[Cai Zhi Headline] Price increase again!Meituan bicycles have increased by 50% in 90 days

Picture source: network

Once, the appearance of shared bicycles has changed to a certain extent. Many people's travel habits have been changed. The fee of 1 yuan per hour has made shared bicycles the first choice for students and office workers.

However, in recent years, bike sharing has ushered in a successive price increase. In March last year, Harbin bicycles took the lead in increased prices in Shanghai. In January this year, Harbin bicycle took the lead in the first shot of cycling card price increase. Netizens directly called, "The price of shared bicycles is more expensive than buses and even taxis."

On the evening of August 5, Meituan bicycle announced the increase in the price of cycling cards.

According to Meituan bicycle announcement, due to the increase in hardware and operation and maintenance costs, starting from 23:00 on August 10, 2022, the non -discount price of Meituan bicycle cycling cards will be adjusted as follows: 7 -day card non -discount price adjustment to 15 to 15 to 15 Yuan; 30 -day card non -discount price was adjusted to 35 yuan; the 90 -day card non -discount price was adjusted to 90 yuan.

It is reported that the current price of these three ride cards is 10 yuan, 25 yuan, and 60 yuan, respectively. Based on this, the three -gear increase was 50%, 40%, and 50%, respectively.

Picture source: Meituan

After the Meituan bicycle and rising, the price of the cycling card has been flat with the Harbin bicycle. At present, the other two bicycle -sharing brands Didi Qingzhu and Harbin Travel have not seen the price increase for the time being. According to the data, the non -discount prices of Di Di Green Orange 7, 30 days, and 90 days are 10 yuan, 25 yuan, and 75 yuan, respectively; the price of Harbin travel is high, and the three -speed discount price is 15 yuan and 35 yuan, respectively. , 90 yuan.

Figure source: Harbin Travel (left) Didi green oranges (right)

However, each company basically provides discount discounts. For example, in addition to the national universal card, Meituan bicycles may have about 40 % off discounts; the actual price discount after the discount of Haruki is about half of the actual price discount.

Nowadays, bicycle sharing has continued to increase prices. On the e -commerce platform, an ordinary bicycle is more than 100 yuan, which is converted, and it is only enough to ride half a year shared bicycle. This has also made consumers start thinking whether it is cost -effective to riding a shared bicycle, or it is cost -effective to buy a bicycle by themselves.

Shared bicycle cycling price rose 2-3 times in 6 years

On August 6, the topic#Meituan bicycle announced the price increase#boarded on Weibo hot search.

It is worth mentioning that Meituan bicycles are not the first bike -sharing platform to announce prices in recent years. Last March, Harbin bicycles took the lead in increased prices in Shanghai. From January this year, Harbin bicycles took the lead in the 7 -day card to 15 yuan, and the 30 -day card rose to 35 yuan.

Harbin bicycles said in the announcement of the announcement at the time that the price increase was increased due to the increase in hardware and operation and maintenance costs. As for the price adjustment of the bicycle sharing industry, some consumers also sighed that "riding shared bicycles is more expensive than bus and subway" and "even bicycles can't afford".

In fact, the price has been rising since the "subsidy chaos" of the year. In September 2016, when Mobike and ofo entered the market one after another, the initial price of shared bicycles was 0.5 yuan/half an hour. With the launch of other models, the price of shared bicycles was adjusted to 1 yuan/hour. Now from the market average level, The one-hour fee of 3.5-4 yuan has become a common phenomenon.

In other words, the price of bicycle sharing has risen by 2-3 times in 6 years.

Internet analyst Li Jin said that the shared bicycle industry has previously given people the impression of "burning money and absorbing traffic." With the gradual stability of the industry pattern, related companies have begun to seek profitable methods. The change from burning to making money is all Internet. Enterprises will experience changes.

In fact, the price increase of "shared brands" has already become a hot topic for the past two years. Bicycles and shared charging treasures are the most popular. But since the popularization of the sharing economy, many people are not optimistic about the sharing economy. The more famous is Wang Sicong, known as the "national husband". He once bluntly said that if the shared power bank can succeed, he will "eat Xiang".

Taking the shared charging treasure as an example, most of the first charging standards were 1 yuan and 1 hour, and then the price increased to 4 yuan and 1 hour. In addition, the 24 -hour closing price of the shared charging treasure also rose from the earlier 20 yuan to 40 yuan. It was once spoiled by netizens as "cut leeks".

In this regard, Ding Dao said that the current bike -sharing charging consumers perception is not expensive. In fact, it is a relatively reasonable state from the entire industry, because it was too cheap to compete at first, basically it was burning money subsidies. Winning user recognition, now the price increase is because the platform can only provide better services, updated vehicles, and more regular operations.

In his opinion, this price increase is also good for consumers to a certain extent. "If the platform has always been losing money, then use this kind of vehicle as a consumer will not worry. You will worry that if the day goes down, then his service is suspended, what should I do if my money has not been made? Healthy? Healthy? The charging standard and profit model are the long -term foundation of bicycle sharing companies. "Ding Dao Master said.

Bicycles and bicycle sharing companies are "different lives"

The price increase of bicycles, cost -the keywords as price increases were lifted onto the desktop.

The reason for the increase in the price increase of the Meituan bicycle is "increased hardware and operation and maintenance costs", and the reason for the price increase of Harbin bicycles was "increased cost of operation and maintenance manpower input and product depreciation costs." However, in the same way, the impact of bicycle manufacturing companies and bicycle sharing companies in the same way in the face of rising raw materials costs.

The raw material price increase also swept to the bicycle industry. According to data released by the Bicycle Association, the prices of upstream raw materials upstream of bicycles increased by more than 10%year -on -year in the first quarter of this year.

In the past two years, the upstream raw materials including metal materials and plastic have been raising prices, basically increased by 15%-20%. At the core parts of the bicycle, aluminum ingot accounted for 20%-30%of the bicycle cost, and its price rose from 13,000 yuan/ton to 23,000 yuan/ton, an increase of more than 80%.

For bicycle manufacturers, although the cost of raw materials is rising, the performance is still considerable.

According to the relevant data of the Consumer Products Industry Department of the Ministry of Industry and Information Technology, from January to August 2021, the operating income of the manufacturing enterprise above the national size above designated size (including electric bicycles) was 145.16 billion yuan, an increase of 30.6%year-on-year, and the total profit was 7.16 billion yuan, a year-on-year increase of 46.4%. In terms of sales, JD data shows that during the JD.com 618 shopping festival this year, the sales of bicycles soared 500%, and some orders even ranked in 2024.

As one of the leading companies in the bicycle industry, Shanghai Phoenix (600679.SH), in 2021, realized revenue of about 2.058 billion yuan, an increase of 49.59%year -on -year; net profit of home mother was 104 million yuan, an increase of 71.26%year -on -year. The latest data shows that in the first quarter of this year, Shanghai Phoenix achieved revenue of 414 million yuan, a year -on -year decrease of 23.40%, but the net profit of the mother was still growing year -on -year, with a growth rate of 14.70%.

Picture source: Shanghai Phoenix Announcement

The growth momentum of Jiuqi (300994.SZ), which is engaged in the design, research and development, production and sales of bicycles and components, is also very strong. In 2021, the revenue of approximately 3.70 billion yuan, an increase of 62.31%year -on -year. In the first quarter of this year, Jiuqi shares achieved double income and net profit. Operating income increased by 3.31%year -on -year to 774 million yuan; net profit of returnees increased by 27.41%year -on -year to 42.433 million yuan.

Picture source: Jiuqi Co., Ltd. Announcement

In contrast, shared bicycle companies are not so lucky.

The first annual report of the shared bicycle (603776.SH) annual report of the bicycle sharing of public bicycles business in the main government shows that Yongan Bank achieved revenue of 873 million yuan in 2021, an increase of 0.04%year -on -year; The year -on -year decrease of 91.13%, it is the year of its worst performance since its listing in 2017.

Yongan Bank said that one of the main reasons for the decline in profit last year was the decrease in new investment income to Hello Inc. (that is, a Harbin Travel) in 2021, the exchange rate change in 2021 and the adjustment of income tax rates in 2020.

According to the Finance News Agency, people from Yongan Bank said that although Yong'an Bank and Harbin Travel will not merge the statements, the dilemma encountered in Harbin Travel still dragged Yongan Xingxing's performance to a certain extent.

The latest data shows that in the first quarter of this year, Yongan Bank's performance continued to decline, with operating income of 170 million yuan, a year -on -year decrease of 15.88%; net profit attributable to the mother was 12.37 million yuan, a year -on -year decrease of 57.33%.

Picture source: Yong'an Bank Announcement

Shared bicycle three giants have long losses for a long time

In recent years, the pattern of the bicycle sharing market has basically stable, forming the "three -legged" model of Harbin Travel, Didi Green Orange, and Meituan Bicycles. However, it is difficult for the shared bicycle business to be alone, which reveals the problem of a single profit model behind it.

According to the prospectus of Harbin Bicycles in 2021, since 2018, Harbin bicycles have been in a loss, with a maximum annual loss of more than 2 billion yuan; and Mobike, which was wholly-owned by Meituan, cumulatively accumulated in 2018-2020. The loss is close to 5 billion yuan; Didi's 2021 financial report data shows that the green oranges shared bicycles are divided into 30 billion "other businesses" losses.

The long -term losses of the bicycle sharing of the bicycle sharing can only be rescued by the price increase?

Industry insiders said that the war -burning subsidy war in the shared bicycle industry has ended, and the bicycle companies surviving have generally raised their prices for survival. This is an inevitable requirement for shared bicycles to enter the second half of development.

According to the data, in the early stages of bicycle sharing, the main profitable methods of various enterprises were user deposits instead of timing charges. At that time, the deposit of a OFO small yellow car was 199 yuan and Mobike was 299 yuan. According to OFO's estimation at the time, the average bicycle in the market can load 6-10 deposits to ensure the profitability of the enterprise and expand the number of production and investment. Time charges are more supplemented.

Although the deposit can quickly supplement funds for the enterprise, this profit model is more like a financial product. Once the corporate fund chain breaks, all users who provide deposits will be implicated. In 2018, OFO Blasting Thunder is a lesson of blood, and the deposit of tens of millions of users has not been refunded so far.

Today, Harbin, Meituan, and Didi have all launched the "deposit -free" cycling. You can directly scan the code and cycling for only the authorization of sesame credit or WeChat payment.

After losing the deposit income, a single income model caused a universal dilemma in the sharing industry, and the cost of the upstream raw materials was overwhelmed. The price increase may be the "choice" of shared bicycles.

Internet analyst Ding Dao said that the price increase of bicycles will not continue to rise, because the industry still needs a market economy to regulate.Therefore, before the bicycle -sharing price increase, it must have undergone internal calculations. While achieving profitability, it is not so that users can feel too expensive.However, the price increase is obviously not the only way for self -rescue of shared bicycles.Many users mentioned that while the price increase of bicycles, the level of vehicle maintenance has not improved together, and shared bicycles are getting older and less and less.

The industry believes that in addition to price increases, the bicycle sharing platform should improve refined operating capabilities, continuously improve service levels and vehicle quality, and allow more consumers to use the price of bicycles that increase with the improvement of service quality.Unilateral price increases caused dissatisfaction.

(WeChat public account "Cai Zhi Headou" comprehensive self: Daily Economic News, Red Star News Network, Caixian, Surging News, etc.)

Edit: Bai Jing

School pair: Yuan Kai

Review: Gong Zimo

- END -