From 20 1 1, we first smelled the market opportunity of "drunk driving into punishment", to the peak moment of "driving brother" around 20 15, and then to the "dimension reduction blow" of Didi Chuxing's all-round advantages in recent years. For the e-driver who has lost its leading position in the driving industry and its living space has been continuously compressed, it can be said that it is a change of the times.
However, the e-driver itself does not seem to realize the problem.
Recently, e-driver is about to celebrate its eighth birthday, but in all kinds of activities it participates in and the words of publicity, we can hardly see the "new ideas" of the post-020 travel market, mobile Internet, diversified business strategies and refined operations.
Eight years have passed, and the business model of e-driving still mainly relies on the market opportunities brought by drunk driving. It still takes the layout of offline channels as the core advantage of the industry. As for the "Golden Driver Academy", driver insurance, caring and protecting actions for drivers on behalf of drivers, and cross-border cooperation with wine companies. These are still an old extension of traditional driver services.
Contemporary driving companies have failed to dig deep into the "demand" of driving, and can only rely on the popularization of the concept of "not driving after drinking" for a long time to consolidate the offline "drunk driving" market. It can only be said that e-driving limits their thinking to a very small place.
What is the practice of playing high dimension with low dimension? Once cut in, Didi Daijia, which quickly replaced the market position of e-daijia, has given the answer. On the one hand, after the launch of Didi Daijia service, it quickly established its scale advantage in the daijia industry by virtue of the traffic and user advantages in the big travel field, which proved that there were not many technical and service barriers in the traditional Internet Daijia service itself; On the other hand, based on the all-round business layout in the field of travel, Didi can easily expand the driving service to a wider range of diversified scenarios, and there is more room for imagination in the future.
As a result, the competitive barrier of e-driver, which relies on the first-Mover advantage, is constantly being diluted: at the scale level, it is positioned as a driver service and has no strength to compete with Didi; At the level of refinement, all its services, driver management and scene expansion actions of driving service are inseparable from the inherent business scope of Didi Chuxing. Compared with competitors, it's hard to say in which field E-Drive has advantages.
From a big dimension, the only way to break the future of e-driving is to make stronger barriers in the vertical field of driving. However, judging from the current situation, e-driving has long relied on the field of "sitting on the ground to collect money" at the market level. For many years, it has been advocating market mining in sub-sectors such as women's driving, drivers' sleepy driving, long-distance transportation driving and travel driving, which is almost negligible; At the operational level, when a giant like Didi has entered the AI era of traffic management in big data cities, e-driver only stays at the stage of giving drivers more humanistic care and advocating drinking without driving in the source winery. This is somewhat "not enterprising" in any way.
What is the future of the driving industry? Safety and price are the first stage, and the second stage is to activate the demand of driving market represented by diversified scenes such as drunk driving, business, tourism, sparring and agency. For e-driver, frequent bottomless marketing and user complaints in the past failed to prove that it can provide users with satisfactory services in terms of safety and price. In the "second half" of the diversified scene of driving, e-driving, which is known as the head platform of the domestic driving industry, also failed to assume the responsibility of breaking the industry.
Looking back at the peak period of 20 15, the market share of e-daijia in daijia industry is as high as 90%. However, with the introduction of Didi generation, Didi has surpassed the E generation within 100 days. Now, Didi Daidai has become the dominant driver market for many years with a market share of nearly 80%.
This directly led to the loss of popularity in the capital market. The rumors about the latest round of financing and listing of e-generation have all stayed at the peak of 20 15 years. In the following four years, we witnessed that E-driver continued to fall from the altar.
In addition to the "dimensionality reduction blow" encountered in business model and industry insight, the frequent negative controversy of e-driver itself may also be an important reason for its rapid abandonment by a large number of users.
E-driver, who has rich marketing experience, was involved in the controversy of "bottomless marketing", which made him lose a lot of popularity in the past. At the end of 20 17, CCTV host Lang Yongchun was suspected of drunk driving and was officially launched by e-driver, which made him bear the reputation of "like to show off"; In the same period, the "e-purchasing and drinking" business launched by e-purchasing caused a lot of controversy, and public opinion questioned its "playing erotic edge ball".
If the way of brand marketing can only reflect the upper consciousness of an enterprise, then frequent user complaints may be a direct challenge to platform operation skills.
In last year's "20 18 Internet Quality and Safety Report 3 15", China Consumers Association announced 20 kinds of apps that are generally suspected of over-collecting or using personal information, among which e-driver is among them; At the end of last year, in the "100 app Personal Information Collection and Privacy Policy Evaluation Report" released by China Consumers Association, e-Daijia was rated as "one star".
In addition to personal privacy complaints, personal and property losses during driving have also become the "big family" of e-driver complaints. In the absence of relevant industry standards and norms in the driver's driving industry, even though e-driver has been claiming to have done a lot of work in the field of passenger+driver safety and service for many years, related complaints, accidents and disputes are still frequent.
"The company refused to pay the claim because the driver of the e-driver was sentenced to full responsibility for the crash", "The cost of the e-driver is less than 500, and the courier fee is required to get the invoice", "The number of door-to-door visits is still increasing", "The customer service attitude is bad", "The overlord clause of the e-driver does not refund the deposit, and there is nowhere to defend the rights due to delay" and "The driver of the e-driver overcharges" are all common complaints of users on the Internet.
It is undeniable that the operational complaints encountered by e-driver are almost unavoidable problems for the entire driver industry and travel industry in the short term. Users such as Didi Chuxing and Didi Daijia may encounter more complaints. However, in view of its qualifications in the field of driving and its deep cultivation in the vertical field of driving for so many years, it is obvious that it is not doing well in platform operation and user service.
To some extent, the disapproval of these clients is also the fundamental reason for further narrowing the living space of e-driver. In the case that the external giants have diverted a lot of resources and the demand for driving is diversified, making it impossible for e-driving to "open source", the most direct direction it can strive for is to serve existing users and enhance user stickiness. But in this respect, it has not only failed to establish its own unique barriers, but has been constantly questioned.
For the "young" industry of driving, it stems from the drunk driving policy and the concept of "driving without drinking, drinking without driving", but the future of the industry has nothing to do with "drinking".
This may be the biggest difference between e-driver and competitors who have always adhered to the "drinking" related scene as the core advantage. Compared with a typical Internet company like Didi, e-driver has the name of an Internet platform, but it is more like a traditional enterprise.
Although the drunk driving market has created most of the current market share in the field of driving, and continues to promote the growth of the domestic driving market with a core role, the imagination space provided by the drunk driving business itself has come to an end.
Since Didi Daidai entered the market four years ago, it has started a subsidy war with E Daidai and quickly gained an advantage. People are beginning to realize that, on the surface, the driving industry is competing for the drunk driving market, but at a deeper level, it is more about user operation, scene linkage, platform strength and future imagination.
This is also the reason why e-driver, who has long known that Didi is going to do the driving business and is "ready to burn money", announced "giving up" only a few months after he settled in. Because e-Daidai found that the subsidy war between Didi Daidai and e-Daidai brought not its explosive growth in the driving market, but the transfer of users to competitors. As long as the subsidy for e-driving stops, the order for e-driving will be taken. Didi successfully overtook e-driver by using the experience of repeatedly burning money to subsidize the market and its huge user resources and operational advantages.
Twenty days after the launch, Didi Dai announced that it has covered 80 cities across the country and registered more than one million drivers. However, it took nearly five years for the e-driver to settle down, and the registered drivers accumulated to about 200,000. According to iResearch's Quarterly Monitoring Report of Q3 Online Driving Industry in 20 15, in July of 20 15, e-driving still occupied 80% of the market. However, by August, after Didi Daidai entered the market, the market share of Didi Daidai had soared to 43.7%, while that of E Daidai had dropped to 49.3%. By June 5438+0 1, according to the "Research Report of China Online Driving Market in June 20 15" released by CNIT (China IT Research Center), Didi Driving entered the market for only three months, and the user coverage rate reached 70.4%, ranking first in the industry since then.
What is more "harsh" is that in the eyes of many people in the industry, the driver and passenger protection system established by Didi Daidai is the fundamental reason for winning users and establishing a leading position in the driving industry. According to the survey results of relevant third-party companies, the drivers of Didi Daijia are highly satisfied with the platform.
E-driver, who has been deeply involved in the driving industry for nearly 5 years and has taken a leading position, was overtaken in nearly 100 days after Didi went online. Whether Didi uses the linkage effect of one-stop travel platform to get customers quickly, or Didi relies on the fearless subsidy of burning money, e-driver has no choice but to watch Didi ascend to the throne. Since then, the domestic driving and training market pattern has reversed.
Of course, from the perspective of industry trends, the market potential of the domestic driving industry is naturally huge. According to the Report on Market Survey and Industry Analysis of Driving in China in 20 18-2023 issued by Xinsijie Industry Research Center, the demand for driving in China increased rapidly in 20 16-20 18. In 20 16, the total orders of the national driving industry exceeded 253 million, with a total output value of10.54 billion yuan; In 20 17, the driving industry entered a period of sustained growth, and the number of drivers reached more than1500,000. During the period of 20 18, the driving industry continued to rise steadily, and the number of people using driving services nationwide increased to 267 million.
For the e-driver, it used to be a confrontation with Didi, but now it has obviously been pulled away by Didi. Will it continue to benchmark with Didi in the future? This is obviously not a feasible idea, because the competition between Didi and e-driver is completely a "dimensionality reduction blow". Then e-driver can only watch Didi continue to encroach on its own market territory and continue to seize the growing driving market? Not exactly. What e-driver needs to do is to make greater technical and service barriers in the vertical dimension of driver service. Didi wins in "wide and big", but e-driver still has the opportunity to "deep and fine".
As for whether the game can be broken in the "deep and refined" dimension, it depends on whether the e-driver itself has the power to break the game.