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?

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.

It is worth mentioning that, in addition to renaming kuaidi new taxi, the person in charge of taxi business is also the veteran of the former fast. According to Didis announcement, Didi appointed Shi Donghai as the general manager of taxi business department and reported to didi travel CEO Cheng Wei. According to public information, Shi Donghai joined kuaidi taxi service in 2015 as the technical director of taxi. After the merger of didi and Kuai, he has successively served as the technical director of representative driving, quality travel business group and inclusive travel business group.

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.

Why didi restart fast?

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.

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 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.

Industry insiders said that at the moment when the market pattern of online car Hailing is gradually stable, the taxi market that has not yet been fully developed has become a new direction for didi to make efforts, and also a new space for business growth. At the same time, taxis still have an irreplaceable advantage in the sinking market. Developing taxi business is also one of the strategies for didi to enter the sinking market.

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.

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