* * * Enjoy charging treasure for half an hour. It's easier to borrow 5 yuan than to get up. * * * Enjoy the assassin's fare increase service. What problems are reflected?

At present, the structure of various industries enjoying the economy has been determined. * * * The bicycle market presents a three-legged situation, and bicycles have become the mainstream; * * * The charging treasure market is dominated by brands. 2.7 billion dollars to buy bicycles, but after the acquisition, mobike did not bring dazzling income. The bicycle contribution income included in the comprehensive income statement is 654.38+50.7 million yuan, with a total loss of 4.55 billion yuan. According to China, enjoying bicycles is the next core investment area, and the loss of bicycles is shrinking. According to the prospectus, the company's net losses were 2.208 billion yuan,150.5 million yuan,1.134 million yuan respectively, and the net loss in the first quarter was 836 million yuan.

First, * * * enjoys the economic price increase, and consumers begin to settle accounts.

* * * enjoy bicycles and * * enjoy charging treasures as the "leaders" in the * * * enjoy economy, which continues to this day. * * * Enjoy the charging treasure, just like * * enjoy the bicycle, the price is also rising in the ever-changing charging rules. Taking the highway charging treasure as an example, some media reported the change of charging standard of brand charging treasure in first-tier cities: the charging standard of charging treasure is 1 yuan/hour; The charging standard is 1.5 yuan/half an hour; In addition to the price increase year by year, it was found in the actual measurement that the charging treasure prices of different stores in the same area also fluctuated greatly. According to the actual measurement of stores near Ciqikou subway station in Beijing, taking the charging treasure of road electricity as an example, in the stores in the same area, some stores charge the treasure for free in the first two minutes, and some charge the treasure for free in the first two minutes. The first five minutes, even the first two minutes.

The first 30 minutes are free, and the charge is 1.5 yuan/hour, 3 yuan/hour, 2 yuan/half hour, 2.5 yuan/half hour and 4 yuan/hour. Generally speaking, the charging standards of charging treasures of brands near Ciqikou subway station range from 1.5 yuan to 5 yuan per hour, and the difference between the highest price and the lowest price is as much as 3 times. In response to the market chaos, the Price Supervision and Competition Bureau of the State Administration of Market Supervision, together with the Anti-monopoly Bureau and the network supervision department, held an administrative guidance meeting, requiring eight consumer brand management companies to clarify pricing rules, strictly enforce clearly marked prices, and standardize market price behavior and competition behavior.

Second, behind the price increase: * * Enjoy the company's annual losses and high operation and maintenance costs?

* * * Bike enjoyment was listed as "other business" with a loss of 30 billion. * * * Enjoy the charging treasure. The first "Monster Power Company" was listed on Nasdaq. In more than a year after listing, the stock price generally showed a downward trend. At the close, its closing price of $0.98 per share fell by more than 90% of the issue price, indicating that Monster Charge's revenue in the first quarter of 2022 was 737 million yuan, down 13% year-on-year and 12% quarter-on-quarter, with a net loss of 964 1 10,000 yuan, which has been a net loss for three consecutive quarters. ?

In this regard, Ding Daoshi, an independent Internet analyst, believes that in the past, * * * enjoyed the crazy expansion of products with the support of capital and competed for users at extremely low prices. Now that funds are declining, it is increasingly difficult to make a profit on the basis of the original price. In the context of the rising price of * * * products year by year, there are constant voices against * * * enjoying the economy, such as * * * enjoying bicycles instead of buses and * * * enjoying charging treasures instead of * * *. ? Self-purchase is gradually emerging, and some consumers simply choose to buy by themselves instead of sharing. Follow the trend. In this regard, we interviewed many * * * consumers, * * operators and economic experts, trying to uncover the story behind the price increase of * * * products.

Ofo has completed four rounds of financing, and there is only one month between the B and C rounds. In these four rounds of financing, investors include Jinshajiang Venture Capital, Zhenge Fund, Jingwei China, Chu Xing, Shunwei Capital, Wang Gang and other well-known investment institutions and individuals. The financing amount gradually increased from 65.438+0.5 million yuan to 654.38+0.3 billion dollars. In the same year, mobike also completed three rounds of financing: B, B+, C and C+, with the total amount of public financing reaching US$ 220 million. An employee of ofo once said in an interview that the amount of funds invested was far greater than the amount of funds needed by ofo at that time, and the backlog of funds was too much to be used up at once. With the blessing of capital, ofo and mobike once had 95% market share.

After the huge capital entered, it quickly fertilized the industry. The first "Report on the Development Index of Bicycle Industry" issued by China Institute of Information and Communication shows that the bicycle industry has experienced explosive growth in China since then. * * * The penetration index of bicycle enjoyment (reflecting the popularity of bicycle enjoyment in China) has increased nearly 8 times every year, especially the growth rate. However, the good times did not last long. When the market calms down and the capital calms down, the growth dividend of bicycle users gradually disappears. In addition, serious losses and damages lead to high operating and investment costs, insufficient technological innovation and unclear profit model. Enterprise financing is difficult. Attracting investors to inject capital and raising prices has become the general trend of the market.

Bicycle said in the announcement that the price increase was due to the increase in hardware and operation and maintenance costs. According to the data released by China Bicycle Association, the price of raw materials in the upstream of bicycles rose by more than 10% in the first quarter of this year. Ding Daoshi told me that for a bicycle company, the cost is not one-off. What really burns money is its operation and maintenance costs, including warehousing, logistics, distribution and maintenance. Chi Xingde, an executive, once revealed that the latest version of Hellobike 3.0 costs about 700-900 yuan per car, and the average daily depreciation cost is 0.6 yuan. Old Chen, a bicycle operator, told me that he has been engaged in bicycle operation and maintenance for more than a year. In Lao Chen's impression, when he first started working, there were only four or five bicycle operation and maintenance players in the community. Now there are 20 people in the group, including the group leader. The operation and maintenance personnel in the group are responsible for bicycle scheduling, bicycle disinfection and cleaning. ? , bicycle maintenance and other work.

A bicycle dispatcher told me that his income from dispatching an ordinary bicycle is 1.5 yuan, while his income from dispatching a bicycle that has not been used for a long time is 1.7 yuan, with a daily limit of 2 10. The dispatcher told me that there are two dispatchers in his non-commercial street, but in the more prosperous places such as commercial street, the number of bicycle dispatchers will increase exponentially. Dispatchers work at the same time. Another bicycle sterilizer told me that he disinfects more than 700 cars every day.

Third, where is the way to enjoy the product if the price does not rise?

Besides the price, the quality problem also made Du Yuchen completely disappointed with * * * enjoying the charging treasure. On a trip, Du found that the charging speed of the rented charging treasure was not as fast as that of the mobile phone. He can only turn off mobile navigation and wait for the phone to charge. Half an hour later, Du found that the mobile phone was only charged to less than 10%. In desperation, he finally returned the charging treasure. In response to the consumer's spit, the biggest dissatisfaction of consumers is actually that "the price increase of enterprises does not increase services". In the past, with the support of capital, * * * enjoyed the low-price competition of product enterprises and attracted consumers with prices. Nowadays, when capital ebbs, several major product-enjoying enterprises raise product prices at the same time, which actually reflects the change of their business strategy-from incremental competition to profit-oriented storage competition.