How do I lose my "friend"?

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How do I lose my "friend"?

2018-05-24 08:45:40 103 ℃

Author: Wujin Na

Zhengzhou flight attendants take a ride killed by bit; bit drivers can be traced to the passenger terminal label definition; Changsha bit drivers female passenger was sexual harassment, lock your car, to Telephone, language intimidation... Just like the market, a series of negative news occurred one after another, making DDT stand out again and again, experiencing the most severe public torture since its establishment.

For a time, press criticism from the mainstream media, frantic bombing from the media, and complaints and bad reviews from online social media friends have made “anti-drip” a paradox.

From the entrepreneurs who share the banner of economic development to establishing the hegemonic status of today’s network, from the new forces that have been hailed as changing the ecological environment of Chinese cities, to the encroachment and public opinion that has become one of their peers. In the whirlpool and user's condemnation, Didi appears increasingly isolated. How did it lose its "friend" step by step?

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Feelings

Mobi's Hu Xiaowei uses a sentence "If it fails, it must be done as a public good" and it becomes a specimen of "sentiment and entrepreneurship." Although there were no such landmark languages ​​six years ago, Diji still scored a lot of impression points on his own feelings.

In 2012, the concept of the shared economy began to be buoyant in China, and the new business model associated with this subverted one traditional industry after another. The same is true in the area of ​​shared travel.

In big cities where congestion has become increasingly serious, environmental problems have become increasingly prominent, and travel costs have been increasing, through an Internet platform, through this shared travel method, private car resources are mobilized, making it difficult to take taxis and taxis. The expensive problem seems to have been solved at one time.

Like many products on the Internet, the Drip pattern is still imported, but it does not affect its popularity in the country. For a time, there were many latecomers. According to incomplete statistics, there are dozens of kinds of products for similar Internet sharing trips at the same time, apart from drops.

The reason why the droplet model was quickly received attention at that time was that an important factor was the large-scale rise of the mobile Internet, and the commercial activity solution based on it could quickly gain audiences' attention. In addition, more importantly,A third option for the audience other than taxis and black cars. Of the latter two, one is known for its high price and poor service; the other one is worried because of security and legitimacy.

However, the appearance of drops has changed this old pattern. In the use of car services, the opinions of the audience began to receive much attention. Users can rate drivers' services, select the type of vehicles, and complain because they are dissatisfied. These are the opinions of users who were ignored in the taxi era.

Advantageous to the audience, but also to solve travel problems, sharing the concept of travel, seemingly also conducive to ease congestion and environmental issues, will also drop to grab the most important user demand for business activities.

Harvesting

There is no practical benefit to benefit the United States. It's still an unprecedentedly high money-burning model for those who have had their first fans.

The audience who experienced this “burning money war” will remember this history; go out and make an appointment with a mobile phone on the Internet and become a way for many young people to travel; one person downloads the third and fifth mobile phones. A special car APP is very common. Operators send out coupons like crazy, and netizens have expressed that it is cheaper to take a bus than to take a bus; even if they hate people who share it, they also share a link to the taxi software. Because it can get tens of yuan per week coupons, reduce commuting costs.

Behind the "burn wars" of taxi drivers is the zealous wind investment at home and abroad. In the internet car companies favored by capital, DDT has entered the first echelon with fast, easy-to-get, Shenzhou car, etc. along with outsiders Uber. Although from the point of view of the Internet special car at this time, it is still only a money-buying transaction, and still can not see the dawn of profit. However, starting from the rule of “who owns the user and who owns the future” in the Internet age, sharing the field of travel has become a battleground for capital leaders and internet giants.

This period was also an era in which a lot of users were harvested by the dribblers. The user's thinking is actually very simple. Which software has a high probability of winning a taxi and which coupon is highly effective? If the services provided by the merchants are similar and the user experience is similar, there is no so-called loyalty to the audience. Therefore, most users will jump between the taxi drivers instead of choosing to use only one.

In the middle of the challenge, from the very beginning, this is the case, from the taxiThe resistance and containment of the industry came from the pressure of the management departments of all levels of government and it became prominent during this period. The original feelings also began to be questioned, because the emergence of taxi software did not solve the congestion, and to some extent it increased the congestion and environmental problems. However, the huge amount of users at this time has become the biggest asset of Didi.

Dominate

Burning money has always been just a means, not an end. Investors are not just stupid people, and they are starting to use funds where they are most likely to be rewarded in the future.

Everyone knows that when the crowds compete against each other, the ultimate champion will soon appear. Dripping is the lucky one selected by the fate of the times.

In fact, from the point of view of the product alone, the level of innovation in DDT is far from being strong enough to hit other shared travel products, and the discrepancies in various network car products are extremely low. In terms of dripping and quick, even once it is difficult for anyone to say clearly, whoever has a stronger product, who can get the audience's favor. Everyone has similar strengths and weaknesses.

This is how it happened. With the promotion of the most important capital, Didi has not only merged with the speed that has been keeping pace with itself, but has even extinguished the foreign monk, Uber China, as a veritable sharing trip. The overlord of the field.

At this point, although there are still products such as Easy Access, Handan, and Shouqi in the area of ​​shared travel, their combined body size is no longer the same as Dripping.

At this time, Didi has grown from a small company with only a dozen people initially to a large company with several thousand employees.

In this period of sharing the general trend of mergers and reorganization in the field of travel, the external environment for the development of the industry has also changed. The related policies and regulations of the relevant authorities of the state regarding the implementation of online dating vehicles have begun to implement, and the corresponding policies in various places have also begun to fall. The development of online dating vehicles has also begun to bid farewell to the original era of wilderness.

With the advent of online car industry hegemony, it also means the end of the era of capital burning. At this point, the use of taxi software has become a common method of consumption and travel. It is people's living habits that are changing at the same time that a car company is harvesting users. The formation of this habit is even more subversive than the emergence of new forms of business.

Greedy

On the Drip platform, there has never been a lack of arroganceThe taxi driver for the detour, the taxi driver who picks the passenger off the bus, etc. In the age of burning money, these have actually existed. However, at that time, Didi did not become the target of the siege, because the low-price preferential service enjoyed by the user at that time was able to offset a certain loss in the user experience.

However, to some extent, greed is indeed human nature. In the online dating industry, for users, drivers, and operators, there is no shortage of such natures after the money-burning model is stopped.

As far as users are concerned, because of the advent of online travel, new travel habits have been developed. In the past, many of them were unnecessary use scenarios. Now it has become a habit. Therefore, under such circumstances, the contradictions in the user experience that have been relatively neglected in the past have begun to appear. Therefore, many people around us, although complaining all day that there are no coupons, driver services are getting worse, and customer service is increasingly useless, but people have been unable to change their spending habits.

For private car drivers, the subsidy is reduced and the income is not as good as before. From the era of yuan to the era of thousand yuan, some even ran back to the old business of black cars, but they must not admit that Didi provided them with A stable source of income. For taxi drivers, although they are complaining about the various rules of the platform, it is also a work habit for them to avoid emptying or “choosing a good job” by using the online booking software. For these drivers, dissatisfaction with the platform naturally appears in the quality of service, creating a vicious cycle between users and drivers.

In the case of Internet platforms such as Didi, they are both dissatisfied with both users and drivers. However, at this time, the relatively weak constraint relationship between the drip and the driver makes the problem more prominent. The reduction of subsidies brings about the loss of car owners, which in turn makes it more difficult to taxi and users. Therefore, the “tolerance” bottom line for the driver’s mistakes is getting higher and higher, and the user’s dissatisfaction often fails to respond. The service level is not improved and the problem cannot be solved. After all, the platform requires drivers to pick up orders to extract revenue from it. At this time, for the drops, balances that maintain service levels, platform credits, and driver's rights have already been out of balance.

Benefits

It is not difficult to understand why “anti-drip” will become a paradox, and more and more vicious events will be exposed in the public’s view and become a criticism. The public opinionof. Because, from the user's point of view, we have to pay the cost, we need to get a corresponding and reasonable service, but the reality is not the case.

Just as people think that in the online market, the status has been difficult to shake, but the story has undergone some changes. At this point, even Didi himself began to seek breakthroughs in other areas, trying to establish their own ecological travel, after all, has been more than 20 billion yuan in financing the company, has always been no profit.

First, the car platforms such as Shouqi and Handan entered the taxi dispatching field, and used subsidies to dig a lot of user traffic and taxi driver resources from the drops; then, the US team, Ctrip and other giants It has also started to be deployed in the area of ​​online dating. In some cities, although it also relied on a subsidy strategy, it once caused headaches.

At this time, there is a tendency in social media and self-media media to make DDT more worthy of attention. It seems that the dissatisfaction between the driver and the client has been suppressed for a long time, and it has emerged from the changing situation in the market. Although the huge market share is still difficult to shake, there are already users and drivers in anxious to leave, because it is no longer their only choice.

Get more help and get help. If a company does not receive the trust of its users and allows users to “pain and helplessly”, it will be difficult for people to produce positive emotions. After real benefits emerged, the so-called brand loyalty and user habits were fragile.

For current droplets, how can we recover lost user and driver resources and user's trust? Obviously it will not be a restart of the "burning war." In the 2.0 era of network competition, the competition should be the level of service and management of the platform, the degree of enhancement, improvement and enforcement of rules, the satisfaction of user needs, and how to balance the interests of all parties. The current form of public opinion is not conducive to drip, but it is not an opportunity for external promotion of reform. Because in the face of "outside enemies", it has already reached a point where it has to face and solve problems. After all, at the mall, there isn't much that you do, and you respect users and users respect you.