Huge loss of 100 billion! The retreat of unemployed men has been completely blocked?

Golden wrong knife

2024-05-24 16:28Published in Beijing

Recently, there is a bleak feeling about unemployed middle-aged people on the Internet:

The older ones participate in the auspicious three treasures: security, cleaning, and nanny;

Participate in triathlons with good physical strength: Didi, takeaway, express delivery;

Unwilling to participate in the trilogy of entrepreneurship: setting up stalls, opening stores, and self-media.

Unfortunately, this year, an important retreat for middle-aged people has become narrower and narrower.

A few days ago, many places across the country issued risk warnings for the online car-hailing industry, publicly reminding caution.

The reason given is simple: the capacity of online car-hailing tends to be saturated, and even far exceeds the actual demand. According to data from the transportation management department, the average daily number of online car-hailing bicycles in many places does not exceed 20, and the average daily income of bicycles is only more than 200 yuan.

After removing various costs, there is almost nothing left of more than 200 yuan of income.

In order to take more orders and make more money, many drivers have to increase their operating hours, so busy that they don't have time to brush up on Douyin. After stepping on the brakes for a day, my feet are sore every day.

There are also passengers on the Internet who posted that the driver was so tired that he dozed off or even fell asleep while driving.

But online car-hailing is not good, not all because there are more frustrated middle-aged people.

Contemporary version of Camel Shoko: The harder you work, the more powerless you become

The last dignity of middle-aged people began to crumble, and the most direct reason was that there were more monks and less porridge.

By the end of 2023, the number of registered ride-hailing drivers will reach 6.572 million. In 2020, the number was only 2.08 million. Especially in the past two years, the price of new energy vehicles has become cheaper and cheaper, only a few hundred electricity bills per month, and the threshold for online car-hailing has been further reduced.

However, at the same time, the monthly orders of online car-hailing in recent years have basically hovered around 800 million, with little growth.

In the face of the mismatch between supply and demand, no one can have an easy time.

"Next to a list, there are 100 drivers waiting to take orders." "I only earn 100 yuan by running for a day." Such a situation is not uncommon today.

At the end of the morning and evening rush hour, online car-hailing is full next to some office buildings.

So last year, many cities have warned practitioners to be cautious.

In May last year, Changsha and Sanya issued direct notices that they would suspend the acceptance of new business for online car-hailing transportation permits. After the local capacity assessment is completed, the relevant business will be resumed in due course. Then, in July, the Shanghai Municipal Road Transport Administration also announced that it would suspend the acceptance of online taxi transportation permits.

But those who did not enter the venue can still wait and see, and many insiders have nowhere to escape for the time being, so they choose to survive.

"Look at the News" interviewed a Shanghai driver, who rented a car in Shanghai for 350 yuan a day, and after running for 8 hours a day, the money he earned was his own.

The driver lived in the car for 5 months and ran 15 hours a day, rain or shine, except for 3 hours of charging.

The media also reported that when Cao Cao traveled to the southwest of a recruitment department to recruit new drivers, in addition to asking whether the driving experience is at least 3 years, whether there are bad records and other rigid requirements, the most asked is whether he can accept the working hours of 6 in the morning and 12 in the evening.

In his opinion, only by going out at 6:30 in the morning, resting and charging properly in the afternoon, and running until 12 o'clock in the evening, can he ensure that he runs 10,000 times and then pays the rent.

"If you can't run 10,000 flows, I don't recommend you to enter the industry."

In order to make money, some drivers will go out until late at night, because after 22 o'clock, the bus and subway will be suspended one after another, and the probability of receiving a long order is relatively high. Moreover, late at night is the peak period for electricity consumption, and the electricity price at the charging station will be cheaper.

In addition to spending more time, many drivers sign up for several more ride-hailing platforms.

In April last year, a short video appeared on the Internet, in which an online ride-hailing driver set up 11 mobile phones on the driver's platform to take orders on different ride-hailing platforms in order to grab more orders.

After staying up for a long time, most online car-hailing drivers will inevitably have a herniated disc in their lumbar spine, and red lights will be lit everywhere on their bodies.

What's more, news of the sudden death of an online car-hailing driver is also exposed on the Internet from time to time.

Whenever there is such news, they don't have much time to hurt it, so they turn around and continue on the road.

This kind of life used to be called poor and busy, but now it is called involution.

The middle-aged man was cut off, not all because there were more monks and less porridge

Another reason why drivers are becoming more and more involuted is because the platform is more volatile.

In 2021, Didi was removed from the shelves for review. Since then, the ride-hailing market has been revitalized. By the end of last year, there were 337 "licensed" ride-hailing companies in the country.

In the process, a new model has emerged: the aggregation platform.

In the face of Didi, the small and medium-sized online car-hailing platform was originally only crushed, but the aggregation platform distributed its own traffic to the connected online car-hailing platform, matched the supply and demand information of the online car-hailing platform and the passenger side, and then provided passenger transportation services by the online car-hailing platform that obtained the distribution.

Therefore, the aggregation platform is also called the "platform of the ride-hailing platform".

Taking AutoNavi as an example, up to now, more than 160 small and medium-sized online ride-hailing platforms have been accessed.

Although it is the capacity resource of some three melons and two dates, but when they are gathered together, they finally have the ability to grab a soup from Didi's mouth. Last year, Cao Cao's total order transactions from aggregation platforms accounted for 73.2%.

As for how the aggregation platform can compete with Didi, it is not difficult to guess the core means.

It is the old-fashioned and tried and tested "low volume price".

The problem is that the driver's involution is to open a knife to himself, but the price of the platform involution is also to be borne by the driver.

On the one hand, they push the freight forward again and again.

Aggregation platforms are sorted according to the order price and empty distance, and low-cost capacity is usually prioritized, and online ride-hailing platforms can be ranked ahead even if they are only one piece cheaper than their peers, so there will inevitably be price competition.

After the price war, the freight was even pressed to a dollar per kilometer.

But what is more ruthless and a headache for drivers is the "high commission" that can't be hidden.

First of all, not only the ride-hailing platform, but also the aggregator platform will take a cut of the driver's income.

Secondly, in order to compete for customers, they will launch various forms of special offers, and continue to collect drivers' wool in the process.

For example, the "fixed price", because it is inflexible and the unit price will be about 20% cheaper than that of ordinary express cars, the fixed price makes the driver complain. Previously, some media disclosed that the platform commission for general orders is about 15%, and the "fixed price" is as high as 25%-28%, and the price difference between the two commissions is the "preferential amount" given by the platform to users.

However, in order to grab customers, the platform will vigorously promote special orders such as "fixed price". On the Internet, some drivers even said: "Brothers, now there is no special offer, no special offer, and a special offer is all special bills, isn't that so?" ”

In addition to the fixed price, the coupons issued by the platform to users are sometimes directly deducted from the driver's handcar fare.

In short, it is to give users benefits in the heart of the driver.

Fearing that the commission would be too high and cause disgust to drivers, some online car-hailing platforms have even made small moves.

This year, a driver said on a complaint platform: "The passenger paid 155.06 yuan, but the platform showed that the passenger paid 102.89 yuan." This is actually because the platform reduces the actual amount paid by passengers on the driver's side, which is what people call "yin and yang bills".

In this way, it creates the illusion of "low commission" for unsuspecting drivers.

The battlefield of the involution of the online car-hailing platform,

It's time for a change!

The low price of the volume that is too perverted has now become a situation of losing more.

Not only has the driver's income plummeted, but the online ride-hailing platform has also lost money and made money.

In the past, in order to seize the market, since its establishment in 2012, Didi has accumulated losses of hundreds of billions. Finally, it achieved an annual profit for the first time last year, but due to the pressure of its peers, Didi had to increase subsidies in the past two years.

Other platforms aren't much better. Guangzhou Ruqi Travel, which is preparing to go public, has lost more than 2 billion yuan in the three years from 2021 to 2023.

Even the passengers, who should have made a profit, actually suffered a lot of losses.

In order to save operating costs and time costs, many drivers try to reach their destinations as soon as possible. "You can run as fast as you can", a ride-hailing driver in Hangzhou joked, and the "special express" should be called a "super express". Once at the destination, some drivers will refuse to drive a few hundred meters further because there will be no additional charge for these miles.

What's even more torturous is that even in the scorching heat, some drivers do not turn on the air conditioner when carrying passengers, and also post a notice in the car: "Due to the low cost of the ride, the air conditioner cannot be turned on, and 10 yuan in cash is required to turn on the air conditioner." ”

In addition, the consequences of bad money driving out good money go far beyond the downgrading of the ride experience.

The entry threshold for drivers is lowered, and the employees are mixed; After the accident, the aggregation platform and the online car-hailing company passed the buck to each other, and no one dealt with the aftermath; Drivers take orders for a long time and drive fatigue......

Compared with low prices, the current online car-hailing platform should be more standardized and refined.

On July 12 last year, Ningbo, Zhejiang Province, issued a notice letter to the Ningbo branch of eight online ride-hailing platforms requesting temporary removal from the shelves.

Some of these platforms that were required to be removed from the shelves refused to rectify because the platform operators did not have the ability to provide offline services, and the operating conditions did not match the licensing conditions; Some of them are because they have not uploaded information in accordance with the regulations, and the information such as vehicles, drivers, orders, and passenger evaluations is seriously inconsistent with the actual situation.

In January this year, the Shaoyang Municipal Transportation Bureau also issued a notice pointing out that for platforms that have expired for more than 180 days or the compliance rate of the two certificates has not reached 98%, in principle, they shall not renew their business licenses and shall not continue their operations.

In short, if you don't standardize, you can't go on the road.

Wuhan, Hefei, Shijiazhuang and other cities have also previously required online car-hailing platforms to implement clear price marking, and not to disrupt market order with unfair price competition behaviors such as "fixed price" and "preferential price".

Instead, they are encouraging more granular services.

For example, it provides more diversified travel services including online car-hailing, intercity carpooling, and customized passenger transportation, as well as real-time reminders and adjustments based on operational data such as order volume and driver income.

In addition to allowing the platform to stop endlessly rolling up low prices, this is also sending a signal: the platform can be tossed or rolled in, but the pain cannot be carried by the driver.

Although this is also difficult to fundamentally solve the difficulties of frustrated middle-aged people, it can at least allow many people to take a few more breaths.

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