On the morning of July 20th, according to Didi's official news, Didi Carpool in Didi Travel App was announced to be renamed as "Green Vegetable Carpool", with a brand new logo, and ofo and Justin were invited as brand ambassadors.
According to the official introduction, the newly renamed "Green Vegetable Carpool" has three main advantages: First, it is cheap and priced at 50% off the whole journey. The second is punctuality. Just like the US group's take-out, the green vegetable carpool has also been launched on time, which promises the latest arrival time for users, and the overtime is reduced by 1 yuan for 3 minutes, thus avoiding the trouble that the carpool route of users is too unpunctual. The third is safety, including express driver service, trip sharing and other functions. In addition, carpooling with vegetables is also an online spelling game. Just like the "little fun" game, three identical patterns can be eliminated by sliding your finger. The more groups eliminated, the greater the discount.
In terms of safety, carpooling with vegetables is a consistent policy. In terms of price, according to the actual measurement in Xiao Lei, at the same distance and at the same time, the bite price of green vegetable carpooling is 10. 1 yuan, and even the bite price of the express train is 20.28 yuan before the discount, which is indeed a 50% discount. But 50% off is not the first time to carpool with vegetables. As early as the end of 20 15, when Didi Carpool was just launched, the slogan "I am willing to play 50% off and play for free" was played. By the beginning of 20 16, the policy of "drip express carpooling for one price, as low as 50% off the whole country" is still going on.
At the end of 20 19, Didi released brand-new carpooling products and launched "123 Didi National Carpooling Day". Carpooling alone forms a "fight and go" interface, and the system will only send a car to the user if it matches the friend first. It turns out that the express train also has the option of "accepting carpooling", but unlike "carpooling", the express train page accepts carpooling. If no one carpools within three minutes, the express train will be directly assigned. According to media reports, compared with "starting together", "accepting carpooling" is more expensive than 50% off even if it is completed. The logic of Didi carpooling is getting smoother and smoother, allowing users to find a balance between cost performance and timeliness.
Source: Didi Travel to Weibo
This green vegetable carpooling can be said to be a brand package of brand-new carpooling products at the end of 20 19, but it is not a change of soup. The biggest improvement of "green vegetables" is the on-time guarantee function of special online products. Previously, the problem of carpooling time was often criticized. For passengers, when the reduced money cost is far from enough to deduct the extra time cost, the willingness to carpool will drop sharply. Regarding the owner, Zhihu netizen "Feng Ling" once replied as the owner of Didi, saying that if someone is nearby, they have to pick up the ticket. Although it is on the way, during the rush hour, the carpooling mode will not give the driver a long time, and the low-speed driving cost is lower than the normal bill, and the owner is not willing to take the carpooling bill.
The arrival time prediction and delay compensation strategy of punctual guarantee can reduce users' worries about time cost and enhance users' willingness to carpool. When the demand density of carpooling is increasing, combined with Didi's map planning ability, the time for carpooling detours will become shorter and shorter, thus attracting more users to choose carpooling and forming a virtuous circle.
The reason why Didi values carpooling business so much is related to the fierce competition Didi faces. If you look at Didi's main four-wheel travel-related businesses, the prices are from high to low, including luxury cars, limousines, express trains, carpooling and hitchhiking. In addition, it also includes third-party services such as taxis and travel.
Source: e-commerce online
In terms of hitchhiking, after the accident, Didi hitchhiking left a lot of "heritage" to his opponent. 20 19, more players joined the hitchhiking track. At the end of 20 18, Hello recruited a large number of drivers. On February 20 19, Hello officially entered the company. On June 20 19, the free-riding service between Guangdong and Guangxi was opened on Gaode Map. In September of the same year, Cao Cao traveled to Chengdu and Hangzhou. According to the Blue Book on the Development of Ride Industry in China (20 14-2020), by the end of 20 19, there were 17 information platform companies in China, with a total of 30 million registered vehicles and 300 million registered passengers. According to Analysys data, by the end of February, 2065438+2009, Hellobike had served 40 million passengers. Didi, backed by taxis and hitchhiking, also announced that users had broken through1.300 million. What Didi has lost is not only the temporary hitchhiking business, but more importantly, the user's hitchhiking habits.
In terms of express trains and special cars, although the number of active users of Didi is still the absolute boss in terms of the online car market, everyone has changed their minds and started to join hands against Didi. On July 20 18, the taxi function was launched on gaode map, which can call different types of online taxis at the same time. 20 19 in may, meituan also aggregated platforms such as shouqi, Cao Cao and AA. At present, in the taxi column of Hellobike, you can also call Sunshine Travel, Cao Cao Travel, Shouqi and Tick-tock at the same time. According to Analysys data, the number of active users of Didi in 20 19 was 92.529 million, but the number of active users of Gaode, Baidu and Meituan, which aggregated different taxi platforms, was even more than that of Didi.
Whether in the field of hitchhiking, special car or express train, Didi's position has been greatly challenged by its opponents. For users, what they want is cheap, convenient and safe. For them, it doesn't make much difference whether it is a Didi special car or a Cao Cao special car or a Shenzhou special car. Gaode, Baidu and Meituan, which have gathered a large number of users and car owners, can provide users with another choice. Moreover, according to the actual measurement in Xiao Lei, the taxi quotation of Gaode is a little cheaper than that of Didi Express at the same time and distance, so Gaode may still be a better choice.
For Didi, the ride has been stagnant for a long time, and it is not easy to make a comeback; In the field of express trains, there are powerful new players, such as Gao De and Meituan, who enter the market in an aggregated way. Compared with them, Didi has no special advantages in terms of users or services.
For now, carpooling is an irreplaceable advantage of Didi. The first is that there will be a lot of demand for carpooling. Jeff Bezos, founder of Amazon, once mentioned in a speech that customers' desire for low prices will not change in the next decade. Carpooling that can give users a lower price is obviously what users need.
But who can meet this demand? In order to meet this demand, one condition must be met: many passengers must take the same route every day. Even if apps such as Gaode and Meituan have a large number of users and a large number of car owners, the disadvantage of the converged network car is that there are barriers between different platforms. Cao Cao's users are unlikely to carpool with domestic users. As far as a single online car platform is concerned, whether it is Didi, Shouqi or Cao Cao, their existing user scale cannot compete with Didi, and there are not so many riders who can walk on the same route like Didi.
For Didi, carpooling has a natural advantage, and now carpooling with vegetables can also increase users' goodwill. The more people on the same road, the better the carpooling function in theory, and vice versa. If one day, the timeliness of carpooling is almost the same as that of express service, carpooling is cheap enough, and express service is eroded by carpooling business, it will also be a day when Didi will converge on the platform.
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