Rich subsidies to grab users and high rewards to grab drivers

　　Online car-hailing platform launches "double grab" offensive

　　On July 4, the National Internet Information Office issued a notice: According to the report, after inspection and verification, the "Didi Travel" App has serious problems in collecting and using personal information in violation of laws and regulations.

In accordance with the relevant provisions of the "Network Security Law of the People's Republic of China", the State Internet Information Office notified the app store to remove the "Didi Travel" app, and required Didi Travel Technology Co., Ltd. to strictly follow the legal requirements and refer to the relevant national standards to seriously rectify existing problems. , To effectively protect the personal information security of the majority of users.

　　That night, the advertising page of T3 Travel appeared on the WeChat Moments of the majority of users on a large scale.

　　At the same time, car-hailing platforms such as AutoNavi Taxi, Cao Cao Travel, Xiangdao Travel, Ruqi Travel, etc. have recently increased their publicity. Even Meituan Taxi, which has been off the shelves for two years, has also been re-listed in the app store. A brand-new Logo color scheme has been added.

　　On the one hand, they took out subsidies to grab users, and on the other, they gave high rewards to grab drivers. The online car-hailing platforms collectively dispatched and attacked.

　　Grab users

　　T3 madly casts ads in Moments of Friends

　　Meituan is back in the arena two years after taking taxis off the shelf

　　"Have you seen T3 travel advertisements in Moments?" In the past two weeks, many users reported to Red Star Capital Bureau that T3 travel advertisements frequently appeared in their WeChat Moments.

In a screenshot provided by a user, the T3 travel discount link shows that "312,000 people have received it recently."

　　Not only T3 travel, but also online ride-hailing platforms such as Gaode Taxi, Cao Cao Travel, Xiangdao Travel, and Ruqi Travel have recently increased their publicity.

　　On WeChat Moments and short video platforms, AutoNavi chanted the slogan "It can be cheaper than the price" and gave discounts to both new and old users; Xiangdao Travel advertised in Moments, emphasizing "single discount", "New and old users can receive it"; Ruqi Travel offers a discount of up to 150 yuan in the gift package for newcomers; Cao Cao's special car also launches the "sign-in coupon and a 40% discount coupon for 0.1 yuan" activities...

　　In addition to the existing players on the travel track, the "Meituan Taxi", which has been off the shelf for two years, has also returned to the world.

On July 9th, Meituan Taxi was launched in all major application markets quickly, and it was also replaced with a brand new Logo color scheme.

　　A person from Meituan Taxi bluntly told the Red Star Capital Bureau: "Meituan Taxi has been preparing to go online this year. Now, we have accelerated this process."

　　At present, online ride-hailing players are "collectively dispatched" and "violently attacked" to grab users by increasing advertising and issuing coupons.

　　Red Star Capital Bureau combed the data and found that in the iOS market, the downloads of the T3 travel app peaked on July 5, and the Meituan taxi app also experienced a sudden increase in downloads two days after its launch on July 9. AutoNavi The download volume of Map APP has increased significantly after July 5; In the Android market, the download volume of the T3 travel APP is relatively stable. The download volume of the Meituan Taxi APP has increased significantly as in the iOS market. The download volume of the AutoNavi Map APP has also been nearly 30 days The peak of coming.

　　Grab the driver

　　A driver picks up 6 "poaching" calls a day

　　AutoNavi free of commissions, Meituan gives cash rewards

　　In addition to robbing users, the major online car-hailing platforms are also "relentless" in robbing the drivers.

　　Master Jiang, the online ride-hailing driver, has clearly realized that there have been more calls for "poaching" recently.

"I receive 5 or 6 calls every day, all of them are from other platforms, saying that I will register without commissions," Master Jiang told reporters.

　　"Commission-free" means that the platform waives the driver's commission. For online ride-hailing drivers, the commission-free means an increase in income.

In the early stages of competition on online car-hailing platforms, drivers were often attracted to join without commissions.

　　On July 12, AutoNavi announced the launch of the "Summer Commission-Free Season" campaign during the summer vacation. From July to September, various forms of "commission-free" will be adopted to help drivers increase their income.

　　In addition to commission-free, online car-hailing platforms have increased incentives and subsidies for drivers.

The Red Star Capital Bureau found out that Meituan Taxi recruits drivers from the whole society, giving a prize of 1,000 yuan in the first week, a reward of 3 days of single turnover + 20%; on the AutoNavi map, the Tuotuo E line announced that it is a new driver in Guangzhou Registration gives 5,000 yuan in benefits.

　　In addition, there has been news recently that T3 travel has urgently adjusted its Kaicheng plan. 15 cities will be opened within this month, and the target daily order volume will exceed one million.

T3 will start the combat mode for all employees from now on, with a total period of about 40 days, and will select the best and worst 3 employees at the end.

　　Diversified needs

　　Crazy money burning is difficult to reproduce

　　Competition in the travel market enters the "second half"

　　Today, competition in the online car-hailing market has entered the "second half", and it is difficult for the travel market to reproduce the original scene of crazy money-burning subsidies.

For Meituan, AutoNavi, and T3, how to make good use of this "window period", spend less cost and grab more users and drivers is the key.

　　In the early days of the launch of Meituan Taxi, it told the media that 30% of active users have travel needs. Meituan hopes to provide users with a one-stop "eating, drinking and playing" service experience through Meituan Taxi.

According to relevant sources of AutoNavi, the target for the whole year of 2021 is 2.5 million to 3 million orders. In April this year, AutoNavi’s daily average order target has reached 2.3 million orders.

　　On the other side, T3 and Cao Cao are also actively deploying.

In February of this year, T3 Mobility CEO Cui Dayong said when introducing new trends in the company’s strategy that T3 will land in 27 cities including Beijing and Shenzhen in 2021, striving to achieve full coverage of first-tier cities, and the average daily orders for all business lines will reach 3 million orders. .

According to the Economic Observer Network, as of February 28, 2021, Cao Cao Travel has been launched in 57 cities across the country, with a cumulative total of more than 50,000 vehicles and nearly 50 million registered users.

　　In the future of the travel market, will the powerful convergent platforms such as Meituan and AutoNavi be better?

Or does the online car-hailing model like T3 and Cao Cao stick to the end?

　　According to Internet analyst Ding Daoshi, the future travel market may be a market where a hundred flowers bloom and a hundred schools of thought contend.

"The travel market cannot be monopolized by a certain company or a certain type of company. The needs of the consumer market are diversified, which also creates a diversification of services. Different types of service and product providers can survive in the market. "

　　Chengdu Commercial Daily-Red Star News Reporter Yu Yaoqiang Yaxian