Why is the taxi software worth the giant burn money Marketing

In the drop of a taxi and quick taxi competition, you may have such a question. Why is it that the Giants are willing to spend a huge amount of money to compete for their market share? How much money will the future of taxi software make for Giants?

Perhaps everyone has been misled. Mas does not think Ali and Tencent will look forward to this taxi software to make money, right! They ultimately do not expect them to make money at all. So why spend so much money to cultivate user habits? Let's have a simple scrutiny!

One, for the user stickiness.

What is the user stickiness, we come to think of Tencent Micro-letter inside the "every day to hit the plane" This game is very simple to do everyone know it! I think this software very many people can do it in a day's time! So a simple software why does he fire? Because of "every day to hit the plane" This game relies on the micro-trust platform. The micro-letter itself has a large number of user base and the user's stickiness is very high, as long as the product itself can play, not too pit dad, then there will be users willing to try to use!

Second, conducive to future promotion

Another, to facilitate the promotion. We can think, like Baidu such a platform, to promote a new product of their own is not very convenient, only in their own search engine, the top of their own products, you can get a large number of users. Tencent QQ is also so, perhaps only a few times a few dozen window blow residual, will let their new products quickly spread.

So we can draw, this kind of taxi software, the core purpose of the giant is not to take them to make money! But to let users develop the habit of using these software.

What is a habit? Habit is, every day you turn on the computer, you will subconsciously login QQ. You encounter problems, will subconsciously open Baidu, this is the user habits!

In other words, the current taxi software is only used to take a taxi, when the user base, and user habits, he can also be used for booking, tourism, online shopping. With the user, nothing is impossible, right?

You can think of the original Tencent QQ is just a simple chat software, when Tencent has a user base and stickiness, slowly expand a variety of business: QQ Space, Tencent Weibo, friends network, as well as a variety of Tencent games. Gradually, Tencent relies on QQ, a simple chat tool, to create the current Tencent Empire!

We can look at the present, as long as Tencent's products, even if the pit dad, there will be users to use. So Mas believes that Ali and Tencent to take a taxi software, price war, not because the taxi software can bring them huge profits, but, they want to use this kind of software, on the mobile internet to create another Empire enterprise!

But ideally, in a few months of price war down, whether Ali or Tencent, have not been able to successfully cultivate the user's habit! Nobody takes advantage! Do you think this is a failed marketing? If you think so, that's really wrong. At least Tencent Ali has done the marketing of the most important step: "Remember", when users have this kind of demand, the first thought is that they! Then after the price war, Ali and Tencent will do is the marketing of the other two core: love and share. We'll wait and see!