New Year's Day 2022, Vientiane update. Dida Travel issued a rather suspenseful poster - "no master, no endorsement, no name change, Dida another brand upgrade method, countdown to 3 days", which triggered the interest and speculation of many netizens and media.
On January 4, the mystery was revealed, in the past 37 days, 3 million users and Dida Chuxing, through the five phases of the "New Travel Culture Brainstorming Meeting", jointly created and upgraded Dida Travel's new brand positioning language, brand culture and brand visual system, showing the new connotation of Dida platform after 7 years of development.
In terms of brand positioning language, Dida Travel has been upgraded to "another way of travel"; in terms of brand culture system, Dida Travel and 3 million users have created a number of new concepts, including real hitchhiking, smart taxis, pioneer officials, fellow travelers, hospitality, hitchhiking, urban light sources, etc.; in terms of brand vision, Dida Travel has made small changes to the logo to look more calm and stretched; the brand color has increased tidal oranges, and injected a new green into the original Dida orange.
The person in charge of Dida Travel said that in the past 7 years, Dida has always adhered to the core development path of "tapping potential and increasing efficiency", and created a "nother way of travel" with users without adding congestion. This brand upgrade is not only a summary and sublimation of the unique path taken by Dida in the past seven years, but also a vision and commitment to the new stage of the future, and Dida will open a warmer and happier new travel path from the bottom of the culture.
From "Hitchhiker Taxi" to "Another Way to Get Around"
As the largest hitchhiking platform in China, Dida has developed steadily and steadily in the travel industry. It is reported that Dida Travel was once positioned as a "hitchhiker taxi", but this positioning did not better show its uniqueness. Completely different from the online ride-hailing model with additional capacity, Dida Travel has always followed the development model of "tapping potential and increasing efficiency" without adding additional vehicles on the road, thus providing a "nother travel" solution for road traffic.
The brand upgrade is positioned as "another way of travel", which reflects the correct cognition of Dida Travel and the majority of users on the attributes and characteristics of the platform, and also shows Dida Travel's firm commitment to society and users.
In terms of cultural system, Dida co-created with the majority of users reflects people's universal call for a happy and warm new travel culture. Everyone agrees that the "Dida Hitchhiker" on the platform is a "real hitchhiker"; the "traditional taxi" empowered by the digital empowerment of the platform is a "smart taxi"; the 10.8 million hitchhiker owners on the platform are all low-carbon travel "pioneers"; and the 205 million carpooling partners on the platform are all like-minded "fellow travelers";
The "ride-sharing way" on the platform should be "hospitality" and "free ride"; the endless taxi roof lights in the city are the "city light source"; and the meaning of everyone gathering on the platform is to turn not adding blockage to the road into a travel art.
In terms of brand vision, compared with the original LOGO, the new LOGO after dida travel upgrade is more stable and stretched, atmospheric and determined, intuitively presenting the temperament changes of Dida and users for 7 years.
In the new visual system, "Dida Orange" is injected with a touch of "new green", which not only fits the core strategy and direction of Dida not add congestion to the environment and traffic, but also allows more users to feel the environmental protection and vitality of another way of travel.
In addition, the new visual system also adds the cultural symbol of "New Travel Road", which is an exclusive visual recognition of another mode of travel, symbolizing the smooth traffic brought by "tapping potential and increasing efficiency" and "not adding congestion". The bond between the words "tick" and "click" is still preserved: it outlines the appearance of urban roads, implying that another way of travel is closely linked to urban ecology.
The Story Behind Brand Upgrade: How to Co-Create a "Nother" with Users
The special feature of this upgrade is that 3 million users and Dida work together to create the cultural system of dida brand, and through the "New Travel Culture Brainstorming Meeting", the culture of consensus is more deeply rooted in the hearts of the people and more timeless because of continuous practice.
On the first issue of the new travel culture, Dida Travel and netizens opened a discussion on the title of the owner of the hitchhiking car, attracting 770,000 netizens to participate, of which 78.37% of the netizens voted for the "pioneer official", and everyone generally believes that the owner of the hitchhiker has the spirit of "the first official", because it leads the passengers to lead the passengers to go first on the green and low-carbon road, and is also the first to pass the "wind of helping others" in society.
The re-exploration of the ride-hailing relationship has positive social significance at present. The person in charge of Dida Product said that this will not only allow both parties to have a clearer understanding of their respective rights and obligations, but also promote both parties to cherish more and strive to create a harmonious and friendly atmosphere among peers.
After the heated discussion of 530,000 netizens at the brainstorming meeting, the title of "fellow traveler" is expected by all, because it not only reflects the smooth road on the itinerary of both sides, but also shows the "like-mindedness" of the two sides in adhering to green and low-carbon travel. Many netizens shared the story of ride-sharing, because on the same road, the two sides had a tacit understanding of mutual care and tolerance, and became the same travelers who conveyed warmth, mutual assistance and peer strength.
The "Send you a small red flower" product launched by Dida Travel not long ago is a vivid portrayal of the connotation of fellow travelers. In less than a week, Dida passed on ten thousand small red flowers sent by passengers to the owners, and in less than a month, there were already 100,000 small red flowers full of gratitude, competing to bloom.
The co-founder of Dida Travel said that he was deeply moved by the concept of "fellow travelers", and he said, "The three words of fellow travelers have rich extensibility and imagination. Life is like a reverse journey, you and I are pedestrians, no matter what the road, like-minded, will be really happy, really warm, really smooth. ”
Another senior Dida hitchhiker user said, "Not only passengers and car owners, but also Dida platforms are like-minded fellow travelers who come together because of common ideas and values." I have always longed for a social environment in which people are kind and happy, and the combination of dida hitchhiking and fellow traveler culture is a good embodiment of this environment. ”
At the same time, in order to extend from the new travel culture concept to action, Dida Travel has also jointly refined the "Eight Ways of Hospitality for Hitchhiking Owners" and "Eight "Hitchhiking Ways" for Hitchhiking Passengers, and many civilized and friendly behaviors are being practiced by more and more hitchhiking users.
It is understood that in the past half a year, all the staff of Dida have worked together to race against the clock, optimize contact points from all aspects, make product and technical preparations, and ensure that users, partners, employees, and the public can simultaneously perceive a new Dida in the first time, from the inside to the outside.
Under the brand upgrade, Dida has changed and remained unchanged for seven years
Every brand upgrade is an important milestone. In January 2018, Dida carried out its first brand upgrade, upgrading from "Dida Carpooling" to "Dida Travel", opening up a new field of taxis on the basis of the hitchhiking business.
In the past 4 years, Dida Travel has explored how to better help transform the taxi industry and empower taxis and revitalize them. This is a challenging path without frames of reference.
In 2018, Dida put forward the strategy of "taxi and new travel", and began to promote the three taxi projects - networking, intelligent digitalization, and online and offline integration, deeply empowering taxis from the perspective of industrial digital transformation, helping taxis establish a credit system for taxis, truly serving users, and helping the taxi industry improve efficiency.
At present, Dida Travel's three strategic cooperation cities have landed in 18 cities. In the demonstration city of Xi'an, which has been operating for more than two years, the proportion of digital calls is nearly 95%, the new call experience is renewed, the passenger praise rate has lasted for more than 98% for many months, the cumulative use of smart codes has reached 187 million times, and the cumulative service evaluation has exceeded 68 million, which means that the average service evaluation received by each taxi driver in Xi'an has reached 3,000, which has become the digital cornerstone for drivers to improve their services.
Under the tide of carbon neutrality, Dida Travel released the Landoduo Plan on the National Tailwind Day in 2021, becoming the first mobile travel platform to help hitchhiking users to carry out carbon asset certification; in December 2021, dida Chuxing participated in the preparation of the first domestic carbon emission reduction group standard for hitchhiking, and the carbon emission reduction value of private passenger cars ushered in a scientific calculation model, which also allowed users' carbon reduction behavior to be recognized, scientifically measured, and incentivized.
At the same time, in the past year, Dida Travel is also striving to build a more harmonious, green and warm ride-hailing ecology. Use culture to lead people, infect people, and use small red flowers to stimulate more human glimmers in travel.
The person in charge of Dida Travel said that after the brand upgrade, Dida will continue to move forward with the innovation and hard work of engineers in new travel modes; but what has always remained unchanged is the original intention of walking with sustainable transportation and the times, and Dida believes that under the joint construction with the majority of partners and users, the future will be more promising.