Price increase is not a life-saving straw for the sharing economy
Zhang Limei
Recently, the price increase of shared economy such as shared bicycles and shared power banks has attracted much attention.
Although the price increase for shared bicycles and shared charging treasures is only a few yuan per hour, which does not seem expensive, the fees for shared bicycles are already more expensive than buses in some places. Shared charging treasures can be used several times. Buy a new power bank.
Under the conditions of a market economy, enterprises have the right to set prices independently in accordance with the law, and certain price increases such as shared bicycles are understandable.
At the same time, capital investment in the sharing economy is not for public welfare, but profit-seeking is its essential attribute.
In the early stage, in order to compete for market share, sharing economy companies generally experienced a "cash burning war". Several surviving companies chose to increase prices for the purpose of turning losses into profits.
However, sharing economy companies should not regard price increases as a life-saving straw, let alone increase prices endlessly with the "leftover as king" thinking.
Consumers are price sensitive. If the sharing economy keeps increasing prices and constantly testing users’ tolerance for prices, it will eventually break through the psychological bottom line of users’ price tolerance, leading to loss of users.
From a legal perspective, sharing economy companies may also be suspected of monopoly if they frequently increase prices.
Currently, most of the sharing economy companies that remain in the market after competition are operators with dominant market positions, and there are few or no competitors in the same industry.
According to the "Anti-Monopoly Law," operators who violate the regulations and abuse their dominant market position will be punished as necessary.
In this regard, when necessary, relevant departments can intervene to investigate whether the price increase in the sharing economy is a monopoly.
In fact, price increases should not be the only option for sharing economy companies to recover costs and achieve profits as soon as possible.
Sharing economy enterprises should find a more scientific and reasonable profit model under the condition of reasonable layout and try not to increase the burden on users.
For example, sharing economy companies can cooperate with other companies to expand advertising, information and other businesses, so that users and companies can achieve a win-win situation.
Zhang Limei