The online car-hailing market is on the rise again.
According to media reports, the two-wheeled travel giant Haro will launch online car-hailing services in Huizhou, Heyuan, and Shanwei at the end of this month.
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Hello online car-hailing advances into the sinking market
According to reports, Haro's online car-hailing business has been launched in Zhongshan, Guangdong in a low-key manner. In addition to the three cities that will be launched, Haro's online car-hailing business has entered 4 cities.
It is reported that the driver of the Haro platform can choose two methods of dispatch or menu. In dispatch mode, there are 5 opportunities to reject orders every day, and each order has a confirmation time of 10 seconds, and it will be automatically picked up when it is out of date. If the number of rejected orders on the day is used up, the driver can only enter the menu hall to manually take orders. The orders in the menu hall come from orders rejected by the platform driver.
Currently, Haro's online car-hailing adopts a "Buy It Now" operation model and a low commission and low price strategy, which has a very distinctive "sinking market" feature. Harbin's online ride-hailing system is not only "sinking" in terms of its operating strategy, and its choice of four cities, Zhongshan, Huizhou, Heyuan, and Shanwei, is also a "sinking" market category in Guangdong Province.
Obviously, the goal of Haro's online car-hailing is a broad and huge sinking market.
It's not surprising that Haro's online car-hailing target is the "sinking market", because Haro's two-round trip is from the sinking market to the whole country, and ultimately won. Brother Xi still remembers that in 2016-2017, when bike sharing was the most crazy, Mobike and OFO were shirtless PK in first- and second-tier cities, and they beat you to death. At that time, Haro’s reputation was far smaller than that of the two, but Haro, with his deep insight into the bicycle market, formulated a strategy of "surrounding the city from the countryside" and starting from the third, fourth, and fifth-tier cities to win the final victory. . With the technical advantages in hardware and the correct market strategy, Haro became the ultimate winner of shared bicycles. Therefore, Haro has a wealth of practical experience in the "sinking market"; another reason why Haro Travel has set its target as the "sinking market" is that Didi is currently sinking. In March of this year, Didi launched a new brand for the "sinking market"-"Huaxiaozhu Taxi". According to the November order information released by the national online car-hailing supervision information interactive platform, Huaxiaozhu, which launched less than a year ago, had 3.54 million orders in November, ranking 8th in the industry and becoming a phenomenon-level product in the travel industry this year.
In other words, not only is the current travel market "sinking", e-commerce, takeaway, and fresh food are also "sinking."
Going to the "sinking market" and exploring more possibilities is not only Haro's opportunity, but also can give full play to the advantages of the sinking market.
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Several meanings of Haro's online ride-hailing entering the sinking market
Xige believes that Haro’s entry into the sinking market has the following three meanings: first, it can form synergy with current businesses and further enhance user experience; second, it can strengthen the travel landscape and enhance global competitiveness; Hello brings more imagination.
In September 2018, Haro Bike upgraded its brand to Haro Travel, and began to prepare for its entry into the four-wheel market. On October 19, 2018, Haro announced its access to the Tida travel platform to provide technical services in 81 cities across the country. At the end of 2018, Harbin Travel announced the start of the recruitment of ride-hailing car owners in Shanghai and Chengdu. In just 20 days, more than 1 million car owners have registered for Harbin Windmill. On January 25, 2019, Haro Travel announced that Haro Shun Windmills have started trial operation. The trials include six cities in Shanghai, Guangzhou, Hangzhou, Chengdu, Hefei, and Dongguan. During the trial operation period, Haro Travel developed rapidly and was well received by users. According to the "2019 Spring Festival Travel Big Data" report released by Haro Travel, during the holiday from February 1 to February 10, 2019, the average carpool distance of Haro Shunfeng reached 126.7 kilometers, and the average carpool market was 143.3 minutes. The average fare is 122.6 yuan. On February 22, 2019, Harbin Windmill announced that it was launched nationwide, with operations covering more than 300 cities.
According to Jiang Tao, vice president of Harbin Travel and general manager of Pratt & Whitney's vehicle business unit, as of the end of 2020, Harbin has over 14 million car owners and 45 million passengers, which will increase by more than 100% in 2020.
Haro's online ride-hailing market has entered the sinking market, not only filling up the gap in Haro's online car-hailing market, but also enhancing its global competitiveness. More importantly, the Haro car-hailing business with a larger user base and higher frequency of use can form a synergy with a smaller user scale, and the low-to-medium-to-low frequency Haro Shunfeng can further meet the travel needs of platform users and enhance users Experience. More complete travel scenarios will also help promote the conversion of two-wheeled business users to online car-hailing users. In terms of the 400 million+ users of Haro Travel, as long as some of the two-round travel users are converted into online car-hailing users, it is also a huge group.
Another important value of online car-hailing entering the sinking market is that it will greatly enhance the market imagination of Haro's travel. It is understood that my country has nearly 300 prefecture-level cities, 2,000 counties, 40,000 townships, and 660,000 villages, covering nearly 1 billion "sinking" people. At present, there is no online car-hailing company that can fully understand this big market. For online car-hailing companies such as Haro, this is an uncultivated gold mine.
If Haro's online ride-hailing can gain a foothold in the sinking market, then it will be another strong growth engine for Haro. Regardless of the market size or market demand, online car-hailing will greatly increase the market space of Haro.
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Hello in the travel market and Didi in an all-round battle
There is no doubt that there will be a battle between Hello ride-hailing and Didi Huaxiaozhu in the sinking market.
In fact, since the launch of Haro's online ride-hailing system, many people in the industry have directly connected it with Didi's "Hua Xiaozhu" and compared them. The conclusion is that Haro’s online car-hailing is Haro’s product of the “Huaxiaozhu” benchmark.
It is foreseeable that Harbin ride-hailing and "Huaxiaozhu" will compete head-on in more cities in the future.
In fact, the current confrontation between Haro and Didi in the field of travel has long gone beyond the car-hailing sector. The two sides have become a full-scale competition in the field of travel.
Take the two-wheel drive as an example. In the shared bicycle and motorcycle market, Didi’s green orange bicycle and street rabbit motorcycle business launched at the same time in 2018 have developed rapidly. Statistics show that so far, Qingju and Street Rabbit motorcycles have been operating in more than 150 cities across the country. This year, Didi will also operate the two-wheeled business unit independently, and plans to capture 40% of the market share of two-wheelers within the year; Hello, according to media reports, the current daily order volume of Haro Bikes has reached about 20 million. Level, and Haro motorcycles have also entered nearly 400 cities. In the two-round market, the confrontation between Hello and Didi will not be less; in the four-round market, apart from launching a ride-hailing and online ride-hailing service, Haro also launched an attack on the freight market this year. Since the beginning of this year, Haro has started to explore the expansion of the four-wheel travel business internally, relying on online car-hailing on-line logistics business, focusing on short- and medium-distance logistics distribution, and cross-city distribution is no more than 500 kilometers away. A few days ago, news broke that Didi Cargo is seeking US$400 million in financing.
Comparing Hello and Didi APP, you will find that the layout of the two in travel scenes and life scenes are getting closer and closer. Travel scenes, Hello, there are bicycles, rides, delivery, car owner services, the entire network to call taxis, check routes, train tickets, there are cars, red packets, and other services. In the life scene, Hello have borrowed money, members Services, living halls, card and voucher malls, etc.; in travel scenarios, Didi has taxi-hailing, vegetable carpooling, green orange cycling, public transportation, navigation, agent driving, ride-hailing, renting/buying a car, moving goods, corporate vehicles, Car life, financial services, etc.
It can be seen that in the main travel scenes, Hello and Didi have already been fully launched. At present, both are attacking the other's dominant market in order to gain more market share.
The sinking of the market will be the focus of competition between the two parties.