Secret terror Uber "ghost car" why-Uber, drops-IT information
"Late night special trains, drivers head terrorist, or black eye black, or photo distortion, haven't reached the place, ended the order......", "ghost car" phenomenon of social concern. Recently, the China business newspaper reporters learned, these "ghost car" phenomenon has emerged in several cities, including Tianjin, Suzhou, Chengdu, Beijing, Shanghai and other places, including Tianjin and Suzhou "ghost car" number and are in excellent (Uber) occurring on the platform.
Drivers told reporters, the recent "ghost car" was designed to scalp, the goal is to pull the new reward. Head portrait of a terrorist in order to circumvent the identification system. Except new subsidies reward higher subsidy of easy-to-use vehicle, was recently burst above steps, drops, but the car was easy to deny.
With excellent step and drop merge car status become firmly established in the market, subsidies are gradually reduced. Insiders pointed out that, in the future, the number will increase as purely entrepreneurial opportunities, such as scalping the market, subsidies, mainly, place of business will become more and more difficult. Consumer upgrade is typical of the differentiation strategy, people are no longer satisfied with quantity, but rather the search for differentiation. Therefore, future car market needs to improve service, find a new point of interest.
To pull the new award, the "ghost train" scalping
Recently, Tianjin's Zhang (not his real name) met with "ghost car". He told reporters broke, people step in Tianjin, orders were received soon turned into a complete itinerary, and twice. During this time, Zhang Ping see not even my car, only a minute or two in the process. Zhang Ping said, the driver's head is twisted, it feels terrible, but because preferences so you do not need to pay a lot of money, so I didn't care about.
Suzhou has recently frequently appeared "ghost car". Suzhou user lady complained to reporters, wrote and directed the driver from start to finish. Zhong Shi bridge in Suzhou by taxi drivers in the vicinity of North Central, relatively far from their own. Ms just wanted to cancel, but the client had shown "near the destination" drivers immediately after end of the trip, the fare and pulled Ms 9 bucks. Finally, Ms complained to the step platform, return fares of Ms.
"Ghost car" cases of not only these two, this reporter found that since August, Tianjin, Qingdao, Chengdu, Xiamen, Beijing, Shanghai, Zhengzhou, Suzhou and other cities have many passengers reported on the excellent platform suffered "ghost car".
"Every day I can hear the ghost car users have complained about. "An excellent step driver said in an interview with this reporter, the recent" ghost "haunts, are to pull the new reward. At present, the platform has a large amount of the reward, as long as the new drivers to pull over 20 business, regardless of 20 single bad review, recommend new drivers who can receive 300 yuan reward. "Brush 20 order 1 hour is over, it is very convenient. ”
In this regard, the reporter to step officials call, but as of press time, phone calls went unanswered.
Internet analyst Tang Xin pointed out in an interview with Xinhua, "ghost car" is a temporary administrative inadvertence, does not have much effect. According to one Uber former staff reporter leaks, step and drop early in the merger said, excellent client and drops the client will operate independently, but will stop its servers in China in October, and direct access to drop back, when the APP will become an empty shell.
Subsidies over the fire is still spreading
With the fall of drops for car subsidies, high-step, easy-to-use vehicle followed, began efforts to reduce subsidies. But for now, higher subsidies are easy to transport.
Recently, the media has reported, because easy-to-use vehicle subsidies are too high, easy-to-use vehicle losses is gradually expanded. Network an easy-to-use vehicle operating documents show that in May this year to each single net loss of 37, according to June announced "daily orders over 1 million orders" to calculate, easy to the average daily loss in the second quarter of this year the highest possible reach 37 million Yuan.
The data displayed in the above-mentioned documents, easy-to-use vehicle-related official said is not true. When in an interview with this reporter said the "pure rumors."
It says, first of all, easy to use car interior there are no this kind of business documents, "suspected forgery with intent to discredit the easy for a competitor to". Secondly, the omissions in the documents cited in the news, easy-to-use vehicle after three quarters of subsidies does not diminish, eco-filled return to big not small, costs have been 100% or 150% to the user feedback. Says malicious attacks against competitors in the near future, easy car reserves the right to pursue legal responsibilities. Public information, last October, to equity investment agreement as signed. After the transaction is completed, TV plus a $ 700 million investment 70% stake in easy-to-use vehicle, become the controlling shareholder of easy-to-use vehicle.
Zhihou, through subsidies, improve the market share of easy-to-use vehicle, launched the "filling 100 get 100 free" (in the year ending on June 30) and recharge cash sent letv mobile phone, TV plus TV and other activities, to get more drivers and users.
"Easy-to-use vehicle needs to get more active users, subsidy is the most simple and crude, the most efficient method. "The concept of think tank analyst Xu said in an interview with this reporter, is unable to confirm that the easy-to-use vehicle now because of subsidies and loss figures, but easy-to-use vehicle burning money very hard recently is a fact.
Tang Xin believes that market share leader remains in distance from easy-to-use vehicle, to head, formed through the subsidies must be scaled. From the social point of view, after all these subsidies is a service to the user, as long as the easy-to-use vehicle to control scalping, subsidies in favour of the market expansion.
Subsidy after age find new growth is the key
With the merge step by China to the last drop, before growing subsidy has been significant convergence of world war, recent drop ride, people have already announced a rise in prices. In the view of the industry, net about cars should take advantage of this opportunity to actively look for new interests point or models.
A famous driver told reporters, starting from mid-autumn day, every single step of the people range from 1.5 Yuan/kilometer up to 1.8 RMB/km, the duration from 0.25/0.35 Yuan mentioned minute/minutes. Easy to change from the second half of the previous pattern of simple cash top up cash back, in return with no apparent decrease in the case, introduced its eco-products, equivalent to easy to become like TV plus TV, cell phone similar to the drainage inlet.
It does to some extent, has reduced orders of car platforms. According to Analysys updated data show that in August, the reduction in monthly active users of more than 740,000 people, down nearly 5%.
Meanwhile, though the ministries on the net about the legal status of the vehicle to make the endorsement and then launched the network about a new deal, but reporters found, issued by the Ministry of transport network about new deal will net about the number of limited pricing power and handed over to the local government, proposed by local governments according to their agreement. This is reserved for a number of local rules for the implementation of control and the possibility of price guide.
Insiders believe that because of the relationship between local governments and taxi around interest groups more closely, most likely "overhead" new policies, led to the new deal from the network about "wedding dress" to "stick".
"Worthy of note is that the game between traditional taxi and on the Internet about the car, will to a certain extent, affect about revenues. "Tang Xin made it clear. But Internet analyst Wang Ruchen think, drops, Uber merger will reduce marketing costs, offsetting the revenue impact. NET platform should be actively looking for a new interest about car growth or models, such as social services will flow around the car, or the category expansion.
Public information, drops in addition to layouts car rental area in the near future, also reached a strategic cooperation with taxi companies around.
In fact, cooperation with the taxi company to the last drop is reflected as early as in May this year, such as Nanjing zhongbei taxi, taxi companies, taxi companies in the South. As of now, drops already and more than 10 cities across the country nearly 50 cab companies reached a strategic cooperation. Ling Qiang, President of the taxi industry association in Nanjing, on the premise of ensuring fair competition, a taxi would net about integration with the car: "after improper factors to rule out front or toward the development of good relations. "It can also ease the current taxi about car platform and network," love kills "situation.
揭秘恐怖Uber“幽灵车”为何存在 - Uber,滴滴 - IT资讯
“深夜打专车，接单司机头像恐怖，或黑眼黑嘴、或照片扭曲，还没到达接单地点，就结束订单……”，“幽灵车”现象引发社会关注。近日，《中国经营报》记者了解到，上述的“幽灵车”现象已经出现在多个城市，包括天津、成都、北京、上海、苏州等地，其中天津和苏州的“幽灵车”数量最多，而且多是在优步(Uber)平台上发生。
有优步司机向记者透露，近期“幽灵车”的出现是为了刷单，目标是拉新奖励。而头像恐怖是为了规避优步的头像识别系统。除了优步的拉新补贴奖励较高，近期易到用车被爆补贴力度高于优步、滴滴，但随即被易到用车否认。
随着优步与滴滴合并，专车市场地位逐渐稳固，补贴也在逐渐降低。有业内人士指出，在未来，纯粹将数量增量作为创业机会，比如刷单、补贴等为主的市场，经营地会越来越困难。消费升级是典型的差异化策略，人们不再满足于数量，而是寻找差异化。因此，未来专车市场更需要提升服务，寻找新的利益增长点。
为拉新奖励，“幽灵车”刷单
近期，天津的张平(化名)遭遇到“幽灵车”。他向本报记者爆料，其在天津打人民优步时，订单被接到不久就变成完成了行程，而且接连两次。这段期间，张平连车都没有见到，整个过程只有一两分钟。张平表示，司机的头像是扭曲的，让人觉得可怕，但当时因为优惠多因此不需要付钱，因此就没多计较。
苏州近期也频繁出现“幽灵车”。苏州用户苏女士向记者抱怨道，从头到尾司机自编自导。其在苏州的中市桥打车，司机在北环附近，距离自己较远。苏女士刚想取消，但客户端已经显示“到达目的地附近”，之后司机就立刻结束了行程，并扣了苏女士9块钱的车费。最后，苏女士向优步平台投诉，优步返还了苏女士的车费。
“幽灵车”的案例不仅仅这两个，本报记者发现，8月份至今，天津、青岛、成都、厦门、北京、上海、郑州、苏州等地均有很多乘客举报在优步平台上遭遇“幽灵车”。
“基本我每天都能听到被幽灵车耍了的用户抱怨。”一位优步司机在接受本报记者采访时表示，近期“幽灵车”经常出没，都是为了优步的拉新奖励。目前，优步平台上有金额较大的奖励，只要新司机拉满20单生意，无论20单中是否有差评，推荐新司机的人就能获得300元奖励。“这样刷20个订单1小时就结束了，非常方便。”
对此，本报记者向优步相关负责人致电，但是截至记者发稿，电话都无人接听。
互联网分析师唐欣在接受记者采访时指出，优步的“幽灵车”是优步暂时的管理疏漏所致，不会造成太大的影响。据一位Uber前员工向本报记者爆料，虽然优步和滴滴在合并之初表示，优步客户端和滴滴客户端将独立运营，但优步会在10月停止其在中国的服务器，优步直接接入滴滴后台，届时优步APP会成为空壳。
补贴余火仍在蔓延
随着滴滴对于专车补贴力度的下降，优步、易到用车等也跟风，开始降低补贴力度。但是目前看来，补贴力度较高的是易到用车。
近期，有媒体爆出，因为易到用车补贴过高，易到用车的亏损逐渐扩大。网传的一份易到用车经营文件显示，今年5月易到每单均净亏损为37元，若根据易到6月对外宣称的“日均订单达100万单”来计算，易到今年第二季度日均亏损额最高可能达到3700万元。
对上述文件中显示的数据，易到用车相关负责人表示并不真实。在接受本报记者采访时其表示，这“纯系谣言”。
其表示，首先易到用车内部根本没有此类经营文件，“怀疑为竞争对手伪造意图抹黑易到”。其次，新闻中援引的文件有错漏，易到用车三季度以后的补贴并没有降低，生态充返力度只大不小，成本一直是100%甚至150%来回馈用户。其表示，针对近期竞争对手持续的恶意攻击，易到用车保留追究法律责任的权利。公开资料显示，去年10月，乐视正式签署对易到的股权投资协议。交易完成后，乐视以7亿美元投资获得易到用车70%的股权，乐视成为易到用车的控股股东。
之后，乐视试图通过补贴，提升易到用车的市场份额，其推出了“充100送100”活动(于今年6月30日结束)和现金充值送乐视手机、乐视电视等活动，以此获得更多司机和用户。
“易到用车需要获得更多的活跃用户，补贴则是最简单粗暴、最有效的方法。”易观智库分析师张旭在接受本报记者采访时表示，虽然目前无法确认易到用车现在因为补贴而亏损的数字，但近期易到用车烧钱很猛是事实。
唐欣认为，对于市场份额距离领头羊仍然很远的易到用车而言，要想出头，就必须通过大量补贴形成规模化。从社会角度来讲，这些补贴毕竟还是服务了用户，只要易到用车能够有效监控刷单行为，补贴就有利于其市场扩张。
后补贴时代寻找新增长点是关键
随着滴滴合并优步中国，之前愈演愈烈的补贴大战已经明显收敛，不久前滴滴顺风车、人民优步都已经宣布上调价格。在业内人士看来，网约车应该趁此机会积极寻找新的利益增长点或者变现模式。
一名优步司机向记者透露，从中秋节当天开始，人民优步每单里程费已经从1.5元/公里提升到了1.8元/公里，时长费也从0.25元/分钟提到了0.35元/分钟。而易到也从下半年开始改变之前单纯的现金充值返现的模式，在返还力度没有明显减小的情况下，引入了乐视旗下的生态产品，相当于将易到变成像乐视电视、手机类似的引流入口。
这的确在一定程度上降低了各专车平台的订单量。据易观最新数据显示，8月份，优步月活用户数减少超过74万人，跌幅近5%。
另一方面，虽然部委对网约车的合法身份做出背书进而推出了网约车新政，但记者发现，在交通运输部发布的网约车新政将网约车的数量限制和定价权交由地方政府，提出可以由地方政府根据自身情况约定。这为地方实施细则留出了数量管控和价格指导的可能性。
有业内人士认为，由于地方政府与各地出租车利益集团关系更为紧密，很有可能“架空”新政，导致新政从网约车的“嫁衣”变“大棒”。
“值得人注意的是，地方上传统出租车和网约车之间的博弈，会在一定程度上影响网约车的营收。”唐欣明确表示。但互联网分析师王如晨认为，滴滴、Uber的合并会降低营销成本，抵消上述的营收影响。不过网约车平台应该积极寻找新的利益增长点或者变现模式，比如围绕汽车的社会化服务将流量变现，或者进行品类的扩张。
公开资料显示，滴滴近期除了布局租车领域之外，还在各地与出租车企业达成了战略合作。
其实，滴滴与出租车公司的合作早在今年5月就有所体现，比如南京中北的士、江南出租车公司等出租车企业。截至目前为止，滴滴已经和全国十多个城市的近五十家出租车企业达成战略合作。南京市出租车行业协会会长凌强表示，在保证合理公平竞争的前提下，出租车愿意和网约车一起融合发展：“把前面不正当因素排除掉以后，也可以向着一个良好的关系发展。”这也能缓解目前出租车与网约车平台“相爱相杀”的局面。