Uber in charge of the interview: Tick in the systematic, meticulous operation of the very good

In February this year, Uber officially landed in the Chinese market, taking high-quality steps, in Shanghai, Shenzhen and Guangzhou opened services; April, Uber officially into Beijing, the initial stage for CBD and three Li Tun area, not long ago in Beijing launched the main environmental protection carpool people better step. Now, nearly half a year has passed, Uber in Beijing in the end how to develop? I also talked to Ben Uber, head of Beijing. Let's share some of the interesting points I had with Ben. As for the data, Uber has been secretive; all the data from the outside world are basically from the screenshot that passed last year. As for Uber's operating data in Beijing, Ben and Uber other employees were cautious, giving only two small clues. One is that Beijing is the fastest growing city in Uber overseas, and one is that Uber is 3 times times faster in Beijing than Shanghai, when it was the fastest growing city in Uber overseas. The main indicator is the singular of the deal. In fact, Beijing is also an important part of Uber's global layout. Like London and Paris, Uber is a few of the most concerned overseas cities. (Shanghai, Hong Kong also). Ben says he and Uber headquarters are more satisfied with the current operating data. Coodavid Sacks, CEO and former Paypal of Yammer, points out that geographical density creates a new network effect. For Uber, to form a network in Beijing, the main task at this stage is to increase the number of vehicles. Dongcheng District three Li Tun (evening) and the International Trade Area (work time) has been relatively smooth, Thursday afternoon I was in the vicinity of the black,5 to try the next Uber a minute to get on the bus, the driver is also very patient directly opened to the building door, he paid the parking fee. Other areas of the coverage is very low, such as I in Zhongguancun Haidian Bridge call car, near the basic no car, or only a car (generally is the people better step). Many drivers in Beijing do not know Uber, the cost of education and drivers is much higher than Uber's expansion in the United States. Despite this, Uber has set a phase-out mechanism, with 10% of drivers being retrained for service suspensions each month. As a matter of fact, I've talked to two Uber drivers, and they do know that there is such a mechanism, but it's not clear how they will be suspended for a fraction of a score. The goal of Uber in Beijing this year is to reach thousands of vehicles to ensure the coverage of Dongcheng District. In the end it was 2000 cars, or 9,000 cars, and Ben just spoke about the extent to which they could radiate when they reached these two numbers. And how to expand the car and the driver? Uber now an important measure is to encourage drivers to introduce new drivers, to the old driver subsidy, which also received results. In addition to the previous period of green travel activities, data has also been promoted. StressThe driver joined, in addition to the Uber brand awareness, there is a direct economic stimulus. In Beijing, Uber driver income because of the difference between the time will be very different, more than a month to reach 10,000 yuan, few will be very few. I also chat with a Uber black driver, he said in Dongcheng district almost daily income can reach about 300 yuan, Uber X driver income will be less. Beijing's Uber drivers scored the highest in the world, but Ben still has a lot of dissatisfaction, for example, in Beijing many Uber drivers do not get off to open doors for passengers, and from my own experience, there are few drivers wearing a suit. On the other hand, there is a lot of local work to do, such as the Uber App Facebok and Twitter or some of the obstacles, lack of micro-bo, micro-letter, the two China's largest share of the platform still some of the Shong sense, UnionPay's credit card does not support users or will be somewhat uncomfortable. These substantive work, they have also developed a plan, just because of prioritization of the relationship, so users have not seen progress. In addition, many of their localization work is still relatively virtual, such as educating users, to the present Beijing area there are many users do not know Uber can provide invoices. As an overseas start-up company, Uber launched the people's best step of carpool service. You know, at home, people are not the word they want to use, it looks like a downwind water. ' Actually, they're having a lot of problems, ' Ben says. In Beijing, localization, competition and government relations have encountered many problems. In this part, we will talk about it in detail later. Uber localization in terms of localization, Uber's biggest feature is the localized operations team. Uber will typically use a three-person squad to attack a city method, each opening a new city, the usual configuration is a three-person team, the chief, Operations Manager and marketing manager, quite capable. They need to be based on their own city to develop appropriate strategies, from the market to partner selection. The practice of fully empowering the local team has had a significant effect. However, in Beijing now, Uber's team has surpassed 3 people, reaching more than 10 people, including operations, markets, government relations, and research and development personnel. On the one hand, because of the pace of development in Beijing, on the other hand, many other new colleagues need to be stationed in the region, originally in Beijing. In this way, Beijing is probably also a strategic stronghold of Uber in China. Now they are still recruiting. (Children's shoes, you know, grace.lin@uber.com) in fact, Uber in China also developed a plan to enter 15 second-tier cities, including Xi ' An, Tianjin, Hangzhou, Nanjing, Kunming and other cities. Just because the localization team has not been found for a while, it has been shelved. Ben says that as long as there's a right person,These cities can be stationed at any time. If people do not recruit, the presence of the city will have no meaning, instead of steadily advancing. In addition to the localization of the team, the applications and services for Uber need to be localized. Although, the above mentioned a lot of application deficiencies. But this year, they did do some localization, language localization This is needless to say, maps and payments are their focus. When viewing our author Leon's article in April, you will find that the Uber interface was mixed with both Chinese and English, and now it is completely Chinese. Ben says their engineers are also doing optimizations about the accuracy of map positioning and the flow of payments, which is their main two focus. Tick-tock in the systematic, meticulous operation to do well with foreign countries, in addition to the domestic and easy to rent, a car rental these direct rival competition, Uber also felt from the tick-tock taxi, quick taxi pressure. In addition, BAT has recently been actively involved in the layout of the business, high-end car rental services, such as Baidu + easy to (Baidu car), Ali + fast (a car), Tencent + tick-tick (U gifted taxi, now has changed its name beep), in the heating of the market at the same time, it is estimated to increase competition. A few days ago, there were reports that Haier Financial leasing company announced the investment of 3 billion yuan, and easy to use vehicles to reach strategic cooperation, to jointly set up Haier easy to auto financial services company, for easy to use car platform Chiu Yujia leasing companies to provide car financing leasing services, capital will no longer become a small and medium-sized leasing company development bottlenecks. I thought this would be a very strategic partnership. In this respect, Ben has a different view, the number of cars is no longer a major constraint is easy to the main factor, easy to now have tens of thousands of cars, enough to support its operations, but is systematic, meticulous management will become the development of vehicle platform key. This, beep is good.