It is said that shopping malls are like battlefields, in fact, the workplace pressure faced by workers is no less than the boss's shopping mall pressure.
According to survey data, up to 72% of people in the workplace will have bad emotions because of work, resulting in stress explosions; and these pressures from the workplace will affect physical and mental health. The mental health of workers is increasingly becoming a social topic.
On the occasion of the arrival of the Workers' Day, the online car unicorn T3 Travel and the domestic online recruitment platform Zhilian Recruitment jointly launched a nine-day themed public welfare activity - "Zero Pressure Space for Workers" from April 22 to 30, aiming to help workers relieve and decompress through the discussion of #Zero Pressure Space for Workers, expert live broadcast, fun decompression games, etc., and at the same time, launched the "Bowl chopsticks CP" of "Promotion and Salary Chopsticks , Overtime Don't Be Too Bowl".
01, T3 Travel joined hands with Zhaopin recruitment to support a safe day for workers
Honestly, T3 Mobility and Zhaopin recruitment are a bit weird at first glance; after all, their businesses, transportation and online recruitment, are somewhat out of whack. But in fact, cross-border cooperation between big brands is not uncommon, as long as they can find a common common denominator between them, such as a common user group, a similar corporate culture or product services are complementary.
Although T3 Travel and Zhaopin lack business relevance, they have the common denominator of workers. Zhaopin, which specializes in job search services, is self-explanatory; among the user groups of T3 Travel, hit workers are also one of the most important passenger groups. In other words, the workers are the main service objects of the two, but the business is different. At the moment of the epidemic, they have also tapped into the common concern of workers - safety.
Ride-hailing is the third largest city after buses, subways and taxis, with a market size of more than 350 billion yuan and daily orders of 21 million yuan in 2021. With the acceleration of the online booking of traditional taxis, the market size of online taxis will continue to grow steadily, becoming an indispensable part of the daily work and life of workers. As a new mode of public transportation in the city, online ride-hailing has become the focus of social attention since its birth, and it has not only been concerned by the majority of users, but also has been highly valued by the relevant regulatory authorities.
Since the second half of 2018, the relevant departments have successively introduced a series of regulatory policies to guide the development of the online ride-hailing industry in a standardized, healthy and orderly direction. Due to the heavy burden left by the barbaric growth in previous years, the overall compliance of online ride-hailing vehicles is not very high. According to the latest information from the Ministry of Transport, in March this year, only one of the top five platforms, T3 Travel, had an order compliance rate of more than 80%, and more than half of the platform order compliance rate was less than 70%, and the lowest was even only 32%.
In the ride-hailing industry, T3 Mobility is one of the few players qualified to discuss safety. As one of the new dark horses of domestic online ride-hailing, T3 Travel disclosed as early as two years ago when it released its first anniversary report card that 60% of its night-time travel female users accounted for 60%, and they chose online ride-hailing services to pay more attention to safety factors. The ability to gain the trust of female users traveling at night shows that the safety of T3 travel services is widely recognized by consumers.
The honors won by T3 Travel in recent years can also prove that "Advanced Collective for Travel Safety and Security Work in Public Transportation Industry" (Nanjing), "Hubei Province Road Traffic Safety Co-construction Model Unit", "2021 Qingdao Traffic Safety Public Welfare Star", 36Kr WISE2021 New Economy King "Annual HardCore Enterprise", Titanium Media 2021 EDGE AWARDS Global Innovation Awards - "Annual Best Travel Service Provider", the 18th Hurun Zhishang Excellent Product "Quality Travel Rookie Award", Cover Technology User of the Year Trusted Brand, etc. In 2021, He Qun, head of the safety department of Nanjing Lingxing Company, was named "Advanced Individual in Travel Safety and Security Work in the Public Transportation Industry", and in 2022, Xing Minghui, a T3 travel driver, was awarded the 10th "Most Beautiful Traffic Person" in Nanjing.
According to Maslow's theory of hierarchical needs, safety is second only to the physiological aspect of basic needs. People need stability, security, protection, order, freedom from fear and anxiety, etc., as a guarantee of work and life, and then pursue higher levels of need. Therefore, T3 Travel believes that workplace travel is not only concerned about physical safety, but also on mental health. In the current epidemic situation, in the golden season of job hunting, T3 Travel and Zhaopin Recruitment, which are cp, have launched a "zero-pressure space for workers", which is undoubtedly very appropriate, creating an opportunity to alleviate pressure and jointly support a safe day for workers.
02, not only safety, how is the trustworthiness of T3 travel refined?
In just three years, T3 Travel has rapidly risen to the top of the industry, and has also won wide recognition from users and the industry for safety, stood out from more than 200 travel platforms, and became a reliable travel company in the minds of consumers. It is said that the online ride-hailing industry is difficult to cure, so how does it do it?
First of all, T3 Travel shoulders the mission of the national team and has an innate safety gene. In the view of T3 Travel, mobile travel is a people's livelihood project at the national and social levels, and it is a business and a public opinion. Consciously assuming social responsibility is fundamentally different from other platforms in T3 Mobility, which can be seen from its vision - committed to becoming the most trustworthy travel service company. At the beginning of its birth, T3 Travel raised safety to the height of the first strategy, which is a rare existence in the domestic online ride-hailing industry.
CEO Cui Dayong has repeatedly made a public statement to emphasize: "If you do a ranking, I think the first is security, the second is customer experience, the third is efficiency, and the fourth is cost." ”
In December 2019, T3 Travel established the China Ride-hailing Safety Laboratory, which is also the first professional safety laboratory established in the 10 years since the development of the domestic ride-hailing industry. At this time, T3 Travel has only been established for more than half a year, and its online ride-hailing car has only been online for a few months, and safety research and development has kept pace.
Secondly, although it entered the game late, it has the advantage of being a latecomer, and the management and technical concepts are more advanced.
T3 Travel was established in April 2019 with a late entry time. Although the timing is slightly worse, the latecomers also have the advantage of being a latecomer, and they can clearly see the problems existing in the industry and respond to it from the underlying architecture design. In 2019, shortly after the outbreak of the safety problem of online ride-hailing, the relevant departments strengthened supervision and rectification, and began to promote the development of industry compliance. It seized this rare opportunity to summarize and form advanced management and technical concepts that adapt to regulatory policies and market demands.
Different from the C-end Internet model of most manufacturers, T3 Travel has built the first B2C travel platform based on the Internet of Vehicles in China, and adopts three aspects: hardware, software and management to form a system security solution. Its independent research and development of V.D.R security protection system, the fast enjoyment, exclusive, exclusive vehicle access platform, through the three elements of people, vehicles, roads, to achieve real-time management of vehicles, in emergency situations can also remotely control door locks, restrict start, horn on the lights and other interventions, to solve the "pain points" of online car safety. At the same time, relying on the resource advantages of the major shareholders of the three host manufacturers, T3 Travel has adopted the mode of deep customization of vehicle hardware to promote the integration of software and hardware data, completely opened up the automotive CAN line, and carved the security gene from the underlying logic.
Compared with the practice of constantly patching on the software, the advantages of the T3 travel safety system are obvious. Whether it is safety factor, stability or linkage efficiency, it is higher than the industry level. In December 2019, a driver in Chongqing suddenly fell ill during driving, pulled over and pressed the emergency alarm button. The background security officer received the alarm and linked 120 and 110 at the first time, and at the same time quickly dispatched nearby drivers to assist in rescue. The driver was rescued in time and was rescued from danger, and the whole process took only 30 minutes. In the first year of T3 Travel's launch, it not only safely operated more than 600 million kilometers, but also helped 5,000 passengers quickly retrieve lost items, and saved the precious lives of 4 drivers.
In addition, the strategy attaches great importance to it and maintains a high investment in safety and service.
Mobility has a high threshold of economies of scale, with large overall investment and a long return cycle. Companies are often faced with a dilemma, whether to prioritize market expansion or lay a solid foundation? Ideally, of course, fish and bear paws can be combined, but limited resources are difficult to have both. In terms of long-term value, companies should choose the latter, but the temptation of the former to expect to achieve economies of scale in advance is too great, so in reality many platforms tend to prioritize expansion.
T3 Travel adheres to the strategy of long-term valueism, lays a good foundation and then expands steadily. Therefore, we have seen that in the past three years, it has not blindly sought speed in urban stationing, but maintained a relatively restrained and orderly rhythm; at the same time, a large number of resources have been prioritized to the construction of platforms, security systems and customer service systems to improve security and user experience.
Not to mention that the integration of customized models and software and hardware is itself an asset-heavy model, some redundant details also reflect T3 Travel's investment in safety. For example, the physical alarm button, each car design and installation of 4, to ensure that the driver and passenger can press the alarm at the first time when the accident occurs; the driver and the vehicle are unified, T3 travel has taken every 60 seconds to automatically carry out face recognition (which is of course based on the integration of software and hardware data), which is most likely the industry's highest level of monitoring frequency.
It is easy to be ignored in terms of customer service, T3 Travel's diversified service system with strong guarantee can respond to user service needs 24 hours a day, and carry out linkage 110, coordination and support and other operations. According to public data, the 48-hour resolution rate of T3 travel user complaints has reached more than 98%, and the satisfaction rate of hotline users has also reached more than 98%, which is higher than the industry average.
From August 2021, T3 Travel launched the "Puwei Project", an exclusive driver care plan, to improve service levels through training and service drivers. These investments, through the service of one travel order after another, gradually help T3 Travel establish a reliable brand image in the minds of consumers.
03, time belongs to long-term ism, T3 travel wants to take 30% share
On the occasion of its third anniversary, Cui Dayong, CEO of T3 Travel, publicly proposed for the first time a clear goal of exceeding 30% of the market share of the ride-hailing business. In other words, T3 Travel should divide the world and become a strength challenger in the online ride-hailing market. This statement, sweeping away the previous low-key, is somewhat surprising. Could it be that T3 Mobility's corporate strategy has changed radically?
Not really. This is mainly based on the needs of current business developments. The latest public information shows that at present, T3 Travel has more than 80 cities, 400,000 vehicles, nearly 600,000 drivers, 95 million registered users, and 3 million daily peak orders. Compared with Didi, the registered users of T3 Travel compared with drivers are as high as 158, while the proportion of the former is less than 27. Relative to the size of the user group, the capacity scale of T3 Travel is small, resulting in its user needs cannot be fully met, which has become a bottleneck for business improvement.
Therefore, Cui Dayong put forward a targeted new phased strategy in a timely manner - expanding the scale. To achieve this goal, T3 Travel will advance in two directions: one is to expand the number of cities, from the current more than 80 first- and second-tier cities to continue to expand comprehensively to more third- and fourth-tier cities; the other is to increase the overall penetration of the business and seize more market share by expanding the driver team.
After Didi merged with Uber China, the domestic ride-hailing market has shown a dominant pattern, coupled with the rapid growth of the industry to the end, it is not easy for other companies to seize 30% of the share. This goal is not small, but T3 travel is not without opportunities, it has its own time and place advantages and advantages.
The first is geographical advantage, and the physical conditions for expansion are basically ripe. Soldiers and horses have not moved, grain and grass have gone first, and the premise of expanding the scale is that the enterprise has a strong enough support system. If T3 Travel proposed this goal last year or last year, it may be questioned or even ridiculed by the outside world because of insufficient ability. But now the situation is different, through three years of continuous investment in construction, including software and hardware data integration system, customer service system, driver training service system, operation team cultivation and other basic projects have been largely completed, with comprehensive conditions to support large-scale market expansion.
The second is the time of day, and the timing of expansion is just right. Since its launch in July 2019, T3 Travel has been in a situation of steady growth, and in less than three years it has entered the head of the industry, and it is not too much to call it the fastest-improving online ride-hailing platform in recent years. Business data performance, team morale, internal management and other aspects have shown a good trend of vigorous and healthy development, which is the best time to fight a hard battle.
Third, and most importantly, T3 Travel has established the image of a reliable travel platform and further strengthened its status as a "national team". Mobility companies have a high degree of homogenization of their business, but they can create differentiated competitive advantages by improving and innovating in terms of services. In the past three years since its establishment, T3 Travel has been committed to providing safe, convenient and high-quality travel services, and has quietly established a brand image of a reliable travel platform in first- and second-tier cities. Especially in potential market segments such as young people and women, T3 Travel Clover has a better brand effect. Valuable intangible assets such as brand, word of mouth, and goodwill will help T3 Mobility to sink and expand into cities in the third and fourth tiers and below.
Time belongs to long-term valueism, and opportunities are always left to patient and prepared people, and we will wait and see the goal of the third anniversary of T3 travel.
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Ant Worm - science and technology self-media, corporate strategy analyst, Tiger Sniff, Titanium Media, iResearch and other science and technology websites certified authors, 2015 100 science and technology self-media authors, 2016 Titanium Media 10 annual authors, 2016 Pintu Network top 10 annual authors, 2018 chopping chai network annual authors, 2019 drive number annual authors, 2020 business new knowledge annual authors.