The aggregation platform has entered an explosive period, will the ride-hailing company reshuffle the cards?

Recently, whether it is the policies of relevant departments, industry associations, for online ride-hailing enterprises, for aggregation platforms, regulations and opinions have been issued one after another, and relevant departments in various places have paid more and more attention to the management of online ride-hailing.

Behind these phenomena, it is because ride-hailing aggregation platforms are increasingly becoming people's first choice for travel. The refined and normalized supervision from higher-level departments has also further promoted the transition of ride-hailing companies from the original traffic competition mode to the service capability competition model.

The new action of the Amap, which is also a weather vane.

Just yesterday, Amap, together with 100 ride-hailing platforms, jointly launched the "Rest Assured Choice, Do with Confidence" service action to reshape the benchmark service of online ride-hailing and jointly build a platform with peace of mind. Whether it is the open travel model, or the fare bodyguard, five-star platform service identification and other capabilities, it can be seen that under the impetus of the refined supervision and aggregation model of the competent authorities, the entire ride-hailing industry has begun to focus more and more attention on services.

From the traffic competition model to the service capability competition, will there be a new wave of reshuffling of ride-hailing platforms?

From traffic competition to service capability competition

Looking back at the development of the ride-hailing industry, it has gone through three stages.

The first stage is when the mobile Internet has just been popularized, the taxi entrance has just begun, technology is king, who has the technical ability of the mobile Internet, can make a ride-hailing platform in the first time, who can seize the opportunity. At this stage, AutoNavi did not enter the market, but launched ride-hailing technology solutions for the entire industry, and more than 99% of ride-hailing platforms at that time were using AutoNavi ride-hailing technology solutions.

The second stage is the subsidy burning stage.

When technology is gradually popularized, with the development of the industry, traffic has become the core of competition in the industry, and the entire industry has begun to subsidize, frantically launch, and fight price wars. At this time, the entire industry is racing and grabbing users, and the attention to travel services is naturally not so high.

The third stage is after the emergence of the aggregation mode represented by the Amap.

The aggregation model has brought a lot of changes to the entire industry. In the aggregation mode, ride-hailing platforms no longer focus on grabbing traffic, but pay more attention to service, trying to win customers with service, so as to obtain more traffic resources.

The logic of the entire industry has also begun to shift from traffic to services.

Behind this conversion, there are also background reasons for the industry.

According to the statistics analyzed by Analysys, from 2018 to November 2022, the average annual growth rate of online car hailing monthly active users was 19%, -13%, -9%, 8% and -21%, respectively.

According to the market law, after the market enters the stage of stock competition, it is the preferred strategy of enterprises to carry out refined operations and operate users. The travel industry is also inseparable from this law.

Multi-directional blessing of aggregation platform

The development of the aggregation platform ride-hailing has also reached an explosive period.

According to the basic operation of the online ride-hailing industry of the Ministry of Transport, since the first release of the monthly order volume of the aggregation platform in July 2022, by July 2023, the total monthly order volume of the ride-hailing industry increased by 126 million, of which 79 million orders came from the aggregation platform, accounting for 63% of the increment, and the aggregation platform has become the main driver of the growth of the demand for online ride-hailing.

Ji Xuehong, a professor at North China University of Technology and editor-in-chief of China's Shared Mobility Development Report, disclosed a set of data in the China Shared Mobility Development Report. At the beginning of this year, the report expert group conducted 2,000 consumer survey questionnaires on the aggregation of taxi models and 1,800 driver questionnaires, and the survey results showed that 55.1% of passengers have formed the habit of using the aggregation platform to take a taxi first. The age distribution of passengers was mainly 20-40 years old, with 47.6% young people aged 21-30 and 36.2% aged 30-40.

The reasons why passengers choose the aggregation platform are, first, convenient, and easier to get a taxi; In addition, aggregation platforms have price advantages, 29.8% of people choose aggregation platforms to take a taxi because the price is cheaper, and 21.2% think that aggregation platforms are safer and more reliable.

Why can aggregation platforms achieve such high growth? There are two internal and external reasons.

For ride-hailing companies, AutoNavi has the ability to technology and traffic. AutoNavi has a wealth of mobility platform solutions, as well as data and artificial intelligence, which can provide rich services for ride-hailing companies.

According to the quest mobile report, the average MAU of Amap from April to June 2023 was 770 million, ranking first in map navigation, second only to WeChat, Taobao and Alipay. Amap's 770 million monthly active users are a huge traffic pool for ride-hailing.

Li Xinhua, general manager of AutoNavi Taxi, disclosed a data that through the cooperation of AutoNavi Taxi, the cost of customer acquisition has been reduced by more than 90%. The ride-hailing ecosystem partners on AutoNavi that provide ride-hailing services have recently grown at a compound growth rate of more than 100% in three-year units.

Externally, the service level of the ride-hailing industry has obvious regional characteristics, and it is also an opportunity for the development of aggregation platforms.

Gu Dasong, executive director of the Transportation Rule of Law and Development Research Center of Southeast University, said that there are regional differences in the service quality of ride-hailing platforms, and the service quality is directly related to regional investment, and it is difficult for a platform to provide high-quality services across the country.

Taking Shanghai, Hangzhou and Ningbo as examples, according to the announcement of local authorities, the lowest complaint rate on Shanghai's ride-hailing platforms in the first quarter of this year were AA Car Rental, Yuedao Car and Meituan Taxi. According to the announcement of the Hangzhou Transportation Bureau, in the second quarter of this year, the service quality of Hangzhou ride-hailing platform ranked the top three in terms of journey ride-hailing, Cao Cao travel and Xiandao travel. Ningbo is in the top three places for enjoyment, charm and fast cars.

It can be seen that in terms of service quality, the ride-hailing market presents the characteristics of regionalization and decentralization, and some enterprises that have taken root locally have more regional advantages because they have invested more resources.

By cooperating with more professional and advantageous local ride-hailing platforms, the aggregation platform can further improve the service competition awareness of ride-hailing enterprises, so that users can experience better services in various cities.

AutoNavi Maps Accelerates Industry Reshuffle?

From traffic competition to service capability competition, ride-hailing companies can focus more on improving service capabilities. Behind the scenes, AutoNavi uses the capabilities of data and artificial intelligence to continue to provide service capabilities for ride-hailing companies.

A little analysis of the content of the "Rest Assured Choice, Rest Assured Seat" service action launched by Gao Map, we can also see that behind this round of online ride-hailing service capability competition, the technical blessing of Gaode Map cannot be underestimated.

There are about four parts of the "Rest assured, Sit Safely" service action, all of which revolve around user experience.

One is the benchmark service quality evaluation system of the ride-hailing platform, including the safety operation and management capabilities, operational efficiency, passenger experience, customer service guarantee, and industry responsibility of the ride-hailing enterprise. By quantifying and transparent data in these dimensions, AutoNavi plays a role in supervising the management of ride-hailing companies.

AutoNavi evaluates and assesses ride-hailing companies in the city dimension on a monthly basis, and gives traffic incentives and recommendations to enterprises with high scores. For those companies that do not score well, they will be urged to improve.

The benchmark service quality evaluation system can be seen as the daily supervision of E-hailing Maps' services for ride-hailing enterprises.

The safe travel model opened by AutoNavi is a blessing to the service capabilities of ride-hailing companies.

Senior analyst of Analysys Auto Travel Industry Center believes that the ride-hailing market has entered a period of rapid development, the industry has begun to refine management, and a major feature of the ride-hailing market is that driver operation has become the core competitiveness. The driver is on the front line, and the user is in close contact, which is related to the user's travel experience. For ride-hailing companies, how to manage drivers, how to make drivers feel a sense of identity with their work, and enhance their willingness to serve is crucial to improving service quality.

AutoNavi Navigation's large model of safe travel can help ride-hailing companies strengthen the management of drivers and improve passenger experience.

AutoNavi has been deeply engaged in the industry for many years and has accumulated a lot of data. For example, the speed limit of a certain road section and an intersection, how many traffic accidents have occurred, when and where the driver is prone to speeding, and what value is the speed, the probability of traffic accidents will be high. Based on these safety capabilities of AutoNavi, the ride-hailing platform can carry out real-time intervention on the driver, remind the driver to brake in time and slow down the speed through voice broadcast, and at the same time, the driver can be restrained by controlling the dispatch volume.

In addition to speeding, sharp braking, sharp deceleration, frequent lane changes, these situations can also be recognized and managed by large models.

AutoNavi has opened up its safe travel big model capabilities to some partners, with more than 10 million road safety warnings per day, and the average number of speeding drivers on ride-hailing platforms has decreased by 18.4%.

In addition, ride-hailing companies can also portray drivers' driving habits through large models, profile drivers, and conduct targeted safety education for drivers. This method is more targeted and more effective than the previous education of drivers through conferences. In this way, the management of the driver is realized, and the user's riding experience is also improved.

Through its data capabilities, AutoNavi has also greatly improved the customer service efficiency of ride-hailing companies.

AutoNavi upgraded "dare to sit and dare to pay" to a fare bodyguard, and upgraded the original promise to handle passenger complaints within 48 hours to 36 hours.

This can be done because Amap can distinguish whether the driver has a detour, whether the billing behavior is standard, etc., and judge by identifying the order. At the same time, AutoNavi opens up its capabilities to ride-hailing partners to help ride-hailing platforms deal with problems.

With the large model solution of Amap, ride-hailing companies have reduced the number of problems from 100 to 10, saving the cost of dealing with 90 problems.

In addition, Amap, based on consumer evaluation data, will label ride-hailing companies to remind passengers. Five-star platforms are marked for ride-hailing companies with stable services, so as to realize passengers' "rest assured".

The ride-hailing platform has entered the stage of service capability competition from traffic competition, and the industry will usher in a new round of reshuffle. The aggregation platform represented by AutoNavi Map will further accelerate the speed of this reshuffle by providing technical blessings to the service capabilities of ride-hailing companies.

For our passengers, we're happy to see it.