Overview of blue ocean strategy of dida company

[An article written after using Didi app before, please forgive me if there are any mistakes, welcome to discuss and advise, thank you! ]

Recently, the travel market in China has made a big move continuously, and the online car ride has become overcrowded. However, the frequent accidents of Didi give other competitors an excellent opportunity to enter the travel market monopolized by Didi for a long time, but it also proves that an exclusive market is abnormal and will not stimulate industry optimization and social responsibility; Dida company cut into the market from carpooling, and finally had its own way of survival.

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At the 12th China Investment Annual Conference on April 24th, 20 18, Song Zhongjie, CEO of Didi Company, said that the business model of Didi Company is different from other online car-calling platforms. Didi is a matching platform for mobile travel transactions, and other platforms are mobile taxi companies. The following is about the business in Dida Co., Ltd., really enjoying the economy and the gradual withdrawal of taxis.

1. Focus on taxi and free ride business.

Dida Company does not have its own fleet or drivers, but cooperates with local taxi companies or registers individual taxi drivers. Under this premise, we can rest assured that these drivers have professional driving qualifications (driver's license, driving license and taxi qualification certificate, etc.). ), providing passengers with a more convenient taxi channel than traditional recruitment. According to Dida, hitchhiking and taxis can meet 95% of the car demand in the market, and the two businesses can be said to be complementary to some extent. Hitchhiking is a pre-known trip, while taxis provide immediate needs.

2. Realize real travel and enjoy the economy.

Song Zhongjie, CEO of Didi Company, said that they mainly operate two business modules: First, connect the original traditional cruise car rental to the network platform, develop existing taxi resources, and maximize economic benefits; However, hitchhiking is different from other platforms. Dida Company has limited the number of hitchhiking orders, and the price is also very favorable, which will not cause drivers' monopoly and make roads more congested. I hope the company and passengers can really enjoy the economy by the way.

3. The way of inviting taxis gradually recedes.

With the rapid development of mobile travel platform, the supply and demand of drivers and passengers can be better met. However, the traditional roadside recruitment method is gradually only used by the older generation. In the long run, calling a car on mobile devices will only increase. Song Zhongjie, CEO of Didi Company, also said at the 12th annual meeting in China that in the future, over 70% of users will call a car with their mobile phones, while less than 30% will call a car. In my opinion, such data will only be more extreme in first-tier cities, so both drivers and passengers need a suitable and safe platform. I believe that Dida will deepen its strength in the taxi industry in the future and make taxis one of the choices for the public to travel again.

On August 24th, 20 18, Didi Company officially announced the launch of the operation and management SaaS platform "Phoenix Taxi Cloud Platform" specially developed for taxi companies, which can grasp the driver's driving status in real time. The old management system of taxi companies has been greatly improved to a certain extent, and the following old drawbacks have been solved.

1. Unable to get driver order data in time.

For the old taxi management system, passive data acquisition and manual post-event data processing are usually used, which is inefficient and can not fully obtain the complete data of driver orders. In today's data set, there are tens of thousands of pieces of data at hand, and the manual data collation is not as powerful as the data visualization management software.

Seeing that taxi companies have to manage tens of thousands of transaction orders every day, the starting point of the Phoenix cloud platform of Didi Company is to solve this fundamental problem, so that the management can actively care about the driver's data, such as the number of orders received, the driver's income, the list number and even the online and offline drop-off ratio, not just the individual data of the meter. At present, the function of data visualization can be fed back to the company completely free of charge through Didi Company, thus prompting taxi companies to improve management efficiency, control the driving situation of each driver, and help revitalize taxis.

2. There is no quantitative standard to define service quality.

In the era of traditional cruise taxis and passenger recruitment, the "convenience" factor occupies most of the impression of the taxi industry on the passenger side, and the quality of service is naturally disproportionate to the driver's income, which also leads to the low quality of service that has been criticized enough; However, the progress of the internet has promoted the rapid growth of the online platform, and there are more ways to choose travel vehicles. According to the big data analysis of high, medium and low users, different discounts and dynamic prices are given, and the mutual evaluation system between drivers and passengers is introduced to promote the improvement of travel service quality and make the taxi industry once a sunset industry.

Dida Company applied the same concept to taxi drivers, and launched a new version of "Orange Star Driver 5+ 1 Service Standard" in June, 20/8, replacing the previous generation's scoring system. Using percentages can reduce unnecessary disputes caused by drivers' subtle scores and effectively reduce the understanding cost. Among them, the scoring criteria of 5+ 1 are: clean seat cover, no foreign objects in the car, no peculiar smell in the car, smooth driving, polite communication and 1 evaluation. Through this set of standards, taxi companies can understand the performance of drivers. As an important indicator of future performance appraisal, the most important thing is to let drivers take the initiative to improve service quality and reduce the bad impression of drivers canceling orders. This subtle improvement also hopes that passengers can return to the taxi market with a more systematic system again.

3. User complaints cannot form an effective linkage mechanism.

In the past, passengers could only complain to the local traffic control department or the competent unit, and then notify the driver's taxi company after approval. Finally, it took several days for the administrative process to really enter the direct communication with passengers and make up afterwards. This time was extended for several weeks and even ignored in the process. Without a timely feedback mechanism, passenger feedback cannot effectively reach the management of taxi companies. Relatively, drivers gradually feel that they only need to fulfill the most basic obligation of "picking up and dropping off passengers", and nothing else at all. This is also one of the important factors that led to the rapid abandonment of the taxi industry after the rise of the Internet taxi platform.

It also extends the importance of timely feedback of user complaints and cooperation with taxi management companies and drivers. After the passengers get off the bus by Dida Company and evaluate the driver, the company can receive the feedback from users in the system in time, instead of passively waiting for the delay notice from the traffic control department. In order to improve the management efficiency, the company can issue an announcement to a single driver or group through the platform. Drivers can receive the company's announcement from the driver at the first time in Didi Company, and they can also manage the drivers in groups, which is convenient for large taxi companies to systematically release management authority and solve complex and disorderly old management.

According to Dida, they will continue to strengthen the functions of the platform in the future, and try their best to launch an authoritative version of taxis, hoping that the platform they borrowed can meet the needs of different enterprises more comprehensively. Perhaps the real success is that taxi companies can transfer their data to the Phoenix cloud platform of Didi Company completely painlessly, and the thinking of taxi companies can really help them, instead of becoming a "pure profit enterprise" that drivers use regardless.

The next article introduces the notice.

I will elaborate on the first commercial taxi "Didi Enterprise Edition" launched by Didi Company in July 20 18, and the cooperation between the Harrow taxi entrance and the suburban electronic fence to be launched in June 10. I hope that through the content discussion, we can better understand how Didi Company, which has changed from a group purchase to a travel market, has been reborn step by step to become the second largest car platform today.

The sudden emergence of Dida Company shows its cautious management mode; After the recent taxi experience, I feel that the overall feeling is quite good. Compared with the previous taxi image, it has been greatly improved. Of course, there are still some places to shave. It is expected that Dida will actively improve in the future and truly realize their desire to revive the taxi industry.

In recent years, the tourism market has obviously become a pie carved up by major enterprises. Meituan, Ctrip, Gaode and even SF will all enter the online car rental market. No one knows who will enter the tourism industry next and which big enterprises will support it. What they can do is to improve their competitiveness and find their niche in the industry.

(The pictures in this article are all from Dida official website and its related websites. If there is anything wrong, please contact directly. Thank you. )

Miren 20 18. 10.26