Original title: The online car-hailing war is coming again!
How does AutoNavi respond when Meituan Taxi gives up self-operation?
Didi is back too!
Netizen: Too much money!
The smoke in the field of online car-hailing has risen again.
In the self-operated field, Didi is back as the king; in the field of aggregation platforms, AutoNavi announced its profit in a high-profile manner.
Meituan taxi-hailing, which has been vacillating between these two models, announced that it will abandon its self-operated business and turn to the aggregation model. At the same time, the taxi-hailing business will be merged into the Meituan platform.
Meituan, which fought against Didi many years ago, will it target AutoNavi this time?
give up self-employment
On March 6, Wang Xing, the founder, chairman and CEO of Meituan, issued an internal email stating that the S-team decided to adjust the online car-hailing business and transfer it to the Meituan platform. report.
In the future, the online car-hailing business will reduce the input of resources and manpower, move forward lightly, and continue to provide services to consumers.
Part of the current team will remain in the online car-hailing business, and the rest will be deployed to other business lines in batches.
For a long time, Meituan’s market strategy has been relatively conservative. Even when the Didi app was taken off the shelves two years ago and other platforms were crazily subsidizing the market, Meituan did not aggressively follow up.
Online car-hailing is a business that Meituan started piloting in Nanjing in February 2017. During this period, the business model has undergone many changes, swinging between self-operated and aggregated models.
In June 2019, Meituan, which was going all out to seek a listing, merged the taxi-hailing function of Meituan into Meituan in the face of the country's increasingly strict regulatory pressure on online car-hailing.
The Meituan Taxi App has been removed from the shelves one after another.
In July 2021, shortly after the Didi Chuxing app was removed from the shelves, the Meituan Taxi App was re-launched in major mainstream app stores.
Soon after, Meituan Taxi will split the smart transportation platform that was established less than a year ago, and the two business divisions under the platform, taxi-hailing and unmanned vehicle distribution, will be independent.
In September 2022, Meituan Taxi will connect to Tencent Travel and provide services in Shanghai, Hangzhou, Zhengzhou, Chongqing and other cities.
Today, Didi resumes new user registration.
Meituan Taxi has once again contracted its strategy, announcing that it will abandon its self-operated business and merge its business into Meituan.
Netizens expressed support for Meituan's operation, and many netizens said that doing so would save money.
Do not compete with the king
According to reports, the current daily order volume of Meituan taxis is about 1 million, of which self-operated orders account for about 40%.
This is not a bad result for Meituan Taxi, which has a sound strategy.
In fact, at the end of last year, Meituan Taxi also planned to "do a big job".
Meituan’s review of drivers is very strict. As long as they have a criminal record, no matter whether they have a criminal record or a drunk driving record, they will not pass the review. At the same time, many platforms can successfully register through various channels.
In order to encourage drivers to increase their transportation capacity, at the end of last year, the joint office of Meituan taxi-hailing peak Haohailing also announced the establishment of a "100 million guarantee fund" to provide sufficient resource support and operational incentives for drivers, vehicles, and dispatchers.
At the end of the year, some drivers broke the news that Meituan Taxi had raised the starting price in Shanghai, and also raised the price during morning and evening peak hours.
But all this seems to have changed with Didi's announcement.
Just over a month after Meituan’s 100 million yuan subsidy campaign started, on January 16, Didi Chuxing’s official microblog posted that it would resume new user registration for “Didi Chuxing” with the approval of the Network Security Review Office. .
Didi resumed attracting new users, and if Meituan Taxi continues to explore new markets, it will have to pay a higher price.
Take Shanghai as an example.
Shanghai is one of the regions with the highest market share of Meituan’s taxi-hailing market.
According to statistics, in Shanghai's online car-hailing market, Didi ranks first, and Meituan ranks second.
In the fourth quarter of last year, Didi received 60.25 million orders in Shanghai, equivalent to 669,000 orders a day.
The average daily order for Meituan Taxi is 235,000.
This is still the record when Didi APP was taken off the shelves.
The Didi King is back, and Meituan Dache knows that it can’t beat it.
Six years ago, Didi and Meituan made a high-profile declaration of war.
Wang Xing said, "If Meituan and Didi fight, it's not a battle, it's a question of 'war'".
Cheng Wei said directly, "If I want to fight, then I will fight."
The war ended soon, because no one could shake anyone's status as a giant.
In the end, Didi gave up the food delivery business, and Meituan withdrew from its own travel business.
But this time, Meituan Taxi chose not to compete with the king.
A person close to Meituan believes that the background of this adjustment is that Meituan’s main business is facing greater pressure this year, and the main tone of non-core business is to reduce costs and increase efficiency.
travel light
Although it has been vacillating between self-operated and aggregated, Meituan has never given up on the taxi-hailing field.
Wang Xing once said, "We must participate in all areas related to life."
Classified according to the attributes of the platform itself, the main players in the online car-hailing market can be roughly divided into the following two categories: Meituan, AutoNavi, Didi, etc. represented by Internet traffic; T3, Cao Cao, Xiangdao and so on.
Choosing to switch to the aggregation platform to go into battle lightly, Meituan’s opponents have shifted from Didi to AutoNavi.
In the past year and a half when Didi was completely blocked, the market structure of the online car-hailing market has changed.
The giant fell, and everyone rushed to the beach.
AutoNavi quickly took a piece of the market cake by virtue of its traffic advantage, and attracted giants such as Huawei and Tencent to enter the game.
Some small and medium capacity platforms or leasing companies that own vehicles are also making continuous efforts to compete for the right to speak in the market.
Today, the representative of the aggregation platform in the field of travel is AutoNavi.
In October 2022, Gaode Taxi has announced that it has achieved profitability, and has raised its daily order target for 2023 to 8 million orders.
Judging from the order volume, Gaode Taxi is several times that of Meituan Taxi.
How should Meituan Taxi play its cards next?
It is foreseeable that with the comeback of Didi, the field of travel will be turbulent again.
(e company)