Five years later, fast is back in the river. What is the intention of the 100 million subsidy?

 Five years later, fast is back in the river. What is the intention of the 100 million subsidy?

Every reporter Zhao Wenqi, every editor Wang Lina

Photo source: Daily Economic News

After the upgrading and adjustment of carpooling and online car hailing, Didi taxi business division also began to make new adjustments.

On September 1, the reporter of the daily economic news learned that Didis taxi business was upgraded to fast new taxi. At the same time, the fast new taxi will invest 100 million yuan to subsidize, issue taxi tickets, and help drivers to increase the unit volume and income.

Cheng Wei said in his circle of friends: its very kind and exciting to see the fast brand restart. The original intention does not forget, looking forward to the rapid new rental can help the industry transformation, upgrading and integrated development.

In fact, the re emergence of the fast brand has brought many peoples minds back to eight years ago. After didi changed its name, Didi brought changes to the whole industry. In 2014, shuangshuangshuang set off a nationwide subsidy war, which directly hit Valentines day in 2015. Didi and Kuais strategic merger opened a new era in the field of travel, and the fast brand has been hidden since then.

Now, as time goes by, the revival of kuaidi has brought a wave of memory killing, but it has also triggered speculation in the industry. Starting from the taxi business, now it has renewed its power in this market. What does didi really want to do to restart kuaidi?

Why didi restart fast?

The merger of didi and kuaidi is undoubtedly a major event in the travel industry in the past decade.

As a start-up company that was also born in 2012 and aims at the field of travel, Didi taxi and kuaidi taxi have been very similar in the market layout since their establishment, and the competition is particularly fierce.

In 2014, didi and Kuai set off a nationwide subsidy war, and mobile travel began to popularize. On Valentines Day (February 14, 2015), Didi taxi and kuaidi taxi strategy merged, which not only ended the long-term subsidy war, but also opened a new era in the field of travel.

Now, five years later, Didi, which is firmly in the position of No.1 in the travel industry, is Reviving fast, and what is its plan?

Didi said in the announcement that the brand will continue the original fast brand concept of let users take a taxi faster, and further improve the online call rate through information and market-oriented means. According to Didi, the proportion of taxis online in China is less than 10%, and after brand upgrading, drivers can reduce the empty driving rate, improve the efficiency of receiving orders and serve more passengers.

The announcement also showed that in the post epidemic era, fast new taxi hopes to work with drivers, passengers and industry partners to promote the sustainable transformation and development of the industry. The upgraded fast new lease will still operate independently.

In the view of industry insiders, as the first to enter the taxi industry and once a major player in the travel industry, kuaidi brand has not been used since its merger with Didi. Now, the use of the gold lettered signboard of kuaidi will also help didi continue to open up the taxi market.

In fact, since the beginning of this year, Didi has made repeated arrangements in taxi business, including the upgrading of the organizational structure of the taxi division and the provision of an information management system orange line system for taxi enterprises. At the same time, Didi taxi has also accelerated the pilot of new services, including strengthening the crackdown on illegal production, launching drivers refuelling and meal concessions, accelerating in-depth cooperation between taxi enterprises and local governments, and pilot preferred taxi measures.

Under the strategic goal of 0188 put forward by Cheng Wei, as an equally important taxi in the four-wheel business, it is also becoming the main driving force of Didi.

What additional space does the taxi market have?

What can be seen is that although the taxi industry is didi and fast, once the first field to enter the travel market, with the development of online car Hailing business in recent years, the degree of online taxi service is falling behind.

According to the data of the Ministry of transport last year, the average daily taxi service was 110 million person times. According to the average of 1.8 people per car, the daily orders generated were about 45 million to 50 million. However, Didis taxi business covered more than 300 cities in China, and the average daily order volume last year was only 3 million, less than 10%. So it seems that offline Yang Zhao is still the main way for passengers to take taxis.

In addition, it is worth mentioning that since this year, Didi has accelerated the pace of multi brand strategy. Didi carpool has recently been renamed green vegetable carpool. At the same time, Didi has also launched a new brand huaxiaozhu taxi in the low-end market. Before that, Didi automatic driving and Qingju bicycle brands were operating independently.

In the industry, the emergence of a large number of new brands or didi pave the way for the independent operation of various businesses in the future. For Didi, independent brand also means that its business will have greater possibility. While a certain independent brand will not affect the whole business, there will also be cooperation between brands.

However, it can be seen that, whether it is green orange bicycle, vegetable carpool, or fast new rental, there is a common ground behind these new brands, that is, Didi is speeding up the speed of all-round exploration of incremental space outside the online car Hailing market.

Source: Wang Fengzhi, editor in charge of daily economic news_ NT2541