Penguin Zhiku Recruitment

The acceleration of urbanization and the development of automobile industry have brought great changes to the travel structure of China residents. Although the emergence of online car rental enriches users' travel choices, it does not solve the pain point of users' "last mile" travel. In view of this pain point, government public bicycles have been running for a long time, but there has always been a disadvantage in the convenience of returning.

Bicycle sharing platforms, such as mobike and ofo, cut into the blank spot of the market with piles-free bicycles to solve the pain points of users, and are favored by users. Among them, mobike and ofo bike sharing take cities and campuses as the breakthrough points respectively, and become the main market participants. Through the analysis of users' needs, explore the possibilities and challenges of future development.

User analysis

According to Penguin Zhiku's research, the gender ratio of users in ofo and mobike is close, while the post-90s users of ofo are nearly 10% higher than those in mobike. Ofo, which originated from campus, is easier to cultivate the riding habits of young users.

1, user scenario

Commuting: Avoid the rush hour of subway bus.

? Shopping: Arrive at another business district nearby.

? Travel: Long-distance travel and experience urban culture.

? Early adopter experience of minority groups.

? Campus: The campus is near the destination.

2. User needs

Solve the dual needs of work and leisure.

? Rent/automatically display nearby bicycles anytime, anywhere

? The operation is simple and clear, and the price is low.

? User expected demand

Reasonably allocate the number and location of vehicles, upgrade and maintain, update vehicles, update deposits, update car locks, update pricing, and launch new models.

3. User cognition

The main way for users to know is by seeing bicycles sharing parking/riding.

And word of mouth

? Mobike has the highest proportion of users.

4, user travel behavior

High-frequency user travel scenarios are more diverse, but high-frequency and low-frequency user travel scenarios.

Mainly concentrated in the traffic between subway stations/bus stations and homes/business districts.

? Nearly 70% of users will use bicycles to share with other public transport.

? The duration of a single ride is mainly within 30 minutes.

5. User usage status

More than 60% of high-frequency users charge more than 100 yuan, relatively

Low-frequency users are more loyal and responsible for the use of bicycle sharing.

? Road congestion and air quality are the key factors that affect users' willingness to ride.

Shenzhen users have the highest willingness to ride.

6. Bicycles share portraits of typical users

Most users are men, aged between 26 and 35. The overall education of users is relatively high, accounting for about 80% of undergraduates and masters. Most of these users exercise more than 65,438+0 hours a day.

7. User attitude: active participation and high retention rate.

From the overall user feedback, bicycle sharing has great potential to become a high-frequency installation application. The high retention rate means that it is more critical to acquire new users in the current saturated market.

Bike-sharing is not creating false demand, but actually solving the problem of short-distance travel, providing better travel solutions for some people, and accumulating good reputation and user loyalty.

User development possibility

1, solve the problem of residents' "last mile" travel and lead the new economy of environmental protection.

With the increasing radius of urban life, the proportion of bicycle trips in major cities in Chinese mainland (such as Beijing) has declined rapidly. At present, the average proportion of bicycles in first-tier cities in China is less than 20%. The emergence of bicycle sharing makes bicycles once again become one of the important modes of travel for urban residents.

2. The online travel service industry has developed rapidly, and shared travel has become the mainstream service.

Since the first professional car rental website appeared in 2006, China's online travel service industry has undergone a transformation from "offline assets plus online services" to "Internet plus sharing economy/light assets and heavy services", and at the same time, it has realized the transformation from PC to mobile.

Since 20 12, a large number of mobile travel service modes have emerged. The mainstream services include car rental, carpooling, driving, taxis, special cars (express trains) and time-sharing rental, among which shared travel services such as special cars/express trains and bicycle sharing have become its mainstream services.

In the use of crowd travel applications in the field of bicycle sharing, the coverage of major travel applications such as Didi Chuxing, Uber, and easy-to-use car is high; It can be seen that most people who share bicycles are heavy users, and the travel demand is strong.

3. Bike sharing users far exceed time-sharing users and become a new hot spot in the market.

Shared travel, as the mainstream service of online travel industry, includes online car service such as special car and express train, time-sharing service, and bike-sharing service with hot market of 20 16; Compared with the special train/express train and free ride, bicycle sharing solves the "last mile" travel problem of users and saves the time cost and service cost of waiting for the bus. Compared with time-sharing lease, bicycle sharing is convenient, flexible and cost-effective. At present, the user coverage in the field of bicycle sharing is growing rapidly, far exceeding the time-sharing user group.

abstract

The industrial chain of bicycle sharing has gradually matured, and upstream suppliers are the key to measure the mass production capacity and iterative update speed of enterprises; Bicycle sharing triggered a capital boom, and different modes developed in parallel.

The concept of bicycle sharing has a long history! How to balance and optimize the mobility of bicycles in the future to meet the travel planning of users may be a feasible direction for bicycle sharing to further polish the user experience.

Contact :pmjiang@aliyun.com.