Recently, the network car market has ignited a new war.
The US team first started, and the main battlefield chose Shanghai.
The US group that sold its name changed suddenly, and it was fiercely declared to the outside world that the US group took a taxi to Shanghai!
On the billboard of the bus station where the reporter went home, the US group issued the strongest sound. The time is March 21.
In this regard, the industry generally believes that this is officially declared war on the Didi.
Many people have a supportive attitude towards this war in the circle of friends: stand up! Time is a little longer! Only in this way can we get the most benefit.
After the merger of Didi and Uber, everyone thought that there should be not much war in the network car market, but the US group brought an accident.
This is really unexpected.
The US group has made a group purchase business and is one of the best group buying platforms in China. However, it is now difficult to describe the US group in just one sentence.
In the recent organizational restructuring, Meituan has built four business systems, namely, the new store business group, the large retail business group, the hotel tourism business group and the travel business department, focusing on the four major LBS scenes of shop, home, travel and travel. .
Interestingly, with the diversification, from take-out to wine travel, to travel, these years, the US group is everywhere, ignoring everywhere, and hungry, and Ctrip, now with Drip for a temporary look There is no war in the end.
For the US group's war, a person who has researched the US group has expressed his feelings to the reporter of the International Finance News: The US group is a little crazy, and its war object is basically the boss of all major fields. It is difficult to find similar business models around the world.
The person analyzed that the reason why the US group is so ignited and eager to seek success, rather than deepening each vertical field, I am afraid that there may be pressure from the listing, the beauty group that needs financing stories, if you are not careful, you may play with fire. The foresight of the car is to engage in ecological music, not to do a good job, and finally finished playing because of the break of the capital chain.
Will the US group follow the footsteps? We don't comment, let's take a look at the status quo.
Declare war on the droplets
Let's first take a look at the latest battle of the US Mission.
On March 21st, the US group took a taxi and officially landed in Shanghai, and at the same time launched the taxi and express business.
Although it is a latecomer to the industry, the US team's offensive is fiercer than expected. According to the internal statistics of the US Mission Review Company, on March 23, the US Mission’s taxi station in Shanghai completed a single amount of 300,000 yuan; on March 24, the founder of the US Mission Wang Xing announced at the “China Development Forum 2018 Annual Meetingâ€. The US group taxi has gained a 1/3 market share in the cities where it is stationed.
Because it is generally difficult to take a taxi now, the US group taxis just cater to the needs of users.
The US group taxi can tear open a hole in the taxi market, and quickly occupy a certain market share with its subsidies to users and drivers.
The US group’s new customers have a discount of 14 yuan for each of the first three orders. The drivers registered in the Shanghai area enjoy a three-month free privilege from the date of the opening of the city. In Nanjing, the ratio of the taxis to the drivers is 8 %.
A number of network car drivers told the International Finance News reporter that they were temporarily stopped using Drips and concentrated on the US Mission to take a taxi because the US team had been exempted from the three months before the taxi. It is understood that the drip is still 20% of the driver's draw.
In fact, the US group first involved in the travel market was in February 2017, in Nanjing, in October of the same year, the US Mission announced that it had completed the financing of 4 billion US dollars, led by Tencent; on December 1, after completing the financing The US Mission Review carried out an organizational restructuring and established a travel division.
A year ago, including Didi, perhaps everyone would not expect that the movement of the US group taxis would be so fast and fast.
Nowadays, the eye-catching performance of the US group taxi in Shanghai has also attracted the attention of Didi, opening a new round of war of words and looting.
At noon on March 28th, Sun Shuwen, senior director of Drip's regional operations, thanked the US team for subsidizing users and making the market bigger with Didi, but he also mentioned that the high subsidy will bring black products and bills. , causing great trauma to the entire industry.
Subsequently, the US group commented on the drip in Shanghai unlicensed operation. According to the official website of Shanghai Urban Transport Management Office, the network license platform that has obtained the Shanghai license includes Volkswagen, Shenzhou, SAIC, Meituan, Shenma, Johnson & Johnson, AA Car Rental and Cao Cao. Drop the line.
On the evening of March 28, the war between the two sides escalated. Wang Huiwen, senior vice president of the US group commented, said: "A good company is also a company with a value of 560 billion yuan. The black draft can't be so lazy. Will Uber be replaced directly by the US group?" and it is accompanied by media reports. A screenshot of the US group's taxi brush, black and white.
Drip and the US team attacked each other's actions not only on the mouth, but after the US group took a taxi and attracted many drivers and users, Drip didn't bother to start counterattacking. Recently, many users said they received the coupons of Didi. A WeChat group named "Shanghai Meituan Group" found that Didi launched an incentive event in Shanghai. During the period from February 25, 2018 to March 26, 2018, there was no express train, excellent enjoyment or excellent in Shanghai. The driver who orders the order completes 3 orders during the event and gets a 300 yuan cash reward. Some drivers have actually received the reward within the group.
At the same time, the DDT and the US group started to play, and the problems such as brushing the sheet and changing the license plate appeared again. The reporter saw in the Shanghai Meituan taxis WeChat group and QQ group that the group owner claimed to provide local brand service to the foreign car. Easy to get, the US group, and the drop can be.
A group owner who provided a license plate service told reporters that the previous registration of the drop needs to go to the offline inspection, but now that the "mouth is open", there is no need for offline inspection, 800 yuan can register Drip and Meituan at the same time, change The local card, the single US team to take a taxi 300 yuan; another person who provides the same service to the reporter is the price of 1000 yuan, the US group 400 yuan, he also said, "Before (Drip) to test the car, now We don't have to check the car, we can let you order directly."
Some car owners told reporters that the two companies are currently competing, and that it is difficult to monitor and prevent the violations of some car owners.
At the same time that the two sides played in full swing in Shanghai, the US group taxi has gradually laid a bureau in the national market.
On March 21st, the US delegation took a taxi to Shanghai for the first day of the city. The US delegation took the taxi and announced that it had officially obtained the “Network Appointment Taxi Business License†issued by Hangzhou. This means that the US group took a taxi to enter Hangzhou to enter the countdown; March 23 On the day, WeChat public number "Mei Tuan taxi Beijing" issued a message - "Mei Tuan taxi is about to open the city! Lock the door, not allowed to get off!" It seems that the signal is released to the outside world, the US Mission will soon land in Beijing after taxiing .
Although, Wang Xing has publicly stated that the US group does not rely on burning money to win, it should provide better C- and B-end experience, and better product combination. But it is undeniable that the first battle of the US team to take a taxi is to start playing in the burning of money.
Takeaway is still the main battlefield
In fact, the latest war of the US Mission to take a taxi is only a continuation of the continued battle of the US Mission over the years.
In 2010, Wang Xing founded the US Mission Network and quickly entered the domestic group buying field. After the battle of the Thousand Regiments, the 2015 public opinion was merged and the new American University was established to become a unicorn in the O2O field.
Since the establishment of the US group, it has formed a certain development foundation in the catering industry, so as to open the entrance, it is not unexpected that the US group entered the take-out industry. After years of industry reshuffle, the current pattern of the take-away industry has been basically stable. The main opponents of the US group's take-out are only the ones who are hungry.
According to Analysys data, the total share of transactions in the whole year of 2017 and Baidu take-out (both sides have merged) reached 50.6%, while the US group took out 41.8%, and other take-away players accounted for 7.6%.
Alibaba played a particularly important role in the many years of killing and hunger. In April 2017, Alibaba and Ant Financial paid $400 million to invest in hungry. Since then, Ali has become the biggest shareholder of Hungry, with a shareholding ratio of 32.94%. It was also reported in early 2018 that Alibaba would hungry in full capital and be included in the new retail system.
But in fact, before supporting hungry, Alibaba first looked at the US group.
In 2011 and 2014, Ali's B-round and C-round financings all had Ali's presence, but in 2016, the US group E round of financing, Tencent appeared. Regarding this history, whether the US group was "disobedient" and was abandoned by Ali, or the US group took the initiative to turn around and vote for Tencent. But there is no doubt that Ali and the US Mission have formed a beam.
Zhang Yi, chief analyst of Ai Media Consulting, told reporters that there is no problem in the profitability of the take-away business. The difference between the two products is not big, the loyalty of consumers is not high, and the timing of profit mainly depends on the competitive situation of the industry and the opponents. The strategy adopted.
As a business that is still burning money, Ali's further support for hungry means that burning money is likely to continue in the long run. In addition to the take-away, in the O2O to the store, Ali's reputation in the past year has already surpassed the trend of the US group. According to the statistics of Analysys think tank, in 2017, China’s O2O market share of the store reached 55.5% of the word-of-mouth transaction share, and the US group’s share of the transaction was 35.9%.
In the face of Ali, whether it is technology, users or funds, the US group does not seem to dominate. However, the catering business has always been the top priority of the US group's review business. Ali is "word of mouth + hungry" is bound to be unavoidable a big mountain.
It is worth mentioning that the Dig, which was provoked by the US group, also officially entered the take-away industry and wanted to fight the US group in the field of take-away.
In this regard, many insiders bluntly said that there is still a fight in the "burning money" war in the field of take-away.
Entering the wine industry against Ctrip
In addition to the latest travel wars and the hottest take-out wars, the US Mission has also been with Ctrip in the war of robbing the wine travel market.
In June 2012, the US Mission began to enter the hotel group purchase. Two years later, the hotel business department was established to scale the hotel business. However, it was not until July 2015 that the Meituan Hotel tourism business group was formally established and truly involved in the wine business. In April 2017, the US group commented on the launch of the B&B. In September of the same year, the Meituan Travel Independent App was officially launched, and the business of the wine business continued to increase.
Industry analyst Liu Jiehao said that the US group tour business started from the third- and fourth-tier city hotels ignored by other OTA giants, focusing on local consumption, adopting localization strategy, seizing the local consumer market, and attracting high stars through online booking and other modes. The establishment of a class hotel, large-scale promotion of high-star hotels.
The US group entered the market with complementary roles, all the way from low-star hotels to high-star hotels. The US group entered the low-frequency tourism business strategy by high-frequency living services, but after a certain degree of development, in order to carry out product upgrades and business. Expansion, it is necessary to compete positively with Ctrip.
From the perspective of the wine business, although the US group took the initiative to sell to the business travel business, the US delegation said that it is complementary to Ctrip in the face of the media and the public.
Liu Jiehao said frankly that Ctrip has invested in the same process in the past two years, compiled the eLong, merged with Qunar.com, and gained tremendous development through the acquisition of OTA competitors.
Some insiders also said that in the face of Ctrip, the US group travel is still unable to pose a threat, and even in the confrontation with Ali Feifei has fallen.
It is worth noting that on September 25, 2017, Ctrip announced that its food brand “Ctrip Food Forest†and Ali’s reputation have reached a strategic cooperation. The two sides will open up resources and jointly build a platform for integrated food and travel.
The two rivals joined hands to stand opposite the US group.
Many enemy enemies, burning money is difficult
The US group is igniting and enemies, and the market has doubts about its future.
Zhang Yi said that whether the US group is doing a taxi challenge or a travel challenge Ctrip, in theory, there is an opportunity to occupy a place, the market space of new business is infinite, but whether it can form a total synergy, then It is a problem that the US Mission has to face.
This not only shows the advantages of the US group, but also why the US group is frequently questioned by the outside world.
The US group has one thing in common when it comes to take-away, travel and travel – subsidies are introduced when entering the market. The US Mission, which does not lack traffic and lacks users, has given certain subsidies when it is just expanding a new business. It is not difficult to attract users. But the question is, once the subsidy stops?
"After three months, I will say it again." Master Zhao, who is a part-time car owner of the US Mission, told the reporter, "Because the US group got a taxi for three months before the taxi, many private car owners in Shanghai came out to work part-time."
Like the take-away business, the loyalty of users to taxi companies is actually not high. Zhang Yi said that the sustainability of a large number of subsidies is not large. It is no problem for the US group to take a bit of a share in the early stage of taxiing. However, as long as the drop is divided into a little lower, it will be awkward to fight a long-term battle.
The US group took a taxi to the taxi market and gave a shot of chicken blood. But in the face of the taxi business, which burns money more than the take-out, does the US group have enough funds?
It is understood that in the eight years since the establishment of the US Mission, a total of six rounds of financing and two strategic investments have been completed. The total amount of known financing exceeds US$8.3 billion. What is the time for investors to leave the US Mission?
Zhang Yi is even more blunt. For the US group, it is possible to achieve profitability by dumping the enemy to stop burning. As with take-away, non-profit is caused by competitors' constant “sportsâ€, and this situation extends to the same as taxi and wine travel markets. "The story of the take-away platform not making money will extend to travel, and then continue to extend to taxis. When will the US group make money? Is it necessary to compile a new story?"
Burning money is still in need of listing
After completing $4 billion in financing in October last year, the US group’s valuation reached $30 billion. As for the listing, Wang Xing did not show any pressure, but recently, the US group was exposed to news that it will be listed in Hong Kong.
On March 27th, it was reported that the US group comment has been in contact with Bank of America Merrill Lynch, Goldman Sachs and Morgan Stanley to prepare for the listing of Hong Kong this year. The US group comment did not give a reply to the listing news.
An industry insider said that the US group financing has so many rounds and is facing the pressure of listing, but the listing will raise the valuation, and the fastest way to improve the valuation is diversification. The US group will do taxis, tours and takeaways. These measures can be paid attention to by cat-eye movies, but each of these businesses needs to burn money. The more they burn, the more they will be forced to go public by capital.
This is inevitably reminiscent of the gambling agreement circulating in the market: the price of the F-Financing of the US group is that the company will complete the listing in 2018, while ensuring that the IPO valuation is not less than 20 billion US dollars.
If the gambling agreement is true, then in order to go public, the US group continues to develop new business, and it is easy to understand the financing. However, if the US Mission wants to rely on the break-up of the listing, it will face no small challenge.
In 2016, Wang Xing once said that because the take-away business is still losing money, the US group's comments are generally at a loss, but other businesses except sales have achieved breakeven. In the past two years, the takeaway business has burned more than money.
Zhang Yi said that if the US group wants to go public, the unprofitable take-away business will be a big challenge for its IPO.
For the US group, takeaway is a business that cannot be abandoned. Yang Xu, an analyst in the Yiguan take-away industry, said that the US group's take-outs can bring a lot of water every day. At the same time, take-out as a high-frequency and low-consumption business has a greater impact on the traffic import, and the take-out business is now estimated by the US group as a whole. A very important component of the value of its own platform, if there is no takeaway business, its overall valuation will also be affected.
In Zhang Yi's view, the first thing the US Mission needs to do is to continue to cultivate the main business, to fine-tune the catering, and secondly, to carry out some strategic expansions appropriately, but it is not appropriate to "fancy" and go in one direction.
However, the plan is always not changing fast.
At the time of the US Mission and the Didi War, Gao De Maps recently announced that it will launch a shuttle service. Unlike other platforms, Gao De will insist on not rushing to users and not subsidizing the industry.
In the future, what will the US Mission take to break the game?
(Editor: Ji Liya HN003)
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