In November, the online ride-hailing industry saw a decline in orders, and Meituan’s ride-hailing growth bucked the trend
While the overall decline in industry orders, some platforms have risen against the trend, which may be related to short-term subsidies.
On the evening of December 10, the national online car-hailing supervision information interactive platform released the basic operation of the online car-hailing industry in November.
Data shows that the national online car-hailing supervision information exchange platform received a total of 623.099 million orders in November, a decrease of 9.9% from the previous month.
At the same time, there were 17 online ride-hailing platforms with more than 300,000 orders in November, and 18 online ride-hailing platforms with more than 300,000 orders in October. This also reflects the cooling of the industry's basic market in November.
Meituan's ride-hailing volume does not decrease but increases
From the specific data of each platform, 13 of the 17 online car-hailing platforms on the list have seen a decline in order volume, and only 4 have an increase in order volume.
Among them, Ruqi travel orders increased by 18.7%, T3 travel orders increased by 6.9%, and E-line orders increased by 23.7%, while Meituan taxi orders increased by 43.5% in November.
With reference to the quarter-on-quarter data, Meituan's orders for taxi-hailing in November grew particularly prominently.
After relaunching and launching its self-operated business again, Meituan’s order volume in July increased by 23.8%, but its order volume in August, September, and October has been on a downward trend, with a month-on-month decline of 1.1% and 8.1, respectively. % And 5.8%.
According to industry insiders, short-term user subsidies have not yet been able to change user habits.
In November, Meituan taxi-hailing orders increased against the trend, which may be related to the recent preferential activities and subsidies for Meituan taxi-hailing.
Judging from the latest version updated this week, Meituan Taxi will take "surprise offers" as its homepage and give users "warm winter specials" and other packages.
In addition, Meituan Taxi is still recruiting drivers. Even on the user side, the reward of "Invite a new driver to join Meituan Taxi, each person invited will get 58 yuan in cash". Previously, the reward for recruiting new drivers was 30 yuan, and Meituan Taxi. Further increase the weight.
An online ride-hailing driver told Yicai.com reporters, “When Meituan’s taxi-hailing is relaunched, there will be no commission for a week, and no commission will increase the income a lot.” However, the driver also said that with the end of the commission exemption, he still Back to the original platform, because "Meituan taxis are fine in Beijing, but there are only express trains, and the price is not high enough."
Not only is the pull new event released again, Meituan has re-emphasized Meituan taxi rides strategically.
In November, it was reported that Meituan Taxi was an independent business unit and reported directly to Wang Xing. Meituan did not respond positively to this.
However, as the subsidy went online again, it also proved that Meituan once again attached importance to the ride-hailing business.
Regulators pay more attention to compliance issues
It has been a year since the national online car-hailing supervision information interactive platform released monthly online car-hailing operation data, but the data in November summarized the compliance situation of the month for the first time.
Data shows that among the online car-hailing platforms with orders exceeding 300,000 orders, Xiangdao travel order compliance rate is 94.2% and still ranks first, while Pangjujuan continues to be the bottom with a compliance rate of 27.4%.
The top 3 orders for the increase in order compliance rate this month are Shouqi Car-hailing, Bangbang Bank, and Tuotuo E Bank; the last 3 for the increase are Meituan Taxi (-0.3%), and Timely Taxi (-0.4%). , Travel with China (-0.7%).
In November, the compliance rate of Didi Travel was 44%, Meituan Taxi was 49.4%, and T3 Travel was 80.7%.
Among the major central cities, 7 cities including Xiamen, Guangzhou, Hangzhou, Shenzhen, Hefei, Zhengzhou, and Chongqing have all orders compliance rates above 80%.
The top three orders for compliance rate increase this month are Taiyuan, Jinan, and Nanjing; the bottom three are Haikou (-2.2%), Shanghai (-2.2%), and Hangzhou (-3.3%).
In September this year, the Ministry of Transport issued the "Notice on Maintaining Fair Competition Market Order and Accelerating the Compliance of Online Car-hailing", requiring local transportation authorities to urge online car-hailing platform companies to operate in accordance with laws and regulations and speed up online car-hailing. Compliance process.
With immediate effect, no new access to non-compliant vehicles and drivers will be allowed, and the removal of non-compliant drivers and vehicles will be expedited.
Author: Lu Hanzhi