Text: Reliable A star
Didi did not subdivide the express car and the special car, and the cars of different types, brands and grades could be hit, and the taxi during that time was like the blind box, which was also a kind of tap water marketing.
After a period of operation, there has been a diversion in the market, basically German cars only appear in the special car or luxury car market, and the express car market is gradually replaced by Japanese cars; After 2018, the Didi Express market can basically reach Corolla, Leiling, Fit, etc.; In the car market, it is basically Camry, Tianlai, and Accord, and the Basics of German Car Didi are very rare.
It is not difficult to see that Japanese online car can unify the Didi market in the era of fuel vehicles, mainly because the secret is - fuel saving and durable manufacturing.
Didi car in the express car is mainly A-class car (100,000), chauffeur main B-class car 200,000 yuan, luxury car is C-class car, subject to the price share of the vehicle, and divided into service types and order prices, no matter in the express car, chauffeur-driven car market more fuel-efficient car, you can get higher profits at a smaller cost. Generally speaking, Japanese cars are about 6 liters per 100 kilometers, while German cars are about 12 liters per 100 kilometers. If you can't beat the cost or can't make money, it is difficult for the driver of the ride-hailing car to stick to it.
Today, this logic of saving money still drives the entire online ride-hailing market, after a new round of substitution. And this time the replacement will be more than the Japanese car to replace the German car limited to the fuel car to see who is more fuel efficient, in the online car market more thoroughly, electric vehicles will have the possibility to replace all fuel vehicles.
(1) The price of oil and electricity directly determines the increasing cost of fuel vehicles and new energy vehicles
No matter how fuel-efficient the car is, it is expensive relative to the cost of the tram.
We take a car with an endurance of 500 kilometers, pure electricity in the public fast charging station to charge a time needs about 50 kWh of electricity, according to 1 yuan / kWh fast charging calculation, the average cost of each kilometer is 1 cent. And the general family car, 500 kilometers of price is about the average vehicle endurance, according to the 92 # need about 350 yuan, then the electric vehicle per 500 kilometers of endurance can be at least 300 yuan more than the fuel car, saving is to earn.
The calculation here is actually relatively rough, the general urban residents' electricity consumption is relatively cheap compared to industrial electricity, and if there is a household charging pile, the cost of adding electricity can be more economical; The price of oil has been rising, of which the luxury car 95 # gasoline has broken through the 9 yuan / liter mark.
Once upon a time, the price of car oil was as cheap as electricity. Master Zhong is a retired old man with good literacy, and on the BYD Song of the taxi company he rented, he told me, "In the 80s, when he was discharged from the army and changed careers, he drove with the unit, when the oil was seven cents a liter, all the way up, one by one, after 40 years, it has now reached more than 8 yuan, which has doubled exactly tenfold."
In recent years, the increase in electricity prices is negligible relative to other prices, which is actually related to the abundant supply of electricity sources and the need for electricity everywhere in production and life.
And is it possible that oil prices will continue to rise in the future? There's no doubt about that.
On the one hand, domestic gasoline is mainly imported crude oil reprocessing and refining, and the lack of local oil itself is basically sealed as a strategic reserve, and due to the scarcity of resources, the possibility of oil prices falling in the short term cannot be seen. On the other hand, the source of oil is relatively single, it is a non-renewable resource, and it can only be used less and less, and in addition to the cost of crude oil extraction, there are refining and processing, transportation costs and staff service costs.
In order to maintain energy security, it is necessary to change the form of private cars driven by fuel, and from this point of view, the price adjustment of gasoline has become a lever of macro-control. The rise in oil prices this year has indeed become the main driver of the surge in the number of new energy green cards.
2022 has become a year of outbreak of new energy vehicle registration, new energy vehicles have begun to become popular, new energy vehicle companies have become star companies, and the entire new energy (tram) accounted for 19.90% of the newly registered cars in the first half of 2022. According to data released by the Ministry of Public Security, as of June 2022, the number of motor vehicles in the mainland reached 460 million, and the number of new energy vehicles in the mainland reached 10.01 million.
At this stage, the number of new energy vehicles has increased rapidly, and the express vehicles from online ride-hailing vehicles are mainly new energy electric vehicles. In the online car market, the cost of refueling and refueling per day to save about 200 to 300 yuan, a month of new energy vehicles relative to fuel vehicles or oil to steam taxis can save 5,000 yuan to 9,000 yuan / month, its driving cost has formed a dimensionality reduction strike effect, we should also feel, now in the first and second-tier cities can hit the probability of fuel vehicles is getting lower and lower.
(2) The professionalization of online ride-hailing and corporatization have boosted the replacement of fuel vehicles by new energy vehicles in the online ride-hailing market
Now the online car market pattern is probably Didi occupies about 80%, and other platforms have online car licenses and T3 travel, Dongfeng travel, Shouqi ride-hailing, CaoCao travel, Zebra run, Meituan taxi, Ctrip car, Shenzhou car, easy to use car, etc. More than 30, of which more and more new energy vehicles run Didi, other online car is basically not a new energy car can not compete with Didi car.
At present, the major platforms themselves are unable to initiate subsidies at both ends of the huge division without the support of large-scale venture capital, and the entire market has entered the stage of competition and operation; In general, whoever runs more vehicles and has a large user volume, the better the use habits of the corresponding drivers and passengers, and the higher the migration cost. Drivers will also be lost if they do not receive more orders on other platforms. Master Cao said that the reason why he only runs Didi is because it is convenient, each order is automatically deducted, and the corresponding service disputes are relatively small.
Master Wang is a post-90s, previously a small director of a telemarketing company, who runs Didi full-time after losing his job in 2021; He said to me, "I didn't make money in the first half of the year before I entered the industry, I was practicing the activity of my Didi account, I was not familiar with the route at the beginning, the platform dispatched less, I had not yet adapted to the tram and there were several rear-end scrapes, and there was a period of time in the first half of the year to run more than 3,000 a month." Later, I slowly found the feeling that it was really not possible to register a Didi account to run out of the order. ”
He told me that the so-called account activity is actually based on the average number of kilometers run by a master every day, such as a driver running 500 yuan a day, the system will send a considerable amount of order revenue.
Why must we run new energy vehicles? If you run 200 to 300 kilometers a day, according to the income of 500 yuan a day, the monthly income can reach 15,000 yuan of flowing water, deducting car rental fees, and platform commissions, the total cost is about 5,000 to 6,000 yuan, the charging cost is about 1,000 to 1,500 yuan a month, deducting catering expenses, 4,500 yuan a month, child training costs, these living expenses, almost supporting the family, although it is hard, but it is still able to make money than running the METuan and part-time work.
The author asked why he had to rent the company's car, and why didn't he buy a car to run the online car?
Master Wang told me that at present, online car drivers need to have the "Online Reservation Taxi Vehicle Operation Certificate" and "Online Reservation Taxi Driver License" double certificate, the general private car driver can not get these two certificates, the platform will not send some mileage, high-cost orders such as to the high-speed rail station, railway station, airport and suburbs can not be picked up, the cost of the order run is less than half.
As an analogy, the master of a single private sports didi car is similar to a non-professional, retail self-media; The master who rents a car on the taxi company is a contracted self-media under the professional and professional MCN company; The demand for ride-hailing in the market is equivalent to attention flow, from which it can be seen that private car retail investors have no way to compete with online taxi companies.
Now the basic taxi company has transformed, because these intermediary companies take into account that new energy vehicles do not need to pay fuel tax, can get green cards for free, enjoy national purchase tax subsidies, and the advantages of the green card itself is not limited, and now almost all online car intermediary companies choose to collectively purchase new energy vehicles with green cards, rather than blue fuel vehicles.
Compared with private car self-purchase drivers, the drivers of online taxi companies enjoy the advantages brought by intermediary companies, such as the need to invest in a car, the entry threshold is low, and the risk is relatively small; There is no need to worry about the problem of double certificates, and there is no need to worry about the vehicle being detained or fined by the traffic management unit; The insurance of the vehicle is generally paid by the company. There is an organization that can exchange information for drivers and improve the efficiency of running orders.
The batch procurement of online car intermediary companies is a huge B-end market for new energy vehicle manufacturers, and generally the operating vehicles in the city have mandatory scrap mileage and age, and the fuel vehicles after scrapping will gradually be replaced by new energy vehicles.
Even, some new energy manufacturers have personally opened an online ride-hailing platform, in fact, they have also seen the huge commercial operation advantages of new energy vehicles, such as GAC Aean's Ruqi online ride-hailing car in the Greater Bay Area has a high ownership.
(BAIC BJEV EU5)
(Ruqi Travel, a subsidiary of GAC E-An)
(3) The online ride-hailing market has a profound impact on the trend of replacing fuel vehicles with new energy vehicles from the trend to reality
For the user market of new energy vehicles, in addition to the new energy electric netizen car can avoid the rise of taxis, the new energy vehicles will now be popularized from the online car market and gradually extended to the home market. It can be said that new energy operation vehicles are the best advertisements for products, and the amount of electric vehicles can drive the improvement of electric vehicle energy supplementation infrastructure, such as special charging piles for online car drivers and rest areas, and it is difficult to rely on scattered, individual private cars and new energy vehicles alone to make new energy charging stations and charging piles invest back in the early stage.
For the sales of new energy manufacturers has a direct pulling effect, sales are directly related to market value, and market profits can drive R & D investment. At present, Axing has seen the largest number of new energy vehicles in various places to rent by BYD, of which BYD e2, Qin, Yuan are the majority, in Hainan and Guangdong markets, GAC Aian also has a lot of electric vehicles. These two new energy vehicles have a relatively large amount of running and occupy an advantage in the double integration policy. For example, in the first half of 2022, BYD surpassed Tesla by more than 3 times in sales of new energy vehicles, and GAC Aean surpassed Wei Xiaoli, which in fact, there will be more new energy manufacturers cooperating with taxi companies and online ride-hailing intermediary companies to enter the travel market in the future.
Accelerate the intelligent process of new energy vehicles, and the future online ride-hailing platform can combine intelligent cars to launch intelligent assisted driving to do business models. Electrification is the premise of intelligence, because after the electric vehicle is shut down, its motor can ensure that the air conditioner, whistle, vehicle status view and other information can be turned on remotely, and the basic work in digitalization has been done. Previously, BYD and Didi cooperated to develop a new model D1, Xiaopeng Automobile and Didi's Xiao Orange car service for strategic cooperation, Didi platform is mainly software algorithms and taxi service advantages, and new energy vehicles combined to create automatic driving massive big data needs precision training scenarios, Baidu Apollo's automatic driving platform "Radish Run" in Chongqing, Wuhan and other exclusive domestic automatic driving commercial licenses, in fact, this shows that in the online car market, Human drivers have the potential to face competition from intelligent driving AI.
In short, the replacement of fuel vehicles by new energy vehicles may not come so soon, and the current fuel vehicles still occupy the mainstream in terms of household ownership, but the situation of replacing fuel vehicles and popularizing electric vehicles in the online car market has become a reality.