Wang Yonggui: Analysis of taxi-hailing software provider subsidies“Throw money”Phenomena
(Source: "Beijing Daily"2014-2-21 A6Minsheng Edition reporter: Liu Mian)
The two most widely used taxi-hailing software on the market are“Quick taxi”and“Didi Taxi”. Behind every software there is a“Rich backstage”——“Quick taxi”of“Supporter”It’s Alibaba,“Didi Taxi”then“Holding hands”Tencent.
Introduction from Tencent,“Didi Taxi”WeChat payment at2month18Daily adjustment subsidy method, use“Didi Taxi”WeChat payment, you can get it randomly every time12To20High subsidies ranging from RMB 1,000 to RMB, per day3times. at the same time“Didi Taxi”Will join forces with Tencent Games to use WeChat to pay fares every week10users or more will receive popular WeChat games“National Aircraft War”High-end fighter aircraft in China1Frame. Alibaba has also adjusted“Quick taxi”'s subsidy policy: use“Quick taxi”And pay through Alipay, with a minimum discount for each order13Yuan, twice a day.
Why compare“Burning money”？Vice Dean Wang Yonggui, w88 casino of International Business, w88 casinobelieves that it is obvious that the purpose of the two giants is not to make money from taxi-hailing software in the short term, but the battle for mobile payment market share is the long-term goal.
Money required“Burn”When?
Wang YongguiAnalysis, the reason why such a hot scene occurs is that it is a rational behavior for enterprises, but it is considered vicious competition in terms of market mechanism. Marketing requires investment and a process. Software companies must take some measures to attract more people's attention and use. The fierce competitionPKWar does this. especially“Didi Taxi”and“Quick taxi”is backed by giants, and they all want to be the boss. Although they are all losing money in this business, their capital chain has not been affected. The two giants have strong capital, and they will rely on the promotion of taxi-hailing software to accumulate user bases, thereby affecting their status on the Internet. Therefore, excluding external interference,“Burning money”This phenomenon will not disappear in the short term. However, with the adjustment of market mechanisms and the gradual stabilization of taxi-hailing software users, this war will eventually cease.
“Burning money”Is it the only way to go?
Wang YongguiThink, this kind“Life or death”Competition is not the only way forward for the development of Internet payment. During the promotion process, companies can discuss better marketing methods through planning experts to avoid similar“War”Fire up again.
Original report link:
http://bjrb.bjd.com.cn/html/2014-02/21/content_153390.htm
