Dafa factory discharge networks, the aggregation platform is ulteriorcted?

The picture comes from Canva.

In July 2022, Huawei launched the "PETAL Travel" at the membership center. The date is July 8th-August 31st, 2022. At present, it only supports the online ride-hailing services in three cities in Beijing, Shenzhen and Nanjing; Coincidentally, Tencent also launched a "travel service" on WeChat and tried to cover more cities. At the same time, the two chose the path of the aggregation mode in accident.

The ride -hailing is a fragrant, but it is also a hard bone. In early July 2021, Didi Chuxing and a number of APPs were removed from the shelves. Then, Didi revenue, order volume and average revenue all declined from the previous month. The market share came out was also robbed by the second echelon and the third echelon.

At present, although the long -term market pattern of a single online ride -hailing car is indeed loose, Didi ’s online ride -hailing position is still difficult to shake. According to relevant data, as of June 30, 2022, the number of online ride -hailing platforms obtained by China has increased to 277. In June, a total of 636 million orders received orders, an increase of more than 20%month -on -month.

There are more than two hundred online car rental platforms together with a lot of flowers. The successive entry of Internet manufacturers has added some variables to the online car rental industry -the online car rental industry may come to the "post -drop era". Coupled with the players who have entered the game for a long time, the online car aggregation platform has gathered many Internet factories. Huawei and Tencent entered the game at this time, is it an opportunity? Or challenge?

The era of the Internet manufacturer after the wind rises

The arrival of the post -drop era not only means that the lack of Didi's crown is as simple as the lack of crown, but also means that some connotative changes have occurred in the entire online car rental industry. Behind the development trend of symbiosis is that the aggregation model is gradually becoming a more feasible choice -Internet manufacturers are one of the outstanding siege teams.

On the one hand, under the "one -stronger" market structure of the online car rental industry, the small online car rental platform is often ignored by consumers due to the lack of capital, flow and operation capabilities owned by large online car rental platforms. In other words, what consumers can perceive are usually brazen and brands that have worked hard and master the traffic entrance. In this case, the "traffic" of the Internet manufacturer and the "long -tailed capacity" of the small online car platform just formed complementarity.

On the other hand, the aggregation model integrates the capacity of multiple online car -hailing platforms. For the online car rental platform, it can improve operating efficiency and increase the chance of survival. For the aggregation platform, it can quickly seize the market and enhance market competitiveness. In other words, the Internet manufacturer wants to enter the online car rental industry and occupy a piece of cake. The fastest path is not to take the process, form a team, and recruit drivers. Essence

However, the aggregation mode of the online car is not so easy to do. First, the online ride -hailing is a point that is easy to mine, especially between the online car aggregation platform and the driver of the online car. Related events have also proven this; the second is precisely because of the above reasons that the low -cost advantage of the online car aggregation platform is left in the face of the vertical online car entry platform that faces heavy assets. The cost increase is offset.

However, in the final analysis, for the major Internet factories such as Meituan, Gaode, Huawei, and Tencent, the reason why they entered the bureau through the aggregate mode to enter the online car. Service consolidate traffic advantages. In this sense, the "aggregation mode" not only aggregates the long -tail capacity of many small -scale online car platform, but also aggregates the connection between the Internet's own business and business.

Meituan, Gaode: Create service closed loop

When talking about Meituan and Gaode's online ride -hailing business, it is too limited to stay at the parameter level of the order volume. At the same time, the significance of the online car rental is not limited to how much revenue can generate. At the level.

With the discovery and landing of development and application scenarios, their services have gradually escaped from the original business scope whether they are Meituan or Gaode: Meituan began to enter taxis, e -commerce, ticketing, accommodation, bicycle sharing, community group purchase, etc. Fields; in addition to taxi, Gaode also involves group purchase, ticketing, accommodation, cultural tourism ... It can be seen that to some extent, after the adjustment of the structure of the Ali Group in July 2021, Gaode has already opened the interface. It has become the same type of enterprise as Meituan -at least from the perspective of consumers, the services provided by the two are almost similar.

Because of this, the purpose of Meituan and Gaode's entry into online car rental is generally similar: enhancing the integration and one -stop capabilities of local life services. Based on this, Meituan and Gaode's online car rental service also extended the application scenario of God: After consumers have consumer demand for offline scenes, at this time, they can directly meet the address of the inquiry and synchronization through the "taxi". Travel needs.

Meituan's online ride -hailing service occupies a C position in the five top -top entrances on the homepage of Meituan APP. The complete consumption process can basically be completed through three steps through "search → enter the store → taxi"; Different consumer nodes are different. Gaode's online ride -hailing service is integrated in the map app. Its map supports any selection points and supports the consumption process within three steps -it can be said that the strategy of Meituan and Gaode is In the complete consumption chain, the "integration" and "one -stop" of the service chain are not silent. However, there are still a little difference in the two. After all, Meituan's bones are takeaway companies, and Gaode's map gene is also unable to remove it anyway. Meituan's online ride -hailing service can be achieved through Meituan APP, Meituan taxi APP and applets. Among them, Meituan has included all services for integrated formulas. Emphasize the channel traffic and social attributes of the WeChat side, and the gameplay is full of gameplay; Gaode cannot leave the specific addressing needs, otherwise the online car rental service will not be established. ), Further taxi needs to be converted to the application, which not only destroys the integration and one -stop service of the service, but also loses part of the sociality.

From the perspective of the degree of coupling of online car rental and other businesses, the scope and quality of Meituan's local life services should be higher.

It can be said that the two -car ride -hailing service is not only part of the local life service, but also a adhesive between various services. However, it is precisely because of the different logic of demand that the starting point of the service is different, making Meituan and Gaode still different from the specific application scenarios. It is likely that at the beginning of the decision It's right.

Huawei, Tencent: Continue to strengthen ecology

For Huawei and Tencent, local life services are not the core of online car rental services. For Huawei, online car rental must be combined with its TOB's car development strategy; for Tencent, online car rental must be combined with its TOC's ecological strategy.

"Although the car is not built, there are Huawei everywhere." While in -depth cooperation with a number of car companies to develop new energy vehicles, Huawei entered the bureau's online car -this means that Huawei's tentacles in the automotive field have covered the Internet contract Three areas of cars, smart cars and vehicles.

Among them, online car rental may become the starting point for Huawei to empower the TOB car business. For Huawei, the most important thing is not how much daily orders and revenue, but the need to online car rental business, which is promoted on the upstream and downstream of the entire new energy vehicle industry chain (even if this role may be weak To.

To put it simply, Huawei can cooperate with the vehicle manufacturer to design and produce special cars suitable for third -party online car rental platforms on the upstream of the online car rental industry chain. And operation service. In other words, different from the above -mentioned enterprises are that Huawei "one melon and two eats", based on the local life service, considers one more, knocking on both ends of the abacus, and hitting on TOB. Moreover, if Huawei cars on the road run a lot, they can further strengthen consumer cognition.

From another perspective, Huawei has not ignored the potential of Petal travel and Petal Maps (hereinafter referred to as "petal map") in TOC. Huawei's launch of PETAL travel to a large extent is also to make the petal map: not only can it enrich the use of consumers, but also bring more POI data and corresponding data feedback to the petals map, thereby feedback the intelligent ecology of the car.

Compared to Huawei, who had just entered, Tencent had already started cooperating with Didi Chuxing and other online car platforms before WeChat launched the "travel service". Its consumption process also followed "search → enter the store → taxi" Three steps. But if you look at Tencent's map further, you will find that the part of its local life service is completed by Meituan (small program) -that is, in the process The possibility of being diverted by Meituan Mini Program.

The integration and one -stop of the local life service of Tencent Maps are broken. Based on this service integration and one -stop online ride -hailing service, it is not a piece of iron plate. Tencent's ambitions for the field of "clothing, food, housing and transportation" have always caused them to not accept any possibilities, especially when there is a major leakage in Didi. Therefore, Tencent's decision to launch a "travel service" that seems to be located on WeChat, and there should be considerations in this regard.

However, in addition to the common point of the "online car aggregation platform", WeChat "travel service" is almost completely different from Tencent's map. Instead of saying that WeChat travel services are the entrance of the "online car", it is better to say that the "car life" entrance ——The includes not only online car rental services, but also services such as driving, bus subway, and refueling charging.

Tencent removed the online car ride out of the broad local life services for re -positioning. This is not only to reduce the overlapping business of Didi, but also the inevitable requirement of the WeChat TOC ecological strategy. In other words, the online car ride has two significance for Tencent: one is to support travel services in the four major fields of WeChat "clothing, food, housing and transportation"; the other is to act as a adhesive between consumer scenarios in Tencent maps - The former is more important.

The test of the aggregation platform has just begun

Although the competition of Internet manufacturers such as Meituan, Gaode, Huawei and Tencent is no longer limited to the level of online car rental, the operation of the aggregation platform still needs to step by step. The aggregation mode is not optimistic about some people now, because behind the low -cost expansion, it is the disadvantages of the online car aggregation platform -this also extended the next point: resource integration ability is the basis of the aggregate mode, at the basis of the aggregation mode, at the basis of the aggregation mode. The resource management capacity on the basis of this is the core of the aggregate mode. Resource integration capabilities are the basis of the online car platform for aggregation mode, and maps and traffic are the basis for resource integration capabilities. Furthermore, we can get another conclusion: with the adhesion of the online car rental platform (such as Cao Cao) to attract other online car rental platforms through the stickiness of the business itself, and then upgrade to the aggregate platform. A business (such as social or map) is the core, and then it complements the ride -hailing car, and this business itself is usually the source of traffic.

On the one hand, Gaode, Huawei, and Tencent have their own maps, and even Meituan has scarce navigation electronic maps to make Class A and mapping qualification certificates; on the other hand, Meituan, Gaode, Huawei and Tencent Born on the entrance of huge traffic. For example, Meituan is takeaway+e -commerce, Gaode is a map, Huawei is a car, and Tencent is social.

Behind resource integration capabilities, the core capacity of the Internet factory online car aggregation platform lies in resource management capabilities. This is not only an inevitable requirement for the development of the online car rental industry, but also caused by the voices of consumers after a number of incidents that caused large -scale public opinion. All in all, whether it is a regulatory authorities or consumers, it is more and more important to control the safety control of the online car entry platform.

It can be said that the hurdle of security is the only way for Internet factories such as Meituan, Gaode, Huawei and Tencent, because as long as the strategy is unchanged and the enterprise does not occur, then the online car will be long -term. The difference is just a temporary contraction or expansion.

With the further development, the competition in the online car rental market must be centered on compliance, service quality and convenience. From the basic situation of the online car supervision information interactive platform, the order compliance rate is the most important of them. Parameters.

The order compliance rate tests the aggregate platform and driver's supervision method and supervision of the aggregation platform, and the aggregation platform of low -cost admission. In this case ability. At the same time, once the regulatory cost is too high, the aggregation platform must face the contradiction between operating costs and profitability, and this further requires that Internet manufacturers can improve resource management capabilities -this means that resource management capabilities are not only the key to improving service quality, but also the key to service quality. It is the key to increasing income reduction loss.

In general, the Internet manufacturers can easily get a lot of market share and feed the ecology by using traffic surfing and lightly. But on the other hand, they also need to accept the strong operations brought by light assets to "reflect". In short, the establishment of the aggregation platform is not very powerful, and how to do the integration and one -stop service between service quality and various businesses is true -for the Internet manufacturer, for the aggregation platform The test has just begun.

- END -