Text/Tu Jun
Source/Mantis Finance (ID: TanglangFin)
After all, sharing motorcycles still repeats the same mistakes.
From being popular to being thrown into the cemetery, shared bicycles lasted more than a year. The same path, shared motorcycles has only lasted for more than half a year.
On November 23, the three departments of Changsha City’s transportation, traffic police, and urban management intensively interviewed six shared electric bicycle companies, including walking and sharing, meow walking, Hello Travel, Qingju, Meituan, and Xibaoda. License plate electric bicycle.
At present, the clearance work has been completed, and about 400,000 unlicensed shared motorcycles in Changsha have been stacked in 43 temporary storage sites, covering an area of more than 190,000 square meters. According to the official statement, this retreat is called "recycling" or "returning", but the crippling scene of a large number of motorcycles stacked together inevitably reminds people of the shared bicycle cemeteries that have appeared in various places in the past three years.
It is reported that during the current regulation period, the total number of shared motorcycles in Changsha will be controlled at about 100,000. According to quota management, the total will be controlled at about 200,000 . In the future, only standard-licensed electric vehicles will be able to sell. Market launch. Previously, the number of shared motorcycles in Changsha reached 460,000, of which only more than 60,000 were issued with licenses.
This also means that of the 400,000 shared electric vehicles that have been cleared in Changsha, up to 140,000 have the opportunity to be re-placed on the streets of Changsha.
Where should the remaining 260,000 electric vehicles go?
When the relevant persons in charge of Meituan, Qingju, and Haro responded, the answers they gave were roughly two results: remote placement and dismantling.
However, Beijing, Shanghai, Guangzhou and Shenzhen clearly do not encourage the development of motorcycles. Most second- and third-tier cities have also set strict entry barriers for shared electric vehicles. After the era of strict supervision in Changsha, it will be difficult to find other shared electric vehicles. Large cities hosting its operations.
The remaining 260,000 electric vehicles are still more than Changsha’s future quota of 200,000. Most of them are likely to be dismantled. It is worth noting that the new shared motorcycles that were previously active on the streets of Changsha were launched in large quantities after the epidemic eased this year. The life cycle of these new motorcycles is only half a year.
This was an avoidable waste of resources, but the disorderly expansion of Internet companies has repeatedly tested the bottom line of city managers, and ultimately led to strict regulatory sanctions on shared motorcycles.
Disorderly expansion has made the profitable business of shared motorcycles completely unrecognizable.
Contrary to "Motorcycle and Electricity Limitation"
Motorcycles are nothing new, but they have been shackled since their birth.
At the beginning of January 2017, the "No. 7 motorcycle" put 400 shared motorcycles in Nanshan District, Shenzhen, and was ordered by the traffic control department to take it back on the first day it landed;
On February 14, 2017, Xiaomi electric bicycles put 50 shared electric bicycles near some stations in the northern section of Beijing Line 10. Beijing Haidian Transportation Team urgently interviewed the relevant person in charge of the company and requested that all the vehicles put in be recovered;
In March 2017, the electric zebra launched about 700 shared motorcycles along the East Third Ring Road in Chaoyang, Beijing, and was also required to stop operations on the first day of the launch;
……
As early as March 2016, Shenzhen started a 100-day rectification action of "No Motorcycles and Electricity Limitations". In the severest crackdown in history, 17,975 electric vehicles were seized and 874 people were detained in the first 10 days, including many courier and takeaway brothers, which detonated public opinion at the time.
Soon after, Beijing and Guangzhou also introduced relevant policies to restrict motorcycles and electric vehicles to a certain extent. The "Guiding Opinions of Shanghai Municipality on Standardizing the Development of Shared Bicycles (Trial)" formulated by the Shanghai Transportation Committee and relevant departments for the first time stated that Shanghai will not develop shared electric bicycles.
Beijing, Shanghai, Guangzhou and Shenzhen’s attitude towards shared motorcycles was actually clear at the beginning of its appearance: no development.
Safety is the fundamental reason why city managers are cautious about motorcycles. According to the data released by the Shenzhen Traffic Management Department, in 2015, Shenzhen achieved both the total number of traffic accidents and the death toll. However, the death toll from motorcycle-related traffic accidents was 114, accounting for 24.77% of the total death toll, and the casualty rate was obvious. Higher than other traffic accidents. In 2015, Shenzhen received more than 1,500 complaints involving chaos involving motorcycles and electric vehicles.
At the beginning of the emergence of shared bicycles, because it did solve the "last mile" travel problem and was low-carbon and environmentally friendly, even if there were problems such as random parking of vehicles and user funds safety, the government's guidance was also "standardized development."
Motorcycles are not completely green and environmentally friendly, and the existing safety problems have a long history. Local governments are reluctant to let the newly achieved results of rectification go to waste, so the supervision of shared motorcycles is naturally cautious.
Before the regulation came, gambling to grab the market
The turning point came in April 2019. The "Electric Bicycle Safety Technical Specification" was officially implemented. This standard called the "new national standard" is clear. Electric two-wheeled vehicles with a complete vehicle less than 55kg and a maximum speed of less than 25km/h are classified as non-motor vehicles, and riders do not need to drive Without compulsory insurance.
First-tier cities do not develop shared motorcycles, while second- and third-tier cities have not set a clear threshold for shared motorcycles. The implementation of the new national standard has given companies the confidence to operate in second- and third-tier cities.
When Mobike and Ofo are pinching each other in the first-tier cities, Haro is keeping a low profile in the second- and third-tier cities and even the sinking markets. Haro, who is more familiar with second- and third-tier cities, has the first action.
In March 2018, Haro Moped entered Changsha. At that time, there were no pedals and the moped with pedals helped Haro quickly open the market. In the second half of 2019, a small walk-sharing with pedals and a wide saddle was launched in Changsha. The riding comfort of the new model has been greatly improved, and the rear seat can even carry people. The popular Xiaoyu once stole Haro's limelight and became the first choice for shared motorcycle users.
Although the new model was successful, big manufacturers such as Haro, Didi, and Meituan did not follow up in time because they did not know the attitude of the Changsha traffic control department. After all, not all cities are tolerant of shared motorcycles. Wuhan, "next door" to Changsha, has adopted a high-pressure attitude towards shared motorcycles. In July 2019, the mango motorcycle was temporarily detained by the traffic control department on the first day it went online in Wuhan.
However, after a few months passed, various companies found that the relevant departments in Changsha almost acquiesced in sharing motorcycles and new models. So since the beginning of this year, three major manufacturers, Haro, Meituan, and Didi, have successively launched new models with wide pedals and wide saddles in Changsha, and the fastest launch rate has reached 100,000 units a month.
"Which can be used to describe the flooding of the sky" is an appropriate description of the release of large factories.
However, Changsha's supervision may be late, but it will never be absent.
Since October this year, Changsha will soon impose a quota on the scale of shared motorcycles. Mantis Finance noted that the "Guiding Opinions on Promoting the Development of Internet Rental Bicycle Regulations" (Changzhengbanfa [2020] No. 33) that came into effect on December 1 will be issued at the end of September this year. However, the document was not published online in September.
Previously, when government agencies implemented quota management on shared bicycles, the quotas obtained by each company depended to a large extent on the scale of the market. In order to seize the market in the window period before the arrival of quota management, some large manufacturers have increased their investment since October.
According to the Leopard Change report, in the past two months, Meituan has made the greatest effort to invest in cars: "Meituan has no one to care about it."
Fortunately, not all major companies do not speak military ethics, and some major companies are more self-disciplined. According to reports, Haro has recovered some vehicles in Changsha since the fourth quarter of this year. As of November 15, 30,000 shared bicycles and mopeds have been recovered in Changsha. In addition, Haro has called on multiple occasions since October: The industry must maintain rational restraint, and respect market laws while satisfying users.
On the afternoon of November 23, Changsha's transportation, traffic police, and urban management departments jointly interviewed six shared motorcycle operating companies. When they requested a deadline for rectification, a large factory that did not speak martial arts was dumbfounded.
First of all, the traffic police department has temporarily suspended the licensing of shared motorcycles. After the quotas are determined by multiple departments, the licensing will be carried out. It is not feasible for big manufacturers to apply license plates to motorcycles. According to data from the traffic control department, among the 60,000 shared motorcycles that have been licensed, Xiaoyao shared 15,370, Meowaway 27,180, Hello Travel, 7,974, Qingju Street Rabbit, 6,682, and Meituan, 6,358. The number of licensed vehicles of large factories is less than half of that of small brands, and the licensed vehicles of Meituan are the least among large factories.
After the unlicensed motorcycles were retired, more than half of the shared motorcycles in Changsha were made by two small factories, Miaozuo and Xiaoliu. The hundreds of thousands of unlicensed motorcycles from Hello, Didi, and Meituan were useless.
The previous story of the Internet is that after a small company completes a round of market education, a large company enters the harvest. In the battle of sharing motorcycles, Dachang realized what it was like to make wedding clothes for others.
Secondly, unlike other cities’ quota schemes for shared bicycles, Changsha’s quota management for shared bicycles will not be drawn up based on the scale of each company’s investment.
According to the person in charge of the Taxi Management Office of the Changsha Municipal Transportation Bureau, the bureau has taken the lead in introducing a shared bicycle delivery management plan, which implements an access system for shared motorcycles, and assesses the compliance status of travel companies, vehicle scheduling capabilities, and vehicle Parking management, vehicle registration management, etc. are evaluated and scored. According to the scores, the three departments of traffic, traffic police and urban management jointly negotiate to determine the enterprise's quota; if the score is too low, the existing vehicles will be reduced.
From the current point of view, it is difficult for large manufacturers to rely on the previous scale of investment in exchange for the amount of investment after rectification.
To fight the battle of motorcycles with the tactics of shared bicycles, the big manufacturers fell in Changsha really not lightly.
Profitable business has changed
According to the previous report of Sanxiang Metropolis Daily, the number and proportion of Haro, Meituan and Didi Qingju recycling, the number of motorcycles Qingju put in Changsha is about 133,000, Meituan is about 107,000, and the three A total of about 370,000 vehicles were put in by major travel companies. According to traffic police data, at the end of 2019, there were less than 100,000 shared motorcycles in Changsha.
Combining the total number of 460,000 shared electric vehicles in Changsha, it can be considered that most of the unlicensed shared electric vehicles that have been cleared in Changsha were launched this year by Haro, Meituan, and Didi. These vehicles have been available for the longest time. Only more than half a year.
Behind the aggressive launch is the data that shared motorcycles look better than shared bicycles, and the ambition of big manufacturers to compete for the market.
According to "LatePost" report, Didi plans to release more than one million motorcycles, while Meituan plans to release 2 million in 2020. In the cost calculation of shared motorcycles, a motorcycle with a manufacturing cost of 2000-2500 yuan, after counting the daily operation and maintenance expenses of 3 yuan, the daily income required to achieve break-even is 4-5 yuan.
In this calculation, it is scrapped in three years and 365 days a year, but in fact, because of the low temperature in winter, the number of users who choose to ride motorcycles will be greatly reduced, and the battery life will be shorter. In the season suitable for riding, shared motorcycles need a higher turnover rate to maintain breakeven.
Before big manufacturers aggressively put into vehicles, the sharing of motorcycles was indeed a profitable business, and when the number of vehicles sold was close to getting out of control, the business would change.
In October, major travel manufacturers put motorcycles in Changsha particularly fiercely. In order to squeeze away friends and businessmen, some large factories even use the method of surrounding cars to compete. The so-called encircling car is to surround other brands of cars with their own vehicles, so that users cannot walk inside and can only sweep away their own vehicles in the outer ring.
In the Wuyi business district, the core of Changsha, Mantis Finance witnessed hundreds of small yellow cars lined up in three rows in October, occupying the passage in front of shops on the side of a crossroad. Opposite this intersection, one side is Changsha's top shopping mall, IFS International Financial Center, and the other side is Hunan Provincial People's Hospital.
In the "car fence" enclosed by motorcycles, the cars in the inner circle have no chance of being pushed by users to ride away. In other commercial districts and near subway entrances, Mantis Finance also observed that many motorcycles had dust on their saddles because they had not been riding for too long.
In an interview with Leopard Change, the operational director of Meow Travel said, "Orders have plummeted and profits have plummeted."
The aggressive launch of large factories has taken away the market space of small factories, while large factories are also under pressure from a sharp increase in costs and a drop in turnover rate. When the excessive number of vehicles is evenly distributed to the number of orders, it becomes difficult for each motorcycle to achieve a breakeven income of 4-5 yuan per day.
Now, Dachang's electric vehicles are lying in the "cemetery", and the time for the vehicles to be scrapped has changed from three years to six months or even less. The daily income required for a car to break even is more than 14 yuan. This is obviously impossible in the era of car-sea battles when the rate of overturning is declining.
A profitable business is thus destroyed by capital that is obsessed with burning money for scale.
Reference materials:
Hunan Daily: "Farewell to "savage growth"-Changsha shared motorcycles, how to ride next"
Sanxiang Metropolis Daily: "24-hour shifts, shared motorcycle companies are busy taking up cars" "In the past, shared motorcycles silted up parking spots to become "ample""
LatePost: "Detailed explanation of the motorcycle battle of Hello, Didi, and Meituan"
Leopard Change: "Two rounds of travel wars are back: Green Orange Meituan Hello, Changsha melee"
*The pictures in this article are from the Internet
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