There are no winners in the money-burning hitchhiker: the passengers complain wildly, and the drivers complain

Sentence | Ren Xue Gei

Cover source | Picture worm creativity

"It would have taken an extra hour to pick up and drop off an exclusive passenger, and it would have cost only two or three cents per kilometer," complained one hitchhiking driver.

In his opinion, as a part-time job, this business is trading time for subsidies for fuel and highway fees. In addition, if there is a deviation in the route of the hitchhiker, or if there is a traffic jam, etc., it may even cause a loss of money.

Most of the drivers who took the hitchhiking orders said that they did not make money, lost money, and wasted time. But the passenger side doesn't seem to be happy with the logic behind the business, with one passenger telling Planet Tech: "I rarely meet real hitchhiker owners, many of whom are full-time drivers, and I'm always told to share the highway toll." ”

Drivers and passengers often disagree when it comes to hitchhiking. According to the content on social platforms, most of the passengers are dissatisfied with the rideshare car owners privately charging highway tolls and inducing them to cancel orders and pay privately. The drivers will complain that passengers bring their pets on the bus without negotiation, place non-exclusive orders but ask for exclusive enjoyment, etc.

Behind these complaints and complaints, the hidden dangers that are often criticized in the ride-hailing business loom large, and as a platform connecting passengers and drivers, Didi, Dita, and Haro are also deeply involved.

And there is no doubt that ride-sharing has always been a marginal business in the mobility market. According to the Frost & Sullivan report, in 2022, the size of the ride-hailing, ride-hailing, and taxi markets will be about 19.1 billion, 194.2 billion, and 300.8 billion, respectively.

Although there are many drawbacks in the ride-hailing business, with the fifth submission of the prospectus by Tick Chuxing, the outside world found that neither Didi, Tick, nor Hello have really given up.

In the "zero-sum game", the subsidy for burning money is the barrier

An automotive industry analyst told Tech Planet that the demand for ride-hailing has never gone away, and that's the industry consensus.

In 2018, due to public events and public opinion pressure from the outside world, Didi Hitch was taken off the shelves. It was also at this time that Tick Hitch, which was established in 2014, began to enter a period of rapid development.

According to the prospectus submitted by Tick before, in 2017, 2018 and 2019, Tick Travel's revenue was 48.9 million yuan, 117.6 million yuan and 580.6 million yuan respectively, with a cumulative increase of nearly 12 times in three years, with a compound annual growth rate of 244%

But with the re-launch of Didi Hitch and the addition of Haro, the number of orders for Tick has declined again. According to the prospectus, from 2020 to 2022, the order volume of tick fell by 18.3%, 11.3% and 25.9% year-on-year, respectively.

In 2022, according to the Frost & Sullivan report, Haro's market share reached 42.5%, ranking first, Didi ranked third with a market share of 19.3%, and Tick ranked tepidly second.

The trade-off of order volume among the top platforms means that the competition in the rideshare market is more akin to a "zero-sum game". Indeed, in the travel industry, there is no core difference between ride-hailing and ride-hailing, and both essentially belong to the business logic of matching passengers and drivers, which also means that the platform's subsidies will determine the choice of users and drivers to a certain extent.

In the view of a driver who has experienced the subsidy war, the current pattern of online car-hailing is the exchange of money burned by the platform. The current ride-hailing market is no exception, and burning money to engage in subsidies is one of the standard actions for travel platforms to gain a larger market share.

And that's exactly what happened. In 2019, shortly after its launch, Hello Hitch set up a "Hitchhike Green Travel Fund" with 500 million yuan to subsidize drivers and passengers. After the return of Didi's hitchhiking business, it has also continued to increase subsidies for its hitchhiking business.

Data from the Tick prospectus also shows that in 2021, the subsidies provided by Tick Chuxing to private car owners accounted for 5.9% of the total service cost, and the proportion has risen to 13.8% in 2023.

Subsidies for drivers are the core way to ensure the supply of the platform, and on the user side, low prices are one of the unavoidable transaction factors.

Tech Planet asked a number of rideshare users, and most of them said that they did not have a fixed platform in use. One user who commutes between Tianjin and Beijing each week said that every time she needs to request a ride, she compares prices on multiple platforms to select destinations. "Depending on the price of the platform, I would choose the cheapest one. ”

In the voice of drivers eager for subsidies and passengers eager for low prices, the platform's subsidies determine the direction of market share to a certain extent, which will also directly lead to the contraction of platform profits.

On a net adjusted profit basis, Dida was the only major player in China's ride-hailing market to achieve profitability for the past three consecutive years. However, at the same time, its prospectus shows that the gross profit margin of Dida Travel shows an overall downward trend, with gross profit of 631 million yuan, 428 million yuan and 605 million yuan from 2021 to 2023, and gross profit margins of 80.9%, 75.1% and 74.3% respectively.

Under the price war, the real hitchhiker driver "ebbed tide"

"The fuel consumption of my car is about 6, and I can earn up to 5,000 yuan if I drive a total of 10,000 kilometers in a hitchhiker. "One ride-hailing driver once spent a month comparing the earnings of several platforms. "Unless there is a subsidy for special periods, there is almost no difference. ”

According to his experience, the current income of hitchhiking can basically be calculated at one yuan per kilometer. "Depending on the car's fuel consumption or electricity consumption, the rate of return is different for each hitchhiker. For him, in urban commuting, as long as the route is more than 20 kilometers, "every time I can earn more than 10 yuan, I will choose to take orders." ”

In his opinion, the driver can make more money than he can make part-time orders as a way to subsidize fuel and highway fees, as long as he covers his own car costs in a controlled time. However, with the increasing professionalism of hitchhiking, many real hitchhiker drivers have fallen into the dilemma of not receiving orders.

A driver told Tech Planet, "If you don't use plug-ins, it's very difficult to get long orders and big orders. The "plug-in" he refers to is an order-grabbing software, through which drivers can grab large orders on the platform at a faster speed.

Searching on e-commerce platforms, there are many stores that sell plug-in software to drivers. "60 yuan a month, 1 yuan for two hours", an e-commerce customer service told Tech Planet for the consultation of the product.

This online store, its name is replaced by digital garbled characters, a simple store introduction is about "after-sales package", only after consultation, the other party will say that this is a "hitchhike plug-in", but also will inform consumers, which platforms can be used, which platforms can not successfully take orders.

Many real hitchhiker drivers complained about this, and plug-in order grabbing has become an industry trend. And a driver said that when a group of people are "hanging on the wall" (taking orders but not planning to run), if they don't want to run after receiving a big order, they can also transfer the order through "sharing the itinerary" and other ways, and then earn a certain commission, "This way is suitable for some small platforms." ”

At the same time, he said, on relatively formal ride-hailing platforms, these practices are at risk of being blocked. "There are also people who will transfer orders in WeChat groups and then charge a service fee. He told Planet Tech that if a passenger finds a discrepancy in the license plate number they are riding in, it can be explained that it is a different vehicle, "of course there is a risk of being complained." ”

Under the methods of plug-in order and transfer order commission, the real hitchhiker driver has fallen into a situation where there is no order to take. For this reason, many true hitchhiker owners chose to cancel their platform accounts because they could not receive orders.

A ride-hailing driver who travels between Beijing and Shandong every week told Tech Planet that full-time ride-hailing drivers will travel to and from the same cross-city route multiple times a day, which is actually an online ride-hailing business, and will instead cultivate long-term customers.

Behind the chaos, a new round of reshuffle may be coming

Users are eager to get a real ride, and drivers want to make more money on the ride. At both ends of supply and demand, this in itself is an extremely contradictory match, and the chaos derived from this is ultimately pointed at the platform.

On the Black Cat complaint platform, the cumulative total number of complaints on Tick Travel is as high as 16,227 (as of March 22), and a large number of users have complained about its arbitrary deduction of money, the driver taking orders privately, demanding full payment of highway fees, and the driver's bad attitude. At the same time, according to Tianyancha, Tick Travel has involved as many as 385 judicial cases.

In response to the chaos of hitchhiking, core hitchhiking platforms such as Dida Chuxing, Didi, and Hello have been interviewed many times. Previously, in December 2022, Ticka was pointed out by the regulatory authorities that it deviated from the essence of hitchhiking and was suspected of engaging in illegal online ride-hailing business in the name of hitchhiking.

Tick's prospectus also shows that due to the lack of relevant licenses applicable to online ride-hailing services, from 2020 to the first nine months of 2022, the Tick ride-hailing platform has received a total of 57 administrative fines, of which 36 have been subsequently revoked. The remaining 21 administrative fines ranged from $5,000 to $30,000, totalling about $550,000.

Under the tightening of supervision, ride-hailing platforms such as Dida Chuxing, Didi, and Hello are also strengthening their internal control.

For the user side, Ticka has introduced commercial insurance in the industry, and the upper limit of single protection has reached 600,000 yuan for intracity trips and 2.4 million yuan for a single vehicle, while for intercity trips, the single insurance has reached 1 million yuan and a single vehicle has reached 5 million yuan.

On the driver's side, one of the above-mentioned drivers told Tech Planet that it is easy to be banned by the platform through external orders or private transactions. However, he also said that these strategies also present a one-size-fits-all situation. "Once, when a passenger unilaterally canceled the order twice, I was recognized by the platform as taking the order privately, and I was punished with a fine. ”

The above-mentioned automotive industry analysts said that the current ride-hailing platform must further refine the management of the driver side and the user side.

According to the report of Tianfeng Securities, in the domestic four-wheeled vehicle travel market, hitchhiking occupies a 1% share, although the share is very small, but at the same time, the report predicts that the future hitchhiking market will be the fastest growing market segment, by 2025, China's hitchhiking (carpooling) market size will reach 113.9 billion yuan.

Although the current ride-hailing business is still in a state of multi-party game, it is undeniable that the demand for passengers and drivers will always exist, and under this premise, the platform must find a balance of interests and the business model that best meets the needs.

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#000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme: dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),,body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .. 15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;-- weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);-weui-tag-background-red: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, ..) 1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .. 1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .) 6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){-appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 0, .05);--weui-ACTIVE-MASK: rgba(0, 0, 0, .05)}body,.., wx-root{--weui-REDORANGE: #ff6146;--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, .1);--weui-FG-4: rgba(0, 0, 0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, .1);-- weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .. 9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .. 5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: 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#373737}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-6: rgba(255, 255, 255, .1);--weui-ACTIVE-MASK: rgba(255, 255, 255, .1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-REDORANGE: #ff6146;--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6); --weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .) 6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme: dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: 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174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}

div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}