Meituan's taxi-hailing plan declares war with the driver's guarantee plan, and the online car-hailing war reappears
The online car-hailing war, which has been in existence for many years, continued to ignite this week.
On July 15, the Meituan Taxi Driver Rights Protection Committee (referred to as the Division Committee) announced the launch of the "Summer Travel Guarantee Plan" for drivers, including upgraded driver recruitment benefits, peak awards, full day full single award, single single stream award, and new Incentive measures such as driver recommendation rewards are used to increase driver income and solve the problem of insufficient drivers.
Meituan said that from July 14 to July 20 during the event, new drivers can enjoy a 7-day commission-free policy after registration.
In addition, Meituan stated that inviting drivers can win up to 8888 yuan, and at the same time launches platform protection services and provides advance payment services for drivers.
Meituan launched a guarantee plan for drivers at this time, which is undoubtedly adding weight to the heated online car-hailing battle.
War escalation
After the drop of the Didi App, many ride-hailing platforms have rushed to introduce subsidies to seek a short-term increase in the scale of registered drivers and users.
For example, AutoNavi Taxi Free Commission recently launched the summer commission-free season and announced that it will adopt various forms of commission-free from July to September, including no commissions for novice drivers for a week, commission-free during morning peak hours, and flexible arrangements for commission-free cards. And other policies.
Up to now, more than 100 online car-hailing platforms have participated in AutoNavi’s commission-free alliance.
In addition to AutoNavi's launch of the commission-free season, Meituan, which previously exited the self-operated online car-hailing competition through the "aggregation model", has returned again.
As early as April 2019, Meituan issued an announcement stating that Meituan taxi-hailing will be launched in Shanghai and Nanjing in the "aggregation mode", and will be connected to service providers such as Shouqi Car-hailing, Cao Cao Travel, and Shenzhou Special Car to provide services for users.
But this week, the Meituan Taxi App was back online.
The historical version records displayed in the App Store show that Meituan Taxi updated the new version on July 9 and opened more service cities, and has continued to modify the service in recent days to improve the experience.
The last time Meituan took a taxi was updated 2 years ago.
Not only is it re-launched, Meituan Taxi has also launched the "Meituan Express" service, and plans to once again use self-operated methods to get a share of the pie.
The newly launched driver guarantee program is also a proof that Meituan attracts drivers to register to develop the "Meituan Express".
According to the Meituan Taxi App, more than 100 cities including Beijing, Shanghai, Chengdu, Guangzhou, Shenzhen and Hangzhou are currently available for service.
In addition to attracting users on the driver side, Meituan Taxi also offered multiple coupons to users to attract new registered users in the form of subsidies.
Driver's choice
What do online ride-hailing drivers think about the olive branches thrown by major platforms?
Master Chi, who has signed up for Cao Cao Travel, told CBN reporters that he and his colleagues recently wanted to leave Cao Cao to travel because of a decline in income. He believes that “Didi has let more people travel with Cao Cao. Now (the platform) has reduced the income of drivers. ."
Previously, Cao Cao’s reward mechanism for drivers was 260 yuan for every 30 orders. According to Master Chi’s “it was cancelled yesterday,” this reward is currently only for the morning and evening peaks.
Regarding the change in the reward mechanism, Master Chi said, “It stands to reason that (the platform) should not be removed from the shelves and the reward should be increased.” Master Chi believes that the change in the reward mechanism has caused many drivers to leave. It’s okay, you can get 700 to 800 yuan a day, and now even if you get 30 orders, it’s more than 600."
As for the Meituan Taxi App that was relaunched, the driver said, "I just registered and I am awaiting review." The driver said that his colleague informed him that Meituan Taxi will be free of commission in the near future, so he decided to register.
At the same time, Master Chi said, “I heard that Meituan has a revenue of more than 30 yuan in taxis for 7 kilometers. Now there is no platform that can reach it. The general platform is 2 yuan for 1 kilometer.”
The ride-hailing drivers of the Didi platform are also encountering other platforms.
Master Liu, the online ride-hailing driver, told CBN reporters that Xinghui had contacted him recently and hoped that he could register, but Master Liu refused.
In this regard, Master Liu said that he has been driving online ride-hailing on Didi for several years, and he is more comfortable with the platform and will not consider replacing the platform for the time being.
Master Liu also said that the effect of the decline in orders after Didi was off the shelves is temporarily not obvious. "It is somewhat affected, and orders are definitely declining. But the time is too short to reflect the impact."
He also said that if the platform needs to be replaced, Shouqi taxi or Meituan taxi will be considered.
Can the war change the pattern?
Judging from the current data, the number of orders on multiple travel platforms in June has been declining.
According to the June online car-hailing industry operating data released by the Ministry of Transport, the national online car-hailing supervision information interactive platform received a total of 701.46 million orders in June, a decrease of 12.4% from the previous month.
Among them, Cao Cao Travel, Xiangdao Travel, and T3 travel orders increased slightly, while orders from other platforms were all declining. Didi Chuxing's order volume fell by 13.4%, Meituan taxi-hailing orders fell by 16.7%, and Shouqi taxi-hailing orders fell by 20.4%.
Judging from the data in June, Didi had not been delisted at the time, and the industry growth had changed significantly.
The recent expansion of multiple ride-hailing platforms in the form of no commissions and subsidies can change the pattern of the online ride-hailing industry?
In this regard, Jiang Xinwei, a senior analyst in the automotive travel industry of Analysys, told China Business News that “Meituan Taxi has always been looking for an opportunity, but this resurrection is more of a chance. AutoNavi launched during this period. The purpose of exemption from commission is to expand the recruitment of drivers and attract drivers who were originally swinging. Didi's incident will provide a window for competitors, but Didi has a greater advantage in terms of technical reserves and strength, so the pattern will be Give new manufacturers a chance to grow, but whether it can shake the current situation. I personally think that it is possible, but it is not very likely. After all, the Didi app can be used normally whether it is the driver or the passenger. Originally, it uses a small program. The users of Meituan are also the use mode of most aggregation platform + Didi. As for Meituan taxi, the power value of Meituan’s independent APP is not particularly high, and the main traffic is still focused on the main APP, so I think it’s more resurrected Most of them are PR behaviors."
Jiang Xinwei also said that the current pattern of online car-hailing is relatively stable, and policy is the biggest variable in the market. There are two types of companies worth paying attention to. One is the online car-hailing companies that are joint ventures with OEMs that are relatively close to the government, such as T3 travel. , Such as Qi Travel, the other is to do traffic distribution aggregation platforms, such as AutoNavi, Baidu, and Meituan.