Bike -sharing price increases?Meituan bicycles ride a card up to 30 yuan, netizens bluntly said: can only take the bus again

Meituan bicycle recently announced that it will be adjusted from 23 o'clock on August 10th to ride a card without discount price!

The 7 -day card non -discount price was adjusted to 15 yuan, the 30 -day card non -discount price was adjusted to 35 yuan, and the 90 -day card non -discount price was adjusted to 90 yuan. The current price of these three open cards is 10 yuan, 25 yuan, and 60 yuan. After the adjustment, it has increased by 50%, 40%, and 50%, respectively.

This is not the first time the bicycle sharing company has increased price increases

When Mobike and ofo entered the market in 2016, the initial price of shared bicycles was 0.5 yuan/half an hour. Since then, the relevant brands have made price adjustments one after another. In March last year, Harbin bicycle adjustment rules for adjustment, and shared bicycles have entered the era of step price starting at 1.5 yuan/15 minutes.

At present, the non -discount price of the cyclical cylinder cycling is 10 yuan, and the monthly card is 25 yuan. The non -discount price of the cyclist's cyclist is 15 yuan, and the monthly card is 35 yuan. In contrast, Meituan's adjustment price is the same as Harbin, and the price of green oranges is currently relatively low. Of course, the discount price is not the final preferential price. The actual purchase price may change due to the use of coupons.

Each price adjustment of bicycle sharing will cause netizens to discuss this time. This is no exception. Many people are bluntly stated that shared bicycles enter a new round of leek cutting stage

Regarding this adjustment, the reason given by Meituan is "increased hardware and operation and maintenance costs." Earlier reasons for Harbin price adjustment were similar, saying that "operation and maintenance manpower investment and product depreciation cost increase". For the bicycle sharing industry that enters the rational development from burning money and subsidies, behind the price adjustment, it actually reflects its business problem -how to turn losses into profits?

Harbin Travel has disclosed financial data in the prospectus. From 2018 to 2020, its revenue was 2.114 billion yuan, 4.823 billion yuan, and 6.044 billion yuan, respectively. Net losses were 2.208 billion yuan, 1.504 billion yuan, and 1.134 billion yuan, respectively. The shared two -wheeled vehicle business is the main source of revenue for Harbin travel; Mobike's cumulative loss from 2018 to 2020 is close to 5 billion yuan; Didi 2021 financial report shows that the green oranges shared bicycles are divided into 30 billion "other" other "others Business "losses.

In addition, data released by the China Bicycle Association showed that the prices of upstream raw materials upstream of bicycles increased by more than 10%year -on -year in the first quarter of this year. The pressure is transmitting from the bicycle manufacturing enterprise to the downstream, and shared enterprises are inevitably affected.

In the early stage of development, the lifeblood of most shared bicycle companies was the continuous investment in financing capital to make enterprises "burn". On the other hand, enterprises rely on the deposit model to form a fund pool. As the bicycle sharing companies have entered the era of exemption, the latter has almost exited. Looking at the "three -legged" brands today, they all have one thing in common -the powerful companies behind them are "backed up". Mobike was acquired by Meituan. The major shareholders of Harbin Travel were Ant Group subsidiaries. The green orange bicycle was launched by a four -wheeled giant Didi.

For Internet giants, the greater significance of bicycle sharing business lies in drainage, not as an important source of revenue. However, earning income "return blood" is always the operating goals of shared bicycle companies. On the whole, price increases are an unavoidable trend.

Some consumers have suggested that "if you improve the user experience, or optimize the reminder of the car area in the software, to avoid the deduction of the user's mistakes, then the price increase can be accepted." The market supply and demand and actual service are coming. "

In the process of saying goodbye to the "low price era", how to find a balance between market price and user feedback may become a long -term problem for shared bicycles.

Liberation Daily · Shangguan News Original manuscript, reprinting without permission

Author: Shu Han

WeChat editor: Miss Pi

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