Rebirth 2010: I taught Mr. Lei how to make a mobile phone

Chapter 671 The eldest and the second in command are fighting again!
July 8th, the sky was clear and clear.

He fought in broad daylight and delivered a thundering blow.

Adhering to the "treat you a meal" style of its sister company, Didi Chuxing launched the "treat you a taxi" subsidy plan.

It was announced that it will be launched simultaneously in 20 key cities, with specific subsidies as follows:

All users are exempt from starting fee for the first three orders per day;

The remaining fare can enjoy a random discount of 1-10 yuan;
New registered users can enjoy 0-yuan experience for their first order;
This combination of measures has drastically reduced the cost of short-distance travel. If you are lucky, the actual payment for a trip under 20 yuan may even be lower than the subway fare.

After the campaign was launched, a large number of users who originally relied on subways, buses and Didi switched to taking taxis.

The market feedback was extremely enthusiastic:

On the first day of the subsidy, the total order volume in 20 cities surged from the daily 100 million orders to 150 million orders;

In the following days, the growth rate remained at an average of 50 orders per day;

Five days later, as the subsidy scope expanded, the daily order volume directly exceeded 300 million.

Faced with the surge in order volume, Didi Chuxing immediately launched a "driver recruitment plan" to seize market capacity resources through extremely competitive treatment.

As long as we occupy the driver resources that connect the upper and lower levels, the other party will collapse without a fight. We can't let the passengers drive themselves, or let the car run by itself. After all, the development of intelligent driving has not even reached L3.
Drivers are the core competitiveness of the online ride-hailing industry. Just as food delivery platforms competed for riders last year, this time they want to put their opponents in the dilemma of “no drivers available”.

If the previous publicity and subsidy war were attacks on the user side, then this battle for drivers is a killer move that hits the industry's vital point.

Without sufficient driver capacity support, no matter how many passenger demands there are, they cannot be converted into actual orders.

This is also the core idea of ​​the third move of "Operation Da Di": poach your people!
First launch a public opinion offensive to shake the opponent's morale at the psychological level.

Then, we used our strengths to attack the enemy's weaknesses, targeting the weak links in their security and launching concentrated fire attacks.

Finally, we have to take the strategy of cutting off the opponent's foothold.

This combination of measures, tailor-made for Didi, was planned by Chen Mo, precisely operated by the Bi'an team, and coordinated by multiple departments including Didi Chuxing.

From the price blitzkrieg on the demand side to the capacity encirclement on the supply side, a set of interlocking three-dimensional strike system has been formed, which is shaking the opponent's market position from the foundation.

Since Didi Chuxing issued a driver recruitment order on August 8, the landscape of the online car-hailing market has changed dramatically.

With a commission rate of only 8% (almost half of Didi's 15%) and a surge in orders, the platform's revenue increased and drivers' average monthly income jumped from 1.5 yuan to yuan.

Since there is no restriction of choosing one of the two, many Didi drivers have switched sides and joined the taxi travel camp, and a large number of Didi drivers have begun to "defect".

Different from the previous market constraints of "choose one of two", Didi drivers have migrated on a large scale this time. Not only did the city drivers collectively "defect", but drivers in surrounding counties also followed suit, forming a strange phenomenon of "the countryside surrounding the city".

The media keenly captured this industry earthquake:
"A new round of subsidy war has started in the taxi travel industry, and Didi is hit by a "lightning raid""

"Didi's market share has been impacted by the massive migration of drivers, and it may encounter the same dilemma as Meituan"

"The money-burning war is on again. Who will have the last laugh this time?"

Maybe it's because of the passengers, or because of the treatment, or because of the impression.
Due to the combination of multiple factors, Didi’s driver activity has shown an abnormal decline.

By August 8, the number of drivers on the Didi platform had dropped by 15%, and the downward trend has not stopped.

The most intuitive feeling of passengers is that the waiting time is continuously increasing by minutes.

The only lesson that mankind can learn from history is that mankind never learns lessons from history. - Hegel

Looking at the rise and fall of dynasties over the past 5,000 years, we can see that in the critical period of about 80 years after the establishment of a dynasty, major events that were sufficient to change the fate of the empire would occur.

From the Battle of Mobei between the Western Han Dynasty and the Xiongnu, to the Wu Zhou Dynasty's succession to the Shenlong coup, to the Tumubao Incident in the Ming Dynasty, etc.,
If you carefully summarize the patterns, you will find that they are basically a period of about eighty years after the founding of the country.

Why exactly eighty years?
Because the eighty years since the founding of a country is often a critical node for breaking through institutional rigidity and reform.

At this time, the interest structure is initially determined but not solidified, the talent pool is sufficient and the upward channel still exists, which is the best time to break the deadlock.

In addition to the eighty years, there is also a three hundred year law
This historical law is like a deep ocean. It seems calm, but in fact it cannot be shaken because it is human nature.

Historical cycles are reproducing themselves amazingly in the Internet age.

Less than a year has passed since the end of the EMB food delivery war, and people have gradually forgotten the dilemma of a certain platform having "no riders to send".

Didi has made the same mistake as before and is now facing an embarrassing situation: it has a huge number of users but faces the paradox of losing drivers.
The most intuitive reflection of this data is in Didi’s data monitoring center.

During the weekend, the lights at Didi headquarters were bright. On August 8, Didi finally announced new measures, the core idea of ​​which was equal subsidies.
If there is a famous saying in the gaming industry, "All tactics conversion experts!"

Then all means of burning money is the panacea of ​​the Internet.

This competition, dubbed the "online car-hailing war" by the media, quickly evolved into a dual game of capital and technology:

"Nandu Daily" Citizen Edition: "Reporters tested: using both apps to call the same route during the morning rush hour, taxi trips were hit hard, with no taxi fare, while Didi charges 4.3 yuan. According to the drivers: 'Their treatment has not changed, they are just burning investors' money.'"

36Kr special report: "Behind the subsidy war is a dark pool battle of technology: It is reported that both sides have connected to new monitoring strategies, which can adjust preferential strategies in real time according to the subsidy intensity of competitors. This battle is not only a capital contest, but also a confrontation of technological strength."

"China Business News": "The online car-hailing subsidy war has officially begun! The first week of the 'take a taxi' plan for taxi travel saw a 300% surge in orders. Didi's urgent follow-up subsidy policy has brought the market back to a 'two-horse race'."

Analysts pointed out that the subsidy this time is more substantial than the takeaway war in 2014. The average daily subsidy for taxi rides is as high as 3 million yuan, which means million yuan of funds are spent in one month. It should be noted that in the takeaway war last year, Baidu, Meituan and Ele.me, the three companies spent a total of nearly billion yuan.

The netizens' carnival reflects the cruelty of the market:

"As a corporate slave who takes a taxi 4 times a day, I have an announcement: I will cut my transportation budget this month!"

"Please keep fighting and don't stop. Since the food delivery war ended, Ele.me's prices have returned to normal and free food delivery has disappeared."

"Let's do a simple calculation: based on an average of 300 million orders per day, both parties are burning nearly 2 million per month. It's simply terrifying."

"The scenario of two families fighting and the third party disappearing, He Qizheng silently gave a thumbs up."

"Uber China: I don't know why I feel a little cold, I seem to have seen this scene somewhere before"

Perhaps they sensed a change in market trends, or perhaps they felt a survival crisis.

Uber, the third largest player in the online ride-hailing market, finally couldn't hold back and officially joined the battle on August 8, while simultaneously increasing subsidies for drivers and passengers.

Uber’s subsidy policy can be described as “crazy” - as long as the driver completes 70 orders per month, he can get an additional reward of 7000 yuan, which is equivalent to a subsidy of 100 yuan per order!
This policy instantly ignited the market, with passengers cheering “it’s like Chinese New Year”, and drivers ushering in a real “golden period for receiving orders”.

Soon, online ride-hailing drivers transformed themselves into "modern Lu Bu", with at least three mobile phones in their cars. They were busy accepting orders flexibly based on the subsidy policies of the three platforms.

As of late August, the online car-hailing market has formed a new top three structure:

With its aggressive subsidy strategy and ride-sharing business, taxi-hailing services saw its market share soar to 46%, surpassing the rest and firmly ranking first.

Although Didi fought back vigorously, it still slipped to 33%, relegating to second place;
Although Uber currently ranks third with a 12% share, it still has the potential to turn things around with the support of international capital.

Behind this battle is the capital game among the three giants, and the others are regarded as cannon fodder.

Dadi Chuxing belongs to the Bi'an Group, which has strong financial resources, cunning means and the most potential;
Didi is backed by Alibaba, and its foundation is still there;

Uber relies on international capital and may increase its investment at any time.

The market generally predicts that this money-burning war will evolve into a protracted war. After all, the subsidy tug-of-war in the Internet industry often lasts for months or even years.

However, the subsequent plot development was beyond everyone's expectations.
"The other side dispatched our people and reported that the other side was frequently in contact with the target person."

"It may be a good thing to find that these forgotten people have suddenly become hot potatoes and make them lose their composure, so we can make something of it."

"Okay, I'll compile the information and send it to you. The rest is up to you."

"Mr. Zhang, you have worked hard!"

"Don't be so polite, this is all for the other side!"

When Chen Tong received the news from Zhang Changfa, he sighed: I didn't expect that the strategy of "sitting back and waiting for the rabbit" would still work in the digital age.

A few days later, at the end of August.

At the beginning of the month, those people began to speak out on social media to clarify the "truth", claiming that all the previous events were "misunderstandings", and then praised a certain platform.

These "reversal remarks" quickly caused an uproar in public opinion.

Netizens questioned: "A few days ago, they were wishing that the other party would go bankrupt, why are they suddenly praising it?"

The inconsistent painting styles of these people immediately attracted the attention of the public and the speculation of the public.

A day later, a wave of even more explosive information was revealed - chat records, transfer screenshots, and non-disclosure agreements were exposed one after another.

Public opinion exploded instantly, and the original crisis not only failed to ease, but also fell into a deeper quagmire of trust.
(End of this chapter)