With more than 20000 orders per day in Hangzhou and Chengdu, the first opened cities, Didi freight tries to strike while the iron is hot. At present, it is planning to open 30 cities in China, including Beijing, Shanghai, Guangzhou, Shenzhen and Nanjing.
Mountain rain is coming, the wind is all over the building, and the familiar taste of the city freight field is back.
For a new cross-border player, the scale of breaking through 20000 units / day in just one month is quite considerable. However, it is worth noting that there are some foreshadowing behind this. This undercurrent is surging in didi group of freight drivers.
Stir up intra city freight transport
In the o2o wave of that year, there was no shortage of storytellers, and of course, there were also cases of story breaking. In just a few years, there were few start-ups left at the beginning. Now, the intra city freight platform has gradually formed a head pattern with goods pulling and fast dog taxiing.
Judging from the order types of such enterprises, even if they have already stood in the head position, they still can not be regarded as verifying the success of the mode. As the use scenarios are mostly temporary vehicle scenarios such as moving, small b-end delivery, the whole industry is still faced with problems such as low-frequency demand, difficult standardization, difficult driver education, low-frequency C-end small b-terminal difficult to retain. In recent years, head enterprises have lowered the friction between each other and began to build barrier advantages in addition to market share.
At present, on the business scene, on the one hand, the head enterprises start to infiltrate into the b-end slowly, on the basis of solving the temporary needs of customers, trying to gradually cut into the planned needs of large b-end customers through the massive transport capacity pool all over the country; on the other hand, in addition to the whole vehicle, huolala and kuaigou taxi are also trying to break through the label restrictions of same city and model and enter the province International less than carload business.
In addition, in terms of the extension of the business chain, based on the agglomeration effect of the platform, the head enterprises also derive relevant business models such as financial leasing, insurance and post market to solve the profitability problem of the platform.
The entry of didi freight just caught up with the time point when the head enterprises relaxed their competition for market share.
According to Fastdata research data, in the first half of 2019, in the field of car hailing in the same city freight network, the order scale of freight Lala was 520000 per day, while that of kuaigou taxi was 245000, accounting for more than 90% of the total market share. At that time, the fifth place was blue rhinoceros, with a daily order volume of 18000. From this point of view, Didi freight ranked among the top five in one month.
And compared with this speed, Didi freight to pay more crazy.
With the entry of didi freight, the market atmosphere has become tense again, and the familiar routines such as burn money subsidy and price war are staged again and again. As a result, the warm-up period before the official operation of didi freight has been decided by many drivers, which is another opportunity to collect wool. However, this opportunity of collecting wool did not stay long.
Whether from the perspective of market positioning or from the fact that the first batch of online service cities are Chengdu and Hangzhou, the intention of didi freight is very obvious. It points to the goods and wants to be the leader.
As a matter of fact, a large number of drivers come from cargo Labradors.
Master Ao of Chengdu is a small driver. He has been paying attention to this new platform since the preheating period of didi freight, and has become the first batch of drivers to join didi freight. On June 23, the first day of didi freights formal operation, Chengdus core market was surrounded by green (Didis freight car logo is green). On this day, master Ao completed seven orders, and earned nearly 800 yuan from subsidies and freight, of which subsidies alone reached more than 500 yuan.
It is understood that at the drivers end, Didi freight has two kinds of subsidies: one is the order reward, such as 50 yuan for the first order, 60 yuan for the second order The seventh order is 180 yuan; the other is the online subsidy in the core market. According to master Ao, Didi freight has an internal driver who stops near the market with his car, so that he can get the subsidy.
At the delivery end, Didi freight showed full sincerity. In the early days of Kaicheng, the starting price was 2 yuan lower than the market price, and a large number of coupons were issued. Users could even place an order for 10 cents. In the later stage, it even offered free transportation service below 45kg.
Under the dual efforts of the order side and the transportation side, Didi freight reached the scale of 20000 orders on the day of its launch, and more than 8000 drivers were recruited in Hangzhou and Chengdu in a short time. But this hot situation did not last long.
On the fifth day of the official operation of didi freight, it released a list of 200 people. Master Ao, the first batch of drivers to join didi freight, also became the first batch of drivers to be banned, for the reason of brushing orders.
At the same time, Didi freight has also exposed some problems since its opening
1) Dispatch mode. When entering the industry, Didi freight used the dispatch mode of passenger terminal, but it was not applicable in practice. The service at the passenger terminal is relatively standard, and under the influence of different factors in the freight industry, such as vehicle model, route familiarity, personalized requirements, etc., drivers will choose to receive large or small orders according to the vehicle condition and service capacity; that is to say, under the mode of dispatching orders, especially for drivers of new energy vehicles, drivers will be less likely to run orders. In contrast, the order grabbing mode is more in line with the characteristics of the freight industry in terms of delivery.
2) Order density. Subsidies alone and lack of actual order density affect the long-term stability of drivers. According to master Ao, in the early days of didi freights opening up, there were fewer drivers, and the platform would use order subsidies to retain drivers in the form of brushing orders.
3) Order structure. Mr. Ao, the driver of Xiaomian, completed more than 30 orders in five days on didi freight platform. Compared with Mr. Ao, drivers of Zhongmian and above models are well matched to the orders. According to watermelon video platform network red small week driver Shifu revealed that the middle model sometimes cant wait for a single afternoon.
Some drivers began to tear up the stickers of didi freight and return to the original platform due to the platforms crackdown on wool collecting behavior, low order density of the platform itself, and unreasonable operation mode.
The time has not come for a large-scale layout
For didi freight, a new player in the industry, after years of fighting, Qianlang has developed a set of price standard, operation model, layout rhythm and business model suitable for the industry. Whether from the perspective of copy operation or from its use of small volume advantage to fight price war, there are traces to follow.
First of all, from the capital level, can the burning money network last?
In addition, according to the above financing table, in the past intra city freight platform war, the remaining leading enterprises, such as Lala and kuaigou taxi, burned up more than $700 million in total. Didi itself is not profitable, the current capital winter, coupled with the background of the industry tends to be rational, there is not enough money left in the market to let this wave burn?
Secondly, how to find a balance of interests between users and drivers?
Judging from the current situation, whether it is from Didis price preference of issuing a large number of coupons to users and reducing the starting price, or from the service policy of free transportation under 45kg, Didi freight tries to break the original balance and focus more on the scale of the order side rather than the sustainability of the transport capacity side.
Finally, can we build a set of operation system suitable for the freight industry?
At present, Didi, in the process of cross-border freight transportation, to a certain extent, follows the passenger terminal operation system, such as order allocation mode, such as price war promotion, relatively speaking, it has not adapted to the specific delivery scenario of freight transport.
To be specific, the mode of order distribution lacks consideration of the drivers model and service ability. The price war ignores the demand of B end. To a certain extent, the current price war is only to attract small drivers who serve small orders. In addition, under the restriction of score, drivers can cancel orders up to 7 times; however, due to the influence of long-distance order, goods and vehicle model mismatch and other reasons, the number of orders taken by freight drivers exceeds dozens of orders per year. On the whole, even though Didis order scale reached 20000 units / day in a short time, a series of problems gradually exposed behind it. The large-scale layout also means that these problems are gradually enlarged. Although didi comes from the Internet field, it has a mature brand degree and market playing methods; but as mentioned above, the top enterprises such as freight Lala and kuaigou taxi Hailing only learned from the high price of tuition fees. And these lessons to didi this new player, one also cant bypass. Source: interface news editor: Yang Zeyu_ NF6036
To be specific, the mode of order distribution lacks consideration of the drivers model and service ability. The price war ignores the demand of B end. To a certain extent, the current price war is only to attract small drivers who serve small orders. In addition, under the restriction of score, drivers can cancel orders up to 7 times; however, due to the influence of long-distance order, goods and vehicle model mismatch and other reasons, the number of orders taken by freight drivers exceeds dozens of orders per year.
Although didi comes from the Internet field, it has a mature brand degree and market playing methods; but as mentioned above, the top enterprises such as freight Lala and kuaigou taxi Hailing only learned from the high price of tuition fees. And these lessons to didi this new player, one also cant bypass.