Flower pig has been checked by the transportation management. Who should be reimbursed?

In the last month, I was screened by my friends, bombed by a group, bought by my friend Amway, and infiltrated by drainage advertisements everywhere. When I first saw it, my first reaction was: Does Netease have a flower pig app that sells pork? Until I accidentally observed it for a few days, oh ~ it was a taxi platform ~ I observed it for a few days, what? Or Didi's own?

What? Do you want to beat yourself? After a recent month of observation, experience and surrounding interviews, the following are my own thoughts.

Anything is possible.

When we feel that the cost of getting customers online is high, we have turned to online, social+content = interesting headlines; When we feel that the e-commerce platform has no chance, social+e-commerce = Pinduoduo; When we think that music is almost the ultimate in Netease cloud music, social+music = Tik Tok ~ any form of social+is possible. After all, social links everything. (Including my previous semi-entrepreneurship is also social+recruitment, including the current social+film thinking).

I have always been optimistic about the possibility of any social interaction. For socializing+taxi = flower pig, I am optimistic that everything is reasonable.

Think about the following three questions:

How did Flower Pig do it?

Why did Flower Pig do this?

What is there to learn from Flower Pig?

First, how did Flower Pig do it?

First of all, Didi replaced the ability to acquire "Tu Tu E-Net Car" with "Flower Pig".

Secondly, by judging that the car ownership of a single city is more than 2 million+third-and fifth-tier cities+own bd ability, we can find the main pilot cities Linyi and Zunyi, and then expand the cities.

Then, combined with the "fare subsidy" played before Didi and the emerging "Pinduoduo" gameplay, the operation strategy of platform positioning and double-ended activities is determined:

Target audience: 3-5 young users;

Operation strategy: rural areas surround cities, pilot the third line and expand to the first line;

Product positioning: saving money means saving money;

Slogan: It can be cheaper to take a taxi.

Business model: build a platform to improve the efficiency of supply and demand, taking into account both drivers and users.

1. Driver side

Driver source: trade-in+self-registration;

Advantages: compliant platform, refusal of orders, and convenience of double opening (drivers can refuse three orders a day and double opening, encouraging users to take orders from multiple platforms);

Incentive: if you can't get a taxi to make money, sign in for cash back+invite drivers+invite passengers+reward activities.

Before taking a taxi, I interviewed the driver's master, and the feedback was that they were willing to take a fancy to the activity awards-such as the peak ticket grabbing award and the all-day ticket grabbing award. , they can get the reward of 10-50 yuan. At the highest time, Didi won more than 300 awards for its earliest subsidy activities.

At the same time, they are constantly learning. In the past, the earliest rewards of Didi were easy to get. Now I am joining my own study, and every task is not easy to complete; These lists in the peak period are difficult to send out and complete, and basically they can't get rewards. The person who makes Didi keeps calling, so download the experience to see if there is a bonus.

Take a fancy to a single reward;

Rewards are hard to get now;

In order to push pigs, Didi frequently called drivers to force Amway to spend pigs.

2. Client

User source: Seed users come from Didi users, and they get coupons and pig link guidance by completing orders through Didi, and the main force of follow-up mainly comes from friends circle to share bonus hunter;

Pricing model: one price, non-dynamic pricing model; (cheap ~)

Incentive: registered cashback+taxi subsidy+activity reward+inviting friends.

The main types of coupon games:

Newcomer gift package: 2 coupons with 60% discount +20 yuan coupon reduction (see burning money in full swing);

Taxi allowance: get a random taxi allowance and get extra rewards for 7 consecutive days;

Urban assistance: invite 3 friends to help, and you can get a 60% discount coupon (this is not how much you call ~ seven aunts and eight aunts look for me);

Invite friends: You can get 1 8 yuan cash every time you invite1friends (friends register in 3 yuan, friends take the first ticket in 5 yuan, and friends take the second ticket in taxi 10 yuan).

It can also be seen that for the invitation cost, Hua Xiaozhu thinks that the first single user cost is 3 yuan, the repurchase cost is 5 yuan, and the second single customer acquisition cost can reach 10 yuan. Flower pig mainly earns money from repurchase, mainly from LTV.

Second, why did Flower Pig do this?

1. The growth trend of users is slowing down, looking for profit growth.

According to online data, there are 65.438+59 billion car users in China, and Didi Chuxing ranks first in the market. In June 2065.438+09 and February 2065.438+08, the utilization rate only increased by 0.3%. Obviously, Didi's user growth has reached the bottleneck and it is also attacked on five sides.

There are usually two ways to expand the market scale and gain profit growth:

Squeeze existing users;

Looking for increments;

Continuous optimization of existing capabilities can squeeze existing users, but it is difficult to penetrate incremental users, it is difficult to pull users who have not taken a taxi into the taxi scene, and it is difficult to optimize with existing products; After all, the existing products are already looking for a big ship, and it is difficult to adjust the direction. This is the best time to do something new.

Taobao also has a special edition of Juhua, Tmall and Taobao ~

2. Long-term anti-monopoly oppression and risk sharing.

Didi's market share has reached 80%, which is not allowed by the state for a non-state-owned enterprise and directly affects national travel; Reasonable competition is conducive to the balance of the market, and long-term monopoly is easy to cause trouble.

On the other hand, it is unfair competition based on the travel platform of car companies-compliant car companies have high requirements for compliant vehicles and high operating costs; Didi provides a relatively mature platform and has a long-term monopoly. A large number of cars do not have online transportation licenses and online driving licenses.

For enterprises with high share, they will face various policies and regulations such as anti-monopoly for a long time, and the public's inherent aversion to giants is enormous. The hitchhiking incident is the best example.

Adults know: Don't put two eggs in the basket of 1.

The emergence of sub-brands can effectively share the danger of banning.

3. Actively sink the market and disperse the non-compliant capacity.

First, Didi has a large number of non-compliant vehicles, which the state does not allow, but it holds a large number of people's livelihood employment needs; By building pigs, lowering vehicle standards and dispersing vehicles with non-compliant capacity, the risk of Didi itself is reduced.

Second, lowering vehicle standards can effectively boost the supply of drivers in sinking third-and fourth-tier cities; The sinking market has great potential. The population structure of China is still in the second, third and fourth tier cities and remote areas, and the first tier has become saturated. How to open up new markets, how to share incentives, stimulate new growth and find new profit points is worth learning and thinking about.

The more backward the economy is, the more choices there are for this mode of travel, and the more sensitive the service price is. The way to get customers in big cities may not be suitable for the third and fourth lines, but subsidies and sharing are too suitable.

4. parent brand has many restrictions, so it is difficult to tap new growth points.

I think the most obvious experience is actually the built-in "Flower Pig" in WeChat-all Didi vehicles are hung with "Flower Pig 0 yuan takes a taxi and WeChat sweeps". It is also thought-provoking to see WeChat but not Alipay.

After all, the gameplay mainly depends on social links. It is suitable to share the gameplay with WeChat, but at the same time I see users who see another big cake by Didi taxi. They have WeChat and no Alipay users; There are more and more users of WeChat payment, even surpassing Alipay. The most obvious feature of this kind of users is the relative sinking of the market.

If you use Didi itself to play WeChat, considering the cooperation business of your company, there should be many restrictions, and the new gameplay is vulnerable to many challenges; At the same time, the third-party platform is used to test the market reaction and the bottom line of the management department. At this time, a new sub-brand was launched. I play mine. I can play whatever I want. I can't try again, at least it won't affect the "oil and water" in my big plate.

It's better to do it yourself than others.

In the past two years, the new forces have been grabbing the stock market of taxi sessions. The platforms of Gaode and Meituan have launched taxi functions and started taxi intermediaries. They have their own traffic, their own scene characteristics, and corresponding usage scenarios and users. I believe Didi is afraid of such competition.

Secondly, Pinduoduo, Fun Headline, Aauto Quicker, Tik Tok, and even Ruixing have all verified the opportunity to sink the market, and all business is possible.

There is a sentence in the previous book: new technology or business path will have a subversive substitution for the original giants, although it is only an inconspicuous corner, which will be ignored at first.

Instead of worrying about sinking the market to join a strong rival like Pinduoduo, Didi might as well build one first.

Third, what is worth learning from Flower Pig?

Participating in any explosion activities is learning in itself.

1. The market is the touchstone for monitoring the feasibility of products.

Instead of constantly talking on paper, it is better to minimize the available resources at hand and test the market first, or MVP (minimum feasible product) will run first.

Subsidies are effective, and money should be spent where it is worth spending.

Subsidies are spent on new users, and the first order does not make money. We must constantly find ways to get users to repurchase, mainly to earn repurchase and LTV (full life cycle value).

3. If the market sinks, the product design should be simple.

Get rid of the cumbersome multi-choice bus mode, leaving the most needed parts, and have no choice (but I feel that Hua Zhu's taxi experience is still very lacking, and I can't get a taxi, so I can call the sharing at any time to help me make money).

4. The product should be large and the pool should be sufficient.

The most impressive thing about this is that the movie box office industry is a small pool relative to food, clothing, housing and transportation, and it can't make big money; Compared with the market value, it is not big, but if you want to see the overall ecological connection downstream, the plate will be big.

To be an industry and choose a project, we must first look at whether the pool is big enough and it is difficult to make money. For example, when Huahu sees the plates on the third and fourth lines, considering the first batch of pilot vehicles, there must be more than 2 million vehicles in the urban area, and pigs can be slaughtered after fattening.

5. The best way to acquire users is social fission.

Many forms of marketing activities, such as sign-in and fission, are actually played by Pinduoduo. Thinking about the weakness of human nature, learning to learn from (copy), many things can be extended (but at the same time, we can see that social+scenes are limited by the venue of WeChat, so you can't play when you link).

6. When encountering development bottleneck, learn to break through yourself.

Didi will suddenly come out like this. I feel that part of it comes from Didi, which is still under the pressure of capital. The epidemic in 2020 delayed the IPO target, and Didi needed to "tell a story" or "find a breakthrough".

In fact, most products are developed with their own products, and it is easy to go to the bottleneck of development; Don't be limited by the current development, learn to think in many directions and make breakthroughs. If it is difficult for a big ship to turn around, build another small boat and try and make mistakes quickly.

7. Thinking: Subsidies are not a long-term solution.

For the development of Flower Pig, existence must be reasonable, but I also have concerns:

At present, most of the growth is mainly from subsidies. If there is no subsidy, will the users of Flower Pig stay? After all, the difficulty of tool type is strong substitutability.

Can the subsidized money quickly find the balance between supply and demand at both ends and improve efficiency? Now, the customer makes up for it, and the taxi can't arrive. The driver is desperately trying to make up, and no user can take a taxi. Once the two ends are out of balance, the experience of both engines is extremely poor.