“Do you use Alipay?†This is a sentence that 43-year-old Master Liu Fenggang recently asked passengers. Nothing else, this can give him a subsidy of 10 yuan for a single job, and can save 5 yuan for passengers who have no subsidies. For Li Lin, an office worker who can't take a taxi on weekdays, she is more concerned about the "red envelopes" that she grabbed in her mobile phone and whether her "points" can be spent.
Since the drop of the drip and the quick announcement on May 17th, the simple mode of “calling the car + subsidy†originally placed on the countertop was broken, and the two taxi softwares each played their own “smallâ€. The abacus, the two sides' competition for the market may enter a more enduring "dark battle."
Drips by WeChat red envelopes popular "Oh, one step late!" Staring at the "0 yuan" red envelope on the screen of his mobile phone, Ding Rong is somewhat annoyed.
"The red packets on the fingertips", the most popular entertainment activities during the Spring Festival have recently returned, many people have begun to pay attention to their friends circle, WeChat group. However, this is no longer a red envelope for the Spring Festival, but a “red car red envelope†that can be transformed into a local tyrant after a taxi. Behind this, relying on the tick of the big tree of WeChat to become the protagonist of this round of red packets. In terms of Didi, Didi has launched the “Don't share red envelopes†campaign last Friday. Users who use WeChat to pay the fare will have the right to red envelope after completing the payment. The activity will last until May 31st. The red envelope that grabs the hand can be used directly as a fare.
As of yesterday, this activity has been more than half. Didi statistics show that the average time from redemption to sharing and robbing is only 4 minutes, and an average of 32.5 million people per day grabs a small amount of 0 to 20 yuan. Red envelope."
"Like everyone, we also feel the same experience of the 'New Year's red bag'." Referring to the release process of the taxi red envelope, Xue Shuai, a staff member of the Drip Taxi Marketing Department, said that this was a collaboration initiated by Didi to WeChat. It is not an inspiration for the "Golden Lord" WeChat in the outside rumors.
Xue Shuai recalled that before the announcement of the subsidy for passengers on May 17th, the “Take a Red Packet†project team had already been established within the company. “Before the WeChat payment, we have already gotten through the WeChat platform. But this time it involves the red envelope function, all the ports need to be reorganized, and everyone's data should be rejoined together."
On the 27th, the number of the current red envelopes was not announced. Xue Shuai introduced that the funding for this red envelope is shared by both Didi and WeChat, and the specific ratio is not convenient to disclose. However, for many users, with the addition of social interaction components like “collective lotteryâ€, the amount of red packets seems to be no longer the only protagonist of this redemption campaign.
Fast users can reduce car fares. On May 17, they announced that they would stop subsidizing passengers. The fast taxis also changed to a "quiet" game.
"I didn't add any money!" Yesterday afternoon, Li Lin, who was calling near the Xizhimen, was rushing on the phone with a motionless "quick taxi", but suddenly found that the system automatically updated the order with "5 dollars." tip". With more than 5 yuan added, there will be a master order. Li Lin, who got on the bus, asked the driver's master to understand that this was not a misuse of her own, but a quick "self-sufficient pocket" for her tips.
According to the relevant person in charge of the fast marketing department, according to the frequency of the taxis used by the users and the amount of taxis, the system will classify the users. The “advanced users†have certain privileges. “But currently we have not made advanced users and privileges. Clearly defined, still in the process of accumulating data and analysis."
Although the fast official is still "respecting shame" for this set of reward mechanism, Mr. Wen, who has been upgraded to "the supreme level", has already experienced the real benefits in several taxi rides. "When I encounter a bad taxi, I call a car with my friend. The driver must be me first!" Not only that, but the higher the level, the user can get extra points.
In addition to this reward mechanism for some users, the recent fast-forward "all points for the fare" activity to please all users. Specifically, the user will score in the system soon after taking a taxi, and the 300 points will be able to pay 3 yuan fare, 600 points to 5 yuan. On the fast side, they have calculated that the average user can make a taxi fare after two or three times.
On the 27th, even the "yellow cattle" business of the vouchers was quickly started. The fast taxi vouchers were put on the line in Taobao. Users only need 5 yuan to buy 10 yuan vouchers. When using a fast taxi, they can directly With a voucher to deduct the fare, this is equivalent to a 5 yuan reduction in taxis.
Accounting, less spending, more money, in fact, the "dark battle" of the two taxi software is even more for the two sides.
Compared with the subsidies of 2.4 billion yuan caused by the direct subsidies in the past few months, the "red car red packets" and "points for coupons" will undoubtedly save a lot of money. In terms of Didi, the amount and amount of red packets issued by friends every time are random, but there are clear intervals, which also allows Didi to control the scale to a certain extent. The fast point system, on average, users have to use 2 to 3 times of taxi software to enjoy the subsidy of 3 yuan. This will save at least half of the subsidy cost from the previous minimum of 3 yuan per order.
Not only that, but after simply “sending moneyâ€, the two taxi software also have their own “benefits of wealth†through their own platforms.
"Send 2 pounds of the company's Hainan Litchi", Didi has begun to expand e-commerce and other partners to expand the field of local life. The person in charge of Didi told reporters that they are still trying in Zhuhai and other places, and cooperate with the local shopping malls. When the user uses the Drip taxi destination to display this mall, he can enjoy a discount at the specific counter of the mall with the taxi record. . And the fast is also operating its own point mall, in addition to the direct exchange of taxi tickets, users can also buy some goods through points, and these products are from the No. 1 shop, Jingdong and other platforms.
Undoubtedly, for the Internet industry where users guide the market, the two taxi-taking software with the number of billion-level users has begun to become a new Internet platform, and “commercialization†has naturally become the next step.
News Analysis Use their respective advantages to “stick†users “social marketing and mileage change†of “warâ€
“Optimize the userâ€, the relevant person in charge of the taxi software yesterday responded to the reporter “Why change the subsidy modeâ€, and gave an unanimous answer.
Just 10 days ago, Didi, fast still known as "burning money" image. Although the subsidy of nearly 20 yuan per order from the highest peak was reduced to 3 yuan, the two released data show that the subsidy war since January this year has already caused the two taxi companies to surpass more than 2.4 billion yuan. Huge expenditure.
Why has the high-profile taxi software suddenly "turned off the temper"? The two taxis gave similar answers.
"We conducted a comprehensive analysis of the user data of passengers and drivers, and found that the purpose of large-scale 'educational users' has been achieved." The relevant responsible person said. The Didi also said that the focus of the next phase is to optimize existing customers.
Data from third-party statistical agencies also seem to prove that the taxi market is now "two points in the world." According to data from the “Monthly Monitoring Report of China Taxi APP Market†in the first quarter of 2014 released by Analysys International in early May, as of March 31, 2014, the cumulative account size of China's taxi app client reached 98.28 million. Among them, the fast taxi accounted for the first place in the domestic taxi app market share with 51.6%, and the Drip taxi ranked second with 45.3%.
In the eyes of the industry, the more important purpose of the two taxi software into the "dark war" is to enhance user stickiness.
“The direct subsidy method cannot be sustained forever, and the two taxi software knows well.†Internet commentator Hong Bo said that compared with the simple “burning moneyâ€, the simple and rude user mode, the current Didi With the social advantage of WeChat, the use of taxi software to mobilize the user's participation, and want to reproduce the "Pearl Harbor Attack" of Ma Yun's evaluation of WeChat red envelope during the Spring Festival. Faster, by subdividing the user market, the “iron powder user†is additionally encouraged. This is similar to the operation mode of the airline “several mileageâ€, which can also improve the user's enthusiasm.
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