[Economic Observation] Online car-hailing play new routines, who will accompany you stupidly?
According to recent media reports, Didi’s "fancy" marketing of Huaxiaozhu taxi rides has been questioned: "100 yuan in cash every day" campaign, you can withdraw at least 100 yuan, but users always miss a few yuan or even a few cents. Withdrawal standard; non-Huaxiaozhu users frequently receive marketing text messages, which can be received after being blacklisted; coupons received by participating in rewarded marketing activities, but cannot be used when paying...
In March, it tested the waters. In July, Hua Xiaozhu, who was identified by Didi, was positioned to target the young user market, focusing on the buy-it-price model. The overall price was cheaper than Didi Express.
Just like when Didi first came out, Huaxiaozhu also chose to burn money and hit the market, slogan "the lowest price on the whole network".
The difference is that it has a new way of playing-relying on small programs for social fission, inviting friends to help get coupons, and recommending friends to register for cash rewards.
Although the gameplay is new, it is difficult to win the hearts of users with such a routine.
On the one hand, young people have stronger personalities and attach great importance to user experience.
If you find that you are being routine, you will give up using it within minutes, and you may also complain through social platforms.
On the other hand, the major network marketing festivals in recent years have made people feel tired of routine marketing. At this time, if the routines continue to be full, it will only make people more disgusted.
Hua Xiaozhu is not only a routine user, but also suspected of routine supervision.
From the perspective of many industry insiders, from the initial testing of the water in Zunyi, Guizhou, Linyi, Shandong, to social fission marketing, Didi intends to develop the sinking market of third- and fourth-tier cities through Huaxiaozhu.
Driven by low prices, expanding market growth will help to expand the valuation of Didi and prepare for the listing.
The listing has to mention Didi's compliance issues.
According to data provided by the Ministry of Transport on September 24, more than 2.5 million online ride-hailing driver's licenses have been issued in various places.
However, according to the "Didi Platform Employment System and Employment Count Report", in 2018, there were 11.66 million online car-hailing drivers who completed at least one order and earned income through the Didi platform.
The gap between these two figures shows that Didi has a long way to go for compliance.
Therefore, some people believe that Didi’s launch of Huaxiaozhu is to take over non-compliant vehicles and drivers on the original Didi platform and alleviate the current situation of non-compliant transportation capacity on the Didi platform.
Judging from media reports and users' complaints on third-party complaint platforms, Hua Xiaozhu's driver's reputation is not good.
Although Hua Xiaozhu emphasized that it is only open to Didi registered drivers and tried to explain that it did not lower the barriers to entry, the problem is that many drivers on the Didi platform are not compliant.
In addition, in accordance with current relevant regulations, online car-hailing platforms should obtain the "Online Taxi Booking Business Permit."
Huaxiaozhu had no qualifications. However, in order to circumvent this problem, on September 7, Didi became a wholly-owned shareholder of Huaxiaozhu, claiming that Huaxiaozhu reused Didi’s qualifications for car-hailing operations.
In this regard, some local transportation departments do not recognize it.
On September 15, the Transportation Bureau of Zhongshan City, Guangdong Province issued an announcement stating that Huaxiaozhu has not yet obtained the legal qualifications of Zhongshan's online car-hailing platform, and it is illegal to conduct online car-hailing services. Recently, the Changsha City Transportation Department interviewed Huaxiao. Zhu, he has not obtained the online booking taxi business license, the vehicle and personnel qualifications are incomplete, and he is suspected of low-price unfair competition, which has seriously affected the market order and caused industry instability.
The online car-hailing platform represented by Didi has brought great convenience to people’s travel. But it should be reminded that many users are willing to follow the innovation path of the platform to enjoy the technological life, but after the platform becomes larger, Lack of sincerity, full of routines, users will not silly accompany running.
Our reporter Du Xin