current position:Home>Online car Hailing orders rebounded in July, and the effect of the "money burning" war in the industry began to show

Online car Hailing orders rebounded in July, and the effect of the "money burning" war in the industry began to show

2021-08-24 17:27:29 Netease automotive industry

After a month of intense “ killing ” after , Each online car Hailing platform 7 Of the month “ school report ” Finally came out .

8 month 19 Japan , The latest data released by the national online car Hailing supervision information interaction platform shows , The platform 7 Order information was received in the month 7.76 Billion single , rose 10.7%. among , Drops travel 7 Monthly orders increased month on month 13.1%, This result is beyond the expectation of many people .

since 7 Since the month , Online car Hailing industry “ overlord ” The development trend of didi travel has always been a major focus of attention .7 month 4 Japan , Due to serious illegal collection and use of personal information , Drops travel App It was informed by the state Internet information office that it was taken off the shelf .

There is a view that , Didi travel is subject to this regulatory treatment , Its order 、 user 、 Drivers are bound to lose . According to the latest data , Didi's order volume has not declined , And the increase is better than 10.7% The market .

In vertical comparison ,7 Monthly order quantity 13.1% Is Didi's best performance in recent months , This year, 4 month 、5 month 、6 month , The month on month growth rates of Didi's orders were 0.9%、6.1%、-13.4%.

For drops 7 Increase in monthly orders , A person close to didi told the reporter of Economic Observer network ,“ ( Drops travel App After getting off the shelf ) Although it can't be pulled new , But you can also use preferential means , Increase the activity of old users , This can also drive single volume growth ”.

The economic observer noted , since 7 Since the end of the month , Didi aims at the special car 、 The express business has launched many low-cost coupon packages , With Beijing Region as an example , The price is 6.6 element Didi Express Weekly card contains 5 Zhang 8 renounce the right of repayment ( Maximum deduction per order 20 element ) as well as 2 Zhang man's coupon reduction ( full 10 Yuan reduction 5 element ), Overall maximum deductible 110 element .

however , An analyst, who asked not to be named, told the economic observer , When new users cannot be obtained , Didi activates the activity of old users through promotion, although it can drive the growth of orders , But this growth is unsustainable ,“ A month or two is OK , If it takes longer, it won't work ”.

in fact , Although didi travels 7 Monthly order volume increased , But horizontal comparison , This increase is still far inferior to other head online car Hailing platforms .

data display ,7 The number of travel orders for monthly enjoyment increased month on month 23.1%, China's special cars grew month on month 21%, Cao Cao's travel increased month on month 32.2%, Ruqi's travel increased month on month 63.7%, Shouqi's car Hailing increased month on month 40.8%, The growth rate was significantly higher than that of Didi .

Even compared with previous months , The above head network car Hailing platform 7 The monthly growth is also quite conspicuous . With 6 Take the month , In addition to enjoying road travel 、T3 Travel 、 Cao Cao's travel orders increased slightly 4.4%、3.4%、4.8% Outside , Ruqi travel 、 Shenzhou special car 、 Shouqi car hailing and other platforms have declined in varying degrees .

For these head net car Hailing platforms 7 Monthly growth , The outside world is not surprised . After didi enters the rectification period , Major online car Hailing platforms have increased their efforts in advertising, marketing and marketing , I hope to take the opportunity to regain C End market share .

Mobile advertising intelligence analysis platform App Gorwing data display , Ruqi travel 、 Cao Cao travel 、T3 Travel and other platforms 7 Every month, we have increased the targeting of wechat 、 Tiktok and other mobile Internet platform advertising efforts .

It is worth noting that , stay 7 Among the top ten online car Hailing platforms with monthly order compliance rate ,T3 Travel is the only platform with month on month decline in order volume , Its orders fell month on month 7.9%.

T3 Travel related people told the Economic Observer reporter ,T3 Travel 7 The decline in monthly orders is related to the epidemic , Jiangsu is T3 Travel is an important market , Because of the epidemic ,T3 Travel 7 Since June, the overall business in Nanjing and even Jiangsu has been greatly affected .

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