charge drivers and passengers any fees, Tencent and Ali is willing to put the money to the user, the surface is high prices to rob users, in fact, is the big guys in the strategic layout of a contest. From the angle of strategy and stratagem, I think it is the overt of the big guys. (The author is internet investor Yeda)