Today, Didi is a giant company with a valuation of more than 50 billion US dollars. Although it has been renamed Didi Travel for nearly two years, it is still the brand image of Didi Taxi in the eyes of the public, especially 20% of its maids are often vomited by drivers. Didi seems to have become an unscrupulous taxi company that makes money by taxi software. Is that really the case?
1, will Didi go bankrupt?
Due to corporate culture and brand image problems, Uber, the predecessor of Didi, was forced to leave by investors in June. So far, none of the COO, CFO and CEO of Uber's core founding team has stayed. At the same time, Uber's driverless business was not only exposed in a car accident, but also deeply involved in the crisis of infringing Google's patents, resulting in serious losses behind Uber's high valuation. At one time, the news that it was about to collapse came out (this article is original, cats see cars first, please indicate it).
As a follower of the Uber model, Didi's car market share has reached 90%. However, driven by capital profits, Didi began to exploit special car drivers by monopolizing patents in the market, causing some drivers to escape from Didi platform; At the same time, the taxi fare was increased and the subsidy was cancelled, resulting in the taxi fare of Didi equating the taxi fare. Now the price advantage of Didi special car has disappeared. How long can it live?
2. What has Didi changed?
It is an indisputable fact that the cost of Didi taxis is even higher than that of taxis, but price competition has never been the decisive factor for brands to win. Didi is gradually changing the travel market through three efforts. The first is to improve the efficiency of data, such as automatically displaying the destination according to the historical data of passengers and telling drivers which way to take is faster and there is no traffic jam. Secondly, it is necessary to change the situation that it is difficult to take a taxi, and limit drivers' bad service behaviors such as refusing to take a load and detouring by giving passengers the right to score drivers; In addition, it also enriches tourism products. Since the taxi business was launched, it has not only launched the driver-side segmentation products such as hitchhiking, special car, express train and driving, but also launched two travel products that do not need the driver's side: self-driving and OFO. Didi is trying to evolve from taxi software to the entrance for mass travel.
3. Where is Didi's future?
In the future, Didi will not compete in low-dimensional prices, but in high-dimensional brand services, technology-driven and financial services. First of all, Didi will launch luxury car business in first-and second-tier cities. Not only will its operating vehicles be positioned in high-end models such as Mercedes-Benz E, BMW 5 and Audi A6, but also the selection of drivers will be stricter and the supporting service standards will be more superb. Secondly, Didi will focus on the innovation of travel software technology, which may be extended to vehicle design and driverless driving in the later stage, but it will lag behind Uber; Furthermore, through the high-frequency advantage of the travel entrance, Didi launched auto finance services such as financial leasing, expanded profit channels, and fed back the profit pressure of the travel market (this article is original, the cat is the first car, please indicate it).