Meituan, Gaode and T3 "hunted" Didi, and the travel industry pattern may change.

Didi was removed from the whole network, and the travel industry was once again surging. "Compared with monopoly, there is nothing wrong with the situation in the world." But the deeper impact is: "A travel company really affects the travel of IPO companies. A road that used to be very smooth is now retrograde. "

Editor Maggie Ying

Tu Tu designed Xiao Li.

It never rains but it pours.

Didi APP was removed from the whole network, which made other online car platforms see "opportunities", and a "hunting" for Didi has quietly started.

"On July 8, I received a text message from the US Mission to take a taxi and invited the owner to register." A Beijing "Star Emblem Travel" network car driver told China Entrepreneur that he and many driver friends around him had received the invitation of the US delegation. The official WeChat account shows that 34 cities including Shanghai, Beijing, Nanjing, Huizhou and Quanzhou are recruiting taxi drivers.

With the launch of Meituan Express in more cities and the recruitment of drivers, Meituan re-launched the Meituan taxi APP that was removed from the shelves in May of 20 19 on July 9.

In addition, Gaode recently announced the launch of the "Commission-free season in summer", which is aimed at novice drivers and peak hours, with more than 65,438+000 online car sharing platforms participating. T3 travel, Cao Cao travel, and the first car about the car also launched taxi tickets.

A person in the tourism industry told China Entrepreneur that "from the perspective of advertising efforts, Meituan, Gaode and T3 travel more fiercely" and "some of them do have good innovative effects".

"During this period, the number of new users registered on platforms such as T3 Travel, Meituan, Gaode and Caocao Travel doubled, and the order volume soared. It is time to test the ability of each family and whether it can meet these needs. " A tourism platform manager told China Entrepreneur.

After several rounds of capital wars, Didi won most of the market. Since then, all parties have started from their own advantages, relying on traffic advantages or map data and car enterprise resources to share the remaining cakes. This huge earthquake, the industry is surging again, and the pattern may change. In the face of drivers and passengers who are greatly affected by subsidies, will this industry that has experienced tortuous development "spiral up"?

The above-mentioned online car driver did not register for the US group to take a taxi because the platform introduced a policy of no commission during peak hours on weekdays and no commission on weekends.

Another round of subsidy war is starting?

"Compared with the past, the subsidies will be less, and the giants will develop the network car in a controllable state. In the end, this is still a protracted war between giants. " Zhang Junyi, managing partner of Oliver Wyman Consulting, told China Entrepreneur.

Meituan took a taxi to restart.

Since the listing of 20 18 and stepping on the brakes of the self-operated business of online car, Meituan has less and less mentioned online car. Meituan, like other platforms, doesn't want to miss the opportunity of taking a taxi.

The first time that Meituan tried the water network to get a car was in February 2065438+2007, and it entered Nanjing. 2065 438+ landed in Shanghai in March 2008 and quickly seized the Shanghai market with high subsidies. However, Shanghai Kaicheng was only 1 day, and the Meituan was interviewed by a taxi. The local traffic management department asked it not to disturb the market order at a low price.

In addition to policies, Meituan's finances have also been affected. In Meituan's first financial report after listing, in the 20 18 Q3 financial report, the sales cost report of "new business and others" showed that the increase was mainly due to the related costs of online car drivers and the increase in depreciation expenses of property, plant and equipment caused by the acquisition of mobike.

After that, the US Mission suspended Kaesong by taxi. From April 2065438 to April 2009, Meituan took a taxi to adjust its direction and landed in more than a dozen cities in the aggregation mode. That year, Meituan harvested its first profit year.

In the conference call of earnings report in the fourth quarter of 2020, when asked about the taxi taking by Meituan, Wang Xing, founder and CEO of Meituan, said that taxi taking by Meituan accounts for a large proportion of capital expenditure and is still at a loss, but the company attaches importance to its long-term strategic value.

Meituan's insistence on taxi business is reasonable. When Meituan went public, Xin Xu, founder and president of Capital Today, told China Entrepreneur that travel is a high-frequency necessity. As a shareholder, she is very willing to do it for the US Mission. "It is difficult for a company to dominate the business in the market of more than one trillion dollars. The two companies are a healthy ecology."

"Wang Xing is very concerned about travel and cars, as can be seen from the shareholding ratio of Wang Xing and Meituan in Li." Zhang Junyi said. According to public information, in Li's shareholding structure as of June 65438+1October 3 1, the equity under Wang Xing's name is 2 1.6%, with 7.8% voting rights. Li Xiang holds 19.7% of the shares and has 7 1% of the voting rights.

Zhang Junyi also pointed out that taxi services provided by giants such as Meituan can also enrich users' portraits, better open up various services and realize all-round integration of food, clothing, housing and transportation.

Yin Sheng, an Internet observer, told China Entrepreneur that travel is an indispensable part of improving Meituan's local life service network. By providing synergy, the overall value of Meituan's local life service network can be improved, including user value and network productivity, and the cost of users' travel can be reduced in the long run.

For investment and income, Yin Sheng pointed out that the user scale and entrance advantage of Meituan can reduce the cost and entry threshold for Meituan to carry out this business.

"The US Mission will definitely increase its efforts. Losses are not the biggest consideration of the US Mission, but concerns about anti-monopoly supervision. " An investor in the tourism industry said. Some insiders also pointed out that even if there were high subsidies in the early stage, assuming that a customer was taken to a restaurant through taxi service, the rebate given by the restaurant to Meituan might be more than the subsidy that Meituan spent on this taxi list.

Regarding whether to adopt self-management or aggregation mode, Zhang Junyi thinks that self-management mode can standardize service quality and ensure the consistency of experience.

The above-mentioned people in the tourism industry said, "If there is really a large amount of capacity flowing out, it must be that the self-operated model can better undertake. If Gao De is compared with the US Mission, Gao De is an' air force' and has been in contact; Meituan is an' army' and is good at ground warfare. It is also reasonable to be self-employed. "

Compared with Meituan, Gaode has connected with travel service providers in a more low-key and lightweight way, and has also won many orders.

On 20 18, gaode officially launched a taxi trip. According to the report of China Entrepreneur, its order volume reached a peak of 1 10,000 on New Year's Day in 20 19. In 2020, according to "Being Late", the single volume of Gaode once exceeded 2 million, and this year's goal is 2.5-3 million. According to "China Entrepreneur", at present, the single volume should not reach 3 million.

A person in charge of the travel platform once told China Entrepreneur that after the epidemic situation improved in 2020, it can be felt that the transaction volume of the two aggregation platforms, Gaode and Meituan, increased rapidly, and the consumption demand for catering and entertainment was released.

In 2020, taxis will also be a key point for Gaode and the entire online car rental industry. After Didi announced that it would upgrade the taxi business to "fast new taxi", Gaode announced the launch of the "good taxi" plan on June 5438+065438+ 10. "A large number of stock taxis can achieve rapid supply and are also compliant." The person in charge of the above platform said.

T3 travel is also increasing firepower. From June, 5438 to February, 2020, T3 Travel announced that it would realize the online car service in 48 cities in 20021year, one year ahead of the original goal, and achieve the goal of 3 million daily orders for all business lines by the end of 20021year. By the end of 2020, the peak value of daily orders will exceed 654.38+0 million.

In February, 20021,when T3 Travel announced its entry into Beijing, Cui Dayong, CEO of T3 Travel, told the media including China Entrepreneur that T3 would adopt various cooperation modes in terms of vehicle sources, and at the same time, it would also promote partners to join T3 Travel Platform with their own vehicles, such as the travel company of the main engine factory and some related 4S shop groups to buy vehicles and bring them to join T3 Travel Platform.

Platforms represented by GOD and Meituan have the advantages of entry, while platforms represented by T3 have the advantages of car companies. Various forces and local players are still entering the online car industry. On the other hand, there is still much room for improvement in the proportion of online car in the whole trip.

Liu Qing, president of Didi Chuxing, publicly stated last year that the penetration rate of China's online car service is only 3%, that is, three times out of 100 trips are online car service. How to break the "involution" of the online car industry?

"The problem of cracking the volume in the industry is rooted in the progress brought by technology. Technology will promote product innovation and improve regulatory efficiency. " At the end of 2020, Jiang Tao, vice president of Hello, said at a media communication meeting that the industry needs to expand supply in the next stage, and every car owner can become the transportation capacity supply for each scene. Carpooling is also a good solution.

Besides, renting a car online is not a profitable business. Didi's prospectus shows that the domestic travel business has achieved profitability, but after deducting the subsidies from drivers and passengers, the profit rate is only 3. 1%. Under the pressure of supervision and public opinion, it is difficult to further improve this profit rate. However, due to the high demand for travel, travel and local life are more closely linked, and many players have begun to expand their local life business.

In September, 2020, Gaode officially announced its entry into the local life field and increased its operational weight in the field of travel and local life services. Liu Zhenfei, president of Gaode, said at the press conference that Gaode Map will provide users with one-stop digital travel service before, during and after travel.

On July 2nd this year, Ali announced that three businesses, namely, Gaode, local life and flying pig, which are based on geographical location services, will form a life service sector, which will be managed by Yu Yongfu on behalf of the Group and report to Zhang Yong. Yu Yongfu, a partner of Alibaba and chairman of Gaode, increased the daily active users of Gaode Map from less than14 years to more than 10 billion, surpassing Baidu Map and becoming the first in the industry.

For the tourism industry, it is worth looking forward to whether the industry can achieve a spiral rise.

"No matter which field, as long as there is competition, it is good for consumers. Compared with monopoly, there is nothing wrong with the situation in the commercial society. " The above investors in the tourism industry told China Entrepreneur.

A drip driver who registered with Meituan Express has not been approved yet. "Other platforms have increased subsidies, and I am also waiting to see."

The driver of the above-mentioned Star Emblem Tour received a short message from Gao De in March this year, and Gao De and Star Emblem Tour cooperated with Racine. At the same time, after receiving orders for Didi and Star Emblem for a period of time, drivers only travel with Star Emblem at present, and Gaode brings many orders. The driver's dissatisfaction with Didi is that "the rules of Didi are always changing and opaque."

On the other hand, the influence of supervision on Didi continues to ferment. On July 9, the National Internet Information Office announced that 25 apps, including Didi Enterprise Edition, had serious problems in collecting and using personal information in violation of laws and regulations, and informed the app store to remove the above 25 apps. Didi responded by saying that in strict accordance with the law and with reference to relevant national standards, the existing problems were comprehensively investigated and seriously rectified to effectively protect the personal information security of users.

As of the close of 12 in July, Didi's share price was 1 1. 16, with a market value of 53.5 billion dollars, down 20% from 68 billion dollars on the day of listing.

A person familiar with the capital market pointed out that if the listing of US stocks is blocked and the exit channels are reduced or unclear, capital will become more cautious in investing in similar projects and small players will be eliminated at an accelerated pace.

More regulations are being introduced. On July 10, China Network Information Office revised the "Measures for Network Security Review" with relevant departments to solicit opinions from the public. One of them is "Operators whose personal information exceeds 6.5438+0 million must apply to the Network Security Review Office for network security review when going public abroad".

Wu Shichun, the founding partner of Meihua Venture Capital, sent a circle of friends: "Traveling companies really affect the travel of IPO companies. A road that used to be very smooth, now the traffic rules have changed and become retrograde. "